Do You Live By These 10 Great Copywriting Commandments?
Here are my 10 sales letter writing commandments:
The 1st Commandment
You will write a headline supported on either one or all of the four pillars:
i. Relevant curiosity...
ii. Simplicity, clarity and compelling promise...
iii. Emotional rather than analytical...
iv. Proof of promise implied.
The 2nd Commandment
You will write a provocative opening...one that cuts through the noise and enters into a conversation with the reader about something of concern or worry. Each line must serve to induce the reader to read on and on and on.
The 3rd Commandment
You will write in a way that demonstrates your personal belief in the product and this will trigger the buying emotion. You will do this by being positive, upbeat and showing empathy for the reader.
The 4th Commandment
You will write in simple and clear reading format. Use short sentences and paragraphs of no more than a few lines. Your FK grade level must be below 8 and Flesch reading ease of more than 60%. Use a plain 10-point or 12-point BLACK font against a WHITE background.
The 5th Commandment
Your body copy will contain compelling sub heads that are in themselves a sales pitch for people who don't read letters word for word. You will also write intimately while inspiring the reader's imagination for the people who will read your entire letter.
The 6th Commandment
You will provide proof of your promises...by way of relevant statistics from respected sources...case studies...or testimonial from satisfied clients. Never ever fake a testimonial.
The 7th Commandment
Your sales pitch will contain a high density of YOU and never will you use WE or US in you sales letter. In addition, you will use active verbs and avoid adverbs in your copy.
The 8th Commandment
You will make an offer that only a lunatic would say no. You offer will pile reasons of action, bonuses, discounts, and urgency while trivializing price.
The 9th Commandment
You will close by explicitly asking for a sale with expectation and faith...telling your prospect exactly what to do... in future tense.
The 10th Commandment
You shall write a compelling PS that... restates the guarantee and asks for a sale one last time... associates positive outcome with taking the desired action and a negative one for delay.
How about you? What's your 11th commandment?
The 1st Commandment
You will write a headline supported on either one or all of the four pillars:
i. Relevant curiosity...
ii. Simplicity, clarity and compelling promise...
iii. Emotional rather than analytical...
iv. Proof of promise implied.
The 2nd Commandment
You will write a provocative opening...one that cuts through the noise and enters into a conversation with the reader about something of concern or worry. Each line must serve to induce the reader to read on and on and on.
The 3rd Commandment
You will write in a way that demonstrates your personal belief in the product and this will trigger the buying emotion. You will do this by being positive, upbeat and showing empathy for the reader.
The 4th Commandment
You will write in simple and clear reading format. Use short sentences and paragraphs of no more than a few lines. Your FK grade level must be below 8 and Flesch reading ease of more than 60%. Use a plain 10-point or 12-point BLACK font against a WHITE background.
The 5th Commandment
Your body copy will contain compelling sub heads that are in themselves a sales pitch for people who don't read letters word for word. You will also write intimately while inspiring the reader's imagination for the people who will read your entire letter.
The 6th Commandment
You will provide proof of your promises...by way of relevant statistics from respected sources...case studies...or testimonial from satisfied clients. Never ever fake a testimonial.
The 7th Commandment
Your sales pitch will contain a high density of YOU and never will you use WE or US in you sales letter. In addition, you will use active verbs and avoid adverbs in your copy.
The 8th Commandment
You will make an offer that only a lunatic would say no. You offer will pile reasons of action, bonuses, discounts, and urgency while trivializing price.
The 9th Commandment
You will close by explicitly asking for a sale with expectation and faith...telling your prospect exactly what to do... in future tense.
The 10th Commandment
You shall write a compelling PS that... restates the guarantee and asks for a sale one last time... associates positive outcome with taking the desired action and a negative one for delay.
How about you? What's your 11th commandment?
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The Copy Nazi Banned-
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