Copywriting is the way you communicate your value to the world. That makes it an essential skill every entrepreneur must have. Without it, your product or service is useless in the eyes of your prospects. In this post, I’ll show you how to write words that sell.
Realize that your audience doesn’t care about you
It sounds harsh, but it’s the number one rule of copywriting. Never talk about your product or service. Rather, highlight the problem your product solves, and present your product as the magical solution.
By doing this, you avoid sounding like the typical salesman that forces his product down the customers’ esophagus.
Your customers will be happy to buy from you because you’re solving a problem, they didn’t know they had.
Use emotional copywriting
Mark Twain famously said, “There are two reasons a man buys something, the real reason, and the reason he tells his wife.”
Whether we’d like to admit it or not, we’re emotional beings. According to Big Think, all decisions made are emotional ones. We just use logic to justify why we bought it.
When selling, never sell with logic. Sell with emotion and use logic to help your customers justify their purchase. For example, if you’re selling a camera, instead of mentioning all it’s features, mention an emotional benefit like…
“When your little one takes their first steps or speaks their first words, we ensure you don’t miss a second of it!”
A perfect example of emotional selling is Chris Haddid. He sells dating advice to young men struggling to attract women. When thinking of a name for his website, instead of looking for a logical name like…
- Become a better boyfriend
- How to communicate better
- Improve your relationship
He used man’s most primal desire as a selling point…
And he named his website…
Talk about an emotional benefit 😂
Use the same methodology when selling to your customers. Think of a primal desire that your audience has. Primal desires like…
Then appeal to it! Clearly describe how their lives will change when they buy your product or service.
Use stats and numbers in your copywriting
- Inbound marketing costs 62% less than traditional outbound marketing.
- 57% of businesses have acquired a customer through their company blog
- 200 million Americans have registered on the FTC’s “Do Not Call” list.
- 70% of marketers actively invest in content marketing.
- 80% of video marketers claim that video has directly increased sales.
I sound like an expert, don’t I? Stats are amazing since you don’t have to do surveys and gather statistics/information yourself. Simply Google some statistics, use that in your copy, and you’ll sound like the expert. Double bonus if you use stats in your headline because people are more likely to click when they see numbers like…
- How I made $11,000 from writing in 30 Days.
- 10 Books to Upgrade your life
- 3 Habits of Highly Successful People
Use the 50/50 Copywriting Rule:
According to Copyblogger, 80% of your visitors read your headline – but only 20% will finish reading your article. This shows how important writing good headlines are. It doesn’t matter how good your body copy is, if your headline doesn’t spark interest, then nobody’s going to read continue reading.
The 50/50 rule tells us to spend the same amount of time on our heading than our body copy. If it takes 1 hour to write the body, spend 1 hour on your headline.
For beginners who’re learning to write persuasive copy, “How to” headlines work best. According to legendary copywriter Gary Halbert, “You can’t go wrong with a how-to headline”. Just make sure the statement following “How to” is an emotional benefit. For example,
- How to protect yourself and your family from Coronavirus Pandemic
Spending more time on your headlines can only benefit your copywriting because you’ll get more clicks and sales.
Tell a good story
Storytelling has been around since humans have walked this earth. It’s a powerful tool that you can use to sell your product or service.
Can you remember stories from your childhood? Of course, even though the last time you heard those stories were two decades ago.
This shows us the power of telling a good story. Stories have a unique ability to print itself in our brains.
If you’re not using storytelling to sell your product or service, start now!
When telling a story, the answer to these 3 questions must always be clear to the reader…
- What does the hero want?
- Who or what is opposing the hero’s want?
- What’s at stake?
If the answer to these questions is always clear, your story will be clearer and more concise.
When I write sales pages, I’ll use an emotional story as my hook. For example, when I sold Amazon FBA courses to dads looking for extra income, I’d start my sales page off with…
A few months ago, I was walking down the toy aisle with my little boy. I prayed to God that he wouldn’t ask me to buy him anything. He stopped… “Daddy, can you please buy me this car, all my friends have it,” he said.
I had to swallow my pride and explain to him that I can’t afford it. He looked down without saying a word. Somehow that felt worse than him throwing a tantrum.
If you’re a dad looking to earn some extra money, you’d be hooked. You’d continue reading until I presented you with my solution.
That’s the power of storytelling!
Use multiple Call-to-Actions in your copy
Whether you are writing copy for a website, sales page, or ad, you never want your readers looking for the call-to-action button.
So many experienced entrepreneurs make this mistake. They write a website or long-form sales page and they slap a CTA button at the end. There’s no strategic button placement. By doing this they’re leaving a lot of money on the table.
Include at least 3 call-to-actions on your website and long-form sales pages. Check out my website, I have 4 CTA buttons on my homepage alone!
Add CTA buttons at points where your customers are likely to buy. For example, after you’ve brought up a problem and presented your product or service as the solution. Or after you’ve listed some compelling emotional benefits.
If you’re an entrepreneur who’s looking to grow your small business using words that sell, shoot me a message here and I’ll be happy to help😊
So, there you have it. By putting these 6 principles together, you’re well on your way to bringing in them sweet Benjamin’s.
- Realize your audience doesn’t care about you
- Write with emotion
- Use stats and numbers
- Implement the 50/50 rule
- Tell a good story
- Use multiple CTA’s
Do you have any questions? I’d be happy to help. Let me know in the comments below