For the lead singer of the Beatles, John Lennon, writing hit songs was the way to get what he wanted in life.
He’s said to have famously quipped to Paul McCartney, “Okay, let’s write a swimming pool.” If a new song was a hit, he’d have the money he needed to buy the things he wanted.
The same concept that got John Lennon his swimming pool (and many other nice things) can get you all the things that are important to you. But instead of hit records, you can write winning advertising campaigns.
At this point my company’s have done in the low hundreds of millions of dollars in sales over the last near decade. I’ve had many ads… but, there’s a small handful of them which have outperformed the rest, and bought in many millions of dollars each.
Spending your time thinking about, crafting, and testing new ads is some of the most important work you’ll ever do as an entrepreneur.
No matter what, staying focused on the part of your business which brings in new month – your ads – must be an absolute priority.
And very few people will be able to do it as well as you can as the founder, because you know your market so well. You know what makes them tick, and what they’ll respond to.
So, here are 7 secrets to writing great sales copy which will make people want to give their money to you, so you can get what you want:
Step One: Start with a big promise. Brainstorm as many as you can. When you can’t come up with any more, review your list until you find the biggest and best promise. That’s the one to use.
Step Two: Paint a vivid picture. Use expressive language to make it real in the minds of your prospects. Get them to see what you see. Selling is a transfer of emotion, so the more intensely you believe in something and the better you paint the picture of what you believe, the more real it becomes to them.
Step Three: Give them proof: Back up your claims. Although selling is an emotional activity, people need to justify their decision with solid facts.
Step Four: Tell them why it’s unique. There must always be something unique about you, your company, and your products or services. You must differentiate or die. If you can’t think of anything unique about your business or what you sell, it’s up to you to create the uniqueness.
Find or develop points of differentiation that are important to your prospects. The more unique your product/service is in ways that are important to your marketplace, the more selling power you’ll have—and the more people will be ready, willing, and able to give their money to you.
Step Five: Close by telling them why they must act now. People need good reasons not to postpone their buying decision. Remember, your competitors (both indirect and direct) are also trying to win the business of the same prospects you’re after.
You must do everything possible to be heard above the crowd. Create a sense of urgency, providing clear and compelling reasons why they must buy now. If there are no such reasons, you must create them—and they must be credible. The more good reasons you give people to take action immediately, the more money you’ll make.
Step Six: Make them a special offer if they respond now. This becomes one of their biggest reasons for responding immediately. Offer free bonus gifts that are exciting and valuable to them, and emphasize that those things are only available for a limited time.
That will increase their sense of urgency.
Step Seven: End with a reminder of your promises. Provide a complete summary of the offer, simplifying it as much as possible. Make the strongest possible call to action, doing everything you can to persuade them to give you their money now.
Want a pool like John Lennon? A good sales letter (and accompanying campaign) can make you all the money you need to put in a pool… buy a house… donate to your favorite charity… or do whatever else is important to you.
Check out this video if you want to make that change to your life https://www.entrepreneurship.org.uk/changeyourlife