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Today I’m going to talk about seven copywriting secrets and how copywriting can give you a high income.
What if you’re shy? What if you’re terrible at writing? Is it possible to sell millions of dollars without opening your mouth?
It’s very possible to sell millions, even if you’re an introvert, even if writing is your worst subject.
So before we go further, let’s define what copywriting is because many people get confused about it. They think, “I’m not a writer” or “My English is bad” or “I’m not very creative.” But it’s not about any of those. Copywriting is about closing in print for introverts.
What’s Copywriting And How Does It Help My Business?
Instead of using your spoken words, you’re using your written words to persuade, convince and influence someone to make a purchase, a decision, or whatever it might be, to reach whatever goal that you might have.
It’s about closing someone, so it’s about communication, not writing. So don’t be intimidated by the whole concept of writing because I flunked English twice when I was in high school, but it didn’t stop me from creating copy that has made millions and millions of dollars for my companies.
Copywriting includes words on the webpage, email, social media post, video script, or infomercial. Anything involved with closing on a massive scale – writing to an audience of hundreds or thousands- is copywriting.
What I’ve come up with as the modern definition, which includes social media, is this: copywriting is using the written word to start to extend a relationship with a customer that includes salesmanship or saleswomanship in print.
If you’re a business owner and you’re not a copywriter, you can hire or outsource one. It’s a sin in business to not know what copywriting is. It’s what sells your product or service. It can be the exact same product, but the way that you write about it in your marketing message can produce $10,000 in sales, or it can produce $1 million in sales. Same product, different message.
Here’s an analogy. The difference between a US $1 dollar bill and $100 dollar bill is just the message on a piece of paper. The message has 100x difference in value.
What If My Copywriting Skills Are Bad?
You don’t have to be a master copywriter, but if you have a basic understanding of how it works, then small changes to the headline, subject line or call to action can make a difference. With the same amount of effort, money, and traffic, suddenly now you’re getting two, three times more results. This happens a lot in social media.
If you’re wondering what tweaks you can make to maximize your results, don’t be afraid to test things out. I do that regularly with my social media. I try one thing, test it out, then make a change and see how that new version performs.
Don’t let your ego get in the way. Something may have worked well in your experience, but you also make assumptions that may or may not be right.
Back when I was doing copywriting, we had direct mail. We licked envelopes, put stamps on them, and then sent out 5,000 direct mail letters using paper and print to see what kind of response we would get. It would takes weeks, sometimes months before we got results, but now with the internet and tracking software, you know what’s happening more instantaneously.
You don’t have to be a marketing genius. Let your marketplace tell you if your offer works. Talk to them for ideas on what to put in your marketing.
Let Your Customers Write Your Copy
Here’s a very powerful but simple strategy to implement copywriting into your business. Set up a time to talk to some of your best customers. Offer them a small gift and say, “Hey, I’m just doing some research about my company so I can do some marketing campaigns. You’re my most loyal customer, can I have 30 minutes of your time?”
Then ask them questions about why they chose your business and what problem of theirs that you solved. Find out why they stay with you. Ask for permission to record their answers, and then take what they say and turn it into copy. In return, give them a gift certificate.
For example, find out what people complain about and turn it into copy. Let’s say your client says, “I’m really struggling to find leads and customers. I go to conferences and I talk to a whole bunch of people, but none of them really follow through.”
Next, you take their pain and solve their problem. Here’s a potential headline, or it could be a bullet point benefit statement. “How to quickly and easily generate more leads for your business without going to these networking functions.” Boom, right there you have it.
So take exactly what your customers say and turn it into your copy. If you do that for a number of customers, you’re good to go. Your customers want the assurance that you know what they’re going through. They want to know your product and service can help them solve their problem.
Now that you understand what copywriting is and how to get content for your copy, I want to teach you seven steps to follow every time you write copy. If you follow these seven steps, your copy will be so much more captivating and compelling.
Watch this video about writing compelling copy for your ideal customer.
Step 1: Identify Your Ideal Customer
Most people make this mistake when they are writing copy. They are so excited about the task at hand that they turn on their computer and start typing. You absolutely do NOT do that!
First, truly understand who your ideal customer is. The way to define your ideal customer is with these three criteria.
Three Key Criteria
Number one, they have a need for your product. If you’re in the business of selling steaks, you should sell to a steak lover. Don’t sell to a vegan. Number two, they should have the ability to buy the product. So if they want it, they can pay for it.
Number three, they have the authority to buy your product or service. If you’re selling something to a married couple but you’re talking to the husband and the wife is the decision maker, then you might not get the sale.
Once you’ve identified your ideal customer, then choose a social platform such as Facebook. There is so much targeting you can do nowadays, like targeting people’s interests, groups they belong to, or age. Once you know your target market, talk to them in your copy, one-on-one.
Good copy is 80 percent research and 20 percent writing. So if you’re going to be spending three weeks a month working on copy for a campaign, you should spend two to three weeks doing research before writing a single word. Have a clear idea exactly what your offer is before you even start.
Envision yourself talking to them one-on-one, as if you were sitting down across from them. Don’t use technical jargon, just write like you’re having a casual conversation. The one-on-one part is important. Don’t talk like you’re speaking to a million people. That’s public speaking.
You want to be very personal. This is important because the amount of money you make is in direct proportion to how well you understand your customers. You notice businesses that fail have a different mentality.
Not Everyone Is Your Ideal Customer
Entrepreneurs that fail think that they have a new product, and they are so excited about it that they take it to the marketplace. To their surprise, no one cares. That’s because they don’t understand their ideal customer. It’s not enough that their mom or wife likes their new product. They aren’t the one buying it.
Now some people say, “Well, everybody is my ideal customer, I want to sell to everybody.” That’s a big mistake. Even companies as big as Apple and Walmart, that serve millions of people, cannot say “Everyone is my customer.”
A company like Target has demographics, so no one could say that everyone is their customer, especially small to medium-sized businesses. The more you can narrow it down, the more personal you can make your message.
Find out who your target market is and hang out with them. Show them your offer. Ask them to take a look at your ad. If they read it and tell you “Oh, this is pretty good,” then it means your ad is horrible.
But if you show them your ad and they say, “How can I buy some? Here’s my credit card, I want to buy some.” Then you know you have a customer.
People vote with their wallets. So don’t just listen to what they say, watch what they do. The minute they put some money on the line, you know you’ve got a product worth selling. Identifying your ideal customer is a key part of it.
Step 2: Create An Irresistible, Compelling Offer
This second step is probably one of the most important in the entire seven step formula because most businesses sound the same as everybody else. Their offer sounds just like their competitor’s.
So how can you make your offer sound more compelling? One of my copywriters once asked me, “What is more important, the audience or the message?”
Without a doubt, the answer is the market. If you have the greatest message, and send it to the wrong people, it won’t work. For example, you can have a compelling message about why people should eat seafood. But if the person you’re sending the message to only likes red meat, that message will fall on deaf ears. Right message, wrong market.
Here’s an example of a compelling offer, from a marketing campaign in 2018. Ikea, known for its furniture, created a new meaning for “user engagement”. An ad in a women’s magazine said, “Peeing on this ad may change your life.” The ad had pregnancy kit technology, so if the reader were pregnant, the ad revealed a discount price for an Ikea crib.
When it comes to the offer, you have to think about what is it that your audience truly wants. What are they craving for? What are they sick and tired of? When you can come up with an offer that’s so irresistible, it’s easy to sell. In fact, with a great offer, you can say less and it will still sell.
Money At A Discount
Here’s an example. What if I handed you a $100 bill and asked you to give me a $10 bill in exchange? You’d definitely do that. That’s an irresistible offer. It’s selling money at a discount.
That’s selling any kind of business improvement offer, or any offer that helps people to make money, save money, or invest. “Spend X with me, I’m gonna teach you how to make Y.”
Let’s say for example, you’re interested in real estate investing. It costs $5,000 for the course, and you learn to generate $10,000 a month in rental income. For $5,000, you can make $10,000 a month. That’s a no-brainer.
Bonuses And Guarantees
This also applies to physical products. Maybe your irresistible offer is a free 30 day trial. You might have seen those infomercials where they ask you to try skincare for 30 days and see how you like it. That’s an example of a strong guarantee that makes the product irresistible.
Now I have a quick story to tell about an infomercial I saw when I was watching late night TV. It just popped up on my screen. This guy was demonstrating how he could cut a pair of shoes with a knife. I thought that was cool.
Then he cut a can with the knife, and I thought that was even more cool. Then people gave testimonials. Housewives could use the knife. People of any background could use the knife. Then he gave another surprise. If you bought the knife that day, you didn’t just get one knife. You got two.
I thought that was awesome… until he said you could get even more knives. You could get a set of 20. I was so blown away and impressed. Before the infomercial, I didn’t need a knife. But then he said, “If you order within the next five minutes, you don’t get these 20 knives. We’re gonna send you two sets of knives.”
Then I realized I had to buy those knives. That is an irresistible offer. When the offer is so irresistible, logic goes out the window.
After I bought the set of knives I actually donated it because I came to my senses and realized I didn’t need 40 knives. But at that moment it had been so compelling.
What Makes An Offer Compelling
Think about how you can make your offer compelling. Maybe you have faster shipping. Amazon does this for people who don’t want to wait. And with Amazon Prime, they are charging you for a membership fee so that you can buy more. And with Prime you get your product faster.
So think about what Amazon does. They’ve got hundreds of millions of users. For a Prime membership, you’re paying for faster shipping, but for the membership price, you can buy more stuff and you get videos that you can watch.
And the customer’s income doesn’t matter. Even lower income people will spend a $100 to get Amazon Prime. Why? Because the offer is a no brainer. Access to music and videos in addition to faster shipping.
Final Thoughts On Copywriting Secrets
Copywriting is a powerful way to sell to millions, even if writing is your worst subject, and speaking to crowds of people strikes terror in your bones.
When you are writing copy, remember to identify with your ideal customer. If you are writing to everyone, you are writing to no one. Find out as much as you can about the customer you are selling to. Next, create an offer so compelling they would feel that it would be a sin to refuse to buy your product or service.
After that, read part 2 of Copywriting Secrets here for more tips so you can close millions while you sleep or eat or travel – whatever you like – while your copy sells to your customers 24/7.
If you want to learn more copywriting secrets, click on this link. Launching in September 2019, I’m going to teach you High Income Copywriting in the first ever live class. Advertising, branding, positioning, social media, are what you can learn from the comfort of your own home.