I don't have all the answers about how to write perfect copy. No one does!
The best copywriters experiment, learn and adjust.
They are students of their craft. They know there isn't a "perfect template" to write powerful copy that works in all situations.
Here's my promise to you. If you have a question, problem, or challenge with your copy that I don't know the answer to, I'll find it for you.
So, following is one method for how to write perfect copy in 6 easy steps.
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1. Establish Credibility
How do you establish credibility with your copy?
- Tell the truth.
- Use real numbers.
- Tell plausible stories.
Don't exaggerate what your product or service will do for prospects.
Consumers are more educated now than ever, and your audience will quickly sense insincerity and deceit.
Only make promises and claims that you can back up and that you can help your customers and prospects achieve.
2. Create An Emotional Impact
People buy emotionally using logical reasoning. Your goal should be to trigger emotions, and using questions is an effective way to do that.
Imagine you help people start freelancing. You could ask:
"Have you given up on your dream of starting a freelance business?"
This question will trigger a "no" because no one wants to admit to giving up.
Armed with that response, you ask more questions to know what's preventing your prospect from acting to achieve her dream.
Open questions stimulate thinking and reflection.
Here are some examples:
- "How do low conversion rates make you feel?"
- "How do high bounce rates on your website affect you and your business?"
- "What would happen to you and your business if you didn't need to stress about writing content for your site?"
Did you notice that these questions begin with "How" and "What?"
They stimulate broader thought and help your prospect think about her current situation and how she would like to change it for the better.
3. Describe The Quantifiable Value Of Your Solution
How much time will your product or service save your customers - 2 hours, 5 hours, 10 hours/week?
How quickly will it help them do that? Immediately, within a week, two weeks, a month, or more?
How much money will it save them each month, quarter, or year? By what percentage will it increase their revenue?
Make sure your numbers are accurate.
Remember the first point about being credible. Always tell the truth.
As an example, I spend 20 - 30 hours/week creating content for my website.
So, I wouldn't be exaggerating to say that my service can save coaches, educators, and entrepreneurs 10-or-more hours each week.
And I help them save that time fast. That's 40 extra hours per month that they now have to do other stuff.
Not bad, eh?
4. Help Them Feel The Impact
Help your audience feel the impact of your solution with a few more questions.
- "What would you do with an extra 10 hours/week?"
- "How would you use an additional $500 each month?"
- "How would increasing your conversion rates by 10% impact your bottom line?"
You could also describe in detail how your solution will impact your prospects.
"Imagine the overwhelming sense of relief and freedom you'll feel when you don't need to spend 10 hours/week creating content for your website, blog, and email campaigns. Not to mention the extra time it takes to come up with content ideas.
You'll free up ten (10) or more hours each week to use however you want because you're the boss.
Think about it. That's 40 hours every month! If your time is worth $60/hour, you're going to save 2400/month in real dollars.
What could you accomplish with an extra 40 hours/month?
How would your family, spouse, children feel if you freed up 10 hours/week?
The beautiful thing is, you get to decide how to use all of that time in a way that's best for you."
In the example above, note the words "imagine," "you," "free," and "because." Experts consider them to be 4 of the most powerful words to use in copywriting.
What I've written isn't about me; it's about them. I've made it personal and asked my prospect to imagine a better future.
5. Describe Features And Benefits
A feature is what something is, while a benefit is what your customers can do or accomplish with it.
A feature of the ipod is it's storage capacity. The benefit to the owner is she can carry 1,000 songs in her pocket and listen to them at anytime and place.
In the below example, Slack helps users reduce internal email and meetings by 48.6% and 25.1% respectively. The benefits from using Slack's features are clear.
6. Ask Your Reader To Take Action
What do you want them to do? Reach out to you, subscribe to your newsletter, purchase your course, software, or service?
Whatever it is, it's time to ask them to do it.
And that's a wrap!
What do you think? Drop your comments below to let me know.
And remember to try these 6 easy steps to write your next piece of copy.
P.S. I appreciate you taking the time to read this post. If you'd like to learn more about how I can help you save a lot of time and energy by creating content for your website, please feel FREE to contact me.
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