When it comes to copywriting today there are so many tools, coaches, and content to absorb, it can sometimes be overwhelming.
So here are 3 pivotal copy principles that will guide you back to the right path when you feel like you’ve gone astray.
Idea Number One: When I first started copywriting a major “Aha” moment came when I heard the term “Salesmanship in Print”. I believe it was a term coined in the early 1900’s by a copywriter named John E Kennedy.
And here’s what it did for me.
First, it made me throw out all the technical aspects of writing copy for a moment and made me realize that the sales letter, article, or website I was writing was simply what I would say, face to face, to a hot and hungry prospect.
With this new mindset, instead of focusing so much on the mechanics and formatting, I infused pure, molten salesmanship into my copy, and my writing immediately became much stronger.
Second it created a structure for me. If the letter I was writing was simply a sales presentation in print then I would use the proven sales structures that I used in face to face sales.
One of the best known is AIDA, or Attention, Interest, Desire, Action. Another favorite is Problem, Agitate, Solve.
Once I understood this I never again had a problem in structuring my ad copy. Plus, it’s a good exercise to take a step back from your work and make sure it follows a proven sales path.
Idea Number Two: Since I have a background in writing for newspapers and have a BA in Communications — I am used to writing in a formal, corporate voice. But this is a major turn off when it comes to selling in print.
The point is to write like you talk, and talk like you’re speaking to your best friend about whatever it is you’re selling.
I believe that John Carlton made this concept popular by asking you to imagine that you’re at a bar having a beer with your best friend, sitting on a couple of bar stools, and just excited to be sharing this information with them.
From this perspective, what would you say? How would you say it?
Write like you talk and leave the formal mumbo jumbo to the corporate world.
Idea Number Three: Your ego has nothing to do with your copy. Remember, your prospect is listening to the oldest radio show of all time, WWFM. “What’s in it for me?” That’s how you have to write.
This is known as “who cares” writing, “so what” writing because the reader doesn’t care about anything you have to say unless it benefits them. No excuses.
So if your ad copy doesn’t do this at every single point you will lose them and you will lose the sale as a result.
We live in an age where Google Adwords, Search Engine Optimization, and copywriting software is leading newer marketers to believe that good ad copy may not be as important as the newest technological bells and whistles.
And there are some very good programs that can drastically and statistically improve your results.
But just remember, nothing gets done until the copy gets written, and even the most powerful software cannot fix bad copywriting.
So when you sit down to write that website copy, article submission, or create that next sales letter remember that at the heart and soul of your bright and flashy site are the immortal concepts of salesmanship, writing like you talk, and focusing on the prospect’s benefit.
-James D. Lee
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