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The top recommendations experts tell you to write copy that sells is to use vivid words to...
Describe how awesome it would be to use your product.
Focus on the solution your product offers.
Provide analogies.
Tell a story.
While you're doing that, you also want to...
Goals in Writing Good Sales Copy
1. Tell a damn good story
2. Make people feel like they really want your product
3. Draw people in
4. Be original, less cliche, less salesy
I can be a pretty original writer often accused of being strange and random. Some people want to be more like that, so today I'm going to focus on an exercise I frequently do to help me find the creativeness within.
Warning: I'm just going to tell you from experience that people don't like "original" as much as what I call "cookie cutter" wording. They prefer cliches because they have a trust and comfort zone with them. When you veer too far from that, you make people less comfortable, and you consume more of their energy to read you. So use these concepts sparingly. Fill in original ideas with cliche. Try to blend in with the rest of the internet as much as possible.
The Goal of this Creative Exercise
The overall goal is to get to know your readers via empathy, and to find methods that intentionally invoke emotions to build a more intimate relationship with your readers or customers.
It's like a 17 year old knows her mom works hard to raise her, but she doesn't understand at all, not one iota, until she is older and has her own kids and is calling her mom up at midnight with a crying baby going, "Thank you."
I always personally struggled making this kind of connection, so I purposefully work on improving my game. Why? Because I see how other people have made this kind of connection as writers, and business owners, and it's like the thing the people who go viral seems to have that everyone else doesn't. They know their people on an intimate level.
Most people operate from an emotional aspect, they act on feelings, even someone like me who is pretty emotionally numb and kind of robotic with my thinking will act on an emotion. So it's really just a matter of learning how to play with people's emotions. I'm seriously constantly studying sociopaths like they are creatures on National Geographic for this reason. It's not my forte to appeal to emotions. I've always been a person who appeals to intellect. But if you can make people feel, you will reach people on a level intellectualism can't. You can communicate well with all cultures, all genders, all age groups, all levels of IQ...
Like if your words can get brains to build some dopamine, then you got it figured out. That's not a bad goal to aim for as a writer.
The Creative Exercise Steps
1. Ask yourself some key questions
2. Explore the thoughts by writing out answers
3. Go back and dig for gold
But as you go through these steps, you want to make a conscious effort to dig for some gold. Like when you are literally digging for gold, you blindly dig into the dirt and then see if there's gold there, but the entire time you are doing it, you are trying to find the gold. It's the same concept here.
Think of imagery that utilizes the most senses of your 5 senses as possible. In the world of writers, we are told not to tell you what happened, but to show you. Instead of saying, "It was night," we are to describe a setting so you can feel that it's night time, such as, "the light on the lamp post turns on, and the siren sounds for children's curfew. A cool, crisp breeze wraps around me, and I can't wait to snuggle into my soft, fuzzy blanket and read a book next to the fire place."
So let's do it.
So Sally is sick of using cliches and wanted ideas to hone into a more original concept. For instance, "Work from Anywhere," is kind of old to her. She wants a fresher idea to focus on...
Work from anywhere. And implied, Be Your Own Boss.
Most of the questions I list here are standard questions I ask myself when I'm brainstorming for anything related to sales copy such as defining my brand, defining my business, coming up with a marketing plan, writing content, etc. But, I also use a lot of these questions when developing characters for fiction and all of my writing where I'm trying to figure out what I'm really trying to say or a creative way to say it.
Questions to ask yourself:
What does that feel like?
What kind of stock photos would you use to describe that feeling?
What nouns are there?
What verbs are there?
What does it smell like?
What would it taste like if it were a food?
What food would it be?
What sounds would you hear in those scenarios?
What sounds make you feel that feeling?
What touch sensations makes you feel that feeling?
You can also add questions, like I sort of did in my example below. It changes based on my brain at the day, but you can ask yourself any kind of prompt to get to know your client better, to empathize more realistically, and to get into their psychological motivations.
So like with your clients, there's a before picture and an after picture. Or a before character and an after character. The before symbolizes the problems they face. The after is the person they become after resolving their problems. So you blog about "How to take amazing photographs," the before is an ugly photograph nobody wants to see on Pinterest, and the after is a person who is getting more traffic from Pinterest. You really want to focus on the after character because that's the aspiration, not to mention psychologists say the important thing is to focus on the solution. It's more positive.
The top recommendations experts tell you to write copy that sells is to use vivid words to...
Describe how awesome it would be to use your product.
Focus on the solution your product offers.
Provide analogies.
Tell a story.
While you're doing that, you also want to...
Goals in Writing Good Sales Copy
1. Tell a damn good story
2. Make people feel like they really want your product
3. Draw people in
4. Be original, less cliche, less salesy
I can be a pretty original writer often accused of being strange and random. Some people want to be more like that, so today I'm going to focus on an exercise I frequently do to help me find the creativeness within.
Warning: I'm just going to tell you from experience that people don't like "original" as much as what I call "cookie cutter" wording. They prefer cliches because they have a trust and comfort zone with them. When you veer too far from that, you make people less comfortable, and you consume more of their energy to read you. So use these concepts sparingly. Fill in original ideas with cliche. Try to blend in with the rest of the internet as much as possible.
The Goal of this Creative Exercise
The overall goal is to get to know your readers via empathy, and to find methods that intentionally invoke emotions to build a more intimate relationship with your readers or customers.
It's like a 17 year old knows her mom works hard to raise her, but she doesn't understand at all, not one iota, until she is older and has her own kids and is calling her mom up at midnight with a crying baby going, "Thank you."
I always personally struggled making this kind of connection, so I purposefully work on improving my game. Why? Because I see how other people have made this kind of connection as writers, and business owners, and it's like the thing the people who go viral seems to have that everyone else doesn't. They know their people on an intimate level.
Most people operate from an emotional aspect, they act on feelings, even someone like me who is pretty emotionally numb and kind of robotic with my thinking will act on an emotion. So it's really just a matter of learning how to play with people's emotions. I'm seriously constantly studying sociopaths like they are creatures on National Geographic for this reason. It's not my forte to appeal to emotions. I've always been a person who appeals to intellect. But if you can make people feel, you will reach people on a level intellectualism can't. You can communicate well with all cultures, all genders, all age groups, all levels of IQ...
Like if your words can get brains to build some dopamine, then you got it figured out. That's not a bad goal to aim for as a writer.
The Creative Exercise Steps
1. Ask yourself some key questions
2. Explore the thoughts by writing out answers
3. Go back and dig for gold
But as you go through these steps, you want to make a conscious effort to dig for some gold. Like when you are literally digging for gold, you blindly dig into the dirt and then see if there's gold there, but the entire time you are doing it, you are trying to find the gold. It's the same concept here.
Think of imagery that utilizes the most senses of your 5 senses as possible. In the world of writers, we are told not to tell you what happened, but to show you. Instead of saying, "It was night," we are to describe a setting so you can feel that it's night time, such as, "the light on the lamp post turns on, and the siren sounds for children's curfew. A cool, crisp breeze wraps around me, and I can't wait to snuggle into my soft, fuzzy blanket and read a book next to the fire place."
So let's do it.
So Sally is sick of using cliches and wanted ideas to hone into a more original concept. For instance, "Work from Anywhere," is kind of old to her. She wants a fresher idea to focus on...
Work from anywhere. And implied, Be Your Own Boss.
Most of the questions I list here are standard questions I ask myself when I'm brainstorming for anything related to sales copy such as defining my brand, defining my business, coming up with a marketing plan, writing content, etc. But, I also use a lot of these questions when developing characters for fiction and all of my writing where I'm trying to figure out what I'm really trying to say or a creative way to say it.
Questions to ask yourself:
What does that feel like?
What kind of stock photos would you use to describe that feeling?
What nouns are there?
What verbs are there?
What does it smell like?
What would it taste like if it were a food?
What food would it be?
What sounds would you hear in those scenarios?
What sounds make you feel that feeling?
What touch sensations makes you feel that feeling?
You can also add questions, like I sort of did in my example below. It changes based on my brain at the day, but you can ask yourself any kind of prompt to get to know your client better, to empathize more realistically, and to get into their psychological motivations.
So like with your clients, there's a before picture and an after picture. Or a before character and an after character. The before symbolizes the problems they face. The after is the person they become after resolving their problems. So you blog about "How to take amazing photographs," the before is an ugly photograph nobody wants to see on Pinterest, and the after is a person who is getting more traffic from Pinterest. You really want to focus on the after character because that's the aspiration, not to mention psychologists say the important thing is to focus on the solution. It's more positive.
The top recommendations experts tell you to write copy that sells is to use vivid words to...
Describe how awesome it would be to use your product.
Focus on the solution your product offers.
Provide analogies.
Tell a story.
While you're doing that, you also want to...
Goals in Writing Good Sales Copy
1. Tell a damn good story
2. Make people feel like they really want your product
3. Draw people in
4. Be original, less cliche, less salesy
I can be a pretty original writer often accused of being strange and random. Some people want to be more like that, so today I'm going to focus on an exercise I frequently do to help me find the creativeness within.
Warning: I'm just going to tell you from experience that people don't like "original" as much as what I call "cookie cutter" wording. They prefer cliches because they have a trust and comfort zone with them. When you veer too far from that, you make people less comfortable, and you consume more of their energy to read you. So use these concepts sparingly. Fill in original ideas with cliche. Try to blend in with the rest of the internet as much as possible.
The Goal of this Creative Exercise
The overall goal is to get to know your readers via empathy, and to find methods that intentionally invoke emotions to build a more intimate relationship with your readers or customers.
It's like a 17 year old knows her mom works hard to raise her, but she doesn't understand at all, not one iota, until she is older and has her own kids and is calling her mom up at midnight with a crying baby going, "Thank you."
I always personally struggled making this kind of connection, so I purposefully work on improving my game. Why? Because I see how other people have made this kind of connection as writers, and business owners, and it's like the thing the people who go viral seems to have that everyone else doesn't. They know their people on an intimate level.
Most people operate from an emotional aspect, they act on feelings, even someone like me who is pretty emotionally numb and kind of robotic with my thinking will act on an emotion. So it's really just a matter of learning how to play with people's emotions. I'm seriously constantly studying sociopaths like they are creatures on National Geographic for this reason. It's not my forte to appeal to emotions. I've always been a person who appeals to intellect. But if you can make people feel, you will reach people on a level intellectualism can't. You can communicate well with all cultures, all genders, all age groups, all levels of IQ...
Like if your words can get brains to build some dopamine, then you got it figured out. That's not a bad goal to aim for as a writer.
The Creative Exercise Steps
1. Ask yourself some key questions
2. Explore the thoughts by writing out answers
3. Go back and dig for gold
But as you go through these steps, you want to make a conscious effort to dig for some gold. Like when you are literally digging for gold, you blindly dig into the dirt and then see if there's gold there, but the entire time you are doing it, you are trying to find the gold. It's the same concept here.
Think of imagery that utilizes the most senses of your 5 senses as possible. In the world of writers, we are told not to tell you what happened, but to show you. Instead of saying, "It was night," we are to describe a setting so you can feel that it's night time, such as, "the light on the lamp post turns on, and the siren sounds for children's curfew. A cool, crisp breeze wraps around me, and I can't wait to snuggle into my soft, fuzzy blanket and read a book next to the fire place."
So let's do it.
So Sally is sick of using cliches and wanted ideas to hone into a more original concept. For instance, "Work from Anywhere," is kind of old to her. She wants a fresher idea to focus on...
Work from anywhere. And implied, Be Your Own Boss.
Most of the questions I list here are standard questions I ask myself when I'm brainstorming for anything related to sales copy such as defining my brand, defining my business, coming up with a marketing plan, writing content, etc. But, I also use a lot of these questions when developing characters for fiction and all of my writing where I'm trying to figure out what I'm really trying to say or a creative way to say it.
Questions to ask yourself:
What does that feel like?
What kind of stock photos would you use to describe that feeling?
What nouns are there?
What verbs are there?
What does it smell like?
What would it taste like if it were a food?
What food would it be?
What sounds would you hear in those scenarios?
What sounds make you feel that feeling?
What touch sensations makes you feel that feeling?
You can also add questions, like I sort of did in my example below. It changes based on my brain at the day, but you can ask yourself any kind of prompt to get to know your client better, to empathize more realistically, and to get into their psychological motivations.
So like with your clients, there's a before picture and an after picture. Or a before character and an after character. The before symbolizes the problems they face. The after is the person they become after resolving their problems. So you blog about "How to take amazing photographs," the before is an ugly photograph nobody wants to see on Pinterest, and the after is a person who is getting more traffic from Pinterest. You really want to focus on the after character because that's the aspiration, not to mention psychologists say the important thing is to focus on the solution. It's more positive.