Copywriting: The Ultimate Guide

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SEO 2020: The Ultimate Definitive Guide Every SEO Expert Should Have

Do you want to learn more about copywriting in 2020? I present to you the absolute guide to copywriting.

So in case you are looking for:

  • Leads
  • Conversions
  • Organic Traffic

Then this is the guide for you. I am sure that you will find everything here fascinating and practical.

Let’s get down to business.

To make your work easy, I have broken down the entire topic in eight simple subtopics. Take a look:

Table of Contents

With that said, it is time to get started on our ultimate guide to copywriting in 2020. Here is what I have lined up for you.

Chapter I: Copywriting Basics

There aren’t many fundamentals to copywriting, however, the few that are there will play a crucial role in setting up the pace for our subsequent titles.

What is Copywriting?

Copywriting is simply the art of shaping up written text to easily inform, inspire, educate, or persuade the mass. In many occasions, this practice is targeted at increasing sales and maximizing the conversion rates too.

Some of the mediums that copywriting is often implemented are blog posts,sales letters, adverts, and currently the social media posts.

What Makes Copywriting Important?

While some people might argue that since we are in the age of video, visuals, and podcasts, copywriting doesn’t matter, the truth is, it still does.

There are lots of benefits that copywriting will give you. The straight up benefits include the following.

  • Higher conversion rate on the main pages
  • Generally improved article structure and flow
  • Better reader engagement level in your posts
  • Getting more share to your post or content
  • Creates a better understanding of the needs of your customer

In simpler terms, with proper copywriting, a website owner can easily improve almost every aspect of their marketing strategy. This is more prominent on sales pages and articles.

Even so, good copywriting strategy will also come in handy when you are creating the following things.

  • Video scripts
  • Facebook posts
  • YouTube video descriptions
  • Webpage meta descriptions
  • Podcast descriptions
  • Blog post headlines
  • Press releases
  • Interview questions
  • Outreach emails
  • About page copy

What is the Work of a Copywriter?

While it is true that a copywriter will spend most of their time writing, one thing is clear, there is so much more to this art than just writing or putting down words.

What do I mean? Seasoned copywriters will spend more time studying their customers rather than just writing.

They also take some time to learn how the products that they are fronting for can or will impact their prospects.

Due to this, they require some time to learn about:

  • What the product is
  • How the product works
  • How the product compares the competing products

This might not be the case if you are promoting a personal product or service. However, it applies if the product or service belongs to someone else.

In short, your work will be to learn more about the target market, their fears, desires, and how they imagine the products.

In so doing, you can then create a copy that directly addresses the needs and wants of the target audience.

How Can You Become a Copywriter?

Don’t be surprised, but the truth is you don’t need any type of formal education to become a copywriter. All you need to do is to improve your skills in the following fields.

  • Customer research
  • Content structure
  • Web copywriting
  • Persuasion
  • Sentence structure
  • Grammar and spelling
  • Online advertising

Learning all these skills will require time. That’s why becoming a great copywriter also takes time. So to become a copywriter, you need to practice more.

Getting such opportunities to practice will mean that you have to sell “yourself” and that’s how you learn the art of marketing.

Thankfully, there are signs that most employers love people with strong writing skills. So if you are a writer already, then you have an advantage.

But if you are just starting out, you can still learn the art of copywriting and use it to boost your sales, grow your business, and market your products.

Chapter II: Customer Centered Copy

I have mentioned the need to understand your product, its impact, and how the prospects perceive the whole idea.

This same line forms the basis of writing a great copy. In other words, if you want a great copy at any time, here is what you must do:

Write like your customers talk

This is the absolute tip to getting the “wow” out of your customers. It is also the same thing that makes the client believe that the product is for them.

So how can you get exactly that?

You can always use any of these top five smart strategies that I am going to show you in this chapter.

Amazon Reviews

Amazon reviews are some of the most genuine reviews that you will get in a long time. The guys down there won’t hold back to give their opinion, share their feelings, or say what they think. And that’s the bomb.

You can therefore mine these reviews for some killer copies. What you need to do is to focus on the product of choice and get some simple and clear cut reviews from them.

Trust me, you don’t have to buy the product or even use it. The feelings, experience, and expectations are all in the reviews.

Take a look at some of the amazon reviews that speak to the buyers or prospects out there from different products.

Customer Interviews

If you don’t intend to go with Amazon reviews, you can try out customer interviews. If you didn’t know, real time customer interviews are explicit.

They are also full of information. All you need to do is to get an open ended questions and you’ll get more than you bargained for.

Take for instance this question: Can you please tell us how your experience with product X has been since you bought it?

This single question will easily open up a can of worms – just saying.

Even if you didn’t ask an open ended question, you’ll realize that with a real-time customer interview, you’ll have the chance to ask several follow up questions.

These questions will help you to dig deeper so that you can find the true feeling of the consumer. You will also get to understand the:

  • Challenges
  • Benefits
  • Perception
  • View
  • Possible adjustments
  • Improvements

Here are some questions that will help you to understand why interviews are vital when you intend to write a great copy.

How did you settle for product X?

Well, I looked at the reviews and most people had some good words to put in. Some other even highly recommended the product. And that’s good since it points at a great experience with the product.

Once you get the product, do you test it?

Well, that depends. If the product is a medical product I will get to test it first. Even so, products that fall under kitchen wares such pans and woks will speak for themselves.

What do you do when the experience isn’t what you expected?

I will definitely write the product off. Don’t we all want to get what we pay for? Anything less would mean you’ve been robbed.

NOTE: Follow up questions are a great way to keep the conversation going while at the same time digging out for more information.

Customer Surveys

Another thing that will work almost like an interview is a survey. Customer surveys are very powerful tools.

They are also direct and you can get some cool answers. In case you are rating an experience, you can all also tell what’s on the ground by the type of responses that you get.

Some of the product related questions that you can ask in your survey’s questionnaire can look like this.

  • “Why did you decide to buy product X?”
  • “Which among these products have you used before?”
  • “What was the experience you had with the products you used before?”
  • “What is the first thing that made you to say: Yes, this product is for me?”
  • “In a scale of 1-10 can you describe how suitable this product is for you?”

The responses to these questions aren’t only priceless but they are also reflective of what the client feel.

In short, they will play a key role on product positioning, research, packaging, and development too.

More importantly, they also enable you to come up with a copy that speaks directly to your prospects.

Another great thing about customer surveys is that depending on the type of product that you are working with, you can have tons of question to go with.

For some products, you can also have the chance to ask some questions on the following things:

  • Challenges
  • Struggles
  • Risk assessment
  • Age
  • Demographic info
  • Spending habits

The question that you can go with, therefore, might look like this.

  • What is the physical location of your business?
  • What is the most challenging aspect of the business?
  • How long have you been in this business?
  • Which category best describes your business niche?

One platform that will allow you to write exactly like your customers talk is Reddit. That’s why it is one of the very first places that I will look at when I intend to create a great copy.

If you want the best experience with Reddit, the first thing that you should do is to find the Sub-Reddit where your prospects hang out.

Once you have identified the sub-Reddit, you can look for the most recent threads. For instance if you have just launched “new SEO tools” page, you should search for the same on the search bar.

You can then find the language that the people here are using and apply it to your copy. Use the language and some of the words to express how the feel about new SEO tool or techniques. You can also use the same to describe what they like or don’t like about them.

NOTE: A copy that would work great must identify itself with the prospects. Use their slang, focus on their terminologies, give them the direct relationship, and it will work like a charm.

Social Media

Finally, we have the social media. This is the new kid in the block. It appears almost everywhere and doesn’t seem to be going away anytime soon.

Whichever social media platform you are using, the first rule is to search for a competing product on the platform.

Then follow this by keeping tabs on the complaints or complements that crop up from the handles.

Once you have the two, you can line out the strengths of your product by emphasizing on them. Tell the prospects that your products have what the other products are missing and show them the proof.

This should help you to stand above the rest.

Ask Product Hunt

Do you know this platform “Ask Product Hunt” – it is a great platform to learn exactly how your prospects describe the products that you sell.

This is because most of the people who post their question here have Googled and came up empty.

So getting down here is like getting firsthand information about the whole thing. So what next when here?

  • Get the answers to the direct question that you have searched for.
  • Follow this by jotting down the words that your prospects use to describe their problem.
  • Then create your posts around the items that your prospects have mentioned.

And with that, you should still hit the jackpot with your copy.

Chapter III: Expert Copywriting Strategies

In this chapter, I am going to give you seven pro techniques that you can use to create a great copy right from scratch.

You can also use the same to improve an already existing copy.

So if you are the newbie who’s looking to make great copies for their development, this is the place to be right now.

Take a look.

Ask Product Hunt

This technique is straightforward. Its main aim is to keep your prospects reading through. They should slide through to the last sentence.

In other words, the first sentence gives you the urge to read the second, and the second, the third, etc.

In short, you are focused on working with something that legendary copywriters call the slippery slide.

The trick is simple

Headline (Builds Urge for Next Line)

Next Line (Builds Urge for Next Line)

Next Line (Builds Urge for Next Line)

Last Section (Triggers the Action)

 

Here is an Example:

You can also use such type of a flow.

Here is the question:

How do you stop people from over eating?

Here are the five tips that work

Finally, you can also focus on “little stories” to help you achieve the slipper slide technique or strategy. If not, make use of “open loops” to keep your readers glued for the next sentence in your copy. Here is an example of a little story and an open loop.

Benefits Vs Features

Focusing on the product features is a cool idea. However, going with the benefits will sell your product.

Our intention is sell while at the same time sounding nice. But not to just sound nice without any imminent action.

Let’s say you are selling a product that’s designed to help people to effectively make use of their time (planning software). Here is how you can easily change the boring features to benefits that sell.

  • Prioritizes Vital Tasks → Focuses on what is important
  • Simple Setup → Helps you to save time
  • Multiple Users Support → Produces more from your team
  • Status Update → Helps you to stay on track

A good site that touches on features but focuses more on the benefits such as CoSchedule on their home page is a good example.

Benefits Vs Features

I must have mentioned about proof above. However not as detailed as I will here. To start us off, here is what you need to realize.

Most people will rely on the social media proof if they aren’t sure of what to do next. As such, social media proof is very vital when a prospect is deciding on whether to buy or your product or not.

That’s why most pro copywriters will focus more on including results, testimonials, and case studies on their copy.

The websites can therefore:

  • Include successful users with their names and details on their sites
  • Share the number of their users and reviews
  • Give real-time reviews with real customer details on their website
How Do You Solve the Social Proof Puzzle?

To sell, you must show some social proof. And to get social proof, you must make some sales.

It is the case of the hen and the egg, which one came first? That’s the paradox – and it’s a big deal.

So how do you solve this social proof puzzle?

Luckily, there is an easy way to escape the puzzle. Take a look.

Work with Your Strongest Proof Yet

It is simple. You have to solve the problem with what you have. Not what you are anticipating or what you don’t have.

A good example is this. If you create a phone app and then develop the “free” and the “paid” version.

You should find the numbers that have subscribed to the free version versus those who have gone for the paid version. Whichever exceeds the next, that’s your strongest proof yet.

So when you will be highlighting the social proof, focus on the same numbers. If the free subscribers exceed the paid ones, cite the number of subscribers to the free app version.

The same applies if you sold your new product to 30 customers and only 5 turned back with amazing results. Focus on the 5 for your main page. They are you strongest proof for now.

Sense of Urgency

Create the sense of urgency, trigger the immediate need for the product.

So how do you make your prospects to buy right NOW?

Here are some tips that you can use to create the sense of urgency.

  • Limited quantities
  • Hurry while stock lasts
  • Doors close on Friday
  • Limited time offer
  • Only 10 left
  • Don’t Miss Out
  • Sale ends by 30th June

NOTE: It is not just about mentioning the phrases – no. These mentions that you take should be backed by real time limitations. If not, your prospects will easily lose trust in you.

The use of a clear deadline will create a super high touch of urgency and that’s just amazing for almost any product.

Implement the “AIDA” Technique

The AIDA formula is simple but smart. It is a powerful copywriting technique that stands for the following:

  • A: Attention
  • I: Interest
  • D: Desire
  • A: Action

In short, you should first capture the attention of a prospective buyer, then trigger their interest, followed by desire, so that they can act (take action).

AIDA is very dynamic and will work quite effectively for very many areas around your website including:

  • Squeeze pages
  • Video scripts
  • Sales pages intros
  • Email newsletters
  • Blog post etc

AIDA is a great technique even for SEO experts who want to create content that generates more leads.

The trick is to first of all grab the attention of your reader with the first part of content (normally the intro). Then drum up some interest with a cool promise before you tap into the desire of the reader.

Eventually, you get down to action: This is the part where you get down to real business and share what you have. You can use phrases such as:

  • Let’s dig in
  • Let’s get started
  • Here is what I have for you
  • Read on

Strong Call-to-Action

Another very important thing that can come in handy is the use of a “strong call-to-action” and a direct one to that effect.

Seriously speaking, here is the reason why you need a strong CTA.

Most of the prospects that you either intend to draw to your product or who you are selling to already have a life.

In short, they might be very busy. As such, they often don’t have the time to read through your content and figure out what you need them to do.

So to save them the trouble – you should tell them exactly what you need.

That’s how a strong CTA comes in.

One of the strongest call-to-actions that I have seen is this, “Enter your name and email address to get monthly subscription”

In real sense this wasn’t meant to call to sign up or register but simply to put in your name and email and you get a monthly subscription – that’s just it!

Clear Unique Selling Proposition (USP)

A USP strives to answer only one question. Why should they buy from me? What makes me different from the other brands of the same niche?

It could be the most affordable prices.

Or you are offering longer warranty.

If not, then your delivery could be faster than the rest.

Or maybe you offer better after-sale-services.

Whatever it is that makes you different from the rest of the pack, that’s what you need your copy to scream.

It will be very unfortunate if you don’t have a USP of your own.

Chapter IV: Tricks to Writing Cool Headlines

It is said that 80% of readers are drawn by the headline while the 20% focus more on the copy. I am not saying that’s true, but what if it were?

Whichever the case, the headline of any copy is very important. Luckily for most website owners, writing the best headlines is the simplest thing yet.

Simply stick with the tips that I am going to give you here.

Clear Unique Selling Proposition (USP)

Another word for being “extremely specific” is being “direct and onto the point” or so to say. So your headline should prospect the exact thing that your reader will get.

A good example is this:

  • Use these 5 tips to lose weight in 2 months
  • Lose 10 pound a week with these three weight loss tips
  • Boost your SEO ranking in 1 Month: Use these 3 tools

The use of a specific time frame will work miracles in giving you a spontaneous headline to work with.

Focus on the Emptions

There is always something unique about emotional headlines. But how can you create the most emotional headlines?

The trick is to focus on finding the most emotionally charged words or phrases. This will give you the best base.

Words such as the ones that I am going to mention next will give you the best emotional draw or trigger.

  • Awesome
  • Now
  • Mistake
  • Fast
  • New
  • Amazing

Do not overuse these words. Rather focus on using one word or two for every single headline that you make. If you use the trick right, you will get a highly compelling headline to work with too.

Just to be sure that you have done the right thing, you can always run your headline through the Emotional Marketing Value Headline Analyzer.

The analyzer will give you a score of between 0% and 100%. The higher the percentage the more emotional the headline is.

Drawing to the emotions shows the prospect that you really understand what it feels like to walk in their shoes.

Answer: What’s In It For Me?

If you answer the WIIFM in your product then you can easily determine the direction to which your copy should take.

It is the same thing that your headline should address. If it does then you will most specifically be addressing the same thing that your customer looks forward to getting from the same product.

A good way to do this is to focus more on the specificity of what you need. This example will show you what you’ll get from your campaign.

Online Sales Tips that’ll Grow your Affiliate Marketing Site

You get exactly tips for growing the affiliate site. So if you intend to grow your affiliate site, with this post you are at the right place.

How Do You Solve the Social Proof Puzzle?

Another thing that you can do is to work with numbers. When you use specific numbers, you will be forced to write extremely specific headlines.

Looking at the top example that I gave in the previous part above, using numbers makes the people involve to understand exactly what they will be getting.

So whether they are boosting their SEO, losing weight, they will understand exactly what they will get and their respective quantities.

This is one trick that works for a great copy. No wonder MOZ found out that headlines with numbers received the most clicks.

Use FOMO

FOMO which stands for the “fear of missing out” can easily make your headline 10X more powerful. You don’t have to use it if you can do without it. However, if you can use it, why not…?

Chapter V: Mastering the Lead

From a personal experience, there is no much difference in the level of importance when it comes to the lead and the headline.

In other words, the lead of a copy is very important too.

The reason is simple. It is your first lines that your prospects will use to choose whether to continue to the next line or not.

And believe it or not, if you lose your prospects on the lead then you will have lost them for good.

The lead is, therefore, what determines the bounce back or lack of it thereof.

With that said, here are some of the smartest strategies that will help you to develop some of the most compelling leads.

Begin with the HOOK

I can’t find a better way of putting it. But just so you know, the first sentence of the lead is a BIG DEAL.

As such, you must ensure that it grabs the attention of your reader from the onset.

Fail to do this and you fail to convert – and that’s where the HOOK comes in.

Here are some HOOKs that you can use to grab the attention of your reader on your copy.

  • Don’t this sound familiar?
  • What next?
  • Now you can …… in ……. Days.
  • New study has shown that (surprising result)
  • For (X years) I struggled with (Y-problems) until one day

These are great ways to get the HOOK on your prospects. Some of them also promise proven results which is a good approach – such as the story telling hook. That’s why this next point rocks.

Mini Stories

You can also use the mini-stories approach.

If you haven’t noticed, telling stories is a great way to get people hooked.

Remember the bedtime stories that you had while growing up? That’s the type of feeling that I am talking about.

With a short and sweet lead, the mini story should get your reader into the rhythm that you need them to be in.

However, when using a mini story for your lead. Here is what you must remember.

  • You won’t have enough room to tell an epic story
  • Condense the story to about 4-5 lines
  • Highlight the problem that you intend to address in the story

NOTE: The proper way is to ensure that you focus more on capturing the attention of your reader to go through the whole copy.

Focus on Complementing the Headline

For the expert copy writers, an easy way to get the lead is to complement the headline.

In short, you create a headline that grabs the attention of the reader and then follow it up with a lead that drums more interest on the headline.

Look at the headlines that have a promise in them, they will work great. For instance this headline:

Top 10 SEO Tricks that Have Worked for me in 2020

With such a headline, the only thing that you need to do is to focus on how to drum up support for the same on your lead – simple!

8 Lines and No More

Whether you are writing a post, blog, or sales page, video script, or any other content for that matter, you should stick to the rule of thumb – 8 lines or less for your lead.

Remember this, a super short lead will easily achieve what you want it to achieve – which is to grab the attention of the reader.

Once it grabs the reader’s attention, it glues them to the content so that they can keep reading. Which is the key to getting them into the main part of your content.

That’s why most of my blog post intros are stuck at 6 lines and that’s how I hook-up my readers.

Chapter VI: Writing a Compelling Copy

Now that we have learned several other tricks to writing a great copy –what next?

In this chapter, I will show you exactly how to write compelling story.

So if your plan is to create better:

  • Blog posts ‘
  • Ad copies
  • Emails
  • Sales letters
  • Video Scripts
  • Social Media Posts

Then this is the chapter that you’ve been waiting for.

Let’s dig in

Use Your Natural Voice

This is the most critical copywriting trick!

Use your natural voice (talk like you speak). Don’t try being fancy. Just pretty natural.

Here is an example from one of my emails:

Hey,

For the last three month I have been compiling the best SEO tools for 2020.

It’s a complete breakdown of what I have tried out.

This post covers lots of tools plus the most recent tools that I told you about.

Take some time to look at it.

Let me know what you think.

Leave a comment.

Bye. 

Here is the trick to get the natural tone: Read your copy out load.

If it feel weird, you can always re-write it.

But if you don’t find any problem with it, you are good to go.

Short and Precise Sentences

The next thing is to keep your copy short and precise.

This means less mistakes and better copy.

Even so, you should include the research that backs it up.

Take a look at this research that was done about long and short sentences over a decade ago.

From the findings of the research, one thing is pretty clear.

The shorter article had a better comprehension percentage than the longer option.

What’s the catch?

Always focus on shorter sentences for a great copy.

Address a Single Person

Yes. Do not address a group of people.

Rather talk to your prospects individually.

As such, you should refrain from using general terms such as:

  • Lots of people
  • Many people
  • They
  • They have
  • Among them

Instead focus on an individual.

Focusing on an individual has an awesome hold.

I know you might not realize it but wait until you read these next example.

Take a look at these two next examples to see what I mean

Example I:

Many people today struggle with lack of sleep. They either have a hard time to sleep, or they simply can’t get back to sleep once they wake at night. They have tried everything else that they know. But they have no success. What next?

 

 

Example II:

If you are struggling with sleep related problems then this post is for you. If you cannot fall asleep at night or simple have a rough night, this is the place to be. You have tried everything else and nothing works, take a look.

See how that simple change has a huge effect on the copy? That’s what I am talking about.

The same applies to anyone who intends to create a great copy for a B2B.

For the B2B copywriters, this is the oil that keeps the wheel rolling.

Here is an example of a B2B copy that rakes number by addressing a single person.

Want to get the best website design?

Then Best Website Design Company is what you need.

We have worked on over 100K successful projects.

Our clients come from all over the world.

Retain the Active Voice

If you are a writer, you know this pretty much like I do.

The active voice sounds better than the passive voice.

It’s that simple.

Luckily, sounding nice is a great trick to getting people right into the middle of your copy.

So don’t shy away.

Here is a simple guide to understanding the difference between active and passive voice.

If the post is hard to grasp, you can use this voice tool checker.

Avoid the Big Words

No one loves the big words.

These are communication-killers and should be treated so.

And if the copy is hard to read = no one will read it.

So avoid any fancy word.

Why?

  • Fancy words could have many meanings
  • Fancy words are hard to understand
  • Fancy word might be mouthful

So the trick is to sound pretty simple.

Stick with words that people use on a daily basis.

And nothing out of the ordinary.

Focus on Skimmers

Yes. That’s what online readers do – they skim.

They won’t read everything – they just pick the points.

So how do you format a copy for the skimmers?

  • Use lots of sub-titles: These break up the content in easy to digest sections.
  • Use takeaway lines: Focus on Features, Benefits, and pricing (example on reviews).
  • Include a Verdict: A small bottom line tool should be good to go. It’s the summary!

Here is the trick. Find a way to get the gist without reading everything.

Chapter VII: Proven Copywriting Methods

The best copywriters don’t work from scratch. No.

They get an idea and develop their copy from it. Simple.

But that’s just one of their many tricks.

So what are the rest?

In this section, I give you the 4 proven copywriting methods.

Check them out.

Newsletters

Let’s start with the newsletters. How do you write a copy that readers would want to open? Take a look.

Keep Subject Line – Short and Sweet

Let the subject line outline the content of the newsletter, but not let them in the meat.

For example. I used a pretty simple subject line “SEO Strategies” in one of my recent posts. And the email got close to 48% open rate. That’s huge!

The method was simple. The subject line informed my readers what the email was about – SEO Strategies.

But the strategies aren’t out yet.

That’s the element of mystery that triggers the urge to open it.

Let the Lead Be – Attention Grabbing

Remember what we said about the lead? It’s the make or break of your copy.

If the visitor stops and walks away – there is no coming back.

So get the flow. Make sure the lead nicks the urge to read through.

Let it be the compelling HOOK that catches the reader right away.

For newsletters and emails, this has to be very good since it also shows before the email is opened.

Here is a good lead: Are you struggling with weight loss?

Body: Lesson as a Story

These are newsletters, nothing formal really.

But not too informal again.

Even so, they should sound as if they are coming from a best pal.

So share your personal lessons and experiences in the body.

Keep it like a short story.

Here is an example.

Maybe I’m the only one who hates heavy workouts,

Maybe not,

But the one thing I can’t stand is endless hours in a gym.

So what if I told you that could be gone in a sec?

And still have your sexy back?

Yap. You can!

Read: 5 Benefits of Using Sliming Belt today

Simple, friendly, witty, and attention grabbing!

And the final part?

That’s what I am talking about next.

Clear CTA

Clear call-to-action is very important.

Let your readers understand EXACTLY what you want them to do.

Come clear and save your reader the stress – it feels good.

Use the P.S.

I love reading a P.S.

I know you do.

Which is why ending your newsletter or email with a P.S. rocks. It sumps up your offer and the CTA in a friendly way.

Here is a P.S that I saw from a SEO website email some time back.

PS: I’ll be dropping by from time to time to let you know what I think about the latest SEO traffic generating tools. So comment and let’s share.

Now onto our next template.

Landing Pages

If your intention is to create a high-converting landing pages, you’ll need to focus on many things.

Let’s break them down.

Headline with Clear Benefit

First, your headline should provide a clear benefit to the reader.

Show the reader what he/she will get from using your product or service.

Here is a good example: Choose the Best Home Vacuum for a Dirt Free Home.

Social Proof

You should also put up some form of social proof.

Keep it above the fold for more impact.

You can feature several thing including the following:

  • Customer testimonies
  • Customer names
  • Logos of company you’ve worked with
  • Number of successful projects
  • Number of satisfied clients
  • Real-time customer ratings
Body: PAS Strategy

If you are going to make a content body that converts work with the PAS formula.

P= Problem

A= Agitate

S= Solve

In simple terms you will start with the problem.

Then highlight how much of a bother the problem is.

Finally end with the solution – it can be as suggestion.

Smooth Transition

The PAS formula is good.

But it’s only as effective as you can execute it.

When “transitioning” form agitating the problem to the solution, make it smooth.

The same applies when transitioning from the problem to an offer.

Here is an example.

When I don’t hit the gym I quickly add weight.

My self-esteem goes down.

I hide a lot and I cut off from people.

That’s why I use the “X weight loss diet” and the more reason am excited to introduce our new product.

The “Cholesterol Free Weight-loss Pack”

Call-To Action

You must have noticed.

A great call-to-action is necessary almost everywhere.

Keep the call-to-cation direct and clear.

You can borrow how to make a great CTA from our previous examples.

Blog Posts

When creating blog posts, here is a cool formula that you can use.

Let’s break it down.

Headline = Very Specific

Give your reader the exact thing. Let them know what’s in it for them.

The more specific you are the more clicks through rate you can expect.

Here is an example that I used once: 5 Best SEO Strategies:How I Finally Ranked on First Page.

Intro = Very Short

I will repeat, keep the intro at 8 sentences or less.

Lead: Proof and Preview

Keep the lead interesting

It should add more power to the intro.

More importantly, let it show that you can deliver in the promise on the headline.

It should also preview what your reader’s will learn

Example: Borrowed from the above title

Today you will learn some of the top 5 best SEO strategies.

These are the SEO strategies that I used to rank on first page.

You can do the same if you read through and apply them.

Let’s dig in!

Body: Actionable Content

You will have to pack your content with enough actionable tips, strategies, and techniques that can be instantly useful.

In short, you must avoid being spammy and instead focus on high-level advice with no fluff.

As such, the content should be full of nothing other than actionable or practical stuff.

A step by step guide is a good example of an actionable content.

Several Examples

Use lots of examples.

It helps to drive the point home.

It also brings out the dynamics so that it’s easy to understand.

That’s why I have all these examples flowing through.

Several Examples

Once again a direct and clear CTA is required in the conclusion.

Let your reads know what you want from them.

It is that simple!

Sales Letters

Finally for the sales letters such as supplements, online courses, paid newsletters, and many more, here is the perfect template.

Make a Bold Promise on the Headline

A bold headline will grab the attention of the reader.

Make it even better by citing at least one benefit that the product guarantees.

Here is an example: Get Your Six Pack in 4 Weeks

Lead Should Be Powerful

Follow the headline with a powerful lead.

The lead should create desire to read through the next, and the next, and the next line and so forth and so on.

You can use a story, relate to a situation, or have a research statistics.

Remember AIDA in Body (D&A)

The headline created the attention.

The lead triggered the interest.

Now it is time to create the desire for the product.

And finally push the reader to take the needed action.

Use Bullets

Bulleted lists will break down your content into small and understandable sections.

It is a good way to list the benefits throughout a sales page.

It is also direct, less spammy, and clear.

Social Proof/ Testimonials

Use lots of testimonials and make sure they are authentic.

Hiow do you make them authentic?

  • Use clients real names
  • Put down real statistics.
  • Use company logos

Here is an example:

“I’m James. I have to say that X web designers are awesome. They gave me an explicit template and we had a great time with my design. The delivery was on time. I would love to work with them again.”

James Fredricks

Risk Reversal

  • “Money-Back Guarantee”
  • “No questions asked”
  • “60-Day Guarantee”
  • “Try now. Decide later”

Make sure your sales letter has risk reversals. They make it easy for your prospects to sign up.

Call-t-to-Action

  • CTA plays the final part here. Except that in this place you can use lots of them.

    Some people use them at the top, middle, and bottom of their sales letter.

    Make the right choice that gives you what you need.

Chapter VIII: Advanced Copywriting Techniques

What about what we have seen?

Well, those are the basics.

Now it’s time to focus on the advanced copywriting techniques.

So in this chapter, we will focus on better strategies than what we have seen.

Let’s get started!

Use Crooked Numbers – Don’t Round Off Figures

Crooked numbers like you must know are numbers that aren’t rounded.

For example:

  • 56
  • 87
  • 259
  • 9472
  • 2%
  • 9

You may not realize it. But research has it that crooked numbers are more believable.

That’s why you want to leave your stats as they are.

Here is an example:

Within the last year, my website has received 201,134 visitors on every month.

This is much more credible than if I rounded off the number to “200,000+”

Don’t Talk About Your Product: Sell It

You don’t talk about your product. That’s not selling.

So what should you do?

Tell your prospects what your product can do for them.

Show the buyer how the product works and the result that they can expect.

Make the Button Copy Clear

Few people will even think about their button copy, and that’s their loss.

Why so?

Because the last part of every sales pitch is the conversion.

And conversion starts with clicking the conversion button.

So how do you write a high-converting button copy?

Give a clear outcome.

  • “Click to buy”
  • “Click to see our case study”
  • “Click to get quick help”

The word click gives the button an action oriented and insanely specific call-to-action.

This is unlike phrases that ask a reader to “learn more”

“Learn more” is vague. It’s also one of the reasons that home pages rarely convert.

Don’t Make Them Like You – Make Them Love You

When the clients like you, it’s simple. You entice them.

When they love you, they can’t have enough off you.

Love breeds, obsession, desire, and action. They eat, sleep, and breathe you.

That’s what you should strive to do.

To get any conversions you must make them like you enough to want to buy your product and that’s love.

How do you do that?

Strive to squash all the objections.

These are things such as:

  • I can’t afford it.
  • It is too expensive.
  • I have tried some and they didn’t work.
  • I am not ready to take the switch.

So find a way of addressing them before they come across. Provide offers, show proof, and give manageable breakdowns.

Turn Mental Images into Movies

Static images aren’t as interesting as motion pictures.

So use mental movies instead of images.

You can use short stories, create imaginations, or trigger some form of realism.

The trick is to make your copy more compelling and insanely realistic.

If they can picture it, they can see it,

And if they can see it, they can feel it, and live it!

That’s what you must strive to achieve.

Erase Price Objections

A research on how the addition of price affects conversion rates found this.

The addition of the word “small” before the price could have an adverse impact on the conversion rates.

While many buyers shy away from direct fees, the ones that are convinced that they aren’t straining will buy.

So if you have a copy that you intend to add a price or fee to, use words that make the fee look small.

Words like, small, just, less than, are some of the best options.

Use them and you will easily notice a boost in your conversion rates.

Make 10X More Effective Testimonials

Research has it that customer testimonials can easily boost your conversion rates by up to 62%.

That’s true.

However, you must learn to use the testimonials right.

Unfortunately most people don’t.

So how do you do it?

Don’t be the general guy who compares one product to every other product.

You don’t want to wrap up everything in one pack.

Instead:-
break your testimonials into sections that are easy to understand.

Make sure that the other readers can also relate to it.

So instead of generalizing everything, focus on “before” and “after” and finally give your “verdict.”

Let me give you an example of how to do that.

Example I: The Wrap Up Guy

Last month I bought the X router. And I have to admit it an awesome router. It’s much better than the other routers that I have previously owned. I highly recommend it!

Example II: The Breakdown Guy

Before

Before I bought this router, I struggled with poor internet connection. I looked for online tutorials but nothing worked.

After

That’s when I got X router. Within minutes of installation, every gadget in my home was up and running. It was an awesome feeling.

Verdict

So if you have been frustrated by the other internet routers, try X internet router. I can’t recommend it enough.

In this second testimonial, the customer paints a picture of where they stood before and after. Then they finalize with a recommendation. This makes the second testimonial much more realistic.

I am you too can relate to this testimonial.

 A realistic testimonial should, therefore, have the following.

  • Before: Shows you where the customer was
  • After: Shows where they are now.
  • Verdict: Shows what they think and if they recommend the product

The ‘VERDICT” is basically what the customer would tell someone. In short, it is the part that answers the most fundamental question when it comes to a product review:

What would you tell someone (a new buyer) about this product?

That just about summarizes it everything up! And since it comes from a real customer, it is very easy to relate.

NOTE: You don’t have to break it down like I did. I just did it for the sake of explanation. Even so, you should be able to pick from the testimonial, where the customer was and where they are right now.

Now You Have the Floor

I have wrapped up my ultimate guide to copywriting.

Now it’s my turn to hear from you.

What do you have to say?

Will you remember to keep the CTA clear and direct?

Let me know on the comment section below.

Keep it short and simple – remember?

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