STEP
#1:
Intro
to Copywriting with Dr. Joe Vitale
(Click Play to Start Tutorial)
STEP #2:
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STEP
#3:
Listen
and Learn
The 7
Most Powerful
Copywriting
Rules of All Time
(Click
Play to Start Tutorial)
1.
Know your USP.
USP = Unique Selling Proposition
= a one line statement (proposition)
that explains (sells) how your
product or service differs (unique)
from the competition. You can't
know it unless you research your
product as well as your competition.
What does Federal Express say?
Dove soap? You must know your
basic offer before you can begin
to persuade anyone to accept it.
2. Use
layout that supports copy.
Graphics, fonts, and layouts don't
sell, but they can help bring
attention to your sales message.
Use proven formats. Look at the
famous Maxwell Sackheim ad in
my book, The AMA Complete Guide
to Small Business Advertising.
Consider an advertorial style.
It can get 80% more attention
than any other ad layout. You
must know the form your sales
message will take before you begin
to draft your actual message.
Knowing you are about to write
a classified ad will lead you
to write differently than if you
were about to write a sales letter
or a display ad.
3.
Create a riveting and relevant
headline.
Round-up your prospects with a
headline that makes them sit up
and take notice. Best place to
see good headlines is on the cover
of Reader's Digest. See my AMA
advertising book for 30 ways to
write headlines. A headline calls
out your readers. A change in
headline can bring 19 times more
response.
4.
Write simply, directly,and
in the
conversational style of your prospects.
Who are you trying to reach? Housewives,
business executives, children?
You must know the type of person
you are writing to. Write to one
person from that group and you
will speak to all people in that
group. Forget trying to impress
people, win writing awards, or
please a past English teacher.
Good copy often violates the rules
of English but still makes the
sale.
5.
So that -- ?
Write of the benefits, not the
features. A feature generally
describes a product; a benefit
generally explains what the product
does for you. A good way to write
about benefits would be to keep
saying you get this...and the
product does this...so that you
get.... Look at Kodak. People
don't buy film for the pictures
they create. They are buying memories.
Look at their advertising and
you'll barely see film anywhere.
What you will see are family reunions,
graduations, weddings, etc. You
get film which helps you take
pictures so that you get memories.
Keep asking So that -- ? to dig
up benefits. For example, This
computer is a 486...so that...you
get a computer that is twice the
speed of other computers...so
that...you can get twice the work
done in the same amount of time...so
that....you are free to have longer
lunches, make more calls, or focus
on something else.
6.
Use emotional appeal.
People buy for emotional reasons
and justify with logic. Gene Schwartz
wrote an ad that ran for 20 years
and sold so many flowers it exhausted
nurseries. It's packed with emotional
appeal. It read in part: When
you put this into the Earth, and
you jump back (quickly), it explodes
into flowers. And everybody in
your neighborhood comes and they
look. And people take home blooms
because you've got so many you
could never find a house big enough
to put them. And you've become
the gardening expert for the entire
neighborhood.
7.
Demolish the five basic objections:
· A. I don't have enough
time.
· B. I don't have enough
money.
· C. It won't work for
me.
· D. I don't believe you.
· E. I don't need it.
