The Copywriter’s Handbook

eye-catching words which can instantly excite the emotions.

You should never use FULL caps for your headline.

The more copy you write, the better you will get and soon you’ll be able to churn our high quality sales copies with ease.

The ability to sell from your words and make huge profits is an art.

Thankfully, It is also a skill that can be learned and honed.

Mistake #1 Selling before first demonstrating value

— Before you blast your subscribers with offers, you must always give them tons of free value and establish a genuine relationship with them.

Mistake #2 Wrong text alignment
— As a general rule of thumb, words should always be aligned to the left, indented inside slightly and not have too long a word line. This is to prevent a break in the continuity of your visitor’s reading flow. (from left to right)

Also, images should be used sparingly, only if its directly relevant to your sales copy and should be aligned to the center.

Mistake #3 Sounding too formal
— Let’s face it, of your pitch sounds too formal, you’ll come off as sounding like a sales robot. For goodness sake, throw in some human factor and speak with a casual tone. No one likes to be hard selled, so if you can connect with your readers in a more informal tone so that they can identify with you, you’ll be more likely to make that sale.3

Mistake #4 Wasting your reader’s time

Basically, to write a good copy, you should only be adding things which contribute to the sale and removing things which do not. Your

reader’s attention is very precious so if you manage to catch their attention, make it count. Don’t bore them with useless stuff.

Here’s a couple of commonly used techniques for handling objections:

1) Testimonials
Social proof is something almost everyone looks for when they wish to buy a product. The more convincing and authentic the testimonial seems, the more they will believe the product is good. Try to include testimonials with snapshots of the buyer, or use video testimonials if even better.

2) FAQS
Having a frequently asked questions section helps greatly in overcoming any objections that appear. Here you can address all the common misconceptions that may sprout up such as how to use the product, for whom is the product right for and price concerns.

3) Post scripts (P.S)
P.S or Post scripts have been used extensively in sales letters to boost conversions. Before clicking the “Add to cart” button people will usually have a final line of defense which prevents them from making the purchase. If you have a couple of post scripts ready, you can give them that final nudge to make the purchase.

4) Good reasons to buy

A personal favorite of mine, this section gives your readers a couple of good reasons to help them rationalize their purchase and greatly boost your profits.

Whenever a person reads a piece of sales copy, many questions would pop up in his mind in attempt to “protect” him from “losing his money”. This is a natural behavior, and if you know how to handle these objections effectively in your copy as they emerge, you will be reaping in massive rewards.

Handling objections is an integral skill good sales copywriting.

In short, if you wish to use ESPs effectively to market your business, ask yourself these two questions:

— What niche are you in?

— What kind of words/stories/situations that people in your niche can identify with?

Once you have determined the answer to these two questions, you can try and brainstorm as many ESPs as possible that you can use in your sales copies or marketing content.

Emotional selling points also deal a lot with powerful emotion stimulating words. For example, in the make money online niche you would use words like: “time and financial freedom, free from the shackles of 9—5, quit the rat face”. These terms are emotional terms related to the niche that people can easily relate to and connect with.