I always loved playing with magnets as a kid.
Positive, negative… repel, attract… it’s a magical thing to a six-year-old.
Then I got older and I learned about electromagnets.
I learned that the average electromagnet can pick up roughly 10 times its own weight when it’s energized.
That’s right… 10 times its own weight.
Yet, when it’s not energized… it doesn’t have the power to lift a feather.
Well, electromagnets give us a great metaphor for writing world-class copy.
If your copy doesn’t carry emotional energy, it’s just lifeless words on a page – with zero power to move people to act.
But energize it and your words will roar to life… and with the right words, you’ll quickly find you can move mountains!
So can writing effective copy be as easy as “flipping a switch”?
Sorry… it’s not quite that easy. You do have to know your product or service, and you do have to put in a little elbow grease first.
However… once you finish this series, you will have in your hands a super-simple, 5-step-system for brainstorming, organizing and writing highly effective copy that you can use to sell yourself, your products, and your services.
All with far more ease and confidence than you’ve ever experienced before.
Sounds a little too good to be true, I know. But if you’ll invest just a few minutes of your time to read this — while suspending your disbelief just a tiny bit — I promise you, you’ll be glad you did!
You’re about to learn how to energize YOUR sales and marketing copy — just like “flipping the switch” on a powerful electromagnet — to quickly magnetize your ideal clients and customers to you.
First, you should know …
Writing GREAT Sales Copy Is Part Art, Part Science
Art in that there is a natural flow and rhythm to great sales copy.
Science in that there are specific, proven and time-tested principles, techniques and strategies for writing great copy.
Fortunately, the fundamentals never go out of style.
Human nature is unchanging, and so are the basic tenets of copywriting.
There’s just one small problem…
The average successful copywriter has spent hundreds — if not thousands — of hours studying these fundamental principles and techniques, and practicing the craft, to learn how to write effective copy.
Copy that seizes your attention, sucks you in like a 10-ton magnet, and practically forces you to reach into your wallet and pull out your credit card.
So how do you — as a subject matter expert or online business owner — learn just enough about the craft of writing copy to successfully sell your products and services, while “keeping your day job”?
That is to say… without dedicating your life to mastering it, so you can continue to focus on what you do best?
Well, that is much easier said than done.
As I write this, I’m peering out over my desk at a bookshelf stuffed to the gills with copywriting books and courses that I’ve collected, and invested in, over the years. The hard drive on my Mac is packed full of hundreds more guides, reports, and checklists.
All approach the topic of writing copy from vastly different angles, share markedly different examples, and arrive at uniquely different conclusions.
The fact is, you could spend years consuming them all.
But let’s face it, writing copy is just a sliver of your overall business. While it’s clearly important, you don’t have hundreds of hours to invest in learning the craft.
You need a direct, bare-bones, down-and-dirty way to master it quickly!
How to Write All the Sales Letters, Emails and Ads You Will Ever Need to Power Your Success
I know how important your time is, and how little you have of it.
So I thought long and hard about how to give you the greatest ROI on your time invested here, so you can walk away with the most immediately useful information in the shortest amount of time.
That’s why, instead of filling your head with the usual cadre of copywriting theories and principles, I’m instead going to give you a comprehensive tool you can put to use in your business right now … TODAY … just as soon as you finish reading this, and get back to work.
A tool that will help to guide you in getting breakthrough results.
So along with what you’re reading right now, you’ll want to go here to download The Ultimate Copy Blueprint companion Excel worksheet file. It’s the same spreadsheet I use to brainstorm, organize and write all of the copy for myself and clients.
Throughout the rest of this 5-part series I’m going to walk you through how it works, and how to use it to get the amazing results you need and deserve in your business.
No matter what product or service you are selling – or what medium you are selling it through – the fundamentals are always the same.
The Ultimate Copy Blueprint will help guide you through the steps to covering all of these fundamentals in the simplest and easiest way.
Before We Start, There Are 3 Things You Should Know…
If you really take a minute to let these three things sink into your subconscious – and imagine how easy it can really be to write great copy – you’ll find that the pressure and worry of “getting it right” will simply melt away.
So here they are, in no particular order:
1. There’s Nothing Mysterious About Writing Great Copy
Legendary copywriter John E. Kennedy changed the face of advertising when he first stated that “advertising is salesmanship-in-print.” In other words, it’s simply a conversation with your prospect on paper.
Nothing more, nothing less.
If you can talk to a prospect face-to-face and persuade them on all the wonderful things your product has to offer, then you already have everything you need to sell them through any other medium.
The quickest way to blast through writer’s block – and create powerfully effective copy fast – is to simply sit back in a comfortable chair, close your eyes, and picture an imaginary conversation with your prospect.
What would you say to them to instantly grab their attention?
How would you connect with them and bring the problem your product or service solves – a problem that already plagues them – into clearer focus?
What would you say to build interest and create a deep desire for finding a solution to that problem?
How would you introduce your product or service as the solution?
What facts or proof would you need to reveal to them to give them all the reasons why your product or service is the best solution to their problem?
Got it? Great!
If you can do that, then all you have to do is write out that conversation on paper, carefully review your word choices for the proper emotion and intensity, smooth out any transitions between thoughts, and you’re on the home stretch.
If you can’t do that, then it’s time to go back and dig deep into your product or service, and determine how it satisfies the needs of your prospect.
2. There Is No One Perfect Way to Write Great Copy
There are as many ways to sell a product or service as there are products and services. An infinite number of ways, in fact. There is no one perfect way to do it. When you really get this, the fear and pressure will melt away.
A lot of new copywriters get caught up thinking there is one perfect way to write a sales letter or email. And if they don’t write it exactly that way – the way a “pro copywriter” would write it – they’re going to fail.
I know, because I suffered from this debilitating thinking when I first got started.
I believe much of this stems from the fact that many of the “gurus” selling their $5,000 “how to write sales copy” courses and programs want you to believe you’ll never make it without their “insider” secrets learned through decades of hard work and multi-million-dollar mistakes.
Yes, they have a lot of little nuances to teach you if you truly want to master the art of persuasion. And yes, there was a time during the golden age of advertising when the copywriting masters ruled the marketing world.
But there is no Holy Grail of sales copy secrets to study. And in today’s highly interconnected online world, relationships matter more than anything else.
If you can carry on a one-on-one conversation with a prospect about your product or service (and let’s face it, you should be able to do that with ease and grace)… then you can also learn how to translate that to great copy.
Whether you’re fluent in “sales speak” or not… if you can get results for your prospect — and you can prove it to them beyond a shadow of a doubt — you will be successful.
Focus on value, and you’ll get the Golden Goose!
3. Writing Great Copy Is 80% Research and 20% Assembly
No doubt you’ve heard of the Pareto Principle (a.k.a the “80/20 rule”)? Well, that applies as much to writing copy as to anything else. When it comes down to it, the best ideas generally win… and the best ideas come from research.
You know what else comes from research?
The best headlines… the best leads… the best benefits… the best proof elements… the best emotional appeals… the best offers… the best [insert any element here] — all of it comes from research of your product and market.
In the end, the best copywriters in the world tend to be those who invest the time and effort required to start out a project with superior ideas and information.
Ok, so now that you’ve let these three critical ideas sink into your subconscious and take root, let’s get started!
Step #1: Offer
If you open up The Ultimate Copy Blueprint spreadsheet file and look across the bottom, you’ll see a set of tabs. These tabs represent the individual areas I’ll be walking you through.
The whole purpose of this tool is to help you research your product and market — and organize your thoughts — before you sit down to write a advertisement, email or sales letter.
So you’ll be prepared to write powerfully and effectively each and every time.
For this section, refer to the “OFFER” tab on The Ultimate Copy Blueprint.
The first thing you need to realize is that your REAL product is your offer.
Ultimately, that’s what your sales copy is selling. It includes your main product, your bonuses or free gifts, pricing, format and delivery details. In other words, it’s everything they get and how they get it.
You always want to be crystal clear on your offer – with a full, detailed breakdown of each of the elements included – before you start to write the copy.
Here’s an example of a complete offer for a fictitious product…
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Your offer is one of the most important factors for success.
A great offer can do exceptionally well even with below-average copy. If you have a poor offer, the best copy in the world won’t save you!
That’s why it will pay you HUGE dividends to do your homework here.
You’ll find some additional questions on The Ultimate Copy Blueprint worksheet to help you brainstorm and create a powerful offer your prospect can’t refuse.
So go through that now and create your offer for your product or service.
Next time, we’ll tackle step #2 on how to research your competition, where you’ll learn how to use what you find to guarantee that you are knocking your offer out of the park each and every time.
See you then!