Have you ever wished you had a checklist for writing good copy?
[My fellow copywriters are probably gonna hate me for this butttt.....]
For years Madison Avenue ad agents made their money by withholding information
from people like us.
They created an image of being members of an elite group possessing arcane,
inherited talents that few could understand, and even fewer even know
about.
The truth is, it's all smoke and mirrors.
Aside from the "secrets" that copywriters have tested, developed,
and "hidden" from the general public, there is nothing that
makes the copy that's written by a professional copywriter any better
or more powerful than copy written by anyone else-aside from experience.
I should know... I launched my first direct response marketing "business"
and started writing my own copy when I was only 13 years old. I made tons
of mistakes--but always had money in my pockets.
So I'm leveling the playing field... I'm going public and sharing much
of what I've learned in an easy-to-read copywriting checklist.
Am I shooting myself in the foot for posting this info 'free to the public'?
I don't think so.
Here's why...
Do-it-yourselfers will still do it themselves, with or without this list.
But those who hire copywriters to get an objective view, or so they can
save time and dedicate resources to other efforts will continue to hire
copywriters.
Nothing lost.
So, whether you are a do-it-yourselfer or someone who hires copywriters,
I hope this list helps you improve your sales copy. Or at the very least,
helps you to better judge good copy from bad copy.
The checklist contains several of the most important elements that go
into writing persuasive and responsive sales copy.
Obviously the list is not all inclusive. An entire encyclopedia is needed
to explain every aspect of writing good copy.
But the list is complete for most copywriting projects.
Why do I share these tips knowing full well most people will grab this
list without so much as send me an email "thank you"?
Stupidity I guess...
Or maybe I just want to test that "universal giving" theory
the 'new age' people talk so much about (the theory where they say the
more you freely give to others the more the 'universe' will give to you
in return). Or maybe I'm a just hopeless dreamer... or maybe I'm a realist.
Only time will tell.
Anyhow, here's the list that will make you a better copywriter than
any crappy ad agent (forgive any redundancies):
Pre-Approach:
Verify you're using the proper medium before investing tons of money
Create targeted message - communicate to niche/vertical/'ideal' client
Verify if advertising is justified at all. If not, don't advertise
Verify this is a product or service people actually want
Appeal to existing market, not attempt to create a need or new market
Avoid trying to create desires. Use desires they already have!
Test everything: offers, headlines, layout, guarantees, pricing,
etc
Problem/agitate/solve format i.e. define the problem. Why has it
not been solved (use emotions to paint a 'painful' picture). What WIIFM
benefits are available that your reader doesn't know about or has overlooked,
or has been hidden from him? Paint an emotionally attractive 'after'
picture of your reader benefiting from your solution exists? What's
the next step that should be taken to see this 'after' situation made
a reality?
Test different ad sizes and shapes to see which pulls best
Use subheads to break up long messages and keep 'skimmers' interested
Positive language outsells negative language for most industries
Be low key and helpful, not overtly salesy
Use an us-against-them viewpoint
Place border around ads
Place dashes around official looking coupons
Verify your contact information is present (so often forgotten)
Use plain and sincere language
Avoid clever or entertaining message simply for sake of being clever
Seek sales, not applause
Speak one-on-one, not to people as a group
Talk about the prospect and to the prospect
Be service oriented, altruistic
Use curiosity where appropriate
Use emotional not passive voice
Headlines:
Write benefit-oriented headlines
Use "hurt and rescue" headlines
Tell what you are going to do to help get the benefits
If possible, mention your offer in your headline and/or subhead
Structure headlines and offers based on pre-existing needs, desires,
fears, and wants
Expose and relate to specific situations, feelings, problems, beliefs,
fears, desires, etc they are now faced with
Body Copy:
Open message with a short word or phrase or a question to draw target
market in. Not a questions they can mentally say "no" to.
But something they agree with or don't know the answer to.
Relate to specific situations, feelings, problems, beliefs, fears,
desires, etc they are now faced with
Focus on overt benefits, not features
Benefits/WIIFM - appeal to clients wants, needs, values, and interests
Demonstrate how you will accomplish the promised benefits
Paint emotional word pictures: before/after situations, negative
circumstances they are now faced with, reaping benefits
Demonstrate specifically how you have the solution to their problems
Bullet points - innumerate if appropriate
Place logos & company name at end of message, not at top (except
web pages)
Quantify claims, be specific not general
Urgency
USP - explain why your solution is the only realistic solution
Complete sales message in every ad, i.e. mini-sales letter
Use as much copy as needed to tell a complete story
"Hook" in question & statement form [unusual, interesting,
dramatic, humorous]
Create celebrity, personality
Keyed/traced
Professionally designed, not amateurish looking
Assure pictures help sell, not distract or turn off? Verify pictures
outsell print in same space
Be first. Preempt market.
Avoid successive, multi-part ads
Test different messages in different towns. Track which is most effective.
Signature in blue ink on sales letters
Replace unnecessary commas with ellipses or eliminate altogether.
Commas cause people to stop reading.
Remove excessive exclamation points. They look amateurish and turn
people off.
Verifiable track record
Include newsworthy info
Sprinkle your message with info they say 'Gee, I didn't know that'.
Must be info that triggers a desire for your product/service.
Use personable, charismatic approach i.e. identify the writer as
a real live human being, refer to self
Photo of communicator
Reveal an Achilles' Heal: a moment of weakness, a time when things
turned out poorly, a rags-to-riches account, etc
Reveal a damaging omission: a fault in your product or service, a
market you're not appropriate for, a use that is all wrong for your
product or service, etc. (D.O. is not the same as an Achilles' Heal)
Direct response mechanism (800#, specific name literature offer,
ext #, etc )
Human-free method of getting info (fax-back, email, voice msg, etc)
Lead generation marketing/magnet (report, cassette, video, fax, sample,
etc)
Increase frequency of communication, multi-step process
use a 'velvet cord' to draw people closer
Connect different thoughts with 'bucket brigade' words and phrases
Resolve objections
Use a false close to keep people off guard and from predicting your
direction
Sprinkle message with direct calls to action and hints of calls to
action
Close: summarize benefits, guarantees, bonuses, ask for the order
Use a PS (postscript) to offer additional benefit, urgency, bonuses,
incentives
Offers:
Use multiple coupon offers instead of single coupons. Single coupons
are not as effective
Specific irresistible offer (widget)
test 100% free offer
test "puppy dog" free trials
create custom "Widget" that no one else is offering (combine
base product/service with own or complimentary ancillary product or
service). Example, bicycle shop includes free tune-ups
Appeal to pride by offering to customizing product with client's
name
test `send no money' trials or provide product with payment in arrears,
like book clubs
Bonuses:
Offer initial segment of bonus item free. Remaining portions delivered
when client buys "x"
Offer "x" product or service free if client agrees to purchase
"y"
Offer incentives for action
Change your competitor's USP or offer into a free bonus item (For
an example see my bonus offer towards the end of the page at http://www.andrebell.com.
Look for the box that has the words "free marketing action plan." This is my way of devaluing everyone who
is
charging several thousand dollars for a marketing action plan.
Guarantees:
Use prominent official looking guarantee certificate
BTRF guarantee
Extended guarantee
Proof:
Credibility statements (x years in businesses, x served, x countries,
etc)
Use proof statements and credibility statements: studies, testimonials,
independent evidence, articles, etc.
Testimonials or case studies citing specific benefits provided by
your product or service. Use full names if possible. Avoid superlatives
Ok, that's the list. As long as it is, it's just a start to writing good
copy.
If you use the list you will tighten your copy and make your copy more
responsive.
However, don't expect to use it head-to-head against a true copywriting
professional. You'll lose.
This list can't possibly cover hypnotic language patterns, NLP, psychological
triggers, order devices, structuring offers, structuring guarantees, exploiting
inborn human behaviors and a few other persuasive copywriting tidbits.
Still, if you use these 95 elements your copy will be stronger than copy
you can get from Madison Avenue ad guys-even if you paid them the $250,000
per year minimum commitment most of them want.
Oh, whoever said good copywriting is simply writing with common sense
was full of cr@p.
Good sales copy requires following principles proven over and over again
to move people to action. And it requires looking at successful examples
you can emulate to save time from "reinventing the wheel".
If you follow those principles no ad agent can ever snow you with poorly
written ad copy, by keeping information from you.
Andre Bell is an author, copywriter, and marketing advisor. This
copywriting article is a gift to his fellow entrepreneurs. For additional
copywriting resources visit his site at http://www.AndreBell.com/recommended.html
