How to Write Highly Effective Copy
Writing highly effective copy is in part about doing careful research into your reader’s psychology, in part about using proven copywriting tactics and in part about crafting an extremely compelling offer.
Here’s how to properly use each of these copywriting tactics.
==> Researching Your Reader’s Psychology
What does your reader want? What keeps them up at night? What would they give anything for?
What are their insecurities? What do they want – and why do they want what they want? What do they want that they don’t want other people to know they want?
Often the “magic bullet” in a sales letter comes from addressing wants other people don’t even know they want. The copywriter who wins is often the copywriter who can dig two or three levels deeper than the other copywriter.
Before you put a single word on paper, get into your reader’s head and understand their psychology. Spend time with them, talk to them, get to know them.
==> Using Copywriting Tactics
There are many, many copywriting tactics than an expert copywriter needs to learn.
On a basic level, you need to learn the basic copywriting formulas like AIDA (Attention Interest Desire Action) that show you how to emotionally guide a reader through the buying process.
You also need to learn how to properly utilize each component of the sales letter. This includes (but isn’t limited to) Writing strong headlines, using subheads, writing the PS, having buy buttons, using proof elements, picking images and so on.
There’s both art and skill that goes into each and every element.
Learning all the different tactics can take as long as a year. But you don’t have to wait that long to get started – all you need to learn is the basic AIDA formula and as much as you can about writing good headlines.
Once you have the basics down, you can launch a product, see how it performs then move forward from there.
==> The Compelling Offer
No matter how good your copy is and no matter how deeply you understand your customer, you’re not going to sell if you don’t have a good offer.
If you’re selling golf clubs at twice the price that everyone else is charging and they aren’t any better, you won’t get many sales – even with all the tactics and all the psychology in the world.
On the other hand, if you have a one of a kind product, coupled with unbelievable bonuses at a price that’s such a steal that few would believe you’re selling it at that price and it’s limited to only 200 people – then you’ve got an offer people will bend over backwards to take advantage of.
When you combine these three things: understanding of your reader’s psychology, strong copywriting techniques and a killer offer, you’ll have a sales letter that’ll pull and pull and pull.