Recently I wrote a 2 part series on "The Characteristics And Hallmarks Of A TRULY Great Sales Copy".
I have received some good reviews about it, and some of the readers have emailed me to make this available as a PDF report.
Well, being the nice generous guy that I am (*shamelessly* 
), I listened, and decided to get it out in a PDF format for your viewing and reading pleasure.
I have edited the series and added in more tips. In addition, I also threw in a list of FREE resources that you will definitely find useful with regards to the topic of copywriting.
I spent quite some time on this report, and I will really appreciate if you can give me some feedbacks. Good or bad, just bring it! Everyone learns in the process!
Enjoy.
Here is the download 
.
Update
19 April 2007 - First of all, I've received some encouraging and constructive feedbacks via email, and I've to say I'm really thankful and appreciative.
I made several changes to the report and edited this posting a little (can you tell?).
As you can already observe, the title of this report is now changed to "27 Surefire Tactics Master Copywriters Employ To Produce A Compelling Sales Copy" from the previous "The Characteristics and Hallmarks of a TRULY great sales copy".
This is done to produce a more attention grabbing headline, with the '27 Surefire Tactics" bit giving it more specificity.
Done a few more cosmetic changes, and anyone who have seen the previous version might be able to spot the difference. Content-wise, it is still the same.
Copywriting is all about constant testing and tweaking. Little details count. Thanks for the feedbacks once again. Keep them coming.
tag:Business, copywriting, Internet Marketing, persuasive copywriting, sales copy Tips and TricksLike my post? Show your appreciation by buying me a beer then... =)
In Part 1, we explored 8 of the finer points of what make a brilliant persuasive sales copy that can tempt even the wisest of Eskimo to buy ice.
In Part 2, we shall delve further. C'mon, lets jump right in!
9. Personal stories of triumph
Everyone loves a winner. If the seller can convey his own personal experience of how he has achieved success through his own methods that he is selling, it will be good. If he sets out to display that this feat can be easily modeled and emulated, it will be great. If he comes out with a story of overcoming the odds, from being an underdog to winner, from chump to champ, from loser to the stud who brings home the prom queen, we got a winner on our hands.
Good sales copy usually presents strong engaging stories that do not come across as too egoistic. These stories are normally crafted in a way that are believable and not come across as excessive.
After all the sales copy is all about the buyer, buyer, buyer, and not the seller. The buyer will only care mostly about what is it in for him and not so much about how great the seller is.
10. Value-added bonuses
Bonuses are great in increasing the perceived value of the product. Not just any sub standard bonuses but quality ones that complement the main product. Generally, the more bonuses there are, the more valuable and attractive the selling product package becomes.
Usually the bonuses will be tabulated in a detailed manner, with the price beside it to emphasize the great perceived value.
However a copywriter will always be careful in not overdoing the giving out of bonuses. After all, too many bonuses (say more than 12) might confuse the buyer, and also dilute the value of the main focal selling product. Buyers too will get suspicious and think that, perhaps, there are so many bonuses given out to cover the inadequacies of the main product.
11. Comparing the perceived value vs actual price
Many compelling sales copies use this to great effect. They bring out the perceived value of each components in the products, tally them and contrast it with the final selling price, which is usually much lower. This creates an illusion that the product is one hell of a bargain, and that the buyers are actually getting much more value then what what they are paying for.
Let me ask you, which is more attractive to you, a 50 dollars product with a perceived value of 10,000 dollars or a similar product that cost only 25 dollars but has no actual perceived value to show? I'll grab the former in an instance.
12. Compelling price
The final selling price is important. If the niche the sales copy is targeting is aimed at the teens crowd, do you think the buyers will pay top dollars for it? If you are selling a report that teaches one how to cook different recipes, do you think people will want to buy it if you priced it at say, 97 bucks?
The price has to be reasonable and irresistible at the same time, and more importantly, fitting of the niche the product is aimed towards.
Let me give you two examples of successful products that are priced at opposite ends of the selling scale.
John Reese's traffic secrets cost a whopping 997USD but it was a massive success, generating 1 million dollars in sales over an extremely long period of 1 day! That will take some beating to emulate.
It sold out like wildfire partially because he created and build up some anticipation for the product, but also largely in part, due to the immense value the traffic generating ideas the product will bring to the buyers, who are banking on using the traffic ideas to in turn generate more sales for themselves.
It was a worthy investment many were willing to take as they feel that the potential returns will far outweigh the initial cost.
On the other end of the scale, Jonathan Ledger, the man behind the 7 dollar secrets craze, has a wonderful product that is available at a price that cost the same as a Macdonald meal. Many see the great value in the product and the best thing is that it doesn't cost a bomb!
13. Risk removal
Do you notice virtually every great sales copy comes with a risk-free 50 or 60 days money back guarantee? This is important to the buyer, as they are more inclined to buy a product which they can refund easily if they aren't satisfied with the quality of the product.
In fact, the longer the risk-free money back duration, the less likely the buyers are to refund. Why? Simply because they are can take their own sweet time to evaluate. When the buyers are less pressurized, they are also less likely to find fault with the product. In fact, with a long risk free try-out duration, most buyers will simply just forget about the refund aspect. In addition, it allows the buyer to differentiate from the rest who are offering a period of say, only 30 days of money back guarantee.
14. Clever manipulation of prices
Nope I'm not talking about manipulation of stock prices.
Do you notice that great sales copy always like to tease the mind of the buyers?
They will go something like:
"With all the value present in this product and bonuses, it is easily worth $999.
How much are we selling?
Not $777
.
.
Not $555
.
.
Not $277
.
.
Not even $77 dollars which already represents a FANTASTIC DIRT CHEAP bargain!
The product is going at $27!"
How clever. Playing around with prices to again create an illusion of a fantastic impossible-to-resist offer.
Strikethroughs are commonly used tactics too.
Example:
The price is selling at $999, $777, $555, 277, $77 $27! A bit tacky but it works!
15. Utilizing P.S and P.P.S
P.S and P.P.S are used at the end when signing off, and it is a good quick way to reiterate and remind the readers of the great value of the products and also to squeeze in some last minute pitching, as well as to tell them that they will be missing out on a great offer if they don't buy. You may think that this tactic is more long-winded than your affable grandma, but again, it works!
16. Giving out a FREE teaser report
Buyers love this. It creates a win-win situation for both them and the sellers alike. The buyer can have a preview of the product and can better understand what he is getting himself into, while the seller can presell and warm the buyer up, putting him into the 'buy' mode. It also goes some way in credentializing the seller.
Such teaser reports will usually require the would-be prospect to opt in to a list, thus it will be a fantastic way for the seller to follow up, presell, and of course cross sell and up sell further down the road.
17. Box/book/CD image ecover of the product
This is especially crucial for digital products which are not physical in nature. An image of a product looks more tangible to the buyer. It has been proven without a doubt that an ecover that accompanies a product will have a higher sales conversion as compared to one that doesn't have.
Look at this ecover for XsitePro, a website builder for Internet Marketer.
Looks much more appealing than a simple text introduction, ain't it? After all, a picture speaks a thousand words.
18. Manage expectations
Honestly there will always be some buggers who will expect more than what they are paying for. So right from the start, a great sales copy will state first that who should buy and who shouldn't.
Sales might decrease, but you can be pretty sure that those who buy will be less likely to issue a refund. The key is to get hold of quality targeted buyers.
19. Creating components/modules
This point should have been listed in Part 1, but it somehow slipped my mind. Anyway, with components or modules in the package, it presents an image of the product as being comprehensive, all rounded and complete. In addition, with the various parts broken down and and tabulated out, it makes it easier for the buyer to go through and digest the various information, features and benefits.
20. Provide Customer Support
My last point, but no doubt, one of the most important aspect of a great sales copy. Buyers want support for anything they aren't clear about when analyzing or using the product. Give it to them. Including an email or phone contact, or a help desk, go a long long way in helping to clarify doubts and these can also be a great credibility booster.
If you provide great support, you might even get a potential loyal customer who will buyer more products from you in future for life. In 2 words - support MATTERS!
Hope you have enjoyed and learnt something from this ' characteristics of great sales copy' series.
Have a great day!
tag:Business, copywriting, customer support, great sales copy, Internet Marketing Tips and TricksLike my post? Show your appreciation by buying me a beer then... =)
Copywriting has always been a subject that fascinates me. I did some copywriting before, and I've to say that I really love it. Without a good sales copy, even the best product in the world or galaxy for that matter, won't sell.
Lately, I've been reading the works of some of the greatest copywriters, like the late Gary Halbert, as well as analyzing some truly fantastic sales copy that are compelling and persuasive, and I realized that many of them share the same characteristics.
So what are the hallmarks of a GREAT sales copy?
I've done all the dirty work and compiled a list. Brace yourself for a ride through the makings of a brilliant sales copy that gets a torrent of cash rushing in!
1. Compelling Headlines
A good sales copy always start off with a great powerful engaging headline. That set the tone right for the reader and make him sit up in his seat a bit to take notice. With the interest gained, it is half the battle won.
A good headline can be a question or just a short quick summary of the whole product, or both.
Here is an example of a great starting headline (thought of by me!):
"Would you like to increase your profit by up to five folds in double quick time, and radically revolutionize the way your business operates just by implementing a few foolproof strategies? This step by step report shows you how." Compelling, yes? (Please tell me it is! 
)2. Clever use of colors, font size, and positioningNotice that the headline is in red? It grabs the attention from the very start. It makes a visual impact due to the contrast to the follow-up black text. It signals an intention to tell you, the potential buyer, something big is brewing.
The headline also stands out because of the bigger font and centralized positioning. It gives a powerful inkling to the readers of what is to come and expect.
3. Highlighting for emphasis
You want to put an important point across with added impact? Highlight it! Get the picture? Clever marketers often use highlighting to add color and life to the message they want to bring out. The trick is in the limiting of the use of highlighting. Overdoing it will dilute the impact.
4. Speaking from the would be buyer's perspective
Lets face it. The buyer care only about himself. What is it in for him if he is to fork out the money to buy the product? It's about the buyer, buyer, buyer and how it can benefit him. He wants to know how the product can solve his problems. So if he has an erectile dysfunction, the product better jolly well make him a real beast of a man again! In short, the sales copy must spell out all the solutions to the problems.
5. A clear detailed list of benefits and answers shown point by point
A point by point presentation of benefits and solutions easily give the buyers an easy grasp of what he is in for if he is to make a purchase. Generally, the longer the list, the better. The perceived value gets higher.
6. Bringing out the emotions of the buyer
Human are an emotional lot. Always have been, always will be. Fear, greed and hope dominates our feelings and thoughts. Investor's psychology is important in investing and trading, so is consumer's psychology in sales.
Good sales copy bring out these emotions in the buyers, which they can identify with. They will go, "Yeah yeah. That sounds familiar! I can relate to this."
Take for example, the fear factor. A product may play on a buyer's fear that he will stand to LOSE out a hell lot and may even be damaging to himself, if he did not purchase the product. It is the survival of the fittest. Nobody wants to be disadvantaged. The fear factor can dramatically inclined the buyer towards making the purchase.
So are greed and hope. Everyone wants to make money, or gain more of something. Everyone's hoping for more. If the product can give it to them, it will be SWELL.
Another trick a good sales copy employ is to bring out and invoke the past pains and sufferings of the buyers, and then offering a cure to it. There is nothing more compelling and convincing than a shining light of a helping hand that will take you out of your abyss of darkness.
7. Credible proof
Buyers will like to see that there is some credibility behind the seller and that he is able to deliver on what he claims he can give.
For example, a before and after picture of a man who lost an incredible amount of weight will give some degree of credence to a weight loss program or pill.
A motivational speaker seeking to sell his course will appear even more believable if there are perhaps newspaper cuttings and photos of events he has organized in the past.
For a product that teaches one how to generate extra income, be it directly or indirectly, screenshots of earnings are be a big big credibility booster. This is especially so if the actual name of the seller is clearly shown. It shows that the seller is actually making good money, by employing the tactics he is selling. It might be fake, but still, it creates a compelling notion to the buyer that he could be the next one making that obscene amount of money!
8. Testimonials
Not just any testimonials from any Tom, Dick and Harry, but from those who are the big names in the particular field. It gives an image of authority to the seller which is good. It shows that the seller is trustworthy, and as I have mentioned a few times already, credible.
Also, there are many times where testimonials just contain a name and nothing else. Heck, we don't even know if these people are real or from outer space? I don't want to buy a product that is endorsed by an alien.
Credible testimonials will always have a real photo, name, website address (if there is) and job title (when relevant) present.
Ok this is getting too long. More in part 2 baby! Hope this has got some of your creative copywriting juices flowing.
tag:Business, copywriting, Gary Halbert, great sales copy, Internet Marketing Tips and TricksLike my post? Show your appreciation by buying me a beer then... =)
This post is sort of inspired by the Blue Chip stock entry by my friend Robin, of FortuneWatch.com.
I left a comment on it, and I thought I reproduce it here.
Without further ado, the second tip of this series is
"In times of sudden crisis, buy blue chip stocks"
Just in case you are wondering what the heck are blue chip stocks, let me first clarify. Nope they are not potato chips that are blue in color (Sounds yucky to me).
Blue chip companies are generally defined as big, safe, fundamentally strong companies with a market capitalization in excess of billions.
Blue chip stocks are good if you want to add some balance and diversification into your portfolio, but don't expect any extraordinary gains. They are as safe (some people say boring which is a good thing actually) as can be. If you are looking for wild fluctuations, gyrations and excitement, you gotta look elsewhere.
So why buy in times of sudden crisis?
By sudden crisis, I mean a terrorist attack like 9/11, tsunami or hurricane devastation, death of a leading political figure or outbreak of disease like bird flu or SARS.
Such incidents usually spark off wild panic and indiscriminate selling. People are abandoning ship like nobody's business.
You might be tempted to jump too, or stay off the market, but hold on a second!
Warren Buffett once said, "Be fearful when others are greedy and be greedy when others are fearful."
How apt!
When everyone is panicking and selling like crazy, now it is time for you to pick up stocks like a crazed greedy mad man who seemed like he had never eaten in years! Not just any stock, but fundamentally strong blue chip companies with a solid balance sheet.
Now we are talking!
You can be assured that that the price of these companies will drop due to the mad sell off and this will represent a fantastic chance to scoop them all up at a bargain price. You probably won't get such a good deal at the annual great sale by your nearest shopping mall.
If you think long term, and am willing to look past the short term downward spiral, the price will definitely correct itself in due time when the market has stabilized and regain it's lost head.
Better still, look at government-linked companies like banks. The government won't allow them to fall, so it's a pretty sure bet in this scenario.
Blue chips have never tasted this tasty.
This strategy has worked in the past and will work in future. Just that, do you dare to go against the emotional mass crowd and walk the road less traveled? That is the question.
tag:blue chap stocks, Finance, Investment, Random finance tips Warren BuffettLike my post? Show your appreciation by buying me a beer then... =)
Two days ago, Gary Halbert passed away. For those who don't know who he is, he is widely acknowledged as one of the best copywriters and direct marketers in the marketing world.
His works are truly brilliant. I regret knowing about him only recently, and I must said that I've learnt a great deal just by reading some of his works.
I think the best way to give tribute to such a magnificent mind is to read his newsletters which are made available for free. Doesn't cost a penny at all, but the content is truly great!
If you are into copywriting, or just want to learn about improving your writing skills and gaining more insights on direct marketing, go to http://www.thegaryhalbertletter.com/
Don't believe me? Just go and take a look.
His passing is truly a loss to the marketing community.
tag:copywriting, direct marketing, Gary Halbert, Internet Marketing The death of Gary HalbertLike my post? Show your appreciation by buying me a beer then... =)Popularity: 1% [?]
Well, if you are a reader of My Peculiar Thoughts and came to my site in the last 6 or 7 days, you would have came across the message saying that I've moved my site to a new domain. The move has finally materialized, and you are now looking at E-MoneyMarketing!
A new name. A new beginning indeed!
My Peculiar Thoughts was meant to be a personal blog at first, where I can put in my own articles about finance, investment and Internet marketing which are some of my passions.
Actually I've been mulling about the a domain name change for some time, but held back because my site has already been indexed by Google, and that I did not want to go through all the technical hassles as well as to re-establish all my links.
However as I've been getting increasingly encouraging comments as well as link- ups, I decided that a domain name change is in order, so as to more appropriately reflect the content of my blog. I needed to create a brand, and one that is credible. The name "My Peculiar Thoughts" couldn't give me that. For the sake of long term positioning, I decided to take the plunge, roll up my sleeves and get down to attempt the Herculean task of moving my blog to this present domain.
All along, I knew that moving the blog to a new domain name wasn't going to be easy, and I was proven right. It was definitely very tedious and time-consuming.
I had to register for a new domain name, point it back to my hosting, copy all the files in its exact entirety over to the new domain folder, backing up the database, editing it, backing up again, and so forth and so forth, till I got all the settings right, which I then had to operate a permanent 301 redirect from my old site to this present one.
My progress was also hindered by my laptop which has been operating really slowly lately (time to upgrade my RAM).
The job isn't exactly done yet at the moment as my text alignment in my top-tier pages are still a bit off and I've not established all my links back. Still, I think my effort and hard work the past few days is worth it, and will pay off in the long term.
As usual, I will talk about some lessons I've learned in this domain migration exercise, which could be some things for you guys to ponder on.
1. This could have been prevented had I chosen a name which had long term value from the start. It goes to show that long term planning is very important.
Are we currently doing something just for the short term, without looking at the long term benefits? Are we being far-sighted? These are the questions we have to ask ourselves.
2. The domain name change has been one of the toughest as well as the most tedious technical task I had to carry out since I started this site 3 months back. This is challenging to me as I do not have prior technical expertise at all.
Everything is done and achieved through hard research, tonnes of trial and error, and of course action-taking.
Some people may feel that this is not a big deal at all, but for me, one without technical background, it is. I'm proud and happy to get through the whole process, albeit with certain aspects uncleared.
The moral of this point is that, for anyone wanting to try something totally new and foreign, don't feel handicapped by your lack of experience and expertise. As long as you are willing to put in some hard grafting, learn, as well as take action, you will reach your goal one day.
3. Patience pays. I could have rush through the whole exercise, but I decided to play it safe by mapping out all the required steps, and taking precautionary steps to mitigate against any disastrous screw-ups, which are very likely in a domain name change. So far, I'm glad I've done pretty well with regards to this aspect.
Alright I think I better stop here. A lot more work to be done. A lot more posts to be typed out for nice readers like you who have been coming back. People like Shawn from BlueFlux.com and Robin from FortuneWatch.com, as well as others which I cannot track. Thank you so much!
I will put in a step by step guide on moving the domain name for WordPress blog in a post soon. Look out for it!
tag:Domain name change, eMoneyMarketing, Internet Marketing WordPress domain name changeLike my post? Show your appreciation by buying me a beer then... =)
Recently I wrote a 2 part series on "The Characteristics And Hallmarks Of A TRULY Great Sales Copy".
I have received some good reviews about it, and some of the readers have emailed me to make this available as a PDF report.
Well, being the nice generous guy that I am (*shamelessly* 
