Copywriting Tips - 3 Ways to Come Up With a Killer Offer
Posted 11-24-2008 at 12:00 AM by Robert Plank
Tags copywriting, killer offer
http://www.youtube.com/watch?v=EYW8gfdGLfA
Of all the elements of a web page you can split test, the most important element in your copywriting is the offer. I know many copywriters who start writing copy not with the bullets, not the headlines, but the offer itself. After you have grabbed your prospect's attention and given them all the information they need, the thing that is going to get them to decide whether or not to buy is the offer.
I did not realize this until I had already been marketing on the internet for several years, and if I could go back in time and give my past self some advice, I would tell him, "Focus on the offer." Before you do anything, you need to decide what your USP, or Unique Selling Proposition, is. What do you offer that no one else does?
For me, it was offering video in a niche where no one else offered video training, only text-based training. I have a friend who made a profit selling systemized how-to guides in a niche where everybody else tried to be comprehensive and boring. If these do not inspire you, think about the USP for Domino's Pizza, "30 minutes or it's free." Can you offer a 6-week money back guarantee, a free trial, double your money back guarantee, payment plan, or limited time offer?
Also remember to sell using "reason why" advertising. I recently came very close to purchasing a web site from somebody for $50,000 but I backed out of the deal, because the seller did not make it clear why he was selling the site. He said he was too busy focusing on other projects, but further down in the sales copy he claimed the site was completely automated and hands-off. If the site really was making money running on 100 percent autopilot, why sell the site because you are "too busy"? That lack of "reason why" advertising killed his offer.
Finally, you should introduce the concept of a dramatic low-risk policy. Provide your real physical address and phone number, and disclose your business name if you have one so prospects can easily contact your town hall or the Better Business Bureau and find out if you are legitimate. Show a picture of yourself and your office if you have one. In addition to these usual tips, I have seen some pretty creative offers out there.
For example, copywriter Joe Sugarman offers a 10-year money back guarantee if his books do not earn you $100,000 within the refund period. Jermaine Griggs offers a $197 membership site that only costs $2.97 for the first month. On top of that, the"real" price of the membership is $97 after the price drop.
Those are three simple strategies you can apply right now to create a compelling offer for your business or just enhance your existing one: the USP, Reason-Why Advertising, and the dramatic low risk policy. Using these strategies will get you to place emphasis on the actual offer in your copywriting.
Get the exact step by step formula to write a sales letter in five minutes or less, complete with easy to use worksheets and plug-n-play headlines, offers, stories, and guarantees... http://www.fiveminutecopywriting.com
Of all the elements of a web page you can split test, the most important element in your copywriting is the offer. I know many copywriters who start writing copy not with the bullets, not the headlines, but the offer itself. After you have grabbed your prospect's attention and given them all the information they need, the thing that is going to get them to decide whether or not to buy is the offer.
I did not realize this until I had already been marketing on the internet for several years, and if I could go back in time and give my past self some advice, I would tell him, "Focus on the offer." Before you do anything, you need to decide what your USP, or Unique Selling Proposition, is. What do you offer that no one else does?
For me, it was offering video in a niche where no one else offered video training, only text-based training. I have a friend who made a profit selling systemized how-to guides in a niche where everybody else tried to be comprehensive and boring. If these do not inspire you, think about the USP for Domino's Pizza, "30 minutes or it's free." Can you offer a 6-week money back guarantee, a free trial, double your money back guarantee, payment plan, or limited time offer?
Also remember to sell using "reason why" advertising. I recently came very close to purchasing a web site from somebody for $50,000 but I backed out of the deal, because the seller did not make it clear why he was selling the site. He said he was too busy focusing on other projects, but further down in the sales copy he claimed the site was completely automated and hands-off. If the site really was making money running on 100 percent autopilot, why sell the site because you are "too busy"? That lack of "reason why" advertising killed his offer.
Finally, you should introduce the concept of a dramatic low-risk policy. Provide your real physical address and phone number, and disclose your business name if you have one so prospects can easily contact your town hall or the Better Business Bureau and find out if you are legitimate. Show a picture of yourself and your office if you have one. In addition to these usual tips, I have seen some pretty creative offers out there.
For example, copywriter Joe Sugarman offers a 10-year money back guarantee if his books do not earn you $100,000 within the refund period. Jermaine Griggs offers a $197 membership site that only costs $2.97 for the first month. On top of that, the"real" price of the membership is $97 after the price drop.
Those are three simple strategies you can apply right now to create a compelling offer for your business or just enhance your existing one: the USP, Reason-Why Advertising, and the dramatic low risk policy. Using these strategies will get you to place emphasis on the actual offer in your copywriting.
Get the exact step by step formula to write a sales letter in five minutes or less, complete with easy to use worksheets and plug-n-play headlines, offers, stories, and guarantees... http://www.fiveminutecopywriting.com
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