11. Copy Writing Sequence
#1 - Bly
• Get Attention
• Show a Need
• Satisfy Need
• Position Product as a Solution
• Prove Your Product Can Do What You Say
• Ask for Action
12. Copy Writing Sequence
#2 - Sugarman
• Interest/Excitement - Echo Customer
Need
• Drama
• Why Different
• Benefits - How to use
• Unique Features
• Justify Purchase
• Guarantees - Explain Lasting Value &
Service
• Ask for Order
15. Getting Attention
• Belief - what do your customers believe;
attitudes toward product
• Feelings - confident, brash, nervous, fearful
• Desires - what are their goals? what change
do they want in their lives?
16. Important Things to
Know about Copy
Sequence
• Customers start their decision process on
emotions
• Customers justify their decision process
based on logic
• They use logic to justify their emotions
17. Rules for Copy Length
• High price = more explanation
• Less known = more explanation
18. Rules for Effective
Landing Copy
• Headline Leads to Subheadline to 1st
Sentence, to 2nd, etc
• Use conversational tone - ‘you’ not ‘we’
• “Don’t wee wee on yourself” - Karon
Thackston
• Use active voice - who did what?
19. Rules for Effective
Landing Copy
• Harmonize copy with benefits and search
intent
• Product descriptions- explain simple
products in complex way, complicated
products in simple way.
22. Pyschological Triggers
• Honesty - copy describes product
accurately, even at the cost of opting some
customers out of the sale--”maybe its not
for you”
30. Pyschological Triggers
• Prospect Nature - emotional aspects of
your prospect what would respond best to
a solution to their exact needs (i.e.
problem, frustration, etc).
31. Pyschological Triggers
• Linking - link product to what the
consumer already knows and understands
(i.e. simile, personification).
32. Pyschological Triggers
• Consistency - consumer will continue to
act consistently with their commitment.
Feel like they can’t turn back; its 2x easier
to ask customer to buy more while they
are still nodding their heads (double profit
in once setting).
33. Pyschological Triggers
• Harmonize - ride the jet stream of where
your market is, and what customers are
demanding; either fads or expectations
34. Pyschological Triggers
• Desire to Belong - don’t want to be left out
of the result, lifestyle, clique, or social status
they desire
35. Pyschological Triggers
• Curiosity - paint a picture of the outcome,
but tell just enough. Left with response “I’m
curious whether this thing will work the
way they describe it. If it did, WOW! I’d
finally solve my problem.”
36. Pyschological Triggers
• Urgency - if they don’t feel guilty if they
don’t buy now, they probably won’t buy. The
feel guilty because the offer is too good to
pass up.
37. Pyschological Triggers
• Fear - part of urgency is based on fear;
don’t want to miss out on the opportunity.
Fear can also be about wanting to avoid an
outcome: get sick, loose money.
39. Pyschological Triggers
• Exclusivity, Rarity, Uniqueness - limited
production, factors can only get from you,
harmonized benefits that would be hard to
find (i.e. simply describing the offer in the
right way can achieve this).
40. Pyschological Triggers
• Human Relationships - humanize the offer
with conversational copy in harmony with
searcher intent. Design elements, like
pictures etc, should also help bring human
element.
41. Pyschological Triggers
• Storytelling - humans are wired to listen to
stories. Telling one can captivate audience, if
they don’t want to be captivated (e.g.
Barack Obama, Lee Herrington, etc)
42. Pyschological Triggers
• Mental Engagement - being kept in
suspense can keep engaged; forced to listen
to the details when in suspense mode.
44. Pyschological Triggers
• Specificity - be specific in your
explanations; establishes credibility (e.g.
“doctors everywhere recommend” vs. “90%
of doctors recommend”).
45. Pyschological Triggers
• Familiarity - create familiarity (as you would
feel comfortable with family) by using
familiar words: “red”, “7”, “10”, “free”, “sale”
48. Tips for Landing Page
Headlines/Subheadlines
• 1) Put a number in the subject line. -
Subject: The 22 habits of financially
successful writers
• 2) Be mysterious. - Subject: The easiest
product to sell online
49. Tips for Landing Page
Headlines/Subheadlines
• 3) Make a big promise. - Subject: Get paid
$22,500 to write a letter?
• 4) Make a 2nd promise - offer something
more believable as a second offer
50. Tips for Landing Page
Headlines/Subheadlines
• 5) Ask a question. - Subject: Is there a book
inside you?
• 6) Offer to reveal some secrets. - Subject: 3
"lost secrets" of a winning USP