When writing copy, none of us know what will truly work. The only way to find the best solution is to try different approaches. So experiment with your copy and make sure you can measure it to see which versions work the best.
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Sugarman relies heavily on curiosity to keep people reading and it can be a very powerful tool. The benefit of the product is far more important than the product itself. So pay close attention to your positioning and unique selling proposition.
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This will give your subconscious time to work through the problem and come up with the best approach for your copy. If you need long copy in order to sell effectively, use long copy. But other products will need to take people through an entire sales process before anyone will be willing to buy. Use as much copy as you need in order to make the sale.
Your copy should be in the first-person. Make your copy personal so that readers feel like it was written directly to them from someone else. Each new claim should logically flow from the previous one. Keep it simple by moving people from one step to the next. The most important role of editing is to remove unnecessary words. This makes your copy more persuasive and easier to read. The best copy has been edited and refined countless times. You need to engage people and get them to form their conclusions with you.
If copy is too obvious, people will feel dumb or bored.
Then you lose them. Build some intrigue into your copy. Cures on the other hand sell VERY well. Even if you have a preventative service or product, you want to position it as a cure instead of a prevention. After all you are a copywriter…. And yes, I pretend to be Joseph Sugarman just to grab your attention. After getting over initial fear of doing something different, I was able to discover client interests and desires in a way never dreamed possible.
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Great post, I really thought copywriting was hard and something I would never be able to do successfully master until recently. Joseph Sugerman books have made a tremendous improvement in my copywriting ability, it is true anyone really can learn this craft if they learn the methods successful copywriters use! I definitely believe that anyone can dramatically improve their copy skills. Even learning a few of the basics can have a dramatic impact on your career, life, and business.
Your email address will not be published. Copywriting is a mental process the successful execution of which reflects the sum total of all your experiences, your specific knowledge and your ability to mentally process that information and transfer it onto a sheet of paper for the purpose of selling a product or service. Star News in Korean. Retrieved January 14, Xports News in Korean.
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The 17 Copywriting Axioms of Joseph Sugarman
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