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What if you’re shy? What if you’re terrible at writing? Is it possible to sell millions of dollars without opening your mouth?
In the last blog, I talked about how it’s very possible to sell millions, even if you’re an introvert, even if writing is your worst subject. Copywriting can get you a high income if you follow these seven steps, starting with step 1) know your ideal client and 2) provide a compelling offer.
Next, I will go over the next five steps of copywriting secrets so you can increase your sales with solid copy that will close you more deals using the power of the written word.
Watch this video about creating effective copy that sells.
Step 3: List Every Feature And Benefit
What is every possible feature and benefit that a customer could get from your product or service? Make a list. Most copywriters and business owners would have a very short list because they are too close to their product.
If you’re selling a computer, you might think there are only five features, but you want to look at every possible scenario. For example, a keyboard is a feature. If you’re selling a drill, the drill bit is a feature. The benefit is it drills a hole very quickly.
So when you are making that list, always ask yourself, “So what?”
For example, this computer is very fast. It has an I-Core 7. So what does that mean? It means when you play computer games, it’s so much faster.
You want to make benefits-driven statements, but if you only have five items in your list, it’s very limited. You want a list of hundreds of points, lots of angles. Think of very possible benefit to every possible customer.
Look at different angles. If your customer is a PC gamer, the fast processor is one angle, but a backlit LED keyboard is another angle because you customer’s parents are not liking the electricity use at night. That’s two types of customers. What’s important to one customer may not be important to another.
Once you have the benefit, you also want to find the benefit behind the benefit. You’re going much deeper. What emotions are triggered when they buy your product?
For example, many years ago, there was a marketer called Ted Nicholas who sold a stack of paper through display ads. He told people these papers were helping people to incorporate the company. When people heard that, they thought, “Okay, so how did papers incorporate the company?”
Well the stack of paper is the feature. It’s legal documents. The benefit is how to incorporate your company all by yourself to save some money. That ad worked okay, but it didn’t work as well as he thought it would.
Finally, he went to the benefit behind the benefit, asking why you incorporate in USA or Canada. It’s for tax reasons. So he changed the headline to The Ultimate Tax Shelter. Then he sold millions and millions of dollars because he talked about the benefit behind the benefit.
You’ve got to think about what is it that you are selling. Most people have no idea what business they’re actually in.
For Domino’s Pizza, what business are they in? People might think they are in the pizza business, but that’s not the answer. Look at their tagline. They promise to have fresh, hot pizza delivered to your door in 30 minutes or less, guaranteed. They’re not promising good tasting food. They’re selling speed. Pizza in 30 minutes.
Step 4: Write Attention-Grabbing Headlines
When it comes to writing headlines, you should write many of them. One is not good enough. There are so many headline formulas. You have how-to, you have “who else wants to”, or you have discover, you have the secrets of.
If you want to know a good headline, one of the best places is when you go grocery shopping, and you come face to face with the attention-grabbing magazines at the checkout stands.
Cosmopolitan and National Inquirer have some of the best headlines in the world. Why?
They grab your attention with the 17 sex secrets that you don’t know and other titles like that. Now if you study those magazines from year to year, you’ll notice it’s the same headlines recycled year to year.
It’s the same stuff again and again because that’s what works. Those magazines are a very good place to get ideas for headlines.
You want headlines to be very compelling and very benefit driven, and depending on what you do, sometimes you use curiosity. Other times you use a power punch where it’s a stack benefit. It really depends on what you’re selling.
Here are some headlines that went viral:
Notice how they use odd numbers or groups of ten (10, 40) when they make lists. Some headlines suggest an answer to a problem, such as “How To Hit 1,000,000 Visitors in a Year of Blogging.” Other headlines evoke curiosity, such as “Why James Chartrand Wears Women’s Underpants.”
These headlines grab your attention. I’m sure many people are intrigued by “How to Quit Your Job, Move to Paradise and Get Paid to Change the World.” It’s like being paid to be a hero. And it’s like when you’re watching a movie and someone presses the pause button.
You want to know what happens next. Does it end well? Does it end badly? Or it’s like a TV drama that ends with a cliffhanger. Someone is about to kill someone else, and it’s to be continued. You want that kind of effect when you write a powerful headline.
Watch this video about how to write compelling copy, steps 5 to 7.
Step 5: Eliminate All Objections With Preemptive Credibility
Most people nowadays are skeptical. It doesn’t matter how long you’ve been in business, they are still more skeptical and demanding than ever. One way to handle their skepticism is with stacking up your credibility.
Think about what you have to offer, such as a long history of being in business or the reviews of many happy customers. If you have case studies or scientific research to back up your product, use that in your sales copy. This way, you preempt, or stall, their objections before they’re even spoken.
A great example of this are the most successful infomercials. A big chunk of the infomercial is testimonials, or story sharing. Sometimes you have an infomercial where the entire thing is a testimonial, because what other people say about you is infinitely more powerful than what you can say about yourself.
The Power Of Testimonials: YouTube
I have a YouTube Channel, Dan Lok Global Community, dedicated solely to the testimonials of my graduates from my High-Ticket Closer ™ Certification Program. I teach my students building financial confidence, learning a high income skill, and having an abundance mindset.
More than 4000 graduates from over 150 countries have completed this program so far. There are over 15,000 subscribers and hundreds of videos sharing hundreds of stories from my mentees. Here is just a sample of the videos.
- Number of views to date: 8230
- Number of views to date: 3090
- Number of views to date: 2165
This is one way I am preempting objections to my program. People may think that I’ve paid actors to provide testimonials. That could be true if I have 5 to 10 videos. But I have hundreds of testimonials and there are new videos being added daily. Soon there will be thousands of videos.
If people question if they really can make a high income from the program, I have testimonials. If people doubt that they will get value from my program, I have testimonials. The stories from my graduates are far more effective than what I could say about my own program.
The Power Of Testimonials: References
There’s a great speaker that I used to know who presented at corporations. He was hired to do keynotes. Most professional speakers have what we call a speaker demo kit. When you request a speaker, they will send you a package with a DVD of them in action, their brochure, profile, etc. They would send this to the corporation to review and see if they would hire this person.
But this particular speaker doesn’t have a kit. Every single time someone requests him to speak and wants more information, he would FedEx the company a stack of 500 testimonials and reference letters in a box. The closing ratio you wouldn’t believe.
He doesn’t even need to prove his speaking ability with a demo tape. After three to five pages of these testimonials, it’s clear they should hire this person. That’s the power of credibility.
You must think about how you can use this in your business. You cannot have too much credibility. Every day, you need to actively be building up your credibility vault and constantly ask for testimonials. If your customers are happy don’t be afraid to ask them for testimonials, endorsements, or LinkedIn recommendations. Everything helps.
How FAQ Can Preempt Objections
FAQ, or Frequently Asked Questions, are another way to demolish customer objections before they even have a chance to say them. How do you do that?
Make a list of the most common objections you get from your customers, then turn it into an email or a webpage. Your FAQ isn’t designed to answer technical questions, but remove objections.
A FAQ is very effective if you already have a strong grasp of the possible objections that your customer may have for not buying your product or service.
Step 6: Comparing Apples To Oranges
We like to say that we can’t compare apples and oranges – other countries compare apples and pears – but the point is, you can’t compare two different things. How does this apply to selling?
Customers are always choosing from two options. You’re not just selling them the benefit, you’re always selling against something. So they think, “If I buy this, I’m gonna lose that.” In other words, “If I buy this smartphone, I’m going to lose $900.”
When it comes to high ticket selling, which is what I teach, then your customer is thinking, “If I go for your high end financial planning tech service, I’m going to lose ten thousand dollars. It’s a lot of money.” Then they decide not to buy.
Their lower self is overwhelmed by the objections in their mind and they decide the price is too much. How do you overcome this conversation in their mind?
Compare apples to oranges. When you have nothing to compare, they come up with their own comparison: (a) buy this and lose X dollars or (b) don’t buy it and keep X dollars. Instead, make the comparison for them.
Present them with a scenario. For example, “Last year you paid $327,000 in taxes. By investing $10,000 with our accounting tech’s package, this is going to save you $100,000 dollars.” When you give them that comparison, suddenly the $10,000 is not so expensive anymore. (Spend $10,000, get $100,000)
Here’s another example. You can tell them that your subscription costs $100 a month. That may seem expensive. But if you say your subscription is less than a cup of coffee a day, and they pay $3 to $4 for a cup of coffee, it suddenly seems doable.
Step 7: Have A Clear Call To Action
The most important step in writing copy that leads to a sale is a very clear call to action. At this point, you’ve done all this work, and now you want to decide how do you want them to buy.
Is it Click Here? Book a call? Visit your office for an appointment? Whatever it is, you have to make it simple. You need to be extremely precise. For example, “Click on this link, book a time today.”
People love to procrastinate. Unless there’s a reason to act, most people delay. So if you don’t give them a reason to act immediately, and provide some sense of urgency, people don’t act.
Why do they need to act NOW? Maybe it’s a limited time offer. Maybe it’s a limited quantity product. Or maybe it’s an exclusive service. Another possibility is the price will go up after a specific time. Whatever it is, must give the customer a reason to buy right now.
Final Thoughts On Copywriting Secrets
Copywriting is a powerful way to sell without opening your mouth. If you’re shy, if you’re terrible at writing, it doesn’t matter. You can still make millions.
This type of selling is different from one-to-one closing on the phone when you’re closing a deal with one person at a specific time of day. When you’re platform closing, you’re speaking to anywhere from 100 to 2000 people at a set time. But copywriting works 24/7, and you’re speaking to many people… and you don’t even have to be there. That’s the difference.
So when you are writing your copy, remember to list features and benefits, write attention grabbing headlines, preempt objections, provide comparisons. And have a clear call to action.
If you want to learn more about copywriting, click on this link. Launching in September 2019, I’m going to teach you High-Income Copywriting in the first ever live class, where you can learn about advertising, branding, positioning, and social media from the comfort of your own home.