Hey guys, Today I’ll talk about as the title suggest “Copywriting”. I’ll talk about some of the best sales techniques that you can use for writing the best copy.
Let’s first understand what Copywriting means?
According to Google,
the activity or occupation of writing the text of advertisements or publicity material.
So in simple words, a copywriter’s job is to sell products through their writings. Like, ad, articles, sales letters, e-mails, etc.
In this article, I’ll mostly explain how to write a sales letter(No one sends letters now, so technically e-mails) that sells.
A sales letter is a piece of direct mail that is designed to persuade the reader to purchase a particular product or service in the absence of a salesperson.
Before starting some important things to remember:
- You need to relate to the customer, your job isn’t to impress them.
- You need to know your audience and what they want(as specific as possible).
- Try to write with a specific person in mind. Using their name in the e-mail will be best. Because according to Dale Carnegie “Men’s name is the sweetest word there is”
Now let’s dive into some sales letter frameworks,
Star, Story, Solution
This framework was developed by Gary Halbert. If you don’t know about him he is considered as the most successful copywriter ever.
The Star is the main character of your copy. He / She will be telling the story, Star can be You, a celebrity, or a customer. I think for beginners take yourself as the star. It’ll also help you to relate to the customers.
The story is where the star talks about how they suffered from the problem of your market. For example,
I know how it feels when you [The Problem]. I’ve been through the same problem. Here is how I solved my problem
The Solution is the part where you finally introduce your product or service. The will talk about how they solved their problems using your product or service.
AIDA stands for Attention, Interest, Desire, Action. Also developed by Gary Halbert
Attention: First, you need to get people’s attention to pitch your product or service. In the case of e-mails, you’ll have to grab people’s attention by the heading. Otherwise, your e-mail will end up in the trash. Don’t worry I’ll also talk about headings, Stay with me.
Interest: The second step will be to get them interested in your pitch. You know sort of an introduction. Something to hook their attention to your copy.
Desire: This is the most powerful part. Here you need to make them desire your product or service. The best way would be explaining the benefits they’ll get. You need to make themselves picture they’re benefiting from your product. You can use terms like,
Close your eyes and just think what will it be like? How will you feel?
Action: The last and most important part. You need to use a clear call to action. Give a clear explanation of what actions they need to take to get your service or products. Use buttons like, Buy now, Learn more, contact us, etc.
Problem, Agitate, Solution
This framework was developed by Dan Kennedy.
Problem: Start by talking about the problem that your product or service solves.
Agitate: Here you intensify the consequences of this problem. You need to state the problem and make it seem really painful. This will create a desire for the solution. You can use sentences like,
Do you realize how painful this problem is in the market?
Solution: Since you have created a desire for the solution. Now the final task is to pitch your product or service as the solution.
Feel, Felt, Found
This one is a classic sales technique. It’s very simple and straight forward. You need to be the star here.
Feel: State the problem and say like, “I know how you feel”
Felt: Now tell a story about how you suffered from the same problem and say, “I felt the same way”
Found: Say, “But here is what I found” and present the solution.
Always remember that the main purpose of a headline is to grab people’s attention. If you can’t get their attention your e-mail will end up in the trash. Here are some best Headlines:
- They didn’t think I could ____. but I did.
- Who else wants ____?
- How ______ made me _____ ?
- How I ______ ?
- Are you _______ ?
- How to _______ ?
- Secrets of ________
- Hundreds (or specific number) now _____ even though they ________ .
- Warning: ______________
- Give me _________
- __________ ways to ____________
Remember that people don’t care about Features, They care about Benefits. Tell them how your product or service will solve their problems. Not what your product does.
So this is it for today. I’ll catch you guys up on the next one. Till then stay safe. Peace.