Copywriting Basics

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“The marketing advise Kevin gave me was right on target. Our sales had fallen a little flat and I always blamed it on the economy. He showed me ways I can get the business energized ... even while being in a recession.”


James ‘Turk’ Letizia

Manager, Diamond Jim’s Auto Sales

“The marketing advise Kevin gave me was right on target. Our sales had fallen a little flat and I always blamed it on the economy. He showed me ways I can get the business energized ... even while being in a recession.”


Brian Mattson

Manager, Behling Racing Equipment

Now, I need to preface this section by saying copywriting is a life long journey. There is no possible way I can summarize everything about copywriting in one single page.

This is something that requires a tremendous amount of thought, practice, and continued testing to get even good and once in a while even great.

But, what I will give you in this section is enough of the basics to get a respectable opt-in page up and begin writing emails to get customers coming your way.

First, and I think most important, is writing inc a conversational tone. I see so many non experienced writers trying to write like an award winning novelist.

It doesn’t come out sounding like an award winning novel. Actually it usually comes out closer to nails on a chalk board.

The words in your copy needs to flow smoothly from one sentence to the next. A little hiccup can throw your reader off and get them to click away.

The best advise I ever received was to talk to your reader just like you were sitting down having a conversation with them.

This also come to knowing your market. Each market uses certain terminology when talking amongst themselves. They use slang and colonialism unique to other people in that market. If you can use this same voice as they use to talk amongst each other, your conversion will be much higher.

I need to sound off a word of caution here. If you aren’t in the market or don’t know how to write well, stay away from their slang and speak to them in plain simple language. If you force it, they will pick up on it and it could have completely the opposite effect.

Just sit down, have a cup of coffee and write the copy as if they were sitting there listening to you.

I have another really good tip if you can possibly record a conversation with a customer. Just let yourself go as if you weren’t recording. As you get into your conversation you will begin to start concentrating more on selling the customer and less on the recording.

I’ve heard it described as being in the zone or hitting fever  pitch when your words are flowing effortlessly and you begin to mesmerize the customer.

This stuff is pure gold. Have the recording transcribed. Clean it up by taking out the um’s and ah’s. Now you probably have a pretty good sales message.

Another tip I can give is to use stories in your marketing. Stories will help you bond with your audience.

Find a useful story you can tell where your main prospect is similar to the main character in the story.

As your main character overcomes obstacles, your prospect will see themselves as overcoming these same obstacles. The climax of the story should reflect your main character solving their biggest problem using the solution your trying to sell.

If the story is well crafted, your prospect will put themselves into the shoes of the main character and want to buy your solution to overcome their problem.

Take some extra time and craft your story well so it really bonds with your prospect.

If you take a close look around the web recently, you’ll notice a shift to a story based marketing by some of the internets biggest sites.

This is something direct response copywriters have been using for years to sell millions of dollars of products and services on the internet.

Now big business has been catching on to this phenomenon and using it to build their audience online.

The third tip I have on copywriting is that every line has a purpose. Every lines purpose is to get the reader to read the next line.

The last line is to get the reader to take action. Whether it’s to buy something, give you a call, or submit an email to your subscribers list.

Scrutinize your writing and eliminate or change every line to carry out it’s exact purpose.

To get the next line read or in the case of the last few lines to get the prospect to take the desirable action.