Copyright (c) 2009 Bob Tracz
Would you like to make your online writing make you more money?
Do you want it to make money online?
Why does one small change in a well written letter online make way more money?
Why is it that a letter written at an elementary grade level that is full of spelling errors and grammatical mistakes out pulls a technically "superior" letter online and makes more money? Do you want the secret?
Here it is. It "talks" to a person. It creates mental images he can't see; Describes tastes he can't taste; Smells smell he can't taste; It feels what the reader doesn't feel: Until you help him.
Successful writing appeals to a reader's desires and needs. Anyone who has read anything about persuasive copy writing has read about the time-tested and proven formula: l) Get his attention; 2) Get him interested in what you can do for him; 3) Make him desire the benefits of your product so badly his mouth begins lo water; 4) Demand action from him - tell him to send for whatever it is you're selling without delay - any procrastination on his part might cause him to lose out. AIDA. The trick is to tempt and tease your reader so he must continue reading.
However, the thing that had escaped me for the longest time was exactly how do I: l) Get his attention; 2) Get him interested in what you can do for him; 3) Make him desire the benefits of your product so badly his mouth begins lo water and; 4) Demand action from him? This is what works:
1. Grab his Attention
Suppose you are walking down the street and someone hollers "STOP". What would your reaction be? What would you do? Would you stop? Would he have your attention? You bet he would. So to grab a person's attention your job is get your prospect to stop what he is doing
Call out to target audience by letting him know you know who he is, call attention to something he loves, wants or doesn't want to lose and you have his attention.
Summarize your biggest benefit (quality, price, service, profit...) in as few words as possible with all the emphasis you can muster and you have his attention.
Suggest you have a solution to his problem and you have his attention - hit him where he lives.
Combine curiosity with any of the above and you not only have his attention you also have him ready to read on.
2. Hold His Interest
You must engage your reader or he is gone. Tell him how he can do it. Always write from his perspective. Make each point mandatory not optional to do what you suggest.
Eliminate all non-essential points and situations - that's why there's always a "and there's more" at the end.
Speak to the superiority of your points when talking to a person that is in the know.
Speak to the simplicity of your point when speaking to the uninitiated.
Write from a new and fresh perspective.
3. Create Desire
Like a lawyer you must build a case for proposal. Your product, service or idea is on trial and your prospect is on the jury. Make it superior quality for the same price. Make it a lower price for the same quality.
Don't talk about the price. Talk about the benefits and gains (comfort, satisfaction, well being, happiness) he will achieve: Mention what he stands to lose if he does nothing. Provide proof (statistics, evidence, demonstration, analogies, testimonials, examples).
4. Move your reader to action
There are two parts to moving your reader to action: Summarize your main points and make it clear what the reader is to do next as well as make it extremely easy to do it.
Part 1: Answer the questions:
"Why should I do it?"
Stress what the reader will gain. Stress what the reader will lose.
"Why should I do it now?"
Create scarcity. Make it consistent with what he believe.
Build your credibility. People like to know that others are doing the same thing so point this out. Build and maintain rapport.
Point out all you have given, what you are offering and all the things you shall continue to give .
Part 2: Be clear about what the reader is to do next and make it simple to do. Leave no question about their next action.
Make it easy to do.
Offer an absolute guarantee.
I wish you more profitable writing.
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