BONUS TRAINING
A Very Important Skill
Copywriting - Words That Sell.
Whether you want to get an opt-in for your email list, a new blog subscriber, to make a sale, or just inspire readers to support your favorite cause, you will need to learn how to make people take the action you wish them to, so keep it simple and start with the 1-2-3 method. You can add any extra copywriting tricks you learn along the way to make it work even better, but with the 1-2-3 elements in place, you’ll have the most important bases covered.
Here’s the formula in a nutshell:
1. What I’ve got for you
2. What it’s going to do for you
3. What I want you to do next
1. What I’ve got for you
If you want to persuade, you’ve got to let folks know what they’re in for.
What’s your product? What does it do? Who is it for?
Start with a simple overview, a birds-eye look at what you’ve got to offer.
So let's see how this works in the real world.
Lets say I am promoting a product that helps local business owners generate more customers and therefore more profits.Here’s an example:
A step-by-step home study course that teaches struggling entrepreneurs how to create a stampede of customers, hot for you and your product with cash in hand ready to buy
Before you elaborate on that too much, go immediately into #2. This is the really important p
art, the list of benefits, tell the person what it will do for them. Do not make the mistake that you see in the corporate world time and time again where you see clone company or corporattion spouting off about how they are the biggest, #1 at this, have ex amount of years in business and so many existing customers. Your prospect does not give a hoot, they care about one thing only, themselves.
2. What it’s going to do for you
Here’s where we talk about the great benefits of taking the action you want your reader to take.
Now Featuring Benefits!
For some reason, the distinction between benefits and features is hard to remember. But “what it’s going to do for you” is much easier to keep in mind – and it’s the same thing.
What’s better about life with your product?
Describe the end result, the “after” picture once your customer has bought your product and used it as you recommend. Let the reader know how your product helps her reach the goals that matter most to her.
For example:
You’ll have more confidence, less stress, and you’ll have a simple, proven plan for generating more of the ideal prospects, those that buy, for your business.
The best way to list benefits is usually a series of fascinating bullet points. Include enough specifics to make the product feel valuable:
# More than 30 hours of action-oriented MP3 lessons, with complete optimized transcripts.
Also include compelling teasers that are vague enough to create a curiosity “itch.”
# The three most damaging and expensive advertising and marketing mistakes new businesses make, and the easy way to fix them.
I can't stress the importance of describing the benefits of the product enough it is so important, try and make your prospect think in terms of themselves and drop the stuff about how great you and your product is.
Bullet points are a “secret weapon” for copywriters because they let you make your point in a powerful, skimmable way, and they pull the eye in.
3. What you should do next
This is our old friend the call to action. This is where you do the selling and if you have done your job right with listing the benefits correctly, your job has just got a hell of a lot easier.
The reader needs to know specifically what to do next. Don’t just put a link in; tell her to click here.
Tell (don’t ask) the reader what to do right this minute to move forward with the sale. Be specific and painstakingly clear.
And of course, if you have a good scarcity element (like your terrific offer is going away in 6 days), you make that very clear here.
Every step of your persuasion sequence, needs a clear and specific call to action.
Yes, you still need 1-2-3 for “free”
Once upon a time, you could offer any old junk for free and people would take it. The very word “free” seemed like it had magic powers.
But now, especially online, “free” takes some selling.
You’re competing for attention and time rather than money — and those are in very short supply.
So if you have a free special report to build your email list, or you’re offering a valuable free e-class or video, you still need to sell it.
1-2-3 isn’t just about exchanging dollars. It’s about motivating a specific, well-defined behavior.
The next time you see a really masterful sales pitch, try to identify the 1-2-3 elements. Look for it in infomercials, catalog copy, sales letters, and good product reviews.
Start spotting these persuasion elements “in the wild” and you’ll be on your way to becoming a more effective copywriter — a copywriter who sells, and online you are always selling something, whether it is the content of your article, the click on your advert, the opt in to
your list or the link to the sales page you are promoting.
To Your Massive Success.
Rob Bright
www.rob-bright.com
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