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The actual step-by-step process

by Harry B
4 replies
I'm kind of a logically oriented person ( I have a creative side too, I'd like to think) and I operate best within a framework of step-by-step work.

Applying this process to writing my copy has been a bit erratic. Sometimes I'll start writing and abruptly re-start, etc.

I know the basics and I've been reading the stickies: start by assembling a customer model, the benefits and features of the product, pain points, etc.

But how do you guys actually operate when composing the copy document? Do you have a process of insert headlines -> add benefits -> bullet points -> testmonials etc?
#actual #process #stepbystep
  • Profile picture of the author The Copy Nazi
    Banned
    Harry, there's no definitive way of writing copy. There's no "roadmap" you have to follow to get from Point A to Point B. You can start your journey wherever you like. Personally I like to get the headline right before getting the rest of it down. Because usually the headline reflects the "hook" - the dirty big idea that the whole pitch hangs on.

    But if you really want a salesletter outline to work from, Perry Belcher wrote one out some time ago. Hang on...I'll Google it.


    Here you go - http://antiwantrepreneur.com/21-step...r-infographic/
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    • Profile picture of the author IDoTheLegWork
      Originally Posted by The Copy Nazi View Post

      But if you really want a salesletter outline to work from, Perry Belcher wrote one out some time ago. Hang on...I'll Google it.

      Here you go - 21 Step Salesletter Formula - Perry Belcher [Infographic]
      What would you say is the difference between step 1 - call out
      to your audience, and step 2 - grab their attention?
      Signature

      ..and you WILL contribute a verse.
      Indifference is the enemy that must be conquered.
      Appeal to the crowd by addressing the person.

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      • Profile picture of the author The Copy Nazi
        Banned
        Originally Posted by IDoTheLegWork View Post

        What would you say is the difference between step 1 - call out
        to your audience, and step 2 - grab their attention?
        Step One pre-head (for a British audience) "To all cack-handed golfers that can't take a trick...

        Step Two "Here's a killer technique that will have you on ANY green in just two shots - no matter what course you're playing
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      • Profile picture of the author Cool Hand Luke
        Originally Posted by IDoTheLegWork View Post

        What would you say is the difference between step 1 - call out
        to your audience, and step 2 - grab their attention?
        Mal's examples above are spot on.

        The "call out" is basically to let your viewer know they're in the right place when they're seeing your sales letter/advertisement/whatever and your message is specifically for THEM.

        Ever see those ads on TV that say something along the lines of "Attention, seniors over the age of 60 - if you've been suffering from ________ then pay close attention to this message because you're about to discover _______"?

        That's a call out.

        Step 2 (Grab their attention) is simple: it's your headline. It should offer a distinct, irresistible benefit aimed directly at your potential customer.
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