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Are you a business owner trying to produce more leads, get current customers to buy more, and consistently do it through super-hot, money-generating online and offline copy.<\/p>\nAre you a business owner trying to produce more leads, get current customers to buy more, and consistently do it through super-hot, money-generating online and offline copy.<\/p>\n
The solution is simple. Find out what\u00a0 the direct-response experts do and how they write copy that pulls in sales like a magnet. Use these six simple steps to\u00a0 generate the BIG bucks.<\/p>\n
Before you ever put pen to paper or type a single word, you MUST… <\/strong><\/p>\n <\/strong><\/p>\n 1) Have a clear objective. <\/strong>What are you trying to accomplish with this piece of copy? Are you trying to get a sale, a sign-up for your list or do you want someone to request a special report or a free gift? This will shape the way you speak to the reader, the tone you take and\/or the angle you choose.<\/p>\n 2) Know your recipient or Target Audience<\/a>. <\/strong>It is easiest to write to people who you can relate to…your niche…because you already understand them. However, even if you don\u2019t know squat about the market or niche (something I have to do almost on a daily basis now) you can easily \u201cbone up\u201d and become an expert with RESEARCH. Proper research will give you the info and answers you need to fully understand that market\u2019s wants<\/span> and needs<\/span>.<\/p>\n Oh, and there is the problem of being \u201ctoo close\u201d to your niche. I have had many clients who \u201cthink\u201d they know everything about their target market. WRONG! Many times it takes an outsider or a survey to show you that your market has changed or what you thought they wanted, and what they really want are two different things. It\u2019s smart to get several opinions before you write, not just your own.<\/p>\n <\/span><\/p>\n Answer these questions BEFORE you write a single word:<\/span><\/a><\/p>\n \u00a8\u00a0\u00a0\u00a0\u00a0 What keeps them up at night?<\/p>\n \u00a8\u00a0\u00a0\u00a0\u00a0 What ticks them off?<\/p>\n \u00a8\u00a0\u00a0\u00a0\u00a0 Who<\/em> ticks them off?<\/p>\n \u00a8\u00a0\u00a0\u00a0\u00a0 What are their fears?<\/p>\n \u00a8\u00a0\u00a0\u00a0\u00a0 Do they have their own vocabulary? (learn it and understand it)<\/p>\n \u00a8\u00a0\u00a0\u00a0\u00a0 What challenges do they face on a daily basis?<\/p>\n \u00a8\u00a0\u00a0\u00a0\u00a0 What\u2019s hot in this particular market right now?<\/p>\n \u00a8\u00a0\u00a0\u00a0\u00a0 Who else is doing well in this market?<\/p>\n \u00a8\u00a0\u00a0\u00a0\u00a0 Who is doing poorly?<\/p>\n This is a BIG ONE<\/span><\/strong>: you gotta know what keeps these folks up at night<\/strong>. What is their biggest problem or need, what are they suffering from? How are you going to fill that need, more so than the other<\/em> guys?<\/p>\n <\/strong><\/p>\n When I was preparing to market my Weight Loss product I knew how my overweight audience thought. I knew this – NOT because I was overweight myself<\/em> – not at all, but I had done my homework by speaking to former personal training clients (my career before being a direct response copywriter) and people I knew who were \u201cprime pickins\u201d for my product. I asked them questions…got into their heads to develop copy that really hit their hot buttons. How can you do the same for your ideal prospect?<\/p>\n <\/strong><\/p>\n 3) Choose the right message for your market<\/a>. <\/strong>You can\u2019t use one cookie-cutter letter for to go out to everyone. Think about each group individually. For instance, if you have a membership site or program of some sort, you\u2019ll likely have separate campaigns for leads, members, each level of membership and lost or past members. If you sell a travel product or service, you may have one campaign for retirees, another for newlyweds and another for families.\u00a0 You would also need different letters or copy for purchased lists or joint ventures. NOT one letter for all…it won\u2019t work. <\/strong><\/p>\n <\/strong><\/p>\n 4) Know your product or service. <\/strong>Research…research…research! Find studies, articles, scour the web, look up your competitors (if you\u2019re online, search the Alexa ranking www.alexa.com)…do whatever you need to in order to become an expert in your service or product. When you look at the other in your market pay special attention to the emotional triggers, hot topics, USP, offer, bonuses and pay structure they use. Now, I\u2019m NOT saying copy them, but see what\u2019s hot and WHAT\u2019S WORKING…then do it smarter and better.<\/p>\n <\/strong><\/p>\n 5) Position Your Product or Service. <\/strong>How is your product or service superior or different than all the other guys out there? How you position yourself is critical if you want to big a \u201creal player\u201d and develop a successful marketing strategy<\/a> amongst your competition.<\/p>\n 6) Plan your attack. <\/strong>Do you need a 4 page letter or 24 page letter in order to sell your product or service? Usually the higher the price point, the longer your copy. So if you\u2019re selling a $10,000.00 high-end coaching program you\u2019re gonna need more than 4 pages. You are really going to have to work hard to prove to them why they need you. Versus selling a $14.95 widget, which will not need quite as much copy behind it. HOWEVER, sometimes you have to work very hard to convince a lead to put their info down for a free offer. So don\u2019t be fooled into thinking it\u2019s an easy sale, work just as hard for it.<\/p>\n – Darlene & Barry<\/em><\/p>\n
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