"Genius is the art of taking pains. The advertising man who spares the midnight oil will never get very far." - Claude C. Hopkins
"Good writing isn’t about inspiration. But about preparation. When you know how to prepare and plan your copy, writing becomes a breeze." - Henneke of Enchanting Marketing
Imagine what it would be like if you could write your next product blog post or web copy so fast -- and writing becomes a breeze that you are motivated to write daily on your blog for added traffic and income … what would that be with you?
We're now in the second installment in the Series How to Write a Product Blog Post that Sells Online and this time, I will give you some tips on how to plan your next web copy in such a way that will make you write fast.
All of your research must be documented for easy access once you started writing your product.
If you can't find someone to interview or if the affiliates do not provide you enough information or help, I would suggest that you get all previously published material on the product and begin your project there.
Even if it's about your own product or research, do not skip your research on how your product can be more appealing or your copy to be more persuasive.
No worries...Here, I reveal the steps, template, or outline (call it whatever you want, lol!) that I found through researching from books and online to help you prepare your next blog post that sells.
No need to be afraid that you would miss publishing your next blog post and miss getting your next sale (or lose your readers).
So without further ado here they are...
#1. Write your Objective.
To help you find out, Robert Bly has this list of objectives to choose from his book, The Copywriter's Handbook: A Step-by-step Guide to Writing Copy that Sells:
Determine the Objective of Your Copy This objective may be one or more of the following:
- To generate traffic
- To generate conversions
- To generate inquiries
- To generate sales
- To answer inquiries
- To qualify prospects
- To generate store traffic
- To introduce a new product or an improvement of an old product
- To keep in touch with prospects and customers
- To build an opt-in e-list of prospects
- To get prospects to purchase the product
- To transmit news or product information
- To build brand recognition and preference
- To build the company image
- To provide marketing tools for salespeople
#2. Know your Target Audience
The more you know about your target audience, the easier it will be to convince them that they need your product or service. The more specific your knowledge of your target audience is, the better.
You can ask these questions about your audience. Still, I found these question's guide from The Copywriter's Handbook: A Step-by-step Guide to Writing Copy that Sells
- Who will buy the product?
- What markets is it sold to?
- What exactly does the product do for them?
- Why do they need the product? And why do they need it now?
- What is the customer’s main concern when buying this type of product (price, delivery, performance, reliability, service, maintenance, quality, efficiency, availability)?
- What is the character of the buyer?
- What type of person is the product being sold to?
- What motivates the buyer?
- How many different buying influences must the copy appeal to? (A toy ad, for example, must appeal to both the parent and the child.)
#3. Find and know the Product or Service
After identifying the audience to whom you are writing, it’s essential to know the product or service about which you’re writing. Engage yourself in it.
Maria Veloso on the Web Copy that sells suggested that we use the five Ws of journalism: What? Why? Where? When? Who? and the bonus How?
Before you begin writing, ask yourself:
- What is the product or service? What is it made of?
- Why was it invented or developed?
- Where did it originate?
- When was it discovered?
- Who invented or discovered it?
- How is it made?
- What are its features and benefits? (Make a complete list.)
- Which benefit is the most important?
- How is the product different from those of the competition?
- Which features are exclusive?
- Which are better than the competitions?
- If the product isn’t different, what attributes can be stressed that haven’t been stressed by the competition?
- What technologies does the product compete against?
- What are the applications of the product?
- What problems does the product solve in the marketplace?
- How is the product positioned against competing products?
- How does the product work? How reliable is the product?
- How long will it last? How efficient is the product?
- How economical?
- How much does it cost? Is it easy to use?
- Easy to maintain?
- Who has bought the product and what do they say about it?
- What materials, sizes, and models are it available in?
- How quickly does the manufacturer deliver the product?
- If they don’t deliver, how and where can you buy it?
- What service and support does the manufacturer offer?
- Is the product guaranteed?
#4. Translate Features into Benefits
To figure out the benefits out of the features, you can ask one of these questions in every feature of the product:
What that means to you is . . .
Which means that you can . . .
Write down what you come out with. Keep a list of both the product and the benefits and use it before writing your web copy.
#5. Create your Value Proposition or Unique Selling Proposition.
This time, write down your VP or USP. Let me define them for you...
While the USP situates a business in relation to its competitors, the value proposition focuses more on how customers’ lives will be improved by working with the business. In other words, while a USP describes for your target market how you’re different, a value proposition answers the question: Why should they care about that difference? (Source)
If you could write both the Value Proposition and Unique Selling Proposition of your product at this planning stage, the better it will serve you in your web copy.
You will have a clear idea of where to stand for when it comes to the competition or giving value to your target audience.
#6. Address Objections.
They say that customers won't buy from you the first time they visit your website. They may have many doubts or confusion that you need to address before they will pull out their credit card.
They have objections that do not magically disappear. You need to address them because selling means taking away customer objection to buying from you.
Russell Brunson from the book, Expert Secrets: The Underground Playbook for Creating a Mass Movement of People Who Will Pay for Your Advice has this shortcut to addressing objection:
We asked ourselves, “What’s the One Thing? What is the one Big Domino of belief that we need to knock down?” Every product has one Big Domino, One Thing that will knock down all the smaller objections and resistance—if we can get people to believe in that One Thing, then they will have to buy it.When we launched ClickFunnels, I tried to figure out the one key belief that I needed my audience to understand and believe. I came up with this basic statement:
If I can make people believe that (my new opportunity) is / are key to (what they desire most) and is / are only attainable through (my specific vehicle), then all other objections and concerns become irrelevant and they have to give me money.
If I can get someone to TRULY believe that the new opportunity is the key to what they want the most, and they can ONLY get it through my vehicle, then they have no other options but to buy. This is the key to launching your movement. Belief.
So, instead of thinking of all of the many objections, your audience has against your product or service, try to think of the one big thing that might knock down all the other objections. Summon the power of belief to counteract objections.