The Bucket Brigade in Copywriting
Copywriting Articles

The Secret of the Bucket Brigade in Copywriting

An old-school copywriting trick I really love is to use what’s called the “Bucket Brigade” or copy connectors.

These are used to keep your message flowing in a smooth way and are important no matter what you are writing.

These use the power of human psychology to make your reader move seamlessly from one thought to another.

They eliminate ANY copy “blockers”, which could cause your prospect to stop reading and move on to something else.

Also, they create a sort of neurological bridge between thoughts that compel your reader to keep going.

Ultimately, bucket brigade words are used to make a smooth transition between the thoughts of different sentences and phrases.

It helps to eliminate any “choppiness” in your writing

 

Here Are Some Of My Favorite Bucket Brigade Phrases:  

But that’s not all…

Now, here’s the best part…

Here’s the deal…

And in addition to that…

And even better than that…

You will soon see for yourself…

So that is why…

Here’s the full story…

More important than that…

What is more…

But there is just one more thing…

Make up your mind now to…

Here’s the straight truth…

Take advantage of this opportunity to…

Now, for a limited time only…

Here’s your last chance…

Here’s what it’s all about…

What’s the bottom line?

You might be wondering…

This is crazy, but…

It gets even better…

It gets even worse…

But here’s the kicker…

Want to know the best part?

Believe it or not…

Now, here’s the next step…

Hold onto your hat because…

Before we go any further…

Surprisingly enough…

To make matters even worse…

Let’s get down to business…

Have you ever found yourself…

Can I ask you something?

And perhaps the MOST powerful of all the copy connectors… BECAUSE.

Yes, a single “Magic” word that has a built-in proof element that just seems to make us nod “YES”, accept whatever is being explained, and allow us to move on to the next thought. 

 

Put The Bucket Brigade to Work In Your Copywriting Today

Use this list to spice up your sales copy right away and wait until you see the difference in your results.

Always remember your primary job with copywriting is to keep your audience reading from the beginning right until the end when you ask them to take a specific ACTION.

This means capturing their attention with a headline and keeping that attention all the way until the close.

Using the bucket brigade in your writing is a great way to help you accomplish that goal.

 

About Direct Response Copywriter Robert Sean Pascoe

The direct response copywriter, Robert Sean Pascoe, can again be seen holding a coffee mug while smiling in a different picture.

Robert Sean Pascoe is a direct response copywriter and marketing strategist who works with entrepreneurs worldwide to create advertising and marketing campaigns that maximize their profits.

With 16 years of copywriting experience and a lifetime in sales, Robert knows how to use the power of words to sell virtually anything to anyone, especially if the market has been properly defined.

Robert enjoys primarily working with small business owners to sell more of their products and services through the power of direct response advertising and marketing.

He has written sales copy for companies in such diverse niches as Weight Loss Supplements, Skin Care, Male Enhancement, Local Marketing Agencies, Live Event Seminars, Software Developers, Insurance Agencies, Real Estate Brokerages, Marketing Consultants, and many, many more.

For help with your copywriting or marketing needs please click here now.

 

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Secrets to Closing the Deal in Copywriting
Copywriting Articles

7 Secrets To Closing the Sale in Copywriting

 

“The right offer should be so attractive that only a lunatic would say “NO”.

Quote by Claude Hopkins

 

All of your fancy headlines, storytelling skills, and even a GREAT product won’t mean squat if you can’t…  CLOSE THE SALE.

So, how do you close the deal with as little friction and pushback as possible?

Well. here are 7 tips for closing the sale I’ve learned over my seven years as a freelance copywriter:

#1. Always Give Them A Reason To Buy

This might seem obvious but there’s a reason this is our #1 tip.  And the truth is it’s often SO simple it’s overlooked.

It’s imperative to present a reason your prospect needs to buy right NOW without procrastination.

If your offer is compelling enough…

… and your prospect already trusts you or what your product will do for them…

… and if you are offering something they really want…

… and you have done your selling job right then you should have NO problem closing the deal.

 

#2. Get To Know Your Market

Do your research!

To craft the perfect offer, it always comes down to knowing your market inside and out.

This is something you might be tired of hearing me say and I will admit it’s been said many times…

… but ONLY because it is SO important and because it is also the one thing most copywriters are likely to skip over.

It might not be as sexy as writing clever headlines and bullets…

… but it is THE foundation of everything else involved with writing a kick-ass sales message.

The bottom line for your success is to find out EXACTLY what your prospect wants and then make it as easy as possible for them to buy it from YOU.

When asking for the Offer you need to present ALL reasons to prevent procrastination.

 

#3. Ask the Right Questions

How do you accomplish this most effectively? You do it by answering the following questions:

  • What benefits will your prospect gain by buying this product immediately?
  • What pain will your prospect experience if you don’t buy this product right away?
  • Why are indecisiveness and procrastination such very costly mistakes?

Even more, why is it a sign of weakness and how can you best convey that to them in a way which doesn’t speak down to them, but carefully nudges them into making a positive buying decision?

Then you need to decide how to best establish the characteristic of decisiveness as a “Winning Behavior” that is to be admired.

 

#4. Be Aggressive With Presenting Your Offer 

A cardinal sin in selling is being too weak in asking for the sale. So, be aggressive!

You should present your offer and then you ask for the order.  And be as direct as possible.

Then go back to re-enforcing the main benefits of your product. Go into a false close and then ask for the order again in a P.S.

With an online sales page, you can put a “Buy Now” button after the first request for the offer…

… and then add another one after the false close and then one more after the P.S.

A new trend with online sales letters and landing pages is to add even more buy now buttons.

Often starting right after the headline and supporting deck copy and then sprinkling through every 300 or 400 words.

The thought behind this is that if your customer is sold on something you have said, then DON’T stop them from buying EXACTLY when they are ready!

Why is this SO important?

It’s because you never know when they might lose that “burning” buying feeling… So, don’t EVER risk losing the sale by putting up any unnecessary barriers.

Instead, always let them pull out their wallet and give you their money… AS SOON AS THEY ARE READY!

 

#5. Use Premiums to Sweeten the Deal

A premium is a very powerful way to boost the response to an ad or promotion.

What exactly is a premium?

It’s a special free bonus that one receives for ordering the main product you are selling.

Often your customer will buy from you just to receive the premium.

Why?

Because it may have a higher perceived value to them than the actual main product or service you are selling.

In fact, to increase sales you should ALWAYS have a premium your prospect would be more than willing to pay for if it were for sale.

If your prospect wouldn’t pay for it on its own, then it won’t do you any good at all for you as a free premium.

 

Why the Premium is So Important

A premium is really an “ethical bribe” that says to your prospect:

“Buy me now and I’ll give you this super great thing you can’t get anywhere else …

… in fact, you can’t even BUY it anywhere else if you wanted to”.

You have to convince your prospect that the ONLY way they can get their sweaty palms on this…

… BIG COOL BONUS …

… is to buy this other thing they were already considering buying.

 

#6. Use Scarcity to Skyrocket Your Conversions

But, don’t ever lie about it as this will KILL your future sales.

Instead, always be honest and create a legit limit on the number of premiums you’ll be giving away.

You can also set a time limit where your special bonus offer will expire after a certain time and then STICK to it.

If positioned right, your premium will push your prospect off any fence he or she might be sitting on.

It will push them gently into making a buying decision.

A common practice when first introducing a new product to the market is to greatly discount the price as a way of enticing the prospect to buy.

This is often a big mistake as you need to be slightly picky about the kind of customer you are cultivating.

The smarter decision is to ALWAYS go with a premium.

Just make sure it’s not some throw-away junk or failed main product. Be positive it’s something of real value your customer is going to be excited about… and satisfied with.

Always ask yourself how you can create a premium bonus that will enhance the benefits your prospect is getting from buying your featured product.

If your premium is unrelated or doesn’t increase the buying experience of your prospect then scrap it and find something else to offer them.

 

#7. Always Optimize Your Order Form or Page

Your order form should act as a mini-sales letter for your product, reinforcing the …

… BIG IDEA …

… BIG BENEFIT … or …

… BIG PROMISE … which is the main selling point of your copy.

This is your chance to remind your prospect of the GREAT decision he or she is making by buying your product…

… and all of the BIG BENEFITS coming their way as a result of completing the transaction.

It never hurts to flatter your customer by telling them how smart they are for making the decision to buy but make sure you don’t ever come off as pandering.

If you are selling a good product you truly believe in and know it is really going to benefit the buyer, then why not…

… BE PROUD and TELL THEM!

This provides them with the reassurance they might need. And hopefully will prevent them from changing their mind at the last minute.

Buyer’s remorse could lead to them requesting a refund so do whatever you can to avoid it.

 

What Are Some Crucial Elements of the Order Form?

Your order form should always include…

  • A Call to Action
  • A Summary of the Benefits
  • All Payment Options
  • An Explanation of Shipping Charges (If Any)
  • Reinforcement of Your Risk-Reversal Guarantee

The order form should be so simple, clear, direct, and foolproof that even a small child should be able to fully understand the process of completing the ordering process.

If your typical fifth grader couldn’t complete the transaction, then keep on simplifying it until they could!

By sticking to the proven winning elements to closing the deal you are sure to have more overall success.

And should prove itself in the only way which really matters… a fatter bank account.

I hope these tips on closing the sale will be VERY profitable for you!

 

About Direct Response Copywriter Robert Sean Pascoe

The direct response copywriter, Robert Sean Pascoe, can again be seen holding a coffee mug while smiling in a different picture.

Robert Sean Pascoe is a direct response copywriter and marketing strategist who works with entrepreneurs worldwide to create advertising and marketing campaigns that maximize their profits.

With 16 years of copywriting experience and a lifetime in sales, Robert knows how to use the power of words to sell virtually anything to anyone, especially if the market has been properly defined.

Robert enjoys primarily working with small business owners to sell more of their products and services through the power of direct response advertising and marketing.

He has written sales copy for companies in such diverse niches as Weight Loss Supplements, Skin Care, Male Enhancement, Local Marketing Agencies, Live Event Seminars, Software Developers, Insurance Agencies, Real Estate Brokerages, Marketing Consultants, and many, many more.

For help with your copywriting or marketing needs please click here now.


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Ten Commandments of Direct Response Copywriting
Copywriting Articles

The 10 Commandments of Direct Response Copywriting

 

As a Direct Response Copywriter who provides copywriting services in a large variety of markets, it’s important for me to always keep the fundamentals of what works in the forefront of my mind.

And that is why I originally started writing these rules down with the idea of creating a “cheat sheet” of proven copywriting and direct marketing principles to hang over my desk.

But slowly it expanded into what you are reading now and I knew I had to share it with you, my readers.

Now, these are not the ONLY rules for being successful with direct response copywriting, BUT they are the ones I am confident you can rely on to help you supercharge the success of any sales message.

Why Is It Important To Follow Rules When Writing Sales Copy?

The truth is, while we all want to think of ourselves as “creative” and there is a certain level of creativity involved in writing an effective sales message, there is something FAR more important.

What is that?  It’s called getting RESULTS.

Remember, writing advertising is NOT the same as writing a novel or a screenplay. Our first objective isn’t to entertain (although being entertaining, interesting, and engaging for the sake of grabbing and holding attention can be an effective tool).

Our ONLY real goal in direct response copywriting is to get a specific, pre-determined ACTION from our target audience.

I believe if you do more than just read these “10 Commandments of Direct Response Copywriting” but actually put them to work in your business, it will be much easier to succeed in accomplishing ALL of your goals.

Now, let’s quickly cover what these “10 Commandments of Copywriting” are, and then we’ll take a deep look at each one individually.


The 10 Commandments of Direct Response Copywriting

  1. Give A Reason for Every Claim You Make
  2. Write With Passion
  3. Only Write to One Person at a Time
  4. The Only Purpose of Advertising is to GET THE SALE
  5. Write Like You Talk
  6. Always Try To Establish Your Authority Before You Sell
  7. Be Willing To Admit Flaws With Your Product or Service
  8. Respect the Power of Your Words
  9. Remember What People Are REALLY Buying
  10. Just Get Started

Direct Response Copywriting Commandment 1 

Give A Reason For Everything

Direct Response Advertising is ultimately all about multiplying the power of master salesmanship and using it to reach as many of your ideal prospects as you can.

But not just ANY message but a powerful message that will persuade them to buy what you are selling.

But what if you are multiplying an advertisement that’s a big fat ZERO when it comes to effectiveness?  Well, it would guarantee to bring you back a big fat ZERO in profits.

So, what kind of advertising is most likely to bring you back that ZERO?  It’s called traditional or “brand advertising”.

Now, brand advertising is okay if you have DEEP pockets.

Like the company that makes the soda, you are probably drinking now…

… or the corporation that runs the fast food place you grabbed dinner from last night.

But, for the most part, brand advertising consists of limp, trying to be “catchy” or funny slogans, and almost never actually asks for the sale.

Its mission is to constantly bombard you with an image… a slogan… or a jingle that gets stuck in your head.

Then when you are out and about shopping and have a choice to make between a known product and a brand you have never heard of, you automatically reach for the one you are familiar with… EVEN if it’s the more expensive and possibly less quality choice.

So, I’m not saying this tactic doesn’t work, as it does, over time.

But how many of us have MILLIONS upon MILLIONS of dollars to spend… just hoping to get our product name into the psyche of our potential customer?

In fact, trying to be “Cute” or “Clever” in your advertising is a sure-fire way to go broke.

That’s why I preach HARD the Fundamentals of Direct Response Copywriting and more specifically…

 “REASON WHY ADVERTISING”

Now, what do I mean by “Reason Why Advertising”?  Well, that’s a term coined by legendary adman John E. Kennedy in the early 1900s to describe the foundation of his form of advertising.

What kind of advertising is that exactly?

It’s about advertising that is direct to the point and ALWAYS asks for the sale…

… while consistently backing up and explaining in full detail each point, promise and claim made throughout your advertising copy.

You need to…

  • Give your readers a REASON why they should listen to you.

  • Give your readers a REASON why they should believe each and every word you say.

  • Give your readers a REASON to buy what you are selling.

When your ad contains a good, strong, clear reason why someone should buy your product or service you automatically increase your chance of getting the sale.


Direct Response Copywriting Commandment 2 

Put Some Passion In Your Writing

When writing sales copy you will always increase your chances of success if you get excited and write with PASSION.

Why is this so important?

Because passion is something missing from most writing of any kind and especially in any sort of advertising or marketing.

When you write with real, heartfelt passion your readers will immediately take note and be affected by the message you are conveying to them.

There’s also another important reason why writing with passion is so critical to being successful with your copywriting. And that’s if you present nothing but cold facts and logic you risk boring your prospects practically to death or at least putting them to sleep.

The Truth Is, There is Nothing That Will Kill Your Chance of Making a Sale Faster Than Losing the Attention of Your Prospect.

The second your potential customer starts yawning or thinks what you are saying doesn’t relate to them…

… or offer them some sort of benefit to keep reading or listening…

… then you’ve lost them. Maybe even forever.

Now…

There IS a place for logic..

There IS a place for facts.

There IS a place to highlight features.

But, facts, logic, and features all need to be passionately tied to the emotional benefits that your prospect is really interested in.

Passion Is the Secret Ingredient To Writing Effective Sales Copy and…

 It’s What Many Entrepreneurs Fail to Grasp When Writing Their Own Ads.

Now, you might be thinking…

“How do I write passionately about a subject that bores me to tears?”

Well, it really makes no difference at all if you feel the product or service you are writing about is inherently dull.

You Must Find A Way To Bring Some Excitement Into Your Sales Message By Finding An Emotional Benefit to Attach To It.

Hopefully, a CORE EMOTIONAL BENEFIT Your Prospect Will Be Excited About. 

Let’s think of a relatively dull product and try to come up with something we can get passionate about.

Hmmm, let’s take a Hot Water Heater. Now, that is certainly not the sexiest thing to write about, so how would we inject some excitement into writing an advertisement or marketing piece about it?

Well, imagine you are writing to the ideal prospect for a hot water heater.

I guess this would be someone who doesn’t currently have a working hot water heater or has never had one.

What are they sick and tired of?  Well, I would think they are fed up with having to take COLD showers. I know I would be! Even ONE cold shower would be enough for me. I’d be ready to shell out a small fortune to remedy the situation immediately!

So, what is it that our prospect is feeling after they have bought their new how water heater that we could highlight in our sales message?

Hmmm, let’s write about how wonderful that first HOT shower is going to feel, okay? Maybe, something like this:

“Imagine your new hot water heater has just been installed.

You walk into your bathroom with anticipation of how wonderful that hot shower is going to feel.

Next, you turn the faucet of your shower on and step in.

Ahhh, it feels like heaven on earth as the hot water massages your skin, washing off the layers of un-cleanliness you have been suffering with.

As you turn off the water and step out into your awaiting bathrobe you soak in the wonderful feeling of being fully clean and refreshed.”

Sounds pretty good, doesn’t it? Maybe you’re even thinking about how good a nice, hot shower would feel right now yourself.

If you do your research and put yourself in the shoes of your prospect, you’ll find there are usually ways to make even the most mundane product or service more enticing.

If You Can Put Yourself In Your Prospect’s Shoes and Imagine the Real Benefits They Are Going to Feel, Then You Can Write in a Way Which Can Glamorize Almost Anything.

From this point on I give you permission to…

Be BOLD with your writing.

Be FEARLESS with your writing.

Write with PASSION!


Direct Response Copywriting Commandment 3 

Write To One Person At A Time

Here’s a lethal mistake often made by new copywriters.

It’s the idea of speaking to “Everyone” instead of speaking only to “YOU”.

What does this mean?

It means you write out your sales message speaking to a group of people instead of with one person in mind.

The Dialogue of Your Message Should Be YOU and ME and Never ME and EVERYONE.

If your prospect starts reading your sales message and they get a sense that it isn’t specifically for…

… THEM and THEIR unique needs…

… they will quickly abandon your web page or discard your sales letter into the closest garbage can.

You always need to write to your prospect like you are two old friends sitting in a sports pub throwing back cold ones.  It’s like all of the sudden say excitedly to your friend…

“Hey! I heard something I think you’re going to be REALLY interested in.

Let me tell you all about it! Here it is…”

And then you go into the details of your sales message.

This is really the bottom line of EVERYTHING written in this special report and everything you need to know about copywriting and advertising.

It’s really all about passing along a feeling of excitement about “something” to another person.

You should know through research what this person will be interested in hearing all about it.

Then take that whole package of BIG EMOTIONAL feelings and the message that conveys it.

Then send it out to the masses but speak only to … ONE PERSON AT A TIME!


Direct Response Copywriting Commandment 4 

Remember The Only Real Purpose For Advertising

There is one purpose for the writing of your ad.

It’s NOT to entertain, although sometimes being entertaining in the process is effective.

It’s also NOT to inflate your or your client’s ego which is something that happens WAY too often, especially in local television or radio advertising.

So, what is it?

The sole purpose of direct response advertising is to get the sale or convince them to take any action that leads to the sale.

The Job of a Copywriter is to Persuade Your Reader to Take a Specific Action Which You Have Determined is the Ultimate Goal

In order to accomplish your goal of selling you must always start with your customer in mind.

To do that, continually ask yourself these questions while you’re writing:

  1. Does this make sense to my prospect?
  2. Is what I am saying important to my prospect?
  3. Am I speaking to my prospect on their level without appearing to speak down to them in any way?
  4. Am I writing to them about what’s important to them and not to me?

Selling is Ultimately About Transferring Emotions from Yourself to Your Prospect On a One on One Level

This is why you always write to your prospect like you are speaking to an old friend about something you are both interested in.

Keep in your mind as you write that you are speaking directly to them about what they desire.

How do you know what they desire? Through Research!

Before you start writing you must know your market inside and out but never assume you think you know your client without first putting in some serious research time.

What’s the fastest and most effective way to know what your prospect really wants?

It’s simpler than you probably realize.

You Ask Them!

Now, this doesn’t necessarily mean you have to get face to face with anyone or even on the phone (although that is still probably THE most effective way).

There are some very powerful online tools you can use to find out what your perfect prospects are looking for.

You can use QUIZ and QUESTIONNAIRE apps and plug-ins for your website or Facebook Page to target your ideal customers thinking and what they really want so you can focus your product or service on fulfilling it.

Use these inexpensive tools to your advantage!

Never write a single word of your ad until you know exactly what your prospect really wants and THEN and ONLY THEN start writing.


Direct Response Copywriting Commandment 5 

Write Like You Talk

Have you ever sat down to write and suffered over what to type?

Then you fight to get a few sentences down and then when you read them back, they seem really stiff and robotic?

Well, don’t get down on yourself. We’ve ALL been there.

For some reason, most of us can ramble on and on verbally with no problem at all. Yet, when it’s time to write something down our brain just shuts off. We end up struggling to string along a couple of basic sentences.

At least any sentences that sound anywhere near like normal conversation. And that is the BIG problem.

We for some reason don’t naturally translate our thoughts to our fingers to get out what we want to say so we beat ourselves up thinking we just CAN’T write and that is total nonsense.

Every one of us is capable of writing.

The truth is…

You just need to train yourself to write exactly as you talk.

If You Can Talk. You Can Write!

It sounds simplistic and it is… but it’s also EXTREMELY effective.

How do we actually accomplish this? You start by turning off your internal editor and inner critic.

What I mean by that, is when we are talking out loud, we just let it all flow.

We don’t worry about every word before we say it.

We don’t start a sentence and then stop and start over with what we think is a better word.

We don’t worry about punctuation or concern ourselves much about what people will think about how we say things (although in many cases we should).

Nope, but when we are writing, we find ourselves constantly judging every word we write, and then we start, and we stop and then we get frustrated and give up.

So, what should we do? How do we conquer this?

Well, I believe the solution is to write in two completely separate phases.

In Phase 1 You Just Simply WRITE, WRITE and WRITE!

You must learn how to turn off your “inner editor or critic) (mine has a REALLY loud voice which sometimes paralyzes me with anxiety) and just let everything pour out of your heart, soul, and mind out through your fingers onto your pad or computer.

During this phase, you must …

Give Yourself Permission To Suck!

Now, this doesn’t mean you stop trying to do your best. You still strive to be as good as you can, but if you’re not, WHO CARES?

No one has to see your first, second, or even third draft of something.  I’ve sometimes written and re-written something OVER 20 TIMES before turning it into a client or even before using it for my own products or services.

Then, when you get to Phase 2 you take off your creative hat and put on your editor’s hat. This is where you meticulously read and cut and revise and read and cut again until you have trimmed away all of the fat and have gotten your writing into the place where you are satisfied enough to turn it in and move on to something else.


Direct Response Copywriting Commandment 6

Establish Your Authority

 To be persuasive with your writing you need to be able to answer these questions to establish the proper authority with your prospects:

  1. Why should I listen to you?

  2. Why should I listen to you about this?

This is particularly important if you are writing something which asks your prospect to change a habit, or negative behavior or to convince them to follow you down a new path in life.

If you haven’t been able to establish both TRUST and PROOF in your copy then it will be very hard to lead them to a newly desired action.

Having authority with your prospect should result in them agreeing with your suggestions and allowing themselves to accept your offer and then actually USE your product to help them live a better life.

Ways in which you can establish authority:

  • Highlight Your Accomplishments In This Area or Niche.

  • Proudly Flaunt Any Relevant Status You Currently Enjoy.

  • Display An Attitude of Indifference

Now, I’m not saying here that you should be a jerk in any way. But you don’t want to come off as a pushover either.

You want to work on developing a persona that is calm, confident, strong, and indifferent to their approval.

There needs to be a mutual understanding that…

THEY NEED YOU… YOU DO NOT NEED THEM!

Let them know it’s not going to hurt you if they don’t follow your lead… it will be their loss and you are not afraid to let them know it.

Most importantly, when you are in this phase of trying to establish your authority make sure and TELL YOUR STORY! If you have a story that can somehow be used to influence your prospect or create a connection between you and them, then tell it.

This is something I learned from legendary marketer Dan Kennedy.

He has remarked how there were times when he got sick of hearing his own story and assumed his audience was sick of hearing it too. But he found when he left out his story, his sales dropped dramatically.

So, tell your story every chance you get.

Tell your story even if your prospect has heard it before.

Don’t ever assume anyone knows or remembers your story.

Keep telling it to them.

Keep reminding them who you are and why they should care about what you are saying.

If your story contains elements of BEFORE and AFTER, it is especially powerful as this kind of demonstration creates a sense of camaraderie and a feeling of…

“If He Can Do It, Then So Can I”

This is how you will establish the authority you need to resonate with your prospects and turn them not just into buyers, but loyal followers who will come back time and time again to buy from you.


Direct Response Copywriting Commandment 7

Make the Skeleton Dance

I first heard the term “Making the Skeleton Dance” from Ben Settle of BenSettle.com, but he credited it to George Bernard Shaw who said…

“If You Can’t Hide The Family Skeleton, You Might As Well Make It Dance!”

It means that if you have flaws with your product or service, don’t try to HIDE them… instead, you point them out and figure out how to use them to your advantage.

It is a VERY memorable way to remind yourself that NOTHING is perfect, and your prospects already know that.

If you act like your product or service is perfect with no flaws, your prospect’s BS alarm will go off, they’ll assume that you are full of it and won’t believe ANYTHING else you say in your sales message.

If You Present Your Product or Service as “Perfect” You Risk Your Prospects Doubting Everything in Your Sales Message

So, go ahead and reveal a flaw or two in your product or service as it will create a report with your prospect and will shine a new and very positive light on the big promises that you make.

By admitting that there might be an area where your product is lacking your customers will find the benefits you are stressing much easier to believe.

This will contribute to the trust factor which is vitally important in moving your prospect towards making a positive buying decision.


Direct Response Copywriting Commandment 8

Respect The Amazing Power of Your Words

Often a single word can make a huge difference in the ability of an advertisement to make money.

In the 1920s, an ad for a Music Correspondence Course featured a headline that ran with a mistake.

The original headline was “Put Music in Your Life” …  it ran with the mistake of a single letter being changed and the result of that letter change created an increased response of THREE TIMES the original ad.

What was the mistake?

The new headline added an “S” to the first word making the headline “Puts Music In Your Life”.

Why did this one letter change make such a difference in the pulling power of the ad? It’s all about human psychology.

Put make you think “Work”.  Puts make you think “Done for you”. Or easy. Or no work involved.

We as humans are inherently LAZY and are always searching for a FASTER and EASIER way to do something.

If you can emphasize the FASTER and EASIER in your advertising, you will always have a selling advantage!

More importantly, this example shows you how much POWER there is in your words.


Direct Response Copywriting Commandment 9 

Remember What People Are REALLY Buying

What is that people really want?

What is it people are REALLY looking for when they buy your product or service?

From all of the research I have done and everything I have read about human motivation, I would say:

  • Everyone desires a change of some sort.

  • Everyone seeks a transformation from where they are to where they want to be.

  • Everyone wants a better, more fulfilling life.

This means different things to different people, but we are all human and are constantly searching for the missing intangible that we think will make us happier. Even someone who seemingly has everything this life can offer is rarely completely happy and satisfied.

You look at someone who is a multi-millionaire, lives in a mansion, is married to a super-model, drives a luxury car, and think, “This guy has got it all!”

But in reality, even with all of the physical comforts of life, all of the toys, all of the things which are supposed to make you happy, this same person is probably quietly dissatisfied and looking for a real solution to whatever they feel is lacking.

It’s your PRIMARY goal as an entrepreneur or as an advertising writer or marketer to spend the majority of your energy finding out what that solution is your primary prospect is looking for.

And then how your product or service is going to fulfill all or some of those WANTS, NEEDS, DESIRES or urgent PROBLEMS they are facing in their life.

To Be Successful With Your Advertising You MUST Position The Product Or Service You Are Selling As A Savior…

Their Knight in Shining Armor…  

A Hero On a White Horse Who is Riding Into Town to Rescue Them from Whatever Is Causing Them Pain

Or, you need to be able to show up excitedly at their proverbial front door, like a salesman of old, there to fulfill a great DESIRE they are longing for either overtly or secretly.

Maybe, something that they are lusting for down deep inside where we often bury our true emotions.

This is how entrepreneurs hit gold in the world today.

You fill a hole that is lacking in the marketplace.

You solve a problem that no one else has been able to resolve.

Often, you “create a problem” your prospect doesn’t even realize they know they have… until you let them in on it… and then introduce your product or service as the hero.

Obviously, this is a huge subject and many books have been written on it but the bottom line with direct response copywriting to always keep in mind is:

“Find Out What Your Market Wants and Then Find A Way To Offer It To Them!”


Direct Response Copywriting Commandment 10

Just Get Started

When you have a writing job to do, what is the best way to get started?

Do you meditate and wait for inspiration to hit you?

If you are not feeling “inspired” do you get up from behind your laptop or writing desk and … go fishing … or to a movie …

… or (insert any other mindless distraction) until you get hit with the proverbial ‘lightning bolt” of sudden inspiration which you have been waiting for?

NO!

The Truth is if You Have a Writing Job to do …

JUST GET STARTED!

A good example of this comes from one of my true copywriting and advertising heroes, Eugene Schwartz who was a copywriter who made millions marketing his own books via mail order in the ’60s, ’70s, and early ’80s.

He is the author of “Breakthrough Advertising” which in my opinion is one of the two best “Classic” books on copywriting ever written (along with Tested Advertising Methods by John Caples).

Anyways, in a seminar he gave to a group of advertising professionals, Mr. Schwartz gave his secret to maximum productivity as a writer and never having to worry about that most common of enemies… “Writer’s Block”.

Basically, he said that he started each work day with one simple goal.  Just to sit down at his desk, with a cup of coffee and a kitchen timer.

The timer would be set for 33 and a half minutes and the only requirement he made of himself was to sit there until the timer went off. No other goals. No mandatory pages are written. Not even a minimum word count.

Nope, just sit there doing whatever he wanted… as long as he didn’t leave his desk.

He said that normally after just a couple of minutes of sitting there sipping his coffee he would start typing some thought into his typewriter.

Maybe he would look at something he wrote the day before and make an edit or two. Pretty soon, without even thinking about he was banging out a fresh, new copy and when his timer went off, he would have had a VERY productive writing session.

Then he would take a short break. Stretch. Grab a snack or whatever. And then he would repeat the same ritual again.  Over and over, he used this method to be one of the most prolific writers and most powerful copywriters who ever lived.

It’s a GREAT lesson that I have taken to heart.  Now, my methods are different, but the basic idea is the same. 

When you need to write something, just start with a small, easily attainable goal and then let yourself gradually build up momentum until your moving along breezily.

Remember that great saying by Woody Allen:

“80% of Success is Just Showing Up”

I think that may be a bit simplistic, BUT there is definitely some truth to it.

Everyone is different. You will need to find a routine that works for you, but your main goal should always be to JUST GET STARTED!


IMPORTANT PAGES TO VISIT

 

About Robert Sean Pascoe 

Copywriting Services

Copywriting Pricing 

Sales Letter Copywriting

Advertorial Copywriting

Email Copywriting 

Copywriting Booking

 


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About Direct Response Copywriter Robert Sean Pascoe

Robert Sean Pascoe is a direct response copywriter and marketing strategist who works with entrepreneurs worldwide to create advertising and marketing campaigns that maximize their profits.

With 16 years of copywriting experience and a lifetime in sales, Robert knows how to use the power of words to sell virtually anything to anyone, especially if the market has been properly defined.

Robert enjoys primarily working with small business owners to sell more of their products and services through the power of direct response advertising and marketing.

He has written sales copy for companies in such diverse niches as Weight Loss Supplements, Skin Care, Male Enhancement, Local Marketing Agencies, Live Event Seminars, Software Developers, Insurance Agencies, Real Estate Brokerages, Marketing Consultants and many, many more.


My Free Gift For You

Seven Figure Headline Writing Secrets

Free E-Book Reveals How To Write Million Dollar Headlines Like A Professional Copywriter

In this powerful new e-book by direct response copywriter Robert Sean Pascoe, you’ll discover…

* How to Write Headlines That Speak Directly to the Emotional Wants, Needs and Desires of Your Prospects… 

* The Secret to Grabbing the Attention of ONLY Your Perfect Potential Customers… 

* A Can’t Miss Headline Writing Short-Cut That Perfectly Sets Up the Sale… EVEN If the Rest of Your Sales Message is Weak…

* The Five Steps You Can Count On To GUARANTEE You’re Creating the Most Powerful Headline Possible… 

PLUS MORE INCLUDING MY BILLION DOLLAR HEADLINE SWIPE FILE and OTHER SECRET WEAPONS

Download my new E-book that reveals my secrets to writing million dollar headlines at https://sendfox.com/howtowriteheadlines

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Direct Response Copywriter
Copywriting Articles

How to Become a Great Direct Response Copywriter

Can Anyone Learn To Be A Great Direct Response Copywriter?

That’s a question I’m often asked.

And my answer is Yes. But only if you are willing to work hard at it.

Let me explain further. Copywriting is not a talent you are born with.

While there are some aspects of natural talent that may make you a better direct response copywriter…

The Fundamentals of Direct Response Copywriting CAN Be Learned By Anyone

But, that’s not saying it’s easy.

I personally hate all of the “gurus” out there who tell people they can become a “top direct response copywriter” in a single weekend of taking their crash course in writing sales copy.

It’s just not that simple.

To learn to be a world-class direct response copywriter I hunted down and read (multiple times) every book on copywriting and direct marketing I could…

… in addition to taking multiple copywriting courses… and then…

… I absolutely OBSESSED over studying the top direct response ads written by whoever was considered the masters of copywriting.

And when I say I obsessed over them, I’m talking about reading them line by line, word for word, over and over again…

… plus … HANDWRITING them.

Yep. I’m serious as a heart attack.

In order to really learn to be a great direct response copywriter on a deep psychological level…

There Is NOTHING To Compare With Copying Winning Sales Copy By Hand

I’ll admit, it is VERY tedious. And your hand will cramp up and ACHE just like your muscles after you hit the gym for the first time in years.

In fact, I promise you’ll HATE it!  At first anyway.

But, for me, I’ve been doing it so long now that I personally love it and it is one of my greatest secrets to becoming a top direct response copywriter.

It’s something after almost a decade of studying copywriting that I STILL do every single day with the goal of continually sharpening my chops as a great direct response copywriter.

Now, a serious warning for you. If you are going to attempt this, DO NOT just copy any random advertisement or sales letter.

Only Write Out PROVEN Sales Letters and Online Sales Pages

Why? Because doing this exercise will burn into your brain the tactics used. And the last thing you want to do is learn BAD copywriting!

What I suggest is to get your hands on some classic “Old School” mail order ads from legends like Eugene Schwartz and John Caples or more recent superstar copywriters like the late Gary Halbert or the “Billion Dollar Man” Ted Nicholas.

You can’t go wrong learning from these guys and it’s relatively easy to find copies of their top-producing ads by doing a basic Google search.

Also, make sure you ONLY WRITE IN CURSIVE.

There is a proven neurological connection between writing something in cursive and in retention on a subconscious level.

And this is why writing out complete ads and sales letters, exactly as written with each indent, underline, capitalization, etc. will download in your brain the rhythm and structure of great copywriting.

I promise you, that doing this is the fastest way possible to leapfrog to the top level of copywriting greatness. But, please accept the fact that this takes time.

I spent YEARS writing out 8, 10 even 20-page sales letters and multiple-page ads before taking on my first copywriting clients.

Maybe it won’t take you quite as long as it took me but be prepared to put in the work.

I guarantee it’ll be worth it in the long run whether performing copywriting tasks for yourself or clients.

Another Secret To Becoming A Great Direct Response Copywriter Is To Find Yourself A Copywriting Coach!

It’s so much easier to learn anything if you have someone to help you stay on the right path. More than that, to encourage you when you get frustrated and not allow you to give up.

Now, this doesn’t mean you have to find someone to follow you around day-to-day barking orders at you like a Drill Sargent.

There are persons online who will work with you in either a one-on-one or group coaching format online over SKYPE, through email, or over the phone.

In fact, (HINT HINT) I’m starting a copywriting coaching program myself (email me at rsp@worldclasscopywriting.com) for more information.  Now, obviously, I don’t expect everyone reading this to contact me but find SOMEONE reliable who can give you a competitive edge in mastering this powerful skill.

Finally, Start Building Your Own Library Of Classic Copywriting Books… RIGHT AWAY!

A truly great direct response copywriter is a lifelong student of copywriting and never stops reading and re-reading the classics.

Here are some of the books in my library that I highly recommend you track down and start reading immediately.

(By the way, you don’t have to just go through Amazon. I’ve found many of these books in used bookstores, second-hand stores, and libraries where they sell off old books to make room for new ones.)

Here’s a partial list of my most prized copywriting classics:

  1. Breakthrough Advertising by Eugene Schwartz
  2. The Robert Collier Letter Book by Robert Collier
  3. Tested Advertising Methods by John Caples
  4. The Copywriter’s Handbook by Bob Bly
  5. How to Write A Good Advertisement by Victor Schwaab

Again, this is a partial list. There are many more but if I had to part with every book BUT five, these are the ones I would keep.

Go out… FIND THEM… READ THEM… STUDY THEM. Repeat at least once per year.

Follow this advice and you too can become a truly great direct response copywriter.

Book a FREE Copywriting Consultation NOW

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Godfather with Cat
Copywriting Articles

A Downright Disturbing (Yet Profitable) Lesson In Persuasion

Recently I was re-watching one of my favorite movies – The Godfather – and discovered a powerful persuasion lesson I want to share with you.

Yes, I’m speaking of the legendary family mafia drama by director Francis Ford Copula.

It features a fantastic script, a mood-enhancing soundtrack, and stars true Hollywood powerhouses like Marlon Brando, Dianne Keaton, and of course Al Pacino as Michael Corleone.

It seems every time I watch a “TRUE CLASSIC” like this, I find myself finding several copywriting and marketing lessons hidden just under the surface.

This was certainly the case here.

In fact, I’m going to probably write three or four articles with business-building gems I gleaned from this single film.

Hollywood Hoopla, Drama, and Jealousy

During the first act, we are introduced to a Frank Sinatra-type crooner at Vito Corleone’s daughter’s wedding.

He comes to his godfather with a problem.

His singing career may be at a crossroads due to problems with his voice and he feels if he doesn’t pivot to a big screen acting career that his time in the limelight could soon be coming to an end.

After a long day of granting wishes (tradition is that no Sicilian can deny a request on his daughter’s wedding day) “The Don” gets visibly frustrated with his godson’s whimpering and whining over being denied a part in an upcoming blockbuster movie.

He is convinced that this is the PERFECT role for him and it will be his big chance to become a box office megastar.

The problem is that the producer of the movie is determined to NOT give our aging heartthrob this opportunity. He has a personal grudge against him over a young starlet he believed was “ruined” for him.

After shaking out of his overly emotional state, the Godfather tells him to calm down, enjoy the wedding, and that he’ll make sure the part in the movie will be his.  How? By…

Making The Director An Offer He Can’t Refuse

Soon the set changes to a Hollywood sound stage where Vito Corleone’s personal attorney Tom Higgins approaches the producer. He presents a proposition that the singer gets the role in the movie or there will not only be labor union issues but also a scandal involving a top actress exposed.

Mister “Hollywood Big Shot” kicks Tom off the set not realizing exactly who he is connected to.

Fast forward to later in the evening when Tom has been invited to the producer’s home for dinner.  He offers an apology for not realizing who Tom represented, but he also unceremoniously says he will NEVER give in to the Godfather’s demands.

Tom excuses himself saying that his boss insists on getting bad news in person and right away.

An Extreme Example Of Power Persuasion

Have you ever been in a situation like this in your business?  Maybe you were trying to negotiate a deal, sell a product or service to an incredibly hard-to-move prospect – even though buying would be in their best interest.

If that sounds familiar then what did you do?

Did you just give up OR did you find a way to get your prospect to take another look at your offer?

Here’s what Tom Higgins did at the orders of his boss – Vito Corleone.

He found out what was MOST IMPORTANT to the Hollywood producer and then used that as a secret weapon of mass persuasion.

Earlier in the evening before dinner, Tom was given a tour of the producer’s luxurious home. This included his horse stables where he showed with pride the thoroughbred horse he was going to use to breed future champions.

It was clear to Tom that this was the “KEY” to getting this man’s attention.

The following morning when the producer woke he screamed in horror as he found the severed head of his prized horse in bed with him.

Soon the singer was given the starring movie role he coveted so much.

What Does Your Prospect Care Most About?

Admittedly, this is an outrageous scenario and I am certainly not advocating for you ever doing something like this.

However, the lesson is VERY applicable to almost any business. Yes, even yours.

To persuade someone to do something or to buy what you are selling you first have to do some careful research into what is most important to them.

Once you know the most critical WANTS, NEEDS, DESIRES, or PROBLEMS your target market is most concerned with, then you will have the ammunition you need to persuade them to do almost anything.

If you can legitimately show them what you are offering will provide the benefits they seek.

Yes – even if they have stubbornly dug their heels into the ground with every intention of never giving in.

When you know what REALLY moves them –  then the job of persuading them is half done.

About the Author

Robert Sean Pascoe is a freelance direct response copywriter and marketing strategist who works with entrepreneurs worldwide to create advertising and marketing campaigns that maximize their profits.

With 16 years of copywriting experience and a lifetime in sales, Robert knows how to use the power of words to sell virtually anything to anyone, especially if the market has been properly defined.

Robert enjoys primarily working with small business owners to sell more of their products and services through the power of direct response advertising and marketing.

He has written sales copy for companies in such diverse niches as Weight Loss Supplements, Skin Care, Male Enhancement, Local Marketing Agencies, Live Event Seminars, Software Developers, Insurance Agencies, Real Estate Brokerages, Marketing Consultants, and many, many more.

How Robert Can Help You Today

If you are looking for someone to help you achieve the SUCCESS and FREEDOM you desire in your business then please send a quick email to rsp@worldclasscopywriting.com today!

In conclusion, to learn more about what Robert can do for your business please visit the about page

Finally, don’t forget to sign up for my VIP EMAIL CLUB. You’ll get a FREE Digital Copy of my new E-book “Seven Figure Headline Writing Secrets” at https://www.subscribepage.com/howtowriteheadlines

Robert Sean Pascoe with his wife

 

 

 

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Time Vampire
Copywriting Articles

How To Vanquish The Time Vampires Forever

Do you know how to protect yourself from the dreaded Time Vampires?  

What are they you ask??

Well, in this article I’ll tell you what they are and how to vanquish them from your life so you can be more productive and therefore increase your profits and overall success. 

Why is this so important?  I’ll tell you firsthand, that as a copywriter and entrepreneur that fighting off the Time Vampires has been one of THE toughest challenges in my life as I have a natural tendency to be a procrastinator. 

That’s certainly not something I am proud of but for some reason, it is built into my being and I’ve had to battle it since I was in grade school.

What I AM proud of is the fact that I have discovered how to overcome this problem with what I’m going to share with you today.

Attack Of The Time Vampires

First of all, nothing will suck the life out of your business faster than a Time Vampire.

These horrible creatures will happily leave your cold corpse of a business, beaten and battered on the side of the road…

… just waiting for the vultures to enjoy feasting on.

Okay, okay, that might be a tad over dramatic, but I’ve been watching lots of sci-fi lately.

But trust me these time vampires are very real.

Attack of the Time Vampire

Now, they might not be trying to turn you into one of the living dead, but rather they are the time wasters that rob you of your ability to be productive and accomplish your goals.

Some of the very worst time for vampires these days are things like social media, texting, cyber shopping and constantly checking your email.

Most people have no idea how much these almost automatic activities will waste away your day and energy.

These activities might seem harmless, but they will rapidly begin stealing away your TIME and MONEY.

Especially if you are a self-employed entrepreneur.

But these “more obvious” wasteful activities are not the only time vampires are concerned about.  A big trap many people fall into is being stuck in ENDLESS meaningless online meetings that could easily be a quick email instead.

My opinion on this is that there’s always someone (usually with a useless management role) who has to justify their position. UGH!!!

The bottom line is these are all TRAPS we tend to ALLOW ourselves to get stuck in and our productivity and income suffer from it.

So, how do you fight off these time vampires so you can get back on the success train?

How To Drive A Stake Through The Heart Of The Time Vampires 

I’m going to reveal exactly how to vanquish the Time Vampires from your life, but first, there’s an old saying I think fits perfectly…

Five Minutes Of Preparation Saves An Hour Of Time

That’s a “write er down er” right there!!!

Okay, so it’s tough love time. The truth is there are no secrets or shortcuts to defeating these Time Vampires. 

You can ONLY fight them off by creating and committing to a PLAN and a SCHEDULE.  But you can never actually KILL them.

They are going to keep coming back trying to steal your precious time away from you.

This is why you MUST have a roadmap for your daily routine that you stick to religiously.

There is GOOD news and BAD news to this… 

The bad news it that it’s NOT going to be easy.  The GOOD news is that it works.

The first and most critical step of the process is to determine where you are right now. Then where you want to be.  And finally to figure out the best way to get there.

Think about it like you are taking a road trip. Say you are in Boston right now but ultimately you want to end up in Hawaii.  

You need to figure out everything you will need to get from where you are now to where you want to be. This would include things like deciding on if you’ll go so far in a car, train or bus. 

Eventually where you’ll catch a plane. How much money you’ll need, what the shortest route is, etc.

This is EXACTLY what you need to do when setting a long-term goal for your life.  And that begins with setting daily goals and figuring out how you can accomplish them.  

You do this by looking at your average day and figuring out a schedule to follow where you account for every hour of the day.

This includes planning for down time, meals, free time, exercise, and leaving some “CHAOS” time for when something (or multiple things) go wrong and mess up your plan a bit.  Hey, it’s going to happen so you better factor it all in.

Most importantly, decide on the most important things you MUST get done each day in order to continually be moving forward in your goals. 

Do the CRITICALLY IMPORTANT things first.  Knock them off your list and then as the day goes on work on less pressing tasks that are still important for you to accomplish. 

What’s important is that you know what you need to do in order to progressively move towards getting to where you want to be. 

Even if your schedule only allows you to make small steps at a time, they WILL add up and before you know it you’ll be accomplishing far more than most people ever will even hope to.

By creating and following your new roadmap you will drive a stake in the hearts of the Time Vampires, sending them a feeling of your presence once and for all.

As a final thought, please remember that sticking to a schedule won’t imprison you, but rather… 

STRUCTURE WILL SET YOU FREE!!!


About the Author

Freelance Direct Response Copywriter - Robert Sean Pascoe with Ted Nicholas and Matt Furey Robert with Direct Response Copywriting Legends Matt Furey and Ted Nicholas

 

Robert Sean Pascoe is a freelance direct response copywriter and marketing strategist who works with entrepreneurs worldwide to create advertising and marketing campaigns that maximize their profits.

With 16 years of copywriting experience and a lifetime in sales, Robert knows how to use the power of words to sell virtually anything to anyone, especially if the market has been properly defined.

Robert enjoys primarily working with small business owners to sell more of their products and services through the power of direct response advertising and marketing.

He has written sales copy for companies in such diverse niches as Weight Loss Supplements, Skin Care, Male Enhancement, Local Marketing Agencies, Live Event Seminars, Software Developers, Insurance Agencies, Real Estate Brokerages, Marketing Consultants and many, many more.

How Robert Can Help You Today

If you are looking for someone to help you achieve the SUCCESS and FREEDOM you desire in your business then please send a quick email to rsp@worldclasscopywriting.com today!

In conclusion, to learn more about what Robert can do for your business please visit the home page at https://worldclasscopywriting.com!

Finally, don’t forget to sign up for my VIP EMAIL CLUB. You’ll get a FREE Digital Copy of my new E-book “Seven Figure Headline Writing Secrets” at https://sendfox.com/howtowriteheadlines 

Direct Response Copywriter

 

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Direct Response Copywriter
Copywriting Articles

An (Almost) Perfect 3 Step Copywriting Formula

Is there really a PERFECT copywriting formula?

Well, I think this one is as close to it as possible.

It’s also pretty darn simple.

So, what is this almost perfect copywriting formula?

Well, it breaks down to just 3 quick and easy-to-remember steps:

  1. Tell a Painful Story That Resonates With Your Target Prospect
  2. Explain How You Discovered A Solution To That Pain
  3. Show Your Prospect How They Can Enjoy That Amazing Solution Too

Can copywriting really be that simple?

Well, of course, there is more to being a master copywriter but I think more often than not the process of copywriting can be overcomplicated. And that over-complication can make things seem much harder than necessary.

Don’t forget to check out my home page to find out more about me as a copywriter!

Let’s Look At The 3-Step Copywriting Formula In Detail

Step #1 – Tell a Painful Story That Resonates With Your Target Prospect

If you have done a good job of researching the market your prospect is in you’ll know EXACTLY what is most important to them.

This goes back to what was the main point of the copywriting and sales letter classic: “The Robert Collier Letterbook”. 

In this incredible book (which is considered by many to be the greatest book ever written on direct response copywriting and advertising) Mr. Collier hammered home a VERY POWERFUL IDEA.

That idea was that success in selling ALWAYS comes down to starting your message with the “conversation already going on in your prospect’s mind”.

In other words, you need to remember your potential customers are real living people who have WANTS, NEEDS, DESIRES they are looking for answers to, and desperate PROBLEMS they need to have solved.

Your sales message should ALWAYS start with where your prospect already is.

Here’s an example: Let’s imagine you are in the weight-loss industry.  You are selling a supplement that legitimately can help curb appetite and therefore aid in someone’s desire to lose weight.

With all of the skepticism involved when it comes to weight-loss products, how are you going to overcome that hurdle in order to get your prospect to take a chance on trying your product?

I would suggest the most powerful way would be to tell a REAL story of how either you or one of your customers has struggled with their weight.

How they have tried and tried every fad diet.

They have fallen for one gimmick after another and NOTHING has ever worked.

Don’t just talk about the obvious though. Get into the EMOTIONAL PAIN which has resulted.

Maybe the embarrassment of being overweight at a high school or family reunion.

Or feeling rejected by their spouse not being as attracted to them as they once were.

Even the off-handed remark of a child, casually mentioning how fat they are in front of a group of peers.

As someone who has battled with being overweight my entire life, I can tell you these situations produce VERY PAINFUL emotions.

So, don’t feel bad PILING ON THE PAIN!

If you can legitimately help your prospect then let them re-experience all of the hurt they have gone through.

Why?

Because if they don’t take you seriously and try what you are offering them, then they will only CONTINUE to endure that pain rather than have freedom from it.

This first step should be the bulk of your sales message.  Only after you have squeezed out as much pain as possible do you move on to Step 2.

Step #2 – Explain How You Discovered A Solution To That Pain

Okay, so here’s when we kick things into high gear and actually get into setting up the sale.

Now, your prospect should be almost in a state of despair at this point (if you’ve done your job right) so let’s ease things up.

How do we do that?

We tell them that if they are going through the same hell as the person in our story that…

THERE IS GOOD NEWS!!!

Here is where we introduce our product or service as THE hero.  Much like a cowboy riding in on his white horse in those old western movies, you tell how everything turned around for you when you discovered this exciting new thing.

And, even though you were skeptical after trying so many other “supposed” solutions which only left you disappointed…

… THIS IS THE REAL DEAL!!!

Now, paint a picture of how much life has changed since discovering this remarkable solution. 

In the case of our weight-loss example, explain in detail how it feels to see old friends and family since you have transformed your body. 

How amazing it feels to have them tell you how great you look. 

The feeling you get when you into a clothes store and can actually fit into ANYTHING you want to buy. 

The looks of admiration your spouse now gives to you make you feel attractive and loved.

These are the POSITIVE emotions you need to vividly show your prospects so they can see themselves experiencing the same in their near future.

Step #3 – Show Your Prospect How They Can Enjoy That Solution Too

Finally, it’s time to tell your prospects how they can turn their lives around for the better by using your product or service themselves. But it’s not going to be as easy as just telling them how to buy.

Why? Because even after they have envisioned how their future could change for the better, they are STILL going to be hesitant to trust you enough to risk their hard-earned money. 

Unfortunately, almost everyone has been burned before.  And when it comes to certain markets they have most likely burned MANY times.

This is why EVEN if you’ve done everything else right, you’re not going to close the sale… 

… UNLESS you can put their mind completely at ease by making an IRRESISTIBLE OFFER to them.

Some ways you can do that are by backing up their satisfaction with a powerful guarantee that REVERSES the risk. 

By that I mean, if they don’t get the promised benefit they can return the item at YOUR expense. 

Now, that works great for a physical product like a supplement.

But you can also use this for a piece of digital information or subscription-based item or service…

… by giving away valuable premiums with the purchase…

… and let them keep those premiums EVEN if they return your product or cancel their subscription.

One of the most effective irresistible offers is when you allow your customer to take part in a no-risk FREE TRIAL where they can put your claims to the test and only pay if they are happy with the results they get.

Try Out This 3-Step Copywriting Formula Yourself

The next time you have a sales letter to write or even an email, put this formula to work for you. 

I can almost guarantee this is something that can be used over and over again.  Try it out for different products and niches.

I truly feel your sales will SOAR as a result!

Check out my sales letter copywriting service page.

About the Author

Freelance Direct Response Copywriter - Robert Sean Pascoe with Ted Nicholas and Matt Furey Robert with Direct Response Copywriting Legends Matt Furey and Ted Nicholas

 

Robert Sean Pascoe is a freelance direct response copywriter and marketing strategist who works with entrepreneurs worldwide to create advertising and marketing campaigns that maximize their profits.

With 16 years of copywriting experience and a lifetime in sales, Robert knows how to use the power of words to sell virtually anything to anyone, especially if the market has been properly defined.

Robert enjoys primarily working with small business owners to sell more of their products and services through the power of direct response advertising and marketing.

He has written sales copy for companies in such diverse niches as Weight Loss Supplements, Skin Care, Male Enhancement, Local Marketing Agencies, Live Event Seminars, Software Developers, Insurance Agencies, Real Estate Brokerages, Marketing Consultants and many, many more.

How Robert Can Help You Today

If you are looking for someone to help you achieve the SUCCESS and FREEDOM you desire in your business then please send a quick email to rsp@worldclasscopywriting.com today!

In conclusion, to learn more about what Robert can do for your business please visit the home page at https://worldclasscopywriting.com!

Finally, don’t forget to sign up for my VIP EMAIL CLUB. You’ll get a FREE Digital Copy of my new E-book “Seven Figure Headline Writing Secrets” at https://sendfox.com/howtowriteheadlines 

Freelance Direct Response Copywriter and Marketing Strategist Robert Sean Pascoe with his wife in the picture

 

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Lazy Entrepreneur Apocalypse
Copywriting Articles

The Rapidly Approaching Lazy Entrepreneur’s Apocalypse

Here’s a prediction to take to heart…

The days of the “Lazy Entrepreneur” getting ahead of the hard-working, nose-to-the-grindstone types who make up the majority of us are soon to be OVER.

Now, I’m not saying I (like everyone) don’t occasionally have to fight off the urge to be lazy.

But here’s the thing. The winners in business (as in life) shake it off and get things done.

Now, there’s nothing wrong with working SMARTER rather than HARDER. 

I fully believe in building systems to be more productive and delegating time-consuming tasks to others so that I can spend my time working on what I do best and where I am most effective at building my business.

This is why watching others attempt to CHEAT their way to the top really frustrates me. But ultimately they are only doing damage to themselves.

Let me explain…

Why Lazy Entrepreneurs Are Doomed To Finish Last

Everyone these days seem to be looking for a shortcut to success. 

Instead of committing to reading dozens of great books on a subject they want ONE that will give them all of the knowledge they need to master a subject in a single reading.

I’m sorry but it’s just not going to happen. 

It’s the same thing with online courses. People want ONE single product to give them the proverbial keys to the kingdom.  With no actual work involved.

I’m sorry but this isn’t the path to success. If anything it’s a path to extreme disappointment and potential bankruptcy.

Here’s why…

These lazy entrepreneurs are ripe for the pickings of con artists and shady marketers who will PROMISE to give them everything they desire with NO work and ZERO real investment – besides what they are paying their new “guru” who is really adept at one thing.

And that’s manipulating their emotions in order to take their money.

In order to be truly successful in anything, you must be willing to PUT IN THE WORK to get the results you want. 

When I first caught the “copywriting bug” I jumped into the deep end by spending thousands of dollars on books, courses, and live training and more importantly thousands of hours studying and practicing the craft.

Only after five years of obsessive study did I write my first ad for someone else.  Even then I did lots of free work for friends who were also entrepreneurs so I could perfect my craft before ever charging for my work.

This is why is bugs me so much when I hear of not just entrepreneurs but even so-called professional copywriters relying on AI (Artificial Intelligence) to do their “writing” for them. 

But here’s the thing – these shortcuts so many are now taking are going to only quicken their demise as SMART and HARD-WORKING entrepreneurs, marketers and copywriters will soon fly past them in sales and profits.

Why? Because no short-cut is going to compete with someone putting the time and effort to do things to their BEST POSSIBLE ability.

Let’s again take the AI writing software that so many are using right now. 

What it does is scrape the internet to find keyword matches and then basically rips off other people’s work, re-writing it for you to claim as your own.

How do I know?  I tested it out myself. 

I bought access to a couple of different versions of the more popular AI software and tested it for writing articles.

What were the results?  Firstly, absolutely terrible writing that would have to be almost completely RE-WRITTEN before being able to be used. But even worse was that I found blatant word-for-word plagiarism. Work STOLEN from other writers.

As far as I’m concerned this isn’t just unethical but quite possibly illegal. 

It also just makes you look like a cheap, rip-off artist rather than an original thinker and leader in your particular industry.

How To Stand Out In Your Industry 

I truly believe that in the coming years there as competition gets increasingly fierce across the board that those always looking to take the easy path will soon fall by the wayside.

Please make sure this isn’t you!!!

In order to make certain you are one of the WINNERS in the vicious game of business and life then make a commitment to yourself RIGHT NOW to outlearn and outwork anyone you will ever encounter.

This is the REAL greatest secret to attaining success in life. 

Stop looking for “hacks” or ways to game the system. 

Instead put in the work yourself or make the smart investment in hiring someone who has the skills you lack and you can trust to put in the work to get you the RESULTS you need.

About the Author

Freelance Direct Response Copywriter - Robert Sean Pascoe with Ted Nicholas and Matt Furey Robert with Direct Response Copywriting Legends Matt Furey and Ted Nicholas

 

Robert Sean Pascoe is a freelance direct response copywriter and marketing strategist who works with entrepreneurs worldwide to create advertising and marketing campaigns that maximize their profits.

With 16 years of copywriting experience and a lifetime in sales, Robert knows how to use the power of words to sell virtually anything to anyone, especially if the market has been properly defined.

Robert enjoys primarily working with small business owners to sell more of their products and services through the power of direct response advertising and marketing.

He has written sales copy for companies in such diverse niches as Weight Loss Supplements, Skin Care, Male Enhancement, Local Marketing Agencies, Live Event Seminars, Software Developers, Insurance Agencies, Real Estate Brokerages, Marketing Consultants and many, many more.

How Robert Can Help You Today

If you are looking for someone to help you achieve the SUCCESS and FREEDOM you desire in your business then please send a quick email to rsp@worldclasscopywriting.com today!

In conclusion, to learn more about what Robert can do for your business please visit the home page at https://worldclasscopywriting.com!

Finally, don’t forget to sign up for my VIP EMAIL CLUB. You’ll get a FREE Digital Copy of my new E-book “Seven Figure Headline Writing Secrets” at https://www.subscribepage.com/howtowriteheadlines 

Direct Response Copywriter

 

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Direct Response Copywriter
Copywriting Articles

An Easy Way For Entrepreneurs To Increase Their Profits

If you are interested in adding a potentially HUGE income stream to your business, then this article will hopefully FLOOD your mind with lots of ideas.

Here’s the story…

Recently I had a new potential client come to me who wanted to hire me to write sales copy for him.  Unfortunately, like far too many entrepreneurs he didn’t really know what he needed. 

You see, hiring a freelance copywriter like myself is not a magic bullet to success (even though I’d love to be able to say it is). 

Of course, IF you have critical steps in place – like knowing who your target audience is and having a good offer – then having powerful sales copy written to do the selling will certainly skyrocket your profits.

But here’s the thing – a shocking number of entrepreneurs don’t even know what business they are really in. Or should be in.

Going back to this gentleman who contacted me.  As I normally do with new clients, we started with a brief phone conversation so I could fully understand how I could best help him.

Well, it was pretty clear right away that he wasn’t at the stage of his business to hire me.  He didn’t even have a clear business plan in place.  

Maybe The Best Free Advice I’ve Ever Given

Now, everyone’s situation is unique of course. For this man, he had owned a service business for over a decade that was quite successful.

For reasons I’m not quite sure of he had closed down his business for a few years. When he decided to start up again he found that competitors had moved into his area and it was going to be much tougher now to get back to work.

He was hoping I could create copy powerful enough to overcome competitor pricing he just couldn’t match for the same service. 

Now, I could have taken his money and promised to write a direct mail or local print ad campaign that would have everyone in his neighborhood automatically switch over to working with him again.

The fact he admitted he not only couldn’t compete on price but also couldn’t give the same level of service as the new kings of the neighborhood I had to be honest and tell him that he needed to come up with a real business plan before moving forward with hiring me.

So, we had a couple more calls and I tried to help him come up with ideas to compete and ultimately I gave him the only two options that would have a chance of working for him.

#1. Move his business to a new town where there wasn’t such fierce competition and he could legitimately fill a need that existed.  Well, this wasn’t an option he said as he just bought a new house and didn’t want to commute out of his town. 

#2. Take his knowledge of his industry and use it to create an entirely new business he could run from anywhere. 

The One Business Almost Everyone Should Be In

Here’s the exact advice I gave him and I sincerely hope he takes it and finds huge success.

Take your knowledge of your business and start an information/coaching business.  Having an information business or adding one to your existing business is in my opinion the single easiest way to increase your profits.

Why? It’s because selling information with a coaching upsell is the easiest way to take what you already know and reach a whole new audience of target customers.

Plus, you can do it in a way that not only multiplies you but simultaneously gives you the FREEDOM to live life on your own terms without being stuck in a self-imposed 9 to 5 prison.

In this particular case, I advised creating a “business in a box” type kit and selling it as a business opportunity.  He could reproduce all of his documents, and marketing materials and record a step-by-step audio or video program describing how to start and run the business.  

Then I suggested he create an upsell of group coaching and possibly a premium tier of one-on-one coaching for his most motivated students.

Now, this might seem complicated but it really isn’t.  There are resources you can find including several books on Amazon that will help you get started.

However you learn, I hope you’ll take my free advice seriously.  Do what most people won’t and allow your built-in computer to go to work for you.

Think about how you can take your knowledge and unique experiences and package them together in a way where you can help as many people as possible, as well create a new income stream that will be as rewarding as it is profitable. 

About the Author

Freelance Direct Response Copywriter - Robert Sean Pascoe with Ted Nicholas and Matt Furey Robert with Direct Response Copywriting Legends Matt Furey and Ted Nicholas

Robert Sean Pascoe is a freelance direct response copywriter and marketing strategist who works with entrepreneurs worldwide to create advertising and marketing campaigns that maximize their profits.

With 16 years of copywriting experience and a lifetime in sales, Robert knows how to use the power of words to sell virtually anything to anyone, especially if the market has been properly defined.

Robert enjoys primarily working with small business owners to sell more of their products and services through the power of direct response advertising and marketing.

He has written sales copy for companies in such diverse niches as Weight Loss Supplements, Skin Care, Male Enhancement, Local Marketing Agencies, Live Event Seminars, Software Developers, Insurance Agencies, Real Estate Brokerages, Marketing Consultants and many, many more.

How Robert Can Help You Today

If you are looking for someone to help you achieve the SUCCESS and FREEDOM you desire in your business then please send a quick email to rsp@worldclasscopywriting.com today!

In conclusion, to learn more about what Robert can do for your business please visit the home page at https://worldclasscopywriting.com!

Finally, don’t forget to sign up for my VIP EMAIL CLUB. You’ll get a FREE Digital Copy of my new E-book “Seven Figure Headline Writing Secrets” at https://www.subscribepage.com/howtowriteheadlines

Direct Response Copywriter

 

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Boredom
Copywriting Articles

The Business Killing Purple Haze Of Boredom

People are bored.  At least most of them seem that way to me.

All despite the fact there is more entertainment available to consume than in any other time in human history. 

I’ll give you a couple of examples from my personal life.  Let’s take a concept so terrible it must have been forged in the pits of Hell by pitch fork wielding Satan himself.

I’m referring to that bane of my existence – the Home Owner’s Association. HOA for short.

In theory an HOA should be a good thing.  A group of home owners looking out for the overall good and health of the community everyone is so highly invested in. 

But in reality (at least in the case of the one which rules over MY life like an iron fist) it’s more like a junior high school club of nerds who finally have a small taste of the power they have always craved.

And now they are going to use that power to make the lives of the “cool kids” they hate incredibly miserable.  

Now, those who “run for office” to be on the HOA boards tend to be like said at the beginning of my long-winded tirade… BORED. 

Why else would they spend night and day thinking up ways to make their fellow neighbors HATE THEIR LIVING GUTS???  

Again in my community, they gather together in packs and walk up and down our streets with notebooks and pens jotting down various horrendous “infractions”.

Unforgivable sins like having weeds popping up every few days during rain season (which in the case of Florida is half the year with torrential downpours every single afternoon in addition to occasional tropical storm or hurricane). 

Oh the humanity!!!  God forbid an unintentional piece of grass pops up in my otherwise perfectly kept front flower bed!!!

Gee, that must be worth sending a threatening letter FROM AN ATTORNEY over!!! 

But back to my point.  These people are obviously BORED out of their minds – literally.

The Mail and Garbage Stalker 

Then there’s my neighbor “Tom” (not his real name for obvious reasons). 

Well, Tom is a nice guy. But, you guessed it… BORED. 

How bored?  It seems that he spends most of his day looking out the window waiting for some poor unsuspecting soul (usually me) to either check their mail or take their garbage out to the dumpster. Both you see are right across from his townhome.

As soon as Tom spots you… IT’S ON. He’s out his door and right in your face in what seems like seconds.

Now, personally I like Tom.  But I’ve got things to do and don’t have the patience to stand around shooting the poop half the day.

Cause here’s the thing… I’m NOT bored.

I’m an entrepreneur like I’m sure YOU are.  Folks like us have GOALS. things we are working hard at accomplishing and yearn for more time rather than trying to fill it with meaningless conversation.

Most people are not like us though.

We are the exception to the rule which is why it is CRTICAL to our success to remember the fact that the average person – even our customers and clients – are bored to tears with their lives.

So, what’s the lesson in this?  If you want to be as successful as possible in your business…

YOU CAN’T AFFORD TO BE BORING!!!

As an entrepreneur your advertising, marketing and overall business building strategy can’t afford to be boring. 

Now, this doesn’t mean you need to dress up like a clown, hire an over the hill heavy metal band or beat your customers over the head with annoying slogans and jingles.

Nope, what it DOES mean is to always talk to your current or potential customers about what is important to them.  

Robert Collier in his fantastic “Robert Collier Letter Book” called it joining the conversation already going on in your customer’s head. 

It means speaking directly to where their pain points are. To what’s keeping them up at night. Desperate problems they need to have solved or something they are passionate about like a hobby. 

The bottom line is if you can talk to your target market about things they care about, then you will win the opportunity to try to convert them into a buyer and ultimately a long-term customer.

Another way to NOT be boring is to use exciting language, metaphors, analogies and anything else that grabs and keeps attention. 

A surefire way to do this is to TELL STORIES.  We all love stories. It’s just something deep in the human psyche that probably goes back to sitting around the camp fires when we were still cave men.

This was how people entertained themselves. How they passed down traditions. 

We are literally HARD WIRED to pay attention to stories,

Find ways to wake your target audience up out of the almost zombie like state they are walking around in, eyes glued to their smart device oblivious to what’s going on around them.

Including the hundred of marketing messages they SEE, HEAR and IGNORE every single day.

This provides a GIANT opportunity for you!!! If you are smart enough to get to know your market.

Find out what’s truly important to them. Know for sure where it hurts and what gives them pleasure. What they are secretly yearning for in their lives. 

If you can unlock that key, then they WILL NOT be bored by you and your sales message. 

Make this your #1 goal and I am confident success will follow.

A Little About Me…

Robert Sean PAscoe in Office 3300

My name is Robert and I’ve been involved in sales, advertising, online marketing and copywriting for most of my life.

As early as I can remember I was helping my dad in his small retail store. Learning how to serve customers and hit those emotional hot buttons which encouraged them to buy.

Later on, I started a mail-order business as a teenager where I wrote my very first advertisements.

This was when I first discovered the power of WORDS and how a well-written sales letter or print ad could lead to immediate cash flow.

In the early 2000’s my entrepreneurial spirit led me to be involved with various start-up businesses. In these businesses, I was in charge of advertising, marketing and business development.

Once again, I was blown away with how my writing could generate sales.

This time though it was MILLIONS of dollars in revenue.

The success I had in this and other business ventures led me to fall in love with this thing called copywriting.

Now, I am a full-time freelance copywriter specializing in direct response copywriting with sub-specialties in writing Sales Letters/Online Sales Pages, Landing Pages, Facebook Ad Copy, Emails, and Advertorials.

I am confident that my copywriting has the power to grow your business.

Here’s What To Do Now

Go ahead and click the button below to schedule a 100% Free No-Obligation Copywriting Consultation.

We’ll schedule a time to speak together and discuss your unique business needs and how I can help you achieve the success you desire.

There is no obligation to hire me and will be ZERO PRESSURE from me.

I’m really looking forward to meeting you!!!

Book a FREE Copywriting Consultation NOW

Robert Sean Pascoe

 

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Fast Writing Tips
Copywriting Articles

5 Fast Writing Tips From A Pro (Crastinating) Copywriter

Even if you’re a professional copywriter like myself sometimes it can be hard getting your daily writing tasks done with everything else you have to do.  

In fact, at times it can be downright PAINFUL to get started.

Often I have to use every ounce of my willpower to get things done like writing this blog article you’re reading right now, but writers write and promoting my business is a MUST in this day and age, so I’ve had to figure out faster ways to get my writing done.

That’s why I’ve compiled this list of 5 fast writing tips for both of us to refer to whenever we’ve got a writing job to get done quick.

Tip #1 –  Start With The End In Mind

Before you start writing decide on what the GOAL of your writing is and then work backward to accomplish it.

Now, this might seem simple but I must admit when I started my copywriting business that I would start a project with no real idea of where I was headed. 

At times it CAN be freeing to just write and let things flooooooow, but more often than not if you don’t have a plan you’ll never finish what you started.

Tip #2 – Create A Set Of Templates To Help Structure Your Writing

Yeah, this might seem like cheating but its really not.

There’s nothing wrong with analyzing what works best for your unique writing style and then systemizing a structure to follow. 

Here’s an example…

In this article I am following a template I created for writing (you guessed it) listicles or list-based articles. 

Step One – Subject Line With X Amount Of Tips and a Benefit.

Step Two – Introduction which states a pain point and lets you know this article will give you a solution.

Step Three – The actual list of tips with each written as a sub-headline and an explanation of the individual tip.

Step Four – A conclusion with a summary of what was taught and how you should use the information yourself.

Step Five –  A bio section with what you would like your reader to do now.

Tip #3 –  Write Your First Draft With Unbridled Abandon 

Now, this might seem like a contradiction with what I said in my first two tips…

… but even when having the end in mind and using a structure to write from, there is NOTHING wrong with throwing caution to the wind and giving yourself the freedom to just WRITE, WRITE, WRITE.

What do I mean exactly?  When you are writing your first draft stop overthinking and fight the urge to edit while you write. 

Come up with your theme, decide what the end goal is, and then start writing whatever pops into your head.

Even if you have to throw in a bunch of what I call “placeholder” words like blah blah blah whenever you lack a fact or just have a brain fart,  just make yourself keep writing.

Later you can go back and edit as much as you want, but make getting that first draft done your priority!!!

Tip #4 – Write During Your Personal Peak Productivity Time 

I’ll be the first to admit I AM NOT a morning person.  In fact, until I’ve had at least two cups of coffee (often more) I’m not worth much to me or anyone else.  

With this understanding, I’m sure you’re not shocked to hear that I don’t do much writing in the first part of the day. 

Honestly, I don’t even begin to get into what I call my peak productivity time until well into the late afternoon with most of my best writing being late at night.

It’s just the way my brain works and I can’t begin to tell you why. I only know what works best for me.

You’ll need to find out what works for you and then don’t let anyone try to “change” you.  It’s not going to happen.

We’re all programmed differently which is one reason I absolutely HATE corporations and what they consider to be normal working hours.

Yeah, being on a set 9 to 5 schedule might work if you’re mindlessly making some sort of widget.

But when you are engaged in any kind of creative endeavor – like writing –  you need to get your work done when you’re brain tells you it’s time.

Tip #5 – Set A Timer To Religiously Write By 

Here’s a FANTASTIC tip I learned from copywriting legend Eugene Schwartz.

It’s actually been repeated by many other writers and marketers as it’s something that is just simply proven to increase your writing power.

Mr. Schwartz revealed his technique for being productive as possible every day in his days as one of the world’s top copywriters and self help publishers.

He said he would start each day with the goal of sitting at his desk in front of his typewriter (eventually computer) for exactly 33 minutes and 33 seconds.  He had a timer he would start as soon as he sat down. 

Now, he had no other requirements of himself but to sit there for that exact time.

When the timer would go off, he would get up, stretch his legs, maybe get a cup of coffee or snack.  Bottom line is that he would give his body and most importantly his brain a break.

Then he would repeat the process again over and over.  Ultimately what would happen is that an idea would pop in his head and he’d start writing.

By the end of however long in total, he had allotted for his total writing time he would have a large amount done.  All in these exact 33-minute and 33-second increments.

For whatever reason, this system helped Eugene Schwartz create some of the most effective advertising ever written. 

The same method has been used by countless writers and copywriters since he revealed his secret – including yours truly.

Conclusion 

The fast writing tips you’ve just read are only a few of the many ways top writers have adapted to improve not just the speed but also the quality of their writing.

In the future, I’ll update this list with more so keep checking back.

Meanwhile, I challenge you to try these tips out for yourself.  You might be AMAZED at how much they help you.

About the Author

Freelance Direct Response Copywriter - Robert Sean Pascoe with Ted Nicholas and Matt Furey Robert with Direct Response Copywriting Legends Matt Furey and Ted Nicholas

Robert Sean Pascoe is a freelance direct response copywriter and marketing strategist who works with entrepreneurs worldwide to create advertising and marketing campaigns that maximize their profits.

With 16 years of copywriting experience and a lifetime in sales, Robert knows how to use the power of words to sell virtually anything to anyone, especially if the market has been properly defined.

Robert enjoys primarily working with small business owners to sell more of their products and services through the power of direct response advertising and marketing.

He has written sales copy for companies in such diverse niches as Weight Loss Supplements, Skin Care, Male Enhancement, Local Marketing Agencies, Live Event Seminars, Software Developers, Insurance Agencies, Real Estate Brokerages, Marketing Consultants and many, many more.

How Robert Can Help You Today

If you are looking for someone to help you achieve the SUCCESS and FREEDOM you desire in your business then please send a quick email to rsp@worldclasscopywriting.com today!

In conclusion, to learn more about what Robert can do for your business please visit the home page and the about page

Finally, don’t forget to sign up for my VIP EMAIL CLUB. You’ll get a FREE Digital Copy of my new E-book “Seven Figure Headline Writing Secrets” at https://www.subscribepage.com/howtowriteheadlines 

Robert Sean Pascoe with his wife in the photo

 

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Direct Response Copywriter
Copywriting Articles

Copywriting Lessons From A Galaxy Far Far Away

Direct Response Copywriter

 

I’m a HUGE Star Wars fan.  Well, of the original trilogy anyways.

Over the years I’ve probably seen George Lucas’s first three classics from the late 70’s and early 80’s at least one hundred times each.

In fact, the 1980’s Empire Strikes Back was the first movie I actually saw live in the theater.  I was obsessed with unforgettable characters like Yoda, Chewbacca, Han Solo, C-3PO, and his fellow droid R2D2.

Even my bedroom was like a shrine to the movie set “A Long Time Ago, In A Galaxy Far Far Away” with my bed sheets, pillow and comforter all Star Wars themed and several posters on the walls.

Then of course there were the toys. Oh, the glorious toys.  I had ALL of the action figures and many of the ships and playsets.

Although there was one that eluded me.  I’m talking about the fantastic Millennial Falcon which was Han Solo’s rag tad ship that helped save the day on more than one occasion.

It was expensive I guess and must have been more difficult to find than some of the other ships as it’s the one I never received for Christmas or birthdays. (even though my cousin Alan had one… grrrr). 

Apparently over the years I must have mentioned to my wife a thousand times how much I REALLY wanted that darn toy.  So much that she surprised me for my 43rd birthday with a near-mint condition Millennial Falcon from 1978 (along with a bunch of the action figures to go with it).

Millennial Falcon

Yes. A middle-aged somewhat normal man was OVER THE MOON thrilled with my new toys. They are now prominently displayed in my mancave/office along with my GINORMOUS collection of copywriting, advertising, and marketing books and courses. (Plus all of my KISS stuff – will save those details for a future article).

All right, all right, I know you came here to learn something, so here are…

3 Copywriting Lessons We Can Learn From Star Wars

#1 – Luke Skywalker Masters The Force

When Luke Skywalker is saved by Obi-Wan from the Sand People in Episode 4 – A New Hope he has no idea the adventure he about to embark on.

He also doesn’t realize the WORK he’s going to have to put in to eventually become a Jedi Knight.  When he’s training with Yoda he is put through the paces despite his natural-born connection with The Force.

Mostly, Yoda has to teach Luke the importance of PATIENCE, PRACTICE and PERSEVERANCE.

This would be the EXACT advice I would give to anyone who wants to become a master copywriter.  

Yep, sorry to burst any bubbles here.  It takes A LOT of all three of these critical success ingredients to become even a “reasonably” good copywriter. To be become a MASTER – we’re talking about YEARS and YEARS of the same along with much real world trial and error experience.

The good news though? It’s worth it!!!

Just using myself as an example, even though Luke had a natural ability to use the force I believe I was born with some of the necessary skills to be a successful salesperson and copywriter.  But that didn’t mean it came easy.  When I first fell in love with this thing called copywriting and decided I wanted to master this craft I dove into it with everything I had.

I’m talking about spending thousands of dollars on books, home study courses and in-person training.  But more important than any amount of money I spent were the hundreds upon hundreds of hours of studying classic advertising and even hand writing them over and over again. Why? To burn the psychology of great copywriting deep into my subconscious mind.   

Tedious? YES! But man did it ever work.  I’m sorry but no “swipe files”, templates or AI software can compare to actually learning how to sell almost anything with nothing but the power of your words.

#2 – Darth Vader’s Emotional Manipulation Secrets 

Ah, I must admit that my favorite of all of the memorable Star Wars characters is the villain Darth Vader. I mean, he’s not just the coolest looking dude in the Galaxy but he has the most badass theme music and the best one-liners.

The dark lord of the Sith also proves to be a MASTER of emotional manipulation.  And that’s also the #1 tool of a great copywriter – being able to push the emotional hot buttons of a prospect in order to get them to take your desired action.

Three of the most effective emotions that can influence someone to act are FEAR, GUILT, EMPATHY, and GREED.

Darth Vader uses all three of these emotions in his diabolical endeavors.

First by displaying his ruthless aggression in attacking the diplomatic ship carrying Princess Leia he instills FEAR in all who encounter him as he tried to locate the stolen Death Star blueprints.

Then by capturing Han Solo, Princess Leia and Chewbacca in Cloud City (after being betrayed by Lando Calrissian) he uses GUILT and EMPATHY to make Luke Skywalker abandon his Jedi training to try to save his friends.  He knows that Luke won’t stand by and allow them to be killed for his sake as he would never be able to live with himself or deal with the pain they experienced.

Finally, Vader uses the emotion of GREED multiple times to try to get Luke to join the “Dark Side” of the force by promising him they would destroy the Emperor and rule the galaxy together as father and son. 

He basically promises the proverbial keys to the kingdom to Luke if he would only betray all that is important to him just as he had once done.  Of course Vader failed in his attempt but I can’t help but think Luke had many sleepless nights thinking about what might be if he had accepted his father’s VERY TEMPTING offer.

#3 – Jedi Level Persuasion Power

There’s a great scene in Episode 4 – A New Hope where Obi Wan Kenobi uses a “Jedi Mind Trick” to throw the Stormtroopers off the scent of the droids they are looking for.  Basically, it’s almost like hypnotizing someone to believe whatever you are telling them.

How it happens in the move is that Obi Wan, Luke along with the droids in question C3PO and R2D2 are in Luke’s speeder when they are stopped at an Empire check point. Then the Storm Trooper asks to see Luke’s identification; Obi Wan looks into his eyes and says…

“You don’t need to see his identification, these aren’t the droids you’re looking for.”  And then “Move Along”.

The Storm Trooper repeats what he’s been told and allows them to pass as Obi Wan says… “The Force can have a strong influence on the weak minded”.

Now, I’m not saying your customers are weak-minded at all but you can definitely learn from Obi Wan’s techniques when it comes to persuading your prospects to take the action you desire them to.  Honestly, people like to be told what to do.  They might deny it, but for the most part we are all looking for some sort of direction in our lives.

Once you’ve established your authority in your copy and demonstrated how your produce or service will be of benefit to your target audience it can be as simple as telling them what to do next. In other words, give them a clear instructions to buy, opt into your email list or schedule an appointment. 

Like Obi Wan, if you state something with confidence and in a clear, concise way and use a STRONG call to action you may be amazed that you too have real Jedi powers.

About the Author

Freelance Direct Response Copywriter - Robert Sean Pascoe with Ted Nicholas and Matt Furey Robert with Direct Response Copywriting Legends Matt Furey and Ted Nicholas

 

Robert Sean Pascoe is a freelance direct response copywriter and marketing strategist who works with entrepreneurs worldwide to create advertising and marketing campaigns that maximize their profits.

With 16 years of copywriting experience and a lifetime in sales, Robert knows how to use the power of words to sell virtually anything to anyone, especially if the market has been properly defined.

Robert enjoys primarily working with small business owners to sell more of their products and services through the power of direct response advertising and marketing.

He has written sales copy for companies in such diverse niches as Weight Loss Supplements, Skin Care, Male Enhancement, Local Marketing Agencies, Live Event Seminars, Software Developers, Insurance Agencies, Real Estate Brokerages, Marketing Consultants and many, many more.

How Robert Can Help You Today

If you are looking for someone to help you achieve the SUCCESS and FREEDOM you desire in your business then please send a quick email to rsp@worldclasscopywriting.com today!

In conclusion, to learn more about what Robert can do for your business please visit the home page at https://worldclasscopywriting.com!

Finally, don’t forget to sign up for my VIP EMAIL CLUB. You’ll get a FREE Digital Copy of my new E-book “Seven Figure Headline Writing Secrets” at https://www.subscribepage.com/howtowriteheadlines

Direct Response Copywriter

 

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Positioning in Copywriting
Copywriting Articles

The Importance Of Positioning In Copywriting

So what exactly does Ice T (the musician and actor, not the drink) have to with copywriting?

Well, on the surface not much. But being a master copywriter means looking at things differently and I try to find lessons in just about everything.

Often something will trigger a memory that gets me thinking about what lesson I could learn from it.  This happened the other night when I was watching Law and Order- SVU with my wife Jessica.

Now, I must admit that I enjoy bugging her by continually bringing up old stories I’ve told a million times.

One of my favorites is telling her about the time I worked security at a concert featuring Ice-T and his band Body Count. I was in my 20’s at the time, in buff shape and it was a fun gig offered to me by a friend who worked at the arena where the show was.

Honestly, it wasn’t much of a story. I never even met Ice-T and just stood there in front of the stage making sure the crowd didn’t get out of hand.

I just get a kick out of saying I was technically “security” for a big name like that. But what really got me thinking was about how Ice-T positioned himself at the event and how important positioning is in copywriting.

At the time of this concert, Ice-T had recently became a member of the cast of the aforementioned Law and Order – SVU playing a police officer. 

This just SCREAMED of irony as his most famous song during his rap career was called “Cop Killa” and was extremely controversial. 

In fact, that is actually a major understatement as the song was decried by police departments and politicians all over the country.  Even President George H. Bush spoke out against it.

The country as a whole was OUTRAGED over there being a popular song being promoted to the youth of America that encouraged the killing of the police.

It instantly made Ice-T a hero to some, a villain to many more and a VERY wealthy man in the process.

Now, due to the popularity of his TV character the once controversial rap artist was “selling out” in the eyes of many of his fans. 

What’s His Position – Rebel Gangsta Rapper Or Loveable TV Cop???

So, how did Ice-T deal with his changing image during the live show? Well, he went on a profanity laced rant designed to get his street cred back with his fans.

But why? I mean the people there had already bought tickets and obviously didn’t care.  I think it was more to make a statement that would continue to get the support he was looking for from his fans.

Maybe sell a few more albums. Maybe move some merch at the show – T-shirts, etc. 

More than that how could he stand up there singing a song like Cop Killa without letting everyone know he was still the same tough guy he had been years earlier.

He was still Ice-T and not who he was portraying on television.  And that’s EXACTLY what he told everyone. 

He said something to the effect of…

“You might have seen me playing one of the pigs on TV but I just do that for all the money they are throwing at me.  I still say F*** the police!!!”

So, what was the response? With this simple reaffirming statement his fans went WILD. 

His POSITION was firmly re-established (at least for the moment).

Well, fast forward two decades and now Ice-T is far more known for his acting and is often seen in car warranty commercials and reality shows.

He seems to have comfortably transitioned to being an elder statesman in the music world as well as a beloved television character. 

His personal positioning – his brand – has completely changed.  And he certainly seems to be doing fine with it. In fact, I would say he is more successful, more marketable and a bigger name now then ever.

Ice-T is a fantastic example of someone working their way to the top in one industry, with a carefully crafted persona and position in his marketplace…

And then completely re-inventing himself and creating an even more powerful and marketable 

As a freelance copywriter it’s important for me to know EXACTLY how my clients want either themselves, their brand or what they are selling positioned in the marketplace.  It’s one of the most important ingredients to creating a winning marketing message.

So, the BIG LESSON here is before you start writing any marketing message you MUST DECIDE on the right positioning. 

About the Author

Freelance Direct Response Copywriter - Robert Sean Pascoe with Ted Nicholas and Matt Furey Robert with Direct Response Copywriting Legends Matt Furey and Ted Nicholas

Robert Sean Pascoe is a freelance direct response copywriter and marketing strategist who works with entrepreneurs worldwide to create advertising and marketing campaigns that maximize their profits.

With 16 years of copywriting experience and a lifetime in sales, Robert knows how to use the power of words to sell virtually anything to anyone, especially if the market has been properly defined.

Robert enjoys primarily working with small business owners to sell more of their products and services through the power of direct response advertising and marketing.

He has written sales copy for companies in such diverse niches as Weight Loss Supplements, Skin Care, Male Enhancement, Local Marketing Agencies, Live Event Seminars, Software Developers, Insurance Agencies, Real Estate Brokerages, Marketing Consultants and many, many more.

How Robert Can Help You Today

If you are looking for someone to help you achieve the SUCCESS and FREEDOM you desire in your business then please send a quick email to rsp@worldclasscopywriting.com today!

In conclusion, to learn more about what Robert can do for your business please visit the home page at https://worldclasscopywriting.com!

Finally, don’t forget to sign up for my VIP EMAIL CLUB. You’ll get a FREE Digital Copy of my new E-book “Seven Figure Headline Writing Secrets” at https://www.subscribepage.com/howtowriteheadlines

Direct Response Copywriter

 

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Big Green Monster
Copywriting Articles

Copywriting Lessons From A Big Green Monster

Can you REALLY learn lessons in copywriting, marketing and entrepreneurialism from almost anything?

I think so. At least I TRY to find topics from the most non-obvious sources that I can use as analogies to teach lessons to others. 

One of the best sources are old TV shows.  Really any type of show, but I must admit as a member of the “Post 40” club to not find much appealing about modern television.

Thankfully, I have a nice DVD collection of old TV programs.

My “go to” favorite is the late 1970’s and early 1980’s primetime TV hit – The Incredible Hulk

Yeah, it might be considered a bit cheesy but I guess that’s part of the charm of a show like this.  Simple entertainment without much overtly political messaging or social commentaries.

Anyways, if you’ve never seen The Incredible Hulk it stars the excellent actor Bill Bixby as Dr. David Banner and bodybuilding legend Lou Ferigno as “The Hulk” in a classic comic book story come to life. 

The backstory is that while conducting an experiment Dr. Banner accidentally receives an overdose of “Gamma Radiation”.  This has the radical side effect of turning him into the big green guy who is SUPER powerful and almost impervious to pain anytime he gets angry.

With Dr. Banner believed to be dead and blaming himself for the death of a colleague he is continually on the road working odd jobs while trying to find a cure for his unique problem. 

This sets up the ongoing storyline of the good doctor on the road, traveling from town to town where he inevitably gets into some sort of trouble with a random bad guy. This causes him to “Transform” into “the Hulk” who of course ends up saving the day.

What The Incredible Hulk Can Teach Us About Copywriting

Copywriting Lessons From A Big Green Monster

While sitting in bed (milking every ounce of sympathy from my wife) I started thinking about how the transformation that David Banner goes through when turning into The Hulk and how it relates to copywriting.

You see, while in the TV show Dr. Banner is desperate to find a cure for what he sees as an affliction, most of us at least secretly crave what he experiences in each and every episode. No, I’m not saying any of us want to become The Hulk (okay maybe I do secretly).

What we ALL want is a transformation.

The truth is none of us are ever 100% happy with ourselves or the world we live in.  I’m not saying we are all miserable but rather it’s natural for us to always have goals we are striving to achieve. I would say we are MOST HAPPY when chasing something we want and working towards a goal.

That goal is different for all of us.  Maybe you want to lose fat or gain muscle.  Maybe you want to go back to school so you can earn a better living.

Whatever it is that’s most important for each of us individually there is one thing every single one of us wants.

EVERYONE WANTS A TRANSFORMATION.

To Successfully Sell Anything You MUST Show A Transformation

So, this is what you need to convey in your sales copy.

It is critical to show how much better your customer or client’s life will be once they bought your product or service. Honestly, you want them to FEEL the transformation just from completing the purchase… even if they don’t end up using it.

Of course you should want them to use it but again we’re talking about human nature.  Just think the thousands of people who buy home exercise equipment every day but never get around to actually using it more than once or twice (if ever).

This is out of your control. Like the old saying about bringing a horse to water but not being able to make it drink.

Your ONLY real job as a businessperson is to MAKE A PROFIT.  This means you have to maximize sales and to sell anything you must paint a picture of how much better your prospect’s lives will be by buying what you are selling.

So, make it your #1 priority to PROMISE and PROVE the positive transformation your customers will enjoy from buying from you!!!

Do this starting in your headline with a BIG BOLD promise. Then demonstrate through telling stories, using testimonials and sharing case studies that will make your target audience trust you so they can rationalize the purchase and experience a sense of instant gratification from buying.

Describe in detail the PAIN they are going through now and the PLEASURE they will enjoy once they buy from you.

Use pictures, charts and other visual elements when you can to demonstrate that transformation.  

Show your customers how they will experience a transformation they desire and you will ALWAYS win.

About the Author

Freelance Direct Response Copywriter - Robert Sean Pascoe with Ted Nicholas and Matt Furey Robert with Direct Response Copywriting Legends Matt Furey and Ted Nicholas

Robert Sean Pascoe is a freelance direct response copywriter and marketing strategist who works with entrepreneurs worldwide to create advertising and marketing campaigns that maximize their profits.

With 16 years of copywriting experience and a lifetime in sales, Robert knows how to use the power of words to sell virtually anything to anyone, especially if the market has been properly defined.

Robert enjoys primarily working with small business owners to sell more of their products and services through the power of direct response advertising and marketing.

He has written sales copy for companies in such diverse niches as Weight Loss Supplements, Skin Care, Male Enhancement, Local Marketing Agencies, Live Event Seminars, Software Developers, Insurance Agencies, Real Estate Brokerages, Marketing Consultants and many, many more.

How Robert Can Help You Today

If you are looking for someone to help you achieve the SUCCESS and FREEDOM you desire in your business then please send a quick email to rsp@worldclasscopywriting.com today!

In conclusion, to learn more about what Robert can do for your business please visit the home page 

Finally, don’t forget to sign up for my VIP EMAIL CLUB. You’ll get a FREE Digital Copy of my new E-book “Seven Figure Headline Writing Secrets” at https://www.subscribepage.com/howtowriteheadlines

Robert Sean Pascoe with his beautiful wife

 

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Diary of a Freelance Copywriter
Copywriting Articles

It’s Not Always Easy Being Right | Journal of a Freelance Copywriter

Journal of a Freelance Copywriter – Entry 1

Let me tell you a quick story about a somewhat awkward situation I got myself into earlier this week.

I had a potential client contact me about writing a sales page to sell a new product he is launching. (I’m gonna keep the details secret as I would never want to embarrass anyone).

Any hoot, we had a brief back and forth conversation and I could tell right away that this probably would be a waste of my time. (After doing this for a few years I seem to have a sort of sixth sense about clients).

The problem was he seemed CLUELESS about what his potential customers really were looking for in a product and what they would have to hear in a sales message in order to be influenced to buy from him.  Even worse, he didn’t seem to want my help in figuring it all out.

Now, I like to think of myself as a straight shooter, but I also don’t ever want to hurt anyone’s feelings. 

So, I tried politely educating him about the importance of properly getting to know his target market

I told him that before I could ever write any sales copy for him which would have ANY HOPE of getting the results he needed …

… First and Foremost He Needed to Know What His Prospects CARED About

He needed to have a firm understanding of what the EMOTIONAL TRIGGERS were that would make his prospects spend their hard-earned money on buying this thing he was selling.

Well, I got some… “Yeps” … and “Uh Huh’s” … and even a “Sure, Sure”, from him but I had an inclination that what I was saying went clear over his head.

Unfortunately, this was confirmed this morning when I received an email from him with some headline ideas he had thought up (which I never asked for by the way, as that’s a big part of my job if you hire me).

They were all ME, ME, ME headlines. In other words, all about HIM and how great HE WAS and how awesome his business was, etc.

This is the complete opposite of what will actually work in a direct response sales message.  

What his customers need to hear is:

“What Will This Do For ME?”

Well, apparently, I hurt his feelings and bruised his ego by not gushing over how great his headlines were.  As he informed me, he’s hiring another copywriter. (Oh well)

Now, I probably could have done what many freelance copywriters would.  And that’s stroke his ego by writing something that makes him feel a few inches taller…

… but only served to WASTE HIS MONEY.

But, that’s not me.

If you contact me to be your copywriter, I’m going to be 100% honest with you about what has the best shot at working.

It’s going to be CUSTOMER CENTRIC copy.

A sales message that spells out the BIG BENEFIT your prospect will receive if they buy from you.

And well it may not increase your self-image… it WILL (in all probability) increase your bank balance.

Which actually MAY increase your self-image too.  It certainly couldn’t hurt, right?

To learn more about what I can do as a freelance copywriter to put more money in your pocket check out 

 

My New FREE Book Could Help You DOUBLE, TRIPLE or Even QUADRUPLE Your Sales Success!

There is NOTHING More Important to the Success of Your Sales Message Than Being Able to Craft a POWERFUL Headline that Grabs Attention and Sets the Stage for Making the Sale. I Have Written a Special Report Which Will Give You An “Almost Unfair” Edge When it Comes to Writing KILLER HEADLINES.

You Can Download it for FREE by Going to https://www.subscribepage.com/howtowriteheadlines Today!

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Copywriting Articles

3 Keys to Copywriting Mastery

I was recently asked to give a short presentation on copywriting for a group of small business owners. 

Now, copywriting can be a somewhat complicated thing to explain. And I had just 20 minutes to try to convey something tangible that these entrepreneurs could use in their business.

Well, I thought about this for a couple of days.

What I realized was, while I would never turn anyone into a “master copywriter” in 20 minutes, I could break down the crucial elements of what makes copywriting work.

I would like to share with you what I came up with.

Before I begin, I’d want to invite you to visit my home page so that I can gain your faith in what I’m saying. Click Here!

Here are the…

3 Keys To Copywriting Mastery

Key #1 – Understand What Your Customers Really Care About

One of the biggest mistakes I see small business owners make (especially on local television) is making THEMSELVES or their family members or even their “brand name” the focus of their advertising.

I swear, NOTHING drives me crazier than watching someone spend a bunch of money to parade their kids, wife or even their mother in front of the camera to tell us how wonderful their dad is.

All without EVER giving me a single reason to contact them. Or consider going to them for whatever the heck it is they are selling.

The problem is they actually think we all care about how cute their kids are. Or how pretty their husband or wife is. Or how charming their mother is.

And for some reason (I guess complete and utter delusion) it appears they are making some connection between how much they assume we’ll adore their family, with us wanting to do business with them.

Okay, so sure, it’s good to be perceived as likable but I’ll be damned if I’m going to buy some widget because you own a cute puppy dog.

The ONLY thing your potential customer cares about is what your product or service is going to DO FOR THEM!

Your sales message MUST be focused on the BIG PROMISE of what the BIG BENEFIT is that your customer is going to receive from buying from you.

That’s it!

Make your CUSTOMER and their WANTS, NEEDS, DESIRES, and PROBLEMS (that need to be fixed) the focus of your advertising and marketing.

Anything that doesn’t immediately make your target prospect say…

… “Hey, that’s for me!” …

… is a HUGE waste of your time, energy, and most importantly… YOUR MONEY!

 

Key #2 – Always Match Your Message to Your Market

I’ve been asked before by potential clients if really good copywriting can sell literally anything …

… even a sub-par product or service.

Well, first of all, that question gives me the willies. I have ZERO interest in working with anyone who isn’t completely honest and is putting out a product that will legitimately help their customers.

But if I get past my initial annoyance my answer is NO.  The typical reaction to that answer is not surprising.

I mean as a copywriter shouldn’t I brag about being able to make ANYONE buy ANYTHING?

Look, the truth is while great copywriting is designed to persuade the reader, viewer, or listener to buy…

… if you are trying to sell something to someone who isn’t part of your target market…

… then it makes no difference how skilled the copywriter is. 

You are NOT going to get the sale.

Let me give you an example. I live in Florida. It is HOTTER than hades most of the year.

Even when it isn’t hot, I don’t go outside much.

So, if a winter coat salesperson came to my door and tried to sell me the greatest looking, warmest, and most stylish winter coat on the planet…

… and for a fantastic price…

… I’m going to laugh and say “No, thanks”. 

I simply have no interest in buying something I’m going to use maybe once or twice a year (and we DO NOT vacation anywhere cold).

This is EXACTLY the same when it comes to copywriting (which is selling but multiplied by media).

Do NOT waste your time crafting a sales message until you know EXACTLY who you are writing to!

Make research your #1 priority. Know who your market is and what they are interested in buying.

This is the second key to copywriting mastery.

 

Key #3 – Make Your Offer Irresistible

Okay, so I hope I’ve properly communicated the importance of Steps 1 and 2. Now we come to something I think is often either overlooked or just not given enough time when someone is learning about copywriting.

Lots of effort is always put into things like learning how to write headlines and telling stories and writing emails.

But I promise if you neglect key #3, then nothing else really matters.

Ultimately, everything comes down to THE OFFER.

Put yourself in your prospect’s shoes when you are creating your offer and ask the question:

“What’s In It For Me?”

This is such a great thing to always keep in mind. As even if you’ve got the greatest product or service in your industry. And you KNOW it’s something your target market is interested in, we live in a super-skeptical society and unless you make an offer to your prospect that’s almost impossible for them to say “No” to, then it’s going to be VERY difficult to stay in business.

Don’t let this discourage you, however.  Luckily there are many proven ways to present your offer that bypasses your prospect’s inner “Doubting Thomas” and will push them over the edge to buy.

One way is to…

Offer a Guarantee that “Reverses the Risk” Involved

What do I mean? Well, a good example is the old Domino’s Pizza gimmick that originally put them on the map.  They were complete unknowns entering into one of THE most competitive markets ever, so they had to come up with a way to stand out.

What did they do?  In what would turn out to be pure genius they created the “We Deliver it HOT in 30 Minutes or Less… or it’s FREE!”

This was a true IRRESISTIBLE offer! Especially if you consider who their original target audience was, which were college students. 

A college student who was probably dying of the munchies from their extra-curricular activities and would eat just about anything at that point.

And it worked like GANGBUSTERS!  Now, you notice there was nothing in their offer about being the BEST pizza, or even being GOOD pizza but if you were half-starved on a Friday night, you didn’t care.  You just wanted it FAST and the added bonus was you HOPED it would show up late or cold so you could get it for free!

Now, there’s a reason why they don’t make that offer anymore (as far as I know). I’m pretty sure some delivery drivers may have caused an accident or two trying to make it to the campus in 30 minutes. But this offer worked to build Domino’s business and they still rank among the top pizza companies on the planet.

Can you think of a way to create a “Risk-Reversal” guarantee for your business?

If not, there are still other devices you can use. One of the most popular in the direct response advertising world where I spend most of my time is the adding of premiums.

What is a premium? 

Well…

The Premium Is a Bonus Added to the Main Offer to “Sweeten” the Deal

I’m sure you’ve seen some direct response TV ads where they say something like:

“… And that’s not all. If you call or order online in the next 11 minutes, we’ll DOUBLE YOUR ORDER at no additional cost (just pay separate shipping and handling), etc.”

That’s exactly what a premium is.  Now, with online products and mail-order often what you will see is one or even a series of “special reports” or books or some sort of information that is similar to the main offer and has been “bundled” to make it seem like you are getting some major extra value.

And do these premiums work? You bet they do! Again, if they are legitimately valuable and compliment the main product being sold.

Conclusion To The 3 Keys of Copywriting Mastery

In conclusion, I hope you will keep these 3 Keys of Copywriting Mastery in mind whenever you need to create any advertising or marketing pieces for your business.

Now, if you’d like to discuss how I can personally help you cover these 3 Keys properly and create a compelling sales message. One which will lead your prospects to pull out their wallets and buy from you, then send a quick message to me at rsp@worldclasscopywriting.com and I’ll get right back to you.

Here are some more of my recently published articles for you to check out:

https://worldclasscopywriting.com/2019/03/18/quick-easy-copywriting-formula/

https://worldclasscopywriting.com/2019/03/19/how-to-become-a-direct-response-copywriter/

 

 

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Freelance Copywriting
Copywriting Articles

High School Loser Morphs Into Freelance Copywriting Stud

A story of a freelance copywriting stud!

How a high school loser landed into a freelance copywriting profession!

Once upon a time, in a VERY small town in rural Rhode Island lived a kid who could have been the poster child of a high school loser.

He had very little friends, barely left his house when not in school and shook like a leaf in his high-top sneakers at the thought of even speaking to a pretty girl.

Also, being a TOTAL nerd, he was really into things like Pro Wrestling. (NOT a very “cool” hobby in the mid ’90s).

Things started to turn around for him when he stumbled into a way to make LOTS of money from his “geekish” hobby. And in turn, gained enough confidence to be one of the “cool kids” in his senior year.

How do I know so much about this once pathetic kid? 

Because it was ME who turned into a freelance copywriting stud later! 

So, what was it I stumbled upon?

Without knowing it, I discovered the secret to making A LOT of money by utilizing the THREE MOST VITAL factors that I have found are the foundation of success in selling anything.

What are those three things?

Well, to experience true success in sales which leads to making money FASTER and EASIER than you’ve probably ever thought possible, you must:

… target the RIGHT AUDIENCE …

… with the RIGHT OFFER…

… matched with the RIGHT MESSAGE!

For me, when I was a lonely teenager, I had managed to become pen pals with another lonely teenager in Japan, who I met through an underground wrestling newsletter.

Well, I soon realized through the classifieds of this newsletter that there was a BIG demand for wrestling videos from Japan. 

I made a deal with my pen pal to send him the current wrestling videos from the US in exchange for the newest videos from the “Land of the Rising Sun”.

Soon, I was receiving HUGE packages of Japanese wrestling videos every month and I KNEW there was a demand for them in our little community of fellow grappling fans.

So, I took my Christmas money and invested in a second VCR (remember those?) and started duplicating the videos.

I placed a couple of VERY crude ads in the most popular wrestling newsletters and soon the orders were FLOODING in!

All of a sudden, I was making more money than any of my friends with traditional part-time jobs.

Also, I started making a name for myself in the “underground” wrestling world as an expert in Japanese wrestling.

I was even interviewed on a couple of local wrestling radio shows.

This SKYROCKETED my confidence. 

Click Here To Learn More About Me

It’s amazing what having a few bucks in your pocket and a win or two can do for every other aspect of your life.

Soon, I had more friends in the “real” world.  

I was able to afford a cheap used car which set me free to be more social…

… and I even found my first girlfriend!

This was all due to those THREE VITAL FACTORS which I mentioned before which were:

  1. There were lots of people looking for Japanese wrestling videos (The Right Audience) 
  1. I put collections of these videos together at a VERY reasonable price with satisfaction guaranteed (The Right Offer) …
  1. Then, I matched it all with an almost too good to-pass-up sales message telling them all about the fantastic matches they would miss out on if they didn’t buy… PLUS, I limited the number of video packages I would sell each month which pushed them over the edge to make the purchase (The Right Message).

I am 100% convinced that this is THE formula anyone can use to take their business to a higher level of success.

And, you now know someone who has “Been there, Done that” time and time again with this formula for himself and many others. And can now do the same for YOU!

So, to learn all about how I can help make this formula work for you (if you’re not opposed to having a TSUNAMI of increased SALES and PROFITS) go ahead and check this out NOW:

Til next time,

Robert Sean Pascoe

Freelance Direct Response Copywriter | Marketing Consultant

“Writing Ads That Supercharge Sales & Build Business Empires”

Find Out More!

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Supercharge Your Sales Copy
Copywriting Articles

How to Use “The Other” Headlines In Your Sales Copy

So, what exactly are “The Other” headlines?

These are the sub-headlines which create what is called a double readership path as well as the bullet points which often do the main job of “selling” in your advertising and marketing.

The Importance Of A Double Readership Path

A double readership path refers to the idea that many of your prospects are skimmers and will quickly glance over your sales copy rather than reading every word.

In order to make sure you don’t lose any sales due to skimmers missing the key points of your sales message, you need to make it easy for them grasp the big benefits of your product or service.

The best way to do this is to have a sub-head which is almost as powerful as your main headline placed every 200 to 300 words throughout your sales letter or sales page.

It should be bold and larger than your regular text. My preference is to have the main text 12 point and the sub-head to be 16 or 18 point, so it really stands out. Sometimes I will also make it a different color like red to contrast the black text of the body copy.

The real purpose of having sub-heads in your sales message is to communicate the benefits of your product or service to the many “skimmers” among us.

Yes, maybe even YOU are in the occasional skimmers club. Perhaps an ad catches your eye and you want to quickly check it out, but you don’t have the time to read a full sales page or watch a long Video Sales Letter.

So, what do you do? Well, this is where the sub-heads come in. If done right the sub-heads should act like additional headlines which both focus your attention and progressively unveil the story behind your product or service, as well as shout the big benefits of what you are selling.

The ultimate goal of the sub-heads is to move your prospect along through your sales message all the way to the close…

… or at least raise their interest enough to get them to go back to the beginning so they can read ALL of the details which were missed when they were “skimming”.

This brings us to what is maybe the most important technical skill you can develop as a direct response copywriter.

And that is…

The Ability to Write Powerful, Benefit-Rich Bullets

A bullet is the single most effective tool you can use in constructing your killer sales message because IF it’s written properly…

… it will light a burning curiosity in your prospect and an all-consuming itch which will ONLY be satisfied by giving in to buy what you are selling.

But that’s not all. Bullets are often used as the foundation of writing headlines, pre-headlines, calls to action and can be used in the offer and post-script.

One Good Bullet is Often Enough to Push Someone Off the Fence and Make Them Give In to Buying.

How? By hitting the right emotional hot buttons that affect your prospect on a deeply personal level …

… and will keep them up at night until they find out if what you are promising your product or service will do …

… will REALLY work for them.

When I write bullets, I start again with carefully analyzing the product or service I will be selling looking at every feature and then digging out as many benefits as I can.

I will usually go “old school” and take out a piece of paper and draw a vertical line right down the middle of the page.

On the left-hand side of the paper, I will list all of the features of the product or service. (Remember, a feature is a physical or tangible aspect of what you are selling while the benefit is what that feature DOES for your customer.)

Then, on the right-hand side, I will list each and every benefit I can think of.

Now, I’m not just talking about “Obvious” benefits but also what is called “Hidden” benefits.

What’s The Difference Between OBVIOUS and HIDDEN Benefits?

Well, an obvious benefit would be something like buying that new car will get you from point A to point B without having to worry about it breaking down for a long time as it’s never been used, and it comes with a bumper to bumper warranty.

The hidden benefit is that feeling of pride you get from driving that shiny looking new car around town. The stares of envy you notice from your neighbors. Maybe even the thrill of feeling like you possess some increased sex appeal (which is most likely totally in your imagination, but still).

You now want to take your list of obvious and hidden benefits and present them in tidy little statements of interest which provoke CURIOSITY and BURNING DESIRE in your prospects.

Here are a few examples of bullets from some of my most successful sales letters and online sales pages:

From a sales letter promoting a self-help seminar…

  • How to use a breakthrough process to identify where your limiting beliefs are and where they came from (This will allow you to literally re-program your subconscious mind, so it will start working 24 hours a day to help you in achieving ANYTHING you decide to!) …
  • The single most important factor in creating the desire to live life to its fullest (If you miss out on this then you may NEVER get out of a self-sabotaging mindset that keeps you from getting the most out of life) …
  • How to automatically avoid the “blunders” that many people make when trying to repair damaged relationships (This will be like pushing a reset button in your sub-conscious mind that will re-build the most important connections in your life) …
  • Why it doesn’t matter what your background is… how many times you might have failed, how old you are or what kinds of “Advantages” you may not have been born with (You’ll learn how to start over TODAY and still have EVERYTHING you desire) …
  • Secret techniques for using the tools that are already hidden inside of you to SKYROCKET your levels of success (We’ll show you what they are and how to maximize what they can for you in all aspects of your life) …
  • How to manipulate your brain’s thought process to your advantage (You’ll quickly gain the ability to identify, deal with and eliminate the negative “Self-Talk” that ALL of us are plagued with).
  • What the WISEST, RICHEST and MOST SUCCESSFUL men and women know about “Connecting” with others that separates them from most people in the world (This alone will change your life IF you model it for yourself) …
  • Key strategies for finding peace no matter how bad the storms of life are (You’ll be able to relax in the warmth of unconditional acceptance even during the toughest trials) …

From a Sales Letter for an E-book on Acne Prevention…

  • The most effective “Natural Way” to eliminate acne forever (You won’t believe how simple this is and that the solution has been literally “right under your nose’ all along).
  • The secret to eliminating acne WITHOUT drying out your skin (Hint: It’s got nothing to do with lemon juice or any other wives’ tale).
  • The sweet treat you can eat all you want that’ll help your skin look better the MORE you eat it! (You’re gonna LOVE this).
  • 5 foods you should NEVER eat if you want to keep your complexion clean and beautiful (I GUARANTEE you’ll be shocked at how bad these seemingly “healthy” foods are for your skin).
  • How to quickly remove acne scars while you are sleeping (No one will ever know you had skin trouble after this almost “Too Easy” remedy).
  • 7 affordable foundations and powders you can buy for a few dollars at your local Walmart (These get even BETTER results than those expensive, celebrity endorsed products you see on TV).
  • What Dermatologists give to their kids to prevent them from EVER having an Acne breakout (You’re not going to believe how simple this is).
  • Why everything you thought you knew about preventing acne is DEAD wrong (This one breakthrough will save you HUNDREDS…if not THOUSANDS of dollars).

From an online sales letter selling a course on giving wedding speeches…

  • An easy step by step process of writing your wedding speech that’s so simple a child could do it (It’s like a paint by numbers system for writing… if you can follow simple instructions, you’ll have your speech written in less time than heating a frozen microwave dinner).
  • How to avoid the most common mistake people make when giving a wedding speech (It’s such a small thing you’ll never think of it on your own, but it will KILL your chances for giving a successful speech).
  • A surefire way of adding humor to your presentation that will instantly “warm up” the listeners (And do it in a way that guarantees to not offend anyone…not even grandma or the minister).
  • A simple little tip that automatically eliminates pre-speech jitters (You’ll be the picture of confidence and you won’t have to rely on having a couple of drinks to chill out which could only ruin things).
  • The 7 most effective emotional “Power Words” to liberally sprinkle throughout your talk (This will have everyone – even that supercritical uncle – eating out of your hands!
  • A huge blunder made in preparing to give a wedding speech you need to avoid at ALL costs (Just this one tip could save you YEARS of embarrassment!)
  • The easiest way to start off ANY speech with a BANG (You just might achieve SUPERHERO status from this one).

From the opt in page for my FREE E-book…

  • How to Write Headlines That Speak Directly to the Emotional Wants, Needs, Desires and Problems of Your Prospects… (You’ll Never Have to Worry Again About Whether You “Missed the Mark” With Your Target Audience!)
  • The Secret to Grabbing the Attention of ONLY Your Perfect Potential Customers… (While Deflecting Away Any Time Wasters Who Would NEVER Buy from You Anyways!)
  • A Can’t-Miss Headline Writing Short-Cut That Perfectly Sets Up the Sale… EVEN If the Rest of Your Sales Message is Weak (This Will Get Your Prospect Worked Up into a Frenzy, Practically Begging You to Take Their Money!)
  • The Five Steps You Can Count On To GUARANTEE You’re Creating the Most Powerful Headline Possible… (A Quick Look at These 5 Steps Will Supercharge Every Ad or Marketing Piece You Ever Write Again!)

I hope you see how important the “Other” headlines are for the success of your sales message. Use them liberally and you will see an increase in your sales and profits.

Please keep checking back for more articles on Copywriting and Marketing!

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