I’m a fan of formulas. I can’t see any point in reinventing the wheel.
When I started working with Drayton I used to be terrified when he’d ask me to write copy.
I used to joke to clients he’d only change it in three places: the start, the middle and the end.
Anyhow, copy that did get Drayton’s blessing all followed this simple formula:
- The offer – It has to be in your headline and subheads.
- Expand on the offer in the first few paragraphs.
- Proofs and specifics – give testimonials, facts and figures. Never be vague. Never say, “You’ll lose weight on this plan.” Say how much they’ll lose and how quickly – but only if you can prove it. And if you can’t, you’ll sound and look like a crook – so don’t be surprised by your crappy results.
- What will happen if they don’t act.
- Add urgency.
- Summary / repeat offer.
- Tell them to take action (don’t ask – tell).
Then see where you can crow bar in any of the 7 raw emotions.
And then, get editing:
- Short paragraphs.
- Short sentences.
- Short words.
And guess what? The pages that sell the most for me online all follow this wonderfully stale and hackneyed formula.
Okay, it’s old hat – but if it’s not broken, why try and fix it?
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