It seems like there are a lot of copywriting tips floating around out there. That's because copywriting is one of the most important skills you can have when it comes to selling your products and services. The ability to persuade people to take action and buy what you're selling - using only written words - is very powerful. So here are my 5 copywriting tips to keep in mind with creating your next advertisement or sales letter.
1. Know your market --
The most important of your copywriting tips is know your market. Now this might sound like a no-brainer, but it's amazing to me how many people blow by this. Either they think everyone will want to buy their product or they just assume they know their market, many marketers make the fatal mistake of taking their market for granted.
A great place to do market research is to visit popular forums dedicated to the niche you're targeting. Look at the questions being asked and the topics being discussed. More importantly look at the most popularly viewed threads. Then dive in and find out where they're itching. Also, pay attention to their language and jargon. The object is to know what it feels like to be your prospect. That's the only way you can really connect to them in your advertising.
2. Know your product --
Do you really know your product? Are you sure? I don't mean all the nifty bells and whistles. Copywriting tips won't help if you don't know the real benefits of your product to your market. See, once you spend the time getting to know your market and understanding their problems, you can see how your product meets those needs.
Make a list of every feature of your product. List the materials, number of pages, what it does, what it doesn't do, how fast it works, etc. Then, next to each feature, write "which means" and fill in the blank. Then after each fill-in-the-blank write "so that" and fill in the blank again. This drill down process will help you get to the real benefits of your product. These will be the reasons your market buys.
3. Know your offer--
The offer in your advertisement is what you're selling. It's the product, any bonuses, the price, and how it'll be delivered. It's what your customer "gets" for doing business with you. Get clear on this. Most marketers don't. This is a great place to start writing your ad.
Getting clear on the offer will help you know how best to position it to be attractive to your market. Make an offer they can't refuse. Be willing to break-even on a first sale if it means you'll get a new customer, because you'll make it up in spades in your backend sales.
4. Know your USP--
Your USP, or unique selling position, is what sets you apart from your competitors. More importantly, it's how you communicate that in your ad so that it stands out. A-List copywriter John Carlton calls it a hook. It's what grabs your reader and propels him through the copy.
Coming up with a great hook or USP for your sales letter is not easy. But when you find it, you'll turn an "ok" ad into a great ad
5. Know your action--
In other words, what do you want the prospect to do? What's the point of the advertisement? You'd be surprised how many people get all the other copywriting tips right in writing a top-notch sales piece, only to blow by not asking for the order. Whether you want them to buy your product, sign up for your email list or call a phone number, you need to know what you want the prospect to do -- then tell them.
If left to figure it out for themselves, most people will opt to leave your site, rather than try to figure out what you want them to do. Don't make them guess. Tell them.
These copywriting tips have not only worked for me, they are rock-solid points that the big-dogs in copy live by. So on your next promotion, remember to make your pitch in a way that connects with your prospects. Copywriting tips can be a dime a dozen. But these 5 are simply among the best of the best.
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