16 {{ upvoteCount | shortNum }}
16 {{ upvoteCount | shortNum }}

A Few Copywriting Questions If You Will

by wikidzdotinfo
12 replies
Hello Everyone,

As a relatively new marketer and definitely milksop copywriter I have a few posers for you big guns to answer, if you would grant me a few minutes.

1) Emotive writing. What, if any, have you found are the main differences in response when writing using different subject references? For example "I guarantee...." vs. "We guarantee...."?

2) Writing vs Video Copy. Does the method of copy lend itself to the product? So for example if I were selling articles, would it always be better to use text as a sort of "case in point" approach? Or are there times when video definitively wins out?

3) Surely its not the size that matters, its what you do with it? So many times I've seen pitches that seem to go on for about forty days and forty nights, and when I look to the right at my scrollbar my heart sinks when I realize its only a millimetre thick. I ask this question because I read through the copy-writing checklist here on WF and my first reaction was "That's cool, great advice, but wow, it's very long". If I follow that checklist is it necessary to to end up with the longest piece of copy in the history of marketing? Can I follow that checklist and end up with something that doesn't make the scrollbar disappear? My product is very one-dimensional and most of the principles mentioned in the checklist probably aren't applicable to what I offer. (Articles, by the way). Personally, long pages filled with spiel about how wonderful and effective something is just makes me reach for the back button ASAP. I don't always even read the first line before I ask my first question which is "So, how long does this guy need to tell me how great this newfangled sprocket is? EIGHTEEN PARAGRAPHS AND THREE VIDEOS??? YIKES! No thanks."

I hope I don't seem arrogant as I know I am in some exalted company here on WF. Any time you can give to these questions will be MUCH appreciated.

Joseph
#copywriting #newbie #questions
  • Profile picture of the author OUTFOXED
    As an experienced copywriter, the simple answer to your question about "how long is too long" is this:
    your salesletter needs to be long enough to show your prospect that what you're offering will in fact make his life better. This is done through engaging, emotionally charged, and benefit laden copy.

    Simply put, you identify your customers' "pain" hammer on the pain, and then offer the perfect "pain reliever." However, this must be done following a concise structure of intent without deviation. In other words, take your customer by the hand and identify and share the "pain" he is experiencing. Then gently but persuasively lead him to the solution.

    Here's an example of what I mean...

    the following is an excerpt from one of my salesletters that is directed to people who are facing foreclosure:

    “Banking and Mortgage Industry Insider Blows the Lid off the Most Closely Guarded Secrets to Stopping Foreclosures….DEAD!”
    Discover the 13 Most Ingenious and Highly Effective “Secret Foreclosure Avoidance Tactics” Ever Revealed!
    Use the same Closely Guarded Secrets that Banks and Mortgage Companies hope you’ll NEVER use to END the Foreclosure Nightmare…PERMANATELY!

    Dear fellow Homeowner,

    Are you facing the possibility of losing your home due to a foreclosure? Would you like to discover the full, uncensored details of how you can…
    · Eliminate the threat of losing your home?
    · End the threatening letters?
    · End the harassing phone calls?
    · Avoid having your name and address splashed across all of your local newspapers?
    · Eliminate the horrible thoughts of “how you let your family down”?
    · Eliminate the unbelievably damaging effects that the stress is putting your body through?
    · Remove the wedge that’s been driven between you and your loved ones…oh, it’s there, you just might not be aware of it!
    · Repair and restore your credit to levels of those in the top 5% of the population?
    · Regain the confidence of your spouse or life partner and your family…because you’ve stood up, took control, and fixed this nightmare of a problem, PERMANATELY!?
    · How about getting a good night’s sleep, FINALLY!?
    · To have your self esteem back so that once again, you’ll be holding your head up high and being proud of how you protected your family…I gotta tell ya, that feeling is amazing!!
    Stop This Nightmare Once and For All... and put peace and calm back into your life
    Listen, if you’re in this situation… you owe it to your family and for your own peace of mind, to read on to see how you can do these things without having to file for bankruptcy, without having to sell your home, without hiring a money pit we call lawyers, and without destroying your credit.
    Think for a moment …

    How many harassing phone calls have you answered?
    How many times have you avoided answering the phone because you’re certain it’s
    another aggressive bill collector abusing your rights?
    How many threatening letters have you gotten?
    Have you been noticing disapproving “looks” from other people?
    What about the fear and insecurity that is now taking over your life?
    “What are you going to do“? ...“What can you do“? ...“what about” ...“what if”… what’s next”…and on, and on, and on ....

    When you think about …

    all of these depressing things, you probably didn’t even realize that, as all these stresses are being piled up, one on top of the other, your health is also being affected.

    I’ll bet that …

    You’re not sleeping soundly, you’re not feeling too good, your blood pressure is up, you’re totally under more pressure than your body is designed for, and ….

    How long do you think it’ll take before your body gives out due to the tremendous amount of stress? Think about it.

    All of the crap you’re being forced to endure makes life seem downright hopeless at the moment, but there are solutions!

    Did you know that this entire mess can be stopped instantly? That you can end the letters and calls? End the harassment and stress? End the humiliation, and the entire foreclosure process? Here‘s how:

    This is an example of identifying the pain and sharing it with your prospect. I'm hammering away at the pain. I'm showing the prospect that I know exactly what they're feeling. I've been in their shoes. How else could I expose all of the feelings that they are feeling, unless I've lived through it myself? I now become someone they'll listen to because I'm in the same boat.

    BTW-this salesletter is 32 pages long! It has to be so I can drill down into each of the bullets I outlined above. Then I show them how we can eliminate all of the stressors and fix the problem permanently...TOGETHER! The key being that WE (as in the prospect and myself) will fix this thing as a team.

    This letter is my highest converting letter at 47%!

    Just keep in mind, if you feel that a letter is too long, then perhaps it wasn't written well, or involved a topic in which you don't already have a very strong desire.

    The key is to keep the letter engaging the prospect. If it doesn't do that, then you'll lose them...as you already experienced yourself.

    I'm sorry if this was a bit long winded, but I thought if you saw a little bit of the psychology behind the words you'd better understand that the length of your letter has no bearing on the end result...a sale!

    P.S. You must craft your message to the correct target. And yes, you can tailor your message to prospects that need articles. You simply drill down into the minds of your prospects with regard to each topic of your articles, and handle each one independently.

    Good luck in your endeavors,
    Eddie
    {{ DiscussionBoard.errors[9375770].message }}
    • Profile picture of the author wikidzdotinfo
      Originally Posted by OUTFOXED View Post

      As an experienced copywriter, the simple answer to your question about "how long is too long" is this:
      your salesletter needs to be long enough to show your prospect that what you're offering will in fact make his life better. This is done through engaging, emotionally charged, and benefit laden copy.

      Simply put, you identify your customers' "pain" hammer on the pain, and then offer the perfect "pain reliever." However, this must be done following a concise structure of intent without deviation. In other words, take your customer by the hand and identify and share the "pain" he is experiencing. Then gently but persuasively lead him to the solution.

      Here's an example of what I mean...

      the following is an excerpt from one of my salesletters that is directed to people who are facing foreclosure:

      "Banking and Mortgage Industry Insider Blows the Lid off the Most Closely Guarded Secrets to Stopping Foreclosures....DEAD!"
      Discover the 13 Most Ingenious and Highly Effective "Secret Foreclosure Avoidance Tactics" Ever Revealed!
      Use the same Closely Guarded Secrets that Banks and Mortgage Companies hope you'll NEVER use to END the Foreclosure Nightmare...PERMANATELY!

      Dear fellow Homeowner,

      Are you facing the possibility of losing your home due to a foreclosure? Would you like to discover the full, uncensored details of how you can...
      · Eliminate the threat of losing your home?
      · End the threatening letters?
      · End the harassing phone calls?
      · Avoid having your name and address splashed across all of your local newspapers?
      · Eliminate the horrible thoughts of "how you let your family down"?
      · Eliminate the unbelievably damaging effects that the stress is putting your body through?
      · Remove the wedge that's been driven between you and your loved ones...oh, it's there, you just might not be aware of it!
      · Repair and restore your credit to levels of those in the top 5% of the population?
      · Regain the confidence of your spouse or life partner and your family...because you've stood up, took control, and fixed this nightmare of a problem, PERMANATELY!?
      · How about getting a good night's sleep, FINALLY!?
      · To have your self esteem back so that once again, you'll be holding your head up high and being proud of how you protected your family...I gotta tell ya, that feeling is amazing!!
      Stop This Nightmare Once and For All... and put peace and calm back into your life
      Listen, if you're in this situation... you owe it to your family and for your own peace of mind, to read on to see how you can do these things without having to file for bankruptcy, without having to sell your home, without hiring a money pit we call lawyers, and without destroying your credit.
      Think for a moment ...

      How many harassing phone calls have you answered?
      How many times have you avoided answering the phone because you're certain it's
      another aggressive bill collector abusing your rights?
      How many threatening letters have you gotten?
      Have you been noticing disapproving "looks" from other people?
      What about the fear and insecurity that is now taking over your life?
      "What are you going to do"? ..."What can you do"? ..."what about" ..."what if"... what's next"...and on, and on, and on ....

      When you think about ...

      all of these depressing things, you probably didn't even realize that, as all these stresses are being piled up, one on top of the other, your health is also being affected.

      I'll bet that ...

      You're not sleeping soundly, you're not feeling too good, your blood pressure is up, you're totally under more pressure than your body is designed for, and ....

      How long do you think it'll take before your body gives out due to the tremendous amount of stress? Think about it.

      All of the crap you're being forced to endure makes life seem downright hopeless at the moment, but there are solutions!

      Did you know that this entire mess can be stopped instantly? That you can end the letters and calls? End the harassment and stress? End the humiliation, and the entire foreclosure process? Here's how:

      This is an example of identifying the pain and sharing it with your prospect. I'm hammering away at the pain. I'm showing the prospect that I know exactly what they're feeling. I've been in their shoes. How else could I expose all of the feelings that they are feeling, unless I've lived through it myself? I now become someone they'll listen to because I'm in the same boat.

      BTW-this salesletter is 32 pages long! It has to be so I can drill down into each of the bullets I outlined above. Then I show them how we can eliminate all of the stressors and fix the problem permanently...TOGETHER! The key being that WE (as in the prospect and myself) will fix this thing as a team.

      This letter is my highest converting letter at 47%!

      Just keep in mind, if you feel that a letter is too long, then perhaps it wasn't written well, or involved a topic in which you don't already have a very strong desire.

      The key is to keep the letter engaging the prospect. If it doesn't do that, then you'll lose them...as you already experienced yourself.

      I'm sorry if this was a bit long winded, but I thought if you saw a little bit of the psychology behind the words you'd better understand that the length of your letter has no bearing on the end result...a sale!

      P.S. You must craft your message to the correct target. And yes, you can tailor your message to prospects that need articles. You simply drill down into the minds of your prospects with regard to each topic of your articles, and handle each one independently.

      Good luck in your endeavors,
      Eddie
      Eddie,

      This is exactly the kind of response I was hoping for. Real criticism, with examples of how it SHOULD work, and an example of how it CONVERTS. Thanks very much for your time, it really is appreciated.

      What I noticed in this letter first and foremost was that EVERY line had some kind of purpose (as you mentioned hammering at the pain) and wasn't speculative at all. Thanks for showing me that!

      I also noticed that you finished on a high, showing what would be possible by buying your product; is that a psychological technique?

      I'll get to work rewriting my copy. I'd like to know though, before you launch a letter campaign, do you get any kind of outside opinion, or is it just purely A|B testing that guides you?

      Joseph
      {{ DiscussionBoard.errors[9376480].message }}
      • Profile picture of the author OUTFOXED
        When I begin a project, I first find out who my target is. I do this by becoming the target...kinda like profiling. If the project is about something I'm not too familiar with, I google the subject matter (for example, farming) like this: "farmers forum" include the quotes. Google will bring back a whole slew of forums that deal specifically with farmers.

        I then join several of the forums and lurk for a few days. I'm looking for buzz words, common gripes, personality traits, and anything that will help me "become" the farmer.

        I then do the same type of google search for "farmer newsletters" and repeat the process as I did with forums. I'm trying to identify with the farmer. I try see life through his eyes. I especially look for the most common complaints that a farmer faces everyday. I try to live his life, to feel what he feels, to identify the triggers.

        This process has been failsafe for me. Yes, it does take time to complete the research. But, what you uncover in this fashion will ALWAYS put you in a better position to befriending your prospect than anyone else's opinion. I never rely upon someone else's opinion.

        Only after I truly feel I have a good understanding of who my prospect is, will I even think about putting pen to paper.

        BTW- A salesletter is 100% psychologically driven.
        {{ DiscussionBoard.errors[9378341].message }}
  • Profile picture of the author pewpewpewmonkeys
    Harry Potter is 7 books long. People read it because they enjoy it.


    If I need a 10lb sledgehammer then I don't ask if a 8lb will do the job.
    Signature
    Some cause-oriented hackers recently hacked one of my websites. So I researched what they're about and then donated a large sum of money to the entity they hate the most.

    The next time they hack one of my websites I'm going to donate DOUBLE.
    {{ DiscussionBoard.errors[9375933].message }}
    • Profile picture of the author Alexa Smith
      Banned
      Originally Posted by pewpewpewmonkeys View Post

      Harry Potter is 7 books too long.
      Fixed that for ya'
      {{ DiscussionBoard.errors[9376578].message }}
      • Profile picture of the author BudaBrit
        Originally Posted by Alexa Smith View Post

        Fixed that for ya'
        At risk of derailing the forum after our earlier Tolkeinisms...I disagree here. Harry Potter was an excellent series that petered out in the latter (longer) books. The early ones were brilliantly done and the characters popped out of the page...

        Which, to bring back to the topic, is exactly what you've got to do.

        Those characters really came to life. They resonated with the readers. That's what you've got to do with your stories in your copy. It needs to resonate.
        {{ DiscussionBoard.errors[9376757].message }}
  • Profile picture of the author A8ch
    When it comes to copywriting, I have found that the niche, the targeted sub-niche, the product, the price and the writer's objective are some of the factors that influence the presentation elements.

    Such as:

    - Short or long copy. (Whatever is sufficient to make your case)
    - What media format to use. (Video, text, both)

    While the general rules of copywriting are broadly applicable by default to a variety of markets and products, because they are so many variables, the most effective barometer for the individual project is to test and let the results suggest the better strategy.

    Should you use video over text, or incorporate both?

    While video may seem to have a wider appeal and higher conversion rate than text, people still have their preferred methods for absorbing material, and the smart copywriter will cater to everyone and engage readers as well.

    Should you use long or short copy?

    Two approaches come to mind.

    1. Simply state your case in the most comprehensive and persuasive manner you can and let the 'length' chips fall where they may.
    2. Use the yardstick that matches longer copy with higher priced products.

    Your copy is like a big net that's designed to catch a variety of prospects, from the happy repeat customer, the scanner, the price shopper, to the skeptical first-timer who wants to soak up every word.

    So long as the important elements are present (enticing headlines, intriguing sub-headings, fascinating bullet points, engaging and persuasive copy) and the presentation is visually appealing and compelling, then the winning format is whatever works best in a particular situation.

    Hermas
    Signature
    http://HermasHaynes.com - Web Marketing - Simple & Direct
    http://www.OnlineListBuildingFormula.com - How to Build a Super Responsive List Fast!
    http://www.eBizInfoProducts.com - Prosper with Info Products
    {{ DiscussionBoard.errors[9377650].message }}
    • Profile picture of the author OUTFOXED
      Originally Posted by A8ch View Post

      When it comes to copywriting, I have found that the niche, the targeted sub-niche, the product, the price and the writer's objective are some of the factors that influence the presentation elements.

      Such as:

      - Short or long copy. (Whatever is sufficient to make your case)
      - What media format to use. (Video, text, both)

      While the general rules of copywriting are broadly applicable by default to a variety of markets and products, because they are so many variables, the most effective barometer for the individual project is to test and let the results suggest the better strategy.

      Should you use video over text, or incorporate both?

      While video may seem to have a wider appeal and higher conversion rate than text, people still have their preferred methods for absorbing material, and the smart copywriter will cater to everyone and engage readers as well.

      Should you use long or short copy?

      Two approaches come to mind.

      1. Simply state your case in the most comprehensive and persuasive manner you can and let the 'length' chips fall where they may.
      2. Use the yardstick that matches longer copy with higher priced products.

      Your copy is like a big net that's designed to catch a variety of prospects, from the happy repeat customer, the scanner, the price shopper, to the skeptical first-timer who wants to soak up every word.

      So long as the important elements are present (enticing headlines, intriguing sub-headings, fascinating bullet points, engaging and persuasive copy) and the presentation is visually appealing and compelling, then the winning format is whatever works best in a particular situation.

      Hermas

      Excellent points about formatting. Should you use video or text? As you stated, some people prefer reading the presentation, while others would rather watch it. I personally enjoy the written format. However, I realize that sales could be lost for not including a video. So, what do we do?

      Agora publishing addresses that question by presenting the viewer with a video that has an optional "view transcript" button imbedded into the video! Smart marketing!

      Now, both the purveyor of the written word, AND the video enthusiast can be marketed to simultaneously. Agora has stated that this dual format has indeed increased the conversions.

      Thank you for bringing that up. I'm currently working on a way to create a video presentation that is not like a slideshow (which is how Agora does theirs...kinda boring.) I'd like to be able to do a presentation using a person that can portray an emotionally charged and engaging discussion with the audience (I don't think it could be me 'cause my looks would break the camera!!)

      Anyway, great points.

      Eddie
      {{ DiscussionBoard.errors[9449658].message }}
  • Profile picture of the author sethczerepak
    Originally Posted by wikidzdotinfo View Post

    3) Surely its not the size that matters, its what you do with it? So many times I've seen pitches that seem to go on for about forty days and forty nights, and when I look to the right at my scrollbar my heart sinks when I realize its only a millimetre thick. I ask this question because I read through the copy-writing checklist here on WF and my first reaction was "That's cool, great advice, but wow, it's very long". If I follow that checklist is it necessary to to end up with the longest piece of copy in the history of marketing? Can I follow that checklist and end up with something that doesn't make the scrollbar disappear? My product is very one-dimensional and most of the principles mentioned in the checklist probably aren't applicable to what I offer. (Articles, by the way). Personally, long pages filled with spiel about how wonderful and effective something is just makes me reach for the back button ASAP. I don't always even read the first line before I ask my first question which is "So, how long does this guy need to tell me how great this newfangled sprocket is? EIGHTEEN PARAGRAPHS AND THREE VIDEOS??? YIKES! No thanks."

    I hope I don't seem arrogant as I know I am in some exalted company here on WF. Any time you can give to these questions will be MUCH appreciated.

    Joseph
    Strategy matters more than length.

    I never sit down thinking about how long my sales letter is going to be. I just start selling, then I stop when I'm done selling. Then, I go back through the letter and delete everything that doesn't advance the sale.
    Signature
    {{ DiscussionBoard.errors[9378039].message }}
  • Profile picture of the author gemm24
    Outfoxed, great ideas!
    {{ DiscussionBoard.errors[9443119].message }}
  • Profile picture of the author GarrettLST
    Your prospects want to bond with you, so it's important to stay away from the "we" corporate voice. Tell them about you. Bring them into your world (do you have a dog, kids, etc.). Build the trust and be honest with the prospect. They'll love you for it.

    All good sales conversations are similar in nature. It doesn't matter if you're presenting your message via the radio, infomercial, VSL, or long form sales letter. If your message is good and compelling then you should be fine.

    Don't get caught up in A/B testing so much until you decide to really roll out your campaign. Then you can tweak and test.

    John Carlton has always said that long form sales copy will always beat out short form. In my testing he's absolutely right. People don't mind reading a long form sales letter if it's compelling and interests the reader. Do you mind watching a 3 hour movie that's good?

    Joe Sugarman said the purpose of your first sentence is to get them to read the next sentence and so on. Don't write fluff copy either. I've made that mistake. It's best to take the first day to research and gather facts, stories, etc. This is extremely important because facts are the backbone of your copy. Without them, it's just fluff and won't do anything to compel your readers.

    Lastly, here's a simple copywriting formula I got from Dan Kennedy.

    1. State the problem
    2. Agitate the piss out of the reader
    3. Give them the solution
    {{ DiscussionBoard.errors[9452775].message }}
    • Profile picture of the author Memetics
      Originally Posted by GarrettLST View Post

      This is extremely important because facts are the backbone of your copy. Without them, it's just fluff and won't do anything to compel your readers.
      "Facts" are what the brain requires to prevent the critical part of the mind from vetoing the access of the emotion triggering parts of your copy, which then in turn activate the decision to buy.

      The emotional part of the mind is taking in the persuasive elements of your copy in their raw form and believing them, unless the critical part decides to unbelieve or question them.

      Have you ever been engrossed in a movie and then all of a sudden something just too unbelievable happens in the plot? What happens is; you've suspended your critical beliefs just enough to enjoy the film (you know that vampires or aliens aren't living in New York city) but then something incongruent happens and you're jerked out of the film and don't enjoy it quite so much.

      It's the same with copy, the "facts" are keeping your conscious/critical mind from stopping the flow of emotional decision makers and analysing them too closely....it might decide to throw them out.

      Facts therefore should provide the framework of your copy, with the emotional parts attached to that frame. That's why you find that really good copy has excellent flow to it, as the facts are like the protein coat on a virus which the body recognises as harmless. The emotional RNA can attach itself to the decision making circuits in the brain without interference from the mind's "immune system" which is the conscious mind.

      Emotions are the currency of beliefs, and beliefs are the currency of decisions.
      Signature

      First we believe.....then we consider.

      {{ DiscussionBoard.errors[9455820].message }}

Trending Topics