The Art Of Copywriting

The next component of launching your digital product is copywriting. All sales
of digital products are heavily influenced by good copywriting.

No matter how good or how relevant you think your product is for the market, if your communication or selling story is wrong, you won’t be able to even make one
sale.

Copywriting is a valuable skill in any online business and it is the number one
key factor of your success.

Remember, it is not just about your product, but your skill to create desire in
your prospect.

There are 8 steps in creating a hypnotic sales letter to hook your customers.

  1. Headline
  2. Sub Headline
  3. Introduction
  4. Regurgitation
  5. Solutions
  6. Call to Action
  7. Handling Objections
  8. and finally,P.S.

The most important part in every sales letter is the headline. It creates the first impression of your product. You need to hook your customers’ attention by
writing about the results and benefits of your solution.

Specify it in the headline. Remember features tell and benefits sell so be
specific and focus on the benefits and results. The more specific the results,
the more attractive your headline is.

Next is the sub headline. Every good headline must have a sub headline to
support it.

If at the start of your headline serves to hook your prospect’s attention, the
sub headline on the other hand, pulls your prospect to read further. This
usually appears under your headline or it can be above it and is 1 or 2 font
sizes smaller than the headline.

The sub headline is also important to catch the attention of page “scrollers” to
read what they are interested in. So, what matters is the supporting sales copy
the sub headline is emphasizing on as it helps to pull the curiosity of your
prospect further.

Next is the introduction. A sales letter doesn’t have to be ‘formal’. Despite the number of views it’s going to get, your writing tone should be that of a one-on-one instead of a broad general address.

Share a little about yourself and how the prospect can relate to where you
once were and how you can help him achieve his goals. Then, start addressing
their problem.

If it doesn’t attract some of your prospects, it’s alright because this is also the time to weed out those who are not interested. You want to spend time and
effort on those who are interested because they are the ones who are looking
to pay to solve a problem.

Next is to regurgitate. Here, you exaggerate an existing problem by showing
your prospect an inferior alternative over your offer.

For example, let’s say your prospects are looking for graphic design solution.
They want to create eBook covers and do simple designs. Now not everyone
can afford an Adobe Photoshop license as it is very pricey. Some even lack the
design skill, time and money to do what is necessary.

With this piece of information, your offer aims to solve their problem.
Now, mention the long-awaited solution to them. Introduce to them how your
solution creates logos, eBook covers or avatars which they can use for their
websites and digital products.

Don’t forget to provide the features and benefits your solution delivers. If you
have more than one component to your solution, divide them into sections or
categories.

The benefits of your products must be bold and colorized, advisably the color
yellow for emphasis.

Next is handling objections. There will always be people who doubt amongst
your prospects. The solution to this is to identify the top 10 or 20 questions
you think your customers will ask and address them in your copywriting.

We call this the F.A.Q or ‘Frequently Asked Questions’.

Write those questions down, and start answering them. Pick the top 3 to 5
frequently asked questions, answered by you and put them right after your
solution.

Additionally, you can add testimonials from your past and active customers. It
can be in the form of a social network post or a video testimonial.

There’s also the ‘Money Back Guarantee’ option.

If you want to give your prospect confidence that you are not a scammer of
any kind, then this option is worth considering. You could consider a 30 or 60-
day money back guarantee where your customer can request for a refund
within that period of time.

If you clearly receive a customer who has ill intentions of purchasing and
purposely asking for a refund even though the product is good; we call them
‘serial refunders’ then no worries just block the customer from future
purchases in your system.

Your money back guarantee is how you want to convince your customers and
give them confidence that you stand by your product quality.

Name your price in the ‘Call to Action’. Notice how most sales letters reveal
the price only towards the end? That is because once your prospect is exposed
to the price, you need him to click on the button and make a decision to
purchase now, not later. Waiting will lessen the opportunity to convert your
prospect to a customer.

Finally, is your Post Script or ‘P.S’. This is the second most viewed part within a sales letter because most viewers are page ‘scrollers’.

Their curiosity will drive them towards the end of your sales letter which is the P.S. This is where you must make your offer impactful.

Sum up your offer in 2 or 3 lines by reminding them about your ‘Money Back
Guarantee’ section and Bonuses. You can even share the extended version of
your testimonials here.

Keep in mind a lengthy sales letter will be deemed worthless if it doesn’t make
sales out of it. Tackle this problem by ensuring you send a clear and concise
message in the sales letter. Rule of thumb for good copywriting is to not use 10
words to describe something which you can say with 3 words or less.

If you truly need to make it longer, consider making a sales video. Chances are,
you won’t be able to write every word you want to put in a sales letter. So,
make a sales video with 80% likeness of your sales letter instead.

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