Section Two: Step Fourteen

Copy Writing

Developed By, InternetWealthNetwork.com

This is NOT a free eBook!

This eBook is provided as part of the

InternetWealthNetwork.com Step by Step Action Program

If you would like to share this information with others,

we encourage you to send them to

www.InternetWealthNetwork.com

This publication is designed to provide accurate and authoritative information in regard to the subject matter covered. It is sold with the understanding that the publisher is not engaged in rendering legal, accounting or other professional service. If legal advice or other expert assistance is required, the services of a competent professional person should be sought.

Every effort has been made to accurately represent this product/service and it’s potential. In terms of earnings, there is no guarantee that you will earn any money using the techniques and ideas in this material. Information presented in this eBook is not to be interpreted as a promise or guarantee of earnings. Earning potential is entirely dependent on the person using our product, ideas and techniques.

© 2017 InternetWealthNetwork.com
All Rights Reserved.
https://www.InternetWealthNetwork.com

This eBook is Presented by www.InternetWealthNetwork.com and no part of it may be reproduced, stored in a retrieval system, or transmitted by any means without the express written permission of the authors.

Table of Contents

1

2

4

6

7

10

Copy Writing

Because movies are meant to be watched, the advertisements for them are usually a large poster with a picture depicting either one or two of the main characters or an exciting image that represents the high point of the movie. The best of these will make us want to see the movie. With our product, we must let people know about it with words, but just like with the movie posters, the words we use should make people want your product.

Writing for a sales letter is called “copy writing”, and most informational products that are sold online have what is known as “long form sales letters”. (A lot of sales pages now have a video instead, but if you look a bit, you’ll notice that the video is simply a PowerPoint presentation of the same things you’d find in a long form sales letter.)

There are thousands of ways to write a sales page. Copy writing is an art and a skill. You could devote your entire life to studying copy writing and never master it. However, you don’t need to spend that much time to get started. You don’t need a thousand ways to write a sales page. For now, you don’t even need two. Just start with one way. As you grow your business, you should start looking at some of the greats like Dan Kennedy and David Garfinkle, etc., but for now, we’ll give you a fairly simple, straightforward approach.

Now it’s time to look at the most important element in any sales writing…

Features and Benefits

The first thing you must know about is what will be in the mind of every person who reads your sales page:

“What’s in it for me?”

Anything you mention on your page must somehow answer that question. The easiest way to do this is to understand the difference between a feature of your product and a benefit of your product.

Features are things that describe your product – the color, the speed, how many sessions the course will take and how they will be delivered, etc. Benefits are those things that will somehow enhance their life – it will make them richer, smarter, sexier, more popular, part of a more exclusive club, safer, healthier, etc.

Features are facts. Benefits often speak to emotions. But, no matter how much we deny it, we all buy from emotions.

A few good examples of the difference:

Feature: “Our purses are handmade with original, elegant designs.”
Benefit: “Every other woman in the room will envy you.”

Feature: “Our newsletter is packed full of investment information based on deep research.”
Benefit: “You will make a killing in the market while your competitors are still trying to figure out what to do next.”

(Here’s one a friend of ours came up with:)
Feature: “Our jeans are tight fitting.”
Benefit: “You won’t go home alone.”

Features are interesting, and should be included because people want to know what they’re getting, but they must also point to a benefit that is clearly stated.

One great way to start writing your sales letter is to first list ten or fifteen features of your product. Then, for each feature, list ten or fifteen benefits. You probably won’t use all of this in your final draft, but you will have a lot of stuff to use.

Now that we understand that difference it’s time to look at…

Sales Page Structure

Armed with your list of features and benefits, start shaping your letter. Below is a sales page template you can use to figure out what pieces you need. The first thing to think of is “What is a good headline?”

That’s where your list of benefits comes in really handy. Your main headline should somehow state your best benefit. It’s also a good idea (but not mandatory) if it is stated in the form of a question.

“Who Else Wants To Easily Write Sales Letters That Sell And Sell And Sell?”

Come up with several possible headlines. The ones you don’t use at the top of the page can be used as sub-headlines later on the page.

As you write your sales page, it’s a good idea to make sure that each piece of the sales letter is designed to lead the reader to the next piece. The headline leads to the first sentence which leads to the second, and so on, all the way to the “buy now” button.

After your headline you can list three or four benefits in bullet point form. Then, do your greeting. “Dear Friend,” or “Dear Fellow Internet Marketer”.

The next bit is the story. Here is where your creativity comes in. The reader wants to know that you understand the problem they have. They also want to know who you are and why they should trust you to have a solution. If you show them with a story that either you have suffered like they have or have seen people around you suffer, they will want to know more.

Once you have opened up the pain, perhaps even made it worse, then you introduce the solution – your product. Another bit of story telling them how you came up with it might do, but don’t spend too much time on that. Remember, they want to know what is in it for them.

Here is where you show them the features of your product, then show them the benefits of those features. One great way to do this is in bullet points. Bullet points also break up the look of the page and make it more easy and interesting to read.

Testimonials are always great in a sales letter. They offer “social proof”, proof that someone else who had that problem got the benefit of your solution. As you sell more

and get people writing to you to say how great your product was, ask them if you can include their comments as a testimonial on your sales page.

If you have bonuses, now is the time to list them. They already want your product and often, a good bonus will finalize the decision for them.

Then list your guarantee. Tell them they have no risk, no reason to fear, because you are offerings a 30 (or 60) day full, no questions asked money back guarantee.

After the guarantee, tell them exactly how to order. “Click on the buy now button below.

You will be taken to our secure order site and as soon as you put in your payment information, you will have immediately access to your product.”

Then is the closing, “To your massive success, George Lincoln”

Finally, add a P.S. or two. This should restate one of the main benefits, add urgency and possibly remind them of the no-risk guarantee.

(A note about your P.S. – if you have two, the second one should be P.P.S., not P.S.S. – P.S. means “post script” or “after what you’ve written”, so a second one would be “post post script”, or “after what was after what you’ve written.”)

A note about your readers…

The Three Types of Readers

There are three types of people who will read your sales page. The first group are those who will read every word. We love those.

The second are those who will skim, look at the headlines, sub-headlines and bullet points, perhaps the guarantee.

The third are those who will read the headline, skip down to the P.S., then look for a price and make their decision.

We must write with all three in mind. When you are first writing your page, just think of the first type. As you shape it, though, make sure that the sub-headlines and bullet points also tell a story – the pain, the solution, the benefits of the solution, the price.

Then, for the third type, make sure your headline is powerful and that your P.S.s are compelling.

Once you’ve glance over your page as if you were each of these types, you’ll see how the structure and shape of a sales letter works.

Now let’s talk a little about…

Swipe Files

Swipe files are file with examples of other people’s sales copy. They can have great headlines in them, great bullet points, stories, guarantees, closings and even P.S.s.

There are many ready-made swipe files that you can find on the internet. Most courses on copy writing will include a swipe file for you.

But you should also start your own. As you go around the internet (or even see sales letters in newspapers and magazines) see what other people are doing and when you find something powerful or intriguing, copy it into your own swipe file.

As you’re writing your sales pages, look through your swipe file for inspiration. Don’t copy what others have done and said, but “model it”, take it as a starting point for your own copy writing.

On the next couple of pages is the basic sales letter template…

Sales Letter Template

Pre Headline (this qualifies who should continue reading: Attention Internet Marketers!)

“Headline”

Three or four sub-headlines (or bullet points) stressing benefits

• Some benefits in bullet points
• Benefit 2
• Benefit 3

From the e-desk of YOUR NAME

YOUR CITY, STATE

Dear Friend,

A story showing you know and understand the pain of their problem.

Do you have flaky skin, restricted social life, bad dating experiences, shame? I was in your shoes.

List of other problems and sub-problems your product solves. (Bullet points and subheadlines are always good.)

(flaky skin, restricted social life, bad dating experiences, shame, etc.)

Testimonial or story from someone who had the problem; this could be you.

Introduction of your solution.

Proof: stories and testimonials. Always use real people and give their website, email address and hometown if you can.

A detailed description of the product.

Bullet points stressing the features and their benefits

• Bullet point
• Bullet point
• Bullet point

More features and benefits, a surprise is good here. Bonuses. Extra features. 

YOUR PRODUCT NAME is a downloadable eBook that can be read in Adobe Acrobat. (What’s it cost? Show actual value, the higher the better. Make it a good story. Let them know what others have charged for similar products. This is how much it is really worth.

Then discuss the actual price and why it is such a bargain. Be real. Don’t lose your Customers trust here.

Example:

Some people charge $100 for similar products, some even as high as $500 for products that aren’t nearly as effective, but I want you to start making money from your sales pages now and I don’t want price to stand in your way, so I won’t charge you $500. Or even $50. I’m practically giving it away for $19.97.

That’s right, when you purchase now, it’s only $19.97

Risk Reversal. Offer a money-back guarantee for a specific period of time. (The longer the guarantee, the fewer refunds you’ll have.)

Time Sensitive offer. Make it clear that the bargain price will only be good for a certain period of time, or that there are limited copies/seats, etc. Create a sense of urgency.

Buy now to download immediately.

Buy now

Thank you,

YOUR NAME

P.S. Restate the major benefit, stress the urgency
P.P.S. A second benefit or restatement of the guarantee

Action Steps

Write out ten or fifteen features of your product

Write out ten or fifteen benefits for each feature

List several possible headlines based on those benefits

Write your sales letter

Start your swipe file

Next week:

Act Two Review!