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Writing Your Offer First... How Many Of You Guys Do This?

by Nick Brighton
11 replies
So, in the past, I'd get a general overview of the copy and angle, then start fleshing out my copy from start to finish.

But I always found that I would lose momentum and "pizzaz" when reaching the actual offer/product description.

So now, I write the offer out first, in a separate document, as concisely and clearly as possible.

It will hit these points:

- What is it?
- What does it do?
- How does it work?
- Why does it work?
- What makes it different?
- What proof is there?

Once I've got this, I'll then juice it up and make it sexy.

And only then will I consider the "wrapping" or "icing" that is the rest of the letter.

And usually, I'll have a better hook once I have this on paper.

Question is, how many of you guys do this too? I mean, really nail the offer in writing first, not just "get an understanding" but really write it out as if you're about to launch/mail/upload?
#guys #offer #writing
  • Profile picture of the author Steve The Copywriter
    I used to begin by writing 50 plus headlines.

    It was good fun, but took ages.

    Now I write the offer first – because the entire promotion depends on making the offer absolutely irresistible.

    And often the best headlines, hooks and subheads jump out.

    Making the whole piece much quicker and easier to write.

    So, yes I would definitely recommend starting with the offer.
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  • Profile picture of the author John_S
    What I really don't see is someone who develops an outstanding offer, writes the copy ....and then builds the product (or realigns the existing product) up to the level of the offer.

    More to the point however, I go more for what Sugarman calls "the big idea." It's more than an offer, it's an angle and approach to the offer. Like a marketing theme which tells you, for instance, what points to use, which can be edited, and provides a general guideline for copy.

    I dislike the concept of the one big idea, but the term fits.

    For me, it's one of those "ah ha" moments where I realize the offer contains a competitve advantage. After this, the copy doesn't exactly write itself -- but what fits and what doesn't becomes a lot more obvious.
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    • Profile picture of the author ARSuarez
      Originally Posted by John_S View Post

      What I really don't see is someone who develops an outstanding offer, writes the copy ....and then builds the product (or realigns the existing product) up to the level of the offer.

      More to the point however, I go more for what Sugarman calls "the big idea." It's more than an offer, it's an angle and approach to the offer. Like a marketing theme which tells you, for instance, what points to use, which can be edited, and provides a general guideline for copy.

      I dislike the concept of the one big idea, but the term fits.

      For me, it's one of those "ah ha" moments where I realize the offer contains a competitve advantage. After this, the copy doesn't exactly write itself -- but what fits and what doesn't becomes a lot more obvious.
      Kind of like what Makepeace calls "The Big Selling Idea."

      I usually spend a lot of time working on my lead-in (running text right above the headline), opener, and the offer. The headline usually is a cinch once you've got the selling idea, offer, and everything else in the copy figured out. But I usually draft up at least 10-20 for testing purposes.

      Most of the time, I just stick a space holder, like, "Attention Grabber + Emotional Appeal" or something. Sometimes, I just put in "HEADLINE!"

      Regards,

      Angel
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    • Profile picture of the author Pusateri
      Originally Posted by John_S View Post

      It's more than an offer, it's an angle and approach to the offer.
      Agree totally. A mundane offer can become interesting if you come at it from a novel direction.

      Writing the offer stirs up lots of bullet points and headlines. The process for me is more organic than mechanical.

      Using two different color pens makes it easier to "coalesce the vapors...into a viable and meaningful comprehension."
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      • Profile picture of the author Ghostinthemachine
        Personally, I don't have a clear cut cookie cutter approach.

        In the past, I kinda had the whole thing on "working memory" in my mind. These days, I try different ways, but usually go through an quite a few edits before I like it.
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        • Profile picture of the author Paul Hooper-Kelly
          Hi Guys and Gals,

          First comes researching the ideal prospect to discover their emotional sweet spot: what scares, annoys or plain bugs them.

          Then writing the bullets ('fascinations') comes next.

          Then comes the magic ...

          Because you need to marry the emotional wants of your prospect with what the product will do to satisfy those wants.

          And doing it this way round will allow you to get to the red hot core of what you are really selling, so the headlines will practically write themselves. I say 'themselves' because you still need to write a whole bunch to get to the very best one.

          Of course, if you have a client with the courage to allow you to write the copy (based on your research of the ideal prospect) BEFORE they create the product, that's pure gold.

          I have one client for whom I've now done two projects this way, so it clearly works.

          Warmest regards,

          Paul
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          If you want to stack the copywriting deck in your favor with tricks and hacks producing winners like: "$20K in three days" "650 sold" "30% conversion", then you might like to know I'm retiring and will spill the beans to two people. More info here.
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  • Profile picture of the author Nick Brighton
    Cool, glad I'm not alone.

    When I hear people say they just start with the headline, I cringe. Not because I don't think it works for them, but I'd be popping a neck vein if I tried that.

    Headlines and hooks come much easier for me once I've got the offer concrete in my copy and in my mind. The problem for me was that previously, I'd leave it in my mind, instead of getting it transferred to the page.

    And as I'm most enthusiastic in the first few days of writing, it makes sense to capture than enthusiasm when writing about the actual offer... not the reader's problems or the refund policy.
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    • Profile picture of the author Collette
      Bullets work to get me going. I write dozens of 'em first.

      I generally find my headline, subheads, and key selling ideas emerge in the bullets. Then it's just a matter of tweaking and stroking.

      Headline is often the last thing that goes up. I'll throw up some kind of theme-reminding space copy for the headline, get on with the rest of the letter, and work the headline at the end.
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  • Profile picture of the author benscratch
    I like to imagine what the prospect really needs (what's their motivation) AND what are the concerns/issues/objections that could prevent them from taking action, and try to sweep as many of those off the table in one go, all using as few words as possible.
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  • Profile picture of the author Bruce Wedding
    I used to get my ass chewed out by my mentor, John Hostler, for not writing strong offers. I'd write the copy from top to bottom and in a weary, half-assed effort, write the offer and order coupon. It makes for a weak spot right where you need a strong push.

    Now I can't say I do the offer first, but I don't leave it for last. I do it in this order:

    1. Read the product (or watch, listen, etc) and highlight everything that can make a great bullet.

    2. Research the market and determine the dominant emotion I'm going to target.

    3. Write a few dozen headlines.

    4. Write a bucketful of bullets.

    5. Think of the hook.

    If I'm not coming up with a hook (you can't rush it) I start placing my bullets, do product descriptions, guarantee, PS copy, close, etc. Finally, when the hook comes to me, I write the deck copy.
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  • Profile picture of the author activetrader
    I write the offer first - identify what people want, identify their needs, questions, and pain, and the results they want.

    Next I sit down and write a copy.

    When I am finished with the copy I create a product to match it.
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    Me

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