Copywriting is written content conveyed through online media and print materials. Copy is a content primarily used for the purpose of advertising or marketing. This type of written material is often used to persuade a person or group as well as raise brand awareness.
Places to use it:
- direct mail pieces,
- taglines,
- jingle lyrics,
- web page content
online ads, - e-mail and other Internet content,
- television or radio commercial scripts
- press releases,
- white papers,
- catalogs,
- billboards,
- brochures,
- postcards,
- sales letters
- social media content
- blog posts
- tweets
- Other social-networking site posts, profiles and captions.
EXAMPLE 1
Attention Grabbing Headline
Get straight to the point of what your audience wants or is looking for
“How to ____”
How to Lose Weight
How to Get a Girlfiend
How to Become a Millionaire
“The Secret to ____ Finally Revealed!”
The Secret to Weightloss Finally Revealed
What is the problem?
Get to the root of the reader’s pain and agony. Let them know you truly understand their problem.
“There is nothing worse than…”
There is nothing worse than spending another weekend alone…
There is nothing worse than going though diet after diet an not having the body you always dreamed about...
What is the Solution?
Introduce your product or service and how it will solve their problem. Let them know there is no need to struggle through their pain and suffering needlessly any longer.
With system X you will finally have the solution you’ve been looking for.
Your Credentials
Why should your audience trust you? How do they know this will really solve their problems?
Respected Clients
Success Case Studies
Years of Experience
Publications
Certifications
Education
Benefits
How will your audience personally benefit from your product/service
What will be the end result of using your product/service, NOT just listing the features
Freedom to travel and do what you want, NOT just make more money
Testimonials/Social Proof
Gain the trust of readers with Customer/Client Testimonials
Where were your customers before and after using your product/service? How did it help them specifically?
Video, written, screen capture
Photos, contact information, links, bio, location
The Offer
States your irresistible offer with a competitive price, free limited time offers
Clearly state the terms and conditions
The Guarantee
Ease the fears of getting ripped-off with a Guarantee
Money-back Guarantee
100% Money-back, no questions asked
Warranty
Scarcity/Urgency
Limited time free bonuses/offers
Limited amounts available
Offered price for a limited time
Call to Action
State EXACTLY, precisely and simply, step-by-step what the reader has to do to take advantage of your offer
Call-in, Buy now, click a link, come in person to your office by a certain date
Warning
What will happen to them if they don’t take your offer?
What will their life be like?
Remind them of their pain
Lose special pricing and bonuses
Never have the body they dreamed about
Continue to struggle at a job they hate
Closing Reminder
End with a postscript (P.S.)
Remind them one last time of your amazing offer
EXAMPLE 2
Sales copy/Copy writing is a commercial or sales pitch in written format. How do you convince your audience to take action from just reading your pitch? You must be able to identify the reader’s problem or need, prove you are qualified to help with that, instill a sense of urgency to make a buying decision now, how it will work for them specifically, offer a guarantee, and explain the great value of the product for the price.
A large part of sales is understanding the psychology and motivation of your audience. Are they motivated more by potential gain or a fear of loss? What drives your audience, money, health, relationships, safety, spirituality, freedom or recreation? How does your offer help them obtain one of those things?
A standard template for sales copy would include these elements:
Attention Grabber/Pique their curiosity
This first step is vitally important. You need to grab the reader’s attention strong enough for them to keep reading. Headings are commonly a larger font, bold and colored red. Some ways you can phrase your heading can include….
How to (offer)
Secret to (offer) Finally Revealed!
Warning: Do NOT even think of (action) until you (offer) first.
(Benefit) Today with (Offer)
What problem does your reader have?
Explicitly write out the reader’s problem that you are solving. Spell out their problem in graphic detail so they can picture it vividly. Write out a scenario exemplifying what the problem feels like.
What is the solution?
State your solution to their problem. Provide your claim on how your offer will solve their problem.
How are you qualified to solve this problem?
Provide your credentials on why your offer is credible and trustworthy. Present testimonials, prior clients, your past experience, any certifications or industry recognitions.
What are the benefits to them?
Explain how the product will benefit them specifically, not just the features of the product. Think of every aspect of your product and write down the benefit of that feature to your reader. What will they gain from that feature? How will it change their life? How will it solve their problem?
Testimonials/Proof of effectiveness
Include testimonials from prior clients and customers who benefited from your product. They can include pictures, video testimonials, and their bio.
Buy in Offer
Make your amazing offer. Why is your offer so great? Is it a great price compared to the market, does it include free gifts or services?
Instill Urgency
Instill a sense of urgency and encourage a buying decision. This can be done with a limited time offer, limited time or number of bonuses or a limited inventory. Be honest in all your deals. If you offer a limited time or limited supply, stick to your word.
This sale is only good until (date) and we will be forced to raise our prices back to the original price.
We have (number) available. Once they are gone, the deal will be gone with it forever.
If you buy by (date), you will get (list limited time bonuses).
The Guarantee
Take away their last possible objection by offering a money back guarantee. For example, if they don't find 10x the value from your product, you can offer a 100% money back guarantee within the first 30 days.
Call to Action
Spell out concisely and exactly what action they need to do step-by-step to get your offer. Do they need to click a link and buy now or call now and speak to a representative? Don't assume your reader knows what to do next.
Fear of Loss
Re-enforce their fear of loss by explaining what they happen without your offer. Will they continue to suffer through a dead-end job, love the rest of their life alone, continue to watch as other people live their dream lives?
Final Reminder
Re-state what they need to get your offer along with the bonuses.
Before your close, you can write P.S. (Post script)
P.S. Click the buy now within the next 3 days and receive your free e-book and bonus video.
Need more examples?
A swipe file is a collection of tested and proven advertising and sales letters. Keeping a swipe file (templates) is a common practice used by advertising copywriters and creative directors as a ready reference of ideas for projects. Search Google for "Swipe Files"
