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Bmw X5 D Owners Manual Elochad Download List
Report this Document Download now Save Save The Rookie Copywriter Survival Guide.pdf For Later The Rookie Copywriter Survival Guide PDF Original Title: The Rookie Copywriter Survival Guide.pdf Uploaded by Duke 50 (2) 50 found this document useful (2 votes) 491 views 56 pages More Save Save The Rookie Copywriter Survival Guide.pdf For Later 50 50 found this document useful, Mark this document as useful 50 50 found this document not useful, Mark this document as not useful Embed Share Print Download now Jump to Page You are on page 1 of 56 Search inside document. If you continue browsing the site, you agree to the use of cookies on this website. See our User Agreement and Privacy Policy.If you continue browsing the site, you agree to the use of cookies on this website. See our Privacy Policy and User Agreement for details.You can change your ad preferences anytime. I congratulate you for taking the time to read thisguide because the information in it will put you ahead of many other smallbusiness owners who make this mistake.Consider this:When someone visits your website or reads your brochure, you aren’t thereto answer their questions or to convince them how great your product is. Yourwords need to do that for you. In other words, you need effective copywriting.This guide is going to show you how to do that. Youhave to be very specific when you define your target market, in order to makeyour copywriting most effective. You can’t just say “women, moms or pet owners”because that is still vague.What women?Which moms?Which pet owners?When defining your target market, there are many things to consider. We’ve made asmall list below, but it only touches the surface. Yes, they buy to satisfy theirimmediate needs, but desire is what drives people to spend their money readily. You will understand their point-of-view, the problems they have and howmuch they’d like a solution.
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The Problem with Being Too Vague:I’ve seen a number of business owners who try the vague “be everything toeveryone approach” and it’s really tough to make that work as a small businessowner. These people may sell candles online or cosmetics or a similar productand the business owner will say their target market is simply women.Thosewomen are not your target market.Even a woman, who thinks candles are lovely and wears a little makeup now andthen, but doesn’t readily spend her money on those items, is not your targetmarket. You need to understand the woman who really wants to buy your productand she’ll buy it over and over again.Imagine Your Typical Customer:What are her wants and desires. What problems does she need solved. If youdon’t already know that, try surveying the customers that you already have. Askthem a few questions about themselves, why they bought the product, what theylike about it and what they don’t like. In return, offer them a coupon or a free giftor something, just to get that feedback. This information will be very valuable toyou.Think about your product:What is the single most important reason your target audience would want to buyit. You need to be able to empathize with your target market, identify theirproblems and show how your product solves that problem. If you think toogenerally about your target market, the passion is lost in your copy and it’s toughto get anyone excited about anything.For example, if you sell acne medication and you simply talk about theembarrassment of acne, you might get some sales.If the skin cream helps reduce wrinkles and the eye shadow is ina sparkly blue color, it’s likely the skin cream will appeal to a woman in her 30swho would like to reduce wrinkles. The sparkly blue eye shadow is more likely tobe appreciated by a younger, trendier audience. Of course, there are exceptionsand if you sell make-up, you have the opportunity to know your market best.
Regardless, even within your own product line, you can identify differences inyour target market and your copy should reflect this.It is also possible that you have more than one very targeted market for anindividual product. If that’s the case, you can create different promotionalmaterials to target those specific audiences. For example, if you sell that wrinklecream and discover that not only are certain types of women buying the cream,but men are interested too, you can create promotional materials to target theproblems and interests of each group. That way, when you have differentadvertising campaigns or promotions, you can send people the appropriatemarketing materials.You will sell more to a highly-targeted group of people than trying a lukewarmapproach with the public in general. They will show you like items based on whatyou are looking at on their site and they remember this the next time you visit This list will help youas you make your way through this guide.1.2 USP:USP stands for Unique Selling Position and this is what sets you apart from yourcompetition. Put another way, a USP is some unique thing you offer that yourcompetition is not offering. Here are just a few examples of a USP. You need to really sit down, brainstorm and figure out your USPbecause if you don’t, it’s hard to stand out from the crowd and compete in yourmarket.Warning: A lot of home businesses make the mistake of making their low price asthe USP. The problem is trying to sell for the lowest price is not often a profitablebusiness model, especially for small home businesses like you. If you’re not buyingand selling in huge volumes it’s just not worth it. Again, let’s leave this They can affordit.Some of the best customers you can ever have, don’t worry about price. In myexperience, the best customers are the ones who are more concerned aboutquality, exceptional service or that just buy because they plain old trust you andfeel you understand them.
As a home business owner with a smaller budget,you don’t need to deal with bargain hunters.Here is one of the most important questions you’ll ask yourself whenformulating your USP: “Why would my customer buy my product instead of a competitor’s?”Think of what information or education you can provide to people who use yourproducts. Go the extra mile where other big companies may not. Findsomething different than competing on price because trying to offer the lowestprice will likely put you out of business. You want to price your products toreceive a decent profit. That way, you’ll need fewer sales to make just as much ormore money.Exercise: Make a list of 5-10 competitors and identify their USP. See how youcompare to these companies and their USP. For example, if one company’s USPis that they have the fastest delivery rates, are you able to compete with that. Ifanother company offers the longest hours of service, are you able to compete withthat. If there is a USP where you can outperform your competitor, you mightwant to pursue that option or you may still want to carve out your own uniqueposition in the market.Even if you think you’ve found your USP, continue the exercise, by giving yourself 5minutes to write down what is special about your products, service, etc. You can Look at the lists and see what other unique things you can findthat might just help you net more customers than one of your competitors.1.3 Features:You probably already have some idea what this word means. It basically describeswhat your product looks like, how it functions, etc. It is the basic informationabout your product. Although features may be important to your potentialcustomers, it’s the benefits that will make them want to buy your product.Exercise: Write down all the features of your product. Include every singledetail from color to size to function. You can’t write too much for this exerciseso write it ALL down.1.
4 Benefits:Benefits are the advantages your customer receives from using your product. Asmentioned in the definition of features, in most cases, benefits will sell yourproducts better than a feature does. Although successful copy combines both,the best copy for most products focuses on the benefits.An example: You sell a ballpoint pen.The features are black ink, a felt tip, and it comes with a lid.The benefits are that it reduces hand cramping and eliminates smudges.Notice how when we talked about the features of the pen, it sounds like any otherpen, but when we talk about benefits, it make the pen sound more interesting.Those are benefits and they help sell your product. People have a problem and Show them the benefits of yourproduct.What If Your Customers Care About Features?Sometimes, you might sell a product where customers heavily compare features.One example of this might be Internet service for businesses. Businesses who needan Internet connection want to know the rates, the speed, etc. Internet service is agood example of a very feature competitive and focused business. You can still setyourself apart by illustrating some of the benefits of their service.If you have a great record of up-time, tell your potential customer about it andthat they don’t have to worry about losing sales when their sites are down asfrequently as with other service-providers. In this example, the feature is the up-time, but the benefit is not losing sales and that helps your potential customersvisualize why they might use your service. Someone may think up-time is just anumber Internet service providers throw out there, but when they think, “Ohyeah, if it’s not up, I’m going to lose a sale,” that’s when it reaches your targetmarket. That’s the kind of thing you want to talk to them about.As another example, if you respond to support tickets or calls within an hour,you can say so.
You can write about how you are the “stress-free Internet serviceprovider that ensures your business can run as it should be 24-7”. Again, thefeature is having the response within an hour, but the benefit is less stress andagain not missing out on important business time.Exercise: Take that list of features you just created in the previous example andthen list a benefit for each feature. This list will not only help you understandyour product’s benefit, but once you’ve done this exercise, you will have a largeportion of the copy for your product done.If you formatted all thisinformation into paragraph format, they might not read it as readily.Bullet points can also “tease” your readers into having more interest for yourproduct. This is particularly effective when you’re selling an informationalproduct, course or book. A good bullet point teases about what’s included andgets them excited to buy, but doesn’t give away the actual information you’reselling.Capitalize all the words in your headline and make it nice andbig and bold to ensure it gets attention.All good copy has an attention-getting headline. People are busy and you onlyhave a limited amount of time to grab their attention. They won’t read the smallprint on your page if you don’t get their attention. A clear, benefit-orientedheadline can help you do this.A headline that simply says “We Sell X Widgets” doesn’t say enough to get areader to keep reading. Many people probably sell X Widgets. Why should theylearn more about yours?If you are having trouble figuring out headlines to use, here are a few headlinestarters. These are very common ones that are proven to work and you can trythem out for your copy or do something completely different. An example: “Who Else Wants to Save Up to 50 on Their Phone Bill.Tell them what they have to put in to it and what benefit they will get out of it.
More Tips for Creating Great Headlines: Another great way to find goodheadlines is simply looking at websites, brochures and other sales copy and seewhat grabs your attention. You can use some of those ideas in your ownheadlines.Be Specific: In one of the headlines, we talked about losing 37 pounds in 7weeks. The headline mentioned a certain product; the subject lost a certainamount of weight in a certain amount of time. When you don’t give themthat extra information right away; they may not keep reading.Exercise: Visit a few websites or read ads in a newspaper or magazine. Seewhat grabs your attention. Can you incorporate those ideas into your headline? Usually, subheadlineswon’t be as big as other headlines in your copy, but they’ll be bold and eachword will be capitalized to get attention. Subheadlines help break up your copy to make it easier to read. It also helps get the attention of people who are skimming, rather than reading your sales copy. Use sub- headlines to draw attention to important sections of your copy every couple of paragraphs. Be specific in your sub- headlines and use benefits too.Example: If you have written promotional copy for your free weekly emailnewsletter, you’ll want subheadlines to draw in the eyes to important parts of thecopy.When you are about to include some bullet points about what’s included in yournewsletter, you might have a subheadline that reads: Here’s What’s Included in Your Free Subscription to XXXXXThen, just before you introduce your subscription form, you can havea subheadline that says:Claim Your Free Subscription by Completing the Simple Form BelowThose are simply examples and copy that is more than a couple of paragraphs canbe broken up in that manner.Exercise: If you have some longer copy written (or if you’re about to write some)go back and see where you can insert subheadlines.
Visually, you’ll see how itdraws your eyes in, will help skimmers find the information they are looking forand how it makes instructions clearer for your readers. Whensomeone is looking to buy a product, she often seeks the opinion of someone elsewho has used the product, right. If you have testimonials from your previouscustomers presented in your marketing materials or website copy, you alreadyhave a head start on making the sale.Warning: You need to make sure your testimonials are meaningful. He says it is “going to be a great product.” Just asking someone to comment on what your product might be like isn’t an effective use of a testimonial. Consumers are a skeptical bunch and if you don’tconvince them “Jan” or “Jim Bob” are real, they might not believe yourtestimonials. You can show photos or scanned images of reports showing the improvement.If you think your customers won’t offer this information, you won’t know untilyou ask. You might also give them a little gift in return for their details andfeedback. It can be a coupon, sample pack or anything you’d like. Just be carefulin wording your gift offer. Asking someone for positive feedback in return for agift can be seen as a bribe and would likely be illegal. Even if youreceive some negative feedback, this is your opportunity to view it asconstructive criticism and see how you can improve your business. Tell them how proud you are of their success and you really want toshowcase them a real-live success story.1.9 Call-to-action:Your call-to-action is what you ask you reader to do once they read yourpromotional copy. It can be something as simple as calling you for moreinformation, signing up for your mailing list or buying your product. If you don’ttell people what to do, they are less likely to do it. Even if your copy implies theyshould buy your product, if you don’t ask for the sale, you won’t make it as often. If it doesn’t, fix it. Additionaldesigns have an extra charge.
Another example: An offer doesn’t have to involve the exchange of money. Inreturn for a first name and email address, you might give out a subscription tofree weekly email tips on growing and caring for a garden. The problem is, yourpotential customer doesn’t really care about you. They care about themselves,they want solutions to their problems and they want to know what you can do forthem.When you’re done, you’ll seehow much more of a connection you can make with your reader. In most casesyou’ll be saying essentially the same thing (ex. Saying, “We believe in customersatisfaction” is pretty much the same as, “Your satisfaction is guaranteed”), butthe focus is on your potential customer.2.2 Avoid Excessive AdjectivesCan you see what’s wrong with the following copywriting example?:“The biggest and best e-book that will make you the happiest person on yourblock.”Here’s the problem: Outside of the fact that it’ pretty over-the-top with itsclaims, that sentence above is pretty meaningless. Nobody really cares if anebook is the biggest and this sentence really doesn’t say anything about why it’sthe best. Also, the word happiest is kind of meaningless. We all want to be happy,but if we are unhappy right now we have specific problems we need to havesolved. Telling someone they’re going to be happy doesn’t answer much for them.They want to know HOW you’re going to make them happy and how you’ll maketheir specific problems go away.The real problem with the sentence above is that it’s filled with adjectives thatdon’t give specifics. Adjectives describe nouns and they don’t provide readerswith good information. If you use too many adjectives, it endsup sounding like too much hype and the meaningfulness is lost. Of course, you’re stillgoing to use them, but your copy should be able to stand on it’s own withoutall the extra words.
Exercise: If you want to see if your copy can stand up on its own, pick a coupleparagraphs from your website or your entire page and remove all theadjectives. Does it still sound compelling. Is it selling your product?If not, it’s probably time to start working on being specific and we’ll talkabout that next.2.3 Be SpecificI talk about this briefly when I wrote about headlines. Let’s get into this moreand really understand how being specific can help you sell more of your product.Instead of saying you ARE the best, say WHY you are the best. Instead of sayingyou’re fast; explain how fast and in what specific ways. Let’s say, if you are aprinting service and you provide fast printing, tell them on average how muchtime you need to finish a project. It happens all thetime. A lot of product-sellers think they can slap up a picture and add a fewwords and watch the sales roll in. Unfortunately, it doesn’t work that way. Yes, you can betoo wordy and put your reader to sleep, but if you’re giving people informationthat they need to make a buying decision, there is no such thing as too muchinformation. You want them to have all their questions answered and get themto buy.Another good way to be specific is to quantify things. If you have an ebook, thathas 37 ways to reduce your cholesterol, tell them there are 37 ways. Don’t saythere are “plenty of ways” or “this ebook is packed with ideas to help you loweryour cholesterol”. A specific number like 37 as opposed to a round number like30 also tends to generate a better response. It’s not completely clear why thisoccurs, but it’s likely because round numbers might seem made up orestimated, but when you say 37 it puts a specific picture in their mind.Exercise: Look at things you’ve written for your business. Where can you bemore specific. What can you quantify?2.
4 Don’t Worry So Much about GrammarAs you continue with your business, there will be people that tell you that propergrammar is very important to maintain a professional image. Some of yourwebsites visitors may even take the time to email and tell you about the spellingand grammar mistakes that completely outraged them. Don’t let this worry youtoo much. Write the way you speak.Naturally, if your audience is PHD students studying literature, then you mighthave to have a more formal tone and pay more attention to more grammarrules. If you’re audience is race-car enthusiasts or those interested in fashiontrends, you might be more relaxed in your writing and speak more casually. It’s okay to start sometimes sentences with “and” and “but” now and then because it’s how we speak and when you write how you speak, it’s how you relate to your audience. It’s ok to end a sentence with a preposition because, again, that’s how we speak.Exercise: Look at your copy and see how formal or informal you are. Canyou see how you could make it sound more friendly, appealing and create aconnection with your reader. If you’re too formal, you might just lose youraudience all together. You don’t want to sound uneducated but you want to benatural. Most of your grammar is going to be correct, but there are some rulesyou don’t necessarily have to worry about for the sake of readability.Final Note: If you’re going to have someone proofread your copy, whether it’s afriend, virtual assistant or professional proofreader, make sure they understandwhat you are looking for; that your spelling is correct, the language flows welland the copy sounds intelligent but friendly.2.5 Keep it SimpleWrite in short sentences to make things easy to read. Break up long paragraphs toease eye-strain. This isparticularly true online and where people are reading on a screen. Don’t tire yourpotential customer out before they read about your product.
You can also bullet points, as we mentioned earlier, and these may includeincomplete sentences. Luckily that is actually acceptable in grammar rules!The key is to make it easy to read.Don’t use complicated language and make the level appropriate for your targetaudience. The average reading level of the general public is quite low. If you feel a Add photos toaccentuate the copy, but don’t allow them to take over. Pictures are important increating visuals, but it’s your words that will make your copy sell.On the Internet, keeping it simple is especially important. Web surfers only giveyou a few seconds before they decide to click away and never to come back toyour website again. Don’t let it take over the whole “above-the-fold” space on your website. “Above-the-fold” simply means the space on your web page a visitor can see without scrolling down with her mouse. A logo or page header can help with branding and can convey a more professional image, but it doesn’t have to be huge to do that. Most of the above-the-fold space should be reserved for selling your product.Exercise: Review your web pages and promotional copy and try to view it fromthe eyes of someone who is unfamiliar with you, your company or your product.Are you immediately able to receive the intended marketing message or are their I stillstand by that, but I want you to also be as succinct (using only as many words asnecessary) in your copy as possible.There’s a difference between summarizing your offer and just repeating yourselfover and over again. Although it’s true that detail is what really sells yourproduct, you want to make sure your copy is succinct and receives properediting attention.Exercise: Go through your copy and make sure that you’re not being repetitiveor adding extra information your potential customer doesn’t need. If you startout with really long copy, go over it over and over again, until you’ve fine-tuned itinto a well-oiled selling machine.
Problem is, most times when they decide tobuy later; they never get around to it. They’ll lose your brochure, throw out thenewspaper with your ad or forget where your website is.To prevent this, you need to create a sense of urgency. In other words, makethem feel like they need to buy now. Here are some ways you can make them feellike buying now: If you already have an established business, you haveplenty of opportunities to go back and improve your sales messages. If you arejust getting started, you are already ahead of much of your small business You will still likely be involved withperson-to-person selling, but as a busy mom with great copywriting skills under herbelt, you can reduce plenty of legwork with great copy that sells!If saving time is your thing, you’ll want to continue onto the next chapter,especially if you don’t have your own website. Keep reading to find out how yourown website can further help you increase your sales and reduce a lot of yourwork time, so you can have more time with your family. Yes, I’m talking about your website and intoday’s virtual age, more and more people are readily turning to the Internet forinformation and products.As I mentioned before, effective copywriting often reduces our workload. Itallows us to sell our product without customers having to contact us with follow-up questions or turning away because they don’t have enough information. Use simple forms on your site to collect email These take the hassle out of gettingonline because they provide the hosting and make it easy for anyone (even thosewithout HTML skills) to set up a professional looking website. Whenpeople visit your website, you aren’t there to personally greet them. Whensomeone looks at your business card a few weeks after they meet you, how willthey remember you. If you hand-out brochures, make sure they’re effectiveenough that people will want to buy from you.Use the copywriting basics to guide you in crafting all your marketingmessages.
The words on your page, on your business card or brochure convey alot about you and your business.Now customize the name of a clipboard to store your clips. The 13-digit and 10-digit formats both work. Please try again.Please try again.Please try again. In this practical guide, legendary copywriter Joe Sugarman provides proven guidelines and expert advice on what it takes to write copy that will entice, motivate, and move customers to buy. For anyone who wants to break into the business, this is the ultimate companion resource for unlimited success. Then you can start reading Kindle books on your smartphone, tablet, or computer - no Kindle device required. In The Adweek Copywriting Handbook, legendary copywriter and ad man Joseph Sugarman provides proven guidelines and expert advice on what it takes to write copy that will entice, motivate, and move customers to buy. He explains the vital elements that make great copy and explores the emotional triggers that convince consumers to buy. Sugarman gives you all the tools and tactics you need to write the same kind of effective selling copy that has brought him fame and fortune. For anyone who wants to break into the advertising business, or ad pros who just want to get better at what they do, this is the ultimate companion resource. This book is his masterpiece. It reveals all of his hard-earned secrets. The writing is riveting and the wisdom is worth gold.In The Adweek Copywriting Handbook, legendary copywriter and ad man Joseph Sugarman provides proven guidelines and expert advice on what it takes to write copy that will entice, motivate, and move customers to buy. The writing is riveting and the wisdom is worth gold.He has given copywriting seminars throughout the United States, Europe, Asia, and Australia.Full content visible, double tap to read brief content. Videos Help others learn more about this product by uploading a video.
Upload video To calculate the overall star rating and percentage breakdown by star, we don’t use a simple average. Instead, our system considers things like how recent a review is and if the reviewer bought the item on Amazon. It also analyzes reviews to verify trustworthiness. Please try again later. P. Eddy 5.0 out of 5 stars You don’t want to read this book quickly or skim it. Take time. Read a chapter a day if you must. But read it. I admit, there were days I opened the book, looked at the percentage I’d read so far, and sighed. But about halfway through, the concepts started really coming together. By the time I reached the 70 mark, I didn’t want to put the book down. There’s a lot of vary valuable advice here, but it will take some time to get through it all. Take that time. You won’t regret it.But if you're creating ads for any sort of product, you need this.Each month I read at least one book on the profession of writing or related topics, and they're all useful - even the bad ones. But every once in a while I read a book that gets my adrenaline going and my mind racing. It immediately led to my Permaculture Magazine article, which in turn taught me that I don't really want to write magazine articles for a living, along with a lot of other useful ideas. Sales, however, has always been my weak point. I couldn't sell pocket warmers to Eskimos. I've had to rely on my portfolio and testimonials to secure clients, as well as a solid web presence that no one much reads, but which validates me to prospective clients. But selling myself? I've never been able to do it well. However, I recently stumbled across a book that had a profound effect on me. In the first five chapters, something just gelled in my mind. I was suddenly flooded with ideas, and excited about possibilities, the way only a handful of books have done before. I had it in my Wish List for a few months, and would look at it on Amazon every week or so, debating it.
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