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The Write Copy - How To Craft The Most Compelling Copy Of Your Entire Life

The Write Copy –

How To Craft The Most Compelling Copy Of Your Entire Life

Written by Zak Khan

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Copyright © Zak Khan

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The Dawn Of A New Day

Do you want to craft deliciously compelling copy?

 

Copy that presses all the money making buttons in your readers curious and usually bored brain? Some say it takes an awful lot of strategies and research. Some say all it takes is advice and seminars from others.

 

However, the smart person knows that the only way to learn copywriting is by writing copy.

 

Every single word counts.

 

I want you to imagine a ladder that is mounted below the golden goose’s mystical egg. This golden egg is one in 10 billion and no one in the world but you has the opportunity to own this egg – provided you can reach it.

 

You place your foot onto the first step and then the second. However, you climb and climb and climb but the distance between you and the egg never seems to close.

 

Why?

 

Because there are too many goddamn steps. That’s what it feels like for someone who wants to own what you are trying to sell but all the words plastered across their screen isn’t making it any easier for them to acquire the golden egg.

 

Conversely, imagine that your ladder is missing a few steps. You manage to cover some distance but not enough to grab your treasure. That’s pretty frustrating, right?

 

Think about how your lead feels when the copy he stumbles upon is missing pieces of information that is needed for him (or her) to acquire their golden egg. I can tell you how they feel – frustrated.

 

But, it is never all doom or gloom.

 

This is the internet we’re talking about. Redemption is merely a few thousand words away. You just have to build your own ladder, from scratch, with the perfect amount of steps to get you from rock bottom to your golden egg.

And what is your golden egg?

 

Let’s talk about that for a second. What are you trying to achieve from reading this book? Are you interested in increasing your sales? Or do you have an interest in understanding what it takes to control people through the use of words? Perhaps your interest lies in writing amazing copy to simply attract more subscribers?

Granted, with the advice I want to offer you in the upcoming pages, you will be able to accomplish all of what I have just questioned you about. But…

 

None of that is worthy of being called a golden egg.

 

People increase sales all the time. People also are capable of controlling others with words – we see it happen every single day. And people don’t just acquire more subscribers through amazing copy.

 

But what I can tell you is that the golden egg is something much more magical. The golden egg is crafting the best copy of your entire life.

 

Are you game?

 

Do you want to this? Too craft the best copy of your life? If so, then let’s not waste any time or words and get on with it.

 

The Intriguing Impact Of Honesty On Copy.

Words are created from thoughts. They are a tool for relaying a message about how you feel. Copywriting is not about creating new emotions. It is about evoking the perfect (already existing) emotions attached to the act of buying and selling.

 

If you, the copywriter, feel that something is ridiculous- no matter how many pretty words you try to use, your copy will fail.

 

It doesn’t make you a bad copywriter.

 

On the contrary, your thoughts are simply plagued between how you honestly feel and the words you actually want to say but can’t. You see, we can’t consciously lie to ourselves. If you don’t believe in something, you don’t. No matter what words you speak, it’s never going to be enough to shield how you truly feel.

 

So how can you expect to convincingly lie to others?

 

All those fluffy words will be seen through in seconds. We don’t live in medieval times or new century times where the internet is like a new born baby. The period of the standard user being ‘internet savvy’ has dawned. It is safe to say, the only way to compel sales is through honesty.

 

Be honest with yourself. Or that’s how the smart person would do things.

 

The smart person would identify the weak and strong points of the subject matter to his/her copy. Perfection is an idea that has not been achieved as yet. Thus, any copy that is built on the basis of selling a product as Perfect is flawed from the get go.

 

Copy that is aimed at solving a problem or relaying the central message to a subject is perfect (see what I did there?). If you try to sell perfection, you’re never going to reach that goal. It’s a platinum egg that is in another universe. Not even science has caught up with the enormity of space.

 

And that is what the internet is, space. There’s billions and billions of pages across the entire internet and copy from millions of others around the world. Trying to be number 1 is an ideal not worth pursuing.

 

I know this goes against everything a self-development guru may advise but bear in mind, I want this book to promote the act of copywriting rather than the dream of wanting to write copy.

 

Dreams are valuable. They create magnificent intrinsic motivation but it’s a dream that can be fulfilled at any time – provided you transition from dreamer to dream achiever.

 

Having a dream of being the number 1 copywriter in the world is ambitious and I encourage it. I just want you to actually start competing, be it with the worst copywriter on the planet. So that one day, you may actually become the best of the best.

 

In saying that, trying to reach your own idea of perfection is attainable.

 

Why?

 

Perfection can be a subjective ideal. If you, the writer, set goals that you envision to be met through the use of your perfect piece of copy, it’s possible to attain that dream.

 

The very first step to copywriting is research and understanding. People who are interested in the product or service you are trying to sell go through certain phases when they land on a sales page.

 

It’s what I like to call the Pyramid Purchase Phase.

 

Each potential lead lands on your page with a basic expectation. Upon reading your copy, they either transition to the second stage where their curiosity is piqued and they have questions that need answering or they simply leave from lack of interest. The second stage is piqued interest. Their conscious and sub-conscious requires answers about your product/service that need be answered directly and indirectly. The third stage is persuasion. At this point, your lead has enough information about the product but not enough to make the purchase just yet. It’s your job to give them that extra nudge through assurance, guarantee and reward. The last and final phase is called execution. At this point you have built some rapport with your lead, established benefits and rewards, answered enough questions to build a foundation of understanding and ensured that the lead invested enough time and energy assessing your product/service to make a decision of buy now, buy later or buy never.

 

This book aims to take you through each and every stage of the pyramid purchase phase. I will break down the techniques, principles, advice and the psychology behind copywriting to an extent where you will be able to think and act as a copywriter who truly understands the purchaser every single time.

 

And, at the end of this book, you will write the best copy of your life. That’s my guarantee to you.

Information Modelling Techniques:

The following are ways of implementing information modelling techniques that improve the conveyance of your brand or message to the reader/lead.

#
p<>{color:#000;}. Dynamic Images – Using particular images as a mental representation to qualities or features about your content & brand.

#
p<>{color:#000;}. Concepts – Categorising content in respect to the different forms of thinking.

#
p<>{color:#000;}. Speech and Language – Phrasing content in a manner that triggers certain thoughts and actions.

#
p<>{color:#000;}. Format- Creating a document that engages the mind of a reader

#
p<>{color:#000;}. Charts + Graphs + Demographics + Videos – Exercising the Creative side of the brain

Emotional Intelligence:

Emotional intelligence provides the link between feelings, character and moral values. This aspect is developing into the online sphere. Emotions have proven to be a massively contributing factor to highly successful CTA’s. When you evoke the emotion of excitement such as practiced for a new album by a band – this results in greater and faster turnover rates.

Creating content that is constructed using emotional intelligent features is purely based on evoking the RIGHT kind of emotion in your reader!

If you make your reader feel, you can make him or her act in a predictable way. I often say that desire is one of the most impactful ways of making a person take action. One can evoke desire through many different mediums and if you were to combine all of the information modelling techniques I mentioned earlier, you can improve your conversion rates spectacularly.

The entire point of copywriting is to convey a message. The way in which you do this need not be orthodox.

Experiment with different content types, combine them together and analyse the kind of reactions they create. An example of such an experiment can be found in hypnotising your lead into making a purchase.

There are 2 types of hypnosis that exist – Active and Passive Hypnosis.

Active Hypnosis: This is achieved by getting constant feedback from the reader/lead. In other words, directly and actively participating or engaging in your article. By use of CTA’s, asking questions and direct instructions – the reader enter a state of active hypnosis. When you create content with the intent of using active hypnosis, what you say and instruct is regarded as words of FORCE and AUTHORITY – readers/leads obey.

Passive Hypnosis:

Using colors, sound, images, symbols and strategic positioning – a standard brand can turn into a massively Recognized authoritative brand through passive hypnosis.

Passive Hypnosis is focussed on Recognition.

The above mentioned attributes trigger certain thoughts which in turn evoke emotions that influence your behaviour. When you construct a brand, particularly content or products, which are influenced and written with the intent purpose of passive hypnosis, your content and brand is etched into the readers memory and the objects or features you used for Passive Hypnosis become the triggers for recognition.

For instance, Green is synonymous with Go. And if you notice, many CTA’s that have either red or green tend to create higher response in comparison to other neutral or odd colours.

Why is that?

Over the years we have been exposed to certain colours representing certain safe or dangerous actions. Subconsciously, we associate anything green as safe, clean, healthy and proceed. In contrast, red represents stop, danger, stay away and unsafe. By using these colours in sync with certain words like Buy Now, Money Back Guarantee or insert it into you CTA’s, you passively hypnotize a potential lead and he or she draws those responses from his subconscious and acts or refrains from acting!

Copy that is built with the combination of = cognitive thinking + Information modelling techniques + Emotional Intelligence + Active & Passive Hypnosis = Authoritative Copy

Piqued Interest – Mental Processing Of Information

Content is built around the concept of cognitive thinking. There are various forms of thinking such as:

*
p<>{color:#000;}. Reasoning

*
p<>{color:#000;}. Problem Solving

*
p<>{color:#000;}. Experimenting

*
p<>{color:#000;}. Curiosity

*
p<>{color:#000;}. And even Dreaming

Thinking is the mental processing of information.

In saying that, developing copy that has attributes which trigger certain forms of thinking result in certain actions from a reader.

When you walk into a store, what is your intent? To purchase something, right? Generally, people make purchases on 2 forms of reasoning:

1. Things I Want

2. Things I Need

You want a PlayStation 4 but you need gas for your car. You want to purchase an SEO service but you may not need it. So the question remains, what words can create a trigger reversal in your brain to change a want into a need.

I’m focussing on you at this moment in time because believe it or not, you already know how to accomplish such a task.

We’ve all acted on our wants, even if it was not the most financially logical decision.

Why?

Because we created an intense desire within ourselves to believe that we need to want that particular thing.

And so we act on that overwhelming desire –let me say that one more time, we act on that overwhelming .

There’s your answer. You have to create a desire within the mind of your readers/leads. And when that desire forms, their reasoning begins to question whether they want or need the thing that you are selling.

Desire alone has the ability to make a person jump from one to all the types of thinking I mentioned above. From reasoning to curiosity, desire has the power to trigger any of the above in the best way possible! It does so by forcing your brain to think of a want as a need!

How do you create Desire?

You create a limited marketing system. If something is available in abundance and all the time, it creates the impression within your leads that there is no rush in making a purchase.

Think about water. It’s available all the time, at your convenience, whenever you want it. So there’s not much desire for water unless you need it when you feel thirsty or dehydrated. However, if water became scarce and was limited for a certain amount every day, you desire for water sky rockets and in that period when you can’t have it, you start wanting it regardless if you’re thirsty or dehydrated.

If you were to limit the time or quantity for purchase, it creates a desire to want something that others may not have the opportunity to have, including yourself. That desire develops on the basis of it being limited and it manifests into worry. What do I mean by worry? Well, you begin to worry about losing out on that great limited product.

Do you know what generally happens afterwards? Your critical reasoning is subdued by desire and you think less about the logical decision and more about your emotional reasoning.

And thus, you turn a want into a need.

When writing copy, you can create desire within a person by focussing on the limitation of the product. Have you ever seen advertisements for Ferrari’s? Not really. Why? They’re insanely priced and yet an extremely popular and successful brand.

Why is that the case?

Not many can afford a Ferrari. Instantly, the sentimental value for the item is boosted creating a further increase in desire. Ferrari’s offer many limited edition models which not only creates the impression of uniqueness and specialness but scarcity.

Wouldn’t it be awesome if you owned one of the most expensive and well respected cars that are limited to a few hundred across the world? I bet you would. And it would require very little marketing or bargaining to sell a Ferrari to an interested person. It certainly proves the theory that desire has the effect of increasing the value of a product.

And when the sentimental value and desire outweighs the financial value of a product, you have essentially converted a want into a need.

Thus, the first practical lesson of this guide is to word your copy on the premise that the product being sold is limited. This is not deceitful. Who knows how long a product will be available for? It could thrive for a year and suddenly disappear into thin air.

Evidently, nothing is permanent in this world. Everything is limited. So write copy with that thought in mind. This product may only be available for 6 months so I have to be able to write the copy in such a way that it sells out in 6 months – that’s the kind of thought you should own.

And when you do, you’ll notice how your copy goes from a standard sales piece to an intense passionate piece.

Persuasion – The Most Practical And Effective Limited Marketing System

I briefly touched on this above but for the sake of being in-depth and grasping the technical aspects of limited marketing, let’s dig a bit deeper and explore the true nature of this system.

First off, it’s based on creating desire.

Secondly, it promotes two particularly important feelings within a person:

#
p<>{color:#000;}. Uniqueness

#
p<>{color:#000;}. Urgency

Everyone wants to be unique. We try in different ways to establish this uniqueness, be it by physical attributes, financial development or emotional stability and growth.

When we come across something unique such as a limited product, instantly the attraction towards it increases exponentially. Its value in our eyes grows beyond the price tag.

And that occurs through the implementation of a limited quantity marketing system.

As a copywriter, using the words limited quantity can be either extremely beneficial or dangerous. Why? Because people online naturally assume that if something is too good to be true, it generally is. Thus, suspicion enters the mind of your potential clients and he or she questions why quantity is limited.

You have 2 options:

1. Limited ‘EDITION’ – Create Uniqueness

2. Only 200 Left – Create Urgency

The limited edition sale is all about creating uniqueness and a prize worthy sale. To the potential buyer, he/she is not just purchasing the great product but one that others may never get. It stands out as compared to the rest and creates the impression of it being a prize. The average person can afford to purchase your average car but how many actually get to own a Ferrari? Both are cars but the Ferrari is regarded as out of this world. To take it one step further – Imagine owning a limited edition Ferrari and only 10 exist throughout the entire planet? Mind blowing – where do I sign up?

[* Only *insert number* Left - *] is a sure fire way to create urgency. You are not trying to sell the product based on uniqueness or as a special edition but on the assumed fact that through popular demand and huge consumption, only a set number is available for sale.

Regardless of what people may think, even if you have more stock then you’re advertising, the entire point of this technique is to create the impression of scarcity by popularity or limited edition by popularity.

Even if you have a 100 items to be sold and market a sale of only 50, you can still sell all 100 items through the sale. The only thing that matters is your product living up to expectations as it will contribute profoundly on your reputation.

So, even if it means fooling yourself into believing that all you have for sale is 50 items, do it and write your copy with such scarcity in mind.

Put yourself in the shoes of your potential clients and examine the things that would make you excited enough to be one of the 50 people who own your limited product.

Truly understand what qualities and promises would excite you as a buyer and use that information to sell the sale.

Selling The Sale

What is the purpose of a sale? I want you to think about that for a second. Why? Because that is what the consumer thinks about when deciding whether your sale is an absolute saving and a dream come true or a burning business that is trying to get rid of unpopular stock.

It all boils down to your ability to sell the sale.

You could actually be a sinking ship trying to get rid of unpopular stock. You need to know whether that’s true or not. But, your consumer need not know this particular piece of information.

It’s not deception. It’s persuasion.

As a copywriter, your goal is to not only sell a product but sell the sale. What makes this sale any better than the last? What makes it a once in a life time sale?

The answer is Demand.

Portray the sale as a demand made by people. I’m sure you’ve seen this happen from time to time. Heck, Black Friday is a typical example of a festive sale.

Are brands like Apple, Sony or Samsung dying? No!

They’re at the peak of financial growth. And yet, these big franchises, leading brands in the mobile industry hosts sales. Why? They are selling the sale.

The sale is just a tool. It will sell loads of stock but it will create a bigger demand, more publicity and popularity. In the end, you attract more customers than you would have had you not ever had a sale. If anything, you convert your competitor’s loyal subscribers into flaming traitors who can’t wait to eat out of your hands.

And it all comes back to selling the sale.

How does one go about that? Ensure that your copy focusses on demand. Focus on the idea of giving back to your ‘loyal’ customers. I’ve spent a lot of time explaining the thought process and psychology of marketing because it is the most effective way to understand where copywriting fits into the equation of business.

You can’t write amazing copy without being able to identify the principles behind selling a product and more importantly how consumers react to certain triggers and actions.

Not every piece of copy that lands on your desk will focus on a sale at all. But no part of marketing and business is an isolated phenomenon and I honestly wish to equip you with enough knowledge to tackle any piece of work that comes your way.

Execution – Headlines And Their Dominance

The very first and most important piece of text on any image, article, page or website is the headline. In short, the purpose of a headline is to sell the rest of the information – not just the product.

Imagine yourself as someone who suffers with regular back aches, what would you like to read from an advertisement of a product that could solve your problem?

Ideally, something along the lines of this – ‘Does Recurring Back Aches Cripple Your Life? Insert Name Here Is The Answer To Your Prayers!’

What makes this headline impactful? There’s barely anything fancy embedded into it. Neither is it worded as a poetic masterpiece or contains academic statistics. So what in the world is special about this headline?

Its focus is on You, not the product!

In other words, this headline speaks directly to the consumer. It focuses on the problem the consumer faces, how the consumer feels, what the consumer wishes and provides the solution for the consumers question. It just so happens that the solution turns out to be the product you are trying to sell (wink, wink).

The art to copywriting is to remember one pivotal point – you are not writing for robots. The objective is not to compose the most flashy or poetic or academic copy. No. The objective is to be influential.

Your words are meant to influence a person into acting in a specific way – to subscribe, share, purchase, recommend or all of the above.

And the only way you can honestly accomplish such a feat is if you write for yourself. When I say write for yourself, I’m referring to your humanity.

Focus on yourself because the one person you know best is you. And you would never treat yourself as a robot or a simple sale – you care too much about your wellbeing.

So if you were to write a piece of copy in a way that would convince you, influence you, create desire, evoke emotion and create instant rapport through carefully crafted copy, you will successfully create the best copy in your entire life.

Rule #1: Use Powerful Words

Who amongst you, whether it is in the workplace or at university or at home, demands the most influence? The person in a position of POWER!

Similarly, as a copywriter, you are in a position of power. You control what words to use and how compelling your headline turns out to be.

The most basic principle or rule I can teach to you immediately is to use powerful words. It does not need to promise the world, it just needs to be powerful enough to promise what you plan on selling.

I used the word dominance in the sub-headline for this section. And you know what, it serves its purpose. And that’s what words are meant for – to be useful and purposeful.

So if I were to state that bad headlines can massacre your entire campaign, than the power in the word massacre will serve the purpose of being powerful and relating my message that headlines are bloody hell important.

A simple adjective can turn a bland headline into the most powerful piece of text on your entire page. It could inspire you to take on a most forceful or passionate approach in your word construction that that passion will be translated to the reader.

Rule #2: Choose Between Fact or Mystery

I want you to remember 2 particular things about people:

#
p<>{color:#000;}. People are very curious.

#
p<>{color:#000;}. People always want answers.

So when crafting headlines, ask yourself whether evoking curiosity by question type headlines or providing the answer powerfully will best attract visitor.

There is no one size fits all answer. That is why I like to design up to 4 headlines. And from the lot, 2 focuses on evoking curiosity and 2 focuses on answering a big question on my potential readers mind.

From there, I choose the one that best suits my particular product or page. You want to get it right, don’t you? There’s no saying that what you choose is actually going to pan out as planned no matter how strategic a person may be.

So instead of watching your first and only choice fail and having to start from scratch, have backup headlines that are ready and waiting to fire up the storm of sales you so desperately desire.

Rule #3: Evoke Emotion

At the end of the day, you are writing headlines for humans and we as humans are extremely susceptible to emotions. Remember we spoke about desire earlier? It is the single most powerful emotion that has the ability to take an industry like gaming and entertainment and turn it into a multibillion dollar industry that will continue to exist for decades to come.

Its popularity and growth has only increased and the demographics depict that the consumers for devices like an Xbox one are being purchased for kids starting from the age of 6.

Let me ask you this – if an emotion like desire for entertainment through gaming can make billions of dollars, what’s stopping you from using emotions to get people to act on your Call-To-Actions?

Rule #4: Be Laser Focussed

How do you write copy if you don’t know who you’re writing for? It sometimes bugs me how certain articles I stumble upon are so broad and general that there’s very little I can take from it.

Your headline for any piece of copy needs to be focussed. Think of it as a traffic officer directing cars at a 4 way intersection. If all he did was stood in the middle and threw his hands up in the air and flapped them like a bird struggling to take off, no one will have a clue what to do and he’ll most likely end up causing a catastrophe and getting himself knocked (ouch)!

So when crafting a headline, ensure that you have already established who your target audience is and determine what are the top 5 things that would attract them towards reading the rest of your content.

Being focussed and specific can cut out much of the fluff and bullshit that scares potential leads away. Always keep that in the back of your mind. Always!

Rule #5: Tease To Please

Seduction leads to destruction – I heard these 4 words in a song and the only thought that popped into my mind was, ‘How True!

People act on seduction, fact!

It is by far the greatest technique used for evoking desire. Seduction is overwhelming, it can make any man or woman throw away all sorts of reasoning and act solely on that undying, in the moment, destructive feeling of seductive induced desire.

Why do car dealerships have women in bikinis all over their advertisements? You may see it on their banners, online adverts, showroom reels and even hardcopy pamphlets.

It is to evoke that natural desire within men (even women) who are attracted to the opposite sex. It attempts to create a link between instinctual desires (sex) to a modern technological desire (fancy transportation). And you know what? It works!

The next time you plan on crafting a headline, think about seduction. How can you place just a few words like, ‘juicy’, ‘sexy’ and/or ‘red hot’ into you headline in order to ‘pump up’ the sex appeal in an unrelated product or service?

Ponder about that and hit me up with an email, I would love to see some of your responses!

The Two Best Forms of Introduction

If you were suffering from a disgustingly painful case of food poisoning and was seeking help, what would interest you more? A descriptive story or a fact driven introduction that claims to solve the problem you face? Most likely the latter!

However, for someone interested on a luxury cruise, an introduction that wooed the reader with magnificent descriptions of outstanding scenery and 5 star dining and accommodation would float such persons boat, don’t mind the pun.

It all boils down to your target.

Is he or she someone with a problem or someone seeking luxury?

Both these individuals have either a need or a want. The man with food poisoning after eating a fishcake has a need for pain relief and wants to feel completely better. The woman seeking a vacation needs to relax but wants luxury. Both are willing to pay the price but they have completely different goals in mind.

The man requires hard hitting facts on how you can save him from pain in the least amount of time. He has very little interest in how your product was cultivated but how exactly it will save him from pain and discomfort.

The woman on the other hand is interested in the finer details of your sale, down to the linen on the bed she will be sleeping in. She is in no rush to spend her money on what you are selling and is looking for the best quality rather than the fastest delivery. Her need is not dependant on time, whereas the man’s is.

That leaves you with one very important question, what can I possibly say in the first few lines to woo my reader into pulling out their credit card? Do I focus on a want or a need or both? Am I appealing to someone with a problem or trying to prevent a problem?

Introductions create an impression. I’m certain you’ve come across the saying – first impressions are lasting impressions. Do you actually understand what that means?

On the surface one thinks that if you make a bad impression, you are always going to be seen as bad. But in the world of sales and marketing, a bad first impression is the only impression you will ever make that will result in a subconscious deletion of your sales page.

Meaning – you will be deleted from such person history – both on their browser and memory.

But a good first impression is lasting because it keeps the person around. That’s as far as impressions go in the online world. Once you convert someone from a visitor into a reader, you go from making an impression to building a reputation.

The reputation part is built through the body of your text. That is why so many people include testimonials on their page – to prove that they have a good reputation with buyers which in turn promote the introductory impression created when a first time visitor lands on a page.

Needless to say, the introduction must:

1. Be intriguing – make use of a relatable story.

2. Direct and concise – don’t fluff up your introduction with repetition.

3. Make a promise – I’ve found that this works better to hook a reader in contrast to being overly subtle. A promise only works if it’s fulfilled!

An introduction is merely a way of guiding a person to the body of the text where you do all the convincing and selling. Always remember that! Don’t let an introduction be dull and boring because you are desperate to make the sale from the very first line. That is counterproductive and will incredibly backfire on you!

Unique Selling Proposition

What makes you any different than anyone else? Why do you deserve any special attention or care? Why should you be hired over others? What can you do that others can’t?

Let’s be frank with one another – these questions above, we’ve either asked them to ourselves about others or have been on the receiving end.

And you know what. Most people fall short on providing a good enough answer.

Why is that?

Because they don’t know themselves. And when you don’t know yourself, how in the world can you ever ‘sell yourself’ to others? No pun intended!

We’ve already established that one of the core elements of good copy is research. Without it, you’re nothing more than a kindergarten kid trying to act and do justice to a character from a Shakespeare play.

But what is so important about understanding your product/service beyond the basic makeup of it? Why does one have to study it as though their entire life depends on it?

To find a Unique Selling Proposition!

I spoke about scarcity earlier. We agreed that it creates a sense of urgency, correct? And we spoke about limited edition. We agreed that it creates a sense of uniqueness.

We also established that people like to be different. As much as we choose to blend in, each and every one of us want to stand out and shine. We want what others don’t have. More importantly, we want what others can’t have.

On that note, if you were to identify the unique selling proposition of a particular object, what are the chances of you marketing that object in a way that will attract people to such uniqueness?

In my experience, major chance!

So if you were to replicate this system of taking a normal system and identifying a single or multiple unique attribute that no one else in the market has created or marketed, would you be able to craft your copy around such uniqueness? Oh hell yes!

Ideally, copy is about selling uniqueness. Not many people are interested in a slap dash synthetic product that does the same thing as every of its competitors – those that are interested are usually the ones looking to spend the least amount of money possible – not exactly the crowd you’re trying to approach, correct?

So the next time you find yourself staring at a product/service, ask yourself how it can be sold as different and unique.

Heck, even if your product/service has zero original unique attributes as such, think about how you can make it sound different. Take a look at my example below:

Fast Service --------- ‘ Lightning’ Fast Service

The use of a single descriptive word can turn an ordinary quality into a unique selling proposition. Many people claim fast service and it can easily be viewed as a norm but for you to claim Lightning Fast Service, it takes a quality that’s normal and pumps it up into something unique.

It will automatically separate you from the crowd of people who sell their service on just being fast – eh so boring, I want lightning fast service.

The USP need not only be focussed on the actual product or service. The guarantees that you offer alone could suffice as a unique selling proposition.

But a USP alone is still not enough to guarantee your reader or lead is going to believe you. One key ingredient is missing from this recipe and without it your entire dish will be spoilt.

That ingredient is called TRUST!

Without Trust, You Can’t Establish A Sale Or Long Term Client.

If a sale was built on 3 steps, the very first and most solid step would be Trust. Ironically, I chose to leave trust for the end of this book because as one of the fundamentals to establishing a sale, I wanted it to be fresh in your mind for when you begin to apply the principles we covered.

Trust is the chain that connects you to your potential customer. The more trust you establish with him or her, the stronger the chain.

I’ve often seen a person choose a trusting business relationship over saving money from someone else who offers the same service or product. Why? Because trust is something that can never be bought – regardless of what anyone might tell you.

Without building trust between yourself and your leads, there’s a gap that can never be filled and for as long as that gap remains, closing a deal will be out of your reach.

Trust has the ability of building long lasting work relationships, loyal clients, room for mistakes and improvement and even room for more money when you ask for it.

If trust was a door that stood tall between you and your potential customer, honesty is the key that unlocks the fortress. Honesty is not something that can be explained by words but it can be created through words.

And if you are able to project honesty through copy, there is absolutely nothing more you would need to do. Your job as a copywriter will be complete and the ball will now be in your potential client’s hands, in a stance to shoot a three pointer and the only thing that he/she has to do is throw the ball.

It sounds ideal, doesn’t it?

You can do this by truly studying the product. I mentioned it earlier – you can’t sell something based on deception. When I speak of deception, I’m referring to such deception being targeted at you, not others.

A person who has accepted a product/service as being below a particular standard and consciously tries to sell it through deceiving others is someone who will never understand what true Copy is. He or she will never experience anything more than a quick sales and a ruined reputation. Business is not about a sale, it’s grander and larger than that!

A person who has not accepted a product as being of a certain quality and tries to convince himself without accepting the reality will never be able to write copy that is built on honesty, nor will he be able to convince others.

I’ve noticed that copywriting is not about formulating a juicy sales pitch – it’s merely a way of extending how amazing you find a particular product or service. If you honestly have no faith in something because it realistically lacks in every way possible, no matter what words you put on a page, it will always lack conviction that is built through honesty.

Money Back Guarantee – one of the most effective ways of displaying conviction and belief is through guaranteeing a return. If you are willing to stake the money that you received on the effectiveness and quality of a product, trust will be nothing more than a hurdle you can overcome.

Why is that?

You see, trust has a way of evoking the feeling of safety. When you are with people you honestly trust, it doesn’t matter where or in what situation you’re in, you will feel safe with and around them. That feeling of safety is created only through trust. Such trust can stem from your belief in a particular quality someone has – for instance strength, agility, critical thinking and so forth.

When it comes to the online world, you can build the kind of trust that creates a sense of safety through guaranteeing a cash back return!

But that’s not all.

Establishing trust goes beyond making promises. It requires transparency. Buyers want to know what they’re buying into. Whether it be the materials you use, the companies and brands you are in association with, links from testimonials that lead to real people with real claims.

Transparency is being open.

It doesn’t mean you have to divulge where you get your discounts on goods from and so forth. What really matters is how you provide a service or make a product.

Link to a page or include a panel that promotes transparency. Rope your potential buyer into the process. Make him or her feel like an important part of the ‘family’. At the end of the day, your business existence is dependent on the existence of buyers.

You need them and they know it.

But when you build trust, a buyer opens themselves up to you and displays their need for something. That is when you are able to cash in and make your sale.

The goal of building trust is to create a mutual need for each other.

Unfortunately, being outright and telling someone to trust you will have an adverse effect. Most buyers are naturally suspicious. We search for reasons and clues that can reveal a possible con.

In my dating adventures I’ve learnt that women have this innate ability to spot a poser from a confident man. If you try to overly project that you are confident, they smell something fishy and notice the cracks in your self-esteem. Soon, all your flashy items of clothing, rehearsed pickup lines and false sense of security in your words fall flat on her. Why? Because you tried too hard to sell yourself as confident and of a high quality.

However, if you believe in your value as a man and you have no interest in forceful selling of your qualities because they speak for themselves, the only thing you will need to do is package yourself as best as possible and trust that you are good enough to impress and be impressed.

So more than anything build trust within yourself and it will project into your copy. I keep emphasising this but a copywriter who has no belief in something will never be able to cover up the cracks in the walls for long.

I understand that in some cases you have to work with what you have and it’s impossible for you to walk away from a job. In such a case, I would like for you to identify all the flaws and shortcomings. Write them down on a piece of paper and you have 2 options:

#
p<>{color:#000;}. Craft a copy around the positives that essentially make up for the shortcomings.

#
p<>{color:#000;}. Convert all the shortcomings into positives and sell a fictitious ‘perfect’ product or service.

The second option feels underrated and deceitful. But, we are writers and copywriting is a job. It is a means to an end. In no way do I support deceit and false advertising.

But this is a book about writing and no matter how many feathers get ruffled, I intend on providing solutions to a problem no matter how it comes across.

It seems absolutely contradictory for me to include such a piece of information under a section about building trust but sometimes the irony of it all makes copywriting so damn challenging and fulfilling.

Needless to say, the above solution is something that I wanted to touch on for those rare cases you may experience.

Easy Boy, Easy!

Who do you trust more – a doctor (GP or specialist) that provides a reason for your ill health with a solution or a scientist who delves into the molecular makeup of a particular pathogen that is relevant but provides you with very little useful information that can be used to understand, accept and treat your problem?

My money is on the former.

People are extremely influenced by curiosity. We would walk into a deadly trap even though our sense screams DANGER purely out of curiosity. We see this happening online. Some people mistake this curiosity for a desire to be bombarded with information – that’s a mistake. That initial curiosity is solely looking for an answer – not a long elaborative answer but a quick and to the point answer.

Con artists and scammers send unsolicited emails claiming to give away a shit ton of money if you simply enter your identity information. One can argue that money is enticing along but we live in the 21st century and most of us are suspicious of being conned but the curiosity of a sweet deal and endless possibilities drives us to act despite our gut instincts.

Why do you think more and more people try to scam people online? It’s that potent curiosity and yields high results for them. The chance of simply entering a few lines of information and becoming a millionaire is just too goddamn enticing and people fall for this sickening trap.

Curiosity certainly kills the cat.

I could easily tell you to evoke curiosity but that’s meaningless if you don’t know how. To be honest, there is no sure fire method or formula for making people interested but there are certainly tactics that tend to evoke curiosity under certain circumstances.

People fixate on results. It’s a sad reality but most people want results through the easiest means possible. Perhaps you’ve set goals or New Year resolutions but after a short burst of motivation you end up quitting.

Those that endure the process usually reach the results. However, it’s that very same weakness within us that can be used to pique interest. If you are offering a service or product that lightens the load or eliminates the tedious process of obtaining a certain result in some way or the other, you can evoke curiosity and interest in leads.

People want a quick fix, fact!

Craft a headline that is built around your lead obtaining a result rather than a service or product that deals with a problem. There is a difference. We all have problems and there are multiple solutions however not all promise amazing results. If you sell amazing results, your product is merely a means to an end. In other words, your copy highlights results and what a potential customer has to gain.

Most people try selling a product by first claiming the product solves a problem but then they have to prove that such product also delivers a certain standard of results before a sale is established.

However, if you were to reverse the order and focus on selling the result first, you rope in a bunch of potential buyers who are already convinced to make a sale and just need a small nudge by you pointing them towards a product.

In other words, people who are attracted to a landing page through the sale of a result are more likely to convert into paying customers!

But that isn’t enough. There’s no way of crafting copy that is a one size fits all unless you have information about different target audiences and how they react. What we can establish is that people act according to their understanding.

If you understand something to an extent that you can draw facts and similarities comfortably, you take on a proactive decision making approach but if you have insufficient understanding about something, you generally opt out. It’s similar to the fight or flight response!

Break things down into small bite size portions for your readers.

Separate the product information from the problem and the testimonies. Make a clear distinction between the competitions downfalls and your positives. Ensure that the people who land on your page with a variety of understanding are able to go from zero to a hundred percent and make a purchase.

If your audience from the most basic level has an understanding of what java language is, you don’t need to explain what java language is. However, if you aim to target even people who have absolutely zero understanding of programming language, you need to build them up from the very bottom up to the point of making a decision to purchase.

In other words, the simpler it is to understand what your product or service is and the results it can achieve, the faster it will be for potential buyers to convert and turn into paying customers!

Always remember one thing – the longer it takes a person to make a purchase, the greater the chances are that their critical thinking kicks in and overpowers their desire.

The faster a person understands, the quicker you can close the deal.

I bet you’ve heard of impulsive purchasing? People act on impulse. The instant they understand the use or benefit of owning a particular item and they establish a desire for it, a natural impulse to own that item kicks in.

It’s at this point when most salesmen close a deal. Why? Because the window of impulsive purchasing doesn’t last long until reason kicks in and breaks down the intense desire that built up.

We are focussed on converting potential buyers into buyers. That’s our aim. And if our copy can effectively accomplish that, we’re more than likely to meet any goal.

The reason I advise copywriters and marketers to aim at closing a deal during the impulsive stage is to improve conversion. We didn’t cover so many methods and techniques throughout this book to stop at the impulse stage. If you stick to the advice mentioned, you’re going to create spectacular copy that converts at any stage, from start to end but why pass up every opportunity to make a sale?

Why not convert both people who are influenced by emotion or logical thinking!

Five Ways To Optimize Conversion And Lead Generation Online

Without a Landing Page, you are losing hundreds of potential clients, if not thousands. The loss of these clients means a loss of potential income, great income if you will. However, having a BAD landing page results in something worse than lost leads, it results in bad marketing.

Word of mouth and client referral is sometimes the most powerful source of creating authenticity for any brand. This article will assist you, a CMO, in creating a Landing Page that not only guarantees huge Lead generation, it also promotes a GUI friendly set up.

Let’s focus on 5 Ways to Optimize Lead Generation on Landing Pages.

1. Give Away Free Products for Signing Up (Pitch Them Later)

At one point, giving away an eBook or product resulted in huge email newsletter sign ups. It was a fantastic incentive to increase subscribers however, due to the influx of blogs on the internet, freebies have become a common practice.

Its effectiveness has died down over time but not entirely. With a product or eBook that is niche specific, lead generation DOES still increase.

In saying that, not all Leads are willing to make a purchase on your landing page, not without building a stronger trust relationship.

Tip: Add a newsletter sign up somewhere on your landing page

The freebie you offer in return for signing up literally opens the doors for you to pitch such a client later. It may not result in instant turnover – you’re not making a sale immediately but with consistent remarkable content creation, you’re bound to eventually turn such potential lead into a customer for life.

To sum it up – those clients that aren’t convinced enough from a landing page still become ‘potential clients’.

They don’t just leave your page never to return.

2. Write Catchy Headlines – Make Them Stand Out

Writing a Good headline is one thing, writing a Catchy headline is another. The entire idea of an effective headline is to achieve 2 purposes:

*
p<>{color:#000;}. Encourage a Lead to Read More

*
p<>{color:#000;}. Make A Promise or Create an Incentive

By combining these 2 above mentioned items, you create a headline that is catchy. The entire idea of Headlines is to keep potential leads in the loop by triggering excitement, promise, hope and/or Greed.

That’s correct, people want more than what they pay for. If your headline feeds off this feature in leads, it will hold their interest.

3. Position Call to Actions after SPECIFIC information

Call to Actions engages a potential lead. Its primary objective is to instruct your lead to act or partake, so in saying that, there are a few strategic places to position Call to Actions:

#
p<>{color:#000;}. Immediately after Benefits

#
p<>{color:#000;}. Immediately after Success Stories

#
p<>{color:#000;}. At the End of your Pitch

Don’t ever place you CTA at the beginning of your landing page, you’ll drive leads away. Why? It projects the idea that you want their money.

That ultimately lowers trust in any client. They are immediately introduced to you as just a money hungry company, not as a group of people trying to help.

Your CTA is meant to sell your product or service to leads who:

*
p<>{color:#000;}. Require problem solving.

*
p<>{color:#000;}. Increase their Benefits/Success and Productivity.

*
p<>{color:#000;}. Newbie/Start-Ups – Leads who are just starting up and are looking for the Best Products/Service.

4. Focus More on Lead Profitability and Benefits

As a Lead, you visit a product/service landing page in search of something beneficial. That is the mind-set of any lead. In saying that, you need to convince such Leads that your company’s product/service is exactly what they NEED, not just what they want.

Reason being, wanting something is dependent on a choice decision. A necessity leaves no room for any choice, it’s a must!

Put core focus on how your product will Profit and Benefit the lead, not just what features it has and the reasoning for how it was constructed unless such information is also beneficial.

Once again, put core focus on how your product will Profit and Benefit the lead.

5. Always promote Positive Feedback from real clients

What guarantees that you are who you claim to be? What guarantees that you are going to deliver? What guarantees that a lead will benefit from purchasing your product? These are particular questions that you need to answer for Leads before they even think of it.

How does one go about accomplishing that?

You can do this by making use of Positive Feedback from clients. Without promoting your positive feedback, you are not answering these Exceptional important questions. You may think it won’t harm your turnover rate but that thought process is lacking one pivotal aspect – these questions all relate to TRUST.

Don’t overlook positive feedback as a means of building trust or else that will set you back from creating a terrific landing page.

The End Of Our Quest

We had a good a run. From evoking desire to working on headlines, we tackled them all. I strongly believe that if you were to view this book as the Bible of your new quest into Copywriting and Marketing, chances are, you’re going to write stuff that will sell a ridiculous amount– I can guarantee it!

I won’t bore you with soppy goodbyes or let the waterworks flow from my face but I will leave you with one piece of advice – The best copywriters are those that take action.

Don’t be the person who analyses and thinks but takes no action. A master is someone who obtains incredible knowledge through research and practice. There is no one without the other.

Together, through research and practice, you can craft the most compelling copy of your entire life!

Look at every landing page with an open mind. Don’t look for just flaws, search for the positives. Analyse and recreate copy that works for popular brands and high converting campaigns. Use what works to your advantage and seek ways to improve copy that lacks.

Copywriting is an art. Enjoy the process and the end result will be spectacular. Originality and personal input makes art so admirable and successful. Always remember that you are writing for human beings who have needs and wants, not robots programmed to act according to code.

You have the power to make people feel desire and excitement over a product or service. You have the power to lead them towards clicking the Buy Now button. You have the power to write copy that compels.

And with that, I bid you farewell and best of luck on your journey. But before we do part, I want you to take 2 actions. The first is for your benefit and the second is for mine.

Sign up to my Copywriting And Marketing Weekly Newsletter for updates on ground-breaking research and advice that WILL help you grow as a copywriter and double your conversion. You can get this powerful benefit by simply clicking on THIS LINK and entering your email. That’s all, leave the rest to me and I promise to send you the best of the best newsletters!

And finally, leave a review for this book!


The Write Copy - How To Craft The Most Compelling Copy Of Your Entire Life

I Will Teach You How To Sell Anything Using The Right Words At The Right Time! Words are powerful! They evoke emotion, create relationships whilst destroying others, they encourage many and discourage some but most important, words control us. What we read dictates how we act. What if I told you that by reading this book, the actions you take towards copy-writing will make others act in ways you want them to? What if I guaranteed that you can sell anything at all in the entire world by using the right words at the right time? Would you be sold on that? Hell yes you would! If you're not convinced, don't read this book. It's fine, because the many that do read this book will acquire knowledge that is invaluable. The skill you could learn from this potent guide could put food on your table to feed your family. This book could put money in your empty pockets. That's my offer. So let me ask you just one thing, Are you in or are you out?

  • Author: Zak Khan
  • Published: 2015-10-23 20:40:14
  • Words: 9755
The Write Copy - How To Craft The Most Compelling Copy Of Your Entire Life The Write Copy - How To Craft The Most Compelling Copy Of Your Entire Life