Not to toot my own horn, but I create gorgeous advertisements that make the cash register ring. Below is my process for doing so. Short and sweet. (Which is what I tell the ladies.)
1) Before writing any new copy, I ask myself:
- Who’s my very best customer?
- What are the top 3-5 things they want?
- What is the first piece of info they’d want to know?
- What do they look for when buying a product like this?
2) Since the headline is an ad for the ad, I know I need to nail it. So I’ll look through my swipe file for inspiration… and see classics such as:
- What everyone ought to know about (subject)
- Discover how to (benefit #1), (benefit #2), and (benefit #3)
- Why is (company) giving away over (dollar amount) worth of (product) for free?
- (Ailment) gone in (time frame) or your money back
3) I then try to pick one main emotion to tap into. I do this by thinking of a storyline that’s already playing in my prospect’s mind. Is he fearful? Angry? Sad? Surprised?
4) Now I tie everything together. I “pass the baton” from the headline, to the first piece of info, to the next 2-4 advantages, to common questions and objections – all while trying to tap into that chosen emotion as best I can.
5) Now I need one clear, simple call-to-action. Not two, not three. Just one. And it better be easy. “Click here now” or “Enter a valid email” or “Call this number.” And, if possible, a reason to do so now. For example, “If you’re one of the first 100 people to take me up on this, you’ll get X, Y, and Z free.”
6) Now I add a “P.S.” or two to sum up what I just said and put a stamp on the offer.
7) Last, I’ll look for the perfect picture – something that vibes with the overall theme and has serious “stopping power.”
8) Before submitting, obviously, I’ll take some sandpaper to it. The magic always happens through editing, remember that.
And there you have it. It’s only taken me 12 years of trial and error to condense it into these eight seemingly simple steps.
If that helped, read up on more million dollar skills.