Cash for Now
&
Cash for Later
Quick Copywriting
Basics of Writing Copy
If you want to set yourself apart as a web writer, you'll do well to learn the art of
writing copy. This is true even if you don't consider yourself a copywriter -- and even if
you never want to be a copywriter!
Writing persuasively is something all web writers should learn to do. Think about the
projects or assignments you do daily. Your aim is often to sell something or to
encourage someone to take some kind of action. Copy has to do with more than just
selling, of course. It also has to do with the art of storytelling and connecting with your
reader on an emotional level.
Copywriting is the way to set you apart
There is also the business end of it. Article writers are a dime a dozen. Copywriters are
not. It's a more specialized skill. I talk to many writers who wonder how to set
themselves apart from everyone else who is vying for clients and customers. Well...this
is the way!
Most clients want to earn as much as they can from what they hire you for. You want to
be invaluable to them -- you don't want them to be able to hire just anyone for the
work you currently do for them. Learn the art of writing copy and moving people to
action with your words and you'll become invaluable.
Your customers want to learn from you
As a product creator, you have customers out there who want to learn from you. They
want to know what you know. If you write poorly or don't know how to convince them
you have what they want, you're doing them a disservice. You'll be able to steer them
to your work if you learn to write copy -- which is a great thing for you and your target
audience.
Feel free to ask me specific questions
That's what this edition of Writing That Rocks is for. I hope to give you an introductory
- intermediate understanding of using elements of copywriting in your work. As always,
feel free to ask me any questions you have about this process. If I get enough
questions, I might post an add-on document full of these questions and answers, which
will be valuable for everyone (I hope!).
Mad Men&
If you watch Mad Men, you might be familiar with the copywriting the ad executives do.
There are many different views of what copywriting is -- but I like to think of it in terms
of persuasion. It's the kind of writing you do when you want to be persuasive. It takes
a solid writer to do it well...but it's far more important for that writer to know how to
touch on people's emotions. Copywriting is about connecting with people and guiding
them toward something they need or want -- whether they know it or not.
Good or evil?
There are many ways to use copywriting for evil, of course. It has to be a fine balance
between using psychology and powers of persuasion to wrongly manipulate people and
to use it to persuade those who need what you are selling. There are definitely no right
answers as to what this balance should be.
I say this because there are many courses on copywriting that go much further than I
recommend you do. Their goal is to essentially trick people into buying whatever they
want to sell. Steer clear of tactics like that -- use your power of writing copy for good.
Let's get more into the nitty gritty of what it means to write good copy.
What do your customers really want?
The first step is to get to the heart of what your customers really want. Find out as
much as you can about them. You can use http://quantcast.com as a start. Type in
keywords related to the audience you are trying to sell to,
You can also get a wonderful feel for who your readers will be by visiting popular
forums in your niche. Read their posts -- especially those that are most replied to or
viewed. This will give insight into what they care about the most.
Another option is to investigate the competition. What emotional triggers have they
focused on?
Last but not least, I often like to find some statistics related to this audience. This is
information you can use right in the copy itself. It will also give you a great feel for
those in your niche. How you find these statistics depends greatly on what you're
looking for. Google to get some leads -- including in the scholar section of Google
(again, depending on your topic).
I love this part of writing copy, but many people don't. It really doesn't have to take
long! This is especially true if you're already familiar with (or are part of) the target
group.
Pull the benefits out&
The next thing I do is go through the product I'm writing copy about very carefully.
Generally, I write copy related to books or information products. I go through with the
mindset of pulling out every benefit I can find. I pull out things that are unique to this
product.
I make a list of these things that I can refer to when I am ready to write the copy. This
works out very well for me because I never run into writer's block! We'll talk a bit more
about the importance of finding the benefits further on. This is a point many people get
confused about but it s not that hard once you wrap your mind around.
Working on a headline&
Then, I tend to write a headline to work from. This headline will be part of my overall
hook. It has to be succinct, call out directly to my audience, include something that sets
it apart, and include something that captures the reader's attention as soon as they see
it. The headline might change down the road, but developing it first gives me what I
need as I start in on writing the rest of the copy.
Body copy
Once the headline is finished, I write the first part of the body of the copy. This section
needs to draw the reader in. Write directly to a person in your niche. Hit on their
emotions -- stir up some of the pain, sadness, or difficulty they are going through. Use
descriptive language, without giving up that you have the solution.
Then, draw them into your own story by sharing that you completely understand what
they are going through. Tell an actual story that showcases you know what you are
talking about and you know what they are feeling.
If you don't have a personal story you can always share one about a friend or someone
else who can relate. The important thing is that the reader feels you are someone they
can identify with.
From that point, you can start detailing how you found your solution or made things
better. Give some hope that you are an average person who was able to achieve what
they want to achieve.
From there, you can detail what the solution was. Give some information away freely
that they will find helpful immediately.
Explain that you have decided to make the solution available for others. Give a reason
why you are doing so -- generally that you want to make the path easier for others.
Refer back to some of the pain they've gone through and how your solution can and
will help -- but don't dwell too long on the features.
Bullet points
At this point, you'll likely want to include some bullet points. Your bullet points should
draw out the features of the product. They should be written in a way that makes it a
sure bet people will want to buy what you have. Leave a little bit of mystery - you're
not writing blind copy, but you still want to entice people to buy without giving anything
away.
Give them a no-brainer reason to buy
After you ve finished writing bullet points, write copy that explains the value of what
you are selling. You can compare it to the cost of other solutions; explain any special
offers you are running, and so on. Then you can get into exactly what the product
includes (including features and details about portions of the package) and what they
will pay. Write in a way that makes the cost seem comparatively unimportant related to
the value they are getting.
Sign off with some further enticements that relate directly to the reader. Include your
name, any guarantees, and so on.
You can include a P.S. at the bottom, which many copywriters like to do for those who
scroll down.
What to do about subheads
You'll notice that I haven't given any mention of writing subheads. That's because I
tend to go back and write them after the fact! I have my general outline in my head
and type away as I'm inspired to do. Having to think about subheads sometimes takes
me way off track and destroys my creativity.
With that said, some actually write their subheads first thing because they find it gives
them direction (a 'roadmap') as they are writing the copy. Do it whichever way you
prefer.
The important thing to keep in mind with subheads is that they should tell a story
within a story. Your reader should be able to just read the subheads and get a feel for
what your copy is saying. The best, however, is that the subheads are written in a way
that gets them to actually read the copy for more details. Leave a bit of mystery and
intrigue.
How long should it take?
That is the standard process I go through when writing copy. There are variations on
this method for sure, but this is typically what works for me. I don't spend crazy
amounts of time writing copy. My copy typically converts very well on the web. The
process would likely be very different if I were a copywriting working for a Fortune 500
company or writing for magazines. But for info products sold on the web, this method
rocks.
You can feel free to look at any of the copy you see for my products to use as a model.
I'm not saying I'm the best copywriter in the world, by any means! But I really do enjoy
writing copy and it does well for me. If looking at my copy can help you get started, go
for it!
I'll be going more in depth about certain elements of writing copy in the sections below.
Please feel free to write me if you need any additional information or need help with
your copy. I also write copy for hire if you'd rather go that route.
How to Write a Great
Headline
It doesn't matter how great your body copy is, few people will read on if you have a
headline that stinks. In fact, many copywriters believe the headline should be your top
focus. Some spend more time crafting the best headline than they do on the other
elements of copy combined.
Sometimes, a great headline will seemingly just come to you. That's great! Other times,
it's like pulling teeth to try to get a good one.
Here's how I do it. Take a look at the list of benefits and unique features you created
about the product. Does anything stand out to you as the very best one? The one that
knocks all other benefits out of the running? Consider what the main goal of those
reading the copy is. The benefit you pull out should be the one that has the best
chance of capturing their attention.
After you've chosen the benefit, it's time to put it into headline format. You've seen
dozens or even hundreds of headlines throughout your time as a web writer. Go back
through sales letters you feel had great headlines. What do they have in common?
Typically, the headlines are not long. They are concise, speak to the reader, and are so
enticing that you can't help but continue reading. They focus on the main benefit to the
reader -- the one that's most likely to lead to a slam-dunk sale.
Your headline should not include the hyped, played-out language so many writers think
they should include. It should pull at the emotions of the reader in a way that is realistic
and believable. The copy itself should continue on the theme promised by the headline.
Your headline should be written like a title -- capitalize the first letter of each word
(except for words like 'a'). You should put quotation marks around the headline. The
goal of the headline is to speak directly to the reader, and the quotes help to convey
that.
If you're totally stuck on the headline, go find 10 great ones on others sales letters.
Write them by hand and think about what makes them great in your opinion. Don't be
worried that you won't be able to produce anything as good -- we all have different
styles for a reason.
Then, free write 10-20 of your own headlines. Don't censor yourself. Go through and
circle the one that stands out to you the most. Tweak, make it as concise as possible,
and put it in headline form. Test it out -- you can always change it if needed.
Feel free to email me a finished headline if you'd like to know my opinion about one
you've come up with.
Telling a Story With Your
Copy
Along with poor headlines, I most often find that people who show me their copy leave
off the ever-important element of storytelling. You have to draw people in with your
copy and make them feel what you are saying. One of the best ways to do that is
through your copy.
No matter what you think of him, I think one of the best storytelling copywriters around
is Frank Kern. He really knows how to draw people. His copy connects with people in a
way few copywriters can achieve. Kelly Felix is another who writes great, story-telling
copy. Jason Moffatt is yet another. Seek their copy out if you want great examples --
just don't get sucked into buying their products unless you really want to. Most of their
stuff is great, though!
You might not consider yourself a 'storyteller.' You don't write fiction, nor do you want
to. It's time to change that mindset. No one is expecting you to include dialogue and
write drawn out stories. I, and others, just recommend that you learn enough about
storytelling to really hit home with your audience. You should be able to weave your
own story into your copy. It's much more compelling to read about someone's personal
experience than it is to read a list of facts and features. It's much easier to relate to a
seller if you feel like they are on your level and have gone through the same things.
The story you tell does not need to be long, by any stretch of the imagination. It should
connect to the rest of your copy. It should be referenced throughout your copy.
If you want to be a better storyteller, then read some of the best fiction around. I
recommend Stephen King. He is, hands-down, the storyteller that draws me in the
most. He's not my favorite author, but he is the author I turn to when I want to brush
my storytelling skills. His words draw you in.
Take a look at some of your favorite sales pages and note where they have told a story
or used some elements of storytelling. Why do you think it is so effective for them?
Look back at sales copy you've written before. Did you use the power of storytelling
effectively?
Look at some sales letters you know to be poor. Unfortunately, you can find these
abundantly on the Warrior Forum, among other IM marketplaces. Did they use
storytelling (or any of the elements of copy we've discussed) effectively? They most
likely did not.
There are no absolutes in writing copy. There are things that are known to work well
for most sales letters, and this is one of them.
You'll also notice that I keep pointing you to look at others' sales letters as a way of
educating yourself. That's because it's exactly what I do. I don't think there is any
better way to learn copy than by comparing and contrasting great and poor copy. There
is no better way to learn copy than by emulating the work of copywriters you think are
great. This is also a topic where practice makes perfect.
Do you have questions about storytelling in copy? Feel free to email me to ask more
specifically.
Writing Effective Bullet
Points
I wanted to take some time to talk about writing effective bullet points because it's
something many people get wrong. The best way I know how to describe bullet points
is by example. As with the other sections, I urge you to seek out copy that's enticed
you to purchase in the past -- copy you know is well written.
Here is a made up example of poorly written bullet points:
üð Comes with 3 separate guides
üð Contains the latest information
üð Is better than the competition
üð Will help you earn more money
There are many other varieties of poor bullet points, but let's break these down first.
Comes with 3 separate guides - This is a feature, rather than a benefit. It's fine to
detail that it comes with 3 guides right before the buy button, but not when you're still
trying to entice people to buy in the first place. Instead, break out the benefits
contained within the guides. Remember, you're selling the sizzle and filled belly, not the
steak.
Contains the latest information - This is great...and can be written in a way that
speaks of the benefit of having the latest and greatest info in a niche. But this is not
specific enough. Who cares about having the latest information if you don't spell out the
benefits of having it? Think about what your reader is truly after.
Is better than the competition - Everyone wants something that is better than the
competition, but how is it better? The more specific you are, the clearer the benefits will
become. What, exactly, sets this product apart? Which benefits will they receive from
buying your product over any other?
Will help you earn more money - I've included this one because it's one of the first
things people think of when they hear how important it is to include benefits in their
copy (related to 'make money' products, anyway). It's definitely important! But, this is
still a poor bullet point. It's poor because it's not specific and it's not enticing. Drill down
a bit more -- people want more money, of course, but is it truly the heart of what they
want? You can be more convincing by drilling down, being more specific, or both.
Find some bullet points you think are very worthy in your niche. Write them down by
hand or type them out so it really sinks in. Over time, you'll be able to naturally write
better bullet points.
How to Find Copy Clients
AND Use these Skills in
Your Own Business
Now that you are able to write killer copy, you might be ready to take on copywriting
work. As a writer, you may already have a base of clients. Feel free to write to them
with a copywriting offer -- sometimes all it takes is letting people know that you've
expanded your services.
The offer itself should contain well-written copy so people can judge your skills. Many
copywriters choose to release a special offer from the start so they can get some solid
testimonials and samples. Product owners typically don't mind if you use their copy as
an example -- just ask permission first. You can get clients via referral from there. You
can also raise your prices as your skills improve!
I also recommend you include this as part of your services on your writers' site.
Showcase samples and include copy that sets you apart from other writers offering
copy services.
You can often get more clients by offering a lead in service or free consultation. Many
copywriters offer a free copy consultation. They then offer the potential client their
services for rewriting current copy or writing new copy.
Yet another way to break into copywriting business is by networking with other
copywriters. There are often other copywriters who have overflow work they can pass
along today when they are busy. Many top copywriters take on junior copywriters.
There are tons of ways to get copywriting clients. These clients are typically willing to
pay more than they are for standard writing work, so it can be quite lucrative for you.
It's definitely worth your time if you are ready to get into this line of work.
How to Put Your Copy Skills to Use for Your Own Business
Many reading this write and sell their own products and aren't interested in writing for
clients. That's fine, too! Having the skill to write copy can do very well for you as a
product creator. It might even be easier for you to write copy for your own products --
and faster!
Where to go From Here
Don't stop here! Just as with standard writing, always seek to improve your skills. Read
blogs about Copywriting (Copyblogger is a good one), follow other copywriters'
websites and social media accounts, and buy some great books on writing copy. There
are awesome products out there -- Judy Kettenhofen has one. There are also great
books on Amazon that can teach you more than some of the over-priced IM courses.
Most importantly, keep practicing! You'll get better over time.