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#15 The best way to master the correct words to improve persuasion and profit.

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What are the core most powerful and most converting copywriting methods to leverage?

Benefits

  • Bullet
  • Proof
  • Headline

If you can nail these four areas, you’ll be nailing at least 95% of the selling power of your ads.

What is the “arithmetic” and why is it important?

OKAY, SO NOW you’ve figured out your most profitable market. Next is figuring out how profitable it could be. You might be thinking “wait, we still haven’t even touched anything to do with an actual advertisement.” Of course not. Before we advertise, we want to make sure we can actually make money with it.

That’s why we’re talking about the arithmetic. Some say the arithmetic is calculating how profitable a market can be. To calculate the arithmetic, you first need to figure out your average lifetime customer value (LTV). LTV is how much money on average a customer will give your business over their lifetime. It’s not always an easy number to estimate, because it’s always changing.

You can get a good initial estimate by dividing your total profit over the years by the number of customers you’ve served. I hope you’ve been keeping track of repeat customers to make this estimate more accurate. Try to be aware your LTV changes as you introduce new products and services over the years, and also change price points among other variables.

Why is research the most valuable part of copywriting?

Research is the foundation of all great copy. Why is that? It’s because the more you research… The deeper you dig… The more nuggets of ‘gold’ you’ll dig up, For example, let’s say you’re selling a book for a doctor. You’ll want to know more about the book you’re selling than the doctor who wrote the book.

If you’ve researched that much, then you’ll be able to find benefits and unique facts in the book. The book’s target market would love to know about them. And why limit yourself to one or two major benefits, when you can dig up all the valuable benefits the readers will get. Why is that important? Well, some people in your market don’t buy a product because of the major benefits the product brings.

In fact, some people might be persuaded to buy the book from only one benefit from a list of dozens. Though you must keep in mind you have no way of knowing which of these dozens of benefits will convert which prospect. That’s why it’s great to include ALL of the benefits you’ve dug up in your copy.

A common way of incorporating them is via lists of ‘bullets,’ which we’ll discuss more in a later chapter. But won’t that long list make their eyes glaze over and stop reading? It would… for someone outside of your market. For someone who these benefits aren’t relevant to.

Why are benefits important?

The real benefits are the beneficial applications of features. So in this case, if you’re going to write a benefit, you wouldn’t write “420 horsepower.” You’d want to write something like “It takes you from zero to sixty miles per hour in only 4.6 seconds, which is faster than any car in its price category.” Now, that’s the benefit!

The specific benefit of that powerful engine is you can accelerate very quickly relative to similarly priced cars. So that’s a good example of the benefit. And that’s what motivates people to buy. Mere features don’t generate the same level of appeal or sales power.

Give them an answer to their question “what can this product do for me?” People still like to know the features, but ideally in the form of specific proofs. A way of going deeper into the benefits. An example of incorporating a feature as a proof element is “it takes you from zero to sixty miles per hour in just 4.6 seconds, which is faster than any car in its price category, because it has a 420 horsepower engine.”

Now, that’s a valid use of features. Because it’s a very specific feature. It makes it more believable as a proof element. That’s a good way to use features. Now, going even deeper, there are also ‘benefits of benefits.’ An example of this would be if the benefit is “it takes you from zero to sixty miles per hour in just 4.6 seconds, which is faster than any car in its price category.”

Then the benefit of this benefit might be “it makes all the other car drivers in your price category jealous that you can accelerate more quickly than them. And you can impress people more than in a slower car.” That’s the benefit of the benefit. And if you think about it, you could actually go even deeper than that… by asking “what does that get you?”

Then “what does THAT get you?” And so on… Though we don’t have to go there right now. I’m sure you can imagine applying this deep line of questioning to your own products. How do benefits both show and justify the value of what people are buying? Benefits help illustrate the true value of what people are purchasing.

By adding more benefits to your promotions, it helps justify the value of your product to people and make them feel justified in paying more for it. So in general, the more benefits you add, the more you can justify higher prices. That’s because you’re proving your product is that valuable to them.

Why is proof important?

He wrote an elaborate list of all the different types of proof, such as:

  • Construction evidence
  • Reputation and standing of your company
  • Management personnel
  • Production or service personnel
  • Quality of materials or design
  • Patents or machinery
  • Speed of delivery
  • Design or material of container
  • Performance evidence
  • Achievements of product
  • Discriminating or well-known users
  • Increasing popularity “Demonstration” reasons
  • Testimony of others
  • Expert evidence
  • Awards or contests won
  • Significant outlets selling product successfully
  • Test evidence
  • A strong guarantee
  • Free sample

As you can see, there are many different types of proof elements. And those are only the major ones listed by Victor. I still recommend you buy that book to find more elaborate details of each. Can you inject too much proof into your copy? You almost can’t, as long as the proof is relevant to your target market. They won’t find relevant proof boring. The more proof, the better. You can’t go wrong with saturating your product promotion with as much proof as possible. Next, why is demonstration one of the most powerful forms of proof?

Why is the headline important?

Here’s a quick list of guidelines I’ve copied from my headlines book. Try to apply as many as you can to your headlines as you craft them.

Make your headline target your reader’s Self-Interest.

  • What’s in it for them?
  • Make your headline
  • Newsworthy or Buzzworthy
  • Arouse Curiosity in your headline
  • Inject HYPER-Curiosity by pairing curiosity with current celebrities/authorities/trends/events/etc in your headline
  • Make your headline’s solution sound quick & easy, yet believable
  • Be as specific as possible in your headline

Don’t try to call attention to the headline itself (People shouldn’t notice the words. The words should be like a clear window showing your attractive product on the other side. If they notice the words and not the product, then your window is dirty)

The only purpose of the headline is to capture the attention of your target market, and make them want to read further or take the next step in the sales process Write out 25+ headline variations, using proven headlines for inspiration when applicable Test the best ones to find the winner Sound good?

Why are bullets important?

BULLETS ARE CONDENSED selling points of your product. Try to combine them with proof to back up their claims. There are various types of bullets:

  • Benefits your product offers
  • Proof elements of your product
  • Facts or claims about your product

They are usually preceded by an asterisk, dot, dash, or number in the case of a numbered list of bullets. The most effective version of a bullet is a benefit your product offers combined with proof to back it up. Your product might have many different benefits your market might want. Out of dozens of bullets in your promotion, there might only be a single bullet a prospect will resonate with enough to make them buy. That’s why it’s great to have more bullets.

What’s the lead and why is it important?

THE LEAD IS a combination of the headline and the first few hundred words of your copy. The lead is what draws people into your promotion.

So by the time they’re done reading the lead, they’re hooked and want to read the rest. That’s the purpose of the lead. It’s what hooks people into your copy to read further. That should be the job of it. Every single sentence in your copy should make readers want to read the next sentence. That’s the entire job.

How long should your copy be?

THERE’S AN OVERUSED expression applied to copywriting from Abe Lincoln that goes “How long should your legs be? Long enough to reach the ground.”

It gets the message across, but we can do better. A better answer is your copy can never be too long, only too boring.

Your target market will read anything as long as it’s relevant and interesting to them. Promotions of over 100 pages have out-pulled shorter promotions.

Of course, this all depends on your product. For example, there’s only so much you can write about a box of paperclips if that’s what you’re selling.

Long copy also illustrates the value of deep and exhaustive research. The more value you can dig up about your product, the longer you can write your copy, and the higher your conversion rate will be.

Going forward, make sure you take action to improve your copywriting ability. Do this by both sticking to the basic copywriting & business guidelines from throughout this book. And also read some of the great copywriting books of the past to get an appreciation for the source material.

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