Copywriting is a mental process, the successful execution of of which
reflects the sum total of all your experiences, your specific knowledge
and your ability to mentally process that information and eventually
transfer this to a piece of paper all for the purpose of communicating
an idea.
The purpose is to reach out in your pocket and buy the product.
The format
First line: lead-sentence, a few words, second sentence getting you
to read the rest.
Use the next aspects as a checklist for your copy:
 | What's the best environment to sell the product? |
| Harmonize with the prospect / reader (rapport, get the prospect to
say yes, make compliments, harmonize with the environment and
product |
| Selling books; based on curiosity, suggestion, a secret in the
book |
| Slippery slide in the copy of an ad (over the edge, pitch and
tempo) |
| Seeds of curiosity (later I'll tell you something I never told
anyone else, but there's more, wait till you read what I just
discovered, getting interest) |
| Sell with emotion, use logic to justify the purchase (sell the
concept with emotion, example: challenging the buyer) |
| Technical explanation; it shows and proves you're an expert |
| Service; raise and solve the issue if you're product needs service |
| Trial period; courteous refund? |
| Price comparison; good value |
| Ask for the order, close the deal |
| Summary |
| Product explanation |
| Sexual orientation; be careful not to be too sexist |
| Raising objections and resolve it |
| New feature; highlight them |
| Ease of ordering |
| Clear copy; write for yourself (bigger for upscale audience |
| Rhythm in an add (short and long sentences) |
| Paragraph headings / subheadings (makes the copy look less
intimidating; in direct mail: making statements, attention getting) |
| Type face; legible language, clear Seriff style type |
| Physical Facts, mention all facts, size, weight, price |
| Name the price |
| Testimonials |
| Avoid saying too much |
| Conversational tone: First person: I want to..., me, we, our ...
to a person individual |
| Tell a story in the copy |
| How to structure the content |
| Inquiry generator: first call then sales or direct sales: test! |
| Contest in the add: challenge the reader |
| Branding start up: informative |
| Copy should be long enough to cause the reader to take the action
you request. |
| Every communication should be a personal one from the writer to
the recipient regardless of the medium used |
| The ideas presented in your copy should flow in a logical fashion
as if you were face to face with your prospect anticipating and
raising every question and answering them as if these questions were
indeed asked |
| In the editing process you reduce the copy to express exactly to
what you want to express with the least amounts of words |
| Selling the cure is a lot easier than selling a preventative,
unless the preventative is perceived as a cure or the cure would
have aspects of the preventative or is emphasized. |
| Telling a story can effectively sell your product, create the
environment or get your reader well into your copy as you create an
emotional bonding with your prospect. |
| Use the slippery slide; your reader should be so compelled to read
your copy that they cannot stop reading until they read all of it. |
| Keep the copy interesting and keep the reader interested by the
power of curiosity |
| The incubation process is the power of your subconscious mind to
use all of your knowledge and experiences to solve a specific
problem the efficiency of which is dedicated or dictated by time
orientation, environment and ego. (take a break) |
| Never sell a product or service, always sell a concept. |
| The mindstretch-effect; the more the mind must work to reach a
conclusion, which it eventually successfully reaches, the more
positive, enjoyable and stimulating the experience. |
