A Short Primer on How to Write Copy (Part 8: The Call to Action) So now you’re at the end of your sales letter. If you were a salesman making your pitch, this would be the hard part–you’ve got to ask your prospect to open his wallet and pay you. However, you’re writing copy. So, […]
A Short Primer on How to Write Copy (Part 7: The Guarantee) The guarantee is entirely option. It is not a necessary part of a sales letter. That said, it is, however, occasionally useful. The guarantee can act as a final push, spurring an undecided prospect into the action of buying. Whether a guarantee is […]
A Short Primer on How to Write Copy (Part 6: Stating the Price) The mere act of deciding upon a price for your product or service is a beast of a topic. Thus, I plan to avoid it and focus on the actual stating of the price. Once you’ve decided on the price, you’ve got […]
A Short Primer on How to Write Copy (Part 5: Personal Credibility) Once you’ve supplied your readers with adequate proof that your product/serve is beneficial, it’s useful to provide similar proof for you or your company. This is where many businesses err, and it even happens with big companies. I see this all the time, […]
A Short Primer on How to Write Copy (Part 4: Proof of Benefits) Okay, so you’ve got the benefits of your product/service listed in a way that tells the prospect how you can help him. Now what? Well, if your next step is to move your copy into how your prospect can buy the product, […]
A Short Primer on How to Write Copy (Part 3: Stating the Benefits) Pick up any book on copywriting and begin reading. After a while, you’ll realize that the majority of the book is teaching you how to state a product’s benefits in an attractive way. Most materials on copywriting focus on this aspect, because […]
A Short Primer on How to Write Copy (Part 2: Stating the Problem) In the previous post on how to write copy, we looked at the headline. If you’ve written a good enough headline for the reader to continue on, you’re ready to start pushing your wares. But I can’t tell you how many times […]