about Copywriting & Sales Persuasion

about Copywriting & Sales Persuasion

Copywriting is essential to all internet marketers.
It is part Science, part Art, and part Psychology,
and as an internet marketer, you must either learn
copywriting or outsource to a copywriter . . . and
a professional copywriter can charge thousands of
dollars for doing a one-page Sales letter. So it's
up to you to learn and refine those skills.

The most common formula for writing copy for a sales
letter or a classified ad is called the "A.I.D.A"
formula. AIDA is an acronym for a step-by-step process
which goes like this:

A= ATTENTION. You must first grab the reader's attention.
This is usually done by means of a compelling headline:
"Discover How A Homeless Man Went From Sleeping Under
A Cardboard Box To Making $50,000 Dollars A Month!".

I= INTEREST. This is where you sell the customer on
the BENEFITS - NOT The Features. You must answer the
customer's unspoken question, "What's in it for me?".

Even though most people will not even admit it to
themselves, more-often-than-not, they buy from EMOTION
and not from logic.

When a person buys a new car, actually, they are buying
the FEELING that they will get by owning that car. Just
look at a car commercial. Those advertisers are MASTERS
at selling the "sizzle". You see the guy get into his
new Lexus, followed by a great looking babe who gets into
the car with him, and as he drives off, the people on the
street are all looking at him with envy and admiration.

Summary: Sell the sizzle (benefits) and not the steak
(features). ("Your friends will be kicking themselves in
the butt when they see how much money you are raking in
with my new profit-pulling system").

D= DESIRE. This is often achieved through urgency or
scarcity. ("Only 100 Copies of This System Will Be Sold
And Then The Doors Be Closed Forever" . . . or, "Order
By Midnight And Save 50% Off The Retail Price - Tommorow,
It Will Go Back Up To $300").

A= ACTION. Often coined as "The Call-To-Action". This
step is often overlooked by marketers - usually because
they are too timid or feel that the customer may be offended
if they are asked to "Buy Now!" . . . or "Click Here To
Claim Your Copy".

Actually studies have shown that customers WANT to be
told what to do next. ("Click Here To Place Your Order",
etc). It is YOUR job to clearly tell them to click on
the Order Button.

The currently popular internet guru, Frank Kern, has a
simple way of distilling the above formula. He puts it
like this:

1) "Tell them what you have".

2) "Tell them what it will do for them". (Sell the "sizzle")

3) "Tell them what you want them to do next". ("Click Here To
Order Your Copy").

So Remember: Sell the "sizzle" - not the steak! Don't sell
them the product. Instead, sell them the FEELING that they
will get from owning that product - YOUR product.

ONE LAST TIP: The next time you are watching TV, instead
of running to the kitchen for another bag of Dorito's when
a commercial comes on, study the commercial from a copy-
writing/sales Persuasion point-of-view. See what their "USP"
(Unique Selling Proposition) is. Ask yourself, "What are
they doing that is making their product so appealing?"
Notice some of techniques they are using. "Social Proof"
(Customer Testimonials), Urgency, Scarcity, etc. Take
notes and then try to "model" some of their techniques and
apply them to your own Sales campaigns. Essentially, what
you will be doing is learning from Multi-Million-Dollar
Copywriters who are the best in the business. And it won't
cost you a dime!

about Copywriting & Sales Persuasion

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