Time to Take Action

In the example I have laid out, the objective was for the reader to place an order. As mentioned previously the objective of your ad copy could be to simply obtain an opt-in, give away a free report or a multitude of others things. But in this letter I want them to click the order button.

I slammed them "up side the head" with my question inducing headlines, I peaked their interest by telling a story. I then made sure they desired to own the product by explaining the features AND benefits. I sealed the deal with my outstanding guarantee. So now there is only one thing left to do and that is for the reader to order my product.

You must ask for the sale. You have to close the deal. In this case I would simply state that their acne problem could be yesterday's news if they will get started by placing their order today.

I may decide to use a scarcity tactic and limit the number of products I have available. If that was the case I would explain that quantities are very limited and to insure that they need to order right now to make sure I have product to sell them etc.

How you approach the close will depend on your product and the way you have structured your offer. But you absolutely must ask for the order in one fashion or another.

I would then continue to let them know exactly what will happen once they have placed their order and it has been processed. I might tell them that they will be receiving the download to my grandma's family remedy in their email box. Maybe I would tell then that as soon as the order is processed they will be re-routed to the download page. Again this depends on how you setup up your offer.

Additional Writing Tips

If you have done your proper research on your product, then you should be able to get inside the head of your prospects and this makes writing your ad copy easier. While writing the actual sales letter it will be easier if you imagine that you are speaking to just one prospect instead of thousands.

It's just you and one prospect face to face. You will be able to better anticipate what that prospect might be thinking, or how they might be reacting to the copy you are writing. This will allow you to answer their potential questions and possible objections in your copy. You will want to make sure you answers these questions and objections so you can remove all the doubt that may crop up.

You will also want to write in a very conversational tone. Again just imagine it is you and the one prospect and you are having a conversation. Speak to him/her as though you are there before them. You are friends. You are a friend trying to help a friend.

Keep it sincere and don't over hype. People can see through that and you will lose credibility. I am not saying you can't use a bit of hype. Hype works and that's why people use it. I am just saying that there is a line you can cross where your reader stops taking you seriously and they start doubting your intentions.

Learning to write with transitions will help you to keep your reader moving down the slide and through your copy. You can do this by asking questions at the end of your paragraphs. But be sure you don't ask questions where you don't already know, or can't guide the reader into the answer you want them to make.

Format your writing into short paragraphs. Use two or three sentences and then start a new paragraph. It breaks up the text and makes reading easier.

Summary

The information I have discussed in this section of my website has been intended to give you a very basic introduction to copywriting. Writing copy can be a very technical practice in psychology. Some of the principles involved are very advanced. But the point I have tried to make is that you can get by with simple conversational ad copy if your offer is strong enough. In the beginning your copy will not be world class copy. So it is vitally important that your offer is absolutely irresistible.

I hope that you decide to pursue an education in copywriting. There are many courses and books available. I am in fact working on a beginner copywriting course myself. If you are on my list you will receive an email when it has been completed. But for now there is one book that I feel you must read immediately if you are going to be writing your own copy.

The Book is written by an Arizona State University psychology professor named Robert Cialdini. It is entitled "Influence - the Psychology of Persuasion. The odd thing about this book is that is was never a book written for the marketing audience. However, the information in this book has proven to be a real hit in the marketing community.

The book has absolutely nothing to do with writing sales copy, but then again it has everything to do with writing sales copy. Does that make sense?

Of course not :)

Just take my word for it and read this book. I think I have read it four times from cover to cover. The knowledge you will pick up is absolutely priceless.

Write with sincerity and a genuine concern for your readers and you will do fine.
That's it for this section. Stay tuned for my upcoming copywriting course that will be tailored for beginner copywriters.

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