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Video Transcript: This is something that I think you should learn. I talked about sales a couple of times now. One of the greatest living copywriters at the moment is John Carlton. I think he claims he is the most ripped off copywriter. A lot of people take his copy and base their sales messages on his. They slightly rewrite his. He’s right up there with the greats. Gary Halbert was another one, he’s passed away. You can go back to people like Claude Hopkins and people like that. I think you should study writing sales messages, it’s very important.I took John Carlton’s $2000 course, The Simple Writing System and I distilled it down into the one slide for you. You don’t need to go out and buy the course.

When I think about writing copy, I have this on my iPhone which I’ve got in my bag, it doesn’t ring and everybody else has got theirs on silent now. It’s like a little mind map program. I have this, plus a few other things in my iPhone. So whenever I’m about to write copy or do any sort of sales, I have this handy. If I’m about to do a web video, I’ll write out a little script, a little bullet point of what I’m going to do and I just make sure that all these elements are present somewhere on the web page.

Firstly, you want some sort of headline that hooks them and drags them in. You’ve only got a few seconds to grab someone’s attention and tell them right upfront, here’s what I’m going to offer you, here’s the problem that I solve, here’s how I can help you. So use a headline to do that. Often I like to go into a little bit of the myth, the story. Everybody gets hooked on stories. I’ve always been interested I suppose, the Richard Bandler thing gives it away, I’m interested in the hypnosis side of things and going back as far as Milton Erickson. He was into medical hypnosis and he did it all through story.

That’s part of the reason why I tell stories at the start. That story was layered with lots of messages and takeaway things and you’ll find at the end of the day as well I’ll give you another story as well with all of those messages built into it. Stories engage people and hook people in. That’s how knowledge in the past was passed down. An elder would sit down and everybody would sit round and he’d tell you this story about how there was this boogie man out in the forest over there. That’s how the kids knew they shouldn’t go into the forest because the boogie man would get them.

So you want to create stories to hook and draw people in. I often like to tell stories like, where I can, I was like you, I experienced the same problem as you. You want to tell the person, understand their problems as well as they can and almost be able to explain the problem and issues that they’re having better than they can. So your avatar, you need to know them inside and out and then you can tell their story. I know what it’s like when you don’t have those rock hard abs. I was there too, I was compulsively eating. I used to love the Kingston cookies. I couldn’t eat enough of them, aren’t they delicious? You’ve probably got your own favourite food that you like to eat.

You really get in there and tell that story with them. It’s almost like agitating the problem. I know that problem. Then you can come into start introducing the solution, and then here’s what happened. Then I stumbled across Willows gym and I got a fantastic personal trainer and they gave me a regime and it got me into shape and here is where I am now. So headline, tell the story, pain, take them through the process, how you created that solution. I also like to make sure who am I as well. On the website, sometimes I won’t embed it into every sales message because if the sales message is on Melbourne SEO, if they want to find out who I am, they’ll click on About Us tab up the top.

But tell your story about who you are, how you got to where you are and people do business with people. They don’t do business with other businesses and people connect with people. So by telling the story, you can really connect with someone.

Then you want to make sure that you make them that offer. Once you’ve come up to having a solution, give them a really clear offer. What am I going to be getting? Make sure you talk about the features and the benefits, we talked about that in website copywriting. Layer in your testimonials. Testimonials are key. You’ll finally actually at lunchtime and in the afternoon break and also at the end of the day as well, we’ll be getting you guys to give testimonials as well if you enjoyed the material. Testimonials are just absolutely key because it proves that you can deliver on your promise.

I can sit here and tell you how great I am and here are all the things that I’ve done and I’m absolutely awesome. But it is so much more powerful if you just get another client or someone else to say, yes, he knows his material, he helped me. I was in the same situation that you’re in. Get them to tell their story about how they were struggling or whatever and how they used your material or your product or service to get the desired outcome and have them recommend you. So definitely use that.

Try and include promises and guarantees where you can. If you can, make a really bold promise. A lot of our information product we offer a 90 day or a 60 day money back guarantee. Now the first inkling for a lot of people to think is, if you do that, you’re going to get so many people requesting a refund or potentially that could be terrible for a business.

But it is a little counter intuitive. Even though you might think that, you’ll find, sure you might get a few more people asking for a refund but you’ll get a lot more people saying yes who were standing on the edge. They weren’t quite sure if they should step off the edge and take that leap. They might do it now because they feel like that risk is removed, the risk removal.

Then scarcity as well. Where you can, I hate reading material when you go on to a website and they’ve got this countdown timer and you’ve got the next thirty minutes to place your order and there are only seven copies left and you must buy now. That’s fake scarcity. If there is real scarcity, make sure you let them know upfront. We might do a product launch and we will get a DVD set made and we’ll get fifty done up in our first print run. We’ll say to them, we’ve got fifty ready to go. If you order now, then it will get shipped out straight away, otherwise you’re going to have to wait an extra two weeks because we’re going to have to get it remade up before we can send it out.

See that’s scarce. If someone is keen to go, and now they know they’re going to have to wait an extra two weeks, everybody wants things now. That’s just the way our whole lives are at the moment, everybody wants that instant gratification and satisfaction. So I’ve built that scarcity in without doing it in a sleazy, non true fashion.

Then finally that call to action. That’s a little bit of the order I would do, but sometimes I would mix it up. I would take that, write that down and whenever you create any sales message just try and think how can I embed all of these elements into it? That’s what you pay a $2000 course for to find out from John Carlton how to do it.

I hope you have learned a thing or two with this quick guide on writing sales copy and writing sales letters to your business advantage. If you want me to help you out with your small biz, you may want to look at my consulting services. Click here.


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