What is the single most important skill for writing compelling copy?
There is one particular copywriting skill, which you absolutely need if you want to get good. And there’s a difference between writing copy, and writing good copy.
“The most important skill you can develop as a copywriter is the ability to write bullets.” – Ken McCarthy
This is one of the big secrets to writing emotionally compelling sales copy—knowing how to craft hard-hitting bullets.
So, what are bullets?
- Bullets in sales copy are tightly compressed statements which focus on one specific benefit of your offer.
- They’re usually listed as check marks, arrows or bullets on the page.
- Here’s an example from the Attraction Marketing Formula sales page:
- How to create a perfect “Doorway” into your business and generate an endless stream of high-quality leads. I’ll show you the most effective way to attract a huge number of prospects and exactly what I did to go from lead poverty to creating literally HUNDREDS of Thousands of leads online. (Page 57)
- As you can see, it highlights a very specific benefit the prospect would get after they buy Attraction Marketing Formula.
- Notice I said benefit, not a feature.
- There’s a HUGE difference.
- Features are what the offer/product/service is made up of.
- A benefit is what the prospect gets.
Your goal is to translate as many features of your offer into benefits. Because remember this golden rule of salesmanship – the only thing your prospect cares about is… what’s in it for them (WIFM)?
Turning a feature into a benefit, makes it more visual. It stimulates their curiosity and triggers imagination in their brain. Read these 2 sentences and see how you feel when your read them. (Because remember, people buy emotionally, NOT logically.)
- How to create a perfect, high-converting opt-in page
- How to create a perfect “Doorway” into your business and generate an endless stream of high-quality leads.
- Which of these two creates the desire within you to want to know more?
- The first one has no curiosity built in, while the second is curiosity driven.
- An emotion you want to keep hitting with all your copy.
Here’s how YOU can do it too:
- You take a feature, such as an opt-in page, and ask yourself this question – What does that mean to my prospect?
- If they learn how to create an opt-in page, what will that mean to them?
- And THAT is your benefit statement.
- You can do the same thing with webinars and videos:
- In the first 2 minutes you’re going to discover how to …
- In minute 15 you’re going to get my #1 secret to …
- In minute 27 I reveal a little-known strategy to …
- The word “YOU” is the most powerful work you can use in your ads:
- How to create a perfect doorway into YOUR business
- The more specific you can get, the more believable and compelling your copy will be.
- Always ask:
- How can I say it better?
- How can I make it more specific?
- How can I make it more descriptive and visual?
Keep in mind… the more benefits you can give them, the more likely they will end up buying your product.
Sounds like work doesn’t it? Well, it is. But that again is the difference between good copy and average. Which means… the difference between barely getting any sales and having an explosion of sales and income :─)
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To Your Success,