Here is why your copy sucks - it's because...

[AdwordsMogul]

(Now I know this is simplistic and basic, but understanding the next statement will take your copywriting to the next level, for sure)

...nobody wants to buy your product. Read on.

Here is the deal: there is always a huge difference between what people want to buy, and what your product does.

Best example: soap.

Have you ever seen an add that says - "This soap cleans your body really well." ?

No, of course not. You get stuff like "It wakes you up, stimulates your senses, drives women/men crazy, adds luxury to your life, etc."

Is that what soap was made for? No, it's meant for cleaning up and disinfecting your body.

Is that what people want to buy? Nope.

Does this mean you should lie in your copy?

Nope. What it means is that you should find out what your readers want to buy. The sell that - just connect it to your product.

Hardcore reality check: no matter what you do, most people will always have unrealistic expectations and a fantasy. Copywriting is about getting them to that fantasy - it's not your job to wake them up (unless of course, waking the up a bit will help to make that sale - very rare). That's what the product is for.

But...

If you don't give them the fantasy, they won't buy, and the product won't get to do it's job.

[bobtracz]

Another way to think of copy is to ask what does it do and then add so that you can... ? Soap cleans and disinfects so that you can... attract the opposite sex, be irristible, have women jump you on the subway: Well something like that anyway. cheers

[ahew]

So true. What people say they want and what actually sells them are totally different. If you don't give them the opportunity to dream, the masses won't respond.

[ProfitPentagon]

Dumb writers try to sell on: I, My & Me
Smart writers try to sell on: You & Your
Copywriters try to sell on: Features & Benefits
Smart Copywriters sell on: Emotions & Experiences which you get as the end result of the features of the product.

Just like you gave the example of SOAP. That is what Smart Copywriters do all the time.

[AdwordsMogul]

Originally Posted by bobtracz

Another way to think of copy is to ask what does it do and then add so that you can... ? Soap cleans and disinfects so that you can... attract the opposite sex, be irristible, have women jump you on the subway: Well something like that anyway. cheers

I'd like to respectfully disagree.

The moment you mention "disinfect" you take away the sexiness from the offer.

The point is saying what the product really does could actually loose the sale!

This is something copywriters have to get used to if they want to really sell.

Would people buy McDonalds if the ads said what they actually do to your body? Nope.

Another hard reality: what people want to buy is usually not the best thing for them. You can't change that.

What you can do is sell them what you want, and then give them what they need - not the other way round.

[The Marketeer]

Originally Posted by AdwordsMogul

What you can do is sell them what you want, and then give them what they need - not the other way round.

Would you kindly expand on this part please?

[AdwordsMogul]

Originally Posted by The Marketeer

Would you kindly expand on this part please?

Ok, let's look at the Making Money Online niche.

People want a lot of money of money fast, without putting effort.

Well, we know this kind of mentality leads to being broke. So what these people need is to systematically apply themselves in a given area in order to make the money they want.

However if you say "This ebook will teach you the right mindset, and show you;
- how you should get rid of certain friends,
- stop watching so much TV and porn,
- raise your personal standards so that the stuff your produce is high quality, and people respect you more (and therefore will buy a lot more of your stuff)
- stop wasting your time chasing the next big thing that shines

you won't get a great response even though that's what these people NEED to do.

However if you say "Here is how I make over $5000 a month, 'working' 4 hours a day - without a list!" - you will get a great response. This what they WANT.

Now, inside your product you can put something like this "...in order to make over $5000 a month without a list, there a few things you have to do first. It's very important that you create the right environment that allows you to make maximum profit in minimum time. The first step is...." -

Then you go on explaining the stuff the NEED to do. At that point you have more of their trust and respect so they will listen to you.

Then when you get to the specific methods you are using they will be in better position to implement them.

That's how you sell what they want and deliver what they need.

[Daret]

Thats a very nice tip you have shared there!

Its extremely important and critical to use and implement the tip, Thanks so much !!

I love Warrior Forum so much !!!

[Steve The Copywriter]

After all the research you'll find your target audiences key emotion.

Then aim and fire directly at it.

If you hit the bullseye.

Stand well back...

And watch the money roll in.

Steve

[The Marketeer]

Dude, you're right. Some people are too lazy to work for the results they so badly desire.

So selling them on what they wanna hear and then giving them what they need is a more sensible way to achieve the objective.

... as long as the product delivers on it's claim and offers value.

Isn't that's what top marketers/copywriters do all the time?

[Steve The Copywriter]

I've said this countless times to clients.

"Let's over deliver on the promise"

It's truly the greatest thing when they agree to do it.


Steve

[Iriss]

Always ready to take advantage of other people for a buck, huh?

Yeah, my copy sucks... according to who... you? You are criticizing a morally intact, honest copy for being bad because it doesn't make money? I don't have a problem with that, but now you have just thought a bunch of newbies of what to do and they are going to imitate this in their own work. But who is going to take responsibility for the long term effect of teaching something like this?

You can say I am bitter, or crazy or "this is what internet marketing is about", but I am going to say to you that this is what is wrong with the world. People like you, innocently promoting this type of stuff, all with the pursuit of self interest, and not that of people you are producing this work for. So, what is more valuable to you, than the world is not ****, or that I am sane?

A person who says one thing and says another is a hypocrite.

You know the only reason you can say this freely without any regret is that you have "freedom of speech", and then others listen to you, because, well... all the people who are really successful are teaching difficult things. Ah, kind of strikes at the heart of your purpose in life. This is how you think about all other things in your life, not just your profession.

So let's say my copy is bad... but at least I am not of a pitiful moral standard and a sell out. My work is based on quality and high ethical standard, not on deceiving people. That's why my customers love my work and the value I bring into their lives.

You have to have a pretty ****ty faith in a human being in order to sell them what they want, knowing it is not the right thing.

What happened? It's not about helping people all of a sudden? Since when was this not a good idea for a profitable business?

You learn to manipulate masses to sell them **** they don't need by reinforcing their wrong desire to want something unhelpful to them.

You don't think it's wrong? Is this what makes you happy?

Originally Posted by AdwordsMogul

Ok, let's look at the Making Money Online niche.

People want a lot of money of money fast, without putting effort.

Well, we know this kind of mentality leads to being broke. So what these people need is to systematically apply themselves in a given area in order to make the money they want.

However if you say "This ebook will teach you the right mindset, and show you;
- how you should get rid of certain friends,
- stop watching so much TV and porn,
- raise your personal standards so that the stuff your produce is high quality, and people respect you more (and therefore will buy a lot more of your stuff)
- stop wasting your time chasing the next big thing that shines

you won't get a great response even though that's what these people NEED to do.

However if you say "Here is how I make over $5000 a month, 'working' 4 hours a day - without a list!" - you will get a great response. This what they WANT.

Now, inside your product you can put something like this "...in order to make over $5000 a month without a list, there a few things you have to do first. It's very important that you create the right environment that allows you to make maximum profit in minimum time. The first step is...." -

Then you go on explaining the stuff the NEED to do. At that point you have more of their trust and respect so they will listen to you.

Then when you get to the specific methods you are using they will be in better position to implement them.

That's how you sell what they want and deliver what they need.

[Joseph Denali]

Originally Posted by ProfitPentagon

Dumb writers try to sell on: I, My & Me
Smart writers try to sell on: You & Your
Copywriters try to sell on: Features & Benefits
Smart Copywriters sell on: Emotions & Experiences which you get as the end result of the features of the product.

Just like you gave the example of SOAP. That is what Smart Copywriters do all the time.

This is right on the money. Just recently, I reluctantly attended a Neuro-Marketing seminar and was pleasantly surprised at the insight that was shared. It focused on "hitting the buy button" in people's brains by appealing to their emotions and experiences.

Of course, the lecture also stressed using "you" and answering the ubiquitous question of "what's in it for me?" with features and benefits. As you mentioned, you sell with emotional appeal that your audience can relate to and they will naturally grasp the benefits.

[Arroway]

If you think about it, it's common sense. Money doesn't make you happy. If you are rich and you have all the stuff you'd ever want, you quickly find out that it's empty. And if you are clever and figure out what the problem is, you will come to the conclusion that we don't really want the stuff, but the experience the stuff gives us. It's the right experience that makes us happy, not merely having the stuff. Therefore, experience is the thing you need to market in your copy writing!

Allen

[euraffiliates]

Absolutely true. But some copies gives so much fantasy that goes far beyond the reality. Don't you think that those ads should be banned?

[The Marketeer]

Originally Posted by Arroway

If you think about it, it's common sense. Money doesn't make you happy. If you are rich and you have all the stuff you'd ever want, you quickly find out that it's empty. And if you are clever and figure out what the problem is, you will come to the conclusion that we don't really want the stuff, but the experience the stuff gives us. It's the right experience that makes us happy, not merely having the stuff. Therefore, experience is the thing you need to market in your copy writing!

Allen

Thank God. I'm glad that some people get it.

It's not about deception or manipulation. It's about correct positioning.

You're offering the customer exactly what they need but packaging it in a more attractive and appealing way.

Experience marketing. It's what ALL if not MOST big companies do. They spend thousands and millions of dollars on this.

It is used everyday on TV, newspapers, magazines.

Are they all being deceptive?

[The Marketeer]

Originally Posted by ProfitPentagon

Dumb writers try to sell on: I, My & Me
Smart writers try to sell on: You & Your
Copywriters try to sell on: Features & Benefits
Smart Copywriters sell on: Emotions & Experiences which you get as the end result of the features of the product.

Just like you gave the example of SOAP. That is what Smart Copywriters do all the time.

Thanks for your comments. I agree with your points here.

But in order to be respectful to all writers, I think a more fitting title for the first group would be Newbies or In-experienced writers.

[Michael55555]

Wow. That is a great way to think about writing copy. Thanks.

[sethczerepak]

NICE. Here's how I explain it to my students:

1) Average sales people sell products
2) Above average sales people sell benefits
3) Extraordinary sales people sell experiences.

[AdwordsMogul]

Originally Posted by Iriss

Always ready to take advantage of other people for a buck, huh?

Yeah, my copy sucks... according to who... you?

Yep.

Originally Posted by Iriss

...
You are criticizing a morally intact, honest copy for being bad because it doesn't make money?

Yep. Again.

The purpose of sales copy is to sell. If it doesn't sell - it sucks.

But thanks for your very energetic post - you just made my day!

[TopKat22]

Wow! Loving this thread. Lots of really great information in here. This is a post that should be made sticky, imho.

[Freddie Worrall]

Originally Posted by AdwordsMogul

Yep.



Yep. Again.

The purpose of sales copy is to sell. If it doesn't sell - it sucks.

But thanks for your very energetic post - you just made my day!

Haha, love it.

[wimbledonwoman]

Originally Posted by AdwordsMogul

Ok, let's look at the Making Money Online niche.

People want a lot of money of money fast, without putting effort.

Well, we know this kind of mentality leads to being broke. So what these people need is to systematically apply themselves in a given area in order to make the money they want.

However if you say "This ebook will teach you the right mindset, and show you;
- how you should get rid of certain friends,
- stop watching so much TV and porn,
- raise your personal standards so that the stuff your produce is high quality, and people respect you more (and therefore will buy a lot more of your stuff)
- stop wasting your time chasing the next big thing that shines

you won't get a great response even though that's what these people NEED to do.

However if you say "Here is how I make over $5000 a month, 'working' 4 hours a day - without a list!" - you will get a great response. This what they WANT.

Now, inside your product you can put something like this "...in order to make over $5000 a month without a list, there a few things you have to do first. It's very important that you create the right environment that allows you to make maximum profit in minimum time. The first step is...." -

Then you go on explaining the stuff the NEED to do. At that point you have more of their trust and respect so they will listen to you.

Then when you get to the specific methods you are using they will be in better position to implement them.

That's how you sell what they want and deliver what they need.

Benefits first, sprinkled with a little stardust...