News
 Double
Your Response With 5 Copywriting Secrets
By Mike Pavlish
Ever wondered how you can seriously double your
marketing response? Trying to find ways to make your
sales and profits skyrocket? Mike Pavlish, founder
of Profit Boosters Copywriting, shows us how.
#1. Forget What You’ve Always Done
If you want a response breakthrough, you must forget
about what you’ve always done, and what everybody
else in your industry does. That’s tunnel vision.
You need to look at your copywriting with a fresh
set of eyes and a wide-open mind. The fact is, if
you keep doing what you’ve always done, you’ll keep
getting the same results. Remember, the 8-word
battle cry of a dying company is, “that’s the way we
have always done it.” Be different ... be bold ...
be original. You must use your imagination if you
want a breakthrough.
#2. Start With Your Prospect’s Wants
Most marketing falls short for one reason – it
focuses on the product or service. The inevitable
result of this line of thinking is a list of
features that may or may not be of interest to
anyone but you. Start, instead, with the benefits
your prospect wants. This requires research,
interviews, brainstorming and multi-industry
experience to look at what you’re selling through
the eyes of your potential customer. But this is
only one way to develop the best customer benefits
that make your sales and profits skyrocket!
#3. Promise To Give Your Prospect Exactly What He
Wants Most
Great copywriting is great salesmanship in print.
The best salespeople find out what the prospect
wants most and then promise to deliver on it. Write
as if you are the prospect. What benefit does your
reader want most from this product? What end result?
What hidden benefit? What would be the ultimate
benefit? Once you determine the most important
benefits, start with them and keep stressing them
throughout the copy, and prove them with specifics
facts, a guarantee and no-risk offer.
#4. Double Or Triple Your Response With A Great
Offer
Your offer includes how you present and combine your
product, product name, price, terms, payment
options, ordering information, bonuses, and
guarantee. The right offer can double, even triple
your response, so it pays to put a lot of thought
into this ... and continually test.
#5. Write A “Dynamite” Headline To Get More Response
Legendary copywriter John Caples saw response to an
ad increase by 19 1/2 times simply with a different
headline and no other copy changes. Your headline
must feature the benefit(s) your customer wants most
in a specific, easily digestible, believable way.
Try to use the magic words of guaranteed, new,
secret, fast, easy and free. It also helps to
include your strong offer in the headline. For
example, if you know your customer’s main desire is
to save time, and your product will do that for
them, tell them boldly and specifically like this:
“You Will Save 6 Hours Every Week ...Or You Won’t
Pay A Dime!”
--- Mike Pavlish of Profit Boosters Copywriting has
written hundreds of successful email and online
promotions for clients since 1978. Contact him at (www.ProfitBoostersCopy.com).
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