This copywriting article will show you how to create irresistible punch-you-in-the-gut copies you can use to start selling like gangbusters right now.
If you know the parts, you can create the whole.
That’s as simple as it sounds… and in this article, I’m going to breakdown copywriting in bits and show you how… you can quickly fit the parts together to create irresistible copies you can inject into your marketing today to start chocking up sales fast.
Every copy, no matter how sophisticated or simple it is, has 5 parts…
- The headline
- The lead(Problem, Picture, Promise)
- The body(Solution, Testimonial/Social proof)
- The close(Offer and Call-to-action, Price Justification, Guarantee)
- The postscript (P.S.)
Each of them has its subcategories as you can see above.
Okay! Now that we are done with the introduction…
Let’s get dirty with it…
“Your sales battle is either won or lost in the headline.”
For your copy to get the chance of ever getting read in the chaos and noise that has become the internet… your headline should be attention-arresting and unique.
Even before the emergence of the internet and the dismal short-attention syndrome it brought with it, David Ogilvy, one of the great if not the greatest in direct response advertising, understood the importance of creating attention-grabbing headlines and he wrote that…
“On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”
So, if your headline is not good enough, you are losing sales before you even publish your sales copy.
So how do you create an attention-hooking headline?
There are many templates for creating crunchy headlines which I will tell you about in a future post… but…
The fundamental formula for creating a headline that gets your copy read… is to let it flow with immediate benefits.
Promise an irresistible benefit that will attract your reader to come and claim the reward.
David Ogilvy knew this and here was what he wrote…
“Every headline should appeal to the reader’s self-interest. It should promise her a benefit.”
Other elements you can inject in your headline, include curiosity and urgency.
It is not enough to just cue the interest of your reader and let her float, you have to hold her attention and lead her into your copy.
You do this by telling her, you understand what her worries, pains and…
You describe the problems, the pains and the motivations of your reader.
How your prospects feel about their worries. What it means to them and how much they want to get the problem resolved… how much they want to get rid of the pains…
Your prospects should find you relatable, someone they can come to trust.
Your description should use their own words and phrases.
This makes it feel like they are conversing heart to heart with a friend who understands them and knows how they feel.
By using your reader’s own words to describe her problem and the challenges she has faced in solving it, you build a rapport with your reader that will make her begin to trust you.
Her thoughts will be like…
“He seems to understands my pains so well… Definitely, he must have felt like this before or knows someone who did… and found a way to turn things around. I think I will like to know what his solution is and how he did it.”
When you have her thinking this way, it’s time to…
Create A Picture…
A compelling picture that jolts your reader from her comfort zone and makes her want to listen to you closely in order to solve her problem as fast as possible… that’s the kind of picture you should create.
Tell her how worse her situation will become, how she’s going to lose more money or whatever, chasing loose ends or by not doing anything about her problem.
Use the loss aversion cognitive bias to kick your reader into readiness to act as quickly as possible to solve the problem.
If you do this correctly then it’s time to show her what she stands to gain with the solution you are going to give her soon enough.
How do you do this?
You make the…
This is one of the most important parts of your copy because this is where you answer the most important question every prospect wants to get an answer to…
The “what’s in it for me? “ question.
If you don’t show your reader what she stands to gain with your solutions as early as possible, you will already be making her impatient and she will want to get away.
This is why this section is very important.
Tell your reader what she stands to gain, tell her, her unique buying advantage(UBA).
Use bullet points to fire home your unique selling points and describe all your reader is going to gain and become through using your solution.
Make your promise elaborate but believable.
Use figures or facts or tell a relatable and believable story to hit home the benefits of using your solution.
If you do this rightly, you will get your reader gushing for all the advantages she stands to gain and how she can finally bring an end to her problem…
It’s time to get into…
The Body Copy…
You can’t keep your reader waiting any longer, it’s time to give her, her…
This is the reason for the feast, the real reason for the copy.
So now that you are here, what do you do?
You fire in on all cylinders with your explanations of what your solution is, how it works, what it does, what makes it different.
The joke here, which is no joke at all, is to make your explanation so simple that even an 8-year-old will read it and understand.
Do not use industry jargons. Don’t make your reader look for a dictionary in order to understand your copy.
Make it simple and easy to read and understand.
Use bullets to define the features of your products and tie every feature to a tangible benefit or reward for your reader.
Use the features and their corresponding benefits to reinforce the promises you made earlier to fire more rage into your reader’s desires.
Nothing will move your prospects better than the notion that someone else has used your solution to get results, to improve their lives and to relieve their pains.
Social proof is so powerful, especially when your reader is unsure of what to do next.
The knowledge that someone has used your solution is what will give her a cue to take your desired action.
According to Professor Robert Cialdini the author of Influence the Science of Persuasion…
“Social proof is most powerful for those who feel unfamiliar or unsure in a specific situation and who, consequently, must look outside of themselves for evidence of how best to behave there.”
This means that in moments of indecision people usually look at others and what they have done, in order to know what to do.
Here’s another insight from Cialdini…
“95 per cent of the people are imitators and only 5 per cent initiators, people are persuaded more by the actions of others than by any proof we can offer.”
That’s how powerful social proof is in turning your readers to buyers, that you should pay attention to it in your copy.
To gain social proof, you can use testimonials, expert endorsements and facts from reputable sources.
Now, you have shown your reader the solution and its hot shimmering benefits as well as the proofs that it works.
80 per cent of your job is done and now, you are right in…
Remind your reader of all the benefits she stands to gain with your solution and all she stands to lose if she doesn’t take action to solve her problem.
You can use this opportunity to shoot in some extra bonuses, she stands to gain if she takes your solution now…
After this, it’s time to look your reader in the eye-balls and ask for her money.
Answer the questions… “How much does it go for?”
And what is your…
Some marketers get uncomfortable and try to prevaricate at this stage… as if it’s never in their intention to get that hot silky mints in their flashing fingers.
You should never do this…
Tell your reader how much she has to pay to get her solution, if it is 100 dollars, tell her… if it’s 50 cents let her know.
She deserves to know what she has to pay to get a solution to her pain.
And then tell her what to do next…
Call Her to Action!
Give her the steps to take to pay you.
Throw in your PayPal link and let her pay you.
Tell her how she’s going to get her product after her payment.
Will you ship it to her? Tell her how long it will take.
Are you going to give her a download link? Let her know immediately.
Justify Your Price
Some solutions/products are high-end that they will need further prodding to get your reader to take action and shell out large sums of cash to get them.
In this case, you need to justify your price…
Use comparisons if possible…
Tell your prospect why your price is what it is.
Help her to rationalize her buying decisions with tangible facts and reasons.
Answer the objection questions that must be popping up in her mind.
Pretend you are going over the offer with her. Ask questions and then answer them with convincing reasons, comparisons or facts…
“Is this price too cheap?
I think so too, especially when compared to all the clouds of benefits you are getting right out of this offer.
Honestly, I feel like you are ripping me off…
But it’s your lucky day because this is an early bird offer…”
In justifying your price you should picture your prospect sitting right in front of you, so you have to answer all the questions you anticipate he is going to be asking you.
Reassure your reader that she has nothing to lose. Give her a compelling guarantee to get her to take action fast.
Use a very enticing guarantee, example a 100% Money back guarantee… that removes all the risks from your prospect.
This will make her more attracted to buying your product or solution.
A guarantee does two things…
- It frees your reader from worries and uncertainties of loss… Your guarantee clears the web of uncertainties surrounding your prospect’s decision-making.
- It makes your reader become more confident about your offer because you show that you trust your product well enough to bear the risks of the transaction. You and your solution will become more credible.
Make It Scarce
If it is not scarce, then it is not special, therefore inject some scarcity into your offer…
“The feeling of being in competition for scarce resources has powerfully motivating properties.” _Robert Cialdini
Don’t let your reader think she has all the time in the universe to make her decision to buy.
Let her know, that your offer is not final… tell her that the more she takes time to act, the more she loses the chance of getting her solution.
“The idea of potential loss plays a large role in human decision making. In fact, people seem to be more motivated by the thought of losing something than by the thought of gaining something of equal value.” _Robert Cialdini
Make your reader understand your offer is limited. Tell her the price will increase at a preset time or that your bonuses will be removed at a preset date.
At long last, we are here. Hope it was worth it and you can start crafting out some powerful irresistible copies to start kicking up cash dust in your marketing?
Such a thrill!
Oh, wait! Seems like we are leaving something out…
Can you guess?
The best price… is a surprise isn’t it?…
Of course, Willie Wonka thinks it is… and I think so too…
And that’s one of the things the p.s. (postscript) is used for.
Just when your reader thinks it’s all over…
You spring a surprise on her with a new bonus or some extras and wheel her right off her feet.
You can also use the p.s. to pump in more urgency into your reader’s decision making…
Remind her all that she stands to lose and tell her what to do and how to pay you to get her solution real quick.
And finally, we have come to the end of this exhaustive article on copywriting.
I believe you have learned enough to start creating amazing copies that will transform your prospects from just that, into loyal clients and repeat customers.
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See you in the next post. Ciao!