I asked you guys what questions you had about copywriting and marketing. And a few of you have answered.
So let’s take a look.
NE asked:
When writing a sales letter for a squeeze page what is the best way to write headlines which draw people in?
You have to know your audience.
Start by asking yourself three questions:
Who is my prospect?
What is their need or want?
Show how your solution provides them with the answers.
So really think deeply about your prospect. Who are they? What is their most pressing problem?
Also, you need to test different headlines. Different headlines pull different responses.
The best headline test is one which tests different assumptions about your prospect. You can test on price, ease of use, etc
Also, you need to consider the stage of awareness among your prospects. Gene Schwartz describes this in detail in his great book Breakthrough Advertising.
What’s the stage of awareness?
Think of the weight loss market.
Years ago you’d run an ad Lose Weight. And it would pull.
Over time though, your response would go down. People would be tired of seeing the same ad. Yet, the desire to lose weight is still rampant in your audience.
So you need a new mechanism.
So… then you need to run an ad\”Lose xlbs in 30 days”.
Of course this ad would tire as well.
And then you go onto the next stage of awareness. If everybody is making the same promise then you need a new promise.
OK, onward…
FJ asked - how I write bullets. Bullets or fascinations as they’re also called are those short one two sentences you’ll read in a sales letter.
When I’m writing for an info product, whether it’s a book or DVD I always write the bullets first. This gets me ‘into’ the heart of the product.