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Exclusive Course
10-Day Copywriting
Challenge
Day 3
By
Jimmy D. Brown & Paul Evans
Benchmark Publishing, LLC
10-Day Copywriting Challenge: Day 3
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Page 2
10-Day Copywriting Challenge: Day 3
Day #3: Product
In the opening of your letter you reminded the prospects about their problem. Putting
the problem squarely in front of your prospects may have been a little painful. You
tapped into some deep emotion. But don’t worry – because now you’re going to
introduce your product as the solution to your prospects’ problem.
Simply put,
the purpose of this part of your sales letter is to give your prospect hope
.
This is where you take your prospect away from the “punched in the gut” feeling and
instead offer a joyous feeling of renewed hope.
You’ll notice that I used the word “
renewed
.” That’s because your prospect has felt
hopeful before. Unfortunately, he or she has been let down and disappointed many
times. Sometimes the products didn’t work. Sometimes your prospect even got the
feeling that the marketer lied.
Point is, your prospect is going to feel cautiously optimistic. For now, your job is to
focus on the optimistic part, to make your prospect feel good. Just a bit later you’ll
discover how to make the prospects set aside their fears and doubts and take a
chance on your product.
Here then are the keys to introducing your product…
Introduce Your Product as the Solution
This part is easy. This is where you bridge the painful story with the hope you’re about
to offer. Indeed, you can even use the word “introducing” when you present your
product.
Examples:
•
Introducing [name of product] – the surefire way to melt the
fat forever!
•
Good news: Now you too can get whiter teeth when you use [name
of product]!
•
Imagine being able to lose all the weight you want without
ever feeling hungry. Now you can… and all you have to do is
join the [name of product] membership site!
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Page 3
10-Day Copywriting Challenge: Day 3
Sell Hope, Sell Dreams, Sell the Sizzle
You can’t just introduce the product as the solution and expect your prospects to fall
all over themselves as they rush for the order button.
Instead, you need to give the prospects hope that this product really does work. You
need to give them hope that this is a quick and easy solution to their problems.
Here’s how…
Show How This Product Worked for Others
Did you open your letter with a story whose main character (maybe even you)
had the same frustrations and problems as the prospects?
If so, then your prospects already identify with this character… so you can give
your prospects hope by telling how the character used your product as the
solution.
Examples:
•
But everything changed when I discovered a fat-burning
secret so simple that it took just 15 minutes per day to
complete. [Introduce the product and tell why it works so
well.]
•
Jose was at the end of his rope. He was stressed out and
burned out. But then he learned a simple way to get more
done in less time…
•
By this time Janice vowed to stop going out. She couldn’t
stand people laughing and point at her any longer. But then
everything changed… [talk about how things changed for the
better]
Leave the Competition in the Dust
Your sales letter should be about your prospects, their problems and the
solutions to these problems. However, you may take this opportunity in your
letter to toot your own horn a bit. Not for the sake of bragging. Rather, you
want to show your prospect why this product is so good (and what makes it
different and better than the competitors’ products).
© 2010 i 10 day - All Rights Reserved.
Page 4
10-Day Copywriting Challenge: Day 3
In other words, you want to share your product’s unique selling proposition
(USP). You may offer up a benefit that no other product on the market has.
Perhaps you’ll share an unusual development story.
Examples:
•
I know, you’ve heard all of this before. But this product
is different. That’s because it was developed by a team of
scientists… [tell the story]
•
Here’s what makes this software so amazing: We tested it
across 127 sales letters and 99.3% of the time it boosted
the conversion rate by at least 25%. Go ahead and look
around – you won’t find another copywriting product that’s
been tested so thoroughly!
•
You’ve probably read a ton of sales letters that tell you
they have the secrets of getting ripped. But you know who’s
putting those products out? Fat marketers. And that’s why
this product is different. I’m a certified professional
trainer and trophy-winning bodybuilder with 15 years of
experience. I’m not just giving you theory – I’m giving you
“in the trenches” strategies that really work!
Sell the Sizzle (Not the Steak)
You’re NOT really selling a product. Instead, you’re selling dreams and you’re
selling hope. In other words, you’re selling an outcome… not a product.
Examples:
•
People don’t buy grass seed. Instead, they’re buying a
lawn. Example: “Imagine walking barefoot over your lush,
green grass…”
•
People don’t buy weights and weight benches. Instead,
they’re buying respect. They’re buying a ripped and
muscular body. Example: “This weight set turns you into a
beast that commands respect where ever you go!”
•
People don’t buy mouthwash. Instead, they buy fresh
breath. For example: “You’ll be more confident because
you know your breath is minty fresh!”
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Page 5
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