I wish I had known Gary Bencivenga earlier. Apparently he is regarded as one of the best copywriters in America, if not the world! He once sold a copywriting formula book for $5000. I couldn’t quite track down the actual title, but a summary of his formula has gone viral and I’m pleased to share with you Gary’s 5 steps to writing copy that sucks in leads and spits out cash on demand.
1. Make your advertising itself valuable. This is why giving away your best training and knowledge for free can be the best form of advertising.
2. Identify and name your prospects “urgent problem”. What are the problems/pains that your ideal customers have? Tell it like it is. It won’t make prospects feel good, but it shows only YOU hold the key to the solution.
3. Solve their urgent problem with a “unique promise”. This is something which you can improve or differentiate from what your competitors already offer.
4. Prove that you can solve their problem with “unquestionable proof”, such as using 3rd party testimonials from existing customers.
5. Make your offer impossible to refuse with a “user-friendly proposition”. A good example is a money-back guarantee that removes any risk from their purchase.
This formula seems very simple, but it’s the BACKBONE of every great copywriting piece I have read. If it’s not new to you, at least it’s a good reminder.
Gary has a newsletter archive of copywriting lessons at Marketing Bullets and I truly enjoy his writings. Make sure to subscribe to his newsletter and apply his copywriting techniques asap!
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