The Characteristics and Hallmarks Of A TRULY Great Sales Copy
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!):
)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.
[tags]copywriting, great sales copy, Gary Halbert[/tags]
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