“How long can I stare at this blank screen?” was often the thought crossing my mind when I had to write sales copy. It seemed I would never understand how to write copy like the “pros.” The men and women (mostly men) who seemed to have a flair and knack for the words going from their head, traveling through their arms, out their fingers, onto the screen of their computer.
What I realized was this; the headline in a sales letter, email message or blog post (or in the case of a book, the title) is the first thing that either grabs or deflects the potential reader. Miss this, and you miss tons of opportunity… getting people to read your “stuff.”
Early on, I had no idea there was a system to writing good, even great, copy. Yet, after massive research, reading tons of books and a lot of trial and error (mostly error), I got a handle on things.
One reason I was so flipping determined to figure out how to write compelling copy is because of how much it can cost you for a good copywriter. It can easily be in the thousands of dollars for one sales letter.
Here are just a few examples of what you can pay.
- Advertising: $1,500-$1,800 per ad for concept and copy
- Advertising campaign (3 or more ads): $1,200-$1,500 per ad
- Brochure copy, small (two- or three-panel): $800-$1,600
- Brochure copy, full-size (two- or three-panel): $950-$2,500
- Brochure copy, multi-page (up to 8 pages with cover): $1,800-$3,500
- Brochure copy, large (8-16 pages with cover): $2,000-$4,500 and up
- Brochure insert copy: $200-$1,000 each
Granted, prices can vary considerably, but you get the idea. One of the best things you can do for yourself is learn how to write copy. Even a simple email can cost $50 – $150 or more. If you’re like me, you write…a lot!
In the last couple of decades I’ve written millions of words. What with my emails, my blog posts, articles, books, and posts on social media, I’ve had lots and lots of practice. Some of what I produced is really hot while other things I’ve written, well, let’s just say, not one of my prouder moments.
How you write will be determined by what you’re writing and for whom. For example, if you’re writing for a bunch of white collar, middle aged men in executive positions, your style will be different than if you’re writing for mommy bloggers.
Writing for animal enthusiasts is considerably different than budding entrepreneurs who are struggling to make their first dollar in business.
Yet, there are a few universal rules.
- What you’re selling is less important than the results it gets the end user (your customer or client)
- Grab them with the headline (what is the big promise they will find in the body of the copy
- Avoid jargon the reader won’t recognize or understand
- Have a clear call to action aka next best click
- Use various sizes of fonts
- Include images to make a point
- Write as if you are talking directly to your “sweet spot” client
- Use bullet points to make it easy on the reader
- Subheads break up copy and assure people who scan your copy will get the main points
- Give the reader compelling reasons to take action while on your site
Let’s look at a few of the points above.
What you’re selling is less important than the results your “thing” gets the end user.
Potential customers could care less about what you offer until they know how much you care. It’s true. There’s so much competition in virtually any industry that in order to get through the noise, you have to address the end user’s needs and concerns.
It’s also about providing solutions according to what’s important to them, not you. So in your copy, make sure you address the areas they are most concerned about.
Have a clear call to action aka next best click
One area many people miss the boat on is not making it absolutely clear what the next best action is for the end user to take. You’ll notice, at the end of this post, I have two very clear CTA’s – Call to Actions. A CTA is also known as the next step in the process of working with you.
Be sure to make it clear to the reader (or viewer) what you want them to do. Again, it’s about making things as simple as possible for someone to make a decision. Regardless of whether you’re asking them to opt in, buy something or join a group, be clear on how they do this.
Give the reader compelling reasons to take action while on your site
Getting prospective customers to do what you want them to do can be like trying to wrestle a pig soaked in oil. It seems they keep slipping through your hands.
A few compelling reasons are limited time, limited quantities, 100% guarantee (minimizing risk) and the cool factor.
However, if you do have a limited time and limited quantity as a motivator, be sure it’s true. Don’t mislead people. The minute you do, you lose.
It’s all about riding the bike
Writing copy is like riding a bike.
The more you do it, the better you get. At least, that’s how it usually goes. But for some, they struggle with getting the first words out. And truth be told, that is where many people stop. They throw their hands up with a, “This copy writing stuff isn’t for me.”
Here’s the deal, if you’re in business, you have to get your message across to potential buyers. If you don’t, you won’t be in business for long.
Sure, you can hire someone to do your copy writing, but if you’re a one or two person operation, it wouldn’t take long to blow a lot of money on copy that you are not guaranteed will get you results.
So what’s the solutions?
Practice, practice, practice.
Or… join me on November 15th for Million Dollar Sales Message Secrets! featuring Jim Edwards.
Jim has made millions of dollars from knowing exactly how to write high converting sales copy. Jim knows writing sales copy doesn’t come naturally to most people. So he came up with a solution… easy sales copy strategies.
His methods are not some pie-in-the sky process. Nope, they are easy to learn and even easier to apply. Jim keeps things really simple.
With what I’ve learned from Jim (and a super easy way he shows people how to get copy done by answering a few simple questions) I’ve been able to WOW! several of my private clients with spot on copy.
It doesn’t matter what you’re selling; books, CDs, home study courses, dog training, dog boarding, clothes, or the latest in an endless sea of weight loss solutions, you absolutely must know how to write copy. To not do so is detrimental to your livelihood.
Find out how simple it really is to write amazing copy that people respond to.
Join Jim and me for a FREE webinar – Million Dollar Sales Message Secrets.
November 15, 2016 at 2pm ET. It’s FREE, it’s fun and it’s informative. http://easysalescopywizard.com/kathleenwebinar
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