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Copywriting Secrets: How Everyone Can Use The Power Of Words To Get More Clicks, Sales and Profits . . . No Matter What You Sell Or Who You Sell It To! by Jim Edwards
What if you could sell anything to anyone?
Nobody is born knowing how to sell. But the truth is, you can learn how to sell more . . . a LOT more . . . when you discover the right words that make people buy.
Copywriting is selling. Whether online, offline, in video, direct mail, on Facebook, or from the stage, copywriting is how you put words together that make people click, call,or pull out their wallets and buy from you.
Whether you’re a coach, author, “funnel hacker”, e-commerce seller, or real estate agent, your ability to create sales copy that drives people to buy determines your paycheck, your lifestyle, and your family’s future.
In the fast-paced, attention-starved, social media-driven world of business today, two facts about your ability to create sales messages (copywriting) stand out:
- Fact #1: Great Copywriting = Incredible lifestyle, plenty of money, and freedom!
- Fact #2: Poor Copywriting = Struggle forever and die poor!
Putting The Right Words On Paper And Online Is The Single Most Profitable Skill Everyone Can Learn.
This book teaches you street-smart copywriting, which means this book teaches you how to get results today. (Because we all need to make more sales today . . . not tomorrow, not next week!)
If you’ve tried to write ads, emails, and sales letters for your business before and failed, this book is for you.
If you need to make more sales — no matter what you sell or who you sell it to — this book is for you.
Bottom Line: If you want to make a lot more money, have a lot more time off, and enjoy a lot more freedom, this book is for you . . . especially if you’re not making as many sales as you want to right now.
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Copywriting Secrets Book Summary:
Anatomy of the ‘perfect’ sales letter:
Headline
Shocking Statement – “did you know” Goes against worldview, expose something they suspect is true.
Problem
Agitate – ‘which means’
Present the solution
Use bullets here
Credibility statement about you
Proof
Sum up offer and give price
Bonuses
Guarantee
CTA
Post Script
Remember This:
Jim has a mantra – “People love to buy, but hate to be sold”
To do this the content needs to address their fears, speak to their desires. Using words they use so it feels like a conversation with a friend or trusted advisor.
How to generate lots of ideas for value your product creates:
Step 1
Answer – Can your product help the buyer do any of these?
Make money
Save money
Avoid effort
Escape mental or physical pain
Get more comfort
Achieve hygiene, cleanliness to get better health
Gain praise
Feel more loved
Increase their popularity or social status
Step 2
Now question and come up with 10 ways of how your product will achieve these:
How much time can they save and what else could they do with that time?
How does the product eliminate mental pain or worry for them?
You need to create pegs to hang reasons for buying!
Tips for Pronouns:
Find words we, ours, I and change the frame to you
Headline Template Ideas for Stealing:
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How to get results headlines:
How to get ____
How to get ____ In as little as
How to get ____ In as little as _____ even if you____!
How every_____ can_____
Using numbers – 3,5,7,9
Ways to get what you want headlines:
5 quick and easy ways to ____
3 fast ways to get ____ and avoid___
3 quick and easy ways to get____ even if___?
Mistake headlines:
Which of this___ mistakes will you make?
_____ mistakes all _____ need to avoid
_____ mistakes every _____ need to avoid
Warning Headlines:
Warning: Here’s what every ____ needs to know about ____
Warning: Don’t even think about trying to ____ until you read this
Creating the perfect customer avatar:
Meet FRED – Fear, Results, Expectations, Desires
Or you can take this to next level:
These are exactly things going through the individuals head as you talk:
What are their problems?
What are their questions?
What are their roadblocks?
What are the results they want?
Now you need to identify and talk about the gap!
What is the PRQ2’s framework:
Problems
Questions Gap Results
Roadblocks
Sales copy needs to bridge this gap. His problems, his questions and his roadblocks have him firmly planted in inaction. What he wants is on the other side.
Remember – these PRQ2’s are what defines the niche.
If he has questions, you show him you have answers. If he’s got roadblocks, you show him how to remove them because all he’s thinking about are these problems, questions and roadblocks. Remember nothing is important as something as you are thinking about it. — Reticular Activating systems zones in what you want and ignores over things.
Ways to do PRQ2 Research:
Live interaction
Look at yourself
Forums
Popular products and reviews
Answer sites – quora
Surveys
Help desks
How to use Bullet Points correctly:
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It ____ so you can ____
E.g. “One-piece set so you can keep all your wrenches together in one place”
The above formula on Steroids:
It ____ so you can ____ which means _____.
Always aim for 5-6 bullets+
Write 12 or so and cull to best 5-6.
The result you want people to think — “yea that’s what I feel, that’s what I care about”
Great Rule of thumb: As soon as you make a statement about what something is or what it does use which means.
“which means you will ___”
“which means you can ___”
“which means you don’t have to ___”
Now connect this to one of the following:
Love for __ (family, self, country)
Hate
Fear of ___ (failure, mistakes, death)
Vanity
Pride
Longing for _ (fulfilment, peace)
Greed
Freedom
How to use reviews properly when researching:
3-4 stars great insight to what is missing
1 stars tend to be know it alls who hate life.
Don’t forget the proof:
Proof comes in many forms – celebrity endorsements, authority hacking, statistics and quotes that support sales.
Sales Letter Formulas:
1: Problem / Agitate / Solve
2: 3X benefit – if you want ___ , if you want ___, if you want ___
3: Before / After / Bridge
Start with the before – talk about way things are now, problem, question and roadblocks.
Introduce after – Future pace – Imagine this….
Bridge – Here’s the path to get there.
Pro Tip — For Creating perception of 10x value compared to the Competition:
If you want to make your offer amazing, take your competitor’s USP and turn it into a free bonus with your offer.
Then boast about it.
Pile on bonuses to get the user to have 10X value.
Email Template:
- Great subject line
- Salutation
- Shocking statement
- Two, three or four bullets to build curiosity
- Specific call to action for what you want them to do
- Personal note
Remember – It’s Never One Size fits all:
Hot – What would be the conversation with someone who knows who you are and what you do?
Warm – What would the conversation be like with someone who is aware they have a problem, but not aware of you?
Cold – What would the conversation be like with people who know they have a problem, but they have no clue a solution even exists.
Create value without giving solution:
How to create valuable content that doesn’t completely solve a role yet creates the need for what you are selling.
Three M’s on content:
Myth – Dispelling a myth, debunking the myth convincingly (what do they want to believe, confirm suspicions)
Misconception – Myths are untruths whereas misconceptions involve incorrect ideas about something. False beliefs replaced with correct views and clarity in understanding.
Mistakes – Mistakes are where you point out where people are going wrong. Most powerful of the three especially if you link mistake to social pain.
Future pacing stories – used to imagine a desired scenario, paint an ideal scenario and story.
4 Ways to sell when you’re creating content:
- Give something valuable away for free that naturally leads to an additional purchase – Teach something great then make sure they have to buy to put into action.
- Tell them what to do, why they should do it and then sell them how/ what they need to do – Create exact steps and what it can do for you then present the way you can do it manually or automatically using the product.
- Teach all the steps leading up to what you want them to purchase – supplement what you have taught them
- Teach them manual or hard way to do things – Make sure the way seems painful hard and confusing.
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