Sell more with these copywriting hacks
Last week, I hosted a webinar on the most underestimated tool in business: good copywriting.
You can read Osterwalder from cover to cover, learn the best strategies out there. Without a firm grasp on words that sell, it will be very difficult to build your online empire.
I have studied the work of a lot of brilliant copywriters. And I have to say Frank Kern is one of my favourite teachers.
(Have a look at this swipefile of one of his sales letters. It is BRILLIANT!)
And here is what you should apply yesterday. (I am serious, do it now and see more clients coming in quickly).
Lesson 1: always open with a statement that pulls your reader in
This should be a big promise triggering curiosity.
(Fact: When people look at your website, they decide in >5 second if you are worth their attention. Leave your mark!)
Many entrepreneurs go wrong right from the start. They explain what they do but fail to capture the readers attention.
This is NOT a big promise:
- I am a yoga coach
- My agency specializes in end-to-end communications
- Want to upgrade?
All of these statements are not clear or innovative enough. There is a specific formula every good copywriter knows and you should use it. Jump in with a big idea and your unique solution. The Legendary David Ogilvy came up with the concept and he was an absolute king in applying this to ads!
You can do homework from now until doomsday, but you will never win fame and fortune unless you also invent big ideas. It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night.” – David Ogilvy
For me, Frank Kern is the king of big promises. Everything about his statements are to the point, surprising and there is a clear advantage for me. A big idea can make a huge difference in your business. And this is always the first step I go trough with all my clients.
(Want to apply for a review of your offer? See if you captured your big idea yet? Apply for an offer review here. If you qualify, you will get a free 20-minute consult.)
Your offer can be incredible. But if you cannot persuade the other person, it doesn't matter.
Lesson 2: He is 100% clear about his offer.
His holy grail for any sales letter consists of 3 elements:
Here is what I got
Here is what it will do for you
Here is what I want you to do next
Review your own copywriting and ask yourself: do you make crystal clear what you have? The result? And what you want them to do next?
This relatively simple formulate is incredibly effective. It is your job to get better at explaining your methods so people believe that you can deliver on your promises.
It is not a coincedence, that so many great copywriters have built multi-million dollar businesses. If you are able to explain well what you do, it will be much easier to attract clients.
Lesson 3: He says who his offer is for.
It is wired in our psychology that we like to be recognized for who we are. Psychographic positioning works. This is also called echoing. Not only do you know who your customers are, you also know what motivates them to buy. You need to write like your customers talk.
And it makes sense: If you’re not joining the conversation already occurring in the buyer’s mind, how are they expected to relate to and buy from you?
“Using correct targeting and testing methods can increase conversion rates up to 300 percent.” (Sleeknote)
In my experience this sounds about correct. I remember first hearing about echoing. On a Friday Night some people watch Netflix, I often catch up on marketing webinars and the latest tools. It is a weird hobby.
I think it was one of the guys from Traffic and Funnels who explained the concept and it blew my mind. These guys are true masters of how to build and scale business by the way and also great copywriters.
I found out that my target audience are fans of Female Entrepreneurs like Gabby Bernstein (I am also a fan by the way). In my Facebook ads I started to target audiences interested in her work. And boom, my results improved in less than 2 days.
When I started to write down phrases my audiences seems to like, my social media posts became much more effective.
That is exactly what Frank Kern knows. In all his copy clearly states who he wants to work with. And uses words that resonate with his target audience. (Which is also a GREAT way to prequalify leads. But that is a story for a different blog.)
Roll the out the red carpet for your ideal client. Start today.
The 3 copywriting lessons checklist
Do you want to keep struggling with your copy? Do you want an offer that is perfect in your head? But when you put it in words....it doesn't have the same magnetism?
Take it from me: learn from pros like Frank Kern and apply what they teach immediately.
Review your offer and use this checklist:
My opening statement captures attention immediately
It passes the 5-second test
It offers a clear promise of what I deliver
You are 100% clear about what your results are and how you achieve these
It is clear who your offer is perfect for (and who it is NOT for)
I studied all the frameworks so you don’t have to. And I made swipefiles for my clients (like this sales letter) so you don’t have to. Why? Because I enjoy it! And it turns out, I am really good at it.
Do you want me to review your offer? Get practical tips on where to improve? Then you should apply for a 20 minute offer review session here.
