How To Write Compelling Copy
By Paul Green, owner, Publicity Heaven and founder member of the National Association of Business Owners
Nothing happens... nothing matters... until you get people to buy your products. You can have a great product and the perfect market but if no one buys, you’ll be out of business fast. To avoid failure, your sales message must communicate a persuasive reason and enough benefits to the buyer to persuade them to buy.
The more you tell, the more you’ll sell. Your copy needs to describe the benefits clearly, and overcome objections persuasively. After a headline has been successful...
...in attracting a reader’s attention, the copy must be written in a way that keeps the reader interested and takes them through the sales process.
Here, using the same tone and staying with the spirit of the headline, you begin to give details of your unique selling point. You continue talking about the benefits and offer proof of the claim you made early on. You share the details of the benefits. You prove your case or claim.
The body of the letter generates interest and motivates the reader to take action. This is often accomplished by addressing the reader in a direct, personal manner and spelling out additional benefits that match the reader’s known interests and needs. Remember, the goal is to create an emotional response that will cause the reader to do what you are now going to tell him to do.
Your opening paragraph should be an extension of the headline. Use the active “you” copy instead of the passive “we” copy. The consumer wants to know WIIFM (what’s in it for me.)? Tell them what they will get. Let them know how they will benefit from this and... continued on page two >