If you want to remember the key points of really effective sales copy, and see your customer responses soar.you should learn the ABC’s of Stunning Sales Copy.
A is for AIDA, which is what your whole sales letter should provoke: Attention, Interest, Desire, and Action.
B is for Benefits and what’s in it for the customer: the start, middle and end of everything you write.
C is for the call to action – the offer that makes your customer act.
D is for the deal, your mix of price, bonuses, benefits and value.
E is for empathy or the way you let your readers know you understand their needs.
F is for features, your list of what your product can do.
G is for the gap between their headache and your remedy.
H is for the headlines that make your readers sit up and take notice.
I is for imagine – a simple way to get your readers to picture what life will be like when they get your product.
J is for Johnson boxes, named after copywriter Frank Johnson, who highlighted his key points in shaded boxes and saw his response rate triple.
K is for knowing your customer like the back of your hand.
L is for limited offers, that force waverers to make up their minds before time runs out.
M is for money-back guarantees that put all the risk on you.
N is for nested loops, that tell stories inside stories and keep your readers gripped.
O is for opening hooks, such as drama, or proof, or statistics, or benefits, or unusual features, or news.
P is for postscripts that remind your readers of your # 1 benefit and the need to act NOW.
Q is for qualifying questions such as “Are you looking for better sales?”
R is for repetition, in case they didn’t get it first time.
S is for stories of discovery and magic, miracles and marvels.
T is for testimonials that are proof of your claims.
U is for urgency because the offer won’t last.
V is for value for money where $364 is less than a dollar a day.
W is for what this means to you after everything you say.
X is for xtras, bonuses, and freebies – the more the better.
Y is for yes questions that put them in a positive mood.
Z is for the Zeigarnik effect, named after Bluma Zeigarnik. It’s what happens when you tease people with an idea but make them wait for it. A bit like Z itself.
Master this alphabet, put the techniques in your copy, and watch your sales soar!
-Tom
