- Written by Eric Mack
Copy is about the words you use to communicate in your marketing. The words in your marketing carry the message, the meaning, and the ideas.
If you want to master marketing, practice writing, speaking, and making videos of your copy. If customers use particular words when they talk about their pain and desires, when we use those same words it’ll make a huge impact.
Use short words, short sentences, and short paragraphs. Short words are understandable by everyone. Short sentences break ideas into bite-size pieces that keep communication clear. Short paragraphs look and “feel” friendly — they don’t intimidate.
Use long, detailed, persuasive copy that tells your whole story. Even though you’re using short words, sentences and paragraphs, you must use long copy to tell your entire story.
Imagine that you were face-to-face with your customer. What would you need to tell them so they could make an informed decision?
“Speak-write” as if you were sitting with your prospect in-person. Writing marketing copy is an exercise in imagining that you are talking in person.
Use what’s called “speak-write” — so that your words sound friendly and personal. Speak to one person when you write copy!
Does anyone read, listen to, or watch long copy anymore? When someone sees a 30-page sales letter or a 45-minute video, they might ask “will anyone read that?” or “will anyone watch that?”
While attention spans and copy ARE getting shorter, it’s a bad decision to bet against long copy. If you had a problem that was really bothering you, you’d definitely read the solution to that problem, no matter how long.
Speak the language of real customers, not fantasy customers. When you interact with your customers, listen to the way they talk.
If you can, adopt their language, their phrases, and their tone — and adapt it to the copy you use in your marketing. The familiarity will build trust and credibility. Don’t try to talk fancy.
Only talk about things that are directly relevant to your prospect. Don’t use hype, fluff or sensationalism — if you can at all help it.
Keep every part of your message focused on something that’s emotionally relevant and MOTIVATING. Keep the “motivator” in your mind as you write your copy — don’t forget it.
Make an outline of questions, answer them, and transcribe it.
– What benefit will your prospect get from going through your message?
– What are the fears and frustrations your prospect is going through that you solve?
– What results, benefits, and relief will your prospect get?
– How did you discover that the product works?
– How can they know that it will work?
– Who is it for, and who is it not for?
Direct response marketing is about ACTION and it’s about RESPONSE. In order to trigger action and response, you must remove all blocks and impediments.
When creating a marketing offer, design it so that it covers all “mental and emotional bases” — and answer all key questions.
Remove risk to encourage action and even try to reverse it. Customers feel that they are taking a big risk. Spending money feels very dangerous, and no one wants to look or feel stupid because they made a dumb decision. Remove risk as much as possible, even reverse it if you can.
Translate the value of your product and the result it delivers. Humans aren’t very good at comparing and understanding the “real value” of things. Translate the value of your product and the result it delivers — in terms that your customer can understand.
Summarize the key points of your offer all in one place. After you’ve created a powerful marketing message, it’s important to summarize the massive value of your offer all in one place.
This allows your prospect to see and understand everything they’re getting — and to “get it.” Organize this information in bullet form.
Risk Removal & Reversal: removal = 100% money-back guarantee. Reversal = 100% money-back guarantee + keep product.
Give your risk reversal or guarantee a NAME. Describe your risk removal/reversal in as much detail as possible — to make it perfectly clear, and allow it an opportunity to “land.”
Keep adding value, bonuses and other incentives to the offer. The more value you add and create, the more motivation you build in your prospect.
Continue to stack value, bonuses and other incentives to your offer so it becomes so tempting that your customer can’t resist.
Give specific directions and ask for your customer to buy now. Never assume that your customer will know what to do, or how to buy from you.
Give detailed, specific directions — along with a direct request to BUY NOW. “Just click the button below that says ‘add to cart,’ then complete the one page order form and click on the button that says ‘finish my order.'”
Leave nothing to the imagination — make action steps crystal clear. Look at your purchase process, and try to find ways that a customer could misunderstand it (and trust me, they will).
Eliminate anything that’s ambiguous, confusing, and unclear — to the point where a child would understand it instantly.
The elements of your marketing work together to create action. Remember: your marketing document, website, letter, video, etc. is presented to a customer as “one thing.” It’s critical that you design and refine your marketing communications for continuity.
Follow this marketing message formula:
– Headline that promises a benefit.
– Set up problem, challenge or opportunity.
– Story that builds credibility and trust.
– Introduce solution / result in form of your product.
– Build value, add bonuses, frame price.
– Remove risk.
– Summarize offer.
– Direct to action now.