The Concepts Of Good Copy

Posted on 04/01/18 in all posts, copywriting, No Comments

Many people think that copywriting is all about being a good writer. If this assumption has ever stood in your way you don’t want to miss what I’m going to reveal here…

Of course, it’s by no means “bad” to be able to express oneself with clarity and have a vivid and alive language… But the real key to superior copywriting is having a clear cut understanding of just a few core concepts.

If you truly understand the core concepts I’m going to talk about here you can be as lousy as you want when it comes to writing and still be a better copywriter than most experienced and professional writers who don’t understand these concepts.

It’s all about stripping the whole sales page down to its bare minimum and see what’s left. That way we can understand the core concepts much more clearly.

What A Winning Sales Letter MUST Contain

So, let’s strip the sales letter down into the bare minimum concepts it absolutely must contain in order to convert visitors into customers.

1. Headline

A winning sales letter must absolutely contain an attention grabbing headline that communicates your biggest benefit/value in such a way that the prospect is likely to read on…

It’s better to understand the concepts of a good headline than to simply recycle all the classic headlines you see all over the place. Your headline should be as unique to the product as possible.

Here are the key concepts that will literally FORCE people to read on…

Pain associated with leaving + Huge irresistible benefit associated with reading on + Specific time frame + Incongruency = Killer headline

If possible you should try to include some sort of pain associated with NOT reading on. This pain should always be combined with a huge irresistible benefit of staying and reading on…

It’s always a good idea to include a very specific time-frame and in general be as specific as possible because that increases trustworthiness.

To make it near impossible for your visitor to leave you wrap the whole thing up in an incongruent way that literally forces them to read on.

Here’s an example of such a headline I recently wrote for a client:

“The Hidden Danger Of Glasses... And  How A One-Eyed Ex-Optometrist 
Turned Dr. Bates Teacher Discovered A Covert  Shortcut To
Restore 'Near Perfect' 20/20 Vision
Naturally Within  Just
1 - 3 Months...”

This headline is close to perfect because it contains all the elements talked about above… and it does so with ease and flow.

2. Opening (Introduce problem)

The opening of the sales letter MUST always expand on the headline. This is a huge mistake many copywriters make… You must never create a disconnect in this critical point of the sales process.

Instead you should expend on the headline in such a way that the benefit of reading on becomes crystal clear in the prospect’s mind. Often I tend to throw in 3 bullet points almost right away that will further increase their curiosity.

If you’re going to use a story based copy you can open by introducing that story. But it must be connected to the headline and communicate value to the prospect right away.

Focus more on the fact that you have a solution to their problem than on endless chatter about how you’ve lived through all their pains and nightmares. It gets boring pretty fast…

The problem should be introduced in a natural way without too much focus on it. They already KNOW the problem and they quickly WANT TO KNOW if you can help them or not…

3. Irresistible Offer

This is simple: Your core offer must communicate the ultimate solution that the prospect pictures in his/her mind.

It must be done with complete confidence and clarity.

It’s always a good idea to use bullet points to describe your core offer. And you should always have a hero shot associated with those bullet points to make the offer more tangible in the prospect’s mind.

4. Proof

You must offer some kind of proof elements to back up your claims.

The usual proof elements people use are testimonials, visual proof, facts and statistics, and quotes from authority figures.

However, what many people overlook is simply good information as proof.

If you can make your sales page or sales letter interesting and make your prospect go “WOW!” you’ve come a long way to closing the sale already.

This can be as simple as giving away a juicy piece of info from whatever info product you’re selling. Make it really juicy but incomplete…

This way the prospect will automatically feel the urge to buy your product to “complete” what they’ve just started there on your sales page.

So, less hype and more interesting, valuable, and useful (but incomplete) info. The sales letter should be worth reading for the prospect even if he/she doesn’t buy.

5. Scarcity

You must introduce scarcity in your sales copy to give people that extra push towards making a buying decision.

However, it is very important that you make this as believable as possible. People are not stupid and they will pick up on silly and unrealistic claims.

This being said you can still use the 2 most common ways of introducing scarcity in your sales letter, namely: time based and/or quantity based scarcity.

You just need to be a bit more creative when it comes to HOW you use these concepts.

6. Justify/Explain/Reveal Price

You absolutely must position the price so that people feel they are getting a no-brainer bargain deal.

This can be challenging because the more believable it is the better your sales. People will not be fooled by cheap claims and tricks here anymore.

The best combo is to package the deal to maximize perceived value while at the same time have some credible explanation about why it’s such a good deal (without making the offer look cheap).

One thing that works very well is if you can tie some sort of anniversary into your story. For example:

Previously in the sales letter you talk about some important milestone years for your business/product and when the time comes to reveal/justify price you tell them how it’s your 5 or 10 year anniversary for starting your business and that’s why you’ve decided, for a limited time only, to offer them such a good deal…

If you casually and naturally prepare them for this so it looks natural it will work like a charm!

7. Risk Reversal

I always like to have the risk reversal guarantee right after the price has been revealed as this gives them a sigh of relief.

You should always always have an unconditional money back guarantee (and you should strongly consider having a DOUBLE your money back guarantee (with a small condition attached to minimize claims) because of the novelty of it) .

You will make plenty more sales because of this guarantee than you will lose because of people making claims on your guarantee. Guaranteed!

If you have a guarantee than you should really make a number out of it. Don’t just slap on a standard boring “iron clad guarantee”.

Have calls to action in the guarantee. Say it like you mean it. Milk it for what it’s worth.

Use it to challenge your prospect a little by telling them how you’ve made the offer risk free, and now you’re gonna talk about 3 or 5 things they risk if they DON’T take advantage of this offer today.

Make the guarantee out to be the major selling point that it is. In 95% of the sales pages out there the guarantee has become completely anonymous and people are blind to it. This is a huge mistake.

Be clever and find ways to make your guarantee stick out and make them read it. You can even record yourself in a video talking about the guarantee while you’re looking your prospect right in the eye.

8. Call To Action!

The call to action must be straight forward and suggest immediate action.

Remind them of the pain associated with hesitating, and the benefit of taking action now. Also remind them that it is really risk free to take the leap…


If you want more clear cut examples about what we’ve briefly discussed here you should check out my core concepts which gives you a complete overview of the composition of a winning sales letter.