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25 Points To Create Your Own Winning Sales Letters
The below table of content is my copywriting checklist, that
I've been using for the past 2 years to create dynamic and
powerful sales letters for my clients. And I hope it will do the
same to you when applied in full.
#1, The Headline must...
Avoid The Big Advertising Mistakes
Is your advertising copy getting the results you want? If not, look at your current marketing to see if you're making one of the major copywriting mistakes: Selling features instead of benefits. Telling your customer that your "fabulous new...
Copywriting Is Not One-Size-Fits-All
by Karon Thackston © 2004 http://www.copywritingcourse.com I was in shock. Honestly, I shook my head when I read his email. I meant no disrespect; I just couldn’t believe he really felt that way. “Karon, I want you to write the sales letter for...
PROMISE-CRAFTING – The Heart of Copywriting
Different copywriters take different approaches to their creative process. But there’s one step that has to be included no matter what the process.
I call it Promise-crafting.
Why Promise-Crafting is Such a Key Copywriting Skill
...
SEO Copywriting Makeover: Good Rankings but No Sales Part 2 of 2
by Karon Thackston © 2004-2005 http://www.copywritingcourse.com In Part 1 of this article series, we looked at a local home security site that had fairly good rankings but whose conversion rate was lacking. (You can see the original copy here:...
SOME COPY TIPS FROM AN OLD HAND
I have been in the ad game for a long, long time. I have trained hundreds of writers, and I've been responsible for shifting millions of dollars in product worldwide. Here are just a few tips that I hope will help you do a better job, and make a...
The No. 1 Ecommerce Solution Tip For You
The number one ecommerce solution you need to be a success on the Web is learning to write for the internet. You will be able to capture your visitors attention and hold it, otherwise it's click and off to another site.
You need to be able to put...
What's So Different About Writing Web Copy?
To write persuasive web copy, it really is an advantage to know how to successfully write for off-line publications. Because Copywriting techniques that work off-line, also work equally well on-line! We have to make some changes of course to...
When "Less" Is More... When It Comes To Writing Your Sales Copy
Today we're going to wrap up our discussion about these 5
critical copywriting techniques you must be using in "5 Ways To
Give Your Prospects A Much-Needed Break!"
O.K.?
Let's just go over the 3 items we've already discussed:
1....
Writing Helpful Help – A Minimalism Checklist
User documentation is all too often written by programmers for programmers. It tends to focus on the product’s features, rather than the user’s tasks. Generally, programmers aren’t in the ideal position to be writing user documentation. They’re too...
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What is Advertising - and What Does it Mean on the Internet?
Today’s Quick Tip answers the question “What is advertising?”
“Advertising is salesmanship. The only purpose of advertising is to make sales. It is profitable or unprofitable according to its
actual sales.”
- Claude Hopkins, one of the early masters of advertising and author of My Life in Advertising and Scientific Advertising.
This #1 issue of Copywriting Classics Quick Tips focuses on the late, great Claude Hopkins and how you can apply his decades old marketing wisdom to your online efforts today.
Jay Abraham, renowned as 'America’s Number One Marketing
Wizard' said this about Hopkins. “Claude Hopkins is the master
of them all. His influence has easily added over $6 million to my personal Income…and still counting.”
So, what else did Claude have to say about advertising in addition to the quote above? Hopkins said “Advertising is not for general effect. It is not to keep your name before the people. It is not primarily to aid your other salesmen. Treat it as a salesman. Force it to justify itself.
Compare it with other salesmen. Figure its cost and result. Accept no excuses which good salesmen do not make. Then you will not go far wrong.”
So how many of us do a good job of this in the online world?
Obviously the only way you can know if your advertising is profitable is to be able to accurately track its results.
How many of us have thrown money at the concept of branding - of keeping our name before the people? Just hoping we'd get some results. I know I’ve been guilty of it in the past.
So when you’re getting ready to place that banner ad, or pay for some online or offline directory listing, or bid on that keyword at Overture.com, how are you going to track the cost and result?
And don’t delude yourself into thinking that any advertising is
“free.” The most valuable resource any of us have in our
marketing arsenal is probably our own time.
What do you value yours at? $25 - $50 - $100 - $1000 per hour? Or more? So be sure and include the cost of your time or whoever you’re paying to perform that advertising task into calculating the true cost of your advertising.
This is truer then ever in the Internet world. So, know your costs
and measure your results. There are online tools available to help you do this, so don’t get careless or lazy. The effectiveness of your online advertising can only be measured by its actual sales.
Your task: Analyze all your advertising to determine its true
effectiveness. If you're not tracking your results you have to figure out a way to do it now. Why? Because Claude told you so.
Next week – you’ll get some more thoughts from Claude Hopkins. This time about how long you should make your ad copy in order to make the sales. Until then, my best wishes for success in all your marketing endeavors.
© 2002 TWI Press, Inc.
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The Copywriting Classics Quick Tip is written by Bret Ridgway. To subscribe
send a blank email to subscribe@twipress.com . Portions of this issue are excerpted from the Claude Hopkins’ book My Life in Advertising/Scientific Advertising.
You can locate the complete text of Scientific Advertising in various locations online. Or, it is available as part of the package set with My Life in Advertising at the following page: http://www.twipress.com/productpages/MyLifeAd.htm
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About the Author
Bret Ridgway is President of TWI Press, Inc., supplier of hard-to-find classic marketing books via the http://www.twipress.com website. He provides a copywriting and advertising resource center at internet marketing conferences for well known internet marketers like Carl Galletti, Jonathan Mizel, Michael Penland, Ron LeGrand and Fred Gleeck.
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