7 Fundamentals of Copywriting
As technology improves some aspects of copywriting change with them. The first online information product sales pages were based on what worked in direct mail. Long sales pages were the norm, broken by subheadings and eventually images. As technology speeded up people’s attention spans shortened. The long sales page became a short sales page. As download times and quality improved it became possible to incorporate video. At first there was the recorded presentation and then the talking head video became popular. Now you can see a mixture of video and text being used to sell information products. Yet throughout these changes there have been some elements that remained unchanged.
1. Know your subject
If you cannot convince your readers that you know more about a subject than them you’ll have a hard time persuading them to become customers. Use niche specific terms correctly and let them know you have a good grasp of the steps involved in getting them from where they are to where they want to be.
2. Know your audience
Your copy should include situations and aspirations they can identify with. Show that you understand their pain, frustrations and challenges. This is an important part of creating a product they will find useful and it’s also an important element in creating copy that will connect with them.
3. Tell a story
Telling your readers how you or someone you know was once in the situation they now find themselves in and how the challenges they face can be overcome is a great way of establishing your expertise. Tell your story in a way that they can see it’s their story too and you’ll make a connection. Let them realise that your journey to overcoming a problem can also be their journey and you’ll have a customer.
4. Attention grabbing headline
Long copy, short copy or video, they all need something to grab the prospect’s attention before they start reading or watching. You’ll need a headline that hooks the reader, grabs their attention, and makes them want to know more. Without this all your other copywriting efforts will be wasted. Just don’t be tempted to overpromiise. Your headlines should be click friendly, not click bait.
5. Benefits not features
Your prospects are not really interested in how many chapters are in your ebook or how many modules and videos are in your course. They want to know what benefits you can give them in exchange for their time and money. Show them what they could gain with your product and you’ll be closer to persuading them to buy.
6. Be specific
Your prospects need reassuring that you are the real deal. Vague promises and incomplete details will only sow doubt in their minds. Be specific if you mention results you have achieved with your methods. Ideally give them details they can check. Be accurate when mentioning what your product covers and what it can do. Your audience is more savvy and suspicious than ever. Reassure them with specific, believable, checkable details.
7. Call to Action
Do not make the mistake of assuming your prospects will take the appropriate action after consuming your sales message. Leave no room for doubt as to what they should do next. Whether it’s click a button, follow a link, or reply to an email tell them exactly what they should do if they are interested in your product or service. There are so many distractions, so much rush to move on to something else, and the temptation to leave a decision until later that you have to counteract these by telling your prospect exactly what to do right now.
Technology may change but your prospect’s psychology does not. Include the above in your copywriting and you’ll improve the success rate of your copy, whether it’s being delivered in person, on paper or via a smartphone.