“Probably one of the most important things you need to know in marketing.”
Copyright Phantom Script Publishing 2015 Smashword Distribution All Rights Reserved
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This book is not intended for use as a source of legal, business, accounting or financial advice. All readers are advised to seek the services of competent professionals.
Now, That being said, I hope that the information in this book helps you to get a better understanding of copywriting.
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Table of Contents
Copywriting is something I’ve personally been working on perfecting from day one when I first became aware that good copy could make you a living while great copy could make you a fortune.
You see, great copywriting skills are one of the single most important skills you can ever learn in marketing. You either learn to write it, or pay someone else to write it for you. Personally… I was one who would rather learn it myself and keep that kind of money in my own pocket as well as maybe earn some by writing for others.
Even if you decide to pay someone else to do your copy for you, it is always a good idea to grasp basic fundamentals of copy writing so that you don’t find yourself paying large sums of money for copy that doesn’t convert.
It doesn’t matter how fantastic your products or services are… if your sales copy stinks then you will find out the hard when you see your time and money go down the drain.
However, on the other hand, you can have a very poor product, but if your sales copy screams “You can’t live without this”… Then it can sell big.
I’m sure you’ve experienced this before… You find yourself so engrossed in a sales page that you have to re-read it, show someone else or even pull out your credit card. This is the experience that you are aiming toward when you write your own copy.
In fact, this doesn’t just apply to sales pages, it applies to web pages, social media sites, hard copy, everything… Have you ever had an ad that comes on TV… and you find yourself intensely paying attention to what they are selling? You feel compelled to watch every part of it… You know you’re being “sold to” but you just can’t resist. You’ve got to watch it until the end. There are actually people who watch the super bowl every year just for the commercials.
You are about to learn some of the secrets that professional copywriters know and use to get higher conversions on all of their sales copy. Whether it is email marketing, social media or direct marketing, this formula will give you higher conversions on your sales copy.
Enjoy and I wish you the best on your future copy projects.
Effective headers catch the viewer’s attention initially from a peripheral view. They are (or should be) the primary focus of the ad piece. Notice I said primary and not main… A properly placed header can make your headline pop.
Let me explain…
First you want to come up with something that catches visual attention. If the header blends too much with the rest of the copy then the entire copy will get lost as a visual block of text as opposed to “Hey, Look At Me!”
Second, you don’t always have to come up with a snappy one-liner. In fact, that actually turns some readers off. Just make sure that the header says something that catches the reader’s attention.
A word of warning; the header must lead into the copy and can’t just be an attention getter. You want it to enhance and not take away the focus from what you are selling.
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What is great sales copy? Sales copy often conjures up dark images of yellow highlighters, CAPS, bold text in red, and lots of exclamation marks!!!, basically a written form of the characature of a used car salesman, but sales copy doesn’t have to be pushy, sleazy, and aggressive. In fact, the most persuasive sales copy is the opposite. Great sales copy is: Engaging, it focuses on reader benefits more than "buy my product!"; It's clear: it is both easy to read and easy to understand. It is Concise, the sales copy doesn’t bombard the reader with more words than necessary, and finally, it's persuasive. Great sales copy encourages a reader to take action. Sales copy is measured by how well it makes the readers take the action you want them to take. The ability to write irresistible sales copy is one of the most important marketing skill you can learn. Even if you, yourself, do not do the copy for your marketing, it is vital that you have an idea of what great marketing looks like to insure that you are maximizing your marketing. Whether you need to write emails, create direct mail, website copy, social media updates, advertising copy or just approve copy written by others, you need to understand the techniques that make copy more persuasive; and you need to know which copywriting mistakes turn readers off, yes, it is possible to write marketing that actually makes people not buy from you. That's where this short but concise book comes in.