As Brad alluded to in his prior post, having good, individualized copy is paramount to the success of your campaign. While good copy may generate some sales for your launch, Bad or “cookie cutter” copy will almost always cause you to lose business prospects.
Understanding all of that, lets dive into the process of HOW to go about copywriting for Launch based marketing…
Develop copy in your own words: This is the single biggest component of a successful launch, regardless if it is your own or someone else’s. When you develop a product you do so with your list of prospects in mind (or at least you should). It stands to reason that when you develop the marketing content to sell this product, that you do so to fit your list.
So ‘do right’ by your prospects / customers…take the time to put all of your communications into your own voice. It might take you longer in the short term, but you will thrive in the long run.
“Swipe” copy is just a guideline: Think of the swipe copy that you are given as just a guideline. You should review it, understand the overall theme and extract the primary selling points – then all that’s left to do is to write it in voice, to your list. Our best performing affiliates understand this, they follow this model, and that is why their list respects them and is willing to buy from them.
Remember, the company selling the product wrote the copy for their list…they don’t know your list.
Good copy takes time: When writing copy for your own launch or tweaking someone else’s copy, make sure you give yourself ample time to develop, reflect, refine and revise the copy. Make a couple of versions that you can test internally to your customers. This will ensure that when you go to market with your product, you have the very best material leading the charge.
While you might only have to spend 30 minutes or so tweaking copy to fit your voice, you need to give yourself maximum time to review the offer and perfect your marketing copy. Great copywriting is a process unto itself, giving yourself enough time to develop and test is paramount to the success of your launch or marketing for others. So to avoid shooting yourself in the foot from the onset, build a couple weeks into the launch plan to account for just copywriting.
Avoid the buzzwords: Leave the corporate speak for the office. People spend up to 50% of their day at the office, listening to buzzwords being thrown around, the last thing they want to do is read more of them in an email from you. If they are on your list in the first place, chances are they got there because you told it to them straight, in a manner they can understand and resonate with. Keep it that way…
The copywriting funnel: When writing copy, your focus should be on creating a written pathway that leads your customers to the eventual point of action. Here is the framework you should look to include when developing copy for your next launch:
- Awareness: Start off broad, with descriptions of the dream that they could have. Show them that they are missing something in their lives.
- Familiarity: Tell them about yourself, your company and your history. A person is much more likely to purchase from someone they know vs. a total stranger.
- Opinion: Provide case studies / proof that the products and systems you develop work
- Consideration: Provide testimonials from other satisfied customers.
- Preference: Overcome objections; explain why your product / service meets a need they have or fills a void they did know existed.
- Shopping: Walk them through the value proposition of your product / service. Show them the value of what they receive when purchasing your product / service.
- Purchase: Outline the product price, restate the value proposition and inform them of your return policy / satisfaction guarantee program.
Does this funnel look familiar? It should, it’s the standard customer purchase funnel. These are the psychological triggers that your customers go through when considering to purchase. Your launch copywriting needs to HIT each one of these areas as well as provide written transitions that move the customer on to the next level. Don’t skip a step. Each one carries with it a significant trigger that brings down the prospects guard and takes them on step closer to being a customer of yours.
Try new things: There isn’t a “Magic Bullet” that answers all the questions. So have some fun with your copywriting. Mix it up a bit. As long as it stays in your voice, a little change in your go-to-market approach will go a long way towards keeping your audience interested.
Thanks to Brad for allowing us to share our experience and opinions with all of you. We hope that this little bit of insight has been worth your time and will help to streamline and improve your marketing efforts.
The 3rd installment of this copywriting trilogy should be coming soon. We look forward to all your comments, questions or experiences about your successful or not so successful copywriting endeavors…COMMENT BELOW.
To our mutual success,
Greg Poulos and Kevin Smith