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| | The The CopyWriters Connection Network is not currently active and cannot accept new posts | | Question: What do you write about in your copy? | Views: 330 | | Jan 16, 2006 10:00 pm | | Question: What do you write about in your copy? | # | 
Steven Boaze | |
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 | | |
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