Is your copy selling your product?
Be honest about this. One of the most common queries I Write Assistant gets is how to write copy that really sells your product.
We are going to use an example of a general throughout this guide. Your writing has objectives and milestones it must meet if it’s going to get the job done.
To start with, no general is going to go into battle without having the right information at his disposal. You need to know your audience, know what they want, and what they respond to. Without this, it is like a general not decoding enemy signals.
The First Writing Steps
Now that you have your pre-writing information, it’s time to start writing.
Shock and awe is a common tactic in modern warfare. You can do that with your writing too. Whether copy succeeds depends greatly on the headline. Eighty percent of selling a product is in the headline used to grab the reader’s attention.
You may even want to write the headline after you’ve written the rest of the copy. It must stand out in a sea of internet content. It has to shock, and it has to grab the reader by the proverbial throat.
As you begin writing, confirm that you’re sticking to your point. Do not get distracted by trying to be overly creative or funny. As advertising legend David Ogilvy said, “If it doesn’t sell, it isn’t creative.”
A general pursues his goal. He isn’t impressed by enemy feints or over distraction techniques. Adopt that same mind set as you craft your pitch.
Getting into the Heart of Your Copy
By the time you reach this stage in your copy, you should know who you’re selling to and you should have the angle you are taking.
It’s now time to move into your attack. The first thing you should do is explain why someone should buy. Use the main problem you are solving as the basis of this. State the problem you’re solving for the reader.
A general has a well-crafted plan of attack when he goes into battle. Think about the two or three benefits of your product for that reader. Remember, you don’t have to state every benefit. Just state the advantages to that specific reader. Your copy should be laser targeted.
The biggest problem I Write Assistant sees is that businesses are eager to include every benefit they can think of. It is a scattered approach that just doesn’t work.
Think about the biggest problem your target market has and why your product solves that. It’s that simple.
And, finally, the only real way to improve your sales copy is to practice. It should never be an afterthought and it should never be the last thing you do.
With something that is so important, writing your sales copy should have top priority. After you write it give yourself some time for it to settle and go back to it. This is why generals conduct war games.
What do you think is the most vital aspect of writing sales copy?