Your sales may be drying out. Demand may have taken a nosedive. You're in trouble because of the pandemic.
You need a FAST way to jumpstart your sales once again.
You're in need to reposition your offers.
And Fast.
Time is running out.
The "Copywriting Secrets in 5 Minutes" Course comes to the rescue...
(I give this to newbie copywriters at my agency...
And now I spill the beans and reveal this to the rest of the world.
For the very first time!)
What 20% of copywriting principles determine 80% of your results?
For each one of the 9 classics below, I summarized the 1, 2 or maybe even 3 most important ideas that really move the needle on sales. These are the tactics that you need to keep at the back of your mind as you're trying to explode sales for our customers.
1. Scientific Advertising - Claude Hopkins
a) Copywriting is sales in print. This is more radical than it appears. Always ask yourself - would you speak what you have written to a person you were trying to sell face to face? If NO, then change it. Ex. Do you SCREAM when you speak to your prospect? If not then why do you write "REVEALING THE 7 BIGGEST SECRETS!"?
b) The goal of ads is to call out & grab the attention of your specific target audience. Don't try to get the attention of everyone and in the process sacrifice getting the attention of those who matter most.
c) Even the best copywriter in the entire world cannot predict which approach will work best. That's why you want to start by testing out as many marketing angles as possible.
2. Breakthrough Advertising - Eugene Schwartz
a) Your marketing angle should be determined by 3 factors: the mass market desire you appeal to, the state of awareness of your prospects, and the sophistication of the market.
b) Your job is NOT to create desire, but rather to identify existing desires and re-direct them towards a particular product/service.
c) Headlines are responsible for most of your success or failure.
3. Ca$hvertising - Eric Drew Whitman
a) Appeal to one of the biologically programmed desires: Survival/Enjoyment of life, Enjoyment of food/drinks, Freedom from fear/pain/danger, Sexual fulfilment, Comfort, Envy, Care, Social approval.
b) Also make sure you appeal to at least one of the learned human wants: to be informed, curiosity, cleanliness of body, efficiency, convenience, dependability, expression of beauty, economy/profit, bargains.
c) Use the mechanism of your product/service to (1) differentiate from your competitors, and (2) set the buying criteria by inoculating viewers about what to look for in the competition.
4. Web Copy That Sells - Maria Veloso
a) The editorial approach is better than the greasy marketer one. Write content that is interesting and valuable to read, even on your sales pages - stuff that is editorial, and that lots of people want to know. Tap into their curiosity.
b) In your landing pages make sure you: (1) define the problem, (2) explain why it hasn't been solved before, (3) explain what's possible, (4) say what and how things are different now, and (5) tell your reader what to do next.
c) Your buyers buy for emotional reasons, and will use logic to justify. So give them emotion to motivate them, and logic to help them justify their decision to themselves and third-parties.
5. Made to Stick - Heath Bros
a) Assess your message against SUCCESs -> Simple (find the core of your message and tell it in compact form), Unexpected (surprise to get attention, use mystery to hold it), Concrete (most important factor, makes message memorable address the individual, not the mass with palpable (not abstract) details), Credible (appeal to authority or anti-authority, offer specific details, make stats accessible, let them try it out), Emotional (make customers care by associating with something they care about, appealing to self-interest or to their identity), Story (get people to act by providing a simulation/taste, inspires people to act | 3 types - Challenger to overcome an obstacle, Connection to reconnect or get along, Creativity to inspire new thinking)
b) Use the inverted pyramid approach to writing - most important information at the TOP, details later.
c) Don't bury the lead - make sure the most important & relevant info for your audience is in the headline & first paragraph.
6. Influence - Robert Cialdini
a) 5 Factors of Influence: Reciprocity (offer free value, sample, lead magnet), Consistency (make them commit publicly), Social Proof (get them off the fence by showing that others are buying), Authority (offer facts, statistics, and data backed by authority), Liking (identify with your prospect - be like them), Scarcity (engineer real increasing scarcity into your offers)
b) The Contrast Principle - when building a funnel show your expensive upsells first, followed your cheaper ones. This makes the cheaper ones appear even less expensive than they are.
7. The Ultimate Sales Machine - Chet Holmes
a) Always use education-based marketing: give education that is valuable to as many of your potential prospects as possible. What info do THEY want to know?
b) BROAD marketing, NARROW sales. Many people want Cristiano Ronaldo’s body, few people want a jumping rope course. So keep your marketing broad to attract more leads, and then narrow down towards your product.
c) Develop an education-based core-story based on MARKET, not PRODUCT data. Product data “running shoes”, market data “feet connect to every organ of the body”.
8. Extreme Ownership - Jocko Willink
a) Keep your marketing strategy SIMPLE all the time without exception. Simple, straight-forward strategies that you can test FAST are better than complex ones that are expensive/time-consuming.
b) BELIEVE in the product you are trying to sell. If you don't, then this will show in your copy. So ask yourself "Why is buying this product important? Who is it important for? What difference can it make?"
c) If sales aren't coming in, it's your fault. Assume ownership, identify the problem, and fix it!
9. The ONE Thing – Gary Keller
a) Ask “what’s the ONE thing that you can do to improve (conversions, CTRs, leads) such that by doing it everything else will be easier or unnecessary?”
b) Asking yourself the RIGHT questions is the most important step to get the right answer. So make sure you ask BIG & SPECIFIC questions: “how can I improve conversions by 25%?”
c) Benchmark & trend – always research what others have done in the past to solve a problem, and then try to go one step beyond.
You need a FAST way to jumpstart your sales once again.
You're in need to reposition your offers.
And Fast.
Time is running out.
The "Copywriting Secrets in 5 Minutes" Course comes to the rescue...
(I give this to newbie copywriters at my agency...
And now I spill the beans and reveal this to the rest of the world.
For the very first time!)
What 20% of copywriting principles determine 80% of your results?
For each one of the 9 classics below, I summarized the 1, 2 or maybe even 3 most important ideas that really move the needle on sales. These are the tactics that you need to keep at the back of your mind as you're trying to explode sales for our customers.
1. Scientific Advertising - Claude Hopkins
a) Copywriting is sales in print. This is more radical than it appears. Always ask yourself - would you speak what you have written to a person you were trying to sell face to face? If NO, then change it. Ex. Do you SCREAM when you speak to your prospect? If not then why do you write "REVEALING THE 7 BIGGEST SECRETS!"?
b) The goal of ads is to call out & grab the attention of your specific target audience. Don't try to get the attention of everyone and in the process sacrifice getting the attention of those who matter most.
c) Even the best copywriter in the entire world cannot predict which approach will work best. That's why you want to start by testing out as many marketing angles as possible.
2. Breakthrough Advertising - Eugene Schwartz
a) Your marketing angle should be determined by 3 factors: the mass market desire you appeal to, the state of awareness of your prospects, and the sophistication of the market.
b) Your job is NOT to create desire, but rather to identify existing desires and re-direct them towards a particular product/service.
c) Headlines are responsible for most of your success or failure.
3. Ca$hvertising - Eric Drew Whitman
a) Appeal to one of the biologically programmed desires: Survival/Enjoyment of life, Enjoyment of food/drinks, Freedom from fear/pain/danger, Sexual fulfilment, Comfort, Envy, Care, Social approval.
b) Also make sure you appeal to at least one of the learned human wants: to be informed, curiosity, cleanliness of body, efficiency, convenience, dependability, expression of beauty, economy/profit, bargains.
c) Use the mechanism of your product/service to (1) differentiate from your competitors, and (2) set the buying criteria by inoculating viewers about what to look for in the competition.
4. Web Copy That Sells - Maria Veloso
a) The editorial approach is better than the greasy marketer one. Write content that is interesting and valuable to read, even on your sales pages - stuff that is editorial, and that lots of people want to know. Tap into their curiosity.
b) In your landing pages make sure you: (1) define the problem, (2) explain why it hasn't been solved before, (3) explain what's possible, (4) say what and how things are different now, and (5) tell your reader what to do next.
c) Your buyers buy for emotional reasons, and will use logic to justify. So give them emotion to motivate them, and logic to help them justify their decision to themselves and third-parties.
5. Made to Stick - Heath Bros
a) Assess your message against SUCCESs -> Simple (find the core of your message and tell it in compact form), Unexpected (surprise to get attention, use mystery to hold it), Concrete (most important factor, makes message memorable address the individual, not the mass with palpable (not abstract) details), Credible (appeal to authority or anti-authority, offer specific details, make stats accessible, let them try it out), Emotional (make customers care by associating with something they care about, appealing to self-interest or to their identity), Story (get people to act by providing a simulation/taste, inspires people to act | 3 types - Challenger to overcome an obstacle, Connection to reconnect or get along, Creativity to inspire new thinking)
b) Use the inverted pyramid approach to writing - most important information at the TOP, details later.
c) Don't bury the lead - make sure the most important & relevant info for your audience is in the headline & first paragraph.
6. Influence - Robert Cialdini
a) 5 Factors of Influence: Reciprocity (offer free value, sample, lead magnet), Consistency (make them commit publicly), Social Proof (get them off the fence by showing that others are buying), Authority (offer facts, statistics, and data backed by authority), Liking (identify with your prospect - be like them), Scarcity (engineer real increasing scarcity into your offers)
b) The Contrast Principle - when building a funnel show your expensive upsells first, followed your cheaper ones. This makes the cheaper ones appear even less expensive than they are.
7. The Ultimate Sales Machine - Chet Holmes
a) Always use education-based marketing: give education that is valuable to as many of your potential prospects as possible. What info do THEY want to know?
b) BROAD marketing, NARROW sales. Many people want Cristiano Ronaldo’s body, few people want a jumping rope course. So keep your marketing broad to attract more leads, and then narrow down towards your product.
c) Develop an education-based core-story based on MARKET, not PRODUCT data. Product data “running shoes”, market data “feet connect to every organ of the body”.
8. Extreme Ownership - Jocko Willink
a) Keep your marketing strategy SIMPLE all the time without exception. Simple, straight-forward strategies that you can test FAST are better than complex ones that are expensive/time-consuming.
b) BELIEVE in the product you are trying to sell. If you don't, then this will show in your copy. So ask yourself "Why is buying this product important? Who is it important for? What difference can it make?"
c) If sales aren't coming in, it's your fault. Assume ownership, identify the problem, and fix it!
9. The ONE Thing – Gary Keller
a) Ask “what’s the ONE thing that you can do to improve (conversions, CTRs, leads) such that by doing it everything else will be easier or unnecessary?”
b) Asking yourself the RIGHT questions is the most important step to get the right answer. So make sure you ask BIG & SPECIFIC questions: “how can I improve conversions by 25%?”
c) Benchmark & trend – always research what others have done in the past to solve a problem, and then try to go one step beyond.
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