If You Read Nothing Else, Read This...

by max5ty
24 replies
Today I thought I'd give a few quick tips on "super charging" your sales pieces.

I'll get to the title of my post in a minute...and remind you of an old technique that works everytime.

First...

There's generally two types of copywriters...

Those that start out swinging a baseball bat, hoping to splatter their prospects emotions all over their piece...

Or, those that use stealth technology to cruise just below the radar...and land a fatal blow on their prospect before they know what hit them -- a more sneaky approach.

Whichever style you use, start off with it from the "get go".

In other words get busy...times a wastin'.

They've got money, and you want it -- don't "dilly dally" around...every word counts.

Use the shortest words possible -- no more than a couple syllables.

Use the shortest sentences possible -- around 8 words.

Use the shortest paragraphs possible -- about 2 to 3 sentences.

Use connector words between paragraphs.

Anyways...

We all know most people scan when reading.

Use a header for all your paragraphs.

Make all your paragraph headers a sales piece within themselves.

When the reader is scanning your piece...they should get excited just by reading your headers...they should get the whole story and be moved to buy.

Most will pause at a header that grabs their attention and read the rest of the paragraph...then continue scanning.

Headlines have always been speculative on how to write them.

Here's my approach.

A book publisher says you have about 3 seconds to get your prospects attention on the title...then about 8 seconds on the back.

I use the same approach...but with the headline and sub-headline.

I write a headline that grabs attention -- usually offering no benefits, etc.

Then I use the sub-headline to pre-qualify the reader.

That's where I offer the benefit, etc.

Don't use the headline: "Mother Gives Birth To Alien Politician", if your piece is about how you discovered coupons as the way to financial freedom while sitting on the toilet reading Playboy -- unless you can tie it all together

My personal technique:

Offer choices on the "buy" part.

In sales, any good salesman won't come out and say: "Bob, your payments on your new Chevy will be $750.00 a month".

Once you've gained someone's attention...then lose it...it's almost impossible to get it back.

They'll say:

"Bob, I've put together some options for you...

"At 36 months, your investment is $950.00 a month...at 48 months, your investment would be $800.00 a month...at 60 months, your investment would be $500.00 a month. Which one works best for you?".

Customer usually starts thinking -- the first mentioned example immediately puts them on the defensive.

Second example gives them some thinkin' room.

In other words...

Give your customer options on the purchase.

a) $47.00 today.

b) $97.00 includes DVD's.

c) Bill me later.

Get over your fear of the "Bill Me Later"...you'll increase your sales by the hundreds of percents.

One other quick thought...

Most of your inspiration doesn't come when you're actually sitting down writing your piece...it usually comes when you're at the store, out driving, watching T.V., talking to a friend.

Get a hand held recorder to capture those fleeting ideas.

If you have a smart phone, they have a built-in memo recorder...use it.

Now to the title of my post...

While doing some research the other day -- trying to find an old sales letter...

I was reminded of an old technique that worked every time.

Put a box somewhere in, or on the side of your sales piece, with the heading:

"If You Read Nothing Else, Read This"

I guarantee you everyone will read what's in the box.

Make it your best selling point ever -- lay on the "mojo".

Another good box to use is:

"Take This Test"

Everyone loves a test.

I must admit...I'm not good at uploading examples, or I would...sorry, but there's a lot of examples where these were used -- and they brought down the house in sales.

These are just a few of my ramblings to try and help you make bank.

There's a lot of requests for critiques that usually follow none of these guidelines.

Try and put some of these to the test.

Use them as you want...you may have some other good ideas...I'd like to hear them.

Happy Holidays.
#read
  • Profile picture of the author The Copy Nazi
    Banned
    At last. Some solid advice instead of big-noting. Joyeux Noël.
    {{ DiscussionBoard.errors[5255172].message }}
    • Profile picture of the author max5ty
      Originally Posted by The Copy Nazi View Post

      At last. Some solid advice instead of big-noting. Joyeux Noël.
      Thanks Mal, wishing you and your family "Joyeux Noel".
      {{ DiscussionBoard.errors[5255256].message }}
  • Profile picture of the author Tricerra
    Warning, the response you are about to read is full of praise...

    Nice piece. You did a good job of presenting some classic pieces of advice when putting copy on paper.

    The points are well taken and we would all do well to follow them more often. Remembering how our potential clients read makes you think about how to write. Write well, write short and ask for the order.

    David
    Signature

    The number of ideas to use in content is odd--and 3 is too many.--Timo Everi

    Content to Copy--AdWords to E-Books www.tricerra.com

    {{ DiscussionBoard.errors[5256373].message }}
  • Profile picture of the author maximus242
    You know you dont see the old 2 or 3 ordering options online much anymore but its still a valid test to boost response and remains widely used offline. I was wondering why people dont seem to use it that much anymore. I guess they may have forgotten about it.

    Also you dont see a lot of premium packages anymore, mostly crosselling but not a lot of upselling anymore, its like they throw the money right out the window by not having deluxe packages

    great post.
    Signature

    xResponsive Advertising Agency | Direct Marketing | Online Advertising | Create Breakthrough Campaigns for Your Business http://xresponsive.com

    {{ DiscussionBoard.errors[5257370].message }}
  • Profile picture of the author RickDuris
    Originally Posted by max5ty View Post


    Give your customer options on the purchase.

    a) $47.00 today.

    b) $97.00 includes DVD's.

    c) Bill me later.
    Let's return the favor...

    When offering options on the order page...

    1. List the highest priced package first.

    2. Next to the highest priced package and price put the magical words "BEST DEAL!" and make it stand out.

    3. Never list more than three package options if at all possible. If you do, it will introduce confusion and hesitation.

    - Rick Duris

    PS: These details come from writing copy for promoting $5,000+ seminars.
    Signature
    {{ DiscussionBoard.errors[5260332].message }}
  • Profile picture of the author The Copy Nazi
    Banned
    On the American Writers and Artists Inc. site they have three options. Which one do you think wins?

    • Print Version - $149
    • Online version - $149
    • Combo Version - Best Deal - $199

    Please allow 10 business days for delivery of the print version. Shipping and Handling charges for print:
    U.S.: $7 Other Countries: $12
    {{ DiscussionBoard.errors[5260439].message }}
  • Profile picture of the author Gspartan
    Thanks for the awesome advice.
    Signature
    {{ DiscussionBoard.errors[5268479].message }}
  • Profile picture of the author abugah
    Great post.

    I think the folks who ask for critiques should read this first.
    {{ DiscussionBoard.errors[5271234].message }}
  • Profile picture of the author TheTruth2011
    Very Very Excellent Post. I'm Impressed.

    Thanks
    {{ DiscussionBoard.errors[5272310].message }}
    • Profile picture of the author WriterMom
      This is wonderful advice, both for experienced writers and those just starting out.

      I enjoyed reading and learned from your rambling. Thank you for taking the time to post it.
      Signature

      ~Merry
      Ghostwriting Services by Merry Strong
      Duncan's Place
      A tribute to our beloved Duncan... dog-related news, reviews, freebies and more!

      {{ DiscussionBoard.errors[5272845].message }}
  • Profile picture of the author saleswriter101
    Originally Posted by max5ty View Post

    I write a headline that grabs attention -- usually offering no benefits, etc.
    Then I use the sub-headline to pre-qualify the reader.
    That's where I offer the benefit, etc. ...
    Would love to see some EXAMPLES of this type of eye-catching headline + big benefit subheadline.

    I'll be on the hunt for them ...
    Signature

    Easiest Way to BOOST Your Sales?
    Pump Up Your Ad's PERSUASIVE POWER with a COPY CRITIQUE!

    82% Off for Warrior Forum Members. (Reg. $97. WF members: $17.)
    You get a FREE CUSTOM SAMPLE first. Testimonial and details here...

    {{ DiscussionBoard.errors[5274326].message }}
  • Profile picture of the author BlackMetal
    used this line the other day. Just waiting to see if the person responds
    {{ DiscussionBoard.errors[5315651].message }}
    • Profile picture of the author BlackMetal
      Originally Posted by BlackMetal View Post

      used this line the other day. Just waiting to see if the person responds
      Followup: resulted in a fairly decent sale.
      Thanks
      {{ DiscussionBoard.errors[5449096].message }}
  • Profile picture of the author Paul Laughton
    Great thread with some brilliant advice. I've bookmarked it...thanks!
    {{ DiscussionBoard.errors[5316219].message }}
  • Profile picture of the author madzstar
    dat da longest post dat not a WSO i ever seen, hehe.

    anyway jokes aside, real helpful post. thanks
    {{ DiscussionBoard.errors[5318556].message }}
  • Profile picture of the author stephen de vries
    Max! Amazing advice! Thanks so much.
    Signature
    Supercharged, Cash Sucking Sales Copy. Get Yours Now!
    Samples Available.
    Senuke X & Scrapebox Service - Pm now
    Satisfaction Guaranteed!
    {{ DiscussionBoard.errors[5320651].message }}
  • Profile picture of the author eniggma
    This was AWESOME. I have a WSO coming up and I appreciate the tips here. That headline you suggested is what brought me to this thread to begin with!
    Signature

    "Successful people do the things unsuccessful people won't do" - (Somebody successful) :)

    {{ DiscussionBoard.errors[5451630].message }}
  • Profile picture of the author IMHopeful
    Decent information for beginners. Love how you categorized copywriting styles.
    Signature

    Looking for new writers. PM me.

    {{ DiscussionBoard.errors[5451675].message }}
  • Profile picture of the author Zentech
    Fantastic post. During my past year or two of working with actual clients and looking at real-world conversions, I've found all of this to be true. There's a metric megaton of copywriting advice out there, but this is some of the best I've seen. Short, simple, and effective.
    Signature
    * Stupid Offer: Killer Sales Letters ***$897*** Just For Warriors. Ethical Clients & Legit Products Only. *
    {{ DiscussionBoard.errors[5452037].message }}
  • Profile picture of the author AppsFromHome
    Wow.

    I don't consider myself a beginner in Copywriting but I got some real gems from your post. Great Approach! The title is what got me to click...

    I find it tough to stick to one style of copywriting for any particular item or service and the copy ends up all over the place.

    Thanks for helping me stay concise with my writing as I have a few pieces I am working on right now.
    {{ DiscussionBoard.errors[5452365].message }}

Trending Topics