2011 Copy Writing Module - Mastermind Group.pdf - CopyWriting i Marketing NAJLEPSZE ZBIORY - BogartSPK

Five Crucial Questions You Must Get

RIGHT BEFORE The First Word

of Ad Copy is Written

What’s Your REAL Product? We buy emotionally and justify with logic.

Products are like onions… they have layers.

Features: Size, weight, color, design

Functional Benefits: How it does what it does. The means to getting

something done.

Practical Benefits: Saves you money, Saves you time, makes you healthier,

produces wealth, enhances pleasure

Emotional Benefits: Excitement, relief, pride, peace of mind

Here’s The Wrong Way To Ask Someone To Buy From You...

Now I’m going to contradict myself here but you’ll see why.

While this ad is a piece of shit for the majority of the market because all that it

offers you is basic features…and yet it’s also absolutely perfect for someone who

goes to google and types in “Samsung 46” class/1080p/120Hz/LED-LCD

HDTV” because this teeny portion of the market knows exactly what they want

because they’ve fully educated themselves on what the features your product or

service offers elsewhere and they just want the best price on it.

Teeny portion.

The other 98% of your ideal prospects are babes in the woods, lost, looking for

an authority figure to plug their umbilical cord into, and educate them as to why

this is perfect for them to have. They need and want you to entertainingly walk

them through all the reasons why 1080p is awesome… What 120 Hz will do to

make them proud of their purchase… How LED-LCD HDTV is going to make

them a hero in the eyes of their family and themselves.

Now I emphasized entertainingly above when mentioning walking people

through the benefits of what you product does but this has zero to do with

writing all fancy. Simply by walking people through the functional, the practical

and then the emotional benefits of what your product or service offers, you’ll

entertain their heart to no end. No fancy story telling or writing degree

necessary.

In my eyes, catering to both the savvy audience and

the not-yet enlightened audience is the sweet spot . This

is something we’ve recently played with on the sales page for our nerd reports.

For some of you, Eben Pagan or Frank Kern or Dan K. already sold you on the

idea of owning a course of theirs that we’ve taken notes on so some of you don’t

need me telling you why it’s a great idea to buy and so we put the “Easy Access”

buy link right up top.

AND… we still make sure that for anyone who wants to learn why these notes

are awesome, they can.

Short example of the right way to do this…

Here’s some surprisingly good, quick & to the point ad copy that I accidently stumbled into,

for a $150.00 Shaving Kit, in a place I was actually going to find an example of horrible copy

to show you…

Features: Cutting Edge One-of-a-Kind Built-in Spot Light

Functional Benefits: Reveals details normally hidden in facial contours

Practical Benefits: Less missed spots, more effective and efficient strokes.

Emotional Benefits: Where they dropped the ball… Now you won’t ever be washing your hands at the office

or out on a date, looking in the mirror, and spot a patch of fuzz that you missed and saying, “God Damn It!!! to

yourself and be concerned about the whole time until you get back home.”

Notice in this ad how they included that line: What It Does

I imagine these ads are template style for all of their product and including that line in the template makes sure that their

writers don’t just settle for selling feature.

So, including a subhead line such as… “Here’s What This Does For You…” into every ad you write will lead you into

making sure you’re including the functional, the practical and then the emotional benefits into all of your copy.

Here’s an outstanding example from one of Craig Garber’s website he uses to sell his

newsletter…

Features: “Better Quality Marketing Information, More Compelling Sales Copy For

Your Swipe Files, And More Entertainment!”

Functional Benefits: “In Seductive Selling, I give you the view from the “other side of

the desk,” by uncovering subtle, but powerful and compelling emotional direct-response

marketing strategies, specifically for you and YOUR business.”

Practical Benefits: “They let you do more back-end business with your existing

customers… and they show you how to charge much more for your goods and services.”

Emotional Benefits: “These strategies let you consistently attract more new and pre-

qualified customers who are EAGER to work with you.”

You might of noticed how I switched the order of the benefits to fit this template. Read

below to see how I added to the power of this benefit by doing so…

“In Seductive Selling, I give you the view from the “other side of the desk,” by

uncovering subtle, but powerful and compelling emotional direct-response

marketing strategies, specifically for you and YOUR business. These

strategies let you do more back-end business with your existing customers…

and they show you how to charge much more for your goods and services.

This puts an end to you feeling desperate, embarrassed, or confused about

your marketing and your copy and instead, lets you feel the cool-hand Luke

confidence that comes as a result of consistently attracting more new and

pre-qualified customers who are EAGER to work with you. ”

Do you see how now it slams home to a powerful crescendo? You can do this with every

single feature of your product or service too by simply following this benefit template and

always bringing everything home to specific ways they’ll be feeling better, getting richer,

or getting famous or liked.

Here’s How To Turn an Ordinary

Product Into a Superstar

1. Pry out every benefit your product can deliver.

2. Think of all the positive emotions these benefits address

3. Identify every negative issue your product resolves

4. Identify every negative emotion your product resolves

5. Find premiums to fill gaps not met by the product

2. Who’s Your Best Prospect?

You want to know on average, all of these for your market…

o Ethnicity…

o Sex…

o Age Range…

o Education…

o Profession…

o Income…

o Do they own their home or not…

o Credit Card Usage…

o Marital Status…

o Do They Have Children…

2011 Copy Writing Module - Mastermind Group.pdf

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