Most copywriters, even newbies, know there are fundamental rules when you sit down to write copy, like – use headlines, include benefits and remember to add a P.S.
Below are some other rules (borrowed from that magnanimous message board – Warrior Forum) that veteran copywriters routinely include in their copy:
- Any big statements you make must be backed up by proof or credibility.
- Include as many (well-written) testimonials and case studies as you can.
- Explain why you’re making the offer.
- Give the reader multiple chances to take action.
- Find out how the target market talks to each other – then use their language.
- Address all potential objections.
- The goal of the first few lines is ONLY to get the reader to read the next line, then the next, then the next, then the… etc.
- Decide on exactly what you want the reader to do and slowly guide them towards it.
- Use emotional words as often as you can.
- Tell seductive stories throughout the copy.
- Get the reader to nod “yes” to your copy, especially at the
- Use supporting images, not attention grabbing images (the focus should be on the content, not the images)
- Keep sales page narrow and not too wide.
- Don’t concentrate on keywords only, and apply them where they BEST fit. Fit the keywords into the copy, not the copy into the keywords.
- After it’s all over and done with, ask yourself, “so what?”
- Create a buyers environment.
- Use good justification techniques, especially if a higher priced item, product or service.
- Make the first sentence extremely short.
- Anticipate questions in advance and answer them directly.
- Create gravity pulling, slippery sales copy that virtually compels the reader to slide right into the direct call to action…
- No. Humor does not sell.
- Johnson boxes. Use them.
- Always give away as many bonuses as you can. People will often buy just for these.
- Try using “action elements” like check boxes, fields, and text area’s for the user to take part in the sales letter.
- No yellow on white or black on dark grey text. You must have contrast to be able to read text.
So, did you run your copy through this list? Now, do you still need help? Then put on your thick skin (‘cause you’re going to need it) and pop on over to warriorforum.com for a critique of your copywriting piece.