Short outline for copy that sells
This is a helpful outline I put together after analyzing successful, short copy. A short sales presentation sometimes works better than a long one. This is especially useful if you want to make a custom whiteboard (marker drawing) video that addresses an audience with a short attention span.
But test both long and short versions. For a longer version of this outline, you basically just add a bit about your story, how the product/course worked for you, etc, and testimonials, and proof if necessary of product, such as proof of your income if you are selling something about how to make money.
As always, use catchy words. This would be powerful verbs. The same thing is done in writing novels. Don’t say, “Now use these graphics and watch your sales come in.”
Maybe, “Now use these graphics and watch your customers’ jaws drop.”
So, first, the most basic things for a successful copy are …
1. Show their problem
2. Show the answer to their problem
3. Ask them to buy. * important
So for the shortest possible copy, you need at least those three things. However, here is a slightly more extended outline for a successful copy.
1. Ask them about their problem
Example: What do you do if you need stunning graphics for your copy?
2. Answer to that problem in brief
Example: You use professional graphics, but don’t pay the high price.
3. Show them their problem.
Example: Does your copy still look like this? Bland, boring. (There would be an image)
4. Show them the answer to that problem.
Example: Turn it into something more like this. (There would be an image)
5. Show or tell How it works, and why it is easy.
6. State what is possible with the course or product
7. State what it will do for your customer
Example: You will draw like a pro in no time.
Example 2: Place these graphics in your sales presentation and watch the sells come in.
8. Statement – You need (product/course) if …
Bullet points of why they need it.
State obvious “if’s”
Examples
1. You need (product/course) if you want to draw better figures.
2. You need (product/course) if you make video presentations.
9. Listen up! Then address your market, such as Warriors, or Artists, or Marketers, etc
Example: Listen up Warriors – Here’s what you get.
10. Show them what they get in bullet points.
Example:
1. 100 professional graphics
2. 100 sales-related svgs.
11. Offer a bonus and ask them to buy. This is your first call to action.
Example: Buy Today and Get this special bonus
Using words like “today” make the customer feel urgency to buy.
Words like “special” are key words to make the customer feel special “if” they buy. Little psychological secrets like that are great.
12. Show them the bonus and tell a bit about it.
Example: An additional 20 svgs and 100 more graphics
13. Second call to action. Might be useful to use arrows to force their eyes down. (feel free to add a buy now button here if you wish)
Example: Grab a copy of your awesome package and …
Add slick graphics to your next copy that bring in the sales.
14. Show samples of graphics, product, course material, etc.
15. Tell them about your guarantee
Example: You get a money back guarantee enforced by Udemy’s high standards.
16. Call to urgency!
This is different than just asking them to buy. You are letting them know that you are offering them a great price, but for a limited time. You can state the price at this time, but you can hold off by saying something like …
If you act today
If you act soon
You can get this package for a banging deal.
Or something like that.
17. Perhaps share one short testimony, or show that you offer customer support.
18. Now hit them with the final call to action and show the price.
Pick up a copy of your awesome graphics bundle.
19. Buy Now button with price.
Example $22.95
20. Then if you didn’t state the price drop they get, now do so.
Example: The first 50 buyers get this amazing package for only $9.95
Using numbers like 9.95 work better than $10, proven by many side-by-side tests. Sometimes, even dropping the dollar sign raises conversion rates.
Here is a shorter version of a copy formula that works
1. Show them their problem.
2. Show them the answer to their problem.
3. Show or tell them why your product/course works
4. State why they need your course, and perhaps what it will do for them
5. Show them what they get
6. A testimony, but you can get away without it
7. First call to action. Asking them to buy, and perhaps offering a bonus if they buy today
8. Show guarantee if you have one, if not then a testimony
9. Call to urgency
10. Reveal the price and ask them to buy
A shorter version
1. Show them their problem
2. Show them the answer to their problem
3. State why they need your product or course an d what it will do for them
4. Call to action and bonus if you have one
5. Show a guarantee if you have one, if not then a testimony
6. Call to urgency
7. Reveal price and ask them to buy
I hope this helps you write better copy.
But test both long and short versions. For a longer version of this outline, you basically just add a bit about your story, how the product/course worked for you, etc, and testimonials, and proof if necessary of product, such as proof of your income if you are selling something about how to make money.
As always, use catchy words. This would be powerful verbs. The same thing is done in writing novels. Don’t say, “Now use these graphics and watch your sales come in.”
Maybe, “Now use these graphics and watch your customers’ jaws drop.”
So, first, the most basic things for a successful copy are …
1. Show their problem
2. Show the answer to their problem
3. Ask them to buy. * important
So for the shortest possible copy, you need at least those three things. However, here is a slightly more extended outline for a successful copy.
1. Ask them about their problem
Example: What do you do if you need stunning graphics for your copy?
2. Answer to that problem in brief
Example: You use professional graphics, but don’t pay the high price.
3. Show them their problem.
Example: Does your copy still look like this? Bland, boring. (There would be an image)
4. Show them the answer to that problem.
Example: Turn it into something more like this. (There would be an image)
5. Show or tell How it works, and why it is easy.
6. State what is possible with the course or product
7. State what it will do for your customer
Example: You will draw like a pro in no time.
Example 2: Place these graphics in your sales presentation and watch the sells come in.
8. Statement – You need (product/course) if …
Bullet points of why they need it.
State obvious “if’s”
Examples
1. You need (product/course) if you want to draw better figures.
2. You need (product/course) if you make video presentations.
9. Listen up! Then address your market, such as Warriors, or Artists, or Marketers, etc
Example: Listen up Warriors – Here’s what you get.
10. Show them what they get in bullet points.
Example:
1. 100 professional graphics
2. 100 sales-related svgs.
11. Offer a bonus and ask them to buy. This is your first call to action.
Example: Buy Today and Get this special bonus
Using words like “today” make the customer feel urgency to buy.
Words like “special” are key words to make the customer feel special “if” they buy. Little psychological secrets like that are great.
12. Show them the bonus and tell a bit about it.
Example: An additional 20 svgs and 100 more graphics
13. Second call to action. Might be useful to use arrows to force their eyes down. (feel free to add a buy now button here if you wish)
Example: Grab a copy of your awesome package and …
Add slick graphics to your next copy that bring in the sales.
14. Show samples of graphics, product, course material, etc.
15. Tell them about your guarantee
Example: You get a money back guarantee enforced by Udemy’s high standards.
16. Call to urgency!
This is different than just asking them to buy. You are letting them know that you are offering them a great price, but for a limited time. You can state the price at this time, but you can hold off by saying something like …
If you act today
If you act soon
You can get this package for a banging deal.
Or something like that.
17. Perhaps share one short testimony, or show that you offer customer support.
18. Now hit them with the final call to action and show the price.
Pick up a copy of your awesome graphics bundle.
19. Buy Now button with price.
Example $22.95
20. Then if you didn’t state the price drop they get, now do so.
Example: The first 50 buyers get this amazing package for only $9.95
Using numbers like 9.95 work better than $10, proven by many side-by-side tests. Sometimes, even dropping the dollar sign raises conversion rates.
Here is a shorter version of a copy formula that works
1. Show them their problem.
2. Show them the answer to their problem.
3. Show or tell them why your product/course works
4. State why they need your course, and perhaps what it will do for them
5. Show them what they get
6. A testimony, but you can get away without it
7. First call to action. Asking them to buy, and perhaps offering a bonus if they buy today
8. Show guarantee if you have one, if not then a testimony
9. Call to urgency
10. Reveal the price and ask them to buy
A shorter version
1. Show them their problem
2. Show them the answer to their problem
3. State why they need your product or course an d what it will do for them
4. Call to action and bonus if you have one
5. Show a guarantee if you have one, if not then a testimony
6. Call to urgency
7. Reveal price and ask them to buy
I hope this helps you write better copy.