10 Secrets Only Great Copywriters Use to Boost Sales! (Now You Know Them Too!)

Direct Response Marketing copywriters come in three categories: those who use an app to help them write copy, those who write copy, and those who deliver results!

I think that because I have more than 35 years of experience in this business, I can refer to myself as a copywriter who delivers those results.

Some of what I do is magic. I never guarantee success, but there are times when I know my concept and/or copy will make the cash register ring for my client.

Some of what I do is science. When I know exactly who the target/prospect is, I can adapt my tone and language to “fit perfectly into the reader’s ear.”

And sometime, I use my Secret Tricks! Well, they are not mine actually… they are the secrets I share with the other great copywriters. And now, I will reveal just 10 of these secrets to you.

(Oh, I hope you weren’t hoping to uncover ALL my secrets!)

10 SECRET TIPS TO BOOST RESPONSE AND CLOSE MORE SALES

You have no idea how many direct response efforts (emails, e-commerce websites, direct mail, ads) fail simply because they lack the elements of success. Use all ten of these secrets and you will boost response!

Secret #1: Is your headline powerful?

Do not put a bunch of features and benefits in the headline. Here is your first shot at grabbing your reader’s attention and drag them into your copy.

So… put the headline in a Johnson Box. And write something with emotional power. Ask a question that will force your reader to say, “Yes… I need that”, “Yes, I am afraid of that”, or “Yes, I want that.” Fear. Greed. Security. Envy. Love. Hate. Make it strong!

Secret #2: Do you speak their name?

We love to hear our own name. It immediately indicates a personal connection. So make sure you start your email with “Dear Peter” or “Dear Peter T. Britton” (depending on how formal your sales pitch is.)

And mix the name into your letter… but not too much!

That name is like a spice: too much spice ruins the flavor of your email. So… no more than three times per email!

For those of you who do not have a name available (maybe just a position or even just a city…) use what you have! “Dear Sales Director” is okay, but how about “Dear Detroit’s Top Sales Director” or “Dear President of Birmingham’s Best Company.”

Technology today gives you the power to personalize your e-commerce website. Imagine this scenario: your existing customer gets an email from you. In that email is a PURL (a personalized URL.)

You’re your customer clicks on that link, they land on a page that leads with a personal welcome… “That you for visiting us today, Peter!” Or “Enjoy shopping with us today, Peter.”

Secret # 3: “Do you love my city?”

Somewhere in the body of your email, mention the city of your reader.

Some (in entertainment circles) refer to this as a “cheap pop.” Like at the concert, where the band, who is performing in their 45th city in 47 days, will say, “It’s great to be here in Pittsburgh!” That gets raves from the audience. As much as we like the writer to mention us by name, mention my city to reach into my home (and heart and wallet!)

Secret #4: Do you know that you know that there is a challenge here?

Okay, you grabbed their attention, and maybe even mentioned their city. So now, tell them that they have a challenge, and you appreciate their situation.

(Note: I said “challenge” not problem. I never use problem. In tests I conducted, challenge got more response.)

Address their challenge quickly and clearly. Introduce the solution to their problem – proving you’re the answer to their prayers.

Think of a three-act play: Act I: “You’ve got a problem.”

Act II is “There is a solution.”

Act III is “Here’s how you get the solution.”)

Remember to keep that emotional connection fired up. Humans make their buying decision on an emotional level. Later, they justify their buy with logic. Keep the focus on them and their challenges.

Secret #5: Do you really need 50 words to say that?

Unless you are a Ph. D (or writing to one) use simple language in your message.

Make it easy to read. Make it easy to understand.

If the target is a computer programmer, try to avoid too much jargon. Use the language of your audience but avoid “inside baseball talk.”

Secret #6: Is your offer clear?

Be specific and clear.

Make it simple.

Give the reader a “yes/No” option where the only answer is YES! Don’t be shy – go for it!

Secret #7: Where are the testimonials?

Prospects like to know that, despite their unique situation, others benefited from your product/service.

Quote some previous satisfied buyers… short, five-word testimonials can be as powerful as a three-paragraph one.

Secret #8: So, what’s your Guarantee?

Another chance to be clear and specific.

Do you offer a refund? What type; full money (minus shipping)? Is it time limited (30-days) or lifetime? Is it a satisfaction guarantee (“If you don’t love this…”) or a performance guarantee (“If you don’t lose 30 pounds in the next 30 days…”)

You’ve already told your prospect that you’re different from the rest of their buying options. So, prove it.

Secret #9: Where’s the Call to Action?

Take your prospect by the (figurative) hand and lead them to the order form or sign-up box.

I once raised response rates in a direct mail letter when I added this line at the beginning of the CTA: “Now, take out your pen.” (How can I ask the prospect to fill out the Order Form without asking them to take out a pen?)

Give specific, direct instructions. Use bullet points. Be direct!

Secret #10: In your emails and direct mail letters, are you using the P.S. or wasting it?

Studies show your reader will first look at their name in your email or sales letter (to validate they are the real target) and then read your P.S. What better opportunity to drive your reader back into the letter.

Try something like “P.S.: Did you notice that our once-in-a-lifetime solution to all your financial woes is only available for the next 30-days?”

Or “P.S.: If you thought there would never be a solution to your weight-gain challenges, read this letter again. We promise you will lose 30 pounds in 30 days. No ifs, ands or buts!”

Offer a special bonus. And make sure you remind them to order (put your phone number or web address in the P.S. too!)

Now you know 10 of my secrets.

Apply as many as you can.

Then sit back and watch your subscription numbers increase, your clicks skyrocket, and your profits zoom!

If you want to know more, just reach out to me at the email address below.

Peter T. Britton,

Resultant

PTB@novuscom.net