Copy Writing Strategies

Copy Writing Strategies

1. Create compelling headline; goal is to get first sentence read

   • Includes subtitle too!
   • Next goal is to get next sentence read!
   • Must promise some type of compelling benefit
   • Spend 50% of your time writing this!
   • Be Useful, Create Urgency, Uniqueness of benefit, & be Ultra specific....
   • 8 words or less if possible

2. 2. Focus immediately on benefit to reader

3. 3. Early on: Make a promise to reader that you later fulfill

   • Focus on one specific reader
     • Must know your reader well: research!
     • Answer: What's in it for me?
     • Use same language your reader uses in writing about your topic
   • Ea Section should have compelling main idea & purpose
     • Rile up reader, present opposing view, etc

4. 4. Back up what you say with ultra-specific proof

   • Be authoratative w expert testimonials, statistics,references, etc

5. 5. Throughout: Use clear, concise, simple language

   • Use concrete examples
   • Use lots of bullet points and # lists
   • Use nouns & verbs; avoid adverbs and adjectives

6. 6. Restate the "Hook"; whats in it for reader?

7. 7. Make a bold firm explicitly presented offer, of a point of view, a product, etc

   • an Offer is a call to action, such as newsletter sign up
     • Make offer explicitly and quickly; expresses your VALUE

8. 8. Sum everything up: Demonstrate how have met your promise

9. Offer a guarantee & stand behind it with proof....

10. 7 tips....

    • 1. Power of Mirror Neurons to transfer emotion to reader
      • Speak to a feeling your target person already has; don't create one
    • 2. Time more precious than $; more scarce
    • 3. Sweat the small stuff....
      • Track your writing and how well it does
        • Big change based on word "small" fee
    • 4. Embrace your "devilish" Authentic Side
      • Address reader concerns head on. "Many of you re wondering ..... right now...
    • 5, Use Verbs more than Adjectives
    • 6. Use persuasive power words: free, new, instantly, because, person's name
    • 7. "Transport" a person through story telling to persuade them from a new perspective
      • Use detailed imagery, suspense, metaphors and irony, and modeling a desired behavior

11. Length of copy depends upon 3 things

    • # of features & benefits product has
    • The audience: some people want AM Info AP: especially true on internet & w Info products
    • The purpose: if aiming to make a sale, must overcome every objection..
    • Longer copy outsells short
    • The higher the price, the more copy needed! - See pg 48 for more
    • the more unusual the product, the more need to relate benefits to audience

12. Tell STories to Sell

    • Open with describing the pain of the problem
      • conflict: Show how journey evolves & problem affects person
        • Use Dialogue, two people talking w ea other to describe what happens
          • Your product provides the solution
            • Share highly specific results

13. Use Conversational Style, as though sitting down 1:1 w person

14. John Lennon Copy: Ask people to Imagine

15. Use Frank Copy: Describe "warts" of product first; customer will trust you more if you do!

16. Use Rejection Copy: Discourage people from wanting your product; it's for an elite group only!

17. Do 4 things w your Ad copy

    • solve Meaningful problem your prospect has
    • Paint picture of life w problem solved
    • Prove that I will deliver on the promise
    • Push prospect to download, sign up, buy, etc