Copywriting That Sells...

No Cliché Client Based 5 Step Copywriting Approach

• Words
• Persuasive Copy Contains the Following
• Client based
• Process
• Bona Fides

Words

• Words Move Product
• Words Move Services
• Words Move Prospects to Buy
• Do Your Words Move?
• If Not Now, When?

Persuasive Copy Contains the Following:

Words laced with emotion, pictures, promises, and proof with a unique selling proposition threading through them make prospects buy. If your material, website, direct mail pieces don’t do this, you’re losing business.

Emotions: Fear, greed, vanity, lust, pride, envy, laziness (aka- the seven deadly sins)

Promises: Benefits rather than features (That book has 150 pages is a feature; That book will immerse you in paradise is a benefit)

At Least One Big Idea: (Note- I’ll come up with at least one unique benefit or idea that will draw in buyers for you)

Pictures: Vigorous research into product and prospect, result in vivid pictures that sell (Picture yourself in a boat on a river with tangerine trees and marmalade skies)

Proof: Testimonials that are short and sizzling (That potent multi-vitamin for men kept me and my wife up all night, if you know what I mean…)

Value:  How much more does your product/service give than take in payment?

Client Based

My internal loop while working on a project is:

• How can I help you maximize you profits?
• What specific things do you need to accomplish?
• How can I give more value to you?

Process

First We Develop Your BOPP:

• Benefits
• Objective
• Prospect
• Product

By asking the following 16 questions:

• What’s the product or service to be promoted?
• What’s the objective of this project?
• Who’s the primary audience?
• What are the key pains of this audience?
• What are the emotional/personal factors that drive this audience to purchase?
• What are the key features of this product or service?
• What are the key benefits?
• What’s the most important message to communicate?
• What are other important messages?
• What supporting materials are already available for the project?
• What obstacles/objections have to be overcome?
• What are we really selling?
• What exactly are you promising with your product/service?
• What taboos, if any, must be avoided?
• What is the desired “tone” of writing for this piece?
• Is there anything else that needs to be conveyed or anyone else that needs to provide input?

Then I write a brief proposal and if accepted, I experience the joy of researching and copywriting for you!

Bona Fides

You could write yourself, but why? I suspect you have other chickens to chase.

I love words.

I love to write.

• Member of and trained by the American Writers and Artists Institute direct response copywriting
• Business management and entrepreneurial background
• Published writer of articles, fiction and non-fiction
• MBA in Management, BA in Liberal Arts- concentration in English