*The
right words sell. (more tips here...* www.readtheanswer.com/index.php?RTA=web2)
Just ask Joe
Sugarman. He launched BluBlocker Sunglasses using the power of his pen.
Amazingly, you
don't have to be a professional writer to get fabulous results. A grapefruit
farmer attended one of Joe's seminars, wrote a
print ad that ran for 10 years,
and made millions from it.
*Power-Packed
Copywriting Process* - A former ad agency owner, Joe distilled the process of
writing ad copy into seven steps.
*1)
Become an expert.* Immerse yourself in the product/service you want to sell.
What makes it interesting? Exciting? Unique? That's what you need to convey to
people. Joe once observed a digital watch being manufactured, which convinced
him that using laser technology was an important point of differentiation. His
ad copy referred to "the laser beam digital watch."
*2) Know
the buyer.* What does the prospect want/like about what you're selling?
Chances are, you reflect the typical consumer of this product/service, so what
excites you about it? What characteristics about you make this product
attractive? These are the qualities you should appeal to in potential buyers.
*3)
Write an attention-grabbing headline.* Use only a few words. Be bold.
"Breakthrough" is a word that always reels in readers. The goal of the headline
is to get your prospect to keep reading. Write a sub-headline that rewards them
for staying with your copy. The goal of the sub-head? To entice your reader to
check out that first line of copy, and so on.
*4)
Start writing.* Go with the flow of your mind. Don't worry about grammar or
punctuation at this point. As you think about the unique qualities of your
product/service, and about the buyer, you just want to get your feelings,
senses, ideas, information and philosophy on the screen.
*5) Edit
your copy.* Now that you've gotten everything out of your brain and into the
computer (or on paper), it's time to go back and edit your first draft. The
biggest mistake you can make is creating complexity in an offer where
simplicity is best. Get rid of extraneous words. For example, search for the
word "that" on the page. You can probably eliminate entire phrases that begin
with "that!" Edit for brevity. Edit for reading rhythm, varying short and long
sentences.
*6)
Incubate it.* Set aside your copy for a few hours or days. Enjoy yourself. Take
a walk. Occupy yourself with something else. Your brain continues to work on
the copy, even when you're away from it.
*7) Do a
final edit.* Now that you've put some time and space between yourself and the
project, you're ready for a final look. Enlist an English major to guarantee
that you haven't made any errors. Polish the copy one last time, and it's ready
to go.
*Short
copy vs. long copy:* "Copy is like a woman's skirt. It should be short enough to
attract interest, but long enough to cover all the essential parts."
Bargains are
best described in short copy, with the price point in large type. An expensive
product/service requires longer copy, with more explanation and seduction to
"wine and dine" the reader.
*Honesty
is the best copy policy:* If there's anything that might upset a customer
about the product or service, explain it in the copy. By directing attention to
red flags, you can lead your readers down the road that will capture the flags!
www.readtheanswer.com/index.php?RTA=web2
right words sell. (more tips here...* www.readtheanswer.com/index.php?RTA=web2)
Just ask Joe
Sugarman. He launched BluBlocker Sunglasses using the power of his pen.
Amazingly, you
don't have to be a professional writer to get fabulous results. A grapefruit
farmer attended one of Joe's seminars, wrote a
print ad that ran for 10 years,
and made millions from it.
*Power-Packed
Copywriting Process* - A former ad agency owner, Joe distilled the process of
writing ad copy into seven steps.
*1)
Become an expert.* Immerse yourself in the product/service you want to sell.
What makes it interesting? Exciting? Unique? That's what you need to convey to
people. Joe once observed a digital watch being manufactured, which convinced
him that using laser technology was an important point of differentiation. His
ad copy referred to "the laser beam digital watch."
*2) Know
the buyer.* What does the prospect want/like about what you're selling?
Chances are, you reflect the typical consumer of this product/service, so what
excites you about it? What characteristics about you make this product
attractive? These are the qualities you should appeal to in potential buyers.
*3)
Write an attention-grabbing headline.* Use only a few words. Be bold.
"Breakthrough" is a word that always reels in readers. The goal of the headline
is to get your prospect to keep reading. Write a sub-headline that rewards them
for staying with your copy. The goal of the sub-head? To entice your reader to
check out that first line of copy, and so on.
*4)
Start writing.* Go with the flow of your mind. Don't worry about grammar or
punctuation at this point. As you think about the unique qualities of your
product/service, and about the buyer, you just want to get your feelings,
senses, ideas, information and philosophy on the screen.
*5) Edit
your copy.* Now that you've gotten everything out of your brain and into the
computer (or on paper), it's time to go back and edit your first draft. The
biggest mistake you can make is creating complexity in an offer where
simplicity is best. Get rid of extraneous words. For example, search for the
word "that" on the page. You can probably eliminate entire phrases that begin
with "that!" Edit for brevity. Edit for reading rhythm, varying short and long
sentences.
*6)
Incubate it.* Set aside your copy for a few hours or days. Enjoy yourself. Take
a walk. Occupy yourself with something else. Your brain continues to work on
the copy, even when you're away from it.
*7) Do a
final edit.* Now that you've put some time and space between yourself and the
project, you're ready for a final look. Enlist an English major to guarantee
that you haven't made any errors. Polish the copy one last time, and it's ready
to go.
*Short
copy vs. long copy:* "Copy is like a woman's skirt. It should be short enough to
attract interest, but long enough to cover all the essential parts."
Bargains are
best described in short copy, with the price point in large type. An expensive
product/service requires longer copy, with more explanation and seduction to
"wine and dine" the reader.
*Honesty
is the best copy policy:* If there's anything that might upset a customer
about the product or service, explain it in the copy. By directing attention to
red flags, you can lead your readers down the road that will capture the flags!
www.readtheanswer.com/index.php?RTA=web2
