“Every successful business person must be able to sell through the written word” -Justin Ford.
The Five Steps To Great Copy Writing
The Purpose of the introduction is to convince the prospect to stay the length of the presentation, the length of the introduction is directly correlated to the price of the product, meaning the more expensive the product the more extensive the introduction should be (the value has to be there).
The number one focus is ‘what’s in it for me’, what is the prospect getting out of the presentation? Why should they stay the entire length? The solution is to create open loops these are bullet points on what the presentation is going to cover and what the benefit will be if they are to stay the entire length of the presentation.
To summarize the introduction should leave the prospect wanting to know more about whatever it is you are pitching. ‘people need closure’
Following the introduction comes the story, this is where you create a relationship with your prospect, they must be able to connect with you so to build trust.
The purpose of the story is not to sell people the product, the purpose of the story is to make them feel like you are relatable to them! Therefore, you must be one of them, meaning the focus on credibility should not be about you and your achievements but instead it should be about the journey to discovering the product, the journey of hardship and pain and how the product has solved the problem.
“people like to buy but they don’t like to be sold”
This is where you get the sale, here you must build upon your credibility, you must show the prospect that you have knowledge on the subject more than they do.
Most people think in a linear fashion, it is therefore useful to inform them in series of steps that make the content easily digestible, the use of diagrams and illustrations will help to get your message across. This doesn’t necessarily build credibility which is why the content must be valuable and unique, people want to be told what is new! For example, ‘the new way of reading a book’ or ‘the new way of baking a cake’, you cannot be repeating things which are cliché and rinsed out
“create unique content”.
The purpose of the transition is to answer the ‘Why’, after spending time becoming friends with the prospect and building a relationship, it comes the time to ask them to buy from you, as we all know this is can be an uncomfortable situation. If you have done a good job through step 2 and three it should be uncomfortable, so now you must answer ‘why’ they should buy from you, in a way that appeases them.
The prospect needs to know ‘’what is in it for you’’ This is why it is important to be transparent for example: the purpose of this blog post is to give value to people who are looking to learn how to write great Emails, if you have found value and sign up to an Aweber Free Trial, knowing that you get 30 Days full Access, then I have done part for the company, by bringing them a new customer.
If someone is watching your Pitch or transition, they are already sold they just want to know how much it is, do not get into details in the transition, this creates room for objections.
The transition is where you make the sale, the pitch is where you confirm the sale, for example: some of you may have already started with Aweber and after joining lets you have buyer’s remorse and you think you have made a mistake, but knowing that you get a 30 Days Full Access to all feautures of the Email Autoresponder, and would not be liable for any payment, you then feel more comfortable because you know you can give it a try to see if it is right for you.
‘’The Value is There’’