Copywriting is really the ONLY thing that stands between your products and your potential customers. If your copy sucks, then no one will buy. If your copy inspires curiosity, interest, desire, and confidence, then it will likely convert.
Surprisingly, one of the most important aspects about great copy isn't so much about using the right words — it's all about having the right structure and flow. You want to lead people smoothly, naturally, logically and emotionally toward the purchase of your product.
My online business mentor Miles Beckler has the best, most practical, most useful copywriting structure and framework that I have come across. His framework helps you lead potential customers toward the purchase of your product in a smooth and natural way.
You can watch Miles' video below. The rest of this post is a compilation of quotes and examples, from various sources, for each step of the framework that I have found most helpful.
Treat this post as a guide. When you need some inspiration or guidance while writing a part of your sales copy, hop on over!
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Examples and Quotes:
"Show the prospect something interesting, appealing, or desirable, then snatch it away and have it play hard to get." - Dan Kennedy, The Ultimate Sales Letter
"I learned that the hardest deal to make is the one that you desperately need or really, really want to make. Somehow, the other person always senses that, and it scares him or her away. On the other hand, the easiest deals to close occur when you feel that you don't need them and really don't care whether they come to fruition or not. This is called 'taking a position'...."
Examples of taking a position:
- Limited Number Available
- Most Will Buy: Create the idea that a huge trend has developed, everybody is getting involved, and anyone who passes it up is an idiot.
- You Will Buy Only If: This is opposite to #2. Instead of using the bandwagon effect, appeal to the reader's ego, pride, and sense of superiority. Make him feel unique, special, and individual. For example: "...of course, it takes a very special individual to fully appreciate the value of authentic Cromwell Crystal. Even though we've been very selective in choosing the people to receive this invitation, we also realize that only about 5 out of every 100 will respond."
- You Can Buy Only If: Make people qualify to buy. Make them go through an application process, study introductory material, furnish letters of reference, complete a detailed questionnaire, etc.
- Only Some Can Quality: This is a variation on #4. both appeal to exclusivity and the desire to be part of an elite group. For example, in the beginning, Facebook was only for Harvard students.