Video 6

MASTER COACH TRAINING
Module 15. Marketing Matters
Video Six: Writing Copy That Sells

Welcome to Video #6 of Module 15, Marketing Matters. In this video, I want to give you a few basic tips on
writing sales copy.

Now, copy writing is a high art and doesn’t come easy to most of us. Especially when it comes to writing copy that sells. Nevertheless, it is something that we need to do in order to communicate with people and pitch to them what we have to offer.

I have been at pains to stress that with education based marketing, whatever information you give away should contain no selling language. However, there will be a need from time to time to send emails announcing special events, special offers, and so on. It will clear to everyone that this is an advertisement and its
purpose is to persuade them to buy. If you post something of this nature on Facebook, you will need a landing page on your website to which respondents to the ad will be directed. Those, too, will contain copy designed to sell.

Nothing to be ashamed of, though. That’s exactly what people expect and want to see. You already told them about the features and benefits of Radical Forgiveness or any of the other strategies, and how it might help them. Now they want to know the price and the conditions, dates and times, and what to expect as a likely outcome if they do it. They want to be persuaded and assured that this is the solution to their problem. And finally, they need to be told what to do to move forward and get registered.

What follows then, are just a few very basic tips about how to write this kind of copy. And I do mean basic. That doesn’t mean good copy should be anything other than simple, clear, and direct. But writing that kind of copy is not easy. Most people want to overcomplicate it, use subtle or complex phrases or words and use far too many of them.

So here goes.
First, the Headline:
This is extremely important, and that you should give a lot of thought to it. Ask others what they might think
about it and listen carefully to how they respond to it. Make it strong and presuppositional. By that, I mean for it to be a statement that seems self-evidently true, such as, “What Everyone Needs to Know about XYZ is . . .” Or, “5 Rules Every Divorcee Should Follow Before Replacing.” Or, “Surviving Your Partner’s Affair.”
Next, comes the Subtitle. This, too, is very important and needs careful thought. It should relate to the headline of course but should relate to the reader’s need or problem and hint at the solution, giving them a reason to buy or at least investigate the offer more. For example, if the Headline is “Surviving Your Partner’s

Affair,” the subtitle might be, “Learn five simple ways to immediately reduce the pain and avoid blaming
yourself.”

The subtitle should not only address the person’s problem but should help them overcome the resistance and their skepticism. In the example given here, the words, ‘simple’ and ‘immediately’ address the objections that they might have in their minds, like about it being difficult, or complicated, and probably taking a long
time.

The third thing you need to provide is some sort of qualifying statement. This should make people feel comfortable about trusting what you are about to tell them in the email or on the landing page. The statement should contain something that gives it credibility, like some statistics perhaps, or a factoid that qualifies the material, or a quote from some recognizable expert in that field. It should explain why the reader should be paying attention to what you are saying and to trust your authorship.

#4. You need to give a short numbered or bulleted list that is a summary of the features and benefits and what the outcome might be. This helps people scan the content and overcomes most peoples’ resistance to reading prose, especially on screen.

#5. Use very short sentences and extra short paragraphs, even to the point of breaking the rules of grammar and correct usage. This is especially important because most people today rely on their smart
phones to receive written communication, so whatever you write must be formatted, so that it’s very easy to read on the phone.

#6. Use subheadings throughout. This helps people scan the entire thing so they can decide what part interests them the most. It also breaks it up visually. It also helps people scroll down to find what they want when using a smartphone or tablet.

#7. Use plenty of pictures but always give a caption to the picture or video. Not only do with captions enhance the strength of the message, search engines pick up on captions but not on pictures.

#8. Give relevant facts. Factual commercials tend to outsell emotional ones. Facts give credibility and support your message. But make sure that they are true and you can support them if challenged.

#9. Stories. Stories sell. A good story that people can relate to and identify with always works. If you have a good story of your own, use that. But if you haven’t, use someone else’s — with their permission, of course.

#10. Have a strong Call to Action. Don’t just assume they will take action. You have to tell them exactly what to do. “Register today by clicking the button below,” or “Call me today for an appointment.”
That’s all I’m going to say about writing sales copy. Stick to these simple rules, and you won’t go too far wrong. But don’t be afraid to get advice from a copy writer about what you’ve written. The main thing is to be yourself and be authentic.

So that’s it for Module 15.

In the next video, we’ll look at the topic of Death and Dying.

We’ll see you there.