In about a week, I’ll be starting my new marketing message video blog series called, Quick Answers to Copywriting Questions.
As a preview to my video blog, I want to answer a question authors, speakers, and business coaches ask me frequently about marketing copy.
The question is, “Hey Casey, do you have a checklist I can use as a guide for auditing and editing the marketing copy I’ve written for my books and information products?
My answer to this question is, “Yes I do!”
Compel Your Crowd to Take Action
The following checklist I’ve created will help you audit and revise eblasts and sales pages you’ve written that are intended to motivate your audience to buy your book or online program or service.
Yes, there is a lot of content you can create to publicize and create awareness for your book or program.
However, at some point you’ll need to craft “sales copy” that motivates your audience to make a buying decision.
Before you declare your sales copy finished and complete, I encourage you to measure it against this handy checklist.
Improve your headlines
Headlines are by far the most valuable real estate in copywriting. So make sure the ones you create grab and engage your prospects so they’ll be motivated to read your body copy.
My post from a couple weeks ago provides some great ideas about how to write simple headlines that drive readers into your body copy. I recommend that you read it.
Make your copy customer-focused
To build credibility with your prospects, the bulk of your marketing copy should focus on showing you understand their wants and needs.
When your prospects gain a feeling that you know what it’s like to be in their shoes, you gain the credibility to demonstrate how your book or product will help them overcome their challenges; quench their thirsts and desires; or satisfy their curiosities.
In short, make your marketing copy more about your audience and less about you.
Craft compelling copy that is inviting to the eye
If your marketing copy doesn’t LOOK simple and easy to read, your prospects will ignore it. So avoid writing copy that’s presented as dark, dense, long chunky paragraphs.
Instead, employ a liberal use of headlines, subheads, one- or two-sentence paragraphs, bullet points, and white space when you write your marketing copy.
The reason for utilizing this style of writing is simple: If you want your audience to read your copy, make it very easy on the eye. When your marketing copy looks quick and easy to digest, there’s a greater chance your prospects will read it.
My first upcoming video blog will focus on how to write “at-a-glance-friendly” marketing copy. So more on this important topic to come.
Paint a benefit picture with words
Nothing grabs people like emotional storytelling. Use this powerful tool as much as possible when writing your marketing copy.
It’s important to tell your audience the benefits of reading your book or buying your online program.
But take it a step further and paint a picture with words that illustrates vividly how your prospect’s life will change for the better when they buy your product or read your book.
Tell a colorful story with rich detail about how they’ll feel and how their life will improve. Use emotion and authenticity to convey a story that comes from the heart.
Develop sharp, attention-getting bullet points
Benefit-driven bullet points are a great way to communicate the value your audience will receive when they buy your book or product.
Begin your bullet points with action words like …
- Discover …
- Gain …
- Overcome …
- Realize …
- Manifest …
Action words give your bullet points energy so they read like a short series of punches that pack a lot of heat.
Provide social proof and tell your story
People buy from you when they know you, like you, and trust you.
However, your audience can’t get to know you unless you tell your story.
So be sure your copy reveals who your are as a real-life person while also communicating any credentials that position you as a thought leader in your field.
If you can support your credentials with third-party testimonials and endorsements, don’t be shy about sprinkling them throughout your marketing copy. Endorsements from respected third parties are your best form of social proof!
As I mentioned above, the bulk of your marketing copy should focus on your prospects.
However, it’s still important to devote some space to your personal story so your audience can get to know you and feel your sincerity.
Create call-to-action lines that are confident and commanding
Prospects are waiting for you to tell them what to do next. So do it with confidence and certainty.
If you want them to order your book, tell them to “Order today!”
If you want them to register for your webinar and download your free bonuses, tell them to “Register for my free webinar today and download your free bonuses immediately.”
Be direct, confident, and definite with your call-to-action lines.
Include limited-time special offers and reverse the risk
It isn’t enough to simply tell prospects to buy your book or information product. You have to entice them with offers.
A great way to do this is by creating limited-time special offers that have a risk reversal. The most common risk reversal is a money-back guarantee that’s good for 30, 60, or 90 days.
For example, if you have an online information product, your offer can be a 25% discount if your prospect orders by a specified date. This motivates people to act sooner rather than later.
To sweeten your offer, you can include a free bonus item that is only available until your offer expires.
To make your offer even more attractive, tack on a 30-day no-questions-asked money-back guarantee. This puts you in an excellent position to tell your prospects they have nothing to lose or risk and everything to gain by purchasing your product or book.
P.S. lines – Always use them
I encourage you to always include a P.S. line at the end of your promotional eblasts and website sales pages.
It’s been shown that people’s eyes gravitate to P.S. lines. I think it’s because our brains tell us that there’s always something juicy in the P.S. line.
I have no data to back this up, but I’m convinced our curiosity with P.S. lines goes back to when we traded notes as kids in school.
Remember writing stuff like, “P.S. Betty has a big crush on Jimmy, but don’t tell him!”
So take advantage of this. Use your P.S. line to …
- Reiterate an important product benefit
- Repeat your special offer
- Add another free bonus to your offer
There you have it! A comprehensive checklist that will help you audit all of your promotional marketing copy for your books and online programs.
Need more detail on each section? It’s coming your way! I’ll be going much more in-depth into each of the above topic headings in my upcoming video blogs.
So stay tuned.
In the meantime, take action and make things happen!
Coming This Spring – Something Special Just for Authors!
This spring I’ll be launching a new website called BookMarketingCopy.com.
This site will be home to video instruction programs in which I teach authors how to write all the marketing copy they’ll need to promote their books and turn them into bestsellers.
I’ve written the marketing copy for over three dozen books that have become Amazon bestsellers. So, I’m excited to share my book promotion copywriting secrets with do-it-yourself authors who want to achieve their goal of selling a LOT of books!
Each video instruction program will be just like having me beside you in your office, teaching you everything I know about how to write great book marketing copy.
Every program will include plenty of step-by-step instruction, checklists, formulas, templates, and inspiration.
I look forward to launching BookMarketingCopy.com this spring. It should be a lot of fun.
Will this post make it easier for you to audit and improve your current marketing copy for your books and online programs? Please leave a comment and let me know!
If you got a knowledge boost from this post, I encourage you to share it with your crowd!
For more persuasive marketing content secrets, sign up for my free sales writing updates. You’ll also receive a free special report loaded with must-know copywriting insights for authors, speakers, and coaches.