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How To Win The Sales Copy Writing Game
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First of all you must know the Rules.
I can almost hear some of you thinking right now.....
Rules? What rules?
I'm a good letter writer aren't I? I compile an
excellent report don't I? And I've always been known to
have a good command of the English language haven't I?
So to write good Web copy, or an eye-catching
advertisement, I just tell my readers how good my
product is in a sound professional manner. Don't I?
NO!
I'm afraid that's one of the biggest misconceptions
that prevails among Internet marketers. Because before
you start writing those killer web pages and ezine ads
it's essential to know how persuasive Sales Copy is
structured.
First of all the golden rule of advertising is:
THERE ARE NO GOLDEN RULES!
Most successful advertising follows the same set of
basic 'rules'. But we should really refer to them as
guidelines. Because rules are meant to be broken.
Otherwise we would have no room for innovation or
creativity. But breaking the fundamental guidelines can
be risky. And risk in advertising can bring great
rewards - or expensive failure.
So until you have a lot of Copywriting experience
behind you, stick to the tried and proven Copywriting
basics and you won't go far wrong. And, to coin an over-
used but appropriate phrase, why try to re-invent the
wheel?
These principles have been used by successful
advertisers since time immemorial. THEY WORK!. And who
are we to argue?
THE BUILDING BLOCKS OF A SUCCESSFUL AD
Yes I know you think you've read it all before, but
let's look at the essential elements of a successful
sales message......
THE HEADLINE grabs the reader's attention.
THE SUBHEAD reinforces the main heading.
ILLUSTRATION or PHOTO emphasizes the headline benefit.
THE BODY COPY starts with a compelling paragraph that
leads the reader in to the next section.
FURTHER PARAGRAPHS support and reinforce the benefits
of the offer.
PENULTIMATE PARAGRAPH warns the reader of the
consequences of missing out on the offer.
FINAL PARAGRAPH stimulates response. (Order now) PS
gives a further reason to respond and reinforces the
offer.
COMPANY LOGO (almost) ALWAYS goes at the end. Except
web pages.
If you are writing a direct response sales letter, this
structure should almost always be used, (along with the
many other successful marketing ploys that are added to
your sales package). Web pages require a slightly
different technique, but the overall principle is still
the same:
Grab Attention, Stimulate Interest, Build up Desire,
Urge the reader into Action!
OH PLEASE NO - NOT AIDA AGAIN!
'Fraid so. But if it makes you feel any better I could
re-phrase it. So how about...
Stop him in his tracks. Pin his ears back. Excite him
to fever pitch. Tell him that because your offer is so
fantastic only a fool would let such a once-in-a-
lifetime opportunity pass him buy and he must order now
or else he'll regret it for ever so he should grab his
credit card now and enjoy the life-style of his dreams
and be the envy of his friends forever!
It means the same but I think AIDA is easier to
remember.
ATTENTION. INTEREST. DESIRE. ACTION. Keep these
four 'triggers' in the forefront of your mind when
writing your copy, and I promise you won't go far
wrong.
WE ARE ALL SELLING SOMETHING
I keep using the word SELL throughout these scribblings
of mine. The object of all advertising is to SELL
something. But not necessarily for cash gain.
If you have a 'Free Report' for download, you must SELL
the idea that your information is credible and of use
to the reader. When advertising in the press for
charity workers you have to SELL the benefits of being
a volunteer. And a brochure about the local library
must SELL the reader the benefits of it's location, and
how his or her life-style would be greatly improved etc.
FEATURES DON'T SELL
Whatever you are selling, remember this extremely
important point. Don't try to sell the features of your
product or service. Sell the 'BENEFIT TO THE READER' of
sending for your free information or whatever. Burn
that into your brain because if you fail to sell the
benefits, you sell nothing.
We just aren't even remotely interested in how
technologically advanced your new software is. Or how
fast it is. Or that it took 3 years to design and Bill
Gates is shaking in his boots. These are FEATURES. And
Features don't sell. Only BENEFITS achieve can that.
We are only turned on when you show us the benefits of
how much time it will save us, and how much our friends
will admire those fantastic Christmas cards we'll be
designing in 10 seconds flat.
So show your reader BENEFITS, BENEFITS, and MORE
BENEFITS!
That's the one Golden Rule you must NEVER break!
Copyright 2003 by Joe Robson * All rights reserved
Joe Robson is co-author of 'Make Your Words SELL' with Ken
Evoy. Joe and Tom Glander own The Newbie Club which is
bulging with unique NET and PC Newbie tutorials and eBooks.
CLICK ON OVER to http://newbieclub.com/ and look at their
very professional Affiliate Program. It's BIG! Joe's
Copywriting site is at http://www.adcopywriting.com
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