COPY!

So, what are the ingredients for a great copy?

QUEST

Qualify the reader

Educate

Stimulate –Data

Transition

First and foremost, know the reader; it is not good advertising a moustache wax in a woman’s magazine

If you are selling a motorcycle for example, it may be a bit optimistic to ask your reader to take out his credit card and order now.

But even more than this, in the age of web, we are now moving from the concept of eye-balls to the moot question- “what good are these eyeballs if no sale results?” So the first step is to qualify the prospects and not attract those who have wandered to your website. Writing effective ad copy for your paid search campaigns (more visibility), has two very useful examples:

“Your ad should prequalify the user by making sure they are ready for your landing page. Your ad should “weed out” non-qualified users. For example, if you are selling a DVD for poker game “sharks”, your ad should not be designed in a way that a fisherman looking for shark tackle won’t click on it. Also, if you are selling a software product that may be available, as free-ware somewhere else, making sure you include the word “buy” would help reduce clicks from freeloaders.”

Mention the problem, highlight it. It is difficult to tell which will attract the reader’s attention first-the photograph or the headline, and then,

Explain the problem

Empathizing with him

So what has the copywriter done? He has mentioned the problem, he has expanded on it, he has shown understanding of the problem, he has suggested to you a practical solution… and can you miss the kiss? The affectionate son and a very happy father complete the picture… Copywriter has shown you the benefits of using polident. It is a good ad except for call for action. (The Close)

You have done everything except lifting your prospect by the seats of his trousers and standing him in front of the telephone. This call for action is one of the most important parts of an ad, unless you create some urgency, the ad may not have the desired effect.

For example:

Limited time: (a) order now, (b) for five days only, (c) on Christmas eve only

Limited quantity: (a) special edition – now this tells the reader that it in limited quantity, it is also very special, (b) 20% off to first 20 customers, (c) very limited stock which could not be exported due to the war in the Middle East.

It is very special privilege, and only those very lucky are getting it. (a) Those whose car number begins with digit 5 should ring up within the next hour, (b) sale extended for one day only, (c) for governmental servants only; (d) Author will autograph the first 100 copies sold.

The ad should also not be too wordy. (1913 ad) – London Newspapers

“Men wanted for hazardous journey. Small wages, bitter cold, long months of complete darkness, constant danger, safe return doubtful. Honor and recognition in case of success. Sir Ernest Shackleton

All three elements for promotional success excitement, news, and a compelling call to action were wrapped up in just twenty-six words. No need to add a single syllable.

It is the copy that gets you the business, but unless your headline is great, nobody is ever likely to reach the copy.

Headlines

Some famous headline

“If it took six days to create the world, why should it take for week to get a loan?” Bank Leumi Trust Company of NY

“When it absolutely, positively has to there overnight. When there is no tomorrow.” Ad for Fed Ex.

Gary Halbert was however, unbeatable, when it come to the sales letter. Here are two of his headlines:

And the remarkable thing is… absolutely anyone can get one! “New Visa card lets you buy almost anything in world… Even if… Your credit is terrible and you can’t get a Bank Account.”

Test results are amazing. (Ad) “Any ring is fine, so long as I have you” What she is thinking: “No diamond? I’ll put poison in his coffee! I’ll cut his brake lines!” Get her a diamond idiot!

If you can get a better example of a headline that will immediately catch attention, imitate it.

Yes Imitate it. There is no shame in copying a great style. So read lots of headlines, and keep the good ones of course, as you can cram only a limited number of copies, leave it for the great ones.

What emerges is a sure- shot formula – follow it and you can’t make a mistake. Here are some well tested ways of attention grabbing headlines:

HOW ____ MADE ME____. The headline tells a story, for example, “how an idea changed my life.” People love stories—they love the underdog even more. Remember this ad by John Caples – “The laughed when I sat down at the Piano – But when I started to play…”? They loved it even more when underdog triumphs. They have identified with hi, so naturally it is their victory. And this is what John Caples did in this ad. They laughed at him, but they effectively silenced when out here started to play. The ad was about piano lessons.

ARE YOU____? Questioning your reader is always a bright idea because it immediately focuses his attention. For example, “do you spend your vacations worrying about your valuables?” The ad could be a new security system, or insurance coverage, but it is bound to hit the target. You may not have sleepless nights during the vacations, but the thought does often cross your mind.

WHO ELSE____? For example, who else dreams of that elusive Havard Scholarship? Well, who doesn’t? So, this formula is effective in a variety of situations for example, who doesn’t want quicker promotions, white teeth, girls swooning over him, a nice figure (this one for the ladies)?

HOW I _____. This one is again an autobiographical story. For example how I mastered my nervousness about meeting people and joined the $one million select group.

SECRETS OF______. For example, “secret formulas for writing headlines that sell.” Now, this trick is based on common psychology (in fact all tricks are) – all of us feel that if only we can get hold of that secret mantra which the star/writer/ceo has, we will also be at the top of the rat race.

In the jargon of advertising, the following are called power words.

Breakthrough

Master

secret

Discover

New

Shocking

Discovery

Money

Shocking

Easy

Powerful

Ultimate

Free

Profits

Uncovered

Guaranteed

Proven

You

Hidden

Results

Your

Incredible

Revealed

Love

Scientific etc.

Indeed according to a Yale University study, the following words are the most powerful words in the English language.

Money

Discovery

Save

Easy

New

Love

Health

Proven

You

Results

Guaranteed

Safety

Learn from others, there is no need to reinvent the wheel. Every headline, every copy teaches you the power of words woven in the magic carpet to bring you riches.

These days, in the days of scams, people have become skeptical. One way of overcoming this skepticism is by a creative use of testimonials. When one person sees that another individual purchased the product or service on offer and he found it useful, it a great help in overcoming his hesitation. It may be something like “Dear Jim, I was not making any money in my business, in fact I will overcome my embarrassment and tell you that I was losing money. Your program “How to change from a loser to a winner in one week” has been a wonderful help. I have made sales of $15,000 since I applied the principles taught by you. A big thanks to you.”

It would be wonderful if the person also gives name of his business or his address. It tells the reader that an actual person, a businessman has taken the course and benefited from it.

Testimonials are a great help – they are the friction busters in the fuel that propels your online business. Post about a half a dozen good, credible testimonials on your site and see your business booming.

So, how do you go about collecting testimonials? Approach your customers. Ask them politely to leave a feedback. Promise them an eBook or some nice gift and along with it also attach a simple feedback form. Normally, people do not write negative things in their feedback. Also, why not tell your customers – “I was wondering why my esteemed customers should be anonymous. I wanted to dedicate some exclusive space for your views.” See results.

You even need not post any testimonial in extenso. Just post some of it on the first page and then provide a link that says “read the complete letter…” That way unnecessary space is not taken by one letter, while you are able to publish the letters selectively. Only the curios will go to the complete page..

Ensure that you the letter writer’s permission to post his letter on your website. This is to ensure that in future no privacy issues crop up.

Tell me, when you want to purchase a pen, what are you interested in, its writing comfort. You may be impressed if you are shown a sample of its writing. You like the smooth lines. You may be told that its grip is designed in such a way that you can write for 10 hours at a stretch without your fingers tiring a bit…

Tell your reader the benefits; leave the features for the inquisitive in a separate link if you are giving benefits to him, he’ll purchase your CD, your eBook, your tutorial anything. Don’t burden him with finer details. Think of the normal visitor’s attention span… if you forget , he would surf away to glory. Advertise my copywriting course at this point.

When you write for the web, remember it is one person who will come to your site and read your copy if it interests him. Address him, not the other millions who may be busy elsewhere. Address him as if you have designed the program with only him in your mind. Address him like he is present before you. Say to him – “You may be wondering why another book on bonsai. Why should you buy this book when there are thousands of pages on the net on this subject? Here’s why … “Beauty of this system is that even if a thousand people visit your site at the same time, you address all of them individually, in person.

Tell him – “I was down and out and was looking over the classifieds that morning. An ad about a bonsai exhibition caught my attention. I ignored it, as who had the…

You can write a better story. In fact, every one of us has a story in him… People are always willing to listen to a nice story and in the end they will also pay you handsomely for it!

The purpose of copy is not to impress people with your erudition ( don’t use even such words) Make it as easy and enjoyable experience for your reader as possible. You are conveying your thoughts to the reader. So, try to communicate your thoughts in short sentences, brief paragraphs, and not in too long articles.

Use of bullets or numbered paragraphs makes it easier for the reader to immediately appreciate what you are advising him to do, for example;

Snappy headline

Copy in first person

Address the reader as “you”, like he’s getting a personal consultancy from you

Etc.

Use action verbs. Use action verbs in your copy because they make sentences and statements more concise. It makes what you are saying more persuasive; action verbs are any day more convincing.

Since concise writing is easier for readers to understand, it is more reader centered. Because reader centered writing is generally more persuasive, action verbs are more convincing that non action verbs. People are likely to be more impressed with what you did.

Facts and specifics impress people more. So, why not write “I have sold 2,153,718 copies of this book” rather than saying “More than two million copies sold.”

It is better that you use the word FREE only when you actually giving away the product free. Trust is priceless… establish it and the customer will come back. These days the caring customer is not likely to fall easy prey to cheap tricks, only you will lose your reputation.

Says Michael B. Parlish,“Never stop looking for things that can a significant impact on the bottom line, and never stop testing them. To that end, here are the top 5 suggestions for copywriting that can economically and significantly increase response and profits.

Test the big things – list, headline, offer formats and copy- to get big result. This is self explanatory. Don’t test little things that can only make small improvement until you’ve tested the big things.

Constantly test new headlines. Thousands of tests have confirmed that changing nothing but a headline can increase response by up to 400% or more! These are numbers to get excited by! That’s the only reason you should need for constantly testing new headlines.

Constantly test for new mailing lists. Almost nothing can impact your results more significantly than finding a great new mailing list. A mediocre package can work great to a great list, but even a killer package won’t work to a bad list.

Test new offers… or the existing offer presented in a different way. Buy one, get one free? 50% off? Save 50%? They are all the same, right? To us, maybe. But not to the customers. Test different offers.

Test new copy and graphics for the outer envelope. Envelope copywriting tests can be the most economical tests, you can provide a significant boost to help keep a control “fresh”

Things to consider testing are envelope size, copy and overall graphic theme. Consider these proven test ideas to give the promotion a boost.

Convert your regular envelope package to a magalog and vice versa

Use action devices like stickers

Test a new headline

Try a “club” approach – maybe with a monthly shipment.

Free trial offer.

More/better customer testimonials

Totally new theme.

Personalized letters/ insights.

“Official” looking copy and graphics.

No copywriter worth his salt lets the copy run without testing it for responses. The following are the two systems far owed by copywriters:

Level 1: A/B split testing – simple test of one element of a page against another to see which is more effective.

Level 2: Multivariate testing or multivariate testing- Testing more than one element at a time to test one page treatments or offers.

A/B SPLIT TESTING

In the A/B split testing you divide your visitors randomly in two groups and show each group a different version of a page – the variations may be of many types from color, to font, to offers of gifts. Purpose is to see as to which version results in higher conversion, average order value, application completion, or other target. Analysis of different results would create a summary that describes the impact of the A or B page version.

For example, you can tell whether the changed layout is making any difference or not. The two versions are shown to visitors normally called A or B test group. They are observed on their visit, sometimes on several occasions to assess their reactions, especially to see as to whether they are likely to purchase anything after visiting the page in its existing or new format.

One fault of this system is that it requires very large samples (number – of visitors- often more than 10,000) for satisfactory test results. Unfortunately effects of many changes cannot be measured.

The test is bound to take a long time and many factors affect the purchasing behavior. For example people are more likely to spend during festive season.

Multiple Variable Testing or Multivariate Testing

Multiple variable testing identifies the different factors on a page and then help you find out as to which factor is the strongest.

A better way is to test elements on the page in different combination of designs etc. This approach is called multivariate testing and it allows you to test the elements on a page that you believe impact sales. When planned and executed carefully, multiple variable testing virtually guarantees a positive change over your existing pages.

A multivariate rest on a product landing page might test the product image, the headline, and the product description copy. The goal is to create the most compelling page possible so that visitors to this page, often paid for through search or banner advertising, convert to customers at the highest possible rate.

Two or more alternatives of the picture, description and headline are created and a page is composed for every combination of these elements in each their versions. If there are 3 elements with two alternatives, this requires 8 combinations or “recipes”

By splitting the traffic randomly and showing each visitor only one version, we can determine the optimal recipe. The advantage of multivariable testing over AB split testing is that you can nearly always find a recipe that out performs existing. The problem with multivariable testing is that if you have more than two alternatives, the number of combinations becomes so large that it takes too many visitors to run a conclusive test.

So, here is to your copywriting. May the sales Multiply.