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Home::Copywriting
Top 3 Rules for Writing Effective Copy
Author : Ladan Lashkari
One thing all successful Internet marketers have in common is
that they're good copywriters. If you want to have a profitable
online business, you need to know how to write a copy that
motivates people to buy your product... a copy that sells!
In this article, I'm going to reveal 3 important rules that you
should follow to write persuasive copy. Put these tips into
practice, and watch your sales start climbing almost immediately!
#1. Believe In Your Product
It doesn't matter how many books you've read about
copywriting... your copy won't sell if you don't believe in your
product. It's very important to believe your product will help
your customers solve their problems and give them what they
want.
You should believe that it's worth much more than they pay for
it. What you think about your product and how much you believe
in it is very important -- as much as the success of your copy
depends on it.
Let me give you an example...
Let's say you want to sell an ebook titled How to Become a
Professional Writer in 90 Days. You've never read this ebook and
You don't know if it's good and worth the price. It's just an
affiliate product that you've decided to sell to make money.
You create a website and write a sales letter to motivate people
to buy it. You implement all the tips and tricks you've heard
about copywriting: a killer headline, short paragraphs, etc. Now
you expect to make a lot of money. You wait and wait. But what
happens is... nothing!
Do you know why?
Yes, because you didn't believe in the product you wanted to
sell. You didn't believe in what you said in your sales letter
because you hadn't read the ebook yourself and had no idea how
it was.
If you don't completely believe in your product, the reader will
know this through every word of your copy. He understands that
something is wrong and it makes him hesitant to buy from you.
After all, if you don't believe in your own product, then how
are you going to make them believe?
#2. "What's In It For Me?"
"So what?"
"What's in it for me?"
These are the questions people keep asking while reading your
copy. All of us look for benefits in everything we do, so do
your customers. They want to know how your product will solve
their problems. Basically, they want to know "what's in it for
them".
... And you should certainly answer this extremely important
question.
Explain what problems they have right now and convince them that
they should do something about them. Create a sense of urgency
to solve the problems. Then give them the solution: your product!
Tell them how your product will save their valuable time and
money, bring them more happiness, money, health and so on. Make
them imagine how wonderful their life will be with your product.
Make them excited, very excited!
I give you an example...
Let's say that you want to write a copy for a very effective
sleeping pill. First, you need to find the problems of your
target market. What problems do people have who can't get a
good, restful sleep?
Well, they usually lose their temper a lot and can affect their
relationships. They're nervous and can't concentrate on work,
which in turn can make their boss angry. They're always tired
and don't feel like doing anything, among other serious problems.
Now explain each problem the way they can see it, hear it, taste
it and feel it! Make them wish deeply that they could get rid of
the problem.
Are you here with me? Now it's time to give them the solution:
your sleeping pill!
Explain how it will help them fall asleep without waiting for
hours. With your pill, every morning they wake up smiling
because of a restful night. Finally, they will be rid of the
terrible headache they always had. They will no longer be tired
at work and can finally get a raise.
Are you getting the picture?
Tell them what's in it for them and your copy will sell like
crazy! Now it's time for the last rule...
#3. Write to One Person
Amateur copywriters think because many people read their copy,
they should write to the public. No! Even if all the people in
the world were to read your copy, each of them would read it
individually. So each of the readers should feel you're talking
to him and only him. This makes your copy have a much higher
impact.
Your copy should be friendly as well. Write as if you were
addressing your best friend. Don't start with "Hey, everybody".
You don't use that in a personal letter, do you? Say something
like "Dear Friend" and your copy will be friendly and effective.
After all, you're calling him your friend.
Final Notes
Copywriting is an essential part of your marketing strategy. If
you have a great product but don't know how to write effective
copy, you won't make any sales because you can't motivate people
to make a purchase.
To become a professional copywriter you need to practice a lot.
The more you write, the more you learn. If it takes you a long
time to write your first copy, don't worry. After all, it's your
first time. No one's born a copywriter. If you see that
someone's copy sells like crazy, he sure has practiced very much.
Some people give up at first, when they see they can't write as
well as a professional copywriter. If you've just started, you
shouldn't compare yourself with experts. Instead, learn from
their experience and don't make the same mistakes they once
made. It will save you a lot of time!
And don't forget that you should never sell a product that you
don't believe in. Even if you make some sales, you're making
money by lying to your customers and betraying their trust...
and it's not fair at all! They've worked hard to earn every
dollar and now you're taking their money for something you
wouldn't ever buy yourself.
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