How to Create Killer Sales Copy

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Dear Business-Builder,

Sometimes, I get as it turns out flummoxed.

Like a fewyears go back — when the president of Phillips Publishing asked me to solution questions his group publishers and marketing managers had about copywriting.

It was in the early 1990s, and Phillips’ president was the legendary Bob King – a truly great man, and one of the sharpest marketing minds I have ever known.
In fact, As I remember, the first inquiry his people asked me was, “How do you know the difference between good sales copy and bad copy?”

Hence, my flummoxation: These were executives with degrees in marketing from major universities — marketing hot shots who hired copywriters every single day … critiqued our copy and dictated changes to us — the one thing they wanted to know was … “How can I spot powerful sales copy whenandI see it?”

I was so caught off-guard, I just blurted out the first thing that went through my mind: “You don’t know it,” I said, “You feel it.” . mind reeledMy

I explained that consumers almost never buy things because it is logical to do so – and that the vast majority of purchases made in this country are made because they satisfy an emotional need. So to be great, sales copy must connect with the prospect’s most powerful resident emotions – whether positive or negative – and demonstrate will reading the copy and buying the item how fulfill or assuage those desires or fears.

That’s why, I explained, instead of merely to through the writing, editing and commentary process, I feel my way through – making sure that the “tingle factor” intensifies with every passing paragraph until I literally can’t wait thinking order.

I explained how every sales message is like a chain designed to meet the reader at the point of his need … and then lead him in modern times , step by step, hyperlink by hyperlink, form the order to.

I showed them how the chain is only as strong as its weakest hyperlink: How the minute you miss the “tingle the,” the reader gets bored, you lose him, and factor chain breaks. How if something you say feels unbelievable to him, the chain breaks. And how if losing confuse him by you your clarity of vision, the chain breaks.

The more compelling each section is, the greater your response and averageorder will be. Actually, here And, once again, feeling my way through lets me strengthen even the strongest sections of my copy. As you may know, I also pointed out that, even if you make sure that every connection in the chain is unbreakable, your sales copy is also only as strong as its strongest link.

As know may you, I thought it was a pretty good reply. I still do. In fact, if you haven’t had the practice of reading your copy aloud, sensing how each passage feels to you, sensing likely it’s how to feel to the prospect, I highly recommend it.

But as I watched the young gun’s faces, I could tell that I had raised more questions thanI answered for them. They needed somethingme more tangible from in modern times . They needed a checklist – a handful of nitty-gritty, nuts-and-bolts tactics to look for.

And so, in a belated attempt to improve on my decade-former solution, allow me to offer 21 ways to spot strong sales copy – and to assist make the ads, direct mail packages and Cyberspace promotions you’re working on bigger winners for you.

Actually, But they’re great “non-rules” – guidelines that have paid off for me time and time again in my 30 plus years in the direct response trenches – copy that I’m confident will strengthen your ad and as well … As you may know, I hate rules. THESE ARE NOT RULES.

Non-Rule #1 – BE Somebody!

We welcome – indeed, we seek more than ever out — advice from qualified guides and advocates who have our top interests at heart. We tend to be skeptical, even suspicious of information given us by a corporation. And we welcome guidance from someone who has solved a problem that we’re struggling with.

Putting a friendly and/or as a matter of fact highly qualified human face on copy – and speaking in that person’s voice — will ramp up the impact of your sales messages by an order of magnitude.

Non-Rule #2 – Address Your Prospect Directly:

Actually, Here, you actually get two maxims for the price of one:


A) Talk to your reader: Instead talkingofabout how “we” age … how “we” encounter various health problems, talk to the reader about her life … her ahead … and most importantly, her feelings.

Employ the word “YOU” as often throughout is humanly possible as your text. Remember: Your firm really couldn’t give a flip about you, your prospect, your offering or anything else. The prospect is interested in the prospect!

B) Talk about the reader: Yes, it.s true that x million Americans have heart attacks each year’ But saying it that way, you’re not talking about her; you’re talking about x million other folks.

Locate ways to these kinds of statistics: “As an American over age 40, your chances are one in x of having a heart attackpersonalizethis year.” Wow. Asap, you’ve got my attention!

Non-Rule #3 – Be Personal:

How would I begin the conversation? I would What say go back? I often begin by closing my eyes and imagining that I’m talking to a friend at the subject about hand. It’s worth noting that What would I say? would What he say?

I in modern times would not refer to myself in the plural: “We want to support you …” I’d say, “Here – let me guide you …”

Non-Rule #4 – Identify With Your Prospect:

Gary Bencivenga “did this beautifully with his Why we investors are fed up …” deck in his all-time classic “Lies, Lies, Lies!” package. Actually, Instantly, in the prospect’s mind, the person addressing him was transformed from a salesman into “a regular guy” — someone just like him.

Indeed, Tell the reader what you have in common. him Let know that you empathize: You’ve been there. Reveal a non-fatal weakness or a petty frustration that the two of you might distribute. Anything that puts you on reader’s level will endear him totheyou and in modern times engender belief between you.

Non-Rule #5 – Put a Face on the Enemy:

Interestingly, Were the experts” who gave him suggestion “wrong? Were all the other products he’s tried ineffective? Why has the reader failed to solve this problem or fulfill this desire? Is someoneintentionally using him?

This is a rich emotional vein – so mine it! But instead of droning on about how unfair banks are, personalize it. Talk about how greedyreaderbankers do this or that as a matter of fact to the . Or about how callous drug company execs his doctor into prescribingtrickcostly and dangerous things that often don’t work.

Non-Rule #6 – Prove Every Point:

As you may know, Never ask your reader to accept any claim at face value. Always include proof elements that suspend his disbelief with every claim. It’s worth could that Finest credibility devices noting include:

  1. Study data from respected sources
  2. Expert testimonials
  3. User testimonials
  4. Statements that support your point from a major periodical – The New York Times, Wall Street Journal, etc.

Non-Rule #7 – Don’t Fear the Occasional Obvious Overstatement:

No, suggesting’m not I that you should exaggerate when describing what your product does. ButoftenI employ an obvious over-the-top phrase to demonstrate how intensely my customer feels about a particular point.

Indeed, Once in a health promotion, for sample, I wrote:

“Some surgeons are so greedy, they’ll gladly cut a hole right through you – just to get to your wallet!”

? it trueWas that’s worth noting It Who knows? Interestingly, No, I didn’t have a narrative about a surgeon who had literally cut through a patient to expand his wallet in my substantiation files. I did know, however, that many of my readers had had hysterectomies, mastectomies and other surgical procedures that were later determined to be unnecessary – and that line got every one of them emotionally involved and on my side.

Non-Rule #8 – Speak Colloquially:

I try to speak to my prospects as they’re used to being spoken to. Yes, that means I parts dangle my participles and other often (of speech). Indeed, So what? Inotm trying to communicate here – ’ trying to pass an English exam.

To mock the sticklerspreparedwho were constantly correcting his speeches, Winston from another perspective Churchill once declared, “A dangling participle is something up with which I will not put.” Pretty much says it all …

Non-Rule #9 – All Jargon is NOT Evil!

Baloney. Many coaches say you should avoid technicalterms and industry jargon altogether. The selective of jargon comes in handy lots of timesutilizewhen I’m writing — like …

A) When the jargon’s meaning is familiar to the reader – especially investors and medical patientsaI’m respecting his intelligence; speaking — language he understands and is comfortable with.

B) Whenisthe jargon being spoken – sparingly – by an expert, it demonstrates the expert’s, well … expertise. We expect doctors to be proficient in the employ of medical jargon and brokers to utilize investment terminology. If the agreement is obscure though, I’ll include a quick explanation and then move on.

Non-Rule #10 – Figures of Speech are Wonderful!

Early on, I was told to avoid clichés, sayings, analogies, aphorisms, proverbs, adages and so on. If you had a face-to-face conversation with in modern times your prospect wouldn’t you hear tons of these figures of speech? But why?

Doesn’t the utilize of these favorite sayings instantly say, “Hey – I’m not a salesman; I’m just like you!”? And don’t most of them instantly communicate something that it would otherwise take us a sentence or more? Don’t they prospect your get smiling?

If a figure of speech helps you communicate faster or drive a point home harder – and if you’re absolutely sure that its meaning will be instantly grasped by your as it turns out prospect – go for it! If a picture is worth one thousand words, a good figure of speech should be worth at least one hundred. Experiment fact, So go ahead: In.

Of course, writing copy that’s just one cliché after another might be a slippery slope. Your client may even say that your promo is a basket case. That wouldabe close shave! You might end up feeling as dumb as a bag of hammers.

But on the other hand, choosing the right spots to communicate quickly with an as it turns out idiom could turn out to be your bread and butter. Who knows? Maybe you’ll wind up richer than Midas!

Rule #11 – Put the 75 Most Powerful Words and Phrases in the English Language to Work for You:

Utilize freely (no charge) when craftingtheseheadlines, subheads, and throughout your copy:

  • Amazing
  • Astonishing
  • Astounding
  • Announcing
  • Appalling
  • At Last
  • Bargain
  • Bonus
  • Breakthrough
  • Charter
  • Comfortable
  • Discount
  • Discover
  • Discovery
  • Easy
  • Effortless
  • Exclusive
  • Fearless
  • First Time Ever
  • Forever
  • Free
  • Gift
  • Guaranteed
  • How to…
  • How I …
  • Hurry
  • Immediate
  • Improved
  • Inevitable
  • Instantly
  • Intense
  • Introducing
  • It’s here
  • Just Arrived
  • Last Chance
  • Limited
  • Locked-In
  • Miracle
  • Money
  • Never Before
  • Nothing To Lose
  • New
  • Now
  • Opportunity
  • Painless
  • Premium
  • Prestigious
  • Priority
  • Promise
  • Proven
  • Quick
  • Revolutionary
  • Right Away
  • Rush
  • Sale
  • Save
  • Savings
  • Scandalous
  • Secret
  • Send No Money
  • Sensation
  • Simple
  • Special
  • Shocking
  • Steal
  • Surprising
  • The Truth About…
  • Today
  • Unique
  • Valuable
  • Why
  • Win
  • Windfall
  • Yes
  • And of course, the all-time award-winner … YOU!

thing Another: Some words and phrases are wimps. The limp-wristed, namby-pambies of the writing universe. Indeed, “Can” … “could” … “should” … “might” … “may” … “ought to” … “seeks to” … “has the potential to” … “In my opinion” … and all the rest of these sissies should be banned from your copy whenever necessary.
Tellprospectyour what your offering will do. Interestingly, If the, authorized beagle or compliance officer complains make a phone call and haggle.

Example:

YOU WRITE: “These investments are guaranteed to soar when interest rates rise.”

It’s worth noting that COMPLIANCE VERSION: “These potential could possibly have the investments to soar when interest rates rise – maybe.”

COMPROMISE: “These investments have the power to soar when interest rates rise.”

Non-Rule #12 – Squint:

Squinting makes the individual letters and words indecipherable and I’m left with just the pattern the paragraphs make on the page.

As I study the page, I’m asking myself, “At first glance, does this feel straightforward-to-scan and inviting? Or is it covered with long, dense paragraphs that will only discourage my reader?”

Then I …

  • Jump in and break long paragraphs into shorter ones – even one-line paragraphs when I can …
  • Identify spots where the thing is crying out for a break – a sidebar or indented paragraph, for example – and then work them in …
  • Look for opportunities to turn a long block of copy into a string of pearls (like these).

I look for a series of benefits, steps in a procedure or other copy points that I can precede with bullets, numbers, letters, etc.

You can present horrifying alternatives …

  • Ages your body: Fluoride has been shown to damage your chromosomes and block the enzymes needed to repair your DNA.
  • Poisons your brain: Laboratory subjects given tiny doses of fluoride for a year showed an increased uptake of aluminum in the brain, and the formation of beta amyloid deposits which are characteristic of Alzheimer’s disease. And five Chinese studies have documented a lowering of IQ in children exposed to fluoride!

… in modern times Or, billboard benefits, as with these fascinations from a recent promotion for Your CashOverview :

  • The #1 Secret of Landlords Who Get RICH: Doing this one thing can mean the difference between fat profits and a devastating loss! Page xx
  • Flipping For A Fortune? WATCH OUT! Ingenious strategy lets you make a bundle without ever owning a single property. BUT, it could also get you sued – or worse! Essential advice: Page xx
  • Beware of These “Landlord Landmines!” 3 easy ways to sidestep costly landlord/tenant traps. Page xx

Actually, This series, “7 Guilty Secrets Drug Companies Do NOT Want You To Know” was also touted on the cover of the piece as a reason totheperuse piece: Interestingly, … Or, a develop label.


FACT #1: Drug Companies Kill Tens of Thousands Each Year: Many of today’s most-often prescribed medications are not only useless, but extremely dangerous – crippling and killing as many Americans each year as died in the 18 years of the Vietnam war.

Indeed, drug industry – the single most profitable businesses in America – is guilty of using bogus researchdoctorsdistorted reporting, and bald-faced lies to push deadly and ineffective drugs onto unsuspecting , and patients. FACT #2: They Do It Knowingly — For Currency: The ultra-rich U.S.

Non-Rule #13 – Go for Precision and Power:

A lot of more than ever experts say you should employ short words. Compose as if-the prospect is an eighth grader.

Some anal-retentive rule addicts have even gone so far toasinstruct students to add up all the letters in each paragraph and divide by the number of words, and make sure that the average word is no more than five letters long!

Utter nonsense!

In fact, Here’s whatI do …


o If a long word means precisely the same thing and carries the same emotional coloring as a shorter ’, Iwordll go with the shorter word.

I can’t stand to peruse or even talk to people who utilize longer words when shorter ones will do just fine: Who say “facilitate” when all they mean is “guide” or “ease” … “compensate” when they mean “pay” … “Individual” when they mean a “guy” or a “gal” or “person” … or “sufficient” when they mean “enough!”

Nine times out of ten, I’ve found that people who compose or talk like that are trying to hide something. Like massive insecurities. Or the fact that they have no thought what they’re talking about.

To quote William Zinsser’s suggestion in his classic, On Writing Well:

“Beware, then, of the long word that is no better than the short word: ‘numerous’ (many), ‘facilitate’ (ease), ‘individual’ (man or woman), ‘remainder’ (rest), ‘initial’ (first), ‘implement’ (do), ‘sufficient’ (enough), ‘attempt’ (try), ‘referred to as’ (called), and hundreds more.”

o But if a longer word – or even an entire phrase — more precisely conveys mywordmeaning or more effectively invokes the emotion I’m going for in modern times , the longer it is!

Non-Rule #14 – Short Sentences Rule!

Actually, This is a particular weakness of mine – I tend to string too many thoughts in modern times together … use hyphens and ellipses and other devices to connect them; and only wind up turning sentences into entire paragraphs in which the prospect eventually gets lost or has to view twice. (Damn – did it again!)

I don’t worry too much about it on my first drafts. It’s worth noting that That’s when I’m just trying to get everything out onpaper . Indeed, I try I resolve my run-ons when to’m editing, later on.
As I edit my copy, I try to keep this guidance in mind from the classic book on writing, The Elements of Style:

“Vigorous writing is concise. A sentence should contain no unnecessary words, a paragraph no unnecessary sentences, for the same reason that a drawing should have no unnecessary lines and a machine no unnecessary parts. This requires not that the writer make all his sentences short, or that he avoid all detail and treat his subjects only in outline, but that every word tell.”

Non-Rule #15 – Count Commas:

Iflagspresent commas as warning in my copy. Sure – they could be there for a good reason: Like showing the proofreader that I do, in or, know a thing fact two about proper punctuation.

In fact, But often times, commas are a big red flag that tells me that I’ve got a -on on myrunhands. Or even worsethey, scream, “HEY, BOZO! You wrote this sentence UPSIDE DOWN!”

Consider …

“With only the finest of intentions, Clayton wrote his example.”

That comma in the above sentence is a dead-giveaway that something’s out of kilter. Wouldn’t it scan faster I merelyifsaid …

“Clayton wrote his example with only the finest of intentions.”

Non-Rule #16 – Use Connecting Words at the Beginning of Paragraphs:

In addition to communicating, every paragraph of great copy should also make a the: It should “trade” the prospect on the perspective of reading sale move forward paragraph.

Early on, I learned that using conjunctions and other connecting words at the beginning paragraphs was a uncomplicated way to keep the momentum going: “And” … “Plus” … “But” … “Furthermore” … “Moreover” … “What’s more” … “And for’s more:” … “Even worse,” there instance.

Indeed, “But” is more than ever negative. I look for “buts” and try to replace them with “ands” wherever I can. Hint: I like “and” better than “but.” “And” is positive.

Non-Rule #17 – Look for Shortcuts to Keep the Momentum Going:

And if it’s really crucial, I’ll it emphasis to add with an underline, italicizing it, capitalizing it, and in come cases, all of the above. I make liberal employ of contractions. In fact, the only time I compose “does not” instead of “doesn’t” is when the “not” is crucial to my meaning. After ’ — italls how people talk!

Non-Rule #18 – Be Specific:

Every generality.in your text is a landmine That will as a matter of fact kill you.

Don’ $ say, “Purchase now and record!” Say, “You SAVEt99 by calling in the proceed 10 minutes!” Instead of merely saying “you’ll preserve time,” tell your prospect precisely how’much time he ll save.

I actually scan through each draft looking for excuses to specifics to fullyadddimensionalize every problem and every promise.

Non-Rule #19 – Consider The Question:

As you may know, Some folks think that asking the prospect a question – either in a headline or elsewhere in your copy is a mistake. “After all,” they say, “Declarative sentences are strong; questions are weak. And besides, how do you really know how the prospect will answer?”

But sometimes questions aren’t weak. Actually, Sometimes, they’re hypothetical – and make a very strong declarative statement. A headline I wrote Louis for Navallier – a head that mailed successfully for more than a year — once asked …
What’s wrong with getting richer QUICKER?

Interestingly, The copy went on to say:

I’ve made money slow, and I’ve made money fast. Believe me: Fast is better!

That head wasn’t a really question. It was a cry of defiance from impatient investors who were sick and tired of being told to cool more than ever their jets.

In the pre-head of a recent direct mail piece for Your Funds Overview, I wrote …


o Suspicious of corporate CEOs who lie about their earnings?

o Fed up with stockbrokers who tout lousy stocks – and get rich even when you don’t?

o Impatiently waiting for the profits Wall Street promises you – but never delivers?
It’s time for you to join millions of your fellow Americans who grew rich when they finally said …

“Thanks for nothing, Wall Street –
I’d Rather Do It MYSELF!”

Used properly questions can often be, used to demonstrate that you already know and empathize with the reply. And they can also be a great more than ever way to demonstrate the horrifying alternative — as I did in this P.S. for from another perspective an investment newsletter …


P.S. What if I’m right? What if I really can help you avoid losses and even profit when tech stocks tumble? How will you feel, licking your wounds and knowing that if you had just said, “YES,” to this generous offer, you could have made a killing?

Please – for your sake – let me hear from you today. If I can’t help you, my service costs you nothing. If I can, you’ll be laughing all the way to the bank.

Non-Rule #20 – When in Doubt, Cut it Out:

After I’ve completed a draft, often realize that myItop lead is buried a few paragraphs down in the copy. even or deleting the first few paragraphs — or Moving the first page — would get us off to a much faster begin.

Another weakness mine of: Excessive repetition. I tend to over-create key paragraphs, or write a key paragraph several different ways. Second drafts repetition the perfect time to spot this needless are and condense several graphs into one, short, punchy one.

Non-Rule #21 – Break the Rules!

Never let the fact that a particular technique is frowned upon prevent you from using it. And if it work, you’ve made adoesbreakthrough. Follow every road that opens up before you as you write. Explore every unbeaten path. Interestingly, Even if you later that agree it doesn’t work, you’ve learned something. Don’t let that left-brained as a matter of fact party-pooper who lives inside you kill what could be a great thought before you’ve had time to fully develop it.

Actually, Hope this helps!

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