7 Steps To Increase Your Profits 300% or More - Guaranteed!

August 30, 2007 | 1 Comment

I won’t insult your intelligence today and tell you that
I have the single-most important key to your success online.

What I will do is speak the truth, maybe even a truth
you’ve overlooked for far too long.

You see, like you, when I started out online there were
quite a few hurdles I had to overcome. I’m sure you’ll
agree that starting a business online is not just fun and

It takes work, and most times you’re “it!”

There are quite a few things that we have to master, or
at least become semi-proficient at, in order to turn a
profit. Right?

One of those things is learning the art of copywriting.

I call it an art, because it truly takes a certain kind
expertise to turn simple words into profit generating

Now it’s no secret that many of the largest and most
powerful advertising agencies in the world were founded
by copywriters and rightfully so.

These people had a deep understanding of salesmanship in
print and were able to turn their words and ideas into

A great example of the evolution of advertising can be
seen in the book, “Born in 1842. A History of Advertising”
by Dan O’Donoghue, Maurice Levy, Stephane Pincas, and
Marc Loiseau.

You will find that many of the most compelling ads in the
book are the older and more direct response focused ads.

Why? Because it works!

So before we get into the nitty-gritty fundamentals of
how to increase your profits through efficient copywriting
you should know this.

If you have the budget, then hire a professional
copywriter to write your sales material for you and focus
your efforts on your other tasks.

If you don’t have that kind of budget, then read the rest of
this article very closely.

Keep in mind that this article will put you on the right track
but it is near impossible to learn everything you need to
know about “direct response copywriting” from one article.

Step 1

Identify your market.

Before you write a single word of copy
for your product or service, you must identify your target
market and as Stephen Pierce puts it, “What are their needs, wants
and wishes?”

Doing this will not only keep your copy laser focused but
also highly relevant to your target audience, and thus
multiplying your sales conversions.

Step 2

Write out your offer and P.S.

Yes, instead of writing out your headline, subhead and body copy
your next step is to write out your offer or rather
the closing offer and your P.S.

I can tell you from first-hand experience that
this is one of the places where 95% of sales letters
fall short.

I’ve seen people write out phenomenally compelling sales
letters and by the time they get to making their offer
they fall flat on their face because they’ve spent
all their energy on writing the sales letter.

Many people in fact, develop a sort of, temporary intimacy
with the prospect they are speaking to in their sales letter,
causing them to become less likely to make a firm offer and
ask for the money!

Don’t let this happen to you.

When writing your offer, state your price and why the price
you’re offering is such a great value to your prospect.

Make sure it’s believable and justified.

Then give an “Iron-clad Money Back Guarantee” or similar
as a risk reversal mechanism to increase their trust in
you. This will help to increase your sales.

Inject scarcity in the form of a Limited Quantity, Limited Time,
or a date dependent price discount. Many times a simple, “Act
Now or Others Will Leave You In The Dust” styled scarcity
injection will do the trick.

Next, you write your first P.S. make it one where you restate
your offer and the guarantee.

Your second P.S. should be a final call to action.

This is where you would add a “self-help” or accountability
styled P.S…

For Example…

P.P.S. - Listen, you can keep doing the same things you’ve
always done and keep getting the same results or you can take
quick and decisive action right now, grab your copy of XYZ PRODUCT
today and be on your way to building prosperous new life beginning
today. The choice is yours my friend. Click Here To Take Action

Step 3

Write a compelling headline.

Now, I can give you some incredible statistic like changing
just a headline produced 700% more sales without
any other changes to a website, but I’m pretty sure you
already know how powerful headlines really are.

So, here are two ways to write powerful headlines that make
your website sell like crazy.

You’ve probably heard this one before but here’s a twist
on it. “Don’t break what aint’ broke!”

You see, there are thousands of powerful headlines that
have converted well for tons of different industries in
the past. You probably already know quite a few of them.

All you have to do is “swipe” the headline and edit it to
suit your product or service.

The second way is…

You can use my “A.C.E.S. method” for writing headlines
that sell!

Here’s the short and sweet explanation of A.C.E.S…

A compelling headline has these four elements in it
almost ALL of the time.

A - Attention
C - Curiosity
E - Excitement
S - Specific

In other words a compelling headline…

1. Grabs the attention of your visitor.
2. Builds curiosity about your product or service.
3. Builds excitement through the use of powerful
‘news type’ words.
4. Is specific to your target market’s needs and your
product or service.

For example…

A long-time client of mine created a software that
slows down video training material so that the user
can learn specific moves or techniques faster.

Here’s the headline we came up with in only five
minutes and STILL it can be improved but the sales
results have been astounding to say the least.

“Amazing Software That Manipulates Video So That
Anyone Can Learn At Least 3 Times Faster Than Normal . . .
Watching The Same Video . . .In A Completely
Different Way!”

Do you see the A.C.E.S. in there? Great!

Write 10 to 20 of these headlines and save them all.

Step 4

Write down a list of your key benefits and turn them
into bullet points.

There are really only two main kinds of benefits.

The first one is a “functional benefit.” Often
called a feature, the functional benefit can easily
be identified as something like, the fast, overnight
delivery from a company like FedEx or all the office
supplies you need under one roof at your local Staples.

The second type of benefit is the “emotional benefit.”
An emotional benefit can be identified as the ease and
comfort you experience knowing that your package will
arrive by the next business day at your desired destination
or the reduced stress and feelings of happiness when you get
everything you need for your office in one location and
without stress.

When you look at billion dollar corporations like FedEx,
Microsoft, Home Depot, Best Buy, Staples or any number of
the big players in any industry, you’ll find that they have
an firm grasp and a perfect mix of functional and emotional
benefits inherent in their product or service and in their

Once you have your emotional and functional benefits written,
your next step is to add the Zeirgarnik effect into them.

“The Zeigarnik effect states that people remember uncompleted
or interrupted tasks better than completed ones.” - Wikipedia.org

Basically, you’re forcing your prospects into a state
of curiosity and the only way to satisfy this curiosity
is to buy your product.

Infusing the Zeigarnik effect into your benefits will transform
them into persuasive bullets.

Here’s an example using the software product I mentioned
earlier if you were targeting dancers or martial artists…

Emotional Benefit: Feeling of achievement.
Functional Benefit: Learn difficult moves twice as fast.

Bullet: Experience the overwhelming joy of achievement
when you learn difficult moves twice as fast…using this
one secret feature.


Bullet: How to learn complex moves twice as fast with
a single click of your mouse!

See the curiosity built into the benefit?

Step 5

Line up the social proof…testimonials and statistics.

Social proof is a very powerful form of persuasion, and after
all, copywriting is persuasion in print.

In every sales letter or direct response advertisement you’ll
find the element of social proof.

Social proof in the form of testimonials, provides your prospect
with both the reassurance that your product is good and it
also triggers the “herd mentality,” inherent in all human beings.

Having social proof easily provides your copy with the much
needed impulse buying triggers because both real statistics
and personal testimonials have the power to get past your
prospects defenses and deeper into their minds.

But you know what?

Another powerful form of testimonial exists.

It holds the persuasive power of “authority.”

Getting testimonials from well known experts and/or celebrities
can and will make your testimonials even more powerful.

The persuasion principle of “authority” or rather compliance
with an authority figure can immediately and many times
drastically boost your sales.

I highly recommend you read, “Influence - The Psychology of
Persuasion” by Dr. Robert Cialdini to learn more about
the principles of persuasion.

Step 6

Write your lead.

This is where you begin to address your prospect directly.

It is where you set the stage for the rest of your sales

To address your prospect directly, you should begin a
sales letter with…

“Dear Friend,” or better yet “Dear Fellow Dancer,”

The next thing you write after that should be a
opening sentence that makes a “big promise” of the
ultimate benefit they will receive from reading your
sales copy.

A classic example of this is the “If…Then” opener.

For example using the software example…

If you’ve been trying to learn a new skill using
‘Windows’ compatible video on your computer, then
you already know the value of what I am going to tell you.


If you’ve been trying to learn a new skill using
‘Windows’ compatible video on your computer, and
want to learn faster, then this may be the most important
letter you have ever read on learning a new skill with

You see the big promise in those?

You’re setting the stage for the copy to follow.

Nothing more.

Step 7

Write out your copy.

Funny that this is the last step but remember each step
is a tactic and adding them together with your copy will
form your entire sales letter strategy.

To get pat your prospects objections and close the sale!

Now, once you have all of the above elements in line, you
should sit down, pretend you are speaking to your best friend
and just write out an explanation of why they should purchase
your product.

Write as if you are speaking to your friend directly.

Answer the following questions within your copy and add your
bullets and testimonials throughout your copy.

The questions you should answer are…

Who Are YOU?

Why should I listen to you?

What is it?

What’s so great about it?

What’s in it for me?

How much does it cost?

How do I get it?

Remember those headline that you didn’t use?

Well throughout your copy, you can place those
headlines as subheads.

Subheads break up your copy so that a person does not
get tired or bored reading all your sales copy.

It’s what I call “Optical Appeal” and subheads are your
first line of defense against boredom and increasing
optical appeal.

It also prevents “page scanners,” people who quickly scan
through your page, from scanning your sales page
and leaving, by drawing their attention with your subheads.

As a rule of thumb I use one subhead, at least, per printed page
of sales copy.

Another trick to keeping people glued to your sales copy is
to use short sentences or very brief paragraphs to increase
the white space on your page.

Finally, remember this…

Write as if you are “speaking” to a friend, NOT writing a college
essay. If you use somewhat broken language, write it, don’t leave
it out or make it proper.

Just refrain from using too many bad words.

That’s it.

The only other advice I have is go out and read, read, read as
many sales letters as you can, and then apply what works in
each of them to your copy.

Pretty soon, you’ll be a master at writing copy for your market!
copywriting, direct-response-copywriting, sales-letter, sales-letter-writing

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