Category Archives: Copywriting

Copywriting Challenge 6: Pull

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Your prospect is chomping at the bit by now. He wants your product. So now is the time to tell him how to get his hands on it. This is the classic call to action.

Just as the name implies, the purpose of this part of your sales letter is to get your prospect to take action (i.e., buy your product).

This isn’t just a light-hearted suggestion. Instead, you take your prospect by the hand and tell him exactly what to do next.

Indeed, you virtually command him to take out his credit card and click the “order” button now.

But here’s the thing…

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Copywriting Challenge 5: Bullet Points

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You’ve established (and “agitated”) the problem, shown the prospect that you care about his problem, and introduced your product or service as the solution to this problem. By this time your prospect is pretty interested in what you’re offering. Now it’s time to ratchet up this interest so that he starts to really want your product or service.

And how do you do this?

Simple: By sharing a list of “points,” usually in the form of a bulleted list.

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Copywriting Challenge 4: Proof

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You’ll recall that earlier in this challenge I mentioned that your prospects do NOT believe you.

It’s true.

They want to believe you, but they’re viewing your letter with a skeptical eye.

You can see why. Some of your prospects have been scammed before. Some of them just perceive that they’ve been scammed or duped (even if they really weren’t). And some of them just don’t believe all the big, bold claims you’re making.

Maybe you can relate.

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Copywriting Challenge 3: Product

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In the opening of your letter you reminded the prospects about their problem. Putting the problem squarely in front of your prospects may have been a little painful. You tapped into some deep emotion. But don’t worry – because now you’re going to introduce your product as the solution to your prospects’ problem.

Simply put, the purpose of this part of your sales letter is to give your prospect hope.

This is where you take your prospect away from the “punched in the gut” feeling and instead offer a joyous feeling of renewed hope.

You’ll notice that I used the word “renewed.” That’s because your prospect has felt hopeful before. Unfortunately, he or she has been let down and disappointed many times. Sometimes the products didn’t work. Sometimes your prospect even got the feeling that the marketer lied.

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Copywriting Challenge 2: Problem

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If your headline did a good job of getting attention, then your prospect has now slid his eyes down to start reading your opener. And it’s here in your opener that you present the problem that’s plaguing your prospects.

You see, your headline offered a benefit and at least hinted that you had the solution to the problem. But in order to make your letter really effective, you need to “agitate” this problem.

That is:

  • You need to make your prospect really feel the pain of this problem.
  • You need to dredge up some painful emotions.
  • You need to make your prospect feel a little desperate for a solution.

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