Writing successful sales copy is an art - an art of knowing secret structures that go into making a strong sales copy. And, a sales copywriter can make or break business!!
Dear Marketers,
Have you been robbed by inexperienced copywriter?
Do you have copywriting packages in your portfolio that don't produce sale as you expect?
And guess who bears the burn of poor sales?
This invitation is the opportunity to employ the same secret skills once only privy to the legends in the field of copywriting/ Direct Response Ad Marketing
The secrets I talked about are known only to the Master Copywriters and as a student of American Writer's and Artist's Instute I learned all the skills and technique used by the Masters.
I want to emphasise here that Master Copywriter can be cloned, are not born.
Secret Hotspots a successful sales copy or Ad copy should contain.
(1) Big idea is the most important factor that drives 80% of the success of any sales letter. If these components are weak, your promotion will never rise to A-level copywriting.
Big Idea is an idea that has these four characteristics.
1. Your readers haven't seen it before ...
2. Immediately captures their attention ...
3. Relates to their core complex (emotions, beliefs, view of the world) ...
4. Relates in a direct way to what you're trying to get them to buy or respond to (without being your product itself) ...
Example: Headline containing big idea for financial product
"Your wealth is in imminent danger.
How to survive never-seen-before stock market crash"
(2) Primary Emotions often called basic vulnerabilities
The truth is that the people buy emotionally. A good sales copywriter hypnotizes prospect by targeting emotions like, Fear, Greed, Vanity, Pride, Ego. The prospect feels vulnerable untill his desire remains unfulfilled.
(3) Thy know your customer
Knowledge of proper customer demographics is essential. The customer can be divided in to niche sub groups on the basis of demographics like age, sex, education, income, beliefs. The aforesaid primary emotions also vary according to the subgroups. The table underneath will illustrate the point.
Primary Emotion - Basic desires -Product - Consumer sub group
Fear- Healthy, full of energy, strength, vitality, sexual satisfaction. Higher pitch desire will be securing future and family - Health supplement- Wealthy, educated, accomplished professional
Vanity, Ego- Pride of being seen different from other by owning the product, Hassles free experience - Card
Greed - To be millionaire, Knowledge of million dollar secret Financial product - Affluent, people having surplus fund
(4) Product features turn into emotionally appealing primary benefits
Product features are to be translated to emotionally appealing benefits. The prospect thinks that the benefits are essential to satisfy his basic desire and fulfil the primary emotions. Benefits create psychological link between desires and solutions offered. A car has 3000cc strong engine with ABS. To sell the car to Prospect, we should evoke emotional benefits. The prospect should be told that with this car he will look smart, sporty, definitely masculine and attractive and the ABS gives his family perfect safety.
The 3 Sacrosanct Sales Rules I Follow While Writing Sales Copy/ Ad copy.
The First Rule of Selling: Be Gentle, Be Kind. People don't like to be sold.
The Second Rule of Selling: Hit 'Em Where It Hurts.
The Third Rule of Selling: The Rationale - Once the prospect is emotionally sold, he needs to justify his irrational decision with rational reasons.
Work Samples - Headline
This is the headline I wrote for my project work as part of the AWAI course. The product is Vitamin Supplement. It contains all three of the four U's.
"Introducing A Proven Secret Formula Helps You -
Burn Diseases Out Of Your Body.
It's the secret formula that preserves your energy, strength, vitality and health and sexual power."
I think which is proven for Direct Response Marketing can work for any kind of Response/ Lead generation.