Trans4mind Home Page
Free Life Assessment Results

Discover Yourself!

Trans4mind has developed a very helpful Life Assessment tool that you can use, freely and confidentially. Sign up now (with no obligation) and get to discover the key challenges you face and the most effective ways to transform your life for the better...
 

Explore Article Library


PROMISE-CRAFTING - The Heart of Copywriting

Different copywriters take different approaches to their creative process. But there's one step that has to be included no matter what the process.

I call it Promise-crafting.

Why Promise-Crafting is Such a Key Copywriting Skill

Promises are at the heart of what makes copywriting work.

-- A promise is what you use to get attention in your headline
-- A promise is what you develop in the lead
-- Promises are the key parts of your body copy and the source of subheads
-- A promise is the foundation of your USP (Unique Selling Proposition)
-- Your offer and order form and Post Scripts restate your promises.

Prospects ultimately act on sales copy because they desire to gain or avoid what the promises offer. Promises spark and build the desire that ultimately motivates them to buy.

How Do You Craft a Promise?

A promise starts from, but is not the same as, a benefit. Here's an example"

You're selling a cat collar that stretches so it will, if snagged, let the cat slip out without being trapped.
The feature is the stretchiness.
The benefit is that the cat can release himself if the collar is snagged.
But the promise is:

YOUR CAT WILL NEVER CHOKE, SUFFER AND DIE WITH THIS COLLAR
WHEN THEY GET TRAPPED OR SNAGGED BY A BRANCH, NAIL, OR OTHER DANGER

Start with the Benefit

To craft a Promise you enlarge a benefit. You explore what effect it would have in the real world when applied. You think about it in a setting and a situation. Then you empathetically probe the emotions of the prospect to see how they (you-in-their-shoes) feel about that effect.

When you write the promise, out of your exploration, you select the most dramatic effect. You describe it using the emotional appeal you've uncovered with your probing. You direct it specifically at your target reader's experience.

Here's another example.

Product: Internet Marketing Course
Feature: Produced on DVD's
Benefit: Lets you learn to make money online more easily, by viewing DVD's rather than reading

Here are some of the promises you could craft from this benefit:

LEARN TO MAKE MILLIONS FROM THE COMFORT OF YOUR EASY CHAIR

-Or-
YOU"RE WORKING TOO HARD. STOP! LEARN TO MAKE MILLIONS THE EASY WAY!

-Or-
ALL YOU HAVE TO KNOW TO START MAKING MILLIONS IS HOW TO WATCH TV. HOW MUCH EASIER COULD IT BE?!!!

-Or, one that works to overcome credibility issues by making it a question instead of a statement:
CAN YOU REALLY QUIT YOUR JOB, MAKE MILLIONS, AND RETIRE RICH BY WATCHING TV?

Now you try. Craft promises for copywriting course above.

START PROMISE-CRAFTING TO MAKE THE WRITING PROCESS EASIER

Note that you'll almost always find multiple promises when you start to explore. Use the strongest where it has the greatest impact - the headline and lead. Don't throw away the others, though. They can become the basis for body copy.

Next time you write copy, use Promise-Crafting to help you develop the heart of your appeal. Extend a benefit and explore its effects. Give it a setting and a situation. Probe the emotions of the prospect to see how you-in-their-shoes feel about that effect. Then put it all together. Craft an emotion-charged, desire-fanning promise statement that will suck the cash right out of their wallet.

I PROMISE you it works.

Let me know how it goes. Ronald A Murphy is a Copywriter and Graphic Designer specializing in Direct Response and Internet Marketing. Murphy writes and designs sales letters, direct mail packages, inserts, web sales pages, direct email, newsletters for marketing, Internet articles, white papers, and other sales focused materials. He provides expertise to clients serving financial, business, technology, health, opportunity and fundraising markets. For more information on copywriting and marketing, visit his site at RAMurphy.com. There you can subscribe to his newsletter, R A Murphy's Copywriting and Design Tips. You can also read Murphy's Blog on Copywriting and Design for Internet and Direct marketing at RonaldAMurphy.com.



From our extensive site, you'll find good info on many topics using this search:

Support your personal development with these popular and effective hypnosis downloads...

  • Public Speaking Fear ~ Banish speaking anxiety and nerves with hypnosis.
  • Motivate Yourself to Exercise ~ Build a powerful exercise habit that you can't break.
  • Get Rid of Fear & Anxiety ~ Stop worry and apprehension wrecking your life.
  • Self Esteem ~ Break the negative trance of low self esteem and give yourself a chance in life.
  • Create Your Own Reality ~ Use the power of your unconscious mind to transform your life.
  • Deeper Self Respect ~ Use hypnosis to connect with your true inner worth.
  • Detach From Fear ~ Tune out nervousness and anxiety with hypnosis.
  • Improving Concentration and Focus ~ Learn how to discipline, direct and command your mind to improve your performance.
  • Exercise Motivation ~ Give you powerful keys to getting back on track with your exercise - and staying there.
  • Overcoming Shyness ~ Provides an invisible security blanket allowing you to develop social ease and overcome shyness.
  • Quick Confidence Booster ~ An audio hypnosis session that's specifically designed to get you (quickly!) back on track.
  • Stop Negative Thoughts ~ Learn powerful hypnotic techniques to stop negative thoughts before they start.
  • Overcoming Procrastination ~ Let hypnosis help you get on with what you need to do, when you need to do it. Let nothing hold you back.
  • Think Thin ~ Use hypnosis to re-train your brain and lose weight naturally... that's how to get and stay slim.
  • Fall Asleep Fast ~ Relearn how to fall asleep fast and enjoy a good night's sleep.
  • The Next Level ~ Designed to radically boost your performance in any field. It's based on a technique used by top athletes and other successful people to help them make a big stride forward.
This is our selection of favorites, but there's a session for every need! Choose from over 800 Hypnosis Downloads...
Search now on an issue that interests or concerns you...
 

View all the Hypnosis Downloads here

Copyright © 1997-2017 Trans4mind Ltd