At some point in your business if you want to sell a product or service, you or someone you hire will have to write copy to describe what it is you are selling.
But before any of this is done you’ll have to know the fundamentals, the in’s and outs of what it is your selling.
You need to piece the puzzle of your product or service together by understanding what type of offers, upsells, downsells and reasons why your potential customer will and won’t purchase the idea you’re selling.
This is the time you’ll need to start writing and structuring content to describe and captivate your audience.
Copy can be difficult to put together, there are a lot of factors you’ll need to take into consideration before you start.
When I look back at my first attempt at copywriting, I cringe to myself, it was terrible.
My attempts were awful and I know now why I made no sales with them.
They were badly written, had a poor layout and were poorly described because I did little or no research on what I was selling.
Of course, I didn’t learn how to copy-write over night, it took me time and a lot of practice, which I still do today to learn how to copy-write.
The thing is, you could hire someone to do it for you. But are you sure you want to put your trust in someone else’s knowledge of your idea?
You could hire and if you did, just make sure you go back over the copy and if it works on you it should work on some your potential customers.
You could be paying anything from $500 to $20,000+ dollars for a copywriter. For some this might be a bit too expensive and for others not so much.
Some copywriters would also want a cut of the gross sales.
So, know your copywriter when your hiring. You don’t want to pay all that money and not make a return.
Now, if you want to write your own copy, you’ll have to do a few things before you get started:
First, know your product in and out —
Personally I believe that this is one of the most important things to understand before you even start writing copy for your product or service.
If you don’t know your thing, then how could anyone else?
Think about that for a second…
Would you purchase a product from someone or a business that doesn’t know what they are selling…
I don’t think so.
You wouldn’t buy a burger in a restaurant knowing that the chef didn’t know what a burger was or how to cook it.
You wouldn’t buy a car from a car sales man that didn’t know the ends and outs of what he were selling.
As humans, we are made to want to know how things work.
Know your product, what it does, how’s it made, how to use it.
Ask yourself these questions and more. The more you know, the better you can describe it when you are writing or explaining to someone about it.
Second, if you don’t understand or believe in what it is your selling, don’t sell it —
I see this all the time, people sell and promote stuff they haven’t a clue about and wonder why they don’t make any sales. I’ll be honest, I tried to sell products I didn’t totally understand before and like many others I wondered why I didn’t make any sales.
I went for the shiny object.
Like I said before, “know your product”, if you don’t understand it, how could anyone else.
Belief in your product or service can make for a more passionate and descriptive copy. If you don’t believe in what you’re doing or what you are selling you won’t have this passion, which will reflect in your sales pitch.
This will in return will equal little or no sales.
Third, practice makes perfect —
How I got better, wasn’t because I woke up one morning and was just good at it, no it was because I practiced.
I read a lot of books on copywriting, I joined some websites, networked with people and I copied.
Yes… I copied but not in the way your thinking.
All my copy is my own, but to learn you’ll need to practice, so my best advice to you would be to copy the greatest copywriters by copying their best sales pitches on paper word for word.
Understand the way it’s written, where the paragraphs start and end, where they use bullet points, full stops and how they describe things.
When you write, stop thinking about what your writing about and just write. Pretend that there is someone beside you, that your having a conversation with that person. Stop thinking and just write, you can always go back over your content and correct the grammar. Speak from the heart and use the passion that I’ve spoke about before.
When you really know and can describe your product or service, you will make sales. I really believe that.
Some copywriters to follow:-
- Gary Halbart
- John Carlton
- Mike Dillard
- Ryan Levesque
- Ramit Sethi
- Russell Brunson
- —> You <—
Forth, know your customer —
Ok, this is nearly as important as knowing your product or service.
“Know your customer”.
You wouldn’t sell booze to a teenager would you? First they don’t have the money as they have no income, second they are a minor, which means it’s illegal to sell to them.
So, no sales or profit or you because you didn’t do your research.
Do your research first, if you know how to put your thing in front of your potential client, you’ll make sales, if you don’t know who they are, no sales…
It’s as simple as that!
Fifth, structure your copy —
Paragraphs, full stops, bullet points, you name it there are a lot of things you should know about before you piece together your content…
Before I even knew about copywriting, I was doing something that most copywriters do to keep the reader reading and that is by using three full stops…
… <— Just like that.
What it does is, it puts a thought into the readers head that if they keep reading there is more to come…
Actually, to be precise I think the three dots represent the word “more”… Humans are curious creatures and we all want to know what’s happening next and by using those three dots… you’ll keep the customer reading until the end.
By using this tactic along with spaced paragraphs, it makes things easier to read…
When you cram everything together it makes it more confusing and an effort to read. But if you space things out, it’s like a breeze, people will fly through it.
Bullet points can also be as good as paragraphs, especially if you’re trying to make a point and spread things out.
For example, bullet points are like counting from one to two, if I were to count random numbers like 5,8,0,2 you’d be confused and wouldn’t understand what I’m trying to express, but if I said 1,2,3,4 you’d know what’s coming next and it’s understandable.
I’ve made a list in bullet points below so you can see how powerful they are. If I didn’t write the points I’ve made about copywriting, you’d be confused and would have to look back over each section to figure out what steps to take next and you’d also easily forget what wrote. Putting things into bullet points retrieves and recalls information that was already read.
Here are the six steps to know before copywriting;
- Know your product in and out,
- If you don’t understand or believe in what it is your selling, don’t sell it,
- Practice makes perfect,
- Know your customer,
- Structure your copy,
- Have a golden goose.
Sixth, have a golden goose —
Writing copy sometimes can only be as good as the offer you are selling.
You can be the best copywriter in the world but if you don’t have something good or of value to sell, you’ll have to have one heck of a story to get people to buy.
You might say you’ve seen it done. I know I have too, but what you don’t understand is that the people that have done it, they’ve all had something to provide like a product, knowledge or a promise, the golden goose, so to speak.
If you have that golden goose you can make life a lot easier for yourself.
You will have structure, something to show, something to give, something to provide and something to sell. Without the goose, you have nothing!
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