Here are five principles I try to reference when writing for profit.
Us versus them
Who’s the enemy? (Or what?) Like, the “greedy gurus” or “evil corporations” or “crooked politicians” or “dangerous CrossFit?”
Social proof
This could be celebrity endorsements; industry experts backing your product or service; testimonials; ratings; reviews; badges, seals, certificates (BBB accreditation, for example); media logos (as seen on ESPN, for example); subscriber counts (9,000 blog readers have already opted-in for this training, for example); shares (35,000 Likes, for example); notable past clients (we’ve worked with Nike, for example); case studies; tests; surveys.
Be specific
Gather up the facts and include them. What’s more believable: “One chiropractor doubled his practice in six months” or “Dr. Joe Kauf, DC, with his office on 17 W Washington St in Chicago, IL, increased revenue by 93% in our first 183 days of working with each other?” (Exactly.)
Don’t sound desperate
It’s true what they say: what you chase runs away. (Except tequila. So chase that all ya want.) But seriously, don’t beg people to buy. Be okay with ’em not buying. Actually, go one step further and give ’em reasons not to. Like, “This is not for you if…” Not only is that the ethical thing to do, but you watch, they’ll want it that much more.
Why act now, not later?
Is there any real scarcity here? Deadlines, limited quantities, etc.? If not, can it be created? Like, maybe the first 50 buyers get a bonus. Or a special discount. Somethin’. Be creative. You’ll be much more profitable if there’s a strong, believable reason to act now.
Yep. Use those for throw-it-in-the-bag money. They work well.
