More Copy Writer Secrets You Can Use
A common mistake for home-grown sales copy is to name features and
technical dimensions of the product or service, instead of the real benefits. When you're inside the company,
and maybe even inside the product development team, it's difficult to extricate yourself from the inside "lingo".
Try My Magic Worksheet
The worksheet below prevents this error in your copy writing. Look at the three examples
in the tinted boxes, then try using the technique for all your features. You can make your own Excel spread
sheet and build dozens of benefits or use the printer-friendly button below or you can download a longer, blank worksheet
below and really go at it. I learned this tip in some sales training 20 years ago and I've modified it and
relied on it all this time.
How to Build Headlines Like a Pro
(Uh oh. They're gonna kill me for sharing this with you.)
The more you
conceive, the better because you can use them as subtitles too. Build the "negative" benefits first; most
people buy to avoid pain and loss rather than to gain some goodie. Complete the sentence, "So, you
don't have to worry about..." Then, you may want to create headlines from those benefits that are more
positive. Try a question. Try long ones and short ones. (Longer ones usually win in direct-response tests.
I know. I know. It's counter-intuitive. But true.)
