Copywriting Tips

To Make You
Very Rich!
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2
)a&e You !icke' 3p Your
/its 4 5onuses6
C%ick )ere +ow
As a buyer of 7Copywriting Tips To Make You V.RY Rich7, you are eligible to
receive bonuses worth $56.8.
!hese gifts include"
720 8ays To 5oost Visitor Va%ue7 # a $19.95 value. !his short
eboo$let reveals twenty ways to increase your visitor value and grow
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attention#grabbing email headlines guaranteed to get your emails
opened and read.
7)ot .(ai% *a%es 9etters7 # a $27.00 value. !his set of () tested
and proven email sales letters is for you to model and base your email
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*+,-... there is a ./01 special gift that2s worth a big multiple of what you paid
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: Reasons 8hy You *),39; +,T /i&e $way
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friends%
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4
!his is a different copywriting guide to any you2ve read before.
7 have personally spent over $9,5 on a range of copywriting courses, boo$s
and eboo$s, seminar recordings and more. :onservatively, every dollar 7 spent
on learning copywriting has brought in $45 or more. !hat2s how powerful a
s$ill it can be to learn to sling words together into a compelling pitch that
forces prospects to pull out their wallets and spend money with you.
;ut in this report, 7 am N<! going to be sharing typical lessons on copywriting
such as writing powerful bullets, or elements of a great headline, or different
tactics that influence a reader into buying from you.
72m going to get deeper into selling psychology, and help you understand your
ideal prospect so thorougly and well that selling to them won2t even feel li$e
selling # you2ll 3ust do this effortlessly and easily.
<f course, your first attempt at crafting copy will not be a runaway success.
1ou2ll need to practice and refine your writing s$ills to get great results. ;ut
building upon this foundation will ma$e it all very easy and effective, so even
if this is the very first guide to copywriting you have ever read, at the end of
it you will $now enough to write compelling copy that boosts your sales
conversion through the roof.
+et2s begin to learn about how to construct a $ic$butt sales letter and increase
your visitor value.
=irst, a word of explanation of this important term. >.isitor value> is what a
visitor to your website 5or lead into your business6 is worth. =or example, if
you are selling a $5 product, and for every 4 visitors to your website you
ma$e one sale, then your visitor value is $5?4 visitors @ $.5.
!he goal of writing $iller copy is to boost your visitor value so that every single
person who visits your website is worth the most, today and into the future.
1ou should also spend or lose the least in attracting leads, and $eep them with
you for the longest time possible.
-o, are you ready to learn how to do thatA
+et2s begin by understanding some ground rules.
5
4 Tips To Crating /reat *a%es 9etters That
Con&ert More !rospects Into 5uyers
1# Your we< page or sa%es %etter (ust %oa' within 20 secon's # on a (8.8
$bps modem 5faster on higher speed connections6.
!his is so that you2ll grab the attention of visitors before they have a chance to
bac$ out of your site to go somewhere else. 7f your web page or sales letter
is long and has many graphics or larger files, be sure to design it so that the
initial portion of it loads immediately # and is visible to a visitor without
having to wait for a long time.
,se free tools to monitor your site2s loading speed. Bere are two such sites
which can help you do this"
http"??www.websiteoptimiCation.com?services?analyCe?
http"??www.iwebtool.com?speedDtest
2# ,pti(i"e your we< page to %ook goo' on a%% <rowsers 4 screen si"es
-ince people browse the Eeb on various computers, laptops, tablets and even
mobile phones, there are many different resolutions of monitors and screen
siCes # and your website or sales letter must loo$ good on A++ of them to
maximiCe your sales and visitor value.
A simple way to test how your website will appear on screens of different siCes
and resolutions is to use a tool li$e the screen siCe tester"
http"??www.anybrowser.com?-creen-iCe!est.html
6
=# Your <iggest <eneit shou%' <e te%egraphe' Ca<o&e the scro%%C
;roadsheet newspapers li$e the New 1or$ !imes and +.A. !imes feature their
biggest stories 2above the fold2 # that is, without the reader having to unfold
the paper, she can view the top headline news items.
<n the Eeb, the e8uivalent will be to showcase your site2s biggest benefits
before the visitor has to scroll down by using the scroll bar or arrow $eys.
!hat way, in the instant a visitor hits your sales letter, they are informed
about the biggest benefit they will receive if they ta$e the time to go through
what you have to say and offer.
4# @eep it easy on the eyes
Fon2t use too many fonts and colors in your sales copy.
!o loo$ professional and neat, use a minimum number of fonts for your sales
page. <ne for the headline and another for the body copy is more than
enough.
!ahoma is a good choice for headline and sub#head. 46 point !ahoma 5red
colorA6 for the headline, and 4& point for the sub#headline wor$s well in many
tests. =or body copy, you can use .erdana, !imes New 0oman or Georgia.
;rea$ up your body copy. -ome sales letters are made up of large bloc$s of
text, some of them even 4 or 4( lines long. !hat2s hard to read on the
computer screen.
-o brea$ up your body content into shorter paragraphs. Heep each paragraph
to a maximum of ) or & lines, with a maximum of 9. +eave enough white
space between and around paragraphs, which will ma$e it easier for visitors
to read your content instead of s$ipping past big bloc$s, or s$imming what you
wrote.
As your well crafted sales pitch will wor$ se8uentially through a process of
building up the value of what you are selling before as$ing for the order, you2ll
lose momentum whenever a reader s$ims or ignores some parts of your pitch.
7
Tweak or Trash - )ow To Crat
8inning *a%es Copy
+et2s say you already have a sales letter that2s up and running. 1ou read this
guide and decide to spruce up your copy based on what you learn. Bow do
you decide whether to twea$ the existing letter to ma$e it better, or 3ust
throw it away and start afreshA
Bere are two simple ways to decide.
4. 7f your visitor value less than $.5, you may be better off with a
brand new letter. !he reason is because even with massive improvement
by using copywriting twea$s, a sales letter than pulls 5 cents per visitor
will only bring in ( cents if it improves by &I. 1ou want to start
strong. Juch stronger than that.
(. 7f you2re losing money on the whole on your current advertising and
mar$eting that drives traffic to your sales letter # ANF if you will still
continue to lose money 5or barely brea$ even6 even when you improve
your conversion rate by (I, then you should probably scrap the current
letter and start with a new one.
;ased on these two points, if you decide to start writing a new sales letter,
then be sure to compare the results you get with it against what you did with
the earlier version.
-ometimes, you may discover the earlier version was actually the better
performer%
8
The 5I//.*T *ecret To .ecti&e Copywriting
/et Into Your !rospectCs Min'
<nly the best copywriting courses and boo$s will even mention this. And
precious few teach you how to practice it. ;ut no one can show you a system
or approach to learn this step by step.
:opywriting, li$e many arts, is an intuitive s$ill that can be refined by
practice, but re8uires many 2soft s$ills2 li$e empathy, compassion, and insight.
1ou must be able to understand, deeply, your audience. 1ou should be able to
figure out their hopes and their dreams, their fears and their troubles.
And then, you should be able to craft your copy to appeal to these passions.
!he important 8uestions to as$ yourself # and then find an answer to # are"
Eho are theyA
Ehat do they wantA
And then drill down more specifically with a different set of 8uestions"
Ehat is their painA
Ehat $eeps them awa$e at nightA
Ehat do they day dream aboutA
Ehat are they missing in their livesA
!o identify and empathiCe with their desires and dreams, you must be able to
figure out"
Ehat are they trying to get away fromA
Ehat are they trying to get closer toA
Ehat problem are they trying to solveA
Ehat opportunity are they trying to achieveA
And in some specific situations, it can be helpful to also try and determine"
Eho are they mad atA
9
5!his gives you an 2angle2 to position your copy, as being aside them in 3oint
opposition to the 2common enemy2%6
Now, very logically, the 8uestion any roo$ie copywriter should be as$ing at this
point is"
B<E :AN 7 =7NF <,! A++ !B/-/ !B7NG-A
Great 8uestion.
-ro( .Disting Custo(ers
7f you already have buyers and clients, people who have done business with
you in the past, you can start with them. As$ them probing 8uestions and
evaluate their responses.
:all them up on the phone and as$ if you can tal$ to them for a while about
their purchase from you. -end them a letter as$ing these 8uestions. <r email
them a note with the 8uestions, or as$ them to clic$ through to an online
survey where you post the 8uestions.
Ehat if they aren2t interestedA Eell, ma$e it worth their while. 1ou can offer
a bonus or gift in return for them ta$ing the time to tal$ with you or respond
to your survey.
;ut what if you2re brand new and don2t have too many clients # or those clients
are not responsive despite your best effortsA
!hen, you must wor$ around this limitation by doing 2stealth research2 of a
similar universe of prospects who share characteristics that are similar to your
ideal prospect.
Ehere can you find themA
10
,n%ine 5ookstores
<ne place is the huge online mar$etplace called AmaCon.com
AmaCon.com has listings of millions of boo$s spanning 3ust about every
category and niche $nown to man. Go to AmaCon and search using $eywords
and phrases that are related to the product you are selling, and the audience
you are trying to reach with your copywriting message.
*ic$ the top 4 to & best#sellers. !he reason for stic$ing with bestsellers is so
they2ll have more reviews than other products, ma$ing your research 8uic$er
and easier.
+oo$ at products that have received 5 star reviews 5and rating scores of K and
46. ;rowse through the feedbac$ shared by customers who have bought and
used the product or read the boo$s. 0emember, these are the same people
who are ideal prospects for your mar$eting efforts.
7n the best and higest rated reviews, you will generally find out what this
audience
thin$s fantastic and desirable about the product. <n the other hand, the
lowest rated reviews will show you what was J7--7NG which your audience
expected or wanted to see included.
!a$en together, these highest and lowest rating reviews will give you deep and
powerful insight into the mind of your prospect. ,nderstanding what they
want and what they didn2t li$e will go a long way in helping you craft powerful
products # and then sell them using powerful copywriting.
Ehile conducting your research on AmaCon.com, don2t forget to carefully
analyCe the titles of the best selling boo$s. !hese, and the language and
wording used in reviews, will reveal the $ind of 3argon and slang your mar$et
is used to. !he $ind of phrases and words used will be the same ones you
should include in your copy in order to appeal to this audience2s interests.
AmaCon.com is not the only such online resource. ;arnes and Nobles
5www.bn.com6 is another e#boo$store which features reviews by readers. 1ou
can ran$ the boo$s in a category by sales popularity and follow a similar
approach to the AmaCon.com one.
11
.(ai% +ews%etters
<ne more way to conduct 2stealth research2 for your mar$etplace is on email
newsletters. !here is sure to be a plethora of eCines in your niche, and
finding the top publications and signing up for them can provide you with a
wealth of data to study before writing your copy.
+oo$ for the eCines in your niche and subscribe to them. 1ou can find a vast
collection in some of these resources"
/Cine#,niverse.com
/Cine#Fir.com
/Cine +isting.com
Firectory<f/Cines.com
Another way to locate eCines in any niche mar$et is to conduct a search on
Google or other search engines using >LH/1E<0FM ' eCine> as the search term.
1ou2ll be overwhelmed with material to study and analyCe.
$ 8,R; ,- C$3TI,+
7f you hurried past this section because you want to get into the meat of
copywriting, stop now. Go bac$ and study this again. And again.
Jost of the high#priced copywriting courses 7 went through A++ focused heavily
on the $ey element of understanding your prospect and getting into their
mind. 7n fact, one of the best 7 too$, AEA72s >-ix =igure :opywriting>, was
almost half filled with psychographics and analysis of the motivations and
drives of your prospect.
And the AmaCon.com strategy can be the guts of your effectiveness at writing
$iller copy that pulls in sales effortlessly and li$e cloc$wor$. ;e sure you
understand, internaliCe and deeply commit to this phase before moving on to
the rest of this guide.
/ven if you stop reading right here, and don2t use AN1 of the technical s$ills 72ll
focus on later, you will still be head and shoulders above your competitors # 7=
you put this part into action.
12
<$A
Now let2s move on to the art of copywriting and learn some technical stuff
that can boost your sales copy effectiveness massively.
/oo' Copywriting $ppea%s To .(otions
- $n' Co((unicates 8ith !rospects
72m a doctor. A specialist in heart surgery. 7f you2ve even glanced at medical
3ournals or literature, you2ll $now it is heavy, loaded with multi#syllable words
and written in a style that2s hard to grasp at one reading.
!hat was my bac$ground in writing, initially.
;ut as a copywriter, 72ve trained myself to write with a different style. A
simpler one. Eith more clarity and less confusion. No long words and techie
3argon. Nust clear, simple, easy to follow language.
0emember this. !he success of your sales copy depends heavily upon the
:+A07!1 <= 1<,0 :<JJ,N7:A!7<N.
Heep your language simple. Avoid elaborate and esoteric words and terms.
;usy prospects may not be reading your letter with all their concentration or
attention # and unless you write in a captivating and simple style, they won2t
read word by word.
;e sure to test your draft sales letter for readability. Bere2s how to do it. As$
your friends or a family member to read your letter. :arefully watch their eye
movements as they go through your sales letter.
7f they s$ip at a certain point and move rapidly to another, you2ll $now that
they probably aren2t being hoo$ed by the copy or are bored and distracted.
7f you find that they have to go bac$ to an earlier stage at any point, you have
probably not explained things clearly enough and they don2t understand
something.
13
Nust by watching your trial reader as they wor$ through your sales pitch, you
can get precious insight into the readability and grip your letter has on your
audience.
Ehy is this importantA
7n a well crafted sales pitch, each section or bloc$ of your letter serves as a
critical step in the progression of your prospect towards a sale. 7f they s$ip
past any section of your letter, you lose at least a part of that impact... which
means you2ll get fewer sales.
;efore we move on to studying different tested and proven sales letter
formulas, here are...
*o(e More Copywriting Tips -or
,n%ine *a%es 9etters
Your )ea'%ine is B0E o the *a%e
!he single most important twea$ that can boost conversion of your sales letter
is your B/AF+7N/. A change in the headline alone can bring about (4I
increase in effectiveness and s$yroc$et your sales explosively. !hat2s why
experienced copywriters will constantly $eep testing headlines, to see if they
can do better than existing 2controls2.
A compelling headline that signals to the visitor your biggest ;/N/=7!,
delineated in terms of solving that visitor2s problems, can revolutioniCe your
results. 1ou2ll have to $eep trying out different headlines to arrive at the best
one.
Always ma$e your headline direct, to the point, and very clear. !his is not the
place for cute, abstract, funny or outright weird statements. !hey will end up
$illing your sales.
14
Your )ea'%ine *hou%' *o%&e a !ro<%e(
<r it should present an opportunity. Anything else is less compelling and li$ely
to lower your conversion rate on the sales letter.
Ehen you understand your audience and their biggest problems or
opportunities, you will be able to effortlessly come up with headlines that
appeal to their pain or desire # and draw them seamlessly into the rest of your
letter.
Inte%%igent%y 3se !re-)ea'%ines or *uper-*cripts
*re#headlines are 8ualifying statements that go above the main headline # and
set the stage for it.
1our pre#headline may be a shoc$ing statement, announce a revolutionary
brea$through, or press one of the hot triggers of your audience that will be
elaborated in the headline below.
!he pre#headline is usually in bolded italics, and aligned to the left of the
sales page # while the main headline is centered and bolded.
$&oi' 9arge /raphic )ea'ers
Jany sales pages online feature graphic banners that ta$e up most of the
space 2above the scroll2. !his rarely contributes towards a buying decision, and
often delays your sales page from loading, especially if the graphic is not
optimiCed and has a large file siCe.
!his can cost you in sales, because most prospects will not patiently wait for
your information to show up on their computer screens. !hey may wait a few
seconds, but if nothing seems to happen, they will 8uic$ly abandon your site
and move on to another one.
7f you must use graphics, have light logos or simple, attractive pictures that
are optimiCed to have smaller file siCes. ;ump the headline up to the top of
your sales page so that it becomes the first thing a visitor to your site notices
upon arriving at your sales letter.
15
$''ress Your !rospect 3niFue%y
Jany sales pages begin with a "Dear Friend". !hat2s wea$.
7nstead, use this section to spea$ directly to your ideal prospect. =or
example, if your product teaches a webmaster to get more traffic, you can
begin with" "Dear Webmaster In Search o !ore "raic"
<r, more concisely, "Dear "raic #un$r% Webmaster"
!hese statements will draw those 8ualified prospects who read your letter
more effectively into your copy.
3se *hort an' *i(p%e *entences
Firect mar$eting sales letters are usually simple and direct. !he sentences
are short, crisp and to the point. No fluff, no waffle, no waste.
-prin$led with action words, they cut to the chase. 1our reader must get
energiCed and motivated to buy # and when your sentences are short, the pace
of the letter speeds up.
1our visitor should be drawn down a slippery slope, being pulled down the
page and drawn inexorably towards the compelling offer you will ma$e #
without having a chance to stop and leave%
16
Teste' an' !ro&en -or(u%as -or
!oweru% Copywriting Resu%ts
!here are probably as many formulas for copywriting as there are copywriters
# but some of them are widely followed because they have stood the test of
time... and made many of their proponents 5and their clients6 fabulously rich%
7n this section, we will loo$ at a few of these proven formulas. !here are two
reasons any budding copywriter must be aware of them.
4. 1ou can use this se8uential array of components as a guideline to craft your
copy without missing out on any essential element.
(. 1ou can review and evaluate any of your existing copy by testing it against
this chec$list to see if you have covered each part of the process.
Copywriting -or(u%a G1 -
$#I#;#$#
*robably the best#$nown copywriting formula, A7FA stands for"
Get Attention
Arouse 7nterest
-timulate Fesire
As$ for Action
1ou get your prospect2s attention through creating compelling headlines that
promise a big payoff or benefit or protection that2s consistent with the reason
why they visited your website in the first place.
!here is absolutely no point in being cute and abstract, funny and hip #
because the ris$ of losing your audience right at the outset is too high. Ehat2s
humorous to one reader may sound offensive to another # and ultimately, no
one2s reading your sales page for a few laughs... they2re better off visiting a
3o$es website or browsing a cartoon for that%
17
!he role of your powerful headline should be to grab a new prospect2s
attention, and 8uic$ly convince them that you may be the only viable source
or solution to a pressing problem or worry that has been bothering them, or
the path to achieve an opportunity that they desire to fulfill and en3oy.
Copywriting -or(u%a G2 -
? *teps to @i%%er Copy
0obert :ollier was one of the legendary copywriting greats who taught an
exemplary formula of copywriting success. 7t has 6 steps and will help you
craft a complete and convincing piece of copy without any stress or strain.
:ollier2s formula is similar to A7FA, but slightly different. !he steps are"
Attention
7nterest
Fescription
*ersuasion
*roof
:lose
C$ttentionC is similar to what we discussed in the A7FA formula, with a
powerful punchy headline grabbing the reader2s interest instantly.
CInterestC refers to your prospect2s interest, not your own% 1ou, the
copywriter, must reason out what will interest them that is consistent and
pursuant to why they came to your web site or started reading your sales
letter in the first place.
C;escriptionC involves explaining the thing you2re selling, such as a product in
action, or a result that can be attained through its use, or a word picture of
the future after completing the purchase. 7t should showcase the difference a
buyer will experience after buying whatever you2re selling.
C!ersuasionC is about convincing the prospect that you are worthy of doing
business with. 7t involves building up credibility in you and your business, and
goes hand in glove with the next element # proof.
18
C!rooC involves ma$ing the case for a buyer pic$ing and ordering your product
or service by offering evidence in support of such a decision. 7t may include
the use of testimonials, endorsers, research results, comparative data or case
studies and similar devices that are designed to prove to a prospect how their
life will be better with this purchase.
CC%oseC is the final step of as$ing for the sale # and getting it.
Copywriting -or(u%a G= -
5o< *toneCs A !oint -or(u%a
;ob -tone is a direct mail legend and the innovator of a 9 point copywriting
formula that2s also very popular. !he steps are"
*romise your biggest and most important benefit
/nlarge upon the promise and explain it clearly
!ell reader specifically what they will get out of this purchase
;ac$ up your statements and promise with proof and testimonials
Ehat might a prospect lose if they don2t act on this offer right
away
0ephrase the most prominent benefits and ma$e a closing offer
7ncite action to buy
!here is no evidence to show that any one approach towards writing copy is
better or worse than the others. -o feel free to follow whichever one suits
you the best. <r even experiment with one style, and then another, to see
which wor$s best for you.
;efore closing this report, let2s discuss a little more about each important
element of these formulas, and see how we can actually go about achieving
each goal.
19
1# $ttention
7n a written 5or even spo$en6 sales pitch, attention is grabbed within the first
few seconds of the prospect2s interaction with your website or selling process.
And the words that grab this attention are the ones in your headline.
!here are ) parts to the typical headline" a superscript or pre#headline, the
actual headline, and a sub#headline.
A superscript goes above headline, and in a sense acts to pre#8ualify the
prospect by different criteria # such as employment, age, gender, desires,
problems, or anything else. !he idea of using a great superscript is to lure in
the right $ind of prospect to more carefully read your headline.
1our Beadline is the most critical element of your sales letter, bar none. 7n a
supplement report to this one, 72ll share a set of &) headlines that have wor$ed
very well with email mar$eting promotions over years. And there are many
other classic headlines that you should study carefully as a copywriter to get
the biggest bang for your buc$.
A sub#headline goes below the main headline, and is usually in smaller font
and a different color. 7t explains or elaborates on one or more elements of the
main headline, or supplements the message in it by focusing on another hot
buying trigger that appeals to your prospect.
Attention is further enhanced by the salutation, which is how you address your
reader. An example may be to write a letter to online business owners who
are struggling to grow their profits with the words, >Fear frustrated internet
mar$eter>, or to address a harrassed mom of & $ids with >Fear over#wor$ed
mom>.
<nce you2ve grabbed your prospect2s attention through the intelligent use of
these devices, it2s time to lead them to the next stage of your copy # by
$indling their interests.
20
2# Interest
An aphorism in copywriting is that each component or element has <N/ ma3or
tas$ and motive # to draw the reader through to the next one%
!hat2s it. 1our headline has one purpose # to induce the reader to explore your
introductory paragraph. !he introduction serves only one purpose # to get the
reader into the next one. And so on.
!he best way to retain the attention of a curious or interested prospect is to
use a powerful opening hoo$ in the first paragraph. 1ou can tell your story # if
it resonates with your ideal prospect2s own story, developing a near#instant
rapport and building up credibility.
1ou can go on to explain what this is all about # why you2re writing the letter,
what you2re telling them about, and how their life is going to be different as a
result of this.
After you2ve pea$ed the reader2s interest, it2s time to segue into the next
phase # building up desire.
=# ;esire
Ehat can ma$e a 8ualified prospect drool at the thought of buying what you2re
sellingA !hat2s what goes into this section of your sales letter. And there are a
few ways to get at this end.
1our ,ni8ue -elling *roposition 5,-*6 is one of them. A well#thought and
defined ,-* will position you as the only viable solution to a problem that has
been vexing the prospect. ;y telegraphing the message that you are
competent and 8ualified to ta$e charge and remove the source of pain or
guide them towards a desired end point, you will effortlessly build desire to
secure the solution.
Ja$e a powerful appeal. !his is one more way $nowing your audience is so
helpful, as you will be able to phrase your pitch to the exact issues that are
$eeping your buyer awa$e at night, worried and anxious.
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A third way to enhance desire is to explain the benefits of your product or
service. <ne thing that floors beginner copywriters is the distinction between
features and benefits. =or example, a flat screen !. having K, pixels per
s8uare inch is a feature... while the crystal clear picture with no blurring even
in high#speed action scenes is a benefit. Ehen you clearly and simply explain
the benefits that a buyer can get from any purchase, you heighten desire to
ac8uire the solution.
And this is one area where bullets help massively. Jost of the great
copywriters craft fabulously compelling bullets that by themselves can sell a
product to a hesitant buyer. A simple way to start practicing bullet writing is
to first list the feature in the initial part # and then explain the benefit in
terms of what it means to the prospect.
!o the extent that you can dimensionaliCe desire and position your product as
a superior solution, you will close more sales and boost your visitor value
enormously through your copy. And that ultimately depends upon the final
step # ma$ing sales.
4# $ction
All that went earlier is worthless until the final hurdle is crossed # and the
prospect parts with cash to cross the bridge to become a :,-!<J/0. And
there are some things you can do with your copy to encourage that movement.
!he most powerful is using bonuses. Almost everyone loves a good deal. And
by throwing in bonuses that are relevant and perceived to be valuable, you
can grease the slide towards a sale. Another nice thing about bonuses is that
you can use them to induce a sense of urgency to the offer, by ma$ing one or a
few of the bonuses time#limited.
Another way to give the hesitating buyer a shove off the fence is to ma$e a
>don2t decide now> offer. 7n a nutshell, it positions the order as a 2trial2 and
suggests that the sale isn2t complete until and after the buyer is convinced
about the value they get for their money. 7t2s a different way of stating a
refund guarantee, which reassures a buyer that there2s no ris$ of losing out on
a dud product.
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<ne more angle a copywriter can use is to 3ustify the price being charged. A
very effective way to do this is to focus on how the prospect2s future might
seem without this product or service in it.
=or example, with a ma$e money program, you could say, ><ne month from
today, you could still be struggling to ma$e sales, drive traffic to your website
or find partners to promote your product. <r you could use the powerful
lessons in this guide to flood your website with visitors, and swell your ban$
account with sales profits # many of them referred by affiliates who will
clamor to be your partner%>
7nexperienced copywriters bal$ at this last bul$head # and stop short of
actually A-H7NG for the sale. !hat2s a critical and fatal mista$e. 1ou should
always explicitly as$ for the order. /ven do it repeatedly. And give clear and
elaborate instructions about how to proceed.
A final device that can prompt action and close the sale is the smart use of a
postscript 5or *.-.6. ,se it to sum up the benefits of your product as
highlighted in the sales letter # and encourage the reader to ta$e action and
place their order without waiting too long.
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CR.;I5I9ITY - The *ecret *auce o
@i%%er Copywriting
Jy mentor Nay Abraham has a favorite saying.
&eo'le are silentl% be$$in$ to be led b% somebod% the% trust(
!hat2s the secret sauce of being able to influence a sale. TR3*T# 1ou could
use every copywriting tric$ and device $nown to man$ind # but if your
prospect does not trust you, you will not ma$e a sale.
And on the 7nternet, credibility is even harder to establish than offline,
because of the sna$e#oil salespeople that scam online shoppers rampantly and
the absence of regular physical feedbac$ clues that we, as humans, are hard#
wired to rely upon and trust.
;ut there are ways to build credibility using your copywriting s$ills, and in this
final section of the report, 7 will show you some of them.
Testi(onia%s
Nothing serves better to boost your reputation and credibility than someone
else saying nice things about you. 7t helps if many people say nice things. And
it helps even more if those people are themselves trusted and respected fol$s.
!estimonials, when gathered ethically and used intelligently, can give you a
credibility boost as well as convincing many prospects into buying. Ehen you
use testimonials to counter each and every ob3ection that people might have
to the sale, you are brea$ing down barriers and moving the buyer closer to the
order.
5eing !re-.(pti&e
1our copy could be structured in a way that forces a reader to wonder and
8uestion your claims # or you can pre#empt it. =or instance, soon after ma$ing
a big claim, you might say"
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")o*+ %ou ma% be *onderin$ i that,s 'ossible or %ou. Well+ let me tell
%ou somethin$. &eo'le -ust li.e %ou have used this 'roduct beore+ and
ound that..."
1ou go on to narrate their success and the result they achieved # and your
prospect is going to imagine that the same will happen to them, and doubts
magically vanish to be replaced with excitement about the purchase.
$'(it To Minor -%aws
Another way to boost credibility is by admitting to a flaw or deficiency in the
product or service you are selling. 1ou might explain away the discount offer
by saying a few of the binders in which your course ships are slightly damaged,
even though the material itself is intact # but because of this, you cannot
3ustify charging full price, and so are offering it at $4 off retail price%
7t shows that you aren2t 8uite perfect, only human # and a subtle subliminal
bond forms between you and your prospect.
!roo
!he ultimate $ind of credibility booster is undeniable proof of concept. !his is
a little more difficult and time consuming to put together, because you should
be collecting data, and using specific results and information to present your
proof. Also, remember to $eep your proof believable, because if it2s too good
to be true, people are going to suspect it isn2t.
7f you already have data in house that you can point to, it will help.
<therwise, you can run controlled trials of two groups, one of which used your
product and the other which didn2t, and compare their results. !o the extent
that your proof is honest, verifiable and believable, you will gain trust and
brea$ down barriers to the sale.
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Te%% Your *tory
Another 8uic$ way to establish a bond between yourself and your reader is to
tell any part of your personal story that is relevant to this sale. 1ou could
explain how you were in the exact same dilemma your prospect now finds
herself# maybe even worse # but then you managed to get out of the mess by
following a system... one which you2re now sharing with others.
Contact ;etai%s an' !hotographs
*eople do business with people they $now, li$e and trust. <n the Eeb, rarely
do people meet in person or get to $now each other. -o by providing the
illusion of such personal contact, you can brea$ through barriers to trust.
Baving your address, phone number, and contact details on every section of
your website and sales letter can help prospects by showing that there2s a real
person behind the business. A photograph of yourself, or your place of
business, or even 3ust a product you2re selling can help generate a certain
degree of connection with your prospect and help build credibility.
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Copywriting Tips To Make You Rich
At the beginning, 7 promised you this would not be the typical copywriting
guide or manual.
Fid the report live up to my promiseA
Bopefully, what you got from this guide was far more powerful than if 7 had
listed a few hundred techni8ues and tactics to craft better bullet points, or
format your sales letter more attractively, or how to position Nohnson boxes
and word your refund guarantee.
All of those elements matter. 72m not arguing that they are not. ;ut much
more important than them is the underlying philosophy and psychology of
crafting powerful, compelling and :<N./0!7NG copy.
7n the end, the acid test of any sales letter is how well it converts prospects
into buyers # and boosts profits.
"Copywriting Tips To Make You Rich" will pass that test with flying colors.
*rove it to yourself by putting these copywriting tips to wor$ in your selling.
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/et More Ino!roit" .<ooks 4
*pecia% Reports
http"??www.7nfo*rofitC.com
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