Ok, confession time, I don’t like copy-writing,
…and, for a good reason – I suck at it!
But, I understand the importance of copy-writing in marketing.
As a marketer, you’ve only a few ways in which you can communicate with your audience.
And let’s face it…
…words are still the best way for you to get your message across to your market.
In Fact, without good copy, you’ve got little chance of any of your marketing campaigns producing a positive result,
Regardless if it’s a website, social media or magazine, one thing’s for sure…
But what do you do if you’re like me, and “Suck at writing.”?
Well, the good news is – there’s hope,
See, a copywriter’s job is not to write fantastic copy to win awards.
A copywriter’s job is to SELL products or services!
So, with this in mind.
I’ve outlined my process for creating copy-writing, which I’ll share in this post…
Now, before we begin,
….understand copy-writing – is made up of two essential parts.
PART 1: CREATING
PART 2: EDITING
In this blog, I’ll take you through PART 1: CREATING.
Don’t try to complete both at the same time.
It’s not as easy as it sounds, as you’ll naturally want to correct mistakes as you write.
…and, editing your copy as you write it, is a sure-fire recipe for frustration – So avoid doing it.
OK, let’s get started…
How do I craft my sales copy?
Here are my best tips for creating ‘sales-driven’ copy:
BEFORE YOU WRITE
To get your brain in a Copy-writing mood. Try reading great copy-writing for 20 minutes before writing. By doing this, you’ll be better equipped to write in a sales copy style.
GET CLEAR ON WHAT YOU’RE SELLING
Write down a list of the benefits your reader will get from your product or service.
Now, this is important…
You can only sell one benefit at a time!
I know you’ve got different goods or services. But, your customer can buy only one thing at a time.
Ask yourself these three questions before you start:
1) Who is my customer?
2) What are the Key benefits of my product/service
3) Why will my customer want to buy my product/service (What benefit is most important to them)
Decide what you’re going to sell (which benefit), then sell it with everything you have.
SELL BENEFITS NOT FEATURES
Features are boring and self-indulgent. Talk about the benefits your customers will get from your features product or service.
In fact, I like to go a step further and sell the emotion they will experience when they receive the benefit.
Try to paint a picture in the reader’s mind of them already enjoying the benefit.
YOUR OFFER TRUMPS EVERYTHING
Your copy’s only as good as your offer. Create a compelling proposition that your reader can’t pass on. And you’re 90% of the way to creating persuasive copy-writing.
Think back to times you bought something you didn’t need because the offer was too good for you to pass up.
Here are things you need consider when creating your offer:
1) Know what they want – focus on the BIG benefit
2) Sell the bonus – Build value by selling your gift
3) Easy to say yes to- make it too good to pass on
4) Make it believable – justify why it’s so good
5) Take their eyes off the price – sell value, benefits & emotion)
6) Big guaranteed – take their fear away
7) Deadline, Scarcity + Urgency – compel them to act now
8) Call to action – tell them what to do next
OVERCOME THEIR OBJECTIONS
Your sales copy doesn’t need to be great; it needs to answer your reader’s objections. Write down a list of your customers’ obstacles to the sale and a list of all your solutions to overcome them.
The most common objections are:
1) You don’t understand my problem
2) How do I know your qualified
3) I don’t believe you
4) I don’t need it right now
5) it won’t work for me
6) What happens if I don’t like it
7) I can’t afford it
REMOVE THEIR RISK
Offer a Guarantee or free trial. Take away your prospects fear of making a wrong decision. Be sure your copy-writing tells your reader what they can expect after the sale. No one likes to be surprised after purchase. Outline the process and what the next step will be.
GET CLEAR ON, WHO YOU’RE WRITING TO
Before you lay a finger on your keyboard, ask yourself this question: who is it I’m writing to?
Get specific. Create a buyer’s persona before you start,
…being clear on who your reader is, will help you focus your writing.
Write as if you’re talking to your buyer’s persona. Use language they would use and write in a tone which connects with them.
FIND YOUR VOICE
Now you know who you’re writing to; It’s time to decide how you’ll communicate with your prospect.
Visualise the conversation as if you were talking to your ‘buyer persona’ in person. What dialogue would you use? Would you take a serious tone or a laid-back approach?
TIP: Be authentic in your copy-writing, as a small business owner your customers buy you first.
YOUR HEADLINE MATTERS
It’s time to get your readers attention!
Eight out of ten people will read your headline. Only two of the eight – will read your copy.
Meaning, if your headline is weak, it doesn’t matter how persuasive your copy is. No one will read it.
A headline should be clear, precise and evoke curiosity in the reader.
Here’s my favourite headline formula – The benefit, minus obstacle method.
How to [BENEFIT] without [OBSTACLE], i.e., How to renovate a house without blowing your budget
How to [BENEFIT] even if [OBSTACLE], i.e., How to craft compelling copy-writing even if you suck at writing.
WHAT DO YOU WANT YOUR READER TO KNOW?
Now you’ve got your readers attention. What do your readers need to know? So they’ll understand your offer well enough to take action?
Be clear, don’t confuse them with irrelevant information.
WHAT DO YOU WANT YOUR READER TO FEEL?
What do you want your reader to feel when they read your copy? Decide how you want them to feel when they read your copy. Then use words that represent the emotion throughout.
The five most influential emotions to use in your copy are:
WHAT DO YOU NEED YOUR READER TO DO?
The whole point of writing a piece of sales copy is to get the reader to take action,
Usually, this is making contact with you in the form of a lead…
Or getting your reader to buy from you!
Always tell your reader what to do next.
Give your reader clear direction for their next step. Because, if you don’t tell them – they won’t do it.
UNDERSTANDING YOUR COPY STRUCTURE
There are a lot of ways you can structure your sales copy,
My Favourite formula is (PASPA), PAIN, AGGRAVATE, SOLVE, PROVE, ACTION.
It goes like this,
1) Call out their PROBLEM – What’s problem you solve for your reader? i.e., “Do you suffer from cellulite?”
2) AGGRAVATE the problem – Now reinforce how the pain impacts your reader’s life. i.e., “Does your cellulite make you feel embarrassed when swimming in public?”
3) SOLVE their problem – How does your product or service take your reader from pain to pleasure?. i.e., “Revolutionary laser treatment removes cellulite in one pain-free treatment.”
4) PROVE you can solve the problem – Prove what your saying is true. You can use testimonials, case studies, 3rd party reviews or statistics, i.e., “Join over 10,000 women who no longer suffer from cellulite.”
5) Call to ACTION – Tell them what to do next. i.e., “complete this form for a free cellulite consultation.”
YOUR FIRST DRAFT: THE VOMIT COPY
Now, it’s time to write…
…Take a deep breath & let it flow!
Your first copy will suck!
But that’s OK. Let me explain…
It’s called a vomit copy. As the name suggests, you’re regurgitating whatever pops into your mind in this first draft.
There’s no pressure with your ‘vomit copy’ to produce good writing. It’s about getting all your ideas from your head into your article.
WRITE TO A TIMER
Use a stopwatch or clock and don’t stop writing until the time expires. I set myself 50 minutes. You could aim for less…say 30 or even 20 minutes, whichever time you’re comfortable with.
DON’T STOP TO RESEARCH
When you’re copy-writing, there’ll be moments when you hit gaps in your knowledge. Keep writing and fix them in editing.
While it’s taken me a long time to get comfortable with writing my own sales copy. It’s by far the most rewarding skill I’ve learned, and I know it’ll be for you too. Use my process to get you started – Then begin to develop your copy-writing method. Your marketing results will improve as your writing gets better.
What are your writing tips for beginner writers?