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DougBarger |
 Posted - 11/14/2007 : 00:07:22
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Hi Warrior Friend,
This is Doug Barger. As I browse through the forum here in the copywriting forum, I sometimes notice people looking for direction to learn how to be a better copywriter and sometimes people who just want to learn how to be a good copywriter period.
Each time I see this thread posted, a passion burns within me with a desire to impart some valuable secret that will help you with your copy. I know what it's like to be truly seeking and then to be left with that hunger unquenched and the feeling that you would gladly take action if you just knew where to go first.
Friend, you are not alone. In the unquenchable quest to master copywriting, you will find various schools of thought...
some worth taking notes, some just pure drivel.
We've all been told to FOCUS on the BENEFITS and not the features.
While this is true and has been responsible for making me many thousands of dollars, I have learned that there is one key element to focus on when writing your copy that will INCREASE CONVERSIONS dramatically.
This element seems like common sense and you may even have the thought "I knew that already" when you read it for the first time because it seems so simple, but yet, if ignored, neglected or left undone, it could make you responsible for leaving literally thousands of dollars on the table that could have been in your bank account.
This FOCUS is on your potential customer's PAIN.
Yes, it is true. Focusing on your customer's pain will increase conversions more than focusing on even the benefits of your product.
When you are writing the body of your copy, try to get underneath the deepest part of what your reader is feeling.
Remember, markets and even huge corporations are made up of people when it all comes down to it.
Everyone will tell you that human nature is why people buy because of emotions that they are feeling. When you can master conveying deep empathy and compassion, you show your new customer that not only do you recognize and identify their pain, but you even feel it too.
What pain is it? Well, for starters, it's the need that may not be recognized by the owner of the business but can be answered by buying the product.
By figuring out what is causing the most pain and focusing on it,
you will bring it to the new customer's mind (or existing/loyal customers) and win their trust and emotions that are needed in order for them to click on the order button.
This is not just my discovery, but has been taught by world class copywriters such as Brian Keith Voiles, whose "Advertising Magic" has helped many people learn to write their own salesletters with successful results.
When looking for a copywriter, you want to make sure that they are a "Direct Response Copywriter."
This is the guy that knows how to write to get results and not just make you look good.
Who cares how good you look if you are not selling products?
Another Tip for those of you who may just be starting out and looking for some test results of winning copy that has been proven to increase sales conversions.
Other Master World Class Copywriters like Michel Fortin have conducted tests that have revealed that:
* Starting your headline with "Who Else"
has proven to convert as much as 49% Higher than other headlines.
*Using Size 20 with Tahoma Font is the best for sales conversions
*The highest converting color to use for your headline is dark red
*Using ACTION Words like "Discover" increases conversions
*Making Your Product WORK by using action words like "Makes You Money"
has proven to convert at higher percentages over time with testing.
*Black Headline with Red Emphasised words are 2nd highest converting headline and Dark Blue Headline is a close 3rd color for your headline.
*Making Sure that Your Reader Knows that You are OFFERING a RISK FREE PROPOSITION Increases Conversions
*Use Testimonials that have MEANINGFUL SPECIFICS such as "Increased Sales by 200% and $100,000.00 in just 6 months" to ACHIEVE PRICE JUSTIFICATION instead of meaningless generalities like "best, biggest, most, etc."
*New Results Show Using Courier In the body of your copy converts __________________________________________________________________
Tips for Copywriters when Signing Deal with New Clients
*Get the offer in writing
*Make Sure the Offer is CLEAR
*Put in a clause that will allow you to share the rights to the letter if for some reason the client decides not to launch it again or mail it
*Make Sure You get the Upfront Fee and Also Backend Royalties for your letter.
*Call your client's business during the day and ask to talk to top salesperson. Pose as customer to see what kind of sales process that they are using. You can often get some really killer benefits from doing this.
*Passion is what Sells Products
*Make Many Headlines
Top World Class Master Copywriters Make as Many as Hundreds of Headlines before deciding on The One
You can take certain parts of one headline and certain parts of another headline and combine them this way.
Hope this Helps You,
 Doug
PS. One more tip: Using an Audio Just Under the Headline has been proven to Increase Sales Conversions by an Improvement of 44% More Sales!
PPS. Using More Contact Info. from satisfied customers in your testimonials with the invitation to have your salesletter reader contact them to ask them about your results has proven to remove skepticism.
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AndrewCavanagh |
Posted - 11/14/2007 : 00:58:35
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Nice post Doug.
There are some handy suggestions here but newbies should remember they are suggestions.
Many of the people who ran those original split tests will tell you the market changes and what worked 2 years ago may not be effective now.
For example some of our recent split testing is showing:
20 point Tahoma red headlines are reducing response over other types of headlines.
"Who Else" headlines are tanking big time killing the response of many sales letters and optin forms.
Many of the traditional action words are also performing worse compared to low key, highly specific copy full of proof.
So the bottom line is not to take things at face value and do your own testing.
Some of the suggestions in Doug's post will work for you...some won't.
You won't know which ones will work for you unless you split test.
Kindest regards,
Andrew Cavanagh
P.S. Next week I'll be releasing a completely free report and video to Warrior Forum members that reveals 2 simple changes you can make to your copy that could increase your response by 169.53%.
And even more important I'll reveal a powerful method you can use to get an endless stream of online marketing breakthroughs to test. |
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n/a |
Posted - 11/14/2007 : 03:33:21
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The one thing that You can count on in life and marketing is ............. Change
It is so true that the market changes as does women's fashions
But ... Sooner or later they all come back into style.
Split test and keep doing it forever ... You will move with the changes
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DougBarger |
Posted - 11/14/2007 : 05:32:07
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Thanks Andrew and Miami,
Yes, this post is to give direction for people interested in strategies to split-test.
For those interested, there is a split-testing software coming soon that will help you to track what's working best for you.
Doug |
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MikeHumphreys |
Posted - 11/14/2007 : 07:29:30
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quote : Originally posted by DougBarger
Thanks Andrew and Miami,
Yes, this post is to give direction for people interested in strategies to split-test.
For those interested, there is a split-testing software coming soon that will help you to track what's working best for you.
Doug
If you don't test and track your results, you are leaving alot of money on the table. The improvements you can get online are even more dramatic than anything I ever saw offline... and I have had an offline business for a lot of years.
I'll be interested to see how your split-testing software compares to what else is on the testing market.
Mike
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zapseo |
Posted - 11/15/2007 : 04:15:31
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Seriously, Mike.
I just read John Ritskowitz' Profit DNA book -- and it is awesome -- his discussion
of self-evolving websites is great.
Did an interview with him on Tuesday -- I have a recording but it's got some
really annoying noise in it, not sure where it comes from. Seems to be common
when I try to record hotconference...
sigh.
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MikeHumphreys |
Posted - 11/15/2007 : 08:48:39
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Hi Judy,
I agree... John's report is awesome. I actually interviewed him last month for my site Market Your Copy. I use Instant Teleseminar for my interviews/conference calls. It's been bullet-proof to date with the sound quality and perfomance.
Mike
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DougBarger |
Posted - 11/17/2007 : 02:32:20
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quote : Originally posted by MikeHumphreysquote : Originally posted by DougBarger
Thanks Andrew and Miami,
Yes, this post is to give direction for people interested in strategies to split-test.
For those interested, there is a split-testing software coming soon that will help you to track what's working best for you.
Doug
If you don't test and track your results, you are leaving alot of money on the table. The improvements you can get online are even more dramatic than anything I ever saw offline... and I have had an offline business for a lot of years. I'll be interested to see how your split-testing software compares to what else is on the testing market. Mike
Sure thing, Mike. I'll keep you posted.
Doug |
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DougBarger |
Posted - 11/17/2007 : 05:24:06
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Nice post Andrew.
I can't wait to see your free report.
Thanks,
Doug |
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Killer Copywriting Conversions Tactics from Master