♦️ Here’s Jim Edwards Definition of Copywriting –
SALES COPYWRITING IS ANYTHING INTENDED TO PERSUADE THE RIGHT READER, VIEWER, OR LISTENER TO TAKE A SPECIFIC ACTION.
♦️ Take a moment to think about this. You want your reader, viewer, or Listener to take a specific action. Whether online or Offline, These Specific actions you want them to take include clicking a link, making an Inquiry for more information, Buying something, or going on to the next step in your sales process.
With Sales Copy, you’re trying to get somebody to click a Buy button, fill out a form, Buy something online, or through the mail. Maybe you want them to pick up the phone and dial a phone number or go to a physical location such as a store. When thinking about sales copy, this is true 99 times out of 100.
♦️ Sales copy can include anything from three-line newspaper ads to 40-page sales letters posted on the web. Thirty-minute infomercial videos, Facebook posts, Instagram posts, and anything in between can and should be considered sales copy.
If you want to get a good sales copy, You’re saying you want to get good at enticing people to click links, fill out forms and spend money. By the way, that is a good thing to get good at! However, you don’t want to over-complicate it. Most people see copywriting as a complicated thing that takes years to master and decades to get a handle on.
♦️ They make it this big, complicated mess in their head. The bottom line in sales copy is anything you put in front of people to get them to click stuff, fill out forms and spend money. When you think about sales copy that way, it becomes less daunting. This is not rocket science!
♦️ Less than you think. Most People Believe copywriting is a different way of thinking and writing. It’s very distinct with specific patterns. Sometimes these people are right. Other times they’re completely wrong.
From Jim’s experience – The Best copywriting occurs when people don’t realize it’s a copy because it’s interesting to them. He used to read sales letters that came in the mail otherwise known as “free reports.” It’s funny to think that back in the day, You would request a free report. It was nothing but a 10, 20, or 30- page sales letter. Because it was on a topic that interested you, you didn’t see it as a sales copy. You saw it as a free report.
When People are interested, they’re going to read it and not think about the fact that it’s trying to sell them something. Now, what makes people pay attention? What makes people read and not think about the sales message? Your content addresses their fears. It speaks to their desires. It uses the words they use. It feels like a conversation with a friend or a trusted advisor.
♦️ Jim thinks a lot of people also believe sales copy is something that magically makes people do what they wouldn’t ordinarily want to do. The reality is that people love to buy stuff.
That’s why everybody has hellacious credit card bills. That’s why everybody has made Amazon the number one site in the world to buy stuff. People love to buy. Like the old axiom says, “People love to buy; they hate to be sold.” People buy when they feel like something will make them feel better or help them get what they want.
Because it uses familiar, comfortable words. Again, a sales copy is like a conversation with a friend or a trusted advisor.
♦️ What do I want someone to do as a result of reading, Watching, or Listening to what I’ve created? With that, it could be a content video. It could be Facebook live video. It can be a meme. It can be anything you put in front of a targeted prospect. You put value in front of them. Then you invite them to take the next step which is to buy the stuff they want to buy anyway.
♦️ The Graphic below is a reprint of the 1900 sales catalog from Sears and Roebuck. It was reprinted actually in 1970. that‘s why it says $3.95 on it.
♦️ People have been buying stuff science people invented money. Before that, People bartered.
The way people talk has changed, maybe not for the better. The formal words people use and the way they address one another have changed. I’ll make a little side comment here that I think people used to be a little bit more respectful of people’s feelings and perspectives. Not in all cases, but people had manners.
Today, if you go to the mail and listen to a bunch of teenagers hanging out in front of various stores, you will see that manners have escaped many. Enough on my little side rant there.
♦️ The way people talk has changed. They don’t talk the same. People have the same amount of time as they did 200 years ago, but they have a hundred more things fighting for their attention like social media, regular mail, TV, radio, communication devices like text, Instant messenger, and cell phones. These things compete for a finite amount of a person’s attention span. That’s why, at the end of the day when you are drained, you say things like, “I’m done.”
It’s not that people are stupid or lazy. It’s not that people have become dumber. People have more things fighting for their attention. It’s important to understand this with your copy. In today’s world, you must use a lot more curiosity to stop people in their tracks and get them to pay attention to you. Also, there’s a lot less buildup before you must get to the point.
♦️ Jim’s next-door neighbor is an old southern guy, a super cool dude. He’s a builder who built his house. He is old-school. When you talk with him, before you can get down to business, you have to do 20-minutes of warm-up. Hey, how’s the family? What’s going on? Talk about the weather, talk about politics, talk about the neighborhood, talk about this, talk about that. Then at some point, there’s this deep breath. Then, what are we going to do here in this particular area?
That’s the way people used to be. People aren’t that way anymore. When it comes to copywriting, you’ve got to dispense with a lot of the warm-up. Instead, you grab them, get their attention with curiosity, and then drive them to the point you’re trying to make.
♦️ People are people who want to buy. You must have the attitude that if people understand the benefit of your product, service, or software, they’re going to buy it. It’s your job as the person creating the copy to be a great communicator about why they need what you have.l it’s your responsibility.
People have hopes, fears, and dreams. They’ve always had hopes, fears, and dreams, and they will continue to have hopes, fears, and dreams. They love things. They hate things. They have opinions. The better you understand the people in your niche market, the more money you’ll make and the happier they’re going to be because you can communicate better with them.
♦️ Let’s talk about your niche. When people talk about copywriting, writing ads, and targeting, they talk about their niche. But, Most people talk about numbers. They speak of psychographics or demographics. Often, they forget that people in the niche actually are the niche. You need to understand the people.
It’s good to know the numbers and all that other stuff, but you need to understand the people, the person, the individuals in your niche. When we talk about your avatar, we will talk about your ideal person, whom I like to call FRED.
♦️ Understand these are people with hopes, dreams, and worries. They are just like you. They want time off. They want to take care of their children. They worry about the future. They stress out over their credit card bills. They want to have a nice car. They want to provide a great future for their family. All these things are important to them.
You need to know what’s important to them because you’re selling to people. You’re not selling to a niche.
♦️ Your copy either works or you starve. That was kind of like a smack in the mouth. You don’t make money when someone says, “Hey, great sales letter. Hey, I loved your video.” It’s nice to hear, but unfortunately, that doesn’t spend. You make money when you’re the one who gets people to click, buy, and opt-in. That’s it.
You don’t go halfway with your copy. You don’t do something just to see what happens and maybe it’ll work out. No. You put forth a strong effort every single time. There are tools like Funnel Scripts that can help you. The bottom line is you’ve got to be serious about this. You can’t just do it half-assed. Because if you do, you’re going to get half-assed results.
Also, check – what does a copywriter do