Copywriting

16. Stress the newness of the claim:

"ANNOUNCING! GUIDED MISSILE SPARK PLUGS!" "NOW! CHROME PLATE WITHOUT HEAT, ELECTRICITY, MACHINERY!"

15. Before-and-after the claim:

"BEFORE COLDENE A CHILD GOT OVER A COLD AFTER 5 DAYS OF ACHING, SNEEZING, WHEEZING, DRIPPING, SUFFERING, COUGHING, CRYING, GAGGING, SPITTING." "WITH COLDENE A CHILD GETS OVER A COLD IN FIVE DAYS!"

14. Tie authority into the claim:

"BOSS MECHANIC SHOWS HOW TO AVOID ENGINE REPAIR BILLS!" "HERE'S WHAT DOCTORS DO WHEN THEY FEEL ROTTEN!"

28. Warn the reader about possible pitfalls if he doesn't use the product:

"DON'T INVEST ONE CENT OF YOUR HARDEARNED MONEY UNTIL YOU CHECK THIS GUIDE!"

2. Measure the speed of the claim:

"FEEL BETTER FAST!" TWO SECONDS, BAYER ASPIRIN BEGINS TO DISSOLVE IN YOUR GLASS!'"

22. Connect the mechanism to the claim in the headline:

"FLOATS FAT RIGHT OUT OF YOUR BODY!" "FEEDS WASTE GAS FUMES BACK INTO YOUR ENGINE!"

7. Dramatize the claim, or its result:

"HERE'S AN EXTRA 850, GRACE—I'M MAKING BIG MONEY NOW!" "THEY LAUGHED WHEN I SAT DOWN AT THE PIANO—BUT WHEN I STARTED TO PLAY . . .

13. Offer information about how to accomplish the claim:

"HOW TO WIN FRIENDS AND INFLUENCE PEOPLE!" "HERE'S WHAT TO DO TO GET RID OF PIMPLES FAST!"

6. Demonstrate the claim bv showing a prime example:

"JAKE LAMOTTA, 160 POUND FIGHTER, FAILS TO FLATTEN MONO PAPER CUP!" "AT 60 MILES AN HOUR, THE LOUDEST NOISE IN THIS ROLLS ROYCE IS THE ELECTRIC CLOCK!"

4. Metaphorize the claim

"MELTS AWAY UGLY FAT!"

10. Associate the claim with values or people with whom the prospect wishes to be identified:

"MICKEY MANTLE SAYS: CAMELS NEVER BOTHER MY THROAT!" "9 OUT OF 10 DECORATORS USE WUNDAWEAVE CARPETS FOR LONG LIFE AT LOW COST!"

11. Show how much work, in detail, the claim does:

"NOW! RELIEF FROM ALL 5 ACID-CAUSED STOMACH TROUBLES—IK SECONDS!" "RELIEVES CONGESTION IN ALL 7 NASAL PASSAGES INSTANTLY!"

17. Stress the exclusivity of the claim:

"OURS ALONE! PERSIAN LAMB ORIGINALS— $389.40!" "ONLY GLEEM HAS GL-70 TO KEEP TEETH CLEAN ALL DAY LONG WITH ONE BRUSHING!"

9. Remove limitations from the claim:

"SHRINKS HEMORRHOIDS WITHOUT SURGERY!" "YOU BREATHE NO DUSTY ODORS WHEN YOU DO IT WITH LEWYT!"

3. Compare the claim

"SIX TIMES WHITER WASHES!" " COSTS UP TO $300 LESS THAN MANY MODELS OF THE LOW-PRICED THREE!"

5. Sensitize the claim bv making the prospect feel, smell, touch, see or hear it

"TASTES LIKE YOU JUST PICKED IT!" " THE SKIN YOU LOVE TO TOUCH!"

24. Connect the need and the claim in the headline:

"THERE IS ONLY ONE SOLUTION TO AN ADVERTISING PROBLEM: FIND THE MAN!"

27. Give a name to the problem or need:

"WHEN YOU'RE WEARY WITH DAY-TIME FATIGUE, TAKE ALKA-SELTZER."

12. State the claim as a question:

"WHO ELSE WANTS A WHITER WASH—WITH NO HARD WORK?" "COULD YOU USE $25 A WEEK EXTRA INCOME?

25. Offer information in the ad itself:

"WHY MEN CRACK . . ." "WHAT EVERYBODY OUGHT TO KNOW ABOUT THIS STOCK AND BOND BUSINESS!"

Here are sample headlines presenting solutions to all seven of the problems of this state of awareness:

(a) To reinforce your prospect's desire for your product— bv using: ASSOCIATION: "Steinway—The Instrument of the Immortals." "Jov—The Costliest Perfume in the World." SENSORY SHARPEN I\0 : "Tastes like you just picked it—Dole." "The skin YOU love to touch—Woodbury". ILLUSTRATION: (Anyone of the thousands of superb pictorial ads in the food, fashion, cosmetic, jewelry and similar industries. Perhaps best summed up by Life Saver's classic headline. "Please don't lick this page.") (b) To sharpen your prospect's image of the way your product satisfies that desire (Much like the sensory shaipening illustrated above; but concentrating here on the physical product itself, or on the mechanism bv which it works): "At 60 miles an hour, the loudest noise in a Rolls Royee is the electric clock." "The amazing story of a Zippo that worked after being taken from the bellv of a fish." (c) To extend his image of where and when your product satisfies that desire: "Anywhere you go. Hertz is always nearby" "Thirst knows no season"—in a winter ad, at a time when cold drinks were only consumed during the summer—"Coca Cola." (d) To introduce new proof, details, documentation of how your product satisfies that desire: "9 out of 10 screen stars use Lux Toilet Soap for their priceless smooth skins." "Jake La Motta, 160-lb fighter, fails to flatten Mono paper cup." "In Boston, the #1 tea-drinking citv, the #1 tea is Salada." (e) To announce a new mechanism in that product to enable it to satisfy that desire even better: "Hoovers new invention washes floors and vacuums up the scrub water." "Worlds only dog food that makes its own gravy— Gaines Graw Train." (f) To announce a new mechanism in a product that eliminates former limitations: "You breathe no dustv odors when YOU do it with Lewvt." "A new Zenith hearing aid—inconspicuous beyond belief." (g) Or to completely change the image or the mechanism of the product, in order to remove it from the competition of other products claiming to satisfy the same desire. Here we are dealing with the State of Sophistication of our market—the amount of exposure they have already had to similar products. Every product during its life history encounters this problem. All of Chapter 3 will be devoted to some of the approaches to its solution.

3 Stages of Copy

1. Choose the most powerful desire that can possibly be applied to your product. 2. Acknowledge that desire—reinforce it—and/or offer the means to satisfy it—in a single statement in the headline of your ad. 3. And then you take the series of performances that are built into your product— what your product does— and you show your prospect how these product performances inevitably satisfy that desire

1. Measure the size of the claim

20,000 FILTER TRAPS IN VICEROY!" "I AM 61 POUNDS LIGHTER . . ." 'WHO EVER HEARD OF 17,000 BLOOMS FROM A SINGLE PLANT?"

Who is your competition? (essential copy question)

4 types of competition other brands: offer similar products. Need to figure out where your product has a competitive advantage and where it doesn't. other options: different type of product that offers same solution your own brands: like different versions of ipad. DIY.

Lead capture page

A lead capture page offers something valuable for free (webinar, video) in exchange for the visitors contact information. You offer one of these pages if your product or service has a longer sales cycle, or you want to build a relationship first.

Lead magnet

A lead magnet is something of value you offer your website visitors in exchange for their contact details. You get the lead, they get the offer, but only if your landing page is effective. Once you type in your name and email address into the landing page to receive the offer, you have entered the sales funnel. This is a series of stages that a prospect takes from initial contact all the way to the purchase.

sales letter

A sales letter is a piece of direct mail which is designed to persuade the reader to purchase a particular product or service in the absence of a salesperson.

4 LP Headline Formulas

Action Headline: "Copywriting that turns your website visitors into customers" Number Headline: "Create your landing page in just 3 minutes" Question Headline" Looking for an Accountant who cares about more than just the numbers?" What you do and who you help: "Professional Audit Review and tax service for small to medium non profits"

Flagging

Add a "who this was for" word onto the beginning Before: Blisters gone in 5 days. After: Waitresses on your feet for hours: blisters gone in 5 days.

Body copy tips

Aim your messages at your prospect, say everything from the prospects POV. Begin copy with you, not we. Never start your body copy by repeating what your prospect already knows from the headline and visual. Start with your next point, bang them on the head with some value proposition. Always promise readers a benefit, give them a reason to continue reading. Stick with your main selling proposition Tell your prospect something they didn't know so you can help them make an informed decision.

The von restorff effect (passive and active colors)

An item that stands out like a sore thumb is what gets remembered. Its key to pick one action color that your call to action is and don't use that color anywhere else. Also don't Make your passive color too wild, like pink/orange/neon.

Awareness Scale (5. How to Open Up a Completely Unaware Market)

And finally—the most difficult. The prospect is either not aware of his desire or his need—or he won't honestly admit it to himself without being lead into it by your ad—or the need is so general and amorphous that it resists being summed up in a single headline—or it's a secret that just can't be verbalized. This is the outer reach of the awareness scale. These are the people who are still the logical prospects for your product; and vet, in their own minds, they are hundreds of miles away from accepting that product. It is your job to bridge that gap. 1. Price means nothing to a person who does not know your product, or want your product. Therefore, eliminate all mention of price, or price reduction, in your headline or prime display type. 2. The name of your product means nothing to a person who has never seen it before, and may actually damage your ad if you have had a bad model the year before, or if it is now associated with the antiquated, the unfashionable, or the unpleasant. Therefore, keep your product out of the headline, and be extremely wary about breaking the mood or disguise of your ad with a prominent logo. 3. And this is the hardest fact of all to accept. At this stage of your market, a direct statement of what your product does, what desire it satisfies, or what problem it solves, simply will not work. Your product either has not reached that direct stage, or has passed beyond it. And you cannot simply shift from one desire to another. You are not faced here with a problem of sophistication, but one of complete indifference, or unacceptability. Therefore, the performance of your product, and the desire it satisfies, can only be brought in later. You cannot mention them in your headline. So vou cannot mention price, product, function or desire. What do vou have left? Your market, of course! What you are doing essentially in this fifth stage is calling your market together in the headline of your ad. You are writing an identification headline. You are selling nothing, promising nothing, satisfying nothing. Instead, you are echoing an emotion, an attitude, a satisfaction that picks people out from the crowd and binds them together in a single statement. In this type of headline, you are telling them what they are. You are defining them for themselves. You are giving them the information they need and want, about a problem still so vague that you are the first to put it into words. The only function of this headline is to get the prospect to read the next paragraph.

utilizing identification

And how do you utilize this longing for identification when you write your copy? In two ways: First, bv turning your product into an instrument for achieving these roles. And second, by turning that product into an acknowledgement that these roles have already been achieved. Every product you work on should offer vour prospect two separate and distinct reasons for buying it. First, it should offer him the fulfillment of a physical want or need. This is the satisfaction your product gives him. And second, it should offer him a particular method of fulfilling that need, that defines him to the outside world as a particular kind of human being. This is the role your product offers to vour prospect. It is the non-functional, super-functional value of that product. And it is built into that product—not bv engineering—but by merchandising alone.

Intensification

At the end of vour ad as well as at its beginning—Intensification—building desire by presenting continually new images of its satisfaction through your product. The first of the Processes of Persuasion And the problem of Intensification shifts from building desire throughout the advertisement to building desire throughout the series. And an entirely new problem of balance emerges—that of keeping continuity throughout the series, hy maintaining the dominant image sharp enough and identifiable enough to utilize the desire generated hy past advertisements, and at the same time varying that image sufficiently to induce the prospect to read it again, and therefore reinforce and sharpen that desire. Assuming that you have found your dominant image, vour creative problem now becomes two-fold. First, to compress that image into a single statement or picture, so powerful that it will sell the product the very first time it is used, and so true to the heart of your market that it will continue to sell that product, even when it is used over and over again. This leads us to your second creative problem. To present a series of variations or perspectives of that central image—each emerging from your dominant idea, but each so different from the rest that they impel your prospect to read through them, and so fresh that they make that dominant idea seem new again.

headline writing tips

Attract prospects with your headline. If you're targeting teens, maybe put teens in your headline. Don't exclude people, be careful when you're targeting. If the market is pretty much both genders, no need to skew to one. Appeal to your readers self interest. Replace the brand with the buyer. Name your product in the headline. Include your selling promise in your headline. This is just your product's greatest benefit, might wanna put it in your header. Make the headline complement an intriguing visual. Avoid award winning cleverness in your headlines. Something clever may be goat to you, but nobody gives a ****, the goal is to optimize your clients profits by selling products. Avoid the word "if" in your headlines. Be declarative, avoid conditional phrases like if you buy this you will save money. Or other words like can, might, could. You can enjoy 2 weeks at this hotel. Conditional phrases drain the power from your headline. Speak as though the prospect is already benefiting from the product. Enjoy 2 weeks at this hotel. Say things in the present tense. Instead of, I saved 1000 dollars with my midland mortgage... say I'm saving Make your headline tell one part of the story, and your visual another part. Don't rely on the body copy. Like an Apple ad with a headline "rock star", and a picture of an iphone screen with garage band.

soft vs hard offers

Because you don't usually know what stage of the buying cycle a prospect is at, your copy should try to hook them at every stage. The best way to generate a response is to give them more than one offer. The hard offer asks for the order, use these when you want to generate immediate sales. The soft offer asks for the prospect to raise their hands in the form of interest. Examples would be download a free copy of a special industry report. Use soft offers when you want to generate leads.

What do you want your prospect to do? (essential copy question)

Before you start writing, you need to understand the goal of your copy. Best way to do this is to talk to your client. You need to find out what action you want the reader to take. Your copy needs a call to action and a response method. The call to action tells prospect what to do and the response method tells you how to do it (call number, complete form, write email, etc)

photo caption rules

Caption every image Make captions describe something the reader can't see in the image. If you just have a picture of a guy in a golf shirt, dont caption it "guy in golf shirt". Try to communicate a benefit the reader cant see like "never a hole in one, our shirt has teflon fabrics that are great for holes" (but make the last part better). A goat caption from apple as per: Redesigned from the swipe up, multitasking with the ipad pro is easier than ever with Slideover.

Using Physical part of product (By assuring your prospect that that performance will continue throughout the years.)

Ceramic mufflers mean no repair bills for the life of your car

Mass Desire

Copy cannot create desire for a product. It can only take the hopes, dreams, fears and desires that already exist in the hearts of millions of people, and focus those already existing desires onto a particular product. We can define this Mass Desire quite simply. It is the public spread of a private want. Mass Instinct. The desire of women to be attractive, or men to be virile, or men and women both to keep their health. In this case, the instinct never fades—the desire never changes. The copy writer's problem here is not to pick out the trend—it is there for everyone to see. His job is to distinguish his product from the others that were there before it—to create a fresh appeal— to build a stronger believability—to shift desire from the fulfillment offered by one product to that offered bv another. How this is done, we shall see in a moment. A mass technological problem. Bad television reception, or corroding automobile mufflers, or the time it takes for aspirin to bring relief. Until the problem is finally solved, the customers will buy and try—buy and try again. And here the copy writer has the same problem—to offer the same claim of relief as his competitors, but offer it in a new way.

Direct response copy `

Direct response copy includes direct mail and direct response tv ads. Firms can track these responses via mechanisms like reply coupons and designated toll free phone numbers. These writers need to know how to interpret results and how to test messages.

Discounts

Discounts are effective offer, it tends to increase response rate: Cash discount ($ amount or % amount). Not as popular as a free gift. Introductory discount: let your prospect try the product for a limited time at low rate. It's good sample but you need to hook them or it's pointless Early bird discount: motivates people to stock up on an item in anticipation of heavy demand, but only works if deadline is close enough to generate a sense of urgency, but is far enough away that you dont lose money by pricing too far below your regular discount Quantity discount: save 35% our regular retail price if you buy over 100 units. Good for moving inventory but only works if you are selling at volume.

Landing page headline (triggers and front loaded)

Does my opening statement beg for attention and cater to the dominant motives and emotion of my market. Tap into curiosity, fear, pain, convenience, laziness, greed, assurance, anger. The worst approach is to bury the most valuable phrase in the middle. "Get PAID to take online surveys"

understanding your reader

Don't try to impress people with million dollar words and fancy punctuation. Always think about the reader You have to understand your reader. Think about how you would approach them in a conversation. Write with a specific person in mind. Don't write for a demographic, real readers won't recognize themselves in a collection of demographic traits.

How to improve readability

Entertain Match tone to reader Avoid jargon 24/7. Use plain english to make your point Make sentences short. Use the short word over the long word. Pitch to the right iq level Don't be afraid to break grammar rules. Apple slogan was Think Different, should've been think differently

3 deminsions of mass desire

Every mass desire has three vital dimensions. The first is urgency, intensity, degree of demand to be satisfied. For example, constant arthritic pains compared to a minor headache. The second dimension is staving power, degree of repetition, the inability to become satiated. For example, raw hunger compared to a craving for gourmet foods. And the third dimension is scope—the number of people who share this desire. Every product appeals to two, three or four of these mass desires. But only one can predominate; onlv one can reach out through your headline to your customer. Only one is the key that unlocks the maximum economic power at the particular time your advertisement is published. Your choice among these alternate desires is the most important step you will take in writing your ad. If it is wrong, nothing else that you do in the ad will matter

3 ways to increase conversion rate

Explainer video and animation= powerful way to engage and inform the audience. Need to grab attention within 3 seconds, state the problem, introduce the solution and explain why its better, mention key benefits, explain how it works, and make a quick call to action. Exit intent popup: when they are bringing their mouse to the top to exit page, a pop up appears that offers a discount or something of that nature. Countdown Timer: "Last change to get early bird tickets". Only use when their is actual scarcity.

How do you package a lead magnet to look more attractive to your leads?

Familiarize yourself with lead magnet as much as you can. You do this by reading it or getting an overview from the person who created it. Link up the features of the lead magnet with the audience's desires and pain points.

Landing page (need features/benefits)

Features= what the product has. "This accounting software has a reporting feature." Advantages: What these features do. "Reporting provides real-time, on demand, updated mission-critical information to key personnel" Motives: What motives the features satisfy. "Cost savings, greater control, better decisions, etc. Benefits: What the features mean: "with this powerful reporting feature, managers are able to keep their finger on their firms financial pulse at all times, thereby reducing costs by as much as 50%, maintaining greater control over expenditures, increasing output 10x 20x, etc. Features and Benefits should be on seperate parts of the page. People buy on emotion and justify with logic. Benefits appeal to people's emotional side of their brain. Features are what they justify with logic. A feature of the first ipod was it had 4 GB of storage. They turned this mundane feature into an iconic benefit: Ipod: 1000 songs in your pocket. Focus on the most irresistible benefits, the juiciest one. Try to get like 6-8

Attention, Interest, Desire, Action (copy framework)

First thing you want to do is get their attention, then have to make them interested into what you have to offer, then tap into desires by getting them to picture themselves benefitting from your offer, lastly you need to tell them what you want them to do (most important one)

Headline formula 1 (LM)

Get the (unusual adjective) benefit/power of (your products purpose) without (pain point). "Imagine getting the life transforming power of learning to network with rich and powerful people without feeling desperate, awkward, or salesy." "The astonishing power of eye tracking technology.. Without the high cost"

Google text ads

Google text ads are the ones that appear at the top and the bottom of google search results. These are difficult because you got your competitors next to you, you are limited by a character down (30 characters for 2 sections, separated by a hyphen. Ex: Custom Kitchen Countertops- Granite, Marble, Quartz & more. You should include your keywords in your headline. These are the words that the prospect will type into google. You should put your key words at the front of your headline. You should also include a benefit. Ex: Kitchen countertops: one day installations. Or. Kitchen countertops: Give your home a fresh new look. The first one is a benefit of fast service, the second one is also a benefit, but not as good because it isn't unique with respect to the rest of the competition. Don't put your website address in your headline. This is redundant, the address appears in the ad and you can just click on the ad. Also don't waste your character count. Lastly, don't put your firm name or brand name in your headline unless that is what they are searching for.

great lead magnet landing page

Have to hook your reader, make it compelling. Your body copy also needs to excite, don't waste words! Narrow your focus, niche down the lead magnet itself. You need a magnet that is specific, that is offered to a specific set of people. A good one is Want to learn how to get 5000 subs for free? This offers a specific benefit to a specific audience (poor people). Speak their language. What are their interests, what outcomes are they trying to avoid? You need to write in terms they are familiar with Make offer irresistible. You need to create a sense of "I have to have this right now" in your reader. You gotta highlight benefits, add a call to action, add social proof or testimonials if they are short

How can the product serve the prospect

Here again, your product can serve your prospect in three distinct ways—beyond its physical satisfactions—in this constant search for self-definition. First, it can help him achieve mastery of his chosen character roles—such as a book on philosophy, if he wishes to be thought of as well-read. Second, it can help simplify condense or speed up this mastery—such as a Speed-Reading Course. And third, and most important, it can serve as a symbol of that mastery to invoke the acknowledgement or admiration of his friends—such as a shelf to house both books.

Awareness Scale (2. The Customer Knows of the Product But Doesn't Yet Want It)

Here, your prospect isn't completely aware of all your product does, or isn't convinced of how well it does it, or hasn't yet been told how much better it does it now. the approach is the same. You display the name of the product—either in the headline or in an equally large logo—and use the remainder of the headline to point out its superioritv. The body of the ad is then an elaboration of that superiority—including visualization, documentation, mechanization. When you have finished weaving in everv strand of vour product's superiority , your ad is done.

creating visual hiearchy

How do you create visual hierarchy: Size, Color, Contrast, Alignment. It's an art to create a sequence in a landing page. Apple is brilliant at this. 1st they want you to look at the Ipad mini header in big font towards the top, then the picture of the ipad in someone's hand, then under the big font headline they have video tutorials , then at the bottom they have links to other products (sub header). They contrast the font color in the sub language under the headers.

How to Build New Images Into Your Product

How to Build New Images Into Your Product This is a single process, but it is made up of two steps. First, as mentioned above, a change in the intensity of your primaryimage—in this case, subordinating it even though you retain it. And second, using it as a logical link to bring in any number of more favorable images. One of the most striking examples is the Chesterfield ad of 1926—"Blow Some My Wax"—fully examined in Chapter 3. Here is pure identification advertising—dealing with an unfavorable image of two generations' standing—that cigarettes are a "man's product." Although the objective of the campaign was to make smoking, and smoking situations, more acceptable to women, it would have been impossible to do this bv picturing the woman alone. The idea that women would practice this Masculine act in private, or with each other, was inadmissible. Therefore the man must be retained. The accepted image must be acknowledged. But he undergoes two vital transformations. First, he is subdued. His figure is darkened, almost blended into invisibility with the background. And his position in the picture—his posture— the arrangement of his hands and face as the light plavs over them—all direct the attention of the viewer past the man himself and into the focal point of the picture, the woman sitting beside him. Thus he becomes a mere suggestion of man, leading the viewer into a far more appealing overall image—that of a handsome young couple, alone together on a moonlit beach, heightened emotionally with the carefully-blended-in suggestions of escape, intimacy, and a sense of shared daring. Because the primary image is there—because the smoking is done by the man—the viewer, even a well-brought up woman of the 1920s, accepts the situation. But this acceptance, once established, goes far beyond that primary image. This feminine viewer is also willing to accept the romance of the overall scene— including its emotional undertones of escape from the conventional rules and boundaries, and its feelings of relaxation and liberty. She is now willing to project herself into this scene. This, then, is the process of identification—of building prestige for your product. To weave favorable social and character images into the personality of your product, in order to reinforce and even dominate those primary images that your product already has.

time limited offer

If you're making a time limited offer, give a reason. Plan the date carefully. Too soon and they miss it, too long and they procrastinate and they miss. This method is very effective though, and is almost always better than an offer with no deadline.

2 products

In reality, every product you are given to sell is actually two products. One of them is the physical product—the steel, glass, paper or tobacco that the manufacturer has shaped into a particular pattern, of which he is justly proud. The other is the functional product—the product in action—the series of benefits that your product performs for your consumer, and on the basis of which he buys your product. The physical product does not sell. People do not buy the steel in a car, the glass in a vase, the tobacco in a cigarette, or the paper in a book. The physical part of your product is of value only because it enables your product to do things for people. The important part of your product is what it does.

Why should they buy it? (essential copy question)

It helps to list out rational and emotional reasons why someone should buy your product, then list them out in order of importance.

Feel, Felt, Found (copy framework)

It's basically " I know how you feel, i felt the same way, here's what i found" This is seen a lot in sales. Look at your problem and say i know how you feel because of this (even more convincing when you are involved in that market).

4 Steps before sending in lead magnet page

Make sure its the right length. Landing pages for lead magnets run all sorts of lengths. More than often they are short. If you need to cut, look at your work and take out the most powerful benefits. Gotta cut filler. Cut out repetition, never say the same things twice. Organize your content. Every sentence needs to be fascinating. This is the stage where you want to experiment with different sentences and headlines. Save all of your drafts and come back to it. Cater for A/B testing. Make a couple of landing page variants.

Who are we selling too? (essential copy question)

Need to know everything about your prospect, not only ask who needs the product, but who can afford it. Look at demographics, Psychographics (describes why people are what they are. These are like beliefs, values, fears, motivations), transactional methods (when they buy, how much they buy, where they buy, and how they pay). You can't sell something to someone who doesnt need it, doesnt want it, can't afford it, or doesn't want to buy it right now.

2 types of products (with respect to identification)

Not every product needs this technique, of course. Speaking in terms of identification potential, there are two kinds of products. One is the product with built-in prestige—the sports car, the swimming pool, the diamond bracelet. These rare and expensive products already embody the identification appeals most Americans want. They actually symbolize these appeals success, achievement, adventure, self-indulgence, exclusivity—so unquestionably that they can be used to weld these same values onto other products. But these other products—by far the overwhelming majority of the products you will be given to work with—have no such built-in prestige. It is up to you to create their prestige for them. And you must do this by building on the characteristics they already possess—by using these accepted characteristics as a bridge—between the product. . . the image it already has . . . and the prestige-filled image that you want to wind up \vith.

Landing page (need Risk Reversal)

Offer a guarantee, to let the customer know the risk is on you, not them. Total monetary risk reversal: money back guarantee. Free returns, free shipping 365 days a year. The crazier the guarantee the better. Better then total risk reversal: Double your money back guarantee Emotional risk reversal: turbo tax: 100% accurate information, guaranteed. Let them know how much time and effort it takes to get started. "Take 3 minutes and set up your books"

Triad and Rule of Three (Framework Principles)

People understand things in threes a lot better, it's the smallest number that is considered a pattern. Think 3 little pigs, 3 wise men, 3 act structures. In marketing it's like just do it, im lovin it, finger lickin good, etc. An example of using it in copy would be to say (selling the course) "This course will help you learn how to write a headline, a killer call to action, and an objection to destroying risk reversal." In the WSJ sales Letter.. "Both had been better than average students, both were personable and both- as young college graduates are-were filled with ambitious dreams for the future".

Landing page (need social proof)

Reverse Testimonial: they usually start off with praise and then continue to even more praise. Reverse starts with skepticism and then goes into what their expectations were wrong. Dope Testimonial== specific end result or customer benefit + specific period of time + accompanied feeling + the person name with their stats. "I'Ve saved 200 per month alone in file folder savings. IT took 3 days to get implemented, and I recruited my first agent in the first month as a result. I can now be home with my baby son and review files. The freedom is incredible" Use these testimonials everywhere. When using testimonials, use a smiling professional photo that shows their face, include their full name and where they are from. What you really want to show in the testimonial copy is "I was lost, now I am found". It's just before and after. Questions to ask for testimonial: why did you decide to use the product, what are some of the benefits, who else do you think would benefit, etc. Can I trust you? Do you understand my need? Will your product or service meet my needs? Testimonials are good at hitting these marks, they will either recommend (explicit endorsement), proves, or pays tribute. Using testimonials. 1) Don't write testimonials for others. You can't reproduce authenticity. 2) Attribute testimonials fully. 3) Match testimonials with target audience. 4) Always get permission. 5) Turn compliments into testimonials (you don't have to solicit things if someone has already written it in a comment).

Where are you selling (essential copy question)

Scope of your copy largely depends on what channel your copy is intended for (billboard, brochure, online, etc.). Need to know the mechanics of your job= what you are being asked to deliver (instructions and guidelines from your client) Need to know where in the sales cycle your prospect is before writing your copy.

3 types of effective headlines

Self interest (best): making sure that in the headline there is something that involves the reader that has an impact on what the reader wants . News (2nd best): People still want new shit. Curiosity (3rd best): It's easy to make someone curious about something, but that doesn't always translate to sales. If the word YOU is in headline, it involves self interest: "Do you make these mistakes in english" A form of self interest without you is "How to collect from social security at any age". Even just "indigestion". This is powerful because people can immediately identify with it. Examples of news are like "Amazing new formula" or "Science has finally counterfeited a perfect diamond" or "Teeth you envy are brushed in this way". Introducing always tends to mean something new With curiosity, the major buzzword is secret. Like "The amazing Blackjack secret of a LV mystery man". An example of Curiosity plus self interest is "How to keep your money from being murdered" Your is self interest, curiosity is in the content

Story, Star, solution (copy framework)

Star, Story, Solution is a framework by Gary Halbert. The star is the main character in your copy. The story talks about how the star went through the same problem as your market does now. The solution demonstrates how the star used your product or service to solve this problem. A framework that Halbert loved to start with is "If you want to make a lot of money very quickly, this is going to be the most exciting message you will ever read". He then introduces himself as the star, then goes into his story about how he made the sales letter from ohio after being dead broke. Then eventually goes into his solution (his program)

Problem, Agitate, Solution (copy framework)

Start by talking about the problem your market has right now, get inside their head. Agitation is intensifying the problem in their head and the consequences of that problem. Once they are creaming for a solution, you get it from them.

Using Physical part of product (By documenting the quality of your performance)

Tell your prospect the weight of steel in vour car's door, and he's more likely to believe that your car will protect his life if he should have an accident on the highway.

landing page (need CTA )

Tells the visitor what to do, how to do it, and when you want them to do it. BFB= Big F.cking Button. If you want people to install or click on something, make it a big ass button. Be specific= Don't just say "sign up" or "get started". Make the button something like "stop tracking your rewards" or "create your first poll" Include action words (get, book, register) Stand out with bright, contrasting colors Prominent placement (above the fold) Don't use the word submit (doesn't tell us what will happen) Ex: Netflix: Bright red button: Join free for a month

Tension and Information Gaps: (Framework Principles)

Tension is the space between what you know and what you want to know. It's so powerful because people are always trying to close that gap. Apple is so good at this.. You know that a new iphone is coming out, what you want to know is what it looks like and what features it has. They build the tension up and keep all the info and shit a secret until the perfect time and then BAM. Make sure that if you create tension that you deliver, nothing worse than blue balls.

Gapper formula (landing page headline 2)

The Gapper Formula: create a gap between the problem and the solution. A headline that communicates a problem that may arise without the benefits of your offer will have more impact. Ex: All small business accounting software sucks, we just suck the least... Because time tracking should be easy. (check out Dane Maxwell blog)

Hero image (landing page)

The Hero image is the first visual people see on your landing page. It visually represents what the page is about. Avoid stock images if possible. Try to use a positive image like a person smiling. Also if your product can be demonstrated via one image, then that would be a dope hero image.

Awareness Scale (1. The Most Aware.)

The customer knows of your product—knows what it does— knows he wants it. At this point, he just hasn't gotten around to buying it yet. Your headline—in fact, vour entire ad—need state little more except the name of your product and a bargain price. Its prospect is fully aware—he has all the information he needs. Here the copy writer is nothing more than the merchandise manager's phrase-maker. The price is the most important part of his headline. There is nothing creative about his job, and he should receive the lowest possible scale of pav.

What is the most important thing to say? (essential copy question)

The goal is to get clients to articulate their unique message in one sentence. This is a unique selling proposition. This is just one message, not 3 or 5. And should be something your competitors can't claim. Effective copy is tight copy, focus your message.

Headline formula 3

The only (what you offer) made to give you (crazy results) The only cold email templates made exclusively to land multi millionaire life coaching clients.

13 steps of intensification

The presenting of a series of fresh, new and different fulfillments for your prospects dominant desire—our first mechanism of persuasion—is called Intensification. 1. First present the product or the satisfaction it gives directly—bluntly—by a thorough, completely detailed description of its appearance or the results it gives. 2. Now that you have presented your main description, you are ready to expand the image. One of the most effective ways to do this is to PUT THE PRODUCT IN ACTION for your reader. To show, not only how the product looks, and what benefits it gives the reader, hut exactly how it does this. 3. Or, if your product lends itself to this kind of treatment, put your reader right smack in the middle of this product-in-action story, and give him a verbal demonstration of what will happen to him the first day he owns that product. 4. But there is still more room to expand the image along these lines. Turn the demonstration into a test. Let your reader visualize himself proving the performance of your product—gaining its benefits immediately—in the most specific and dramatic way possible. 5. The number of variations, of fresh, startling viewpoints is endless. Here is another departure from the product-in-action theme: showing the product at work, not for just an hour or a day, but over a span of weeks and months. Here vou extend vour reader's vision further and further into time—showing him a continuous flow of benefits. 6. At the end of this passage, other actors besides the reader are brought into the scene. Each one of them—each group of them—provides a fresh new perspective through which your reader can view the product. Seen through their eyes—experienced through their actions and reactions—the product performances become new, vivid and completely different again. 7. But not only celebrities and ordinary people can be used to reaffirm the product benefits. Experts in the fcld—professionals—the sophisticated, the discriminating, the blase can be called on to register their reactions. 8. Each new approach suggests others. The competition can be carried into contrast. The disadvantages of the old product or service can he laid side by side with the advantages of the new— throwing these advantages into sharp relief. 9. And there's no need to neglect the Heaven-Or-Hell approach. Here the negative aspect to every promise—the problem that you are liberating your prospect from forever—is painted in all its full black color. You irritate the wound, and then you apply the salve that heals it. Thus you derive two currents of motivation—repulsion away from the former problem or inadequate product, and the attraction generated by your own product's contrasting solutions. There are several forms in which vou can present this beforeand-after picture. You can do it through narration or the testimonial. You can do it by using the "pitch" technique of product ridicule. Or you can simply present straight description of the old product or problem, with all its detailed drawbacks, and then follow it directly with a similar description of vour new solution in a perfectly parallel style, item by item. 10. To repeat again, the variations are limitless. At everv point that your product touches the life of vour prospect price, availability, ease of use, durability, portability replacement and maintenance, even unwrapping the carton it comes in—it furnishes you with another fresh perspective in which to reiterate and reemphasize its benefits. 11. Nor do you have to be satisfied merely with the statement of rate fact. There are infinite opportunities for the use of imagination to present those facts in more dramatic form, outside of the rigidly realistic approach. 12. To repeat again, there is an infinite number oi new approaches. No list of them can ever be complete, because new applications, new perspectives, new viewpoints are being discovered every day. Which of them, and how many of them you will use in a single ad, is a matter of timing and balance as you begin to put your ad together. As long as each additional fresh perspective continues to build the dominant desire in your prospect's mind, use it. But if the additional perspective is not different or dramatic enough to renew your prospect's interest in your claims, then leave it out. To a large degree, this is a matter of sensitivity and originality on your part. The sensitivity comes from intuition and experience; the originality often comes from nothing more than hard work. And perhaps the best way to measure the balance between the two— that critical turning point where reinforcement becomes mere repetition—is to re-read your ad, some davs after vou have first written it. 13. And finally, as you close the sale, as you ask the prospect for action, as you state the terms of your guarantee, you can turn that guarantee into the climax of your ad—the last brief summary of your product's performances—reinforced at every step by the positive reassertion of that guarantee.

Awareness Scale (How to Introduce New Products)

The prospect either knows, or recognizes immediately, that he wants what the product does; but he doesn't yet know' that there is a product—your product—that will do it for him. Here the problem is two-fold. First, to pinpoint the ill defined, as-vet-uncrystallized desire that is slowly spreading through great masses of people all over America. And second, to crystallize that desire, and its solution, so sharply and so dramatically that each and every prospect will recognize it at a glance. The three steps in the process are simple. Name the desire and/or its solution in your headline. Prove that that solution can be accomplished. And show that the mechanism of that accomplishment is contained in your product.

Awareness Scale (How to Introduce Products That Solve Needs)

The prospect has—not a desire—but a need. He recognizes the need immediately. But he doesn't yet realize the connection between the fulfillment of that need and your product. This is the problem-solving ad. Here you start bv naming the need and/or its solution in your headline. Then dramatize the need so vividly that the prospect realizes just how badlv he needs the solution. And then present your product as the inevitable solution.

Sub headline (landing page)

The purpose of the sub headline is to further explain the headline and states the value proposition: a promise of value to be delivered, its the main reason a prospect should buy from you and not your competitors. Ex: Uber is the smartest place to get around. One tap and a car comes directly to you. Your driver knows exactly where to go, and payment is priceless. Ex: A great shave for a few bucks a month= headline. No fees. No commitment. No BS=sub headline. Value prop is also in the headline for this one Use subheads to draw attention to your copy. You can't just put all important shit in your copy. You have to highlight key points using graphic indicators like bold, underline, and subheaders. Subheads are great for skimmers. Use them to show what each section of your copy is about. Lastly, use them to break up large blocks of text. You aren't writing a novel, make it more inviting to read.

Keeping people hooked with transition sentences

The secret to keep busy readers hooked is to use irresistible transition sentences. They come at the end of one paragraph, and the beginning of the next. They leave your reader "hanging". One way is by telling them that a number of things are coming up. Try to not finish a thought during one paragraph, and complete it at the beginning of the next. End one paragraph with that's not all, or start the next paragraph with "another". This shows the paragraph that you aren't finished and there is more information. Start sentences with And Put a question mark at the end of your paragraph, answer the question start of next

Achievement Roles

These are the status roles . . . class roles . . . position roles that are created by every society on earth, and offered to the men and women who can earn them. In a civilization as complex as ours, there are literally hundreds of them—usually expressed bv nouns, with the nouns serving as titles. For example, for men, there are—"Executive" . . . "Home Owner" . . . "$20,000-a-year-Man" . . . "Five Handicap" . . . "ManOn-His-Way-Up" . . . "Block Chairman" . . . and dozens more, embracing every activity of our lives. For women, the primary achievement role to be won is "Wife," and from then on—"Fashion Setter" . . . "Career Woman" . . . "Good Mother" . . . "Civic Leader" . . . "Power-Behind-the-Throne" . . . "Patron of the Arts" . . . and on, and on.

Using Physical part of product (justifying price)

This is the common-sense theory that the longer the car, the more tubes in the television set, the more stitches per inch in the suit, then the greater the number of dollars your product can command—if that product first delivers the performance that your prospect demands.

Using Physical part of product (By giving your product's claim of performance afresh new basis for believability) (By sharpening the reader's mental picture of that performance)

This is the most important use of the physical product in fields where a new firm or product is attempting to invade an established Mass Instinct field. Others have made the same claim before. Your product, in order to pull sales away from them, must introduce a new mechanism that performs the claim, or a new quality that assures its performance, or a new freedom from old limitations that improves the performance. This is the point of difference—often conceived by the copywriter, and built bv the manufacturer into the product at his recommendation.

Offer tests

To be effective, your offer must pass 7 tests It has to be exclusive, people like to feel special. Offer has to be valuable, but cost effective. A $100 gift card to home depot would be valuable to a prospect, but wouldn't hurt you if you made a big sale from it. Offer has to be unique Offer has to be useful. It has to save your prospect money or time, or value add with respect to efficiency. Offer has to be relevant. Ex: Don't give out volume discount to people who don't buy volume Offer has to be plausible Offer has to be easy to obtain: The harder you make it for prospect to obtain offer, the lower your response rate will be.

Landing page headline 1

To create an effective headline you take the end result the customer wants + a specific period of time + objections. Example being "Hot fresh pizza delivered to your door in 30 minnutes or it's free". Or its free is the objection.

Lead Magnet CTA button

Use action words. Don't use boring words like submit or enter. Use action words like get started, get your free copy, try it now, download now, start, stop losing leads, build, grow, learn, join, discover, find out, These words give the atmosphere of the lead achieving their goals and taking next steps. Consider using pain points in your CTA button. Use words like stop (stop getting ripped off). Also can use words like worried, concerned, troubled, sick of (im sick of insomnia) Make CTA personal. Use you or your on CTA button like get your invitation. Also words like me, my, mine, I. (Get my free Download) Try to spark a desire, with words like want (i want to get fit), need (use sparingly because the lead may not feel like they need it), free (free download), save (save money). Also spark urgency using words like now, or today. Only use limited if there really is an offer that has a limited time.

Landing page (need credibility)

Use press quotes from press, tweets, "join these great company by signing up today".

Character roles

Usually expressed by adjectives, or adjectives-turned-nouns. For instance—"progressive" . . . "chic" . . . "charming" . . . "brilliant" . . . "well-read." They are a part of the personality of vour prospect. They belong to him. His task is to pick out the ones he values most, and to develop them. And then to turn the spotlight of other people's attention onto them, one after the other.

Counterintuitive Reasoning (Pattern Interrupt) (Framework principle)

We are numb to marketing messaging by now. The goal is to interrupt these patterns. An example is if American express sent a message that was like "look AE isn't for everyone, and not everyone who applies gets a card". This is a pattern interrupt, the status quo is pick me pick me! Another example is starting off the copy by telling the consumer who the product isn't for (dead beats, losers, etc.). An interesting Framework is People Will do Anything for those who: Encourage their dreams, Calm their fears, confirm their suspicions, justify their failures, and help them throw rocks at their enemies. If you can break these things down and address them, it can make for really powerful copy.

Overcoming objections

We dont want it: present benefits that the reader may have overlooked or may not even considered. You are too expensive: Lean into any ROI your product provides and show that you are more price effective relative to your competitor Already have a supplier: Contrast your benefits with your competitor.

Identification

What, exactly, is this process of Identification? Quite simply, it is, first of all, the desire of your prospect to act out certain roles in his life. It is the desire of your prospect to define himself to the world around him—to express the qualities within himself that he values, and the positions he has attained. The performance of this job—the process of building these character and achievement roles into vour product, to be used bv vour prospect—is the process of Identification, our second mechanism of persuasion. And just as the wish for this identification by vour prospect is a special form of desire—the desire, not for satisfaction, but for recognition—so the method vou use to put it to work for your product follows exactly the same pattern of discovery and magnification that you would use for anv other desire. First, your job is to discover exactly what kinds of character and achievement roles vour prospect is readv to identify with vour product—what kind of roles he will reject for that product—and which of the accepted roles is the most compelling. And then you must present those chosen roles in such a wav— so vividly and so intensely—that the role vou are projecting will become virtually irresistible.

Email subjects

When writing an email subject, keep the most important words at the start of the headline. Then use a colon to separate the attention grabbing key words, with the explanatory copy. Ex: Email marketing course for real estate agents: Enroll now.

What are you selling (essential copy question)

Your copy sells a solution to a problem. A carpenter does not need a 1 inch drill bit, he needs a hole. You need to discover every fact you can about the product that is likely to influence a buying decision. Want to list every feature and benefit that your product has, then weedle down to the most compelling ones.

First line of copy ideas

Your first line of copy should get the prospect hooked. Ideas to start copy well: start with a gripping story, ask a provocative question, crack a joke, and start with you. When thinking about asking a question, ask one that cant be answered by yes or no. Don't ask "would you like to reduce your payroll costs?" Ask instead "What do you suppose is the easiest way to reduce your payroll cost by 30%?" This latter question stimulates some curiosity and gets them reading the rest of the copy. People like to read about people. If you want to use a story to start the copy, make sure the story is relevant to the target audience and what you are promoting and that you can lead from the story to copy smoothly. This method will be helpful if targets are cold prospects who aren't familiar with your client. If you're gonna use a zinger (quote, joke, observation, anecdote) then remember to keep it short, say who said quote, use zinger that matches tone of your product and your copy, and match zinger with age of target audience (dont quote some tik tok shit with boomers)Your first line of copy should get the prospect hooked. Ideas to start copy well: start with a gripping story, ask a provocative question, crack a joke, and start with you. When thinking about asking a question, ask one that cant be answered by yes or no. Don't ask "would you like to reduce your payroll costs?" Ask instead "What do you suppose is the easiest way to reduce your payroll cost by 30%?" This latter question stimulates some curiosity and gets them reading the rest of the copy. People like to read about people. If you want to use a story to start the copy, make sure the story is relevant to the target audience and what you are promoting and that you can lead from the story to copy smoothly. This method will be helpful if targets are cold prospects who aren't familiar with your client. If you're gonna use a zinger (quote, joke, observation, anecdote) then remember to keep it short, say who said quote, use zinger that matches tone of your product and your copy, and match zinger with age of target audience (dont quote some tik tok shit with boomers)

First Task when studying product

Your first task, then, in studying your product, is to list the number of different performances it contains—to group these performances against the mass desires that each of them satisfies— and then to feature the one performance that will harness the greatest sales power onto your product at that particular time.

Headline formula 2 (LM)

adjective) (what you offer) that will (give you crazy results) Learn the simple tactic i used to rank #1 for online marketing. (Simple is the adjective)