Diary of an Ad Man

October 23, 2019


Filed under: Copywriting Tips — linwoodaustin @ 5:34 pm

First of all, you have to know that folks buy ONLY to get benefits. So, it would make sense that you need to make a list of all the benefits someone might receive.
Then you must remember that benefits, generally sound hollow, unless you have facts and features that support the benefits those folk will get. So, make a list of al the supporting features that make the benefits believable.
Now, you must weave your story together so that you present the benefits and the features together in such a way that they want to hear everything.
To help you weave that story, use “connectives” that move your prospect from one thought to the next. Connectives like “That means”, “Plus”, “And”, “You might be wondering”, etc.
Finally, you must bring in your “CTA” (call to action). If you get them excited about your product or service, tell them what to do to get it.
The reason you want to do all this is that a written sales message that works, works all day long. Not like a commissioned salesmen who gets tired after making 20 phone calls. Your written sales message can sell at 2 o’clock in the morning and still do the selling.
Don’t be afraid of a long-winded message. Why? Because prospects, not “people”, are hungry for information. They need it to buy.

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