Usually, good copywriting goes constructed before it goes written. Good copywriting does not ignore your client's research. If your client hasn't provided enough information, it's up to you to do more research.
Do your research first if you don't have enough information on your client's product or service. Next, write your formula on a piece of paper and start writing copy.
Writing a good advertisement has many contributing factors, which make it whole. You can't have good copywriting without a good headline. If your copy doesn't have a call to action… it isn't copywriting!
Good copy is story flow, headlines, calls to action, clarity, editing, and emotions.
Today I will take you through all the contributing factors to help you on your journey. It's time for you to write good copy!
What Is a Flow Chart Sequence? - Keep Them Reading With Flow
If you don't keep your viewers reading, they're going to skip your sales letter hastily. Back in the prime of direct mail and print advertising, it was easier to lure your reader into your copy. The industry has taken a sharp turn. With the internet being the ruling means of buying and selling copywriting -- it's harder to keep your audience focused.
I'm going to show you a formula to resort to. If you have not read The Adweek Copywriting Handbook -- today, you'll get the golden nuggets within.
One of my favorite copywriting formulas (Sugarman formula), which gets me in the zone, goes like…
Excitement, Drama, Why Different, How to Use, Unique Features, Justify Purchase, Lasting Use Value, Service, Call to Action.
It may seem like many steps, but the formula I just shared with you is thorough. Thorough is a good approach! Your copy should be able to lead your prospect down the "slip n slide."
When you create the slip n slide effect, it's incredibly fast how your prospect goes from reading your headline to your call to action. The formula I shared with you works since everything helps your prospect overcome objections in his/her head.
Adding flow to your story is a big deal. You get the ability to slam dunk a deal on your first ad using the Sugarman formula. The more justification in your copy for the product you are selling equals the higher chance of selling.
Are you looking to sell high priced products/services? The Sugarman formula has nine parts to the recipe! You can write 1,500-word ads with the Sugarman formula, no sweat! Before I forget; A higher-priced product needs more words of copy to fully persuade your audience that they must have what you're offering.
Are you looking at the formula and thinking, "what am I supposed to do with this?" It's ok. It's a lot to grasp… at first.
But look, you start your copy with excitement first by placing a great headline. Next, you write a few sentences using drama related to your product or service. Your drama portion of copy can be some staggering facts about your product/service most of your viewers may not know. The point of your drama in copy is to keep your reader's eyes "glued" to your message.
Your why different bit is self-explanatory. Write why your product/service is different from the competition.
Going down your formula ladder, you reach the easiest part, in my opinion… which is where you explain to your prospect how to use your product/service.
Your unique features are where you list your product/service benefits.
Then you justify the purchase of what you're selling by telling your reader to "treat themselves because they deserve it." Justifying the purchase can only take a couple of sentences.
Lasting use-value is where you give your reader reasons why he/she won't get bored or tired of your product/service.
Service is the portion where your readers have conflicting thoughts of what happens if something breaks or goes wrong with their purchase. Your service section mentions what you can do for your readers if something goes wrong with the product/service. Do you have a return/refund policy? Do you have a money-back guarantee? Tell your readers how you can reduce the risk. Last but not least, you ask for action.
The Sugarman formula is a nine-part formula! Sugarman's procedure is one of the longest formulas I've come across, but it makes long-form copy easier to write.
Speaking of copy length -- short copy is not compatible with the Sugarman formula. AIDA is a better route to take if you're writing short ads.
Long-form copywriting is an adventure in writing, but the truth is… long-form copy is more difficult than short-form.
The good news is, you now have what it takes to write difficult copywriting with less hassle. Plus, you can charge more for your long-form copy. More words equal a higher price.
Copywriting Headlines - Your Highest Priority
Yes, copywriting headlines are your top priority! If no one reads your headline, then nobody reads your copy. Energize your copy with a boss headline. Doesn't it amuse you? The shortest part of your copy is the most important. If it hasn't already gripped you, it will thrill you to know good headlines get good results.
The way you can approach your headline is by writing first or skipping your headline until the end. Some copywriting experts write the benefits of the copy first, and then they write the headline. If you're not good at writing headlines, I suggest you write the benefits portion of your copy first and then move on to the headline.
Don't be surprised, but your headline should contain your most notable benefit in it.
If you are writing copy for the web, make sure you don't leave out your biggest benefit. People have fast internet speed these days and will leave your page at 8 GB ram speed if your headline is flimsy.
The point of your headline is to direct your reader to read the sub-headline. Then your first sentence, and after your first sentence, your second sentence. Bluntly, your headline is meant to make your readers read your entire sales letter.
The Sugarman formula I shared with you is meant to get people to read every word of your copy.
If you can get your prospects to read your headline and sub-headline, you can get them to read your complete copy. With more readership, you get more action.
In my blogs, I've mentioned a book called Ca$hvertising, and the author Dr. Whitman advises you to put "quotes" on your headlines. Allegedly, quotes on your headlines increase readership by 25%! Make your headlines catch excitement! Add quotes to your headlines and increase readership by 25%.
Business Call To Action - Ask & You Shall Receive
I know you've heard that saying somewhere before. On a business note, a good business call to action needs your desire to collect. As a copywriter, it's a must that you ask for action. A peculiar business call to action asks your client to "order now." Online traffic loves to read calls to action. It commands your readers to grasp the offer "now."
You can't generate sales if you don't have a call to action. Picture inviting your prospect to read your copy from headline to finish line.
Your call to action is the finish line, and you must lead your prospects to it. Asking for action should not be "order when you are ready" or "when you are free call…"
Calls to action need to be as direct as "order now." Here are a few calls to action for you to try --
I Invite you to…
Call ____ to schedule your appointment.
Click here to download your free copy…
In a rush? Call…
Order now while there's still time!
With a desire to collect, you sound more confident. Your prospect like that you know what you want. Besides, you have something your prospect needs.
I experimented in the furniture business with calls to action plenty of times. And guess what…
Calls to action work!
In my early copywriting days, my calls to action were setting up appointments. I sold furniture! I had to show the client what they were getting! Once online clients agreed to show up, at least 80-90% of the time, our clients bought.
Once they agreed and showed up for the viewing, it was almost a guaranteed sale every time. I only had one customer look at a couch and turn down the offer.
All other purchasers bought and left happy. As business writers, we need to get comfortable collecting. A call to action is simple but powerful! Remember, no action equals no sale. Always use a call to action.
How To Improve Business Writing Skills - Your Revision Process
Editing your copy doesn't have complicated. I recommend you give The Halbert Copywriting Method III a try. You will see how elegantly simple it is to edit copy skillfully.
You wanted to know how to improve your business writing skills. Buff up your editing skills.
I learned that you should write your copy entirely without editing in between writing through some insider information. The editing comes at the end.
The purpose of editing at the end is, so you don't leave anything out. As a business writer, you need to keep your thoughts flowing and onto your paper.
Your rough draft will look and sound poor at first. Your masterpiece comes in when you edit unnecessary words and phrases. Words like "that" can be deleted. Don't delete all of them, but only the "that," which seems disruptive.
My last tip for your editing process is for you to use short sentences. Ok, I fold… one final tip. When you write your rough draft, use "because" often.
Rough Draft Example: Your jewels will come with a 90-Day-Money-back-guarantee. Because We want you to be fully satisfied. It's important you act now. Because We are running short on stock. If you order within 24-hours your shipping is free. Order now.
Final Draft Example: Your jewels will come with a 90-Day-Money-back-guarantee. We want you to be fully satisfied. It's important you act now. We are running short on stock. If you order within 24-hours, your shipping is free! Order now.
As you can see, I deleted all of the "because" on the final draft. Write your rough draft freely with "because," since this word helps the flow of answering your prospect's objections.
Once you are ready for your final draft, edit out all the "because" words, and your copy will be so smooth!
Write with confidence! Don't fear errors. You will have time to edit at the end of your copy.
You Can't Lose!
Writing copy is not as complicated as you think… only if you make it complicated. When I first started writing copy, I ignored copywriting gurus. I had my pride, but I learned the gurus were right. You need to practice writing your copy from top to bottom first and edit last. Editing is your final step in your process.
Write first, editing last, and…
Nourish your copy muscles!
You may think I'm odd, but I'm not kidding -- experts will approve some of these copywriting exercises. Copywriting exercises such as re-writing successful swipe files and writing first and editing last improve skills!
Now's your chance to improve your abilities. Stress your copy muscles with training, and you will notice a difference, and so will your clients. Talk to you soon.