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How Does Copy Differ For a Service Rather Than a Product/Ebook?

by Altug
5 replies
Hey Guys,

Pretty new to the whole copy stuff so be gentle. (Well, actually I imagine the good copywriters will want to cut me deep and get me emotional right? )

How would copy differ (if at all) between a service and a product?

Are we talking about a similar structure of addressing the persons problem, the pain the problem is causing them and then offering the solutions?

Or are there subtle differences? If it helps, I am looking to set up an online personal training service for which I will use my 10 years plus experience of transforming my own and my clients bodies.

Shorter or longer copy? etc anything you can think of would be great as I take notes.

Thanks in advance for your help!

Best wishes to you all.
Altug
#copy #differ #product or ebook #service
  • Profile picture of the author maximus242
    long copy is always best. I would suggest studying "Body For Life" which was originally founded after subscribing to the Gary Halbert Letter. They focused on proof elements involving before and after pictures of people.

    Just get the book Body For Life and study his marketing, hes got some of the top guys like Jay Abraham and Dan Kennedy helping him.

    How you approach your copy mostly depends on your market. You have to study your prospects to figure out whats the best way to approach them.
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    • Profile picture of the author Joseph G Spiteri
      Great advise maximus242
      The late great Gary Halbert is a must read if you like to better yourself as a copywriter
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      • Profile picture of the author Altug
        Thanks Maximus! That sounds like stellar advice and luckily I have some proof pictures too of myself and clients etc. I was already thinking of including those so thanks for confirming the efficiency of that.

        As far as market research, I know this part is make or break but I really do have faith that I can help anyone achieve their goals as I've worked with anyone from 8 year old kids to 70 year old men and women with heart disease.

        So age/gender/ability doesn't matter too much to me but do you think I'd have more success speaking to a particular group of people? (I feel like I'm asking almost a rhetorical question here lol)

        I guess a better question would be, is it possible to appeal to every gender, 18+ and any ability? or would I need to use a different voice for each group? People who hire me usually want to change their lives and are sick of being out of shape..but perhaps they all have different reasons? Eh, this copywriting stuff isn't easy! Otherwise I guess everyone would be doing it
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  • Profile picture of the author maximus242
    What I mean is that you need to study where your prospect is psychologically. First and foremost you need to know how are they feeling.

    Are they frustrated, enthusiastic, skeptical, etc. You need to first know how your prospects in general feel about your industry. For example in the investment niche if the economy is going to hell in a handbasket then investors are generally fuming mad or scared to death towards the government and you can use this to sell products.

    Its one of the things Clayton Makepeace does best. So figure out how your prospect feels, what they believe, what they want, etc. If your prospect is skeptical then making big claims upfront is stupid. If they are sad acting all optimistic will kill your sales.

    You need to first resonate with what your prospect is thinking right now. The ideal copy would take what is in the prospect head, put it on paper and then show them a solution to their problem. If you can know what your prospect is thinking about right now you can get their attention by talking about it.

    This is why one of the most popular things to do nowadays in copy is to talk about news. Its at the top of the prospects mind, especially in the investment field. If you know what your prospect is experiencing right now and talk about it you will have their attention.
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  • Profile picture of the author sethczerepak
    It depends on who you're selling to, start with the client, not the type of project. That will take a lot of the confusion out of learning copywriting...and marketing for that matter.
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