How to Write Copy Like a Pro - 20 Tips

The first part of a series which delivers the 101 most important things to keep in mind when writing sales copy.  The tips will include how to get started, how to write compelling copy and how to improve what you’ve already written.

1. Start a swipe file. Good copywriters are always on the lookout for examples of good
copy. When you find them, add them to your “swipe file” for ideas when you get
stumped. Of course it’s never advisable to plagiarize something another copywriter
has written, but you can take a particularly well-written letter or ad and rework it so it
works for what you’re selling.

2. Spend time copying out excellent sales letters. Most of the world’s best copywriters
will tell you that they got started by literally handwriting out some of the best sales letters of all time. Doing this will help you to learn the flow of a good sales letter and how to take readers from being mildly interested to pulling out their credit cards.

3. Understand your customers to write more compelling copy. If you want to write
copy that captures the attention of potential customers, you need to know who it is
that you are writing for and what’s important to them. Take the time to clearly define
your target market by researching them in online forums, reading the products they’re
buying and conducting surveys. Who is your ideal customer? How old are there?
Where do they live? What do they want out of life? What do they look for in products
similar to yours? A lot of copywriters assume they are part of their own target market
and don’t spend nearly enough time on this important step. Be sure you’ve researched
your ideal customer inside and out before you ever write a word of copy!

4. Start headline writing by brainstorming several options. No one – not even the
most seasoned copywriters – get a headline right on the first try. So accept this and
get started brainstorming headline ideas. Try creating one around each of the major
benefits of your product. Other great ideas are to write a few in the style of “How
To…” or “Discover….”. You’ll find that the more you write, the easier it becomes to
create great headlines. And when you’re done you can combine them to create the
perfect one.

5. Know where your prospects are in the buying process. There are 5 phases
customers go through when making a purchase. First they IDENTIFY a want. They
then SEARCH for a solution. Once potential solutions are found they EVALUATE
the different options and then DECIDE on one. Finally they make their PURCHASE.
By knowing which phase your customers are in when they arrive at your site you can
better help guide them through the remaining phases.

6. Make a big list of benefits and features before you begin writing. The more you
have to work with, the easier the task. That goes for any writing project… and it’s
especially true when writing sales letters. With plenty of resources and reference
material at hand, writing copy is a breeze. The trick is to spend the time and effort
digging up the gems before you begin.

7. Know what action you want visitors to take before you write any copy. Before
you write a word of copy, take the time to plan out how you want visitors to move
around your site. Maybe it doesn’t make sense to try and sell them on their initial
visit. This may be the case if you sell a product that is complicated to explain or that
is a costly purchase. In this case you may want your sales copy to guide prospects to
contact you to learn more or signup for a demo. Whatever action you want prospects
to take, make sure your sales copy makes it very explicit. You will always see a better
result from spelling out EXACTLY what you want prospects to do.

8. Spend time crafting a great Unique Selling Proposition (USP). Your USP is the
thing you offer that makes you different from everyone else in your industry. It may
be your guarantee, your bonuses, your method of doing business… whatever it is,
make sure your customers know it! Many companies have been very successful at
making their USP their company tagline. Take Domino’s pizza for example – “madeto-
order hot pizza delivered in 30 minutes or less — guaranteed” is their USP and
also the tagline that made them into one of the largest and most successful pizza
chains in North America.

9. Choose the best approach for your audience. In some industries, prospects respond
better to an informative sales letter. This technique is often referred to as education
marketing. Sometimes a very sales based approach is best. By knowing your
prospects and what their biggest wants are, you’ll be able to determine the best
approach for them.

10. Before you start writing, create a plan. Always sit down and make at least a short
plan before you start drafting your website or sales letter. Without a plan, you are
more likely to get off-topic or to lose track of what you wanted to say next. Even a
simple outline can keep you on track and help you ensure you don’t miss any
important points.

11. Always have a goal in mind when writing sales copy. The first thing you need to
do before you write a single word is determine what you want to get out of your
efforts. Perhaps you want to broaden your customer base to include different types of
customers or maybe your goal is to increase your conversion rate. Regardless of what
you’re aiming for – you need to clearly define that goal ahead of time. Once you do,
you will be much better equipped to steer your customers in the right direction
through your copywriting. And you’ll have a way of measuring the success of your
copy.

12. Study your competitors. One of the most important activities that any online
marketer can do is to study their competition. Know what your competitors are
offering, how much they are charging and what marketing activities they are using to
get their customers. Then use this information to be better then they are!

13. Find out how your competitors look to their customers. Do they look competent
and trustworthy, or do they have shortcomings that are quite obvious? Do they have a
great technique for convincing customers to buy? Take advantage of what you learn,
because there’s no rule against borrowing successful marketing techniques from
anyone, even your competition.

14. Learn how to turn features into benefits. Start by making two lists, the first should
be the benefits of your product and the second should be the features. Now, combine
the lists by transforming the features into additional benefits. Instead of just listing
“immediate access to …”, use “YOU WILL GET immediate access to…” This is a
good approach, because benefits sell products better than features. And, when you
can turn your features into benefits you are explaining your product in a way that
focuses on the reader rather than on your product.

15. Study successful ads. One of the most important things that any writer can do is to
read. Read online ads in Adwords, Traffic Exchanges and newsletters. Read ads in
magazines to see how ad agencies are persuading prospects. In particular you should
pay close attention to products and services that you know your target market is
buying. Then take a similar approach with your sales letter.

16. In your rush to launch your website, don’t neglect your sales letter. Launching a
new website is an exciting time. But in your excitement, don’t let your sales letter
suffer. It’s critical to your success that you take the time to thoroughly research your
target market and address their wants in your sales letter. Failing to do so will result in
dismal results and a lot of frustration!

17. Determine what the “hook” is. The dream of every copywriter is that they will be
able to find the one “hook” that grabs customers and doesn’t let them go until they’ve
made a purchase. Although it’s not an easy task, it’s well worth the time spent to find
the hook that is irresistible to your prospects. Once you’ve got it, craft your sales
letter so that it uses the hook to convey to customers how well you understand their
wants and positions your product or service as the best possible solution.

18. Learn how to write compelling headlines from magazines. Take a trip to your local
bookstore, grocery store or convenience store and scan the covers of magazines.
You’re looking at one of the best examples of compelling copywriting. People buy
magazines right off the rack for one reason – the headlines. More specifically, it’s the
short, bullet-like copy that sucks prospects in because they just have to learn more.
Pay close attention to how these headlines are written and use that information to
write better headlines for your site.

19. Make testimonial gathering a part of your marketing. Glowing testimonials from
satisfied customers is an excellent way to show new prospects the value of what you
offer. To make sure you have a steady stream of new testimonials, follow-up with
customers after each sale and respectfully ask for their feedback. Many customers
will happily send along their thoughts and with their permission you can use their
comments on your website. Nothing is more effective in convincing unsure prospects
than hearing glowing words from others who were once unsure prospects themselves.

20. Get endorsements to enhance your credibility. Endorsements from recognized
experts or institutions in your field will immediately inject credibility into your sales
letter. The best endorsements read like convincing testimonials plus they have the
added impact of coming form a voice of authority. After all, what expert would risk
their reputation to endorse a product for nothing… unless they really had no qualms
about doing so because they absolutely loved the product!