An Interview On Copywriting With Jessalyn Coolbaugh
Posted 13th September 2008 at 07:54 PM by Tinkerbell
A few weeks ago, I asked several copywriters over in the copywriting forum if they would be interested in doing an "interview" for my blog.
What follows is a Q & A session with Jessalyn Coolbaugh - a freelance copywriter, marketing consultant and copy coach. Over the span of her 20 year career she has helped businesses make countless millions, and has helped a number of young and eager students to go on to become successful copywriters in their own rights.
Let's get started...
TIF: Market Research: Why research to begin with?
My thought is you do market research so you'll be "up" on the lingo, the slang, your product, your client, and so you'll be able to speak to your prospect DIRECTLY, using his or her "language". By researching the market, you'll be able to enter the conversation already going on in your prospect's head.
Can you expand on why market research is necessary?
JESSALYN: Market research is a vital part of the copywriting process. Yes, it is so that we as writers can be "in the know" when it comes to our client's product, the target audience, and the right language to use when composing our sales pitches. But, it is also a necessary evil as we must research our client's competitors, as well. By learning what the competition is doing (or not doing) right, you can better understand how to position your own client's product.
TIF: Interviewing and Copywriting: Interviewing skills fit into copywriting because...? Exactly WHO does a copywriter interview when preparing to write a piece of copy, and why?
JESSALYN: Ugh... my least favourite thing to do when it comes to my job. In fact, I'm actually quite bad at the interviewing process, and often outsource the whole thing :-p Interviews are important because there are times when you need the words of an expert to strengthen your copy; and at other times because you need to interview past clients to get their opinions of your client's product - good or bad. This is also a great way to be able to find information out which will allow your client to better their product or service.
TIF: After the market research and the interviewing is done, I've read that some copywriters then engage in a process informally called a "Brain Dump". What is a "brain dump" and why would a copywriter do it?
I believe you do this in order to put everything you've learned so far about your market and your product onto paper...to discover how well you know your product, your market, and if you're now prepared to write your sales letter or if you need to go gather more information. Am I off the mark?
JESSALYN: Well... you're sort of on and sort of off. The entire point of a brain dump is to get everything out of your head as quickly as possible. Our heads can get overloaded very quickly with all the research we must do. As we try to fill them with more and more information, it's easy to forget the finer details that will make the copy actually come together. By getting everything you've learned and read out onto paper, you free up your mind to look at things objectively and from the point of view of the salesman rather than the researcher.
TIF: Stories: Why are they important when writing copy? What does a story "do" for the copy you are writing and what does it do for the market you are writing "to"?
JESSALYN: This is one question I would really love for you to be able to get Vin Montello to answer (and if you ask super nice, he just might), but the short and sweet answer is that stories help to draw the reader into the copy more so than a simple "buy this because I said so" sales pitch. However, there are a couple of really important things to remember about telling stories in a sales letter - one: remember that it isn't an easy thing to tell an open-ended story that is strong enough to keep your reader's attention. If you aren't a strong story teller, then it is best to avoid this tactic. Two: keep in mind that not all markets will respond to a story hook... some times a story is appropriate, and some times it is not.
TIF: Bullets: what are their function in a piece of copy? What is a bullet and what significance do they have in a sales letter?
JESSALYN: Short and sweet answer on this one. Bullets have a very specific function in copy - to draw the reader's eye to the benefits or features you are selling. We are by nature skimmers when it comes to sales copy, so bullets help to draw our eyes to significant points as we skim.
TIF: Headlines and hooks: What is the purpose of each and what must they do for your reader?
JESSALYN: Okay, another short and sweet answer for this question - not because I'm trying to be vague, just because it's easy to get overloaded with so much information out there about proper copy form and function.
To put it simply, a headline is to stop your readers in their tracks and make them pay attention; and the hook is what you use to get them interested enough to keep reading what you have to tell them.
Something you should keep in mind whenever writing a piece - each section, each paragraph of your copy has one purpose - to lead the reader on to the next section, and all the way down to your offer.
TIF: That sexy body (the "body" area of your copy, that is) is where your proof goes, where your story goes, where your bullets go that falls directly after the headline, hook, salutation, lead and directly before your offer, call to action, close, and PS's. This much I know, but what exactly "is" the body of a sales letter?
I think it's the "delivery area" for everything you've talked about before you got to the body. Am I wrong? Right? Close?
JESSALYN: You got it! As a copywriter, the burden of proof is on you to convince the reader that what you promise in your headline and hook is true. The body is where you attempt to do this. All of the various elements that go into a piece are what comprise the body of your letter. Put simply, the body of your letter is everything in between the "Dear So-and-so," to "Sincerely,".
TIF: I love Gary Halbert's definition of "The Offer". He defined it, in simplistic glory, thusly: "I'll give you "X" (define X) in exchange for "Y" (usually money).
But what about your bonuses? Your guarantee? Personally I think guarantees and bonuses are simply a part of "The Offer"...a part you use to "sweeten the deal" as Gary often said. What are your thoughts on this?
JESSALYN: Sheesh! Talk about a loaded question ;-p Okay... offer, bonuses, guarantee - all different things with different purposes. Let's take them one at a time, shall we?
The Offer: You've got it with Gary's definition. The offer is simply the solution to your reader's pain - the answer to their problems. You are giving them this solution, something which should be so irresistible by the time you get to it that they can't help themselves, for just a mere pittance. So yes... "X for Y" J
The Guarantee: People often mistake this as a part of the offer - to "sweeten the deal" as you put it. This is a common misconception. The guarantee is one more element of proof, like your testimonials, in which you say "hey, I know this is all a bit hard to believe; but if you'll just take the chance that this may well be the answer you've been looking for, I'll give you your money back if I'm wrong".
The Bonuses: Yes, absolutely! These are used to sweeten the pot. To give your reader an ever bigger reason to whip out their credit cards.
TIF: Testimonials: what are they and why should you use them in a sales letter? It's a social proof thing, right? Is there more to a testimonial than the social proof aspect? Enquiring minds wanna know...
JESSALYN: Testimonials are simply prior customers giving their input on a particular product. Yep... they are social proof - just another way of telling your reader "Hey! So-And-So really liked this product, and we're sure you will too!"
TIF: I hear copywriters refer to both the "close" and the "call to action" as if they were the same thing. I disagree. I believe the "call to action" is the part in a sales letter where you say, "Hey, click here to get what I'm offering!" The close, however, is where you sign off the letter, where you say, "I'll see you on the inside, Your Name."
Are the call to action and the close two completely different entities? Or are they the same? What's your take on it?
JESSALYN: Two entirely separate creatures. The close is your final arguments as to why the reader should do what you're about to ask them. In other words, "do as I say because..."
The call to action is where you tell your readers exactly what it is you want them to do, i.e. fill out the form below and mail it in with your cheque for 19.95 now... etc. The call to action should always be very clear, and very concise.
TIF: I've always thought postscripts (PS's) were supposed to be "supplemental" information that is added after a letter is signed. So why do I so often see body copy regurgitated in the PS's? What is the purpose, really, of a PS in a sales letter?
JESSALYN: There is an old adage in journalism and marketing writing that says, "Tell 'em what you're about to tell 'em (the hook); tell them what you have to say (the body); and then tell 'em what you just told 'em (the PostScripts)." Though it sounds funny, the P.S.'s are used to do just that - to reiterate the offer you've just presented them with; but in a slightly different way so as to remind your reader what a great deal they're getting.
TIF: A lot of people think offering multiple payment plans is a part of the "getting the money" phase of copywriting. I think it's part of the offer, something used to sweeten the deal. What are your thoughts on this?
JESSALYN: Personally, I think multiple payment offerings should be used very carefully. This type of payment structure simply won't work for every market. The multiple payment thing is more for the marketer's benefit than for the consumers - offer an easier payment plan option, and those customers who wouldn't otherwise be willing to plunk down your entire asking price might be persuaded to place an order.
TIF: The power to persuade: where does one get this skill? Or is it no skill at all, but an inherent talent? Can it be learned, or must you be born with it? What role does it play in copywriting - where does it fit?
JESSALYN: It's salesmanship and psychology - plain and simple. And yes... anyone can learn how to do it. Persuasion is simply knowing how to reach your reader in exactly the right way; whether that means simply using the right language, or knowing the right buttons to push to get an emotional response.
--
You can learn more about joining Jessalynn's coaching programme by visiting her on the web at:
Jessalynn Coolbaugh | SEO Copywriter | Advertising Copywriter | Internet Marketing Copywriter .
What follows is a Q & A session with Jessalyn Coolbaugh - a freelance copywriter, marketing consultant and copy coach. Over the span of her 20 year career she has helped businesses make countless millions, and has helped a number of young and eager students to go on to become successful copywriters in their own rights.
Let's get started...
TIF: Market Research: Why research to begin with?
My thought is you do market research so you'll be "up" on the lingo, the slang, your product, your client, and so you'll be able to speak to your prospect DIRECTLY, using his or her "language". By researching the market, you'll be able to enter the conversation already going on in your prospect's head.
Can you expand on why market research is necessary?
JESSALYN: Market research is a vital part of the copywriting process. Yes, it is so that we as writers can be "in the know" when it comes to our client's product, the target audience, and the right language to use when composing our sales pitches. But, it is also a necessary evil as we must research our client's competitors, as well. By learning what the competition is doing (or not doing) right, you can better understand how to position your own client's product.
TIF: Interviewing and Copywriting: Interviewing skills fit into copywriting because...? Exactly WHO does a copywriter interview when preparing to write a piece of copy, and why?
JESSALYN: Ugh... my least favourite thing to do when it comes to my job. In fact, I'm actually quite bad at the interviewing process, and often outsource the whole thing :-p Interviews are important because there are times when you need the words of an expert to strengthen your copy; and at other times because you need to interview past clients to get their opinions of your client's product - good or bad. This is also a great way to be able to find information out which will allow your client to better their product or service.
TIF: After the market research and the interviewing is done, I've read that some copywriters then engage in a process informally called a "Brain Dump". What is a "brain dump" and why would a copywriter do it?
I believe you do this in order to put everything you've learned so far about your market and your product onto paper...to discover how well you know your product, your market, and if you're now prepared to write your sales letter or if you need to go gather more information. Am I off the mark?
JESSALYN: Well... you're sort of on and sort of off. The entire point of a brain dump is to get everything out of your head as quickly as possible. Our heads can get overloaded very quickly with all the research we must do. As we try to fill them with more and more information, it's easy to forget the finer details that will make the copy actually come together. By getting everything you've learned and read out onto paper, you free up your mind to look at things objectively and from the point of view of the salesman rather than the researcher.
TIF: Stories: Why are they important when writing copy? What does a story "do" for the copy you are writing and what does it do for the market you are writing "to"?
JESSALYN: This is one question I would really love for you to be able to get Vin Montello to answer (and if you ask super nice, he just might), but the short and sweet answer is that stories help to draw the reader into the copy more so than a simple "buy this because I said so" sales pitch. However, there are a couple of really important things to remember about telling stories in a sales letter - one: remember that it isn't an easy thing to tell an open-ended story that is strong enough to keep your reader's attention. If you aren't a strong story teller, then it is best to avoid this tactic. Two: keep in mind that not all markets will respond to a story hook... some times a story is appropriate, and some times it is not.
TIF: Bullets: what are their function in a piece of copy? What is a bullet and what significance do they have in a sales letter?
JESSALYN: Short and sweet answer on this one. Bullets have a very specific function in copy - to draw the reader's eye to the benefits or features you are selling. We are by nature skimmers when it comes to sales copy, so bullets help to draw our eyes to significant points as we skim.
TIF: Headlines and hooks: What is the purpose of each and what must they do for your reader?
JESSALYN: Okay, another short and sweet answer for this question - not because I'm trying to be vague, just because it's easy to get overloaded with so much information out there about proper copy form and function.
To put it simply, a headline is to stop your readers in their tracks and make them pay attention; and the hook is what you use to get them interested enough to keep reading what you have to tell them.
Something you should keep in mind whenever writing a piece - each section, each paragraph of your copy has one purpose - to lead the reader on to the next section, and all the way down to your offer.
TIF: That sexy body (the "body" area of your copy, that is) is where your proof goes, where your story goes, where your bullets go that falls directly after the headline, hook, salutation, lead and directly before your offer, call to action, close, and PS's. This much I know, but what exactly "is" the body of a sales letter?
I think it's the "delivery area" for everything you've talked about before you got to the body. Am I wrong? Right? Close?
JESSALYN: You got it! As a copywriter, the burden of proof is on you to convince the reader that what you promise in your headline and hook is true. The body is where you attempt to do this. All of the various elements that go into a piece are what comprise the body of your letter. Put simply, the body of your letter is everything in between the "Dear So-and-so," to "Sincerely,".
TIF: I love Gary Halbert's definition of "The Offer". He defined it, in simplistic glory, thusly: "I'll give you "X" (define X) in exchange for "Y" (usually money).
But what about your bonuses? Your guarantee? Personally I think guarantees and bonuses are simply a part of "The Offer"...a part you use to "sweeten the deal" as Gary often said. What are your thoughts on this?
JESSALYN: Sheesh! Talk about a loaded question ;-p Okay... offer, bonuses, guarantee - all different things with different purposes. Let's take them one at a time, shall we?
The Offer: You've got it with Gary's definition. The offer is simply the solution to your reader's pain - the answer to their problems. You are giving them this solution, something which should be so irresistible by the time you get to it that they can't help themselves, for just a mere pittance. So yes... "X for Y" J
The Guarantee: People often mistake this as a part of the offer - to "sweeten the deal" as you put it. This is a common misconception. The guarantee is one more element of proof, like your testimonials, in which you say "hey, I know this is all a bit hard to believe; but if you'll just take the chance that this may well be the answer you've been looking for, I'll give you your money back if I'm wrong".
The Bonuses: Yes, absolutely! These are used to sweeten the pot. To give your reader an ever bigger reason to whip out their credit cards.
TIF: Testimonials: what are they and why should you use them in a sales letter? It's a social proof thing, right? Is there more to a testimonial than the social proof aspect? Enquiring minds wanna know...
JESSALYN: Testimonials are simply prior customers giving their input on a particular product. Yep... they are social proof - just another way of telling your reader "Hey! So-And-So really liked this product, and we're sure you will too!"
TIF: I hear copywriters refer to both the "close" and the "call to action" as if they were the same thing. I disagree. I believe the "call to action" is the part in a sales letter where you say, "Hey, click here to get what I'm offering!" The close, however, is where you sign off the letter, where you say, "I'll see you on the inside, Your Name."
Are the call to action and the close two completely different entities? Or are they the same? What's your take on it?
JESSALYN: Two entirely separate creatures. The close is your final arguments as to why the reader should do what you're about to ask them. In other words, "do as I say because..."
The call to action is where you tell your readers exactly what it is you want them to do, i.e. fill out the form below and mail it in with your cheque for 19.95 now... etc. The call to action should always be very clear, and very concise.
TIF: I've always thought postscripts (PS's) were supposed to be "supplemental" information that is added after a letter is signed. So why do I so often see body copy regurgitated in the PS's? What is the purpose, really, of a PS in a sales letter?
JESSALYN: There is an old adage in journalism and marketing writing that says, "Tell 'em what you're about to tell 'em (the hook); tell them what you have to say (the body); and then tell 'em what you just told 'em (the PostScripts)." Though it sounds funny, the P.S.'s are used to do just that - to reiterate the offer you've just presented them with; but in a slightly different way so as to remind your reader what a great deal they're getting.
TIF: A lot of people think offering multiple payment plans is a part of the "getting the money" phase of copywriting. I think it's part of the offer, something used to sweeten the deal. What are your thoughts on this?
JESSALYN: Personally, I think multiple payment offerings should be used very carefully. This type of payment structure simply won't work for every market. The multiple payment thing is more for the marketer's benefit than for the consumers - offer an easier payment plan option, and those customers who wouldn't otherwise be willing to plunk down your entire asking price might be persuaded to place an order.
TIF: The power to persuade: where does one get this skill? Or is it no skill at all, but an inherent talent? Can it be learned, or must you be born with it? What role does it play in copywriting - where does it fit?
JESSALYN: It's salesmanship and psychology - plain and simple. And yes... anyone can learn how to do it. Persuasion is simply knowing how to reach your reader in exactly the right way; whether that means simply using the right language, or knowing the right buttons to push to get an emotional response.
--
You can learn more about joining Jessalynn's coaching programme by visiting her on the web at:
Jessalynn Coolbaugh | SEO Copywriter | Advertising Copywriter | Internet Marketing Copywriter .
Total Comments 0
