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Jan 16, 2006 10:00 pm |
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Question: What do you write about in your copy? |
Steven Boaze
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Hello copywriters,
I am assuming the reason why you joined this group is to either a) learn how to be a better copywriter or b)learn what it takes to become a copywriter, and become successful at it.
Whatever reason for you being here, I have to ask you, what is it that you write about in your copy?
My experience takes me way back when writing ad copy, manual,, article, datasheet etc., that my teacher made me learn from the "old school method."
Mr. Swanson would say....
Grab ’em by the eyeballs: Seize your prospects attention with a powerful benefit-based, emotionally driven headline.
Support your headline: In a short deck, expand upon your headline with a deck structure that drives it home in a powerful way.
Bribe them to read this: Tell them what you’re going to tell them. Blast-off any value-added information that you’re going to give him free, in the copy.
Get their juices flowing: Open with a powerful, emotionally driven, benefit-based paragraph or two.
Make them believe it: Add credibility elements – a series of paragraphs presenting statistics, expert endorsements, track record info or customer testimonials that prove you really can deliver the benefit.
Get back on track: You’ve demonstrated what you’ve done for others and what others say. Now, it’s time to get back to talking about your prospect’s favorite person: YOUR READER. Repeat your lead benefit and transition into your secondary product benefits, each written in a way that connects with the prospect’s most compelling resident emotions – their dominant emotions. If you have room, make each benefit a subhead, followed by two or three paragraphs of copy (or more) that dimensionalize it. If you’re cramped for space, turn each benefit into a bullet. If you’re somewhere in-between, lead with your strongest benefits as subheads with explanatory copy and bullet the rest.
Make the offer: Repeat your headlined benefit, allude to the others, present your offer, and justify your price.
Relieve risk, add credibility: Add your guarantee and point out that, since the prospect’s delight is a sure thing, they have nothing to lose.
Sum up: Repeat your main headline benefit, the strongest secondary benefits, justify your price again, remind them of the guarantee and ask for the sale.
So tell me copywriters, what do you write about?
Steven BoazePrivate Reply to Steven Boaze (new win) |
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