Y’know, how believers and followers used to go to prophets and philosophers and leaders and asked them if there was one thing that if they followed will lead them to salvation.
Well, copy is not religion. In most of the cases, you’re the “devil’s advocate”, unless you draw lines and define some rules.
But here’s a thing or two that I’ve learned from the books I’ve read and successful Copywriters that I’ve been talking/listening to.
Two Things to Save Your From Writing Bad Copy
What’s one thing – the bare minimum that you can do to make sure that even if your copy does not break sales records, it’d still be counted as a success.
Even if the ROI is only 1%.
Here’s that thing.
When people come to your page or open your email (web copy or launch copy), they always come searching for certain questions.
The bigger chunk of copywriting is understanding the questions that your target market has in its mind. And I’m not talking about guesswork.
You have to be sure when you identify and jot down each and every question that matters to them.
To your ideal target customers!
(That alone is an art).
And once you answer those questions, you should know that now you have an even bigger trouble.
This is the second part of what-I-must-do-to-achieve-minimum-viable-success.
So what’s the problem now? They’re sceptical of your claims.
Their biggest question was “Is there a cure to (my problem)?”
And you said, “Yes. Not only there is a solution, but my product is the very solution that you’re looking for.”
Now they have a different type of questions in their mind – the objection-based questions.
“What makes your solution better?”
“Does this even work?”
“Has anyone ever bought it? If yes, are they pleased with the results? If yes, where’s the proof?”
So, now what you have to do is to find out every possible objection they might have and corner that in your copy.
Now you see the truth of “a copywriter is a salesman behind a typewriter” … coz you have to come up with rebuttals for each and every one of your prospects’ objections.
Do these two things – answer all the questions in their minds and counter all the objections that they’d possibly have, and your copy won’t fail.