We all have great ideas and maybe awesome products with unique and valuable features. But we feel struggle to sell it, even after a great validation process.
I am not an expert in the subject, but as they said, the best relationship advice comes from single people 😎
Since I’m reading about copyrighting ( after listening to the podcast with sam parr ) i started to get some insights about the power of words we choose to communicate our value proposition. In this post, i will share my takeaway after reading the book ADWEEK COPYRIGHTING HANDBOOK by Joseph Sugarman.
1. Start with printed version (or a document)
By starting with a document having a headline, subheadline, and section of texts you can easily get ideas for pictures, videos, and maybe interactive interface.
Use the "think tank" method, find 3 words unrelated to your problem, and get a new perspective.
2. Create a selling environment
Amazon shows a great example of this technique, each page is customized to put you in the mood of buying a specific product (look at amazon echo page). If your webpage, blogpost, mail does not put the user in the mood of buying, he most likely won’t.
3. People buy concepts not products
When they introduced a digital watch with just one additional feature of a sensor that detects the glance movement, they called it “Laser Beam Digital Watch” because they used a laser to seal the radioactive material. Then they went to tell the story. It was a huge success. Imagine they tried to explain the new feature without the concept.
4. Find your product nature
Some products take a few words to explain, others need a full descriptive page. You need to be aware of how much it takes to explain your product. Don’t try to squeeze your concept to fit a certain template, but rather find the best template that explains it.
5. The sole purpose of the headlines is getting the reader to read the first sentence
Don’t try to talk about new features or specifics in headlines, just get visitors to read the first sentence, then get them to read the second, and so on. The idea behind this is driving your visitor to the slippery slide.
6. Slippery Slide
If a user reads 25% of your content, he most likely will finish reading the hole page. You can go on then and explain your product (or concept) further.
You can use seeds of curiosity to keep the user engaged and finish with a call to action to make him subscribe, order...etc
7. Use words with emotions
People rely on emotions to make a decision, every word you write needs to be associated with emotion and drive a certain meaning to your audience. Try to look at each word separately and see what you feel when you read it.
8. Make it personal
By associating the problem/solution to the reader, we tend to establish a personal connection that goes beyond the product value, creating a safe space, and elaborating trust.
This was my conclusion after 3 days of reading about copyrighting, planning to start putting it to the test, i hope you find it somehow valuable as i did, but seriously, you should read the book.
Tell me what you think and if you recommend other books.
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