Gary Bencivenga is considered a formidable powerhouse in the copywriting and persuasion field. Several years ago Gary wrote 29 ‘Copywriting Bullet Points’ to share with his fellow marketers and dispensed them over time via email. These golden bullets are as applicable to your marketing efforts today as the day they were written.
Last month we shared bullets 8-14 in greatly condensed form, and this month we’re covering copywriting bullet points 15-21 in part 3 of 4 of our continuing series to bolster your marketing and persuasion efforts:
15. Make the first step irresistibly easy for your prospect. Don’t expect to approach an ice-cold prospect and immediately sell them your big product. As Claude Hopkins puts it, “Any apparent effort to sell creates corresponding resistance.” That’s why you want to break the selling process into small steps, and then make the first step irresistibly easy for the prospect to take. As online marketers, we know this as the sales funnel – offering a free report or ebook, or a free trial period on software before moving the customer up to paying for products.
16. Match your selling process to the way people search online. Instead of creating a website of “car accessories,” create one just for fuzzy dice, or leather steering wheel covers, or Mercedes replacement hood ornaments. People don’t search for “car accessories,” they search for a specific item. Your job is to intercept prospects exactly when they are looking for what you’re offering. Do that and the sale is easy.
17. Build your product’s benefit into your product’s name. When you’re naming your next product, think of Kleenex – as in “clean.” Or Mr. Clean – really, the benefit doesn’t get clearer than that. Easy Off Oven Cleaner – the name says it all.
To do this you might have to get creative – after all, some benefits really don’t make for great names because they’re too long. “Get 1,000 Super Hungry Buyers to Your Website Each Day” is too long for a product name, although it could make a good title. But what about “Customer Magnet?” Two words, and it tells you that it’s going to draw customers to you with little effort.
18. The simple 7-step formula for succeeding in your marketing:
19. The most important 9-word sentence in marketing history: “A gifted product is mightier than a gifted pen.” As Doyle Dane Bernbach explains, “The magic is in the product, not in the copywriter’s pen.” Advertising doesn’t create a product advantage, it can only convey it. The best advertising in the world won’t do a good job of selling a lousy product, so it’s vital that you start by making your offer the absolute best one you can.
And before you dismiss it too lightly or too quickly, this simple principle has built more fortunes than any other marketing insight.
20. Here is the most reliable copywriting formula ever discovered: A brilliant strategy (a message based on a product’s unique benefits) + a compelling execution (an ad that shows how this unique benefit improves the prospect’s life) = blockbuster success.
For example, M&Ms chocolates could have been advertised as being wonderfully rich and chocolatey. After all, that’s what customers want in their chocolate, right? But looking at the product’s unique strengths, you find that the chocolate doesn’t melt until you want it to. It won’t sticky up your glove box, your lunch box or your hand. Now you could eat chocolate anywhere, even in the heat of summer.
“M&M chocolates melt in your mouth, not in your hand!” That was the strategy – you might call it the USP – and all that was left was the execution. And by the way, when Forrest Mars died in 1999 he was a multimillionaire, one of the richest men in the world.
21. A checklist of proven offer ideas to boost your response:
Next month we’ll finish the series when we cover bullets 22-29, including the 16 rules for success, the golden key of persuasion and the secret of how to sell anything.
Download’able Quote Card “Copywriting Bullet Points The Right Way : Part 2″