12 Copywriting Secrets for Publishing Offers
3. Give away valuable information. It's not enough to sell just the sizzle anymore. You need to throw out some red meat. Readers are impatient. They expect instant gratification or they're gone. To satisfy that urge and keep them involved in your sales message, give them a reason to continue reading. One way is by delivering valuable information within the promotion itself.
4. Make your promotion newsworthy. Tying your headline or theme into a timely news event is a seductive way to hook the reader. The reason is obvious: If it's in the news, it's something that the reader is probably already thinking about. Also, a promotion with a newsworthy theme makes it seem less like a sales piece and more like information that is relevant, important and personal.
Investors were in a frenzy at the historic activity in mergers and acquisitions. It was definitely on their minds. To hook them into reading an e-promo for an investment newsletter, this headline was used:
Little-Known Company Scorches Competition with "Legal Monopoly":
Could Hand Investors 80% Gains in Just Seven Months Flat! Find out
what you MUST DO NOW to maximize your gains. PLUS: Learn how the
BIGGEST BOOM in mergers and acquisitions in SEVEN YEARS could
make you fantastic riches in NEW "synergy stocks."
5. Tell a story. Opening your promotion with a story is an excellent way to slip past your prospect's defenses and instantly engage him. Stories have a universal appeal: They cut across age groups, gender, economic backgrounds—everything. People relate to other people or to "human interest" stories. A well-told story touches our emotions on a primal level, persuading us to pay attention. Because of its charm, prospects don't perceive a story as a "selling" message.
6. Address your prospect's emotions. Bad copy starts with the product. Good copy starts with the prospect. Great copy starts with the prospect's emotions. Do what method actors do when they take on a role: Get in the skin of your prospects. See the world through their eyes. Figure out what keeps them awake at night. Once you do that, it will be easier to reach them on a gut level. Prospects buy with their emotions, then justify it with their reason.