Shhh! The Real Secret To Writing Amazing Copy
What Im about to share with you is a secret so juicy that most copywriters dont dare let it out to the public because it could put them out of business. It took me about four years to refine this technique and now Im ready to spill the beans to you. This one hidden technique alone can forever change how you write emails sales copy direct mailin fact anything you need to write so you get more leads and convert those leads to sales.
I figured it out the hard way struggling for years making lots of mistakes in my copywriting. I dont remember the exact moment this technique revealed itself to mebut I use it all the time now. Last week I shared the secret for the first time to a good friend
We were sitting at an elite golf club here in South Florida. She was complaining how everything in her business was taking off beautifullyexcept for one thing
She HATED writing copy.
For her writing copy was like walking on a wet carpet with socks on.
And its not like she can outsource copywriting so easily. The good copywriters charge as much for one sales letter as a used Cadillac or two! And good luck trying to find someone whos reasonably priced and still an effective copywriter. Theres no avoiding the fact if you want to succeed in business you must write great copy.
I leaned closer to her Do you want to know the secret to writing great copy that has your personality AND that works AND that you can write in a fraction of the time?
Youd better tell me! she said.
Okayheres what to do:
Theres two parts to this technique Swiping and Infusing. The first part is swiping
Part 1 Swipe the Structure of Master Copywriters
Bookmark the sales copy of master copywriters: John Carlton Dan Kennedy Ali Brown Lorrie MorganFerrero etc. Get on their lists and keep all their emails.
When its time for you to write your sales letter or email simply follow their STRUCTURE. When they establish credibility you establish credibility. When they agitate you agitate. Go down the line and imitate the architecture of their letter or email.
Look its called COPYwriting for a reason!
Now let me be cleardont copy them exactly! Thats plagiarism. Its not cool and will get you in trouble. AND you dont have to copy them exactly this is where the second part of my technique comes in
Part 2 Infuse Your Personality in Your Writing
Follow the layout of great copy from the mastersbut dont copy their style. Its their style not yours. Instead look at what they wrote and ask yourself If I was sitting at a coffee shop with a potential client how would I say the same thing in my own language?
The secret is to write like you talk.
When youre excited about something how do you talk? Do you have a certain rhythm to your speech? A special flow? THATS what you want to capture in words while sticking to the structure of the masters.
This may take some practice
The biggest mistake I see entrepreneurs make when trying to write copy is they think they have to sound important. Its like they put on a Napoleon hat that says Doing Official Business. No no no. Thats not it at all. You want to write like you talk to your best friends.
Theres an art to writing like you talk. Its still crafted writing. Look at Hemingway. The trick is writing like you talk and then editing like crazy. The best book on the subject is On Writing Well by William Zinsser. This book changed my life. In college I spent weeks laboring over a simple essay. After I read this book I can now write pages and pages with ease and grace.
As you get good at this technique youll look forward to writing that next article or email. And your readers will appreciate it because your writing is suddenly interesting. This all translates to a more loyal following and more sales for you.
Good luck and have fun with your writing. Make it your own. Make it another form of selfexpression and youll be free from ever having to pay ridiculous amounts to a copywriter.
2008 James Roche
About the writer: James Roche The Info Product Guy helps entrepreneurs create a marketing strategy and information products so they get more clients and generate passive revenue. He is the creator of the Info Marketing Action Plan iMap Program that shows you how to create a simple marketing plan for your business. To learn more about his simple stepbystep programs and receive a free Special Report go to: http://www.infoproductguy.com
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