The $15,500 Copywriting Formula
Have you heard of Brian Keith Voiles? Probably not, but if you have eyes you've seen his ad campaigns and you probably even bought products that he created ad campaigns for. Would you like to have the formula he gets paid $12,500 to put into use for Fortune 500 Companies?
Well then, today's your lucky day, isn't it? If you follow this formula whenever you write a sales letter or an ad you'll see how well it increases your success. Remember that the key to writing a sales letter is that the job of every paragraph is to make the reader want to read the next paragraph.
Use this as a skeleton when you write ads and then go back through your ad to make sure you've covered all nine points in the right order.
1. ATTENTION - Write a headline that GRABS your reader. Fear or curiosity are good places to start. For example: "Ex-Truck Driver Makes $21,815 a Month Doing What You're Not"
2. INTEREST - List the benefits of your product or service. Acknowledge their problem while showing you have the solution. Show that you've been where they are and you can help them.
3. CREDIBILITY - Mention referrals and references of how others have benefited from your product or service.
4. PROVE - Show testimonials with full names and cities or countries. Offer a risk-free guarantee.
5. BELIEVABLE - Give your full contact information. Make it easy for them to buy with no hassles. Let them know why they should trust you.
6. SCARCITY - Have limited offers, special time sensitive sales, discounts on a few products in limited quantity.
7. ACTION - Ask for the sale. Make it simple.
8. WARN - Let them know the pain they'll experience if they don't use your product. i.e. If you're selling a wrinkle cream let them know how dry their face will be and how much deeper their wrinkles will get without your product - if that's true. Don't lie.
9. NOW - Tell them why they should buy right now.
That's it. Now you've got the skeleton that the best copywriters in the world use. If you want more information on copywriting from Brian Keith Voiles go to: (http://www.nmmastery.com/admagic/index.shtml)
How to Grab Attention with Your Headlines
You've got just a few seconds to grab your prospects' attention, spark their interest and motivate them to keep reading whether they're looking at your web site, your letter or your brochure. Headlines are the first thing your prospects read. Four out of five people determine whether they keep reading to learn about your products and services on the basis of your headline.
Do your headlines capture your prospects' attention or do they confuse them and send them away?
Are your headlines prompting prospects to learn about your products and services or click to another web site or throw away your letter?
Avoid the three following headline mistakes.
Don't Emphasize Obscure Company Names
Most small businesses and many not so small businesses names aren't household words. Unless your name is among the top ten most recognized brands such as, Craftsman, Waterford, Rolls Royce, the Discovery Channel, WD-40 or Crayola there is a very good chance people won't associate your company name with anything.
Have you ever visited a web site or read a print ad where the company's name covered the top part of the page and it was something like, "Pharos Partners"? Unless the name of your company describes what you do, it is not going to grab prospects' attention. Move it to the side and make room for a creative headline.
Avoid Welcome Statements
On many web sites the first line you read is, "Welcome to our Site". There is a reason you don't see these in print ads. Welcome statements are a waste of time in marketing materials; they do little to help prospects understand what you do.
Delete Vague Descriptions and Statements
Statements like, "Our purpose is to connect you with information and resources to achieve your maximum potential", could apply to a number of different professions. It could refer to a cooking school, a management consultant or an eldercare program.
- Are you wasting valuable space where your headline goes to feature a company name that doesn't describe what you do?
- Does your headline include "business speak" terms your children or mother-in-law can't explain?
- Is your description of product and services specific or is it so generic that it could apply to other types of businesses?
- Does your headline focus on the selling points that distinguish your products and services from the competitions?
Writing Headlines that Get Your Prospects' Attention People look at web sites the same way they look at magazine ads. They scan the page quickly to see if the product or service is something they want. On the web or in a marketing brochure, if you capture their interest, they'll keep reading.
The best way to do this is to give them a clear idea of the problems your products or services can solve and/or the benefits you provide. Use a few carefully selected words such as:
- Leverage your expertise to attract a steady stream of clients
- Reliable Office Supplies, free next day delivery.
- In-home sports training for exercise enthusiasts
- Web and print design that helps your business grow
- Costa Rica Travel, Unique off-the-beaten track tours to jungles and beaches
Your page headline should communicate clearly what you offer clients, which problems you solve and the benefits you provide. Do your headlines:
- Clarify what you do?
- Describe the problems you solve?
- Define whom you do it for?
- Explain the benefits?
- Emphasis a key selling point?
- Compel your prospects to keep reading?
Imagine that you worked at an exercise facility and wanted to attract clients for your massage business. Here are some possible headlines you might use for your flyer and associated critiques.
- George Jenkins Massage (It's your name but so what)
- Are You Bothered By Back Pain (Better, it defines the problem)
- 7 Ways to Get Instant Back Pain Relief (Defines the problem and a solution)
- How Computer Users Can Banish Back Pain in One Hour (Defines who your target market is, the problem and the benefit)
Grab your prospects attention in the first few seconds with your headline. Then follow with compelling copy that clarifies the value of your products and services and you'll generate many more sales.
Copywriting Makeover: It's Not About YOU, It's About THEM
I've always loved scented candles. They help create a cozy atmosphere. They give you a relaxed feeling. And - most importantly - they make your home smell wonderful! So, naturally, I was excited when I was approached to rewrite the index (front) page for an online retailer who made specialty, soy scented candles.
The goals of the copywriting rewrite were to increase sales and improve search engine positioning for the terms soy candles, and scented candles. The copy definitely needed some work. It wasn't bad, but it had one major thing holding it back. The copy violated one of the primary rules of copywriting. It's not about you it's about them.
An additional problem was that the information - while definitely necessary - was presented as more of a list of nuts and bolts. It needed a boost to create a feeling about the candles for sale.
The Problem
As you can see from the original version, (http://www.copywritingcourse.com/IlluminousTimes-BEFORE.doc), the copy either focused on the company or the candles. Very little of the copy focused on the customer.
Another element that was off in the copy was the lack of the experience. Site owner Dan Fehn had some fabulous research data about scented candle buyers, however he did not know to include that information when writing.
Lastly, while Illuminous Times had fairly good search engine rankings, there was room for improvement.
The Solution
The data I received included the following information from the National Candle Association.
Candle industry research indicates that the most important factors affecting candle sales are scent, color, cost and shape. Fragrance is by far the most important characteristic, with three-fourths of candle purchasers saying it is "extremely important" or "very important" in their selection of a candle for the home.
Candle manufacturers' surveys show that 96% of all candles purchased are bought by women.
Nine out of ten candle users say they use candles to make a room feel comfortable or cozy.
This was the basis for the copywriting makeover. As a scented candle lover myself, I knew for a fact what women wanted from candles. I understood the candle buying experience and played on that knowledge to create copy that romanced the site visitor and increased the desire to buy.
The search engine optimization (SEO) aspect of the copy came easily. The terms scented candles and soy candles flowed naturally as I created the copy so my primary goal was to use these phrases in power positions (like the headline and sub-heads). I'd also place them as often as I could without making the copy sound stiff or forced.
The Rewrite
You can view the new copy here (http://www.illuminous-times.com). As you can see, the new version immediately begins to entice the site visitor. Everything she wants from a scented candle is laid out before her and some things she might not have known she wanted.
I began to pique interest in soy candles (as opposed to traditional wax candles found in stores) by immediately outlining the advantages soy candles offer. From there I played on the fragrance (the most important characteristic according to the National Candle Association).
I led the customer through a mental tour of their home - lighting candles for a special dinner, enjoying the glow as they snuggled with a good book, and having the unmistakable fragrances only soy candles offer wafting through their homes.
A final keyphrase-rich benefits list of why soy candles are superior to traditional wax candles and an emotional call-to-action wrapped up the copy.
The Results
I think the results of the copywriting makeover are best stated by Dan himself.
"Thank you! Sales have increase even before the holiday season and my rankings have improved, too. Right now I am #1 for the term 'soy candles' (previously ranked at #4), and I'm at #7 for 'scented candles'... a huge jump up from #17!"
So, as you can see, taking the focus off the product or company and putting where it should be (on the customer) makes a tremendous difference. Sales naturally increase when the customer feels he/she is the reason for your existence. Take some time now to look back over your copy. Is it company focused? If so, learning to write specifically for your customers can turn your sales around almost immediately.
Which words make *your* customers buy? Let Karon show you. Boost your sales and your search engine positioning by learning to write strategically created copy that hits a nerve and makes the sale. Get the details now at (http://www.copywritingcourse.com).
|
