How to Write Copy

You sit down to write a promotion for your business. You must know what to write and how to write it. In marketing, you must be able to write copy. This is a critical skill that you must learn. If you do not learn this skill, you will have mediocre results at best.

Many courses on copy are several thousands of dollars. It is not possible to cover every aspect of writing copy in a short article. My goal with this article is to give you some ideas of how to immediately improve your copy, and give you a way to continue to grow and improve your copy.

Lets start with some very basics.

What is copy? Copy is the salesmanship through the written word. Whenever you are writing copy you are trying to persuade people to take a particular action, or adapt a view point. This is selling. To make this short, selling is attempting to transfer a belief from one person to another. Copy is using the written word to sell.

What is the best way to learn copy? You need to start studying successful writers and create a swipe file. A swap file is saved successful writers’ copy. This could be hard copies you save in a folder or electronic. You use this to give you ideas when it comes to writing copy. In addition, I know this sounds tedious, but hand write some of the sales letters. This will give you the flow, and you will learn what words are more persuasive.

A great place to start your swipe file is at http://www.thegaryhalbertletter.com It is your favorite four letter word F*R*E*E!

You also need to know some basics about human psychology. You do not need to take a whole course in human psychology to learn how to write effective copy. But, you must know some basics.

When you are selling (transferring a belief from one person to another) the person with the strongest reality will be adopted by the other. If you are selling something and you have a stronger reality than the other person, that person will buy from you.

You can get a stronger reality by believing in what you are selling. If there is one shred of doubt then you will not be able to transfer your belief to that person. They will go the opposite way. Some can develop this belief very easily; they hear idea and run with it. Those who are more analytical this can be a little more difficult.

The 4 main principles of successful copy.

The first principle is to be yourself and be genuine. You need to pick your favorite writer and study his or her copy. You will find most write the same manner as if they are talking to a friend. They captivate attention and get a response. They allow their personality to show through the copy backed up with content, education, and results.

The next principle is to be very specific. Do not speak in generalizations. If you are going to write about how many leads someone can get. Write the number of leads. Generalizations show some doubt on the writer’s part. The reader maybe wondering why the generalizations, be specific.

The third principle is position yourself as an expert. If you do this, you are no longer a salesman, but an expert and promoting yourself. Remember people will always see you as you would see yourself. You need to start believing that you are an expert. Remember, if you really believe this, others will see you as an expert.

Although believing is very important, the only way to turn into an expert is to start training. As you learn, write articles, do videos about what you have learned. One of the best ways to learn something is to teach it. If you believe that you are an expert, this will show through your marketing. You will present yourself as someone of value and offer solutions to other marketers’ problems.

The last principle is to disguise your sales pitch within valuable content and provide proof to backup your claims and promises. This will make everything a win-win. Your readers will learn some valuable content; they will view you as an expert, someone of value, and buy from you.

The six steps to writing copy

1. Know your target market intimately. The more you know your target market, the more successful you will be. Know your target’s problems; this will help you to provide solutions.

2. Choose a specific angle. An example of this is Mike Dillard, he has a product line on specific topics. When your write copy, you want to choose a specific angle.

3. Start to review the swipe file. This is for ideas about headlines and other things to include in the copy.

4. Define the ultimate benefit of your product or service. What pain will it relieve and what ability will it give the reader.

5. Write benefit bullets. Let the reader know what they are going to get and how your product or service is will help them. If one of your bullet points promises a solution to problem that is more painful to the reader than the monetary price, then you will get the sale.

One important part is to realize the difference between a benefit and a feature. Features are what the product or service has to offer. The majority of company websites present features. In reality, no one cares about features. This is one reason company websites are terrible at converting sales, they just list features.

People do care about benefits. A benefit is what that feature means to the reader. For example a feature would be, “Our system has a video to use in PPC ads.” A benefit would be, “Our system has a video to use for PPC ads, to generate 50-100 leads daily on auto-pilot.” See the difference?

An easy test if something is a benefit is to ask, “So what?” Why is this important to the reader? Remember to be specific, and always close the bullet with the benefit.

6. Provide your offer.

Just a few departing thoughts

Try to be creative to create curiosity with your headline. This will cause a person to click to know what it is all about. Controversy works the best. Use a controversial headline, and then deliver in the body of your ad. Be sure to focus on the readers’ problems and present solutions to these problems.

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