You got your product, everything created. And now it’s time for payday. Leading to reaping all the rewards for the hard work. It’s your product’s launch after all.
But how exactly are all those sales (i.e. money) will be made?
This is where the need for the copywriter is most.
First of all, you need a smoky hot landing page for your existing customers. Yes, a landing page is not for the product but for the customers. It will not only tell them about the product but will convert them into obsessed fans who will open their wallets and throw money at you, and even thank you for selling to them.
It will convert all the people that are looking for a product like you as well as customers who didn’t even know they needed that product.
Next, you need a great VSL that will be pulling in cold traffic like a magnet. You push the button “publish” and it will make rounds around the world taking in potential customers.
But, more important than these both is your email campaign.
Email marketing isn’t only virtually free but also the best way to get ‘em sales.
To let everybody on your list know whatever you were cooking for the past month or year is finally ready and ready to be served. These emails are going to hard-sell your product to your crazy fans, showing how this product is made only for them.
And coincidentally (not so much) I’m also the person that takes care of it all.
You get your landing page, VSL, and Emails that will make sure all your hard work comes back to you with an exponential reward.
But that’s an ideal scenario with an ideal copywriter.
Maybe, you’re not hiring a copywriter today and trying to do all this by yourself and shaking in fear to do this one right.
Or maybe, you’re just looking to sharpen your copywriting axe.
Either way, here are 6 things that separate great copywriters (who create ideal scenarios like the above with a snap of their fingers) from rookies, still figuring out what to write:
1. Write for the ones who need what you are selling
While the rookies try to sell the proverbial fridge to an Eskimo. Greats pitch a new heater to the Eskimo.
Your product should always be the heater and you better make sure it only attracts the Eskimo, who knows that the product is only for them. That’s what great marketers do. They narrow whatever they’re selling to only those they want to sell. If it’s for everybody, it’s for nobody.
2. Make sure it’s only for them
Here is where all your research as a copywriter is needed. This is why you need to talk to your customers, hang out in the forums they hang out, and understand the pain points they experience day in and out.
You must only be discussing what pressing point in their life is right now–the reason they should be buying from you after all.
To do that, lay out their problem as honestly as you can and then let them make that connection with the solution (product) themselves.
You just need to lay the chips right, and the readers will do the rest themselves. You have to speak the language they speak.
3. Start connecting from the start
If you wrote your headline well, you now have the buyers’ attention. Now what you want to do next is keeping their interest.
Attention is only worth as much as the person holding it knows how to keep it.
And you do it by talking how they talk. You know what interests them, now you talk about it how they would. This will take the relatability as well as reliability of your copy to the highest. But don’t get stuck in the words and language.
4. Come to the point
As easy as this point is to understand, it’s as hard to implement:
Don’t show your writing skills on the page.
Your only job as a copywriter is to sell the product. To make the purchase as smooth as possible for the customers that not buying from you feels stupid.
As the late, great David Ogilvy said, “A copywriter is just a salesman behind a typewriter.”
Just imagine your chances of buying a car from a salesman who is only interested in showing you how great he is at pronouncing words and composing sentences.
So what should you focus on instead…
Talk about the results.
(After all, they are there to have results.)
Nobody wants YOUR cute product but a solution to their problems. Show them exactly what the results of your product will be.
More believable and relevant your results are. More trust is between you and the buyers.
5. Bring a flow
There are reasons why I don’t like “copywriting formulas.”
First, there aren’t any copywriting formulas.
Second, even if there are, they better not fuck with your flow.
For starters, the internet is filled with third-grade landing pages that strangle themselves by strictly following a formula. Which does nothing but make them look plastic and (worse) scammy.
They ignore the most important thing that leads up to sale:
By throwing in random pictures and testimonials, they make the landing pages do the reverse for them. That is, not only turning down sales, but making the brand and the product look scammy.
And that is all because of the flow.
Really, if you’ve successfully kept potential buyers’ attention. Your only worry should be to maintain that flow while making them buy the product as naturally as possible. And not irritate them with random photos, testimonials, etc. Now, in no way am I against pictures and testimonials, they are an important part of any sales page.
Just don’t force them into your copy unnaturally and ruin the momentum of your copy–that Joe Sugarman describes as a slippery-slope.
6. Add enough CTA
As common sense as it may sound, one of the many big mistakes rookie copywriters make isn’t adding enough CTAs telling buyers what to do.
Just think about it, all your hard work–writing copy, doing research–is wasted, if the buyers don’t know what to do.
So, add as many CTA clearly telling what you want buyers to do in your copy as necessary so it becomes easy for them to buy.
Now if you take care of only the points above, safe to say, you’re way ahead of most copywriters (whom nobody buys from). Just keep these things in mind, and regardless of your writing skills, you’re all set for your launch.
Bonus tip: If your offer isn’t powerful, no matter how you write the copy. There are low to no chances you ending up making any sales at all.
Copywriting is the last piece of the puzzle. If you’ve made something that nobody wants to buy… Then, the problem wasn’t your copy but something deeper.