Home – New Forums Marketing mastery How to write sales copy better

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  • #982076
    MatthewKeath
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    I come across this quote from Gary Provost recently, and I thought it was relevant to this forum. So many people have problems creating effective copy – this may help!

    “This sentence has five words. Here are five more words. Five-word sentences are fine. But several together become monotonous. Listen to what is happening. The writing is getting boring. The sound of it drones. It’s like a stuck record. The ear demands some variety. Now listen. I vary the sentence length, and I create music. Music. The writing sings. It has a pleasant rhythm, a lilt, a harmony. I use short sentences. And I use sentences of medium length. And sometimes, when I am certain the reader is rested, I will engage him with a sentence of considerable length, a sentence that burns with energy and builds with all the impetus of a crescendo, the roll of the drums, the crash of the cymbals–sounds that say listen to this, it is important.”

    #1134744
    MatthewKeath
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    And yes, I see the irony of having poor grammar in the thread title while hoping to help people write better copy :p

    #1134745
    Anonymous
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    That’s a great piece of writing Matt. I wish I’d written it!

    Thanks for sharing it.

    Jayne

    #1134746
    Shaukat Adam Khalid
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    Copywriting is similar to alchemy ie turning words into income. My point being that full time copywriters struggle to write effective copy.

    Here’s a checklist that the pros use when crafting words that sell. There’s a reason why they charge 5 -6 figures + royalties for a single project.

    The list is not in order of importance and like most things in life / productivity, 5% deliver more than 95%.

    Note point no. 20. it’s the biggest downfall of quality copywriters who compromise engagement for the sake of grammar.

    1. Headlines
    2. Sole and Only Purpose
    3. Formulas
    4. Headline Test
    5. Subheads
    6. Photocaptions
    7. USP
    8. Dramatic Selling Proposition
    9. Opportunity Gap Analysis
    10. Rapport
    11. Message to Market Match
    12. “What I Know About Our Customer” List
    13. Write To A Person
    14. Link To What Is Already On Their Minds (Timely Events)
    15. Assume
    16. Tell Whole Story Every Time
    17. Positive Buzzwords/Negative Buzzwords
    18. Jargon
    19. Length of Copy/Length of Sales Letter
    20. Grammar vs. “Write Like They/You Talk”
    21. Emotional Logic In Selling
    22. Pain/Pleasure
    23. Fear of Loss/Desire For Gain
    24. 1st Person – Direct
    25. 1st Person – Story
    26. 3rd Person – Direct
    27. 3rd Person – Story
    28. 3rd Person – Gimmick
    29. News (Advetorial)
    30. Word Pictures
    31. Involvement
    32. Questions
    33. Internal Repetition
    34. Features Vs. Benefits
    35. Always Translate FOR The Reader
    36. Leave No Stone Unturned
    37. Advocacy/Enemy
    38. “Secrets”
    39. Proprietary Terminology
    40. Styles
    41. Humor
    42. Outrageousness
    43. Hype
    44. Making The Incredible, Credible
    45. Proof
    46. Guarantees
    47. Damaging Admission
    48. Objection-Draining
    49. Confront Price
    50. Summation
    51. Offer
    52. Somnambulent Sloth
    53. Irresistible Offer
    54. Urgency
    55. Reward
    56. Penalty
    57. Secondary Reason For Response
    58. Widgets
    59. Give Free Widgets High Perceived Value (Titles)
    60. Takeaway Selling
    61. Editing Copy
    62. 8th Grade
    63. Add To Rapport
    64. Advance The Sale
    65. Enhance Credibility
    66. Order Form/Response Device
    67. Re-State Offer
    68. Clear Instructions
    69. Yes-or-Yes Option
    70. Double Readership Path
    71. Typefaces
    72. Sidebars
    73. Margin Notes
    74. PS’s
    75. Handwritten PS’s
    76. Page Ends
    77. Outer Envelope
    78. A-Pile vs. B-Pile (Delivery, Screening, Opened, Read)
    79. New vs. Continuing Relationship
    80. Lift Letters
    81. Other Enclosures
    82. Tear Sheet Mailings
    83. Magalogs
    84. Sequence
    85. Same Letter/Change Lift, Headline or 1st Paragraph
    86. Series of Different Letters
    87. Same Offer
    88. Up The Ante/Improve
    89. Swipe Files
    90. Steal “Best Headlines”
    91. Reliable Formulas and Structures
    92. Reference Materials and Resources
    93. Testing
    94. Split-Testing
    95. Fixing A Loser (Headline, Offer, Bonus)
    96. Consumer vs. Business-To-Business Mail/Print Advertising
    97. Other Applications of Copywriting Strategies

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