Monthly Archives: February 2011

Copywriting — An Easy Template To Help You Sell More

In the movie, The Prestige, one of the main characters dissects the elements of a magic trick.

You start by showing the object you’re going to manipulate in some way (i.e. make disappear).

You manipulate the object, in this case you make it disappear.

Then, you bring it back. This is the prestige. It’s not enough to make something disappear. You need to bring it back.

In essence, what he’s talking about is closure. You need to bring closure to whatever you’re doing or it will feel unfinished. This is true for a lot of things in life, including your marketing and copywriting.

How do you do this? Well, let’s look at how people buy. For the most part it looks like this:

* Someone has a problem

* They look for a solution to their problem

* They determine the best source for their solution

So, to give you an example of this, let’s say someone wants to lose weight.

* Their problem — they want to lose weight.

* The solution — they want a diet and exercise program that will work for their specific solution

* The source — they look for the best nutrition/fitness person to give them that solution (whether it’s a book or a home study course, work with someone one-on-one or something else).

If you look at a sales letter, many times it mirrors this process:

* Outlines the problem

* Agitates the problem

* Explains the solution

* Emphasizes that the business writing the sales letter has the best solution

See how this works? Okay, so let’s look at another copywriting example — how you write benefits.

First, what is a benefit? In a nutshell, benefits are what people buy. It’s the “what’s in it for me.” It’s what gets people excited about buying your product or service.

As an example, if we go back to the weight loss example, people aren’t really buying losing weight. What they want is the BENEFITS of losing weight — i.e. they look good, they feel good, their health improves, etc. Think about it, if someone didn’t care what they looked like, how they felt or if they were sick or not, why would losing weight or maintaining a healthy weight be a priority in their life?

They want the benefits of being thin, not so much being thin for thin’s sake.

So, with that in mind, when you write a benefit, you can work in both the problem and the solution. For instance:

Frustrated because the scale has been stuck at the same number for MONTHS no matter WHAT you do? You’ll learn my secret for smashing through that plateau and getting back on the weight loss track.

It’s not enough to simply talk about the problem. People need to know they’re going to get a solution. They already know the problem, they want to know they’re getting a solution. You need to bring it back, show the prestige.

Now, why do you want to go through all of this? Because providing closure feels comfortable to people. And the more comfortable you can make them in the sales process, the more likely they’ll become a customer.

More fun Super Bowl recipes

Break out the Packer-tinis! My Virtual Super Bowl party is going strong and I have more recipes to share.

This one is from my Juicy business partner Lisa Cherney: Jotta Bread

Round french bread — cut not clear through

slice block of swiss & cheddar — put all white cheese in one direction & all yellow cheese in other direction

mix – 1 stick margarine

2 T lemon juice

2 T dijon mustard

2 T minced onion

garlic to taste (3-4 cloves)

process in food processes or-then spread over bread & cheese

bake 30-40 min @ 325 Watch

ready when brown

And this one is from my Complete Online/Offline Marketing Systems Business partner Shannon Cherry: Werewolves of London  (Watch out! These award-wining spicy mushrooms will bite you back!)
2 Lbs whole mushrooms, washed
1 stick of butter
3-5 cloves of garlic (depending on your tastes…the more the better I say), minced
Worcestershire Sauce – 10 TBS
Hot Sauce (whatever your preference)
In a large pot, melt the butter on medium heat and add the mushrooms, stirring to coat.  Let the mushrooms cook a little in the butter for about 8 minutes, stirring occasionally. Add the garlic. Stir the mushroom garlic mixture on and off and keep cooking for another 5 minutes. Add the Worcestershire sauce and stir to coat. Add the hot sauce to your desired heat level. (Usually about 1/2 a bottle of Tabasco works for me.) Put a lid on the put and keep cooking. Stir every 3-5 minutes until the mushrooms have shrunk and are well cooked. The ‘sauce’ should be thick and look caramelized. To serve: drain mushrooms from ‘sauce’ and serve the mushrooms with toothpicks.
And if you want to check out the Virtual Super Bowl Sale (where both products are featured) here’s the link: http://www.michelepw.com/superbowl — remember the rules change after kick-off today!

Can’t have a Green Bay Virtual Super Bowl without these!

As a big Green Bay Packer fan, you can probably guess who I’m rooting for in the big game tomorrow. :)

Not only am I having a “real life” Super Bowl party, I’m also having a Virtual one. Join me here as I share some fabulous Super Bowl recipes — starting with Brats! (Can’t watch a Packer game without the brats!)

The problem is, once you get outside of Wisconsin, no one knows how to cook them. So below is the recipe for good ‘ole Wisconsin brats.

1. Poke holes in the brats using a fork.

2. Place the brats in a big pot or a slow cooker. Add beer and chopped up onions.

3. Simmer for awhile. I usually do these in the slow cooker and just let them cook most of the day, but you can also let them cook in a pot for 20-30 minutes.

4. Take them out of the pot and grill them up for a few minutes.

5. And that’s it! I would suggest buying brat buns and if you like onions, top with the beer-soaked onions.

So what’s your fave Super Bowl recipe? Share below in the comment section.

Also as part of my Super Bowl Virtual Party I’m hosting a sale — here’ the link to read all about it: http://www.michelepw.com/superbowl