Arizona Marketing Association

“The Great Thing About the Copy You Need Next Is That Somebody’s Already Written Your Rough Draft For You!”:

Dan Kennedy

“There’s no problem that

can’t be solved with a

great sales letter.”

Gary Halbert

IT’s the Offer

THE OFFER SHOULD CLEARLY STATE:

When you hand over your money, your email, or other information, here

is what you are going to get.

Why is a clarity in the offer so important for conversions?

DOES YOUR CURRENT OFFER PASS THE TEST?

Does it answer the question, “What’s in it for me? “

Do you use bullet points to highlight features, benefits and fascinations?

Do you provide proof through reviews, credentials, videos or

photos?

Do you remove risk for the buyer?

Write a headline for your product using this simple formula from John Caples.

Headline FormulaCuriosity + Self -Interest = Compelling Appeal

ARE YOU ASKING THE RIGHT QUESTIONS?

Drive your business to the next level by asking yourself and your

customers tough questions.

How do you leave customers saying that they get abundantly more from the exchange than

what they paid?

What are the real emotional drivers and reasons behind

someone wanting to purchase a product and service?

Ask your customers:

What is the biggest business problem you are facing

right now?

Eliminate Boring Copy and Boost Sales

The No. 1 way copywriters eliminate boring copy is with

fascinations:

A fascination refers to a copywriting technique where you create a “special” bullet point so

compelling and benefit-driven that it becomes a fascinating little tidbit

that makes you want to know more.

What’s the difference between a bullet point and a fascination?

Which templates could you use to create fascinations for your

business?

THE PROBING QUESTION BULLET

Do you know <insert question>

EX:“Do you know the ten questions smart marketers ask that reveal money leaks in your copy?”

THE HOW TO BULLETHow to <insert what> <insert adjective> by <surprising action>

Ex: “How to keep your lungs strong, acquire fewer colds, allergies, and sinus conditions, simply by stimulating certain points about your nose.”

Arizona Marketing Association

THE NUMBER BULLET

<insert benefit statement> followed by <insert surprising statistic>

EX: How home-owners in your area are selling their homes for above list price –even $100,000 more— without making any repairs, in under 30 days.

Could you be sneaky, secretive or truthful?

The Sneaky bullet implies an element of conspiracy or “common enemy.”

EX: “The sneaky methods food manufacturers use to get you addicted to their products.”

The Secret bullet promises to let the reader in on a secret not

commonly known.

EX:

“Discover a 30-second exercise you complete before bed time that

will improve your game more than any $400 driver.”

The Truth bullet identifies an issue where the controversy is well-known in your market and expose a different viewpoint.

EX: “The truth about cancer –and the best ways to prevent it that you aren’t being told.”

GKIC Upcoming Events

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Info-Summit- October 24th-26th with Bonus day the 27th

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