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The Copywriting Checklist!

Discussion in 'Copywriting & Sales Persuasion' started by StevenJones, Nov 27, 2012.

  1. StevenJones

    StevenJones Junior Member

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    If you've been searching for copy writing tips on and on the look out to improve your copy writing skills, or simply to improve your copy then the following points might be something of worth of your interest. I've compiled this list in order to not get this section filled with the same questions and advice over and over again..

    So, to help out all those looking for critique's, here's a checklist that you should run your copy through before asking. By following the rules on this list, you'll see a huge improvement in sales. Then by the time you ask for some feedback, you will get the more advanced stuff.


    • WIIFM - "What's in it for me?" The prospect doesn't care who you are,
      what your product is, or where you went to school. All they care about
      is how you can help them solve a problem.
    • You -MUST- have an effective headline. Write at least 30 emotionally
      descriptive headlines that mention the problem that you solve before
      choosing one.
    • Any big statements you make must be backed up by proof or
      credibility.
    • Don't ever sell a product - sell a solution to a problem
    • Include as many (well-written) testimonials and case studies as you
      can.
    • Offer a guarantee
    • Make your offer time sensitive
    • Follow the formula "AIDA" - Grab attention, interest the reader,
      build desire, and get them to take action
    • Write in a conversational tone.
    • Explain why you're making the offer.
    • Make it easy for the reader to take action
    • Give the reader multiple chances to take action.
    • Find out how the target market talks to each other - then use their
      language.
    • Show, don't tell.
    • Does your copy talk more about the reader and how their problem can
      be solved or about you and how you have a product for them?
    • Always use a powerful P.S. that reiterates your entire message in
      just a few punchy sentences.
    • Use plenty of sub-headlines that grab attention just like the main
      headline.
    • Address all potential objections.
    • Talk about benefits as often as you can.
    • The goal of the first few lines is ONLY to get the reader to read the
      next line, then the next, then the next, then the... etc.
    • Test multiple versions of your copy. Simply changing the headline may
      be all you need to make millions.
    • Decide on exactly what you want the reader to do and slowly guide
      them towards it.
    • Use emotional words as often as you can.
    • Tell seductive stories throughout the copy.
    • Get the reader to nod "yes" to your copy, especially at the
      beginning.
    • Use supporting images, not attention grabbing images (the focus should be on the content, not the images)
    • Keep sales page narrow and not too wide.
    • Don't concentrate on keywords only and apply them where they BEST fit. Fit the keywords into the copy, not the copy into the keywords.
    • Keep paragraphs short and easy to read. Tip: no longer than 4 lines a paragraph.
    • After it's all over and done with, ask yourself, "so what?"
    • Create a buyers environment.
    • Use good justification techniques, especially if a higher priced item, product or service.
    • Make the first sentence extremely short.
    • Create interest and excitement.
    • Use drama to good effect.
    • Explain what makes your product or service different.
    • Use short punchy, precise sentences, no more than 2-3 sentences per paragraph.
    • Anticipate questions in advance and answer them directly.
    • Create gravity pulling, slippery sales copy that virtually compels the reader to slide right into the direct call to action...
    • No. Humor does not sell.
    • Johnson boxes. Use them. Johnson Box - Wikipedia, the free encyclopedia
    • Don't go overboard in bolding/italicizing/underlining. Only bold the strong, emotional pieces.
    • Use custom bullets for lists. Things like money bags, hypnotic circles, or bananas. Whatever goes with what you're selling.
    • Always give away as many bonuses as you can. People will often buy just for these.
    • Try using "action elements" like check boxes, fields, and text area's for the user to take part in the sales letter.
    • Please no yellow on white or black on dark grey text. You must have contrast to be able to read text.
    • Do not over use exclamation points!

    Really. Run your list through this copy before asking for a critique. You're going to get a MUCH better response from copywriters if you do.

    Add more useful stuff as I am sure I still missed a bunch.
     
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  2. WizGizmo

    WizGizmo Super Moderator Staff Member Premium Member

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    Thanks Steven . . . There are some good tips in your post.

    Much Appreciated :)

    "Wiz"
     
    • Thanks Thanks x 1
  3. StevenJones

    StevenJones Junior Member

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    Wiz, thanks for your kind words.

    Not all credit goes to me as this is a compiled list from existing points. Might as well share my eBook on WSOs
    and the psychology. Will do so in the member download area.

    Why not try adding some of your own Wizz?
     
  4. Vibrance

    Vibrance Junior Member

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    Good stuff - given thanks and going to print it for use when I finish my ebook :)
     
  5. StevenJones

    StevenJones Junior Member

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    Good stuff, where do you plan to launch it? You also might find the Ultimate Sales Letter by Dan S. Kennedy a good read.
    I prefer to buy hardcopies or paperbacks. So can't share with you. Saw that it was being shared by someone else on this forum
    though!
     
  6. WizGizmo

    WizGizmo Super Moderator Staff Member Premium Member

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    - Does my copy talk to the prospect as a friend? (One-to-one)
    It's better to come across loose, conversational, & personable,
    rather than stiff and "corporate-like".

    - Am I visualizing this person as I write?

    - Do I sound like a human being?

    - Does my sales page start off with a compelling benefit?

    - Is this a benefit that my prospect cares about?

    - Does my ad copy communicate exactly how/why the solution works?
    (Remember . . . the word "because" is one of the most powerful words
    in copywriting).

    - Have the important objections been addressed?

    - Is there an opportunity to tell the story of how I was helped by the
    product I am offering? (Relate to your prospect's problem if possible).

    - Am I making sure NOT to use the words, we, us, our?

    - Am I making sure that my sales pitch is emotional (rather than
    analytical or highly rational?)

    - Don't talk about the drill - talk about those beautiful, perfect holes it makes! :)

    - I need to sell the FEELING the prospect will get from buying/using my product.
    Sell the "sizzle" [benefits] - not the "steak" [features]

    - Am i injecting enthusiasm into my ad copy?
    (Enthusiasm is contagious - in a positive way).

    Cheers! - "Wiz"
     
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  7. StevenJones

    StevenJones Junior Member

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    Great... Especially the human being part and enthusiasm.. It's really important to add personality into
    the copy. Great for branding yourself and company for the long run. Look at Frank Kern for example,
    his facebook status updates are fun and he knows how to pitch it to his crowd.

    Also I like to use the following method...

    Identify Pain
    Agitate Pain to get prospect emotional
    Offer solution
    Call to action...

    That's it in a nutshell each step should be properly exploited and executed
    for the maximum return.

    Steven
     
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  8. WizGizmo

    WizGizmo Super Moderator Staff Member Premium Member

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    Good job Steven! . . . Hopefully our members will
    take some of these tips and put them to good use. :)

    Cheers! - "Wiz"
     
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  9. StevenJones

    StevenJones Junior Member

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    Thanks for such kinds words.. I also hope that some of the members take this to heart..

    OFFTOPIC: Just got the 100 post in the area I love most.. Copywriting techniques.. Off to get Jr. VIP.
     
  10. WizGizmo

    WizGizmo Super Moderator Staff Member Premium Member

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    Wow! . . . That was quick! . . . Congratulations on your upgrade to Jr. VIP.

    PS: I gave you a +rep for your contribution. :)

    Cheers! - "Wiz"
     
  11. StevenJones

    StevenJones Junior Member

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    Appreciate it!

    That was quick indeed, it said 7 days approval already got mine :p
     
  12. Beingakrant

    Beingakrant BANNED BANNED

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    Awesome post Steven and Congrats for your elevation to J.Vip. I'll be joining the blue group in the month of December. I've finalized a date too. :)

    @Wiz- You were awesome as always. Some of the points mentioned in your posts were really and I have copied them down too.

    Cheers :)
     
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  13. StevenJones

    StevenJones Junior Member

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    If you are the embodiment of this whole forum I would like to stick here a long time. The vibe on this forum
    is very constructive and everybody is very kind to each other. Really enjoying myself here thus far..

    ONTOPIC: Need some other tips or got a questions! JUST ASK!
     
  14. WizGizmo

    WizGizmo Super Moderator Staff Member Premium Member

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    There are some great people on BHW. Stay positive
    and keep contributing and you will surely meet them.

    Enjoy your new Jr. VIP status. Lots of good people
    sharing their valuable knowledge there. :)

    Cheers! - "Wiz"
     
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  15. Jenny30

    Jenny30 Regular Member

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    Great post Steven, and i must i loved this thread the information you and wiz shared is truly appreciable.
     
  16. BENNY8877

    BENNY8877 Supreme Member

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    "You" is also one of the most important words to use when writing Copy.
     
    Last edited: Dec 3, 2012
  17. StevenJones

    StevenJones Junior Member

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    YOU are totally right! Copy should revolve around the prospect and not the seller.
     
  18. jake454

    jake454 Junior Member

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    Great list from you and wiz, just went through my 2 emails I set up and I can check a fair amount off :p I dont know if this counts as copy but I would also add trust into the list, having contact information on the sales page helps people to know if they have an issue their money is with real people and not being sent out into space.
     
  19. skittles

    skittles BANNED BANNED Premium Member

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    Golden list! awesome - gotta read some I haven't :D
     
  20. StevenJones

    StevenJones Junior Member

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    Copywriting does not equal sales letter at all... You can sure do use some of the tips for emails as well :)