Zig Ziglar said it best: “Wimpy sales people have skinny kids.”
The same idea applies to copywriters: Wimpy copy will get you nowhere. This does not mean you have to be extraordinarily hyper, and the tone really does depend on your audience. Ultimately, what you’re trying to do is not necessarily induce action but to prevent procrastination.
People procrastinate because they have fears:
fear of paying for your product
fear of making a bad decision
fear of finding a better offer after they’ve enlisted your service
Your job in your copy is to make them feel so good and so secure that they can’t do without your offer.
Copy needs to provide people with ample reasons not to procrastinate because they will find any excuse not to move forward. Your copy should empower people to see that if they procrastinate, they will lose a great deal. How do you empower? What must good copy contain? A nice solid place to begin is with the AIDA formula:
First, make sure your copy grabs people’s attention, which is very often done with the headline, because it’s the first thing that people read. Then get them interested in what you have to offer, so they’ll read your copy, which should create the desire to own your product, and then finally getting them to take action and actually purchase your product.
Next in this series: Human behavior in copy.
This post is the third in a series of excerpts from OneCoach CEO John Assaraf’s interview with direct response copywriter Michael Fortin. See his Web site here: http://www.michelfortin.com/. Members of the OneCoach Business Growth Network have unlimited access to this and hundreds of other interviews with world-class thought leaders.