From: Bernadette Schwerdt
The Copywriting Coach
Today’s topic: Quick and Easy Ways To Write Copy That Gets Results
Writing text (or copy) for your website, brochures or sales letters looks easy but it can be trickier than you think.
Most people underestimate how much time and research it takes to write good copy so in this series of email newsletters you’ll get some quick and easy short cuts, hints, tips and strategies on how to write copy that gets results for your business.
You’ll find these tips invaluable when you sit down to write a web page, brochure, sales letter – in fact, they’ll be invaluable for pretty much anything you write that requires a reaction from the reader and really, that’s what we want isn’t it?
You’ll receive these tips every three weeks. They’ll be short, to the point and very practical. The principles presented will build over time so if you can, read them in order, as they’ll make more sense that way (but they are handy as stand-alone hints as well).
Give the techniques a go – they’re fun, stimulating and you’ll get to learn a whole lot about your business that you may not have known. What have you got to lose?
If you get stuck or you’d like to know more, feel free to email me personally with your questions at firstname.lastname@example.org.
If you’d like me as your personal one on one coach, you can register to receive our Home Study Copywriting Course – you can check it out at www.copyschool.com.
But without further ado, let’s get started on the exciting mission of writing copy for your business.
What Do You Sell? It’s Harder To Answer Than You Think. Here’s Why:
The very first and most important question I always ask clients is:
What do you sell?
I know that sounds really obvious – “Of course I know what I sell” they say – but if you really think about this question, you’ll find it a bit more complex than you think.
Let me give you an example:
I had a client once and I asked what she did – she said “I’m an Event Manager.”
I said: “So what do you sell?”
She said: “Events – I sell events!”
I said: “So what do you really sell?
She said, somewhat tersely I may add at this point, “Events! I sell events!!”
I said “Well, if you sell events, I think your business is in trouble because people don’t buy events – they buy the results of an event – increased sales, improved brand recognition, new leads, new alliances, more respect, more credibility – that’s what events do for people.”
She just looked at me for a few seconds - gob smacked - and in that moment she realized why she’d had so many hassles marketing her business – she’d been promoting the wrong thing. In other words, she’d been promoting the feature and not the benefit, one of the most common mistakes business owners make.
This is what happens to lots of businesses – they think they’re selling one thing when in fact the client is buying another.
So, with that in mind, what do you sell? What do you really sell?
In my next email I’ll show you what I did to help my slightly annoyed but very intrigued Event Manager change her marketing strategy.
Upcoming courses and events:
1. Copywriting: Writing For Profit
Gold Pack Home Study
2. SEO Copywriting Home Study Course
(Special Offer: Enrol in the Writing For Profit Gold Pack AND the SEO Copywriting Course and save heaps. To find out more http://copyschool.com/copy_courses/cat/)
The Copywriting Coach
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