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Copywriting Tips - Going Beyond The Product by Wayne Parker
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Copywriting Tips - Going Beyond The Product |
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Education
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Tunnel vision is a terrible thing. And we all suffer from it. I'm just as guilty of it. I have to constantly force myself to think outside of the box. When I do, I get decent results. When I don't, well, not so great. This is especially true when writing copy for your product...or anybody's product for that matter. A good copywriter knows how to go beyond the product itself. If you're having trouble understanding what I mean by that, fear not. I'm going to put it into as simple English as I can. Most copywriters, especially when they're first starting out, concentrate solely on the product. They work on just the right headline for it. They make sure they read through the product carefully and jot down all the bullet points so that they don't miss anything. They make the proper price comparisons to other products on the market. They stress the great guarantee. They present as many testimonials as they can to show the product in the best light. And this is all great. You need to do these things. But there is one thing more that you need to do and many copywriters don't do this. They need to emotionally connect with the prospect. What do I mean? Well, let's take an example so that it's clear. Let's say you're writing sales copy for a natural acne cure. Sure, you can say all the things like how it will cure your acne in three days without drugs and show all these great testimonials and talk about how it's so cheap and so on. But how about saying something to the prospect like this? "I know what it's like for you. I remember the days when I had terrible acne and couldn't even get a date. It was the most miserable time of my life...especially having to listen to all the remarks that kids were making about me. Sometimes I just wanted to crawl into a hole and die. Being a teenager was no fun." Do you think if you included something like this in your sales copy that your prospect won't not only connect with you but also with his own situation and realize how miserable he really is and how desperately he wants this to end? Think this won't evoke an emotional response? Think this won't give your copy the best chance of converting, even with all the other "mandatory" elements of your sales copy? Connecting with the prospect on this level, or going beyond the product itself, is the X factor in turning those 2% conversions into 10% conversions. To YOUR Success reflexive paper essay
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