Advanced Copywriting Strategies
When you’re writing, whether it’s direct sales writing such as sales letters and promotional packages, or whether you’re simply communicating to your subscribers through your newsletter, there are a few principles to keep in mind:
- Buying decisions are based on emotions - the “needs” of your prospects, and how well you can “sell” your solution to those needs to your readers.
- People have a subconscious BS filter that automatically goes on red alert when they read a sales letter or are the target of a sales pitch. Reasoning with a prospect that already has that mental shield up will only make her resist more - you have to first prevent that shield from getting up, and failing that, you need to use an emotional bridge to get through the BS filter.
- To understand the “needs” of your prospects, you have to get into their heads to find out what they want (as in “a stronger and straighter golf swing” instead of “a better golf club”). Once you have that information, you can use it to write powerful, compelling copy that touches readers directly at their emotional core.
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