Categories
Copywriting

How I Broke Into Copywriting

My last post, where a disgruntled copywriter demanded “the truth” about creating wealth in copywriting, inspired copywriter Andrew Cavanagh to share the story of his beginnings on my forum:

“Here's how I made my first ‘money' in copywriting.”

Then one by one, other copywriters started adding their own. The responses were nothing short of amazing! Many of the stories show that there's indeed hope. They also show that we were all struggling copywriters once, too.

And we didn't all become overnight millionaires with million-dollar clients, as “Chuck,” the disillusioned copywriter, postulated.

I loved it so much that I posted my own story. I've decided to share it with you here. (By the way, the picture below is of me, circa 1991. A lot thinner, with glasses, and a lot more hair!)

Michel Fortin (1991)
Michel Fortin (1991)

Anyway, here is my story.

When I first started out, I was a salesperson. And the worst part was, I loathed cold-calling. Especially since I had this excruciating fear of rejection. I still have it. (If you know me, then you know about the story of my alcoholic father and how my fear was the result.)

Update: I first wrote this article in 2007. Since then, I discovered that I have ADHD and suffer from RSD, or Rejection Sensitive Dysphoria, which explains why I fear rejection so much.

I accidentally stumbled onto copywriting not by chance or by education, but by desperation. You see, I dove into sales in order to fight my fears head-on. I was working on strict commissions at the time as a licensed insurance salesman. I also had a young family to support.

So I thought that the pressure would help kick me into gear. But I was doing so poorly that my family and I had to eat 25-cent ramen noodle packages for months! Eventually, I was forced to declare bankruptcy at 21 years old.

I remember that time like it was yesterday.

The humiliation and the hurt I felt was indescribable. In a matter of days, the car company repossessed my car, the landlord evicted us from our home, and my wife took our daughter and left me. (We eventually divorced.)

I was desperate to make money. So I had to find a way to get people to listen to my presentation. One day, the insurance company (Prudential Canada) requested feedback from sales reps for ideas to improve sales.

I may have feared rejection immensely, but I was always teeming with ideas. I didn't realize it back then, but I was a natural at marketing.

So I sent a suggestion to the company, which was to have a rider that people could add to their life insurance policies, which would allot a portion of their coverage to a charitable organization of their choice.

Prudential loved my idea and launched a new product called (if memory serves) Charity Plus. They sent me a letter to thank me for my “contribution.” I even remember the sales manager reading it out loud to everyone at the next sales meeting. I was blushing with pride. We were both proud.

Excited, I decided to write letters to people within my territory offering them a free presentation to go over this new product with them. It was an open door, if you will. A perfect opportunity to reassess people's policies.

That's when I had a lightbulb moment and realized that this — writing salesletters — was my “way out” of doing cold-call prospecting.

I could mail to anyone asking if they would be willing to set an appointment with me. That way, I no longer had to be rejected. (It didn't work at first. I tried several times and I was about to give up a number of times, too.)

But then, things “clicked.”

I started booking appointments and selling policies. I later became one of the top salespeople for this insurance company for about eight months in a row.

Problem is, I hated my job. I hated it because I had a poor territory (salespeople were assigned territories), and this was back in the old days when insurance agents also had to visit every single client each month to collect premiums.

(My territory was so poor, some paid their premiums with empty beer bottles!)

So I moved on.

Eventually, I found a job as a consultant for a hair restoration company. Some of their services included hair transplants and surgery, with a doctor on staff.

My main job was as a patient advocate, where I consulted clients on the appropriate hair restoration method for them. I was paid a very small base salary but with commissions on any sales I made.

Part of my job, among others (and similar to what I did in the insurance biz), was to help increase appointments of consultations with prospects.

That included writing copy for direct mail pieces, display ads in newspapers (with dense copy), information packages, and even infomercial scripts. Which is why I liked the job. I didn't have to do any prospecting.

You see, the way it works is that people first read the ad or see the infomercial on TV, and then they request a free information kit to be mailed to them. If the client was interested, they would call to book a consultation with me.

During my first year, I noticed something peculiar. Before every consultation, the clinic asked prospects to fill out a form (e.g., asking about their medical history and other forms of hair replacement tried, etc).

If a prospect went ahead and bought, a client file was created. But if they didn't, I would do some phone follow-up. And if that didn't work either, their consult form was simply filed away in a storage box.

One day, I stumbled onto a bunch of these boxes in storage (I think there were 30-40 of them), which contained several years' worth of filled-out consultation forms of clients who never bought.

That's when a lightbulb lit up in my head.

It reminded me of my experience at the insurance company.

I asked my employer to buy a computer. (At the time, the only person with a computer was the accountant!) We hired a data entry clerk from a temp-help agency, and created a database of all these people who didn't take action.

Next, I wrote a direct mail piece, which made a limited-time offer.

The direct mail touted some new hair replacement procedure that looked a lot more natural than its predecessor, as well as new advancements in the field of cosmetic surgery that were introduced since their last consultation.

That's when things started to explode! I don't remember the exact number, but this little direct mail campaign resulted in over a million dollars in sales.

(Keep in mind, the price range for hair restoration solutions ranged anywhere between $2,000 to $20,000, particularly in the case of hair transplants.)

I even remember on the last week of the promotion, there was a lineup outside the waiting room of people wanting to get a consultation before the promotion ended. I was obviously ecstatic. In fact, it was also my highest grossing week in terms of commissions. (It was around $7,000 Canadian.)

Since then, we repeated this feat several times. Many of my dense-copy display ads would get a ton of new clients and patients, and I was doing quite well.

My base salary at the time was $22,000. But I made a lot more than that in commissions. I think it was around $80,000 back in the early 90s.

Now, over the period of a few years, this company grew by leaps and bounds. I would say mostly because of my help. (Admittedly, my employer at the time, who was also my mentor, was a brilliant salesperson. I learned a lot from him.)

As the company grew, opening several franchises across North America, I was tasked with the job of hiring and training salespeople in them, and consulting their owners (including doctors on staff) on how to market themselves.

And yes, that included copywriting, too.

My employer flew me to almost every major city to conduct these trainings.

Here's the problem.

While I'm on the road training other people about marketing and consulting, I wasn't selling. So my income went back down to $22,000. I was getting worried.

He had hired another consultant to take my place, so I couldn't go back to selling. But I was working really hard while the company made a ton of money. “There's got to be something better than this,” I kept saying to myself.

So I approached my employer and asked for a raise. After much back-and-forth over several weeks, one day I was called into the meeting room. The office manager then said to me, “You're doing fine work, Michel.”

“Oh, great,” I said to myself. “I can feel something good is going to happen!”

She said, “I know you've been working hard training all these franchises while not making any commissions like you used to. We want to give you a raise for your hard work and dedication.”

“Your new salary will be increased as of today by…

(I was grinning with anticipation.)

“… An extra $3,000.”

I said, “Oh, $3,000 a month! Great!”

“No, no,” she said, “your new annual salary is now $25,000.”

I was so disappointed. And angry.

Don't forget, those were Canadian dollars (less than $17,000 USD) and nowhere near the $80,000 I made previously. As you can imagine, being partly responsible for their explosive growth, I felt rejected. And hurt.

Not willing to give up, I kept asking. But with every protest I made, they gave me a different reason as to why they couldn't “afford” to raise it more.

So I quit the very next month.

It was the best decision I ever made.

I went freelance, and shortly thereafter created a company called “The Success Doctor.” (I specialized in doctors since I gained a lot of experience in that field. So the name implied “I help doctors become successful.”)

I wasn't doing too bad. But I was still eking out a meager living charging anywhere between $100 to $500 per copywriting project. (My clients at the time were primarily local doctors with small offices.)

But some of them did work really well. My first royalty arrangement was while working for a hair transplant doctor in Toronto. I was getting paid a salary plus commissions plus a percentage of the clinic's profits.

One day, while working for one doctor, a sales rep came to the clinic selling advertising space on this thing called “the world wide web.” Their services included a web page and a listing in their directory.

My curiosity was piqued.

You see, part of my job as a marketing consultant was writing copy in different media to get exposure for my clients. I was a big fan of the yellow pages. So this seemed like a natural complement.

Plus, I've been using BBS services (dialup bulletin boards) since I was 11 years old. So I knew this would be a good medium to advertise in.

Plus, since a lot of people saw our TV infomercials but failed to call for our information kit, it made perfect sense to be in as many places as possible when they finally did decide to do something about their hairloss.

So I created my client's website in 1992.

Over time, I worked with other types of cosmetic surgeons. Then other types of doctors (e.g., dentists, chiropractors, acupuncturists, physiotherapists, etc). Then other types of professionals and service providers.

But as a result of that one sales rep's presentation (which sold me on having a presence on the world wide web), I decided that I should have a website for myself, promoting my freelance work.

So I signed up on this new thing called Geocities back in 1994, and created my first website. It was nothing to sneeze at. It was just a simple, brochure-like web page with contact information. (I later registered “SuccessDoctor.com.”)

The result? Nothing. Not a single request.

Years before, however, I wrote a booklet called “The 10 Commandments of Power Positioning.” I used it as a way to get clients to hire me offline — the report was much like a salesletter in disguise. And it worked quite well.

So going online, I decided to digitize my report and offer it for free, especially if people joined my email list. (As far as I can tell, I was one of the first ones to do this way back then. At least in the freelance marketing or copywriting business.)

I started with some article marketing. I would chop my booklet into standalone articles, where the byline promoted the “rest of the articles” (i.e., the booklet).

It worked well. But the day my traffic and business really exploded was when I decided to let other people pass that booklet around. As a result of that little book, my site was bombarded with quote requests.

I was doing some salesletters and web page copy for as little as $300-$2,000 each. Mind you, I also did a lot of free ones at the time only to get my name out there and start building my portfolio. I also bartered a lot.

That's when things started moving very quickly.

It was late 1998, and I made a bartering deal for a well-known marketer. I did his long web copy for just $2,000 in exchange for getting referrals from him and for publishing my articles to his list, which was part of our arrangement.

And the rest, as they say, is history.

Bottom line, it does take work. And there's no such thing as “overnight riches.” Thinking that this happens when you first start out as a new copywriter is an illusion. It took me the better part of 20 years to get to where I am today.

However, with so much training and information available, it shouldn't take that long for anyone with enough gumption, bouncebackability, and the right attitude to get there.

It may have taken me 20 years. But knowing what I now know, I can safely say that, if I were to lose everything once again, even overnight, I can easily make it all back — and then some — and do it in a lot less time.

To echo something my friend the late, great Gary Halbert once said, “If you're a good copywriter, there's no reason why you should be starving.”

There you have it!

Now let me ask you, what's YOUR story?

Categories
Marketing

Don’t Be Transparent, Be Authentic Instead

Some people tend to tweet, blog, post, and status-update their little hearts out. Be it on Twitter, Facebook, LinkedIn, Instagram, their own blog, or whatever. They say it's all about being “transparent,” and transparency is good.

But I think we need to be careful.

Transparency may seem trendy. It may seem noble or humble. But it's not necessarily wise. While we may be opening ourselves up for the world to see, we may be opening ourselves up a world of trouble, too.

In the mid-2000s and with the rise of social media, everybody and their dog seemed to be blurting out everything about everything. They were trying to “be transparent” without care or thought about the consequences.

Transparency Can Be Dangerous

Some dangers are obvious, like being robbed after publicizing you were out. Others are not as obvious, like being reprimanded for saying something you shouldn't have said, or even being fired for insulting your customers.

My contention is, too much transparency can come back and hurt you.

I agree that social media is a great place for developing and nurturing relationships, both with friends and clients. That's what the word “social” in social media means. Or what it should mean, anyway.

But as with all relationships, even when continuous, open communication is an important component, there should be a little mystique to “keep the flame alive.” A little room to allow for exploration and discovery over a period of time instead of all at once. Even in business.

In today's open world, privacy is more crucial than ever before. Why? Because transparent or not, everything you say online is permanent. It can be found and can be easily misinterpreted. Especially when taken out of context.

For example, I love Twitter's character limitations. But when a tweet is published as part of a succession of related tweets, as a response to another tweet, or as part of an ongoing conversation, a general search will turn up an incomplete message that may be misleading and counterproductive.

Candor and Honesty

The key is to know what to keep private and what to reveal. And whatever you do reveal, to think strategically so that what you say is properly said.

In short, it's knowing what to say and how to say it. To reveal the right things, in the right way. (Sounds a lot like copywriting, doesn't it?)

Do you need to tweet or blog about your failures? Not all of them, and not all the time either. Same thing with your successes. You don't want to give away the store — much less give away any ammunition that can be used against you.

Why is that? It's because, saying more than what you need to say makes you vulnerable and open to criticism, which in itself is not bad. But it may also communicate the wrong message to your audience.

There's a difference between authenticity and transparency.

Being transparent is fine. Being too transparent is not. Sure, go ahead and project trustworthiness, authority, and a willingness to share. Be candid and forthright. Be genuine and direct. Be humble and vulnerable.

But be strategic. Think twice about what you say. Because remember, scammers and competitors are watching you, too.

Perception of Transparency

Don't forget your clients, prospects, partners, and affiliates, too. If you're too open, you may be communicating you won't value their privacy, you can't keep secrets, and you're opening yourself up to abuse.

I call this an unconscious paralleled assumption. If you're too open with one thing, others might unconsciously assume you might be too open in other areas, too. You then seem like a greater risk to them.

Aaron Wall, author of The SEO Book, said it best: “Appearing transparent is profitable; being transparent is not.”

There's a difference between being open and being perceived as being open. Between being transparent and communicating a sense of transparency. Between being authoritative and being seen as defensive or self-absorbed.

Authenticity is saying things right. Authority is saying the right things. But transparency is saying everything. And saying nothing at the same time.

You don't need to say everything to be transparent, and you don't need to be transparent to be authentic and authoritative. Just say what you mean and mean what you say.

But don't say everything or else what you say will mean nothing.

Categories
Copywriting

Apply The Law of Contrast to Build Desire

In a recent critique for a coaching client, the issue of “gap analysis” arose. Gap Analysis is something I learned in sales, and it was heavily taught by sales trainers like Brian Tracy, such as in his course “The Psychology of Selling.”

Gap Analysis is an immensely powerful selling technique. It's also an important feature of copywriting. Most people will know a variation of it, which is often called “Problem-Agitate-Solve,” a term coined by top copywriter Dan Kennedy.

I prefer “Gap Analysis” because it drives home the relationship between those three elements. So what is Gap Analysis and how can you apply it to your sales copy?

A gap is the perceived difference between the problem and the potential outcome. That is, you have to describe life with the problem and life without it.

Your product, which is your solution, is the bridge between the two. Showing the benefits enables you to position your product as the bridge over the gap.

Once the gap is established, your words can widen the gap by aggravating the problem, or by pushing away the solution — i.e., making it seem less achievable or reachable.

I know this might sound contradictory, but a great strategy is to start out by making your prospect feel uncomfortable and raise their level of discomfort. You do that by exacerbating their problem or pushing the solution as far away as you can.

Specifically, once you identify the gap, you should widen it as much as you can — in their mind. Your sales copy should make your prospect as uncomfortable as possible and any solution for the problem it solves as unattainable as possible.

Why? The reason is, once you widen the gap, then when you do eventually present your solution, it will become far more compelling, desirable, even mandatory.

You're turning what was once a desire into a necessity.

Your product becomes like a cool, refreshing oasis in the middle of a scorching desert, as if magically appearing only after walking for miles under the sun's blistering heat.

Granted, you must first identify your prospect's problem before showcasing the benefits of your solution. But just defining the problem and presenting the solution is not enough.

You must give your readers a clear, common vision of what relief from the problem will mean to them on a personal level. It's an essential step in the sales process — the one that fosters desire and increases the need and the urgency to find a solution.

Thus Gap Analysis is a powerful tool that should be included in your copywriting toolbox.

A large part of its power is in it's simplicity. It boils down to only four steps:

  1. Introduce the problem.
  2. Introduce the “other side”.
  3. Widen the gap.
  4. Bridge the gap.

Here's a very simple example.

You qualify the reader by introducing their current situation into the conversation. Relate to the issues presently facing your prospect. You can discuss how bad things are or at least how bad things are as it applies to the problem you are introducing.

Once the problem is introduced, you will want to present the other side. That way, you also introduce the gap. For example, you might say things like:

  • “Wouldn't it be nice if…”
  • “What all of us dream of is…”
  • “Would you like to know how to…”

Followed by “avoid,” “leapfrog over,” “skip,” “eradicate,” “reduce,” or “solve” [problem], and “achieve,” “enjoy,” or “picture enjoying” [the benefits of solving the problem].

Now that you've created the gap, you can work on widening it.

You can make the problem appear bigger by focusing on it, exacerbating it, and making it more real, concrete, and painful. Or you do so by making the solution seem unachievable and describe the frustration of not having access to it.

To push away the solution even further you can remind them of how great it would be if they get benefit, benefit, benefit. You can do that by painting pictures of them enjoying the benefits of solving this problem — or of not having it in the first place.

You also emphasize how urgent it is to solve the problem. Talk about the importance of solving the problem quickly, or the downfalls of not taking action right now. Use vivid descriptions and mental imagery to enlarge the effects of the problem going unsolved.

Then you can move on to the final step.

Now, with perfect timing, you release your solution.

Just like the mounting pressure of a soon-to-erupt volcano that has built up over a period of time, growing, expanding, and festering with no end in sight, your solution comes along to finally relieve the ballooning stress and pent up frustration.

It's at this point that your solution will be far more in demand. By finally bridging the gap, they can grasp more fully how achievable “the other side” really is, and this increases their desire to buy your solution in order to reach it and relieve that pressure.

It's applying the law of contrast, really.

If I offer a solution to your problem, you may be apathetic about it, regardless of how fantastic the solution is or how great its benefits are. Why? Because the problem is not as important to you. If it is important, it may not be as urgent.

In other words, even if solving the problem is important to you, you may be shopping around for alternate solutions, or the solution may not be as desirable since solving the problem is not at the top of your mind at the moment.

(For instance, when do you think about seeing your doctor the most? Before a problem happens in order to prevent it? Long after a problem has happened and is now in the back of your mind? Or while the problem is happening and hurts you the most?)

But you will be a lot more excited about the solution if the problem is indeed at the top of your mind at that moment, and if you know how bad the problem really is — or you know how bad things can be if the problem is left unsolved.

Now that's the power of Gap Analysis.

Also, it also helps you to apply the law of contrast in another way.

Since paying for your solution is a problem in itself (money is security, and nobody wants to lose their hard-earned dollars), then by widening the gap the problem of not owning your product is now a lot larger in comparison to the smaller problem of paying for it.

In other words, by blowing up the problem, you're also shrinking the problem of making a decision to buy. You're reducing the price in their minds and its psychological impact.

Of course, you can and should lower price sensitivity by increasing the value of your solution. But by using Gap Analysis and the power of contrast, you make the pain of paying for your solution a lot more bearable in contrast to the pain of not owning it.

The pain of the problem is greater than the pain of paying for the solution.

Ultimately, by now it's probably quite clear to you how important it is to introduce both sides of the gap during a sales presentation. It's the only way to provide your readers with a complete picture of how impressive an impact your product will have on their lives.

Remember to use your target market's most basic yet dominant desires — we all hate problems — as emotional highlights to your descriptions. It's important to elicit an emotional response in your reader, and “widening the gap” has the potential to do so.

An added benefit is, the whole of this process works to build your relationship with the reader, and by extension the reader's relationship to the product.

By presenting the gap effectively, you connect with your reader by relating to their predicament as well as their dominant desires, while inflating both at the same time.

So that, when you finally reveal your product, they are not only ready for the solution, but also predisposed to accept it, desire it even more, and eager to buy it.

Obviously, you will want to practice and perfect this technique.

Just remember the four steps outlined. Mind the gap, and it will help if you keep a solid picture of your target market so that you use words, phrases, situations, stories, and “reasons why” that your reader will be able to relate to, appreciate, and be compelled by.

You'll soon find that “widening the gap” is a natural part of your copywriting repertoire.

Categories
Copywriting

60-Minute Naked Truth Salesletter Formula

One of the most popular threads on my now defunct discussion forum for copywriters was one started by my friend Dean Jackson.

If you don't know Dean Jackson, he is a Torontonian, a real estate mogul, an information marketing millionaire (author of many programs, including the highly successful “Stop Your Divorce!”), and a darn-fine copywriter.

This post was extremely popular for a number of reasons.

In it, Dean shared his quick-and-dirty formula for writing salesletters really fast. It's a great shortcut if you want to write a barebones salesletter in less than an hour.

Above all, the idea behind this formula is to get you to start writing. Too many marketers and copywriters get stuck at the beginning, such as at the headline, and they fail to get any traction. They often blame it on “writer's block.”

According to Dean, this formula has helped him write several million-dollar salesletters for himself and others. With his gracious permission, I'm reprinting it here on this blog, along with some of my own editorial comments and tips…

Please note, this is not going to result in an extensive or exhaustive salesletter. But it will provide you with a skeletal outline you can either use as is, or easily expand from.

Remember, most people find that the hardest thing to do is to get started writing. It's easy to get caught up in trying to figure out the best hook or headline.

That's why its power lies in its simplicity. This formula is an easy, kick-into-gear way to get a really quick headstart. As Dean noted, “I'd rather be golfing than sweating out a sales letter, so I'm very interested in achieving quick results.”

It all starts with deciding exactly what you want someone to do. Once you've determined that, then it's to sit down for 60 minutes or so to write an unedited, rough-draft, handwritten letter baring the “naked truth” of what you really want.

Without any distractions. Without going into any tangents. And without stopping.

Dean suggests taking a pen and a legal pad, and start writing a stream of consciousness, by hand, to one individual person you imagine as your ideal prospect.

I personally don't mind using my computer, but I believe Dean suggests doing it by hand because it's harder to edit yourself when doing so. Editing as you write is one of the biggest crutches for copywriters that impedes their writing.

Also, getting to know your perfect prospect is crucial.

In our course, we share with you the exact process we go through to find markets and create “buyer personas” using spying techniques, sideways strategies, and unique and unconventional keyword research methods.

In it, we show you how to create a perfect prospect profile, a “buyer persona.” It's a perfect complement to Dean's technique as it will allow you to develop a clear understanding of who your prospect is, what do they want, and how do they want it.

Knowing this beforehand will allow you to sit down and write a salesletter faster than you've ever dreamed possible. The reason is, the information you uncover during that research will provide you with a ton of information you can use in your writing.

Nevertheless, the key is to write the letter as if they are the only person who is going to receive the letter. You write to that person and that person only. Personally, one on one.

At this point, you shouldn't concern yourself about the grammar, the look, or the techniques of copywriting.

As they say, “Write first, edit later.”

No one is actually going to see the letter at this point, anyway. You can edit it yourself afterward, or have someone else or hire someone else to edit it for you.

The key is to do it and do it as quickly as possible. Get yourself a timer, if you can. Limit yourself to 60 minutes. That way, you won't be tempted to stop along the way to edit yourself. Don't do it. Keep writing, and write like there's no tomorrow.

You must get yourself to sit down with the thought of having to get it all done in less than one hour. Write down just the essentials at this point. Keep it simple, keep your perfect customer in mind at all times, and keep it flowing.

Now, here's the 10-part letter formula.

Start with “Dear Dean,” which can be the name you give your perfect prospect. Remember, you can change it later. Don't worry about the headline at this point. Next…

1. Start with the purpose of your letter.

“I'm writing to you because I want you to…” Insert your naked-truth reason you're writing, as if you were making your request known to a lamp Genie who could grant your wish, like, “Take out your credit card and pay me $39 for my new book called…”

2. Reasons you are writing to this specific person.

“The reason I'm writing to you specifically is because I think you want…” And then list the reasons in bullet form, such as reason #1, reason #2, reason #3, and so on.

3. List the features and benefits of your product or offer.

“Here is a list of what you get when you [buy my book]…” Again, use bullets. First list the feature followed by the benefit after “which means,” such as “You get [feature], which means [benefit].” Write as many as you can drum up at this point.

4. Top 10 questions and/or objections.

You can say, “If I were to guess the top 10 questions or objections you will have about buying my product today, they would be these…” You then follow that by another bulleted list of the top 10 most asked questions or most pressing concerns.

5. Answers to those questions or objections.

“So here's how I would clear those up for you…” Same idea as point #4. List, in bullet form, the answers to each and every question or concern you've uncovered.

6. Explain the guarantee or how you are removing the risks.

“I want you to be completely without risk, so here's my guarantee…” Then explain how your guarantee works, how it reduces or removes the risk from the purchase in their minds, and how to take advantage of it if they need to.

7. The most important part: the call to action.

“It's really easy to get started. You just…” (whatever it is they must do, such as “click this button,” “fill in this form,” “call this phone number,” “return this coupon,” etc). Provide the exact, step-by-step instructions on how they can take action.

8. The result of their taking action.

“Once you decide to get started here's what's going to happen…” Describe what's going to happen once they go ahead. Educate them on how they will get their product, and how they will consume it. Tell them how to make the best use of their new purchase.

9. Add an element of scarcity or a sense of urgency.

“You need to do this right now because…” Tell them why they need to take action today. Is there a limit or a deadline? What will be the consequences if they don't take action? What are the ultimate costs of not going ahead today?

10. Finally, testimonials from satisfied customers.

“Here's a list of people who have already [done this] and exactly what happened for them…” Add testimonials or case studies from other customers. Of course, I don't need to remind you that they must be real and genuine. 😉

There you have it.

When you're done with this exercise in hopefully one hour or less, it's easy to start taking the barebone copy elements from it and dressing them up to take out in public.

You can add more, rearrange the elements, expand points, add proper transitions between each section, make it flow neatly, tighten it all up, and so on.

Once you've done this naked-truth, skeletal salesletter, headline ideas will naturally jump out at you. You will have some groundwork from which to come up with several headlines and possible hooks that will appeal to your perfect customer.

Remember, the headline's job is only one thing: to get your prospect to read your letter. Once you've accomplished that, the rest should be smooth sailing.

Tell me (or Dean Jackson) what you think! We would love to get your feedback.

Categories
Copywriting

P.S.: Don’t Forget to Include This in Your Copy

One of the most venerable and common elements of good salesletters, following the headline, is the postscript or “P.S.” at the end.

The end of every great sales letter should be capped with a strong P.S. We are often told that the P.S. is the second most read part of a salesletter, because after reading the headline many people tend to scroll or jump to the bottom.

It's like the “second headline,” so to speak.

This is particularly true when we know that most people tend to read the headline or the “Dear Friend” salutation, then turn to the closing of the letter to see who signed it or who is it from. Partly out of curiosity. Partly to justify reading it in the first place.

Including a P.S. in your copy may not always be necessary. I've seen some great, proven salesletters that did not have any postscripts at all. But if you do include one, don't add it just for the sake of adding one. Make sure it does the job.

In fact, you shouldn't use a P.S. the way it's supposed to be used…

In traditional letter writing, a P.S. is an afterthought. An additional, incidental, or forgotten piece of information. Hence the meaning of the word “post script,” as in, “after writing.”

And the reason it exists is because, in the old days of handwritten or typewritten letters, where you couldn't go back to edit their letter or insert new pieces of information, the P.S. would allow the author to add final bits of information after the letter was finished.

Back then, we did not have the luxury of real-time editing or correction fluid as we do today, so adding a P.S. was common practice. Now, it is no longer necessary.

But salesletters keep using them, and they work extremely well, in large part because they look more personal and informal, and less like a professional, formal sales pitch.

However, with salesletters, a postscript is not really a place to introduce new pieces of information — unless those pieces are supported or discussed in the letter, or meant to arouse curiosity, forcing the reader back into the copy.

But it is a perfect tool to get the reader to take action.

As the last opportunity to convert your reader into a buyer, the P.S. is a final statement that supports the copy that came before, reminds or reinforces an underlying principle of the letter, or emphasizes the need to take action quickly.

To that end, it can be a great place for adding new, undisclosed information, such as a few surprises or twists, in order to clinch the deal. (I'll come back to this in a moment.)

But the easiest and most common use for a P.S. is to provide a brief summary of the letter, reiterate its main purpose or objective, or restate any of its key points, such as the big idea, the compelling promise, the major benefits, or the call to action.

This follows with the three major steps in delivering presentations. And what is a sales letter at its core but a written presentation? As a refresher, the three major steps are:

  1. Tell them what you're going to tell them.
  2. Tell them.
  3. Tell them what you told them.

Your P.S. can be part of that important final step.

Specifically, you've already told them everything in your sales letter, especially if it's long copy. Now it's time to choose the one aspect you believe is most likely to be holding them back from buying after reading all the way through, and to resolve it.

A strong P.S. does not beg, but rather invites the reader to take the final step before purchasing. It's a strong and clear statement that contains the final call to action.

You can use the P.S. to recap the entirety of your offer. Tell them again what your offer includes, list the important benefits, add up the dollar value (including the value of your bonuses), and outline the extras to reinforce the value of the offer.

An effective technique is to restate your headline, or something important you've expressed in the headline. You won't necessarily copy the headline verbatim, but present the same information but paraphrase it in a benefit-driven manner.

For example, your headline says:

“The Accidental Weight-Loss Discovery of a Juggling Career Mom Who Lost Six Inches of Baby Fat Around Her Waistline Without Any Exercise of Diets — In Just a Few Weeks!”

The postscript can then say:

“P.S.: If you're a career mom or about to become one, and you're concerned about unwanted, stubborn baby fat, then this product is perfect for you. Imagine turning heads as you melt away those few extra inches amazingly fast — in just a few short weeks! — while avoiding exercises or diets you don't have time for, anyway.”

Also, using the “oh, by the way” approach is an effective one. This resembles the original purpose of a P.S., since it is indeed intended to be an afterthought or an important piece of information one has forgotten to mention after the letter was written.

That's why they are perfect places, not only to add additional information we failed to include in our letter, but also to use this seemingly accidental omission to highlight a specific piece of information we want our reader to remember, absorb, and appreciate.

So while you can use a postscript to restate the primary benefit of your product or service, you can also use it to introduce a completely new surprise benefit — such as one or more special, “last-minute” bonuses you are including with your offer.

Thus, a P.S. is a great way to strengthen the offer and “sweeten the deal.”

However, one of the most powerful P.S. techniques is to highlight the sense of urgency — either by creating or increasing the scarcity factor not mentioned in the letter, or by restating or emphasizing it if one was already mentioned.

This way, the P.S. prompts the straggler to take immediate action, whether it's buying your offer now, or at least going back and reading the letter before it's too late.

Nevertheless, let's not forgot the proof element. In fact, a postscript is a perfect opportunity to increase buyer confidence, reduce skepticism, and lower resistance.

At this point, you want to alleviate any lingering doubts. Expressing you understand your reader's hesitancy — especially once they've read to that point but have yet to take action, which is a great indicator — can be a bridge to overcoming their final objection.

Adding another proof element may be your chosen tactic in this case.

Personally, this is my favorite. I love using P.S.'s to enhance the credibility of my offer in some way, perhaps by including an additional testimonial or endorsement, or by adding or restating the guarantee. Perhaps a newer and even stronger guarantee.

What you are looking to do with your P.S. is identify the one objection you foresee as being the key to holding your reader back from ordering. If you decide on using a testimonial, then choose the one that inherently answers this lingering objection.

To handle this objection further, a postscript may be the place you repeat an important or unique aspect of your offer. Since this is what sets your product or service apart from everything else in the market, it may be important to point it out to your reader again.

However, in doing so it's best to paraphrase as to make it easier for the reader to understand and truly appreciate its meaning, and make it appear less repetitive.

In other words, reword the original information that was previously introduced as to specifically deal with the objection. Ideally, it will be the last piece of the puzzle your reader needs to push them over the fence and make the decision to buy.

Finally, a proven technique is to include more than one postscript (e.g., “P.P.S.” and “P.P.P.S.”), and using them with a variety of different methods discussed in this article.

If you decide on more than one P.S., then you should stick to three. Why? It's because studies and split-tests show that, in a triad of P.S.'s, people tend to read, remember, and respond to the second one more than they do the first and last ones.

In other words, include your biggest benefit, a major selling point, or an element you want your readers to focus on the most in the second or middle P.S.

Bottom line, try adding one to your salesletter. As with all aspects of the sales letter that come before, you will have to experiment with your P.S. until it is just right. It can take a while to adjust the angle and the wording until it reaches the peak of effectiveness.

Though shorter and less intense than most other aspects of your sales letter, no less care should be taken with the crafting of this aspect. Considering its position and purpose, it's a feature you don't want to forget to include in your sales copy.