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Home::Copywriting
How to Write Killer Sales Copy
Author : Alex Goad
Sales copy is kind of like high school kids: the nicest, most
polite ones often have the least friends. There are so many
misconceptions going around as to what makes good copy that I
thought it would be interesting to discuss the basics here.
Whether you are writing an ad to drive traffic to your site, an
article or review or just a plain old sales letter, you need to
make it 100% clear, to yourself, what you are trying to
achieve. The most effective copy points and gently guides the
reader towards one specific action. Anything that does not
contribute to this action must then hinder it, and is removed.
The number one step then, is to understand your MDA or Most
Desired Action, and stick to it. If it doesn't further your MDA,
drop it.
EXPLODE- You must grab attention. This is particularly
important for your headline, but must be maintained throughout
your copy, or its click and goodbye. It has been proven time and
time again that the right headline with the same sales letter
will produce fluctuations of up to 1000%. Test, test and test
again. The right headline will go a long way for you.
In this case, as I am writing for a blog, my headline has to be
a mix of generic and smack in the face. You shouldn't use a pure
«smack you in the face» headline for this purpose because you
want your article to be listed relevantly and you want search
engine customers to come across it in their research, so
plugging keywords is important.
When you are writing a sales letter or ad that people will have
no choice but to come across, you can be purely imaginative and
pay less attention to your keywords, just make sure you get
relevant fast.
What are the guidelines to writing a great headline? Be as brief
as you can, while still getting your point across. Use colorful
active verbs and tenses, and look for «selling» words that fit
well with your subject. For instance, when I wrote the title for
this article, I could have been lazy, or do what the uninformed
do and write a generic title. A generic title would have been
something along the lines of «Writing Great Sales Copy». Since I
know better, I changed the verb tense to present and replaced
«writing» with «how to write». I did this also because I know
that «how to» is a selling word, meaning that for some reason,
it pushes the right buttons. Finally, I changed «great», a nice
but generic word, to «killer», a visual, emotionally charged
adjective.
Let's get some technical aspects out of the way fast: font
matters, font size matters, color matters, width of text
matters, readability matters, length matters, as well as correct
spelling, short sentences, long copy and much more. It would be
too much to cover all of those fields in a short article like
this one, so I will skip ahead to one of the most important
aspects: personality.
You see, I'd much rather give it to you straight up with an «if
you don't like it, too bad for you attitude». Why? Because
that's how I am. Or because it works. Personality is
injected into my texts as much as possible. I am not a page in
the Encyclopedia Britannica, so I don't need to use perfect
grammar (as long as people can tell that it's personality, not
poor language skills). If it push comes to shove, I'd rather
offend you slightly than leave you indifferent.
Humans are emotional animals. We like to think that we're all
logical and higher brain function, but the truth is much more
base. We are impulsive, irrational beings that act on emotions
most of the time. The same will hold true for acting upon your
MDA. If your copy is generic and bland and expresses as much
personality as an Al Gore puppet, your «readers» will run away
by the second sentence as fast as their little cyber legs can
carry them.
One of the reasons they are reading is for stimulation. Give it
to them, and more emotionally than not. Get your prospects to
love you or hate you; don't give them the middle ground of
«yawn, yeah I guess it was ok».
One of the best ways to channel imagination and stimulate your
readers while selling them is negatives. Let's go back to the
title of this article. If it was going to be a sales letter or
ad for a copywriting product rather than a blog article, I would
have chosen something along the lines of «Bored to Tears - how
your sales copy just isn't cutting it» or maybe « 99% of
copywriting products are Scams, protect yourself! » or «This
Title Sucks and yours do too» and finally, «Stop Writing like a
Sleeping Pill». I would likely assort these titles to a subtitle
that sells the main benefit of my product, something along the
lines of «Copy Writing Secrets to Explode your Online Sales» or
«What the Marketing gurus don't want you to know». For
more examples, check out the sample Adwords I wrote for
thefreejerk.com, here (they are towards the bottom, in the
article). They're particularly harsh though, and not adapted to
all businesses, tread with care.
Dare to be different. Tell it like it is. Stick to your guns.
Shoot to score. Didn't like my article? Thought my sample ads
used misleading or unethical tactics? Oh well, please accept my
most heartfelt «I couldn't care less! ». B'bye now.
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