A lot of the marketing advice I teach on this site concerns macro, big picture situations. We’re often exploring systems or ideas you can use to get your marketing started or boost what marketing you already have. But these are usually systems or tips that give you very broad insight or advantage.
Today, though, I want to get down to some nitty-gritty details.
And I’ve chosen copywriting for today’s in depth, detailed teaching because I think it’s one of the most feared tasks in the minds of fitness pros.
So I’m going to give you some easy to use, practical, and instantly applicable tips and advice for writing and designing your sales copy. And my hope is that you will be able to use the copy this blog will help you craft with all the larger systems and programs I have talked about many times past (like low-barrier offers, community outreach, cross marketing, list building, writing content or offer emails, and on and on…).
Sound good? Good.
Let’s jump right in.
1) Getting Started
I’m an author, a blogger, a writer, and whatever else you want to call someone who strings words into sentences for people to read. So, let me tell you right now, few understand writer’s block better than I.
It can truly be a killer when you’re stuck at the start and can’t seem to get things going. But, over the years, I’ve worked out what usually causes this phenomenon and I have a few secret strategies for getting past it.
Often, the best way to get past this initial barrier is sheer force. Just start writing. It doesn’t need to be any good. In fact, it won’t be; it will be horrible. But worrying about what to write can be so crippling that you never get anything done. Instead, just start dumping all your thoughts and ideas that will eventually make their way into your copy. Ignore your spelling and grammar errors (for now, anyway), don’t get distracted by all those red squiggly lines, just write for ten minutes straight without stopping to think or check what you have written.
Even if, after your 10 minute dump session, you select everything you have written, without even reading it, and delete all of it, you will have gotten past your writer’s block. I guarantee it.
Once you get going, once your thoughts get stimulated and your mind’s gears start turning, you’ll be so full of ideas you won’t be able to type fast enough to keep up!
Another great way to get past this initial freeze up is abandoning the computer. Sometimes that little blinky line and the big, white, completely empty page staring me straight in the face is enough to make me freeze, dead in my tracks. To get over this, simply step away from the computer. Don’t even be in the same room as the damn thing. Grab a pen and paper and start dumping your thoughts the old fashioned way.
If you’re intimidated by the keyboard or the word processor this is a great way to get started on your writing without needing to deal with those more formal tools.
It’s easy to feel sometimes that you can’t start typing until you’re ready and prepared to write something decent. So by putting your initial tries down on paper you have a more informal medium for your sloppy thoughts. This way, when you do finally sit down in front of your computer, you will have worked through the simple, beginning stages. Then, you can approach the computer armed with your own thoughts and ideas, ready to get started on your copy.
2) You’ve Got to Make Them FEEL
Salesmanship, contrary to what most of us are inclined to think, is not about logically convincing someone to make a sound purchase decision based on facts and needs. Listing all the benefits and awesome features of your product certainly has a place in sales copy, but this kind of rhetoric is not what influences people to make decisions, change their minds, or pull the trigger on a controversial decision.
Think about it this way: Why has anyone, in the last 50 years, ever bought a Mercedes-Benz?
They may say it is because of the quality, or the horsepower, or the looks, or even the way it drives. And to a certain extent, all of that is true. But none of these reasons justify the purchase of such a vehicle.
If quality, speed and looks were the only things car consumers shopped for, then not a single Mercedes-Benz would ever be sold. There are many carmakers with select ‘luxury’ models in price points significantly lower. I know it sounds ridiculous, but you can get every feature that comes with a Benz for half the price.
Everything but the feelings you get while cruising behind the wheel of your rumbling Mercedes Benz engine. No other maker can bring you the joy, happiness or satisfaction that comes with driving your shiny new C Class down the street and seeing your neighbor’s jaw drop.
That is the only reason why anyone has ever bough a Mercedes Benz.
So make it the reason why anyone should buy your product, or sign up for your low-barrier offer. Tell them how good it’s going to feel, how incredible they are going to look when they see themselves in the mirror, how impressed their family and coworkers will be of their new body.
See where I’m going here? It’s all about the emotions.
3) It’s All About You.
(Well, “You” as in them. Not you but the— just keep reading.)
This principle is especially important when writing your headlines. You will find you get the most responses when you make heavy use of the word “You.”
We call it the Second Person Address, and, while it will make your high school English teacher cringe and want to rap your knuckles with a yardstick, it’s a powerful tool for creating responses and interaction with sales copy.
When a reader feels as if you are speaking directly to them, when your copy is designed just so and your prospect thinks you are addressing them specifically, you’re going to get better responses.
You can accomplish this (among other things that I’ll get to in a minute) by using “you” in your headlines and your body.
Instead of “The Best Way to Get Fit,” try, “An Incredible Tool You Can Use to Get Fit.” Or, take it a step further and say, “This is Why You’ve Never Been Able to Lose Your Extra Belly Fat.” Do you see how I took a simple, vague claim and transformed it into an engaging address to “you,” my reader? I got specific, used more interesting words, and made sure you knew I was speaking directly to you and no one else.
4) Use Language that Singles Out Your Prospect
Again, this is important for your body copy and your headline copy, so keep it in mind when writing either.
We often fall into the trap of thinking that we should produce products or content that can appeal to as many people as possible. But what usually happens (which you should know full well if you’ve ever tried on a pair of jeans marked “one size fits all”) is that something made to fit anyone doesn’t fit any one person very well. In other words, if your copy is designed to appeal to your Grandma and your 14 year old nephew at the same time, neither of them will have a very powerful response.
Instead, then, craft your copy with language, imagery and emotional appeals that cut straight to your intended readers. This will discourage many people who do not fall within the parameters of your indented audience but it can be irresistible to those who do— that’s the only thing that matters.
This short list of writing tips is designed to get you past fears or uncertainty about the actual mechanics of copywriting and get you started on what, for most, is an incredibly daunting task. So, you’ve got the tips now, just get started on your copy and start making some money!
Whether this is for your info product or a new low-barrier offer for your boot camp, you’re going to need some effective copy if you want significant sales. Remember, it’s not about finding people who have already decided they want your service, it’s about using influence and persuasion to convince those uncertain clients to make the decision and get onboard with your service.
Good luck and happy writing!
Committed to your success,