When getting ready to launch a new product or service, you’re probably falling off your chair with anticipation to share all of its goodness with the world.
You’d rather watch paint dry than sit and write about features, benefits, or any other marketing gobbledygook the experts claim you need to share.
So, you slap something together in the hopes that people will just “get it,” only to end up with a big stinker of a sales page, and big snores from your clients.
Don’t fret. Keep reading to learn how to inject a splash of adrenaline into your sales copy that will have people drooling to buy your goods.
The Habit That’ll Have You Churning Out Killer Headlines
You probably already know that you have just a few seconds to captivate a reader. And, you also know that your headline is the ultimate first impression.
However, unless you’re an award-winning copywriter you’re probably sweating bullets trying to craft the perfect headline that will impress the pants off your customers.
I have a solution – and it’s super fun.
Get your behind into the grocery store and make a beeline right for the check out line. Do you see all of those racks stacked with trashy tabloids and other glossy treasures? Grab a copy of at least three of these publications and then take note of all the headlines. How can you re-work these for your own business so customers will buy your stuff just as easily as a random grocery shopper shells out $3.50 for a magazine?
Let’s pretend you’re a health coach launching a new program to help people beat sugar addiction.
National Enquirer Headline: Stars’ Ex Lovers Tell All: The Heartbreak that Changed Her Forever
Your headline: Ex-Sugar Addict Reveals: How to Cut Sweets Out of your Life Forever
This will take some practice, but following the basic make-up of these headlines to craft your own will have your customers itching to learn more.
The Simple Copy Trick to Make an Instant Connection with Customers
If you’re using the Internet to communicate with customers (and I suspect you are if you’re a Laura Roeder fan), you have to find some way to make your words jump off the page and help people feel like you’re right in the room with them.
The best way to do this is to infuse words and phrases that will have them clinging fiercely to each word.
Here’s a neat little trick to try.
Pretend your ideal customer is plopping down on a lazy Sunday afternoon with a cup of coffee and his/her favorite magazine. Which magazine are they reading?
Once you identify what this magazine is (if there are 2 or 3, that’s fine too) head out and pick it up. Comb through the headlines, advertisements, and articles to find words and phrases that will get your customers buzzing. Keep these in a file and work them into your sales copy, blog posts, etc.
For example, if my customer liked SELF magazine, I might pull out from an issue: so-simple plan, radiant, go crazy, less stress, exhale, sunny side up, celebrate, yours truly, ready-set-slow.
Why does this work? Because national magazines spend thousands of dollars on market research to learn what customers want to read. If you don’t have that kind of budget for market research, this is a sweet little shortcut.
Stop Faking It
Last, but certainly not least, don’t try to be something you’re not.
In business, we often think we have to fit some kind of mold.
Often times that mold is B-O-R-I-N-G.
Read every piece of copy you write OUT LOUD. Are you tripping over your words? Is this something you would actually say to someone in person?
If not, ditch it and swap in something more authentic.
Oh, and pepper in some of those fun words and phrases from #2.
Copywriting doesn’t have to be the bane of your existence. In fact, it can be quite fun. Plus it gives you an excuse to check out all of those trashy magazines you were always too ashamed to read.
Now that sounds like a good time to me.