A Layman's Guide To Writing Your Own Copy With Ease

[activetrader]

If you are like me meaning that you write your own copy, you may benefit from these guidelines that I have used for all of my products and which will make writing your own copy easier.


I ain't no copywriter so take this with caution, but my products convert. I am sure I could increase my conversion by having my pages written by a professional, but here is how I do it myself.


I don't use any sort of hype in the beginning of the pitch page. The main goal here is to make people stay and read, and from what I've seen with my products in particular, after extensive testing and continuous rewriting is that people don't read when there is lots of hype.


Here is what I do when I write a sales page and it's very simple:


- I pick one, two, or three words that describe exactly what my target audience wants in the simplest terms anyone can understand even if English is not their native language (neither it is mine) and make it into a headline.

Example: for a weight loss product – "How To Lose Weight Fast" (no hype at all but this answers the exact question my audience wants and helps with SEO at the same time). I don't use eloquent language or technical jargon. People may not understand complex words especially if they are not native English speakers. If they don't understand you, they don't read and they don't buy.

- Sub-headline: "How My Clients Consistently Lose 15 to 35 lbs. In Just Two Weeks Without Starving" (it's good to include some sort of proof here as well)

- Establish Immediate Credibility (say who you are and not just your name but what makes you an expert "By John Doe, a Licensed Nutritionist" or whatever you are) – left-aligned on the page. I don't go on into more details of who I am this early on because at this point all that people care about is what's in it for me

- Make a promise in your first paragraph - "If you have been struggling not being able to shed those extra pounds, this page will explain the critical mistakes you are making with your nutrition."

- Then you will need to list all the things that people do to lose weight and tell them they don't work, and to find out why they don't work they need to read your pitch page.

"Once you read this entire page you will stop making those mistakes. Your path to getting into the best shape of your life will become an effortless reality.

Read on to find out:

• why your calorie counting system does NOT work
• why your current exercise routine adds more pounds instead of helping you lose weight
• (add more here....)"

Then I take those bullet points I've just made and make them into paragraphs and answer those questions. Integrate case studies and testimonials that add credibility and make people say, hey this person knows her stuff; she knows what she's talking about.


Tell stories on how this helped you or someone else you know or someone you helped. Tell shocking stories if you have any that you can tell. (such as this person couldn't fit in the door and they had to move two chairs together at a restaurant for him to sit on, etc.)


Here is how to close:


Tell your reader they should not waste countless amounts of money on weight loss pills that cause side effects;


Tell them EVERY alternative to what you are selling is a lot more expensive;


Tell them for a small fraction of what they'd be paying elsewhere they will have guaranteed results and it will be easier and cheaper than elsewhere,


Tell them they will start seeing immediate results (or within a specified time frame – once you start using this product you will start seeing results in as little as 5 days; or you can say "My clients start seeing results in as little as 5 days, 7 days, 10 days at the most")


Then and ONLY THEN you introduce the price.


Then sweeten the deal with bonuses and make a guarantee.


This is how I personally write my own sales pages.


If anyone wants to correct me or add something to this, please do so. I'd like to hear opinions and useful suggestions, and improve, so input is very much appreciated.

[Daniel Scott]

Obviously this is very skeletal... but I think it's pretty good, too. It's not sure-fire, but then again... what is with copywriting?

For 500 words (or whatever) you've packed a really good outline here.

One thing I didn't notice you touch on is that scanability is very important. You want frequent subheads, lots of white space, short sentences, and sometimes short paragraphs.

Bullets are also excellent to catch the eye.

Also, when you write your "bullet points", try and add the BENEFIT, not just the feature... too often I see people put down the features of their product without stating why that's an important feature (ie. what the payoff is).

Obviously this isn't a whole book's worth of copy advice but I think your advice is a brilliant supplement to what people are already learning.

Kudos.

-Dan

[AmericanWoman888]

Thank you for the insights. I always appreciate it so much when someone (anyone) takes time to explain what they do to prosper.

[activetrader]

Originally Posted by Daniel Scott

Obviously this is very skeletal...

Yes like I said this is a pretty basic outline for people who don't know where to start and don't have money to hire a professional. And like I said, I am not a copywriter by any means, so this is from an amateur to an amateur.

[Shane Hale]

Very nice write up being a very technical person this aspect of internet marketing is the hardest for me. Thanks for the article!

[TSDMike]

Active Trader,

I found this very helpful and I used your guidelines to plug a few holes in my sales page that I hadn't realized were there.

Thanks.

Mike

[activetrader]

Originally Posted by TSDMike

Active Trader,

I found this very helpful and I used your guidelines to plug a few holes in my sales page that I hadn't realized were there.

Thanks.

Mike

I am pleased you found it helpful

[wconsultation]

I am learning to write a sales page. While most of the materials I have are really useless, at least your guide is easily understood. :-) Thanks.

[doublee]

If this outline works for you, it's definitely an approach to utilize.
You're right about all the "Hypie" headlines out there. Some of them are a
mini-novel in and of themselves! I always wonder if they actually pull that well.

My natural inclination is to be more like you. However, I have gotten sucked
into writing the "hypie" stuff because people who are very successful seem to
do it.

I guess there's no one method you can carve into stone that works, but I
thank you for taking the time to write a lengthy post here. It's very helpful
for me.

Tom

[Daniel Scott]

One thing I've learned is that successful marketers don't always use good copy.

It sounds crazy, I know... but it's true.

I've heard stories of some high-profile marketers hiring the cheapest copywriter they can... after all, when you already have a huge following... you'll make craptonnes of cash no matter what you do.

Swiping in this regard gets hard... because you just don't know what does or doesn't pull well.

My advice is to network with copywriters who get the big bucks... if you can make friends with them they might even share a few of their letters.

The rule of thumb I use when writing a headline is to put the USP in it... and to make it as short and powerful as possible. The best way to do this is to write about a hundred headlines, LOL.

-Dan

Originally Posted by doublee

If this outline works for you, it's definitely an approach to utilize.
You're right about all the "Hypie" headlines out there. Some of them are a
mini-novel in and of themselves! I always wonder if they actually pull that well.

My natural inclination is to be more like you. However, I have gotten sucked
into writing the "hypie" stuff because people who are very successful seem to
do it.

I guess there's no one method you can carve into stone that works, but I
thank you for taking the time to write a lengthy post here. It's very helpful
for me.

Tom

[KBRMS]

activetrader, thanks for the help I am looking forward to using the outline you provided. I am interested in your writing copy style and I agree with you about reducing the hype. I read a lot of copy online and I always skim down to the bottom to bypass the fluff. Copy should be informative and get the prospect excited about buying not boring. thanks again.

Rick

[marketing2day]

I had a salespage that sucked. It had testimonials. It had a ironclad guarantee. It had targeted traffic.

I tried everything.

Pulled from my expensive swipe file. No sales.

Copied, er, took inspiration from similar salespages from the big guys. Still no sales.

Added more bonuses. Raised the price. Lowered the price. No sales. Grrrrrr.

Used your formula. Fast, down and dirty, got it up and tested it. Results: 3 sales in 161 visits. I think I can do better on the second draft.

Thanks!

[activetrader]

Originally Posted by marketing2day

I had a salespage that sucked. It had testimonials. It had a ironclad guarantee. It had targeted traffic.

I tried everything.

Pulled from my expensive swipe file. No sales.

Copied, er, took inspiration from similar salespages from the big guys. Still no sales.

Added more bonuses. Raised the price. Lowered the price. No sales. Grrrrrr.

Used your formula. Fast, down and dirty, got it up and tested it. Results: 3 sales in 161 visits. I think I can do better on the second draft.

Thanks!

I am glad it helped you!

great stuff, thanks!

[miwriting]

From a writer's perspective, I think you summed it up very nicely. That should help a lot of people out there who want to write their own copy.

[teamnirvana]

Thanks for pointing me in some direction.

I am learning the basics yet and I am planning to take on an example in the time to come with my own e-book.

[Astounding Writing Coach]

Thanks, Active Trader. I respect and appreciate you sharing your outline. You generously helped the newbies on the forum. That says a lot about you. Just one more person to confirm this is the best place to be for copywriters and IMers.
Susan Fox

[andymurray]

Really great tips!

I love the simple approach to copy. One of my all
time favourite books on this subject is 'Obvious Adams'.

You can get it as a bonus at Peter Woodhead's site
Marketing Secrets and Advertising Secrets | Long Lost Marketing Secrets

The old classics are still the best But Joe Sugarman
is also one of my heros.

Andy