copywriting-guarantees

How to craft a powerful guarantee in your sales copy… And increase conversions

Reading Time: About 4 minutes

One copywriting staple that belongs in almost every offer is the “guarantee” (I say “almost” every offer because some offers, like clearance sales, or going out of business sales, or private sales, might be “as is, as seen, no guarantee” offers)

 

But for the most part, if you plan on making a lot of sales, a solid guarantee is a must have to relieve the natural skepticism from consumers.

If a company is willing to guarantee their product, then it must be pretty good… right? And if you’re willing to refund my money then there’s no risk to making the purchase.

So a solid guarantee can remove some of the hesitation from the purchasing decision.

 

Of course, nearly every product has a guarantee or warranty of some kind. But not all guarantees are created equal.
For example, most products will at least have a generic guarantee that looks something like these…

 

– Try it risk-free for 30 days.
– If you’re not completely satisfied, we’ll give your money back.
– Simply return the product within 90 days for a full refund.

 

Now technically there’s nothing wrong with any of these guarantees. And while it’s true that all of them make the purchase seem less risky, and might instill a little more confidence in the product, the problem is they all look exactly the same as the guarantee everybody else (aka. your competition) is offering.

 

I’ve said it 1000 times before and I’ll say it again…

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trust-authenticity-salescopy

This Is Why Hyped-up Sales Copy Doesn’t Work Anymore…

Reading Time: About 3 minutes

In the past, marketers have tried to hype up and even glamorize their products or services to make them sound more exciting and irresistible.

And technically there’s nothing wrong with that way of thinking, because we all need to make our offer as exciting as possible, so our visitors will want what we’re selling… right?

Unfortunately too many advertisers took the hype too far, and now most consumers have caught on and are becoming immune to all the dubious claims and hyped-up B.S.

 

I mean let’s face it… Not EVERY product can be the “All New Amazing Solution” to every persons dreams. (no matter how fast, easy, safe, and “scientifically” proven you claim it to be)

 

Consumers are pretty savvy these days and most of us have grown weary of all the “over the top” claims made by advertisers and promoters.

 

As a result; Our bullshit detectors have been set to high and we’ve learned to ignore (or just roll our eyes at) the hypey claims coming from the advertising world.

Those types of ads might still make a few sales, mostly because there will always be new people who haven’t seen them yet, but they don’t engender trust among the masses. And they will never give you a reputation for being sincere or trustworthy.

 

The way to generate trust is not to make outrageous claims that can’t be believed. But instead we need to be authentic with our product. Here’s why…

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classy-professional-copywriter

You know it’s time to hire a professional copywriter when…

Reading Time: About 4 minutes

 

– You need copy that sells, but your current sales copy isn’t getting the job done

– You’re doing a dozen other things in your business, and you don’t have time to do everything yourself

– You’ve hired cheap copywriters from freelance sites, and just ended up wasting your money

– You’re ready to get serious about bringing more sales to your business

 

If any of these things sound familiar, then it’s time to hire a professional copywriter.

You don’t need to spend tens of thousands of dollars on some corporate ad agency… But you also don’t want to hire some $50 content spinner who’s never sold anything (except for $50 copy, to you).

No, you need to hire a professional copywriter who…

 

1. knows the “power of words”…

2. charges reasonable rates that bring you a solid ROI…

3. knows how to sell from the written word, and knows what they’re doing when it comes to bringing you more sales.

 

Now to be fair… Some businesses simply don’t need professional-grade sales copy.

If all you need is inexpensive content to fill your website with articles or blog posts, then there’s millions of low priced content writers on the low end freelance sites. And many of them can serve your purpose quite well.

But, if persuading your audience to spend their money with you is important… Then you need someone who specializes in Direct Response Copywriting.

 

Think of it this way… You wouldn’t hire a cashier to be your accountant, would you?

Sure, they both serve an important purpose. And they both handle financial transactions. But they are two very different specialties.

 

So if it’s time for some new copy, to help you increase your sales…

 

Here’s 3 reasons why it’s well worth your investment to hire a professional copywriter who knows what they’re doing…

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Overcoming objections in your sales copy

Reading Time: About 4 minutes

When selling through the written word many writers are tempted to only talk about everything that’s great with their product.

Which makes sense at one level, because if we only talk about the good stuff it will cause our reader to only think about the good stuff, and they’ll be more likely to want it… right?

 

At least that’s the theory… But the reality is quite different…

 

The truth is… People are skeptical of marketing and sales pitches in general. And everyone knows that even the best products aren’t perfect.

So when we only talk about the good stuff, there’s a little voice in the back of your readers mind (sometimes it’s a big voice in the front of their mind) that’s wondering “What’s the catch? There’s always a catch! Because if it sounds too good to be true, then it probably is too good to be true”.

 

That’s why when we dismiss or ignore objections, and try to hide all the flaws in our offer, many people become even more skeptical. And they start to think of all the things that could be wrong with your product, and all the reasons they shouldn’t buy what you’re selling.

It’s not that they don’t want to trust you. But they’ve been burned before, or they heard about someone else who got burned, and so they naturally resist being marketed and sold to.

 

If your product isn’t perfect, never believe for a second that if you only highlight the good qualities, that the bad qualities won’t be noticed.

Consumers are very sophisticated these days, and online shopping has made it relatively easy for them to comparison shop without having to leave their homes or visit multiple stores.

On top of that, some sites even have reviews of products that tell consumers what they can expect from a product and what makes one different from another.

 

Quite frankly, it’s a bit foolish and naive to think that in this day and age you’ll have a totally uninformed consumer show up at your store.

 

So what do we do about the natural skepticism of today’s consumer?

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Writing Tips You Need to Know To Write A Great Blog Post

Reading Time: About 3 minutes

Do you want to be a great writer? If you have a passion for writing, then your answer is probably yes.

But these days more and more writers are showing up on the internet, and with new blogs being created every day, one of the biggest challenges is standing apart from the crowd. And also writing posts that people want to read.

 

Writing a blog post is not the same thing as writing a book or manifesto. Most successful bloggers understand that readers on the internet have short attention spans, so they distribute information in bite-size pieces, which means your writing has to be interesting, but also concise and to the point.

If you’re starting your blog, you can improve your chances of success by using the following advice…

 

Here are a few pointers that can make your blog posts more engaging for your readers

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engaging-copywriting

Keeping Your Audience Engaged – Part 2 of 2

Reading Time: About 8 minutes

Welcome back…

This is part 2 of my post on “Keeping Your Audience Engaged With Your Copy”.

As always, I’m going to pack a lot of info onto this page for you (while still keeping a reasonable time limit). So make yourself comfortable, and prepare yourself for a few minutes of education and entertainment (I guess we can call it “edu-tainment”?)

 

In Keeping Your Audience Engaged – Part 1 we talked about staying focused on your audience, and staying focused on 1 main idea per piece. In this lesson we’re going to talk about structure, word usage, and flow of our copy.

Note: We’re going to primarily talk about online copy throughout this lesson, but aside from a few structural differences most of the concepts apply to offline as well. And with some minor adjustments much of it applies to audio and video scripts too.

So let’s just dive right in and I’ll do my best to make the next few minutes of your time as edu-taining as possible…

 

Rule #3 – Making it easy to absorb your message

When it comes to keeping our audience engaged with our copy, there’s a few key concepts we need to remember about our average reader… This isn’t meant to be derogatory, and it doesn’t apply to everyone, but these things are nearly universal for the mass of our average audience…

 

To begin with, the attention span of your average reader is short, and getting shorter all the time. Thanks in no small part to the sheer amount of distractions, and information overload available to us on the internet, there seems to be an exploding trend of what I refer to as “electronically induced ADHD”.

So in order to counteract this trend we not only need to make our copy interesting, but we also need to make it as easy as possible to absorb.

 

Of course, if our product is vitally important to our audience, like the last bottle of water in the desert, then their own self interest will do wonders to keep their attention focused on what we have to say.

But in our busy society, when a curious or only partially interested reader first sees your copy, one thing that goes through their mind is whether or not they have time to sift through your message.

 

Assuming your headline brings people into your copy (because if it doesn’t then the rest of this doesn’t matter anyway), and your lede gains some interest…

… As your average reader, I’m going to quickly skim or scan the entire page before deciding how much time to give you.

 

Your audience is looking for two main things at this point…

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hypnotic-salescopy

Keeping Your Audience Engaged – Part 1 of 2

Reading Time: About 7 minutes

Authors note: Throughout my teachings I use the terms “client” and “customer” interchangeably. I also use the pronouns “he” and “she” interchangeably, and also the words “product” and “service”. So whichever word I write on the page just know it represents both.

 

Welcome back,

In this session we’re going to talk about keeping your audience engaged with your copy.
And a lot of it has to do with the structure and flow of our copy, and how it relates to the readability of our writing.

We all know the importance of an attention-grabbing headline, and we understand that it needs to call out our ideal audience and pull them into our copy.

Now we’re going to look at how to keep things flowing beyond the headline so our writing not only communicates with ease, but so each element of our copy keeps the reader engaged right through to the conclusion.

First, let’s start with some guidelines. And then we’ll go deeper into each one…

 

Rule #1 – Stay focused on your audience

First and foremost, always focus on the reader and what’s in it for them.

If you want your reader to stay engaged with your copy, then we need to make sure they know exactly why they should care. And one thing that nearly everyone cares about is… themselves.

In sales copy make a big bold promise early on (with your headline and your lede) that tells the reader what’s in it for them and why they should care. Then make sure you give them a reason to stay with you.

And the best reason is because they feel they’re getting something in exchange for their time, and money.

 

One of the easiest and most obvious ways to make sure your copy is focusing on the reader, is a simple method I have my students do when they evaluate copy. The only criteria for this skill is you must be able to count.

I can almost hear you asking… “what does counting have to do with writing persuasive copy”?

Well, you’re about to find out…

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powerful-headline-essentials

Essential ingredients for powerful headlines – (Part 2 of 2)

Reading Time: About 5 minutes

Welcome back –

So in part 1 we touched on a few powerful ways you can improve the performance of your headlines. In this next short lesson we’re going to go over some common powerful headline formulas.

If you study a lot of winning sales copy you’ll probably recognize these formulas, and there’s a good reason they get used so often… Because they work!

 

Rather than having me go into a long introduction for this post (because if you read part 1 of this series then you’ve already been primed for what’s coming next), what do you say we just dive right in and get to the good stuff, OK?

 

1 – The Big Bold Benefit Headline puts your biggest, most compelling benefit right up front.

These headlines don’t beat around the bush, they get right to the point with a compelling benefit.

EXAMPLE:

“Earn Up To $5,000 In 7 Days From The Comfort Of Your Home”
“Lose 17 Pounds in Just 2 Weeks Without Dieting Or Strenuous Exercise!”
“Clear Up Your Acne In Just 3 Days”

As you can see, this type of headline doesn’t try to swoon, persuade, or cajole you into anything. It simply presents a compelling offer. And if it’s something that interests you, then you’ll stop to see what it’s about.

 

2 – The News-Style Headline sounds like an editorial or a news story headline.

These headlines work great for advertorial style copy where the entire ad has the appearance of a news story.

To get the most impact from this style of headline it helps if you can tie it into some legitimate news that’s happening in the current news cycle. But if you can’t tie it into a news cycle it can still be made to look legit, for some powerful results.

A couple examples would be…

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powerful headlines

Essential ingredients for powerful headlines – (Part 1 of 2)

Reading Time: About 6 minutes

Whether you’re writing a blog posts, sales letter, email, or any kind of copy where you want to engage your reader…

… If you want your copy to perform well, you have to start with an attention grabbing headline.

 

In this short post I’ll show you how to capture the attention of your ideal audience, and pull them into your copy.

This lesson is crucial because if your headline doesn’t bring people in to your copy, then it doesn’t matter what you’re selling or how great your offer is. Because few people will ever see it.

 

The late, Great David Ogilvy was quote as saying

“On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”

 

Which makes sense, because if 100 people see your headline, but it doesn’t peak the interest of 80, then that’s 80 people who will never read the body copy.

I guess you could say a bad headline can kill your copy, before it ever gets a chance.

 

So, how would do we minimize the chance of writing a bad headline, and maximize the chance of creating a winner…?

Well, that’s what we’re going to talk about right now…

 

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consumer-mindset

Customer Mindset – Fundamentals Of Copywriting part 6

Reading Time: About 6 minutes

Mindset (overcoming your readers initial resistance)

OK, in this last session we’ll start to move away from the techniques and methods, and focus on the mindset of our average reader.

Understanding “what” to do, and “how” to do it is crucial for the success of your sales copy. But understanding “why” is just as important (maybe even more important). Because when we understand why something works, we can more easily decide which elements are prime for tweaking and testing, to increase response rates.

 

So what are readers thinking when they first see our sales copy?

 

Of course at the top of the list is the old acronym WIIFM (What’s In It For Me). Because the truth is, nobody cares about what you’re selling until they know how it will benefit them.

That’s why we always need to think about the benefits to our audience whenever we sit down to write anything. Keeping this one thing in focus assures us that we’re always moving in the right direction.

 

We also need to remember that we’re competing against some natural, and very powerful obstacles working against us right from the start.

 

A few of these obstacles are…

 

1. Advertising Clutter:

People are being exposed to hundreds (even thousands) of advertisements every day.

There’s radio and T.V. ads, billboards on the roads we travel, promotional signs in the stores we shop at, email promotions (and spam), ads on nearly every website we visit on the internet… And the list goes on…

As a society most of us have learned to “tune out” the Advertising Clutter, and we only pay attention to the few things that are interesting or important to us.

OK, I can almost hear you saying… “But I don’t see thousands of advertisements every day.”
And that’s exactly the point… They are everywhere, but we tune 99% of them out before they ever get the chance to register.

 

The next obstacle is preoccupation…

 

2. Preoccupation:

People are busy with their own daily lives. They have their own problems, desires, anticipations… And nobody asked you to interrupt their day with your sales pitch.

So they’re not only unaware that your ad is about to show up, but they also don’t care about it. Unless it attracts their attention with something that’s important, or interesting to them.

 

And then we have skepticism…

 

3. Skepticism:
Simply put… They’ve heard it all before and they’re not only wary of your claims, but they’re actively skeptical or even cynical about sales pitches in general.

 

 

All of this, and more, is working against us before our copy even gets in front of people.

That’s why things like our Headline, and Lede need to grab attention and pull people into our copy. And we need to anticipate resistance so we can address it quickly.

Let’s walk through a typical thought pattern when someone first sees our copy…

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