Copy Writing Hints

One of the biggest mistakes I see most business people make is being obsessed with their product, rather than their customer or market.

How can you tell if your advertising falls into this category?

Try this test:

Take a couple of different colour hi-liters, and have a look through your ads, sales letters, brochures and any other material you use to promote your business.

As you look through your marketing material, highlight anything that’s about you in one colour. And anything that’s about your customers in another.

If more than half of your marketing material turns out to be in the colour that’s about you, then you’re being ‘ego’ focused instead of ‘client’ focused.

Now if you’re like most businesses I see, your advertising will be ‘ego’ focused. Why? Because it’s much easier to talk about your product. Not so easy to get inside the head of your customer.

You need to consider your customer in terms of their:

- life experience
- hopes
- fears
- frustrations
- wants and needs

So if you run a furniture store, don’t talk about the type of wood, leather and the sort of designs you have; instead refer to the pride you’ll have in having this masterpiece in your home, the way other people will admire your furniture, the comfort you’ll feel after a hard day’s work at the office… settling down in front of the box in 5 star comfort.

And if you sell golf clubs, don’t talk so much about the type of metal they’re made out of, the history of golf, the bag, etc.

Instead refer to the pride your customer will have in being able to hit the ball 50 yards further. And about the way your friends will be impressed by the quality of your clubs.

Obviously, you have to tell people why they should listen to you, and refer to your product within the copy. However, you need to ensure your primary focus is on your prospect and what they’re interested and absorbed in. And not the other way around.

And how do you get inside your customers head?

Well, if you’re in retail… it’s easy. Listen to the questions your customers ask. Ask them about what they love, why they play golf… why they’re buying a computer… or why they’re buying a new tennis racquet? You’ll soon get an in-depth understanding of exactly how your customer thinks and what motivates them.

And if you’re a manufacturer selling furniture, for example… go and hang out in furniture stores. Watch people. Listen to what they have to say. Their concerns. Their fears. Their questions. Their innermost wants and needs.

Do you get the picture?

Well, then imagine yourself having an ad or sales letter which brings in a steady flow of customers into your business week after week, so you never have to worry about money or marketing again.

What would that do for you?

It’s just like printing your own money. You could take more holidays, spend more time on your hobbies. Buy a new car. And pay off your house. Wouldn’t that be great?

Notice what I’ve just done? I’ve given you a specific example of how I as a copywriter talk about you as my potential customer - and your interests - rather than talking about myself.

Here’s a 30 second test for you:

What’s the difference between these two sentences:

1. How you can fix any mechanical problem in 90 minutes or less

2. How you can actually fix almost any mechanical problem in 90 minutes or less

If your answer had something to do with the two words, ‘almost’ and ‘actually’ being added to this sentence… then you’re right on the mark.

Yes, that’s right. The second word is actually. What does this word actually achieve?

Let’s have a look at another example before we attempt to answer this question:

1 .How you can build a million dollar property empire in less than 7 years

2. How you can actually build a million dollar property empire in less than 7 years

3. Doctor reveals new system which reveals how you can actually build a million dollar property empire in less than 7 years

Hmmmm… so what does inserting ‘actually’ into the copy actually achieve?

It says what you are about to reveal is really true, doesn’t it. And it also insinuates (without really stating it) that what other people have said in the past is not totally accurate.

So in the example above… with the market (in Australia, anyway) being skeptical about the property market… this works quite well.

Here’s a few other examples:

1. How you can purchase brand new cars at dirt cheap prices

2. How you can actually purchase brand new cars at dirt cheap prices

Notice how the word actually makes you want to find out more. So rather than just going ‘Yeah. Sure. Nothing in this world is for free’… you’re interested in how it’s actually done.

Let’s try another example…

1. How you can meet the love of your life in 90 days or less

2. How you can actually meet the love of your life in 90 days or less

Are you starting to get the picture here? Ok. Here’s an example I just pulled out of the local TV guide that we can actually apply to what we’re talking about by changing:

- Amazing TV & Radio Antenna Gives Superior Reception At Our Best Price Ever

- Amazing TV & Radio Antenna Actually Gives Superior Reception At Our Best Price Ever

Notice what else the word ‘actually’ allows us to do? It sets the scene for us to explain why it can actually do what we say it can. Which sets up a great excuse to explain our unique
selling proposition at the same time, doesn’t it?

Think about it. We could follow up this comment with a sub-headline like:

WARNING: Not all TV & radio antennaes are the same. Some of them say they give superior reception, but when you plug them in you can’t access all the channels you want. The reason for this is (insert problem with other machines). What makes us different is
(insert your USP here).

So there they are my friend. 2 words which could have a serious effect on the believability of your advertising. Whenever you feel as though you’re making claims which others may perceive as ‘too good to be true’ call on your 2 new friends: almost and actually.

They’ll always be there to help you.

Remember, as a child lying in bed and listening to stories. Remember how engaged you were. Remember how you never got bored of them and always wanted to learn more.

Well, there’s a good reason why… and here’s how what you learnt as a young child could help you attract, and keep more customers…

Metaphors and stories have proven to be a powerful way of influencing other people. They are also extremely interesting to your potential customer, and connect with a deeper part of the human psyche.

Here’s 10 of the most powerful types of sales stories you can incorporate into your ads and sales letters…

1. Introductory Stories: These are stories about who you are, why you’re writing to them, and how you have assisted other people and/or businesses.

This is a perfect way to connect with your target audience and generate rapport. Reveal something personal about yourself within the story… and establish credibility and trust.

2. Stories Which Overcome Fears: Everyone has fears of some type. Identify the greatest fears and concerns your customer has. And then show how other people… just like them… who had the same concerns… overcame them, and discovered there was nothing to worry about.

If you’re selling a health product, the client may be concerned it will not work for them. Tell the story of somebody else who felt the same and where they are now. Perhaps incorporate this structure within one of your testimonials.

This is a classic “Feel… Felt… Found” approach. I understand how you feel. My previous customer used to feel the same way. His experience now is…

3. Ego-Enhancing Stories: This type of story shows how people respect and look up to people who use your services, or own your product.

For example, if you were selling a Mercedes Benz… you could talk about a guy who bought one recently and how his colleagues, family and friends were so impressed.

4. Attention Grabbing Stories: These are used to get people to focus on you, your products and how you can benefit them. They explain why your customer should sit up and listen to you… right now.

Here’s an example from a sales letter from a company called “The Supper Club…”

“How can I get in on this deal?”

The question was posed by a Daily Reckoning reader who was referring to a deal I mentioned. Unfortunately, it wasn’t a stock. It was a private deal. And it was too late to get in anyway.

But it’s why I’m writing you today.

5. Product Information Stories: Don’t just list the features & benefits of your product or service. Tell a story which integrates this information.

6. Improved Productivity Stories: Outline exactly how your services and/or products have assisted companies to increase their profits, become more efficient, increase output and reduce down time.

Tell a before and after story of one of your customers. You’ll never guess how much (other customers) business has changed since they started working with us…

7. Family Togetherness Stories: This type of story demonstrates how your product or services has caused families to come together.

8. Money Stories: The idea here is to show people how your product or service will save or make money for your customers.

For example, if you’re a mortgage broker, give a case study of a past customer… and how much money they have saved through swapping over to you.

If you’re a PR company, give an example of how you helped one company get out of a rut

If you’re an accountant, reflect on how you helped a specific customer save thousands of dollars on tax last year… because you’re up to date on all the tax changes.

9. Security Stories: This is a prime example of how you would go about selling an insurance policy. Tell a story about how your products have allowed your customers to sleep safely, and with peace of mind.

This could be used in the insurance industry, alarms, people selling trusts, pest and termite controllers, safe cars like Volvos… or any industry where people buy to feel more secure.

At the same time, it could be used for anybody who helps people to make more money… or ensures reliability. For instance, a marketing company could explain how safe one of their clients feels about their business with all the extra income being generated.

10. Closing Stories: Stories can be used here to close the sale and sum up all the benefits you have to offer.

What stories could you use to promote your business?

When you hear claims like…

…Best Lawnmower in Australia

…Absolute Lowest Prices In Existence

…Leaves your hair cleaner than any other shampoo

…do you believe them?

Or is there a certain degree of doubt in your mind about their credibility? Or whether they are ‘hyped up’?

Think about it. Everybody expects advertisers to exaggerate their claims. To present them in their best light. Which is the exact reason why general statememts are not as effective as…

SPECIFIC STATEMENTS

So…

Rather than saying “Our prices have been reduced”… instead say… “Our prices have been reduced by 22% to prepare for our end of year stocktake”

Rather than saying “More than 20 varieties of Reebok shoes in stock”… instead say… “More than 23 varieties of Reebok shoes in stock”

Rather than saying “Our staff are very experienced carpet cleaners”… instead say… “Our team of 12 staff have a combined experience of cleaning carpets for 63 years”

Rather than saying “Used all over the world”… instead say… “Used in over 46 countries”

Or rather than a cleaner saying “We clean your house thoroughly” why not list every single thing you do.

One more thing… When you give people a specific number, they tend to believe it must be true. So don’t use numbers which are a multiple of 5 or 10. Instead say 4 or 9. It makes it more believable.

Even KFC realises this.

No. They don’t have 10 herbs and spices on their special chicken. They have 11. That’s a heck of a lot more believable than 10… or heaps, isn’t it?

So take a moment now and think about how you can apply what you’ve learnt and be more specific in your advertising.

When I show some people my advertisements, I sometimes get the feedback: “I’d never read that. There’s too much writing. It needs to be simpler, and cleaner.”

But when the ads run… they invariably work.

Here’s why?

Imagine you were stranded on a desert island… and the man upstairs came down to speak with you. And said…

Hey, due to unforeseen circumstances there’s no way you will ever get off this island. However, I’ll give you everything you need to survive. Beautiful, tasty, natural foods… plenty of water… great weather…

But there’s one catch… You will be the only human alive on this island, apart from a partner you may choose from these 500 letters.

Now imagine when you opened up the letters what would you be looking for. Remember, this is the only person you’re going to be spending the rest of your life with.

Would you be happy with something like: Hi, I’m Susan. I’ve got black hair, brown eyes, and I like to party. I’m lots of fun, and people say I’m pretty.

Would you choose Susan? Or would you want to know EVERYTHING about this person including their personality, what they look for, their values, what they look like (perhaps a photo) what they enjoy, whether they have a criminal record, how old they are, how healthy they are and much, much, much more?

Bottom line is… if you’re making a decision of such importance, you’re going to want to know every damned thing about them. In a nutshell… you’re going to want…

LONG COPY (which is detailed, covers any concerns you may have and appeals to what you want)

And it’s the same with 99% of products. You’ve got to tell people your full story if you want to convert them into customers.

Want proof? Look at mail order advertisements. They are measured every time they run… and in many cases appear year after year. If they don’t work they get rid of them. What sort of copy do they use?

LONG COPY

Listen, when you advertise, you are like a salesperson’s in a busy man’s office. He may have tried over and over to organise a meeting. He may never be admitted again. This is the one opportunity to get a result, and he must employ it to the full.

LONG COPY does work better than short copy. But don’t take my word for it. Test one ad or sales letter against the other… and see for yourself.

One of the most powerful offers you can use in your advertising is the word Free.

But, you may well ask… how can I make a profit giving my products and services away without charging for them?

Which is the exact reason why you need to understand the ‘LVC Formula’ which stands for the Lifetime Value of a Client!

Here’s how it works. Let’s imagine for a moment you own a beauty salon. Now if you get a new customer, they may pay you $80 for their first treatment.

But how much is this $80 client really worth?

After all, most clients will continue to buy off you for many years to come.

For instance, let’s imagine your average client returns for a beauty treatment 8 times a year… and remains a client for 2 years.

$80 (price of consultation) x 8 (purchases a year) x 2 (number of years)

Now if you have a calculator handy, you’ll work out the value of this client as $1280.00.

And if your profit margin is 40% this calculates to a $512 profit per client.

Now, let’s imagine we sent a letter to all the nearby businesses offering women a free manicure valued at $30.00 (I’m not a beauty therapist, so please forgive me if all these figures are way out).

And imagine the manicure costs you $7 in products and 30 minutes of your time (which if you’re not busy… you’d just be sitting on your butt anyway!)

So effectively the $7 investment could have just made you $512 in profit.

And how easy is it to give away a free manicure?

Or for other industries…

• A free car service
• A free dancing lesson
• A free consultation
• A free ice cream
• A free report of some sort

The secret lies in giving away something which has a high perceived value, but actually costs you very little to produce.

Why does it work so well?

Using the word Free in your advertising STOPS inertia. You see, people are happy with their current hairdresser… or their mechanic.

But when they get an opportunity to trial a product or service for FREE – there’s something irresistible and risk free about it, isn’t there?

A word of warning though. Make sure you offer the best possible service… otherwise people will not come back, and you’ll get a bad name very quickly.

And of course, where possible, make sure you collect a database… and measure your results.

What could you offer for FREE? Write down a few ideas now… and start implementing this stuff.

Today I am going to reveal a dozen words that could change your life.

Why? Because Yale University researches have identified the twelve most powerful words in the human language… proven to attract attention and stir emotion within their readers.

Here they are:

• You
• Save
• Results
• Health
• Love
• Proven
• Money
• New
• Easy
• Safety
• Discovery
• Guaranteed

So how can these proven new words you have discovered be used to generate results and make you more money?

It’s easy. You’ll love the way you can safely integrate them into your ads and sales letters. Plus, you’ll save thousands of dollars from burning a hole through your pocket from ineffective advertising… Guaranteed.

Notice how easy that was to use those words in the above sentences - and if I can do it, anyone can!

Oh, by the way, one more thing. Once you start implementing all of these words into your copy… you may just find that the extra money you make will help you to chill out. Consequently, many people find their health improves as a result

A word of warning: These words are a very useful tool… but just like painkillers are not a cure for cancer… these words are not a cure for poorly thought out copy.

But they will certainly spice up your communications.