1. The Headline is 80%
On average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar!
Why is the product important? Why is it a good deal? Why should they buy it from you? Why should they buy it now, rather than later? Show them the benefits upfront so they can act on it immediately.
3. Translate your features into benefits for the customer
For each feature ask yourself “So what?”, “What will it do for me?” For example, don’t just say that your product is fast (a feature) tell the customer that it will give them more free time (a benefit).
4. Emphasises the emotional connection
For example, let’s say you’re selling toothpaste. “Contains fluoride” is a feature, which is boring, but “Brush with Dentex and Avoid the Dentist’s Drill!” turns a dull feature into a strong emotional benefit. Keep it short and to the point. Use simple words. Break copy into short sentences, a max of 17 – 20 words. Paragraphs should also be kept short. The lead paragraph should be the shortest one, with the strongest punch.
5. Strengthen your final sales pitch with these:
- A good deal; e.g. “20% off”.
- Urgency; e.g. “This week only”.
- Risk free; e.g. “Comes with a money-back guarantee!”