How To Write Killer Copy

If you write your own sales copy, then this may be the most profitable series of articles you ever read. That’s because I’m going to show you how to “prime the pump”  and make writing killer copy almost effortless.

When you learn how to use these copywriting tips, you don’t need to hire a copywriter.  In fact, your own sales copy will probably be better than anything 95% of all copywriters could ever hope to produce.

That’s because you have a big advantage over most copywriters.  You know your customer.  You know what your customers want.  You know what gets your customers to buy.

You also know your market intimately.  You have “insider knowledge” that your customers want.   You know who your competition is. And you may even know how they market themselves.

That knowledge gives you a huge advantage over the average copywriter.

You see, when you combine “what your customers want” with your “insider knowledge” you can quickly and easily come up with a killer USP.  All you have to do is ask yourself one question: “What big, hairy, hard-to-fix problem does my product solve?”

The answer is your USP.

As you may know, USP stands for “unique selling proposition”.  It’s the core message of your business. It’s what makes you stand out from your competitors.  And it must convey a huge benefit to your prospect.

What does a good USP look like?  Well, how about this:

“Fresh, Hot Pizza Delivered in Under 30 Minutes…or it’s Free”. That’s the classic Domino’s USP.  And the owners came up with it by looking at their market. It was the 1970s.  They lived in a college town.   And college students are stuck on campus…often without a car.  And of course, they’re young…so they’re a little impatient, too.

So what did they want? Pizza delivered to their door—and quickly.  The “Fresh, Hot” part of the USP is a great setup, by the way. It really “paints a picture” of what they’re selling.

And “Free”, of course, is the most powerful word in copywriting.  When you use it in a guarantee and it becomes even more powerful.

Now, you don’t have to use “free”…or even a guarantee.  But you do need to understand what your market wants.  You need to know what their biggest problem is.  And you need to frame your solution in a way that’s totally irresistible.

That’s what a great USP does.  It’s the core concept that all your marketing is built on.  When you discover it, you’ll have the beginnings of a highly profitable ad campaign.  You’ll have “primed the pump” for higher profits. The rest is easy.

– Paul