When it comes to writing sales pages, squeeze pages and other online forms of persuasion many people freeze in their tracks. They’re afraid if they don’t get just the right (perfect) formula they won’t sell a thing.
While it is true that you need to get it right, you certainly don’t have to get it perfect to start making sales with your own copywriting.
Think about when you tell a friend of the delicious meal you had a local restaurant. Do you follow a formula to make sure you’ve told them just the right things? No – I bet you don’t! You just let the conversation flow naturally…You probably start with how it was a busy place but the transition from waiting for a table to being greeting by your waitress was seamless. You might talk about how welcoming and friendly everyone was. Then you talk about how clean and bright the washrooms were. Then you might go on to say how delicious the food was. And you might even include a story about the waitress who went out of her way to make sure your son had everything he needed to keep busy while waiting for the dinner.
There are many formulas out there to follow, but what usually works best is to write as if I were talking a friend.
Natural Copywriting Is a Conversation
Pretend you’re about to let a friend know about this great product, or service, or program you’re about to write for and think about what you’d say to her. Think about what she might ask you. Think about the reasons why it might not be for her. Then just start writing what comes naturally to you, what flows from your personality.
Readers can sense your energy. It flows through in everything you write. So if you’re writing is stiff and salesy then it’s not likely to get as great results as if it flows naturally from your unique personality.
This doesn’t mean you shouldn’t use any kind of format or formula for copywriting. There are certain elements that are proven to work and should be included. However, you should place a strong emphasis on your natural-born talent to communicate – you have that skill already!
Elements of Persuasive Copy
Here are some of the elements that you should consider including:
- Headlines: This is pretty much an essential element of most copywriting
- Sub-headlines: Important for breaking up text
- Bullet Point & Numbered Lists:Again, break up text and draw the eye
- Testimonials
- Product Details(number of pages, format, warranty, pricing, etc)
Another tip for writing sales copy is make sure you have covered the W5 + H:
- Who?
- What?
- When?
- Where?
- Why?
- How?
Like a news reporter you want to give them all the information they need. Whatever way you format it, taking the time to go through your copy and make sure it answers these six questions will help make sure you put the least barriers between the page and the next action you want your reader to take.
Remember that in the salescopy writing process: You don’t write it just once. Good copy is not just created, it evolves. You put up a page and then you wait, you test, you tweak, you change and repeat. If you expect to put up the winning copy with one shot good luck! It is a process and it takes time, patience and attention. Do this and the payoffs will be worth the effort.
As mentioned earlier, you have a natural talent for communicating. Don’t be afraid to use it, let your personality shine through and to enrich the lives of others with the quality information you have to share!
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