a pain free process for writing seductive sales copy
TRANSCRIPT
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A
Process for Writing
S a l e s C o p y
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Written and illustrated by:
Henneke Duistermaat
Featured on:
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The problem isn’t lack of inspiration, but lack of preparation.
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Copywriting is like assembling a flat-pack book case …
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… start with collecting your persuasive arguments ...
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... by answering these 5 simple questions …
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1. Who?
Sneak into the mind of your buyers to understand their fears, struggles, and unfulfilled desires.
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Let your readers guide your writing.
Listen to their questions, and answer them in your copy.
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2. What action?
Each piece of content should have one purpose.
What action should your reader take?
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Only include arguments relevant to taking that one action.
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3. Why would they care?
The biggest mistake copywriters make is focusing on products only ...
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But your reader wants to know how you help him catch tastier fish.
How do you make his life better?
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4. Why do they believe you?
Specific features, technical details, test results, and testimonials add substance and boost your credibility.
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Remember:
You sell on emotion, but you justify a purchase with logic.
~ Joe Sugarman
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5. Why might they hesitate?
Take away objections and answer questions as soon as they pop into your reader’s mind.
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Make sure nothing stops your reader from taking action.
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The foundation of persuasion: 1. Who? 2. What action? 3. Why would they care? 4. Why would they believe you? 5. Why might they hesitate?
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Once you’ve collected your persuasive arguments, assembling your copy becomes easy.
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Lastly, smooth over blemishes with sandpaper and polish your words.
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Remember: write with your ears.
Because empathy is the foundation of good copywriting.
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Looking for more writing tips? So you can win more clients?
© 2
016 b
y H
enneke D
uis
term
aat
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Get your FREE
Snackable Writing
Course
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© 2
016 b
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enneke D
uis
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Get your FREE
Snackable Writing
Course
for Busy People
© 2
016 b
y H
enneke D
uis
term
aat