If your last launch didn’t go quite as well as you’d hoped, or your hotcakes didn’t sell like… well, you know…
… it might not be your writing that’s causing the problem.
In fact, odds are, it isn’t.
As a copywriter, I shouldn’t be telling you this, but, because I’m a half-decent human being, I will:
It’s not about the words you use.
When you’re making an offer to a bunch of people – your people – your success doesn’t hinge on the words you use.
The first time I heard someone say “40-40-20”, I thought… “Crikey, she must have trouble staying upright!”
40-40-20, it turns out, isn’t a ladies measurement…
… it’s a ratio – the ratio for what makes a launch or sale successful.
40% is the quality of your audience – who are you selling this to? Are they primed to buy?
40% is the quality of your offer – do they really want this?
20% is your copy – the words you use to sell them on it.
The best copy in the world won’t sell the wrong product to the wrong audience.
I don’t care who you have writing it – it won’t work.
So, before you sit down to think of some amazing hooks, angles and lines for your sales page…
… ask yourself some questions about your audience and your offer.
Here are a few to get you started:
– Are your audience used to hearing from you, or are they just a name languishing, neglected, in your rusty Mailchimp account?
– Have they bought from you before, or is your list made up entirely of friends, family and freebie-seekers?
– What do you need to do to warm up your audience, so they’re begging to hear about your offer?
– Is your offer something they actually want, need and desire? Are they screaming out for this solution?
– Are you delivering it in the way they want to consume it?
– Have you priced it at a level that makes it seem like a total no brainer?
Your audience and offer will determine 80% of your success – they’re worth spending time on.
Good copy accentuates AUDIENCE and OFFER, not replaces them.
While we’re continuing with things I shouldn’t be telling you as a copywriter…
… even lacklustre copy can sell the right product to the right audience.
Just don’t tell anyone else though… please?