Turn Your Copy Into Customers
7 Lessons On How To Turn Your Copy Into Customers
How To Turn Your Copy Into Customers – 7 Lessons From The Legendary Joseph Sugarman
Lesson #1: Become An Expert
“You must become an expert on a product, service or anything you write about to really be effective.”-Joseph Sugarman
- The first step in the copywriting process is to become an expert in whatever you’re about to sell.
- Whether it’s a product or a service, you need to pick up enough specific knowledge to find the right details to effectively sell to customers.
Lesson #2: Know Your Customers
“If it is your assignment to write copy for a product or service that you really don’t have a feel for, then you have a great deal of studying to do to make sure you understand who your customer is and what motivates him or her.”-Joseph Sugarman
- It’s critical to know what they like, what they don’t like, and how they think.
- You want to know what interests them and what makes them excited.
- Knowing your customers helps you to speak their language, write about the right benefits to sell the product, and overcome any purchasing hurdles.
Lesson #3: Write Quickly
- You may not know this yet, but rewriting is the secret to any kind of writing, not just copywriting.
- Whether you’re writing the first draft for a homepage, a landing page, or an e-mail sales letter, it’s best to let the copy flow unhindered.
- The goal is to get something onto the page.
- You can always change it by altering or deleting words, phrases, or paragraphs, but it’s impossible to improve copy until it’s written down.
Lesson #4: Get The First Line Read
“All the elements in an advertisement are primarily designed to do one thing and one thing only: get you to read the first sentence of the copy.”-Joseph Sugarman
- It’s easy to get caught up in how beautiful a picture is or how perfect the design needs to be, forgetting that the point of every design element is to get the first line read.
- If the first line doesn’t get read, then the headline, the layout, the design, and the pictures aren’t doing their job.
Lesson #5: Frame Effectively
- You need to create the right frame through which people view your product or service.
- When it comes to selling online or through an ad, the frame in which people see your product or service is determined by your site’s style and the design.
- Fire sale ads use lots of red and yellow; luxury ads use more black, gold, and silver.
- All of the design factors work together to create the right buying environment for each individual product.
Lesson #6: Create A Slippery Slide
“Your readers should be so compelled to read your copy that they cannot stop reading until they read all of it as if sliding down a slippery slide.”-Joseph Sugarman
- Every copywriters’ job is to get the copy read.
- This is accomplished by creating a slippery slide of copy that compels people to keep reading.
- If people are interested in a product, they’ll naturally read as much as they can about it; if they’re not, they’ll hardly read anything.
- The copywriter’s job is to get people who are interested to keep reading.
- This is accomplished by creating a slippery slide of copy that people can’t resist reading all the way to the end.
Lesson #7: Target Emotions
“You sell on emotion, but you justify a purchase with logic.”-Joseph Sugarman
- One of the most important lessons any marketer can learn is that people buy primarily based on emotions.
- Initially they want a product; then they justify why they need it.
- In order to increase sales, you want to first target customers’ emotions.
- After doing so, features can be used to justify the purchase logically and give people reasons to buy.
- But everything starts with emotions and creating a desire for your product.
The point of ads, marketing campaigns, and web designs is not to win awards or create the most beautiful design possible…..
…..it is to create the optimal presentation with the most persuasive copy in order to convince customers to purchase a product or service.
Remembering this is critical……
It’s important to reflect on the purpose of compelling copy.
What is it really for?
Joseph Sugarman’s purpose for all of this is in one phrase:
“To cause a person to exchange his or her hard-earned money for a product or service.”
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To Your Success,