Essential Copywriting Tools
The sales letter should start with a high-power headline that DEMANDS ATTENTION. This could be a question that identifies a problem. It could also be an intriguing statement. Your headline being prominent should be the most impressive part of your entire sales copy. If the headline does not capture attention immediately, the potential customer might lose interest and not read any further. You should spend as much time as required on a great headline even if it is a substantial part of the total work. That is how important the headline is. Your sales copy should be written such that you were talking with just one person. The content should be passionate and exciting. The copy should clearly tell the potential customer the uses and benefits of the e-Book. The words should flow seamlessly right from the initial headline to your order page. Killer headlines and passionate sales copy must also be complemented by powerful testimonials. Placing the testimonials on a separate page decreases...
Not only will you be writing product endorsements for your site you will be writing ads and sales copy for ezines and pay per click listings to entice folks to come to your site. You should also be writing articles about the benefits of those products for your own and others' newsletters. If you have no previous copywriting experience, or you want to brush up on your skills, here are a few of the books and tools that have helped me along the way. Read one, read them all, but read as much as you can on the subject, because the better you get at conveying yourself in writing, the better your conversions will be. Amazing Ad Copy Secrets - by Marlon Sanders, one of the kings of copy writing. (Just beware the of the audible 'roar' that greets you as you enter his site and don't say I didn't warn you.) Marlon's style is assertive some would say 'aggressive'. I look past his gruff, straightforward style and appreciate that Marlon really knows what he's talking about. This is a guy who gets...
As I reviewed many of these affiliate sites (those who are getting sales but have CRs under 2 ), I realized that almost half were basically one big sales letter for SiteSell products and Ken. Which means that these affiliates are SELLING (with sales copy) when they should be PREselling (with great, and related, content that is of value to the reader).
No Sales Experience Required - When I started my affiliate business, I had absolutely no sales experience. That wasn't a problem, however. The companies I affiliated with provided excellent marketing material. Using their sales copy, I was able to get my first affiliate site up in less than a day.
As I reviewed many of these affiliate sites (those that are getting sales but have CRs under 2 ), I realized that almost half were basically one big sales letter for SiteSell.com, SiteSell products, and Ken. Which means that these affiliates are SELLING (with sales copy) when they should be PREselling (with great, and related, content that is of value to the reader).
I'll spend more time discussing trademark protection than any of the other forms of intellectual property because I believe trademark represents an iPhone developers' most affordable and effective means of fending off competitors. In the Copywriting Your App section of this chapter, I discussed the limitations of copyright protection. An important limitation being that copyright does not protect ideas, so your app idea or concept will not have protection under copyright law. Patents can provide protection for concepts and ideas, but obtaining a patent is relatively expensive and time-consuming when compared with copyright and trademark. Trademark doesn't protect concepts or ideas but can protect the logos or name that you give your app if that name or logo is distinctive enough. Trademarks are a way to keep other developers from exploiting the goodwill you establish with your application or concept.
Yes, the goal is to prompt the reader to move on to the advertiser by clicking on one of the ads (so you get paid), but you should know upfront that this requires strong, valuable copy. ( Copy is an industry-related term that refers to the actual text placed on your site. This is why writers are frequently referred to as copywriters.) If you are not comfortable crafting your own website copy, you can rely on professional freelance copywriters that are accessible online and available for nominal fees. (I'll show you where to go, how to screen affordable copywriters, and even how to work with them successfully a bit later.)
Now, let's shift gears to sales copy. writing to sell. The key to successful sales copy is more than stringing a few power words together, like this The Netwriting Masters Course will help you fine-tune your natural-born persuasiveness online, by mixing in some standard offline copywriting techniques and some new e-techniques. You don't need special creative writing classes.
The basic components of a print ad are the headline, the body copy, the visual or illustrations, and the layout (the way they all fit together). The headline and body copy portions of the ad are the responsibility of the copywriters artists, often working under the direction of an art director, are responsible for the visual presentation. Art directors also work with the copywriters to develop a layout, or arrangement of the various components of the ad headlines, subheads, body copy, illustrations, captions, logos, and the like. We briefly examine the three components of a print ad and how they are coordinated.
One of the best-known advocates of the importance of creative execution in advertising was William Bernbach, founder of the Doyle Dane Bernbach agency. In his famous book on the advertising industry, Madison Avenue, Martin Mayer notes Bern-bach's reply to David Ogilvy's rule for copywriters that what you say in advertising is more important than how you say it. Bernbach replied, Execution can become content, it can be just as important as what you say. A sick guy can utter some words and nothing happens a healthy vital guy says them and they rock the world. 17 Bernbach was one of the revolutionaries of his time who changed advertising creativity on a fundamental level by redefining how headlines and visuals were used, how art directors and copywriters worked together, and how advertising could be used to arouse feelings and emotions. IMC Perspective 9-2 discusses how many in advertising thought the dot-com ad boom that occurred a few years ago would drive a new creative revolution in...
Body Copy The main text portion of a print ad is referred to as the body copy (or sometimes just copy). While the body copy is usually the heart of the advertising message, getting the target audience to read it is often difficult. The copywriter faces a dilemma The body copy must be long enough to communicate the advertiser's message yet short enough to hold readers' interest. Advertising body copy can be written to go along with various types of creative appeals and executions comparisons, price appeals, demonstrations, humor, dramatizations, and the like. Copywriters choose a copy style that is appropriate for the type of appeal being used and effective for executing the creative strategy and communicating the advertiser's message to the target audience.
Combining Rational and Emotional Appeals In many advertising situations, the decision facing the creative specialist is not whether to choose an emotional or a rational appeal but, rather, determining how to combine the two approaches. As noted copywriters David Ogilvy and Joel Raphaelson have stated
But I never really wrote really good copywriting or anything like that, but. you don't need to know copywriting or anything, but, somehow, that just didn't work for me. I was able to drive big traffic from search engines. That way I get a better return on investment there.
Shorter than advertorials, classified ads are presented in plain text to be' copied and pasted' into your newsletter. The following is a classified ad for Corey Rudl's affiliates to promote his 'Internet Marketing Tips' package. Because it sounds like a personal endorsement of his product, your subscribers will never know that Corey's team of professional copywriters actually wrote it unless of course they subscribe to a number of other Internet marketers' newsletters who recently used the same ad.
Our system includes 54 pages devoted to explaining ALL of our most profitable sales copy strategies and techniques, including How a simple one-minute change to your sales copy can increase your sales by up to 714 or more * Why our sales increased 70 when we changed the formatting of our sales copy and how you
Focus group interviews bring the creative people and others involved in creative strategy development into contact with the customers. Listening to a focus group gives copywriters, art directors, and other creative specialists a better sense of who the target audience is, what the audience is like, and who the creatives need to write, design, or direct to in creating an advertising message. Focus groups can also be used to evaluate the viability of different creative approaches under consideration and suggest the best direction to pursue.23
The answer to that question is critical because you can't start your visitor on a journey through your site until you know the exact destination where you want her to land. Once you set your MWR, you will write every word of your sales copy to reach that goal. Every headline, subheading, paragraph, sentence will be focused on getting your MWR.
Pricing is a nice, tight concept to sell our pricing consultant service. You can use your SUPPLY and DEMAND windows to brainstorm many HIGH-PROFITABILITY keywords that are directly related to pricing. And, as we saw, you can also BREAKOUT into other areas too areas that would be of interest to serious business people (ex., fulfillment or copywriting or product development ).
So the challenge is to stand out, like it is with so much other advertising. Your advantage is that your posting will not be just another amateurish attempt to sell a '92 Ford with low mileage You are going to post a vivid sign with an attention grabbing headline that will make people stop and look further, as beneath your headline will be compelling sales copy. Beneath that a freephone number in large print. You will also include a pocket of take-ones with your complete contact information on it. Stapled to each take-one will be your business card.
What do you mean by The dog ate it If you have not yet done so, review the example site now (http auctions.sitesell.com ). You'll learn a lot more, if you do the exercise. Or if you cannot identify with auctions, go to http find.sitesell.com . Find your type of business there and click to that site and review its sales copy.
A typical direct-response agency is divided into three main departments account management, creative, and media. Some agencies also have a department whose function is to develop and manage databases for their clients. The account managers work with their clients to plan direct-marketing programs and determine their role in the overall integrated marketing communications process. The creative department consists of copywriters, artists, and producers. Creative is responsible for developing the direct-response message, while the media department is concerned with its placement.
If you have no previous copywriting experience, or you want to brush up on your skills, here are books and tools that have helped me along the way. Read as much as you can on the subject, because the better you convey yourself in writing, the better your conversion rates will be.
Ultimate Copywriting Workshop - also by Yanik Silver. I love what Yanik says about the ability to put words on a computer screen and having people send you money. It's the ultimate security in a very un-secure world. Your ability to produce cash on demand through the power of your pen or keyboard is truly the equivalent of modern day alchemy . He is so right Visit the site below to get access to a 143-page PDF file and 1-hour audio presentation on the subject of copywriting.
The following is a classified ad for Corey Rudl's affiliates to promote his 'Internet Marketing Tips' package. Because it sounds like a personal endorsement of his product, your subscribers will never know that Corey's team of professional copywriters actually wrote it unless of course they subscribe to a number of other Internet marketers' newsletters who recently used the same ad.
Typically I'll look at the sales page, there's a certain format, you know, I've done a lot of. one of the things I studied the most when I started in internet marketing was copywriting. I bought every major copywriting course. I read through it all. I used to be a copywriter for a long time. I worked directly under the brother of one of the best copywriters in the world. So I had access to a lot of top minds.
So you want to be able to tell your whole story and do your whole sales pitch by just the subheadlines Thats a big tip
So, you know those are some of the general. Other than that, I'm trying to think, of course obvious things like style of writing. You know, you have to have a copywriter's mindset on it. It is very different writing than writing would be for, you know, an article. It's very, very different writing. So sometimes I'd see people who just, you know from the get go, they're not copywriters. I love sprinkling in testimonials. One of the sites you can actually look at, it's a perfect example to see how I ripped off a sales copy to pre-sell. That is if you go to EasyAffiliateSite.com, and I'm not trying to promote my own stuff here, I just. it's a great example. Because what I did, is I'm promoting Dr. Andy Williams' SEO Website Builder and what I did is on my pre-sell, I've actually used this software and I really liked it.
By now youve realized that the vast majority of an affiliates work is about communicating and ninetynine percent of
Not only will you be writing product endorsements for your site you will be writing ads and sales copy for ezines and pay per click listings to entice folks to come to your site. You should also be writing articles about the benefits of those products for your own and others' newsletters.
If you have no previous copywriting experience, or you want to brush up on your skills, here are a few of the books and tools that have helped me along the way. Read one, read them all, but read as much as you can on the subject, because the better you get at conveying yourself in writing, the better your conversions will be. Amazing Ad Copy Secrets - by Marlon Sanders, one of the kings of copy writing. (Just beware the of the audible 'roar' that greets you as you enter his site, and don't say I didn't warn you.) Marlon's style is assertive. some would say 'aggressive'. I look past his gruff, straightforward style and appreciate that Marlon really knows what he's talking about. This is a guy who gets paid 750 PER PAGE to write sales copy for other people. In 'Amazing Ad Copy Secrets' Marlon covers all the angles of how to write copy that pulls readers in, helps overcome their skepticism and gets them to take action. Instant Sales Letters - by Yanik Silver. Forget knocking yourself out...
Remember that you can get your supplier to pay for your inserts if you make the right agreement with them. Perhaps the most important thing to remember about inserts is to make yours different from the rest, and don't fall into the trap of issuing only institutional, do-nothing inserts that make all the same-old offers the rest do. Rather, produce bold, attention grabbing headlines that lead directly into strong sales copy that hammer away at benefits and which makes a strong offer. Include a discount coupon for better results, and include your freephone number. Use inserts, but think different Think attention Think surprise Think about waking up the consumer
This offer should not be made without great thought. The sales copy on this page is very important and should not be rushed. You might want to keep that in mind because building a customer base is important. However, I would go with the 29 and try to work on increasing my conversion higher (with sales copy), and thus I increase my customer base as well. The rest is basic sales copy, but you really need to focus on the offer and the fact that they only get to see it one time.
However, you must remember that a newsletter should contain valuable information, not just sales copy, otherwise interest will quickly drop off and you'll be getting a number of unsubscribe requests. Worse still, your ezine will be deleted as soon as it arrives, leaving you with a valueless list that only sucks up your time, resources and bandwidth.
If they were not willing to do so, I have actually put up sales pages of my own to act as kind of a bridge page. You go directly, you go to my page first with what I think is a good sales copy, and then it will take you over to either directly to their page, or I will link directly to ClickBank with their ID. So, unfortunately not everyone is a wonderful copywriter, and you'll see, on ClickBank, there are so many products there, you will just see a variety. You will see great pages, you will really see bad sales pages, so I would review the product. If you are very strongly believe in the product, but the sales page have problems, think about in doing a bridge page of your own to sell it.
The default WordPress setting places the title of the post, or article, as the title tag of the individual post Web page, which is not always ideal. When you write post titles from a copywriting standpoint, you want them to be catchy and draw the reader in. When you create the title tag for a Web page, you want to properly use your target keywords, as well as synonyms and other semantically
As you might expect, perspectives on advertising creativity often depend on one's role. A study by Elizabeth Hirschman examined the perceptions of various individuals involved in the creation and production of TV commercials, including management types (brand managers and account executives) and creatives (art director, copywriter, commercial director, and producer).7 She found that product managers and account executives view ads as promotional tools whose primary purpose is to communicate favorable impressions to the marketplace. They believe a commercial should be evaluated in terms of whether it fulfills the client's marketing and communicative objectives.
Creative Services The creative services department is responsible for the creation and execution of advertisements. The individuals who conceive the ideas for the ads and write the headlines, subheads, and body copy (the words constituting the message) are known as copywriters. They may also be involved in determining the basic appeal or theme of the ad campaign and often prepare a rough initial visual layout of the print ad or television commercial. While copywriters are responsible for what the message says, the art department is responsible for how the ad looks. For print ads, the art director and graphic designers prepare layouts, which are drawings that show what the ad will look like and from which the final artwork will be produced. For TV commercials, the layout is known as a storyboard, a sequence of frames or panels that depict the commercial in still form. Once the copy, layout, illustrations, and mechanical specifications have been completed and approved, the ad is turned...
The job of the creative team is challenging because every marketing situation is different and each campaign or advertisement may require a different creative approach. Numerous guidelines have been developed for creating effective advertising,11 but there is no magic formula. As copy writer Hank Sneiden notes in his book Advertising Pure and Simple
When youre evaluating the product do you also take a look at the sales page and evaluate how well you think its going
So the quality of the sales letter isn't important, if you are doing a lot of review. For my stuff, I provide my affiliates with a short little quiz teaser, it's like three lines long, it says, eBay sellers, are you losing money in your eBay auctions Take this short quiz and find out now, or take this free quiz and find out now. And with something like that, the sales copy has to be great, because you're not building up an interest, right
Michael Snell, literary agent, without whom there would not have been a first edi-tion,1 much less this third. Maureen Drexel, Wiley Managing editor Linda Indig, Senior Associate Managing Editor Susan Alfieri, Creative Services Project Supervisor Reeves Hamilton, copywriter Airie Stuart, Editor and Jessica Noyes, Editoral Program Coordinator hand-holders beyond the calls of duty. Claire Huismann, Senior Project Coordinator Laura Poole, copyeditor plus all the others at Impressions Book and Journal Services, Inc., in Madison, Wisconsin. Shellie Rounds, Ladd, IL, creator of all the checklists and other wonderful charts (815894-3207, dsrounds2 insightbb.com). Nancy Willson, Winnetka, IL, authors' creative director, production artist, miracle worker (847-446-5003). Evanston, IL public library research staff who always knew where to find the answer. Morton L. Levin, who once upon a time asked me Have you ever thought of working in advertising He has a lot to answer for
Putting together an internal team of people to help with your SEO requires you to select one or more individuals with varying proficiency in HTML writing, knowledge of CSS, data analysis, graphical design, server administration, copywriting, link building, and blogging. Although the scope of your project dictates how many people you need to fill out your team, you can always consider outsourcing one or more components of the job. Although writing large amounts of original content may seem like a daunting task there are countless professional copywriters that can provide you with well-written content at a reasonable price. Moreover, there are online services such as Elance that allow you to hire copywriters and other service providers through an auction system. The auction system allows you to post your work so that multiple service providers compete for the job. You have the option of comparing multiple vendors and ultimately choosing one or more based on skill level and past...
Not everyone is going to be an expert at every aspect of search-engine optimization. To take full advantage of what search-engine optimization has to offer your Web site, many skills are required. These skills include but are not limited to HTML writing, knowledge of CSS, data analysis, graphical design, server administration, copywriting, link building, blogging, and so on. Do not hesitate to put together a team of people skilled in these different areas to assist in the project. You do not need to hire a team of people to work at your side you can outsource some of the work to others through popular outsourcing Web sites such as Elance. You are sure to find that you excel at some search-engine-optimization tasks and lack the knowledge or motivation to excel in others. You may be an excellent Web designer and copywriter, but terrible at server administration and link building. In this case, you may want to consider an outsourced employee to help you take advantage of the advanced...
A copywriter approaches a web-based business that sells mailorder products, and asks the website owner to post his copywriting service somewhere on the website. Each client that comes to the copywriter via the website earns a commission for the website owner. Both win for obvious reasons. Also, the website owner has enhanced his product because he or she is offering more services on his or her page. If the copywriter specializes in writing copy for mail order products, the alliance is an even better match.
Copy writers who write sales materials have a saying 'Long copy outsells short copy' and 'The more you tell, the more you sell.' This means a six page sales letter will almost always out-perform a four-page sales letter, or a postcard. A large space ad with room for 200-500 words of sales copy will outsell a 25-word classified ad
The image of the creative advertising person perpetuated in novels, movies, and TV shows is often one of a freewheeling, freethinking, eccentric personality. The educational background of creative personnel is often in nonbusiness areas such as art, literature, music, humanities, or journalism, so their interests and perspectives tend to differ from those of managers with a business education or background. Creative people tend to be more abstract and less structured, organized, or conventional in their approach to a problem, relying on intuition more often than logic. For example, Arthur Kover conducted a study of advertising copywriters and found that they work without guidance from any formal theories of communication. However, those interviewed in his study did have similar informal, implicit theories that guide them in creating ads. These theories are based on finding ways to break through the ad clutter, open the consciousness of consumers, and connect with them to deliver the...
You can use your SUPPLY and DEMAND windows to brainstorm many HIGH-PROFITABILITY keywords that are directly related to pricing. And, as we saw, you can also BREAKOUT into other areas too areas that would be of interest to serious business people (ex., fulfillment or copywriting or product development ).
Postcard mailings are an excellent direct marketing vehicle with many advantages. First, they are less expensive to mail than sales letters in envelopes. Postcards are in-your-face advertising because they don't have to be opened. People cannot help but look at them, even as they throw them away. Postcards work extremely well as a follow-up mailer to those who did not respond to your first sales letter mailing. Postcards can have bright, attention grabbing, full-colour pictures on one side and your sales copy on the other side. Postcards can be used to say thank you, to carry a discount coupon, to announce a sale or a new location, and more.
The sales letter should include a PostScript as the final component. When your potential customers scan your sales copy, chances are that they will read your headline, subheadings and your PostScript message. Placing important benefits in the PostScript is a good strategy to ensure that sales get made. You should spend some time and develop your sales page to its maximum potential. It is absolutely essential for your success. Even if you have a great eBook, if your sales copy is poor, your sales will be low. All your effort in creating the e-Book will be wasted. Hence a great sales page that sells is a must.
Sales leaflets can be one of the hardest documents to write in-house because everything has to be condensed and made simple. The chairman of my Internet software company was a quiet and thoughtful man who among other enterprises had set up one of the original X-vision firms in the late 1980s. We didn't always share the same point of view but we were usually able to talk things through and work out a stronger result. The only time we ever raised our voices was when we tried to write our own sales sheets and clashed over the use of terms, what ought to have priority, and the trickiness of separating functionality from benefits. If you experience difficulty in putting your sales leaflets together, perhaps you should consider talking to a professional copywriter and designer who are used to producing these items.
Where a limited budget precludes you from getting professional copywriting and art direction, it is inevitable that fewer people will visit it. Nevertheless, it is amazing what the power of intention can enable you to achieve, so keep a close check on the leads your Web site develops and, by intelligent use of all feedback, make sure it builds into a real selling site.
For example, if you're going to offer your 200 phone consultation, make sure you write the best possible sales copy for your offer, and present it on the most credible-looking web page you can. In The Affiliate Classroom we teach an entire Affiliate Upsell System, which includes some very specific recommendations for structuring your web page, plus some of our little tweaks and tricks for creating the type of copy converts best for this type of offer.
That the first material that is put out produces the best results. The quality of the sales material has to keep on improving and the sales have to keep on increasing. The improvement process has to continue till you come up with a sales copy that delivers regular sales in high volumes.
Your fax must have all the hallmarks of excellent sales letters - attention grabbing headlines, compelling sales copy, benefits described, order form, a terrific offer and all the rest. Don't forget that all callers are one more bit of information captured for your customer database. You get their fax number for future use.
If you're shopping for groceries, and you happen to be hungry, it's amazing how good those little free samples of hot pizza or sausages-on-a-toothpick taste, isn't it Man, it's difficult not to pick up one of those frozen pizzas at that moment That's a small example of why free samples are such a good marketing tool. Experienced marketers know that if they can just get a sample of their product into the hands (or the mouth ) of a prospect so they can experience it directly, a sale is not far away. That's why car dealers urge people to come in for a test drive. That's why so many sellers let you 'try it free for 30 days or pay nothing.' It's why perfume sellers pay sky-high advertising rates to put a 'scratch and sniff' sample of their heavenly scent in the pages of a magazine. They know an actual physical sample in the hands of the prospect is 100 times better than a mere picture of a product in a catalogue, or a description of a product in advertising sales copy. When the prospect...
Newsletters can be hard sell or soft sell. The first kind is heavily tilted toward getting customers to buy. It's filled with product endorsements, hard-hitting sales copy, photos of your products, reasons to buy, etc. A soft sell goes lighter on the selling and concentrates more on promotion, educating your customers, and building your image.
I work with copywriters, art directors, web designers, producers, printers, designers, photographers and other communication specialists. I also work closely with Savin's top management and our agency to develop a strategic communications plan that we can execute across many of the customer touch-points that are available. We extend our marketing communication strategy includes beyond advertising to our web site, direct marketing, electronic mail and other collateral.
Last month we ran a feature called Test Your Affiliate Marketing IQ. We presented five challenging questions developed by the consulting faculty of The Affiliate Classroom, the volunteer editors of AC Magazine, one highly successful business coach, one copywriting consultant, and a group of seasoned affiliate marketers, several of whom are super-affiliates. A poor choice compared to the others. Instead of asking the merchant to rewrite the copy, why not hire a good copywriter to produce your own well-crafted sales letter for the product
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