Guest Post by Debra Jason of The Write Direction
As entrepreneurs one of the most important tools we have in offering our programs and services is the content (known as “copy” in the marketing/advertising industry) we use to communicate our messages.
If I’m correct, you want to help others and I’m here to help you by delivering a 5-step copywriting formula that is designed to help your ideal clients connect with your message – one that reaches out to them and gets results.
Compel Prospects to Purchase
Whether you’re writing direct mail piece, video sales letter or an online sales page, your content has to compel prospects to purchase. Think about it.
When you get an offer in the mail, what makes the difference between you throwing it in the circular pile such as the trash or shredder, and opening it?
Write Content That Speaks TO Your Prospects
You want to write web content that speaks TO your prospects, not AT them. I call it “pushing your buttons.” That’s what makes the difference between whether or not the content is something that they’ll continue to read . . . content that grabs them . . . makes them feel understood . . . keeps them reading.
You want prospects to click on that “buy now” button or call you on the phone. But how do you do that? You do it by following this simple 5-step copywriting formula that captivates & converts them into loyal, raving fans . . .
A Simple, 5-Step Copywriting Formula
Step #1: Determine the problem.
What is the issue facing your target audience? Touch on the emotions they might be dealing with daily. For instance, they may be:
- Stressed out about past due bills.
- Frustrated with their jobs.
- Frightened because they lost a job and can’t find a new one.
- Experiencing physical pain such as chronic back pain or arthritis.
- Afraid of losing a loved one – either one who is sick & suffering or perhaps their relationship is tenuous and on the rocks and they’re contemplating separation or divorce.
Use these triggers in your headlines, bullet points, or in the names of your free reports, etc. Doing so, keeps people coming back because they want help.
What’s the issue facing your prospects? What’s the problem that you have a solution for? Determine that first.
Step #2: Push your prospects’ buttons.
As you address the problems, pushing buttons comes along naturally. It’s in this step, that you let your prospects know you:
- Understand their feelings
- You can relate to their stress, pain, anger, overwhelm, etc.
Whatever their problem is, you want them to know that you understand them and their pain.
While I’m guessing you don’t want to make anyone feel absolutely miserable, you can push their buttons enough to demonstrate that you’re compassionate and get where they’re coming from and that therefore, you can help them.
Step # 3: Create that AHA moment.
This is the moment when, while they’re reading your content, your prospects are thinking:
“Yes, this company gets me.”
“Yes, they understand my feelings . . . my fears . . . my anxiety.”
“Yes, they can relate to what I’m going through. Therefore, I want what they have.”
EXAMPLE #1 –
Do you feel like you’re wasting hours trying to create content to promote your service and coming up blank?
Are you burned out by trying to write everything on your own?
Or you’re worried that prospects won’t respond to your offer and you’ll be left hanging in the dark – no clients, no sales?
After pushing their buttons & creating that AHA moment, you want to move onto Step #4.
Step #4: Offer the solution to your prospects’ problem!
As direct marketing pro Bob Stone wrote “. . . people respond to any given proposition for one of two reasons: to gain something they do not have or to avoid losing something they now possess.” For instance, they may want to:
- Make money or avoid losing it.
- Save time.
- Avoid losing possessions.
- Have great health or avoid getting sick.
Let prospects know how your product or service will affect them personally. Tell them how you can help alleviate their problem. Remember, prospects and customers want to know “what’s in it for me?”
Step #5: Get your prospects to respond.
Of course, last, but not least is your call to action. Don’t forget to tell your prospects what you want them to do.
I can’t tell you how many times I get an e-mail or my phone rings and the person on the other end is asking me if I’d review their Web site. He/she says something like, “I paid a lot of money to have a Web site created & I loved the design. However, time has gone by and I haven’t had any inquiries . . . responses . . . sales.”
As a copywriter, I go to their site and am surprised by what I see or I should say, what I don’t see. One major aspect that is missing is the CALL TO ACTION. And, I don’t mean on one page. I mean a call to action on all the pages.
It may sound obvious, but it’s really important to do this. For instance, let prospects know if they should:
- Complete & return the sign up or registration form.
- Dial a toll free number and call you.
- Click on the “buy now” button?
I reveal 9 tips on my blog post about this topic at http://www.writedirection.com/call-to-action.
Go Back & Review Your Copy
Now that you know the five steps, go back and review your copy.
Are you pushing prospects’ or customers’ buttons? Are you letting them know how you can help them “see the light of day?”
Post your comments below I’d love to hear from you.
Remember this, people want what you have to offer them. They want to transform their lives and you can help them. Do so by touching on their problems, creating an AHA moment and offering them a solution. You CAN make a difference! I know you can.
Here’s to your writing success!
Debra Jason is a seasoned copywriter with 25+ years of experience in the field of direct marketing. A recipient of the Rocky Mountain Direct Marketing Association’s “Creative Person of the Year” award, she started her business, The Write Direction, in 1989. When you’re struggling to find the right words to express your passion, Debra converts your ideas into words that compel and convert your prospects into loyal, raving fans. Click here to connect with Debra and get a free How-To marketing report. Or, follow her Fan Page at http://facebook.com/writedirection
Hi Debra
I enjoyed your post, yes you have to connect with your subscribers on all levels, they do want to buy what you have to offer but you must build a relationship with them. You have mentioned a great way of doing this by “pushing the buttons” it’s a great way to get your list to respond and trust you.
Thanks for sharing and hope you have a great day!
Pauline
@Pauline, building relationships first is so important. If you think about who you do business with & who do business with you, it’s most likely those people you’ve developed the KLT factor with (Know, Like & Trust). Wouldn’t you agree?
Here’s to your writing success & have a great day as well.
Thanks for posting your comments.
Debra
I think that pushing buttons and showing we understand really does help build that trust. :)
You can say that again @Michelle, but I’ll add “showing we understand and care.”
~Debra
These are great tips!
We have been using similar concepts for nigh four decades now and have been pleased with the results. Take them to heart!
@Roy, glad you enjoyed the tips and have been using them successfully. Touching on emotions and showing an authentic, genuine concern for helping your customers goes a long way.
Have a great day & thanks for sharing.
Debra
It really does work, thanks Roy for sharing that–it’s great to see those “in action” examples and results. :)
Great tips Debra – Thanks for breaking it down so clearly and succinctly. Copy writing is not my strength but I’m improving and staying diligent to master it. I’ll refer back to your actionable tips when I write my content. I think it’s also important to be sure you’re speaking to the right audience.
Thanks for sharing
Knowing your audience is so valuable, Adalia. Right offer to the right people. :)
You’re on the right track @Adalia. ICommunicating a message that addresses your audience’s wants and needs shows you understand where they’re coming from. You want them to read your message and think to themselves “Yes, Adalia really gets where I’m coming from.”
Let me know how I can help support you.
Thanks.
~Debra
Hi Debra,
I am so glad I read this. Have just finished working on a sales page and now I feel much better knowing that I have at least produced a winning formula.
Thank you so much for your knowledge.
Madonna
You’re welcome @Madonna. What’s the URL for your sales page, would love to see what you wrote.
~Debra
Connecting with prospect customer is very important and to know your customer is the one major component in building a successful blog —that is why it is so important to blog about what you are passionate about.
@Becca is it easier to communicate when you’re passionate about what you do and how you can help others. What are you passionate about?
~Debra
Great post Debra. It is so to write compelling posts for your reader. These steps are a great reference tool!
I would love for you to include this post in my How To Wednesday Link Up it is very helpful.
Lisa
Hey Lisa, feel free to link and share. :) Thanks!!
Ditto. Much appreciated. :) Thanks
These five steps are essential, especially step 5. So often I’ve done the first four then dropped the ball by not being direct and tell my readers/clients exactly what I want them to do. I’m working to correct this.