A Million Possible Paths for Writing This Copy

Joshua Uebergang · 12-23-2008, 01:02 AM

I sit here at a fork road in my copy. It's the beginning of rewriting a letter that has a suck start. It's for a communication skills product and I can take the entire letter in a million directions. How do I go down the most profitable path? How do I choose my hook, I suppose.

Here's my thoughts. Summarize as many paths as I can. Select the top few, write separate copies for each one, then test. It's time-consuming, but the best option I know of right now.

JoshuaGM · 12-23-2008, 01:15 AM

Hi,

Rather than test out what you are not sure about, how about putting to test tried & proven content that does?

You might want to take a look at copyblogger.com. Great ideas & tips on building great content.

Hope this helps!
Joshua

Joshua Uebergang · 12-23-2008, 02:17 AM

Hey Josh. Thanks for your tip.

I'm trying to follow proven content and feel I could use any of it. For example, at the moment I'm writing a piece using one of Jeff's Walker, or general copywriting formula, where I show my similarity to the reader, amplify the problem, then present a solution that took me ages to find (which is the truth).

I imagine most copywriters are probably faced with this dilemma of too many directions in their copy. I need to get down to what matters.

Rob Canyon · 12-23-2008, 08:23 AM

Joshua,

You say profitable path. This would dictate that you have some traffic,
that possibly is not converting as well as planned.

Whenever you're stuck go back to the testimonials... If you don't have any
get some.

The best sales letters encourage others to join the club of those that are
already experiencing the benefits your product has offered to others.

Nobody wants to be first...

Look at similar sales letters in your niche, print a few, and take a pen and
note how and where they develop their AIDA.

Attention, Interest, Desire and Call to Action.

That should get you back on track...

Cheers,

Rob
P.S. I've always found it best to write in lots of little blocks of time
instead of 4, 5 or 6 hours at a time... When you're stuck, go do something
different and then come back to your project with new creative juices.

Stephen Dean · 12-23-2008, 07:16 PM

The path you take depends on many, many variables.

What's the awareness of the customer? Do they already know a product like yours will fix their problem? Do they already know they need a product like yours? Then you don't need to spend much time talking about how your product works and how it achieves the desired result.

Are there any preconceived notions that might hurt your prospect's opinion of your product?

Does the audience already know you?

What do you need to prove to the client and how much copy will that take?

What sales arguments in your copy rely on other sales arguments appearing before it?

Here's a good article by Clayton Makepeace on constructing logical arguments: Advanced persuasion techniques. | The Total Package

Good luck.

Stephen Dean, stephensblog.com

Joshua Uebergang · 12-23-2008, 07:50 PM

Big help, thanks Rob and Stephen.

Rob, I'm a bit hesitant to follow the structure of sales letters in my niche because they're, well, crap. But I've found one big guy who I'll use your tip on.

Stephen, those questions are gold for me.

Kyle Tully · 12-23-2008, 08:11 PM

Sounds like you're just playing guessing games at the moment.

What does your research tell you?

Capone · 01-02-2009, 03:08 PM

Why waste anymore time on this? Time is money. Hire someone to write it and it'll payoff down the road.

12-23-2008, 01:02 AM	#1
Joshua Uebergang literally above the crowd War Room Member Join Date: Feb 2006 Location: Kick-ass Brisbane Posts: 2,071 Thanks: 29 Thanked 26 Times in 9 Posts Social Networking Contact Info	A Million Possible Paths for Writing This Copy I sit here at a fork road in my copy. It's the beginning of rewriting a letter that has a suck start. It's for a communication skills product and I can take the entire letter in a million directions. How do I go down the most profitable path? How do I choose my hook, I suppose. Here's my thoughts. Summarize as many paths as I can. Select the top few, write separate copies for each one, then test. It's time-consuming, but the best option I know of right now.
	Get health, wealth, and rambling insights from a mad gangly man at ⇒ JoshuaUebergang.com

12-23-2008, 01:15 AM	#2
JoshuaGM Online Entrepreneur Join Date: Dec 2008 Posts: 15 Blog Entries: 1 Thanks: 0 Thanked 2 Times in 2 Posts	Re: A Million Possible Paths for Writing This Copy Hi, Rather than test out what you are not sure about, how about putting to test tried & proven content that does? You might want to take a look at copyblogger.com. Great ideas & tips on building great content. Hope this helps! Joshua
	Fast Track™ Now To 5 Figures Monthly - Watch These Videos!

12-23-2008, 02:17 AM	#3
Joshua Uebergang literally above the crowd War Room Member Join Date: Feb 2006 Location: Kick-ass Brisbane Posts: 2,071 Thanks: 29 Thanked 26 Times in 9 Posts Social Networking Contact Info	Re: A Million Possible Paths for Writing This Copy Hey Josh. Thanks for your tip. I'm trying to follow proven content and feel I could use any of it. For example, at the moment I'm writing a piece using one of Jeff's Walker, or general copywriting formula, where I show my similarity to the reader, amplify the problem, then present a solution that took me ages to find (which is the truth). I imagine most copywriters are probably faced with this dilemma of too many directions in their copy. I need to get down to what matters.
	Get health, wealth, and rambling insights from a mad gangly man at ⇒ JoshuaUebergang.com

12-23-2008, 08:23 AM	#4
Rob Canyon HyperActive Warrior War Room Member Join Date: Jul 2008 Location: Collingwood, Ontario Canada Posts: 284 Thanks: 44 Thanked 24 Times in 20 Posts	Re: A Million Possible Paths for Writing This Copy Joshua, You say profitable path. This would dictate that you have some traffic, that possibly is not converting as well as planned. Whenever you're stuck go back to the testimonials... If you don't have any get some. The best sales letters encourage others to join the club of those that are already experiencing the benefits your product has offered to others. Nobody wants to be first... Look at similar sales letters in your niche, print a few, and take a pen and note how and where they develop their AIDA. Attention, Interest, Desire and Call to Action. That should get you back on track... Cheers, Rob P.S. I've always found it best to write in lots of little blocks of time instead of 4, 5 or 6 hours at a time... When you're stuck, go do something different and then come back to your project with new creative juices.
	Contact Me Here http://incrediblesupportdesk.com

12-23-2008, 07:16 PM	#5
Stephen Dean Master Copywriter War Room Member Join Date: Oct 2006 Location: WA , USA. Posts: 1,052 Thanks: 133 Thanked 192 Times in 99 Posts Social Networking	Re: A Million Possible Paths for Writing This Copy The path you take depends on many, many variables. What's the awareness of the customer? Do they already know a product like yours will fix their problem? Do they already know they need a product like yours? Then you don't need to spend much time talking about how your product works and how it achieves the desired result. Are there any preconceived notions that might hurt your prospect's opinion of your product? Does the audience already know you? What do you need to prove to the client and how much copy will that take? What sales arguments in your copy rely on other sales arguments appearing before it? Here's a good article by Clayton Makepeace on constructing logical arguments: Advanced persuasion techniques. \| The Total Package Good luck. Stephen Dean, stephensblog.com
	Occupation: Best Copywriter Ever. Clients: Matt Bacak, Jim Edwards, Ryan Deiss and more. I write sales copy that demands champagne celebrations: Hire A “Champagne Celebration” Copywriter.

12-23-2008, 07:50 PM	#6
Joshua Uebergang literally above the crowd War Room Member Join Date: Feb 2006 Location: Kick-ass Brisbane Posts: 2,071 Thanks: 29 Thanked 26 Times in 9 Posts Social Networking Contact Info	Re: A Million Possible Paths for Writing This Copy Big help, thanks Rob and Stephen. Rob, I'm a bit hesitant to follow the structure of sales letters in my niche because they're, well, crap. But I've found one big guy who I'll use your tip on. Stephen, those questions are gold for me.
	Get health, wealth, and rambling insights from a mad gangly man at ⇒ JoshuaUebergang.com

12-23-2008, 08:11 PM	#7
Kyle Tully ConsultingTycoon.com War Room Member Join Date: Apr 2007 Location: Vaucluse, Australia. Posts: 2,343 Thanks: 98 Thanked 268 Times in 128 Posts Social Networking Contact Info	Re: A Million Possible Paths for Writing This Copy Sounds like you're just playing guessing games at the moment. What does your research tell you?
	Thought About Offline Consulting? Fiona - $5,500 + $600/m 1st Week... Anthony - $7k + $594/m... Liz - $12k 1st Month... Rob - $7k + $800/ 1st Month... Scott - $45,000 in 3m... 20/yo Jock 6-Figure Client 2nd Month Don't you deserve the same unfair advantage?

01-02-2009, 03:08 PM	#8
Capone Active Warrior Join Date: Dec 2008 Location: Central New York Posts: 94 Thanks: 2 Thanked 5 Times in 5 Posts	Re: A Million Possible Paths for Writing This Copy Why waste anymore time on this? Time is money. Hire someone to write it and it'll payoff down the road.