5 Secrets of Successful Copywriting
5 Secrets of Successful Copywriting
2004 David Garfinkel
Would you like your sales to go through the roof?
Of course you would. Who wouldn't?
I have found five secret "keys" that dramatically improve
the money-making ability of just about ANY sales message.
This discovery came from writing hundreds of successful
sales messages myself, and helping thousands of other people
improve their own skills at writing successful advertising
I've also found every time someone else gets better results
from what I have taught them, my own life improves. With
that in mind, here are the five secret "keys" for you to use
and profit from:
SECRET 1: Focus your advertising sales copy on ACTION.
Begin by getting crystal-clear on the action you want your
prospect to take. If it's to buy, then keep that in mind as
you write. Also, write in an "action" frame of mind. That
means use action words: walk, run, reach, touch, grab, pull,
put in your pocket.
Here's another action secret. In your imagination, figure
out how to move obstacles out of the way, so your prospect's
clear path to action is unobstructed and easy to follow.
And make it easy for your prospects to take the action you
want them to take.
SECRET 2: Don't sell your product!
I know that sounds contrary to common sense. But I promise
you will make far more sales if you visualize your product
as a SOLUTION to your prospect's most pressing problem or
picture your product as the way to make the prospect's
fondest DREAM come true or even describe your product as
the answer to becoming the PERSON the prospect most wants to
- Solution to problem: "Tired of copy that doesn't close?
With our system, you'll be writing killer copy every time!"
- Dream come true: "Here's how to create a Web site that
makes money for you every single day!"
- Become the person: "How would you like to become one of
the High Earners on the Web?"
SECRET 3: Provide proof of your promises.
Beginning copywriters need to face this fact, and
experienced copywriters need to be reminded:
No one is going to believe a single word you write.
Until you provide proof, that is.
Types of proof that work include simple facts that back up
your promise; testimonials showing how your product actually
did for someone what you say it can do for the prospect;
reasons why your product can do what you say it can do; case
studies showing results; and a summary of your own track
record, showing you know what you're talking about.
SECRET 4: Let your critics go wild.
Did you know that really good copy gets as many "thumbs
down" as it gets "thumbs up?"
It's true. Here's why:
Really good copy spurs EMOTIONS in the people who read it.
Some of those people - the ones who want what you have -
will experience the emotions of desire and excitement.
But at the same time, other people - those who DON'T want
what you're offering - may find that your provocative copy
stirs feelings of distrust, discomfort, even outrage!
Don't worry about it! As long as your copy is legal and
ethical, it doesn't matter whether everyone likes it or not.
You don't need or want the approval of people who wouldn't
buy from you anyway.
Remember: If you're making sales, those sales are the only
compliments you should be looking for.
SECRET 5: Tell it like it is.
Notice: I didn't say WRITE it like it is. I said TELL it
like it is!
What's the difference?
It's simple. I'm telling you to write copy the same way you
would talk about what you're selling when your intention and
confidence is high, and you're excited!
You can even record yourself making a live, spoken sales
pitch; transcribe it; edit it; and use the transcript as
some of your hottest sales copy.
You see, great advertising sales copy is nothing more than a
red-hot sales presentation in written form. The more your
copy reads like you're having a live, high-energy
conversation with your prospect, the better your chances
will be of long-lasting sales success!
David Garfinkel is well known as "the world's greatest
copywriting coach." He has written sales letters, ads and
Web sites that have brought in millions of dollars, and,
just as important, he has helped thousands of other people
learn to do the same for themselves. David is author of
Killer Copy Tactics and Advertising Headlines That Make You
Rich. Visit: http://www.killercopytactics.com