Is it possible to sell millions of dollars without ever opening your mouth?
It is if you understand some very fundamental things. First, you need to understand that before you are selling you are marketing… and marketing is about communicating your message to your buyers. You can share your message in a number of ways.
One way is through social media like YouTube. My messages grew my subscribers from 100,000 to 1,000,000 in one year. It’s a way to share my teachings and my marketing using the spoken word. But what about marketing with written words?
Selling Without Speaking: Defining Copywriting
I’ve created seven steps on how to create great written copy, also called copywriting secrets, but before we get into that, let’s define what copywriting is. Most people get confused and think copywriting is writing, so they jump to conclusions and decide they are bad at copywriting.
They say their English isn’t that good or they aren’t creative. But that’s not the point! Copywriting is about reaching out to your audience and selling, or closing, your audience through print.
Emails, webpages and social media posts are all examples of copywriting. Even a video script – a video sales letter – is copywriting. It’s closing on a mass scale. So if you’re an entrepreneur or business owner and you think you’re not a great copywriter, consider other options, like hiring or outsourcing a copywriter.
It’s not a big deal if you’re not good at copywriting. The biggest sin in business is when you don’t understand what copywriting is.
Copywriting is what moves product and sells your product or service. You can have the exact same product, but your marketing message could produce $10,000 or $1 million, depending on how you articulate your message!
I always think of this metaphor to explain the importance of good copy. Think of the difference between a $1 bill and a $100 bill. The 100x difference is from the message that’s on the piece of paper.
How To Implement Copywriting Into Your Business
So how do you get started to implement copywriting into your business? I’ll give you a very powerful but simple strategy. Set up a time to talk to some of your best customers.
Tell them you can give them a small gift like a movie certificate and say, “Hey, I’m just doing some research about my company, I want to do some marketing campaigns. You’re my best and most loyal customer, can I have 30 minutes of your time?”
Find out why they stay with you. Also find out any complaints they have so you can turn it around into something positive. Your customers want to buy from you, but what they want to know is the assurance that you know what they’re going through. They want the assurance that your product and service can help them solve their problem.
So let’s make that questioning process step number one, because today I want to teach you seven steps that you can take every single time you write copy.
Defining Your Ideal Customer
This is the most important part. You need to truly understand who your ideal customer is. Now, the way I define “ideal customer” is with these three criteria.
Number one, your ideal customer has a need for your product. Don’t sell steaks to a vegan, for example. Number two is your customer has the ability to buy your product. And number three is your customer has the authority to buy your product and service. So if I am selling something to, let’s say, a husband and wife and I’m only talking to husband but the wife makes the decisions, that is not good.
Now once you know who your ideal customer is, speak to them in your copy. Envision yourself talking to them one-on-one, as if you were just sitting down for some casual conversation. Don’t try to use big, mumbo-jumbo words. Just have a casual conversation as if you’re really trying to talk with them.
The amount of money you make is in direct proportion to how well you understand your customers. You can’t sell to everybody. Even companies as big as Apple and Walmart can’t claim that everyone is their ideal customer. The more you can narrow down your message, the more effective it will be.
So that’s number one, researching and identifying your ideal customer. I believe good copy is 80 percent research and 20 percent writing. Then you get to step number two, creating an irresistible, compelling offer. This is probably one of the most important steps in the entire formula because the biggest challenge for most businesses is they sound the same as everybody else.
Creating A Compelling Offer
How can you make your offer as compelling as possible? Look at the market. The greatest message to the wrong audience won’t get you anywhere. A compelling message about a seafood dinner won’t entice someone who would rather be eating red meat.
What is it that your audience truly wants? What is it that they’re craving for, or what pain are they just sick and tired of?When you come up with an offer that's irresistible, it's easy to sell. In fact, you can say less with a great offer and it will still sell. Click To Tweet
That’s the power of excellent copywriting. Instead of using your spoken words, you’re using your written words in print to persuade, convince and influence someone to make a buying purchase, to do a move, to make a decision, or whatever it might be, whatever goal that you might have.