- Seven powerful ways to
write better sales copy. Recently I've been teaching and sharing with you more on copywriting. If you enjoy these videos on copywriting and you wanna see more of them make sure you hit the
subscribe button below and also comment and give me a thumbs up. It is the only way that I know you are enjoying these copywriting videos. Otherwise I wouldn't make more of them. Now today we're gonna talk about how to write better sales copy. I'm gonna give you seven
powerful ways to do that. You see, nowadays people
are very, very skeptical, every single day we are bombarded
by thousands and thousands of advertising messages, right, wanting to sell us something. So as a human being, as a person, we are very much turn off and tune out on a lot of these messages. You see one of the
biggest reasons why people don't buy from you is lack of trust. Not that they don't want what you sell, not that they don't need what you sell, but they don't believe you. They don't believe the product would work, they don't believe the
service is any good. So how do you overcome that? Think about in your life, comment below, share with me a moment
that you've had in the past that you wanted to buy something that you were ready to buy
but somehow in some way that you just didn't feel comfortable. You didn't trust the vendor
or the brand or the company, and you were sitting on the fence, and at the end of the day
you didn't take the action, you didn't make the purchase. Share that story with me, comment below. So think about that, so what
I'm gonna share with you, these seven ways, they
will apply to your emails, they will apply to your videos, they will apply to your landing page, your website, your social media, everything that you do, you got it? Way number one to write better sales copy, and that is use specific numbers, especially in your headlines. So you see it's one thing
to say oh you know what, I have a very popular podcast, a lot of people listen to my podcast, it's a whole other thing
to say, you know what, my podcast has been
downloaded 1,735,221 times from over 151 countries. Do you see the difference? When you're making claims
you wanna be very specific with numbers, instead
of using round numbers. Sometimes you can also
use seven ways of, right? Seven mistakes that people make or three things you need to be aware of, or the one thing you must know. In fact, if you search on my channel, and you look at some
of the videos right now you'll see the videos with numbers, they tend to perform better. They almost always perform better than just a video with more generic title. Why? Because when you have a specific number people know that there's
a particular outcome. There's some steps, there's some things, concrete, that they're gonna get out of by watching that video. And this applies to copywriting, this also applies to content writing. Way number two, always prove your claim. Meaning, including case
studies, laboratory results, some kind of proof, if
you're gonna make some claims within your sales copy you
gotta back it up with something. Otherwise, it will feel like
an empty promise, right? I'll give you a perfect example. When I share with people that
when I was getting started that I was an introvert,
people don't believe me. You watch what I do
now, I speak to millions and millions of people on a monthly basis, and they say oh no, Danny
must be easy for you, you're naturally talented
or you're gifted, or this comes easy for you. Well it's simply not true. But I could tell you
many times that yo, no, I was an introvert. I had no confidence. If you don't want to
listen, don't believe me. So what do I do? Sometimes I would show them, listen if I'm presenting I
would show them a picture of myself when I was 19
years old, 20 years old, and you would see how much of an introvert that I was, right, how shy I was, how low confident I was, right? And you would see that. It's much more powerful when I can, I share a story with you and I back it up with boom, like that. And I would show people
the first car that I had the Ford Escort, the white
Ford Escort that I had, that I bought for $2500. People could see, oh wow,
that's where Dan came from, that's a very humble beginning. So always prove your claim. Everything that you say, everything that you promise, everything that you claim in your copy you gotta back it up, you gotta prove it so to demonstrate to the
reader that this is real. Way number three, use testimonials. You see, what other people say about you or your brand, your product, your company, is infinitely more powerful than what you could say about yourself. Because if you say about yourself, and you say oh I'm so
great, I'm so awesome, I'm so wonderful, well it
comes across we are bragging, but when other people say that about you, now that's an endorsement,
that's a recommendation. So, as a business, doesn't
matter what you sell, you always, always want to
be collecting testimonials from your customers. And the way that you collect testimonials, sometimes you could collect what I call character testimonial,
meaning that your customers, your clients, they're saying
some nice things about you. Let's say you sell weight loss, okay? And you're a personal trainer, and your customers might say, yeah Sally is a very good personal trainer and she is, you know, very much, she has a lot of experience. That's a character testimonial. Those are good, you could
use it here and there. But the better kind of testimonials are what are called results
driven testimonials. So here's an example. You know, I've been
struggling with weight loss all my life, and I try a lot of different diet programs, and weight loss programs, and, the outcome is
always very disappointing until I met Sally. When I met Sally, when I hired
her as a personal trainer, not only she has helped me to understand why I struggle with weight loss, and some of the deeper issues that I have, but she also came up with
a very realistic plan that I could follow. And she held me accountable, and since training with
Sally for six months I've lost, you know, 21 pounds. You see the difference? That's a result driven, kind
of a story based testimonial. It's way more powerful
than, oh Sally's nice. She's a good personal trainer. You wanna collect those testimonials. And the way you do that is
by asking deeper questions, giving your customers
some examples sometimes what a good testimonial should sound like, and you want to get those
personal stories, right? Because people resonate with stories. Your buyer resonate with stories, your prospects resonate with stories, so share those stories,
and be very careful sometimes when you see these
testimonials on the internet, have you seen those
testimonials that, it is like, only the first letter like JT, or John T., that doesn't
give you any credibility. The more specific the
testimonial, who that person is, John Smith, occupation,
city, even sometimes maybe, even like Instagram. The more details you
have the more credible the testimonials, does that make sense? When it comes to testimonials, I believe video testimonials,
they are the best, they're more difficult to get, but they are the best, why? Because your prospects
can see your customers, you can see what they look
like, what they sound like, how they talk, and also
their facial expressions. They can communicate
emotions so much better through a video. So ideally you wanna
get video testimonials. Because also when you
get video testimonials you can transcribe that and
turn it into a text testimonial. You could turn the audio,
maybe use it for your podcast, as also an audio testimonial. But if you only get the
written text you cannot multipurpose, repurpose
some of these testimonials. So ideally get video. If absolutely you cannot
get video, I would say see if you can get at least
the audio version of it, maybe on the phone, maybe
through Zoom or Skype, get an audio version of it, get a photo, get a nice photo from them. You would have a photo, you would have the audio,
and you would have the text, a little transcript of what they say about your company or
your product or service, that's okay too. But ideally get the video testimonial. Almost every single entrepreneur, every single business
owner that I've helped and I have consulted with, almost no one spends enough
time collecting testimonials. They might have some,
two, three, four, five, now they could have thousands
and thousands of customers, right, I sit down with them and say, okay, what case studies do you have? What testimonials do you have? Oh we don't have a whole lot. And I'm always shocked. Like with Theme what we
do within my company, I'm constantly, constantly
ongoing collecting testimonials. We have thousands, thousands, and thousands, and thousands of success stories and testimonials because you want to go
into the marketplace, not just the what you say, the words, but when you can prove your claim, and when you can overwhelm
the skeptical prospects with just an unbelievable,
undeniable amount of proof, that gives you a lot of credibility. One testimonial, oh you can make that up, how about two, three, four, five? Six, 10, 20, 50, 100, 200, 1000? I mean one person could be a fluke, 1000? 2000, 5000? Now it's like, okay, this is powerful. There's something about this product, there's something about this service, there's something about this company. I could give it a try. That's how you need to think cause people don't believe
you, they do not trust you. Way number four, a picture
is worth 1000 words. So words are very powerful, we as a copywriter, we're using words to persuade and influence other people. But picture is also a
very important element, especially nowadays. You look at Instagram, they're all photos. It's a photo driven platform. So, in your email, or in your video, on your landing page, if there are photos, if
there are graphic elements, that you could use to help
you tell a better story, you wanna use those. So it's one thing, again,
to say, oh we have a, we've had a great event, let's say you're selling an event. Right, you could say, you
could write all of that, and the experience that people have, but it's way more powerful
when you can show a picture, or multiple photos of people
having fun at your event. Right, people are having a good time, people are dancing,
people are celebrating, and you show those photos. Think about when you
hang out with friends, when you show them, hey, you know, I was, go on this trip, lemme
show you this photo, right? You're excited and they're
excited to see the photo. A photo is worth 1000 words. So used properly, done properly, a picture could be a very powerful
tool when it comes to enhances the selling
power of your sales copy. Way number five to
write better sales copy, credentialize yourself. It's very interesting, most people, they're not very comfortable
talking about themselves, they're not very comfortable
kind of tooting their own horn, why? Because of low self esteem. So the way you want to stand
out in the market place, not from a braggadocios kind of way, but if there are things that we could use, your degrees or your accomplishments, awards that you've won, who you have worked with. If you have a lot of, if you
are selling to a certain group and those credentials
are important, use those. You know, the letters,
you know, after your name, use those if you have those. You wanna think about all these things, all the things that you've done, all the credentials you have, they are marketing assets. Just because you know doesn't mean the marketplace knows, right? If you've done certain things, you have spoken to certain groups. Example, I have been an
opening speaker twice for TEDx, and you see that I'll use TEDx throughout my marketing on my website. Because if I don't tell other people they won't know, right? If I've written a number
of books, use those. If you're a best selling
author, use those. You belong to a certain
association, use those. Credentialize yourself. Way number six to write better sales copy. Now we've talked about testimonials. This is very powerful, I love this one. Especially if you are selling B2B, you're selling the business to business. Include a list of your famous clients. So let's say you are providing some kind of services to companies and you work with some
well known companies, make sure you include their
logos, get permission, but make sure you include
their logos on your websites. Your brand is trusted by, partnered with, so and so have done business with you. Example, if you're B2B
and you've done business with Microsoft, you've
done business with Amazon, you've done business with
certain big companies, put that right on your home page. That gives you tremendous credibility because your prospect will see that and they could see, wow, you know, even these big companies
have done business with it, they are using your service,
they're using this program, they're using your software,
instant credibility that everything you say
carries more weight. And the more you have,
like if you have a whole bunch of them, put a whole
bunch of them, like whoa, you've got 20, 30, 40,
50, of these companies. If it's good enough for Amazon, it's good enough for me, right? It's good enough for Toyota,
it's good enough for me. Very, very, very powerful. So include a directory, include the logos, include a list of customers,
brands, on your website. Way number seven, risk reversal. Now remember what I said,
people are very skeptical. So is there a way that you
could reverse the risk? How could you not put all
the risk on the consumers, on your customers, but how could you put
that on your shoulder? Can you offer them a
compelling, strong guarantee that would make them feel more comfortable taking a chance with you. So it's one thing to
say, hey, you know what, buy my product, good luck, if you don't like
it, that's too bad, right? Versus, hey, you know
what, buy my product, try it, take it home with you. And if you don't like it
in 30 days send it back I'll give you all your money back. That's a very typical, you see this on infomercial a lot. 30 day money back guarantee,
a 60 day money back guarantee, or even in certain retail, right? Where they have satisfaction guarantee. Oh you don't like the
size, just bring it back within X amount of days, we'll exchange, we'll give you refund, things like that. It's very, very powerful. See most people, and you have
some people that are like, they are just bad people, they like to refund and they
don't like to pay for stuff. But most people are good. Generally speaking, most people are good. And that's not what they wanna do, they just want to know that
hey, in case this doesn't work what is my risk, right? Am I the one that's bearing all the risk? So as an entrepreneur,
as a business owner, as a marketer, as a copywriter, think about the guarantee. Sometimes I would spend a lot of time thinking about the guarantee. What are some of the things
that you could offer. Now you don't always have sale
and leap with a guarantee, but if you spend some time and you could be very,
very creative about it, it's not just a typical, oh, I guess I would just do a 30 day
money back guarantee, it's very, very typical. I remember years ago I was writing copy for my mentor Alan, and we were
working on a marketing piece and the marketing piece
was promoting the event, kind of like a high ticket, high event, three or four thousand
dollars, pretty expensive. And we were thinking how can we get people to come to this event, right, we need something very, very compelling. So we came up with this guarantee, and here's the guarantee, we say that it's a three day event, and most events they
might do something where, you know, well, if, well first of all, most events don't have any guarantee. Some events they might say,
it's a three day event, come the first day if
you don't like it, right, you can return all your
materials to the back of the room and then we'll refund your money. No harm is done. But we thought we want
them to get something more compelling, something more powerful. So here's the guarantee we came up with. We say come to the event, not first day, not second day, go through
the entire three days, learn as much as you could,
learn all the strategies, right? Get as much as you could out of it. By the end of day three if
you don't think this event is worth at least 10 times
what you paid for it, I want you to talk to us, we're gonna refund all your money, plus we're gonna give you
$250 for your trouble, because we wasted your time. Do you see the difference, right? And remember we did that, and guess what, not one person took up the offer. Not one person. Think about that, but how many people we sold
as a result of that guarantee. Now people are much more comfortable. Just remember that more people trust you the more they feel comfortable with you, the more likely they're gonna buy. And these are just like
very basic fundamentals. If you want to know more
advanced copywriting techniques that are not shared on social media. I'm talking about
techniques and strategies that are used by some of the highest paid and most successful
copywriters in the world today. Click the link here and check
out my upcoming master class. I think you'll love it.
