Category Archive for Copywriting

Discover 5 Elements That Make A Headline Magnetic

Ever encountered the following?

You’ve spent the entire week crafting this amazing ebook offer guaranteed to solve your audience’s problems, as part of a new marketing campaign.

With great anticipation, you put the finishing touches on your ebook and release it on the Internet.

You wait for the hits to roll in. Clicks start rolling in, but your conversions remain flat-lined.

Or worse still, no one clicks on your offer.

What could have gone wrong?

Attracting people’s attention online takes more than great content and slick design.

Headlines and titles are the most important part of anything you write. A powerful headline convinces people to keep reading and engage with your offer.

Brian Clark, CEO of Copyblogger stresses the importance of a catchy headline, saying, “Each element of compelling copy has just one purpose—to get the next sentence read.

People do judge a book by its cover. HubSpot did A/B testing on a title of an ebook offer to see which title would perform better. They took the original title “The Productivity Handbook for Busy Marketers” and compared results with a revised title “7 Apps That Will Change the Way You Do Marketing”.

Source: “The 30 Greatest Lead Generation Tips, Tricks and Ideas“, HubSpot

The revised title generated 776% more leads and improved conversion rates from 32.3% to 51.7% compared with the original title.

In short, the title has a significant impact on how attractive or effective your offer is.

So what’s the secret behind great titles to hook your reader?

Great titles employ one or more of these elements:

1. Make a promise

Source: Entrepreneur

2. Create intrigue

Source: Upworthy

3. Identify a need

Source: Forbes

4. State the content

Source: Goins Writer

So how do you go about creating these types of magnetic offer titles?

1. Use Numbers

Many ebooks and blog posts use numbers to start off their headlines. People typically remember three to five points, but odd numbers like 13 or 47 can also catch people’s attention for being unusual choices. Examples:

HubSpot’s “100 Ideas that Changed Marketing”
BuzzFeed’s “47 Hilariously Underwhelming Local News Headlines”

2. Use Interesting Adjectives

Examples include:

Effortless
Absolute
Wonderful
Free
Amazing
Essential

Users especially love verbs and adjectives in their headlines.

3. Use Unique Rationale

Consider the following examples in creating original list posts and ebooks:

30 Reasons to Start a Business Right Now
4 Secrets to Writing Killer Blog Content
10 Timeless Lessons from the Wall Street Crash
7 Proven Headlines that Convert

4. Use Trigger Words

Words like ‘what’, ‘why’, ‘how’, ‘when’ help to persuade readers of the value of your content. Strong headlines include either a trigger word or a number, rarely both.

5. Make A Promise To Your Reader

Are you listening to what your readers want or need? How does your content address these needs? Promise your reader something valuable.

Powerful headlines dare your reader to read your content.

Once the reader is hooked, deliver on what you promised in the headline. People don’t want to be tricked into reading something uninteresting. They want to be sent on an exciting journey and take away valuable insights in the process.

The best copywriters can take days to craft the perfect headline. Crafting a headline can often be something we think off the top of our heads but spending more time on your headline can propel your content above your competitors.

Before you publish, ensure the headline grabs people’s attention and doesn’t let go. And then deliver on what your headline promises.

Why You Need These 4 Essential Headline Writing Tips

Why You Need These 4 Essential Headline Writing Tips

When you’re running short of time, you instinctively scan instead of read an article. What do you scan? Significant pictures and keywords that capture your attention. Where are the keywords usually located? In the headline, of course. If the headline interests you, you will naturally feed your curiosity by reading the article further, and then it seems like you have some time to afford after all.

It has been said that the headline constitutes 80% of the first impression of a piece of content, therefore it is a critical element of written communication. Some marketers have a mistaken idea that headlines are restricted to advertising copy. No, headlines pervade everywhere including landing pages, social media posts and blog post. In fact, the following 3 reasons are why we must adopt a “headline first” mentality in everything we write:

1) Readers are always short of time (I believe this is not a baseless presumption).
2) Readers must get interested before they read further.
3) Writers must not lose sight of what readers are looking out for.

Famous copywriters are known to earn millions out of writing words, or as business guru Rich Schefren said, “selling electrons.” But marketing through written communication (like copywriting) is an age-old skill that will always be in demand. For marketers who want to reach out to a wider audience, learning to write compelling, attention-grabbing headlines is a good starting point.

Today, you have 4 tips to writing a powerful headline.

1. Use Trigger Words (e.g. what, why, how, when)

Trigger words promise the reader that he or she should learn something after reading your article. Rather than your headline simply making a statement, trigger words make it sound more persuasive.

2. Use Numbers

It is no secret that the most successful headlines use numbers in order to sound specific, like “7 Tips To Lose Body Fat Fast!”

Numbers are a copywriter’s best friend, and they work like a charm.

3. Use Interesting Adjectives

Here are some examples:

Incredible
Fun
Free
Absolute
Best
Essential
Easy
Funny
Odd

Adjectives are what I call “sentence enhancers”. They add flavours to the written word so readers can feel good or have positive visualization of what is being said to them in their mind.

4. Create A Curiosity Gap

Peter Koechley, the co-founder of Upworthy, one of the most visited editorials on the Internet, says, “Tell people enough to get them interested but not so much they don’t need to click. Our goal is to create an itch you need to scratch.”

While you shouldn’t reveal too much in your headline, you have to include enough information that intrigues the reader to begin with, so find that balance.

Here’s a simple headline-writing formula:

Number + Trigger word + Adjective + Keyword(s)

For instance, if you were to write an article on “eating bananas”, you could phrase it as “Why You Should Eat Bananas”, or take it a step further and make it: “14 Unbelievable Reasons Why You Should Eat Bananas”.

Apply the formula and you get: Why You Need These X Essential Headline Writing Tips.

We practice what we preach.

So overpromise your readers with your powerful headlines, just remember to deliver too.

Learn copywriting skills at very affordable price!

Copywriting Mastery

Copywriting is one skill that defines the calibre of a marketer, and it is a form of communication that can make a break the marketer’s success in life.

If you can’t write good copy, you may have to pay through the nose to get your stuff to convert.

Thankfully, there is a copywriting course that’s super easy for ANYONE to learn.

It’s called Copywriting Mastery and in all its 77-pages arranged in 16 logical chapters, this amazing course is crammed with little known secrets the elite super-rich wordsmiths use to turn simple words in their adverts and sales letters into PURE GOLD.

This is a true investment in your business and your future, and you don’t have to pay $2,000 to get the essence of this skill. Find out how little it costs to have you banging out incredible sales letters in as soon as 3 hours from now!

3 Ways To Build Your Copywriting Swipe File by Abe Cherian

A copywriting swipe file is a collection of sales letters and other creatives that have been known to convert people into paying customers.

Aside from googling older sales letters from big-name publishers and copywriters, here are 3 ways you can build your own swipe file:

1. Keep an eye on that “junk mail” you receive. In fact, try to get on lists that are related to your niche, to start getting different offers in the mail. For example, if you write for the health industry, subscribing to a men or women’s health magazine would be a great start.

2. Look at what made you buy. What phrase, offers, bullet points etc. were juicy enough for you to pull out your credit card and make a purchase?

3. Infomercials and radio ads. Although these aren’t print ads, studying how radio ads and—even better—informercials pitch their products is a great lesson in sales.

Take note of how they make their offers irresistible, how they back up their claims, the urgency and scarcity that’s often used, etc.

Little-known trick for boosting landing page sales

In the close of your landing page, in addition to the “click here to order” hyperlink, provide a toll-free phone number as an ordering option.

Reason: according to a Search Marketing Now Webcast, 84% of companies close leads and sales from their website via phone.

Source: BtoB Lead Generation Guide, p. 23.

A simple rule of thumb for copy length

When deciding whether you need long copy or short, whether in a landing page, e-mail, or sales letter, follow this simple rule: short copy for generating leads, longer copy for generating orders.

“As a general proposition, an ad in which you are seeking only inquiries should be short, merely leading the reader down to the free booklet and the coupon,” writes copywriter Robert Collier, “whereas an ad in which you are attempting to make the actual sale should be long enough to tell all about your offer.

“Some authorities will tell you to write only short, crisp ads, with plenty of white space—others to crowd in every word you can get. Both are wrong. There is no hard and fast rule as to how long an ad should be, except that it should be long enough to tell your story, but short enough to hold your reader’s interest.”

Source: Collier, Robert, “How to Make Money at Home in Spare Time by Mail”, p. 154.

3 ways to increase sales letter readability

1) Limit 80% of the words to 5 characters or less.

2) Make sentences 1.5 lines or shorter.

3) Keep the first paragraph to 3 lines or fewer.

Source: Target Marketing, 3/12, p. 14.

4 rules for writing credible copy

Copywriter Ryan Healy offers these tips on how to get readers to believe your copy:

* Don’t use hype to sell your product.
* Make every effort to be accurate.
* Do not distort the facts.
* Don’t be hypocritical.

Bill Bonner’s copywriting secret

Agora Publishing founder Bill Bonner uses the “IRS” (interrupt, reveal, sell) formula to write great copy:

1) Interrupt your audience with a big idea they haven’t heard before.

2) Reveal what it is you are talking about and how it connects to the reader.

3) Sell by linking your big idea message to the product you are about to offer.

Source: The Copywriter’s Roundtable

5 Ways To Make Your Salesletters Easier To Read

1 – Indent all your paragraphs 5 or 7 spaces.

2 – Use short paragraphs. Maximum paragraph length: 7 lines of copy.

3 – Write your copy in the tone and rhythm of a personal one-on-one conversation.

4 – Underline key phrases and put a few well-chosen words in ALL CAPS for those who will skim your letter.

5 – Use lists of features or benefits with bullets or asterisks.

Source: Jutkins, Ray, “Magic Marketing Minutes,” p. 27

Lift your direct mail response rates with lift letters.

The lift letter, also known as a lift note, is the second, small letter that is sometimes inserted into a direct mail package along with the main multi-page sales letter. It often has a headline that reads something like, “Read this only if you are NOT interested in buying [name of product].”

The purpose, as its name implies, is to lift response. But what do you put in a lift note to achieve that goal?

John Forde suggests 10 possible topics and goals for lift letters:

1. To counter a key objection.

2. As a place to test your second-best or alternative headlines.

3. To give readers an extra testimonial.

4. As an endorsement (approved, of course) from an authority or a celebrity.

5. To emphasize a time deadline on the purchase.

6. To focus on the best aspect of the offer (premiums, guarantees, discounts).

7. To emphasize long-standing credibility (a formal letterhead might work well here).

8. To keep the message newsworthy. Let the lift note cover events that have happened since the initial mailing was written.

9. To underscore the ONE THING that really gives your product an edge over everyone else.

10. To emphasize track record, unusual and impressive credentials, or to make the benefits of the most important package feature especially clear.

Source: The Copywriter’s Roundtable.

3 ways to create a sense of urgency

When you encourage prospects to act now instead of later, response rate increases.

1. One way to do this is to put a deadline on your offer.

Since 3rd-class mail takes an average of 2½ weeks to be delivered nationwide, make the deadline at least 8 to 12 weeks from the mail drop date. Alternatively, for any mailing that goes out September or later, a good deadline date is December 21.

Copywriter David Yale recommends emphasizing that the deadline date is final by adding the phrase “it’s too late” as follows: “This offer expires December 21, 2010. After that, it’s too late.”

For e-mail marketing, you can say the offer is good only if the recipient replies “today” or “this week”.

2. If you are not comfortable putting a deadline date on your mail piece, specify a time frame within which the reader must reply, e.g., “reply within the next 10 days”.

3. Or at least make it clear that this is a time-limited offer. Copywriter Milt Pierce suggests this wording: “But I urge you to hurry. This offer is for a limited time only. And once it expires, it may never be repeated again.”

Should you write your own copy?

My answer may surprise you, but it’s enthusiastically “yes” IF these 3 conditions exist:

1. You are an excellent copywriter.
2. You enjoy writing copy.
3. You have the time to write copy.

Business owners and marketing managers who fit these criteria often produce copy that’s better and more successful than the pros. Why?

They know the product and the market intimately, because they live with it full-time. Half the battle in copywriting is really knowing the customer and the product, so the business owner or manager has the edge…IF he can write.

On the other hand, marketers who can’t write, don’t like to write, or don’t have time to write copy are better off farming it out to an agency or freelancer.

9 steps to writing a winning sales page

Dynamo entrepreneur Ali Brown gives these 9 clear and accurate tips for writing powerful sales pages:

1. Establish credibility.

2. Address the potential customer’s pain.

3. List several benefits.

4. Demonstrate how an investment in the product will pay for itself.

5. Provide testimonials.

6. Create an incentive for customers to act in a timely manner.

7. Make a personal connection with the audience by including a picture and some appealing biographical information.

8. Offer a guarantee.

9. Add eye-appealing formatting and graphics to make the page visually appealing.

Can I show you a copywriter’s brain?

Want to hear something just a *bit* crazy?

Here goes…

Today may be the day to:

* Put your entire collection of copywriting books up for sale on ebay

* Cancel your plans to attend that annual copywriting seminar

* Turn your stack of copywiting DVDs into drink coasters

* Clean your browser of every last copywriting blog, article, and site you’ve bookmarked over the years

Have I lost my mind, you ask?

Not at all.

It’s not what I’ve lost that makes me say these things, it’s what I’ve found.

It’s something I can only describe as the closest thing to a treasure map for copywriters I’ve ever seen.

Here’s the brief story behind what I’m talking about…

A guy by the name of Derek Franklin recently set out on a mission to learn everything about copywriting he possibly could.

He bought gobs of books, expensive training courses, DVDs, and even tore through the Web looking for anything he could find related to the art of copywriting.

In the process of his journey, he:

* Collected all the best copywriting tips, techniques and concepts

* Eliminated all the fluff

* Eliminated all the redundant stuff (there was a lot)

And, here’s the BIGGIE…

* Organized all he had learned and collected into one of the most unique and useful documents for learning the art of copywriting that you’ll likely see for a long time

I can say without a doubt that it’s unlike anything I’ve ever seen!

Derek calls it (appropriately), The Copywriter’s Brain.

It would be virtually impossible for me to try and describe here what it is and how it’s used.

Fortunately, Derek’s put together a short video tour inside The Copywriter’s Brain.

If copywriting is part of your business or livelihood, then you’ve GOT to check it out by clicking this link to view the video now!

7 Powerful Copywriting Formulas

Here are 7 copywriting formulas that can help you write stronger copy:

1 – AIDA.

Stands for Attention … Interest … Desire … and Action.

First you get the prospect’s attention. Then you generate interest in the product and a desire to own the product. Then you ask for action, typically an order.

2 – The 4 C’s.

Good copy is clear … compelling … concise … and credible.

3 – The 4 U’s.

A strong headline is ultra-specific … useful (promises a benefit) … unique … and urgent.

4 – The 4-legged stool.

A strong promotion has 4 “legs” to stand on. These are credibility … promise of a benefit … a big idea (a unique feature or method that delivers the benefit) … and the product’s track record (how well it has performed for customers).

5 – PPPP.

Picture … promise … prove … push.

First create a desirable picture of the copy in the prospect’s mind. Then promise and prove the product will do what the message says. Finally push the reader to take action.

6 – FAB.

Stands for features … advantages … benefits.

Copy should have a mix of all of the above. A feature is what the product is or has. An advantage is a feature the product has that others do not. A benefit is what the feature will do for the prospect.

7 – SELWAB.

Start every letter with a benefit.

The biggest direct response marketing manual yet…

Ultimate Information Entrepreneur Super Manual

How would you like to leaf through a digital copy of Dan Kennedy’s 659-page Ultimate Information Entrepreneur Super Manual?

Dan’s Manual weighs in at 26.3MB (PDF version), 659 pages and won “The Book of the Year” award in the mail-order category from the North American Bookdealers Association.

T. Harv Eker endorses it and, for years, sold it to his attendees at every one of his seminars.

This is not a “pretty” book…

It’s essentially Dan’s “braindump” and notes on all things marketing: informercial, direct mail, direct response, ad copy, newspaper and magazine advertising, how to maximize customer lists…

Woven in there are also a lot of his own numbers from campaigns he ran for himself and clients and lots of case studies and “success stories”, again, with numbers to give you an idea of how various ads and ideas converted.

Mixed in with all this are dozens and dozens and dozens of photocopied ads complimented with Dan’s summary notes for understanding why the ad works (or DOESN’T work).

Page 103 starts “Success Stories to Learn From” and is just what the title claims.

Page 197 references 6 different ads…what they netted, how they performed and more.

Page 213 has even more ads and examples and case studies. There are dozens of pages like this.

Many of the ads are from Dan’s early days pre-Internet. But copywriting, direct response marketing, advertising, customer-list monetization, lead conversion etc are timeless.

In fact, since Internet marketers are generally notorious for not looking at anything outside of their Internet bubble for marketing/advertising tips…you can quickly outpace them by bringing in tactics that have worked for a century in the world of advertising and can work like crazy online.

Grab the Ultimate Information Entrepreneur Super Manual now and you’ll get the 12-audio “Master of Marketing” course as a free gift.

This 12-audio set is a “dream team” of marketing legends including Ted Nicholas, Robert Allen, Mark Victor Hansen, Dan Kennedy and more…

Tips For Writing An Effective Sales Page by Daylynne Starr

So you finally have your product ready to sell. What a great feeling! Now you’re ready to write up a sales page and start selling.

Have you given that any thought up till now? Well, you know how to do it. Just follow the pattern you see on all the other sales pages. Good idea! A grabber of a headline, then a powerful opening sentence.

Take these suggestions into consideration along with that and get some great results.

1. Put a real picture of yourself in your ad. This will show people that you’re not hiding behind your web site or a company name. Show them that you are a real person and you’re not afraid to backup your product.

2. List any famous or respected people who have purchased or used your product or other products. These people need to be fairly well known to your target audience, but don’t need to be major celebrities.

3. Include the results of any tests you may have run on your product. Can be stats, screenshots of results, even money or gross sales.

4. Show the results of any positive surveys you’ve taken from your customers or even just the general public. You could even just survey your current customers and list the results.

5. Tell about any other publications who may have written about your business, product or websites, or your reputation. It might be a product review, on a top ten list, an article, etc.

6. List any related books, products, courses or software that you have written. Or even names of articles you may have written for your blog. This can give you credibility because it shows you’re an expert.

7. Have a professional looking site when you publish your ad. When people visit your site and it looks unprofessional, they’ll relate that to your product.

8. Show any endorsements you may have from other marketers or famous people. Some people think if a famous person knows and uses your product, they’ll be safe in using it too.

9. BONUSES. Whatever you do, do NOT forget to add some bonuses. People have bought products based solely on the bonus offers. Be sure to include the value of the bonuses, and make them as appealing as the product you are selling.

10. Use a money-back guarantee in your ad. This will remove the risk from your potential customers and show them that you stand behind your product.

11. Provide testimonials from satisfied customers in your ad. The testimonials should include specific and believable results your customers have received. Remember the law now requires real people in testimonials.

12. Don’t forget a P.S. or two or even three. People read P.S. sometimes even before they read the copy.

13. Be sure to put the price in the ad! Really I’ve seen several ads lately where the only way to find the price was to hit the Pay-Now button.

14. Then, whatever you do, be sure to test all the links.

That’s it. Lots of good sales to you. Oh yes, before you announce the site, it’s always a good idea to have someone else take a close look at it. This can be someone you work with on the Net, or even a family member.

14 Great Headlines For Copywriting

Here are 14 headline formulas that have worked well for me and can for you too:

1. Tell a story.

“They Laughed When I Sat Down at the Piano…But When I Started to Play.”

2. Make a recommendation.

“The 5 Tech Stocks You Must Own NOW.”

3. State a benefit.

“Managing UNIX Data Centers – Once Difficult, Now Easy.”

4. Make a comparison.

“How to Solve Your Emissions Problems at Half the Energy Cost of Conventional Venturi Scrubbers.”

5. Use words that help the reader visualize.

“Why Some Foods ‘Explode’ In Your Stomach.”

6. Use a testimonial.

“After Over Half a Million Miles in the Air Using AVBLEND, We’ve Had No Premature Camshaft Failures.”

7. Offer a free special report, catalog, or booklet.

“New FREE Special Report Reveals Little-Known Strategy Millionaires Use to Keep Wealth in Their Hands – and Out of Uncle Sam’s.”

8. Ask a question in the headline.

“What Do Japanese Managers Have That American Managers Sometimes Lack?”

9. Tie-in to current events.

“Stay One Step Ahead of the Stock Market Just Like Martha Stewart – But Without Her Legal Liability!”

10. Create a new terminology.

“New ‘Polarized Oil’ Magnetically Adheres to Wear Parts in Machine Tools, Making Them Last Up to 6 Times Longer.”

11. Give news using the words “new,” “introduction,” or “announcing”.

“Announcing a Painless Cut in Defense Spending.”

12. Give the reader a command – tell him to do something.

“Try Burning This Coupon.”

13. Use numbers and statistics.

“Who Ever Heard of 17,000 Blooms from a Single Plant?”

14. Promise the reader useful information.

“How to Avoid the Biggest Mistake You Can Make in Building or Buying a Home.”

Could this be the best salesletter generation tool on the market?

Sales Letters Creator

Mention salesletter writing and you’ll get all kind of negative responses. If salesletter writing wasn’t so important the majority of people would have abandoned the idea altogether in a heartbeat. But unfortunately salesletters still play an important role when it comes to business, and in a way your salesletter is like your very own digital salesperson. A lousy salesperson will not only fail to make any sales, it will indirectly tarnish your reputation as a professional.

It is a well-known fact that a small percentage of marketers can also be professional copywriters. They are easily paid up to 5, 6-figures for a copywriting assignment because their skill comes from writing from scratch. In other words, they are gifted. 100% pure human input always sounds more original than a salesletter that is churned from a software, but there are 2 big disadvantages:

1) It takes a lot of time to craft that ‘perfect’ salesletter.

2) What you make up for time, you pay serious dollars to get someone else to do it for you.

Softwares can still be helpful in lessening the impact of these 2 disadvantages. In fact, it would be easier for you to churn out a draft and then “tweak it manually” to achieve that perfect salesletter. In this respect, Sales Letters Creator is simply perfect for those who loathe the idea of salesletter creation or have never even tried writing one before. Simply put, anyone can do it, and you can produce a high-quality and highly-converting salesletters in half the time if it was done manually.

The best part about this generator is that they prepared a lot of great suggestions for your headlines and prompting questions which really saves you a lot of time. You simply fill in the blanks in pre-made templates and you are ready to upload them to your server. Not even a concern for graphics! You’ll be guided in every single step as you fill up the details of your salesletter.

Right now, you can access Sales Letters Creator for just $4.95 and you’ll be glad you did if that translate to more dollars saved in terms of your time!