Copywriting: 4 in 1

Table of contents :
COPYWRITINGA Comprehensive Beginner’s Guide to Learn the Art of Copywriting from A to Z
COPYWRITINGA Comprehensive Beginner’s Guide to Learn the Art of Copywriting from A to Z
Introduction
Chapter 1: What the Heck is Copywriting
Chapter 1: What the Heck is Copywriting
Chapter 2: Areas that Require Copywriting
Chapter 2: Areas that Require Copywriting
Where To Find Copywriting Jobs
Chapter 3: Types and Styles of Copywriting
Chapter 3: Types and Styles of Copywriting
Chapter 4: How You Can Become a Copywriter
Chapter 4: How You Can Become a Copywriter
How Much Money Does it Pay, Realistically?
Essential Criteria
Chapter 5: Understand the Product
Chapter 5: Understand the Product
Stage 1: Understanding the Product
Stage 2: Describing the Product
Chapter 6: Twenty-One Copywriting Formulas
Chapter 6: Twenty-One Copywriting Formulas
Chapter 7: Elements that Make Good Copywriting Great
Chapter 7: Elements that Make Good Copywriting Great
Conclusion
References
COPYWRITINGTips and Tricks for Effective, Persuasive Copywriting
COPYWRITINGTips and Tricks for Effective, Persuasive Copywriting
Introduction
Chapter One: What is Copywriting? and What Makes It Good?
Chapter One: What is Copywriting? and What Makes It Good?
Eugene Schwartz
The Copywriter's Mission
Hyperbole and Jargon-Free
Chapter Two: A framework for effective Copywriting
Chapter Two: A framework for effective Copywriting
Chapter Three: Content Marketing and the Copywriter's Role
Chapter Three: Content Marketing and the Copywriter's Role
How it Works
A Consumer Shift
Quality Counts
NNG Long-Term Studies
Some Notes on Humor
Chapter Four: MIstakes You Shouldn't Make
Chapter Four: MIstakes You Shouldn't Make
Chapter Five: A World of Copy
Chapter Five: A World of Copy
Search Engine Optimization
Landing Page
Landing Pages that Pack a Punch
The Right Topics
Trends and News in Your Client's Industry
Writing a Blog Post
SEO – How They Find You
Tips on Writing Marketing Emails
eBooks
Media Releases – What are They?
Evergreen Content – Websites
Chapter Six: Copywriting History – The Ecstasy and the Agony
Chapter Six: Copywriting History – The Ecstasy and the Agony
So, What's the Message to Copywriters?
24 Triggers
When Your Copy Forgets a Key Constituency
Chapter Seven: Freelance Copywriting – What To Expect and What Not To Expect
Chapter Seven: Freelance Copywriting – What To Expect and What Not To Expect
The Good Stuff
Freelancing Skills Aren't All About Writing
Chapter Eight: Where to find Copywriting Jobs
Chapter Eight: Where to find Copywriting Jobs
Contena
Copypress
NewsCred
SmartBug Media
nDash
The Worst of the Worst
How to Respond to Job Ads Successfully
Marketing Yourself
Conclusion
Resources
COPYWRITINGSimple and Effective Strategies of Copywriting that Sells
COPYWRITINGSimple and Effective Strategies of Copywriting that Sells
Introduction
Chapter One: The Art of Selling
Chapter One: The Art of Selling
What Are You Selling? And Why Should They Buy?
Principles of Copywriting
Parts of Good Copy
Next Steps
Chapter Two: The Art of the Sales Letter
Chapter Two: The Art of the Sales Letter
Why Online Marketing Fails
The Sales Letter
The 15 Elements of the Sales Letter
Quick Recap
Chapter Three: Eye Grabbing Headlines
Chapter Three: Eye Grabbing Headlines
What Makes a Great Headline?
5 Templates to Sky-Rocket Your Sales Today
Chapter 4: Money Making Emails
Chapter 4: Money Making Emails
Does Email Marketing Really, Truly Work?
22 Ultimate Hacks to Writing Emails that Sizzle and Sell
Chapter Five: Potent Bullet Points
Chapter Five: Potent Bullet Points
The Art of Crafting Bullet Points
What The Bullet's Work Is
Templates for Bullet Points
Chapter Six: The Offer, the Risk Reversal, and the Close
Chapter Six: The Offer, the Risk Reversal, and the Close
Chapter seven: Guarantees that Guarantee Sales
Chapter seven: Guarantees that Guarantee Sales
The Obstacle of Fear
Destroying the Fear Demon
Banish Fear with the Guarantee
Chapter Eight: Deal-Closing Copy
Chapter Eight: Deal-Closing Copy
Closing Templates You Should Model
Chapter Nine: Crafting Irresistible, Sinful Offers
Chapter Nine: Crafting Irresistible, Sinful Offers
Figuring Out the Offer that Fits Your Product or Service
Powerful Secrets to Crafting Compelling Offers
Chapter Ten: Writing Copy for Product Launches
Chapter Ten: Writing Copy for Product Launches
Your Newbie-Friendly Product Launch Guide
Always Begin with A Story
Create a Storyboard
Identify the Players
The Elements of Launch Copy
Promotions
Chapter Eleven: The Story in Copy
Chapter Eleven: The Story in Copy
Using the Big Story Idea in Copywriting
Putting It to Work
Finding your Big Story Idea
Next Steps
Chapter Twelve: Homework!
Chapter Twelve: Homework!
Conclusion
COPYWRITINGAdvanced Guide to the Art of Powerful and Effective Copywriting
COPYWRITINGAdvanced Guide to the Art of Powerful and Effective Copywriting
Introduction
Chapter 1: The Art of Effective Copy Creation
Chapter 1: The Art of Effective Copy Creation
Chapter 2: Elements of Good Copywriting
Chapter 2: Elements of Good Copywriting
Chapter 3: Different Types of Copywriting
Chapter 3: Different Types of Copywriting
Chapter 4: Neuromarketing and Copywriting
Chapter 4: Neuromarketing and Copywriting
Chapter 5: SEO Copywriting
Chapter 5: SEO Copywriting
Chapter 6: The Most Persuasive Words in the English Language
Chapter 6: The Most Persuasive Words in the English Language
Chapter 7: Words and Images
Chapter 7: Words and Images
Chapter 8: The Science of Persuasion
Chapter 8: The Science of Persuasion
Conclusion
Sources

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TABLE OF CONTENTS

COPYWRITING A Comprehensive Beginner’s Guide to Learn the Art of Copywriting from A to Z Introduction Chapter 1: What the Heck is Copywriting Chapter 2: Areas that Require Copywriting Where To Find Copywriting Jobs Chapter 3: Types and Styles of Copywriting Chapter 4: How You Can Become a Copywriter How Much Money Does it Pay, Realistically? Essential Criteria Chapter 5: Understand the Product Stage 1: Understanding the Product Stage 2: Describing the Product Chapter 6: Twenty-One Copywriting Formulas Chapter 7: Elements that Make Good Copywriting Great Conclusion References COPYWRITING Tips and Tricks for Effective, Persuasive Copywriting Introduction Chapter One: What is Copywriting? and What Makes It Good? Eugene Schwartz The Copywriter's Mission Hyperbole and Jargon-Free Chapter Two: A framework for effective Copywriting Chapter Three: Content Marketing and the Copywriter's Role How it Works A Consumer Shift Quality Counts

NNG Long-Term Studies Some Notes on Humor Chapter Four: MIstakes You Shouldn't Make Chapter Five: A World of Copy Search Engine Optimization Landing Page Landing Pages that Pack a Punch The Right Topics Trends and News in Your Client's Industry Writing a Blog Post SEO – How They Find You Tips on Writing Marketing Emails eBooks Media Releases – What are They? Evergreen Content – Websites Chapter Six: Copywriting History – The Ecstasy and the Agony So, What's the Message to Copywriters? 24 Triggers When Your Copy Forgets a Key Constituency Chapter Seven: Freelance Copywriting – What To Expect and What Not To Expect The Good Stuff Freelancing Skills Aren't All About Writing Chapter Eight: Where to find Copywriting Jobs Contena Copypress NewsCred SmartBug Media nDash The Worst of the Worst How to Respond to Job Ads Successfully Marketing Yourself Conclusion Resources

COPYWRITING Simple and Effective Strategies of Copywriting that Sells Introduction Chapter One: The Art of Selling What Are You Selling? And Why Should They Buy? Principles of Copywriting Parts of Good Copy Next Steps Chapter Two: The Art of the Sales Letter Why Online Marketing Fails The Sales Letter The 15 Elements of the Sales Letter Quick Recap Chapter Three: Eye Grabbing Headlines What Makes a Great Headline? 5 Templates to Sky-Rocket Your Sales Today Chapter 4: Money Making Emails Does Email Marketing Really, Truly Work? 22 Ultimate Hacks to Writing Emails that Sizzle and Sell Chapter Five: Potent Bullet Points The Art of Crafting Bullet Points What The Bullet's Work Is Templates for Bullet Points Chapter Six: The Offer, the Risk Reversal, and the Close Chapter Seven: Guarantees that Guarantee Sales The Obstacle of Fear Destroying the Fear Demon Banish Fear with the Guarantee Chapter Eight: Deal-Closing Copy Closing Templates You Should Model Chapter Nine: Crafting Irresistible, Sinful Offers Figuring Out the Offer that Fits Your Product or Service Powerful Secrets to Crafting Compelling Offers Chapter Ten: Writing Copy for Product Launches

Your Newbie-Friendly Product Launch Guide Always Begin with A Story Create a Storyboard Identify the Players The Elements of Launch Copy Promotions Chapter Eleven: The Story in Copy Using the Big Story Idea in Copywriting Putting It to Work Finding your Big Story Idea Next Steps Chapter Twelve: Homework! Conclusion

COPYWRITING Advanced Guide to the Art of Powerful and Effective Copywriting Introduction Chapter 1: The Art of Effective Copy Creation Chapter 2: Elements of Good Copywriting Chapter 3: Different Types of Copywriting Chapter 4: Neuromarketing and Copywriting Chapter 5: SEO Copywriting Chapter 6: The Most Persuasive Words in the English Language Chapter 7: Words and Images Chapter 8: The Science of Persuasion Conclusion Sources

COPYWRITING A Comprehensive Beginner’s Guide to Learn the Art of Copywriting from A to Z

MARC ROBERTS

Introduction

The art and science of copywriting are one of the most fascinating and gripping ventures in the world of media, marketing, and communication. In today's highly competitive world, the demand for successful marketers has majorly increased, which has also led to surging demand for copywriters. In fact, the field of copywriting is a $2.3 million industry today, which explains the skyrocketing demand for this job position. Copywriting is a well-paid activity and can be taken up as a freelancing job. So, if you possess the skill and passion for writing, a copywriting position can surely be your new career path. If you are new to it, you can take help from this book and learn all the essential requisites and knowledge that a copywriter should have to make his debuts in the discipline. Copywriting, as a career, offers many perks: •

It offers great pay.

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You can work from the comfort of your home.

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You need very little initial investment to begin.

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Pre-existing writing skills can be a kickstart to launch your copywriting career.

•

You don't need any formal education to transition into this career.

As you can see, it is a rewarding job (many copywriters make up to six figures), and you have optimum flexibility to pursue this activity as per your requirement and schedule. If you have been thinking about transitioning into copywriting, there has never been a better chance. You must know that copywriting isn't just any random form of writing. It needs a particular set of skills, great creativity, and expertise. In fact, copywriting, as a talent, is so rare nowadays that advertising agencies and companies continuously look for writers that possess this distinguished vision that will set them apart from other copywriters. If you have a passion for writing and a penchant for creativity, you can become a copywriter with some experience and expertise. If you desire to become a copywriter, you have come to the right place. This book will provide every bit of essential information you need to know to become a proficient and successful copywriter. Throughout this book, you will learn everything about this fascinating discipline. You will learn the exact definition, value, various types and styles of copywriting. You’ll also learn about the demand for copywriting in various fields, useful formulas, how to incorporate crucial elements within your copies to make it more powerful, the importance of understanding your product, and how to turn your skills from average to great. Read on to find out more about the art of copywriting.

Chapter 1

What the Heck is Copywriting Copywriting is the art of persuading your reader to take some form of action through writing. In other words, you can also call copywriting the art of writing to persuade someone to purchase one's product or services. The slogans on ads, headlines on banners and blog posts, and captions on a brand's social media page are all different forms of copywriting. In fact, copywriting is not just confined to online marketing; the technical and operative manuals of a product, PR strategies, and even direct mails contain some form of copywriting. You can say that everything you write around a specific product, brand, organization, or any kind of promotion can be deemed as copywriting, but in different forms. If you need to promote a brand, you need efficient copywriting techniques that are useful to grab readers' attention, keep them hooked, and convince them to take action. Ultimately, the goal of copywriting is to persuade the reader to buy the product or at least check it out. You need to turn the reader or viewer into a potential customer. The Difference between Content Marketing and Copywriting At times, copywriting is often confused with content marketing, which is, in fact, two separate domains within the same discipline. These two skills certainly complement each other, but there is a fundamental difference between them. Essentially, copywriting is used to persuade a reader to take action, which will lead to a sale. In contrast, content marketing engages and audience and familiarizes them with a product or brand, giving way to a potential sale in the future. However, these two work hand in hand. Smart content marketers use engaging content to attract their audience, and then direct them to buy their product through effective copywriting, making this old school technique useful even in the modern days. Down the line, a good marketer will rely on a skilled copywriter to turn the potential lead into a sale. In other words, content marketers capitalize on the art of persuasion to tie it all together and reach their ultimate goal. You see, copywriting as a skill is still highly valued in the world of marketing, and chances are this will continue in the future. Copywriters are also often confused with technical writers. While digging into the details is a task for both kinds of writers, the latter writes to inform and instruct the readers. For example, a copywriter briefly explains the features of a car, which, in this case, is an example of a product, persuading the reader to buy the car. In contrast, a technical writer writes an instruction manual to explain how the product should be used and operated, much like a manual. Aside from promoting products and persuading readers to buy them, a copywriter also writes pieces and blogs for marketing websites, brochures, emails, catalogs, etc. All in all, a copywriter plays a crucial part in the marketing world. Newbies often get flustered with the word 'copywriter,' which, according to them, is the skill of saving their product's identity from theft. This is a comical take on the word 'copyright,' which is the main reason behind this confusion. Now that we are clear about the true meaning and art of

copywriting, it is time to dig deeper and understand the areas and styles of copywriting that will enable you to become a first-class copywriter.

Chapter 2

Areas that Require Copywriting As you know by far, copywriting jobs are mostly related to brands that are constantly on the lookout for an effective marketing team that can promote their product or service in a positive light. Whether it's a startup, mid-level company, or an established MNC, every business needs a copywriter. This is where you can also look for jobs and new opportunities.

Where To Find Copywriting Jobs Copywriting jobs are surely in demand, but it can be difficult to find relevant positions among cluttered websites and a saturated local job market. 1. Freelancing The majority of copywriting jobs are assigned in the form of freelancing. There are numerous websites like Fiverr, Upwork, and Freelancer that post hundreds of new jobs and tasks every day. You can sign up on these platforms and get copywriting jobs that suit your profile. It is highly likely that the companies or clients you have worked with on these platforms will get back to you with more projects. They might also refer you to other clients, which is a great way to build your network. It goes without saying that the more contacts you make, the more projects you will be able to take on and signing up to these freelancing sites is the first step to getting your first projects as a novice. You can slowly and steadily increase your rates to earn more as you build experience. The position of copywriting is mainly suited to freelancers, as most agencies prefer to hire independents for individual projects. This saves them a lot of money and ensures they get highquality and diverse work each time. For this reason, copywriting on a freelance basis is the best option among all. You can work from the comfort of your own home and earn as much, if not more than a full-time position. The best part is that you can choose projects that you like. If a client is happy with your work, you might also be offered a full-time position in a company or an agency. So, sign up for different freelance websites today and explore your options. Another advantage of working as a freelance copywriter is that you can easily figure out the type of specialization you want. Let's say you are scrolling through the job listings and come across various kinds of assignments. There is an equal number of creative copywriting and technical copywriting jobs. However, you are always keen on checking the creative copywriting positions instead of the technical postings, which indicates your interest in this specialization. 2. Advertising Agencies You can also seek out copywriting jobs in advertising agencies. These companies are always on the lookout for talented copywriters who can join their creative and work teams alongside art directors, designers, and creative directors. Advertising agencies often have big companies as their clients, which provides a plethora of opportunities to grow and learn from seasoned professionals. Your job as a copywriter in an advertising agency will consist of writing a copy or

a script for a narrated advertisement based on a client's brief and needs. Since this is a full-time position, you will be given a variety of tasks apart from writing product descriptions. The blogs, writeups, emails, and text for the agency's website may also fall under your responsibility. If you have a taste for challenges and like to multitask, an advertising agency will be the ideal environment for you. Contact your local advertising agencies to inquire as to open job positions or even internships. Apply actively and find a way to enter the market. Once you get in, it is easier to carve your path. If nobody is willing to hire you, offer to work for free for the first few weeks. Chances are they will agree. As mentioned, once you are in, you can then look for more opportunities elsewhere. Working as a copywriter in an advertising agency can be very rewarding. Once you are given the client brief, you can collectively discuss and come up with plausible concept sketches or brainstorm individually and offer your idea. As an employee in an advertising agency, you will learn the importance and power of teamwork. Moreover, being around like-minded people will keep you motivated and inspired, which will push you to excel at your job. If you want to specialize in copywriting, apply to advertise agencies that specialize in certain categories or sectors of the industry. 3. Copywriting Agencies Just like advertising agencies, some agencies concentrate specifically on copywriting. These agencies master the art of editorials and tap into related services based on the client's requirements. Other services include messaging consulting, social media services, fact-checking, proofreading, copy editing, page layout, speechwriting, developmental editing, and search engine optimization (or SEO). Most of these companies have in-house copywriters that also qualify to fulfill these various needs and services. However, some copywriting agencies rely on freelancers for most of their projects.

4. Independent Contractors If you have a lot of projects lined up, you can open your own copywriting agency or work as an independent contractor. You can bring in retail chains, bookstores, car companies, or any other business in a variety of sectors as clients. A major benefit of working as an independent contractor is the versatility and diversity of work you can undertake. This increases your chances of getting more clients and projects. In parallel, this opportunity to explore different sectors will help you narrow down your true interest, thanks to which you will be able to specialize further. If you are unable to manage your projects, you can hire interns or a full-time employee to assist you. With this, you can slowly build your own agency and reach your goal of becoming an accomplished copywriter.

Chapter 3

Types and Styles of Copywriting Copywriting (or simply 'copy,' as popularly known in the business and journalism world) exists wherever there is an audience. You can find the presence and need for copywriting within these areas: •

Print – magazines, newspapers, brochures, flyers, etc.

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Online – social media, web content, online flyers, and ads, emails, pop-ups, etc.

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Physical advertising – Posters, billboards, banners on public transport, etc.

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Miscellaneous – Radio, podcasts, television, etc.

The art of copywriting is often misunderstood. Aspiring copywriters with little industry knowledge are unaware of the various styles of types of copywriting that the discipline encompasses. Depending on the marketing requirements and the capabilities of each writer, copywriting can be further divided into several types and styles that focus on specific values and requirements. Here are the main types of copy styles that influence the marketing world today: 1. Creative Copy Creative copywriting is a common type of copywriting that is widely used in advertising. It appears in ads, jingles, commercials, and other creative marketing campaigns. TV and radio commercials often employ creative copywriting. However, since the content is converted into a verbal form where potential customers hear the ad instead of reading it, creative copywriters must ensure that the copy is legible in all forms. Creative copywriters also need to come up with creative slogans that represent a particular company or a product. While it seems like an easy task, it truly isn't. A company's slogan is a singular part of its identity; even if people cannot recall a company's name, they can sing or recall the slogan, which shows the power of a strong slogan. Not every creative copywriter is charged with this task, but you might come across this assignment at least once in your creative copywriting career. Compared to other types of copywriting, stepping into creative copywriting is relatively easier. Once you prove your ability to write, you can start exploring various creative sides of copywriting and experiment with a few projects. To get a job, you can contact your local advertising agencies and showcase your portfolio to land an opportunity. Additionally, you need to be culturally aware as it will help you score points as a creative copywriter. You can explore various dimensions in your writing and manage to garner attention from the right kind of audience. In other words, the main responsibility of creative copywriters is to come up with snappy, memorable, punchy, short, and nuanced content that will linger with your audience for a long

time. As a creative copywriter, your main area of expertise lies within consumer ad-land, where thousands of commercials and ads already exist. Popular slogans like "Simples" and "Should have gone to Specsavers" seem too easy to come up with. However, a lot of psychological studies, research, testing, and trials and errors are conducted before deciding on the final line. Due to this, creative copywriters are paid a hefty amount for something that might look simple. The enterprise IT and its consumerism are rapidly gaining pace, which is also leading to an increase in demand for creative copywriters in B2B sectors. While creative copywriters master the skill of writing short, attention-grabbing content, they are not as skillful when it comes to writing technical copy or e-books. So, you can choose between the subdivisions of copywriting based on your interest and skills, as every niche calls for specific skills. All in all, creative copywriters write engaging, grasping, and memorable content for campaign concepts, straplines, and headlines. As a creative copywriter, your value in the business world will be recognized by those companies that want to build their identity and get their brand recognized and remembered. 2. Marketing Copy This style of copywriting demands a writer who is also proficient in understanding a person's psychology. A good marketing copywriter knows how to grab a reader's attention instantly. This is done by understanding the feeling of a customer instead of reading their mind. As a marketing copywriter, you need to immerse yourself into the mind and heart of customers and behave as if you were one. It is as intense as it sounds. If you have always been fascinated by the various facets of human psychology, this niche is just for you. By putting yourself in your customer's shoes, you will grasp their needs and learn how they feel about a certain product or service. After understanding this feeling and gaining necessary insights, a marketing copywriter writes a copy by emphasizing, educating, inspiring, and guiding the customer to purchase and use the product. They appeal to the customer's actual needs and instantly persuade them to take action. If given a long piece as an assignment, a marketing copywriter can easily develop and sustain an argument in an appropriate tone. Marketing copywriters are proficient in writing video scripts, e-books, email campaigns, and any other long-form of a copy. As a marketing copywriter, your value in the business world will be recognized by companies that want to establish a strong connection between their brand and customers. 3. Sales Copy Sales copywriting can be deemed the most obvious type of copywriting among all as it aims at driving sales, which is also the main intent of original copywriting. Now, there is a slight difference between regular copywriting and sales copywriting. While the latter prompts a reader to take some form of action by checking out the product or adding it to their cart, the mission of sales copywriting is to ensure that the reader actually buys it. As you guessed, this takes a lot of effort and skill. A sales copywriter must dig deeper into the minds of customers and understand their actual needs. By hitting the right spot, a sales copywriter can persuade any reader to buy a

product. This isn't easy, by any means. As a sales copywriter, you need to get to the root of the product and extract every tiny detail. From this, you need to narrow down the details and focus on the important bits and pieces. Even though it sounds doable, eliminating the fluff can be a real challenge. Missing important details and adding something that is not essential can make or break the copy's worth. So, you need to take time, do your research, and craft your copy carefully. If you possess the ability to synthesize a tremendous amount of information and narrow it down to the most crucial points, sales copywriting is just for you. In the end, make sure that you are handing out a compact, easy-to-digest power package for all kinds of readers. Sales copy makes up for the majority of information that is available online, namely ads, banners, online magazines, and product descriptions. Another challenge that all sales copywriters face is selling their product or service without sounding too 'salesy' or overly promotional. You can overcome this issue by being truthful. Blurt out the truth about your product, and your copy will immediately gain a lot of attention. Hit the right spot. Understand the problems and issues that your readers are facing and tell them how your product can solve them. It is all about adding value to your readers' lives. If you succeed in doing that, you will succeed as a sales copywriter. 4. SEO Copy This type of copywriting aims at writing text for websites depending on the product or services they endorse. While SEO copywriting does want to grabbing readers' attention and persuading them to take action (which is the main goal of copywriting), it also ensures that the webpage gets prominent results and ranks among the top pages in any search engine's results. SEO, or Search Engine Optimization, does just that. It uses a specific set of keywords scattered within the text that prompt the search engine to filter the keywords and rank the website in the top search list. Every sector perceives SEO copywriting differently. While some feel that SEO writing doesn't fall under copywriting and comprises a different discipline altogether, others view copywriting as a way of writing a well-structured piece that can be easily deciphered by search engines. Generally speaking, the copywriter must take care of two things in SEO copywriting – provide essential and engaging information to the readers by communicating its benefits and write the copy in a well-structured manner with strong keywords for a higher result rank. However, it is noted that quality and style might be compromised in SEO copywriting as the writer must abide by specific keywords that can be repetitive. This can make the copy monotonous and even confusing at times. To become an SEO copywriter, you need some technical skills on top of creative and aesthetic skills. Since SEO copywriting is solely dedicated to bettering search engine discovery and online exposure, it often falls under the category of web design and web development. So, if you want to work in this niche, you know where to look for relevant positions. The featured content and the coding of a web page collectively form an SEO copy, which is why most digital and web development agencies are constantly seeking copywriters who understand the tenets of SEO and can apply them effortlessly.

If you want to become an SEO copywriter, you need to start learning relevant technical terms and the right methods to implement them. Those methods include heading levels, meta tags, word stemming, keyword density, and anchor text, among several others. You can find numerous online courses that teach effective SEO skills for copywriters and help you land a decent job. Since web development and usage is increasing in demand, you can easily secure a position in this sector. Also, if you have a flair for technical and digital-based disciplines, you can explore more and learn something new every day. 5. Technical Copy The duties of a technical copywriter vary slightly from those of a sales copywriter. While the main goal remains the same (persuading your readers to take some form of action), the concept and application vary widely. A technical copywriter's job is less sales-oriented. As the name suggests, they write a copy of a given product's technical aspects and specificities, which is often found in company guides or even manuals along with white papers. If the customer is interested in a product and wants to know more about it before buying it, a technical copy comes in useful. Basically, technical copywriting is about offering in-depth knowledge about a center topic and making the reader more aware. A technical copy helps the reader make a wiser and more informed decision. However, since a technical copy is also partly promoting a product, it should be wisely crafted to promote the product without sounding too commercial. The best part about technical copywriting is that it is demanded in almost every sector of products and services – environmental, marketing, finance, design, health, government, lifestyle, and much more. The job of a technical copywriter can be quite challenging, in fact, probably the most challenging among all types of copywriting. Aside from having the creative skill of writing, you also need equal amounts of persuasive power and technical understanding. For the latter, you must understand the product in its entirety. For example, if you are promoting a bulky appliance, you should know which plug goes here, and what bits go there. In other words, you should know the product inside out, as if you were the designer and manufacturer. The content should be comprehensive, easy to understand, provide all essential information about the product, and persuade the reader to take the final action, which is buying the product. While sales copywriters partly rely on technical copywriters, they should try to make the sale in one go. These are the main styles and types of copywriting that most companies and agencies are looking for. In addition to those, several diverse copywriting styles also exist that carry their own expertise. Let's take a look at some of them: 6. Annual Report Copy This style of copywriting revolves around writing annual reviews and reports for a company and compiling their progress throughout the year. Even though these must comply with a host of legislation and hold a particular format, talented copywriters can turn mundane annual reports

into an interesting read. Annual report copies usually contain the company's motto, its progress, and relevant financial statistics. These copies are usually geared towards the company's key stakeholders, journalists, potential investors, and even employees. It shows the promise of the company and how it has performed at the end of the year. An annual report copywriter is needed as they turn the company's performance and credibility into tangible content, and help the company gain the respect it deserves. A successful annual copy can also increase sales and investment, which is one of its main goals. Since every kind of audience is looking for something different from the annual copy, this assignment can benefit the company in numerous ways. All in all, an annual report copywriter's task is to create a compelling and informative report that aligns with every kind of audience (employees, investors, stakeholders, and journalists). Furthermore, it is the job of an annual report copywriter to project a sense of authority and ambition and make the content easy to understand. Basically, they should manage to find a balance between storytelling and disclosure. Whether it is a startup, a family-owned business, or a well-established corporation, an effective annual report copy can make a world of difference to attract more customers, attention, and investment. As a copywriter within this sub-niche, you need to delve deep into the company's history, structure, goals, motto, identity, past progress, growth projections in the future, and its main operations. Apart from this, you need to interview the head of the company and some employees and research the product or service they market. You should know the product from A to Z, its benefits, its selling potential, and customer satisfaction. These points, among several others, are the true selling points of any successful annual report copy. 7. Direct Mail Copy Even though this sub-niche is often disregarded, it is still necessary, according to some marketing strategists. Most customers ignore these emails as they can often be trash or junk. This is where your role as a direct mail copywriter matters. You should know how to craft a direct mail copy that is targeted and directed towards your audience to suit their needs and offer benefits. By tailoring it to a customer's needs, you are ensuring that the mail reaches them at the right place and time. Since most customers are impatient, your direct mail should have the potential to grab their attention and make them want to read it instead of discarding it without a second look. Not just reading it, you want your customer to go through your mail attentively and take necessary action. If you succeed in doing this, you are adding another potential customer to your company's list, who will be attached to the company in the future. Additionally, you are bringing the customer closer to the company, which will boost sales by a major margin (not just now but also in the future). A direct mail copywriter's role can vary depending on the sector and company they are working for. For instance, while some companies demand that the copywriter stick to direct mail copywriting, others offer diversity in the role and tasks like writing one-off pieces, copies for certain campaigns, effective headlines, buzzwords, and even short stories about the product. So,

to increase your chances of getting hired as a direct mail copywriter, it always helps to have a complementary set of skills. The first step in learning direct mail copywriting is to know and comprehend words and ideas that grab instant attention. The next step is to put them together in a way that makes it seem like a well-crafted piece of content. Lastly, add a touch of customization. Personalized emails are the most effective in grabbing attention, which defines the success of this method. If the copy feels personal, the reader is bound to feel closer to the company. Even though this can be timeconsuming, you will learn this skill and apply it swiftly as your experience grows. Lastly, to truly make this move successful, add a call-to-action prompt at the end. Your customers should immediately respond to the prompt after reading the mail copy, which is also your goal as a direct mail copywriter. As such, to succeed as a mail copywriter, keep these points in mind – use a mixture of attractive buzzwords, add an unmissable offer, tell how your product will benefit them, customize it, and add a call-to-action at the end. With practice, dedication, and experience, you will learn the art of direct mail copywriting in no time. Finally, take a look at these questions and check whether your direct mail copy fulfills the criteria for success. •

What is the main intent or purpose of this direct mail copy? Is it product information, offering a new product, or just for inquiries?

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Who is my customer? Who are you selling this product to? What defines your target audience? What are their age and gender? Where do they live? What do they do? How much do they already know about this product?

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What are you selling? What is your product or service? What does it do? How can you showcase the benefits of this product or service in a compelling way to your readers?

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Why should your reader buy this product or service from you? How exactly does it fulfill the needs of your readers? How can it benefit them? Why should they buy your product instead of buying a similar one from a competitor? How does it stand out?

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Why is your company's product special? How long has your company been in existence? What is its credibility? How reputable are you in your sector?

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Why will they not buy it? Is it the high cost? Is it the efficiency of the product? Is it the return on investment? Are there better alternatives for this product or service that is cheaper or more efficient elsewhere?

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What is the type of call-of-action prompt at the end of the copy? Do your readers need to visit the website? Send an email? Or should they visit you? Is there any deadline? How do they stand to benefit by taking immediate action? What will they miss out on if they fail to take action?

Gaining accurate answers to these interrogations will help you craft a powerful and effective direct mail copy and help you gain success as a direct mail copywriter.

8. Product Description Copy Now, you might confuse this job task with the technical copywriting explained above. You must know that these two are also different. While technical copies explain the technical details behind a product and its operational feat, a product description copy explains what the product is and its main features. Your words in any type of copy matter, but with product description copy, they matter the most. You only have a few seconds to capture the attention of your prospective customers and turn the lead into a sale. The style and effectiveness of your copy will also be judged by the search engines, so, to rank higher on any search list, pay extra attention to your keywords. Whether it's a luxury resort, a mobile phone, or a new product in a make-up line, you need to capture the essence and personality of a product and service and write impactful copies that will grab your target audience's attention. We have already discussed the importance of outlining your target audience, which is of utmost importance in product description copy. To begin with, outline your audience by researching their demographics, age, gender, location, profession, level of income, and needs. More importantly, understand their purchase motives as it will determine the impact of your product description copy. When you write a product description copy, make sure that you are listing all the necessary features and specifications of a product to inform your reader. At the same time, make it thoroughly engaging. Provide numerous benefits that will help your reader after buying the product. The 'hidden formula' to craft an effective product description copy is to blend hard facts with gentle persuasion. This will convert the readers who are mildly interested in hardcore buyers of your company. Once you manage to persuade them to purchase a product or service, chances are they will keep on purchasing products from your company in the future, too. With an impactful product description copy, you are not only reaching your customer and generating more sales, but you are also boosting traffic on your website, which will eventually result in a higher rank of any search engine. You see, there are numerous benefits to writing an effective product description copy, and they all go hand in hand. 9. Social Media Copy Social media has boomed over the last decade, and there has been a massive increase in the number of international users during this period. This surge in activity and the new business tools on social media platforms has increased the potential of business marketing online. In fact, companies are hiring employees who are proficient in social media marketing, which is now a field of its own. More and more ventures are establishing their online presence and gaining a lot of traction due to billions of online users. This has also boosted the demand for social media copywriters to write the powerful text for posts, images, videos, and captions. Since the average scrolling and holding time for one post is 3 seconds, it is necessary to possess the skill for writing short, impactful, and persuasive copywriting to grab your followers' attention instantly. Social media platforms like Instagram, Facebook, Snapchat, and YouTube have proved their marketing abilities over the past few years. In fact, social media marketing is so powerful that a number of companies dedicate a majority of their marketing budget to this channel alone. However, it's not so easy. Several brands within your niche also thrive on social media, which

has made it extremely competitive. You need to stand out through your content and exceptional marketing strategies to be recognized. Out of the millions of posts that are uploaded daily, the uniqueness of your content will grab users' attention and prompt them to take a look at your profile and company. This is when a talented content creator and social media copywriter comes into play. Your content should stand out and provide all the information that a user needs to be aware of. This is especially challenging since all you have is a mere 3 seconds to make an impact. It is important to note that given this brief window of opportunity, the copy should be short. One major benefit of social media copywriting is that the user is closer to responding to call-of-action as it takes just one click. If your headline or caption is effective, you can easily convince the user to click on your website or add the item to their shopping carts. The newest tools and shopping features on platforms like Instagram can help tremendously here. With this feature, your user can instantly place an order with a single click. It doesn't grant your users extra time to change their minds. Take a look at these questions and check whether you fulfill the criteria to ensure the format and success of your social media copy: •

Which types of posts or social media presence corresponds to your company's identity?

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How do your posts stand out from other similar niches and companies?

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What is your main motto for going on social media platforms? Is it to persuade users to buy your product? Is it to impart a sense of connection between the users and your company? Or is it to let them know about your company's customer service?

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What is the main reason or persona that dictates your brand's identity online and social media presence?

•

Why would your potential customers spend time checking out your post?

Apart from writing brief, captivating headlines and captions for your company's social media presence, your tasks may also include putting together short blog posts to capture the attention of users. To establish your career as a social media copywriter, you will have to understand the various facets of social media and how they work. You will be in constant communication with your company's social media manager and learn some of the most effective social media marketing strategies. Most importantly, you should learn the art of creating short and extremely persuasive copy that grabs the attention within microseconds. 10.

Press or PR Copy

Yet another discipline in the marketing realm, PR or Public Relations copy, is crucial for effective marketing and promotion of the company as well. Public relations is responsible for the company's representation in the public eye. Effective company PR seeks to instill a positive and respectable image in the eyes of the general public, the press, and potential investors. Effective PR copywriting is a crucial part of PR marketing as the released statements, and the power of words always reflect a company's stance and values. Put differently, PR copies help a company

be perceived in a better light. Since press releases and statements are an unavoidable part of PR, every company needs a talented PR copywriter. Unlike other copywriters whose main responsibility is to highlight a product or inform potential customers on its technical details, PR copywriters are needed to feature a company's product and whitewash its reputation in any negative situation. It means that a PR copywriter is required in almost every situation, both positive and negative. For instance, if a company is releasing a product, a PR copywriter will issue and release a product copy that will highlight the features of the copy and persuade readers to buy it. In contrast, if the company has been questioned over some controversial issues or is put in a bad light, a skilled PR copywriter will turn the situation around by writing a favorable PR copy. As you can certainly deduce, the task isn't an easy one. To be a PR copywriter, you need to extract every detail about the company and the situation it has been put into. Also, PR copywriters should be patient and level-headed, especially during any sudden turn of events or unprecedented situations. At the same time, they must be quick on their feet and know how to turn situations around without expertly. If you struggle to think fast or make quick decisions, you might want to reconsider your choice of discipline. Diplomacy is another quality that is needed in all PR copywriters. The tone of your writing should be journalistic and neutral. You should be able to put your facts forward without offending anyone. Most importantly, you should get all your facts and details right. Wrong or inaccurate facts will reflect negatively on your company's reputation, which will be the exact opposite of what you were aiming for. All in all, your responsibility as a PR copywriter is to balance the image of your company and maintain its reputation. You will also be assigned product description copies to put out as official press releases from time to time. Naturally, a PR copywriter has a major responsibility for their head, which makes it a delicate and crucial job position. You should tap into it only if you are ready to handle the pressure and possible backlash. Nevertheless, if you are up to the task, this is a great opportunity to explore as it helps you build important connections and pays relatively well. If anyone of these types of copywriting interests you, you can begin by learning more about it through online courses, meeting mentors, and joining communities. Focus all your attention on a particular niche to master the skill and excel in your discipline. If you are confused about the style of copywriting that matches your interest and skills, you can find your specialization along the way. Start your journey by discovering the art of simple copywriting and building your portfolio. Once you feel that you have polished your skills, try to analyze your strengths, weaknesses, and interests to pursue your career in a particular niche. You can also explore your skills while working at your first copywriting job and growing your knowledge of the discipline. Some copywriters also capitalize on one or more styles of copywriting and master those skills to increase their chances of getting hired or to find more opportunities. For example, you can draw parallels between marketing and sales copywriters as they share a common intent of understanding their customers and their needs to promote and sell a product or service.

Some agencies and companies hire a skilled writer to perform tasks in just one type of copywriting. For example, SEO copywriting is now a distinguished job title that offers numerous opportunities in the rising digital world.

Chapter 4

How You Can Become a Copywriter Besides possessing the skill of engaging writing, you should also learn to invest enough time and energy to study this discipline and polish your skills. The best part about becoming a copywriter is that you don't need any formal education or qualification. In fact, there are real examples of successful copywriters who never took a college course or even finished high school. All you need is the skill of persuasive writing and the ability to conduct concise, high-quality research. Some professional copywriters hold a bachelor’s degree in English Literature, marketing, or advertising, which gives them instant opportunities to enter the field without much struggle (at least, in theory). However, as mentioned, you can get into the field without a college degree. In that case, try to build a powerful portfolio and present it to the right people and agencies. Furthermore, you will find copywriters, young or old, yet who share the same level of success. Some get successful at 18, some midway, and others until they retire. The point is, there is no age barrier to experience success as a copywriter. Unlike other industries, you can achieve fame as a copywriter at any age. It all depends on your skill and dedication. So, whether you are a college dropout, an established entrepreneur, or a stay-at-home mom, the field of copywriting invites anyone and everyone who masters this art. All you need is a computer and a stable internet connection to begin your copywriting career. If you still have misgivings about your ability to work as a copywriter, you can sign up for online courses to become more proficient in the skill. There are hundreds of free and paid online resources that will teach you the ins and out of the discipline and help you kickstart your career in no time. Additionally, you can ask an experienced copywriter to be your mentor. While not everyone will agree to it, you can request them to take an hour out every week. Ideally, ask a close friend or an acquaintance who dare not refuse you. Having an experienced person as your mentor will work wonders to shepherd you and set you in the right direction.

How Much Money Does it Pay, Realistically? As mentioned earlier, copywriting jobs pay handsomely, even in the six figures. Yet, how much does it pay realistically? The amount of money you can earn as a freelancer depends on your level, experience, and the type of projects you take on. For instance, a copywriter who has advanced in their copywriting career as a freelancer can earn up to $120,000 a year if they work full-time. If you are excellent at what you do and know how to network and grow your business, you can earn up to $300,000 annually. As you can see, it all depends on the type and amount of contacts you have alongside your skill and number of hours you can dedicate to your activity. If you are a beginner and can manage to work 6 to 7 hours a day (which can be considered a fulltime job), you can earn from $40,000 to $60,000, a decent amount to begin with. As you keep working on more projects and land more contacts, you can carve your own path to larger projects from bigger companies that pay very well. Part-time copywriters with decent experience make around $25,000 to $30,000 a year just by working in the evenings and on the weekend. According to the U.S. Bureau of Labor Statistics, the annual salary of writers and authors

averaged $62,170 in 2018. Based on newer estimations and trends, the average annual salary for writers and authors is bound to increase in the coming years. Now, to become a successful copywriter, you need to check certain boxes that will make you stand out and help you imprint your identity within the industry.

Essential Criteria Develop your Own Style If you haven't yet developed your own style of writing, work on it straight away. While you cannot craft your own style with just one or two written pieces, you need to keep practicing to develop your identity. With consistent practice and several drafts over several months (sometimes even years), you will start seeing a pattern emerge in your writing style. Decipher these subtle signs that make you stand out from the crowd and work them into your own style. The work of famous copywriters can be easily distinguished as they have their own way with words. Your writing style can be distinguished based on your choice of words, the effectiveness of your headlines, and how you convey your message. It will also depend on the type of copy you write. For instance, a technical or PR copy will sound more formal than creative or social media copies. Decide on the tone of your copy following the type of sub-niche or copywriting you are choosing. The tone is crucial and will say a lot about your style. So, reflect on the type of copy you are assigned and adopt a tone that suits the requirements (formal, academic, informal, funny, conversational, etc.). In a similar vein, your style and tone will also depend on the type of audience you are entertaining. For this, you need to conduct thorough research and find out about your target audience (we will learn more about it later). The age, gender, likes, dislikes, profession, hobbies, etc. will determine the most suitable tone for your audience. As an example, if your target audience lies within an age group of 13 to 17, your tone should be tweaked such that it appeals to teenagers. It should be informative, not too authoritative, and not convey rebellious ideas. Similarly, the tone should be calmer and more informative when targeting a group of middleaged men. Focus on Quality instead of Quantity Instead of focusing on writing 1000 words to describe a product or service, divert your attention to the quality of the piece. After all, the quality of your copy will dictate your skill as a copywriter, and the amount of engagement you can generate. Novice writers believe that longer articles and texts look more serious and informative. However, unless you are lengthening the article to fit in the absolutely crucial information, it is wiser to stick to shorter, more concise points. Since the attention spans of readers are decreasing day by day, shorter texts will increase the chances of the reader actually reading the article in its entirety. Nevertheless, the length of your text won't matter unless you are a creative or technical copywriter who writes short and long copies, respectively. A good number of copywriters have also faced the issue of engaging their audience with their

first few projects but eventually died out due to poor quality. So, you need to be consistent, too. If you are good at what you do, you will form your own niche within the industry, and your readers will look forward to your work. Avoid Cake-Faced Copies In the same way, too much makeup looks gaudy and hides a person's natural beauty, overusing copywriting techniques can turn a copy ugly. You do not want your copy to sound fake or pretentious. At times, overdoing it can also make it look ridiculous, which can be off-putting and question your merit as a copywriter. Not to forget the negative effects it will have on sales and brand image. Now, what are these elements we are talking about? Some copywriters use specific rhetoric and literary devices (more about these devices in the last chapter) to develop their own language and writing style, which could result in overusing them to establish their identity across a copy. Apart from using rhetoric and literary devices, many writers also use other elements such as storytelling or cliffhangers, to spark an interest in their readers. Even though these are some effective elements, it's important to know how to use them correctly. The point is, do not overuse elements as it can make your copy look bombastic. Let's take an example. Thompson and Morgan, a garden center in the UK, came up with this copy to promote their special offer on fuchsias. "Turbo-charged trailing fuchsias that are guaranteed to give a stunning display. (…) The enormous blooms will leave your baskets, window boxes, and containers literally dripping in a carnival of color." The use of the phrase 'carnival of colors' and 'literally' seems off-point and conveys a different meaning. Moreover, saying 'turbo-charged fuchsias' doesn't make sense. You see, it's easy for how a few words to destroy the credibility of your copy and fail to generate consumer interest. So, try to avoid cake-faced copies as much as possible. If you are a beginner, you will need some time and experience to distinguish good copies from overblown ones. Until then, work on exploring new sub-niches and developing your style. Join a Community This is particularly useful if you are a freelancer working alone without any external support or a mentor over by your side. Joining a copywriting community, both online and offline, will help you in several ways. Firstly, you will gain knowledge that is virtually impossible to garner when working solo. There are so many aspects of the discipline to be discovered. Copywriting communities comprise novice, intermediate, and expert copywriters that share their knowledge, expertise, and industry news periodically. With this, you will stay updated all the time. While certain communities are invite-only, you can keep trying and join other groups in the meantime. The simplest way to enter a copywriters' community is through Facebook groups. There, you'll find multiple copywriting communities that share facts and news on a daily basis.

By joining a community, you are learning something new every day. If you manage to become a member of an exclusive copywriting group, make sure not to pass on any event as you risk missing out on valuable opportunities to cultivate your knowledge. You might also get a chance to meet expert copywriters, some of which can be industry renowned. So, grab every chance you can and join at least one community you will benefit from. Meeting like-minded people will keep you motivated and help you learn more. Even if you work at an ad agency or in a company, joining a community is always useful. You will not only make valuable contacts within your discipline and expand your network, but you may also gain several opportunities that can be assets to your career development. Research and Stay Updated Read and learn new facts and news about the industry by subscribing to blogs, YouTube channels, and reading books. Stay updated on the latest trends in the industry by subscribing to news and blogs that specialize in copywriting. More importantly, read as much as you can. You can find several resources dedicated to copywriting that will improve your knowledge, at your local library or online. At the same time, read books within your favorite genre, too. As a copywriter, having an impeccable style is crucial to your job. Besides, every copywriter needs to work on their knowledge of vocabulary. Reading improves your writing style, which is why it's important to adopt this habit daily. Use 'Greased Slide' or 'Bucket Brigade' Basically, these terms refer to techniques that use words or phrases to convert your ideas into successful copies. The term 'greased slide' says it all. This technique is most effective in longer copy forms, such as sales copy or technical copy. However, if used correctly, you can also employ it within social media and creative copies (or any other shorter forms of copies). The idea is to build anticipation in the readers' minds. Terms like "You might be wondering," or "Here's the deal" sound promising and are ideal to spark interest. Once you build curiosity or anticipation, the reader is likely to read the whole copy. While you are using the technique of greased slide, make sure that you are also offering benefits along with the copy. Tell your reader about the product and how it will help change their lives for the better. This will fulfill their anticipation and end the copy with a feeling of satisfaction. Using the 'greased slide' or 'bucket brigade' techniques to produce effective results can take some time and practice, as you need to insert these terms within specific sites or key places in your copy. Introducing these at random within your copy will compel your reader to go through the entire content. Develop a 'Punchy Messaging' Style A punchy messaging style develops interest and keeps the reader hooked throughout the copy. How this works – refrain from talking about or commenting on every product, service, or benefits you have to offer. By telling them everything you know, you simply induce boredom and prevent them from reading the entire copy. A lot of information can overwhelm a person. To avoid losing a major chunk of your audience to boredom and monotony, keep your text clear,

concise, and strong. This will make it easy for your readers to understand and grasp the concept in its entirety. Whether it's a product description or a brand story, your readers will be able to comprehend the punch in the message from the beginning, leading them smoothly to the end. If you are successful in this attempt, your readers will come back for more and express interest in what you are offering. More importantly, if it hits the right chord, your audience might also explore other options by visiting your website and going through your brand's product line. To create the punch in your message, filter out excess information, and eliminate the fluff. Keep it as concise and informative as possible. This is a skill that needs practice and expertise. You need to understand your product to craft that punch successfully. Follow the next chapter to learn the process of understanding your product and crafting an effective copy. Use an Active Voice and a Positive Tone It goes without saying that every copy should sound positive as it ultimately decides whether your product will be sold or not. After reading the copy, your reader should experience an uplifting feeling and persuade them to take some form of action. At times, it can be effective to use a negative tone under certain circumstances. However, it should be employed wisely as it could lead to negative consequences or a less than desirable image for the brand. It is best to stick to the rule of using a positive tone as it offers a rewarding feeling and could lead to a rise in clicks, sales, and potential customers. In parallel, know that using an active voice makes a great difference, too. Any copy with an active voice delivers a sense of urgency and offers the element of accessibility to your readers. It is direct and not uncomplicated. Active voice also helps spread the message across a wider range of audiences. That said, you might face some situations where you are forced to stick to passive voice (it also depends on the company's motto, image, and brand identity). Specific types of copies, such as whitepapers, technical copies, and industry reports, might also need passive voice forms. If you are inexperienced, try to change all passive voice sentences to active voice as it will make a huge difference. In fact, using the active voice is also a new trend in the world of copywriting. So, the sooner you learn to write in an active voice, the better your copy will fare. To be safe and comply with your company's needs, check their style guide to know the acceptable changes and trends that communicate a brand's message in its truest form. These are some basic tips and tricks to launch your copywriting career triumphantly. They will deliver instant recognition and help you create your own identity in this discipline. Several other elements and copywriting formulas can be used to enhance a copy; however, these are more detailed and need some experience to be employed effectively. Read ahead to learn more about these.

Chapter 5

Understand the Product Here's the thing with effective copywriting – even if your product or service happens to be average, or is similar to something that already exists, copywriting can help put the product in a positive light and convince your audience to take action and buy it. However, this is only possible if your copywriting skills are top-notch. The first step to becoming an excellent copywriter who is able to deliver exceptional product descriptions is to understand the product completely because, without a product, you have nothing to describe; and without a proper understanding of your product, you have nothing great to describe. The success of your copy pieces will also depend on whether you can persuade people or not. To do that, you need to present the true value and description of your product. Failing to do so can result in a backlash from your customers and bring major embarrassment to your brand. As such, you need to understand your product or service inside out, which is the first step for successful copywriting. Additionally, understanding your product will also help you put together your copy piece in a certain way. Just like artists adjust their style of storyboarding to present views that fit a specific film genre, your copy will also change in writing and presentation style depending on the product in question. This works to enhance the quality of your piece and deliver a more persuasive tone. You need to understand your readers' ability for comprehension and receptiveness, which will help you decide the success of your piece. This is when understanding your product can help you. At the same time, do not forget your own writing style, either. Let's take an example to understand why this is crucial. David Ogilvy is one of the most popular copywriters who was assigned to write a piece for a Rolls Royce ad in the late 1950s. It took him three weeks to dig deeper into the features and specifications of the car and conduct meticulous research. By the end, he came up with a headline that read, "At 60 miles per hour, the loudest noise in this Rolls-Royce comes from the electric clock". He spent three weeks finding that one detail to come up with his compelling headline. This tiny feature became the highlight of the product, which resulted in a major rise in sales. As he famously once said, "When copywriters argue with me about some esoteric word they want to use, I say to them, 'Get on a bus. Go to Iowa. Stay on a farm for a week and talk to the farmer. Come back to New York by train and talk to your fellow passengers in the day-coach. If you still want to use the word, go ahead." He emphasized the importance of understanding the product through all perspectives and viewpoints before jotting down a copy. The point is, you should understand the product or service in as much detail as you can. Consider this your 'secret formula' to produce compelling headlines and to persuade your readers to purchase your product.

Stage 1: Understanding the Product If you are the owner of the business or brand that is selling the product, you would already be

familiar with your product and know it inside out. Apart from the features, specifications, and other details, you will also know the true ideal that drove you to conceptualize this product and how it will benefit your customers. This is a great kickstart to write your own copy piece and furnish it later. Additionally, you will also get a better understanding of your target audience, which will increase the success rate of your writing. Follow these steps to write a successful copy for your product: Step 1: List Everything You Know About the Product Some copywriters directly hop on to the research part before acknowledging the facts that they already know. Make a list of things that you know about the product without researching anything or thinking twice. Write down the points in clear and concise words to be able to understand and use them later. Step 2: Research the Product As mentioned earlier, if you are the owner of the business and product, you will know your product thoroughly. If that is the case, you can skip this step. However, you might want to run an initial test or conduct surveys on volunteering customers who can give you honest feedback and reviews about the product. By doing this, you will be able to understand the product or service through the perspective of your customers, which will be entirely new to you. As a business owner, you are attached to the product, which might put you in a blind spot and neglect certain features that are actually necessary. So, do your research in whatever way you can. Step 3: Understand the Product If you are not the owner of the product, study it through the perspective of a customer. Talk to the owner of the product to understand the motto, benefits, features, and vision behind it. You can test the product yourself and write down your experience. Consult the surveys and tests done on the customer volunteers and analyze them thoroughly. Do whatever is necessary to reach the bottom of every detail and comprehend it in and out. Talk to the CEO, the engineers, the designers, and consult whoever is involved in the product's conceptualization and manufacturing. This will not only provide a better understanding but might also give you an idea or a direction to write your copy. Hence, this step is extremely crucial. Step 4: Format the Points into a Detailed Chapter All the details and features of the product that you know before and after your research should be compiled into an informative chapter. Capture everything you know and put it together in a detailed format. That way, you can go back and refer to this text in the future. Make sure that you compile everything in one place or file and not scatter the information to avoid confusion in the long run. Also, by doing this, you might be able to extract some extra information that you have never come across before. This can be an essential addition to the description of your copy. Step 5: Extract Important Information This step is a real challenge as it will determine the success of your copy piece and whether you can persuade your customers or not. After researching, testing, and analyzing the product, you

will have a clear idea about the approach you want to take to display your product and persuade your audience. Out of the numerous details that you extracted in the research phase, extract the most important information, and write it down in bullet points. Next, prioritize in order of 'strong selling points.' For instance, if you are promoting a time management app, your selling points could be about helping you manage time and reach your goals faster, or helping you fulfill your financial ambitions. Evidently, the second point seems like a better selling point, as everyone is looking to make more money. The initial surveys and research will also support this fact of making money, which you can explain to your audience in the copy piece. As such, a successful copy will have a compelling headline and description in its body. Step 6: Create a Product Description These steps are not only crucial for you as a copywriter but also as the owner of the product. You will understand what your product lacks and still have a chance to improve the weaker features. As a copywriter, these steps will help you decipher that one detail that will help sell the product. The steps mentioned above can guide you in writing a copy that will gain maximum attention. However, to make it more effective, try to go beyond the understanding of the product's exterior. Get into the minds of the owner, designers, developers, and engineers to know the original thought behind the product. While extracting details is important, familiarizing yourself with the thought process and motto behind the product is all the more essential. For this, you can ask a bunch of questions to the product designers and developers, such as: •

Who is the product meant for?

•

What was the inspiration behind the product?

•

What is the one thing or element that drove the development of the product?

•

How will it benefit the user?

•

How will the user's life change after using it?

•

What are the short and long-term goals of this product?

These can help you get started. You can always design your own questions to fit the product type, specs, and motto. All in all, you can narrow down your understanding of the product based on carefully crafted questions. Obtaining accurate and complete answers will help you write your product description successfully. Question 1: How exactly would you describe the product? You can answer this question in a simple way. At this stage, you do not need more than 2 to 3 lines to describe your product. The answer can include powerful keywords or verbs to describe the product as accurately as possible. Don't worry if you cannot provide too many details just yet. Your answer doesn't need to be fancy, either. It should briefly describe your product and what it

truly is. Assume that you are describing this product to a potential customer and write your answer accordingly. Your sample answer can sound something like this – This survey tool lets the user survey and analyze the answers of its visitors. The visitors are provided with one question, and the user has three options to choose from. These answers let the website operators understand the interest of the users. As soon as a user visits the website, they will be given a questionnaire to fill. Question 2: In what way(s) is the product special or unique? As you can guess, the purpose of this question is to find that one unique specialty or feature of the product that distinguishes it from others. To answer this, you can ask yourself further questions like – How does your product differ from a similar product of your competitors'? How easy is it to install or assemble? Where is it manufactured? Why would you buy this specific product and not a similar one from another brand? These questions lead to the USP (Unique Selling Proposition) of your product, which will be your main tool to increase sales. It can be a feature, specification, guarantee, or an offer that no other company within your sector is proposing. This will also determine the sale of your product. Once you find the USP for your product, you are one step closer to writing a successful copy. Record your answers with the USP and add some related valuable insights along the way. Your sample answer can sound something like this – This site can be deemed a survey expert because it proposes survey templates that can be customized based on the user's needs. Moreover, there is no major complexity involved in implementing the surveys. All you need is a short code snippet to install it. Question 3: What is the biggest advantage of having this product? Yes, deciphering the unique selling feature is crucial to this exercise. At the same time, you should also know the biggest advantage that your reader will gain after acquiring this product. To answer this question, you need to expand your thinking – what will your reader miss out on if they fail to acquire this product or opt for a competitor alternative? This question is crucial because most companies figure out the unique feature in their product and just stop there. While it is necessary, you should also describe the benefit it will provide to your target audience. Let's say your company is offering web analytics software, which has a unique feature of conducting surveys, unlike other similar products. However, do not stop here. Tell your reader more about its benefits. For instance, this unique feature can help your customer generate more revenue from the site and attract more visitors per week. Your readers will be hooked at this point. Also, pay attention to this question – it is not about the service provided by your product so much as the benefits it offers. Your sample answer can sound something like this – One major benefit that the customer can experience is the analysis of their users and their interactions. This will help them understand the users' needs, important features, and further questions or doubts. With this data, the customer can make the required changes and boost their conversion rates, ultimately leading to an increase in sales.

Question 4: How does the product minimize pain points? If there is no major benefit that sets your product apart from your competitors, you can take a different approach and address the pain points that your product can eliminate. This works because a customer buys a product for one of two essential reasons – either to gain benefit and increase pleasure or to make tasks easier and alleviate pain. For instance, in this example of using web analytics software, the customer is reducing pain by saving money to redevelop their website entirely. Instead, they are making small changes in the website that takes require time and money. So, with the help of this product, the customer is minimizing their pain by saving money and time. Similarly, consider a car insurance company with their insurance as your marketed service. Questions like, 'are your customers paying extra for their car insurance?' are effective in answering your question about your readers' pain points. This can also form a compelling headline for your blog post or email copy. At times, focusing on the pain points instead of the benefits or pleasures can be more effective. Your sample answer can sound something like this – The survey tool can easily tell the customer about the thought process and actions of the users, which works to eliminate confusion and ambiguity. Moreover, if the customer is confused about the type of questions they should ask their users, this tool helps them identify the user's behavior and needs and suggests a survey template that works for them. Besides, the survey tool doesn't need extra IT resources, which saves money and time. The process is simple and can be taught to any employee of the team, eliminating the need to bring in new specialized employees. Question 5: What are the individual features and respective benefits? Lastly, you should also know and answer every detail that the product carries and its benefits. Write down all the features that you know and the benefits beside each. Even though you won't be adding all the benefits in your copy, it is necessary to at least know and reflect on all of them. This complements your understanding and knowledge of the product. Answering this question is useful in the sense that you will know and have all the features at your fingertips. With this, you won't have to dig into your research back and forth. Listing the benefit(s) of each feature is important because most customers focus on the benefit rather than the feature. However, you still need to list out the features as these are crucial to your product and copy. Your sample answer can sound something like this: Feature #1: JavaScript code Benefit: The customer can easily install new surveys by adding a short JavaScript snippet, which doesn't take much time. Feature #2: Survey customization Benefit: The customer can add their company's logo, slogan, and color scheme on the surveys that will help them promote their brand.

Feature #3: Quick notifications Benefit: The customer will get a text or email notifications once customers fill out their surveys. These questions will help you understand the product in a better way and assist you in writing a successful copy. This is the first stage of the entire process. Stage 2 involves describing and writing the product description based on your understanding of it.

Stage 2: Describing the Product After understanding the product, it's now time to describe the product. This stage is crucial because the description of a product will make or break all your effort and time that you put into researching and understanding the product. Moreover, it will also impact your product and brand Needless to say, describing a product in one line or phrase can be a daunting task. You put several weeks into research worth a hundred pages, and narrowing all that information down into just one line, or paragraph can be extremely nerve-wracking. You need to choose your words carefully and compare them with other plausible options. Also, check and test your chosen words on a group of users and ensure that they make a genuine impact and describe the product in its entirety. If you are interested in creative copywriting, here's a secret that will help you describe your product in a powerful way. Follow these three steps to master this trick: Step 1: Be Straightforward Do not twist or turn the text or its meaning; be straight, concise, and clear. Think before you jot down something if you want it to sound clever and clear. For this, consider your value proposition or your initial promise. Let's take a look at what the author of the popular book Hey Whipple, Squeeze This Luke Sullivan has to say: "First, say it straight, then say it great. To get the words flowing, sometimes it helps to write down what you want to say. Make it memorable, different, or new later. First, just say it." Similarly, other famous authors within this discipline, including Dan and Chip Heath, Jay Heinrichs, and George Felton, emphasize the importance of saying something, in the beginning, finding the core, and writing it down. An effective method consists of making a list of things you want to say (or your findings) and extracts two or three powerful words that will act as your keywords and help convey your message clearly. At the same time, make an effort to create a promise, benefit, or distinction that sets your product and brand apart. In other words, you should learn to find the core meaning of your product, anything you are trying to sell and change, or translate it using your pre-existing checklist of success. If you don’t have one of these, make one; you might need some experience, research, and expertise to prepare one. If you struggle in finding your core, go back to your initial research phase, and study your product one more time through your key findings. If need be, research those parts that seem ambiguous, even if it means redoing it from scratch.

At the end of the research and the beginning of the writing phase, you should be able to define these without any issue: •

Who is your target audience? Where are they located in your sales marketing funnel? (in case you are not clear about certain terms at the beginning of your career, research them or seek help from your marketing team to be on the same page).

•

What is your product, or what are you selling? What is the intent behind this product or your promise related to it?

•

Why should anyone trust you? What kind of proof or facts do you have to substantiate your promise and make your writing more convincing?

You can also use one or two copywriting formulas to narrow down your research and these questions. We will learn more about these formulas in the next chapter. Another way to better define your search and get your message across is to use value proposition templates. The simplest way to use a value proposition template is to customize your situation using templates such as – (This product or service) does (the function) and helps the user by (the benefit) because of (the fact or proof of trust). This is a simple pattern that works in almost every situation. However, to make it more effective or to suit specific needs, you may want to use some copywriting formulas, as mentioned earlier. Step 2: Develop your Vocabulary Since creative, social media or any form of short copywriting emphasizes only a few words at a time, it's imperative to ensure that you are using the best available words possible. Now, you cannot do that if you are not aware of the words in the first place. There might be some extremely useful or powerful words out there that describe your product in the most impactful way. However, you would not be able to use them because you are unaware that they exist. For creative and similar copywriters, working on your vocabulary knowledge and broadening it is crucial. Essentially, copywriting uses a set of core vocabulary that closely relates to most products and services and helps you come up with the best combination of words. Core vocabulary for products and services include an array of words, phrases, idioms, and even clichés that can fit in almost every type of value proposition. In other words, these sets of words are your tools to sculpt a sharp, poignant copy. Some copywriters greatly underestimate the use of core vocabulary in writing a copy. By ignoring it, you are restricting your choice of words and failing to create a powerful copy that could have otherwise garnered more attention. Again, several famous authors within this discipline, like Sam Horn, Luke Sullivan, and Bruce Bendinger, have emphasized the importance of using core vocabulary within your copy. Every kind of vocabulary – adjectives, nouns, verbs, slangs, jargon, facts and figures, figures of speech, and idioms should be reflected upon. Using these will build a powerful copy without you even realizing it. Another suggestion from one of these experts stresses the importance of extracting words from the product's category, as these are descriptive and portray the product in its truest sense. Put together some words that partly or completely describe your product, and then pick one or two words that are closely related or produce the strongest impact. Imagine them as Legos

and use them one by one, like building blocks to construct an effective copy. Another way to use strong and impactful words in your copy is to pick out in your brand's vocabulary. For instance, what are the words that you will choose to describe your brand or product? You can also take help from your company's marketing team at this point. If nothing works, you need to work on your understanding and polish your knowledge of core vocabulary. Here's how you can do that: •

Conduct thorough user research. Knowing your target audience solves multiple issues and strengthens your marketing game. This also implies your knowledge of core vocabulary. If you want your audience to be hooked to your copy, use the words that they employ, prefer, or understand. It will bring your readers closer to you, and you will be able to get your message across effortlessly. To understand your audience better and the type of words they use, read several reviews on Amazon, Yelp, and other popular sites where reviews matter. Navigate the reviews within your product category and your competitor's products. Understand the language of your audience and the words or expressions they use frequently. Extract the seed terms and use the ones that fit in your copy.

•

Let your brain blurt out the words. Go over your product research again and reflect on the value proposition that you initially came up with. Grab a pen and paper and write down the words that immediately come to your mind once you finish going through the product research. Do not overthink the process and note down the words that pop up in your brain. Write them down. Do not think twice, and do not cheat. Also, do not worry even if they sound cliché. Jot down as many words and phrases you can until your mind goes blank. These are more seed terms for your product description.

•

Gather and reflect on the seed terms that you have compiled so far. Make a list of all the words that you collected through the 'brain vomit' process and by understanding the preferred words of your target audience. Pick each word and think about its impact and whether it will suit your description or not. Narrow down your search and eliminate those words that seem distant to your product and brand image. Now, take a look at the words you are left with and assign a powerful synonym and antonym to each one using a thesaurus tool.

•

Next, find idioms, phrases, and clichés related to those words. You can do so by using an idiom dictionary online. Once you list those common phrases, take a deep look, and try to transform these such that they break the pattern and relate to your product at the same time. Make sure that you are not using the raw phrases. Tweak them based on the seed terms you extracted in the steps above and come up with something that relates to your product.

•

Use rhetorical or literary devices to support your expressions. These include rhymes, puns, humor, phonetics, etc. Also, use them to come up with interesting and catchy slogans or headlines. These devices sound phonetically pleasant and are guaranteed to grab the attention of users. This is because these devices are easy to remember, and

they stick with your brain for a long time. If used correctly, a customer can relate to your product or brand just by recalling this slogan. You will learn more about rhetoric devices in one of the upcoming chapters. Take these two examples of sets of words that start with the seed terms, followed by respective synonyms and antonyms, and end up with a phrase that can be easily recalled. Boat •

Bloat

•

Plane

•

Plain

•

Plain Jane

•

Set sail

•

Hoist your sails

•

Sail away

•

Sale

Sails

Another great way to build your core vocabulary involves using mind mapping with value propositions. Recall the value proposition that you used earlier in this process? We need this again here. Take this, place it in the center of the map, and take a look at it. Begin asking questions like: •

What is its purpose?

•

Where can it take me?

•

What are the pros and benefits of using this value proposition?

•

What are the cons or negative consequences of using this proposition?

By answering these interrogations, you are broadening your mind map and instilling a sense of purpose in this project. Once you have thought it out, it is time to expand your mind map further. For this, think of verbs or adjectives that closely relate to your project and pop instantly in your mind. At the same time, think of any phrases or idioms that relate to these as well. If nothing works, stick to a method that works for you. There is no need to stress over using the methods mentioned here. You can use any technique that works for you. Come up with a brainstorming tactic that you are most comfortable with and can be customized to serve in any situation. Keep a dictionary close by and use it to enrich your personal repertoire every day. Use apps that enhance your vocabulary. Learning and using new words is not only necessary to enhance your copy, but also to elevate your image as a copywriter.

Step 3: Combine your Value Proposition and Vocabulary Finally, now that you have your vocabulary and value proposition ready from steps 1 and 2, it is time to combine them in a playful manner. You can either craft your own formula for this or use rhetorical devices. In this stage, the idea is to develop a pattern that readers can associate with. For this, you can play with words or use your own 'secret' of formulating something that catches one's eye. Two of the best types of devices that successfully form a pattern include: •

Schemes: Any figure of speech that contains syntax, letters, sounds, or typical orders are schemes. These do not entirely emphasize the meaning of words.

•

Tropes: Any figure of speech that partially or completely changes the meaning of words through an unexpected twist is called a trope.

Use these to create an impactful slogan or headline that will grab maximum attention and showcase your product in a brighter light. As you can see, these steps are the easiest to apply and are most effective in gaining successful results. You will need a lot of practice to master these, as applying this method to any and every situation can be difficult. Some situations or projects work with this method, whereas others may call for different strategies. If you are an aspiring copywriter, these steps can be conducted as exercises or practice sessions to polish your skills and enhance your creativity and resourcefulness. Pick an existing product that has been poorly marketed, conduct research, and practice writing a description. Test it on your entourage or seek advice from a mentor. You can also invent your own product for training purposes. However, in this case, you will not have any solid facts or content to conduct product research, which is why you should stick to practicing on an existing product.

Chapter 6

Twenty-One Copywriting Formulas Copywriting is an art that can either make or break a product or company. One tactic that most copywriters employ to bring value to their work is incorporating a copywriting formula, which is a short format that makes a copy captivating and thoroughly interesting. Copywriting formulas emulate storytelling, which is another way to grab readers' attention. Whether it is a social media post, a blog article, or an email, effective copywriting formula will ensure that your writing is fully understood and appreciated by your readers. More importantly, it fulfills the purpose of copywriting, which is persuading readers to take some form of action. Storytelling in marketing is no hidden secret or tactic; it is actively used to engage the target audience and reach one's goals. Storytelling is further supported and enhanced by using copywriting formulas that are specifically designed to grab readers' attention and help sell a product or service. In this chapter, you will learn some of the most effective copywriting formulas used by professional copywriters that will help you reach success and fulfill your ambitions. 1. The 4 C's Clear: The text should be clear and easy to understand. Use shorter sentences, smaller words, lists, and bullet points to make the text as legible as possible. To do that, you must first understand your audience, chart out your goals, and set out your intention. Concise: The text should be concise and to the point. Eliminate all the fluff or superficial content. Keep it as brief as possible to align with your readers' short attention spans. Ensure that you are using words that are engaging and interesting turn of phrases. Compelling: Any copy should capture the readers' attention and keep them engaged. This is particularly essential at the beginning of the copy as it will decide whether the reader will read the whole copy or not. The best way to appeal to them is to focus on their needs, benefits, desires, and pain points. Credible: Above all, a copywriter's work should be credible and enable the audience to trust it a first glance. To ensure maximum credibility, make sure that related content is published elsewhere. For this, publish blog posts, leadership articles, whitepapers, and customer testimonials. Also, make sure that your readers know about it in your copy. This will not only increase the soundness of your copy but also enhance your brand image. This copywriting formula ensures that you remain focused and goal-oriented while keeping your reader engaged throughout. It also ensures that your reader reaps some form of benefit at the end. Since the 4 C's keeps the copy clear and concise, it is the best technique for social media posts. This formula requires that the copywriter find a compelling angle and provide a sense of trust to their readers. Make them realize that the words you are laying out to them can be trusted. 2. PAS

PAS stands for 'Problem, Agitate, Solution' and is one of the oldest formulas in the field of copywriting. In fact, this formula is also known to be one of the most effective tricks to engage a reader. It uses empathy and problem-solving as its main tools to encourage the reader to take immediate action. It targets the reader by bluntly addressing their pain points and then soothing the situation by offering plausible solutions. However, this formula takes some time to master. Once you get the hang of it, PAS will be your go-to tactic for the long haul. For this trick to be effective, it needs to be used correctly as you need your readers to pay full attention to your copy. P – Problem – Expose the problem in detail and describe how it is making their lives more difficult. A – Agitate – Tell them how they are suffering from it through empathy S – Solution – Resolve the problem by offering them a concrete solution and how it can turn their lives around Focus and highlight the problem as much as possible to leave the deepest impact on your reader. After reading it, they should be dying to know the solution. At this point, offer your solution through your product and service, which can also be called the relieving point. Once they realize the value of the solution, immediately offer a call to action to prompt them to react. This is one of the few copywriting formulas that guarantee true effectiveness. If you manage to apply the PAS formula properly, you will end up generating a lot of leads at the end. The best part about this formula is that once you learn to apply it, it becomes easy and flexible. In fact, PAS is known to be one of the top favorite formulas for successful copywriters. Even if you are stuck with certain prospects' problems, this formula can effectively change the course of your copy and make it more powerful. Therefore, PAS is a strong formula that every copywriter should use, whether they are a novice or an expert. 3. AIDA AIDA stands for 'Attention, Interest, Desire, Action' and is another widely used formula in the discipline of copywriting. In fact, this might be the most sought-after formula by beginner and expert copywriters alike. Just like PAS, AIDA is an old technique that is still popularly used thanks to its effectiveness and power to generate multiple leads within no time. A – Attention – Grab your readers' attention by offering a compelling opening through persuasive writing. I – Interest – Engage the readers' interest by telling them about your product and how it can change their lives. D – Desire – Tell them why they should have it and lure them into liking and desiring the product. A – Action – Provide an easy call to action feature for your reader to respond. Tech giant Apple swears by the AIDA formula and has been using it on its website for years.

Their famous product, the MacBook Air, is majorly marketed using the AIDA formula on its home page. It begins with one or two powerful words for the heading to grab attention and interest the audience by enumerating the newest features. Furthermore, they instill a feeling of desire by telling them how these features are beneficial for them and the environment, instantaneously making them take action. 4. FAB Another simple and similar formula, called FAB, is famously circulating around the copywriting market. FAB stands for 'Features, Advantages, Benefits,' which is a condensed version of the PAS and AIDA formulas. However, unlike the latter, FAB doesn't completely rely on highlighting the users' problems, but rather directly offering them the benefits through the product's features. One important thing to note here is that this formula emphasizes the benefits instead of the features. The features are included to sustain the credibility of the product and fulfill the given benefits. F – Features – Highlight the features of the product A – Advantages – Advantages of the product B – Benefits – Benefits of having the product and how it can change your life 5. The 4 U's The 4 U's formula is commonly used in social media copywriting as it emphasizes specificity and urgency, which are needed when marketing across social media platforms. Social media requires shorter text and a quick call to action feature due to the amount of variety, competition, and short attention spans of users. The 4 U's in this formula are: Useful: The text should be useful in some form or another Urgent: It should fulfill the urgency criteria and give a sense of urgency to the user Unique: The main benefit and concept of the product is unique and stands out from others Ultra-specific: Be concise and very specific with the three aforementioned U's Let’s say, for example, you are the owner of a company and one of your marketing strategies includes offering a free webinar to attract potential customers. Your announcement or advertising copy for social media could read something like this – "Tuesday Webinar: Presenting key secrets on effective leadership, followed by a Q&A session, irrespective of the time it will take. Only 4 seats left." You see, this is a short and concise copy apt for social media and fulfills the criteria of uniqueness, usefulness, urgency, and ultra-specificity. It is bound to fetch your readers' attention. 6. Before After Bridge Formula Yet another popular formula in the world of copywriting and marketing, the BAB formula

encapsulates a transition between your past, present, and future. It makes you foresee your future and imparts a feeling of wellness and positivity, which is essential for your reader to associate with your product in a good way. Before – What your past or the current world is and the problems faced by your audience. After – What your world would be like after solving those problems. Bridge – The connection between the before and after and how to get there The Before After Bridge Formula is often used in sales and email marketing where readers and listeners possess shorter attention spans. By making them aware of their problems and helping them envision their life after solving it, this will trigger them to take immediate action and purchase the product or service. BAB is so effective in marketing that it is the go-to formula for most copywriters and marketers. It's quite simple – describe a world with the problem, describe a world where the problem is solved, and then describe how to get there. Whether it's used in a blog post, social media post, an email, or a creative copy, this formula suits just about any format and works effectively. This accounts for its success as one of the most powerful copywriting and marketing formulas. Here's an example of how to use BAB in a social media post: Tired of editing pictures on heavy, clunky software? Imagine sparing a few hours of your precious time. Use our high-quality photo editing app to edit images and give them a professional touch. 7. A FOREST This one is a long formula that is more suited to blog posts and emails rather than social media entries. However, if used smartly, this formula can be effectively used for social media posts as well. The 'A FOREST' formula relies more on facts, personal opinions, statistics, repetition, and examples to convey a specific point. A – Alliteration – Emphasizing on similar sounds or letters to grab attention. F – Facts – Facts related to your product. O – Opinions – Opinions about the company and past user experiences. R – Repetition – Emphasizing on a particular subject or word to make it more important. E – Examples – Support with examples to make it more plausible and easier to comprehend. S – Statistics – Support with statistics and numbers to strengthen the proof. T – Threes (Repeating a word, feature, or important paraphrase three times to make it memorable).

While it is easier to use this formula for lengthier posts and emails, you need to emphasize on the alliteration or repetition or facts to make it appropriate for social media. Imagine yourself a broker trying to sell a property within a given time period. By using the A FOREST formula, your social media post will say something like this – "Spacious and luxurious 4 BHK. High-quality wooden floors. Island kitchen. Find details here." This post contains facts and repetition, along with being concise and intriguing. 8. PPPP The PPPP formula follows the same rationale as the others but provides the readers with a sense of happiness and satisfaction from the benefits of the product through specific ways and additional proof to support the facts. It also incorporates a solid call to action feature to ensure the effectiveness of the copy. The 4 P's in PPPP stand for: Picture: It refers to the elements that will paint a picture to grab readers' attention. Promise: Deliver a promise of efficiency and benefits of the product or service you are promoting. Prove: Demonstrate the benefits and the product's worth with tangible evidence. Push: Push the reader to take action and show commitment by using the call to action feature. Unlike other formulas that emphasize the features and benefits of a product, PPPP is more specific and backs it up with concrete proof. While the call to action can be tweaked based on the format of the copy, you can simply stick to a short URL at the end of a social media post. Let's say you have launched an app for a new grocery delivery system. By using the PPPP formula, your social media post will say something like this – "Get used to late-night ice cream and popcorn. Groceries delivered at your doorstep 24/7". 9. ACCA ACCA stands for 'Awareness, Comprehension, Conviction, Action.' This formula is, again, slightly similar to the ones explained above. It differs from others as far as comprehension. A – Awareness – This opening part makes the reader aware of the problem or situation. C – Comprehension – This part furthers the issue and tells the reader how it is affecting them. At the same time, provide a sense of relief by telling them that you have a solution to offer. C – Conviction – Inculcate a feeling of desire in your reader by telling them more about the solution and how using it could help them. A – Action – Tell your readers about the call of action feature.

As mentioned, this formula stands out from its peers due to the extended diagnosis and comprehension. You are making the reader aware of their situation in the present tense – you're here, and this is how this issue is currently affecting you. If you are successful in mastering the conviction part of this formula, you will immediately trigger the readers to take action. 10.

1 2 3 4 Formula

This is a four-question numbered formula that is easy to remember and implement. The four questions are: 1) What do I have for you? 2) How will it benefit you? 3) Who am I? 4) What should you do next? While explaining the product and its benefits is always crucial in any formula, this formula asks you to pay specific attention to the third and fourth questions. It also fulfills the purpose of storytelling and offers a twist that will keep your readers engaged. Tell them the story, explain the benefits, and sell your product with confidence and authority. This sense of trust and credibility will increase the chances of selling your product and getting more customers in the long run. Most importantly, pay attention to the part where you are familiarizing your readers with your identity, and provide a strong reason for why they should listen to you. Once you are successful in doing that, add the call to action feature in the final step for the audience to take immediate action. 11.

Alex Osbourne' SCAMPER Formula

The acronym 'SCAMPER' stands for: S = SUBSTITUTE (substitute the old elements with new and contemporary ones to create more engagement) C = COMBINE (gather various successful elements from different sources and combine them) A = ADAPT (adapt a new headline or element from another product category) M = MODIFY, MINIFY OR MAGNIFY (any element that is or must be in use) P = PUT to other uses (mention the types of customers who can use it) E = ELIMINATE (remove all the elements that have been in use for a long time) R = REARRANGE, REVERSE OR REDEFINE (rearrange any selling process or feature of the product that seems unlikely) This acronym is quite popular as it applies a different take on Gary Bencivenga's words,

"Will multiply your productivity 11-fold". It aims at boosting the writer's productivity and explains the intent without any confusion. It also focuses on the headline and emphasizes the importance of having a strong, captivating headline. 12.

AICPBSAWN

This lengthy formula can be difficult to grasp, and master but is also incredibly effective. You only need to practice it to extract maximum benefit from it. AICPBSAWN stands for: A – Attention – Grab your readers' attention by adding a captivating headline or two or three powerful words, USP. You can also grab their attention by exposing the biggest problem you can solve, and that will help them. I – Interest – Why should your readers be interested in what you have to say? What is so fascinating about your product? Give them a valid reason to peak their interest. C – Credibility – Your copy should be credible and trustworthy. Tell your readers why they should believe and trust you. P – Prove – Offer concrete proof to increase their trust in you and enhance your credibility. B – Benefits – Prive a list of all the benefits highlighted in bullet points to keep your readers hooked and interested in the product or service. S – Scarcity – Create a sense of value and fear of missing out due to the scarcity of the product you are offering. As the fear of scarcity increases, the value of the product will increase as well. A – Action – Tell your readers how to take immediate action through one simple step. W – Warn – Warn them about the consequences of not taking action and how it will affect them. N – Now – Use words or sentences to compel your readers to take action on the spot. Inspire and motivate them to take immediate action. Even though the acronym for this formula seems long, it works every time you use it because it provides a unique selling angle. You need to twist it and find that one angle that will make your formula and copy original, which will also be the highlight of your copy. Remember the 'A FOREST' formula? This one can also be tweaked and partially used to prepare an engaging social media copy. It is also famously known as Brian Keith Voiles Favorite Copywriting Formula. This formula is a blend of other smaller formulas that you learned earlier. It aims at solving the problems the readers may face and how the product will draw their interest, while keeping your writing credible and concise. Most importantly, it works because it provokes a feeling of missing out in the pool of potential customers. If you want your readers to trust your product, get

interested in it, and take immediate action, this formula should be your go-to. 13.

The Approach Formula

The Approach formula stands for: A – Arrive – Find the actual problem or arrive at it. P – Propose – A solution. Think about the problem and come up with an effective solution. P – Persuade – Convince the reader or listener by showing them the effectiveness of the solution and ensuring that it will work for them. R – Reassure – Reassure your audience and tell them why your product will work. O – Orchestrate – Design an opportunity and use it to sell your product at the right time. A – Ask – Ask your readers whether they have responded or not. The Approach formula is mostly used by sales copywriters and is a part of the soft selling marketing strategy. The next time a salesman shows up at your door or a telemarketer calls you, pay attention to their questions, and draw a pattern out of their approach. You will notice the formula being implemented in this order. Even though it takes some time for the marketer to reach the 'Ask' part, which is the last part of this formula, the reader or listener will have developed enough trust with the salesman to listen until the end of their pitch. For this to work, the salesman or copywriter needs to be an expert and should practice consistently to master this formula. When used in a copy, the content needs to be tweaked in such a way that it passes the marketing funnel and triggers the reader to take action in different ways. 14.

The 6+1 Formula

This formula is inspired by Danny Iny of Smashing Magazine and is a great example of how to spark curiosity and persuade readers to take action. This formula partly follows the famous BAB or Before After Bridge formula that provides a sense of reassurance and a better scenario in the future by using the solution that you are offering. One element that makes the 6+1 formula powerful is credibility. Even though the sense of credibility and trust is widely employed in many formulas, it particularly impacts this one because your product is the anchor. 1) Context – Offer a context about what your readers' current life is. 2) Attention – Divert their attention to the problems they are facing. 3) Desire – Make them desire a life without this problem by asking them to imagine a problemfree scenario. 4) The Gap – Make them realize the intensity of this gap in their before and after situation. 5) Solution – Offer them a solution or a connecting bridge to fill in the gap and finally live the

problem-free life they were asked to imagine. 6) Call to action – Provide a simple call to action feature for your readers to take immediate action and change their lives. +1. Credibility – As mentioned, credibility is the real hero here. By making your readers realize that you and your copy are credible and can be trusted, you will clear all their misgivings about your brand and product and increase the chances of making a sale. As emphasized earlier, pay attention to the credibility factor in this formula as it is the ultimate deciding aspect of whether your reader will take immediate action or not. That is the only and major difference between the Before After Bridge and the 6+1 formula. 15.

Craig Clemens Sales Letter Formula

As the title suggests, this formula is greatly effective if you are an aspiring sales copywriter or are given a relevant assignment without any prior experience. •

Headline: Open with a captivating headline.

•

Subheading: Every heading should have a supporting subheading.

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Questions that show you understand and push-buttons.

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Powerful analogy or story: Tell your audience what your product or intent is through a powerful story to keep them engaged and arouse their interest.

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It's not your fault, and there's hope: Empathize with your readers to make them feel connected to your writing.

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Give away content: Tell them everything you know.

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Proof: Provide credible proof to show and inculcate a feeling of trust among your readers.

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What is it I'm offering? What's in it?: A brief description of what your product is with a few details to support it.

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Bullets points/benefits: A concise list of benefits of the product.

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Who needs it? Who doesn't?: Ask your reader to reflect on whether they need the product or not.

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What makes it different?: How does it stand out from your competitor's similar product?

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Wrap up: Conclude with a concise ending note.

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Price: Don't forget the price as it is one of the ultimate deciding factors for taking action.

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A guarantee: Another short note about the credibility of your product.

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A close: Final conclusion with a positive and encouraging ring to it.

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A signature: Your identity for credibility.

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Your P.S.

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Your testimonials.

Even though this can come across as a bulky formula, it truly isn't. It follows the same pattern of any sales formula, the only difference being the additional proof of credibility, trust, and hope. 16.

Frank Egner's Nine-Point Formula 1) To grab attention, begin with a compelling headline that is alluring. 2) Support it with an inspirational lead. 3) Define your product as it is. 1) Narrate a success story related to your product. 2) Add impactful endorsements and testimonials. 3) Provide a list of special features that make the product stand out. 4) Offer a statement of value to the reader. 5) Provide an urgent call to action feature. 6) Conclude with a postscript.

This is another effective sales copywriting formula by Frank Egner, which is also simply known as the Nine-point formula. It explains how a reader can be lured into taking action in just nine effective steps. It begins by mentioning a strong headline to appeal to the reader, followed by an inspirational lead, which is then directed towards the product details and its success story. By following this specific pattern, you are slowly diverting the reader's mind to take urgent action, which is the sole purpose of a sales copy. 17.

UPWORDS Formula

This formula was developed by Michel Fortin and emphasized the use of common words to paint a picture in the readers' minds and offer them a window to see through your perspective. This will substantiate the meaning of your marketing message and help deliver it in its truest form. Quite often, marketers create mind-boggling strategies that seem powerful and guaranteed to succeed. However, the diverging views and varied perspectives of an audience can put the meaning of a campaign or message in a different light. In the worst-case scenario, it can lead to controversies and a major dip in your sales. To avoid this, the marketer or copywriter must ensure that their message is crafted effortlessly and comes out in its entirety. This is when the UPWORDS formula can come to your rescue. The acronym stands for:

U – Universal P – Picture W – Words O – Or R – Relatable D – Descriptive S – Sentences It asks the writer to create a copy that builds imagery to make the message clearer in the eyes of the readers. Consider the power of visuals and images in children's books. The illustrations make the reading experience more interesting and help the child relate to the script and description without any issue. Even if the script fails to mention that the main character has blonde hair, the child will know that by looking at the picture. This formula is exactly about this psychological trick. To make it more effective, put yourself in your readers' shoes to convey the message in a clearer sense. Here's a social media post as an example to understand it better: "Try this new moisturizer to make your skin feel like a soft bed of roses." Here, the power of imagery will inspire the audience to picture themselves in a comfortable and soothing environment, which can be effective in getting them to purchase a specific product. That said, make sure not to go overboard with the representation and symbolism. 18.

OATH Formula

The OATH formula involves four stages for creating awareness for your product or service. It measures the level of awareness that already exists in the market that needs to be spread around. In addition, a copy that uses this formula also helps you focus on your readers' needs. The OATH formula stands for: O – Oblivious – How unaware or oblivious your readers are of their problem or your product. A – Apathetic – If your reader is aware of their problem or your product but is not thoroughly interested in confronting it or buying it due to lack of information, affordability, or other reasons. T – Thinking – If your reader is aware of the problem or product but is still in the reflection phase before confronting it or making a purchase. H – Hurting – Whether your reader is desperately searching for an answer or a plausible solution. By using this formula, you will know whether your reader and the market, in general, are aware

of your product or not. This analysis will also help you determine your writing style and adjust it to create the best impact possible. This formula covers the whole spectrum of consumer awareness from zero (oblivious) to the desperate need for a plausible solution (hurting). It takes a different approach to understand the target audience and their needs, along with the demand for your product. If your product isn't well-known, you can turn the situation around by writing effective copies for product promotion, too. You see, this formula works because it focuses on the selling aspect of the product and increases its demand. 19.

HELLYEAH

This formula is majorly used and suggested by Brian McLeod, who swears by it. Even if the acronym sounds oddball, you would be surprised to learn about its benefits and effectiveness. The HELLYEAH formula stands for: H – Holler – To grab readers' attention by announcing an interesting fact or benefit of your product. It can either be a short phrase, a quote, or just two to three powerful words. E – Empathize – Put yourself in your readers' shoes and understand their feelings. More importantly, make them realize that you understand their feelings. Share your pain too. Make them feel that you are on board. L – Lambast – List issues or pit stops that have led to this situation. It can be your problems or those of your readers. Try to extract some common issues that will put you both in the same position. L – Legwork – Do some research and put it forward to make them realize that you are not full of it and can offer a way out. Y – Yes – You have a solid solution for them that is bound to work. E – Educate – Tell them why your plan or solution works and how it is effective. A – Action – Provide a clear action feature and explain how to use it. H – Handle – Ask if they have any doubts or further questions and provide an assurance of handling it expertly. If you are looking for a formula that uses aggressiveness at its best, this formula is your go-to. Keep in mind that it fits only in longer copy formats, like those in sales or technical copywriting. 20.

Bob Serling's Power Copywriting Formula

Last but not least, this formula is the longest but also one of the most effective. It tells you how to write a high-quality piece in 36 steps (4 prerequisites and 32 others). Let's dig deeper into it. Begin your project with 4 of these prerequisites: 1) Quality product 2) Customer profile

3) Credibility 4) Offer Once that is done, follow through with these 32 steps: 1) Conduct thorough research and gather as many details as you can. 2) Take some time to let your thoughts and ideas sink in. 3) Prepare a list of all facts and features that you have grouped so far. 4) Prepare a list of all the benefits you have found out. 5) Formulate a plan to make the offer irresistible. 6) Tell your readers about the guarantee and satisfaction potential of the product. 7) Work on the headline to make it as compelling as possible. 8) Use color to draw attention to key points. 9) Do not use too many graphics or one after every few lines. 10)

Support the headline with a no-strings-attached opener to keep the reader interested.

11)

Make sure there are no early objections.

12)

Ensure that there are alluring crossheads in your copy.

13)

Strike your readers' chords by empathizing on hitting the pain points.

14)

Tell them how to overcome this pain.

15)

Showcase your credibility and authenticity.

16)

Put forward "an insider benefit" to strengthen the credibility.

17)

Tell them how and why your solution works.

18)

Break down your copy into small reading parts for easier comprehension.

19)

Announce the benefits of your product.

20)

Provide a summary of the key benefits.

21)

Prepare and showcase a list of product features.

22)

Highlight the packaging of the product.

23)

Tell them how much it costs.

24)

Provide a call to action feature.

25)

Customize an offer that will increase the average order value.

26)

Minimize and eliminate any risk.

27)

Conclude by repeating the major benefits.

28)

Don't forget to add a PS.

29)

Tell them how to buy the product without any hassle.

30)

Do not add any distracting links or eliminate them if there are any.

31)

Let it rest.

32)

Revise and make necessary changes to make it more impactful.

This lengthy formula is bound to generate massive leads and drive sales. Additionally, it eliminates major risks and puts your product or company in a more positive light. Powerful Headline Formulas Since you already know about the importance of having a powerful and compelling headline, which is also the starting point of reader engagement, let's take a look at some powerful headline formulas with practical examples that can use to write a successful copy. 1. List Headlines This type of headline is useful for creative or social media copywriters who occasionally dabble in blogs or long post copies. It usually grabs the attention of users by giving them a list of 'reasons' for a subject they are interested in or struggling with. Here is an example: 1) [Number] Best __________ Example: 30 Best Copywriting Tips 2) [Number] Reasons Why __________ [verb] __________ Example: 5 Reasons Why You Should Use Social Media for your Brand 3) [Number] Most Common Mistakes [your audience] Make Example: 3 Most Common Mistakes Writers Make in the Beginning 4) [Number] Reasons Why You Should __________ Example: 82 Reasons Why You Should Copywrite Today 5) Top [Number] __________ Example: Top 10 Copywriting Mistakes 6) [Number] Tips to/for __________

Example: 101 Tips to Write a Blog/for Novice Copywriters 7) [Number] [Adjective] Examples of __________ Example: 10 Great Examples of Powerful Headlines 8) [Number] Best Ways to __________ Example: 5 Best Ways to Increase Traffic on your Website These 8 examples are extracted from Peter Sandeed's 101 Headline Formulas to give you an idea on how to write compelling headlines. 2. "How to" Headlines As the name suggests, this model explains a particular subject to the reader by directing it in the form of a question. Here are some examples: a. How to __________ Example: How to Write Compelling Headlines 2) 2) How to __________ in [number] Easy Steps Example: How to Write Compelling Headlines in 7 Easy Steps 3) How to __________ Like __________ Example: How to Write Headlines Like a Pro 4) How to __________ – The [Essential/Complete/Ultimate] Guide Example: How to Write the Best Headlines – The Complete Guide 5) How to __________ While __________ Example: How to Write Great Headlines While Sparking Curiosity 6) How to __________ Even [if/Without] __________ Example: How to Become a Writer (Even) Without any Experience 7) How to Use __________ to __________ Example: How to Use Online Tools to Generate Headlines These 8 examples are also extracted from Peter Sandeed's 101 Headline Formulas. Source: https://writtent.com/blog/copywriting-formulas/ 3. Seven Deadly Fascinations In this headline formula type, you can use the seven deadly fascinations (or deadly sins) as a part of bullet lists to create an impact. These are used to entice a user to click or read the entire piece. Even though people want to eradicate these sins from their lives, these provide occasional

instances of a guilty pleasure, which makes it harder to eliminate entirely. So, why not use it to your advantage? The seven deadly fascinations and their uses include: •

Slothfulness – It emphasizes the ingrained laziness in a person. For example, "This article will help you get all work done without actually doing it."

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Pride – It highlights the idea of feeling amazing and proud of one's self. For example, "Tips to accelerate your inner transformation and make you feel great about yourself."

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Gluttony – It emphasizes the feeling of habitual or occasional greed about certain things in a person. It is generally related to food and overeating. For example, "Here's how you can eat loads of carbs and still lose weight."

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Wrath – It emphasizes anger and the feeling of being constantly mad. For example, "How to distinguish between anger and wrath."

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Greed – The feeling of having everything often lures a reader to come back for more information. You can use this element of fascination in your headline to offer people more than what they have. For example – "Tips to earn some extra cash while having a full-time position."

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Lust – It highlights the feeling of getting or being what you want, and beyond. For example, "Here's how you can up your flirting game and seduce your crush."

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Envy – Envy is the feeling of being jealous of a person or a person's favorable situation. Make sure that you use this feeling in a positive light as it could affect the reputation of your brand. For example, – "Tips to drive more sales than your competitor did last year."

You can use these deadly fascinations within your headlines or combine them to form a list of effective bullet points that will keep your reader hooked. For the latter, you can hide any pointers or sins that are difficult to work with. Some experienced copywriters have tested most of these formulas over the years and incorporated them in their intros and segues with several trials and errors. While most of these tend to work, you can develop your own formula after gaining some experience and following your own style and pattern. So, stick to what works for you, and you will gain success as a copywriter in no time. You might have noted that several formulas mentioned above share some common features and tricks to formulate a compelling copy. To make your own formula, you can extract these common tricks (because these will likely always work) and design a formula that can be applied everywhere. Your goal is to appeal to the reader, target their pain points, offer a solution, inform them about the benefits of the product or service, and ask them to take action through an accessible call to action feature. Finding an ideal formula for your main content isn't truly necessary. Your formula can be

dedicated to your headlines only or to the segues of your copy. Forget about reinventing the wheel and stick to a pattern that is comfortable for you. Another advantage of using a copywriting formula is that it boosts your creativity and productivity. Besides, it is known that copywriting is the best form of writing to enhance efficiency. By using these formulas, you are working towards improving your writing, making it more nuanced and richer compared to your style in the past. It will encourage you and put you in the right mindset to write a compelling story every single time.

Chapter 7

Elements that Make Good Copywriting Great Here's the thing with copywriting – the art and style either swims or sinks. Anyone can be a good copywriter, but not everyone can be great at it. Aside from the impact that your writing can make, several other criteria come together to enhance the effectiveness of a copy. In this chapter, we will discuss some elements that make good copywriting great. 1. Focus on the Headline For starters, it's all about your ability to garner your readers' attention with the headline or the first opening lines. Your success as a copywriter is determined win an instant, which is why your headline and first few lines need to be a hit. All you have is the first few seconds of your reader's attention, where they quickly scan through the headline and opening paragraph to decide whether they want to read the entire piece or not. For this to work, you need to focus on the quality of your headline and the first few lines, especially the first paragraph. The more impressive it is, the more views and interest you'll garner. So, focus all your efforts on crafting an eye-catching headline and perfect the first paragraph. After that, the rest should fall into place. In parallel, you should make sure that the rest of your piece is skillfully crafted as well. You don't want your readers to be impressed with the first few lines only to feel underwhelmed later. It goes without saying that your piece should be engaging and of high quality throughout. By the end of the read, you should be able to persuade your reader to buy the product or services you are marketing. Nevertheless, if your content is top-notch but fails to deliver the message because of an inadequate headline choice, nobody is going to read your piece in the first place. The bottom line is – to run an ad and garner attention, your headline should be strong. Fortunately, you have already learned some effective formulas that will help you create a strong and compelling headline to grab your readers' attention and keep them hooked until the end. 2. The Art of Persuasion Not everyone possesses the ability to persuade someone to take action naturally. To be a great copywriter, you need to learn the art of persuasion, as it is your main goal. Make your readers realize that the product you are promoting is something they need rather than something they want. Focus on the features and explain how these will make your readers' lives better. At the same time, do not be overly technical or descriptive since not everyone will be able to understand. In some cases, it might completely throw the reader off. For instance, let's say you are writing about a new time management app. Describe the features in a few lines to emphasize their significance, then focus on how these features will help entrepreneurs or freelancers manage their time more efficiently and reach their goals faster. Basically, you need to grab your readers' attention by luring them into the potential benefits and interests of the product and talk details. This will compel them to take action as soon as they are done reading the copy. As explained earlier, this can be achieved by putting yourself in their

shoes and empathizing with their feelings. You can also focus on a number of factors that will persuade your reader to take action. These factors include growth hacking, online persuasion, and reciprocity, among several others. By using these tactics, you are letting go of the effort to convert your readers into customers; instead, you are persuading your readers to visit your landing page, which bears its own benefits. For instance, if your copy is short, it will not have all the necessary information about the product that is needed to persuade the reader to take action and purchase it. Instead, by directing them to the landing page, you are providing a better product description and introducing them to your brand, which could compel them to take action. This wouldn't have been possible with the copy alone. All in all, using persuasive hacks can make a stronger impact at times. Growth Hacking Another tool known as growth hacking is now increasingly employed by marketers to leverage successful marketing campaigns and drive more people to their landing pages. These also include some technical and conceptual strategies that ensure the success of all marketing campaigns. The Act of Reciprocity Lastly, use reciprocity to ensure that your readers get crucial information about your product and do not expect anything in return. Simply make sure that you are giving everything you got for your readers to have every bit of useful information they need. If your copy is truly informative and useful, your readers will take action without you telling them. This tactic is related to the science of feel-good, which states that if you give something to someone without expecting anything in return, they get a feeling of indebtedness, which induces or enhances the feeling of receptiveness. At the same time, know when to stop. If you keep on blabbering about your product and your brand image, your readers will get tired and immediately lose interest. Respect them and their time by stopping when it is necessary instead of bringing up new grandiose lines. 3. Create a Connections between You and the Reader By connecting with your readers, you can easily persuade them to purchase your product or service. To do this, you only have the power of your words to make an impact. This is why you should focus on the tone of your writing; it should be friendly, compelling, interactive, and informative. The tone of your writing will determine whether your reader is able to connect with you or not. Once you establish a connection, you are one step closer to converting potential leads into sales. Now, there are several ways to adjust the tone of your writing and build a connection with your audience. Here are some useful pointers: Know Your Audience By knowing who your readers are, what they do, what they like and dislike, and what will make their lives easier, you can easily direct your writing tone and content accordingly. They should be able to understand your writing, relate to it, and feel every word of the piece. Once you

manage to pull the strings of your readers' hearts and minds, you will overcome a major obstacle. With this said, how can one truly know their audience? One easy way is to consult your content marketer. Very thorough research goes behind defining a brand's target audience and includes several criteria such as demographics, needs, likes, dislikes, location, level of income, etc. Consult your content marketer and gather details regarding your target audience to craft your copy piece accordingly. Highlight the Feature that will 'Change their Life' Another way to connect with your audience is to highlight a certain feature, specification, or detail of your product that will majorly benefit your reader. This will create a sense of appeal and turn readers into potential customers. If you are unsure about what feature or detail of your product will benefit your customer on a personal or professional level, go back to your research. Carry out surveys, talk to people, and read reviews and previous data. Do everything you can to uncover the one thing that will majorly benefit your customer, and highlight it in your writing piece. Emphasize it and then deliver. Deliver the Promise of Listening Some brands offer high-quality products and services that can be truly life-changing. However, they lack in certain crucial areas such as customer service and overall satisfaction. Your readers and customers need to be heard, not simply for inquiries or complaints but also so you know and understand their preferences. This will help your brand better your product or services, which will help you attract more customers in the long run. As a copywriter, it is your duty to ensure your readers and customers that their queries, questions, and complaints are heard, understood, and answered. You need to realize that the customer is king, which is why there is an increasing focus on the domain of customer satisfaction. By giving your readers this assurance of receiving an answer, they will feel more connected to your brand. Make sure that your brand abides by your words to maintain the integrity of your writing and your brand image. If you promise heightened customer service, deliver it. These are the three major ways to engage your audience and establishing a strong, durable connection. If you are successful, you will see a considerable surge in positive responses and feedback. 4. Focus on the Presentation of the Text A lengthy, uniform paragraph is never eye-catching; nobody has the time to read a huge wall of text. The way you present your text makes a major impact because most people simply quickly scan through pieces rather than go through every word. To catch everyone's attention and inform them about your product, break down your text for easy comprehension. Arrange it in a way that your readers get all the necessary information with just a few glances. Now, how can one do that? •

Divide your text using headings and subheadings. The more you separate different categories of text with specific subheadings, the clearer the information will be. At the same time, do not write long paragraphs. If possible, split them into shorter sentences or divide the text into two paragraphs.

•

Highlight or bolden important phrases and sentences. Bold text will automatically capture one's attention even when they are taking a quick look at the writeup. Make sure that you cover all essential information within the bold text. It's important not to go overboard with the highlighting part as it will all seem insignificant at the end. So, bolden wisely.

•

Use visuals whenever possible. Visuals have been shown to improve any description by up to at least ten times. If you have a product to show and market, use relevant images to accompany your text. It will also make it easier for your audience to grasp all the information you are presenting. That is the power of visuals and images – they work to enhance one's comprehensive ability and put your product in a brighter light. Additionally, you can eliminate a lot of fuzz with just one powerful visual. Remember that visuals are pleasant to look at, and with that, they can transform a boring paragraph into an interesting read.

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Make a bulleted or numbered list. If you need to provide technical or detailed information for your product, present it through a numbered list. That way, your readers will gain more information than they would by scanning through long paragraphs.

Today, most readers are always in a rush but still want their dose of daily information. Because of this, they have shorter attention spans. By adapting your text into visuals and bullet points, you can clear every kind of confusion and get your message across without complicating it. Remember, you don't need a lot of text to convince people to buy your product; you only need to present the essential information in a concise and impactful manner. 5. The Power of Storytelling Although storytelling is not a new term in the discipline of marketing, not all marketers fully use or understand the potential of this approach. Also deemed to be a powerful 'formula' for effective copywriting, storytelling is a superb tool that most journalists employ to create impactful anecdotes. With this, viewers and readers are able to comprehend the news thanks to effective engagement. Whether it's an email, a blog post, or a social media caption, telling a story will attract more followers and create a buzz. If you are not yet able to use any of the formulas explained earlier, storytelling as a tool can be your alternative as it works just as effectively. Some copywriters write a copy and decide to throw a story in there in the later stages. You must know that this works only under certain conditions, or if you are an experienced copywriter who can envision the piece at the end of the process. So, to ensure that your copy conveys a powerful story, perceive it as such from the get-go. Add a character, conflict, and resolve for a guaranteed effect. If coming up with a character seems challenging, consider your customer or reader to be your main protagonist. In this way, your audience will be able to relate to it more. Research and learn about the pain points that you read have and target them each time you write a copy. Tell them about their struggles and empathize with them as much as possible. Build the character around plausible situations and

real-life scenarios. Eventually, offer a resolution or a solution that makes the character and the reader go 'Aha!'. This point will be the deciding factor for whether your copy is successful or not. If this method is also challenging, portray your company or the seller as the character. Talk about your company and its struggles over the years. Furthermore, explain how your company dealt with frustrating situations and how it was able to overcome the crisis. Narrate this as humanely as possible. Since a company is not a person but an intangible organization, it can be difficult to establish a feeling of oneness and connection between your company and the reader. However, this can be turned around with an effective and compelling writing style. Your company's reputation and the image will be positively upheld if you manage to pull this off. It will offer a sense of trust and connection with the reader. Since the company has gone through many hardships and emerged strong, it will have the right solutions for the readers. If it still seems absurd, stick to a character that is human. Here's the thing with storytelling and why works every time – stories convey emotions, and emotions help establish connections. Once you manage to build a connection with your reader, you know that you have brought in a long-term customer for your business. Another benefit of this trick is that your customer is more likely to place their trust in you. One great example of effective storytelling in copywriting is associated with the brand Toms Shoes. The company's founder, Blake Mycoskie, shared his heartfelt and touching story about traveling to Argentina and finding kids with no shoes, which led him to create a brand that sells shoes with a for-profit motto. Moreover, the brand is also sustainable and does not rely on donations, making it an empathetic brand. This is an excellent example of great storytelling that strikes the right chords and attracts people towards a business's products. As you can see, this brand has a positive motive behind its establishment, which makes its marketing even more powerful. However, you can use this trick in any kind of scenario. Simply make sure that it doesn't seem forced. Let's take a detailed look at what copywriting stories should read like. For your story to be successful, you need: •

A hero

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A conflict

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A goal

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A moral

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A mentor

These five elements were inspired by Sonia Simone's 5 pieces, according to which every marketing story can be more powerful with these five elements. Do you remember the PAS and Before After Bridge formulas mentioned earlier? These relate to the principles of 'conflict' and 'mentor.' Conflict relates to the PAS (Problem, Agitate, Solve) formula, as it makes the reader realize their problem and causes agitation by pulling the string. Mentor relates to the BAB or Before After Bridge formula as it offers a new vision and guides you in the right direction to

solve your problems. So, whether it is a blog post, a social media post, or a landing page, these five elements together form a powerful narrative and convey your message most effectively. Lastly, there is another storytelling formula that increases the impact of your copy and delivers a message in its entirety. It is known as the Star-Story-Solution formula, and works as follows: Star: This is the star or the main character of your story. As mentioned, it can be you, your company, or the reader. Make sure you choose your character carefully as the entire story will revolve around it. Story: The main part of your copy, namely the story, should be engaging and interesting. Solution: A brief summary of how the protagonist emerged victorious at the end of the story. This part will emphasize how the benefits of the product helped the character win and overcome their dilemma. Evidently, stories engage both children and adults, especially if they align with their emotions and convictions. You might have to get into some initial research about your target audience or even individual customers if you are a direct mail copywriter. The more personal you are, the more effective your copy will turn out. Lastly, make sure that it doesn't offend them. All in all, if you are a novice and want to succeed upon starting your copywriting career, it is advised to stick to storytelling as your go-to formula or secret of success. Brand Story If you work for a particular brand and handle all their projects, formulating a brand story will greatly help you in the long run. As mentioned earlier, you can use your company or brand as a character. Using the story that drove and inspired your brand will help distinguish it from your competitors. Moreover, using your brand story within your copy will keep your readers engaged throughout. The more relatable the story is, the more engagement you can expect from your customers. In fact, if the story is entirely relatable, your readers will dig deeper and explore the brand to know more about your offers. When this method is applied successfully, your company's sales are bound to increase even before the release of your next copy. Make sure that you are covering these two elements within your brand story to make it successful – it says how you are different from your competitors, and offers a distinguished and memorable stance for new readers. In other words, portray your brand story as unique and relatable. 6. Use Cliffhangers Cliffhangers keep the readers hooked as our brains always seek closure. We are keen on knowing what happens at the end of any story. Whether it's a murder mystery or a damsel in distress in a fairytale, we need to know the end. By using cliffhangers within your posts or copies, you are triggering your followers and readers to click on the post to know more. Add cliffhangers like "How to…" or "How can you…" to increase curiosity and interest your readers.

Some examples of effective cliffhangers include: •

How can you add effective stories within your social media post?

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How can you develop a feeling of empathy and connect with your readers?

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How do headings impact your copies?

The word 'How' is a powerful cliffhanger as it poses a question to your readers and leaves them wondering. Once you add a cliffhanger to your post, provide a call to action feature such as a URL that will lead them to the answer. Make the cliffhanger as effective as possible because it will increase the number of clicks on your URL. This trick is not only powerful as an engaging social media trick, but will also increase traffic on your website, which is great for your brand identity, business growth, and sales. To ensure that your readers keep coming back to your website, the URL should be captivating as well. For that, use the other elements, formulas, and tricks taught earlier to formulate compelling and engaging copies. Most marketers want to capture and achieve as much engagement and clicks as possible; you can use cliffhangers to achieve this. Cliffhangers are often compared to open loops, which are popularly used in TV shows and soap operas to keep viewers hooked and make them want to watch another episode. Why do you think people tend to finish an entire season in just one night? That's the secret – cliffhangers and open loops. The best part about it is it can be incorporated in just about anything and everything. A storyline that is not wholly explained consumes the readers' minds, which keeps them busy and wondering about what's going to happen next. Use this psychological trick in your copies to keep your readers hooked. Repeat the pattern to gain more readers and drive more sales. 7. Use Literary Devices Literary devices are formats and styles of writing a copy that engages a reader and keeps them interested throughout the piece. These use phonetics, extra conjunctions, rhyming words, and even onomatopoeia to make a text catchy and offer a nice ring to it. Creative copywriters use literary devices for their projects as their job is to create short and catchy jingles or slogans that grab attention. This is also the case with social media copywriters. Here is a list of 10 effective literary devices suggested by Demian Farnworth: 1) Chiasmus – Reversing the Structure of Text In this literary device, you reverse the structure of a text to make it catchy and pleasing to read. For example, – "Man must put an end to climate change or climate change will put an end to mankind." 2) Polysyndeton — Use of Extra Conjunctions in a Text This device uses as many conjunctions as possible to make the text catching and give it a nice ring. For instance, using the conjunction "or" repeatedly throughout the text imparts a sense of variation and options that the reader is offered.

Let's take a classic example to understand the use of polysyndeton in a text. As Shakespeare famously said in Othello, "If there be cords or knives or poison or fire or suffocating streams, I'll not endure it." As you can see, it keeps your attention and creates a major impact due to the way it is worded. 3) Anaphora – Repeating the Same word at the Beginning of Every Statement In this type of literary device, you use a powerful word at the beginning of a statement to create an impact. Let's take an example from another classic of Shakespeare, which happens in King John. It says – "Mad world! Mad king! Mad compositions". Notice how the short word "Mad" is powerful here. Even though the sentences are short in this quote, it creates an impact and instills a powerful feeling in the reader. Another use of anaphora can be noted in the opening lines of the famous book 'A Tale of Two Cities', which reads – "It was the best of times; it was the worst of times, it was the age of wisdom, it was the age of foolishness, it was the epoch of belief, it was the epoch of incredulity, it was the season of Light, it was the season of Darkness, it was the spring of hope, it was the winter of despair…". Here, the phrase 'it was' has been continuously used at the beginning of each clause, which makes it impactful and easy to remember. Similarly, epiphora is the placement of a phrase at the end of each statement, which has an equally powerful impact. When you combine anaphora and epiphora, it forms a symploce, which is the repetition of the same phrase at the beginning and end of each statement. Since Apple has been a prime example of excellent creative copies in this book, let's take a look at another example by the brand where one of the campaigns for the iPad Air 2 read – "Not just a thinner display. A beautiful display". These lines use epiphora at its finest. Similarly, in the same campaign, the product was promoted using an anaphora as well. It read – "All-day battery life. All-new design." 4) Epizeuxis - Keep Repeating a Simple Word throughout the Text This device is similar to the anaphora, the only difference being the complexity and placement of the word. As Winston Churchill once famously said – "Never give in — never, never, never, never, in nothing great or small, large or petty, never give in except to convictions of honor and good sense." As you can see, the word "never" is repeated multiple times in the text, which grants message clarity and strength. It helps the reader make a firm decision and stick to it. More importantly, the reader remembers the text for a longer period, which will make them want to come back for more posts. 5) Epistrophe – Repeating the Same Word or Phrase at the End of a Text While this literary device makes the text catchy and powerful, it mainly emphasizes the importance of the ending by using the initial and middle parts of the text as supporting elements.

This is done by repeating the same word or phrase used as the beginning at the end. If you want your social media post to be powerful and help your reader remember it for long, use epistrophe as your literary device. Let's take an example. As Ralph Waldo Emerson smartly put it – "What lies behind us and what lies before us are tiny compared to what lies within us." Here, the initial and middle parts of the quote are used as supporting elements to stress the importance of the ending. 6) Iambic Pentameter This term might sound complicated but is fairly easy to apply. This literary device is a poetic meter that emphasizes syllables that are evenly numbered. For example, 'da-DUM, da-DUM, daDUM, da-DUM, da-DUM.' You might think that you don't know it, but in fact, you do. Our brains are attracted to it. The reason why we are not fully aware of this device is that we were taught poetry by someone who doesn't understand it or wasn't fully interested in it. If you want to study iambic parameters, your first choice should be poems written by William Shakespeare or Philip Larkin since they make use of iambic parameters in each verse. Here's an example of a quote written by Shakespeare – "But, soft! What light through yonder window breaks?" In your head, the iambic pentameter will sound like – "But, SOFT! what LIGHT through YONder WINdow BREAKS?" You see, maximum emphasis is placed on the second parameter without you even realizing it. 7) Antimetabole – A phrase or word repeated at the end of a statement, but in a reverse order To make it easier to understand, take this formula 'AB-BA' into consideration. This contrasting and symmetrical effect pleases your brain and helps ingrain in for a longer time. Some examples for effective use of antimetabole include, By JFK: "Ask not what your country can do for you; ask what you can do for your country." By Apple: "Simply amazing. Amazingly simple." By a company for water heater maintenance: "Stops Sediment Before Sediment Stops Your Water Heater." 8) Synecdoche – Part of a sentence used to describe the whole or vice versa. This type of metaphor uses part of a sentence to describe the whole while retaining the meaning. It can also be used to describe a whole element in a sentence through parts. For example, saying "Nice threads" to compliment a person on their outfit indicates that you are referring to their clothes. Since threads form a piece of cloth or an entire outfit, you are using it as a partial element to describe the whole composition. Likewise, a set of bricks makes a house, and a bunch of pages makes a book.

For example, Nest Cam used the sentence, "Your home on your phone" in one of their campaigns. It smartly uses synecdoche as a device to describe the room (which is the part) using 'Home' (which is the whole). Even though the cam monitors a single room, it gives a feeling of trust and safety. 9) Syllepsis – A verb or word to describe two different meanings at once. This device is employed to describe a statement that slowly morphs into an entirely new meaning by the end of the sentence. You can also call it wordplay, and it even incorporates puns at times. As opposed to antanaclasis, another device that uses one word twice to depict varied meanings, syllepsis uses just one word to depict different meanings. Some of these words even fall into the category of homophones. Consider these examples to get a clear picture of how syllepsis is used in copies: By Keds Shoes: "It's too bad our competitors don't pad their shoes as much as their pricing." By Frigidaire Refrigerator: "Built to handle the years as well as the groceries." 10)

Parallelism – A set of words that belong to parallel words but still combine to portray a similar meaning in a sentence

As the name suggests, you use different words that offer the same impact or fit in similar grammatical structures. Parallelism can also be called a 'fundamental rhetoric device' because it often uses a combination of other literary devices such as puns, antithesis, or repetition of the same words or sounds. This device is typically used to convey a feature, action, or a meaning behind a product or service in the most tangible way possible. It's either 'This then that' or 'This and that.' Moreover, parallelisms are used to formulate a list of features or attributes but with an unexpected twist. The pattern formed in this list will look like 'This. This. This.' or 'This. This. That'. Let's take a look at some examples to understand it better: By Apple Mac connectivity: "Fast Connections for Higher Performance." By Apple iPad Pro: "Thin. Light. Epic." Even though this is a tricolon device, it still falls under parallelism as it is a subset of the former. The three words belong to three parallel structures that offer a subtle but effective twist at the end of the phrase. By Apple Smart Keyboard:

"No plugs. No switches. No pairing." This example uses anaphora and a tricolon along with parallelism to create a meaningful outcome. As you can see, the parallelism device takes cues from a combination of other devices to increase its impact. In fact, in some cases, it needs other devices to enhance their effects. These 10 devices are some of the 'hidden' tools used to formulate an eye-catching and attentiongrabbing copy, slogan, or headline that will be remembered for a long time and convince the reader to take action. 8. Offer a Strong Guarantee Nobody will buy your product if they do not fully trust it or your company. You need to offer a strong guarantee to ensure risk reversal and the chances of selling your product. When your reader goes through your copy, provide an assurance of selling your product and taking it off their shoulders if they are not satisfied with it. That was, you are taking a major weight off their shoulders and eliminating all their risk. Placing a guarantee also shows that you are entirely confident about your product or service, which makes your reader want to buy it even more. Give a strong guarantee like returning double the money spent to appear 100% confident about your product and creating an irresistible offer. Along with the guarantee, offer other benefits, provide details about the product, and the results that the reader can expect after purchasing. So, even while you are selling your product, you are reversing the risk associated with it. Play with your readers' emotions to impart a feeling of trust, credibility, and low risk. Let's take an example of a short copy that promotes a product and eliminates the risk at the same time: "Order my Photography course, go through every module and lessons, download the assignments, join my photography club, and use this information and your skills to practice for 120 days. If you are still unable to capture beautiful frames at the end of 120 days, I will return your money." 9. Use Rhetorical Devices Recall the literary devices explained above. Rhetorical devices are similar to literary devices but are not common knowledge in the world of writing. These are alliterations, powerful words, phrases, phonetics, or rhyming words that trick the readers' brains and make them want to know more about the product and ultimately purchase it. Rhetoric devices are used by creative or social media copywriters who want to create impactful campaigns by using short text or only a few words. They use it because it works. In fact, at times, these devices are better at grabbing attention when compared to longer texts, as these comply with the short attention spans of most readers. If you are a novice, you must know of their usage and importance in copywriting as rhetorical devices are used by some of the most prolific copywriters today. The reason why they stick to rhetoric is that it makes any ad work. Whether it's an electronic product, a fashion line, or a food delivery app, any kind of product or service can be sold effectively using rhetoric devices.

Let's take a look at some rhetorical devices and how they impact the brain: 1) Tricolon Tricolon refers to the use of three consecutive sentences or phrases that sound similar and produce a major impact on your brain. These are often associated with authority and power. Unsurprisingly, a popular brand that has been using rhetorical devices in their copies and ads for a long time is Apple. In fact, the most common device used on their banners is the tricolon – a quote or device where three similar sentences or phrases are consequently used to induce power and showcase its performance. For example, a banner ad for the MacBook Pro read "More power. More performance. More pro.", which shows how distinguished their computer can be in comparison to others. Similarly, the banner ad for their famous AirPods read "Wireless. Effortless. Magical.", which are just three powerful words that instantly attract a customer. As you must have noticed, these devices play with sounds and hold a nice ring. This automatically tricks your brain into liking and desiring that product. 2) Synesthesia This one is a popular rhetorical device that mixes different senses to induce a tingling and surprising effect in your brain. For instance, using this device can confuse your brain and makes it interpret sounds as tastes, colors as smells, or tastes as touch, which seems confusingly pleasant. A popular example of this device is portrayed by Coca Cola, which uses a slogan that says, "Taste the Feeling." Similarly, another popular confectionary brand, Skittles, uses a slogan that reads "Romance the Rainbow. Taste the Rainbow". Even though it can seem illogical, it still holds the charm that creates a pleasant sensation in your brain, which defines the campaign's success. 3) Antithesis In this device, the words or slogans are placed next to each other in a contrasting fashion. Both ideas can completely contradict each other yet still make sense. That is the power of antithesis. Let's take an example to understand it better. The popular sports brand Nike used this slogan in one of their campaigns to evoke a powerful message – "Shhhh… My game is talking". It surely is an inanimate concept, but you cannot deny its effectiveness. A similar pattern of antithesis has been employed by other popular sports brands like Adidas and Under Armour, as it resonates well with passion and enthusiasm, which are the two of the strongest emotions in sports and games. Some examples of antithesis words include: •

Hot vs. cold

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Big vs. small

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Before vs. after

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Parent vs. child

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Up vs. down

These are common words used in everyday life that are contrasting or offer contradictory ideas. In their original form, antithesis words can be called antonyms. However, we are not focusing on the words here; the concept is to extract the idea to come up with a unique, catchy slogan. Here's how you can use antithesis in your product description: •

Create a contrasting effect for the before and after of your product (how the reader's life was before using the product and what it can be after using it).

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Use your competitor's product as a contrasting element or for comparison.

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Use your company's image to contrast with its product (e.g., A small company that believes in big results).

Let's take an example of Apple again. As we know, Apple loves to use rhetoric and literary devices in its copies. An ad banner that promotes the Apple Keyboard says – "A full-size keyboard. In a fraction of the space". This illustrates the strength of contrast and the power of antithesis at its finest. Similarly, popular brand Gillette that sells shaving tools came up with this copy in one of its campaigns – "Start with lubrication. Finish with a close shave". Notice how the contrasting words "Start" and "Finish" are smartly used at the beginning of each clause to create a punchy slogan. 4) Visual Pun Who doesn't love puns? Copywriters and marketers have identified the power of puns and employed them as an effective rhetoric device for their strategies. In fact, it is so powerful in grabbing attention that it can be deemed the winner among all. Combine it with visuals, and it takes all awards home. The power of puns and visuals is undeniably irresistible in the world of advertising and copywriting. If you have a flair for humor and creativity, stick to visual puns as much as you can. It can also be your own identity or tool that can prompt the success of your campaigns. Again, let's take a look at an example to relate to it. Famous beverage company Pepsi launched a campaign that portrayed a Pepsi can donning a red Coca-Cola cape on its banner. The text read, "We wish you a scary Halloween," which was a smart way to tease their competitors. Some visual puns also adapt to cultural contexts to make the copy more relatable and even humorous. For instance, the popular food delivery platform Zomato took a cultural twist in its visual pun. In one of its campaigns for the Indian market, the banner read, "The shape of samosa – an eternal love story between a potato and you." The Indian audience highly appreciated this ad as they could easily relate to it. 5) Rhyming Words This is a simple yet effective rhetorical device. Rhyming words instantly grab a reader's eye and help them easily remember it. In fact, the impact of rhyming words is so powerful and catchy that individuals can recall a particular brand through its slogan and not through its name or brand

identity. Here's how this device works – Rhyming words form a pattern, and humans love to see or associate with patterns. As you know, rhyming words are those that sound phonetically similar at the end of each sentence, which helps us remember them in a better way. As a creative or social media copywriter, this rhetorical device can do wonders for your brand or product marketing strategy. However, make sure that the rhyming words are placed in such a way that they seem effortless; these shouldn't feel forced. In contrast, forced rhyming can work if applied correctly. For best results, it's usually advised to stick to rhyming words that are easy to remember and go along well. At the same time, you should refrain from using rhyming words that are predictable or too common, like 'blue' and 'you' and 'do'; that said, these can still be considered if the situation calls for it. After all, why should you avoid predictable rhymes if they are so easy to remember? Remember that the ultimate goal is to make it stick in people's brains. Most often, predictable rhymes make your copy just another writing effort. There's nothing unique to it. How does it stand out from other creative copies? It simply doesn't. As a creative copywriter, you should possess the skill to come up with rhyming words that are unique and easy to remember at the same time. Study this rhetorical device in depth before putting it to use as it could make or break your marketing copy. 6) Humor Humor is one of the most brilliant tools to keep your audience hooked engaged. Whenever your reader lets out a light chuckle or a hearty laugh when reading your copy, you know that you have succeeded in grabbing their attention. The best part about humor is that it keeps your audience hooked and leaves them wanting more. Associating humor with your brand also showcases the human side of your company, which makes it relatable and trustworthy. Often, people forget that real humans are working behind manufacturing and presenting a product, which decreases the value of the brand in their eyes. By incorporating humor, they get a sense of oneness, and it shows your effort as a marketing team. Now, just like rhyming words, it's imperative not to overuse or misuse this rhetoric device. More importantly, make sure that you are not offending someone with your humor. At the same time, do not worry about offending a smaller group of people; even if your joke is not offensive, you will find readers who are easily offended. As Joss Whedon famously said, "Make it dark, make it grim, make it tough, but then, for the love of God, tell a joke." If possible, add a joke in your copy when your readers are least expecting it. It will create an instant sense of attachment and make the copy more memorable. The best part is, your readers will come back for more. There's another angle to this; bad or corny jokes can make your copy popular as well. For example, Christmas Cracker jokes are so bad that they are good. Readers can bond over poor-quality jokes, which enabled the building of a community and made readers always came back for more. You can try this different angle too, but be wary as it could go south real fast and cast your brand in a negative light. As mentioned earlier, puns are a light form of humor that will grab everyone's attention, check the humor box, and eliminate the risk of isolating or offending an audience. Here are some interesting facts and guidelines about rhetorical devices and their uses in

copywriting: •

It makes your copy sound clever. When done right, clever copies can experience tremendous success and fulfill the intent of grabbing the attention of a maximum of readers. At the same time, make sure that your copy is clear, too. Some people believe that clear and clever copies do not go along, but this isn't true. With practice, you can convey the message in a clear, concise, and clever way.

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Rhetorical devices are very interesting and often encourage the reader to think with a different viewpoint. What makes them interesting? It's the element of surprise. Most rhetorical devices consist of a surprising element that appears when least expected. Furthermore, the element of surprise comes about with patterns, and as we know, our brains love to see and decipher patterns, which makes rhetorical devices a success.

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Avoid using the same rhetoric device repeatedly, especially if you are working on the same type of product or for the same brand. Use a specific type in moderation, because overusing these devices can make them less effective.

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Elements like wit and eloquence always steal the show. If you possess a flair for wit, use it gracefully within your writing to keep your audience engaged. That way, your readers will come back enthusiastically whenever you write a new copy or promote a new product.

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It is also important to note that addressing readers' issues is still a top priority, even with the use of rhetorical devices. Make sure that you address their issues and then offer a solution creatively by using rhetorical devices. This is a proven and tested method.

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The element of surprise is the key to a successful copy, joke, story, and even art. By adding surprise, you are providing a spinal cord to your copy's visual or verbal composition, punchlines, and story arc. Whatever information you input or use, make sure that you are adding an element of surprise in it. It isn't always necessary, but it's extremely effective.

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Even though rhetorical devices help deliver the message in a positive light, it is crucial to have a consistent message that represents the brand's message or identity. To help you with this, check out elements or marketing sub-niches such as cultural branding and archetypes. This will retain your brand's image while helping you use rhetorical devices in the most efficient way possible.

As a creative copywriter, rhetorical devices should be your go-to as these tend to work almost all the time. Come up with several ideas and let your creative juices flow but do not judge yourself during this process. Select the best option and test it on a smaller audience. Use these various elements and techniques to make good copywriting great. Even though the success of your copy majorly depends on your skills, vision, and industry experience, employing these elements will enhance your writing and provide more opportunities in the future. Remember, one copy can make or break your entire career as a copywriter. So, why not use these

extra tools to shine and outrank your copy? Although some of these elements have variations, you can master them by practicing and putting in the hard work.

Conclusion

With this knowledge, you are now set to begin your copywriting journey and make your mark in your niche. If you possess the skill of writing and persuading someone to take action through this skill, then copywriting is meant for you. There is a serious lack of talented copywriters in the marketing world today, which is why you need to believe in yourself and take the plunge. With dedication and practice, you will succeed sooner than you anticipate and leave your mark on the industry. If you fear that there will be no job opportunities for you, remember that the demand for copywriters is steadily increasing day after day. Hundreds of new brands are launched every day with an array of new products, services, and ventures. Do not fear about the lack of work. Among the various types and styles of copywriting, pick one that interests you and learn about it as much as you can. This will help you master and polish a particular skill that will eventually provide countless opportunities within your discipline. If you still can't decide, simply enter the field, gain some experience, and explore all the options. Finally, let's rewind some important points, to sum up, your knowledge about copywriting: 1) Understand the product. Your copy is about your product, and if you fail to understand it in and out, it could ruin your brand's reputation and credibility. Incidentally, it could also result in lesser sales figures, even if your product is on point. Your copy will describe the product, and the success of your copy pieces will depend on whether you are able to persuade your readers or not. This can be achieved by understanding the product and incorporating the details within your copy. 2)

Use copywriting formulas. As you learned earlier, some copywriting formulas are specific to certain products or patterns. Also, many formulas suit specific types of copywriters, such as social media, creative, sales, or technical copywriters. Most of the formulas that you learned share some common approaches, which can be combined and used to craft your own style or formula. The idea is to appeal to the audience by creating a compelling headline or a set of words, making them realize their problems, offering a solution through the product, and persuading them to take immediate action.

3)

Certain elements make good copywriting great. For example, compelling headlines, the connection between your reader and yourself, literary and rhetoric devices (rhymes, humor, puns, parallelism, antithesis, tricolon, etc.), storytelling, presentation, persuasion, guarantee, and cliffhangers. These are key to effective copywriting and will keep your reader hooked and lure them into reading your upcoming copies.

4) There are several types and styles of copywriting that can be explored based on your interest and skills, such as sales, creative, technical, PR, marketing, SEO, direct mail, social media, annual report, and product description copywriting. While some demand

creativity and skills to convince readers through short texts, others are more suitable for those who have an eye for detail and can write longer texts with clarity and easy. If you are confused about the style of copywriting that matches your abilities, you can find your niche along the way. It is wiser to find a sub-niche and develop your skills in that area if you want instant recognition in your discipline. It might take some time to find, but it will be useful in the long run. 5) There are several channels through which to find a copywriting job. The best way to begin is by freelancing. Freelance copywriting jobs pay just as much as a full-time job (depending on the amount of work you take on) and let you work from the comfort of your home. The best part is, you can pick the projects of your choice. However, if you want to learn and grow around like-minded people, apply for jobs or internships in advertising or copywriting agencies. This will grant you a lot more exposure and potential for learning and growth. Also, working in an ad agency will provide numerous opportunities to pick a sub-niche and specialize in it. With more experience and developed expertise, you can then work towards building your own agency or working as an independent contractor. 6) There is a rapid increase in demand for copywriters, seeing as brands are starting to realize the importance of marketing and advertising their product to gain more success and distinguish themselves from their competitors. Since there is a major lack in understanding, agencies and brands are struggling to find talented copywriters. Now is the right time to get into the field. If possible, try to specialize in a sub-niche as it will help polish your skills and increase your market value. To summarize it even further, keep these elements in mind to write a persuasive copy and become a successful copywriter. Your copy should: 1. Be short and punchy: Eliminate all the fluff and keep the message clear, concise, and impactful. It should be informative, deliver value, and not bore your audience. 2. Adopt a positive tone and an active voice: A positive tone and an active voice are necessary to develop your style and uplift your audience. By spreading positivity, you are encouraging your audience to take immediate action. The same applies to the use of an active voice; it's direct and authoritative. It also provides a sense of urgency and accessibility to the readers. 3. Be conversational: Unless you are forced to use a certain tone with a specific audience (like teenagers or middle-aged men), you should stick to a casual tone as it helps you connect with most people and gets your message across in a more positive way. This particularly applies to shorter copies, such as creative or social media copywriting. Also, make sure that it is not static. Write as if you were having a conversation with your reader, which will make it easier for them to understand and be interested. That said, do not be condescending or overly familiar. 4. Provide a call to action feature: There is no point in writing an effective copy if you fail to provide a call to action (CTA) feature, as it is the ultimate goal of copywriting.

While providing a call to action, explain how to use it, and provide easy solutions and options. Add a URL or provide contact details for them to get in touch with you. If possible, create a sense of FOMO (an acronym for 'Fear of Missing Out'). Tell them what they will miss out on if they do not take immediate action. Also, use only those CTAs that are suited to specific audience groups. 5. Be jargon-free: Assuming that your audience knows and understands everything will lead to a major misunderstanding and failure of the copy. Convey your message as clearly as possible. Explain the full forms of the acronyms you are using or provide an explanation for any sentence that is difficult to understand for the uninitiated. Make your copy jargon-free: this will lead more readers to take action. Keep it simple and organic. 6. Contain power verbs and vocabulary: As you learned, using power verbs and vocabulary within your copy can boost its impact and make it more powerful. These trigger a reader to take action, which eventually increases brand exposer and sales. For example, power words like 'free' and 'extra' immediately grab a reader's attention and compel them to take action. If you work in a specific industry, conduct some research and A/B testing to extract the power verbs within your field. If possible, stick to vocabulary that is relatable to your audience. Extract some seed terms, as mentioned earlier, and focus on effective and relatable vocabulary that will make an impact. 7. Should be emotive: It is known that connecting to your audience on an emotional level instills trust and an unsaid bond between the seller and reader. For this, you need to understand your audience first. Know their expectations and learn about the feeling they will get after reading the copy. The best way to use emotions to get your way is to provide a feeling of worry. Your readers should worry about missing out on something, which is provocative and will convince them to respond to the call to action feature. Additionally, empathizing with them and sharing similar problems also works. 8. Have SEO-adjusted content: Although the main purpose of writing a copy is to persuade readers to respond to the call to action feature, it also calls for SEO words placement in some situations. For instance, if you are writing a copy for a blog post, the right kind of SEO terms will rank your page higher in the search engine search results, which will drive more users to your website. More clicks will result in more conversions, which will eventually result in more sales. So, identify the keywords that align with your product description and are favored by the search engine. Incorporate them seamlessly throughout your copy. You can use online tools (both free and paid) to determine the keywords that are the most useful. 9. Have rhetorical and literary devices for more effect: You learned the importance of rhetorical and literary devices and the impact they can create in a copy. Use these wherever pertinent (especially if you are a creative or social media copywriter) to make your copy powerful and keep your readers hooked. Devices like phonetics, rhymes, humor, visuals, antithesis, etc. trigger a person's brain to find out more about the product and make it memorable. As explained earlier, readers are often able to

remember a brand due to its catchy or rhyming slogan. 10.

Be error-free and to the point: This goes without saying. Your copy should be free of any errors and mistakes, as even a tiny grammatical error can be extremely offputting. You need to understand the importance of eliminating errors and fluffs as thousands of readers will be reading your copy (hundreds of whom will turn out to be language purists). Errors in your copy can put a major dent in your brand's image, which is the last thing you want. Apart from having an error-free copy, you must also ensure that your copy is to the point. We know the importance of having a concise copy, which is necessary for readers with short attention spans.

Keep these ten points in mind while writing your first copy, and you will be successful in achieving the results you expect. It's a guaranteed great start for any copywriter. All this information and knowledge will surely help kickstart your copywriting career, but if you want to transition into full-time copywriting and be successful, know that you need to practice a lot. With the right information, time, energy, and training, you will become a successful copywriter before you realize it. It is now time to begin practicing and looking for a copywriting job to kickstart your new career. So, get your laptop and get going. You've got this, good luck!

References

The copywrite formulas used in this book are attributed to the following: https://copyranger.com/21-incredible-copywriting-formulas-i-use/ https://copyhackers.com/2015/10/copywriting-formula/ https://writtent.com/blog/copywriting-formulas/ http://tomrigby.com/copywriting-services/types-of-copywriting/ https://blog.copify.com/post/different-types-copywriting https://radix-communications.com/seven-types-b2b-copywriter-one-best/ https://rentmywords.com/blog/different-types-and-styles-of-copywriting/ https://www.abccopywriting.com/2010/10/04/types-of-copywriter-and-copywriting https://www.writerscookbook.com/literary-techniques-copywriting/ http://uberconvince.com/2016/07/31/write-copy-like-apple-rhetorical-devices/ https://www.crazyegg.com/blog/copywriting/ https://www.felixjamestin.com/post/the-secret-to-great-copywriting https://advertising101.fandom.com/wiki/Rhetoric_in_Copywriting https://www.enchantingmarketing.com/copywriting-techniques/ https://buildfire.com/copywriting-elements-for-engaging-copy/ https://www.elizabethjoss.com/14-essential-elements-of-great-copywriting/ https://www.dreamgrow.com/copywriting-formulas-social-media/ https://buffer.com/resources/copywriting-formulas/ https://copyhackers.com/2015/10/copywriting-formula/ https://copyranger.com/21-incredible-copywriting-formulas-i-use/ https://www.wordstream.com/blog/ws/2020/04/16/copywriting-formulas https://www.enchantingmarketing.com/copywriting-formulas/ https://writtent.com/blog/copywriting-formulas/ https://neilpatel.com/blog/5-copywriting-strategies-that-will-improve-your-conversion-rate-by-

113/ https://www.quicksprout.com/complete-guide-to-copywriting https://copyblogger.com/copywriting-strategies/

COPYWRITING Tips and Tricks for Effective, Persuasive Copywriting

MARC ROBERTS

Introduction

These days, the world is full of budding Don Drapers, all looking to find their way into a copywriting career. The idea of creating copy for a living is, indeed, a seductive one. You can work from home while wearing pajamas and scratching the dog's belly. No commute. No lunch to pack. Heaven, right? It certainly can be. But living the dream means doing the work. Writing is not the easy buck; some mistake it for. You have plenty of inspiration, but it's sweat equity that separates the writers from those attracted to the framework. There will be days when you'll wish you were doing something else. Days when you look at incoming orders and groan. But it's important to remember that we can't all be Don Draper and that Don Draper wasn't always the Creative Director at a big Madison Avenue advertising shop. He had to pay his dues to get there. His charm and looks didn't hurt, either! In this book, I'm going to provide you with some tips and tricks for effective, persuasive copywriting to support your success in an ever-changing world. If you intend to write for online businesses, for example, you should know that the demands of the market change continually. Some years, the long-form copy is the rage. Other years, it's a short form, and the year after that, it's a hybrid. So, get ready to learn the ins and outs of copywriting, starting with what it is. Let's get down to it, scribes!

Chapter One

WHAT IS COPYWRITING? AND WHAT MAKES IT GOOD?

“Copy cannot create a desire for a product. It can only take the hopes, dreams, fears, and desires that already exist in the hearts of millions of people and focus those already existing desires onto a particular product. This is the copywriter's task: not to create this mass desire – but to channel and direct it."

Eugene Schwartz Anyone who's watched the iconic television series, Mad Men, understands that copywriting is about ministering to the dreams of the public. As Don Draper once memorably pointed out, "Happiness is the smell of a new car." And so, the copywriter speaks to that "new car smell" the reader is dreaming of while telling consumers why they need to smell it after having purchased the product she's writing about. Copywriting is about hitching benefits to desire and demonstrating to readers that their desire can only be satisfied by claiming the benefit of the product being described, elevated, and sold. Copywriting is a sales pitch, coming to consumers in various guises from blogs to paid content in newspapers to product descriptions on websites. Stripped down to its barest form, copywriting is a long-form "call to action" – a request that the reader does something, like click through for more information or to see the new product line or buy the product. But it's a little more complicated than that. A copywriter's job is to appeal to the emotions of readers. If they're reading your copy, they're circling the product you're writing about, so your copy is the "little push" needed to "convert" –

get them to buy the product.

The Copywriter's Mission The goal and purpose of copy, then, is to convert the reader. But to get them to read the copy, you need to present the subject matter in a way that engages them. That's an important point because most of us have grown tired of marketing that comes to our inbox. We tend to block it out. Because of that, effective, persuasive copywriters are needed more than ever. By taking an approach that acknowledges the reader's needs and mindset, you break through the popular aversion to being marketed to with friendliness. Offer the friendly advice that makes you less a tool of product sales and more an informative ally. To do this, your mission is to find the larger story about the product you're writing about. Connecting it to the reader's needs is part of that. What's the Experience? While you may work in product descriptions at some point, most copywriting doesn't describe the product or service in detail. Rather, what copywriting aims to do is to describe an experience associated with the product or service. For example, that pair of jeans you saw at that online store may well be made from superior denim, handcrafted by artisans of the form. You can spend a few hundred words talking about the rivets and double seams. You can write an ode to the fit. But wouldn't a description of what the reader might experience while wearing the product be more attractive? Yes! And I'll tell you why – desire. You, as a copywriter, are in the business of answering desire with a story about how the products and services you're writing about are going to make them feel. Speaking the emotions of consumers reading is what good copy does. For example: "X" Jeans are created using only the finest denim by artisans experts in producing jeans that fit perfectly and last for years." Descriptive, but boring, right? And boring is a word you never want used to describe your work! Try this instead: "Life's too short for jeans that don't fit right. Relax in comfort, with "X" Jeans." People want to be comfortable doing whatever they're doing. With the second example, you've plugged into YOLO and the need to be comfortable while relaxing. That's an important selling point for a lot of people these days. This is the age of experience. People want to know what the products and services you're writing about an offer, not just in quality and price point, but in experience because it's the experience that connects to their emotions. And comfortable jeans answer a need. Life really is too short for ill-fitting jeans.

Lead them On It doesn't matter how many words you have at your disposal to tell the story – if you don't lead the reader on, making him want to continue reading, you've lost the battle before the war even starts. That "leading" starts with a headline. Often, this will be tied to a keyword – which we'll talk about a little later – which is either the lead itself or part of the lead. You're telling a story about a product. Let's talk about "X" Jeans. "I missed my flight! Thank God I was dressed for it!" That first line needs to provoke the reader's interest. A lot of people have missed flights, had flights canceled and delayed during the COVID-19 emergency, so current events are also a great place to find common ground with readers. It's on their minds, and anything that's living in the popular imagination at the time of writing is imminently useful. So, you've got your lead. Now, what about the first line of the story? "Sitting there for 3 hours on that metal bench in DFW, I had some time to reflect on the importance of dressing for air travel." "What happened next?" is the question you want the reader to ask. Because when the reader asks that question, he's going to continue reading. He needs to know. He's probably been stuck in an airport at some point, waiting for a plane. He's probably been uncomfortable, perhaps wearing ill-fitting jeans! Taking an experience shared by many and crafting from it a sales pitch for your product or service around it speaks to a large swathe of consumers in a way that's engaging, friendly, and best of all – not boring!

Hyperbole and Jargon-Free Hyperbole is an exaggeration. It's using the word "revolutionary" when "excellent" would suffice. And jargon? Please. Do not use it in your copy – even if your client sprinkles it all over the product/service website. Jargon is not a copywriter's jam. Words like "targetable scale," "bespoke solutions," and other business-oriented lingo doesn't interest your readers. Using business jargon is, therefore, one of the quickest ways to turn off your readers, prompting them to close the page and, perhaps, never return. You're telling a story to other people, so the level your writing should be on is human. That is the scale of copywriting. It's about listening to your market, understanding the things that matter to them, and understanding that they don't speak in hyperbole or jargon, which are alienating to many people. I mean, who even knows what targeted scalability means? It's not like it converts your readers. Succinct and Crisp

Many writers learn early on to limit their enthusiasm for words. Words are fun. Words are interesting, and you can play with them on your own time. Good copywriting is about the economy of language. That's even more true when you're working in short-form copy from between 200 to 500 words. You don't have a lot of room to wax eloquent. There's no room for flowers and curlicues. Direct and economical, the language of copywriting is concise. For example, instead of saying, "in order to," say, "to." Instead of saying, "due to this fact," say "because." Wherever possible, choose the simplest way to say what you want to. Simplicity is elegance, and good copywriting keeps it simple. We'll talk about more specific ways to keep your copywriting succinct and crisp later in this book. Good Copywriting Knows its Readers Here's where we start winnowing out people who are interested in writing from people who are interested in making money. Sure, writers want to make money, but writers also want to say things that matter in effective, persuasive ways. And the best way to persuade someone is to know them. This is where the rubber meets the road, distinguishing those who understand their roles as copywriters from those who are only in the business to pay their bills. Because it's not always going to be easy to drill down to the market you're speaking to. For example, many copywriters online work for online marketers with hundreds of clients. They may be producing more than 100 unique pieces of copy each month, working from keywords fed to them by SEO staff at the marketing company. This means that there's a wall between the writer and the market. But that wall can be breached. A new client means research on your part, as the marketer is not going to do much more than give you the keywords, the length of the copy you're expected to write and pay you when all's said and done. And that's a pity because it's obvious to me that the company would be much more effective if writers knew more about the client and its customer base. You can climb over the wall between you and the people you're marketing to by reading customer reviews on sites like Yelp and by conducting some limited research about overall markets for the product/service you're writing about. With this information, you get a snapshot of the people you'll be talking to. You'll find out if the target demographic is middle-aged or young, male or female, wealthy or working class. And from that, you can discern how to talk to them. Remember, these are people, and people respond to those who address them in a recognizable way that acknowledges they're more than a conversion. It's up to writers to remember that, when marketers forget – as they often do in these times.

Always remember that you're writing for people, tailor your content to what those people need, in "their language." People Don't Like Being "Sold" To Do you enjoy an obvious sales pitch? Do you like people shrieking the benefits of a product or service in your face and telling you that you must purchase it? I sure don't, and I'm pretty sure you're nodding along with me right now. Any whiff of manipulation and the interaction is over. We've talked a little about hyperbole above and why it's to be avoided. This is one of the biggest reasons. People can smell the call to action coming, and while your job is essentially a call to action, it's also to present that call with subtlety. Part of how you do that is to talk about the people you're selling to as much as what you're trying to sell them. Potential customers want to know that you understand them. That's why knowing the market you're selling to is so important. Your content is appealing directly to them, and if they're worth appealing to, they're worth knowing. Writing in all caps, telling people they must "act now," engaging in hyperbolic statements about the product or service are all aggressively manipulative, bad copywriting habits. This style of copywriting is blatantly manipulative, and consumers have seen it all before. They're bored by it. So, don't bore them! Be the friendly voice who's telling them about something you believe in and why you believe in it. Instead of framing an argument from the standpoint of your product's tremendous virtues, write about why the "fit" is right for your readers. Tell them how the product or service is ideal for them, without hitting them over the head with exclamation points and demands to buy. These are the basics of copywriting. What it is, what it should be, and what it shouldn't be. In our next chapter, we'll drill down a little deeper.

Chapter Two

A FRAMEWORK FOR EFFECTIVE COPYWRITING In this chapter, we're going to talk about building a framework for creating an effective, persuasive copy that's readable, engaging, and informative. Knowing the parameters of the process is the best place to start. Parameters guide you toward the center of the structure of what you're doing, and that's the sweet spot. While you're learning, it's always a good idea to set up a solid framework to use as a gauge for how well you're developing your skills. So, let's get started! Sing the Praises Knowledge of the product or service you're selling is the key to how well you're going to be able to sell it in your writing. Know all you can about the company you're working for, its culture, and what you're selling. Knowledge of the product and its market is where effective copywriting starts. Your product or service benefits are the value your customer derives from it. So, you're going to have a chat with your readers, telling them why what you're writing about is a great "fit" for them. You are helping them find what they're looking for and telling them why they've found it in your product/service. You're connecting people to something they need, so you are providing them with a service by telling them that the connection has been made. You can say that because you know what your readers need, and you know it's what you're writing about. Back to "X" Jeans. Let's say that the keyword you're working with is "a pair of jeans that fits." You might write: "Americans love jeans. But your love for a pair of jeans that fits is downright ecstatic! When you find your fit with "X" Jeans, you'll wonder where it's been all your life." By sharing the problem of ill-fitting jeans with your readers, you're recognizing and acknowledging a common challenge – fit. Ask any woman, and she'll tell you that finding a pair of jeans that fit is tough. Our bodies are all based on the same template, but there are many variations; marketing to that challenge creates a bond between you and the reader. Singing the praises of the product/service can only be effective if you've identified a benefit that's widely sought out and with jeans, the fit is it. Explain Why the Competition Doesn't Come Close It doesn't matter if the business you're writing for is brick and mortar or e-commerce; competition is fierce. You must acknowledge the fact that there's competition in your

marketplace and make it clear to readers why your product/service stands head and shoulders above that competition. But whatever you do, don't name names. Also, while you may feel free to shred the competition – all's fair in business – make sure you're telling the truth. Don't make claims about the product/service that can't be supported, should a competitor challenge your content. That's the kind of error that can end your copywriting career before it starts. Make supportable claims you know to be true. So, why doesn't the competition come close? In the case of "X" Jeans, it's because their product doesn't fit. Whereas, "X" Jeans is committed to "make jeans for everybody". Fit is written into the mission of this fictitious company, so that's an unassailable benefit claim that you can make with confidence while pointing out that "X" Jeans' competitors fall short. For example, "Fit is the mission. With "X" jeans, the perfect fit isn't a dream – it's your reality." And "X" Jeans' competitors "…just can't say that." This is an opportunity to get personal. Tell your readers a story about how you, personally, discovered "X" Jeans, on a quest for jeans that fit. This is where you reveal that jeans you bought elsewhere didn't cut it in that respect – that only "X" Jeans has satisfied that need. "What's in it for Me?" As you'll be aware – because you're a consumer, too – this is the question on everyone's minds when being called on to purchase something. "What's in it for me?" is the most important question on the consumer's mind. More than price points or benefits, potential customers want to know what they're going to get out of it. Of course, they do! It's their money! Whatever you're writing – whether it's about a special promotion, to share information about the product, or to generate sales leaders – your readers want to know how the product or service you're writing about is going to help them live their lives. Is it going to save them time? Money? What does the product or service offer people in terms of life impact? And know this – that product/service isn't half as important as the effect it's going to have on the buyer's life. So, your appeal to readers needs not only to list benefits; it needs to specifically tell potential buyers how it will make living easier, cheaper, or better in some way. A pair of jeans that fit perfectly ends the consumer hunt for that ideal. You have solved a problem that the buyer may have struggled with for years – even decades. That's a big deal! It's All About "You" Let's go back to school for a moment to discuss how the use of pronouns impacts the effectiveness of your copywriting. You are not talking to your readers. You're talking to them. So, using the "first-person" (me, I, mine, my, we, ours, our, us) is not desirable. Rather, use the "second person" (yours, you, your), which centers the person you're talking to and not you or even the product itself. This is about supporting the process of consumer decision-making.

Let's look at two statements to clarify: "Our jeans fit." "X" Jeans fit your body." The second statement centers the customer by referring directly to benefit in relation to the customer, specifically. The first statement, while concise, doesn't do that. Because the statement is personal, the reader immediately understands that they've been considered and centered in your pitch. So, write your copy in the second person, allowing the reader to personalize what you're saying. This makes the connection between the potential customer and the product/service, allowing them to visualize wearing those jeans. Once that happens, conversion becomes much more likely. Simplicity It's said that God is in the details, but the god of copywriting is simplicity. As Don Draper once notably said, "Make it simple, but significant." Effective, persuasive copywriting gets to the point. It tells the reader what she needs to know to make a buying decision; how and where to purchase or how to contact the company you're writing for. Too much detail muddies the waters and obscures the simple object of the game – which is to move the product/service. Many copywriters start out attempting to distinguish themselves by cramming as much information into a 500-word landing page or blog post (which we'll discuss later) as they possibly can. That doesn't move products/services. It doesn't sell. It bores and it confuses. It turns off your readers, who are there to read about something they need to buy. You want them to buy it from the company you're writing on behalf of, so keep it simple, but significant. Tell the story readers came for, and that leads them to conversion. The Call to Action The role of the copywriter is to invite consumers to get to know more about a product/service and then to convert them to the status of "customers." For that to happen, you need a "call to action." While I've noted that what you're doing is creating long-form calls to action in blogs, landing pages, paid content, and whatever else you're writing, remember that you're inviting consumers to buy. So, the call to action is a concrete and direct appeal to the reader to do something. The CTA tells them what you'd like readers to do. Creating a sense of urgency; this element of copywriting invites action and is linked in the copy so that all the reader needs to do is click through. This is an element of copywriting that must be held in front of mind because there's no point in

doing all that selling if there's no direct invitation to purchase. Examples of calls to action include hyperlinked phrases like: "Find out more." "Find a representative in your area." "Contact us." "Claim your discount." To add urgency to your copywriting, choose the active voice. For example: "You're scouring the world for jeans that fit." "X" Jeans is the perfect fit." The first statement describes the activity. The second is a statement, which is passive. The first statement also personalizes the content. You're describing the action as part of your mission as a copywriter. Using the active voice, alone, is a call to action, as it's inherent in the voice you're writing in. When you make statements that don't imply actions, the effect is that of "observation," as opposed to "action." Remember that your copywriting is sharing information, but it's there to do the job of selling the product the information is about. So, the call to action implies urgency. You've told readers what's so great about your product and why it will fulfill a need. Now you want them to act on that information. This is where readers convert. Protect Yourself and Your Employer The big players have lawyers. You may not be working for companies like that. In fact, you're more likely to be writing copy for small and medium-sized businesses than you are for a giant like Nike. And those small and medium-sized businesses don't have teams of lawyers to jump all over challenges to claims made in writing. One big lawsuit and one of those little guys is looking at bankruptcy. So, protect yourself and your employers by eschewing anything in your writing, which can't be supported by evidence. This becomes especially important in the healthcare sector. Areas like stem cell usage in orthopedic surgery or cosmetic procedures – even when approved by the FDA – can be dodgy and may potentially attract the wrong kind of attention. So, ensure that your copy is clean and free of any potentially excessive claims about product benefit or efficacy. And being honest in your copywriting is good business. False claims and hyperbole don't just open the door to litigation, they're not ethical, and they're not good business. That doesn't just expose you to lawsuits but to the destruction of your employer's reputation. For starters, avoid using words and phrases like: •

Guaranteed (unless the company has an extensive and ironclad guarantee in place)

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Free

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Your money back

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No risk; risk-free

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Fastest, best, best price

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No purchase required

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No obligation; cost

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Promise

Take a good look at this list and ask yourself how you'd respond to copy peppered with words and phrases like this. Probably, not well! Proofread Your Copy This should go without saying, shouldn't it? Yes, it should, but I've seen things, so I'm going to spell it out for you. The quickest and most reliable way to hit a brick wall in copywriting is to return work that hasn't been proofread. It's self-sabotaging and frankly, rather dense. We've all seen examples of shoddy writing online. It's a terrible pity, but crowdsourcing for cheap content has riddled the internet with burnt offerings best unseen by the eyes of readers. Ask yourself how you feel when you find typographical and grammatical errors in a piece of writing. Does it reduce your confidence in the product/service being described? Of course, it does! What that kind of sloppiness signals is a disregard for the brand’s reputation and perhaps an ignorance about how to market it. You get what you pay for, and if you pay pennies for copy, you're going to get burnt offerings. Effective, persuasive copywriting should hit the web error-free, so it's critical that everything you write is proofed and then proofed again. I once wrote regularly for a marketing company that didn't prove anything I submitted. So, I proofed my work, and then I proofed it some more. You should do the same to protect your professional reputation and that of the companies you write for. So, there it is! A framework for effective, persuasive copywriting. From this framework, you can even create a template for future work to ensure that you include these recommendations. What they add up to is what you want to be – an effective, persuasive copywriter! Next, let's move on to content marketing and the types of projects most copywriters work on.

Chapter Three

CONTENT MARKETING AND THE COPYWRITER'S ROLE Content is everywhere. Every advertisement you see, every public notice, every piece of information that's out there had to be written. And content marketing is crucial to the success of any business that wants to succeed. So, you're in demand, copywriter. There's plenty out there for you to do. But what the heck is content marketing, and what sort of content does it encompass? Let's learn more about it in this chapter. Let's start by finding out more about inbound marketing and its connection to the work of a copywriter. Inbound marketing is often conflated with content marketing or referred to as "inbound content marketing." What it means is that when people go to a website, they are "inbound," and your writing is about to market to them.

How it Works Like copywriting, inbound marketing has a framework. It goes like this: •

It all starts with the copywriting. Creating online content that engages readers while informing them about products and services is the key to inbound marketing.

•

Next comes conversion. At this point, you're asking site visitors to become part of your world, via a contact form requesting an email address. In exchange, they get all that engaging, informative content. You're converting them to readers with the aim of them eventually becoming customers.

•

Finally, you're going to bond with that reader who has now become a lead. You're going to prime the pump with email, more terrific quality content, and your social media channels. This process establishes trust between the business and the lead, making a sale much more likely. Trust is an essential ingredient in the businesscustomer relationship.

Because of high-quality content, the business you're writing for becomes a "go-to" resource for information. Content establishes expertise when it's high-quality, consistent, engaging, and informative. That's a highly valuable feather in any business's cap. Who better to buy from than an expert – especially an expert you trust? Also, by offering that expertise to your leads, you're in control of the information, how your leads are interacting with the product/service, as they evaluate your claims about your product/service and the business selling it. But the best part of the process is this – with the relationship established, conversion not only

becomes easier, but it's also almost assured. And that's not the end of it. By building this kind of relationship with your leads, via a process that draws you together, you're creating advocates for the business's product/service. Brand ambassadors sing the praises of what you're writing about, multiplying your marketing impact exponentially. That's the power of word of mouth in the world of sales. Having made a friend of your customer, you get a reward that keeps on giving – word of mouth – the most costeffective marketing style around!

A Consumer Shift Because of the dramatic shift from brick-and-mortar retail to the online version, the consumer's means of pursuing the object of desire – what they're hoping to purchase – has changed. They're not waiting to be hypnotized by a billboard or a newspaper or television ad. They are getting online and doing their own homework. Today's consumer, for this reason, demands a clearer picture of the items or services they're hoping to purchase. That means content that speaks to the market clearly and enthusiastically. Consumers want to read that content because they're now in the driver's seat. Businesses resisting this reality will not be able to adapt to it effectively. Copywriting is a tool that acknowledges the consumer shift in seeking out the objects of their desire and answers it with expertise and reasons to buy the product they're writing about. But if the copy isn't going where consumers congregate, you're relying on search engines – and you need them. Without deploying a marketing strategy that checks off all the boxes, that's not enough. Any 21st Century marketing strategy needs to follow the consumer to where he is. They're on social media for starters, as well as search engines. So, cover your bases. And don't forget what we talked about earlier – speaking the consumer's language. More specifically, the consumer wants to be spoken to in that language in a way that acknowledges them as part of a demographic cohort. You need to make them understand that you understand. As a copywriter, you're doling out advice about what consumers should buy – the product/service you're writing about. Become the trusted advisor of your market by telling them what they need to know. Detail matters because they're relying on what you write to help them make a buying decision.

Quality Counts Many online copywriters are stuck in copywriting mills – online marketing companies who offer bulk rates for inferior writing because they don't pay well. That's why it's incumbent on every copywriter to deliver the kind of quality work that raises the bar. Were this the standard of copywriting, the internet would look a lot less like a series of 4thgrade essays.

When you're starting out, you'll probably be shocked at the skimpy pay. But you're starting out, and you're learning, so take the job. But while you're doing it, be the best you can be. Offering quality content changes the game for everyone. Companies who allow grammatically challenged, poor quality writing to be placed on their websites are undermining their own businesses for the sake of a few bucks, and only skilled copywriters can change that. And remember – online is forever. Poor quality writing isn't what you want to show prospective employers. So, don't allow anything you're not satisfied with to make it online. Send only your best because these pieces, no matter how brief or how poorly paid, are your portfolio. Take care of yourself and send a message by offering only your best work.

NNG Long-Term Studies The Neilson Norman Group specializes in user experience as a key component of inbound marketing. They've concluded that concise, scannable, objective content is the most desirable. What's most interesting is that companies who adjust their online content to encompass these three qualities see an increase of 124% for usability among website visitors. And what's the point of a website if it's alienatingly difficult to use? Let's take a deeper dive into NNG usability data gathered since 1994 in a variety of studies and see what they found out that copywriters might learn from. Let's start with the most important of NNG's findings – content is king. Repeatedly, participants in the company's studies commented on the quality and usefulness of content before all other considerations, including ease of navigation. If they don't like the quality of the content on offer – even in a heading – they're moving on before they investigate what else is on the site. Here are some other key findings from NNG's data analysis: •

Most internet users scan. They don't stop to read the finer points. They're looking for the information they need, finding specific portions of content to extract the required information.

•

Internet users want concise, informative content. They're not interested in scrolling and appreciate brevity.

•

Users get turned off by obvious appeals to buy. They just want the facts – not fluff and certainly not jargon, as discussed earlier.

NNG has done 3 content-specific surveys, implicating 81 participants. Some of their findings, again, apply directly to copywriters who want to provide the best possible content to their clients. Almost all participants in the studies started their visit to a website with a keyword search. In the absence of a website-specific search engine, users defaulted to the "find" function in their browsers. A search engine is, therefore, one of the crucial components of a user-supportive website that converts. It's a courtesy that users want to see.

Nobody likes waiting, but internet users like it even less! They're not interested in waiting for items to download. They want to get in there, get the information they were looking for, and get out. Users were also turned off by excessive graphics that take too long to load. For the internet user, pretty pictures are far less important than the content that tells them what they want to know. One reason good writing is important to users is that it encapsulates information in an organized manner. It limits information to one point per paragraph, so the reader sees what she needs to, finding it easily and in a concise format. Further, many internet users will only read the first sentence in any given paragraph. This points up the importance of stating your case, briefly supporting it, then moving on to the next point. People are impatient. They don't want to spend time sifting through reams of information to get to the pearl of information they're after. PRO-TIP: Use headings in your copy. A 500-word piece of copy should have a title and three subheadings. This helps guide users to the information they want. Users also liked to see the inverted pyramid style of writing used in journalism, i.e., Tell them what you're going to tell them. Tell them. Tell them what you told them. Also, any images should specifically address the content. Users also appreciated a little humor and lightheartedness. That said, it's clear that users aren't visiting a spine surgeon's website for a laugh, so always be aware of the context you're working in and what's expected in that profession or business. Users like a conversational, informative style more than they liked a more formal style. They found the conversational style served their need to scan and not to read every word to extract meaning. Copy should also be clear and easy to understand. The sophisticated online consumer also wants what they're reading to be credible. We are suspicious people these days, so credibility is of optimum importance. The sophisticated website user is likely to spot aspects of your website which undermine a business's credibility and log off. Online readers are much more likely to deem a website with quality content "credible." A website with shoddily written content is rarely taken seriously because consumers equate poor quality writing with poor quality goods or services. Why wouldn't that be the logical conclusion? Surely, if what a company has to offer is worth buying, its online content is worth reading – right? Your content is the online user's indication of quality. The tone and overall impression of the user are heavily dependent on your content for that reason.

Some Notes on Humor As I said above, you don't joke around on a spine surgeon's website. But no matter what type of

business you're writing for, humor is to be approached with caution. Most people enjoy clever, humorous writing. Plays on words, pop culture references, and other forms of humor break up the dryness of websites. Humor sets a human tone that readers certainly respond to, according to NNG's research. That said, people's ideas of what's funny don't always mesh. You might find puns hilarious. Many, however, find them annoying. In the NNG content-specific surveys, 2 out of 3 participants certainly did. Here's where knowing your market counts. But even knowing your market, you may not be aware of key demographic markers like culture and education. These factors can form people's ways of responding to humor. For instance, puns may not be intelligible to users from overseas. And cultural references, even in a globalized society, may miss the mark. A friendly, lighthearted tone certainly includes humor but knows who you're talking to. Know that you're a professional and avoid gratuitous humor that may alienate some. You're not the court jester. You're a copywriter. To close here's something every copywriter needs to engrave on her brain – many internet users leave a website only 20 seconds after logging on. First impressions are lasting impressions, and if the content on a website isn't answering consumer needs, the consumer is out the door and probably not returning. So, write it well. Write it for the reader. Keep it concise, scannable (remember that PRO-TIP I just gave you), and objective.

Chapter Four

MISTAKES YOU SHOULDN'T MAKE I've had so many people come to me over the past few years, asking how they can be copywriters or traditional writers. My answer is always the same – "If you can sit still for hours a day, focused on producing the written word, it may be for you. If you already write regularly, it may be for you. If you work well without supervision, it may be for you." Who writing is not for is those who want an "easy" job for an "easy" buck. Those folks are on the wrong page, as there's nothing easy about making a living as a writer. Effective, persuasive copywriting is a craft. It's not just grammatically correct and properly spelled. A skilled copywriter condenses information about your service/product into a customer benefit. It does so in the language of the reader, a friendly style and a tone of voice that speaks directly to the target consumer. A skilled copywriter is strategic and knows that he's there to move his clients' goods and services. So, be very sure that this is what you want to do. It's a different style of writing with a different objective than the one you may have in mind. It's not pulp fiction, kids. Overusing Keywords Keywords are what drive visitors to your clients' websites. These are used for what's called "Search Engine Optimization" or "SEO." When these keywords are entered in a search engine, they bring up many results. The goal of any online company is to appear at the top of these results, or at least on the first page. But overusing keywords sounds mechanical, and frankly, it's rather obvious when keywords and secondary keywords aren't integrated into the text seamlessly. They'll stick out like a sore thumb. Here's a good example: "X" Jeans outlet near me." This is the keyword that SEO professionals identify and then exploit by providing it to the copywriter. The first place you should see this keyword is in the title, for example: "I found an "X" Jeans outlet near me, and now my jeans fit like a glove." But I need to warn all budding copywriters that online marketing companies are riddled with technocrats who have little use for the niceties of writing content. All they seem to care about is getting those keywords to recur as many times as possible, without an eye to how the content reads. This factor applies mostly to what is known as "landing pages," which we'll talk about more a little later. For example:

"Gardening supplies Raleigh, NC." This is not a workable keyword, but if you're going to Copywrite for an online marketing concern, you will see at least one set of landing page keywords like this at some point in your career. This is the raw keyword entered by the online user to find gardening supplies. But it's not viable. Why? Because it's not credible English. Credible English would read: "Gardening supplies in Raleigh, NC," or perhaps, "I found the best gardening supplies in Raleigh, NC at Digging in the Dirt." Because the only kind of copy that works with a "near me" keyword is a personal story about the customer's experience, written from that point of view – not yours, it doesn't matter if that consumer exists. It doesn't matter; then, it's not a genuine testimonial. What matters is that you apply the same principles to a landing page that you would to a blog post or any other piece of writing you produce. And quality writing which has not been distorted by SEO professionals' literalism is part of that. Peppering your copy with repetitions of the keyword will turn off your readers. It's an obvious marketing tactic, clumsy and alienating. So, instead of laying it on thick, place the keyword in strategic positions –title, a sub-title, around the call to action, at the conclusion. Always ask yourself if it sounds natural and conversational – and not like a robot obsessed with shoving that keyword into every paragraph. Mistaking Yourself for the Reader Writers like the insides of their heads. They like their own thoughts, their own words, and their own agendas. But you are not the reader. So, don't make that mistake. You are not writing for yourself. You are writing for the reader. You may believe yourself to be the Dostoyevsky of copywriting or even Don Draper's heir. But the proof is in the pudding, and if the pudding is all about you, then you've failed. Shove your ego in the back seat, and remember to know who you're writing for. Do your homework. With the information you'll glean from this exercise, you'll have a clear picture of the consumer you're targeting and be able to adjust your written "voice" to sound like theirs and not "just you." Content that's relatable forms a bond between your readers and what you're selling with your content. And think carefully about the demographic and what it means to your product. Don't make assumptions about anything. For example, don't market to men if you're writing about a car. Women drive cars too. Don't fall into the trap of assumption when it comes to your market. Know who's in it. Believing the Hype You're reading this because you're interested in becoming a copywriter, or you're a copywriter

who wants to improve her skills. That's great. You already understand what I'm about to tell you because you've witnessed the contradictions inherent in numerous opinions being expressed online on that subject. Everyone has an opinion. But not every opinion is based on fact. While you may derive a kernel of benefit from any given opinion you read online, you must choose what to deploy with care. When it comes to copywriting with its home online, you need to regard all the information you take in with a jaded eye. Interrogate the information. Ask yourself if it's true, for example, that "people don't read anymore." My take – no. It is not true. Ask yourself if there's a specific word count that delivers conversion. Again – no. Word count has nothing to do with the quality of a product/service or the quality of what you write about. What works in one market or one genre (product descriptions versus blogs, for example) doesn't work in another. Mileage varies, so think critically about every piece of information you take in – including the information in this book. Your instincts are usually correct. Cleave to them. Let them guide you to what you can learn from and what you can forget about. You will usually be right if you go with your gut. Being able to do that will help you sift through all the information you'll find online about copywriting – and there's a ton of it! Not Keeping Your Eyes on the Prize You love writing, so you know how easy it is to get carried away with the prettiness of words. But when you're a copywriter, no one is that interested in pretty. What people engaging copywriters are interested in is a crisp, convincing, effective language that sells. It can still be pretty – but not pretty in that "calendar girl" sense. It's more about being pretty as a commercial tool. Smart copywriting acknowledges the need to sell while being sophisticated enough to present the reader with an engaging story. There are a balance, and part of your job is to find the right balance for your clients. But regardless of your individual balance, the copywriter's job is to make every word count. That is your mission. Every word you write must be pointed at the sale. "The difference between the right word and the almost right word is the difference between lightning and a lightning bug," said American author, Mark Twain, and he was well ahead of his time in having said that. There is nothing truer for a copywriter. The right word is the only word. Because you're writing in a conversational tone, learn the lesson – that you need to write the way you talk. So, listen to yourself. Take mental notes of the way you talk to people in various situations. What is your style of persuading people? How do you go about changing someone's mind about something? Better still, how do you sell your point? Your conversational style is the key to finding your balance. Conversational speech is also much more economical than written. Think about it, and you'll see I'm right. Were someone to speak

the way they wrote; they'd probably come off as a windbag. Me, for example. I like my words. You bet I do. But there's a limit to what your reader will support. The fluff of your overactive mind is of no interest to a consumer on a mission. When you edit and proof your work, you'll see things you know need to go. Weed out a series of words that might be expressed with one or two. Keep your mind on the fact that you're writing to your favorite customer to remind yourself that the conversational tone implies urgency. This effect can be enhanced by writing economically, with an eye on the way you, personally, speak.

Not Having a Process You know the feeling, I'll bet. You're sitting there in front of a blank document, staring at the keyword and wondering what the heck to say about, say, "landscaping tips for spring." That's because you haven't prepared. And unless you have a process to start from, you're going to be doing a lot of staring at that forlorn, blank document white screen on your computer. They say the journey of a thousand miles starts with a single step. The same can be said of copywriting. You eat that elephant one bite at a time, rather like this: •

Research – know your market. Only when you know it can you persuade it.

•

Plan the content – Start with your best argument, then move down through others.

•

Write a draft – you flesh it out once you know where you're going.

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Edit, edit, edit – get out the fluff, check for typos and grammos, and make sure the copy you've written is tight.

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Read what you've written aloud. Does it sound right to you?

Be Wishy-Washy

Wishy-washy copywriting that doesn't commit is neither persuasive nor effective. Writing for the little guys means you're not looking for large scale brand recognition. You're looking to keep your existing customers happy and, hopefully, bring their friends, families, and colleagues to the brand party. You're not writing to be all things to all people – as you might for a Big Boy brand. You're writing for the image you have in your head of who your target customer is. This is your favorite customer, and you're appealing directly to them, their needs, and their desires. You are not there to evangelize. You're there to maintain a customer base and to attract people with similar profiles to that "favorite" customer. Wishy-washy is for politicians in trouble, not for copywriters. Selling a service and not a better way to do things. Copywriting is not so much a service as a tremendous benefit to the companies who need it. By hiring a copywriter, clients can be assured that they'll make more sales. This, in turn, will make them happy. They'll be more productive because they'll be focusing on what they're there to do and not struggling to create content they have no framework for creating. Clients are less stressed out and much healthier when they hire a copywriter to sell their products for them. A copywriter is a bridge to a better life for small and medium-sized business owners. Like doing your own books, writing your own copy is a time-consuming and potentially destructive way for entrepreneurs to spend their time. It takes them away from what they're really good at – running a business. And while you're helping that busy entrepreneur, you're helping all the people looking for a source for the product or service she sells. You are practically a social worker! Not Being Specific Vague claims about what your client is selling are not going to work. Vagueness is associated with dancing around the point or not being sure what to say. That doesn't move goods and services. Specifics do. Your readers want the specifics. They don't want to hear that something is the "best" unless you tell them why that is. "X" Jeans are the best because they fit. That solves a problem and fulfills a primary customer need. It does not make a vague promise, but a specific one keyed to what your client's customers want. Keep your copy scannable and easily readable. Provide enough detail about what you're telling readers to keep the copy credible and useful, without going over the top to tell them things they don't need to know. With select details, the people who are ready to convert are going to stick around and read every word. Because you know who those people are, you're going to give them the details which resonate with them. For "X" Jeans, that's fit. Not Getting to the Point

Have you ever been reading something online and started muttering, "Get to the point!" under your breath? I'm sure you have. I also have. Many times! Readers aren't interested in a long, rambling reflection about what you're selling. As I said, many online readers who are seeking out goods and services scan content to pick out points relevant to their specific needs. They want to know whether what you're selling is the right "fit" for them. The inverted pyramid gives you the framework to present relevant information within the context (word content and keywords) you're working from. Start with the most important information, then work your way down, until it's time to close with a call to action. No Emotion The content presents information. That much we know. But it must also communicate it is emotion. Remember that your readers are looking for a product or service that will enhance their lives. They're trying to fill a gap in their lives, and gaps in our lives always have emotions associated with them. The conversational, friendly voice is your best bet for this reason. You're not a robot, enumerating bullet points – even if the SEO gnomes insist that you should. You're a human being talking to other human beings about a common interest – what you're selling. Fulfill that need by injecting happiness, joy, satisfaction, and other positive emotions. Remember what Don Draper said, "happiness is the smell of a new car." But he added that happiness is also "freedom of fear." Draper contended that advertising provided that freedom by fulfilling needs and dreams. Advertising/marketing is the act of persuading consumers that your product or service can do exactly that and what could be more profound than living free of fear? Your copywriting, while factual, shouldn't be stiff and dry. Emotion is what turns heads when injected into your content. Not True to the Branding Understanding the brand, you're writing for is just as important as understanding the core market of that brand. And being true to your brand and its message is equivalent to being consistent. Deviating from the message is confusing to readers. If brand loyalists catch you in an inconsistency, you can bet it will cost you. The brand of whatever it is you're selling is like its DNA. It's what it is and what you, as a copywriter, have to work with. Maintaining a consistent message and style across all the platforms your company's found on builds consumer trust and confidence in the brand and, thus, the service/product. When that falls down, so does the brand's relationship with customers and the public at large. I mean, how can you trust someone who's in a different mood every time you bump into them? You can't!

Believing You Can Do No Wrong You're sitting here reading this because you know you need to learn more about copywriting. But if there's one thing that may safely be said about writers, it's that we're pigheaded and perhaps a little full of ourselves, at times. But writers who stay the course give up those ideas – or keep them to themselves, while interfacing with clients. You can and will screw up. You will return a bad copy. But sometimes you'll return a good copy, and a client will lose his mind. You won't understand why. You'll know the client is wrong. But you will graciously comply with whatever it is the client wants you to do to fix the copy. Even if it's fine "as is." Even if you think the client is having a bad day taking out his frustrations on you. Even if the client is a semi-literate toad. You will comply, and you will learn from your mistake. While copywriters aren't there to be beaten up on when clients have a bad day, we are fallible. We are not always right just because we write. And sure, the client can be wrong, especially when it comes to copywriting. But the client, it is always to be remembered, is always the client. So, humble yourself. Learn from your experiences and understand – no one is perfect, and no one is always right – unless they're the client. Then, even when they're wrong, they are right. In our next chapter, we'll get down to the types of copy you'll most likely be producing as a copywriter and what each of them requires from you.

Chapter Five

A WORLD OF COPY Copywriting covers a lot of bases and online, it closely follows traditional advertising copy, except for writing to SEO. Search Engine Optimization is an important part of the job, expressed in the provision of keywords, as we've discussed earlier. But the types of copy you'll produce will vary greatly. You may be asked to produce everything from media releases to promotional emails to product descriptions, paid content for online publications, blogs, and text to appear in advertisements. In this chapter, we'll talk about the most likely focuses for your copywriting, what they achieve, and what's required from you to produce for them. Let's start with a deeper dive into SEO and how it relates to copywriting in the online space.

Search Engine Optimization Search Engine Optimization is what gets your copy read, and your client's products and services moved. The use of keywords pinpoints the behavior of consumers at the search engine. The words they are most likely to enter are those most likely to lead them to your client's website, causing your client to emerge at the top of the search results if you've used SEO effectively. We've already talked about the overuse of keywords as one of the worst mistakes a copywriter can make, but including them is one of the reasons you're there. If your market can't find you, it's all an exercise in futility. You will most likely not be called upon to generate your own keywords. This is usually the responsibility of the marketing agency you work for or your client. But it pays to understand how this part of the process works, as it's crucial to your role as a copywriter. Research on SEO focuses on identifying the words and combinations of words most likely to be used by consumers to find their way to a product or service. But SEO is changing, and 2020 is a watershed year in that respect. And pivotal to that change is intended. Even more important than the words themselves, what the internet user searching online intended in their quest is what's brand, spanking new in SEO this year. We'll get to that in a minute. Researching keywords provides you with a snapshot of how popular the topics you're researching are with your market. This allows you to identify and categorize "hot" topics that will become copy in the hands of a copywriter. Those topics, in turn, guide you to the keywords that are going to get the copy read. All of that is extremely important, but as we just discussed, the intention of the person searching provides richer information. What was that person thinking? What problem was she trying to

solve? No one's a mind reader, so entering the keyword yourself to view results is instructive. What you see is what the searcher saw, and the content shown on that first search page is probably what she read. For example, it's easy to discern the intent of a search engine user entering the words "X" jean outlet near me in Rough and Ready, CA." They want that fit, so they're trying to find out where they can buy the jeans. How do you solve the problem? You write about the accessibility of the product and how you also offer delivery for a discounted rate for orders over a certain amount – because you know there are no "X" Jeans to be had in Rough and Ready, CA. But another example and perhaps a more difficult one might be, "which jeans are the best to buy." That's kind of a flabby, vague search which will probably render a pretty mixed bag. But you could still create content based on the language if you were to reword it creatively. For example, "The best of the best with "X" Jeans. Quality that fits." And you'd be helping a lost search engine dropout at the same time! Now that you understand a little more about SEO, let's talk about types of content, what they do, and how to write them successfully.

Landing Page Sometimes referred to as a "lead capture page," this is a standalone page that appears when clicking on a search result. It might take the form of a promotion, an online ad, or a marketing email. Usually, though, the copy you'll write clocks in at about 500 very effective, persuasive words. Let's focus on the promotional version of the landing page. This is a copy that identifies potential customers and primes them for further marketing, due to an expressed interest in what you're selling. But landing pages can also help you identify leads - people who are perhaps interested but haven't yet gotten to the point of probable conversion. In essence, the landing page is one big Call to Action. It isn't navigable. It exists only to identify potential customers and potential interest in what you're selling. In other words, they enhance the reach of your website, social media, and any other copy online in your matrix of information and marketing. PRO-TIP: Google is not fond of landing pages. This is something every copywriter should know before attempting this style of copy. There are three key rules to keeping Google off your client's back, and here they are: •

The landing page is there to provide the information the searcher clicked a link to find. It had better be there! If it's not, the searcher is having a lousy experience of your client and your writing. Keep it relevant, informative, and high quality.

•

Make the content useful. Again, give the searcher what they went on Google to search. Don't bore them with the information they don't want or need.

•

The copy on your landing page should be unique. It should not be a repetition of a copy that appears elsewhere on the internet. And this is a problem, not just for Google or users but for you and the company or companies you work for. Landing pages will often be replicated to change only the city being targeted. For example, "Hardware stores near me in Hoboken, NJ." When you're working in online marketing, this keyword may be replicated 10 to 12 times with other city names. A global replacement is not enough. You must reorganize the copy to get around Google because this is the type of landing page they like least of all.

Google also wants your landing page to be transparent. The client's website must include copious and detailed information about what's being marketed. That includes pricing and any other information relevant to the user. If the client's website doesn't tell your readers what they want to know, you shouldn't be funneling them toward a newsletter or a "member's area" which demands that they provide, for example, an email address. You will get it in the ear from the Googles if this is the case. You are in the business of persuasion, not manipulation, so ensure that all the information your readers will want is available via that landing page. Your landing page should also acknowledge the user's experience. Having these floating around out there in cyberspace may appear smart – no distractions! But the truth is that when they're detached from the information they exist to point readers to, they're having an opposite effect to what you want. You want readers to go to the website. You want them to stick around and find out more. When the landing pages are part of the client's website, this is much more likely to happen and much more likely to make the landing page successful in terms of conversion. You're probably asking yourself why you should give a rat's behind what Google thinks about your landing pages. Give a rat's behind. Here's why – Google is a giant in web-based data and user behavior. They have spent years analyzing this kind of information. So, you can be sure that if you stay in Google's good graces you're generating leads and converting them with your landing pages. Give them what they want – relevant, useful, unique content that does what users come out for – information.

Landing Pages that Pack a Punch So long as we're here for Google's advice and giving a rat's behind, let's talk about some good advice from this 400-pound gorilla of a search engine! • Effective. Persuasive Your copy should be consistent with all other forms of copy you're writing for what you're selling. It should be branded content that follows the magical formula of the brand of the product

or service you're talking about. It should also be informative, helpful, and convince the user that they need to buy what you're selling. •

Keep your landing page user friendly. Whoever reads that page must be able to find your contact information with ease. If it's included on the landing page as part of your CTA, awesome. If not, it should be readily accessible through the page. If you're using the landing page to collect contact information or other personal information from leads, explain why. Be clear. Be transparent. It's not nice to hide things from potential customers, and believe me - they don't forget when you make that mistake.

Blogs Blogs, as we're all aware, are collections of writing focused on a subject or perhaps a person's life. Some use them as confessionals; others use blogs to inform. But e-commerce uses blogs to sell products. For any online business, a blog is a key moving part of a strong marketing strategy. A blog increases online awareness and visibility of the company you're writing for, brand awareness. It provides a locus for customers and potential customers to subscribe to, to find out more about the business and what it has to offer them. Again, a blog for business is usually no more than 500 words. But I have written blogs like this at 750 or 1,500 words. While conventional wisdom – which very often misses the mark – tells us that long-form copy bores people, that's not true of everyone. And 500 words is sometimes insufficient to tell the story you want to tell. Different copy word counts work for different purposes, different markets, and different readers. One size certainly does not fit all, especially when you're talking about business blogs. And by the way, the average blog post's word count is 1,236 words.

This is the detailed end of copywriting and probably where you'll have the most fun. Because of the nature of the medium – the internet – conditions change rapidly and frequently. This is especially true of the role of blogging for e-commerce. Online, you'll find a wealth of outdated information that will mislead you. Maybe that's why you're reading this book, so I'm going to give you the straight goods on blogging for business. One of the most enduring misconceptions about this style of marketing is that it's too timeconsuming, expensive, and difficult to bother with. But let's face it, business blogging is a lot less time-consuming and expensive than a call center, and it essentially serves the same purpose, without the intrusion on consumer lives. Consumers choose to seek out information. In providing that information in a credible, user-friendly format, you're doing a service. But you're also positioning your business as one with key expertise. We're sure you have some thoughts on the matter, and some of those thoughts may echo the misconceptions above. Let's clear some of them up. • Customers Aren't Interested in Blogs When customers and potential customers want to know something, where do they go? Google! And when you've written your blog with SEO in mind, they'll show up in the results, driving information-seeking consumers to your website. People will read blogs that offer them the information they're looking for. • Blogs Offer Minimal Returns This is simply not the case. While it may take time and effort, setting up a blog that informs consumers about a product/service is well worth the effort. More and more businesses are discovering that this is true, which is why online copywriters are in such high demand. Some people think this because they've put up a blog in the past and just expected consumers to find it. It doesn't work that way! Blogs need to be marketed to let people know about them. With the right marketing through social media channels, a blog can deliver tremendous results. And the truth is that blogging is the third most popular strategy for content marketing online, following video and e-books. Marketers who deploy blogging enjoy a Return on Investment 13 times higher than those who don't. Remember this point when marketing yourself to potential clients. And maybe tell them these facts, too: •

In 2020, there are 600 million blogs active in the online world.

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50% of the top 200 Fortune 500 companies kept blogs, as of 2018.

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There are 32 million bloggers in the USA alone.

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In California, the number of bloggers was higher than the population of Canada in 2018.

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80% of people who use internet visit blogs as well as social media.

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Companies with blogs generate 67% more leads each month than those who don't.

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Blogging is considered the most valuable and effective marketing channel by 59% of marketers.

•

Businesses with blogs get 55% more website traffic than businesses without them.

There's a lot more I could share with you here, but I think you get the point – blogging works and businesses who deploy them enjoy significant benefits from investing in them. So, now that you know how valuable your blogging services are let's examine what makes a truly great blog for business.

The Right Topics At the entrance of every post you write is the customer. As we've discussed earlier, all copy you create is for your favorite customer. Figuring who that is and what they want to read about is how to create a blog that appeals to and draws in that favorite customer. Sometimes, your clients won't know that. They won't have done the legwork required to get a bead on their ideal customer. But you can certainly understand a lot about who's reading your posts by researching customer profiles within your specific market. That encompasses location, median incomes, other demographic markers like age and sex, and topics of interest that speak to that specific cohort. What kind of job does the customer have? What are their goals? What annoys them? Having this information is like having a roadmap. Remember that you are speaking directly to real people. Appeal to them. This will make your client's voice in the market more robust, raising the company's profile. Evergreen. Ever Relevant Evergreen blog content is pretty special. It's what holds together the whole shooting match and is described by some marketers as "pillars" of their blogging. While all content is evergreen in a sense – the internet is forever – evergreen content is a horse of a different color. It offers information which, while perhaps subject to update, is not subject to change. The skeleton of the topic remains the same – blogging, for example. Blogging is, largely, the same as it's always been. But it's evolved over time, which is the update. Evergreen blog posts remain relevant over time. They're not breaking news or promotion. They address a topic that will continue to be a resource on your blog and, as such, continue driving traffic to your website. Evergreen posts allow you to build an online presence for these reasons. When your content is relevant for the long haul, it's working for you. And around the pillars of evergreen content, you can create clusters of blog posts, building on the topic and making the original post of an even higher value to you and your readers.

Trends and News in Your Client's Industry Your readers want evergreen content that's informative and expands their understanding of your company. But they also want to know what's going on in your specific industry. And when you tell them what's going on, you're establishing your expert status – but only when the copy is worth their time. While that goes without saying, including posts about trends specific to your industry keeps your market reading, and that's what you want. Being perceived as a "thought leader" adds heft to your online identity, and that heft usually translates into sales. Sharing with your readers what the buzz in your industry is at present builds authority and credibility. Now let's talk about getting that puppy written!

Writing a Blog Post Because you're a new writer, I'm going to suggest that you outline your post before writing it. Knowing where you're going is a great place to start, right? Again, the inverted pyramid style helps you help your readers by placing the most important information at the top of the piece. Once you're a seasoned blogger, this step isn't needed, but when you're starting out, it can make the entire process less painful. You may even want to work in a "listicle" format to start with, for instance: "Five things our customers love about "X" Jeans" or "Five reasons that "X" Jeans fit you perfectly." Readers tend to love listicles, as they're scannable, and what readers like is something you should be thinking about. They're also a great support to beginning bloggers. Clear, Concise, Informational and Entertaining Remember your blog is going to be found in the search results by people who may not know much about the topic. They're looking for information, so ensure that you're as clear as you can be. Keep your language simple and friendly. Your readers want to learn from what you're writing. And one more time – no jargon. Jargon and acronyms (capital letters which represent a series of words, like SEO) can be intimidating and turn your readers off. We know that people scan, so use devices like bullet points, numbers, and white space to separate key points that you want your readers to take away with them. And while you're doing that, keep your information concise, accurate, in line with reality (no hyperbole), and entertaining. While there are people in this world who believe that a blog should be a wall of information with no entertainment value, I strongly disagree. People want to be informed, but if you can entertain them while you're informing them, you're creating a superior product.

SEO – How They Find You

Search Engine Optimization is how people find you, so you must insert keywords into your copy that will cause it to appear in search engine results. Longer blog posts may use a primary keyword, with secondary or even tertiary keywords. As I've mentioned earlier, the key to integrating keywords for SEO into your copy is to make them read as a natural part of the copy. When that can't be done, they work against you, making your copy mechanical and robotic. Placing these words in the title and subheadings helps to reduce the need for inclusion in the body of the content. Creating keywords for your topic is easy, with a range of online tools to help. I'll include some of the better ones in the Resources section at the end of this book. Add the right keywords to your copy and help them find you! Promoting your Blog Search engines are becoming increasingly competitive. Even if your SEO game is strong, you'll need to promote your blog on social media. Marketing emails can also be highly effective for this purpose. We'll talk about those in a bit. Before you start groaning, this isn't the huge undertaking you may think it is. Use the platforms you've determined that your favorite customer is interested in and visits regularly. Peppering social media haphazardly will get you somewhere but maybe not to those super-special customers that resemble Customer Zero – your target profile. Marketing Emails

This is direct marketing. It speaks right at your market. But why do you email your customers? Sometimes, a marketing email may serve the purpose of fortifying existing relationships or reinvigorating ones that have become dormant. Sometimes, your email will be written to draw in new customers or convince existing ones that you have something they want to buy. But sometimes, you'll just be letting your client's customers know about the new blog! With "opt-in" for customers – people invited to give your client their contact information who provide it to you with the expectation they'll receive online communication from you – email marketing has evolved. Less invasive and less frequently identified with "spam," the format has come of age. But how are marketing emails written? What are the rules of the road?

Tips on Writing Marketing Emails The subject line is where we start because it's one of the most important elements of a marketing email. If your target reader doesn't open that email, there's no point in sending it. And because of its importance, the subject line for a marketing email should include the first name of the person you're sending it to. From there, you'll want to use language which invites action on the part of the recipient. Maybe you're introducing a customer feedback tool or a survey. "Hey, Janet! We know your "X" Jeans fit, so count the ways. Tell the world!" Or maybe your email is introducing customers to the new blog. "Read all about "X" Jeans? We know you want to, Janet!" Both these subject lines indicate an action on the part of the customer, presented as opportunities. In the first instance, they are a brand ambassador. In the second, finding out more about a product, you already know the customer appreciates.

Your subject line is where the customer identifies the value of the information you've included, which is how they decide to either open it or delete it. So, make sure you're indicating a payoff for the customers who open your email. So – customer name, customer action, valued-added. That's your marketing email subject line. Clarity First. Cleverness Second Your subject line should be a clear indication of what the customer's going to read in the body of the email. If you can't be clever with that, so be it. Be friendly, engaging, and clear. If the subject accommodates cleverness, then, by all means, be a clever Trevor. But don't bust a blood vessel trying to be cute, clever, funny, or silly. The aim here is to get the customer to open the email. If you can entertain while you're doing that, swell. The Subject Line is Part of the Email Stating the obvious? Perhaps but continuity counts. So, integrate what you've said in the subject line with what you've said in the content that people read once they've clicked through. You've already stated your intentions in the subject line, so to deviate from that message in the body of the email is dishonest and misleading. Tell them what you promised to tell them or risk losing them. Eventually, customers will stop opening your emails, and when that happens, a cascading effect can set in, impacting sales and online reputation. A straightforward subject line is key. Anything vague that doesn't stand up to the information in the email is going to undermine your efforts. Further, if your reader opens the email and starts reading, only to discover that your email doesn't deliver on the promise of the subject line, they're not going to visit your blog/take part in your survey. They will not click through to the page at the call to action. They will have closed your marketing email in annoyance. And annoyance is the last emotion that should be elicited by a marketing email. Now that you've got a handle on the subject line let's move on to the body of the email. The Meat and Potatoes If you've managed to get them to open your email, then bravo! But once they're in there, how are you going to convince them to read it and then click through? You're going to establish relevancy, right at the beginning of your copy. And you're going to infuse the rest of the email with the personalization you included in the subject line. Explain how you and the customer know one another. That relationship is the core of the message's relevancy. The message to your customer is, "Hey, remember me/us? We thought you'd like to know about (fill in the blank)". Writing in the second person is another key rule of marketing emails. You're talking to someone specific, so take the conversational tone and use you/your pronouns. By doing that, you're

focusing on the customer and not the company you're writing for. You're sending them a personalized message which is directly relevant to their experience of your client's brand. And you're adding value by telling them what you set out to tell them in the subject line, in detail. Explain Benefits If the marketing email you're writing is to alert your customers to a promotion or an event on the immediate event horizon, stating benefits that are relevant and personal to the customer is much more effective than just advertising the promotion or inviting someone to an event. For example: "Lightweight jeans for summer are what you need to beat the heat." "Summer's here! Get "X" Jeans lightweight summer model for 50% until (fill in date). Get yours now!" An email of this sort would include information on the promotion, certainly. But to slam the customer with a giant 50% off after they've opened the email is going to get a grimace, not a smile. So, what's our benefits statement? It's "beat the heat." It's hot. It's summer. People want to find ways to feel cooler and lightweight fabric is a good way to do that. So, the first statement wins. Keep it Crisp – and Short A marketing email isn't a blog, so keep it short. This style of writing is usually in a format of well under 250 words. While that's a challenge for some writers, it's also an opportunity to tighten up your skills. In marketing communication like this, brevity is beautiful! Think, for example, of a wedding invitation. While it may hint at what's going to happen at the event, or even at a theme, it's not going to tell you the whole story. The invitation is asking you to come to the wedding and to be a part of it. A marketing email works in much the same way – it invites the reader to take part by briefly informing them and then clicking through to act on that invitation. Greet your customer. Tell them about your survey or blog, or whatever you're emailing them about, then get them to click through. Crisp, short emails which carry through on the promise of the subject line are most likely to elicit this response. And it's in that call to action – clicking through to act on the email – that the whole point is found. Be the Voice of the Client's Brand Every brand has a voice, a feeling, a look, and a personality. In your writing, especially when it comes to marketing emails, that is you. You are representing a carefully crafted brand experience, so your likeability is your client's likeability. Pleasant, friendly, helpful copy is what you're offering because you are, in your

writing, Brand Ambassador Zero. Being the voice of your client's brand is expressing to those reading what that brand means to the customer. What is their experience with the brand? You, as the copywriter, are a huge part of that, so keep it charming and delightful and win BFFs for your client. They will love you! Call to Action You bet there's a call to action! You're sending this email to ask your customers to do something, and this is best expressed in a clear, succinct call to action. While many claim HTML emails pack the most punch, reality does not bear that out. Sure, they look snazzy, but plain text emails can be just as effective and, in most instances, are statistically proven to be more impactful than their HTML cousins. Ask them to do what you want them to do, in your client's charming, friendly voice and watch them answer that call.

eBooks Whether you're offering your ebook free of charge to selected customers or including it as part of a select promotion, that little book is one of the most potent ways to establish expert status for your clients. Focusing directly on customer needs, questions, and problems, you're offering a little primer on a specific subject as a gift to loyal customers. Your client may even want to offer it free to everyone who comes to their website. And unless you think giving things away free is kind of crazy – I've got news for you. Offering free expertise cements your client's business in the minds of customers and potential customers. It's something they can share with people, also, which makes it an easy way to spread the word. eBooks are the fast track to established expertise for your client! Let's talk about the many benefits of this form of copy and how to create it! Lead Generation You Can't Beat With a well-structured ebook on a topic of interest to your target market, you've created a lead generating machine. When you offer it for free, you're offering knowledge for free. Free stuff is great but free knowledge? Fantastic! Your Brand's Credibility Score – 100/100 Especially when you're a new business, credibility is crucial. Customers want to know they can trust you, and providing them with a concrete means of discerning your expertise helps build trust with your brand. And did you know that the American consumer will pay almost 20% more for the pleasure of doing business with an entity that's well-respected and trusted?

When you establish expertise by providing proof of it in the form of an ebook, your brand's credibility soars and with it, customer loyalty to your brand. You get their attention with this marketing strategy, and their attention is turned to your website. With a quality ebook that mirrors the quality content on your site, you'll have more website traffic – about 2,000% more, in some cases, another factor that encourages loyal customers who spend money on your products and services. What's your Topic? eBooks aren't intended to be magnum opuses. They're intended to focus on one subject, providing value to customers who want to know more about it. So, you need to know that and to know that you need to know your customers. But if you've been reading, you already know that! So, ask yourself: •

What educational value does this copy have for my client's customers?

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How will the ebook help them?

No matter what your client's business is, you'll find the answers to your questions in content already created, to a degree. Expanding on something of interest to readers that have proven popular is one way to go. But you also need to discern "pain points" (problems) and other interests to ensure you're providing the kind of content they want. What are the keywords they enter most commonly? Which phrases pop up repeatedly? These are important clues when it comes to choosing a topic. PRO-TIP: Your best guide to what your client's customers want to read is the customers, so don't be shy about reaching out to them. You'll already have an email list, so there it is – uses it! Ask your readers what they'd be most interested in reading about. This will also generate interest in the finished product. These are the people who know you best and know the content you've been writing. A survey is another way to reach out to readers to find out what they've been dying to find out more about. This collaborative approach also builds brand trust and customer relationships. That Outline Thing Again If you're like most copywriters starting out, you'll probably be wrinkling up your nose like you smelled something unpleasant, every time you see the word "outline." But I'm here to tell you that the outlines are your friends. Yes, they are. They're your friends because once you have an outline in hand, the actual writing of the ebook – or whatever else you're producing – becomes much easier. You have created your own guide to writing it. The outline is a plan, and planning is how you save your resources, time, and money. With an outline, you know where you're going. Another advantage of outlining your ebook is to ensure you're providing only information relevant to the topic and not repeating yourself.

Start with your core proposition – this is what you've gleaned from your research and interface with readers. Then start to think about framing that proposition with its main points and subtopics that create a full picture of the topic you're talking about. Remember: tell them what you're going to tell them, then tell them, then tell them again – exactly what you told them! Getting it Written Four key aspects comprise your ebook. Title, chapter titles, copy, and conclusion. Headings and subheadings create scan-ability within the body of the ebook. Solid walls of the copy are intimidating – as we've noted earlier – that's why headings and white space are important. They allow readers to pick out the information they're most interested in. And while you're writing, remember to keep an eye on your brand's voice and flavor. Readers need to see that it's more of the same that they've become accustomed to. And, as always, friendly, conversational writing is the easiest for most people to read. It's approachable and invites rather than intimidates. Rich with information, your ebook is a gift to your readers and, thus, a gift to your client. Make sure you take the time you need to prove it well for readability, scan-ability, and, of course, typos and grammos. Converting your ebook to PDF once you're ready to release it is a best practice. No one can fiddle around with it in this format. What's more – it looks the same on any device it's read on, and that's what you're after – a resource that's accessible to everyone, which is what "free" really means. But most important of all is to offer a clear value to your readers. If you've done your homework, you'll be able to do that. And please – don't skip the outline! I know you may not accept the value of this step, but you will soon. Trust me! Next, let's turn our attention to the art of the media release.

Media Releases – What are They? Media releases – formerly known as "press" releases – alert the media to news about your client's business. To get the attention of the media outlet you're sharing the release with, it must be prepared in a prescribed format, and it must garner the attention of the people receiving it, as they receive many of these every day. Sharing news about a business is an acceptable marketing strategy and one which can raise the profile of your client's business immeasurably, by leading to what's known as "earned media." This is when your media release hits all the right numbers and leads to an article being written about your news. Not every outlet will take interest. But remember – all you need is one to get the desired

exposure for your happening, event, benchmark, or IPO (Initial Public Offering). Let's review the structure of the modern media release. For Immediate Release Every media release starts with these three little words – that means so much. These words mean that you have news to share. Whether you know it or not, your news is of interest to a wide variety of outlets, especially community outlets, who are always looking for local and regional content of interest to their readers. Directly beneath these words – which should appear at the top left of the release in block capital letters, bolded, the date should appear. Your headline comes next. Centered and bold, this is an important part of your release and should be designed to immediately generate the interest of the person who opens the email it's included with. It should tell the story you're about to tell in the release, in summary. It should also be interesting and sharp. For example: "X" Jeans is coming out to play at the (city name) Community Festival!" Or "X" Jeans – get to know us a little better at the (city name) Community Festival!" Or maybe "X" Jeans is sponsoring a community event, so you might write: "Jeans really can change the game – "X" Jeans proudly sponsors the (city name) Ride for Cancer!" What's the most important thing you want the media to know about the event? What is the crowning point of your release? That's where your lead – the first paragraph – comes into play. Here you'll answer all the questions journalists need to write a story about your release – who, what, when, where, why, and how. Keep your lead brief. Two or three lines is enough to impart the importance of what you're telling them. For example: "The (city name) Community Festival is our pride and joy here in (city name), and this year, "X" Jeans is in the house to share our flawless fit, September 21-23 at the (city name) Stadium. Come meet the people who bring you the fit everyone's talking about." Or: "This year, "X" Jeans is joining our vibrant local business community on September 23 to help change the game for cancer patients. We're proud sponsors of the (city name) Ride for Cancer because, at "X," we know it takes a village."

Next, you proceed to the body. Remember that you have only one page to share the information, so keep it tight. An effective media release is between 300 and 400 words long, traditionally. Nobody in a newsroom wants to read anything longer than that to determine whether your release is, indeed, newsworthy. After the lead, you're going to expand on that brief opening paragraph, using the inverted pyramid, placing your most important point at the top of the content, moving down to the least important point, to close. Active language, presented in short sentences and paragraphs, is the most effective way to express urgency, which a media release should. And present the information in the third person. You are a narrator, talking about an event on behalf of your client. And the media loves quotations. Discuss these with your client or glean them from their website. The client will want to see the media release before it goes out anyway, so they may have something to add or subtract. That said, quotations are part of an effective media release, no matter what its subject matter is. Now that you've told the story, it's time for the conclusion. Here's where your least important point goes. Include an invitation for people to visit you at the Community Festival or contribute to the cancer fund. Briefly close the release with a "see you there" and then provide contact information and an invitation to contact you for further information. Provide the name of the company's information officer, accompanied by that person's phone number and email. After that, type -30-. This means the release has concluded. In some countries, the word "end" or "ends" is used, but -30- is traditional. Finally, add your "boilerplate," which is a brief description of your company and its purpose. This is an extra which your client may or may not ask that you use. It's important to know that this isn't considered part of the media release itself. The boilerplate is usually pre-determined and added to all media releases and sometimes, at the end of blog posts. In this chapter, you've read about some of the most common forms of content created by copywriters. In the next chapter, let's look at some great moments in copywriting history to find out what we can learn from them.

Evergreen Content – Websites Open any website, and you'll see what's known as "evergreen content." This term refers to longterm content like "About" and "Home pages" and other pages on the site intended to inform visitors about the product or service being described. This content may be subject, from time to time, to updates. But the core message of the content remains largely static through time. Like coniferous – evergreen – trees, the content is the same in every season. In other words, "timeless." Content on websites that continue to be informative, building website presence, is considered "evergreen." What evergreen content is not:

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News

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Statistics – these change with time

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Seasonal or holiday focused content

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Articles describing trends/fads

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The following formats are used to create evergreen copy/content:

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Tips about your product or the industry it's sited in

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Listicles

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Tutorials

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Reviews and descriptions of specific products/services

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Video content

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Historical copy about the business you're writing for, or about the industry, it's part of

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Glossaries – explaining expressions and terms peculiar to your client's sector

"X" Jeans' evergreen content might include information about the manufacturing process or the type of fabric used, where it's sourced, and who makes the jeans. It might also be customer testimonials – especially testimonials from celebrities or public figures. Anything that doesn't "date" over time can be part of your collection of evergreen content. When it's effective, your content will show up in searches, building awareness, and site presence for years to come. The use of keywords relevant to your product or service is what keeps the tree fresh. And in a competitive environment like the internet, those need to be identified as common searches. But they also need to be "niche" enough to make you stand out. This can be done with long tail (just what they sound like – involving many words) keywords. The more complex the keyword, the more likely it is your evergreen content will be found again and again. Evergreen Copywriting Tips Establishing expertise is a key part of a copywriter's job. But when it comes to evergreen copy, understand that those searching are not likely to be experts. You're speaking to people unfamiliar with what you're writing about, in most cases. Speak to them, using language that's easy to follow. Again, a technical language that is peculiar to your industry is alienating, so refrain. You don't want to scare off your visitors, so keep your language simple. To accommodate the knowledge gap that many of your new visitors are likely to have, choose a narrower topic. A broader topic is likely to have more competition, so take that opportunity to write about something you haven't read elsewhere. This requires research, but so does most of what you'll do as a copywriter.

Speaking of opportunities, look for these in related content. For example, you may want to write a series on your product or service, linking disparate pages together. Solve a problem for your readers that leads them to related contented and keeps them engaged with your website.

Evergreen is Not Everything Evergreen content serves as an anchor to other content on the website you're writing for. It's important, but making space for timely, up-to-date content is too. But that's where your blog comes in. That's the place for articles on trends and current news about your industry and your product or service's place in it. Truly stellar content marketing needs both types of content, available in the same place – your website. The evergreen copy serves as the pillars of your content empire within the setting of the website it's written for. Those pillars hold up the whole structure, to which you add topical, contemporary content to increase traffic and to sell the product or service you're writing about. And here's something interesting to know about all the copy you'll be creating as a copywriter – 70% of online readers want to find out more about a product/service they're interested in via content versus advertising. Well, it is advertising. It's just a different way of doing it! Your evergreen and topical copy are what consumers want. They want to know, from the horse's mouth, "what's in it for them" and what the benefits and selling points of your service or product are. They want to know why they should buy it from the source itself. I can't be adamant enough about how important it is to do your research. Identifying aspects of what you're writing about that have been missed in other sources is key to writing from a new angle. It's in that new angle that readers discover what they're looking for. Giving that to them puts you in a position of power in your niche. It distinguishes you as the source of information that isn't found anywhere else, and that is copywriter gold! A final word about evergreen content – it is the basis for a long-term marketing strategy. The evergreen pillars holding up your content marketing support the topical content that generates public interest – and sales.

Chapter Six

COPYWRITING HISTORY – THE ECSTASY AND THE AGONY To get a strong understanding of copywriting and how it's created effectively and persuasively, it's always instructive to look to the masters of the form. While you can't duplicate the copy, you can learn a great deal from it by examining how the copy served the company it was created for and what it achieved in terms of sales. Some of these examples will come from the traditional world of copywriting (print, television) and some from the online world, because it's in the traditional sphere that we find some of the most effective copywriting ever to be realized. I'm not saying online copywriting is lousy. I will, however, say that copywriting mills have had a deleterious impact on quality. I've discussed this earlier in the book and – full disclosure – having worked in a copy mill for several years, I have much to say about this corner of the internet. And some of what I have to say is very positive. For one, copy mills create opportunities for new writers to build their skills. The pay is mediocre, but there's plenty of work for one thing. For another, you will learn from the experience as you earn. The thing is that there are many aspiring writers online who have neither prepared themselves nor trained for this type of work. And some of these writers are writing in a second language, which is very evident in the finished product. This seems not to bother many online copy mills or, strangely, their clients. Copywriting, as I've tried to explain here, is a very specialized style of writing, with many moving parts. But essentially, it's sales writing that comes at the transactional economy armed with knowledge about the customer. This is especially true of online writing. And when the writing isn't up to that challenge, it hurts to read it. I Mean, it Actually Hurts And you don't want to be that copywriter. No one wants to be that copywriter, save perhaps the unwittingly enthusiastic, who are strangers in a strange land. When you're living in an economy in which people earn monstrously low wages, copywriting online can seem like a good gig. And it is! But it's also a demanding master that asks a lot of you in terms of learning, time, and quality. And the better you understand those imperatives of the role, the more successful you'll be with clients. So, let's take a walk through some of copywriting's finest moments and some of their makers to find out why these examples are, indeed, the gold standard and what you can learn from them. Let's start with an apocryphal (unverified; untrue; anecdotal) example from Ernest Hemingway. About Those Baby Shoes If you're a writer of any kind, you should certainly know who Ernest Hemingway is. A rakish 2oth Century adventurer, journalist, and author of books and short stories, Hemingway

is probably most popularly remembered for participating in the running of the bulls in Pamplona, Spain. But in writing and academic circles, Hemingway is remembered for an economical writing style he called the "Iceberg Theory." This entailed telling only superficial details that pointed to a deeper, underlying meaning. How perfect is that for copywriters? Think about it! It's what Don Draper was trying to tell us the whole time! But the story's the thing here, so let's talk about those baby shoes. The story goes that Hemingway was a young writer, about to launch a column at the Algonquin. He was sitting with a group of other writers, and the group was talking about their passion – writing. Hemingway, in the mood for a challenge, told the group he could write a six-word short story. Of course, the other writers were skeptical, so Hemingway asked the others at the table to throw in $10 each. He said that, if he were wrong, he'd match the pot consisting of the group's money and pay up. If he were right, he'd keep the money. And so, the story goes, he wrote six words on a paper napkin and passed it around the table for his colleagues to judge. It said: "For sale. Baby shoes. Never worn." Of course, he won. The "short story" contained six words and consisted of a beginning, a middle, and an end. And whether this story is true or not is entirely beside the point. What's the point? The economy of language. Hemingway was famous for it. And the story itself teaches us an important lesson when it comes to writing, less is more. This is especially true of copywriting. But within the story itself is a sad tale of baby shoes never worn by their intended wearer – the baby. Implicit in this six-word story is infant death and the sadness of the parents. Without breathing more than two words, "never worn," Hemingway displays the perfect illustration of the Iceberg Theory. The rest of the story is there, right beneath the surface, where it breaks the water.

So, What's the Message to Copywriters? Brevity. Brevity is the message. The Iceberg Theory, in the example of the baby shoe story, illustrates the idea that much can be said, with only a few words. Those empty shoes, offered for sale, are the tip of the iceberg of grief and sadness. And this is instructional for copywriters. For example, look at what most online users see of a website – 99% of them will only get to the home page and the "about" page. These two pages are the tip of that iceberg Hemingway was talking about. So, it's those two pages which should be rich in information, with the rest of the iceberg merely implied. But remember the skimmers – they won't get much further than the headline. Fully 50% of

visitors to any given website won't get past the third paragraph. But it's that headline, which is the portal to other information on the site, which is why it's always clickable. Also, be aware of how readily the human mind can derive meaning and/or subtext – which is what "baby shoes" is all about – from very little information. We take what's available to us and extrapolate. Don't you find you do that every day? Human beings find meaning in every expression and gesture. Never mind words – it doesn't take many of those for most people to make decisions about the speaker. The right headline allows visitors to see the rest of the iceberg because they will click on it if it's inviting them to something of interest. This is one reason that well-crafted headlines are so important. Headlines generate curiosity, and curiosity amounts to clicks. But, whatever you're writing, understand the importance of saying as much as you can with as few words as possible as key to creating copy that gets the (sales) job done. Next, we're going to talk about a guy every copywriter should know about. One of the inspirations for Mad Men, David Ogilvy, is the acknowledged icon of the copywriter. And while he worked mostly in print, claiming that he "never wrote a decent TV commercial," David Ogilvy's example has remained massively influential in the copywriting sphere to this day. Let's meet the real Don Draper. The Mad Man's Mad Man No person in history is more emblematic of the practice of copywriting than David Ogilvy. Known for his dramatic personality, in his work, Ogilvy was practical, research-based, and resolutely client-facing. And I'm making him the lynchpin of this chapter because many of advertising's most memorable moments came from the end of this man's pen. Known as the Father of Advertising, he is arguably the most influential person to have ever hit Madison Avenue. Born and raised in England, Ogilvy would travel to the USA in 1938 to work for the Audience Research Institute at Princeton. This was a tremendous influence on Ogilvy's thinking with respect to consumer research as the foundation of copywriting and advertising, in general. His golden era in the 1950s and 60s established advertising as part of our lives, but it also created the foundation of advertising copy as a series of research-based actions. For Ogilvy, pretty words weren't enough. And you and I know just how right he was about that. Advertising is only permitted to be pretty once its homework has been done, and its market and that market's desires pinpointed. Facts First Ogilvy contended that facts were much more important than adjectives. If that sounds technocratic to you, then let's look at the headline David Ogilvy identified as his career-best:

"At 60 miles an hour, the loudest noise in the New Rolls-Royce comes from the electric clock". No frills. Perfectly and exclusively factual. But evocative. You can practically hear that clock ticking over the near silence of the motor as you race down the highway – in the back seat, of course. Rich people don't care about noisy engines. And Ogilvy knew it. Then, he exploited that knowledge elegantly and effectively, and above all, persuasively. But did you know that producing that winning career topping headline took the work of a team of 6 writers and 26 attempts? That's how seriously headlines are to be taken and why they're such an important part of a copywriter's work. Online copy is no different. The right headline and sub-heads in your blog post or landing page can make the difference between converting a potential customer and watching them click away from the site you're writing for. Like all other consumers, online users want to know why they should care about your product or service. The only reason they're going to care is if they see a direct and immediate benefit for themselves. That's why it's so important that your headline conveys that value. You're speaking directly to your market. Tell them what they want to hear to click on that headline and keep reading. This is the pivotal role of the headline in online marketing. "The best ads come from personal experience" Of course, this is a quote from Ogilvy and think about – isn't that what's said about writing, generally? That the best writing concerns the writer's own experience of life? It's the same with copywriting. People love stories, and if you, as a copywriter, can tell them a convincing, persuasive story, rooted in your own experience of the product or service you're writing about, they're going to read it greedily. They will probably purchase it if you pressed their buttons strategically with your carefully crafted story. Don't get Fancy We all want to believe we're decently educated. We want to believe this of other people, too. But giving folks the benefit of the doubt doesn't work in advertising. This was a true David Ogilvy discovered during his career. Ogilvy had deployed the word "obsolete" in an advertisement targeted primarily to women who didn't work – the standard of the day. What he didn't know is that in his target market, more than 40% didn't know what the word meant. And so, the "fancy" get in the way of selling your client's products. Knowing who's reading and defining your favorite customer includes understanding the way they speak and their ability to read what you're writing. Including words that are coherent to you but not coherent to your market is perceived as "arrogant." It's alienating, so know who you're talking to and what they're

up to. Just as people who tend to flaunt their vocabulary in casual conversations tend to be viewed as "snobs" or "know-it-alls," getting fancy with your copy will reflect poorly on your client. "Don't bunt. Aim it out of the ballpark." Mediocrity is not the gold standard, even if there's so much mediocrity in the world of online copywriting. Ogilvy knew this. He knew that it was worth the effort to hit a dinger. But dingers take work and honesty about the copy you're producing. Even if it's all on you – no team of 6 writers – brutalize your copy until it's right. Don't pass off mediocre work as worthy of anyone's interest because it doesn't sell. Sure, no one hits dingers every time they go to bat. That would be superhuman. But who are the greats of baseball? The players who hit those home runs. So, that's your standard – excellence. Don't be the copywriter who takes shortcuts or falls down on the job of selling your client's wares. That's the copywriter out of work. Bunting might get you to first base, but you're probably getting tagged off the field anyway, so why not go for the gold instead? Stay in play by aiming it out of the ballpark. "A consumer is not a moron." And this is the truth, whether you believe they are morons or not. Your beliefs are of no interest even if the consumer is a moron. Even if the consumer doesn't know the meaning of the word "obsolete," pretending to superior intelligence in your copywriting is not your place. And it's a bad look on your client, too. Never forget who you are and what you're there to do. You are a copywriter, hoping to persuade people to buy a product or service by way of your writing. You are not there to preach, demean, or bully. You're there to persuade. Customer outreach is exactly what it says it is. Your client is reaching out to customers and potential customers to help them through you. Your position is to be the friendly face of the company you're working for, and "friendly" is the operative word. You come to the market as a servant, not its line manager. Write with respect to who your favorite customer is, always envisioning that favorite customer as your audience. This will help to keep you honest, respectful, and above all, true to your mission. Next, let's talk about The Dude of the advertising world, highly prolific early slacker, Eugene Schwartz. "I write with my ears." Listening is one of the most underrated life skills, but Eugene Schwartz used the skill intensively to hear the attributes of the product or service he was selling, both from the client and customers, before writing a word. He wanted to know everything there was to know before sitting down to craft a commercial copywriting strategy.

And once he'd talked to all concerned, he'd go through his interview notes and pluck out the most descriptive phrases, using the words of those he'd talked to in his final copy. One of the 1950s and 60s most highly paid copywriters, Schwartz lived well and worked little. He managed to develop a way of working, which required only 3 hours of his time per day, 5 days a week. The Dude would have been proud! Schwartz was dedicated to crafting superior copy and didn't stint on his time in pursuing research and listening, as I've mentioned above. He was continuously seeking to be better at what he did. His contention was always that once he'd completed his research on any given product or service, he'd know more about it than the client. This exceptional copywriter spent hours reading all he could on whatever his copy was selling. He wrote down every benefit occurring to him during this research period, and benefits are a copywriter's best friend when it comes to persuasion. So, while Schwartz only wrote for 15 hours per week, the bulk of what he did was set up to write by gathering as much information and knowledge as he could before approaching the writing phase. His Secret Schwartz insisted on writing in the same place every time. But he also insisted on setting a timer, once set up and ready to work. He would set a timer for 33.33 minutes. So, what's the secret? The secret is that Schwartz didn't allow himself to do anything but write. He did not allow himself to get up from his chair. All he was allowed to do was to write or to sit and stare into space while sipping his coffee. And when the clocked timed out, he stopped immediately – even in mid-sentence. Then he would do something else for 10 or 15 minutes. He would then return to his writing space and set the clock again for the same amount of time. By sitting the clocking 6 times, every day, for 5 days, Schwartz wrote many articles, dozens upon dozens of ads, and, in addition, 9 books. While he worked 3 hours and 20 minutes each day, in truth (do the math – 6 x 33.33), that's rather amazing. And Schwartz's winning technique for getting the job done was intimately linked to the boredom that would set in from sitting and staring into space for half an hour. So, in his case – and who knows, maybe yours – boredom was powerful! Hopes and Dreams Sell Schwartz understood the psychology of advertising and what it's there to do – sell. His approach drew heavily, for this reason, on the tendency of human nature to look beyond the present to dream, hope, fear, and desire. The future-focused emotions listed are what Schwartz called permanent mass desires. He further identified what he called temporary mass desires – fashion, innovation, and novelty.

These are human emotions and tendencies which can be harnessed. They're already there and everybody has them. The trick is to speak to them convincingly and persuasively. But Schwartz also knew that every living person was unique. If you're writing for a favorite customer, though, you know who you're talking to. You know how to solve the problem by convincing them that the product or service you're selling is the solution. Still, a formula only works once. It can't be applied to other problems without tweaking it to address them. Intuition and innovation both played a part in this aspect of Schwartz's extremely successful approach to copywriting. His appeal to human nature and his deployment of psychology in creating copy for direct marketers made him the kind of guy rumored to have once been paid $54,000 for 4 hours work. Nice work if you can get it! Next, let's look at Joe Sugarman, a revolutionary copywriter and direct marketer of the 1980s and 90s. "Never sell a product or service. Sell a concept." The truth behind what you're selling is the concept, a problem that's been solved, the lifestyle enhancement that's been promised in your copywriting. Sugarman believes in telling the story of what he was selling in the first person. He broke the rule (which we've talked about earlier in this book) of centering the reader. Instead, he created a relationship between himself and his readers. He stood for the product as its spokesperson, and in that role, he told a story. Sugarman's writing was long-form, but its character made it impossible to stop reading, and that was his proposition, as a copywriter – that copy should be like a "slippery slope that you can't help but slide down." Like Ogilvy, he believed in facts over adjectives. He raised up the facts over everything else, putting himself in direct conversation with readers. And like Schwartz, Sugarman believed passionately in reaching out to human nature in all he wrote. And in the Adweek Copywriting Handbook, he noted 24 psychological triggers that provoked people to buy.

24 Triggers Let's read through Sugarman's 24 triggers to further edify ourselves as to the reasons people buy. 1. Feeling of Involvement or Ownership Drawing the reader in with the headline is just the start. You want your readers to feel involved and that they have a stake in what you're writing about. This is involvement/ownership. This is intimately tied up with your understanding of your favorite customer, what that customer wants, and how personally invested they feel in the product or service you're writing about. Are you making them feel important, cared for, seen, answered?

2. Honesty Running a mail-order business, Sugarman made a point of highlighting negative aspects of the products he was selling, for this very reason. Being honest about potential drawbacks builds trust. When one is consistently honest, the logical outcome is that one is trusted. A perfect example of this is his copy for the Magic Stat thermostat, of which he wrote, in the lead – "You'll love the way we hated the Magic Stat thermostat until an amazing thing happened." And aren't you just dying to know what happened? Of course, you are! That's the point – that and the honesty implicit in making a statement like this about a product your copy is selling. 3. Integrity I've talked to you about hyperbole, and when you use hyperbole to get people's attention, it's unlikely they'll continue reading. And that means they'll never buy what your copy is selling. Falling back on exaggeration claims that supply of what you're selling is short, pressure tactics and outright lies, loses you, readers. So, when you lose your integrity, you may as well just pick up your marbles and go home. 4. Credibility In Sugarman's view, honesty and integrity combined add up to the credibility. And frankly, that's my experience, too. Let's face it. When people can see that you're straight up with them, they're much more likely to do business with you. That's true in just about every example you can name. Honesty and integrity establish credibility, and once credibility is in place, people are going to be willing to buy from your client. So, keep it clean for you and for your client and future clients. 5. Value and Proof of Value Sugarman says that comparing your product or service to those of competitors is the best way to establish the value of what you're selling. Another method of establishing value is to compare the value of something related to yours. Or the cup of the coffee argument so frequently used in charity can be deployed as a means of demonstrating value. For example, "You think nothing of buying that cup of coffee, but for a week's worth of those, you can have this instead!". 6. Justify the Purchase We all want things that cost a considerable amount of money. We usually talk ourselves out of buying them, though. That's unless a good copywriter can overcome the objection in the consumer's mind to spending the money. By appealing to the fulfillment of an emotional need, we can help the consumer justify the purchase. "Sure, it costs a lot! But think how great you'll feel behind the wheel/wearing it to your sister's wedding/making your first cup of espresso at home". But supporting that emotional decision with facts about the product supports value to the customer. And it justifies the genuine emotion that's a compelling purchase, also. Customers

want to be absolved of guilt for emotional buying habits.

7. Greed If you don't believe that people buy out of sheer greed, you've never seen a video of a Cyber Monday sale, with hungry electronics shoppers trampling each other to snag the last flat screen. Appealing to greed with events like sales with short windows of time to take advantage of them, motivates shoppers to spend. They don't want to miss out on this deal – even if they'd never contemplated buying the product before. Even if they do not need it – they're going to make a point of getting in on the action. 8. Establish Authority Sugarman counsels that establishing authority is a destination that can be arrived at coming from more than one direction. Some are simple routes. Others are more involved. But one of the most effective and enduring ways to do it is with a roster of colleagues, partners, suppliers, and customers you're publicly connected to. Of course, in online marketing, we establish authority rather differently. We build our authority by writing information that's reliable, honest, and of course, credible. 9. Satisfaction Conviction This trigger demonstrates to consumers that you are committed to their satisfaction. It's your strong conviction that not one of your customers should walk away from their experience of your brand unsatisfied. You can do this with a comprehensive guarantee for all aspects of your business, its products, and services. You can also offer a money-back guarantee. To demonstrate satisfaction conviction, the vendor must have skin in the game. The relationship runs two ways, and consumers know this well, these days. 10.

Nature of Product

This trigger is highly individualized to your product or service. For example, the nature of "X" Jeans is that they fit, which summons an image in the mind of the consumer – one in which the jeans they're wearing are perfect for them. But what if you're talking about a blood pressure machine? The nature of the product is its accuracy and reliability, as that's what people want from your product. It's in the nature of your offering that its benefits lie. 11.

Current Fads

Exploiting current fads demands a lightning-fast response. Get in, then get out when the fad begins to decline in popularity. Fidget spinners are a good example of this. One minute, they were everywhere and the next, gone. So, keeping your eye on fads and trends is important. Sugarman follows trends closely, so

when fitness began to surge, he was able to exploit the trend by offering related products. This is an example of a trend with multiple opportunities, unlike the fidget spinner. 12.

Timing

In relation to the current fads trigger, timing is key to your offering. That's why it pays to test market products prior to release. Here's where the consumer has her say – if she speaks loudly enough, you have a winner. If there's little response, it's time to move on. And we all know that timing is everything! 13.

Desire to Belong

Everyone wants to belong. Belonging is an incredibly powerful motivator for consumers, for this reason. The "right" car, handbag, or pair of pants signals that the consumer is part of something. The product is an identifier of social status or having "arrived" at a certain economic level. But there are many motivating factors. These include signaling intelligence, beauty, youth, and social currency, among many other motivating factors, depending on the product or service. For example, someone may desire cosmetic surgery for the sake of looking younger but also to maintain a public image associated with a brand or profession. Everyone's got their own, unique motivator but in the end, it's all about belonging. 14.

Desire to Collect

People love collecting and accumulating. What they collect might be umbrellas, running shoes, or Precious Moments figurines, but collecting is something we all love. A line of products with a loyal following can generally be counted on to have a subset of consumers who collect every item in the line. 15.

Curiosity

You're most likely reading because you plan to work online as a copywriter, and this one is especially for you. When consumers are unable to experience product/service benefits directly, their curiosity will often get the better of them, so play on that. Play on the natural curiosity that often drives people to buy products they can't touch or see in the real world. It works in your favor! 16.

Sense of Urgency

Creating a sense of urgency is a time-honored way to move products and services. Offering something for a limited time, offering a money-off promotion, a sale, low inventory, and seasonal products like camping equipment are all excellent means of instilling a sense of urgency in the consumer you're targeting. 17.

Instant Gratification

We love getting what we're after as soon as possible. We want the gratification of getting what we desire. And if your product or service offers this aspect, you've got a winner. Digital books, Netflix, and other products and services which can be immediately accessed offer consumers exactly what they want. They want what they paid for right this minute, and the sooner they can get it, the more likely they are to buy it. 18.

Exclusivity, Rarity, Uniqueness

Rare, unique items are desirable. Everybody wants to get their hands on that one-of-a-kind shiny thing. And this is where the luxury market has a head start. This is a rarefied market with a rarefied consumer. The scarcer (see "sense of urgency) it is the more special it is, and the more desirable it is to consumers. Remember when people were climbing over each other to get their mitts on a Cabbage Patch Doll? Maybe you don't, but the doll was a spectacular marketing triumph, especially once it became the Holy Grail of Christmas-shopping parents! 19.

Simplicity

Sugarman knew that consumers wanted things to be kept simple. Simple access, simple explanations, simple descriptions. Marketing demands simplicity, as it's what consumers respond to. Too much complexity, and they turn off. 20.

Human Relationships

Adding a human element to your writing by understanding your target customer is one of the most important things you can do. It's in the human element that the relationship between the copywriter and the reader is forged. You understand them, so you speak their language. That creates a bridge between you. 21.

Guilt

You know those Christmas cards that come in the mail every year? You don't need them. But you probably buy them, don't you? I know I have! A little guilt goes a long way. People are basically decent, and with just the right amount of guilt, they'll buy what you're selling. Think about fundraising on PBS. Guilt is what made you subscribe to it and not just for Father Ted! It's all about the guilt. 22.

Specificity

Be specific in your writing. If, for example, you're going to say that most women choose "X" Jeans, state a percentage. That's how specificity works. If you have concrete data, it's welldeployed in your copy. And make sure it's 100% verifiable.

23.

Familiarity

Speaking your market's language helps to establish familiarity. And once people trust you, you're familiar in the market. There's little left to do in terms of sales. In this respect, think of Nike, McDonald's, or Amazon. These are brand giants because they're established familiarity in the marketplace. 24.

Hope

Once again, ethics matter. Offering false hope in the form of exaggerated claims is not ethical. But ethically deploying hope as a marketing trigger – this face cream will make your skin more youthful and firmer – must be based only on the truth if your product can do that, great! Because the hope of youthful and firmer skin will only move your brand forward if the claim is true when consumers find out that your marketing is honest, they'll become brand ambassadors. But when they find out that your marketing is a series of lies – guess what? Copywriters everywhere owe a debt of gratitude to Joe Sugarman, for creating this list of consumer triggers. Keep them in mind as you develop into your writing career. Identify their usage in other marketing to learn more about how you can deploy them in your copywriting! Now that we've known the ecstasy of the brilliant superstars of copywriting, let's take a look at some examples of truly horrible copy and ask ourselves why it sucks so badly, shall we? Trying to be Funny? Cringey Airbnb Ad Airbnb is a controversial sharing economy giant that's often in hot water. While a popular platform for holidaymakers and corporate travel coordinators, not everyone's down with the idea that short-term rentals cut into the much-needed affordable rental housing stock. San Francisco is one of many cities that have introduced measures to curtail the proliferation of Airbnb rentals for this reason. At the time the ad in question was placed, the company had been forced to pay local taxes to the tune of millions of dollars. The ad read: "Dear Public Library System: We hope you use some of the $12 million in hotel taxes to keep the library open later. Love, Airbnb." Not only did Airbnb choose to get up in San Francisco municipal government's face publicly, but it also took a jab at public libraries while doing it – and they had nothing to do with the tax regime! The ad led to outrage from city residents, with the company pulling it and issuing an apology. Said CEO, Brian Cheskey, "It made us look like jerks." Yes, Brian. Yes, it did. The ad comes off as petulant and retributive and ultimately alienated potential users of the service. PRO-TIP: Avoid sarcasm in your copywriting. Don't allow clients to use your voice to get at competitors or potential customers in a fit of pique.

When Your Copy Forgets a Key Constituency Blue Cross Blue Shield is a health insurance provider in Minnesota. When it ran a campaign to encourage people to exercise more to safeguard their health, they decided that putting this slogan on elevator doors was a great idea: "Today is the day we take the stairs. Let's start making healthier decisions today." And who is that forgotten constituency? Why, people with mobility issues, of course. Imagine a health insurance business forgetting that disabled people can't, in fact, take the stairs. Worse still, imagine rolling up to an elevator in your wheelchair and seeing these words plastered all over the door. Cringe. PRO-TIP: Not everyone can take the stairs. Be aware that all kinds of people are reading your copy. Some of them are differently-abled. Be inclusive. Don't alienate potential customers. Rape culture isn't funny, and women are consumers. Bloomingdale's Department Stores missed the marked with an ad for its famed Christmas catalog. Superimposed on a photograph of a man staring at a woman, the copy reads: "Spike your best friend's eggnog when they're not looking." How do you spell "creepy"? This ad is how! In the era of #MeToo and Harvey Weinstein getting pinched for his resolute creepiness, I'm not sure what kind of ad agency would think it prudent to commit this to public consumption. Not one with any women on the copywriting team, apparently.

PRO-TIP: The line between funny and creepy is not that fine. Use your common sense to avoid outrageously hideous copy like this. And remember – women are consumers. Don't tick them off. It's not about you, kids. It's about your favorite customer. You are talking to them. You're speaking their language, and you're centering them – all the time. This is not what this copy is achieving on this company's website: "We're digital artisans. An expert team, passionate about crafting bespoke websites and apps". As if this wasn't lame enough – and they've included that monstrous excuse for a word, "bespoke," to make matters even worse - they add insult to injury with the call to action button, which reads, "Get to know us." Personally, I think I know enough about these "artisans" right now. I do not wish to know any more. PRO-TIP: You already know this one, but here's a chance to know it some more – it's not about you, kids. It's about the readers who you would like to be your clients' customers. Talking about yourself in such exalted tones is simply not on. Now that you've experienced the history of copywriting in all its soaring ecstasy and crushing agony let's talk about freelance copywriting. Whether you've been told or not, it's not all sunshine and flowers, so you're going to get as much of the truth as I can provide.

Chapter Seven

FREELANCE COPYWRITING – WHAT TO EXPECT AND WHAT NOT TO EXPECT I came to freelance copywriting almost by accident. One day, as I was sitting at my friends' cottage, babysitting their cats, it came to me - "I can do this anywhere." I was excited by the prospect of a portable job. All I'd need is a laptop and a decent internet connection. Or so I thought. I threw myself into the job, adding myself to several freelancing sites (which we'll talk about in the next and final chapter – Getting to Work). The thing about copywriting is that it's a job for someone able to self-manage. To make a respectable living at it, copywriters spend hours in front of their computers. And, like all writers, work in isolation. Because the worst challenge faced by any writer is interruptions, when you're working from home, these can be constant. So, you'll need to be the kind of person who doesn't just give up after being interrupted several times in one day. You also need to be the kind of person who has strong boundaries. Boundaries give you the ability to cordon off space for yourself and then, ensure that everyone understands that the boundaries you're setting are not fluid but written in stone. If you can't do that, it's doubtful you'll be able to achieve much of anything. But there are a lot of other little things you should know about choosing this line of work, so let's look at some of what you can expect – and some of what you shouldn't expect.

The Good Stuff There's a lot of good stuff about this job, or I wouldn't have been doing it for so long. For one, as I've mentioned, you can work anywhere – even at the beach, if you have access to a network. You also get to use your time as you please. If you're not a morning person, you can work at night. You decide when to take breaks. You fix your schedule – or not. One caution here, though – don't get cavalier about deadlines. Deadlines exist for a reason. Embracing and meeting deadlines separates the "just passing through" types from those who are in it to stay – and to win. When you consistently meet deadlines, you distinguish yourself as a professional. And of course, you're not clocking in at the office or commuting. That saves you time and money! Here's something many of you will like a whole lot, especially if, like me, you're an introvert. Extraverts would find the isolation of copywriting tough to swallow, but not folks like us! You work alone. No annoying coworkers are sticking their heads over the top of your partition to

feed you the latest gossip. No demanding, nitpicking, micromanaging boss to deal with, either. But remember, you'll be working with people to a certain degree, remotely. That includes your clients, so don't get too anti-social! All these things are true, and honestly, I mostly love my work. I work in other styles of writing these days, but my copywriting days, I remember with some fondness. That said, I worked hard, made decent money, and worked with some of the most egregious technocrats I have ever had the misfortune of knowing. It's not that they were bad. They were just zeros and ones-obsessed technocrats, and you will find many of these at online marketing companies. Technocrats are part of the online marketing game. As you know, copywriting is about selling. To these guys, copywriting is more of a necessary evil. If they could, they'd make copywriters produce bulleted listicle after listicle because that's the way their minds work – digitally. Let's explore some of the other disadvantages inherent in this kind of work. Clients are also part of the online marketing game, and with luck, you'll have nothing but charming, exceptional clients. But you know that's rarely the case, right? In the faceless world of the internet, copywriters are often treated badly by clients. It's easy for them to get on Fiverr or some other "client-meet-service provider" freelancing site and offer a ridiculously low rate of pay. That's because there are gazillions of people online trying to do a living writing. Not all of them are skilled writers. Some of them speak English as a second language. But they're cheap and far too many clients put what appear to be bargains ahead of quality. That's their funeral, but forewarned is forearmed, so it's good to know this. Clients can also be nitpicky. Sometimes, you'll apply for a job with a brief example of your writing, and the client will not contact you again – because they wanted a bunch of people to write something for free, and there was no work, to begin with. This has happened to me. Other times, clients will have meltdowns about your work, based on nothing, as an excuse not to pay you. This has also happened to me. Clients in all industries are a mixed bag, and some of them are the kind of people best avoided. So, listen to your instincts. If you don't like the sound of a job offer or the client, keep moving. There's nothing worse than being abused at work. Another drawback is the uncertainty about income. The only way you can assure a minimum monthly income is by hustling. You should be continually seeking out new clients and business. Don't sit on your laurels once you've collected a client roster. On the internet, things can change in a heartbeat. One minute, you may be making excellent money, the next, you may be making nothing much at all. And hunting down clients is a challenge in a competitive market. As I've just said, you should often be prospecting, looking for jobs that pay decently and offer steady work. That's why I say that, while copy mills can be soul-destroying, they can also build your skills and keep you paid while you look around for other opportunities. Don't write them off entirely. Acquit yourself well at a copy mill and watch your copywriting skills skyrocket in quality. But remember that while you're out there looking for jobs that every job you get builds you up and helps you create a portfolio – something clients want to see before hiring you.

Freelancing Skills Aren't All About Writing All freelance copywriters need to develop their writing skills to be as good at what they're doing as possible. But writing isn't the only skill we need to develop in this line of work. We also need to stay ahead of possible scams and clients who are willing to rip off copywriters. Whatever you're doing, ask the client for 50% of the contract price in advance – especially on larger projects. You'll learn why this is important the very first time a client stiffs you! But there are other skills just as necessary to successful freelancing. One of these is client discernment. Part of my freelance copywriting story is working for a startup dating website. I was new to copywriting. It didn't bother me that the website looked amateurish or that it was a "user-pay" situation. It didn't matter to me that the owner's business model was late off the mark or that it was clearly not well-considered. I just wanted the work. So, I jumped with both feet. One of the first things that happened with this gig was the owner would message me continually on Skype. I was swamped with his work and that of others and really didn't have time the long, intense conversations he insisted on having with me – often concerning matters not related to work. One night, I was on a serious deadline with another client and had to excuse myself. My client flew off the handle, accusing me of "blowing him off." To clarify, I was not a prospective date – I was a contractor he'd hired to write for his website. After extricating myself from that evening's endless conversation, I thought about the incident. Something told me there would be more unpleasant surprises from this client. And he did, in fact, turn out to be a very difficult client. He would regularly email me with blog ideas. Sometimes I'd get 10 words and be expected to spin a story from them, so spin I did. The incident in question arose from a story sited at the Waffle House and how online dating was like eating there. So, I wrote what I believe the client wanted. The piece was funny, drawing on Waffle House's notorious reputation from bringing out the weird in people – just like online dating. But the client was not amused. "You highjacked my story!" He messaged me in a rage. I was non-plussed. What did he mean? He'd thrown a handful of words at me, and I'd developed a blog post from that handful of words. The client claimed that I had completely missed the point of the article. He didn't pay me for it. Then, he put it online. I contacted him, explaining that if the article was good enough to go online, he should pay me for it. He was angry, but he paid. This scenario was to play out several more times before the inevitable happened. My client was losing money and looking for other funding sources so he couldn't pay me. I told him he'd have

to pay me as soon as possible. Once he had, I stopped working for him. I knew the dating website would be in the toilet before the end of that month. I knew it would be because this guy was not in his right mind. And it was. But before I stopped working with the client, he took it upon himself to abuse me at length in an email. PRO-TIP: Not all clients have good intentions. Some of them confuse relationships with contractors as something else. The minute you sense that this is the case, leave the job. Don't work for people who abuse your time and your person because they have issues of their own. There's a lot of crazy out there, and freelance copywriters get to meet quite a lot of it! Discernment and boundaries are important, no matter where you are in your copywriting career. Just because someone's paying you, does not imply that you need to listen to their endless complaints about life or agree to be hit on every time you engage with that person. I wish I'd been able to leave that relationship earlier, but I was trying to make a living, and the client used that knowledge to call on me as a captive audience. From there, it was a short step to abusing me about the quality of my work . From there, it led to an attempt not to pay me for it. Crazy Client at the Copy Mill The star of this tale is the son of the owner of a Point-of-Sale product manufacturer. As a copywriter in a copy mill, I wasn't client-facing. The mill was my client. But this client somehow broke the time-space barrier between him and me and busted into my world, crazy as a loon. He would often send the client-facing account manager emails speckled with words in red. And the words were angry! They were outraged that a copywriter would write, for example, "myriad ways" instead of "a myriad of ways." Of course, either is correct, but one is certainly preferable. I explained this to my account manager, and he agreed, but he insisted that I change the phrase to appease the client. But the worst of this client was yet to come. And I smelled it coming. I even tried to talk to my manager and another guy on the team. The problem? A list of keywords, framing the client as a "storage" business. I immediately contacted the account manager and reminded him that the client's business was POS products – not storage. This triggered a meeting. When I stated my concerns about the keywords – there were 20 of them – I was told that the client wanted to try a new market. I was then treated to a gushing flow of boilerplate about client relations, which bore no relevance to the discussion. So, seeing that my colleagues didn't get why these keywords might be a problem, I went to work. I sent the blog posts in, and they were, in turn, sent to the crazy client. What happened next is a textbook client flip-out. Both colleagues who'd been in the meeting with me were sent a blazing hot email. In it, the client berated the copywriter, insisting that, "We're a point of purchase product manufacturer – not a storage product manufacturer." This is the polite version, without the copious swear words.

And so, I took it on the chin, even though I'd made it clear to my colleagues that the keywords weren't going to fly with the client. We all knew the guy was irascible. We all knew he was unreasonable. And so, what did my technocratic colleagues do? They poked the bear and made it holler. The keywords were changed. I was paid for both sets of them. The mistake was costly and all because my colleagues had misread the client in a very cavalier manner. And nobody listens to the copywriter in setups like that one. PRO-TIP: When copywriting for a mill, always make your direct colleagues aware of any concerns you have. This is a CYA tactic. It creates a trail of breadcrumbs that demonstrate due diligence and a serious approach to the work. Be sure you're right about your concerns. Be sure that, in the end, you'll be proven right. Don't expect anyone to admit culpability, though. That rarely happens, and it's one of the negatives about this line of work. Hard Work. Pay Variable Now's the time to rid yourself of any fantasies you may have of getting rich quick as a copywriter. All writers know that their craft is 99% perspiration. Writing is work. So, to those thinking about getting into a copywriting career to make their lives easier – scale down your expectations. You want to do this because you're a writer. If you're not a writer, if you don't know what it is to sit at a computer channeling your thoughts through your typing fingers for 8 hours a day – or more – then this may not be the job for you. It's hard work. The pay is variable. You get no time off that you don't deliberately carve out for yourself by putting aside money when you can. And if you get sick – you don't get paid. These are all important factors when considering how good a fit copywriting is for you. You should spend some time doing your homework and figuring out if you have what's required to make a go of it. I'm not saying any of this to discourage you! But any new sphere of activity deserves a full investigation. You want to go into it with your eyes wide open, aware of the negatives as well as the positives. Personally, I love working as a writer in several different spheres. Social media management is one of them. Ghostwriting, another. There are numerous places online; a copywriter can plant his flag. But finding the ones that suit you best is the trick. You're looking for reliable revenue streams – steady clients – as well as clients who come and go. Diversification is the key to solvency – something big corporations have always known. You're not a corporation, but you have a bottom line, and it needs to be fed. So, don't get obsessed with one type of writing, especially starting out. If you're lucky enough to score a high-volume job with a copy mill, embrace the opportunity. You will learn a great deal, and you will develop a portfolio of work in short order.

But if you're not, know there are plenty of alternatives online. So, let's get down to talking about something I know is important to you – where and how to find work. When I first started, I developed a short client list within the first week. This was enough to sustain me. But it's getting those first few clients that are the trick. And you can do it! Companies and individuals are looking for copywriters who not only write well in the English language – native speakers always have a preference – but who model professionalism and reliability. Successful copywriters aren't just selling their writing. They're selling a suite of professional services that follow the general template of professionalism. That doesn't mean you can't sit at your kitchen table in your pajamas with a cigarette dangling from your lips. It doesn't mean you can't eat a bowl of cereal as you edit. It means that you meet deadlines. It means you proof your copy. It means you're biddable and interact respectfully with clients and colleagues. You are the product. Let's see how best to sell what you have to offer the world of online copywriting and where you can sell it.

Chapter Eight

WHERE TO FIND COPYWRITING JOBS Before you begin, be aware that you need to have several key tools in place. Are you set up and ready for your clients? Do you have: •

A comfortable place to work where you won't be interrupted?

•

Reliable electronics (desktop or laptop)?

•

Microsoft Word on your computer?

•

A reliable internet connection?

This your infrastructure. Some clients will demand that you have a mobile device, but that's rarely the case in copywriting, especially with web-based conferencing applications so readily available. So, let's get to work and identify some of the better locations on the internet to find work and ones you should avoid like the plague.

Contena Contena is a new, subscription-based site for freelance writers of all kinds. A little different from similar sites that charge writers a percentage of their earnings, Contena has two levels of subscription – Gold and Platinum. Personally, I prefer this system to say Upwork's, who charge writers a usurious 20% of all work produced. That said, these subscriptions are pricey, and committing to a platform like this is a big deal for that reason. But you know exactly how much you're going to pay for the privilege of membership, and you won't be paying for every project you complete. Once you've paid, you've paid. And if, after 30 days you're not satisfied with Contena and the work you derive there, you get your money back. • Gold Contena's Gold subscription costs $497 USD, which you can pay in 6 installments of $99. Sure, it sounds like a lot. But you need to factor in the percentages that other freelancing platforms charge (usually 10% and up). Imagine that you made $50K working on a site that charges 10%, for example. You will have paid the traditional freelancing site $5K for the privilege. With Contena, you pay only the subscription, so the investment is significantly less. And with your Gold subscription, you get other perks. These will probably interest you as a new writer. But you need to balance their usefulness to you against what you're paying. For example: Contena Academy This offers subscribers 6 educational modules on launching your freelance copywriting business.

You'll get professional advice on how to pitch, how to create a credible portfolio, and how to find the best clients. Contena Scout This is Contena's search engine. It finds the work best suited to your subscriber profile from all over the internet. Contena Rates This function displays rates paid for work by companies, both currently and historically. This allows you to see where the money is. Contena Alerts This feature allows subscribers to set up alerts according to the kind of work you want. This includes whether the work is contract, full-time or agency, a minimum rate per word, and your preferred subjects to write about. Once you've set this up, you'll get emails describing available jobs. You can reply directly to these. • Platinum With the Platinum subscription, which costs users $997 for a 2-year commitment (payable in 6 installments of $199), you get everything in the Gold subscription, plus: Contena Couching Subscribers get a professional coach to help them with every aspect of their online writing business. This includes improving your portfolio and learning from what's been successful for others on the platform. Contena Portfolio Review The platform will analyze your portfolio and share with you how to make it better to attract superior clients. Mastery Classes These classes teach copywriters negotiation skills to arrive at better rates. There's also a class on automation, which teaches you how to "autopilot" functions like invoicing, so you can spend more time writing. VERDICT: Contena is the right place to go if you're organized and committed to improving your writing. As I said, paying an up-front fee for a subscription is probably a smarter moving than throwing 20% of earnings at Upwork for the privilege of feeding their copy mill.

Copypress I will never tell anyone not to work for an online site like this. Working as a copywriter is a learning experience, and even if it's peanuts, you'll be paid on Copypress. You need to start somewhere, and it doesn't hurt to ramp up your skillset, even if the pay is lousy. You'll have your foot in the door.

Apparently, Copypress is trying to improve the service it provides to the people who make money for them – the writers. After numerous complaints and poor reviews from writers for painfully slow payment and low pay, Copypress is developing better payment processing, better rates, and an update that will allow writers to set their preferred rate. VERDICT: Look elsewhere. This site has a reputation for not honoring payment for completed work, specifically work valued under $100. That sounds rather suspicious to me. Imagine that they onboard all these writers, and they figure, "Oh well. If I don't like it, I'll just bail within the 30 days!" So, that's what happens, and Copypress gets away with not paying all these writers with accounts due to them under $100. See who wins?

NewsCred NewsCred is comprehensive online marketing support that offers clients tailored planning, brand journalism, and publishing through their proprietary software. They host a team of freelance writers to work on client projects. By all accounts, NewsCred offers freelancers fair, robust rates. They also reward good writing with repeat business. The platform's clients are probably why NewsCred treats copywriters with respect. These aren't mom and pops. These are industry giants like VISA. In addition, writers work directly with clients, so there's no opacity when it comes to the project you're working on and its purpose. Copywriters are client-facing, placing them in a much stronger position for creating high-quality content. Reportedly, NewsCred treats writers with respect, offering them collegiality and advocacy. They know that writers are part of the reason they're in business. Freelancers hoping to work for this platform are encouraged to reach out to specific personnel – as per the platform's website. Further, expertise in a particular niche is a good way to get their attention. Are you a dab hand at writing about health and wellness? Business? Beauty and fashion? Tell them when you send a query. VERDICT: This high-quality platform is a goal for beginning copywriters. Polish your skills. Develop a portfolio and then show 'em what you've got! Recommended for advanced copywriters or talented intermediate level scribes.

SmartBug Media This platform works exclusively with a remote workforce. SmartBug is committed to offering freelancers respectable pay to foster long-term relationships with them. Reputed to pay promptly, rates of pay largely rely on the platform's agreements with clients. But, like NewsCred, SmartBug respects the copywriters it works with to achieve the quality outcomes it's known for. This source of work is one for those writers ready to move out of the copy mill and into client-

facing work with big-name clients. Their reputation is exceptional. Apply by reaching out to the platform's creative director or CEO. VERDICT: As with NewsCred, this is a "step-up" platform for those looking to take their freelance copywriting to the next professional level.

nDash This platform is a self-described "content community," where nDash hooks up clients with freelancers. Their goal is to offer better quality than clients would find at a copy mill and allow their freelancers to set their own rates. Freelancers are also writing under their own names at this site. nDash has a proven reputation for paying reasonably and on time. Some of the platform's clients are big names online, including Data Dog and Cloud Endure. Writers have access to work of all kinds, from blog posts to e-books. VERDICT: With its ease of use and splendid reputation, I recommend nDash to anyone reading this. To start, set up a profile and off you go!

The Worst of the Worst There is a lot of exploitation online. You know that, everybody knows that. But when you're trying to build a freelance copywriting career, it can sometimes feel like you have a target on your back. I have gone the same route many online writers have gone. I've blindly flailed but I’ve gotten lucky. Shady clients and shady freelancing platforms have abused me. I've already talked about Upwork, but I would like to expand on my comments a little. I had left the freelancing site I'd been working from and signed up at Upwork. Before very long, I began to get clients. Some of them contacted me privately and arranged private agreements with me. But when I tried to arrange something similar with a new client, I was told I'd be banned if I did it again. I carried on with this client, but immediately the project was completed, I left Upwork. That's right before they instituted the "new normal" of 20% of your earnings going in their pockets, so it’s just as well. But what's truly shocking about Upwork is the shared desktop. This allows clients to watch you as you work. Because Upwork features hourly-paid gigs, this is deemed necessary, but frankly, it makes freelancers objects of suspicion. Considering the amount of money this platform makes from the writers on its platform, I think that's a bit rich and rather creepy. So, cross Upwork off your list. It's an unpleasant experience, so say the least. But worse by far is Freelancer. Freelancer is where dreams go to die in a fiery inferno of sexual harassment, shady clients who don't pay when they're supposed to and wasted time, chasing after projects which are being bid

on by people who live in countries where $10 for a 750-word blog post sounds great. I've mentioned sexual harassment. This was constant on Freelancer with women writers. Even when writers reported the people responsible, they continued. Apparently, these fellow copywriters were outraged by the presence of women and to get rid of them, engaged in sustained harassment to eliminate the English-as-a-first-language competition. And it worked. Many women writers left in disgust, never to return. Be aware that this platform uses subterfuge to pull in new writers. Posting on Craigslist, Freelancer invites you to join an international association of writers. But when you respond to the call to action on the ad, you're taken to a user registration for Freelancer. Not cool! Fiverr may seem like a reputable site, and perhaps it is, but the attitude toward people who offer a service as being worth a "fiver" has never appealed to me. It's disrespectful and reductionist, and writers get little enough respect as it is. While it's probably not as shady as Freelancer, the approach is "dime-a-dozen" contractors for cheap gigs, and that doesn't really ring my bell. Craigslist is another shady, shady place to look for work that, while perhaps interesting to browse on occasion, bears little in the way of fruit. I have found work on Craigslist. I have been a news site commenter, for one. Crumby pay but fun, nonetheless. I have also found a minor source of income writing brief articles for news startups there. But Craigslist is also where I found the dating site owner who made my life a hair-raising experience for about 6 months. So, mileage varies. Craigslist may occasionally render some decently paying work, and when you're just getting started, it doesn't hurt to check out the "gigs" section in various cities. Sometimes, you'll be rewarded. Mostly, though, you'll just want to scream after reading ad after ad begging for freebies from writers. Please keep in mind that I'm offering you these insights as an individual. I have no empirical framework to support my claims. All I have is my years of experience working in this field and the lessons I've learned over those years. In the end, you'll do what you think is right – which you should always do! But it's important to me that I make beginning copywriters aware of some of the negatives of the world of copywriting and how you can end up running on a treadmill of low-paid work and mediocrity. And never mind the resentment! It's no way to live, friends. But as you begin to find your feet, you'll gain confidence. You'll feel empowered to start seeking work differently and in a more proactive way than using freelance sites. So, in the next section of this chapter, I want to talk about finding clients you will pay well and treat you like the professional you're developing yourself to be.

How to Respond to Job Ads Successfully Getting started can be tough, you'll find – and maybe you already have – that many of your

responses to online ads are ignored. Sometimes, it's like screaming into a void and getting nothing back but an echo. But there's a process to successfully applying to online ads that will help you get the attention of those hiring. Let's examine it. Choose Ads That Describe You Most Closely You've found an ad for a copywriter somewhere – maybe Craigslist, for all I know. But does the ad describe what you're best at doing? Does it have you written all over it? If not, keep moving. You'll have a better chance at response if you're convinced that you're the right person for the job. So, focus on your niche or niches. What do you know something about? What do you enjoy writing about? An area of expertise is a great thing to have when it comes to copywriting. Your Application is Your Audition But before we get to that, pay close attention to the source of the ad. Is there a company name? If not, don't bother. Ads like these are almost always scams, so ignore them. But if you see an ad you like and there's a company name displayed, do your research before responding. Companies who are transparent in their hiring practices appreciate applicants who check them out. It narrows down their search, which saves them time and money. Have a look around their website. What is the copy like? What's the style and tone? Try to duplicate this in your response to their ad. This will put you at the head of the pack of other applicants. Many online writers don't have any concept of how important their responses to job ads are and end up sending something like this: "Hello: I saw your ad and would like to apply. I'm a competent writer. Regards…" No. Just no. This is an example of a lazy, disinterested, disengaged application and it's going in the circular file. But your response will have taken into consideration the style and tone of the prospective employer's online materials. That gets people's attention. And first impressions are lasting impressions, especially in the world of copywriting. Tell Them Why You're Special Let your personality shine through in whatever you're sending them. Tell them why you're the right person for the job. Tell them you have expertise in their niche. When you know something about the industry the company's in via your personal experience, that sets you apart from other applicants – and it gives the company a head start. Hiring a copywriter who's already well-versed in their niche is golden. Resumes – a Big Red Flag Well-established, big-name companies are not going to ask for a resume. In my experience,

companies asking for resumes are usually start-ups offering lower pay. But the higher-level players know that your resume isn't half as interesting as your portfolio. They want to see that you're up to the job, and your writing is how you demonstrate that you are. And as I've tried to point out in my recommendations about online job boards, they're a mixed bag. Like copy mills, they have a place in your life when you're a beginning writer. You'll gain valuable experience, build your portfolio, and demonstrate your ability to be consistent, professional, and on time with assignments. But there comes a time in everyone's life to grow up, and that includes copywriters. So, let's talk about finding work in other, more proactive ways.

Marketing Yourself It may or may not be a stretch to say that most writers are introverts by nature. But I'm going to say it anyway – we're not much for selling ourselves. And that's a mistake when it comes to becoming a successful online copywriter. We can settle for the low-paying gigs, squeezing out a living one blog post at a time, or we can take the marketing bull by the horns and get out there. Just like in the real world, good jobs are rarely advertised. You need to lift up some rocks to find them. Prospecting new clients isn't as scary as it sounds, either. And some of this is downright easy! •

Set up a Twitter account and use it exclusively as the face of your copywriting business. Engage with other writers, share blog posts, and reach out to prospects.

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Have a blog that talks about what you do. Offer insights into the life of a copywriter – problems, challenges, victories, and disappointments. Keep on topic and share your posts on Twitter.

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Quality networking events allow you to engage with principles from a wide variety of businesses. For example, the Chamber of Commerce usually holds "Chamber Connect" events in all the cities they're based in. This introduces you to the movers and shakers of your local area, including politicians, who also need copywriters.

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Set up a website where you can post your portfolio, your blog posts, and other items concerned with your business. You may even want to sell a humorous t-shirt! But whatever you do, don't fall into the hackneyed trap of telling visitors why they need your services, at boring, mind-numbing length. Be succinct in this respect and rather than tell them why they need you – if they're there, they already know – tell them why they should hire you. Show them with your portfolio and the crisp content offered on your site.

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Sending a newsletter to current customers and prospects is another way to reach out and to keep in touch. Pretty hard to forget you're there when your newsletter lands in their inbox every month.

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Cold calling ad and marketing agencies is another tool in a copywriter's toolbox. Write a script, but keep it friendly. Don't sound like you're reading a script, but know what you're going to say and who you're going to ask to speak to.

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Try a combination of marketing techniques to find the channels which are most beneficial to your business. And network with other freelancers. What if you have a client that needs graphics? Knowing a few freelance graphic artists might be helpful and strategic, right? Same with web developers. Gather a community around yourself that's similarly engaged and draw strength, inspiration, and added value.

And don't stick your nose up at other copywriters. You can help each other with leads and excess work. •

Open a LinkedIn profile. You can advertise here, share posts and other information, and network with business people who need copywriters. Follow up on people who view your profile, start conversations, and get your name and face out there.

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Build relationships as a way of life. Relationships are informal networks, and you never know when they'll bear professional fruit, so nurture them.

There are so many ways to market yourself in the online world; it all depends on your temperament and your way of doing things. But don't fret about making the wrong move. Just make a move – any move that markets your work. No one is going to do it for you. And if you do it well, you'll be able to kiss your incessant scrolling for job postings goodbye soon. Instead, you'll be the copywriter with clients aplenty and great prospects coming at you. Just know yourself. Be aware that this is about marketing your services, so remember that every word you write matters. This is your career, so make marketing yourself a priority. I know that's tough when you're trying to make a living. Still, you can make a much better living by marketing strategically, developing your contacts, and getting your name out into the part of the world most interested in what you have to offer.

Conclusion

So, here we are. Are you ready to start your copywriting career? If so, I'm happy for you and wish you all the best. For those who've read through and are not convinced that copywriting is for them, thank for being honest with yourselves. But here's the thing – the only way to know is to try. Nobody ever accomplished anything by not even trying. If you fail, you've learned something, right? That's the truth about everything in life. And remember – failure is a teacher. It will tell you something important about yourself, your aptitudes, and what you really want. I hope I've been able to share with you the realities of copywriting and how special a niche it is. In this book, you've heard from some of the greats, gotten some key tips, and learned a little about the way copywriting fits into the online world. If you're ready to dive in, you know where to go to do it. Following this brief conclusion is a resources section, with plenty of information about copywriting, writing in general, and where to find the writings of some of history's greatest copywriters. I hope it will serve as a resource you'll continue using as you move forward with your career. Remember, friends – the world is full of opportunities. It's also full of copywriters these days. So, while you may be the reincarnation of Ernest Hemingway, or the next, undiscovered David Ogilvy – or Don Draper – you are diving into a sector that's a mixed bag. There are great writers out there – really great writers. You may be one of them or you may not be. But if this is what you're going to do to make a living, then understand that you're one among many. All the talent in the world won't cover a lack of professionalism or a stubborn disinterest in being the best possible copywriter you can be. So, be the total package. That is my best advice for you. You could be Don Draper, but if you're unwilling to present your work as a professional service, then you're going nowhere. Be aware that what really counts, in the end, is your ability to create the kind of copy your clients want. Sure. But if you're not willing to honor deadlines and to be the biddable professional everyone wants to work with, it's not going to happen. I hope you've enjoyed this book and what I've offered here for new copywriters. You now have a foundation to build on. Now, get yourself out there. Get to work and be the best copywriter you can be. Don't settle for second best. As the Father of Advertising says, "Aim it out of the ballpark!"

RESOURCES

Here are some great resources for you to draw on, as you start your copywriting career. When I started, I didn’t have a book like this. I just dove in with both feet! I hope this section will help you find your way forward. The Ultimate Guide to No-Pain Copywriting – offered by Copyhackers. Learn how to write effective copy using formulas. The Landing Page Copywriting Blueprint is a terrific resource for beginning copywriters. It removes guesswork and replaces it with an easy to follow framework. While this resource is as dry as a bone, a Quick Course on Effective Website Copywriting will help you understand what’s required. 52 Headline Hacks is something you’ll have to buy but google the author, Jon Morrow, and see how he does things at his blog. Quite masterful and you’ll learn a lot. A raft of copywriting templates to get you started and make the whole thing easier! Confessions of an Advertising Man by David Ogilvy should be in every copywriter’s library. So, here’s a free PDF! Rudolf Flesch’s the Art of Plain Talk is an ode to the use of plain language in communication – and copywriting is communication! I wish I could give it to you for free! Eugene Schwartz’s Breakthrough Advertising is a seminal text about copywriting from one of the most accomplished practitioners of the form. Worth the price of admission. Same deal with Joe Sugarman’s Adweek Copywriting Book. I can’t give you this as a freebie but believe me, this book is worth the money. The last part of this resources section is dedicated to reputable sources of online work for copywriters. (REMINDER: Craigslist is not all bad. It is, however, mostly bad. So, have an occasional scroll through. You may find a rare gem in the insanity that Craigslist has earned a reputation for. It doesn’t hurt to stick your head in the door every now and again). Contena Copypress NewsCred SmartBug Media nDash

COPYWRITING Simple and Effective Strategies of Copywriting that Sells

MARC ROBERTS

Introduction

The whole point of business is to make money. A lot of businesses could do a lot better than they already do if they had this one important element locked down: The art of copywriting. Copywriting, you could say, is the key that unlocks the wallets of your would-be customers. It's what gets them to decide that your product is all that matters, and everyone else's is a sham — even when your product is really not all that different from what's out there. With copywriting, many multi-million dollar companies have been created. The sad thing is a lot of companies and entrepreneurs don't pay as much attention to copy as they should. They think of it as a small, inconsequential aspect of doing business when in all honesty, a copy is the business's lifeblood. Another great thing about copy is that it allows you to turn your ideas into something solid that brings you income steadily. Whatever it is you're passionate about, you can simply use copywriting to make it feed your bank account swollen. What is copywriting, anyway? As the great John E. Kennedy described advertising, it's "salesmanship in print." In other words, it's all about the selling and marketing processes that exist, put into word format. Copywriting, like advertising, is salesmanship, printed — whether it's on actual paper, or on the internet. Copywriting is indeed one of the most valuable skills you could ever possibly learn. Ask the internet millionaire if she'll tell you the truth. She'd say that it's not just about having a good product, and it's not just about being able to send traffic to that product. She'd tell you that it's not necessarily about the email campaigns, or the partners that she works with. She'd tell you that the secret to her success is copywriting. A lot of businesses on the internet thrive on a great copy. That's what this book is going to show you how to write so that you, too, can get your big, fat slice of the pie. Do not underestimate the power of great copywriting. It can set you up for life if you learn and apply the simple and effective strategies in this book. In this book, you will learn the secrets to writing great copy. You will also know how to apply the skills you acquire to your own line of business, whatever it may be. The things you're about to read in this book would cost you lots of time and money if you sought to learn them with no guidance. So, the fact that you've chosen to get this book is the best investment you'll ever have made. Considering the returns that could be yours, if you took action on this content, it's a steal. With the golden wisdom in this book, you will be able to easily and effortlessly bring in more sales, no matter the business you're writing copy for. Not only that, but you will also be able to significantly decrease the amount of money you'd have had to spend on advertising. This is no exaggeration. Before beginning business, every entrepreneur owes it to themselves to learn how to write copy that works. It only makes sense to first learn to sell before you try to sell.

To be very clear, this book in no way is trying to make copywriting out to be some scheme to get you millions of dollars by tomorrow. I can assure you, though, that once you master this skill, you will have no trouble at all generating income at will, from wherever you are, all in a day's work. It's a skill that could have you retiring early, so you can focus on the things that matter to you the most. Most marketers make the silly mistake of chasing the latest system or trying to have the fanciest website, or the best packaging for their product, thinking this is what makes sales. That's not it. You just need a leg up — and the skill of copywriting will give you exactly that. Before we dive in, here's a fair warning: Everything in here works, and works powerfully. You will find that it's easy for you to have people dancing to whatever tune you play for them. It's on you, dear reader, to use this power responsibly. Use it with the golden rule in mind, and do unto others as you'd have them do unto you. In simpler English: If what you're offering will not actually benefit your customers, then please, don't use these persuasive tactics on them. I trust you to use all you learn here with discretion.

Chapter One

The Art of Selling

If you're going to be a great copywriter, then you must know how to make people feel things. When you have this skill, it's easy to print money for yourself. Do it right, and you could never possibly be broke. It's unfortunate, but there is such a thing as a bad copy. There are terrible ad campaigns which fall flat on their face. Some businesses have suffered a terrible loss on account of bad sales copy. The reason this happens is that you can't just write a sales pitch and expect your prospects to act on it. You've got to make that pitch as effective as you can. You want to write stuff that actually has intention and yields results.

What Are You Selling? And Why Should They Buy? These two questions are absolutely key if you're going to write killer copy. You want to figure out what the big idea is about the product or service you're selling. That means actually writing it out in one clear sentence. This big idea is the central theme of your copy, and when you figure it out, then you've done most of the heavy lifting. What should this theme look like? It should have the following elements: The audience Their problem Your product How your product is the solution That would come down to this: [AUDIENCE] can [FIX A PROBLEM] with [PRODUCT] because [HOW IT FIXES THEIR

PROBLEM] Let's look at some concrete examples: Any TRADER can MAKE MORE PIPS with THE EZ TRADE ROBOT because IT MANAGES ALL TRADES FOR YOU. Any MAN can ATTRACT MORE LADIES by using PHEROMONE X because it WORKS TO CREATE CHEMISTRY BETWEEN YOU AND THE FAIRER SEX. OBESE? Get RIPPED AND SHREDDED by following the P60 XTREME WORKOUT ROUTINE, because it TURNS YOUR BODY INTO A FAT INCINERATOR. These are just a few examples. You should ideally continue to sculpt them until they're in a sentence that is short, clear, and unmistakable in meaning.

Principles of Copywriting The art of selling involves using psychological triggers that are universal to us all. Unfortunately, a lot of copy is manipulative, and at times downright malicious. It's a sad state of affairs that there are copywriters who go down this route. Now, make no mistake about it, these techniques work, and work well. Unfortunately, they rely heavily on being manipulative, as they use the psychological triggers I mentioned to bypass logic and get them to whip out their wallets without a second's thought. Their techniques may be very effective, but they're also quite underhanded. You want to come from a place of good intentions. As an ethical copywriter, the goal is to help people take actions that will serve their highest good. This means you have to think of your customer as another valid human being like you are, someone who is trusting you to tell them the truth and steer them away from wrong. You must exude genuine care and love for your prospects and already existing customers.

Parts of Good Copy Your copy has six parts to it. Let's look at each one in detail: Part #1: Mind Your P's The person: This is your audience. It's the customer or prospect that you are addressing. The problem: This is whatever issue your audience is hoping to solve. The pain: This is the trouble and hurt they go through on account of the issue they're dealing with. What you want to do is go into detail about their problem. If you can nail their problem, talking about it in ways that they can really connect with, then they will begin to assume that there is a solution, and chances are you have it. You want to make sure you're using the actual words they would use when talking about this big problem they'd like to get rid of.

Say you're writing about forex trading, then you might start off talking about their present problem like this: You've signed up with every trading "guru" you thought could save you spending thousands of dollars on their "holy grail" courses. You've spent even more on trading signals, only to have them bleed your account dry. You've learned strategy after strategy, combed through every forum for what might be the perfect system for you, but the truth is you can't make profits, no matter what you do. You barely make any pips, let alone remain at a break-even. You feel like no matter what you do; the markets will beat you black and blue, all day, every day. To be very clear, there is no judgment here. You're only telling them what it is they're going through to demonstrate that you do indeed get where they're coming from. You know what it's like. You're simply giving voice to the thoughts they already have. Write a copy like you've had an actual conversation. Speak to your audience. Give them a name in your head. Even better, give them a whole persona, whether it's someone you actually know or one you make up. Uncover the problem they're dealing with that they'd like to be gone. Connect that problem to the pain that they feel because of it. Remember, feelings matter. You've got to feel their pain before you begin to write a word. Then, as you write, feel the excitement and relief from knowing there is indeed a fix. Part #2: Consequences and Dreams Now, you've talked about their pain. It's not enough. You need to take things up a notch by making the consequences of leaving the issue unsolved clear, and also talking about their future dreams. It's not enough to just show that you empathize. Remember, you want them to take action. Highlighting the consequences of inaction and the possibilities of realizing their dreams is how you sell them. You must realize that there is a logic to the sequence of emotions in writing copy. If you want them to buy into the dream, you must first paint them a picture of what life is like without the fulfillment of the dream. Put differently; you're establishing just cause in their minds for why they need to get the product you're offering. You're also priming them to want the answer you've got to their problem, versus go off somewhere else looking for the fix. If you really want to nail your prospects, then you must put an actual price tag on what they stand to lose if they let the solution you're offering pass them by. Do this whenever the opportunity presents itself. Working with our forex copy, you could write something like this: How much money do you make from trading each month? Write that down. Also, note down how much you'd actually prefer to make each month. Assuming you make only $200 a month, and what you'd prefer is to make $2,000 monthly from trading, then you've got to cover ground worth $1,800. In other words, you're leaving $1,800 on the table each month. To put that in perspective, that's $21,600 you're missing out on, each year. Paint a very clear picture in their minds about what it would mean if they did nothing about their

problem. Put a price tag to the cost of their inaction. Part #3: A Tale of Happy Endings… And How they Happened After blowing up the problem and the stakes of not fixing it, and after letting them know what their life could be like, then you need to let them know how this issue can be fixed. In other words, you tell a story, which will depend on the situation you're working with and the audience you're addressing. You could talk about how a friend or a client was able to use that system and put it to work. Or, you could talk about how you, personally, handled the issue. You can't simply describe the answer. It's got to be more than that. You can't just say, "James finally figured out the answer." You'd have a much more powerful impact if you said, "James was sick and tired of living. He was so close to giving up on everything because he had mortgaged his house and car so he could take up trading, and yet, he'd lost it all. His wife, who had faithfully encouraged him and stood by his side all through the ups and downs of trading, was starting to give up on him. He had a two-month-old boy to take care of as well and wasn't sure if he could be the provider he needed to be for much longer. Desperate, James decided to try one last thing to save himself from being on the brink of losing it all." To be very clear, it would be best for your stories to be honest, not fictitious. Please, don't ever fabricate. Even when you think you have no stories to tell, the honest truth is there most likely is one, and you just haven't really dug deep enough. Part #4: Change and Claim No matter what you're selling, there's only one reason people are buying: The change that comes with getting whatever it is you're offering. When someone buys a weight loss program, they're not thinking, "Wow, I really would like to run into someone who sells weight loss programs." What they think when they buy your stuff is, "Man, I can't wait to see how shredded I become after using this." In other words, what they're really buying is the promise of change. Now you know what they're buying. But you're going to need more than that. You need to have testimonials or claims to back up the promise. Seeing actual stories of those who have used the product you're selling, where they got the change they had hoped to get from your product, is powerful. It is far more powerful than simply talking about the features or benefits. The most successful ads are those that are packed with testimonials. When you offer your product, you need to have the answers to the questions that your prospects are asking: 1. Have you, the seller, personally benefited from your own product? 2. Have other people been able to achieve the same results with the product you're selling? 3. Can you actually teach them how to get the same results? So when you provide testimonials, they must demonstrate that the answer is yes all the way. Part #5: Making the Offer

The next thing you've got to do is to make it clear what you're selling. In this part of the copy, you're letting them know exactly what they're parting with their dollars to get. The offer matters. After all, you're not just writing an article asking them to have hope that their problem can be solved. You want to get them to take action. Even then, you want to be certain that 80 percent of your copy is all about the change they will experience. In addition to that, you must talk about the method of delivery (email, DVDs, the course topics, and so on). However, do not spend more than 20 percent of your copy talking about this. As you discuss the deliverables within the offer part of your copy, you have to continue to call back to the change and benefits that they stand to receive as a buyer. So, rather than let them know that they're going to get a book of 10 chapters, each covering a different aspect of trading, it would be much better to write that they're getting "10 chapters, each packed with revolutionary, trading tips that will help them have precision-entry trades to get the maximum profits they really want. Part #6: Seeking a Response For some reason, many copywriters do not nail this bit of the copy. This has to be strong. You're basically telling the prospect to become a paying customer. This is not the time to be "bashful" because it's money. You must be brave and let the customer know exactly what they should do to get their hands on whatever it is you're selling them. Remind them of the reason it's absolutely necessary that they get your product or service. Here's what this part of the copy would look like: You've come to the fork in the road. You have two options. You could continue to do the same thing you've always been doing, or you could choose to go down the path that isn't as well traveled. The first path is easy, familiar, comforting. It's also not going to give you anything different than what you've always gotten. If you like the results you've always had, then there's no need to change anything. However, if you're ready for something more, something different and better than all you've experienced; if you're ready to take your finances to the next level, to take it where you want it to go, then you've got to adjust your feet and point them toward that less-traveled path. You've got to think differently and act differently, to get a result that's not only different from what you've always received but BETTER. You'll notice that the copy above was a tad general. Now, it's time to get really direct about what I want them to do. That would look like this: Click the BUY button below, fill in your details, and we will ship your very own package over to you. This package has all you need to become a profitable trader. Do not be afraid of coming on strong this way. Think about your favorite restaurant. Imagine you're inviting a friend who's never been there to try their cuisine. You'd be firm in your assertion that no one makes better steak than your restaurant. You know it because you believe in it, and you've had a personal experience. When you believe in what you're selling, you'll have no issues being clear in directing your audience to take action, buy the course, order the workout program, or whatever. You may think

you're doing them a favor by being gentle in your approach, but you aren't.

Next Steps You now have a skeleton that you can flesh out with your copy. If you want to do this right, do not deviate from any of the tips I've offered you. When you read through your copy, making sure that you've hit all the right notes, you will inevitably have more sales, and your customers will always be glad they got whatever you asked them to. Here's a quick recap: 1. Address the person, talk about their problem, verbalize their pain. 2. Really lean on the pain by explaining how terrible it would be if they didn't fix their problem. 3. Tell a story of someone like them who was able to fix that same problem using the solution you've got. 4. Make it clear the change that would be theirs if they use your service or product to fix their problem. 5. Make your offer, where you state what are selling, and, more importantly, how it will change their lives. 6. Give them a call-to-action, where you ask your prospect to buy, and give them clear instructions on what to do next to get your product.

Chapter Two

The Art of the Sales Letter

Every day, there are millions of people who spend lots of money each day. By lots, I mean billions. In other words, every day on the internet, there's money flying around, and it's even easier these days to start a business. The world is now a global village. It doesn't matter if you're in Tennessee or Timbuktu, you can do business from wherever you are, with whoever you want. In other words, you can easily get rich on the internet — theoretically. Why only in theory? Because today's customers are much more sophisticated, and they have options. Simply assuming people will beat a path to your door because you have a product they need is not a sound strategy.

Why Online Marketing Fails So you've got a wonderful idea for a product you're selling, or a service you're offering. You've gone in-depth in planning, and you've also got a website all set. Now, all you have to do is wait for the calls to come through, and in no time, you'll be all out of stock. Right? Wrong. The reason your website is not working is not that it's not pretty enough, or that it ends with an xyz. It's because you have not addressed the words on the page. It doesn't matter how many bells and whistles you tack on to your site if you haven't made a single sale. In fact, I bet you that you could set up a boring website, with no colors other than black and white, and with the right ad copy, you would bring in far more sales than those overly complex, beautifully useless websites

out there with all the colors and the trappings. You may have noticed that I mention "ads," even though this is a copywriting book. Ads are not necessarily only on radio, television, or in print. They're also more than just the banners and popups that come up as you surf the internet. To put this all in the proper context, we're talking about websites that are for the specific purpose of making sales. These are referred to as sales letter websites, and they're exactly what they sound like. As a direct response marketer, the sales letter is the best tool to help you make sales. Whether it's an actual website, an email, a Facebook ad, as long as we're talking about writing to make sales, you're still talking about copywriting, and all these forms are ads. There may be differences in execution, but they all share the same fundamentals.

The Sales Letter It all comes down to words. Specifically, it all comes down to the words in your sales letter. The sales letter is what makes the prospect decide to become a paying customer… Or not. Before we go any further, let's define the sales letter. Back in the day, it was literally a letter, often sent using snail mail. The whole goal behind mailing the sales letter to the customer was to get a direct response from them. Sure, most sales letters are online now, but the idea behind them is still the same, decades after.

The 15 Elements of the Sales Letter There's a certain way to go about constructing your sales letter, certain elements that absolutely must not be ignored as you write your copy. Each element conforms to the parts of good copy, which we talked about in the first chapter. We're diving into them right now. 1.

The Pre-Heading. Also known as the sales letter's "eyebrow," you'll find it up and to the left of a good sales letter. The idea is to grab their attention fast. It could literally be something like, "Attention, Screenwriters!" Anyone who's a screenwriter would definitely pause whatever they're doing to get the gist of what you're trying to say. In other words, you use the pre-heading to trigger the question that we all ask ourselves when someone's about to make us an offer: What's in it for me? No matter what, a good pre-heading will always grab the attention of your audience, no matter what you're offering. If you're selling a makeup product, "Attention Makeup Lovers!" or "Attention Makeup Artists!" will grab the attention of those who love makeup. If you're advertising to parents of kids dealing with autism, you could write, "Attention, Parents of Autistic Kids!" You are basically giving the audience a sense of belonging by tagging them with an identity, and you're also saying since you belong in this group, you definitely need to pay attention because this information matters to YOU.

2.

The Headline. The goal of the headline is to lead the prospect to read your copy's next sentence. Hopefully, you understand just how important this is. What the research on this shows is that you've only got about two whole seconds to sink your hooks into the minds of whoever is reading the copy you've written. Those two measly seconds are all you're

going to get to encourage them to either keep reading or forget about it and click the close button. You need to do a really good job with the headline. Here's a twist on a classic headline that worked wonders: "They All Laughed When I Got Up on the Stage. But When I Started to Dance…" 3.

The Deck Copy. Don't confuse this with the sub-heading, which we're going to discuss in a bit. The deck copy is usually right after your headline, beneath it. This copy is typically set differently from the rest of the copy. You'll find that it's usually bold and in black type. It's the part of the sales letter that comes right after the headline and right before the actual beginning of your sales copy. Here's what it looks like:

Discover on this page… The Forex Trader's Deathtrap: Why your "guru" and trading system have been unable to make you profitable. The Critical "Risk-Reward Ratio" Myth: Why you don't need that "perfect ratio" to unlock forex trading profits… YOURS 100% FREE ___________________________________________________ — Limited Access to a Lifechanging Training Series: I'm joining forces with 5 other expert forex traders who make REAL money exclusively from trading currencies to blow your forex trading problems wide open and show you how to join the special 10% of forex traders who are SUCCESSFUL. — I should also say this training is TOTALLY and COMPLETELY FREE. So, here's the point of your deck copy: It's got to fortify the effect of your headline, and also give a lot more info on what the headline was really about. This way, you can drum up even more interest and curiosity in what you have to say. 4.

The Lead. You'll find the lead right at the start of the actual body of your sales letter. You know, that bit right after, "Dear Insert-First-Name-Here." The lead can range from a single paragraph to several. It could either be a story that's meant to persuade the reader to think about things the way you want them to or it could be an "if, then" statement. The lead helps to further define who the letter is written to, and this way, you can focus on those to whom the subject matter would matter the most. Let's look at a great example of a lead: "If you've struggled for years to make money from trading forex, if you've tried every trading strategy and system under the sun, if you've gone from guru to guru, thinking you've found 'The One' only to have your hopes and dreams dashed against the jagged, merciless rocks of hit stop losses and an equity curve with a decline steeper than the steepest mountains known to man, then you're about to read the one letter you've waited for your entire life. Here's why…"

Notice how strong it is. Notice how it clearly demonstrates who the letter is really for. Notice how it implies that no matter what you've tried in the past, reading this letter is about to help the failing trader solve all their problems, or at least put them on the path to becoming profitable. 5.

The Body. The body is what makes up the largest part of your sales letter. It has certain elements that much never, ever be missing, if you want to be successful at copywriting. Now, when you write the body, you're not just spit-balling. The assumption is that you should have done your homework, meaning the required research on basic things you should know before you begin writing copy for your ad. One great way to do research is, wouldn't you know it, using Google! Specifically, you should look up information on your product, then look up information on your target audience. You should think about the keywords that your audience would search for. Are they forex traders? Then look up such things as "forex trader," "forex trading systems," "forex strategies," and so on. If they love cats, then you can look up all keywords related to cats. Basically, take time out to consider the kind of stuff your audience searches for on the net. Look up the problems and pain they have to go through. Step into their shoes and assume the character of a loving, worried cat lover, or a frustrated trader who's about to throw in the towel.

You could also do research by thinking about the most generic phrases and terms that describe the category of product you're trying to sell, and then simply search those phrases and terms along with the word "forum" or "group." This way, you'll find communities of people who are actually interested in what you're offering. You can hang around and read through the threads to get a feel for what they want. Pay particular attention to recurring topics or questions. Whenever you find a webinar on the topic you're interested in, be sure to get in on it. Pay attention to the questions that the audience asks the host. You could also attend actual seminars, which are even better because you can talk to the people there in person. The subject need not be about your product. In fact, don't talk about it. Instead, focus on the problems that the attendees have. Stay till the end so you can mine some gold from the Q&A sessions of the seminars. Write down every question asked, and then go over them to help you understand how to promote the product you're offering, or how to create a product if that's your line of business as well. 6.

The Subheadings. Think of these like little headlines, which serve to break up your sales letter into major sections. The point of the subheadings or subheads is to take your reader by the hand and then guide them through the whole copy so that they can get what your message is about at a glance. The reason for this is simple.

When people first come across your sales letter, they don't just get right into reading. They try to get the gist of the matter. The whole point of the subheads is to get them convinced that they want to read. So here's what typically happens when someone comes in contact with your copy. First, they'll take a look at your headline, and that can help them figure out whether or not they should close the page or keep reading. Right after you've successfully grabbed their attention with the headline, and once they've decided it might be worth their time, they're going to first skim through your letter to see if there's anything particularly of interest of value to them. Then, they will scan through all subheadings, so that they can get the basic idea behind what you're saying. They'll scroll down

while skimming through your letter, scanning for what is of interest to them. As they do this, you'll be able to capture their interest and attention. This will then drive them back to the start of your letter, so they can really read through. Another thing to note is that no one believes anything the first time they come across it. Your job description then is to get rid of their skepticism and their disbelief. You do this by telling them a story you know they can relate to, one that they're very keen to hear. Does this sound dirty? Well, it isn't. There's a fine line between persuasion and manipulation. When you're manipulating people, you're trying to get them to do stuff they don't actually want to, and that isn't going to serve them. When you're persuading them, you're getting them to do things that would actually benefit them. Write copy with the intent to persuade, and not manipulate. Take a moment to think about the way that you've related to copy you've seen, and you'll notice that you don't jump right into reading. You never do. You scan and skim through first, looking to see if this is something you should devote your time to. You want to know if this product or service will actually give you some benefit or the transformation you desire. Well, it's the same experience with your audience. They want to be certain your offer will actually solve their problem. Once you can help them overcome every fear and objection to getting your product, then you can move on to getting them to make a purchase. The subheadings are what help to make that process easier. Heck, some prospects can be sold based on really good subheadings alone. 7.

Rapport establishment. If you want to make sales and be in the business of selling for a long time, then you cannot discount the importance of building rapport. So what is it about other people that make us like them? First, we like people who are just like us. Second, we like people who we aspire to be like. Finally, we like people who like us back. Use this knowledge to establish rapport. It's how you make the reader feel like you truly understand them, and more than that, you value them. How do you do that with your copy? "If you've ever wondered — like the best traders I know — if the surefire way to get exceptional trading results is to figure it out for yourself, you now know for a FACT that it's true."

When you establish rapport, the reader knows that you actually do feel their pain. They know that you have actually lived through a challenge like the one they're facing, and they know that you get their problems. Rapport is about trying to understand the reader, and making that a priority before getting them to understand you. It's not with the intent to manipulate, although shadier copywriters have gone down that path. Again, understand that what you're learning in this book is powerful and works all the time, because it's all down to the psychology of human behavior. So you must be certain that you only use this knowledge for good. Never write a copy if it does not serve the best interests of the audience. Use the power of rapport with caution. 8.

The Bullet Points. Bullet points let the reader know all the benefits offered by your service or product in a single, brief sentence. It's not the part of a copy that tells you how

you get the benefits. It just lets you know what you stand to gain. Bullet points are literal bullet points on a sales letter. They're part of the content your reader will scan through, before deciding to start from the top. Typically, bullet points have a lot of white space, making them easy on the eye. If you want potent bullet points, then you should keep them short and sweet, so they pack a punch and give a lot of information super quick. The most high-converting copy usually has a lot of bullet points. That's the kind of copy that racks up the number of sales, so you should be generous in your use on bullet points. We're going to get into more detail later, but here's an example for you to chew on: My ridiculously easy secret for making more pips in a week than most people do in a year. Here's what you'll learn: The secret trigger candle for zero-drawdown trades. 3 powerful steps to money management for insane profits. Plus, 5 exit rules to help you keep the pips you make and not give them all back. The entire point of bullet points is to make people curious. You want them curious enough to want to find out more about what you're offering. Sometimes, all it takes is one item on the bullet point list to make the reader whip out their card and pay for your service or product. 9.

The cred. Or, credibility. Classically, this bit of the copy is the part that usually goes, "Who am I, and why should you pay attention to me?" You may have seen this in way too many letters, but it's there for a reason: It works. You can't expect your prospects to buy from someone they neither know nor have ever met, over the internet, sight unseen — not if the person in question has not established some credibility. People have two emotions primarily about money: Fear and greed. When it comes to giving out their credit card information, of course, they're going to worry. People are also understandably private about their contact information, whether it's email or phone. They're worried you'll sell their info. They're worried that you're actually going to scam them of their hard-earned money. The only way you can ease these worries and fears is by establishing credibility. When you do this, you've basically answered the question they may or may not be aware they're asking: "Why should I take this person seriously?"

10. The verification or testimonials. You could call this the testimonials section. It's not enough for the chef to taste her own sauce and pronounce it amazing. Someone else who's not emotionally connected to the dish and who has nothing to gain from giving anything short of an honest opinion should be the person who says what the sauce really tastes like. It's the same thing when it comes to sales. Some people only need to know that there are others just like them who have actually gotten the results that you promise. These people cannot be your mom or uncle or cousin. It's got to be a third party, who has actually used the service or product and loves it so much that they don't mind giving you an endorsement. While we're on this subject, I want to point out that you'll have a much better effect on your prospects when you use the full names of past clients and not just initials. Psychologically, the full name has more weight and grants more "realness" to the person testifying. If you really want to have an impact, you can get video testimonials —

genuine ones, please. Don't hire an actor, or you'll ruin your credibility. But you'd be hard-pressed to find a reader who a video testimonial wouldn't appeal to. Another thing you could do is get a photo instead. Preferably a real, candid one. You don't want to go put them in a studio and airbrush the photos to perfection, because you want it clear that these are real people. If you can, you could get these people to give you their full name, website, and cell number. You'll probably find it difficult to get someone willing to use their actual phone number, but when you do, you will make even more sales. People might not necessarily call the number to verify your claims, but just seeing it there tells them you're transparent, trustworthy, and so certain that others can and will vouch for your service or product. I must address an issue at this point: If you're just beginning, you clearly don't have any testimonials. What do you do then? You can simply use quotes from celebrities or other famous people — as long as you make it totally clear, these people are not actually endorsing the product. If they are, then that's awesome! Make sure that the quotes you use do actually tie into the product or service in question. You can also use quotes from authority sources, like on CNN or BBC. However, make sure that you're not violating the fair use boundaries. Don’t steal other people's work. You can use quotes from people in authority who would persuade your prospects. 11. The Values. In this part of the copy, your job is to justify the reason you think your product is worth investing in. You have to talk about the way your solution will add value to the prospect's life. You want to do this by making it really clear how much of a difference there is between the price of the product, and what they'll be paying to get it. Let's go back to the example where we made it clear to the potential customer that they could be missing out on $21,600 per year. You could further highlight that they could even make a lot more profit, depending on the size of their trading positions and forex accounts. Now, here's where you show value: By revealing the price of your course as just $199. Imagine that! For the price of $199, they could be earning up to $21,600 and more each year. Who wouldn't consider that to be a great bargain? This is how you justify the value of the product. List every benefit they're going to have, and it feels like your product would cost an arm and a leg. Reveal that it's the cost is but a grain of sand compared to the vast billions of grains of sand that make up your product, and you already have them thinking it's a steal. Always aim to show the prospect that what you're offering is easily worth 100 times the price. 12. The risk-free offer. Having followed all the other steps leading to this one, you want to get rid of any chance that your customer-to-be has lingering doubts about clicking "add to cart." You've got to get rid of the risk factor. One of the ways to do that is to offer a money-back guarantee. Basically, you're saying, "Try before you buy." You could let them try the product or 7 days or 30 days or whatever works for you, and then if they like it, they can begin to pay after the trial period is over. Or, you could have them pay, but offer them ALL of their money back if they don't like it. Now, I must point out that the phrase "100 percent money-back guarantee" has begun to lose meaning to most people, and that's because they've seen that claim a bajillion times in the past. So, your work is to find other means to let them know there's no risk to them trying or buying

your product. You want to take the risk completely off them, and bear it all by yourself instead. Here's a practical example of that: "Go ahead and download my ebook. If you don't like what you read, send me an e-mail at [email protected], and I'll refund all of your money. This is a huge risk I'm taking on. It's not like I can reach into your head and take my book back if you don't like it. Also, other than typing, I have literally zero computer skills, so I can't hack you to get my book back. You could easily just download the book and then ask for a refund and totally rip me off. But I'm cheesing to trust that you're a stand-up person, and you wouldn't do scummy things like that to anyone." You've successfully let them know they have no risk at all to deal with. They don't have to worry about losing their money. Granted, some people will take advantage of you, but for the most part, time and experience have shown me that people want to be honest and do good. Rather than just type the words "100 percent money-back guarantee," describing clearly where the risk is using more words is a clear way to reassure the prospect of their decision. You've taken away one of the biggest things that often holds one back from making sales. 13. The Bonuses. Your bonus has to be a gift that is connected to the product or service you're offering, and ups the value of your product in general. It is important that your bonus be completely unexpected. You may already know how important and unavoidable bonuses are in a sales letter, but you probably don't realize that the general masses aren't as bonus-weary as you are. They are usually pleasantly surprised. If you're selling a weight loss product on how to get shredded in 30 days, then at the end of the sales letter you offer them a free, easy meal plan or workout program that they can have free of charge if they ordered right away, you'd have a lot more sales. You let them know that this workout program or meal plan is worth $22, but you're letting them have it for free. That's the trick to great bonuses: Give them a price tag, but let them know it's totally free with their order if they order while the product is available. Some copywriters will mention bonuses that have nothing to do with the product or service they're offering, and that is a terrible mistake because the bonus does nothing to up the value of the offer. The bonus is another part of the copy that can turn a prospect from cold to a red hot and willing buyer. 14. The Explicit Offer. This is also called the "Call to Action." This is where you flat out ask for your prospect's order, and then tell them what to do. You let them know, "Here's the nitty-gritty of what I'm offering you, and here's what you've got to do to get it. Fill out this form and order now,"' or "Click here to order now," or "Order your copy of Insanity Max 30 now" or "Download this product right away," or "Get Unrestricted Access, Now." It doesn't matter how you phrase it. The point is that you've made all your arguments for the product, backed it up with testimonials, taken on all the risk, and now it's time for them to buy. As it happens, a lot of salespeople get shy about asking for the order. They get shy about landing the sale. This doesn't just happen when it comes to copy, but in real-life situations as well. If you do not ask for the sale, then you are not going to get it, no matter how great the rest of your copy is.

15. The P.S. No, not PlayStation. And whatever you do, take this one seriously. It might seem a little like overkill when you read some newsletters or sales letters that go from P.S. to P.P.P.P.P.P.P.P.P.S. That is NOT what I'm asking you to do here. You don't need more than three — and you don't have to even use up to three. You could just use one, and it would be okay. So why does this part of the copy matter, again? Remember that no one sees copy and just dives into reading the whole thing. They start by scrolling, scanning through, skimming from top to bottom, not really reading. When they get to the end, they're looking to see what you're offering exactly, and how much it's going to cost them. They already know that this is going to be somewhere at the bottom of the page. This is why you've got to have a good P.S., one that will summarize your whole offer in a sentence. You can mention the benefit your offer has, and the benefit of ordering right away. Here's an example: "P.S. It's now or never. The cold, brutal forex markets will continue to eat away at your equity till you have nothing left to give. Are you ready to change that? Your chance to make the money that has eluded you this whole time is here. Are you going to take it? Are you going to take action? CLICK HERE TO MAKE PROFITS NOW."

Quick Recap 1. The pre-heading grabs the attention of your perfect prospect. 2. The headline is the ad's ad, designed to lead the reader through the rest of the copy. 3. The deck copy is to make sure the headline's idea packs a punch and makes the reader even more curious. 4. The lead is to let the reader know who the letter is addressed to, and what benefits could be theirs by reading it. 5. The body makes up most of your text, and it is made up of all the other parts of the copy listed below. 6. The subheadings are to split up the copy, like mini headlines, and to give the skimmer reason to settle down to read the whole copy. 7. The rapport establishment bit involves you letting the reader know you know them, and you are intimately familiar with their problem and the pain it causes them. 8. The bullet points are basically really short statements that make the reader even more curious about your offer. 9. The cred building part is where you answer the unasked questions, "Who are you, and why should I listen to you?" 10.

The verification or testimonials are third-party, independent attestations to the fact that your service or product really does deliver on its promises.

11.

The values section is the bit where you clearly state the value of your product

and demonstrate a favorable contrast to its price. 12.

The risk-free offer is where you get rid of the fear that holds your prospect back from making an order and takes it all on yourself.

13.

The bonuses section is where you give them surprise gifts that are connected to your offer, and raise its value significantly.

14.

The call to action or explicit offer is you asking for the order, and telling the reader what to do.

15.

The P.S. section is where you give a summary of the chief benefits your readers stand to gain from getting your product.

Chapter Three

Eye Grabbing Headlines

You cannot run away from learning to write headlines. Not just any headlines. The kind that reaches into the reader's eye sockets and grabs the eyeballs with no apology. The kind that makes it difficult for the reader to turn their heads anywhere else but your copy. The headline matters. It does the same thing for your copy that the copy is supposed to do for the product. There are three things your headline must do: 1. Make them stop. It has to make them quit scanning and really connect with the headline. 2. Make them a promise. It doesn't have to be an overt promise. Just one that piques the reader's interest. 3. Make them curious. It's got to make them want to keep reading the rest of the ad. I've seen some really amazing copy fall flat because it had a bland, terrible headline. I've seen lots of really amazing content that should have more reads but never does because the title is a really great and safe alternative to sleeping pills. If you're a content writer, and you've been struggling to get views, then consider that your articles are probably terribly titled. You might think of those titles on YouTube or certain ads as "clickbait" and look down your nose with disgust at them, but they're used because they work.

What Makes a Great Headline?

The headlines in your sales letter work the same way they do in the papers, or at the bottom of the screen during the news. They're supposed to suck you in. However, done wrong, they can push the reader away. In order to do headlines right, there are five qualities every headline you write must-have. Let's dive into them. #1: They must grab attention. The way to do this is to make a promise, generate curiosity, make a claim, or get the reader to respond emotionally. Here are a couple of examples: What Game of Thrones Can Teach You About Making Money. Which of these Seven Terrible Mistakes Do You Make on Your Weight Loss Journey? #2: They must identify and qualify the readers. In other words, you want to pick words that will identify the precise class or set of people that make up your audience. Here are some examples: How New Dropshippers Lose Money, and What to Do to Fix It Top 10 Trading Robots for Forex Scalpers 5 Things Voice Over Artists Can Do to Improve Sound Quality #3: Suck the prospects into reading the body of your copy. The job of the headline is to get them to read the rest of the ad. It's not where you're selling the product. Here are some examples: Does the Government Want You to Be Rich? How to Start A Drop Servicing Business in 3 Days #4: Blow up the Big Idea. You want to find the one benefit that supersedes all others, and then communicate that to your prospects in a way they can connect with. The Law of Attraction Does NOT Work Double Your Trading Profits Instantly #5: Build cred. If you have authority, real or perceived, then you can get the prospect's attention. If you have something that can give your article or sales letter the needed authority, then play it up in your headline. 3-Time World Forex Trading Champion Reveals Secret to Making and Keeping Pips. Harvard Psychologist Demonstrates the Master Key to Winning at Life Dr. Oz HATES the Snake Diet because It Actually Works When you have these five qualities in your headlines, then you will definitely get more traffic, which means more sales. If you use these headlines on your blog, it will get you a lot more engagement as well.

5 Templates to Sky-Rocket Your Sales Today Believe it or not, the business of writing headlines alone is very lucrative. It's a whole job

description, just coming up for catchy titles to everything from products, to copy, to content, to movies. The reason those magazines look incredibly difficult to resist is that a team of highlypaid professionals worked on making headlines that rip your eyes out. This is the same thing that your copy and headlines should do. A good headline could mean a lot more cashola for you — and that's not a bad thing. The best headlines have a pattern to them, or a formula if you will. Here are 5 of those formulas that you could use right now to make people engage with you more and also buy your stuff. #1: How-To. The way this headline works is you have to build it on the key benefit of your product that your prospect really cares about. Examples: How to Lose 2 Pounds A Day How to Rake In More Clients as a Copywriter #2: Reason-Why. This headline packs a punch because it leverages the power of because. Robert Cialdini's research has shown that when you add the word "because" to whatever request you're making, you're more than likely going to get whatever you ask for. Examples: Why Your Conversion Rates Suck, and What to Do About It 5 Reasons You Need to Read This Book to Manifest Faster #3: Transactional. Using this formula in your headline all comes down to the promise. With amazing content, this can work wonderfully well. Here are some examples: Use This Golden Miner Trading Robot for a Week, and Be Thrice As Profitable Give Me 5 Minutes, and I'll Get You More Ghostwriting Clients #4: If-Then. All you have to do with this headline is to make a contrast between something your prospect can easily do, and the benefit or value of your product or service. Examples: If You Can Drag and Drop, You Can Build A Website If You Can Take A Walk, You Can Lose the Gut #5: Probing Question. This headline is about asking questions designed to make your prospects feel a need to know the answer. If they don't find out, they're going to feel uncomfortable. This ensures they'll read your copy. The trick is not to ask flat, dull, yes-or-no questions — otherwise, you might get a flat-out no. "Do You Want to Know My Beauty Secrets?" is not a great question unless you're a celebrity or something. You want to ask a question that tickles the prospect's curious bone. Ask about something relevant to them. Get them curious. Ask them about their problem, pain, or the solution they've only ever dreamed of, and you'll have their attention. What's Your Doctor NOT Telling You About Your Weight? What Would You Do to Get More Subscribers? Do You Wish More Clients Would Work with You?

All of this is some really amazing information on writing headlines. However, the best way to write the best headlines is to spend a lot of time writing the bad stuff. In other words, just write headline after headline for kicks, and you'll start to get a feel for what works well and what doesn't. Practice with headlines for email subject lines, sales letters, blog posts, and anything else out there.

Chapter 4

Money Making Emails

The thing about email is that it's here to stay. And despite the rise of spam, email marketing will continue to be the best way to sell anything and everything — and yes, it's even better than the newer social media platforms in so many regards. An account could be banned, and followers and friends can be lost, but the email remains forever. Provided Gmail, Yahoo, Zoho, and other email service providers don't crash on us, anyway. If you feel like email marketing does not work, then that should be a clue to you that you're doing something very, very wrong, so of course, you will get results you don't like. So pay very close attention to this chapter, and in no time, you'll fall right back in love with email marketing.

Does Email Marketing Really, Truly Work? There are lots of other social media platforms. You've got Twitter, LinkedIn, Facebook, Snapchat, and all sorts of other apps out there. You'd think they'd make the email obsolete, but here's the thing: They can't. Email is here to stay. One of the things you should love about email is its personal nature. I mean, it's perhaps not as personal as receiving a scented letter in the mailbox through actual snail mail, but it's about as personal as we could hope for in this day and age. Email is the way we keep in touch with one another. At least right now. Might this change? Probably, but most certainly not within this decade, or even the next 2, possibly. The great thing about the stuff you're about to learn is that even if email changes into something else, or just totally dies off, you'll still be able to apply the principles you're learning in this book to whatever new form of media comes up in email's place. With email, you can attain impressive results in

sales and marketing. To understand how this is even possible, let's talk about email sequences for a bit. Which Email Sequences Equal Maximum Sales? When you're writing an email to your prospects, you need to know: 1. What sort of email will you be writing? 2. How will you deliver them? I wish I could tell you there's a textbook answer to these questions, but they're really isn't. You won't find a cookie-cutter solution that works for all persons and industries. You need to be willing to go with the flow, and once you have mastered the basics, you can then improvise, and test any and everything different from what you're about to learn here, or from what everyone else is doing. There are three basic kinds of email sequences that you've got to learn. Let's take a look at each one. 1. Live campaign sequences. These are the emails that you send over a period of time, which are all tailored to one particular promotional or sales target. You write these emails in realtime. 2. Automated or scheduled campaign sequences. These are the kind that require autoresponders, which help you set up an email to be sent at set intervals, with no intervention on your part. Some of these sequences are based on time, while others are based on the action taken by the prospect on your website, from placing an order to booking their spot on a webinar. 3. One-off email. You send a message to everyone on your email list for a certain purpose. This email is not automated, and it's not a live sequence either, as it's just the one email. Sometimes, you need a one-off email. Which Sequence is Used When? The Live Campaign Sequence: If you're dealing with a product launch, then you definitely want to work with a live campaign email sequence. The product launch is often a huge deal. You might be working with affiliates or other partners who are also promoting the same product, in which case the goal would be to increase brand awareness. These can have anywhere from 10 to 20 emails, where each email is sent out once a day. Toward the end of the campaign, you might have to send out as many as two emails a day. This campaign is done live because you need to answer questions your prospects have, and you need to make whatever changes your client needs in response to what the competitor is doing, or how the market for your product or service is changing. Another great thing about going live is that you can easily incorporate what's going on in the news or in pop culture at the moment, keeping your content fresh, and mirroring the lives of your prospects.

Live campaigns also work well with promotions, which are not quite as huge as product launches. What you're doing with the promotion is just talking up an existing service or product, or mentioning a new one, or offering a small ticket item. There are no partners. It's just you. Finally, you can use the live campaign sequence to encourage more engagement on your blog or website or social media page. The Automated Campaign Sequence: These aren't happening in real-time. With these, you cannot make any references to what's happening in the now. You also don't respond to emails, since everything is happening without your intervention. A great example of this would be with an onboarding sequence, which is a bunch of emails you script with the intent to get people to relate to your thought process, the way you see the world, and to let them get to like you, and trust you. This sequence could have anywhere from 9 to 30 emails. There's also the pre-event scheduled sequence, with each email crafted to bring your prospects even closer to you. For instance, if you're about to hold a webinar, you could have a sequence that promotes the webinar so that people can sign up for a spot. Once they sign up, they're on your list, and you might decide to send them about 4 to 7 scheduled, pre-webinar emails over the next 4 to 7 days. In these emails, your work is to sell them on why they should sign up, or why they signed up, or why they should get more people to sign up. You're hyping up the benefits of attending the webinar. Logically, it follows that there's a post-event scheduled sequence as well. Say you've held the webinar, and it went great. However, at the end of the webinar, some people on your list didn't purchase what you were offering. Should you simply abandon them? Of course not. What you should do is consider them potential paying customers, and send them a series of emails after the webinar. This email sequence would focus on letting them have a replay of the webinar, or moving them onto a format more suited for them to get into what you and your product are about. You could offer a video download of the webinar. You could offer the contents of the webinar, packaged as an ebook. Don't discount the number of sales you can make from the postevent scheduled sequence. Now, just because you've made the sale doesn't mean you get to leave your customers hanging high and dry. You must have a post-sale scheduled sequence in place as well. With the post-sale sequence, you'll accomplish three things: 1. Remind them of the reason they bought your service or product. 2. Urge them to use the service or product so they can enjoy the benefits. 3. Keep them from asking for a refund. The post-sale scheduled sequence is great because it helps you automatically retain the business of your paying customers. It's basically standing by your customers and not leaving them high and dry. It's reminding them why they bought your stuff, and how it's going to help them. It's taking them by the hand to show them what to do next. When you do this, you're less likely to deal with requests for refunds, and you'll also get the customers to actually gain from using your product and get great testimonials organically as well. You also ensure that they're more than happy to buy from you when you have something new to offer them in the future.

The One-Off Email: This is not written with the intent to get them to sign up for anything. You're not trying to get them to buy anything either. You just use these emails to share some goodwill by giving them free, valuable stuff, whether it's a free course, a book, or a training video that could help them. You could send things that inspire you, hoping it inspires them too. It's all about establishing even deeper bonds between you and your prospect.

22 Ultimate Hacks to Writing Emails that Sizzle and Sell 1.

Choose a good email delivery service. Don't try to be cheap. You need an actual email service that lets you do a lot more than just send out mail. They help you create and manage your lists and emails effectively. These companies will make sure your email doesn't go right to spam, and they also make sure your emails are not violating any spam laws. Check out AWeber, Mail Chimp, InfusionSoft, and others. Check out all the pros and cons, then choose one and stick with it to avoid any hassles with moving to a different provider in the future.

2.

Create lists that are based on permission. You don't want to send out emails asking people to buy stuff without having obtained their permission to advertise to them first. If you do that, you're spamming people. It's not only annoying, but it's also illegal.

3.

Be consistent with sending out your emails to avoid spam reports. I know it may seem like you should do the exact opposite and only mail your list when you feel you have to, but the thing is the more you mail them, he more memorable you become, and the less likely they are to block and report you than if you only ever shoot out an email once every month or so.

4.

Make your site visitors see great reasons to opt-in, and make sure they know exactly what they're going to get. It's not enough to just ask people to sign on to your newsletter. They naturally expect that you will spam them. So what you want to do is give them a really solid reason for why they should sign up. It could be a report, a video, a mini-course, or whatever else of value. Maybe you want to get them to read your newsletter. In this case, as you offer them that premium, or book, or audio, or whatever you're using as a lead magnet for sign-ups, you must let them know they'll be getting a newsletter as well. Let them know what to expect from your newsletter, whether that includes news, special promos, special offers, whatever you want them to know.

5.

Give them an AMAZING reason to deliberately opt-in. Go the extra mile to offer more than whatever the competitor is offering. Give a lead magnet that is just as amazing as someone's actual product.

6.

Robots make the best sales agents. Well, maybe not better than humans, but they can help you send a sequence of emails at whatever time you set, for whatever number of days you set it to go off. This can be really useful when establishing yourself as a brand or an authority through a series of emails.

7.

In each email, give them a link. No, you don't want to ask them to shell out dollars necessarily, but the point I'm making here is you want to get them used to click any link

that's in your email. It might be a link to a free video, a useful blog post, or a funny clip. Not every link has to be your own stuff. Make it so your readers know each time your email comes in; they're going to get something really interesting to click on. When you do send them a link to your service or product page, they will click it as well, since you've got them assuming every link of yours will have value, as always. So what's the sale here? A link they can click on. 8.

Make them want to stay. Just because they signed up to join your mailing list does not mean they will remain there. They might. They might not. They might remain there but never read the emails they get. They might just glance at the popup and delete right away, or move your mail to their archives. Never assume that people are reading your email and get lazy. You'd better make them want to read and make them want to keep reading. This is why your subject line has simply got to pop. You want it to be such a good hook that they have no choice but to open up and see what you're talking about.

9.

Do your promotions with broadcast emails. This is the live email you send out to your list, where you can talk about what's going on in the world right now. When you write this sort of email, it lets your readers know subconsciously that there's a real, live person behind the email. This means your emails are powerful, on account of the real factor and the timeliness of the post.

10. Take advantage of your signature file. Sure, it's not usually read. However, it's there, so use it. You could put a link to your podcast, your website, services, products, or any special deals you have going on. It might not make much of a difference, but chances are you'll have a handful of purchases that happen because of the link in your signature file. Don't discount it, especially if your product or service requires monthly subscriptions. That one person who clicked on your signature file's link will give you 12 times what that product is worth in a year. So, think about that. 11. Have only one goal for each email and one call to action. Some markets send out emails with more than several links to several offers at the same time. They want to kill fifty birds with half of a soggy green pea. That's never going to work, as all it does is confuse the recipient of your emails. When your prospect is confused, they're not going to do anything. If you have too many options available for them to choose from, the sheer will cause them to hit delete and move along. This is why you must make sure your email has only one goal and one very specific call to action. You can have more than one link, but each one had better be for just that one call to action. 12. Know thy goal. Become aware of what response you want the most from your prospects. You should always ask yourself what the one thing you want your prospect to do after they read your email is. Do you want them to click on a link? Do you want them to buy something or take a survey? Do you want to hear back from them? You must know what the key responsibilities you want are before you begin to write your email. 13. Begin each email with a truth that your prospect can confirm and could never deny. This is a potent thing. You want to start off with a truth that you cannot deny. You could start off with the day's date (something that can be configured using your autoresponder). You

could start off by telling them, "This is Jamie Flint, writing to you." Assuming your name is Jamie Flint, that's a fact they cannot argue with. You could write something like, "I know you're probably reading this on your smartphone or tablet or computer right now." Chances are, they are. When you start off with something they cannot help but agree is true, you're priming the prospect psychologically to respond positively to the content of your email. 14. Create personal headlines, build anticipation, and ramp up curiosity. Personal doesn't always mean you've got to insert their first name. It means talking to them about the stuff they were most interested in when they chose to subscribe to your newsletter. You want to talk about the stuff that matters to them. Another thing you should do is to build anticipation. This means, in the past, you've written the most intriguing, interesting emails, that every time they open your message, they expect to get something super interesting, or valuable, or useful. As for curiosity, it's all down to the subject lines you use. You want your reader to wonder what it is you're talking about. You want them to wonder about the new idea or strategy you're offering. You want them to wonder why your email is so urgent that they've got to get to it right now. 15. Have a link in the lead that has your main benefit or promise. Whatever comes up in the preview pane is part of the lead when it comes to email. To be safe, you want to make sure you take advantage of the first sentence, and maybe the second one, by putting a link in them. The reason this works great is that the link is right at the start of the email, so they can see it before they get bored. They don't have to scroll or scan or anything of the sort. They can just get right to it. Please don't just put a link, because it would seem questionable. Preface it with an interesting statement to make them want to click it, or add the link to the said interesting statement. 16. Don't use the formatting for headlines in your subject lines. You can use the same techniques that apply to headlines, but don't format them the same way. In other words, don't use the title case, where all the initial letters of a sentence are capitalized, other than conjunctions and articles. You want to use a normal sentence like you would if you were writing to a friend. Even better, don't bother with punctuation or capitalization in the subject lines, and it will look more like the kind of email you get from a friend. 17. In your email body, you want at least three links that are tied to your call to action. You want the link to be in the lead, in the middle of the body, and in the P.S. section. Please don't go overboard by using 5, 10, 50 links in an email. Three is the sweet spot. If it's a really short email, one will do the trick. 18. Summarize your lead benefit in the P.S. and make sure it has a link as well. Again, the P.S. or "Postscript" can be used tastefully. Your prospects are likely to scroll down to the end of the page to see what you're offering and how much it will cost them, so you might as well have that P.S. in there, with an unmistakable call to action. 19. Make your emails look like they came from a friend. If you've got a friend who always sends you an email with CAPS LETTERS in random places, a logo of their name, and several stock photos of men and women holding money and credit cards while smiling at

you, well, I'd be worried. You want your email to feel like it's from a friend. Skip the bells and whistles. 20. The Zeigarnik Effect is your friend. Thanks to a certain Lithuanian psychologist, Bluma Ziegarnik, we now know there's a phenomenon that has to do with open loops when it comes to the human ability to remember. We always remember stuff that is not yet resolved. It's the same reason that you keep binge-watching shows. Those cliffhangers are basically chock full of unresolved issues that you need to see fixed in the next episode… Only to be replaced by more cliffhangers. The way to replicate this effect in your emails is to tell a story, but don't finish it. Leave the rest of it for your next email. You could wrap up with, "I wish I could wrap up the story, but I can't right now. If you want to know what happened to the arrogant jerk with the gold tooth, you'll have to check out tomorrow's email, where I'll tell you the rest of the story." You could also lead them to the rest of the story on your website, which might have a link to a product or service you're offering. They'll want to know what happened, and they will click on that link. 21. Never read complaint emails. This sounds like terrible advice, so let me clarify. I'm not asking you to completely ignore actual, legit complaints from customers, subscribers, and prospects. You must deal with them instantly. Better yet, you should have someone whose job is to handle those complaints. You don't want to deal with stuff that makes you feel bad, criticizes you to death, or assassinates your character. It's not good for business. You should have those emails read… By someone else. Let this person know to only forward you emails that require your immediate attention, or emails that are positive. Let them do what they need to appease the complainer if they can. If there's a legit criticism, your assistant should be able to let you know using kinder words. The whole point here is to protect your psychology so you can keep churning out emails that make bank. 22. Respect your un-subscribers. Do not try to force people back into getting your emails. Don't get mad because they don't want any more from you. If you try to rope them back in, you give off the impression that you're a very annoying flea that needs to be gotten rid of as soon as possible. The good thing is even if you disregard this advice, all mail service providers will put the unsubscribe link at the bottom of your email. Sometimes, you'll get an angry email from someone who's "sick and tired of your spam." Do NOT respond. No matter how badly you want to. Simply take them off your list, and leave it at that.

Chapter Five

Potent Bullet Points

You cannot ignore bullet points if you want to be a successful copywriter. Unfortunately, most people don't use them as often as they should, which is odd, since they happen to be one of the most persuasive elements of good copy done right. Bullet points are appealing because they're super easy to read. It's easier for the reader to look over your bullet points, understand at a glance what you're offering, and connect it to themselves as they envision what it would be like to enjoy the benefits in your bullet points. Now, how do you get really good at writing bullet points? Well, you've got to just write! There's nothing else to do but that. Writer's block is a myth. Just start writing, and if you give it five, maybe ten minutes, you'll be in a state of flow, and your writing will actually get better for it. When you feel like you're stuck, you can and should focus on writing whatever comes easily to you. It could be just writing down email addresses, or phone numbers, or website links. It could be that you're only in the mood to write headlines or write about how you're in no mood to write. The point is, just write. Start the process, and in time your brain and fingers will take the hint.

The Art of Crafting Bullet Points Here are the steps you need to take in order to create the best bullet points. 1.

Create a swipe file for bullet points. When you find a great copy that moves you, you should most definitely create a swipe file. Any email that catches your eye should be saved. Notice what it is about each email that gets you. If you come across promos in newsletters, or magazines, or whatever really, save it. Save the email you get to special folders you can look at to see what they did right. All these things are saved to what is

called a "swipe file," which is basically a bunch of advertising copy and letters that have been tested and actually do work. This file will give you ideas, and serves as a reference. You're not supposed to plagiarize them by stealing word for word. Use the swipe material responsibly. Finally, when you do write great copy, make sure to keep it in your file. Keep in mind that you can build swipe files for every other aspect of copy besides the bullet points, like the headlines, subheadings, leads, and so on. 2.

Write your own bullets. Make a fun exercise of writing at least 20 a day, or even more. The more you write, the more you know what a great bullet should read like.

3.

Choose the best of the best. When you write bullet points for a product or service, you want to choose the very best of the lot. How do you figure out which bullets are the best? We're going to talk about that in a moment.

What The Bullet's Work Is Why do bullet points matter? What do they actually do for you as a copywriter? Let's begin with what a bullet point is. It's a sentence that takes up a line or two and is set apart from the rest of the copy by a little circle, square, or checkmark right before it. Again, you want bullets because there are many people who will not read what you're talking about from start to finish. Remember, there are three things your readers will not do at first: 1. Read. 2. Believe. 3. Buy. Since you know that most of them don't read the copy, you must use all the tactics you can to get your point across. You use the headline to get their attention. You use the subheads to make the message of your copy clear. You use the bullet points to make sure that the skimmers, scanners, and scrollers stop doing all that and start to actually read. The best way to draw in readers online is to use text with lots of white space all around it, in addition to the text that looks different from the rest of the copy. This is why bullet points work as long as you make sure they're not overly wordy and are easy to understand. The bullet points are great from getting your readers to picture themselves using your service or product and reaping all the benefits you have to offer. It's not a coincidence that the best performing sales letters often have a lot of bullet points going on. Clearly, bullet points work, and you have no excuse to use them. With your sales copy, you want to have at least 3 to 5 bullet points — and they all must be of different kinds. That last part is key. You don't want to have the same bullet points right on top of each other; otherwise, you risk boring the reader to death, and that's just the opposite of why you're using bullet points. Don't use the exact same language with each of your bullet points, or you'll risk coming off as redundant. To get many kinds of bullet points, you're going to have to write more than you think you'll need. With a good enough number, you can scan through for the

best ones to use in your copy.

Templates for Bullet Points There are so many kinds of bullet points, but I'm only going to give you some that I find wonderful, out of hundreds out there. This should be more than enough to help you along your copywriting journey. Remember to work on that swipe file, and you'll start to notice stuff that works. You should know that a lot of the bullet templates I'll be covering will tend to be under the "master form" of bullets, which is known as the blind bullet. Why blind? It serves to make your prospects curious but doesn't go into actual detail on the secret you're hunting at. It's using the Zeigarnik effect, in that their mind needs to know where you're going with these bullets, and if they have to read the whole copy to see what you're hinting at, then they'll do it. Heck, if the only way to know is to buy your product, then they'll do it too. I contrast, you also have revealing bullets, which do the opposite of the blind ones by giving the naked truth. Without further ado, here are bullet point templates that will score your sales. 1.

Bullet with a theme. These have a theme. For instance, "Three disgusting things your doctor doesn't want you to know," or "The four-letter word your bank doesn't want you to know." With the first theme, you could have bullets like these: The ultimate food class you should eat more of. Eat this and break up with your doctor for life. Why you don't always need a prescription and what your doctor won't tell you about the meds. Insert more valid points here.

Note that you could use a numbered list instead of bullet points. If your premise for the bullet point states you're going to list a certain number of points, then you should use a numbered list as your bullets. 2.

Dead wrong. With this one, you simply get your prospects to share their preconceived notions about things, and then you let them know they're wrong. Here's an example: Only smokers get lung cancer, right? Wrong! Find out why in this free report.

When you contradict something that a prospect has believed all their life, then it would naturally get you their attention, because they want to see what facts you've got that make them wrong. It is not enough to just stir the pot. You need to be able to back up your statements with facts and stats. If you can, then this is the best sort of bullet point to use. 3.

Giveaway. A lot of new copywriters feel that they shouldn't give away information. If only they know how effective this is! Don't be afraid to give away solid information, or your best tips and tricks. It's easy to assume that giving away all the juice will ensure that the prospects buy nothing from you, but that's not the case.

I'm not just saying that; there's actual research that shows if anything, people are likely to pay for your product. They think if you're willing to give away this much in a sales letter, imagine what else you'll have for them when they do pay or sign up! Now, I warn you, don't give it all away, but give just enough that it makes it clear the value of what you're offering. 4.

Two-step. This one makes your main benefit even clearer. In other words, you use these to explain the original bullet. Here's an example: What you should never say to your clients, and why. (Get this wrong, and you'll lose even your most loyal client.)

What the sentence in brackets does is it increases the curiosity level, and gives further explanation on the main benefit. You're letting your prospect know that if they are aware of what to avoid when dealing with their clients, they can make sure they don't lose any of them.) 5.

Clear benefit. With this one, you're making a claim about a direct benefit of using your service or product, and then you're supporting his claim with extra facts that inevitably arouse more interest in the prospect. Sometimes, you can't be creative about your benefits, and so you've got to just talk about it in terms that are as clear as possible. Here's an example: How to effortlessly look and feel ten years younger, and stay that way."

The benefit is clear here: Looking ten years younger. 6.

Flipped hook. With this bullet, you first give the prospects an interesting bit of info and then give them a surprising benefit of that interesting fact. Here's an example: 51 percent of Americans eat this killer food that leads to life-threatening obesity. (Here's a healthy alternative that's scientifically proven to help you stay lean.)

7.

If-then. What's happening here is easy. First, give your prospect some super easy work to do, and then tie that to a benefit that's going to give them tremendous value. Here's how that looks: If you can watch a Game of Thrones episode a day, you can make $5,000 a month. If you can close your eyes and breathe, then you can manifest endless riches. If you're over 30 and finding it hard to find love, these three key affirmations will bring your soulmate to you.

8.

Proposition. This bullet is transactional in nature. It's the kind that goes like this: Give me 5 minutes, and I'll show you how to write a book in 5 days. Give me one click, and I'll give you an e-library on copywriting worth $35,713 for free!

The point of these proposition bullet points is that there's a transaction going on. You will notice that each of the things required of the prospects is super easy and low effort compared to the immense benefit they'll be getting. Giving just 5 minutes of your time to learn how to write a

75,000-word book in a matter of 5 days sounds amazing to an aspiring author. Getting a whole library on copywriting worth over $30,000 for the price of a single click is also pretty rad. It only makes sense for them to take you up on your offer. 9.

Single Most. This is the bullet where you state the most superior benefits your product or service has, and you prove your statement You want to be absolutely certain that this benefit is the real deal. Here's an example: The most profitable forex expert advisor in the market vetted by ForexCon.

Okay, ForexCon isn't a thing as far as I know, but the point is that if it were an actual body set up to look into robots and expert advisors for trading, then you're not just making your bullet point, you're backing it up with ForexCon's credibility. 10. Truth About. This bullet is great when you're dealing with issues that are quite controversial or debatable. To use this, you must deliberately seek out controversy within your niche. The truth about "fat-free" foods — and odds are it's worse than you think. Some people think going without fat is the way to eat. Some people think fat-free on a pack is a good sign they should stock up on a snack. Either way, there's a lot of controversy around fat and fat-free foods that you can work with, and it doesn't matter what your prospect's opinion on the matter is because you would have already snagged their attention with the bullet point. 11. Numbers. Numbers can be bullet points, too, as I've previously mentioned. They work best when you have a fixed amount of steps or points to mention, from techniques to steps to reasons why your prospect should do something or reasons they should not do something. "Five ways to pay up to 50 percent fewer taxes than you're already paying right now" would obviously mean you use numbered bullets to mention the tax-saving steps you're talking about. 12. How-To. This bullet is pretty simple, yet pretty effective — as long as you're creative with it. Let's take a look at two examples: How to make money online. How to make $750 a day in just 3 minutes by clicking 1 button. You will notice that the first bullet point is flat and boring. The second one, however, has depth and dimension to it. It feels more real because you're letting them know just how much they could make each day, how long it would take, and how very little effort is required of them. You could also combine this with the numbered bullet by saying: Three ways to make $750 a day in just 3 minutes by clicking 1 button. The point to note with the how-to headline is that you must make it feel more real to the prospect by fleshing out the details and benefits. 13. Better than. This is the bullet point you use when you want to grab your prospect's

attention. Here', you will share something that's better than the already good stuff available. For instance, you could say, "Better than the Keto Diet." I shouldn't have to point out that you need to back up your claim. The last thing you want is to violate any regulations regarding claims. Make sure when you're writing copy for health, it doesn't violate any rules laid down by the FDA, the FTC, and all other relevant agencies that regulate healthcare. Here's what a fictional headline would look like: Better than the Keto Diet: Lose 3 pounds of PURE FAT each day! 14. Sneak attack. Don't overdo this one. It's mostly useful when you want to bring in the tinfoil and conspiracy theories to spice up your copy. Here's what the bullet point would look like: The sneaky ways the food industry keeps you fat and sick. Five sneaky tricks your mechanic uses to inflate your bill and how you can stop being a sucker. With this bullet point, you can nudge your prospect into believing something they've suspected for a long while. They'll instantly take your side and want to know your take on the matter. They want to know how you foiled those sneaky bastards, the food industry, and the mechanics. They're going to want what you want. Badly. 15. What. This bullet is super easy. It's like the how-to bullet, except you're saying "what" instead. What you should know before moving to Canada. What you should do when Google Ads suspends your account. 16. What never. This is the bullet but in a negative form. It's all about working with the fears the prospect has. What never to say if you want to land a great job with a fat paycheck. What never to do right after a run (if you want to lose the pounds). What never to drink after 6 PM (unless you're ready to die). 17. Simple fact. Sometimes, you can't use a blind bullet, so you have to use the simple facts. All you must do is make them a heck of a lot more interesting than the next copywriter. In this case, you should show your prospect the worst possible scenarios in order to set up these bullet points. You might say, "Non-smokers are losing their lives to lung cancer," then you quote the study that shows this to be true, before wrapping up with, "Here are things you can do to stop this from happening to you." 18. Reason why. This bullet is not used as often as it should be. All you're doing with them is letting your prospects know why they should go with your offer rather than the competitions. You're answering or promising to answer questions they have about what makes your offer unique and better. It's really powerful stuff, as I've mentioned before,

and people have a need to know why. This also plays into the open-loop theory. The reason why you should ditch HIIT workouts for LISS workouts to burn even MORE fat. What you're telling the prospect is that there's actually a benefit to ditching the harder workout for something that's easier on their body. They might not quit their p90X or Body Beast workout programs, but you'll have them chomping at the bit to try out the slow and steady loss program you're offering, so they can get the physique they want. 19. Do you? If your readers are making a mistake with something, and you're aware of it, then this is the best kind of bullet point to use. You could use it to state mistakes which your service or product would help them avoid. Do you make these mistakes when publishing your novel? You could mix this up with the two-step bullet, like this: Do you make these mistakes when publishing your novel? (If you do, you're never going to make a sale no matter how good it is). 20. Probing question. Ask questions you already know the answers to. It's almost like the "do you?" bullet point, with one exception. The previous bullet point is about you asking questions about stuff you know about your prospects, personally. Or you could be asking questions based on the fact that you know there are certain errors they make, things they indulge in, or problems they face. With the probing question, it's not about the mistake or the thing they're doing wrong. It could simply be about whether or not they know about something specific. Do you know the three tactics copywriters use to get more sales than you do? Do you know the three golden keys to permanent weight loss? Do you know the secret potion taken by African royalty to perform better in bed even in their 90s? All of these are probing questions. 21. Secrets of. Use this bullet point when you have a method of solving their problems that is uncommon or unique. Don't use this one too much, or you will not seem as credible as you should. When you know actual secrets that could help them, using this kind of bullet point with care can help fan the flames of desire and curiosity with your prospects. There you have it! 21 templates that you can use to write amazing bullet points. You can mix and match them as needed. If you only get three to five points, no matter how much you think about your service or product, it's fine. Don't get hung up on it. Write as many bullet points as you can that would fit under these templates, use the best of them, and get rid of the rest. Don't try to edit as you write. Get it all out there, the great, and the terrible. After you're done, you can then scan through and pick the top performers.

Chapter Six

The Offer, the Risk Reversal, and the Close

Here are the basic elements that should be a part of your sales letter: The headline A very beneficial offer A very reassuring risk reversal A rock-solid close For this reason, you have to really nail your offer, risk reversal, and close. These are the essential things you need to make a sale. Steps to Creating Magnetic Offers, Powerful Risk Reversal Copy, and Closes for Set-in-Stone Sales 1.

Your offer should have pulling power all on its own. Say the offer is the only bit of the copy that your prospect read through. Would it be enough for them to make a purchase? You need to make sure the offer has everything they want to know about before they can buy it.

2.

Refer to chapter one of this book, and make sure to write with all parts of good copy in mind. Remember, first, you identify and connect with your prospect, their problem which your offer can fix, and the pain they're going through. Then, paint a vivid image in their minds of what will happen to them if they don't sort out their problem right away. Next, give them a story of how someone like them with that very same problem was able to

solve it with your solution. Make it clear the changes and transformation that will be theirs upon getting and using your product, and give actual, third-party testimonials to make you more credible. Then you lay on the offer, which means you let them know precisely what you're selling, and pay more attention to the transformation that is theirs, rather than the actual stuff you're selling. Finally, you ask your prospect to make a purchase, with a set of clear instructions on what it is they need to do next. 3.

Be aspirational in your writing. You want to stoke the fires of desire in your prospect. Focus on what it is they truly desire, and then write in words that make them aspire to have those desires become a reality. You want them to feel emotional about the possible wellbeing that is theirs when they get your product. Aspirational language could be stuff that says, "Yes, I want the secret to making thousands of dollars from dropshipping now."

4.

Set your order copy in a different text box. You may have noticed on sales pages that there's often a box exclusively for placing the order or containing your offer itself. No one's really sure why this is effective, but it just is. Don't try to fight it.

5.

Add secure site symbols and credit card signs. These symbols are now automatically associated with trustworthiness, and so you want to add them to your page so that no one thinks you're about to rip them off. You want them at ease when they're putting in their credit card info. In fact, if they're not feeling secure about your website beforehand, then you can just forget about them being okay with paying for what you're offering. In addition to these signs, you should make sure your risk0fre guarantee is prominently displayed as well in your offer box.

6.

Put positive words in the prospect's voice in your offer. You want to give them the words they should be thinking. Imagine you're reading the words in a sales letter yourself. You can attest to the fact that as you read, there's a voice in your head doing the reading. The whole point of copy is it does the thinking on behalf of the reader. This is why you'll find a copy on order buttons that say stuff like, "Yes, I'd like to sign up for your Forex Millionaire Secrets Course," or "Yes, I want to Manifest Abundance Now." Tell your prospect what you want them to think.

7.

Offer a clear and irresistible guarantee. The guarantee, or the risk reversal, is where you assure the reader you will be taking on all risks. Lots of prospects worry that you're going to take their money and run. You want to allay this concern, convincing them that they're making the best possible decision and that it's not a mistake. So you must let them know you're going to take on the risk. Not only is this great for retaining clients, but you're also letting them know just how confident you are in what it is you're offering. You're so certain of the goods or service that you're more than happy to let them have their money back if they're not satisfied for any reason whatsoever. It says a lot that while you're well aware they could rip you off, you're more than happy to take the risk. If your copy is great and your service or product is top-notch, the number of satisfied clients will more than make up for the few refunds you have to make. Do more than just write the words "100 percent money-back guarantee." Go further by explaining this in ways that reassure your prospect.

8.

You should use a text link and an order button as well. You can use the button, and leave it at that, but some prospects will respond to the text instead. By using both, you make it easy for them to know what to do next.

9.

You should still sell in your guarantee. You must point out again the benefits your product has. Sometimes the guarantee with the benefits is more than enough to land the sale. You need to state your benefits over and over. You can use the guarantee section to do so. Here's a great example: "Order my course, and go through every module. If you don't get mind-blowing results after applying everything you learn, in fact, if you don't make at least $3,000 in the next 30 days without feeling confused or stressed out following my course, then I absolutely do not want your money, and I will give you an instant refund." Keep the sale going. Flesh it out.

10. Put the guarantee in a certificate. This makes you seem more legit to the prospect. You want to put it in a certificate so that they're even more at ease with spending money on your offer. For some reason, doing this increases the conversion rate. 11. Use video on your guarantee section. Do you want to be even more persuasive? Then you should add a human voice and face. This is especially the case if you're marketing something that your personality is a key part of. A video is more powerful than just text. 12. Still, write a "100% money-back guarantee," but don't lean on that sentence alone. For some prospects, they just need to read that one sentence, and they're good. For others, they need you to be more descriptive about the risk reversal. Cover both grounds, and you should be fine. 13. Sign in the guarantee, and you'll have sales, guaranteed. When your guarantee is signed, your conversions will go through the roof. There's something about signatures. They make things feel official. It makes the prospect feel like they've already sold, and it's a done deal. Also, when you sign stuff, it means you agree with it. The prospect feels this way too, about putting their signature on things, or seeing other people's signatures on things. It tells them that you are one hundred percent backing this guarantee up. Now, there are legitimate concerns about using your actual John Hancock on the internet. The easy fix for this is to find software that can write text in a handwritten format that seems real. You want to make sure that the signature looks like a real one someone actually put a pen down on paper to sign, and not the obviously fake handwriting font on your word processor. 14. A handwritten risk reversal works wonders. There's nothing like actual handwriting on a sales letter, especially when it comes to your guarantee. It makes a clear, strong case in your prospect's mind that you can be trusted, and it often ups the conversion rate dramatically. When using a handwritten guarantee, there are several things you should do: Keep it short, make it powerful, and make it legible. What's the point in a guarantee you can't even read? 15. Understand what the "case" really is. It's not you summarizing everything you've just said, although there is that. It's you asking for the sale. You're asking the prospect to

order your product or service now. You're asking them to give you money in exchange for the product you're offering. Be clear on that. 16. You must use every tool you've got to make a strong close. There are two headlines you will want to use on the order page: There's the one that thanks them for and congratulates them on getting the product, reassuring them that they've made the right decision. You're going to touch on all the benefits your service or product offers, and also restate your risk reversal. For the close, you have to make them feel the product is scarce, or that they must urgently make the purchase right away unless they don't mind losing all the bonuses (in the case of a digital product, for instance). You should set a timer on it, and let them know, "Order before Saturday at 7:00," or "There are only five spots left on this training course. Order before they're all taken." You should introduce urgency as ethically as you can. You could also reward them by offering something extra for ordering "Today," like a free report. You might say, "The next 7 people who order now will get a special report on so and so," or that they'll get an extra of whatever you're offering. Make sure the number of your products is limited, or there's a time limit on all bonuses, and make sure it's all above board. 17. Let the prospects know what to do next to seal the deal. You have to be really specific. It might seem to you like you're writing to a child, but that's okay. You're going to clearly let them know what to do by saying, "Now, you're going to write in your name and email, check to make sure it's correct, and there are no typos, then enter your credit card details and click on the big 'Buy Now' button below. Don't worry if it sounds like you're a parent or something. You are your prospect's guide. You should lead them by the hand to do what they ask of you. 18. Reassure your prospects, and praise them. We all love affirmation. So give that to your prospect. Let them know you're proud of them for making the monumental leap to changing their lives with your product or service. Let them know you're eager to hear how things work out beautifully for them after. Let them know they can share their stories with you, and then give them further instruction on what to do to make your product theirs. Remind them, even if you've said it before: "Right now, what you've got to do is enter your name, email address, and credit card details, then click on the 'Buy Now' button, so that I can send your items to you immediately." 19. Let them know what to expect next once they've clicked on the order button. Your reader will want to know if they're going to get their product sent right away, or wait a few hours, or get a phone call, or a receipt, or be taken to a page where they can download their purchase. Let them know what comes up next once they click on Buy Now. If you can, create a screengrab video to show them what to expect when they make their order. You could then have a link beneath the video or on it, asking them to click play to see what happens when they subscribe. You could also have audio narrating the video so that there's that extra reassurance. 20. Always test out your order form. Sometimes, one little thing can ruin the whole system of making money from your prospects. Before that page goes live, you've got to test it all, so

you avoid having issues that are costly and shameful. Order your own stuff. You don't even need to spend a dime to do that. You can simply set the order amount to zero and test it out to see if it works. Make several orders. Get in the mind of a prospect and think about what they might do that would ruin the process, and then do them and see what needs tweaking. The last thing you want to do is lose orders. It's happened before that the real order page happens to be the shopping cart itself. Also, what happens when your customer's card doesn't work? Are they led to a different web page, or do you have to reach out to them? Do you have enough payment options they can use? Handle these things on time, and you don't have to worry about abandoned carts and cards that don't work. 21. Keep your website's look and feel consistent. You want the order form to look exactly like your own site. If there is any discrepancy between your order page and your sales letter page, then your buyers will start to get uneasy again. They'll wonder if you're not really offering them what you promised. You don't want them to even be aware that there was a switch from one page to another. Keep the look uniform. Your prospects can tell when it's different, which to them means inconsistent, which means they will have second thoughts about buying. That's the very last thing you want. With all of this, you are now one step closer to becoming an effective copywriter who consistently writes converting ads. No mean feat. But you're far from polished. We have to talk about what goes into writing irresistible guarantees. We're going to cover that in the chapter to come.

Chapter Seven

Guarantees that Guarantee Sales

Now, you know your buyers. You know what drives them. You know what they're scared of, what is a pain in the ass to them, and what they hope for. You've also learned the sort of language they use when discussing their issues, as well as the benefits and details of the product or service you are selling to them. You've got your big idea, which is a summary of why they want your product. You've let them know that your product works by giving them proof. You've captivated them with bullet points that have their hands itching to whip out their cards, bullet points that answer all questions, and quash all objections they might have. You have created a headline that is difficult to ignore and subheadings that suck the reader deeper and deeper into the promise you are offering. You've crafted this letter so well so that they have no choice but to buy. It sounds like you're just about done, right? Well, no.

The Obstacle of Fear Your job is far from done, because there is one thing standing in your way, between you and a successful deal, and that is fear. You need to get rid of fear so that people can feel at ease with buying from you. Before you banish fear, you must understand its roots and where it draws its strength from. When you know this, then you can fix it and get on with selling. The thing about any deal is that there is risk involved no matter what side you're on. As the owner and creator of a product or service, you already know there's a risk all the time and effort and money you've put into creating your masterpiece may be a waste. You might end up with clients who owe you money, or who just love to waste your time for no reason other than that they can. There are so many ways you can get ripped off, even as the owner as well. Some people will buy your stuff only to repackage it as theirs. Some will buy but then ask for a refund when they're done checking out all you have to offer, which was their plan all along. There's always a risk for you when you decide to take someone on as a client. There's also a risk on the buyer's end as well. They might not get what they'd hoped for. When

you're making a purchase, you have risks that bother you too. You want to think about them so that you can get into the mind of the prospect and see what it is that scares them the most. More often than not, it's the fear that they're getting a bad deal for what they're paying, that you may have misrepresented the product or service to them. They also get scared that while the product may have worked or someone else, it probably won't work for them. This is why they will not believe a word of what you're saying if there is no proof. It might seem like bad news all around, but here's the thing… No matter how they feel in the moment, deep down inside, they're hoping, praying, rooting for you to actually be right about the product. They hope you've really got the fix. They want to buy your stuff because they hope that this time, it holds the actual answer they've been seeking. The trouble is, even proof just won't cut it. You have to let them know you will take on all the risk, or at least most of it. If you can take on the risk, then they will let their guard down, and the fear will melt away just like that. They can finally do the thing they really want to do: Buy your stuff. Now yo now all of this, you should have no issues confidently selling your products. You should be so confident in what you're selling that you can bet your all on it. You're going to stick your neck out so that your prospects don't have to. Here's how to do just that.

Destroying the Fear Demon Rule #1: You must truly believe in your offer. What this means is you must be certain of the quality of what you're selling, and its effectiveness in giving your prospect the change that they desire and rightfully deserve. You should be willing to take a chance on your own stuff. If you can't, then you should ask yourself if you have any business selling it to others at all. It's not just about getting the idea of your work in your head. It's about truly feeling it in your heart. It's about being willing to bet that it will always give the results that it offers, provide your prospects use it as you intend for them too. Rule #2: You must give them proof and show them credibility. You already know you can show them testimonials from other successful users of your product. You can also boost your credibility based on stuff you've done in the past or people you've worked with or are working with right now. You should definitely also offer to give a full refund if things don't work out. All credit card merchant providers will require that card payment give a money-back guarantee in case of a dissatisfied customer. In the event that there are too many refunds, then your account will be blocked. So you have to really believe in what you're offering and don't just give the guarantee because you're legally supposed to, but because you really do want to make things easier for your prospects. Here's some interesting info about prospects: More than losing their money, they are afraid of hassle. If it feels s to them like they're going to have to jump through so many hoops to get a refund, they're going to let it go. Some salespeople and companies do this, but in the end, they're only hurting their reputation, and clients will run the other way next time they roll up with an offer. You don't want to be this kind of salesperson. Make it easy for them to get a refund, and make it clear that you have made the process an easy one. You can do this by letting them know

they will get their money within 24 hours of their request for a refund, or however long it usually takes the process to be complete. Buyers also hate stress, more than they're afraid to lose dollars. This century is by far the most stressful one humanity has ever had to deal with. The last thing anyone wants is unneeded, extra stress. Don't expect any different from your prospects. They don't like it when salespeople get too pushy, they don't want to have to speak with rude customer service reps, and they don't want anyone judging them because they made a terrible decision to buy your products. If they even suspect you will stress them in some way, the prospects will stay as far away from you as they can. Speaking of regretful purchases, the last thing your buyer wants is to look foolish. Imagine you find a product you love, and you start to use it. Now you're talking off every ear around you about it and talking about how it works great. Then after a few weeks, you lose any momentum you had, and the results seem to be all in your head. You feel foolish for buying into the hype yourself. This feeling is exactly what your prospect does not want to deal with. Even worse, is when they don't just feel foolish but look the same.

Banish Fear with the Guarantee It's not enough to promise that they can get their money back. You have to make sure all fears are destroyed. The way to do this is to be clear in your demonstration of how you'll be taking on all the risk. The thing about mentioning money-back guarantee is while it ticks all the boxes of what a good sales letter should have, no prospect actually buys that you're telling the truth until they've successfully gotten a refund from you. Even if they believe you, they probably think it's going to be a pain in the derriere trying to get it back from you, and so they might not bother for fear of looking or feeling foolish for trusting you in the first place. So go beyond the words "money-back guarantee." This way, you will get fewer refunds, and you'll actually have way more sales. As a bonus, when your customer is happy with a purchase, chances are they'll be more than willing to buy whatever else you've got. In other words, you'll have developed a solid, lifetime relationship with them. How exactly do you get to this point? 1.

Use the words "100 percent unconditional money-back guarantee." This changes nothing about the fact that you need to give more. However, you've got to write it because some prospects need to see it and it's enough for them. If they don't see it in your copy, they won't make a purchase.

2.

Sell your prospects the product's benefits, and the transformation they can have. Do this in your guarantee. We'll look at how soon.

3.

Incorporate your unique selling proposition in the guarantee copy. Your guarantee should also have your product's unique selling proposition. Start doing this, and you will convert even more than the next guy or gal who writes copy.

4.

Make the guarantee personal. You're going to add your signature. More than that, you're going to make them understand that you're putting your reputation at stake for this.

5.

Make it a long guarantee. If you can do 30 days, then go for it. If you have a much longer guarantee, then there's even less likely that you will get refunds. You might need to negotiate with your credit card processor to make this possible.

6.

Show them how easy and stress-free it is to get a refund. Don't just tell them. Show them. A video clip with a voice could do wonders here.

7.

Let them know there are no conditions and no strings attached to your guarantee. There are times when your guarantee should come with conditions, and this depends hugely on just how much your customer stands to get from your product. It will also depend on how much it costs you to send them their product or carry out the service on their behalf. However, as often as you can, you should offer them a wholly unconditional guarantee.

8.

Be clear about how quickly they will receive their refunds. So, you offer an unconditional guarantee, and your prospects trust you to follow through. What they do not know is just how quickly they can get their money back. The thing is, you should let them know how quickly they'll have their refund. They probably already think it's going to take a while. The least you could do is let them know how long a while is, exactly.

9.

You can and should dazzle them with an amazing guarantee. Offer to send them back two times what they sent you if they want a refund. Or, you could send them back their money and allow them to hold on to the product. Basically, do something so radical with your guarantee that it makes it clear how much you believe in the quality of your product.

10. Name your guarantee. You need to give it something special, memorable, descriptive, and compelling. It's got to be the one that makes it different from other guarantees out there. For instance, you could write, "Our Titanium-Clad Guarantee," or "The Outrageous Triple Your Money Back, No Strings Guarantee." Now let's put all of this together. Say you've got a plastic surgeon by the name of Dr. Nala Bareilles, who offers plastic surgery makeovers as a service so that people can look better than their best. Here's what a basic guarantee might look like: Dr. Nala Bareilles’ plastic surgery makeover is backed by a 100 percent satisfaction guarantee. You either love the results, or we will fix it, guaranteed. It's a pretty decent offer, but it's not enough to make your prospect be willing to pay to go under the knife. So how do we make this better? We're going to beef it up using the ten points we've discussed above already, assuming that Dr. Bareilles is willing to do what is necessary to back up the guarantee. The first thing we're going to do is make sure we're pushing the benefits within the guarantee. Dr. Nala Bareilles' nip and tuck makeover comes backed by a 100% money-back guarantee. You're going to witness your amazing transformation, with the face and body of your favorite movie star. Every head will turn in admiration or envy because of your lean, sculpted physique and a face which looks like the good lord above made

an extra day of the week just to create. Get the body and face you, and everyone else will love, all in just one pain-free visit. You're going to love what we do for you, or we're going to fix it, guaranteed. Before you go there, I'm well aware that there's no way surgery can be over in a day, especially with certain procedures, and I'm really not sure there's such a thing as pain-free surgery, but this is just an example. Next, we're going to mix in the USP of your product or service. For you to do that, you need to know what it is. Let's assume you're a ghostwriter, and you tend to churn out content really freaking fast. You could say your service's unique selling proposition would be, "Speedy Sam, the world's fastest ghostwriter." Let's see what this would translate to in your guarantee copy: Dr. Nala Bareilles' nip and tuck makeover comes backed by a 100% money-back guarantee. It is our promise to you that you're going to love your amazing transformation, with the face and body of a movie star. Turn every head in admiration and envy with your beautifully sculpted physique. You're going to love the end result, or we're going to fix it, guaranteed. Get a new body and face that look like 100% natural perfection, all in just one pain-free visit. There's a reason everyone calls Dr. Bareilles "The Pain-is-a-Myth Surgeon." It is now time to make the guarantee personal. You're going to add in Dr. Bareilles' signature, and you're also going to give her a statement that says something like, "I am passionate about giving people the looks they want and deserve, and you have my personal guarantee…" In addition to this, we're going to make the guarantee as long as we possibly can. Most credit card merchants won't let you go beyond 90 days, but if you can offer another payment method, you could do a lifetime guarantee. Again, don't worry about losing clients or money because of this. Sure, some people will take advantage of this, but consider it nothing more than the cost of business. You'll make more sales in the long run, and you will make even more profit. Next, let them know that the returns or refund process is easy, and there's not going to be even a hint of hassle. To do this, you should go into detail about the process. You should also have a number and an email that they can reach out to in order to get their refund. Let them know there are no conditions or strings attached to your guarantee. You should do this by using fancy language. "Nothing to prove," "absolutely string-free offer," "zero-form filing required," and so on. Now, we're going to talk about the refund speed. Let them know they won't have to wait until the apocalypse is upon us to get their money back. Let them know you will give them back their money on the spot. To do this, let them know, "Dr. Nala Bareilles is so sure of her work, and certain that you'll be totally blown away by your transformation, that she's willing to give you double your money back if you don't love what you see in the mirror." Now, this is brave, and it's a pretty stupid move if what you're offering is not sold (if it's not sold, why are you trying to sell it anyway??) However, this works amazingly well when you know you can deliver what you're

promising. Finally, you should give your guarantee a great name. Now, go back and read the first, lame, ordinary guarantee copy, then come back and read this one: Dr. Bareilles' Get-A-Banging-Body, or Double-Your-Money-Back, No-Strings Lifetime Guarantee Dr. Nala Bareilles' nip and tuck makeover comes backed by a 100% money-back guarantee. It is our promise to you that you're going to love your amazing transformation, with the body of a movie star. Turn every head in admiration and envy with your beautifully sculpted physique. You're going to love the end result, or we're going to fix it, guaranteed. Get a new body that looks like 100% natural perfection, all in just one pain-free visit. There's a reason everyone calls Dr. Bareilles "The Pain-isa-Myth Surgeon." Here's a note from Dr. Bareilles herself: "I take the business of giving you the beautiful body you want and deserve very seriously, and I am personally guaranteeing you that I will not stop until you're absolutely satisfied with your dazzling looks. Look beautiful, and feel beautiful. I am so passionate about my work that I guarantee this for life." — Dr. Nala Bareilles. If at any point you feel Dr. Nala hasn't done a perfect job on your old, unappealing body, sculpting it to become the one you've always dreamed of, then just call 512-8882222 and inform any of our staff, or speak with Dr. Bareilles herself, and you'll get a complete refund, no questions asked. You can also send an email or mail us by post to the address at the bottom of this page, or even better, swing by. We would feel absolutely terrible holding on to your money if we leave you feeling anything less than satisfied, and that's why we make it a very easy and swift process to get your refund. Also, to put it out there, there are zero strings attached, you don't have to fill any forms, and you don't have to prove anything to us. Heck, we won't even ask for your body back (that would be, well, weird, among other things). By the way, you should know that we've carried out 3,517 of these procedures, and there hasn't been a single request for a refund yet. You won't have to be patient, either. We make sure you get your refund right on the spot. Dr. Bareilles is so sure of the work she does and is more than certain you will be completely awash with appreciation and gratitude for your new body, and your new, better life, that we promise you this: If you ask for a refund, you're getting it, no questions, no hassles, no delays… And double your money back!

Chapter Eight

Deal-Closing Copy

What's the point in a copy if you're not going to close the deal? Let's talk about closing the deal when it comes to copy. It's not really the same thing as dealing with a prospect face to face, but it is the same thing when it comes down to the fundamental purpose of all this: Asking for the sale. An effective copy has an effective close, and you may not be completely aware of all the things that go into creating copy that converts to sales, but we're about to sort that out right now. First, you must review the offer. Give a little recap, so that they remember what they're buying and why it's worth it. You need to tell your product's story again. This way, you are reinforcing it in your prospect's mind that the purchase is a logical one, and it only makes sense that they should pay for your offer. Do not waste time restating the offer, by which I mean you don't have to go into too much detail as you did with the main body of your copy. What you should do at this point is simply restate the series of logical reasons they should accept your offer and buy. In the close, you must remind them of the benefits, and you must add in your "big why," which would make them eager to pay. In other words, bring them back to the reason they decided to read through your copy in the first place. Talk about the bonuses, and talk about the guarantee. You don't have to get into way too much detail, but you must bring them up again. In the close, you want to make, then decide. It's better for them to say yes, or no. "Maybe" prospects" are the furthest thing from the kind of prospects you want your copy to get you. You must ask for the sale. There is no way around this. A lot of people fail at business because they do not ask for the sale because they don't feel comfortable, or they think it's unethical to ask or because they don't like rejection. Rejection comes with the territory. Get over it and ask.

That's the key to making money from your copy.

Closing Templates You Should Model Your close doesn't have to be long. It just needs to get the job done. Let's take a look at templates that can help you close and close strong. Just before your close, you have a copy that transitions the prospect from the main copy to the close, and this often comes after the guarantee, your bonus list, and pricing, then flows on into the closing sentences of your sales letter. Let's see what the transitional closing copy looks like before we get into the closing templates. Anyone can make $7,000 a week or more using the CryptoFalcon Trade Master System. I've given you proof that it works for me. I've shown you it works for others. I've also shown you how it will work for you. With the 90-day rest-easy, double-your-money-back guarantee, you're 100 percent safe and protected. This copy has clearly stated the benefits of the product, as well as the big idea. It also reminds the prospects of the guarantee you made. Now, we can get to the closing templates, which come right after the previous copy sample. Different results: You probably know this already, but I'm going to tell you anyway: If you want to have different results, then you need to do something different. Decide right now that you're going to get different results. After this copy, you can put in a Buy button, or you can just wrap up your copy. Certain arrival: Here's the thing you need to remember: A year from this day, you will definitely arrive. Where will you arrive, though? That decision is yours to make right now. Whatever you do, leave that question unanswered and open. This is a lot more potent. Hold your hand: You're not going to do this alone. Every step of the way, I'll hold your hand, and together, we'll walk through the whole process. Be clear about how you're going to hold their hand. Will it be weekly coaching? Group calls? One on one calls? Pre-recorded material? Let them know exactly how you'll take them by the hand so that they feel safe and reassured, and don't have any false expectations. Decision time: The person you are today is the result of all the decisions you made over the years. So who have you decided to be, right now? What will you decide to do this minute? Will you do the same old stuff, and get the same old results, or will you choose to get better results by reading this book? Crossroads: Right now, you're at the crossroads. To your left, there's the same road you've always traveled, a road that always leads to a rough, rocky wasteland. To the right is a road that very few people will look at, let alone choose. It's not a tougher road. It's different, and it leads to all you've ever wanted. I hope with my whole heart that you choose the right one, and sign up today.

Chapter Nine

Crafting Irresistible, Sinful Offers Write a great offer, and you'll know it because it will literally sell itself. What's really in an offer, anyway? It's one of the main components of your copy. In your offer, there are three critical pieces: Your product's or service's benefit (the transformation) The mode of delivery for said transformation The price and terms of payment. Don't think that's all you need to know about crafting amazing offers. There's still some more to it that you need to know. We'll cover a few kinds of offers in this chapter, which should be more than enough to get you going and keep you going for years to come. 1. The soft offer. With this offer, you say stuff like, "Don't send any money right now. We'll let you have the book (or whatever you're selling) to try out for 30 days, and if you still love it, then we'll bill you automatically." it should be clear why this is a soft offer: The buyer gets to try what you're giving them risk-free. The one con to this is that there are folks who forget all about this offer (or claim to) and then get upset when you bill them like you said you would. They might decide to get a chargeback or complain to the payment processor. Expect a lot of sales with this one… But expect a lot of complaints as well, and prepare in advance. 2. The hard offer. This offer gets right to the point, with no frills. It says, here's what you're getting, here's what it's going to do for you, here's what it costs, buy it right now. 3. The limited supply offer. You make it clear that there are only a certain number of units or positions left. You can't use this when it comes to digital products, because there's no such thing as not enough digital copies… But with that being said, you can still put a limit on how many copies you want to put out if you don't necessarily want everyone on earth to be able to access it. Please be honest about these offers. You should not use the scarcity gimmick to trick people into buying when you know for a fact there's a lot more where your product comes from. You will ruin your reputation, and this will hurt your sales in the long run. 4. The charter offer. This is the offer where your product is sold at a certain price (the charter price) for only a certain period of time, and after that, the price is going up. Of course, you should only ever be honest with this. 5. The application offers. You let people apply to buy your service or product. It sounds funny, but it actually works. This is great when used with workshops that are particularly pricey and will require a fair bit of time investment on your part. In this offer, it's not enough that the buyer can pay. They also have to show that they're actually a good fit for the service or product you're selling. It's great because you can

keep people from being a part of what you're offering when it's not tailored to their needs. You can use this to sell an online class spot or a spot in your coaching or consulting program. Usually, the service or product is live, but you can use this for any other kind of product. You will have to create a proper application process. This is best for the high-ticket stuff, and it works best when you're making your sales as personal as possible, using video and voice. 6. The limited-time offer. The way these offer works is you're letting them know the offer is only valid for a set time only, and after that, it's all over. You must stay true to your word so that this offer can actually be powerful in its effect. 7. The one-time offer. This is usually incorporated in an upsell (and upsell is the sales page for another product that pops up right after you've made a purchase. The copy will often let the prospect know that this offer is a one-time deal, and if they skip it, they'll never see it again. The reason it works is that you stay true to your word. This means coding the page so that no one can click the backlink or try to reload that page when they change their minds. Some people will try to get you to break the rules for them, but do not allow yourself to do that. When you don't, it becomes clear you're a person of integrity, and you can be trusted. With that reputation, your customers will be sure to buy whatever comes up next the next time you offer it, so they don't miss out like they did the first time. 8. The payment plan offer. With this, you can sell the high-ticket merch, since they don't have to make payment all at once, and this makes the pricing seem easier on their pockets. You want to do this with products where you can revoke their access if they don't pay when they should. 9. the negative option offer. This is the offer that has your prospect buy something, and that comes with an automatic subscription that matches their purchase. For instance, if they bought a workout program from you, it might also mean an automatic subscription of protein shakes that last for 30 days, which you automatically send to them each month until they explicitly as you to stop. This is also called "forced continuity" or "till forbid" billing. Bear in mind that while this brings in a lot of sales, it's because the customer has no idea what they just did. They intended to buy something, and they didn't really take their time to read through the terms. If they did, they would have noticed the automatic subscription, and probably backed out. So what happens with this offer is you have a lot of really upset folks who say they neither wanted nor asked for nor willingly paid for what you're offering, and proceed to file a chargeback. This offer can make you really rich, but it comes with a lot of controversies, and you've got to have some serious balls of steel to deal with the negative feedback you will get. The best way to work with this offer is to make it explicitly clear that they'll be paying for a recurring subscription. You must also let them know in very clear terms how to cancel.

Figuring Out the Offer that Fits Your Product or Service You need to know the point of awareness your prospect is in. There are exactly four states each

prospect is in. First, you have an oblivious state. Your prospect has no idea they have a problem. They have no idea the problem even exists, for that matter. They also have no idea who you are and what the solution you have is. This state is where your cold prospects are. They're hard to sell to. Next, you have the pondering state. If you have a remedy to a problem the prospect has never even had to deal with in their life, let alone be aware of, then they're blissfully unaware. The pondering prospect, however, is starting to feel the problem punching them, getting worse, and they're starting to wonder where they might get a fix for that. The third state is the engaged one. When your prospect is engaged, now they actually have a fullfledged problem. It may not be really severe, but now they are aware of it and are looking for something to stop it in its tracks before it has the chance to morph into something worse. The final state is that of need. When the problem crushes down on them unbearably, and it feels like they're just going to call it quits with planet Earth if they don't fix it right away, then they're in the state of need. They will take whatever you will help them feel better. You don't even have to try to pitch it to them or sell it. They'll have it, no questions asked, as long as you package the solution right. This is where your copy comes to save the day by making the offer a lot more attractive to your prospects. If you have an oblivious prospect, then you want to give them the soft sell. If you have a prospect in need, you can give them the hard sell. It all comes down to which state they're in.

Powerful Secrets to Crafting Compelling Offers You must sell them what they want. If you remember nothing else about sales, remember this: Sell people what they want, or you'll never make a sale. No one buys anything just because of need. No matter what they say, they buy because they want it. Sure they could be very logical in stating why they absolutely have to get that deep freezer, but the truth is science shows we buy because of emotions and not logic. People feel first and justify their feelings with logic second. You must be very clear in your copy. It sounds easy, but it really isn't. Just be certain that there's nothing vague or open to any interpretation in your copy. You need to be able to read each paragraph and sentence and have its meaning be clear and undeniable. If your prospects cannot really tell what you're talking about, then you're in trouble. The way to be sure it's all clear is to read it out to someone else, and if they can repeat what they understand from what you've read and it's a match, then you're good to go. Make use of tipping point bonuses. Sometimes, people buy for bonuses. Your prospect may be feeling a little unsure and uncertain, but once they see one of your bonuses, then they're suddenly warm and willing to buy. Give some time and care to the bonuses you put out. Don't ever think of them as an afterthought. You should take as much time and care working on them as you do on the product and the copy. Think of it this way: You want the bonuses to be so good that you could package them as another product on their own. In fact, there is no crime against making your bonuses even better than the

actual product or service for sale. Remember, your bonus must be relevant to the original product, so that the perceived value of everything you're offering to the prospect goes up, and they will find even more logical reasons to just click the buy button already. Don't make the mistake everyone else makes my packaging stuff that's clearly worthless along with your product. That worthlessness rubs off on whatever you're selling so that even if it's the best product in your niche, it just cheapens it in your prospect's eyes. Now you know all there is to know about the offer, and how to decide on the best kind to use. So what we're going to do in the next chapter is really dive into what makes the copy for a product launch really successful, and how you can get even better at writing this copy.

Chapter Ten

Writing Copy for Product Launches

When you've got a product you want to put out for sale, you want to craft stories about and around it. You need to have a proper product launch, run promotions, and tell stories if you want to create a successful market for your product. When you promote something, you're running a launch, albeit on a small scale. One of the first things you should do is figure out the kind of product launch or roll out you're going with. It could range from a proper, full launch spanning several weeks, or it could be a compressed launch where you only have a week or ten days to get it out there, or it could be a mini version of a launch, which takes three days or less. No matter the time frame, all product launches are made up of sequences of events that tell a story. If you recall what I mentioned about open loops and the human mind, then you'll know why the product launch has to be a sequence of events and not a one-time thing. When you have a product launch, you're going to have all sorts of things in place like blog posts, email sequences, videos, PDFs, audios, and so much more. All of this is to draw in your prospect, make them pay attention, and make them want to see things through to the end or close the open loop. Now, you've got to have your launch properly planned out. You might just be running a promo, but it would be best to make sure you plan it anyway. You need a beginning, a middle, and an ending so that you have some structure to make your efforts pack a punch.

How well are you doing with your product launches? If you've ever had to market something on the internet, then you've definitely done a product launch. Are you getting great results? Are you deliberate about your process? Are you making all the elements of your sales letter work for you? Are you conscious of the story you're telling, or are you just letting the chips fall where they may? If you're doing the latter, then it wouldn't be surprising to me to find you're not doing so well. Now, let's cover how to deliberately craft your story and think about the right strategy and structure to base it on so that you can get results.

Your Newbie-Friendly Product Launch Guide First, you need to be aware of psychological triggers that make product launches work. I suggest you read through the book Influence by Robert Cialdini. Here are the triggers he was able to identify: 1. Commitment & Consistency. Your prospects will do all that is within their power to let their words and actions match, honoring any and all commitments they made to you, even if it was as simple as joining your mailing list. 2. Reciprocity. When you give someone something, they feel obligated to give you something in return. So when you offer your prospects free stuff, they will be more inclined to give back to you by buying your stuff. 3. Authority. People are naturally inclined to obey authority, whether it is real or perceived. This is why companies scramble to get celebrity endorsements, and why you see such things as "Approved by the Dental Health Association of Italy" or stuff like that on your products. We obey uniforms. They cause us to react in a strong, emotional way. 4. Liking. Your prospects will buy from you the more they feel emotionally connected to you. They will buy from you if they find you likable. This is why you should use your personality when marketing as often as you can. 5. Scarcity. Scarcity creates the need to have. It drives up your prospect's desire to get your product or service. That feeling of urgency will motivate your prospects so that they don't miss out on what you're offering and will drive them to buy. It's not just the benefits alone that drive your prospects. It's the worry that they might not be able to have it. So tell them they can't have it, and all you're doing is making them want it more. You can create this scarcity by putting a time limit on when they can get your product, or when the price will go up. You can create scarcity by letting them know there are only a few copies left, or that they have to apply and show that they are worthy of being able to pay for your stuff. 6. Social proof. This is related to the liking principle. Your prospects will look to other responses to see how they should respond to you. If you've received nominations, been featured on radio or TV, have won major awards, or written a bestseller, show off all your achievements. Just because you're doing a whole product launch does not mean you don't need a copy. In fact,

you will need a lot more copy than usual, because you're going to be pushing your product for a long while. Your Product Launch Copy Comes Way Before Your Sales Letter The sales letter is not the only thing you need in a product launch. You've got: Emails, blog posts, articles, and surveys. Copy to recruit affiliates. Copy for your affiliates to send to their lists so they can assist with launching your product. A pre-launch email sequence, launch email sequence, and post-launch email sequence. Your sales letter. Your follow up mail. That's not to say that the copy you write for your launch is useless. It's all part of a big whole. The rest of the copy has a lot of psychology going on so your prospects are even more receptive to what you're putting out there. By the time they lay eyes on your sales letter, they're already primed to buy.

Always Begin with A Story You should start by telling a story if you want to see your product launch succeed. There doesn't need to be anything overly complex about your story. If anything, it all boils down to this: I had a problem, and I found a way to fix it, and now I'm going to share my solution with you." Don't ever try to sell them hard in the beginning because you need to first engage with your prospects on an emotional level, and there's no better way to do that than through storytelling, which is an art form.

Create a Storyboard The best way to stay on top of your goals is to storyboard your product launch, mapping it all out on a calendar. Here's what the bits and pieces that you assign to each date on the calendar could look like: 1. Day one: Go on forums and groups where your audience is, ask for suggestions on what should go into your special report on how to fix the problem your product addresses. 2. Day two: Write a blog post based on the answers you got. 3. Day three (or day five or whenever): Make a post about how you've found something that actually works. Again, always be honest. Don't lie. You don't have to. You can always look for an actual story. Create this map, so you know when to send out what to your mailing list, your followers, and

your groups and forums. Set a date and let them know that on that day, you're going to have a fixed number of copies to sell of your product. Get them on a waiting list, so they're ready when the day comes to buy. Let them know what's going on with the list. If you've got more than 50 people ready to buy, and you were only going to sell 50 copies, then let them know, so they know to act quickly on that day. When it's all sold out, send them an email about it, write a blog post about your product, and then craft your sales letter. Affix all these activities to specific dates, and that's how to storyboard your launch.

Identify the Players You'll need to write a copy not just for prospects but for the affiliates so you can convince them to promote your stuff. You'll need to write a copy for your present subscribers, cold traffic, and really anyone involved in marketing who's definitely interested in observing how great a marketer you are or aren't.

The Elements of Launch Copy 1.

List building. This copy is for building a list. You can use this in your groups and forums, or on your blog. You'll need to put up a landing page, and then blog about how you're doing a survey for a book you'd like to write, or articles you want to put out. You could ask groups what they have the most trouble with when it comes to whatever your product addresses. You'll also need a copy for the squeeze page and or the confirmation email. You'll need to follow up email as well, and make sure it all continues to tell your story.

2.

Survey. The more your list grows, the more you should learn about what exactly your audience wants to fix. Enter the survey copy, which you use to find out what gives them problems. You either put your efforts towards helping them relieve a particular pain or towards giving them a lovely result. Most folks are more eager to get rid of pain than to gain pleasure, so you should probably focus on that.

3.

Product. If you're making an information product, then you had better consider your product as copying itself. Think of the way you use language. Think of how to make it really address the issues your prospect is dealing with.

4.

Affiliate. You must write a copy to recruit partners or affiliates. It's not enough to just focus on your own list. If you don't have a list, then affiliates can help you out with selling your product. You can contact all the people who sell products in your niche, and then let them know if they're willing to email their list about your product, you will give them a cut of the proceeds.

5.

Pre-launch. This is all the copy you use in order to stir up interest, create scarcity, give social proof, and get your prospects ready to buy.

6.

The big book. This is a special report, or white paper, or position paper, which lets others know what your unique selling proposition is. It's got to grab attention and keep it. You

could make it a lovely selection of tops from experts in your niche, and set yourself as the editor and publisher. You could make it an ebook you wrote. Whatever it is, it must appeal to the prospects, so that they're more than willing to pay. 7.

Plot twist. Some things don't go according to plan. However, these plot twists can offer opportunities to tell stories. Did you get a stinker of an email in response to your campaign? You can actually share that with your prospects on the pre-launch mailing list, and get them in on how the story works out. Doing this will make them like you even more, and come to your defense. You must keep an eye out for these plot twists, and mine them for the hidden gem within them.

8.

Countdown. This copy is for building anticipation and ramping up the scarcity. You let them know when they can buy your product, and you'll let them know how many copies are available, and when the doors close on that offer. Use countdowns when you can.

9.

Sales letter. You already know what this is. I'd advise that you consider the entire launch to be a whole sales letter, broken up in bits. Some marketers will use a video-only version of the sales letter. This is terrible. You should also use a text version because some people genuinely don't have the time to sit through a whole video. Your sales letter will generally set the tone for the rest of your campaign, so that even if your prospect doesn't get to read it, one way or another, they are sold because of it.

10. Post-launch. Sometimes, you can get even more sales after the day you launch. This is why you need a copy to serve prospects after the launch. You need to make this copy available to your affiliates; otherwise, you'd be losing out on a lot of moolah. So make sure these are ready as well. 11. The follow-up. A lot of marketers don't think this is relevant once they've made the sale, but this is a big mistake. You should keep marketing even after your launch. You should follow up with your customers, and get interested in what they have to say about your product. Keep up a dialogue with them. Make offers to them, even if they didn't buy at first.

Promotions Promotions are way shorter than product launches, but the same principles apply. Say you're marketing swimwear. You could write, "Summer's here! You need some new swimwear to look absolutely gorgeous while you have fun at the beach. We're going to put our latest collection on sale at an insane discount of 30% because we know you want to look your best. This offer is good for the next three days only." In this copy, you have the urgency, scarcity, and time limit. The last note before we move on to the next chapter: you cannot do your product launches or promotions on your own. You need to have partners. Also, it helps to have more than one person working on the launch, so you can have a greater chance of success.

Chapter Eleven

The Story in Copy

Do you want to make a sale? Tell a bloody good story. Take a page from Hollywood itself, specifically its movie trailers. The trailer is a teaser that's supposed to make you want to see the rest of the movie. In this case, your copy is a trailer for the movie that is your product. To write really great copy, you're going to need a Big Story Idea, just like all movie trailers have. The best trailers will not just give you the Big Story Idea, they'll also let you feel some of what you're going to feel when you see the whole movie, and they'll also show you solid proof that the movie is great. All you have to do to see this is hop on YouTube right now and check out trailer after trailer. You will see this principle in play.

Using the Big Story Idea in Copywriting I write this with the assumption that you have an actual product that really does solve a problem. Here's what you've got to do: 1.

Show off your Big Story Idea. There once was this person, who had this problem, and was about to be totally ruined by it, until they found this solution, that gave them these results, and could give you the same.

2.

Draw out feelings. As you tell the stories, let your prospect imagine the feeling of finally losing the pounds, or quitting their job because they're now rich, or becoming a successful

musician, or enjoying their brand new bike. Link the emotion to your product. You want them to only consider your product as the ultimate solution to their problems. 3.

Give proof that your product actually works. Case studies, testimonials, photos, screenshots, celeb endorsements, and other things like that will get you everywhere. Every niche has its celebs, by the way. Find them. Use them.

Putting It to Work Step 1: Find out what the Big Story Idea is when it comes to your sales copy. Eg. Controversial, world-renowned expert vilified for producing the cure to cancer. Step 2: Figure out how you can get your readers to feel some of what they would feel if they were to get your product and begin using it. In other words, get them to connect emotionally with the benefits. You can do this by telling a story that is mind-blowing yet true. Show them a demonstration using video. Allow them to have a sample if you can. Step 3: Come up with three potent ways you can actually show your product works. Give them a live demonstration, or actual well-known examples, or show them before and after pictures and videos, or get endorsements from celebrities relevant to your niche or with enough star power to get your product moving. When you've gotten all of this down on paper, you've got to mulch it into your copy by putting the Big Story Idea in your lead and headline. World's First Cancer Cure… For just 3 Bucks Now, you should go ahead and install the feelings you want into your prospects. You want to put the feelings in your deck copy, which is right beneath the headline. You can and should use bullet points. Here's how that could look: In this top-secret report, you will discover the world-stopping (yet true) story behind how Dr. Guggenheim Schmaltz created the cure for cancer, only to have Big Pharma try to shut him down. You'll learn: How his CCC or "Cheap Cancer Cure" was first discovered, and how test after test has proven that it actually does work. 5 out of hundreds of "miraculous remissions" that brought total healing to late-stage IV cancer patients… and lowered their blood pressure AND made them look and feel several decades younger — and how you too can have this experience, or even better. The mechanics behind this $3 cancer cure and how you can start using this right now to rebuild your immune system and reclaim your youth.

Finding your Big Story Idea So you might have thought long and hard about it and found that there's really nothing about

your product that you can find that would set it apart from others out there in the market. All you have to do to figure it out is to follow these tips: Really soak up everything about your product. Know it like the back of your hand. If you know some other body parts better than the back of your hand, then get just as familiar with your product. Read all the copy you can from other products in all other markets, preferably products that are different from yours. You can then ask, how COULD the story this copy tells apply to my product as well? Turn on the telly and watch that pesky thing called the news. Notice what the top stories of the day are, and figure out how you could link them to your promo. Pretend your product is a movie. Which one would it be? Can you craft a theme around that movie for your sales copy?

Next Steps Keep in mind that your competition is most definitely not thinking about a Big Story Idea, so you're definitely going to write copy that makes a killing when you use the Big Story Idea hack. This is the one thing that will take you from cookie-cutter copy to compelling copy. Take time out to actually look at your product and figure out the idea that will sell it, and then write that into your copy.

Chapter Twelve

Homework!

You've got so much information from the start of this book to the end. It's great that you've read up to this point, and I really do commend you for that. However, I guarantee you that after reading all of this goodness, you're going to fail and fail hard. You're going to have abysmal sales or sell absolutely nothing at all. You're going to wonder why the heck no one is buying your stuff because it's actually so good! Yet no one's going to beat a path to your door, begging you to please take their money and give them your service or product. You're going to be an absolutely crappy copywriter. Whoa… Wait… So, I Read All of This for Nothing? No, you didn't. But you're going to do terribly and wish you hadn't wasted your time with this book anyway… If you don't actually practice writing copy! You can't just expect to have it hands down just because you read a really great book about it. You've got to get to writing. You need to write sales letter after sales letter, email after email, all sorts of copy, for you to get better. Not only that, but you've also got to get it in front of prospects, let them read, and note the way they respond to your copy. You want their response to be clicking the buy button. The fact that anyone is willing to let go of their money because of some words you've written down is absolutely amazing and exhilarating. However, you've got to actually start. So you've read through this book, and you've seen some examples of what to do and what not to do. Now, what are you waiting for? Get to writing already! In fact, if you were sincere about wanting to become a copywriter, you probably have already written some examples already as you read through the book, in which case, I commend you! Well done. One thing though: Don't ever stop. The more you do something, the better you get at it. You know the old, cliché but true

saying: Practice makes perfect… Makes sales. Your Assignment First things first, I want you to go over this book again, as quick as you can, and then take just one thing from this book, and get to work on it. Yes, even if you've already done this. Remember, I said, don't stop. Not if you want to get better. Make sure whatever you pick, you can get to work on it in just two minutes. I'm not asking you to actually finish. I'm asking you to start. You could send a customer an email. You could come up with headlines and subject lines. You could think up a series for your autoresponder. All you have to do is just pick one thing, no matter how little, and start (or continue). Your Next Assignment Okay, this is going to ask for a lot more from you than the previous one, so just keep that in mind. However, when you get to work on this, you will find yourself reaping amazing, mindblowing benefits, so don't let the sound of the word "work" discourage you. Here's what you're going to do: You're going to take some time out to work on an outline for a brand new offer, as well as the foundational ideas of the sales copy you're about to craft for your offer. Once you're one with that, you must carve out time to write your sales letter. No ifs, ands, or buts. You must get it written! Get out your calendar, or your calendar app on your phone, and then set a date on your calendar. You can dub that day, "More moolah day," or "Make Some Money Day" or whatever works for you. Just make sure that it is no more than 30 days from this very day. Yes, it is absolutely critical that you do not let it go past 30 days. Decide it will take only that amount of time, commit to your plans, and you will definitely succeed. When you've written your copy, don't just let it sit there on your laptop. Publish it. Promote it. Get it out there anyway that you can. Make sales. Hen wash, rinse, repeat. The more sales you make, the more you can prove your worth as a copywriter, and the more money you can charge to firms and individuals looking. When you do this particular assignment, there's a high possibility that you're going to find a business that is booming better than ever for you. You very well might have crafted the copy that takes your business to newer, greater heights than you ever deemed possible. The question is, do you believe you're worth it? Do you deserve success? Are you going to go out there and make it happen, or just sit on your hands happy that you've read a great book? You're way smarter than that. Now go, do your homework, and make some magic happen!

Conclusion

I'm going to conclude this book by giving you a few general tips, some of which I've already mentioned, but which matter so much that they bear repeating. If you can keep all of this in your mind as you write copy, you will find yourself doing exceptionally well. Copywriting is a very mental process that takes a lot of thinking and feeling, as well. To be able to execute your copy the right way, you want to give it all that you have experienced, all that you know, and then put all of that down in written form so you can make the sale. Recall that every single line in your copy should serve the purpose of getting your prospect to read the next line. In other words, let it be in the back of your mind that you must attract attention, drum up interest, inspire desire, and get the prospect to take action. One of the most important things you must keep in mind is that your copy must always be truthful and tell nothing but the truth. Also, use this truth to get the reader on your side, and you will have earned a client for life. In writing copy, you should make it impossible for the reader to look away. Make them so compelled by the words on the page that reading is a very unavoidable, unstoppable slippery slide. I've mentioned how important it is to connect with the prospect and their problems, and the pain caused by those problems. However, you do not want to assume they have problems they don't. This is why you need to do a good job of singling out and identifying who your prospect is, to begin with. Never underestimate the power of curiosity. Remember the open-loop? Exploit it. Start a story, hop on to something else, and then finish the story later. You can open several loops throughout your copy. Don't overdo this, so your reader is confused. Just enough, and you'll find them reading through it all in order to get the full story. Here's the thing about your product or service: It doesn't matter. Not even a little. Not even at all. What you're really selling when you write great copy, is a BIG STORY. You're selling a concept. Keep that in mind. Keep your copy personal. No matter what you're writing for. It could be an email or a sales letter. You know thousands of eyeballs will read. Still, speak as though you were writing to one person: Your dearest, closest friend. Before you put pen to paper, analyze the questions your prospect will naturally have about your service or product. Then when you write, make sure you answer these questions in an order that makes sense. Finally, there's a famous saying that goes, "Writing is editing." In other words, when you write

your copy, please go back to edit. First, edit for the flow of thought. Then edit so that you express your ideas powerfully by using no more words than needed. Finally, edit for spelling and grammar. The last thing you need is for a great copy to be ruined by terrible typos. You have all you need to know to get started. Continue to refine your skills, and you will do well. There's no doubt about it.

COPYWRITING Advanced Guide to the Art of Powerful and Effective Copywriting

MARC ROBERTS

Introduction

Effective copywriting needs exceptional skill and comes via tons of practice for those willing to pay the price. Writing compelling, sharp, and highly engaging copy is a tough yet achievable task. It involves passing a unique and even tone specifically designed for a particular target audience. Exceptional copywriting amplifies the voice of your brand. If you want to enhance engagement with your customers and key stakeholders, it's essential to know how to communicate effectively. But remember, crafting a copy that will work for various audiences is a daunting task. Once you've developed a kick as brand design, a product your clients will yearn to purchase, and an effective business plan, the next task is to identify the right words to use to pass your intended message. The world we're living in today is so digitized, and it's possible to overlook the importance of language linked to scores of marketing videos and images we see daily. You'll agree with me that some slogans, taglines, and phrases have stood out more than others; here is where the difference between writing words and effective copywriting comes in. An effective copy is an invaluable tool for marketing your brand. When a good copy is linked to your brand, it acts as its sales representative. Due to the ever-increasing number of brands in the market, grabbing the attention of your prospects takes great skill. It takes effort to come up with a killer copy. This includes a deeper understanding of your target audience, competitors, brand identity, global trends, markets, and much more. Also, remember, you must be good at linguistics. When a reader lands on a good copy, they stop to find out what it's about before their attention is diverted to another audio or visual content. After grabbing the attention of your audience, your next job is to use effective copywriting to locate and relate to your client's problem and provide the much-needed solution in a friendly, engaging, and clear manner. An effective copy will convince the readers that they should give your brand a second glance. A brand is weak if great copy does not support it. You must answer the critical questions in the minds of your prospects such as "what are you selling?", "How will your product solve my problem," among others. With good copywriting, your brand will remain a loudspeaker in a crowded market. Remember, you may have the best solution to your audience's problems, but if your brand is unnoticeable to the target audience, it'll fade into the background noise. That's why you should work with a skilled copywriter to even up your SEO ranking. Copywriting is the brick and mortar for the development of your brand. It is a critical part of your brand identity. It offers character to visual marketing that will, in the end, appeal to your target audience. Its skillfully targeted language avails the right exposure and traffic to your brand. It's no brainer that a great copy in combination with branding and an excellent product/service will drive your sales and profits upwards. Effective copywriting not only grabs the attention of your audience but goes further to help the consumer understand the needs of your

product or service without your physical presence. Psychologically, effective copywriting will not only inform your prospects about your product, but it'll also compel them to take action, including making purchases. It pays to invest in a skilled copywriter as a vital part of your successful marketing strategy; otherwise, your brand will remain invisible to your target clients.

Chapter 1

The Art of Effective Copy Creation Superb copywriters hardly have expertise in the subject matter in which they are hired to write content on, although some may. Typically, they rely on their ability to interview subjects, speak with customers and prospects, or research widely on the topic to come up with a killer copy. Some copywriting professionals put themselves in the shoes of the customer and try to role-play as a prospective client to write content that resonates with the target audience. If you've ever paid attention to descriptive and engaging content you'll find on leading sites such as Amazon, you must agree with me that such content is well executed. Six Seconds to Engage

Due to flooding of free content, the attention span for online visitors is shrinking. The main goal of copywriting on websites and other media is to pass your message in less than six seconds and bring your prospect down the sales funnel and motivate them to take a specific action. This could be to purchase a product, subscribe to a service, and book an appointment or any other desired action. If your brand is pampered with dense prose and uneven tone, you have a major challenge. Your readers are searching for easy to read and digest content, and this is what you should aim at when creating a copy. Assess How You Communicate If you're having challenges communicating with your clients and prospects, it is never too late; you can implement a few changes and witness significant results. You have an enormous chance to revisit your content and make the necessary changes. In your reassessment, you should work at bringing consistency to your brand. Again, you'll have the opportunity to make changes to your on-page SEO in all your digital content via keyword research. If you find this job to be tasking, you need to delegate it to a skilled copywriter who will use the right phrase and keywords to optimize the content into something Google and other search engines will find appealing. There's no harm in asking a few people whose opinion you value if your copy is compelling and engaging and if it conveys the intended message effectively. You can also ask for honest

feedback from the audience on how they find your copy. Do they find it's to be easy to understand? Are they able to grasp the benefits of your product with ease? And can they take the necessary action after reading your content effortlessly? This is an excellent starting point when assessing how effective your copy is. Words and language matter, especially in copywriting, and creating a compelling message for your brand; in this case, each word counts and not just the copy. The copy is king, that's why you should invest in effective copywriting. You consumers' need someone who will speak to them in a language they can understand. Copywriters understand what you need to capture the interest and attention of your customers and build relationships and encourage them to take action. These experts can assist you in writing copy for advertising, brochures, positioning your brand, direct and digital marketing, and much more. An experienced copywriter will help you to overcome the challenges that affect the visibility of your business. Clear Communication Is the Path to Effective Copy A great copy should be clean. It should lead your prospects to adapt your products or services and not vice versa. Each copywriter has a unique style guide that helps them in coming up with a clear and effective copy. There are scores of list posts and rulebooks that provide advice to writers on the best usage and consistent language. Some of these excellent style guides include Copyblogger's style guide, the classic English guidebook, and also the Elements of Style by Strunk and White. Such guides are handy in helping writers to come up with an irresistible copy. According to William Strunk, sentences should not have any pointless words, while a paragraph should not contain redundant sentences. It's the same notion with a drawing; it should not contain any unnecessary lines; this means a writer should be cautious about the words they use in a copy —every word should count. How Can You Write an Effective Copy? It's not magic that writing a great copy requires a set of skills and effort. The market is filled with related products, and if you want to stand out among your competitors, you must be ready to pay the price. Here are some ways you can implement it to come up with a killer copy. Exploit Your Product's Benefits A copywriting outline is the basis of your advertising campaigns. The value your product adds to a consumer is its benefit. In simple words, it's what your product can do for a consumer or how your product will help the user. You need to put it into words why your product is better than your competitors and the value it'll offer to the consumer. If you understand all the benefits of your product, relaying them to your customers is easier. When your audience knows what is on offer, they are in a better place to make informed decisions about using the product/service. Bank on Your Competition's Weaknesses Before writing a copy for your product, it's essential to research and establish what distinguishes your product from your competitors. Once you've known the weakness in your competitor's product, you can use this information to show your audience why they should use your product. Research deeply and widely about competitor products and find out the gaps in their products and services. After your research, list the benefits that are inferior to your product and use them

to show your audience why they should use your product. Through this, you can easily win prospects. The main aim is to show them that your product is superior. Know Your Audience Your product isn't designed for everyone in the world; the same applies to an ad or copy; it's not meant for everyone. If you want to realize incredible sales for your product, you must first identify your target audience and craft your copy with them in mind. For example, if you've developed skateboards, your target audiences are young people and parents who would like to purchase gifts for their children. If your message reaches the right people, you're assured that you'll make sales. Before developing an ad or a copy, you need to be sure; you're spending money in the right place. Your main aim is to ensure your product gets unlimited exposure and awareness. Before launching your product, you should take the time to research and know your customers. According to marketing studies, only 20% of customers account for 80% of sales—it's called the 80/20 rule—it's a common terminology you'll encounter in marketing circles. This 20 percent indicates your best customers, your biggest headache as an entrepreneur is to determine which of your customers fall under the 20% category. Develop a demographic profile of your favorite customers so that your message and copy are designed with them in mind. If you're a small business, you now have the financial muscles to conduct thorough research, but you can improvise and locate this group via visual investigation and your communication skills. The research aims at finding your target clients; it's different from the CIA profile of your customers. After getting the information, use it for your advantage. When developing a demographic profile of your clients, you can use many attributes. Some of the traits that will help you gather useful information include: •

Age

•

Gender

•

Family status

•

Interests

•

Ethnicity

•

Occupation

•

Income

After studying your audience, you can write a copy that will convince them to use your product. Pro copywriters spend most of their time in research to make writing the copy an easy job. They get deep into the world-eco-system of their target client and try to understand their pains and needs, and use the right language to deliver information on how their product will address these challenges. Some of the questions a copywriter needs to find answers for include: •

What is the average of the audience?

•

Where do they shop?

•

What's their average income?

•

How do they speak?

•

Where do they live?

•

Which words do they use in their daily conversations?

•

How do they shop?

•

What challenges do they have?

•

How will my product solve their problem?

•

What influences their buying decisions?

•

What product are they currently using?

•

Will my product solve their problem?

•

Is my product affordable?

After finding answers to these questions, your job is to create a copy that evokes emotion, communicates your message, and creates trust. Ensure your copy is in language and tone that your target audience can relate to—already you have gathered this information from your research. If you find this job to be complex or you feel you don't have the skills and expertise to write a compelling copy, it's advisable to delegate the duty to a skilled copywriter. If you want to realize results faster, do what you know best. Let the doctor prescribe medication, the electrician take care of electricity and installation, the mechanic to fix your car and the copywriter to write the copy. Understand What Your Audience Value When communicating your product message, it's essential to know what your audience likes. For example, the older generation opts for the written word, while the younger people are moved by imagery, creativity, and emotion. The oldies want information and facts that are relayed in a straightforward manner to enable them to arrive at decisions faster. This group isn't stirred by humor and creativity; they want a clear message. Regrettably, most marketing and advertising messages are designed for young people in mind. In regard to the older consumers, they seem to be a left out-group. The older generation is a cultured and experienced group of consumers; they have had unlimited exposure to lots of marketing messages over the years. They have set standards and can easily differentiate good and bad communication and advertising. They are looking for facts, logic information, and in this regard, they expect to see well-written and structured pieces. Above all, their desire is to arrive at a decision based on the evidence you've presented. Don't forget you're writing for a smart, experienced and discerning audience. Effective copywriting should aim at

building strong relationships with your clients. It strengthens your brand and encourages the audience to take action. This is most important for older consumers. Communicate W.I.I.F.M. (What's In It for Me?) Various reasons motivate people to write advertising and marketing content. As you plan to craft a killer copy, you should first establish why you need to do so. You must locate the right audience for your copy besides the results that you want the copy to generate. For instance, if you have a new product that you want to launch or want to drive more sales for an existing product, your copy should reflect your main objectives. Some goals of writing the copy could be: •

Generating leads

•

Conveying information about a special offer

•

Raising awareness or sharing information.

Remember, your customers are more concerned with information on how your product or service will help them? Will it improve their lives, for instance, save their time or money? Or will it make their lives better? Based on the details you have gathered from your research, it's vital to develop a copywriting outline that addresses your client's main pains and needs. This will include combining the product's features, benefits, and unique points about the product or service. Ensure this information is presented in an easy to read and understand tone and format. Remember, your product is of no importance if it can't address and solve your customer's problems. That's why your copy should answer all the questions your clients have in mind regarding the solutions they are looking for. Remember, you're also paying for graphic design and for your ad space. Why then should you waste money on an ineffective copy that doesn't inform your prospects why they should buy your product or service. If you have a substantial marketing budget, you can test snappy headlines and copy to find out the ideal way to hook the reader to your copy. But if you're a small or mediumsized business and you have a constrained budget; you must ensure you get it right in the first instance. The copy must include all the relevant details that will ensure the reader understands the message and takes the expected action. If you're a small business, you can risk your limited marketing budget by delivering a message to the wrong audience or exposing your audience to a poorly written copy. Personalize the Message If you want to win prospects easily, you should avoid generalizing your message; shift from "we" to "you." In this case, you make the audience feel special and that the message is specifically meant for them. Your copy should speak to them and not at them; it should also not be about you. If you've done your homework perfectly, you'll realize that most marketing pieces are written in the second person. For example, consider the two sentences, "we will deliver the car tomorrow," and "your car will be delivered tomorrow." You'll agree with me that the second sentence is better since it speaks directly to the client. That's how copywriting messages should be framed. It should be about the audience and, more specifically, your client. Personalized information is more effective in marketing. Writing in the second person assists the reader to

connect to your message quickly. This is because the copy points directly to their problem, thus allowing them to personalize the information. If an ad or copy is linked to a specific customer, it's easier to convince them to take action. Understand Your Medium When writing your copy, you should ensure it reflects the tone and style of the medium where it'll be posted. The copy will need some adjustments to meet the requirements of the audience in this medium. For example, a copy that you'd post in a woman's magazine will differ from what you can post in a local newspaper, a news magazine or a billboard. Different media need different types of copy to persuade their audience to act. As a business person, you can promote your products on various platforms other than the traditional media. Your goal should be to use every available opportunity to ensure your marketing message gets to the intended audience. Avoid Sharing Too Much Information You can lose the attention of your audience if you offer too much information in your copy. Effective copywriting only provides vital information the audience needs to know before taking action. You can also share content information should the reader want to get further details about your product and services; they'll be able to reach you. If you clobber your copy with extraneous details, you increase the probability of them forgetting the most important information in your advertising or marketing campaign. Unless you're promoting extremely complicated equipment or medicines, you should keep your message simple and easy to understand. Remember, you're spending a considerable amount of money for each ad, and you receive limited space for the ad. Thus your message should be clear and to the point. Use this space wisely to ensure you get a high return on your investment. Include a Call to Action

The main objective of any marketing content is to compel the reader to take action. The call to action is the part of your copy that instructs your audience the kind of response you expect from them. Typically, this element generates a sense of urgency and offers instructions on what the reader should do. For example, the call to action may instruct the reader to visit your store, make a call, or visit a website. A call to action is a vital element of effective copywriting. It makes it easy for the audience to act

on the message they have read. You have already shown them how your product or service will improve their life in the subsequent sections, as you terminate the copy; it's your turn to inform them what the actions they should take. Compel them to buy your product or respond to your ad. First, you should ensure the sentences you use in your copy are in the active rather than the passive voice. This is because a copy written in an active voice is action-driven. If it's in the passive voice, it's prompting the reader to take action in a remote manner. In other words, when a sentence is in the active voice, it's the subject that executes the action of the verb. On the contrary, if it's in the passive voice, it's the subject that is receiving the action from the verb. An effective call to action should also feature a sense of urgency. Your main objective in marketing your product is to create awareness of the solution you're offering to the client and prompt them to purchase the product and boost your sales. And you want the clients to take action today, not tomorrow or any other day. Since you're spending a considerable amount of money to market your products, you also want the customers to take immediate action. Furthermore, they may forget your message if they don't act swiftly. In this case, your call to action should encourage them to get off the couch and rush to your store or to log onto your online store and order the product. Do your research on various words and phrases you can use in this section to create a sense of urgency. C.Y.A. (Cover Your Ass) When writing your copy, you should be careful to avoid exposing your business to any potential problem. Most large companies have legal departments that scrutinize the copy to ensure it can't land the company into any issues with the law. This isn't the case with small and medium businesses; they don't have the budget to hire an attorney to look at each marketing copy. Review your copy and ensure the information in it is factual and honest and doesn't infringe on the rights of others. If you can't prove any claims on the copy, you'd better not include them. Since most small businesses are sole proprietorships, if they lose a lawsuit, the business and personal assets can be targeted to settle the plaintiff's claim. That's why persons writing marketing material for small businesses should be cautious to avoid including information that can harm the business. Weight the potential risk and rewards of any claims in your copy before publishing. If you include unsubstantiated claims or false information in your marketing copy, you may open yourself up for litigation. Falsifying or exaggerating information about your product or competitor is unethical and part of bad business practice. Besides landing on bad terms with the law, information can work against you. Lies spread very fast and you if your customer and competitors discover you've been sharing incorrect details, this could mark the end of your business. Take care when using the superlatives I've highlighted below: •

Guaranteed

•

No risk

•

Free

•

Fastest, best, lowest

•

Or your money back

•

Risk-free

•

No investment

•

100 percent

•

No cost

•

No question asked

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No obligation

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No purchase necessary

•

Promise

Proofread You Copy Before you can hit the submit button, it's crucial to proofread your copy. If you want to lose credibility in your marketing or advertising pieces, don't proofread your pieces. Spelling and grammatical errors should be the last thing in your marketing copy. If you're careless in your marketing content, it means the same is replicated in your products and services. The audience has more trust in you if there are no errors in your copy. Professional copywriters ensure the copy has been proofread several times, and it's error-free. It Can Be Simple! If you follow the rules, copywriting can be simple. First, you must do adequate research as you prepare for the work. If you make mistakes, learn from them, this will ensure you've maximized your limited marketing budget. If you prepare adequately before writing the copy, it will shine. If possible, start with an outline to help make the writing task easy. If you have doubts about any information you have included in the copy, confirm the facts before submitting it. A great copy is a vital tool in marketing your products and services. It will help in boosting your sales and profits besides getting a high return on your marketing or advertising investment. Tips for Writing an Effective Copy Copywriting isn't a simple task, but with lots of practice, it's possible to become a pro. Writing a great copy starts with mastering the principles that distinguish this discipline from other related fields. Here are a few tips on how to craft a killer copy. Write With Emotion Most consumers purchase products based on how you make them feel. Since buying decisions don't arise from logical choices, you can increase your sales by writing a copy that evokes some emotions. You can easily accomplish this task by playing with the memories of your audience. Be Brief

Humans have short attention spans. Most individuals read only the headline and introduction of your copy, if it's not interesting, the move to the next thing in a matter of minutes. That's why you should share your main points quickly and at the start of your copy. You should also be deliberate on the words you use in your copy. For instance, why use three words if one can serve the purpose? Write with Clarity Confusion is the greatest enemy of engagement. If you write clearly, you encourage people to keep reading. Just like brevity, clarity increases attention span. Ensure your copy is easy to comprehend. Your audience should not find any reason to reread any sentence in your copy. To ensure you're writing with clarity, you need to use active voice, simple words, and transitions. Clear writing assists your audience to visualize your sentences and keep reading. Write With Honesty If you cramp your copy with authentic claims and promises, your clients will trust your, and the converse is also true— dishonesty can kill your business. Tell the truth in your copy even if it's ugly. If your product isn't the best or your brand isn't the most preferred, don't lie, tell the truth. No product is perfect. Honesty has helped many companies grow their businesses. For example, Domino was able to regain its customer trust by sharing facts about their business. Truth helps to inspire public sympathy and aid the rapid growth of your business. Write With Style Content rules, it's the fuel for an effective copy. Use literacy tools to help your copy to flow flawlessly. For example, some copywriters employ sound repetition to generate fluency in sentences. Some of the effective styles you can use in your copy to make it great include consonance, alliteration, anaphora, assonance, polyptoton, and epistrophe.

Chapter 2

Elements of Good Copywriting Good copywriting is a gem that's only available to a few businesses—it's hard to access. It can't be measured, nor can you grasp it even if you go by responses and clicks. The value of such a copy is way above, making people read the content. Good copywriting ensures your customers trust your brand and can go further and recommend it to others. You can only see its effect, but tracing the origin is tough. An excellent copy will not only draw customers to you but will also maintain them. Your Clients Need Something More Offering high-quality products and services isn't sufficient to attract customers to your business. Your clients are yearning for more. This is because you're not the only one in the market, offering these goods or services. You must convince your customers why they should stick to your brand and not your competitors. What you're selling is an image, it's a story, and your customers are the main characters. What they are looking for is a product or service that fits neatly into their needs. Your customers need an impression that your products were specially made with them in mind. And, chiefly, the story must highlight how the future will be, about how your product will change their lives after using it. You need to craft a good copy that will create a coherent narrative that includes important details about your target clients, including their age, occupation, preferences, and much more. Although a great image can grab your customer's attention, at some point, they'll wonder what they are staring at. At this point, it's the duty of your copywriter to inform them where they fit in in the entire narrative. Your Customers Only See a Brand Although your business comprises several departments such as customer care, accounting, quality assurance, management, and so on, your customers only see your company brand. It's like a calling card to them. It's what distinguishes your product from the rest in the market that matters to your clients. Some individuals agree that an outstanding brand is more valuable than a good product. Creating a strong brand is a time-consuming exercise; it doesn't develop overnight. If you have an idea of a product that can solve a particular problem and the target clients for this product, you need to let the ideas take shape. And the easiest way to achieve this goal is by translating these ideas into text. A copywriter needs to spell out your brand. They must take the relevant information and coin it into an appealing copy that will leave a lasting impact on your client. A brand must be appealing, specific, and unique. It should also be flexible and have rooms for growth and adaptation. An effective copywriter can establish the ideal image for your business and the business share it may take in the future.

A Great Copy Is Quotable A good copy features commonly used language. I bet you must have used some common expressions in your casual conversations, such as "I love it." This is the power of good copywriting. Although the sharing of images and videos via laptops, tablets, and smartphones is becoming trendy, sharing text is still dominant. You don't need any technology to share text. Although you can clearly recall a brilliant image or song, if you want to share some feelings about it to another person, you must rely on words. You can only quote words. An excellent copywriter must have the skills and knowledge to package your business ideology and practices in simple and easy to understand words that can be transmitted across any platform instantly. But remember, not all copies are similar. You must learn the tips and tricks of writing shareable content. Good copywriters know how to use these tips to come up with compelling content. Copywriting Breaks the Gap between You and Your Customers Your clients might not know much about your business. And there's nothing wrong with this. You don't have to reveal the complexities of your business to them. They only need to get basic information about what you do. Although you have sufficient information on how your business works, your target clients, and their needs and preference, you still require somebody to translate these details into easy to understand information for your clients. The perfect person for this task is a copywriter. They create the missing link between you and your clients. They provide valuable information on how your offer meets their needs. Copywriters have the power to convince your customers to take the necessary action and use your products or services. A copywriter's job may not be as enticing as most people consider it to be, but it's essential for any business that needs to make an impact and beat the competition. Someone must act as a mediator between your business and your client, and this can only be a copywriter. These professionals have the relevant skills and experience to interpret the complex professional and technical terms, reading your products and services, and pass the intended information to your customers. In this case, your clients will feel you are and mind about them. This helps to cement your relationship with them and achieve your business goals. If your clients have to consult secondary sources to understand the information you're relaying to them, you can easily lose them. Boring and complex information should be a big no for your clients. You should also avoid meaningless buzzwords when communicating with your customers. A good copywriter will help overcome these problems. Your target audience needs information; they can easily digest and comprehend. Excellent copywriting will ensure your client has an easy time reading your content. They won't need any further research. A good copywriter understands what their audience needs and delivers the package in the simplest and easy to comprehend form. This guarantees your clients have adequate time to focus on purchases rather than research. Besides, they feel you value and respect them because they get the information they require without any hassle.

Copywriting Brings Everything Together Since visual media has become the trend on the internet, but interestingly, words have not lost their place in regard to sharing ideas. For instance, a short, engaging video may be more memorable and hold your client's attention for long. The same applies to powerful images. But good copywriting is the backbone of both the videos and images. Although an image is worth a thousand words, your clients are also interested in the thousand words the image is representing. That's the only way to send a clear message to your clients via the image. Quality copywriting brings together distinct elements that make up your brand. If you've done this work perfectly, you don't have to keep reminding your customers what your brand believes in, its objectives and how you value your clients. The Digital Arena Is Ruled by Words, Not Images Any prosperous business must have a robust online presence. Recent research established that 81% of buyers do online research before making the final decision on whether to purchase a product or not. Online research helps shoppers the tough task of testing and trying out different products by themselves. Learning from other people's experiences is the best and easiest way of knowing high-quality products out there. According to this survey, more than half of these shoppers first try to get information about the products or services they're looking for via a search engine instead of going directly to a specific website. And to locate these products in the search engine, they must use some specific words. This is where copywriting comes in. If you have a superior quality product intended for a specific clientele, but it doesn't rank well on search engines, you have a tough job making it known. The traditional advertising methods, such as commercial and printed ads, may not be as effective as digital marketing. Your online presence needs to be on par with your presence in other media. Building a strong online presence and ensuring your rank highly in search results isn't about populating your content with particular keywords. Relevance and quality are two vital elements that determine whether you'll do well in the online spheres. That's why you shouldn't settle for anything but what's best for your family. Otherwise, your investment won't bring any tangible results; you .re just wasting your funds. Quality Copywriting Will Leave Your Clients Yearning for More If it's your dream for your business to flourish, you need to do more than meeting your client's needs. You must work at building customer loyalty. You need to offer them a candid reason why they should return to your business and spread the good news about your product to their peers. The best way of keeping your customers' interest peaked is good copywriting. Your clients must understand your products are part of the big story you have shared with them. And this story shouldn't end after they've bought your product and satisfied their need momentarily. It should be an ongoing relationship that keeps developing and adapting to their changing needs—only an excellent copywriter can make them understand this. Even after securing a sale, you must endeavor to keep the ball rolling. Offering a copy to your

customers is one of the best ways to maintain your relationship with the customers. You offer them a reason to come back. Good copywriting will inform your clients what has changed in your business and the new solutions you have for their needs. A good copywriter will help you to constantly link your product/services to the new needs of your customers and, at the same time, maintain cohesiveness, coherence, and your brand. It Meets Your Reader Halfway Effective copywriting goes an extra step and meets your readers halfway. An excellent copy isn't just about making sales or convincing your customers that you're offering the best products. It should help you to show the audience that you're aware of these facts, but you require a little push in the right path. An informative copy should anticipate the questions that the reader is having and offer conclusive answers to them. If the copy is poorly written, its quality will be evident instantly. The reader is able to see the data, seams, and marketing strategies behind it. Besides, it won't feel natural. The main of the copy is to make sales at whatever cost. The slogans we looked at earlier gained fame because they captured the needs of the intended audience perfectly. A Lot of work, effort, and thought has been put into them. They sound natural, even in the midst of a conversation. And it's this conversation that your clients desire to be part of. It's hard to gauge its value since, by the time the reader is through with the text, they feel as if they already had the message before. And truly, they had received the message via the slogan. But only a skilled copywriter can foreground the message in your client's mind. Importance of Good Copywriting Good copywriting is more than putting a few words together to show people what you do. It should encompass the values you believe in and create a lasting impact on your audience and drive them to take the desired action. You can only achieve this purpose by using a compact, concise, and clear copy. If you still have doubts about whether you should hire a skilled copywriter to create compelling copies for your business, here are valid reasons why good copywriting is essential for your business. An Understanding of the Niche Crafting an excellent copy needs a deep understanding of the niche and subject matter. The main objective is to come up with an ideal balance between relatability and information. It's not every writer who can achieve this balance, especially those in the less populous niches. An excellent copywriter dedicates enough time to research before writing the copy. Experience plays a significant role in this since it links to confirmation and adaptability. An experienced copywriter can come up with compelling content, even for remote niches that they have no prior experience in. Building Your Brand Image Brand image is how a business wants to portray itself to its customers. It impacts the client's perception of the company and reflects on their purchasing habits. A good copywriter understands your image and will work effortlessly to bring out that image via their content. The content relates to the brand image via the language, relatability, and tone. If the content is average, it'll reflect your business in a substandard manner. The same applies to a sloppy, rushed,

or error-filled copy. Creating Valuable Content Every sentence in your website must make sense; it should keep the reader glued to your site. Remember, you only have a single chance to create the right impression. That's why you must be deliberate on what appears on your website. Readers look for insightful and purposeful content. An excellent copywriter understands this and crafts content that offers the correct information alongside the benefits of the product/service. They understand the right tone to use, and they prompt your clients to take the necessary action. For example, they ensure your products page contains information that will drive sales while the about us page will feature informative content. A good copywriter understands the difference between various types of content and creates unique content that will bring out the intended results. Understand the Client's Thoughts An excellent copywriter must understand what is in the reader's mind and develop a copy that reflects these thoughts. Copywriting is about passing the right message to your business's audience. An average content and ordinary format isn't the right combination if you're aiming at a good copy. Most copywriters make an error of only stating a few facts about the company's goods or services. Such content is ineffective because your clients are looking for personalized content. A skilled copywriter understands how to create content for various audiences. They know content meant for and IT Company differs from what you'd write for a bakery. Another primary rule is to pass the information on how the products will help the client rather than just stating their functions. For example, instead of stating, "Our computers have a large RAM," you'd say, our computers have enough RAM to multitask smoothly. Copywriting isn't about your business but your clients' view of your company. It provides your audience with the answers to why they should trust and use your brand. That's why you should avoid picking anyone to write your company's content. An inexperienced copywriter with no understanding of your niche is at the same level as using Google templates to create content. This can be disastrous for your brand. That's why you can't underestimate the value of good copywriting. It can go unnoticed until you post poor quality content. For instance, if you're used to reading perfectly written memos, you might not pay much attention to the writing. It's only when you encounter a horrible memo that you realize what you've been reading previously. Imagine your clients encountering poorly crafted content on your websites when you have always posted compelling content. At all costs, you should never compromise on the quality of content on your website. No business wants its content to appear forced or fabricated. The main objective of the marketing message is to engage, inspire, resonate, attract, and compel your audience in the best and natural way. Unfortunately, most businesses and those working in marketing departments underestimate the value of good copywriting as the recipe for the success of all businesses. Effective copywriting is about filling the holes in your marketing literature. An excellent

copywriter should do more than crafting a great ad copy line. Shrewd business people understand it is critical in attaining marketing and entire business objectives. It's about passing a consistent brand message that permeates the business in an out. It encompasses communicating brand messages and selling products and services in a way that makes the client unable to resist the sale. Every business has a unique story to tell their clients. The copywriter working on this story must tell the story and amplify it in each marketing literature. The message should be consistent across all the marketing literature from the internal sales kit to email promotions and the entire marketing campaign. The goal is to hook the customer, and the rest is history. To emphasize the importance of copywriting to businesses, let's look at how marketing was done traditionally. In conventional marketing, the 4 P's of product, place, price, and promotion are used to come up with each company's marketing plan. Most marketers would classify copywriting under the promotions category. Unfortunately, this isn't the case; the ideal way to communicate your product message and your brand is to ensure good writing is part of any information your business passes internally and externally. Let's get more details on how it works. Product Once you've established an excellent idea for a product or service and located the target market, your next hurdle is how you'll tell the story of your great product. Your headache is how to turn the features into a distinct value proposition for your clients. This may be at the beginning of the food chain. You must understand how to communicate your product value proposition to your business plan and presentations and pass this information to your staff and employers and ultimately to your customers. It's crucial to work with a skilled copywriter from the start to help you in messaging and positioning your product correctly from conception to sale. Unfortunately, most companies rely on their marketing teams to come up with all the relevant written collateral for the product, although they may not do the job effectively. Hiring a competent copywriter is the best way out. It ensures you get quality content and your marketing team has enough time to concentrate on their core duties. The copywriter will help to fill the gaps and move your company to achieve its goals. In this case, the copywriter will do what they know best and help your audience understand how your product will solve their needs. In most cases, most companies have the challenge of communicating their products' technical benefits to their clients, but a skilled copywriter will help them overcome this challenge. Price

It's your duty to come up with the right price for your product or service. Copywriters aren't specialists in numbers; they are good at playing with words. After setting the right price for your product, it's high time to figure out how you'll communicate the value of your price to your clients. If you chose a high price for your product, you must have the guts to convince your customers that it's worth the investment. On the same token, if you set a fairly low price for your product or services, you must be ready to persuade your audience that your product is effective and decent. When communicating the price of your product, you need to adopt the right tone that will reflect your brand and appeal to your target audience. A skilled copywriter can help you in coming up with the right tone of the price for your product/ service. Although the brand tone of voice is not just about the price, it's a critical aspect. If your product is costly compared to your competitors, the right tone of voice can assist in communicating your brand in an effective way that will justify its quality and why your customers should pay the premium price. Your tone of voice should help your stay on top of the game and beat the competition in a friendly, conversational, and simple manner. The tone of voice should be consistent in all your marketing messages. When businesses want to justify their low-cost value proposition, they usually adopt a brash and direct brand tone of voice. In this case, the price is the main focus of their message. A vivid example is the tone of mattress manufacturing companies that daily try to win customers daily via their offers. They rely on special offers and prices to hook potential clients and stay ahead of the competition. If you happen to visit their web pages, the first thing to notice is its discounts and prices. Place Whether your products or services are sold online or in the traditional physical store, a skilled copywriter can help you highlight your preferred method of distribution. In the case of online writing and printing collateral, timing is a very critical ingredient. This is why the internet has earned its name. In online platforms, the audience has very minimal time to read the message and understand what you're trying to communicate. That's why you should delegate the task of writing this content to a professional copywriter. On the other hand, print communication has its own set of challenges. Both avenues are distinct beasts and should be treated as such. If you want to shift from a physical store to sell your products online, a copywriter will assist in transforming your traditional marketing literature to appeal to the digital audience. If they have a marketing background, they can help you come up with a robust online content strategy across

various digital platforms, including social media. This will increase your chances of converting many prospects. Some businesses are excellent in communicating their product message both online and offline and thus attracting a loyal customer base. A typical example is the Dollar Shave Club; they excel in both platforms. The messages they have online and offline are superb. For example, their delivery boxes sent a strong signal that they mind about great customer experience for their clients. Promotions With any matter of doubt, copywriting shines brightly in promotions since they are one of the most important parts of your marketing strategy. Unfortunately, most companies choose to work with their marketing teams and forego copywriters in this critical role. However, you may have the best marketing team and strategy, how you translate this into a message that will encourage your customers to take action matters. Without good copywriting, you may be wasting your valuable resources, including your manpower. An excellent copywriter will help you to overcome these challenges and drive your message effectively to your target clients by creating kick-ass copy. Bad writing is boring and difficult to follow. The good news is that good copywriting comes with invisible effects that trickle throughout each part of your business. That's why you need a good copywriter. Today, copywriters come up with the content you find on business websites and social media pages. You may think you have excellent copywriting skills to create content for your business. But thinking you have the skills is different from achieving the required results. A good copy should be engaging, convincing, and enticing, besides setting a positive image for your business. Initially, a copywriter would team up with a designer to come up with a document that is ready for publication. This isn't the case today; copywriters are required to have skills in web software and graphic design to ensure the copy looks great without the help of other professionals. Today, copywriters are expected to have a knowledge of graphic design and web software that can help them make a page look excellent without the help of another professional. What Good Copywriters Can Do As we continue to witness major changes in business— especially a shift to the online platforms — copywriters have a huge role to play in determining the growth of businesses. Web copy, product descriptions, blog posts & articles are types of content that will remain in high demand. High-end companies invest highly in excellent websites, which are significantly different from the average websites. In most cases, the typical websites look shoddy and hacky and untrustworthy. If a site can't win the trust of its visitors, convincing them to buy the product will be a major challenge. The great impression is not only due to good web design but also good copy. If you visit a site and find typos, you must doubt the quality of the products you'll buy from them. The content on a business website must be flawless. Check how the landing page, the blog

and product pages are. If a website features errors in copywriting, the audience will have a low opinion of the website. Further, the audience will also have a low opinion of the products and services available. Narrative and Skill If you encounter a poorly written blog post, you'll have a hard time reading, and in most cases, you'll opt to leave the site without reading the entire post. If the coy isn't interesting, you don't have the motivation to read it to the end. If you don't find any links that direct you to other pages for further details, most assuredly, it was written by an inexperienced writer. An excellent blog post comprises compelling ideas and a solid framework. An excellent copywriter will hook you to the post, push their intended idea, and encourage you to do more research or visit the site for more insight. Besides, they have adequate information on what they are writing about. One of the top qualities of a great copywriter is the ability to research and translate the information into easy to understand the content even if they have never had prior exposure to the topic before. This means they have adequate information to fill the page without any fluff. Most writers become redundant as the work to attain the required word count. This isn't the case with skilled copywriters—to them, each sentence counts. A good copy only contains important information. SEO Knowledge Modern-day copywriters must have deep knowledge of search engine optimization (SEO). Search engines are the gatekeepers for web content and visitors to various sites. If your website is appealing to search engines, you'll realize many benefits, including increased sales and profits. Search engines are complex algorithms with more than 200 search factors that determine the sites that come first on the search results. Aspects such as keyword optimization, link development, and content creation, among others, determine whether you'll rank highly on search results. Instead of trying to implement SEO strategies that may not yield results, it's advisable to work with a copywriter who has a better understanding of SEO. This will ensure your target audience can find you when searching for your products online. Great Content Speaks for Itself At the end of the day, you need to work with a copywriter who will drive your business into phenomenal growth and profitability. Their copy and blog posts should make conversions and present your brand in the best way possible. When you notice sales arising from a powerful call to action at the end of a blog post, then you can rest assured that you've found the ideal copywriter for your business. A poor writer won't be able to realize any tangible results. It takes effort and skill to keep a reader engaged throughout the copy; it's even more tasking to make the reader make a purchase.

Are You Aiming at Increasing Your Web Presence? Good copywriting can be underestimated. Although an excellent website features many aspects, such as an incredible design and marketing, effective copywriting is of utmost importance in attracting and retaining visitors to your site. Dealing with graphic design and web traffic can be challenging if you have limited knowledge and skills. If you want to see tangible results on your website, it's vital to work with a professional copywriter.

Chapter 3

Different Types of Copywriting If you want to become a pro in effective copywriting, it's essential to have a clear distinction between the various types of copywriting. Unlike journalism, copywriting entails crafting pieces of text that will be used to promote a product or service. It's part of advertising but still can come in uncommon forms like the information guides. Where Does Copywriting Appear? Any platform where there is an audience is a suitable place for copywriters to shine. This includes: •

In print (in newspapers, leaflets, magazines, and brochures)

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In physical spaces used for advertising such as poster sites, billboards, and even in public transport

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Online (this could be on banners, social media, web content, pop-ups, and emails)

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On TV and Radio

Copywriters also work in a variety of places including: •

In marketing agencies

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Within marketing departments in organizations and companies

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As freelancers

What Are the Different Types of Copywriting? Copywriters come in different kinds. New copywriters write on different types of copy before establishing their niche and building their entire career around it. Below are the popular types of copywriting. Sales This is one of the most popular types of copywriting. Sales copies account for the largest portion of the information on the web. They include: •

Products descriptions

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Online advertorials

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Text on adverts

Copywriters who work on different sales content must possess a unique skill set. This includes creativity, persuasion, and the ability to comprehend their audience's subconscious and what appeals to them. They should be able to break down technical information into simple and easy to read points. They should also have the ability to research deeply on a particular

product/service and pick out the key benefits and features. These copywriters should have impeccable grammar; errors should be the last thing to find in a sales copy. Again, if you're a sales copywriter, you need to master the art of crafting sales copy without sounding salesy. The perfect way to deal with this problem is to share factual information about your product. Tell your audience how your product or service will help them and the value it'll add to their life. Web Content Web content is the core of the internet but remembers it's only great content that engages, inspires, informs, and converts. This is what you find in articles, blog posts, and even on social media. It thus essential to ensure you write top quality content as a copywriter Generating great content includes telling compelling stories that major on the services or products you're selling. You need to combine elements of creative writing, SEO, and sales writing when creating your content. As a copywriter, you must work at developing interesting, insightful, and useful content. This will encourage your readers to come back for more besides sharing the content with others. Insightful content comes in various forms; it could be engaging articles, videos, infographics, tutorials, "how-tos," tips, and many more. If you want to experience unwavering followership and success in copywriting, go for easy to digest and understand the content. Your sentences should be simple and register low scores on the Flesch Kincaid scale. Great content comes with several goodies; in this case, both parties must benefit. It should be a win-win situation, whereby the business gets wider followership and a more loyal audience while the audience is able to access engaging, informative, and interesting content. PR Any information that represents an organization or a business to the public is part of public relations. This content can arise from the communications or marketing department. Press releases and statements are among the most common types of public relations content. The main aim of PR content is to portray a business in the best way possible. This is usually via issuing press releases or other forms of content. It could be that the company wants to raise awareness about a new product or service they are offering, or they want to erode the effects of negative publicity. Since events change rapidly in the business circles, PR writers must be on top of the game with neutral and journalistic pieces of content to maintain and promote a positive image of the company. Another Way of Categorizing Copywriting New technology and the introduction of new forms of copywriting have created the new for the introduction of new forms of copywriting. For example, you may have heard of lead generation copy, engagement coy, and order generation copy. These terms are with respect to technological advancements that have had a direct effect on copywriting, such as SEO. All in all, the main purpose of copywriting is to communicate information to customers and prospects in the most effective and customer-friendly way—this is what forms a great copy. We

can also classify copywriting into marketing, brand, creative, SEO, direct response, technical, and content copywriting. Let's dive deeper into these forms of copywriting. Marketing Copywriting Marketing copywriters rely on trends in the marketplace to write correspondence and advertisements that directly address consumer needs. Such copywriters make a significant influence on their audience by playing with their desires. They mainly write the text that you find in online ads, emails, and billboards. When most individuals hear about copywriting, what comes to their minds is marketing copywriting. This is what is available on TV, press, and other forms of advertising. Ad copywriting involves coming up with catchy headlines, taglines, and slogans that people will always remember. Marketing copywriters also draft the long-copy adverts you'd find on underground trains and those that appear in Sunday supplements. Slogans are a crucial component of any ad campaign, that's why an ad copywriter must take the time to come up with killer ones. Getting the right words for the slogans is one of the toughest and time-consuming writing such copywriters go through. In ad copywriting, the main idea is more important than the real words that will appear on the final ad. That's why you should start with developing 'copy plots' and 'creative concepts' before writing the actual content. Adverts include complex formats whereby the words, design, and images must work together to achieve the intended purpose. In this regard, the ad copywriter should work closely with the designer and art directors when developing ideas for visual and verbal communication. Such copywriters should portray a high level of creativity and be lateral thinkers who are able to come up with strong and original ideas. Along the advertising food chain, the copywriter may need to be subjected to a bit of compromise and pragmatism. This notwithstanding, they should come up with ideas and content that produces the desired results—selling products. Brand Copywriting This is a form of persuasive copywriting that communicates the identity and image of a brand. The voice of the copy should be similar to what the logo of a company expresses. The main idea behind brand copywriting is to create an emotional link between the brand and its target audience. That's why most copywriters use storytelling to achieve the intended results. Brand copywriting helps to convey the vision, mission, and values of a particular brand so the target audience can identify, recognize, and distinguish it from its competitors. If you're having issues with creating a distinct brand, this type of copywriting will solve these problems and help your prospects stand with it. The process involves writing compelling content that sets you apart from your competitors. The voice and image of your brand should match. It's a brand copywriting that will help you to achieve these goals. Through copywriting, you're able to speak to your customers in a 'language' they can understand. In this case, your organization's copy serves as the verbal form of your logo. Like the visual elements in your logo, the text you use in the copy should have a consistent feel guided by a clear strategy. Since you don't only need a logo for your company, your copy needs to express your brand strategy consistently.

Your brand copywriting should support your graphic design, logo, and color palette. Like these visual elements, your text should deliver your brand promise and embody your brand's personality. Your copy will lack strategic supporting points if your brand's position and promise aren't clear. Your target audience will perceive your copy to be lacking a voice if it lacks a compelling and genuine brand personality. The tone may even be in loggerheads with the message your design elements are communicating. Your copy should be driven by your promise, although it should also be positioned against the competition. The bottom line is to gauge what your audience needs and deliver the promise. Your verbal message may be passed over if it doesn't tell a story that tries to solve the needs your customers have. Any organization that wishes to create a strong brand must invest in compelling brand copywriting; it should be part of its brand's marketing strategy. It makes you speak directly to your clients—in voice, tone, and the language they understand via digital media or marketing collateral. If your copy isn't distinct and clear in regard to your brand, you risk opening the door for competition to win your customers. Some excellent examples of brand copywriting are Virgin Atlantic and Google. For instance, Google impresses the readers what the brand believes in. On the other hand, Virgin Atlantic expresses the brand's bold irreverence. "Tired by a long flight?", "pretend you're already there," that's how their slogan reads. In practical terms, effective copywriting increases sales. An example is Amazon's login screen; it bears a huge button that reads "Sign in using our secure server." This phrase delivers a promise to the customers that their personal information will be remaining safe. Still, on their penultimate page where the client checks out, they are prompted to review the order. Amazon has researched why some clients never come back to shop with them; that's why they've included these cues to encourage more people to use their services. Writing as a central aspect of promoting your brand, locating your corporate tone and voice, and employing it consistently lays more emphasis on your brand's distinctiveness. Businesses that neglect copywriting hurt their brand. Google is a leader in brand copywriting. They have a consistent style, and their writing resonates with the brand. Although most individuals concentrate on the "Google Search" button, the other button "I'm Feeling Lucky" is mostly neglected, but it reassures you that you get what you're looking for. It helps you know you're in control—it brings in some optimism. They are just a few words, but they are summarizing what the Google brand is about. These words share deeper information than their homepage; they show everything the company does. Your brand voice is how your brand communicates with your audience. Guided by your brand's personality, the voice delivers the message of hope to your clients. The brand voice is defined by tone and style which come from and exist in your copywriting. Effective copywriting develops a distinct brand voice that is persuasive and relatable. It helps to shape your brand's personality by transforming it from a product/service into an emotional and distinctive entity your customers can relate with. Whether via marketing collateral, television advertising, or social media, it's not a brand with the

loudest voice that attracts the most clients. It's the brands with a compelling, exciting, and unique voice that gets recognized. This is where copywriting comes in to create the distinction. Creative Copywriting Creative content is a popular type of copywriting. It's what you most encounter in most adverts. This type of content is commonly used on commercials and jingles. Most adverts you see on TV or hear on radio combine creative and advertising content. As a creative copywriter, you need to understand buyer psychology and come up with phrases and slogans that will become cultural references. Creative copywriting involves telling a story to the public. It involves coming up with unique concepts and captivating slogans for ad videos and commercials. This form of copywriting is advertising-based, and it majors in creating a brand. Creative copywriters aim at finding the best phrases and words that will remain memorable to the audience. It's, therefore, vital to understand the type of copywriter you need for your business. It's essential to note that creative copywriters differ from creative writers. The latter allow their imagination to flow in a short story, poem, or novel, while the creative copywriters allow their imagination to run wild based on their client's instructions. The copywriters need an excellent planner to come up with a creative brief before they attempt to write the copy. Creative copywriting is about writing a copy that markets and sells your brand besides engaging the prospective customers. Creative writers are professionals in crafting converting words for your profile, personalitydriven company statement, blogs, website, or other copy that will market your brand. They are your brand's 'salesperson' in regard to your marketing written aspect both on and offline. They have a deep comprehension of the psychology that drives your clients buying decisions. They also step into your shoes and represent your company accurately via the content they create. Therefore if you're looking for the right words to engage, educate, and convert your potential clients, a creative copywriter will meet your needs.

SEO Copywriting Every business that wants to shine online must implement search engine optimization (SEO) in their content. This strategy involves the use of search terms and keywords that will make you easily found in search engine result pages. To succeed in incorporating SEO in copywriting, you

must be a strategic thinker. You need to get into your client's mind and know their thoughts. Yes, it's about discovering the exact keywords your audience will use when looking for your products online. Writing superb SEO content requires insight and creativity. This means you should have excellent research skills. You must employ a balancing act to ensure the right terms feature in your content, yet it's not deliberately stuffed with keywords. Search engines such as Google and your target audience would enjoy the content that's saturated with keywords. SEO copywriting mainly focuses on writing content that ranks highly in search engine results. Researchers get excellent ideas for advertising by looking at information on the top ranking searches. The SEO copywriters place keywords in articles and ads enough times, thus bringing the client's product on the first page of search engines. This makes the company more visible to the target audience. SEO copywriting serves two main purposes; it aims at creating content that is appealing to readers besides ensuring the content ranks on top of search engine results. There's a raging debate on the relationship between the 'ordinary' copywriting and SEO copywriting. Although some view it as a wholly different discipline, a majority of these individuals agree that a wellstructured copy that speaks to the right audience must incorporate SEO principles. In this respect, an SEO copy must also be educative, engaging, and prompt the readers to take some action besides including information that will make it relevant to search engines. This notwithstanding, the SEO copy should create some compromise in regard to expressions and phrases used in the content. For example, in such content, you can choose to repeat a keyword severally instead of using synonyms as what a copywriter would do. Again, SEO copywriters must have a wide range of skills, including technical and aesthetics. They should write an excellent web copy that not only appeals to the audience but also generates sales. Since SEO is majorly a function of how a web page is coded, it also incorporates web design and development. SEO copywriters require a deep understanding of some technical aspects of SEO, such as Meta tags, anchor text, headlines, keyword density, and word-stemming. Such concepts aren't of any importance to advertising copywriters. Technical Copywriting Technical copywriting involves developing content that's less salesy but more technical. Although the aim of this content is to promote the company's products or findings, it differs from sales copy in several ways. Technical content is mainly in the form of in-depth industry guides and white papers. This form of content requires lots of research before writing since it involves delivering in-depth information about a specific subject or product. Coming up with this content may involve covering a variety of topics such as health, politics, science, marketing, finance, environment, relationships, family, and much more. Due to the complexity of this form of copywriting, technical writers are a rare and treasured type of copywriters. They are a hybrid of techie and writing. In addition, they must be in a position to translate the technical information into clear and easy to understand information.

Such writers must be excellent in grammar—they must be able to rely on the facts as intended information and avoid deviating from the main points. Again, they should ensure they cover the subject matters comprehensively. Industry-specific guides are vital in sharing vital information about the company's specialty products. Most organizations and companies share white papers to ensure research and findings are accessible to as many people as possible. Technical copywriting differs from other forms of copywriting in that the writer needs to have some specific knowledge or education on the particular industry or subject matter. For instance, if you want ads to be developed for scientific-learning software, you'd need a copywriter with knowledge in science as well as in computers. Technical copywriting is most common in health and technology fields. The technical copywriter majors in knowledge and skills that will assist you to uncover the real magic (benefits) your tech products will have on your target clients. They will create marketing materials such as product descriptions, articles, web pages, blog posts, case studies, email newsletters, autoresponders, and stories that will help in marketing your tech products. The copywriters will require an in-depth understanding of tech products and services such as software applications, PaaS, Saas, and also infrastructure & hardware products like network storage and servers. They also need to be experts in professional services such as enterprise application implementations. Writing copy in such topics needs a copywriter who is familiar with the terminologies, environment, and procedures your company uses to produce your products or offer services. A technical copywriter has such knowledge and can help you pass the right message to your audience right away. Technical copywriters who started as technical writers are better placed to help you in coming up with unique and compelling content about your tech products. They can assist you in selling your products via blog posts, web copy, white papers, articles, and eBooks, as well as repurposing your marketing assets. If the copywriter has the right skills and knowledge, it means they have a better understanding of technology and can convert this information into an engaging marketing copy. In this case, you don't have to spend time explaining to the copywriter the technology behind, your products but rather, you can trust them to craft compelling copy about your product or services. They can understand the features of your product and pull out the benefits from them. In simple terms, they can translate the technical information into clear language that your customers and prospects understand. The technical copywriters come up with a persuasive copy to market technical products and services. Such words should not only compel the audience on how to use the product but also convince them to purchase the product. The main objective of technical writing is to do as little explaining as possible and make the information sound simpler than it is. Although most people consider technical writers to be the same with technical copywriters, they do differ. The latter makes an extra step of persuading your readers to purchase your product by simplifying technical jargon. They have the ability to share information about how your product

works just like the technical writers, but they go a step further to write persuasive copies that are meant to convert your prospects. For instance, if you purchase a new server for your company, the technical copywriter will write a manual that shares information on how it works and the issues it'll solve. They'll provide details on the product's benefits and how it'll address problems in your company. Competent technical copywriters can save money for your company by complementing what specialized tools do. They understand the terminologies in your industry and the copywriting guidelines in your niche. They can handle all the procedures and documentation you require to share information with your employees and customers on how to use a product or service. If you need manuals, user guides, procedures, or policies are written, you'd better delegate this duty to a technical copywriter. They are professionals who will package this information in the best and simplest terms possible. Although most copywriters can handle any of these tasks, a majority of professional copywriters specialize in the technical or creative side. It takes learning, personality, and practice to write compelling copy. The technical copywriter should also have experience and skills in customer psychology and marketing. They should know how to combine these skills to come up with a unique copy that reflects your brand. They should have the expertise to create personality-packed and juicy sales and marketing copy that produces the intended results. Content Copywriting This type of copywriting focuses on a particular subject and includes how-to blogs, articles, and newsletters. It lays less emphasis on making sales but rather focuses on educating the consumer. A vivid example of this content is the how-to articles on the various ways you can use your computer or smartphone. As you get information on how the products work, you gain interest in it, and you may consider purchasing it. Direct Response Copywriting This form of copywriting refers to an advertising or copywriting strategy in which you want the reader to take some action. Direct response advertising or marketing ends with a call to action with a measurable or immediate result. An excellent example would be a landing page with a click-to-call button or a form that the reader will fill, probably leading to a sales call. Direct response copy is popularly used in landing pages. Such copies are meant to prompt the reader to make an immediate buying decision. Although this form of copywriting doesn't always result in a sale, it encourages the reader to take immediate action. This could be signing up for a newsletter, follow you on social media, download a freebie or any other call to action response. Direct response copywriting is the converse of the ads you see on TV. Such ads are aimed at long-term results. The copywriters, in this case, want you to remember the product sometime in the future, for example, when you encounter the product on the supermarket shelves. On the contrary, direct-response copywriting focuses on immediate action. The copy inspires the reader to take action immediately when they finish reading it. This copy focuses on the reader's emotions, mainly their pain, worries, fears, and immediate needs.

Since direct response copywriting aims at getting an immediate response from the client, it is highly valued in the business arena. The copywriter is directly responsible for the results and sales that the copy will generate. Direct response copywriting is the process of writing sales copy that has the goal of getting an immediate response from the customer. That's why this form of copywriting is so lucrative. For instance, a direct response copywriter may charge you $ 15,000 to create content for your landing page while the page generates $150,000 in sales. In this case, you get about ten times ROI. Since the copy is closely related to sales, you must work with a skilled copywriter for better results, and such projects are usually more costly. Some materials that are created by direct response copywriters include: •

Fliers

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Landing pages

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Sales pages

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Product descriptions

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PPC ads

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Email newsletters

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Advertorials

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Magazine ads and many more

Any copy that speaks directly to the customer and inspires them to make a buying decision on the spot qualifies to be called a direct response copy. Direct response copywriters are a critical arm of any business that aims to increase their sales and profits.

Chapter 4

Neuromarketing and Copywriting

Neuromarketing is the application of brain psychology in marketing. By observing consumers, reactions are usually a response to visual or auditory stimuli. Brain-based research has been found to influence both general and digital marketing. This research involves using functional Magnetic Resonance Imaging (fMRI), measuring the brain's electrical activity and other related technologies to evaluate people's responses to marketing creatively, such as advertising, copywriting pricing, and product descriptions For instance, researchers may establish that a specific stimulus leads to a brain response of objects linked with a required behavior such as the release of the 'feel-good hormone.' A copywriter needs to understand the cause-effect relationships before applying these principles to their copy to enhance their key conversion metrics. Although neuroscience has been with us for years, its application to marketing began in the mid2000s. Its use has led to a shift from the 'user-centered' to 'brain-centered' marketing. Neuromarketing is related to several other terms that include neuro web copywriting and neuro web design. Although these terms are related, there is a significant difference between them. Neuromarketing mainly focuses on selling while neuro web copywriting is a tool that can be used by writers whose main aim isn't to sell. Both disciplines rely on scientific knowledge. On the other hand, neuro web design refers to the use of science to optimize websites and web apps so that they become ergonomic, human-friendly, and ensure they offer perfect user experience. Neuro web design and neuro web copywriting are disciplines that are closely related. This is

because they both aim at improving user experience. The main difference lies in that neuro web copywriting is mainly focused on writing while neuro web design addresses the functionalities. Application of Neuro Web Copywriting If you want to write and communicate effectively, you can apply the discoveries in neuroscience to improve your skills. This could be teachers, politicians, managers, writers, or any other person who wishes to communicate effectively. For all groups of people, neuro web copywriting is of great importance to copywriters who are yearning to communicate effectively via a killer copy. For instance, web content writers understand the use of the inverted pyramid in raising the chances of an article being read. This principle is nothing new but the application of cognitive psychology in that the human brains desire to know everything immediately. According to this principle, the exciting information is put at the start of the article to increase the chances of hooking the reader. Journalists use this technique heavily to grab the attention of their audience. The Human Brain According to research in neuromarketing, human beings have three brains. In reality, we don't have three brains but three layers. Each layer plays a different role; the 'new brain' is believed to think, with the "middle brain" responsible for feeling, while the "old brain" decides. It relies on information from the other two layers to control the decision-making process. The Old Brain The 'Old brain’ is the part of the brain that has been with humans for approximately 500 years. This means the layer of the brain involved in decision making is very primitive; it's mainly concerned with survival. This is considered as the first brain humans have had. It is also called the reptilian or primitive brain. It controls the main functions related to survival, such as breathing, heartbeats, and digestion. It also takes care of our instinctive behaviors (fight and flight response). The neuroscientist refers to this brain as the preverbal brain because it can understand words or language, yet it's used daily to make decisions. In marketing, we are trying to talk to the 'new brain.' Unfortunately, it's the old brain that makes the decisions, so it needs to be countered. The ideal way of overcoming this problem is by first identifying the prospect's pain, (if their pain is great, the chance of making a sale is also high), and then make them acknowledge the pain before selling your product to them. Secondly, distinguish your claim from your competitors. (Remember it's only the strongest claim that will eliminate the pain). Thirdly, you must back your claims with evidence. Note that the old brain resists new ideas; therefore, your evidence must be convincing. For example, you can show supporting data, any tangible evidence, case studies, and testimonials. Finally, it's your time to deliver your message to the old brain. You must begin with something that will grab the attention of the person. Also, remember the old brain is visual, thus starting with a picture can work magic. Again this brain is only concerned with survival and care for nobody but itself. Therefore, your message should be solely about the prospect. The Feeling Brain

The areas in the brain that forms the 'feeling brain' are the hippocampus and the amygdala. This part of the brain acts as the 'traffic cop' by linking the new and old brain. The feeling brain evolved many years ago (about 60 million years ago), and it makes 'snap' decisions as a result of what we see and experience daily. It is also called the midbrain or the limbic system. This second brain takes care of more sophisticated functions such as emotions and memory. It acts as the center for the development of emotional bonds and souvenirs and also works as the affective part of decision making. The New Brain (Neo-Cortex) The new brain is also called the evolved brain, rational brain, or the brain cortex. It's the center of reasoning in the brain. For instance, when you're trying to figure out if you can afford a new jeep or not, the cells and synapses that you're using to digest this information are concentrated on the new brain. The neo-cortex enables you to think analytically and rationally. It's also the part of the brain that manages language. Although you may think you use the new brain when making decisions, it is the old brain that does this work. This notwithstanding, the new brain is the most evolved part of the brain; in contrast, it's the slowest. The old brain is the fastest to act in times of danger or stress. This explains why, in particular circumstances, we react on instinct and can't make any analytical or logical reasoning at that time. These layers of the brain work independently and don't communicate effectively with each other. Three Key Hormones Three hormones are very crucial in neuromarketing. They determine they determine the effectiveness of your sales campaigns. They include cortisol, dopamine, and oxytocin. Dopamine is also referred to as the 'reward chemical.' It's a neurotransmitter that is closely linked to addiction. This hormone makes you feel good. Recent studies have shown that this neurotransmitter can make you desire, want, search, and seek out rather than make you experience a pleasure. The opioid system is more involved in pleasure than the dopamine system. But both systems work hand in hand. For instance, dopamine (wanting) makes you take action, while opioid (liking) makes you feel content. Cortisol, on the other hand, is referred to as the 'stress chemical.' Its primary role in the body is to regulate metabolism, the immune system, and blood sugar. This means your online experiences should lower cortisol by reducing stress. For example, you engage in a live chat and get a question like, "Is there anything preventing you from completing the order?" is an excellent example of how online encounters can minimize stress. Oxytocin is also called the 'trust chemical.' It is released in high quantities in situations where high levels of trust, empathy, or social interactions are involved. According to studies, engaging in a trustworthy communication with a customer helps them understand your message faster. Because your prospects want to trust you before purchasing anything from you, you should ensure your marketing copy triggers the release of oxytocin in them. How to Use the 'Bad Chemical' in Marketing

As highlighted earlier, the brain releases both chemicals that make you feel good and others that make you feel bad. Most people think that an excellent copy should make your prospect feel good. This may not be the case at all times. Neuromarketers have established that some threats can stimulate the amygdala; these threats include what the overzealous direct marketers and car salesmen use. Words can make your prospect feel threatened and light up the amygdala. Several studies have supported these claims that linguistic threats can stimulate the amygdala. Even without the backing of science, I'm sure you must have experienced this before. This is the feeling you experience when you have been sold forcefully. Well, this is your amygdala in action. It's doing what it does best, protecting you from harm by stimulating the release of 'feel bad' hormones such as cortisol. No one reaches a buying decision when a sales pitch makes them feel bad. How to Use Neuromarketing in Copywriting Now that you've learned some fundamentals of the brain, let's look at practical ways to implement neuromarketing in your marketing content. This principle can help you as a copywriter to come up with a persuasive copy. For instance, if you want to hook the reader to your copy, you should ensure your headline and introduction are compelling. Here are practical ways of applying neuromarketing when writing your copy. Surprise Your Prospects Our brains are fascinated by turns in the plot, for instance, varying the sequence of words you use in a sentence. According to neuroscientists, the hippocampus, which is a tiny structure in the brain, attempts to predict what follows or happens next. It relies on a single cue to automatically remember the sequence of activities. This same principle applies to words in a sentence. When you substitute an unexpected word in a common phrase, you bring the reader's brain into attention. For example, instead of writing, "content is king," you can use "content rules." Use Simple Slogans Our brains desire simplicity. That's why renowned brands such as Nike and Coca-Cola use simple slogans; for example, Nike uses "Just Do It," while Coca-Cola uses "Open Happiness." If you want your brand to grow exponentially, consider crafting a simple slogan and make it the central tool for your marketing efforts. Misuse Everyday Words Creatively Copywriters can learn something or two from the legend, William Shakespeare. One such technique is what he called "functional shift." This technique can help to increase the brain activity of your audience. It involves substituting one part of speech for another—for example, you can turn a verb into a noun and vice versa. An excellent example of this technique includes "Kleenex," which became the synonym for facial tissues and "Xerox," which is a brand name synonymous with photocopying in the United States. Renaming Your Product Names matter in marketing. For example, naming a milkshake "smoothie "can do magic in its

sales; the same applies to call a cake " a muffin." Renaming your product can help you bring in new customers by detaching old images and stereotypes that people associate with the product. Numbers over Percentages In his book "Your Money and Your Brain, the neuro-economist, Jason Zweig, showed that information could be framed to change how people perceive it. Consider this example, "diabetes kills 1,289 in every 10,000 individuals each year" as opposed to "12.86%" of people die of diabetes yearly. Both statements are mathematically the same. In other words, use real numbers if you want to amplify your benefits. Here is another example "80% of workers in our company earn more than $ 5,000 per month"; rather, you sh; rather, "800 out of 1,000 workers in our company earn more than $5,000 per month. Utilize the Power of FREE! Although this may seem obvious, it's worth emphasizing. Many studies by neuroscientists have proved that free offers better results than "almost free." This even applies to cases where the actual value of the free product is less than the discount offered. Nothing beats free products. For instance, when Amazon initiated free shipping after purchasing a second book raised the value of each purchase significantly. The Power of NEW! Just like free, the word "new" isn't a novel. Copywriters and marketers commonly use it. But did you know making new choices stimulates a part of the brain known as ventral striatum? This part of the brain is linked with rewarding behavior. As Bianca Whittman, a renowned neuro-scientist puts it "each time you make a new choice, a feel-good hormone is released." You can improve your sales significantly by bringing in a little novelty to your products. You can accomplish this by introducing a new logo or packaging. The rationale is to maintain your brand affinity but add some newness to the product. Speed-up with Adjectives Use adjectives to make your copy more compelling. For instance, you can use "wild Caribbean salmon" instead of "fish" or "freshly-cracked "as opposed to "fresh." You can also use your brand name, for instance, "Ferrari designed casing." Share Some Stories Our brains have a high affinity for stories. This fact was put forward by evolutionary psychologists to show that humans are superior to other species. According to modern-day neuroscientists, different parts of a passage stimulate different areas in the brain. These facts were established via research done using functional Magnetic Resonance Imaging (fMRI). Our minds respond to scripts regarding our real-world experiences. If you want to engage your clients via this trick, include some business stories in your copy. Include dialogue, action, motion, and other relevant aspects of your story by involving your prospect, products/service to stimulate different parts of their brain. Use Testimonials

If ordinary stories can make a copy great, real stories involving your customers can do more; they'll ignite a fire on your prospects. For most individuals, a brilliant description from a friend or a family member about their personal experience after visiting a hotel is more convincing than the star rating you'll encounter in the hotel's reviews. Our brains appreciate anecdotes more than cold facts and statistics. That's why popular commercials include real personal success stories. If you choose to use a personal anecdote, include the client's real name and image; this makes your story more memorable and convincing. Alternatively, you can consist of a positive quote from one of your loyal customers and add more details to it. Evocative Text Outplays Visuals If you use text correctly, it can outshine commercials with fantastic sound, imagery, and production quality. A vivid example is the Google Super Bowl ad by the name "Parisian Love." The commercial used a lot of text to tell the story. This ad performed excellently such that it was ranked fourth in a survey done by Sands Research, a famous neuromarketing company. During this 2010 Super Bowl, 60 ads were featured. The best way of using evocative words in your copy is to craft a completing plot. Avoid Negative Stories Bad customer experience can lead to a negative reputation. If such complaints liven up by a memorable story, they can go viral and damage your reputation. For example, if a customer raises concerns about your product and you fail to take necessary action in time, if by any chance this story gets publicity, your business can suffer a considerable blow in reducing sales via a negative reputation. To avoid such problems, it's vital to solve any client issues before they become million-dollar stories.

Chapter 5

SEO Copywriting

Some individuals consider SEO copywriting as writing for search engines, but this isn't the case. This form of copywriting involves coming up with persuasive copy that is all about the audience. When writing this content, you must factor in what the target clients are searching for. If you focus on writing only, you'll come up with a great piece with beautifully crafted sentences and Savvy words, but that doesn't resonate with search engines. In this way, you've ignored the most vital element—how its target audience will locate the article. SEO copywriting is a critical and challenging element in your SEO strategy. Your website content should be fine-tuned to the ever-changing search engine algorithms. Also, you need to write clearly to ensure your readers understand and enjoy the content on your website. This is because readability is a vital component of SEO. Copywriting and SEO merge to satisfy the search intent of your audience. The copy you come with should target the topics and keywords your readers are looking for and be well formatted and friendly to search engines. SEO copywriting combines on-page SEO, keyword research, creativity, and formatting. Writing content is attractive to search engines, and the target audience is a significant challenge to most content marketers. But effective copywriting is about meeting both needs. SEO is one of the highly misunderstood topics in online platforms; fortunately, it isn't as complicated as it's thought to be. If you want to simplify it, you must appreciate that people should come first and not search engines. Successful SEO firms understand this concept. If you desire your business to flourish online, you need to accomplish its primary goals; it has to appeal to the end-user besides solving their problem. Also, it has to appeal to search engines. This is what SEO copywriting is all about. In other words, your content should be persuasive, exciting, and well-optimized for search engines—and you must do this consistently.

What is SEO, Copywriting? Suppose you want to craft useful content that ranks highly on search engines such as Google, and funnels prospects to your business. In that case, it's essential to understand the components of the search engine ranking algorithm. SEO copywriting involves creating compelling, enjoyable, useful, and valuable content that targets particular keywords making your content shareable. If you meet this criterion, you'll increase your authority, relevance besides enhancing your ranking by search engines. Elements of SEO Copywriting Implementing SEO best practices will push your content to the top 10 list of any search engine. It will also drive substantial traffic to your site. Valuable content comprises several elements, such as timeliness and visual appeal. Such elements will help you to rank highly on search engines in addition to increasing your conversion rates. Here are the main elements of SEO copywriting. Keyword Research The first step in SEO copywriting is deciding what you need to write about. You must decide on the kind of topics your audience is looking for. This will help you to come up with keywords your copy will rank for. Thus before writing your copy, you should do keyword research. This will help you in compiling the list of words and phrases to use in your copy. This comes after you've come up with the mission statement for your copy. Such keywords should align with your unique selling point and niche market. These are the keywords you'd like to be found for. To come up with the keywords, you need to get into your audience's mind and find the words they'd use when searching for products on Google. Besides, you must get the word combinations and variations correctly. If you want, you want to make keyword research easier. It's advisable to use the appropriate tools such as the Google keyword research tool. Site Speed According to Akamai's research, 40% of individuals exit a web page if it takes more than 3 seconds to load. The same study found that 47% of end-users anticipate a web page to load in a maximum of 2 seconds. Since 2010 site speed has been considered to be a critical ranking factor. It's only suitable for search engines but also for your users. The standard load time for websites is 2 seconds; if it exceeds this figure, you should implement a few steps to improve it. The reason for this is that regardless of how powerful, exciting and compelling your content is, if it takes decades for your pages to load, there is a likelihood visitors to your site will leave before reading the copy because of their short attention span. This calls for improving the user experience. Headline Although your content may be useful and valuable, if your headline isn't catchy, the clickthrough rate will be low. Typically, five times more individuals read the headline compared to the body of the copy. When you craft a compelling headline, you've done the greater part of winning your prospects. According to Impression Marketing, a considerable number of bloggers spend over 50% of their time on content creation, tracking analytics, monitoring customer reactions, and social signals. Unfortunately, a minimal number of these writers spend very little time working on the headline. In SEO copywriting, the headline should attract your readers and

motivate them to read further. As a powerful copywriter, your primary focus should be on what your readers see first. If you're able to rank on Google's top 10, no matter your position, if your headline is compelling, you'll receive massive organic visitors. Most pro SEO copywriters start by crafting the headline before writing the body of the blog post or article. Headlines that pass a specific message are among the best. A vivid example is headlines that include numbers. Successful websites understand the psychology behind numbers. Headlines that feature numbers normally receive more shares on Facebook and Twitter. Expert SEO copywriters advise using a WordPress plugin or Yoast SEO to optimize your copy. When you learn and understand SEO copywriting, you'll be able to write content that ranks highly on search engines besides attracting clicks from your customers and prospects. A shrewd copywriter must know how to craft killer title tags. These are Meta HTML tags that are the firth thing to show up on Google search results. The Yoast plugin can assist you in getting these tags correct. Your goal should be to come up with irresistible title tags that meet your prospects' search intent. Content The content is also a critical element of SEO copywriting. When people conduct searches on Google or other search engines, they are looking for valuable content. Search engines also appreciate fresh content. That's why you should update your site with fresh content consistently. An excellent way of creating compelling content is to target long-tail keywords on your blog posts. This will help in enhancing your ranking on Google. Look for specific target keywords phrases and include them in your content, but avoid stuffing them or over-optimizing. Typically, the keyword should feature in your headline and a few other times in the blog post's body. Also, ensure the keyword reads naturally to your readers. Remember, you must balance writing an informative copy with content that is attractive to search engines. The Google Panda 4.1 update was developed to penalize shallow or "thin" content; it limits lousy content from ranking highly on the search engine. Typically, a blog post or article should be a minimum of 1000 words. But it should not only be about the length since many long-form blog posts still struggle to rank and maintain a high position in Google search results. When writing SEO content, you first understand your audience and narrow down your content to a specific problem they want to solve. When creating a copy that tries to solve their problem, this is another objective of merging SEO and copywriting. A powerful and compelling copy starts with a killer introduction. Pro copywriters have mastered this skill. This is the section of your copy that follows immediately after your headline. According to SEO principles, you need to include the long-tail keyword in this section. This is vital for boosting your ranking by Search engines; besides, it'll help your prospects to locate you quickly. For better, results ensure your copy meets keyword intent. Meta Description A great copy includes a relevant Meta description. This section shades more light on what your readers should expect to find in the copy. It's also a crucial factor that search engines consider

when ranking your content. It's essential to include your main keyword in this section; it helps enhance your SEO efforts. When your prospects are looking for content related to your keywords, the Meta description will guide you. It serves as a snippet. Typically, this section should be brief and to the point. It should range between 150 and 160 characters. The bottom line is to craft, powerful, and compelling Meta descriptions that will achieve your desired results— search engine ranking and hooking your prospects. If you want to know how to craft excellent Meta descriptions, it's crucial to understand keyword intent. This is why your readers use specific words when searching for solutions to their problems online. For instance, if you are a personal coach, your objective should be getting clients for your business. This calls for the use of the exact keywords your clients will input on search engines when looking for these services. They're in search of someone who will help them to gain speed and momentum in their lives. This is the information that should feature in your Meta description. Tell them what you do and how your services will improve their lives in a few words. Most companies have found social media marketing to be a bumpy arena because they don't know what to do; with expert advice and guidance, they wonder at the power of this form of marketing. When crafting your Meta description targeting this group, you don't have to state the exact keywords, but your message should be clear. It's interesting to note that you can still rank on Google's top 10, even without including the main keyword in your Meta description. An example of a Meta description for your social media consultancy services will read, "Are you searching for expert social media hints to win new leads, make more converts and improve your brand? Learn more…" If you desire to gain more followers and converts, you must get smart with your content. You need to come up with content that people read and share on Facebook, Twitter, and other platforms, including their blogs. Keyword Frequency Keyword frequency denotes the number of times a particular keyword appears on a web page. For example, if your target keyword is "best restaurants in Miami," how many times will this keyword appear in a 500, 750, 1000, or 2000 word article? A closely related term is keyword density—it refers to the ratio of your keyword with other words on the same page. Today, keyword frequency and density aren't as effective as they were in the past. But still, they are vital components of SEO content. In this respect, you should avoid stuffing your copy with keywords. This notwithstanding keyword density impacts organic ranking. According to the words of Brain Dean, "keyword frequency is one of the factors Google employs when ranking web pages. It's crucial to ensure you don't spam your content with keywords. You can know this by considering the density in relation to the entire copy. Typically, it shouldn't be more than 5.5% of the entire content. If it exceeds this level, you may suffer penalties from Google. Threats why you need to avoid repeating keywords carelessly on your copy on the account that you want to optimize the content. If your content is stuffed with certain words, it'll achieve a negative effect. Use the relevant tools to measure your copy's keyword density; an example is SEObook. Keywords are a pivotal part of SEO. If you desire to attain maximum results with your copy, you must know how to use keywords in it. You can quickly identify the keywords to use in your

content by locating popular search terms in your niche via Google. Also, learn about common terminologies used in SEO. For instance, what does latent semantic indexing (LSI) mean? This phrase refers to certain words related to the theme of your content; such words are associated with your secondary keywords. If your site is perfectly-designed for LSI, you'll witness significant gains in attracting prospects. Page Links Links are one of the fundamental aspects of SEO. Search engines will reward you for helping your visitors locate additional information on what they're looking for from other web pages. Page links tell Google and search engines that you're friendly, and people can find answers to their issue through your site. In other words, you create educational, useful, and compelling content. It also shows that you appreciate what others are doing to meet the search intent of their prospects. In this respect, you'll be rewarded by search engines for supporting their mission of ensuring everyone looking for information from any part of the globe can access it. Renowned copywriters spend adequate time researching information for their copy and use it to craft compelling content. That's why powerful and effective copywriting must incorporate SEO principles. The rules for linking buildings are not static. If you dream of attaining the best results, you need to: •

Create links to related pages internally & externally

•

The anchor text should be suitable for the context and flow naturally in the copy

•

Link to detailed content on your site and externally

Google or other search engines don't set these rules. The bottom line is to create content that will solve your audience's problems. You don't have to worry about page links, keyword density, or social signals since they'll come out naturally if you focus on solving your client's problems. Authority links will not only add value to your readers but also boost your page ranking. This aspect refers to both internal and external links. A vivid example is publishing a press release on your website that links to a popular influencer in your niche. Compelling and informative content always draws scores of comments, social shares, leads, sales, and customers. If you achieve this objective, you're a successful SEO copywriter. Google relies on a web page's relevance, authority, and ability to improve the user experience when ranking it. It determines your page's relevance by scrutinizing its content in regard to several factors, including the keyword density. Regarding authority, Google looks at links directed to your page and how trustworthy they are. On the internet, links are comparable to votes with a little twist. In an election, the winner is the individual who gets the highest number of votes. Although your web page's rank doesn't rely on the number of incoming links, it depends on their quality. As a pro copywriter, you must understand and implement this principle in your copy. After Google Panda and Penguin updates, quality remains the main ranking element on Google.

Optimize your Content for Mobile Unlike in the past, today, most businesses record impressive traffic from mobile devices. In other terms, we can authoritatively say that we are in the mobile age. Most individuals use their mobile gadgets to do online searches. Currently, Google has mobile-first indexing. This means mobile devices are prioritized over desktop computers. That's why you need to optimize your copy for mobile. Track Everything You should also track the primary performance indicator consistently. Google Analytics is the ideal, too, for this task; you should also analyze and check your keywords consistently. Also, take advantage of sites such as Quora and Reddit to find out what people are searching for in your niche. Other aspects that you need to monitor include bounce rate, page views, and social engagement. In addition to your keyword strategy, these metrics will guide you on how to conduct your digital marketing campaign. Keep it Simple Your copy should comprise short paragraphs and statements. Also, include lots of headlines in your copy to make it scannable and easy to read. They are also easy to adjust when implementing your strategy. Remember, your overall content strategy may need longer posts. Typically, most businesses struggle to come up with SEO-friendly content. Although all business yearns to be on the top of search rankings, only a few achieve this goal. It's not as easy as some people consider it to be. But creating high-quality, SEO-friendly content is an excellent starting point for any copywriter. If you have a digital marketing team in your marketing department, it's vital to hire a skilled copywriter and a content strategist to create a content strategy that will help in enhancing brand awareness. This team should do their best to bring your business to the top of search engines. Use the Right Tools Although SEO can be complicated, using the right tools to implement your strategy can make it simpler. Content strategists and analysts make good use of SEO tools; the same should apply to copywriters. Fortunately, there are many ideal tools you can use to get your copy in the right shape. For instance, if you are blogging on WordPress, consider using the Yoast plugin to make your posts more SEO-friendly. Google also has many easy-to-use tools, such as the Google Keyword Planner that will help you rank keywords and analyze traffic patterns. SEMrush is also a superb tool that can help you in creating SEO-friendly content. Google and other search engines are continually updating their tracking algorithm; that's why predicting search rankings is a complex task. If you hire a copywriter or an SEO firm to develop your content, you should also appreciate that the subject keeps evolving, so they should up their game to keep up with the trend. But a prudent copywriter should work on what they already know and be fast learners. This will dramatically raise the probability of your web page showing up on top of searching results.

Chapter 6

The Most Persuasive Words in the English Language Effective copywriting also involves utilizing the power of emotions to influence your target audience. Certain words have the power to elicit particular results—such words are called power or trigger words. A single word can invoke fear, sadness, anger, urgency, hope, excitement, or any other emotion you can think of. There are scores of words that, if properly and carefully employed, can be powerful triggers for your copy. Some of them are simple everyday words we use in our conversations such as "new," "you," "free," "save," and many more. All words in your copy are important, but some are more powerful than others. The trick is to know how to use these trigger words to achieve your intended results. Although these power words don't seem to be so powerful, they influence our decision-making process that the rest—they are damned efficient. In effective copywriting, you need to use crystal-clear language, and these words clarify what you need your readers to know and do. Some of the popular trigger words you can use to influence your readers to take action include the following. You When writing your copy, your main goal is to persuade your audience to take some action. Speaking directly to the readers makes them feel special. That's where the power of "you" comes in. Your copy needs to be personalized and conversational. When you use this word, you bring the conversation to a personal level, and you're able to build a one on one connection with the reader. Your sales copy should be in the second-person point of view. Interestingly, you've influenced your audience on an unconscious level, and this can create magic in triggering them to purchase your products or subscribe to your services. Compare The internet revolution has brought a significant impact on how we do business. Buyers visit review sites, logs, and social media to make comparisons before making their final decision on whether to purchase a product or not. For instance, they may be comparing a… Chevrolet vs. Ford Huggies Vs. Pampers Samsung Vs. LG and so on When writing your copy, your objective should be to know what your main competitors are and compare your products side by side. Use the power of comparison to tell your readers how superior your product is versus your competitors. Some of the aspects you can bank on when comparing products include price, ease of use, quality, and durability. When you've made the comparison on behalf of your customers, they'll have an easy time making a decision. They will be grateful to you for doing the work for them, and this will prompt them to support your products and services.

Popular Presenting your most popular products to your prospects will work wonders in boosting your sales. Your clients are looking for what everyone else values—this is what is called "social proof." This principle can bring incredible results in your business because most people follow the crowd; they are too lazy to think for themselves—the opinion of the majority matters in marketing. If many people love your product(s), you can use this to make more converts. According to psychologist Robert Cialdini, the actions of those around us play a significant role in the decisions we take. This principle is hugely applied in the fashion industry. For instance, if you see another woman with a trending dress, you'll be tempted to purchase your own piece to be fashionable. The same applies to vehicles and other products. If you see the new jeep on the road being driven by a person you know, you'll be motivated to purchase the car if you have the funds. In most cases, consumers will purchase a product if they've seen someone else using it. According to Cialdini, humans use social proof as a shortcut in decision making. And you can tap on the power of this single simple word to ignite a fire on your marketing campaign. The word popular means other people like your product, and this makes it more attractive. Because Gregory Ciotti did research using various words in the same sentence to see which word had more influence on the usage of a Xerox machine. He compared phrases with the words "excuse me" and "because." Interestingly the phrases with the word "because" produced exceptional results with 94% and 93% of respondents allowing the person to use the Xerox machine in comparison to 60% when the word "excuse me" was used. When the word "because" is used, it's followed by a reason, and this prompts the individual to take action even if the reason given isn't legitimate. The human brain loves explanations—we always want to know why. Your customers want to know why they need your product. When you link your product to its features, benefits, and the action you want your clients to take, they will be more obliged to take action. Instantly

Neuroscientists have studied the subject of delayed gratification for many years. This includes the famous Stanford Marshmallow experiment. According to these studies, delaying rewards to a future date is a skill that is required for everyone who wants to become successful. This is an interesting aspect of human nature—we wanted things yesterday! A number of MRI studies have shown our mid-brain is stimulated when we envisage instant rewards. And this is how our frontal cortex is activated when we're waiting for something.

Words like "immediately," "fast," or "instantly" are powerful triggers that switch on this midbrain activity. For those in the business of selling web-based software, you can achieve phenomenal results by using the phrase "instant access." This isn't a vague assurance; it's a reality in most cases relating to such products. On the other hand, if you sell your products or services in a physical store, you can remind your customers that someone will contact them ASAP, or they'll get their products swiftly. Even the most demanding customers can be swayed by these minor changes in language, which implies fast pain removal. You can use these words to convert more prospects into customers provided you follow one cardinal rule—delivering your promises always, and if possible, you over-deliver. Unfortunately, many businesses fail to deliver their promises. They emphasize on instant rewards that they can't meet. It's even better to under-promise yet over-delivers rather than promise what you can't fulfill. New This novel word sells like crazy. It's one of the best and easy ways of increasing web traffic and conversions. We all love novelty; we like being associated with new things besides being the first to know new things. That's why this word delivers fantastic results. Studies have shown that supposed newness increases sales for many products, but better results are witnessed for the more established brands. If you've never tested the word "new" for your products or services, try and implement this trick in your marketing strategy, and you'll be amazed by the results. Limited This is another magic word; humans hate the feeling of missing out. "Limited" allows your prospects to take action before it's too late. For example, you can motivate your customers to purchase more goods by giving them a limited offer like "the first 100 people to purchase the product will get a 50% discount. Scarcity works, and it'll continue to work for many generations to come. A word like "limited" prompts the on-the-fence prospects to make a decision swiftly. For example, "we only have 20 units remaining to grab your today". If you have a specific product that you produce in limited quantities, you can use its scarcity to drive more sales. Your customers are afraid that they may not have the choice to purchase the product in addition to the fact that they won't get the product. Free Everybody loves free things. Humans love free stuff to a point whereby they'll make different decisions even when the value of the product or service doesn't change. In his book, "Predictably Irrational," Dan Ariely, established some shocking facts. He conducted two studies to evaluate the "fight" between Hershey's Kisses and Lindt chocolate. To establish the power of "free," he asked the participants in his study to make a choice between a 15 cent Lindt truffle and a 1 cent Hershey Kiss. He didn't notice any significant changes between the two groups in this first experiment. In the second study, the price for both products was reduced by 1 cent. This meant that Kiss was now free. The results were astonishing—Kiss recorded a very high demand. Although the price reduction for both brands was equal, Kiss witnessed far more demand because it was free. Humans have a natural instinct to cling to the "low hanging fruit," that's why free things are irresistible. Although the power of "free" can increase your sales significantly, it also comes with

some downsides. It will attract many people to your brand, and some of these individuals may never become your customers, yet they've enjoyed your free goods and services. That's why you should only use "free" in the right context and when it makes the most sense. By emphasizing you're offering free courses, eBooks, guides, support, information, etc., you're, in essence attracting prospects to your brand. For instance, you can issue a free newsletter to anyone visiting your site to encourage them to become your subscribers. On the contrary, instead of offering everything for free, you can use minimal pricing to exclude those guys who want your free products but aren't willing to become your customers. As in the example highlighted above, although the prices of the two chocolates dropped by 1 cent, Ariely found that a huge number of the people in the study chose the free Kiss. This confirms the obvious; if a product is free, people will grab it even if they don't need it. Marketers have used the power of "free" for many years to gain a competitive edge over their peers. That is why lead magnets deliver enviable results. It's the same concept that is applied on thank you pages to make more converts.

Exclusive People always want to be part of a group. If you set your product or services to be for a particular class/group of people, you make people desire your product more. They don't want to be left out. You can also substitute the word, exclusive with related words such as "insider," "members only," "first," "invited only," and many more. In this, everyone will want to be part of those you're targeting for your product or services. Thank You

We've already seen the persuasive influence of the word "you," but when it's combined with the word "thank," it brings in an aspect of gratitude that resonates with any person it's directed to. It's wrong to forget thanking your clients after supporting your brand. Say thank you to anyone who visits your site and takes action. This could be subscribing to your services, purchasing a product, joining your loyalty club, or referring other clients to you.

Guaranteed Most people find authenticity to be a genuine concern considering the high cases of fraud in the globe today. You can use the right words to reassure your customers that they'll get value for their money. Don't lie, if your product has a guarantee, your return policy is hassle-free, and you can prove your results, say it. If you don't offer a guarantee for your products, it's time to reconsider your decision since this act can do wonders in increasing your sales. Other related words you can use in place for guarantee include risk-free, results, secure, hassle-free, and proven and no obligation. Win Setting up a competition is one of the few ways that can do magic to increase your sales significantly. Your customers will be excited to join the competition since they consider it as another chance to get free stuff. I hope you remember what we have said easier about "free." Competitions are a powerful way of collecting leads on your site. If the word "win" appears in your copy, it'll capture your reader's attention. You don't have to feature a great prize in your competition; even a small gift will do wonders in motivating your target audience to take action. While your audience participates in your competition, you should use this opportunity to collect their email addresses. If possible, consider providing new collection products as a prize, even if your clients don't win, they are more likely to purchase the products. This is because they had already conceived the idea of owning the product when they enrolled in the competition. Best Consider the following phrases, "how to shop online," and "the best way to shop online, which sounds better? It's a no-brainer, think of the number of times you've had to include the word "best" in your search as you Googled for something. I bet I'm not just the only one. It seems as if "best" is a divine word that is ascribed to those or what is truly great. Imagine great things that you know to bear the word "best." Consumers are moved by anything that is labeled best. Although it may not be truly great, it's an indication that some comparison was made before labeling the product "best." If you want to be "best" in your niche, you must strive to do your best. You shouldn't label your product or business best if it isn't so. Your clients should call your business/products great without coercion. Easy Life is complicated; that is why most people are turned on when they hear about something easy or simple. It's sad that easy life may not exist somewhere on the globe, but if anyone hears this word, they'll be drawn to it. According to studies, many clients are motivated when they find the words "easy-to-use" in the product description when shopping. But if your product doesn't fit into the description of "easy," don't make it appear simple. If the features are good, you don't have to sacrifice its complexity. Now The word now emphasizes the need for a call-to-action at the end of your copy or email. You should not only tell your audience what to do but also when and there's no better time but now! When you want your readers to take immediate action, use the word "now," not "today" or

"tomorrow." This makes your campaigns relevant to your visitors, no matter their geographical location. Get Encyclopedia Britannica testified of replacing a question headline with the word "get," and their conversions doubled. This fact doesn't need any scientific explanation. Get is a trigger word that makes readers take action besides psychologically putting them in charge and preparing them for action. Typically get is followed by a benefit that increases its efficacy in promoting the readers to act. Consider the following example: "get better grades with less hassle," "get a flat stomach in four weeks," "get the cleanest, sharpest, and freshest haircut in town." You can also replace the word get with other verbs such as grab, claim, start, try, or give.

Chapter 7

Words and Images The art of powerful and effective copywriting also involves the proper utilization of words and images. The secret is an effective message is hidden behind these two elements. As a copywriter, you must make efforts to learn the relationship between the visual and the written part of your copy; this forms the basis of creating effective communication projects, whether posters, a simple flyer or Facebook posts. Words and images create a clear distinction between advertising and journalism. Although you'll find a mix of words and images on the front pages of the newspaper, and on book covers, how they are used is different in advertising. For instance, on the front page of your favorite newspaper, you may find the heading "Big freeze strikes New York City." This headline has said it all, and you may not need an image to accompany it since it'll deliver the same message. But if there's enough space and necessary, the article can feature an image of the frozen city. In this case, the image repeats what the words have already explained. This is a caption relationship since the image points out what the information you've already read in the headline. On the contrary, if you're running an advertisement campaign, the picture of the frozen city would be accompanied by headlines like "what a perfect day." It would be a perfect ad for a fourwheel-drive vehicle with a terrific grip amid the challenging weather. From this advertisement, you can see an utterly contradictory relationship between the images and the words such that nobody can picture this as a perfect day. This ostensible contradiction between the words and images is meant to hook the reader and trigger some queries in their mind. This combination of a contradictory headline and an image has achieved its purpose—to grab the reader's attention. It has gone beyond the caption relationship and encourages the reads to decipher the puzzle of this odd combination. In this case, the reader has to find the meaning of the two; they need to understand that a four-wheel car will enable them to drive perfectly even in the frozen roads. You've made them part of the story by making them find the hidden meaning between the relationship between the image and the headline. By finding out the meaning behind the two, the audience feels rewarded; it's like cracking a smart joke and being clever about it. What people see is expressed in both words and imagery. There is a significant link between how you see and how you interpret the image. Typically, details are better represented in words giving them a better insight compared to images. Images are just a summary of the words that are used to shed more light on specific occurrences and situations. What you see as an image is unconsciously and involuntarily recorded in words in your mind. This is why most people detail what they see in terms of narratives and words. Besides, words are more efficient in recording occurrences than pictures. Words are the most accurate way of recording what your eye has seen. Artists use words to create different images to their audience without the need to present the image. For example, a copywriter can describe how a marketing campaign launch happened even without providing a physical image of the same. This allows the readers to form images in their minds about what the writer describes in the narrative. It is easy for the readers to form images in their minds without seeing the actual image because they have a prior idea of how a marketing campaign launch is

done. Interestingly, the reader can draw the image representing the writer's narrative as passing the same message. This is because they have had prior exposure to the described event. For instance, an actual marketing campaign will involve a few displays, the marketing team, and an audience. This is a perfect illustration of the relationship between words and images; this relationship is vast and covers various dimensions of art and design. When you look at a picture, you can determine why the photographer chose the features in the image and not others. The photographer could have chosen any other setting or location to capture the image, but they chose what you saw. In this case, the photographer has a unique way of viewing the object, which is evident in how the image is captured. This fact also applies to painters, who only choose to include certain elements and objects in their paintings. Regardless of what features are in the painting or image, the observer's capacity to understand the message depends on what they already know about the specific settings or objects. The observer's way of deciphering the message behind the images relies on their personal interpretation of the picture. How Can You Make the Best From the Images in Your Copy? As you've seen, there's a strong relationship between the images and words. As a copywriter, you need to utilize the two in the best way to achieve your intended goals and pass the right message. Here are several ways in how to maximize the use of images in your copy. Place the Images above the Words You'll achieve better results if you position your images above the words. The images should come even before your headline. Surveys done to evaluate the best position for images in a copy found out that headlines that were placed below an image were ready by 10% more people than those that feature an image above the headline. Be Choosy You should be deliberate on the images you choose for your copy. The particular images should demonstrate a concept or tell a story. Also, the image should be relevant to your value proposition. According to Quicksprout, web content containing relevant images receives 94% more views than those without; this shows the importance of including images that relate to the message you're conveying in the copy. It's no brainer that not all images work; you don't have to be a pro in design to know this. Poor quality images like the stock photos can turn off your readers. The same applies to distorted or blurry images. Images that produce enviable results are those that provoke curiosity. Your reader should look at the image and ask "what's going on here" then, this will motivate them to read the copy to the end to understand the message you're trying to convey. This is a trap you set on your audience. This is what Harold Rudolph called "story appeal," according to him, the more of this element you introduce into your images; the more people will be attracted to your advertisements. What you require is an image that tells a story—an exciting story with an element of disbelief. If it meets these criteria, it'll be sufficient to draw your readers' attention and provoke unlimited

shares. If you're in search of something more, you have to use every element at your disposal to hook your readers to your headline and copy. The best buy style guide offers an excellent how to use design elements in your copy. According to this guide, you should use these elements to your advantage to make your typography more readable and your headlines catchy. This should be the strategy you adopt for every graphic element. Your goals should be to use each element to hook the reader to your headlines and guide them to your copy. Unfortunately, most copywriters fail to apply this rule. This means you should critically assess the graphical elements you use in your site and ensure it aids in getting people to read your copy. You might be surprised to understand that the image of a charming model you've included in your copy is diverting your readers' attention from your headline or call to action. Use Highly Contrasting Fonts It's essential to maintain a high contrast between your background and your fonts. If you use dark fronts, ensure the background is light and vice versa. Although this should be common knowledge, some individuals forget to implement this golden rule. Design Sets the Mood for the Copy The design sets the stage for your message. The design sets the right mood for your copy and makes it more appealing to your readers. As Joseph Sugarman puts it in his book The Adweek Copywriting Handbook, "all the elements in an ad are designed to do only one thing—to make people read the first sentence in the copy." He continues to say, "The layout of your copy and the first few sentences must set the best environment for the sale of your goods or services." According to Sugarman, the main objective of design is to make people read your copy and motivate them to purchase your product or pay for your services. For instance, if you run a creative company, your website's design should present your company as a modern, creative, and professional. The fonts, colors, and layouts should send the same message and position your business in the best way possible to make your prospects yearn for your products. If your design appears to be like it's from the 1990s, you'll be perceived as old-fashioned, even if you're not. The bottom line is to always appear trendy. The design of your website will affect how your visitors, prospects, and readers perceive you. It should distinguish from your competitors. A brilliant example is a sale sign. Its main task is to make people get into your store and purchase your products. It clearly points out where the sale is happening. The chosen design will affect how the copy is perceived. Such a sign doesn't have to be fastidiously designed; yellow or red color will be ideal for triggering awareness that some items are on sale. The overall effects of design are to generate the right mood and make your copy to be read. If the design is awful, no matter how great the copy is, you'll have missed the point—nobody will consider reading your copy. Get Your Copy and Design to Collaborate It's crucial for the copywriters and designed to work together to ensure the images, and the copy achieves the intended purpose. At times, you'll have to tweak the design to make it less distracting so that the reader focuses on the copy. For instance, you need a very simple design for a billboard with the copy clearly displayed. This will ensure the copy remains noticeable. Still, you may need to edit the copy to make it rhyme with the design. Both sides must work together

to achieve maximum benefits. Designs must work hard to ensure the design they create draws the reader's attention to the copy. And on the same note, copywriters should be flexible enough to come up with headlines and copy that match the design concept. Bothe designers and copywriters must be willing to make some compromises for better results. If you write the copy, your design must be willing to come up with a design that will make readers want to know what's in the copy. Test Your Copy It's next to impossible to find an advertising or marketing agency manager who isn't copy obsessed. The main reason is that a great copy sells while a bad one derails. That's why you must strive to create a killer copy for your brand. The main issue is getting to know if your copy is delivering the intended results or not. How can you know that your copy is passing the message you're trying to communicate. If your ad is converting 9$ of those who click, is it good enough? That's why you need to test your copy. But remember, you have to write it before subjecting it to any test. If you write a smart copy and test t, you're assured it'll deliver the results you want. One of the ideal methods of knowing if your copy is up to standard is to subject it to A/B testing. In fact, most copywriters fail to test their work after writing, yet this is crucial for improving user experience and improving the outcome of your copy. A/B testing is also referred to as split testing, and it's a formidable testing approach that gained popularity with the introduction of the internet. It involves comparing two faintly different forms of a thing a client sees like a newsletter, web page, or landing page. In this case, you send both versions to an equal number of individuals concurrently. For instance, every visitor to your landing page will see the A version. This will enable you to test any change and remain with the better version besides testing other A/B factors. A/B testing involves different graphics, changes to video content, organization, buttons, and other aspects outside the scope of written copy. But note you could be missing out on significant success if you fail to test your copy. It's essential to craft a solid plan on how to test your copy. One of the major advantages of split testing is that it pushes a business to fine-tune its copywriting into the best and strongest words possible. It includes brevity, shortening sentences, and paragraphs to permit more and larger text. Another aim of this testing method is to ensure your reader will scroll with their trackpad or mouse as little as possible. Nevertheless, some websites tell their story in the big and spaced text, making the reader keep scrolling until they reach the end of the copy. Some combine titles with large images, while others will use horizontal slide-shows to present lots of details without the reader handing to scroll vertically. Various businesses target different audiences, and this is why you need to test other aspects other than word counts. For instance, you can test length and vertical spacing to establish what appeals to your readers most. Try Varying the Tone Besides communicating more, different, or less information, you also need to test how it comes across. It's hard to tell if your copy is exciting, amusing, or encouraging until you test another version. For instance, you can redo a piece of writing to give it a different tone or to strengthen or weaken the present tone.

For example, a B2B company employing a friendly tone may not be as engaging as a direct or serious one, but you can know this without testing. Different tones will produce varying results depending on the content you're testing. For example, you may consider a more assertive copy on a sales page while adopting a gentler copy on the advertisement or product description page. This aspect is crucial for businesses that aim at maintaining their brand image and, at the same time, link a specific tone to the copy. You shouldn't have any worries adjusting the feel of your message. Test Grade Level It's also essential to lower or raise your copy's grade level to be on par with your customers. Your copy shouldn't be too complex for your readers. At times, you may face a challenge determining your readers' ideal grade level in cases where they are of varying ages, such as parents and children. Inexperienced copywriters make the mistake of overloading their copy with "big" technical words that push the grade level to a point whereby the copy gets unclear and boring. You can use the Hemmingway app to determine the average grade level of your piece. You're only required to paste your text in the app, and you'll get the grade level and other details regarding its complexity, words frequency, and much more. Although this app is designed to encourage a specific type of prose, the data it generates will offer clear suggestions on what you need to change in your copy. Balance SEO Aspects As a rule of thumb, never do split tests on cold traffic generation. Most companies starting out on A/B testing mainly use a particular keyword on their B version of a copy to determine if it gets more successes from Google searches. But the bottom line is to maintain a balance. The main objective of SEO is to draw attention by increasing the likelihood of your page showing up on search results, but remember it's not a conversion tool. The keywords should draw the right people to the page. Besides, your copywriting should feel natural and compelling and shouldn't be stuffed with one or two keywords or phrases. You should remember SEO isn't everything. There's no need to attract huge traffic to your site that doesn't lead to converts. This means if your content is optimized for search engines, it should also be compelling, engaging, informative, and valuable. In A/B testing the A, the version serves as the control. The aim is to compare it with the B version that has minor changes. If the B version shows a significant positive change, you'll use it as your control for your next test. Nevertheless, you shouldn't change your control regularly based on minor improvements in performance. For instance, consider A/B testing for a webpage whereby you remove the headline in the B version and use the subtitle, and you also want to test a shorter headline. This will be your C version. Now, if your B version shows better results, you'll make it your new control and start testing another element. In this case, you won't have the opportunity to discover if the C version would have been better. In most cases, a test leads to a minor improvement; thus, you shouldn't be too reactive. In all kinds of A/B testing, you shouldn't check the data daily since there's a huge probability of making snap decisions. I hope you can now implement A/B testing for your copy. You must have also discovered how this testing is vital in delivering the best results in regard to your copy.

I know you've heard many stories of how making changes to a small visual part of a page resulted in huge gains in revenue, but remember there's even more potential in the readable part. Effective A/B testing is a time-consuming activity that also requires paid software. Make the best of this copywriting testing method by working with skilled copywriters who are familiar with your business and its objectives.

Chapter 8

The Science of Persuasion Have you ever pondered what comprises a successful sale of a product to a prospect? Well, salesmen do what they know best to present the product in the best way possible to the client and convince them that the product will solve their problem besides being a worthy investment. It takes hard work to make a sale. In the initial step in making a sale, the salesman ensures the product is appealing to the customer's eye. The subsequent step involves using the best words and techniques to plead with the customer to take action. This isn't tricking the client into making a purchase. Rather it involves the use of persuasion techniques to persuade the customer that the product is worth buying. The science of persuasion is something that every entrepreneur must cultivate. It's what creates high performing marketers from their peers. The development of the principles of persuasion is credited to an American Psychologist by the name Robert Cialdini who was a lecturer at Arizona State University. This brilliant brain came up with what we know today as the principles of persuasion. In 1984, Coalmine put this information in a book called "Influence: The Psychology of Persuasion." Until today, this book is considered as a marketing "bible" that marketing professionals consult before coming up with their persuasive marketing strategy. According to professor Cialdini, it doesn't take magic or luck to influence someone. Indeed it takes science based on six universal principles to influence other individuals effectively and effortlessly. If you try and get responses from individuals, you'll discover they don't have any explanation as to how they arrived at a decision to purchase a particular product. Over a period of about 30 years, Cialdini established six steps that you can implement in your marketing strategy to influence your prospects' thought process and make them your loyal customers. These universal six principles of persuasion include the following reciprocity, social proof, consistency, likeability, display of authority, and scarcity. For over 60 years, scientists have worked tirelessly to establish what makes customers say yes to a particular product or service. It's no secret that there is a scientific basis to how we're persuaded to say yes, and this science is astonishing. Based on the studies of the renowned psychologist Robert Cialdini, persuasive communication can be applied to various aspects to drive the intended results. These principles are based on tapping on certain behavioral patterns in human nature and using them to influence behavior. Persuasion principles are some of the tricks you can implement to make your copy powerful and effective. If you apply these six principles of persuasion to your marketing strategy, you'll witness phenomenal results. These principles tell us that we have the ability to capture the public, influence the indecisive, and encourage them to make purchases. In regard to decision making, you'd think that most people make choices based on the available information, but this isn't the case. Due to our ever overloaded lives, we are always looking for

shortcuts or rules of the thumb to help us in decision making. The six universal principles of persuasion are the main aspects that govern human behavior with respect to making purchasing decisions. They include the following: Reciprocity Typically, people are indebted to give back to others some gift, behavior, product, or service they had received first. For instance, if your colleague invites you to their party today, you have a duty to invite them to your party in case you host one. If someone does you a favor, you owe them a favor too. In the perspective of social obligation, most people will say yes to those they owe. A brilliant demonstration of the principle of reciprocity is evident in many studies done in restaurants. If you remember in your last visit to a restaurant, there's a huge likelihood that the waiter or waitress you encountered gave you a gift as they were handing the bill to you. This could have been a fortune cookie, a simple mint, or maybe a liqueur. I know you must be asking, "Can a simple mint or a cookie influence the tip you'll issue to the waiter when leaving the restaurant?" Many people may answer and say no. But believe me that such a small gift can make a huge difference in how you respond to the gesture. In the above study, offering diners a mint and the end of their meal increased the tips issued by about 3%. Surprisingly when the dinners were given two mints, the tips dint double but rather quadrupled— a 14% increase in the tips. The most interesting observation was when the waiter issues one mint, then starts walking away from the table, but then stops and turns back and says, " hey nice people, here is an extra mint," the tips went up by 23%. This significant change was not by the extra mint by how the waiter gave it to the diners. The key to manifesting the principle of reciprocity is first to give and, at the same time, ensure the gift is personalized and unanticipated. Scarcity This principle supports the fact that we normally go for a product that is in short supply so as to brag of its uniqueness. For instance, the probability of purchasing a certain product is higher if you're sure it's the last piece or you have information that its promotional offer is coming to an end. In other words, people place a high value on a product when it sits in limited supply or scarce. This principle of scarcity can also be handy in developing a foolproof marketing strategy that stresses the unique qualities of a product or the potential for a missed opportunity if you don't purchase a particular product rather than emphasizing the salient features of the product. People want more of what is in less supply; this is what the principal advocates for. According to human nature, it's easy to be pressured or convinced to make an urgent call if you think you may lose out. A more explicit way in which scarcity can have influence is via loss vs. gain figures. It's more impactful to tell a person that they might lose out on $100 in sales if they fail to take a certain action rather than informing them they could potentially win $100 if they take a specific action. This is to say that the probability of a loss has more influence on decision making than the likelihood of gain. The pressure is more if you feel you could be among the

"special few" with the product. Humans are attracted to what is unique, exclusive, unusual, and rare. We desire what we can have, and this is universal. And if you're persuaded that you have to act now or you'll miss the opportunity, you're motivated to take action. Salesmen use the principle of scarcity to make massive sales. For instance, they can bank on scarcity when selling theater tickets, a specific car model, or any other product that they are considering to sell to another person if they fail to take immediate action. Sales representatives remind their customers of what they stand to lose or gain if they fail to act immediately, and this increases the probability of the client closing the sale. Authority The third principle of persuasion is authority. If you desire to be influential, you must establish your credibility. People follow after the footsteps of skilled and experienced professionals; your prospects must comprehend what makes you an authority before you can present your offer. You can achieve this in several ways. For instance, you can put on a uniform or a badge that shows who you are, you can display your certificates and licenses in a visible place, or somebody can introduce you explaining your credentials and expertise and much more. When people are making decisions, they rely on experts to show them the path to take because they trust them. If you wish others to trust in you, you must consider how they perceive you, how you sound, and the words you need to use before making your offer. Tell them what you believe in and say it with confidence. The proof of authentic expertise can have a significant impact on how your followers perceive you and also their opinions. Humans trust people who are sure of what they're doing. An excellent way of generating respect and credibility is to share a brief background of what you do or share an anecdote of how you solved a related issue in the past— sharing your past successes where relevant can help you gain perspective and build respect. Even your employees will be eager to follow your directions if they trust you and understand your background. People always follow knowledgeable and credible experts. For instance, if they display their certificates on their clinics or they share information of previous patients they have treated who had the same symptoms/illness, a doctor can convince their patients they'll be healed if they take the prescribed medications. Again, people are able to stop at a traffic barrier if stopped by a stranger if the person is in full police attire, including a badge with their official names and service number. What science tells us is that we should let others know what makes us credible and knowledgeable before attempting to influence them. But remember this can present its set of problems, you shouldn't tell your customers how accomplished you are but instead you can let someone else share your story. And according to science, the person introducing you can be your close associate, and they'll also benefit from the introduction. Some real estate agents witnessed an increase in the number of property appraisals and contracts that they signed by instructing a receptionist who responded to customer inquiries to state their expertise and credentials. The customers who were interested in renting a property would get this response "let me connect you to Agatha, who has 20 years' experience in letting properties in this locality". On the other hand, those enquiring details about selling properties would get this

response "speak to David, our sales manager. He has more than 15 years' experience selling properties in this area". This trick led to a 20% increase in appointments and a 15% rise in signed contracts. This was a costless and ethical way of increasing sales by implementing the science of persuasion. Consistency Cialdini cited an incident where a section of California residents was asked by two psychologists to allow them to put up large billboards in the front yards advising motorists to drive safely. Unfortunately, most of them said no to the request, but about three-quarters of a group of residents in the area gave consent to the request. A closer examination of this group showed that they had previously agreed to have 3-inch –square signs linked to safe driving to be erected in their yards. This group was revering their earlier commitment to road safety. Humans are usually consistent with what they have done or said before, and it's more serious if it was done in writing. According to studies, individuals who sign a petition are more devoted to the task because of their written commitment. Cialdini says that people honor what they write down. Some advertisers intentionally exclude specific information about their products or services as a variation of the commitment/consistency principle. For instance, if you hear or read an ad for a concert but the ticket prices are concealed, you're more likely to purchase the tickets no matter the cost. According to Cialdini, initially, you had already committed to attend the concert even before knowing the prices. The commitment principle becomes a hurdle when you're trying to convince a prospect who has been using a competitor product for years to switch to your brand. They may opt to abide by the status quo as a way of justifying their loyalty to their initial commitment. As a marketer, you shouldn't point out to them that they are using an inferior product, or they are making a mistake using the competitor brand. If you do so, they'll become defensive. You can use a better approach by informing them that times have changed and they can use a better product. Liking Although it may seem obvious that if you're likable, your chances of exercising influence increase, this may seem simple, but according to Cialdini, "people like those who like them," and how people display commonalities is a mystery that needs to be researched. For instance, people exert more influence if they can match their verbal style and idioms of persons they are communicating with. A study done by Cialdini showed that waitresses who echoed the client's orders back to them verbatim doubled their tips. People also like those they are similar to; according to a study done by researchers at the University of Santa Clara on undergraduate students, a participant who believed they shared a birthday with the other individual gave in to the latter's demands more than to those with no birthday links. If the similarity is unusual, the connection is stronger. In a second experiment, a person who believed they shared the same types of rare fingerprints agreed more with the second person than those who thought they shared a birthday. Cialdini says that "sincere compliments also induce

liking the same as cooperating with others for a common goal. If you link yourself or your product to positive things, you become more likable. An example is the Wheaties boxes, the "Breakfast of Champions." Since the 1930s, General Mills has included images of athletes on these boxes, thus boosting their likability. The athletes who appear on these boxes must be true champions. This link has continued to make the Wheaties boxes a darling for many. Social Proof Have you ever wondered why social media influencers are so powerful? It's because they utilize the principle of social proof. Individuals are more likely to use a product or service that has been endorsed by someone they trust. This person may be a colleague, a family member, a friend, expert in a certain field, or a celebrity or a hero of some sort. Social proof can be considered to be one of the most powerful principles of persuasion in modern times because it produces exceptional results. People closely follow what others are doing, both unconsciously and consciously. It's interesting to see people scrabbling to sit in a crowded restaurant where they'll be served slowly or in a crowded public transport vehicle. This is the same principle that bloggers use when they ask you to subscribe to their blog or YouTube channel—their motive isn't to brag how they have many subscribers but to offer social proof that they deliver valuable information. The same applies to companies when they share information about the number of customers they have served over a specified period or the millions of products they have sold in a particular season; it's all about social proof. You can leverage social proof in your marketing strategy by referencing third-party reviews, customer case studies, and many more. If you jet into a new city or town and you're not familiar with the surroundings, and you go out in search of a restaurant where you can grab a cup of coffee or a meal, and you encounter two restaurants that appear to be similar downtown. But you realize they have one major difference— one is almost full, while the other is completely empty—which one will you enter? When we are undecided about making choices, we look at others to find "social proof" or "evidence," whether what we want to do it right or not. If we find a large number of people doing something, we instantly approve it. We act in a similar manner to our society to gain acceptance, even if it's wrong. According to the words of the renowned economist, Keynes, "it's easier to follow the masses to do wrong than to face them with the facts" since we tend to follow trends, it's possible to harness the power of social proof and increase conversion rates in your website significantly. For instance, you can use this message in your marketing campaigns "8 out of every 10 people recommend…." This is an excellent example of the application of the principle of social proof. Amazon is also an excellent example of how social proof works. The company exposed the products they feature in their online store to ratings by those who have bought the products. In this case, they help prospects to make better decisions based on the experiences of others. The program is based on the star rating (1 to 5) and also includes the number of people that have reviewed the product.

Copywriting Strategies to Influence Your Readers It's crucial to understand some of the most valuable shortcuts and how you can use them in your copy to persuade your customers and clients to purchase your products. If you are eager to make sales, it's imperative that you need to apply some copywriting strategies to influence your readers. Here are some of the powerful approaches that will help you realize your marketing goals. Let Your Copy Be About Your Audience It's a big no to make your copy all about you; instead, it should only focus on your target audience. If you follow this rule religiously, you note a significant improvement in the quality of your copy. Unfortunately, most copywriters break this rule. Many businesses make a mistake of writing a business-centric copy rather than a customer-centric copy. They focus on how great their product is and how their business is forgetting they're speaking to an audience that cares less about such matters. This is the wrong way to write a copy, and it's something practiced by many companies. Fortunately, you can easily spot such types of writing. The company/ business focused copy uses more of "we," while a customer-centric copy uses more of "you." The business-centric copy is filled with "we" and "our." The bulk of the information in the copy is about the company. Customers hardly care about how great your company or business is; they are more concerned about their problems and how you can help them solve the problem. They only mind about their challenges and are eagerly searching for a solution. If you have a plan or way of helping them to accomplish their objectives, then they can listen to you. Therefore, the better part of your copy should talk about your customer, their problem, and how you intend to solve them. All the text in the copy should appeal to them, and you must show them that you've come to solve their problems. That's why you're in business, so let your reader understand this. The trick is that you can write about yourself provided; it's from the perspective of adding value to your clients. Only talk about yourself if the details you're sharing are useful to your prospects and customers, but you shouldn't write about yourself just for the sake of writing. A customer-centric copy replaces "we" and "our "with "your'', "you," and "yourself." This change of focus makes the copy more engaging, conversational, personalized, and friendly and customer-focused. For instance, if you're a cleaning company, you should explain the types of cleaning services you offer and how your services will help in saving the customer's time and money. This version is more attractive to your prospects, and it’s how your copy should be. Instead of offering a boring description of our company, explain to your customers how your products and services you are providing to solve the customer issues. You don't have to be perfect in grammar to write a powerful and effective copy. The bottom line is to create a copy that turns prospects into loyal customers. Your main goals should be to convey your message in a clear and compelling way. You must be an incredible writer; you should write a copy that communicates your message clearly besides connecting to your

audience. In his case, you can break a few grammar rules to emphasize your message. You should only break the grammar rules if you're deliberate about the matter; otherwise, you'll lose credibility. Grabbing Attention Before trying to persuade your readers to purchase your products, you must first grab their attention. Persuasion is impossible without hooking your readers. If you can't achieve this goal, your prospects will just peep on your copy and head to your competitors. The typical way to grab your audience's attention is by creating a catchy title or heading. This is the first thing each visitor to your site sees. They use your headlines to decide whether to continue reading the rest of the copy and to proceed with their search. There are many ways of creating fascinating headlines for your articles; most of these methods will yield reliable results. For instance, you can decide to ask a pertinent question in the headline; he provides the answers in the body of the article. Other effective ways of crafting killer headlines are to create how-to titles, use statistics, and suggest several exciting benefits and much more. It's your responsibility to choose the ideal headline for your copy, depending on the context and what you want to achieve. Hooking the Reader Your next goal is to hook your readers after attracting the two readers with your copy. Consider what happens in movies. In each movie, more often than note, a significant event occurs as it starts. The core goal of this activity is to hook the viewers to sit through the character development stages. If a movie doesn't include a hook, it's possible to lose the viewers' attention if you get directly into character development. When you lose your audience's attention, it may be impossible to get it back. What happens in movies also occurs in copywriting. New copywriters usually encounter challenges hooking their readers. It's very important to ensure you've hooked your readers within your first few sentences. If you fail in this, you'll fail in persuading your readers to complete reading the copy. Pro copywriters have mastered the art of hooking their readers. They know how to do it in each new piece. Most of them use a common formula that includes a hook sentence with an introduction, followed by how, what and when. Typically, the introduction brings up the reader's problem, then a section on how your products will solve the reader's problem follows and an explanation of the product, and finally, you get information on when the help will be available. For instance, if you are marketing a pair of shoes that are meant to improve sore feet, your hook sentence could read, " It's amazing how our X brand of shoes can help you remain pain-free and relaxed…". If your customer is suffering from this condition, they will connect with the product instantly and develop an urge to know more about your product. When you've managed to hook, you reader, you're sure they'll stick with you long enough to read information about the specifications of your shoe (this is the "character development" of the product). Experienced copywriters know how to apply this formula to different situations to meet the customer's needs. But if you're a beginner copywriter, you'll have to edit the formula until you master it. It's only after you have mastered the basics of the formal that you can apply it to varying situations without hassles. In this case, you'll need to combine the intro with awareness

pattern words. Such phrases include "have you pondered," "have wondered," "Have you noticed, "and so on. These words draw the reader's attention to the subject besides helping to create a strong link within the hook. This initial foundation sets a persuasive mental path that the reader will follow as they digest more information. Creativity The main task of a copywriter is to grab the attention of their reader with a killer headline, but this isn't all; you must have the muscles to hook the reader beyond the headline. One of the fantastic ways of accomplishing this task is by using creativity in your copy. Creativity allows you to keep crafting irresistible content. And interestingly, creativity isn't limited to copywriting only; you can apply it in other forms of writing and art. The best thing with creativity is that it allows you to write on any subject you wish and ensures you enjoy your work. For instance, you can write character sketches, a book review, or just journaling. If you practice writing, the more you boost your creative muscles and cultivate your voice. You can also consider reading fiction novels to get inspiration for creative writing. These novels offer a vital insight into human emotions, which is what your copy should concentrate on. Target Emotions The decision to purchase products mainly relies on emotions. Most people think they make decisions based on logic, but this isn't the case, most of our buying decisions are based on emotions. Our emotions are more closely linked to our decision making processes than we think. These facts are demystified in Professor Antonio Damasio's book "Descartes Error''. In his book, Damasio highlights instances where patients with prefrontal cortex damage— the part of the brain linked to emotions—end up experiencing difficulty in making simple decisions. Although these patients have the same level of intelligence as in their pre-brain damage condition, they have problems making minor decisions such as what to eat for lunch or supper. Interestingly, they can enumerate the benefits of each decision but have a problem in making the ultimate decision. So how does this relate to a copy? Virtually everything! If your copy only appeals to logic, you'll have missed linking to the most vital of the brain that's associated with decision making— emotions. This is the part of the brain your copy should target. Selling products isn't only about justifying why customers should buy your product. It also creates a scenario in which people desire what you're selling. An excellent example is Apple. Buying an Apple product doesn't make any logical sense. Actually, you'll pay more for a product that has inferior technical specifications when compared to related items in the market. You can acquire a computer for far much less than what you'd use to purchase one from Apple. Then why will customers still pay more to acquire an Apple product such as a MacBook Pro? The reason is simple; Apple knows how to push the right buttons and evoke a desire for their products in their prospects. People line up to purchase new iPhones not because they make sense but because everybody wants to get the product before their friends do. It doesn't make any sense to pay such a high price for a new product that you can do without, but because you want it so badly, you have no

option but to buy it. You should implement the same strategy to your copy, rather than listing features and a few reasons why your prospects should purchase your product, you need to raise the emotional appeal of using the product and ultimately establish a desire in your prospects for your product. A brilliant example is what you find on the Copy bloggers homepage headline. It's not just logical, but it directly hits their client's emotions. Are prospects willing to leave lame behind? Absolutely no, still, this isn't a logical reason for anyone to sign up to Copyblogger, but it makes people desire Copyblogger programs, simply because nobody wants to be lame. Highly persuasive messages speak directly to the reader's emotions. Emotional writing seizes attention, generates interest, and stimulates action. There're many human emotions you can target in your writing. John Caples, in his book, Tested Advertising Methods, suggests four types of emotional appeals: 1. Fear: everybody is afraid of something. For instance, we fear being sacked, losing our loved ones, and failing in business or career. 2. Love: we desire to be loved by our parents, spouse, children, and friends. 3. Greed: everybody desires to drive the best car, earn a high salary, live in the best house, eat what they want, and win the lottery. 4. Honor/ duty: we are indebted to our spouses, parents, children, our employers, our country, our community, the poor, and the sick. You can design your copy to target one or more emotions. It's only when your copy appeals to the emotions of your prospects that you can expect to see a significant rise in your sales. Stress Benefits over Features This is one of the primary lessons in copywriting; each copywriter must understand how to emphasize benefits over features. Surprisingly, it doesn't come naturally; you have to work hard. It's strange that most people have a natural inclination to emphasize features rather than benefits. When present features rather than benefits to your clients, you're simply outing them off. Such content doesn't appeal to prospects. Your customers aren't interested in the features your product has; they want to know how the product will solve their problems. Features only show the client what is in the product, but they can convince the individual to buy it. On the other hand, product benefits are more persuasive and will convince your clients to purchase the product. Your prospects will sign up to receive the benefits of your product but not the features. They are more motivated by your product's benefits. In most cases, features are technical aspects that are confusing to customers. They only appeal to a very limited number of clients but confuse the majority. So when writing your copy, your objective should be to stress the benefits. First, they should feature at the start of your copy. After highlighting the benefits, you can then proceed to enumerate the features. A great example is the Buffer app. These folks start by presenting the app as the best way to

share. "If you're searching for a smarter and effortless way when it comes to social media, you're in the right place because Buffer will help you accomplish these tasks." They then continue to explain how Buffer will enable you to be great in social media. Everybody wants a tool that will make them awesome. The copy continues to talk about more benefits of the app, such as being able to add pictures, great articles, and videos so that they can "automagically" get shared in the entire day. From the information shared, you can see that the app has lots of benefits. After they are through with highlighting the benefits of the app, they list the features. "You can get analytics and insights, post to multiple accounts, and invite your teams to use the app." Although these aren't the reason why you'll sign up for the app, they tell you what you'll get after signing up. As you've seen in this example, Buffer starts with the benefits of the app and strengthens them by explaining its features. Regarding products, it's the benefits that sell the product by offering customers reasons for making purchases while features tell them what they receive when they use the product. The features offer your customers something to compare with your competitors. However, features are also required in marketing your product; they are not the main selling point. You're Talking to a Friend If you want your copy to yield the best results by persuading your prospects, you need to structure your copy as if you are talking one-on-one with your pal. Clinical, formal, and disconnected forms of writing can convince anyone to take action. Remember, your core objective is to make people click through, sign up, register, or buy your products. Your prospects will be more appreciated and comfortable if you do it like you are speaking to a friend. When you're writing, can copywriting content, whether a blog post, ad, letter, or article directs this message to one individual and writes as if they are the only ones who will see it. Use storytelling, curiosity, secrets to engage your readers. One of the oldest formulae for writing an engaging and powerful copy's know as AIDA, the abbreviation stands for: Attention Interest Desire Action Your aim is to capture your prospect's attention, attract their interest, and ignite their desire to encourage them to take action. Another trick is to suggest to your readers you have confidential and exciting information that you want to share with them. Nobody can resist the urge to learn something new or hear more. This trick can work for any topic, including cookery tips, "secrets to hunting during the day," "secrets of effortless mountain climbing in adverse weather," "10

leadership secrets", and so on. Telling a story is also a perfect way of grabbing and holding your reader's attention. Remember, your story must maintain the four elements of storytelling: the protagonist, the problem, an account of what happened, and the resolution. The science of persuasion is a vital tool you can employ in your copy to achieve your desired results. Developing a powerful and effective copy isn't magic; you must be ready to dedicate time and effort to know the tips and tricks of the game besides implementing them in the copy. Convincing a person to turn to your product is an achievable goal as long as you are willing to pay the price.

Conclusion

As we close, it crucial to appreciate that copywriting varies from other forms of writing; in this case, you're writing to drive sales. It's even more complicated if you're writing for an online community. The art of powerful and effective copywriting demands the adoption of the principles of persuasion and good copywriting. Your aim as a copywriter should be to write to your audience. The message should be tailored to address the problems affecting your target audience. It's thus essential to ensure you have an excellent understating of your target audience and their needs. Also, makes sure you know your product in and out. Competitor analysis is also essential in crafting a killer web copy. Remember, you can't be effective in copywriting if you don't know what your competitors are doing. The copy should also align with your marketing goals and objectives. You must also incorporate the elements of SEO copywriting. If you are writing the copy for the web, it's vital to ensure the copy is attractive to search engines. This is the best way your prospects will find you. Your copy should contain the keywords that your audience will use as they search for your products or services online. An irresistible headline and compelling introduction and a powerful call to action summarize a great copy. Also, ensure your copy is scannable and easy to read; your goal should be to influence your readers to take actions and not prove your linguistic prowess. Your headlines should grab the attention of your prospects to your copy while your introduction should hook them to read the copy to the end. If you want to make your work easy, it's essential to invest in copywriting, design, editing, and proofreading tools. Before publishing your copy, ensure its error-free. It is possible to craft compelling, engaging, and effective copy if you are ready to pay the price.

Sources

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https://blog.writers.work/different-types-of-copywriting/

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