Mini Course for Copywriters.
Drilling down. Market: GOLF. Niche Senior Men in all season golf states. PROBLEM: arthritis and joint and back pain. This is a rough sketch avatar of your PROSPECT.
You know an age range, location, a passion, a problem. All this and more. Now a PRODUCT. Supplements, pain relief, massage, chiro, devices, copper bracelets, gels, wraps, supports. OK, let's for simplicity sake say you have a
pain relief gel. Google that. If you see a few ads, and more on the right, you now know there is a market and people are already spending money, see? But let's refine the search: pain relief for senior golfers, then add hands on the next search, then put backs where hands were, and then knees. So, you have conducted a basic search for pain relief for senior golfers.
This RESEARCH will give you a starting point of knowledge of what is out there. My product is going to be GOLFER'S HOT-ICE FOR MEN. Where would I get such a product? I'd private label it.
Put blue labels on for men, Pink labels for women (with a contribution to a cancer project). Back to google and search: pain relief gel private label. Dozens will come up, I'll price shop and see if I can get a proprietary blended gel, maybe add some pepper or cinnamon.
So, I have a PROSPECT. A person who has a problem (assumed one, but safely assumed).
I have a PRODUCT, A proprietary blended gel which I want to offer.
Now I must choose a MEDIA, or Promotional Delivery mechanism. Here is where you determine what kind of a PROMOTION you will create.
You have several choices, Direct Mail (lists available of seniors in warm states who golf), I checked with Nextmark and they have lists of golfers by state. Sweet. If I want to do a direct mail piece, I would probably include a small sample, a lift letter, ordering form, a personalized letter. This type of product can be ordered in 3 month time frames or maybe even an auto ship. I might include 2 samples and ask the guy to give it to a friend (if he doesn't have a problem, I guarantee he knows someone who does).
If I were going to create a VSL, it would be heavy on testimonies. They can send them in, I'd youtube it maybe start a Facebook group, OR, use Facebook to advertise on, get the exact eyeballs I want on my PROMOTION. I could use radio, TV or magazines and also other golf equipment sellers or book sellers or even clothing sellers to JV, and include my promotion in their fulfillment.
Lets say, I choose to use FACEBOOK. Easy enough to get the right eyeballs, but, it is going to be a high cost per eyeball, I better have a tested and proven promotion, or be willing to spend the dough to test.
OK, now YOUR main job; the PROMOTION, the sales page, your stimulus/response masterpiece.
Now here is what other guys don't teach, it is exclusive to me, and I'm not inclined to share THAT much. Now that you know where the INTERSECTION IS,
the intersection is where your prospect meets your promotion.
If using direct mail, it will meet your prospect in his home and it gets a quick yes or no on how important it is AT THE TIME of the intersection. Since our intersection is going to be at FACEBOOK, you need to quickly capture his attention.
Then he clicks on your link, and lands on the PROMOTION itself, he'll quickly scan, from left to right, zig zag down the page, look for price, see the POP OUT important ideas...PAIN RELIEF. INSTANT PAIN RELIEF. LONG LASTING PAIN RELIEF. 18 HOLES OF PAIN RELIEF.
Then he gets to the order form, link, checkout...have you used all your skills to lead him here?
The results will determine your success as a direct response copywriter.
Now, you will find these 4 elements in all sales process.
Prospect-Product-Media-Promotion. In this order. Too many so called marketers start with the product and then try to find a prospect. It is faster and easier to start with a PROSPECT first, easier to find and identify as in our senior golfer example.
START with the PROSPECT, his problem his path AND then control the intersection and the pitch which takes place there.
This mini course is one of the fastest ways to copywriting freedom.
Any Questions or comments?