10 Core Components of Copywriting to Help You Write Winning Sales

Copies for Better ConversionEugene Cheng

What You Will Learn•Sales copy strategies & tactics.

What is Copywriting?

• Definition: writing copy (text) to advertize/market a product, service, business, person, opinion or idea.

• Written text is how your buyers will first experience you

• Specific Action To Take • Primary Objective: to overcome buying resistance to get the person to take action

Copywriting Basics - Writing to Sell

• Universal Motivations:- Wealthy- Popular- Good looking/ Beautiful- Love/ Relationship/ Intimacy- Security/ Certainty- Freedom/ Free time- Healthy- Have fun

Copywriting Basics - Core Components

1. Headline2. Describe the

problem3. Provide the

solution4. Credibility5. Benefits THEN

features6. Social proof7. Your Offer8. Guarantee9. Scarcity10.Call to action

1. Headline• Grabs Attention –

90cents on the dollar• Makes people WANT to

read on• Additional Resources:

Google

2. Describe the Problem

• “Core concept” > “Core problem”

• Immediately relate to readers

• Describe their main problem(s)

3. Provide the Solution

• Make Your Product Claim(s)

• State your product will solve the problem(s).

• Check advertising Regulations & Guidances

4. Credibility• Establish credibility of you/your

business/your brand• Mention ANYTHING that sets

you apart from your competitors

• Can even reference quality of your manufacturer if selling physical products

5. Benefits THEN Features

• State (or list) main benefits to your customers.

• THEN state (or list) your product’s features

6. Social Proof• Social Proof is INCREDIBLY

important for Sales & Conversions

• Reviews & testimonials• Include social proof in

description

7. Your Offer• What will they get?

- Price- Bonuses- Differentiate when possible

8. Guarantee• Remove all risk from

buying• Give the strongest

guarantee possible• Incorporating

guarantees = hard hitting/ irresistible offers

9. Scarcity• Procrastination society…• Need to tell people they

CAN’T wait- Limited supply of bonuses/ products- Bonus expires in 30-days- Limited time pricing…ending SOON

10. Call to Action• You’ve spelled out everything for

your potential customer.. BUT don’t assume they know what to do.

• Tell them EXACTLY what to “right now”

• Assume the sale (“when you click the buy button…”)

• Replace “IF” with “WHEN”

Thank You!

Conclusion