The Complete Guide to Copywriting: Creating Words That Sell

By Jim Stephens

You'd be surprised at how many websites do not solicit sales! After all the effort they spend into writing their sales copy, presenting the benefits of their product, and guiding people through their sales process, they neglect one simple but IMPORTANT "call to action": "Click here now to buy."
 
And one oversight may cost them 20% of prospective revenue!
 
If you want visitors to your site to take action (purchase, subscribe, submit a request for further information, etc., you must have a call to action that clearly states what you want them to do. For instance, if you want customers to click on a link to learn more about one of your products, you must include a link that reads "Click here to see how the Gadget Widget can save you hours of effort!!"
 
And, if you want your visitors to make a purchase (which, of course, you do! ), you should include a link that reads "Click here to acquire your own fantastic time-saving Gadget Widget!"
 
You may believe it's self-evident that you want people to buy – especially if you've created an outstanding sales pitch describing how incredible your product is. However, regardless of how persuasive your salescopy is, if you do not present a clear call to action for your potential consumers, you are just leaving them hanging — and the majority of them will abandon your site and never return, costing you both sales and future leads.
 
Always Be Closing is the "ABC" of selling. Individuals require direction. If you want them to make a purchase, you must initiate the transaction.
 

• Language: English
• Publisher: RWG Publishing
• Release date: Jan 4, 2022
• ISBN: 9791220881722

Book preview

Utilization of Keywords That Extends Beyond Search Engines

This appears to be a one-sided debate. When you mention keyword usage, your mind immediately goes to search engines. However, copywriting is more about your human visitors than it is about search engines. Indeed, even the cornerstone of SEO copywriting (keywords) is founded on the desire to motivate visitors as they navigate your site's content. If you want truly good SEO text, you'll invest effort in understanding that keyword usage extends beyond search engines.

Allow me to disconnect for a moment. Bring your telephone book with you. How would you do a search for, say, an office desk? You'd look for office furniture in the Yellow PagesTM. Following that, you'd sift through the ads in search of those that expressly specified desks or possibly the specific type of desk you're looking for.

What is Search Engine Optimization (SEO) for Newspapers?

When perusing the inserts that accompany your Sunday newspaper, you're likely to notice office supply fliers that include the word desks or an image of a desk. Why? Because you're preoccupied with desks at the moment. You're going to be particularly sensitive to that term, given the current need you're attempting to address.

The same exact thing occurs when someone conducts an online search. Keywords were created as a result of human Internet users typing them into search engines, not as a result of the search engines selecting the terms. Today, the same is true. You do not invent keywords. You make use of services and programs that enable you to conduct research on the same phrases that humans type into Google, Yahoo!, and other search engines. When you combine such words and phrases into your website material, you're accomplishing much more than seeking to improve your rankings; you're also assisting the site visitor in navigating from the search engine to the appropriate page of your site.

If you're the owner of the office supply store we've been discussing and you want to design a newspaper advertisement to promote a new line of desks you stock, what do you think the headline might say? Why would you use the term desk or even the phrase office desks? In the newspaper industry, there are no search engines to optimize for. You'll incorporate such terms since they make sense. They will be included because they are descriptive of the product you are selling. You'll add them to pique readers' interest and direct them to your store. That is not SEO; it is simply good marketing.

Take the Lead, Do Not Shove

The same is true when it comes to crafting copy for your website. There are numerous reasons to incorporate keywords into your writing. The key one is not the engines...it is the visitors to your website. Strategic keyword placement assists visitors in locating the information, products, or services they want. Avoid stuffing keywords anywhere you believe they might fit. Rather than that, employ keywords to direct your visitors.

Even if search engine optimization did not exist, your writing would very definitely contain keywords. It's only natural to include keywords in the headline to inform visitors about the content of the page. Sub-heads? Certain! Because people scan more than they read, it's a good idea to include keywords in sub-headings. And what about the body copy? Without a doubt! After all, it's quite difficult to sell desks without using the term desk. Additionally, because there are school desks, computer desks, and a variety of other types of desks, you'll want to make it clear that your sale is for office desks. This, too, makes sense.

As you can see, keyword inclusion has existed long before the Internet. Since marketing was founded, it has been a crucial component of copywriting. When developing a copywriting strategy for your website's pages, consider which keywords to include and where the most effective placements for those keywords would be. Then, write your SEO copy with the intention of leading readers to the appropriate material. When you do, you will inadvertently optimize for search engines.

Reduce the Cost and Increase the Conversion Rate of Your AdWords Ads

Comparison shoppers are the pay-per-click (PPC) advertiser's worst nightmare. When you're paying per click on your AdWords (or other PPC) ad, the last thing you want is a person who is compelled to visit every site in search of the greatest pricing, the closest location, or the most secure guarantee. However, with so many product and service categories, this is unavoidable. However, there is a way to eliminate the majority of the onlookers.

By qualifying your AdWords leads, you may assist lower browser click-through rates (CTRs) and drive only those who are most interested in your offer to your site. How is this accomplished? By introducing text that is designed to obliterate random visitors.

Qualify Your Pay-Per-Click Leads

Purposefully removing visitors seems dreadful, doesn't it? Perhaps, until you realize that once these visitors arrive on your site and learn about the details of your offer, they will almost certainly leave.

Why not spare yourself a click (and the related cost!) and avoid the visitor from racking up your monthly AdWords bill? This is precisely what Steve Jackson of Conversion Chronicles and I discussed a couple of months ago. Since that debate, I've developed a process that, when followed, will enable you to effortlessly write pre-qualifying advertising.

The Initial Stage

Define the terms of your offer. Be specific. Include all pertinent information about the offer, such as the price, duration, physical location, and size. For instance, suppose you offer luxury cruise packages. You'd want to include information such as the following: packages depart from New York City and travel to many destinations in Mexico, including Cozumel, Puerto Vallarta, and Mazatlán, from December 5-15 for a cost of $2500 per person.

Second Step

Return to the beginning and highlight anything that would constitute a deal breaker. Given that this is a premium cruise, the $2500 per person ticket may be prohibitively expensive for the majority of passengers. Quite frequently, cruisers are on the lookout for the best offer.

Additionally, the trip departs from New York City. The added airfare expense may not be something your site visitors wish to include in their trip's cost. Alternatively, departing from New York City may be inconvenient.

How about dates? These trips are only available between December 5 and 15, 2018. Your website visitors may be unable to take a vacation during that time period.

Is the visitor interested in sailing to the destinations on the itinerary? Perhaps they have previously visited Cozumel, Puerto Vallarta, and Mazatlán and are looking for a Cabo San Lucas cruise.

Are there any further variables that could cause buyers to reject the offer and visit another site? If so, please include them here.

Third Step

Decide whatever details you want to put in your AdWords advertising now. You'll want to test and track to see which mix of features results in the lowest click-through rates while also converting the most. For instance, your advertisement might read as follows:

12/5 Luxury Mexico Cruise

Visit the tropical island of Cozumel, Puerto Rico.

Vallarta, Puerto Vallarta, and more. Leave New York City. $2500pp

This would provide a wealth of information that would dissuade unqualified visitors from proceeding to your site (and running up your AdWords bill). Simultaneously, the usage of terms such as luxury and tropical assists the searcher in visualizing their dream trip.

Another possibility is a one-time shipment of microwave ovens. Let us go over the steps once more.

The Initial Stage

Convection/microwave combination, built-in with light and vent features, 1200 watts, white, $900, available only online.

Second Step

Any of these methods could be used to eliminate unwanted visitors. Someone may not require convection. They choose a countertop microwave over an integrated device. Twelve hundred watts may be more than the visitor requires (and may be too large). Their kitchen appliances may be stainless steel or black, rather than white. Finally, $900 may exceed their allotted amount for a microwave.

Third Step

Again, you'll want to test and track to determine which nuggets of information generate the most quality leads, lower CTR and expenses, and increase conversions.

Your advertisement might look something like this:

Convective/Microwave Powerful

Purchase made on an individual basis. Aesthetic range

1200w built-in. Just $900.

Rather than utilizing broad terms to describe expensive or frequently compared PPC items, be as detailed as possible using disqualifying language. By eliminating individuals that are likely to take one look and go, you may significantly reduce your AdWords spending while increasing conversions.

Copywriting Instruction

If you are a competent writer, you should be able to learn copywriting quickly. The key to copywriting is to recognize that you're writing in a unique style and for a unique audience. A suitable quote to begin this post comes from the book The Copywriter's Handbook: A Step-By-Step Guide to Writing Copy That Sells. A copywriter is a typewriter-based salesperson (p.1 of book mentioned above)

This is critical for learning copywriting. You must develop the ability to communicate with your audience in a way that convinces them to purchase the product or service about which you are writing. There must be an initial connection created, otherwise you risk losing the audience's attention. People are swamped with commercials in this day and age, and rapidly disregard any advertisement that does not fit their perspective. You must understand that your writing cannot longer be solely for the purpose of entertaining an audience but must now be used to sell a product or service.

As a quick primer on some of the most critical aspects of studying copywriting, the first tip to remember is to pay attention to the headline. The headline is read exponentially more frequently than the copy. If you are unable to capture someone's attention with the headline, the remainder of your sales copy is useless. A sales letter has just five seconds to capture a reader's attention, and the headline is one of the most critical components in capturing that attention. This is merely an illustration of copywriting and the qualities you should seek.

Consider Dan Kennedy's works when studying copywriting. He is one of the top authorities on the issue, and he has previously stated that he improved through continuous skill growth. If you're interested in learning more about any of his books, you can do so by clicking on the following title: The Ultimate Sales Letter. You'll want to commit to being a lifelong student of the subject when it comes to mastering copywriting because there is always more to learn.

Hopefully, this post on how to study copywriting was beneficial to you. This field may appear to be difficult, but it is also one of the more interesting fields available. The secret to success in copywriting is to learn from your mistakes. If you continue to read and build your talents, you will evolve into a superb copywriter. It's difficult to convey the full scope of what it takes to be a copywriter in a single page, but recall the remark at the top of the lesson: a copywriter is someone who sells. Your objective is to educate and persuade an audience. This is the only distinction between your current style of writing and your style as a copywriter.

Create Or Destroy Headlines

"I n less than two minutes , learn one FREE strategy that INCREASES PROFITS by $1,000s or more!

Did the headline pique your interest? Are you eager to discover what this incredible free technique entails?

Why, it's right there in the headline!

You have one and only one chance to capture your audience's attention in the same way that our headline did. If your header does not entice readers, they are unlikely to read past the second sentence. Rather than that, they'll go on—directly to your competition.

A compelling title ensures that you'll never lose a visitor before they've had a chance to learn more. Increased traffic results in increased sales and profitability!

By remembering a few important points, you can quickly begin writing interesting, money-making headlines. The sooner you strengthen your headlines, the sooner you can reap the benefits of the richness contained inside them.

The First Critical Point: Be Specific!

Differentiate yourself from the competitors!

The most attention is paid to real numbers and dollar signs.

There is a good chance that your opponent is selling something similar to the same demographic as you. Put yourself ahead of the competition by clearly communicating to customers what they stand to gain—and lose—by doing business with you.

We did not just state in our example headline above that our strategy boosts revenues. Rather than that, we stated that it raises revenues by $1,000s, instantly transforming it from a generic headline to an attractive offer.

It's all too easy to miss the thousands of messages we encounter each day. They all offer to generate undisclosed sums of money in an undetermined time period. However, it's difficult to ignore a headline promising to reveal a method for earning $1,000s in less than two minutes. (This second headline detail emphasizes how *really* fast our technique is!)

Leave behind the ambiguous promises that everyone else is making. Begin today by piqueing clients' interest with headlines that include concrete facts and data.

Second Crucial Point: Pick Your Words Wisely!

Use positive (winning) language rather than negative (not losing).

Headlines should never be depressing or demotivating.

Always keep your headlines upbeat, optimistic, and inspirational. When a visitor reaches the conclusion of that first line, they should not only want to continue reading—they should be *eager* and *excited* to continue reading!

Consider the wording of each section of your headline carefully. Concentrate on verbs, or action words. Currently, how are you describing the action? How would you characterize the same activity in another way? Which phrase seems the most enticing?

For instance, suppose you remain in to watch a football game rather of going to the grocery shop. You may explain your behavior in one of two ways: remaining at home to watch the game or refusing to go to the store.

The first (remaining at home to watch the game) is the more optimistic of the two and hence creates a more compelling headline. It entails both a positive deed (remaining) and a positive outcome (to watch the game). By comparison, the second alternative entails a negative action (not going) and an uninteresting outcome (to the store). Negativity and monotony will not pique the reader's interest, and they will simply go on.

Third Critical Point: Lengthier Is Better!

Never skimp on the vital opening sentence.

Emphasize critical points.

If necessary, include a sub-headline.

Your headline MUST address four critical questions.

In the majority of writing, we are taught to be short and sweet, or to communicate as much as possible in the fewest possible words.

Certainly not with headlines!

You have only one line to pique a reader's interest—make it count!

By the end of that first line, the reader should have a clear understanding of what they stand to gain; how easy they may benefit; and how quickly they can begin benefiting!

Include as many of the following as possible:

- Describe your product (i.e. an e-book, a technique)

- Its application (i.e. right from your browser, effortlessly)

- What is required in order to utilize it (i.e. less than two minutes of your time)

- Advantages of utilizing it (i.e. increases profits, doubles memory)

Make your heading's primary concepts stick out! Sprinkle uppercase letters, underlines, italics, and/or bold text throughout your headline.

Are there too many critical details? Add a sub-headline if necessary. While the primary headline should contain the most compelling arguments, a sub-title can provide additional information to help close the deal. When two sentences are placed closely together, many readers are enticed to read both immediately!

Your headline is ultimately what determines whether or not a transaction is made. If it is unable to attract your readers' attention, it will fail to generate sales. If you believe your present headline is effective, you are mistaken. You'll be pleasantly astonished at the amount of success you'll experience—all from spending just two minutes including the above-mentioned important factors into your headlines.

Streamlining the Customer Selection Process

Isn't that aggravating ? All you need is a new computer desk (or anything else you're shopping for), but you're having difficulty making a decision. This shouldn't be so difficult, should it? What is obstructing your progress? Most likely a lack of knowledge.

Here's something that every webmaster should be aware of. When visitors