How to Turn your Products and Services into Best Sellers with a Copy that Sells. Effective Writing Communications in Your Business
Business and online-business
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How to Make All Your Texts Sell (Copywriting)

When an owner of a small or medium-size business decides to advertise, more often than not the paid ad turns out to be a waste of money instead of an investment. You can choose a good publication and create a good ad layout, but the ad still does not work.

Why does this happen? All you have to do is write the ad copy incorrectly and you have uselessly blown your advertising budget. Unfortunately, most companies do not teach their employees effective techniques of writing an advertising copy. As a result, your client receives your proposal and not only does not give you the money, but does not even read the first paragraph. The reader of a newspaper or a magazine does not notice your ad. A visitor leaves your webpage after barely glancing at the text.

So in the end, the entrepreneur invests in website promotion and salaries and gets hardly any results. In fact, all you need to do is rewrite your advertisement following the rules of good copywriting to boost your returns several times over. You can easily influence your clients’ opinions and decisions even without personal meetings or phone calls. It is not difficult to make your copy sell instead of your employees. It would sell round the clock, with no vacations or holidays, without a need for an office or a salary, without making you spend time on customer service and employee monitoring.

Stop wasting money on useless advertisements! It is easy to learn copywriting (the skill of writing copy that sells) techniques. You do not need to write literary works or try to make it “sound pretty.” Simply learn the algorithm for putting together effective advertising messages and carry them through to your audience using the right advertising channels. The money you invest in advertising will bring you more clients than you will be able to serve. Then, you will have no need for a pointless waste of your advertising budget.

The Algorithm for Creating Effective Advertising Messages

Using advertising you should:

1) Attract the customer’s attention;

2) Interest the client in your offer;

3) Motivate the client to a desired action.

You will choose different techniques to achieve these objectives depending on the size of an ad and on the advertising channels you use. However, both a 70-character contextual ad and your own selling website will use the same tools.

You will typically use the following elements in an ad:

1) Header and/or picture;

2) USP;

3) Call to action (works better if there are restrictions).

The header serves to call attention. The word “eye-stopper” shows exactly what it does – catches the eye of your potential client, “hooks” it on your ad. Half the battle of a successful ad is won by the header which makes the person want to learn more. You cannot sell with a header; you cannot convince someone with one striking phrase to buy from you. Making someone reach a decision to buy is the function of the main part of your ad. However, you can interest your customer; make them go on reading your selling copy with a header. Sometimes you can improve the response several times over simply by changing the header, without changing another word.

Companies are often afraid to use long headers or believe them wrong and tiresome to the client. That is not so. If you clients are interested in the benefits you offer, they will read Great Expectations to make sure that they are spending their money on the right thing. People, who believe that a header must be short, simply do not know how to think of a good one.

Strange to say, but our most successful header, for example, was also our longest one: “How do professionals boost their projects from scratch for free? Little-known ways to increase your business profits free and fast.” There were 7 times more (!) people who clicked on it in a day than on other articles in the same section of a news website, even despite the “sponsored feature” warning.

Your goal is not to attract every person in the country. Your goal is to attract those clients who have money and who want to get your service or product. You need not worry about the rest. That is why it is better to mention specifically the people you are looking for as your clients in the header instead of the trivial “secrets of success.” You would be better off with 100 people who have the money and wish to pay for your services than to attract 10 thousand random people with no money to your website.

You can attract attention to your ad with a unique design or a striking picture. A provocative or funny picture works especially well. If humor is not very appropriate in your line of business, you can add a photo of your product or an appropriate subject picture.

Exercise

Think of over one hundred eye-catching headers for the different types of attractive phrase construction using the templates below. Afterwards, you can not only use these striking, catchy phrases as headers for your articles, but also combine them for ads or website copy; use them in a selling e-signature or a call to action on your business card. They will work in your presentations and interviews, you can use these phrases to motivate the client to a desired action, compose contextual advertising out of them and use them as subject headers for client letters.

Practice making up a lot of such phrases. You can combine and rearrange these sentences, change the word order and move the phrases around. Your header can consist of two different headers. Later on you can come back to these notes and you will have an endless stream of ads, article headers, subheaders and interesting points. If your ad consists of a combination of eye-catching headers, your clients will enjoy reading it much more than the usual “our company is smart, beautiful, great, and has been on the market for 100 years.”

To select the best header of the ones you come up with you need to do an advertising campaign on Google AdWords; add $10 to your account and make several contextual ads. Each header you thought of is one ad. Whichever phrase collects more clicks is the one you should use in advertising.

Headers and captions (e-mails, business cards)

• A command to benefit!

• Question

• How… (Know-how)

• Guarantee

• Problem – solution

• Reasons (why, what for)

• Success story

• News

• Number

• Not THIS – THAT!

• If…, then…!

• Secret

• Addressing a narrow niche

• Loss

• Benefit

Header Type

Example

A command to benefit

Use a verb in the imperative: learn, get, become, do, decide. After that list a benefit to the client

 

 

 

 

 

 

 

 

 

 

 

Increase your business profit!

Learn how your business can make more money!

Stop overpaying for ineffective advertisement!

Stop wasting money on ineffective marketing once and for all! Get the max! It’s possible!

Choose profit!

Earn more on every client!

Take your money!

Invest in knowledge, the returns are quicker!

See how simply your business can bring you more money!

Note discounts!

 

Question

How?

What?

Who?

Where?

When?

How much?

From whom?

From where?

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Who else needs additional income?

Which half of your advertising is unnecessary?

Do you want to learn and use dozens of tried and tested techniques for increasing profits with instant returns and without an implementation budget?

Would you like to double your net profit in 4.5 months?

Would you like to increase your company profit fast and free?

How many free advertising techniques do you use?

Can entrepreneurs grow their business without investment?

What do you need for your company to outdo the competition?

No one answered the ad again?

Which techniques can you use in your business instantly?

What do successful businessmen know that the losers don’t?

How. Know-how (“we know how”)

Knowledge or instructions on how to do something or how to get a certain benefit or advantage. Client’s benefit should be clear right away

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

How to double your business efficiency for only $179.

How to sell easily.

How to increase income even during a crisis.

How a sales manager can write proposals to make three times more sales.

How to increase your business revenue by 100% quickly with no additional expense.

How to improve returns on your ads.

How to advertise cheaply or for free.

How to get your clients to sell instead of you.

How to make your clients say “Wow!” and enthusiastically recommend you to their friends for free.

How to increase sales.

How to outdo the competition.

How to reduce your marketing budget for the new year by 50% and increase sales at the same time.

How to sell more than the competition with a smaller advertising budget.

How to get the clients to choose your company.

Warranty

Put your warranty in the header. You can play up this “consumer right” as an exclusive offer, an ad. Salespeople often rely on consumer ignorance and do not advertise or hold back on their responsibilities. Why not advertise the warranty that you give?

This is a great way to differentiate yourself from the competition.

With your warranty you will “hook” the audience that is afraid to be taken advantage of or cheated out of their money.

No risk! Double your profits or your money back!

If you find it cheaper, bring it back and we’ll refund your money!

 

 

 

 

 

Problem and solution

Take the key message of your ad directly to the heading using the “problem – solution” model. You can describe the client’s key problem directly in the heading, as well as the simple, free solution you are offering

No budget for expensive advertising? Learn to increase sales with guerilla marketing!

 

 

Reasons

Why or what for

Any reasons that you can start describing using the word “why.” In this case all phrases begin with “why.”

 

 

 

 

 

Why does your business not make five times as much as it does now?

Why should you attend a seminar on increasing profits?

Why do customers choose your competitors?

Why do your clients pay you less than you wish?

Success story

 

 

 

 

 

 

 

 

 

 

 

 

 

 

How I grew my business without investing money.

How professionals boost their projects from scratch for free.

How a simple idea increased company profits by 23%.

They laughed at our new advertisement, but the laughter turned into wonder when we sold out.

They did not know how to advertise for free before and now they are market leaders.

They did not know what to do with their losses, but after our seminar their business brings profits.

News

Remember tabloid headlines: “Man falls out of 12th floor window and survives!”

Any news can be carried out into an eye-catching headline, just like in a tabloid. It is nice if you can somehow link the news to the subject of the article.

Use exclamations like “Now!” or “Finally!”

For the first time in Florida! A workshop on practical low-budget marketing for business leaders!

Now you can increase profits after a two-day seminar!

Finally! Training on increasing your profits has come to Springfield!

Not this, but that. Not a problem, but a solution

Not something nasty, miserable and annoying, but your solution, your benefit, your offer

 

 

Not dismal evenings over loss reports, but a single seminar with us.

Not huge amounts spent on advertising, but new techniques of free promotion for your business

If…, then…

 

 

 

 

 

 

If you attend our seminar, you will save $5,000 on advertising.

If you think that you cannot attend our seminar, you simply have not taken into account how much money you will make after the training!

A Secret

The word “secret” is quite clickable.

It is very effective and interests a lot of people. Tell people your secrets. Bear in mind that theoretical benefits are of no interest in the header – you have to be specific

 

 

Three secrets of ideal advertising.

Top 5 secrets of successful business.

Professionals disclose the secret of boosting a business for free.

The most important secret of business success

Addressing a narrow niche

Identify your narrow niche right in the header – write out exactly who your article is for, so that others do not bother, but those you are interested in stop by and read something addressed specifically to them. The traffic will be lower, but the conversion rate will be much higher. This is a type of header that works very well, especially when used together with other techniques

 

 

 

 

For the managers who want to get more money out of their business and work less!

For those who want to do business right!

Trainings for business leaders – earn more in less time!

For the CFO. How to increase sales without spending.

Information that will help you increase sales – exclusively for small business owners

Loss or mistake

The important thing is not to scare the client too much. Write that everything will be OK once the client goes with you and the problem is solved

 

 

 

How to stop losing money with ineffective advertising once and for all.

A puny mistake that costs your business $3,000 every year.

How not to lose money with useless advertising.

Benefit

Carry out into your header the benefit you are offering to the client. The benefit is the solution to the client’s problem. “Urgency,” “freshness” and other fine “words about nothing” are not a benefit. Pretty words without a message are junk.

Get professional answers to all your marketing questions instantly.

The most effective ways to use your advertising budget.

Give me… and I will…

The promise demonstrates right away what your message is: “give me half an hour and I will tell you, prove to you, show you, improve, increase, fulfill and you will have complete, total, unconditional happiness if you first give me the time for it”

 

 

 

 

Give me have five days and I will make your company a success.

Let me ask seven questions and I will prove that you are losing a small fortune in advertising.

Give me an hour and I will save you 20% of your advertising budget.

Give me 3 hours and grow your business profits exponentially.

A number

A specific number (preferably not a round one) increases the client’s trust and makes the header work: 7 reasons, 12 mistakes, 9 secrets, 5 elements, 27 ways

 

 

 

 

 

 

 

 

 

 

 

 

Accountants and CFOs of 1,758 companies can now sleep soundly, even though they did not even think of auditors before.

Six steps to promote small businesses on Facebook.

107 free advertising techniques.

Nine key secrets of effective advertising.

Save 50% on your advertisement!

Over 100 ways to increase the number of new clients

17 ways to reduce hardware maintenance expenses.

54 techniques to submit your balance sheet on time and without errors

Caution!

Attention!

Warning!

 

 

 

 

 

 

 

 

 

 

Caution! Two thirds of commercial companies will go bankrupt in the next 36 months!

Beware! 98% of all companies do not use advertising funds effectively!

Attention! A smart, competent business leader needed!

Warning: these techniques may bring instant profit growth and market shares to your competitors! Learn them before they do!

Attention, competent managers!

Free!

 

 

Download a free check-list for your advertisement!

Free delivery!

“Who else…”

 

 

Who else wants to increase business profits by 300% with no effort and expense?

“Do you…”

“Are you…”

 

 

 

Do you make these mistakes in your advertising?

Do you want to sell a lot?

Are you smarter than your competitors?

“Do you know?”

 

 

Do you know how much less money you are making in your business than you should?

Provocation

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Your marketing expert would not want you to read this article!

You would not learn these secrets, but…

You don’t really have a chance to advertise for free, but if you attend our seminar you will learn 12 new ways to do it!

What you do not do, your competitors are doing!

If you do not need money, you do not have to learn how to increase your business profits!

If you do not need money, do not implement low-budget marketing techniques!

Guerilla marketing – real increase in profits or a scam?

Businessmen who “know it all” should not read this!

Breakthrough

Revolution

Record

A record! Our seminar attendee increased profits by 27% in only three days!

We wonder

 

 

We wonder how quickly you will double your profits after attending our training.

Imagine

 

 

Imagine that you have increased your business profits by 100% in a few weeks

I

My

 

I managed to raise sales by 237%!

My business grew three times!

Needed

Needed! Intelligent business manager!

Testimonial

 

 

 

 

The business owner is thrilled – after attending the “Secrets of Increasing Sales” training the profits went up by 28% in just one month!

 

Copying a popular famous template

An easy way to waste money on marketing and advertising

Your USP is the main part of your advertisement

• How will the client solve his or her problem?

• Why you and not your competitor?

• Why is the value of your offer higher than its price?

The closing part should call the client to action right now

• Call phone number XXX-ХХХ-ХХХХ!

• Order!

• Add to cart!

• Visit our store!

• Learn more on the website!

• Send a text message and get the code!

• Place your order right now!

• Subscribe!

• Download free information!

• Print/cut out discount coupon!

• Call XXX-ХХХ-ХХХХ for details!

• Read the rest of the article on the website!

• Register for the seminar!

• Reserve your place in the training!

• Order our product right now and get a 10% discount!

It is a very common mistake to leave out the closing part in advertisement. The client reads the ad, gets the information, but never buys anything – because you never said what exactly they should do. You should only choose one call to action per ad; otherwise the client will get confused and will do nothing.

Restrictions work well to make the client stop procrastinating and make the decision to buy. They have to be realistically and logically justified, however. Restrictions should not look artificial or manipulative. Usually restrictions are by the amount of product (it makes sense that if there are only 100 items, they will run out soon), by time (“by September 1” or “7 days,” for example) or to the first ten (25, 100) clients.

Justifications may be related either to your business processes or to events in your industry or on the state level. For example, a new law that comes into effect on January 1 is a good reason to place an order in December.

There is a great real-life funny story about restrictions:

A cat gave birth in a subsidized housing office. An advertisement was put up: “If you need a kitten, please see the management.” No one wanted one. The ad had to be rewritten. “The management decided to allocate one kitten each to single seniors (so that they are not so lonely). The number of kittens is limited. Please see the management.” In half an hour there was not a kitten left.

Exercise

1. Open your SPAM folder and see what messages interest you. Adapt those headers to your offer.

2. Study contextual advertisement on any subject; just make sure to choose your region. If an ad catches your eye, write it down and then think of how to change it so it would fit what you do.

3. Make yourself a “piggybank” of such ideas. The more different templates and options you have, the easier it will be for you to write advertising copy.

Your E-mail Signature

Usually people simply sign, “Best regards, first name, last name” and as a result lose a tremendous opportunity for free advertising. The best thing to do is to put links to a specific page on your website, so that each message sent by your company employees will carry a catchy phrase calling to action and a link to a promotion, a product, or a service.

Place two-three “hot offers” at the end of each of your messages. It is best if they rotate every three-four days. Companies that change signatures of all employees every three days do really well. It does not matter whether the signature goes with a personal message or a business one. It is a must to make an advertising signature with three of the most popular current offers that are automatically updated. At the very least, put a link to your website and a general advertising phrase about your company.

You will be surprised by getting an additional free flow of clients whose origin you will not even know. Because your employees order drinking water and stationary, correspond with vendors and clients, some of their messages are forwarded to other people and this link will always be there and will be noticed by your potential clients.

We advised an owner of a business that organized seminars to add an ad about the upcoming event to e-signatures of all employees. As a result, around 30% of attendees in answering the “How did you learn about us?” question, specified this particular promotion channel. After all, employees send hundreds and thousands of messages every day and now each one of them is a free ad!

Exercise

Make up an e-signature out of headers.

Open your e-mail settings and change your signature. In addition to “Best regards, Name, Title” add two-three of your headers and links to specific pages of your website, so that there is a catchy call-phrase and a link to an offer underneath each e-mail.

Exercise

Make up your slogan (no more than seven words).

• What will the clients get?

• Why should they choose you?

Place this slogan in your website header and in your e-signature.

You can use this slogan on your employees’ business cards, in social networks and on forums.

Automatic Reply Message with Your Ad

There is an Auto-Reply function in your e-mail settings, when a message (including advertisement) is automatically sent in response to any incoming message. Sometimes you do not know if your message was received or went into the SPAM folder, but if you get a reply, “Thank you, we have received your message. We will read it tonight and will reply tomorrow,” you can be sure it went through.

Set up a reply with advertising for those on your client list and another one for new clients. Set up the reply to be sent no more than once a day. If you e-mail back and forth five times in a day and have an advertising letter sent every time, this pure advertising will be viewed as junk.

Reply sample

Dear (client name), thank you for your e-mail! This is to confirm receipt.

We will try to reply to your inquiry as soon as possible in the order it was received.

Due to a large number of incoming e-mails it might take us up to two days to do so.

Thank you for your understanding.

Best regards,

(Employee name and title or company name)

Exercise

Set up auto-reply with your advertising.

Your Company Presentation Message

You need to provide information about your company on your website and in your proposals. So create a presentation message, which will include:

• Three key points describing your strengths;

• The objectives and problems of your clients that you solve: show what you do from a point of view that interests clients, from the point of view of their benefit, of your uniqueness, your difference from your competitors;

• If possible, show proof with specific numbers or names of companies you work with.

Place this text on the About Us page on your website. Also, use this text as an attachment “About Our Company” to the proposals you send out. Save it as a PDF file: use your logo, slogan and contact information in headers and footers, do a nice layout and save it with your company name.

Exercise

Write your company presentation message on one page.

1. Three key points reflecting your strengths.

1) ___________________________________________________

2) ___________________________________________________

3) ___________________________________________________

2. The objectives and problems of your clients that you solve.

_____________________________________________________

3. Proofs.

_____________________________________________________

Post the text on the About Us page on your website.

Exercise

Create a “Why us” list.

Add a list of benefits that the client will get by working with you (and not someone else) to the About Us webpage and your proposals.

This might be a list of your advantages translated into client benefits if they choose your company. For example, “we have our own fleet of vehicles, which means you will receive your order on time.” Or, “our experts studied in Germany, which means that we will provide you with global-standards service.”

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Date of publication: 23 January 2018
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