Writing Effective Copy Question

14 years ago

Okay, sounds like you might be writing a sales page and that maybe you're talking about the topics that might be listed as bullet points. Notice that I'm making several assumptions because you aren't very specific in your question. Hopefully, you're doing a better job of describing your stuff in the letter...

Anyway... if you've got 12 items, list eight or nine of the absolute knockouts. Then say, much, much more...

I don't think this has anything to do with reading long copy at all. If you're talking about the chapters, sections, or topics in your book you need to list them. And don't forget to also list both the features and the benefits of your book.

I find that benefits are best played way up and isolated in colorful boxes, with bullets or checks that are more attractive and noticeable than those used to showcase features, topics or anything else. When someone scans your page the benefits should jump out at them.

Make a big deal out of the benefits of you product. Features might be the topics in your work and benefits are the great feelings and the emotional rewards you receive from the features.

If it's a how-to book on making money, the benefits might be peace of mind in knowing you've got the bills paid, the pride you feel knowing that your kids have all the best as you raise them, or finally being able to give the razzle-dazzle-berry to your nasty ole mother-in-law who has called you a loser since you first showed up. Benefits often appeal to people's vanity. Maybe a little more than you asked for, but hey.... Good luck.

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1 reply

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Ross Bowring 14 years ago

Get clear on what the benefit of each topic is to your reader.

The topics with the strongest benefits are those you hammer home in your copy.

They get some body copy and bullets.

The topics with the weakest benefits might just get a bullet each.

It's all about knowing your reader... knowing which benefits are going to get them to smack that buy button.
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Raydal

14 years ago

You should list all. The key is that you want to present them as
TEASERS, so you are giving information but holding back at the
same time.

For example:

How to create killer headlines that grab your readers by the eyeballs and compel them to read your entire sales letter.
Why you don't have to be a graphics expert to know what graphics style and layout will help and not decrease the response of your web copy.
How long your copy should be. When to use long copy vs. when to use short copy and how long should 'long' be.
A simple technique that increases your website sales by 30%.
How to engineer an irresistible offer. It doesn't matter how mouth-watering your copy is if your offer stinks so would your sales.
15 Common copywriting mistakes to avoid. Just this list alone could boost your sales almost overnight.
How to create email ads that get your emails opened AND read.
What is 'positioning' and what position should you take when writing for different markets.
25 Psychological hot buttons that your sales letters must touch in order to get your prospects to act.
How to crawl into the minds of your prospects and make them suspect that you eavesdrop on their conversations in the middle of the night.
33 Proven formulas for writing headlines and email subjects and which one to use when.
25 Ways for increasing the selling power of your copy and drive your sales over the top.

Note that each of those bullets tell the subject of the product but doesn't
give away the actual information. The reader would have to get your
product to get the 'meat'.

Also for an ebook you should indicate the pages where they can find the
"answer" to your teaser. 12 subject doesn't have to mean 12 bullet
points. Give as many as possible--the more the better!

-Ray Edwards

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BrianMcLeod

14 years ago

Originally Posted by troy23

My ebook covers around 12 topics.

I wondered - should I list say 6 in my copy and then put at the end 'and much much more' or should I list all 12 topics?

Or should I list all 12 and say there is much more, even though there is no more after 12?

I know some don't like to read long copy so I was trying to find the best way to do this.

If your ebook "covers" 12 topics,
then you have way more than just
12 bullets.

Each meaningful bit of information...
each idea... each solution... each
problem exposed...

...all of these are potential bullets.

And that's just covering the actual topics...
we haven't even gotten to addressing the
core psychological needs of the reader yet.

There's a whole slew of other bullets
waiting to be written.

Think in terms of BENEFITS for the reader,
not features of the product.

Feature: Works in half the time as Brand X...

Benefit: Gets your work done TWICE as fast -
so you can double your profits and spend
more time doing what you WANT to do...

One great bullet hitting the right person
squarely in their "need" at the right time
can make somebody pull the trigger...

...instantly.

Think about that any time you start to
worry about people not liking long copy!

Brian

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Brian McLeod

Direct Response Copywriting

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troy23

14 years ago

Thanks for all the responses.
I am actually selling video tutorials for a software niche.
Does anyone have an example page that uses your suggestions...i.e benefits etc...
Much appreciated

Thanks

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troy23

14 years ago

Also I'm not sure how easy it is to apply some of these techniques to niches outside of the make money online niche. For example how could one make an ebook on Excel formulas sound exciting using some of those suggested buzz phrases?

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BrianMcLeod

14 years ago

I'm not particularly skilled with spreadsheets or Excel... so dismiss the meat of these bullets - they're just intended as an exercise.

How to properly set up your worksheets for blazing fast number crunching
- get this wrong and you'll be doing TWICE the work!
The real reason for using formulas - once you understand this principle,
you'll never look at Excel the same way again... guaranteed!
5 advanced formulas that even the most experienced Excel users overlook
- create more useful spreadsheets faster and easier than ever...
Discover the hidden secrets of the "SUM" formula - when to use SUM and when
doing so can wreak havoc with your future data plans!