Best Kept Copywriting Secrets Exposed
Proven techniques are revealed to help you improve your sales copywriting skills and increase your sales conversion rate. If you need to boost the results of your persuasive writing, you are about to discover secrets guaranteed to improve your copywriting quality, save you time and help you make more money.
Secret 1 - The power of human emotions
To understand and harness the power of persuasive writing, you first need to learn and apply techniques that interact with basic human emotions. The following list of emotions ‘triggers’ people into action. If your products and services satisfy the psychological needs inherent in all of us, your writing must make it abundantly clear. Knowing about these emotions helps shape your copywriting to achieve favourable results from your sales campaigns.Comfort and Convenience
Desire for Gain
Fear of Loss
Pride of Ownership
Security and Protection
Secret 2 - The 5 elements of persuasionSales copywriting must persuade your potential customers to accept your recommendations. There are 5 essential elements required to persuade your reader. When writing, make sure the elements appear in the exact same order as presented in the following list…
1. State the reader's problemIdentify and write about a particular problem or difficulty to create pain for the reader.
2. State the consequences for the reader if the problem remains unsolvedExpose and amplify the relentless pain to be experienced if nothing changes to resolve the problem or difficulty.
3. State your proposed solution to the problemClearly explain in detail how you can help remove the pain with your products and services.
4. State the benefits for the reader when the problem is solvedStimulate the reader’s imaginative powers to visualise a world devoid of the current problem.
5. Request a specific call to actionIf you have written a persuasive case to establish your ability to end the problematic pain, tell the reader what you want them to do next. A call to action asks for an order. This step is generally overlooked by new or timid salespeople. You absolutely must ask for the order. The sense of urgency you create in the reader’s mind depends on the product or service that removes the ‘pain’ associated with a specific problem. Consider the following examples…
The Soft SellA soft sell approach appeals to the basic human emotion, desire for gain:
"Sign-up today for free information about the fast and easy way to…"
Urgency SellingTo create a sense of urgency, the writing style stimulates the emotion, fear of loss:
"Better hurry! Offer available only while stocks last."
Fear SellingThe self-preservation instinct stimulates the emotions, security and protection:
"Don’t risk your life and property. Protect your family with…"
Secret 3 - The layout structure of web pages and print adsSales copywriting follows a specific pattern that leads the reader to your desired outcome... a sale.
Get their attention firstWrite a headline that compels people to read your sales writing. If it draws most readers into your first paragraph, you have written a winning headline.
Talk more about them – less about youAvoid wasting precious space boasting about your business prowess, boring the reader with a myriad of reasons why you are the best choice. Focus on the customer. Explain how your expertise is going to help them.
Explain features and benefitsFocus on the customer’s needs using the features and benefits strategy. List the features of your products and services and explain how they benefit customers by helping with a want or need.
Qualify your businessInclude details about your business qualifications, credentials, awards, partnerships and other evidence that validates your ability to deliver superior quality and service.
Establish credibilityProvide proof of your business integrity. Include customer testimonials and publish actual case studies of how you identified and solved a difficult problem for a customer.
Create valueUse examples of how your business is different from competitors. While low prices are attractive, offer something of substance that reinforces tangible and sustainable value in the customer’s mind.
Call to actionGive your reader clear, unmistakable instructions about what you expect them to do next. In other words, ask for the order.
About the Author
The author is an online and print copywriter with more than 30 years of experience in business management, sales and graphic arts. You may reprint this Guide provided you do not change it and you accept and agree to indemnify bob4bargains2 day from and against all losses, claims, damages and liabilities which arise out of the use of the Guide.