Common Questions Personal Stories You could use your own case studies and data. Or you can use third-party case studies and data.
I was very fortunate right before becoming a full-time freelance direct response copywriter to be handed this outline… It was from superstar copywriter Clayton Makepeace, and it came as a handout at the AWAI Bootcamp and Job Fair.
Actually, I got it from his wife Wendy. And for the first couple years of my copywriting career, nearly every long-form direct response sales letter I wrote conformed to this outline.
It led to my first million-dollar winners. It made my name in direct response.
It allowed me to make the leap from 9-to-5 guy to calling all my own shots. Way back when I was starting Breakthrough Marketing Secrets, about two years ago, I shared a link to this outline.
You need to do something to flag down your ideal prospect, and get them to read or watch. That means you have to wrestle their attention away from the million other things that are competing for it right now. As I mentioned yesterday, the 1 most useful way to do this is to combine the most compelling benefit with something to spark their curiosity.
Others are more straightforward with a promise. Support and Expand on Your Headline Once you have their attention, you have to pay off whatever you used to pull that attention away from everything else.
A common rookie mistake is to write the headline last — and forget that the opening copy would be a hard left turn from whatever this headline is. The headline needs to be connected with the opening copy, which needs to flow nicely into what comes below.
Here, you can reinforce the benefit promised and continue to stoke the flames of curiosity. Establish Credibility One of the biggest challenges in advertising today is believability. There are too many shysters out there making the same promises you are — especially in crowded markets.
Bribe Him to Read This This should all be happening pretty rapid-fire. And even though you got their initial attention, you have to make sure you keep it.
The best way to do this is with a readership bribe. These are promises of what will be revealed in the advertisement itself. Deliver Value This can be tricky business. Because the best ads give away a ton of value, without revealing all. My favorite way to do this, these days, is to really help them understand the problem my product will eventually solve.
This is a great place for demonstrations, case studies, and stories. What will it feel like to be free of their fears, frustrations, and failures? How will it feel to be living their dreams, desires, and destiny?
But your success will live or die on the offer. Present the offer itself in a way that sounds as risk-free and slanted toward the buyer as possible. You want them ready to whip out their credit card right here, right now.
It is possible to ham this up too much, especially in video or live presentation scripts. Explain all the blood, sweat, and tears that went into making this available. Compare apples to oranges — if you were to deliver this value in person, it would cost X what it costs in product form.
Pile value on top. If they thought it was a great deal before, now it should feel like the irresistible deal of a lifetime.
Have you been piling on value, or just stuff? The bolder, the better. The longer, the better — and the good news is people are actually less likely to take you up on a longer guarantee, in most cases.Contact the Content Bureau.
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