Month: July 2022

Direct response copywriting inspires the reader to take action immediately after they’ve read the copy. It’s a direct-line sale to the customer and is found mainly in print materials.

What is direct response copywriting?

Direct response copy must:

Ask for an immediate response from the customerBe at the point of conversion Have measurable resultsSpeak directly to the One Reader (addresses pain points, desires, objections, etc.)

When you think of direct response copywriting, what comes to mind?

The mailers for local landscaping companies?

Maybe the last letter you got from a non-profit?

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Direct

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Value proposition formulas are copywriting formulas that take the guess work out of explaining the value your product or service provides for your customers.

These formulas make writing easier by providing a starting point or template that you can use to craft your value proposition.

Why do you need a value proposition?

Here’s an uncomfortable truth: Most brands are the same.

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Now I’m not randomly picking a fight here. The father of advertising David Ogilvy said it too.

“There isn’t any significant difference between the various brands of whiskey or cigarettes, or beer.

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Takeaways

Using headline formulas eliminates the guesswork and gives you a place to start when writingWrite about 50 headlines before you put one on your home pageA headline should grab the reader’s attention and entice them to keep reading your copyClear headlines trump clever headlines

Do you really need to use headline formulas?

Of course not…

But, as Joanna Wiebe says: “Only rookies write from scratch.”

And this isn’t something she’s said once – it’s at the beginning of everything she writes about formulas.

Just check out her ebook, Ultimate Collection of Headline and

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A value proposition is a clear and concise statement that communicates the value you provide to your customers.

When written effectively, your value proposition should answer some key questions.

Questions like: Who is this product or service for? Why does it matter? How will it make the customer’s life/work better?

What is a value proposition?

A value proposition, also known as a unique sales proposition (USP), is a statement that explains a product’s or service’s value.

(I’ll be using both terms interchangeably throughout this article.)

Joanna Wiebe often recommends using the value proposition

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Takeaways

Write emails for money because email marketing can deliver massive ROIIf you’re new to writing emails, focus on writing and rewriting great email copy to improve your skillsBuilding your own email list is one of the best ways to get practice and develop relationships with your audienceGetting copy reviews is also an excellent way to get better at writing emails

When it comes to writing emails for money, there are techniques you already use when writing to friends or colleagues that should also be used when you write email

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