NOTES FROM THE GURUS

PAGE 16

COPYWRITING BY RAY EDWARDS

Use the power of Leverage.  Copywriting equals the upside of leverage.

The formula for effective copywriting is:

     Market

 +  Product

+  Traffic

+ Copywriting

=  PROFIT

An example of using the above method can be seen at http://www.canfieldtrainings.com/

An example of how your page should be set out

There are 15 basic elements of a sales letter and 9 rules of writing copy that sells.  Copywriting is SELLING IN PRINT.  It is a sales pitch in printed form.

1.  PRE-HEAD

Small and highlighted.  Targets the prime prospect for your message and grabs their attention.  e.g.  Acne Sufferer - are you frustrated .........

2.  HEADLINE

The ad for the rest of the copy.  It's job is to get the reader to keep reading.

3.  DECK

Reinforces the impact of the idea in the headline and arouses curiosity.  Directly underneath the Headline.

4.  BODY

This is the bulk of the text.  The balance of the sales letter.

5.  SUBHEADINGS

Smaller headlines that separate major sections of your sales letter.  Called the "bucket brigade" of copy.

6.  LEAD

Sets the criteria who it is targeted for, what they stand to gain.

e.g. Dear joe shmoe, If you want to ...........

7.  RAPPORT

Demonstrates you know the reader's pain.  Identify with their experiences.

8.  CREDIBILITY

Answers one of the objections to the proposal.

9.  BULLETS

Brief statement that identifies a single benefit.  More bullets make more sales.  It makes the copy skimmable, scannable and scrollable.

Ray Edwards continued

10.  TESTIMONIALS

Third party verification.  Increase in sales with video testimonials.  Provide pictures, names, websites, videos.

11.  VALUE  JUSTIFICATION

Highlights the value of your offer to the reader, and contrasts favorably at the price.  Example, this is a no-brainer.

12.  RISK  REVERSAL  OR  GUARANTEE

Removes the biggest obstacle to getting an order, i.e. fear of being ripped off.

.

13.  BONUS

A related but unexpected gift that enhances the value.

14.  OFFER (CALL TO ACTION)

Where you ask for the order and tell them what to do.

15.  P.S.

The place to sum up the top benefit of your product.  This is the order area.  Place 1-3 P.S. slots.

Most people will read the headline, scroll down to see how much it is going to cost them.  With the PS., give a link back to the opening section.