There really is no huge secret to writing good copy as it is all in the steps that one takes to create a powerful piece of sales copy. It is all about knowing the right information starting out. You have heard me talk about getting into the minds of your prospects. This is probably one of the single biggest keys to unlocking your power for words.
Get started by making a long list of questions that would arise that need answers. Typically, these break down into possible objections that a prospect may have regarding a product or service you are promoting. Objections and your ability to write in a way that overcomes them is crucial. Having those answers will allow you to write in a way that what was once an objection is now a benefit.
Remember as you have heard me talk of in previous post, people are not interested in features but they want to know how they can benefit. It is now and always has been a what’s in it for me world. If you can identify and clearly state them to the prospect then it all becomes a matter of leading them step by step through your written story or pitch.
Each step builds on the next step to come leading them to your ultimate goal of purchase. One of the ways to look at your steps of righting good copy is this.
1. You have get their attention. Your headline is going to that and if done correctly your headline covers the most pressing issue that your prospect would have and leads them into the first introduction paragraph where you can explain a bit more of your solution that will ease their ills.
2. Creating and maintaining interest is done by using bullet points and subheadings for paragraphs that clearly states another benefit that answers more of how this product or service that will best serve them. Make use of subheadings and give them the punch they need, much like your headline.
3. Incorporate any personal experience you may have had and create a good story on how it solved a given problem, and how it was a solution for you and how directly benefited from the product or service.
4. This is where so many fall down. Make a clear call to action. Tell your prospect what you want them to do next. This is the easy part yet so many approach this with fear of being over bearing. But if you don’t tell them what the next step is they are unlikely to take any step at all. ASK FOR THE MONEY!
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