In the last Copywriting Secrets post, we talked about selling millions through copywriting - Even if you’re an introvert. And even if writing is your least favorite thing to do. We discussed two important steps of the process presented in our Dan Lok copywriting course:
1) knowing your ideal client and...
2) providing a compelling offer.
But what then?
What are the other copywriting secrets that can help you increase your sales and close more deals?
In this article, we will go through the next steps of writing powerful copy that will skyrocket your engagement and help you generate more income.
Let’s start with one of the most powerful skills of them all: writing a good offer.
Identifying the right customer, engaging them, and writing a strong offer are three important steps in writing powerful copy. But you know what will make your copy irresistible? - Features and benefits.
To create a good list of features and benefits to include in your offer, think about your customer again. What is every possible feature and benefit that they could get from your product or service? Write it down.
Most copywriters and business owners would have a very short list. They are too close to their products. For example, if you’re selling a computer, you might think there are only a handful of features. But you want to look at as many features as you can think of. Think outside of the box.
For example, a keyboard is a feature. If you’re selling a drill, the drill bit is a feature. The benefit is it drills a hole very quickly.
The Dan Lok copywriting course teaches us to make this list particularly strong. Whenever you think of a feature, ask yourself -So what?
For example, this computer is very fast. It has an I-Core 7. So what? It means that when you play computer games, your computer is much faster and can keep up.
You want to make benefit-driven statements. If you only have five items on your list, it’s very limited. So, you want a list of hundreds of points. Look at your product/service from a lot of different angles. Think of every possible benefit to every possible customer.
What’s important to one customer may not be important to another. If you create a long enough list, every potential customer will be able to find a benefit for themselves in it.
Once you have the benefit, you also want to find the benefit behind the benefit. Dig much deeper. What emotions are triggered when people buy your product? Why do they need it?
There’s an example often mentioned in our Dan Lok copywriting course. Many years ago, there was a marketer called Ted Nicholas who used display ads of a stack of paper. He said these papers were helping people to incorporate their companies. Many wondered - "Okay, so how did papers incorporate the company?"
Well, the stack of paper is the feature. The actual product is legal documents. The benefits are incorporating your company all by yourself and saving money. That ad worked okay, but it didn't work as well as he thought it would.
Finally, he went to the benefit behind the benefit, asking why people incorporate in the USA or Canada. He concluded that it’s for tax reasons. So he changed the headline to The Ultimate Tax Shelter. This is when he sold millions and millions of dollars and it’s because he talked about the benefit behind the benefit.
You’ve got to think about what is it that you are selling because it is more than your product. Our Dan Lok copywriting course reveals that most people have no idea what business they’re actually in. To have successful copy, however, you have to make that clear right away.
Let’s take an example of Domino's Pizza. What business are they in? People might think they are in the pizza business, but that’s not the answer. Look at their tagline. They promise to have fresh, hot pizza delivered to your door in 30 minutes or less, guaranteed. They’re not promising good tasting food. They’re promising it to be fresh and at your door in 30 minutes. They're selling speed.
When it comes to writing headlines, you should write many of them. One is not good enough. There are many headline formulas you can use. You can use the “ how-to” formula, the “who else wants to”, or “discover _____”, or “secrets of____,” formulae.
If you want to find a good headline, one of the best places to do so is a grocery store. Take a look at the magazines in the checkout stands. Anything attention-grabbing?
Cosmopolitan and National Enquirer have some of the best headlines in the world. Why? Because they can grab your attention in seconds offering secrets and tips that you want. Now if you study those magazines from year to year, you’ll notice it’s the same headlines recycled year to year.
So, they use the same stuff again and again because that's what works. Those magazines are a very good place to get ideas for headlines.
When creating your own headlines, you want them to be very compelling and benefit-driven. Depending on what you do, you can use curiosity to grab attention. Other times you can use a power-punch by stacking benefits. It all depends on what you sell.
Some headlines suggest an answer to a problem such as “How To Hit 1,000,000 Visitors in a Year of Blogging.” Other headlines evoke curiosity, such as “Why James Chartrand Wears Women’s Underpants.”
These headlines grab your attention. In our Dan Lok copywriting course, we often discuss how people get intrigued by headlines. For example, “How to Quit Your Job, Move to Paradise, and Get Paid to Change the World” makes almost any person interested. Most want to know how to make this big leap.
You want that kind of effect when you write a powerful headline.
Most people nowadays are skeptical. It doesn’t matter how long you’ve been in business, they are still more skeptical and demanding than ever. One way to handle their skepticism is by stacking up your credibility.
Think about what you have to offer, such as a long history of being in business or the reviews of many happy customers. If you have case studies or scientific research to back up your product, use that in your sales copy. This way, you preempt, or stall, their objections before they’re even spoken.
A great example of this is found in the most successful infomercials. A big chunk of a successful infomercial is testimonials or story sharing. Often, the entire infomercial is a testimonial. What other people say about you is infinitely more powerful than what you say about yourself.
Dan Lok has a YouTube Channel, Dan Lok Global Community, dedicated to the testimonials of the graduates of our Dan Lok copywriting course and others. He teaches students how to build financial confidence, obtain a high-income skill, and acquire an abundance mindset.
This channel has over 18 thousand subscribers and hundreds of videos sharing hundreds of stories from Dan’s mentees. These videos are one of the ways in which Dan preempts objections to his programs. Even just showcasing the fact that the channel has had over 1.7 billion views boosts credibility immensely.
If people question whether they really can make a high income using the Dan Lok copywriting course, he has testimonials to prove it. If people doubt that they will get value from his program, he has testimonials to dispute that doubt, too.
The stories from his graduates are far more effective than what he could say about our Dan Lok copywriting course.
Most professional speakers have what we call a speaker demo kit. When you request a speaker, they will send you a package with a video of them in action and other materials. They would send this to the corporation to review and determine whether they would hire this person.
But there’s a speaker we once worked with who doesn’t have a kit. Every single time someone requests him to speak and wants more information, he sends them a stack of 500 testimonials and references. You wouldn’t believe how high his closing ratio is.
He doesn't even need to prove his speaking ability with a demo tape. After three to five pages of these testimonials, it’s clear they should hire this person. That's the power of credibility.
Think about how you can use this in your business. The truth is, there isn’t such a thing as too much credibility. Every day, you need to actively build up your credibility vault and constantly ask for testimonials.
Don’t be afraid to ask for written reference letters, endorsements, or LinkedIn recommendations.
FAQ, or Frequently Asked Questions, are another way to demolish customer objections in advance. How do you do that?
Make a list of the most common objections you get from your customers, then turn it into an email or a webpage. Your FAQ isn’t designed to answer technical questions, necessarily, but to remove objections.
An FAQ page is very effective if you already have a strong grasp of the possible objections.
We like to say that we can’t compare apples and oranges. You can’t compare two different things. How does this apply to selling?
Well, customers are always choosing from two options. You're not just selling them the benefit, you're always sellingagainst something. So they think, “If I buy this, I'm gonna lose that.” In other words, “If I buy this smartphone, I’m going to lose $900.”
Do you see it? - Comparing apples to oranges. When you have nothing to compare, they come up with their own comparison: (a) buy this and lose X dollars or (b) don’t buy it and keep X dollars. Instead, make the comparison for them.
Present them with a scenario. For example, “Last year you paid $327,000 in taxes. By investing $10,000 with our accounting tech's package, this is going to save you $100,000 dollars.” When you give them that comparison, suddenly the $10,000 is not so expensive anymore. (Spend $10,000, get $100,000)
Here’s another example. You can tell them that your subscription costs $100 a month. That may seem expensive. But if you say your subscription is less than a cup of coffee a day, and they pay $3 to $4 for a cup of coffee, it suddenly seems doable.
The most important step in writing copy that leads to a sale is a very clear call to action. At this point, you've done all this work, and now you get to decide how you want them to buy.
Is it “Click Here?” Or “Book a call?” Perhaps you want them to visit your office for an appointment? Whatever it is, you have to make it simple. You need to be extremely precise. For example, “Click on this link, schedule an appointment today.”
People love to procrastinate. Unless there's a reason to act, most people delay. So if you don't give them a reason to act immediately, and provide some sense of urgency, people won't act.
Why do they need to act NOW? Maybe it's a limited time offer. Maybe it's a limited quantity product? Or maybe it's an exclusive service?
Another possibility is the price will go up after a specific time. Whatever it is, it must give the customer a reason to buy right now.
Copywriting is a powerful way to sell without opening your mouth. If you’re shy, if you’re terrible at writing - it doesn’t matter. You can still make millions.
This type of selling is different from one-to-one closing on the phone when you’re closing a deal with one person at a specific time of day. And it’s different from platform closing, where you’re speaking to anywhere from 100 to 2000 people at a set time.
Instead, good copywriting can sell thousands of people, over and over again, for years.
So, when you write copy, remember to list features and benefits. Write attention-grabbing headlines, preempt objections, and provide comparisons. Lastly, and most importantly - have a clear call to action so your audience can engage more with or buy your product.
Remember, copywriting works 24/7, and you’re speaking to many people - without even leaving the comfort of your home or office. That’s the difference.
If you want to learn more copywriting secrets, then you might be interested in our Dan Lok copywriting course. In Copywriting Secrets™ Video Training, you’ll discover how to make your writing stand out from the competition and turn your words into cash.
If you want to learn how to use advanced, and incredibly powerful psychological tactics in copywriting, click here now.