Copywriting is the essential "X-Factor" for succeeding online.
All the marketing, HTML and other knowledge can't save your Internet business if the copy is lame. And, unfortunately, most website copy leaves a lot to be desired. Why$%: I'm glad you asked. My contention is, people in general, have the wrong conception of how to write copy that produces sales.
Whenever I've crafted sales messages for Gary Halbert, Michel Fortin, Yanik Silver, Joe Vitale and other big hitters, I rely on three secrets. These secrets allow me to convey the most convincing benefits of the product or service I'm selling.
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Here they are...
Secret #1: Discovering The Big Idea
You never sell a product or service.
In reality, you always sell a Concept or a Big Idea. For example, I just finished a website letter about a vitamin supplement. The Big Idea was that vitamin supplement companies are ripping consumers off.
This concept is certainly more interesting than vitamins. It hits consumersin their pockets where it counts. Once this idea was established I could go on to present the benefits of buying the vitamin supplement I was selling.
Examples of Concepts include: beating the rat race... geek gets the girl... broke loser becomes rich and famous... etc.
Secret #2: Structuring The "Pitch"
A direct response Internet website is nothing more than a sales message or sales pitch. There are many ways to structure and present a sales message.
Before you write copy sit down with your swipe file and look at relevant promotions. The point is to find out how the sales message was presented (the infrastructure of the pitch) and fit the best sales structure to your product or service.
Some sales letter structures or formulas include: Problem/Agitate/Solve... Prediction... Bonus Flip (can also be an offer)... Before and After... etc.
Once you discover the best sales structure start writing the promotion.
Not before.
Secret #3: Conveying The Sales Message
Okay. Now you have a Big Idea that presses your reader's hot buttons. You've outlined the structure of your sales message. Next... you have to decide what you're going to say.
This is a process of conveying: the reasons someone should buy now... the proper emotions... your proof and credibility elements... and... everything else you must say to get immediate action.
I suggest using a swipe file letter as a template. Most people jump to number three and never think through the first two secrets. All three are critical to the success of your website copy.
From now on, use the three secrets above to write your copy. First, come up with a Big Idea to build your promotion around. Next, decide on a proven selling formula for your promotion. Finally, determine what you're going to say and say it in the most convincing way possible.
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