Copywriting Tips - Getting To The Point
By Steven Wagenheim
This is not a debate on long or short copy. Copy should be like a lady’s skirt. Short enough to be interesting and long enough to cover the essentials. This is a discussion, albeit one sided, on sales copy that rambles on and never seems to get to the point. I am all for telling stories in copy, but the story you tell should have a point. More importantly, it should get to the point…and quickly. If you don’t understand why, keep reading. This article will alert you to some things that you probably should know if you’re going to write successful copy.
The human being is a strange animal. He’ll sit through a three hour movie on Orcs and Trolls if it captures his interest, but he won’t read a sales letter that take him 10 minutes if it doesn’t. In other words, human beings have very little patience. Waste even a minute of their time and they’re already looking at their watch for an escape route. Because of this, copywriters have to get to the point, even if their sales copy is 40 pages long.
Now you’re probably wondering, how can you get to the point with a 40 page sales letter? Isn’t that a little hard to do? Actually, it is very easy to do if you understand what the point is of each part of your sales letter. That is what I mean by getting to the point. It starts with the very beginning of your sales letter, your headline and works its way all the way through to the final PS…each section getting to the point.
For example. Your headline shouldn’t make them guess. It should be very specific about what you’re about to show them. A headline like “If I could show you how to cure your acne in 3 days…would that be worth 5 minutes of your time?” That is to the point. You’re telling the prospect what you’re going to show them and how long it’s going to take for you do to so. No surprises…They know what to expect.
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Same thing with your intro paragraph. It should get right to the point. Something like, “Let’s just cut to the chase. You have acne and want to get rid of it quickly and naturally. I know the feeling. I was there until just a few years ago when I discovered an amazing secret that I am now going to share with you.” Okay, to the point.
Same thing with your testimonials. Each one should get right to the point. “Steve, I suffered with terrible acne until I found your miracle cure. I haven’t had a blemish since. Thanks.”
This should continue through every part of your sales copy. Each statement in itself should get to the point. It doesn’t matter how long the copy itself is as long as each item in it says something important that moves the copy along and continues reeling in the reader with each word. That is the mark of an excellent copywriter.
When you write, think about what you just wrote. If it doesn’t move the story forward or get to the point, get rid of it. You have very little time to waste and one minute of boredom means a lost prospect.
Getting to the point will get you the sale.
To YOUR Success,
Steven Wagenheim
ABOUT THE AUTHOR
Want to save $2,500 to $15,000 in copywriting costs? Want to write copy yourself that can command that kind of payday? Visit my site at http://www.bcipe.com and discover killer copywriting tips that have allowed me to write my own copy for years and earn myself a 6 figure a year income selling my own products.
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