High Impact Copywriting Page 1

Table of Contents

Introduction....................................................................3

Your Copywriting Voice....................................................5

Trigger The 3 Emotions....................................................7

Critical Copywriting Elements.......................................10

Attention and Interest...................................................11

Desire...........................................................................12

Action...........................................................................13

Final Tips......................................................................14

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Introduction

Copywriting is a very specialized form of writing, and in order

for you to create compelling copy, you need to learn specific
skills including:

- How to engage readers so they hang onto your every word

- How to carry a reader from the intiial paragraph to the
closing statement
- How to weave storytelling into your copy to hold interest
- How to relate to your reader so you are communicating
directly with them

Copywriting requires creativity unlike any other form of

writing, because not only must you hold a readers attention,
you need to motivate them to take action such as purchase a
product or subscribe to a newsletter.

This means that you need to know exactly WHAT your visitors
are looking for and genuinely interested in before you can
create copy that will push their hot buttons or motivate them
into taking action.

This isn’t always as easy as you may think, as people who are
looking for the same product or service may be looking for it

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based on many different reasons.

For example, a single stay at home mother may be looking to

secure work at home to be able to help supplement the family
income, while avoiding daycare for her kids, whereas a single
guy may be looking for work at home to make extra cash while
attending university.

Since buyers come from all walks of life with different

backgrounds, sales copy directed at one particular segment of
the market may not compel the remainder of your customer
base into taking action in the same way.

This is when we turn to “hypnotic copywriting”.

With hypnotic copywriting, you are able to target many

different segments of your market with the same sales page,
allowing you to tap into core human responses regardless of a
vistors background or lifestyle.

This report reveals the most important components of an

effective sales page utilizing hypnotic marketing strategies.

Let’s begin!

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Your Copywriting Voice

There are a number of different ways to blend positive

interpretation with a strong call to action within your copy, and
in order to create high converting sales pages, you need to
evaluate the many different styles and voices of writing.

One thing to keep in mind is that if your copy is solid, you don’t
really have to sell at all. Instead, you are focusing on providing
potential buyers with important information regarding the
featured products so that they are equipped with the
knowledge they need to make an informed buying decision.

While this seems to go against the grain as far as traditional

sales copy goes, removing the pressure of “having” to sell, and
instead, focusing on “having” to educate, you will be able to
create powerful copy that truly speaks directly to potential
buyers and prospects without coming across too strong or
using transparent pressure tactics that will only deter a visitor
from taking action.

With copywriting, you are able to use different styles of ‘voice’

within your copy. For example, a very common writing style for
online sales copy is to by sympathetic and understanding.

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You’ve probably stumbled across sales pages that remove all
responsibility for a readers mistakes or failures, and instead,
highlights the flaws or problems in competing products as the
cause of a buyer not being able to resolve their problems.

When using this style of copywriting, you would reassure your

visitors that it’s not their fault, that they were misled or that
the previous vendor or merchant failed to provide them with
the essential tools, information or resources they needed in
order to succeed.

By writing in a sympathetic, understanding voice, you remove

the barrier between yourself and your buyer, helping to lower
their defenses by nurturing trust. After all, anytime you can
make someone feel better about themselves and any past
failures, you become someone they see as a friend or a
confidant rather than a merchant or vendor who is only
interested in selling something to them.

Getting into the mindset of your buyers is a critical component

in being able to write compelling copy that pushes hot buttons
and triggers, and truly speaks directly to potential buyers.

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Trigger The 3 Emotions

Great copy triggers three main emotions in potential buyers,

including:

 Panic & Urgency

 Fear

 Excitement

Urgency

Good copywriting will create a sense of urgency. It will make

the reader feel like they need to react quickly, or to make a
critical decision at that very moment.

Well-written copy will have the reader ready to respond even

before they reach the end of the sales letter or copy that
they’re reading. Copywriters will implement “emotional pulls”
throughout the copy, to ensure that they are able to captivate
readers who skim the sales page, and material.

What kinds of copy call upon a sense of urgency?

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An example of this would be the sale of exercise products or
weight-loss information. If the copy is well-crafted and cleverly
written, the reader would be ready to place her order even
before she reaches the end of the page, because not only are
they given a clear picture of their current situation (before),
they are also given a vivid image of what they can accomplish
if they take action (after).

Spend some time watching late night infomercials if you’re

interested in seeing some of the most well written, emotion
driven advertising material available. Take notes of the terms,
wording and phrases they use, and how they often weave in
both fear and relief by first presenting the problem and offering
a clear solution to those desperate for help.

Since infomercials are also some of the most expensive forms

of marketing, the advertising tactics have been analyzed,
tested and proven to work. It’s simply one of the best ways to
garner ideas for your own copy by seeing what works (as well
as what pulls your own strings, and activates emotional
triggers based on your personal lifestyle).

2. Fear

The type of fear that well-written copy evokes is the idea that
without the service or product being advertised, that the

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reader will somehow experience a negative “side effect” (such
as failing, continuing to experience pain, causing their
situation to become worse, etc). The reader may feel that
without it, they are incomplete, bound to fail or be left behind.

Perfect examples are advertisements focused on online

businesses where competition is stiff and entrepreneurs are
concerned about others gaining a foothold in their market.

Compelling sales copy would address these situations and

explain how without the information readily available to them,
they stand a chance of letting their competition take control of
their markets, or worse, push them out of their existing niches.

The solution?

To purchase the product (course, training, newsletter, etc) and

be part of an inner circle, ahead of the competition, gaining
inside knowledge.

Essentially, if the reader feels that NOT having what is being

sold in the copy is detrimental, he will be at a disadvantage.

Using the weight-loss industry as another example, the reader

may experience fear if they do not quickly purchase the
product that will help them shed pounds quickly that they will
gain more weight, become more unhealthy and perhaps never
be able to recover again.

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3. Anticipation Or Excitement

Motivating a reader to look to the future and anticipate

upcoming products or information is a very effective method
used by copywriters online, especially those that are creating
marketing material for recurring products (membership
websites, newspapers, newsletters, etc).

The copy will enlighten the reader, and paint a clear picture of
what is currently available as well as what is being created,
just for them.

By focusing on showcasing their current situation and how it

will improve with future material offered, copywriters have
helped newspapers attain loyal subscribers, email marketers to
build massive lists of active buyers, and websites to
experience a flood of prospects interested in keeping a pulse
on current developments and future launches.

Again, with the weight-loss example, well-crafted copy can

invoke a feeling of anticipation and drive the reader towards a
desired result. (10 Pounds in 10 Days!, and other similar
headlines will cause the reader to envision their future, and
how much their lives can change if they remain a member and
digest the material as it becomes available every month, week,
year).

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Critical Copywriting Elements

Effective sales copy elicits response from the reader and gets
him to make a decision based on what he has read.

The sales copy is divided up into three sections:

 Headline

 Body

 Conclusion

The headline is the attention-grabbing portion of the text. This

is where you will catch the reader’s eye and make him want to
read more of the material. You only have a short window of
opportunity here to connect with your reader so it’s important
to make it compelling. Your headline should be:

 clever

 creative

 short (if possible)

 catchy

 spirited

 lasting

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The body is the crux of the copy written material. This is where
you will provide your succinct, detailed information and
elaborate on the headline of your sales page. The body of the
text will discuss and answer questions that the reader may
have and enlighten him on more about the product or service.

The body of the sales page will need to be as detailed and well-
researched as possible without being too lengthy as to lose the
reader. Keep the copy on focus by discussing and detailing the
topic in depth.

Copywriting very basically and simply entices your audience to

buy your product or service.

In order for you to provide well-written copy to entice them to

buy, there are distinctive elements to a sales copy page that
engage the reader, encouraging him to read more about your
offer is.

The principles are based on the AIDA (Attention, Interest,

Desire, Action) concept and can be adapted to any copywriting
experience.

Attention and Interest

The interest would include the title, the headline and the
attention-grabbing portion of the sales copy. The headline
should be written in a way that almost yells at your reader.

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Make it stand out and command attention. Make it noticeable.
Examples of headlines include:

Good: How to Start a Lucrative Internet Business

Better: 5 Days to a Profitable Online Business

Best: Automated Success in 10 Easy Steps!

The first headline would get most reader’s attention, but if you
use the third headline, you are far more likely to get them and
keep them reading through your copy to the end.

Your copy’s goal here is to catch your reader’s attention and

create interest. Your topic or point of interest must be
compelling enough to bring him in, keep him there and create a
desire for more.

Desire

The reader is interested, and now wants what you’re offering.

The next piece of your focused copy page is to spark and stoke
the embers that the interested reader has.

Here, you have the reader’s attention. You should write copy
that will make them want more. For example:

Do you want to shed those last ten pounds? Of course you do!

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This revolutionary new product has been on the market for a
short period of time, but has caused sensational results with
users. With this product, you can get ready for the beach scene
in less than 30 days and look great!

After reading this (or similar text), the reader should want more
of your offerings and will continue until he reaches the goal of
the sales page.

That goal is the entire precept that the marketing page is

structured behind.

The sales page ends with a call to action, an order form for
your clients.

Action

The call to action should be the most concentrated effort of

your sales copy. Write towards the reader as if they’ve already
decided that they do want the product or service. Write as if
you’re thinking in past terms:

Don’t ask:

Are you convinced yet that you need this XXX product? Is there
anything more that we can say to you to convince you? If so,
contact us at xxx-xxxx today!

Say:

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This product has the ability to enhance your life giving you
more time and freedom to do the things you enjoy. Click here to
order now and we’ll include an additional 30-day supply of this
product just for placing your order on xx/xx/xxxx!

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Final Tips

The difference in your choice of words and how you order and
align the words can mean a world of difference in your copy
and how well that copy will convert.

The ability to persuade an audience

Do you have the ability to persuade readers to do what you

want them to do? Very few people have the skill and charisma
to persuade persons, interested or not, into doing something
that they otherwise would not do.

Persuading an audience towards your interests is a skill that

can be learned. Studying and learning the habits of people can
help you to write compelling copy to get them to buy. What are
some things you can do to help you study your audience and
win them over?

Identify with your audience

Share with them things that are commonly found in your niche
audience. Find a commonality and expound on it while you are
writing your copy.

Don’t embellish, as it really is not necessary. But rather, find

something that the audience can nod to and see themselves in
your text.

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For instance, if you are writing a copy piece on selling personal
security products, you want to find a common thread among
your readers.

Be honest

Always tell your audience the truth. Be honest and open and
tell them not what they want to hear about your product or
service, but what actually the truth about it is.

Being honest in your writing helps to connect to the audience

by giving them insight into your context of writing. They are
more apt to believe plausible, sensible claims than outrageous
claims.

Although it’s alright to be motivational and inspirational,

moving the audience to action, but be careful to not embellish
the text and promise things that cannot be delivered.

To your copywriting success!

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