Step #1 - The Intro
The introduction is the most important part of anything you write.
Read that again….
The introduction must draw the reader in. If it fails to do this, none of the other copy matters.
The goal of the introduction is to capture the attention of the reader.
You can do this a couple ways…
Selling benefits (and solutions), not product features
Being as specific as possible in all copy
By selling the benefits of the product, you’ll tune into the buyer’s emotions. Like we always say, strong copy is all about harping on emotions.
And by being specific, you’ll let people know EXACTLY what problems your product solves.
Think of “Get rock hard abs in under 10 minutes a day without leaving the house,” instead of “Lose weight quickly.”
Step #2 - The Story
Connection and trust.
That's it. That's what “the story” is all about. Establishing connection and trust.
People have told stories for thousands of years. It's ingrained in humanity. It's a part of every culture. And EVERYONE understands and can relate to a story.
Here's something that's critical to remember…
People don’t buy products.
They might end up with an item at the end of the day, but what they are really buying is “the what” behind the product – the brand OR the person.
Using lots of visual language to tell a story will help people remember what they hear. The story will establish common ground between the copywriter and the consumer.
But perhaps the most important thing about the story is that it brings out emotion. People make buying decisions based on emotion.
The more a story can tap into the prospect’s emotion, the better the chance they will buy.
Step #3 - The Content
At this point, the consumer is pumped, excited, and ready to know more. They're hungry.
This is the time to take them over the top.
It's vital to understand the importance of the content.
Most people think the sale is made with the pitch, but this is not the case. By the time the pitch comes, the consumer has already made the decision to buy or not to buy.
The sale is made within the content.
You see, the content is where credibility is established. The goal of the copywriter is to prove there's no match for the product or system they're selling.
To accomplish this, the content must provide value.
People want value...
They want to know that the product is new, unique, and amazing.
They want to learn things they never knew.
They need to know the product will impact their lives and provide positive results.
Step #4 - The Transition
At this point, a friendly, trusting relationship has been developed between the copywriter and the consumer.
Now it is time to shift gears…
The transition is super short.
The role of the transition is to justify and rationalize charging money for the product.
There must be a strong and convincing reason why the product is being offered.
The copywriter needs to talk about the struggles and sacrifices made to create the offer and bring it to the consumer.
Convince the consumer bringing this product to them is a mission. This is something BIG.
People need this. Share how it will change their lives.
This is the very strong “WHY?” and it's time to lay it all out on the table. The sale has now become a mission.
Then get the consumer’s permission to pitch them.
This is the interactive part of interactive marketing. Let the consumer have the choice to interact with the copywriter. This is so powerful.
Just be upfront and say…
“I don’t want to waste anyone’s time. Those who are interested, who are serious, would it be okay if I present the details of this amazing system and make it available now?”
This works! Almost everyone still there says, "Yes!" And they are EXCITED!
Step #5 - The Pitch
This is NOT where the sale happens.
The sale happened back in the content.
That was when the reader was given an “aha moment.” In fact, everything that has come before this moment has set up the pitch.
The pitch convinces people that the value provided is greater than the price.
The introduction is the most important part of anything you write.
Read that again….
The introduction must draw the reader in. If it fails to do this, none of the other copy matters.
The goal of the introduction is to capture the attention of the reader.
You can do this a couple ways…
Selling benefits (and solutions), not product features
Being as specific as possible in all copy
By selling the benefits of the product, you’ll tune into the buyer’s emotions. Like we always say, strong copy is all about harping on emotions.
And by being specific, you’ll let people know EXACTLY what problems your product solves.
Think of “Get rock hard abs in under 10 minutes a day without leaving the house,” instead of “Lose weight quickly.”
Step #2 - The Story
Connection and trust.
That's it. That's what “the story” is all about. Establishing connection and trust.
People have told stories for thousands of years. It's ingrained in humanity. It's a part of every culture. And EVERYONE understands and can relate to a story.
Here's something that's critical to remember…
People don’t buy products.
They might end up with an item at the end of the day, but what they are really buying is “the what” behind the product – the brand OR the person.
Using lots of visual language to tell a story will help people remember what they hear. The story will establish common ground between the copywriter and the consumer.
But perhaps the most important thing about the story is that it brings out emotion. People make buying decisions based on emotion.
The more a story can tap into the prospect’s emotion, the better the chance they will buy.
Step #3 - The Content
At this point, the consumer is pumped, excited, and ready to know more. They're hungry.
This is the time to take them over the top.
It's vital to understand the importance of the content.
Most people think the sale is made with the pitch, but this is not the case. By the time the pitch comes, the consumer has already made the decision to buy or not to buy.
The sale is made within the content.
You see, the content is where credibility is established. The goal of the copywriter is to prove there's no match for the product or system they're selling.
To accomplish this, the content must provide value.
People want value...
They want to know that the product is new, unique, and amazing.
They want to learn things they never knew.
They need to know the product will impact their lives and provide positive results.
Step #4 - The Transition
At this point, a friendly, trusting relationship has been developed between the copywriter and the consumer.
Now it is time to shift gears…
The transition is super short.
The role of the transition is to justify and rationalize charging money for the product.
There must be a strong and convincing reason why the product is being offered.
The copywriter needs to talk about the struggles and sacrifices made to create the offer and bring it to the consumer.
Convince the consumer bringing this product to them is a mission. This is something BIG.
People need this. Share how it will change their lives.
This is the very strong “WHY?” and it's time to lay it all out on the table. The sale has now become a mission.
Then get the consumer’s permission to pitch them.
This is the interactive part of interactive marketing. Let the consumer have the choice to interact with the copywriter. This is so powerful.
Just be upfront and say…
“I don’t want to waste anyone’s time. Those who are interested, who are serious, would it be okay if I present the details of this amazing system and make it available now?”
This works! Almost everyone still there says, "Yes!" And they are EXCITED!
Step #5 - The Pitch
This is NOT where the sale happens.
The sale happened back in the content.
That was when the reader was given an “aha moment.” In fact, everything that has come before this moment has set up the pitch.
The pitch convinces people that the value provided is greater than the price.