Master Copywriting Tips Revealed
James Schramko
It's not enough for Internet marketing professionals just to have good Web pages and good keywords. To really make the conversions you need to increase sales, you also must be able to write compelling, persuasive copy.
The acknowledged master of marketing copywriting was the late Gary Halbert. Halbert was a legendary copywriter who perfected his art while spending time in federal prison. Turning what could have been a disaster into an opportunity, Halbert used his time to hone his skills in writing sales copy that grab readers attention, tug their heartstrings and open their wallets.
Halbert summarized his writing techniques in the Boron letters, a series of letters he wrote to his son while he was in federal prison. These letters eventually found a broader audience, and have been read and analyzed by marketing professionals the globe over.
Halbert's letters contained simple yet powerful techniques in writing that every marketer should learn. Here are some of Halbert's tips:
When in doubt, swipe
Every marketing professional needs a swipe file. This is a file of sales letters and copy written by other people that you find to be particularly effective or compelling. You shouldn't, of course, plagiarize material, but you should be able to look at the letters, see what works and incorporate similar writing in your own efforts.
Learn writing by writing
Your efforts don't have to be perfect the first time out. Practice is the best way to hone your skills and to discover which styles actually work.
Understand your product, and your audience
Before setting pen to paper or fingers to keyboard, you should talk to the folks involved in making your product and potential customers. Know your product well and what your market needs and wants. Use this knowledge in developing your sales pitch.
Get as many eyes on your copy as possible
When proofing a new sales letter, have someone else take a look at it. Try to see if they get the "I want to buy this" look in their eyes. If they do, you've got a winner.
Find out where their heartstrings are, then pull them...hard
Emotional appeals are the key to successful Internet marketing strategy. Find out what your customers' hopes, aspirations, fears, dreams and likes and dislikes are and write copy targeted to appeal to these feelings. Writing a copy that stirs an emotion moves people to action instantly.
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