A

Process for Writing

S a l e s C o p y

Written and illustrated by:

Henneke Duistermaat

Featured on:

The problem isn’t lack of inspiration, but lack of preparation.

Copywriting is like assembling a flat-pack book case …

… start with collecting your persuasive arguments ...

... by answering these 5 simple questions …

1. Who?

Sneak into the mind of your buyers to understand their fears, struggles, and unfulfilled desires.

Let your readers guide your writing.

Listen to their questions, and answer them in your copy.

2. What action?

Each piece of content should have one purpose.

What action should your reader take?

Only include arguments relevant to taking that one action.

3. Why would they care?

The biggest mistake copywriters make is focusing on products only ...

But your reader wants to know how you help him catch tastier fish.

How do you make his life better?

4. Why do they believe you?

Specific features, technical details, test results, and testimonials add substance and boost your credibility.

Remember:

You sell on emotion, but you justify a purchase with logic.

~ Joe Sugarman

5. Why might they hesitate?

Take away objections and answer questions as soon as they pop into your reader’s mind.

Make sure nothing stops your reader from taking action.

The foundation of persuasion: 1. Who? 2. What action? 3. Why would they care? 4. Why would they believe you? 5. Why might they hesitate?

Once you’ve collected your persuasive arguments, assembling your copy becomes easy.

Lastly, smooth over blemishes with sandpaper and polish your words.

Remember: write with your ears.

Because empathy is the foundation of good copywriting.

Looking for more writing tips? So you can win more clients?

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Get your FREE

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© 2

016 b

y H

enneke D

uis

term

aat

Get your FREE

Snackable Writing

Course

for Busy People

© 2

016 b

y H

enneke D

uis

term

aat