If you have a desire to write your own copy, would you be the slightest bit curious why so many copywriters fail miserably with their sales material? Part of the reason, and it's almost 100% avoidable, is they don't bother to learn the basics which would include the types of mistakes we're about to cover.
One of the critical functions of winning copy is to create a feeling of trust in your business, product, and ultimately you.
The treatment of negative feelings and thoughts have to presented in a manner without using highly negative expressions. It all has to do with human psychology because you want to avoid creating an uncomfortable emotional state in your reader. Your copy is trying to build a sense of hope in the reader that your product will deliver on the promise, and anything unnecessarily negative can interfere with that process. So just try to use neutral adjectives when you're describing something otherwise negative. But there are places within copy where it is necessary to have an effect of making the reader more aware of their pain or problems. Always be aware of why you're saying something in your copy, and you can also use negativity in your headlines as well. If you use negative feelings, then make sure you're using it in the right places and only to accomplish some specific objective.
Remember... paragraphs are not to be more than 5 sentences, but it's ok if they're shorter than that. You need to use a lot of white space in your sales copy so that it's scannable. Your prospects will feel suffocated and simply leave if they feel that the copy isn't that readable. Another important point about paragraphs is they should only be about one single point you're making and not more than that. Tangents, stray points, comments that support nothing at all are extraneous and should never be left in your final draft. Don't overlook the power of story telling in your copy because it's very powerful and highly effective for a number of reasons. A great story can do tremendous things for your copy, so just make it relevant and weave it into your copy as smoothly as possible. But keep in mind that you don't want your story to be too long, and be sure to format all paragraphs into the short style for copy.
It is a mistake to not include a P.S. when writing a sales letter. It's as vital as your headline because it improves your conversion rate. The customer is given one last reminder about the benefits of the product with the P.S. or "post script". It is your last minute call to action for the customer. There are going to be times when your buyer doesn't really know if he should actually hit "purchase". All they need is that one last reminder, and P.S. does that job perfectly. This is when you will include a couple of time sensitive details to make the customer want to act fast. Helping your prospect take quick action and making them feel the worth of your product is important if you really want to bring in sales to the table. So remember that a P.S. is sometimes as necessary as a headline. You can immediately improve your copywriting just by refusing to commit the kinds of mistakes we discussed, here. Always focus on your practice, and soon you'll realize that you're making fewer mistakes.
One of the critical functions of winning copy is to create a feeling of trust in your business, product, and ultimately you.
The treatment of negative feelings and thoughts have to presented in a manner without using highly negative expressions. It all has to do with human psychology because you want to avoid creating an uncomfortable emotional state in your reader. Your copy is trying to build a sense of hope in the reader that your product will deliver on the promise, and anything unnecessarily negative can interfere with that process. So just try to use neutral adjectives when you're describing something otherwise negative. But there are places within copy where it is necessary to have an effect of making the reader more aware of their pain or problems. Always be aware of why you're saying something in your copy, and you can also use negativity in your headlines as well. If you use negative feelings, then make sure you're using it in the right places and only to accomplish some specific objective.
Remember... paragraphs are not to be more than 5 sentences, but it's ok if they're shorter than that. You need to use a lot of white space in your sales copy so that it's scannable. Your prospects will feel suffocated and simply leave if they feel that the copy isn't that readable. Another important point about paragraphs is they should only be about one single point you're making and not more than that. Tangents, stray points, comments that support nothing at all are extraneous and should never be left in your final draft. Don't overlook the power of story telling in your copy because it's very powerful and highly effective for a number of reasons. A great story can do tremendous things for your copy, so just make it relevant and weave it into your copy as smoothly as possible. But keep in mind that you don't want your story to be too long, and be sure to format all paragraphs into the short style for copy.
It is a mistake to not include a P.S. when writing a sales letter. It's as vital as your headline because it improves your conversion rate. The customer is given one last reminder about the benefits of the product with the P.S. or "post script". It is your last minute call to action for the customer. There are going to be times when your buyer doesn't really know if he should actually hit "purchase". All they need is that one last reminder, and P.S. does that job perfectly. This is when you will include a couple of time sensitive details to make the customer want to act fast. Helping your prospect take quick action and making them feel the worth of your product is important if you really want to bring in sales to the table. So remember that a P.S. is sometimes as necessary as a headline. You can immediately improve your copywriting just by refusing to commit the kinds of mistakes we discussed, here. Always focus on your practice, and soon you'll realize that you're making fewer mistakes.
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