8 Elements Of High Selling Copy

There are many skills one can pick up along the way in building an Online Business, but these two are top priority for any business serious about using the Internet to increase profits:

  • Lead generation and
  • Copywriting.

If you know how to get leads and you know how to sell, you pretty much ace the Internet marketing game. And if you know how to write to sell, not only do you save thousands of dollars in hiring someone else to write your copy, you can also make just as much, often times manifold. Lead generation and copywriting are two very, very worthwhile skills to learn and this is what separates the men from the boys in the marketing world.

Now if you’re shy about the idea of selling, don’t worry. The good thing about using the Internet is that you don’t have to do face-to-face selling. In fact, there is no leverage in this conventional method. I prefer to whip up a website, put my sales page on it, and let it do all the selling on my behalf. Hundreds and thousands of prospects can see the website and buy at the same time, freeing my time from having to go over them one by one.

Few people know that the sales pages you and I see online today trace their roots to direct response mailing. You know, those ‘long brochures’ that are several pages long and often has one Call To Action: Buy.

The Internet came along, and the direct response marketers basically adapted the same approach online. So you get the sales copies and even sales videos today. The skill to crank out sales copies is called Copywriting. And when you learn this priceless skill, you can apply it to writing Sales Video scripts, Landing Pages, blogs and even email campaigns.

When I was learning the ropes, I started to notice most sales letters follow a specific pattern, or formula if you will call it. Unlike selling common products that do not need lengthy explanation, selling information products more often than not require you to take the Direct Response approach.

In a nutshell, every high converting sales copy has the following elements, usually in this chronological order:

  •  Headline
  •  Sub Headline
  • Opener
  • Problem
  •  Solution
  •  Handling Objections
  • Call To Action
  • P.S.

Let’s go over them one by one in detail…

1. Headline

The headline is the most important part of the body of the sales letter. Many expert copywriters conclude that 80% of your effort should be focused on crafting an attention-grabbing headline. I agree.

The headline is the first thing your visitor sees as soon as the page is loaded, and the first impression can make or break your sale!

In your copy’s headline, you will want to share a few very important details:

  •   The headline must grab the attention of the prospect and most importantly, qualifies him so he must read on.
  •   What makes a successful headline is that you must normally have a character mentioned in the headline. It can be someone? Especially someone that your prospect can relate to.
  •   The next thing you want to do is show desirable results. The more specific the results are, the more attractive it is.

If you are spoiled for ideas, here are some simple headline formulas you can copy and edit:

  •   Who Else Wants To _________
  •   How To _________. No ________. No ________.
  •   Discover The Secrets Of _________
  •   Here’s How ________

For more inspiration look at this headlines research made by buzzsumo:

2. Sub Headline

This is what follows right after the Headline.

Your sub-headline serves as a “hook” that reels your prospect to read further. Often times, your Sub Headline is smaller than your Headline in font size, how the Sub Headlines throughout your sales copy summarizes your offer and gives your prospect a rough idea what it’s about. Most people scroll through your own page before reading your letter carefully.

3. Opener

Great! So your prospect is curious now.

You see, writing your sales letter is almost no different from writing a personal letter to a friend. You don’t have to be ‘formal’; you can adopt a casual approach. Despite your sales copy being viewed by potentially hundreds or even thousands of visitors, your writing tone should be that of a one-to-one relationship (me to you) instead of a broader address (me to you all).

So what do you cover in your Opener?

  •   Introduce yourself
  •   Address the problems your prospect is facing
  •   Or a goal your prospect desires

The purpose of the Opener is to qualify your prospect further. Share a little about yourself and how the prospect can relate to where you once were, and now how you can help him solve a problem or reach his goal.

At this point your prospect is thinking, who are you and why should I listen to you? Remember, this is a one-on-one talk and since you’re not there in person to close the sale or talk to him, your sales letter stands in as your ‘virtual sales man’.

Make sure you are describing his problems and challenges accurately – if he doesn’t resonate with anything you have to say, he’s not going to stay around. And it’s okay, because you want to qualify the right prospects and weed out those that don’t resonate with what you have to say.

4. Problem

This where we speak directly to those with an existing problem.  At this point, we talk about their pain points so they can feel we are actually speaking to them specifically. There is no way you can achieve this if you don’t know your audience. That’s why great copywriting is no easy, because the writer must put him or herself on the shoes of the potential customers and not everyone has can do that.

5. Announce Your Solution

Then comes the Solution.

Announcing your Solution doesn’t end here though. You need to get into detail. What does your product do? What can it solve?

Features tell, benefits sell.

In the benefits section, you’re going to bold and yellow highlight only specific words, they are what I call the Benefit Words. Benefit words are results oriented words like:

  •   Easy
  •   Fast
  •   Twice the power
  •   $10,352.49 in 72 hours
  •   38,328 unique visitors in 30 days

6. Handle Objections

You’ve told the good stuff but people are naturally skeptics. They will certainly have reservations before parting their money with you. At this point, you will do well to handle objections ahead of their concerns. Here are some of the most common reservations that need to be answered in your sales copy:

  •   Can you be trusted?
  •   Will this work for me?
  •   What if I need some extra guidance?
  •   Is there a guarantee?
  •   Are there bonuses?

One of my favorite ways of overcoming these objections in one fell swoop is to have an F.A.Q. table at the bottom of the sales copy.

POWER TIP #1: Include Social Proof.

People want to know they’re not alone in this. And it helps if you can get experts or previous customers to write you an endorsement or testimonial to be placed on your sales page. It is even better if you can get a video testimonial from them.

POWER TIP #2:

Have A Money Back Guarantee. Buying online is still a scary experience for many. It doesn’t help that there are stories of scams and fly-by-night operates every day. How can you convince your prospect you’re different from these rotten eggs? You can avoid being tarred by the same brush with your guarantee policy.

Here’s a typical way to write guarantees:

100% Satisfaction Guarantee. 

We want you to be completely satisfied with you purchase. If you’re not satisfied with your experience in using XXX , contact our support help desk. The bonuses will be yours to keep as a token of trying. A full refund is available for cancellations made within 90 days from day of purchase. Refunds are not available for cancellations made 90 days after.

7. Call To Action

All the objections handled, here’s the crucial part: the Call to Action. This is the part where you finally name the price. Did you notice that most of the sales letters do not reveal the price finally until towards the end of the sales letter where it’s near the order form? So this is where you start naming the price.

As a rule of thumb, most products sold online, the prices normally end with the digit 7. This is especially true in most Western culture or even information products for that matter although you don’t have to necessarily confine yourself to ending your prices with 7. I have products that sell at various price points including $10, $49.95, and more.

Speaking of directing the prospect to take action now, you want to tell him to take action right now before he leaves your web page or else he would forget and may not come back again, because many other websites are shouting for his attention. You want him to do it NOW, not later.

Important: Sell The Dream!

While the prospect is contemplating, you’re going to show him a future with and without your product. What will happen if he buys today, and what happens if he doesn’t? Bonuses make good bait for fast action.

8. P.S.

Did you know that the Post Script is the second most viewed part of the sales letter? Surprise, surprise. That’s because people tend to be ‘site scrollers’. They look at the headline first, get curious and scroll down the page real quick, and find themselves reading the fine prints in the P.S.

This might sound counter-intuitive, but I recommend putting in the same effort here as you would for your Headline and Opener.

So what do you share in your P.S.?

  •   Your offer summed up in 2 or 3 lines.
  •   Reminder about your Money Back Guarantee and Bonuses.
  •   Share more testimonials.

Do People Actually Read Every Word?

With lengthy sales copies that can go several pages if printed, you probably cannot help but wonder if people do read every word in your sales letter.

The short answer is: No.

However you need to send a clear message throughout your copy on the offer you are making, in the same way you can pretty much tell what’s in today’s newspaper just by glossing over the headlines and sub headlines.

Having said that, this shouldn’t be an excuse to get lazy when cranking out your copy. Although most people don’t read every single word in your sales letter, there will be some others who are obsessed with the details – probably the ones who are very interested in your product.

How Long Should A Sales Copy Be?

Which one converts better: long copy or short copy?

I have written copies that are relatively short. I have also written copies that if printed, would have spanned anywhere from 12 to even 40 pages long! That’s about the size of a small book.

The answer although subjective it really depends on the context. The approach I use when writing a blog post is much more subtle than the one I use whenever I write a landing page, and I cannot use neither one of those approaches when I’m writing a LinkedIn Profile makeover, where the word count limit is 2000 words. You only need to write as many words as needed, and remove words that don’t contribute to your conversions.  Remember, copy should be long enough to cover the subject but short enough to cover the interest!

At the end of the day, it’s not about how many words you write; it’s about how you SELL. Great copy should reflect your brand’s voice.

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4 Ways to Up Your LinkedIn Profile Views

The key of effective LinkedIn marketing is your profile, especially your profile summary. I like to think of your LinkedIn summary, your silent salesperson. Think of your headline (right underneath your photo) and your profile summary as a sales letter selling you, your products, your services. Just as any effective online sales letter will generate more sales if it gets more traffic, you’ll generate more business on LinkedIn in direct proportion to the number of profile views you get. So, one of your main marketing goals on LinkedIn should be to generate more views of your profile. 

Here’s four ways you can do just that!

Write How to Articles

There are millions upon millions of searches on Google every day that begin with the words, “how to”! – “How To” articles have been proven to attract more eyeballs than other formats. Makes sense. At any given time, specially on this B2B  networking site, we’re online to learn. By blogging on LinkedIn how to do something useful in their business or online, you’ll have a flood of traffic viewing your LinkedIn profile.

Use Shorter Titles for Your Content

Turns out shorter titles are much better for a variety of reasons. One, people don’t really read online, they scan. Two, a lot of people are looking at your content on their phones. Longer titles just don’t work that well on mobile devices. 

Make Your Articles Easy to Read

Again, at least half of your viewers are looking at your article on their phones. While phones have gotten bigger in the past few years, they’re still not as big as a computer monitor screen. In addition, the ratio of height to width is completely different. Phones are more vertical. Computer monitors more horizontal. To that end, you need short paragraphs, short sentences, and fewer sentences in each paragraph. Make your content visually easy to read!

Use Other Social Media Platforms to Generate Traffic

Use other social media platforms, Facebook, Twitter, Instagram, Pinterest, to get more traffic to your LinkedIn blog articles. Then take that traffic off of LinkedIn and to your own blog, or even better to a squeeze page where you offer them a freebie in exchange for their valid email. This is a great way to build an audience of repeat readers and to expand your reach and influence! 

Start implementing these tips and watch your traffic, optins, leads, and sales soar!

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Three Tips to Help You Leverage LinkedIn’s Blogging Platform

When Microsoft bought LinkedIn last year, no one really knew what changes they would make. Now, close to a year later, that’s all become clear. LinkedIn is moving more towards a content focused platform than a personal profile focused platform. Makes sense, too! Content is king on the Internet. Why shouldn’t the same strategies work on LinkedIn?

Content is one of the key components of how virtually all Internet marketing works. It’s loosely called “inbound” marketing. “Inbound” in this case means that you put the content online, people find the content, then elect to contact you…or not…according to how good your content was or how well targeted it was. You don’t have to be a big ad agency to get a lot of traction with content on LinkedIn either. In this blog post, I’m going to give you a few tips and tricks you can use in your own LinkedIn blog posts. These tips and tricks will result in you getting a lot more “eyeballs” on your content as well as a lot more interaction with you, your product or your service. 

Tip #1: Use LinkedIn’s blogging platform to position you as a leader in your business niche.

There are virtually no professions where expertise is granted by someone else, or some other entity. Even doctors, once they pass their exams and are licensed to practice. Expertise isn’t like getting elected to a political position either. If you’ll really look at who’s an expert…and who’s not…you’ll realize that experts are self-selected and self-declared! You can be an expert and you can share in all the spoils that experts share in. All you have to do is to decide you’re an expert, and tell people!

Tip #2: Use LinkedIn’s blogging platform to announce your new expert position.

If you want to claim expert status in the business world, there’s no better way to announce this than through LinkedIn’s blogging platform. Think about who’s actually reading blog posts on LinkedIn? It’s the movers and shakers of the world! Decision makers! Exactly the kind of people you want reading what you have to say. People who can do business with you. People who can buy from you!

Tip #3: Consistency is more important than frequency.

Writing a blog post takes time. Unless you’re a professional writer, you have a business and/or a career that doesn’t include spending hours every day in front of a computer writing. You can still use LinkedIn’s blogging platform to grow your business, though. One way to do this is to reduce the frequency of how often you publish. Go more for consistency than for frequency. You’ll be amazed at how much you can get out of even one or two blog posts a month!

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Transitions In UX Design

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Portugal summer gallery

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Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.

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Josh Smith – Already There

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Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.

Nam liber tempor cum soluta nobis eleifend option congue nihil imperdiet doming id quod mazim placerat facer possim assum. Typi non habent claritatem insitam; est usus legentis in iis qui facit eorum claritatem. Investigationes demonstraverunt lectores legere me lius quod ii legunt saepius. Claritas est etiam processus dynamicus, qui sequitur mutationem consuetudium lectorum. Mirum est notare quam littera gothica, quam nunc putamus parum claram, anteposuerit litterarum formas humanitatis per seacula quarta decima et quinta decima. Eodem modo typi, qui nunc nobis videntur parum clari, fiant sollemnes in futurum.

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Trends in storytelling

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Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla

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Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.

Nam liber tempor cum soluta nobis eleifend option congue nihil imperdiet doming id quod mazim placerat facer possim assum. Typi non habent claritatem insitam; est usus legentis in iis qui facit eorum claritatem. Investigationes demonstraverunt lectores legere me lius quod ii legunt saepius. Claritas est etiam processus dynamicus, qui sequitur mutationem consuetudium lectorum. Mirum est notare quam littera gothica, quam nunc putamus parum claram, anteposuerit litterarum formas humanitatis per seacula quarta decima et quinta decima. Eodem modo typi, qui nunc nobis videntur parum clari, fiant sollemnes in futurum.

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Supernatural FX Showreel

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Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.

Nam liber tempor cum soluta nobis eleifend option congue nihil imperdiet doming id quod mazim placerat facer possim assum. Typi non habent claritatem insitam; est usus legentis in iis qui facit eorum claritatem. Investigationes demonstraverunt lectores legere me lius quod ii legunt saepius. Claritas est etiam processus dynamicus, qui sequitur mutationem consuetudium lectorum. Mirum est notare quam littera gothica, quam nunc putamus parum claram, anteposuerit litterarum formas humanitatis per seacula quarta decima et quinta decima. Eodem modo typi, qui nunc nobis videntur parum clari, fiant sollemnes in futurum.

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Madrid’s photo marathon

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Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonum.

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.

Nam liber tempor cum soluta nobis eleifend option congue nihil imperdiet doming id quod mazim placerat facer possim assum. Typi non habent claritatem insitam; est usus legentis in iis qui facit eorum claritatem. Investigationes demonstraverunt lectores legere me lius quod ii legunt saepius. Claritas est etiam processus dynamicus, qui sequitur mutationem consuetudium lectorum. Mirum est notare quam littera gothica, quam nunc putamus parum claram, anteposuerit litterarum formas humanitatis per seacula quarta decima et quinta decima. Eodem modo typi, qui nunc nobis videntur parum clari, fiant sollemnes in futurum.

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