By Clint Gray on 25/07/19 09:53
The most powerful skills you can possess is being able to turn a prospect into a buyer.
The art of being able to allow magical combinations of words to flow from your brain and fingertips, is a masterful skill. A skill that can take someone from being a cold prospect through to pulling out their credit card.
Just think about that. How powerful would it be to have this masterful skills?
First we need to get clear on something. There’s a big difference between content writers and copywriters. They both have their place, but when it comes to generating sales and growing your business - there is a clear winner.
A copywriter writes using direct response. They use words that pull people through the page, they use proven formulas, they incorporate a deep understanding of human psychology, and they build a solid case that compels people to desire this ‘thing’, with the goal of getting them to take a SPECIFIC form of action, such as signing up for a newsletter, booking a consultation, or buying something.
The best copywriters in the world get paid upward of 6 figures to create anywhere from half a page through to mammoth +30 pages sales letter, and if they’re good enough, they will get royalties on top - sometimes for life!
I used to study many of the great copywriters of all time and one of the common exercises they teach any aspiring wordsmith or copywriter was to find some of the best converting sales letters of all time and write them out by hand, every day.
In this time restricted world we live in, this would be one heck of a task to commit to and do every day (note: if you were up for it, this is one of the best ways to ‘take on’ the persona of these top copywriters).
That is what the best of the best do.
But there’s another way that I want to let you know about that can fast track your way to becoming a pro copywriter in a fraction of the time.
I learnt the system I’m about to share with you from one of the best direct response copywriting companies in the world, called Agora Financial.
A new copywriter followed this process to write an entire campaign in just 10 days. And it produced $4,600,000.
Another copywriter who had never written a single piece of copy before... followed this process, found a big Idea, then wrote the body of his campaign in just 7 days. It did $10,500,000.
Another guy from Columbia, used the same process to write his entire campaign in just 2 days. and generated $8,100,000.
These results are truly eye watering. The fact that new copywriters are pulling this off, but the numbers they are generating are incredible.
Grab a coffee, get rid of all distractions, and really take this information in as this system could have one of the biggest positive impacts on your business.
5 Step Rapid Writing System
1. Find your big idea.
2. List all their objections
3. Organise the objections
4. Create subheads
5. Fill in the outline that connects all the subheads
There is so much power in this system. It provides so much structure to pull this off.
Let’s briefly cover each of the points in more detail.
1. Find your big idea: Mark Ford was one of the top copywriters at Agora and he said they had so much success because of their ability to create a big idea.
“We recognized early on, when it comes to marketing, we’re really in the idea business. We're
in the business of developing interesting, arresting, and captivating ideas.”
Whenever they create a blog post, a Youtube video, landing page, sales page, or do a Facebook Live, they first come up with the big idea.
The big idea could be a plain vanilla, average idea that would does not stand out and could be easily forgotten.
Or, your big idea could be something new, unique, bizarre and different that grabs people by the collar of their shirt and shakes them to their very core because it is in complete resonation with them and their desire for this is so great that they would give anything to hear more about it and get the chance to buy it
Do you see the difference? This could be a completely new concept for you. Most people don’t give this any thought and offer the same ole thing that everyone else offers, yet wonder why they can’t grab the attention of their market.
This is not about coming up with the latest technology, app, or a health breakthrough.
This is all about creating an idea behind what you are saying in your ad, your headline, and your campaign.
Here’s one example to illustrate this.
Rather than saying, “New Fitness Program To Transform Your Body”, you could say, “5 Step Fitness System To Get Your Dream Body In Just 5 Mins A Day!”
The point is not to use hyperbole. It should tap into the ultimate desire that your market wants, which, in this example, is to get a great body with the least effort possible.
Tim Ferriss published a book about outsourcing many years ago, and has been translated into 35 languages and sold over 1 million copies.
He could have called this book, “How To Outsource Your Business”, but he went with the big idea which was, “The 4 Hour Work Week”.
The title is what made this book fly off the shelves well before anyone looked at the content.
Like many amazing books out there, only a small percent experience massive success, because people really do judge a book by it’s cover, the big idea.
2. List all their objections: Put yourself in your prospects shoes, even role play, then write down every objection they could possibly come up with on post it notes,
Your service is too expensive, why should I trust you, do you have the team to make this happen, why can’t I just go with someone cheaper, do you offer a guarantee…
3. Organise the objections: A price objection typically would not be at the start as a lead. You want to use the objections to build a logical case as you address them. Arrange the above objections into a sales page flow as follows:
Lead / Opening: Start with the main objection you need to overcome
Main body: Add multiple objections within this section
Close: Add one closing objection
4. Create subheads: Turn all the above objections into benefit driven subheads.These subheads need to sell the reader on the idea that will overcome the objection. When you read the main headlines and subheads from start to finish, the reader should understand your entire story (this is key). If there is a break or disconnect with the story, if there are any holes, and if the story is not persuasive, go back and reorganise your subheads.
What should I trust you? -> We’ve been featured in the Women’s Health magazine as the best fitness transformation product in 2018.
Do you offer a guarantee -> If you don’t lose 10% of your weight in 90 days, send in the documentation and we will give you a full refund plus $100 for letting you down. We have never had to pay the $100.
5. Fill in the outline that connects all the subheads: Now that you have all the main subheads you can start writing the content for each section. The objections set up the logical flow, then you turned them into subheads which should spark plenty of ideas to create content for each subhead.
This is super powerful system, so concise and simple. I wish I had learnt this many years ago.
You have some homework to do now, so grab some post it notes and go through each step in this simple rapid writing system.
In part 2 I will share some great tips for the editing process and some essential questions you need to be asking.
If you need help to get clarity and direction with creating your marketing strategy and advertising campaigns, book in a free 20 minute call.
We can talk about what you want to achieve, then give you some advice about the best approach to take. If we can help further - great - if not - we can point you in the right direction.