Copywriting Best Kept Secrets E-Book

Jim Stephens

• Herausgeber: RWG Publishing
• Kategorie: Fachliteratur
• Sprache: Englisch
• Veröffentlichungsjahr: 2022

Beschreibung

For those unfamiliar with copywriting, this article will provide an overview of the subject and explain why it is in such great demand today.
 
The field of copywriting is vast and growing at a rapid pace. Copywriting can be defined as the process of presenting a creative message to a consumer. According to the book Copywriting, copywriting is founded on three essential ideas. When writing to a consumer, there must be some level of interaction between the customer and the vendor. You must then ensure that you communicate the benefits to the buyer up to the point of purchase. The third component is accomplishment, and it is on this point that you, as the writer, will concentrate your efforts. When you write copy, you're attempting to elicit a response from consumers. Typically, this impact is for buyers to crave a particular product in order to obtain certain incentives. You'll know if you've met your aims when your copywriting meets specific sales targets. There are several authors in the world, but copywriters have a distinct niche. Copywriters are those who create messages but shape them in such a way that they pique a consumer's attention. With the volume of commercials available today, people will respond only to those that are directly relevant to them. This is why it is more critical than ever to have a clear focus when creating your copy, so that you understand which specific niche within the broader population you are attempting to target.
 
Copywriters will always be in demand, regardless of whether the economy is in recession or expansion. Businesses must always communicate with their customers, and as long as this desire exists, copywriters will be in great demand. If you're interested in working as a copywriter, you'll have a variety of options. You can work for advertising agency, on the Internet, or as a sole proprietor. There are numerous opportunities for you in the three markets mentioned above.
 

Leseprobe

Copywriting Best Kept Secrets: A Training Course for Writing Great Copy

Jim Stephens

Published by RWG Publishing, 2021.

While every precaution has been taken in the preparation of this book, the publisher assumes no responsibility for errors or omissions, or for damages resulting from the use of the information contained herein.

COPYWRITING BEST KEPT SECRETS: A TRAINING COURSE FOR WRITING GREAT COPY

First edition. November 17, 2021.

Copyright © 2021 Jim Stephens.

Written by Jim Stephens.

10 9 8 7 6 5 4 3 2 1

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Table of Contents

Title Page

Copyright Page

Also By Jim Stephens

Eight Simple Steps To Creating Irresistible Email Copy Every Time

Seven Crucial Tips for Copy Review

Case Studies Are A Fantastic Market For Freelance Writers For Six Reasons

5 Must-Ask Questions in a Sales Letter - Everything You Need to Know

Two "Must Know" Copywriting Techniques That Ensure Success!

TEN THINGS TO EXPECT FROM YOUR INTELLECTUAL PROPERTY COPYWRITER

Ten Expectations of Your SEO Copywriter

9 Copywriting Tips

9 Critical Pieces of Information Your Website Copywriter Must Have About Your Business BEFORE They Write a Word...

Eight Strategies to Help You Advance Your Copywriting Skills

A Comprehensive Guide to SEO Content Writing for Beginners

42 Questions to Ask to Ensure the Best Website Writing Results

Before You Write a Single Word, Consider the Following 22 Questions

Ten Pieces of Advice for Aspiring Freelance Copywriters

Ten Expectations for Your Website Copywriter

As a Career, Copywriting

Copyright Procedures Made Simple

Simple Makeovers for Copies

Choosing an Outstanding Copywriter

Secrets of Business-to-Business Copywriting

Checklist for Basic Web Copywriting

Advertisement Copy Sparklers - 10 Ways to Pique Your Customers' Interest

A Beginner's Guide to Developing into an Effective Content Writer

A Freelance Copywriter's Day in the Life

A Dr. Seuss Copywriting Lesson

Copywriting Techniques

Lyrics Copywriting

Copywriting Positions

Demand for Copywriting

Assignments in Copywriting

Tutorials & Lessons in Copywriting

Copywriting Instruction

Copywriting Techniques

Copywriting Suggestions and Techniques

Rates for Copywriting

Writing Copy For An Online Audience

Copywriting Fundamentals - Respond to the Questions You'd Like Answered

Copywriting 101: How to Motivate Your Customers

Copywriting

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Also By Jim Stephens

About the Publisher

Eight Simple Steps To Creating Irresistible Email Copy Every Time

=> STEP ONE - WHO DO YOU BELIEVE YOU ARE CONVERSING WITH?

Prior to sitting down to compose your email sales letter, you must first ascertain who your audience is. This is a critical component of achieving success with email marketing.

Consider the following:

- What are the desires of your prospects/customers?

- What is the greatest source of frustration for your prospects/customers?

- Is there anyone else marketing a product similar to yours?

- What reason do you have for your prospects/customers to believe you?

- Why should prospects/customers choose you over another vendor?

- How will your target market respond to your appeals?

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=> STEP #2 - YOUR OBJECT IS A GREAT SUBJECT

Before an email may yield results, it must be opened by recipients. However, what can you do to pique their interest and crank up their curiosity "motor"?

The SUBJECT LINE is critical.

There are four distinct sorts of email formulae that you can use to help you create your message. Each has a unique PSYCHOLOGICAL APPEAL that has a magical effect on customers. The following are some examples:

- State a compelling benefit - "Empowerment Fulfills Your Leads Need"

- Inspire curiosity - "Empowerment Has Uncovered Success's Secrets"

- Include a news angle in your subject line. - "Empowerism Launches RSVP For Those Interested in Quickly Doubling Their Money!"

- Provide Immediate Gratification - "With Empowerism RSVP, you can begin spinning the money wheels before the sun sets tonight."

This is a critical "homework assignment": Make a list of at least 25 SUBJECT LINES before deciding on one to use. Choose the two that perform the best and pit them against one another in your marketing campaign. (Reserve the "losers" for future use or sprucing up.)

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=> STEP #3 - WHAT DO THEY GET?

Sit down and jot down every possible advantage your product has. Are you unfamiliar with the distinction between features and benefits? The term "features" refers to the physical characteristics of the product; "benefits" refers to the outcomes of using the product. Features appeal to logic...logic justifies emotion...emotion is the driving force for sales (see below).

As a general guideline, benefits should be as follows: Consider the following: "How may my product or service benefit my customer?" Then begin writing your message by informing your recipient WHAT THEY CAN EXPECT. Inform them of how much better their lives will be when they purchase from you. Inform them of how much better they will feel as a result. Inform them of the increased respect they will receive from their peers.

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=> STEP #4 - AN EMOTIONAL CALL TO ACTION

When promoting anything to anyone, it's important to keep in mind that purchasing decisions are initially motivated by emotion and then rationalized. Prior to writing a single word, understand the emotional triggers you need to activate in order to "jumpstart" your prospect.

Are you selling dietary supplements? Choose the "fear of illness" button with "A Natural Way to Preserve Your Vision." Are you interested in selling political bumper stickers? "Let the President Know What You Think of His Policies" will activate the "rage" button. Curiosity, greed, ego, vanity, hope, and/or fear of scarcity or security are additional buttons.

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=> STEP #5 - A TRUSTED NAME

To persuade potential customers to purchase your product or service, you must convince them that your offer is credible and that you (or your product) will deliver on your promises.

How do you accomplish this? Here are three strategies to establish credibility with your sales letter's readers:

- Collect testimonials.

- Include endorsement letters from industry leaders - Be authentic and believable in your offer and promises.

––––––––

=> STEP #6 - SATISFACTION GUARANTEE

Attempting to sell without providing some form of assurance is a losing proposition nowadays. You must have one. Additionally, the more robust your guarantee, the more effective your answer will be. And, believe it or not, while the majority of people will decline a refund, they will trust your offer because you stand behind it.

You can provide a 24-hour, 30-day, 60-day, 90-day, or even a year-long subscription. Additionally, here's an intriguing fact: the longer the time period, the lower the returns! Because it is human nature to delay, the longer time someone believes they have to obtain a refund, the more likely they are to put it off or forget about it entirely.

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=> STEP #7 - REMEMBER TO ASK

This occurs frequently. Someone gives an excellent sales presentation and then fails to complete the business because the order was not clearly requested or the process was complicated rather than straightforward.

- From the Research Department: Statistics indicate that it takes at least three requests for an order to close a significant deal. (Some studies have the figure at seven!)

If possible, provide multiple ordering options for your prospects — people crave variety. It communicates to them, "You're speaking directly to me and addressing my specific needs." If you offer only one method of ordering, make it abundantly obvious how AND how simple it is. Give a detailed description of it and request an order. Then re-ask.

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=> STEP #8 - IT IS IN THE EYES

It's a well-known fact that large blocks of material intimidate readers and frequently send them fleeing for the hills or the Delete button.

What is the solution? Paragraphs should be divided into two to four sentences. Throughout the email letter, include various subheadings. Additionally, utilize asterisks, dashes, and ellipses (...) to add rhythm to your copy. Bullet points are fantastic attention grabbers; use them often.

Seven Crucial Tips for Copy Review

Nothing accelerates the transformation of strong copy into a 97-pound weakling like a faulty review process. As a result, marketing efforts are significantly harmed, resulting in fewer sales.

How can you avert this marketing disaster?

By implementing an intelligent and consistent evaluation procedure that safeguards the selling power of your marketing messages. The following are seven critical points to remember while reviewing and approving copy.

1. Reread the copy from the standpoint of the customer.

On the first pass, read the copy (in its entirety) without holding a red pen or donning an editing hat. That is how it will be interpreted by your customers or audience. What are your thoughts now? Is the concept viable? Did the headline pique your interest? How would you characterize the tone? Does the copy make sense? If you begin by changing the first line or obsessing over the specifics, you will be doing a disservice to your clients or customers.

2. Avoid obsessing over grammar and usage.

If you believe the copywriter violated a writing guideline, there was almost always an excellent reason. Copywriters are in-print salespeople, thus any liberties with the English language are for impact. Additionally, keep in mind that copywriters (and proofreaders) evaluate and correct the copy before it is presented to you. For instance, I examine spelling, punctuation, style, and trademark usage while editing any piece of material I produce.

3. Avoid committee copying.

There is an old joke that states that the best way to kill an idea or initiative is to form a committee. Copying by committee is no exception. Contradictory and erroneous comments place the copywriter and creative team in the unenviable position of attempting to please everyone but the most important audience segment. One way around this is to distribute informational copies to those who request them. They have the ability to make comments without being involved in the formal approval procedure.

4. Reduce the number of rounds.

Provide detailed feedback on the first round, sending the copywriter all your thoughts, recommendations, and adjustments. Thus, the copywriter may take into account everything when rewriting the copy, and you can shorten the review cycle. When copy is formed in three or fewer rounds, it is often stronger.

5. Include detailed comments.

When you include precise remarks, your odds of completing the revision significantly rise. For instance, rather than saying, "This is not strong enough," state, "The tone should be more authoritative" or "These are additional benefits that the content should include." Oftentimes, writing down your comments enables you to be more specific than if you simply deliver them orally.

6. Rewrite the copy with the assistance of the copywriter.