Learn the 10 Steps to Writing Killer Web Copy that Sells

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Introduction To Writing Copy

I can define copywriting in two words: applied psychology.

A good copywriter is a great communicator. Very, very simple. And copy is like oxygen, it
can breathe new life into any marketing campaign, take any business off life support ...
anyone listening right now, if you’re finding yourself working harder and harder each day,
only to get fewer and fewer qualified leads, learn to become a direct marketing copywriter.

If you can’t distinguish your marketing methods from your nearest competitors, learn to be
a direct marketing copywriter.

If you’re trying to squeeze out the last ounce of profit from a dying business model, learn
to become a direct marketing copywriter.

On and offline. On the web or off the web. You owe it to yourself as a direct marketer ...
which means getting a direct order, it does not mean going to a store and picking up
something to purchase, this is directly. I’m communicating with you and I’m giving you a
way to purchase from me directly.

You owe it to yourself and your business to use copywriting as a secret weapon for
the next campaign that you launch, and it will seriously make your response rates
soar. Increase the pulling power of every ad that you have.

That may sound like a commercial, but it’s been indelibly etched in my mind. I didn’t read it
from anywhere. It’s just there to know because I remind myself how important it is to write
copy.

If I’m not communicating with my reader I don’t have a sale and I’m not giving them the
opportunity to buy. I’m confusing them. That’s what it means to be a great copywriter
and it can be easier than you think if you just record yourself, just like Eugene
Schwartz one of the greatest copywriters of all time, he’s no longer with us but he is my
idol. He’s my favorite copywriter of all time.

He took a tape recorder with him, he interviewed Martin Edelston I believe it was in New
York at the time, he interviewed him and 30 minutes into that interview the idea of
Boardroom Reports which is the largest consumer publication newsletter that goes in the
mail, was born. From what Martin told Eugene that historic date.

So all you have to do is record yourself or have someone interview you like you’re doing
me right now Louis, and take those words about the subject at hand or maybe call your
best sales people and ask them "Why do you do so well? Tell me how you go about selling
all those customers?"

Take those words, transcribe them, and you have about 80% of the research you need.
You don’t have to be a great writer, but you do have to be a great communicator.

And what I found ... speaking from my experience, what’s very important is the

style

and as you say you can do that by transcribing a conversation or a sales

presentation and I just find personally speaking because the sort of products I

deal

with obviously there’s no telephone selling, for me it’s been a process

learning the

style, and obviously studying good examples.

And I can honestly say with all honesty that I love the copy you put out, and

generally I print it out and just save it as a file just for reference. And I couldn’t

quote

it exactly, but I think one of my favorite headlines you did was just for a

teleconference actually, and it was a phrase "Clobber your competition" that

really

caught my eye ... and I’m looking to use that one at some point.

I did one with Yanik Silver and it was the 21 Mind Motivators teleseminar. Which is now a
product at Mind-Motivators.com . And I’m going to look it up right now because it did very
very well.

This page had close to a 22% conversion which I’ve never seen, ever. I’ve never seen
anything like it.

And it said

Give me 2 hours and I’ll show you how to win the hearts of more

customers,

clobber your competitors, and grab more cash sales and profits

... no matter what

business you’re in

And then I have my signature beneath that, and then I have a picture right next to it.
Pretty powerful. And at least it got people to read the first sentence, which was:
"On Thursday, November 14th at 12 noon pacific, 3pm Eastern you get the rare
opportunity to discover the fastest, easiest, most reliable way to increase your sales and
profits without ever spending a single cent more on advertising or promotional costs."
Now Louis, would you read on?

Absolutely. I did.

I would too. Even though I wrote that.

So again the whole point, and Joe Sugarman talks about this, David Ogilvy, the late David
Ogilvy talks about this, so does Ted Nicholas who now lives in Switzerland ... the purpose
of the headline is to get them to read the first sentence, the purpose of the first
sentence is to get them to read the second sentence, and it’s this greased chute
removed of all razor wire and barbed wire that you want to have them go through
which is your copy, and spiritually, and with reasons why, you get them to read all
of your copy.

The more they read, the more they’ll need.

The longer they stay, on your web site, the more they’re willing to pay.

So if you remember these things just like the headline I wrote, then you’ll find that more
people read more of your copy and the longer you spend with them ... the longer they stay
on your web site, the more likely it is for them to purchase.

When somebody goes into a grocery store the longer they’re staying in that grocery store
the higher the likelihood of them spending more money there. It’s exactly the same thing
with a web site.

So you want to capture interest. That’s what copy does. Attention, Interest, Desire, Action
and then Satisfaction ... or I like to look at it as just delight. Forget just satisfying them,
delight them.

When you use the word Satisfaction, you mean customer satisfaction long after the sale
so they become repeat customers?

Not necessarily, that’s a good question. It’s satisfying the relevancy of why they came
there.

I mean, it would be inappropriate for me to say "Free Escort Service -- Click Here". Now
that would get a lot of clicks from men all over the world. But once they landed on my
Marketing With Postcards web site, and when they go to MarketingWithPostcards.com,
what relevance does that have to an Escort Service, right?

So I bring that example because there’s a high demand for escort services online for some
reason, but I’m not satisfying or delighting that online prospect, because I’m violating his
expectations.

So you have to satisfy them and give them relevancy just like a search engine gives
you relevancy for a search. After they click that link and they come to you, you better be
relevant. I like to repeat in the headline what the Overture description said, that way they
know they’ve arrived.

The example you gave would be misleading advertising which would put anyone off.
Immediately it leaves a bad taste in your mouth and you’ll start looking elsewhere.

And it’s not satisfying. Like if in my Overture description "How to repeatedly win the hearts
of more customers even if you’re on a shoe-string budget by Alex Mandossian".

So the description should say

Get 3 free chapters of Alex Mandossian’s new course

and learn how to

win

the hearts of more customers even if you’re on a shoe-string

budget

That can be the description.

They go to my page, and the full story, right here ... I’m reading it from my web page "Here’
s how to repeatedly..." which means over and over again

Here’s how to

repeatedly win the hearts of more customers even if you’re

on a shoe string budget

These days in recessionary times everyone is on a shoe string budget, everyone wants to
win the hearts of more customers, and everyone wants to do it repeatedly".

And I’ve never seen repeatedly in a headline as much as I use it. I like to use it over and
over and over again.

And so let’s see ... that’s 17 words. Those seventeen words generated close to $29,000
last month.

$29,000 divided by 17 ... I can say each word in that headline is worth $1,705 US.

I’m just about to move on to planning your copy, but I want to mention one thing which you
seem to do a lot, and it seems to have a very positive effect ... and maybe I don’t want to
give away your trade secret, but what I’ve noticed you do in headlines is give it a hand
written look.

Sometimes, yes. I have that on CopyWritingCoach.com and it says

"Give me 10 minutes

and I’ll show you how to take advantage of a time-

proven copywriting secret that puts

more cash profits in your pocket

without spending an extra penny on marketing or

promotional costs"

And then hand-signed by me.

You know it’s kind of like a little lift of a headline that I’m putting there. And I’m using it as a
super-headline above my main headline which is not in handwriting and says "Discover
the fastest, easiest, most economical way to improve the pulling power of your
ads, by Alex Mandossian".

And so basically there’s a picture of me there and I have something in handwriting and it
captures attention Louis, that’s all it does. It’s a nice little device to capture attention.

The bigger picture is really what makes good copy? Which is one of the questions you’re
constantly going back to. What makes good copy?

Well, basically it has to be personal. It has to be relevant. And it has to be specific.
Seth Goldin who wrote Permission Marketing talks about the elements of permission
marketing. He talks about being Personal, Relevant, and Specific. The PRS formula.

I think great copy has to be PRSed. Which is Personal, Relevant, and Specific. And the
best way to learn how to do this, anyone listening right now, is look at the help wanted ads,
or the classified ads in your newspapers ... they are so personal, they are so relevant, and
they are so specific.

One of my mentors, is a guy by the name of Roy Williams. And he’s written many books:
The Secret Formulas Of The Wizard Of Ads. He’s known as the Wizard Of Ads ... Magical
Words, and the other one is the Wizard of Ads, and all of them are published by Bard
Press. If you don’t have this book, I gain nothing by giving it to you other than the advice.

Go to Amazon.com, pick it up, these are best-sellers on the New York Times bestseller list
... the man is a genius, he’s in Texas, an obscure town in Texas, and what flows out of his
pen and out of his keyboard is sheer genius.

And he talks about writing classified ads for employment and how that can improve your
copywriting power. So I’ll read an ad that is a typical help wanted ad.

"Austin based ad firm seeks gopher for odds and ends small projects. Mail room work.
Some lifting required. Must be reliable and have your own car. $1,500 a month."

That’s one ad. Now that’s kind of relevant, it’s kind of specific, it’s not too personal. And
these are the type of help-wanted ads that most people write because they want to save
time and space.

Well, that is good copy, but it’s not great copy. Compare it to this, and by the way I’m
getting this directly from Roy Williams book "Secret Formulas Of The Wizard of Ads" on
page 167.

This is not my copy, in fact, none of these are my ideas. So I feel kind of akward when you
say "without giving up your formula could you talk about it?". They’re not my formula Louis.
Many of these formulas go back 2,000 years. Many of them come from the Talmud and
the Bible and the Koran. This is just applied psychology used over the centuries.

We know that stories work. And the Bible taught us that. The Koran taught us that. The
Talmud ... any spiritual book teaches us that.

So these aren’t mine, I’m just borrowing them and spinning them, and I try to give credit
where credit is due. So let’s rewrite this ad, and Roy Williams did and here’s another ad
that’s more specific, more relevant, and more personal, and it’s a help wanted ad.

Here’s the headline. This one has a headline:

Are you dependable and resourceful? Do you have lots of energy and intuition and

initiative?

Do you dress well, have computer skills, are you willing to pick up clients at the

airport,

wash dishes, vacuum carpets, conduct telephone surveys, run errands, and

do all the

other things we don’t have time to do?

We are an advertising firm with clients nationwide, and we need a super-gopher. No

whiners. No lazy people. Nobody with too many personal commitments. South

Austin

(that’s more specific than Austin right?) $1,500 a month"

Now compare that to "Austin based ad firm seeks gopher for odd jobs and small projects.
Mail room work."

Yawn.

"Some lifting required."

Yawn.

"Must be reliable and have own car. $1,500 a month."

Double yawn.

Which one is more powerful?

Which one is more specific, relevant and personal? Obviously the second one.

So if you want to learn how to write well, read the classified ads in your local paper,
whether it’s in the UK or the US you will become a much better writer because you’re
paying by the word. You’re paying by the word, so you want to make it count.

Make it longer, give it a headline, and if you want to find the right people, and not get a
mis-hire which is very expensive, you want to do the same thing with your web site.

Even though it’s practically free to get a visitor there, why waste the bandwidth? Write
something that’s going to count and one of the greatest universities is coming to you
every single day from your local paper publication in your city.

I hope that’s a helpful tip, because I use that daily and I usually cut out the best classified
ads because it teaches me so much.

The above Introduction to Writing Copy is an extract from the book 10 Steps to Killer Web Copy. Now that you have learnt the importance of good copy writing, you can learn all the 10 steps that will enable you to write copies that sell, and sell well.


			Alex Mandossian

Just before releasing this eBook, I sent out copies to online marketers I knew for honest reviews. Well, I'm happy to say the feedback was very positive. Have a read:

							"Louis, 10 Steps To Killer Web Copy is an absolute gold mine of information. It's money in the bank for everyone who applies the wealth of tips revealed. Alex unveils it all from bonuses, upselling, headlines, bullets, how, where, when and why in easy to follow common sense steps. All I can say is if you want to increase your sales conversion rate and therefore your profits then you must get this book, read it and apply the simple principles outlined within." - Allan Wilson http://www.reprint-rights-marketing.com -------------------------------------------------------------------------------- "Writing great sales copy is key to the overall success of your online business. If you can't capture your visitors interest, you could be giving away $100 bills, but no-one will care. '10 Steps To Killer Web Copy' is a superb introduction to writing great sales copy and provides one of the best nuts and bolts overviews I've ever seen. Once you own this eBook, your visitor's wallets will never be safe again!" - Neil Shearing www.ScamFreeZone.com -------------------------------------------------------------------------------- "Louis, I didn’t know how a person could possibly make a six figure income from a web site that gets less then 200 visitors a day but Alex shares it all in this interview. If I had paid 5 times the price for this in-depth interview I would think it’s worth every penny. At the price you offer it for it’s an absolute steal. I thought I knew a lot about on line advertising but Alex’s insight about taking off line techniques on line has opened my eyes. Alex pointed out a HUGE mistake I’m making on my site that I estimate has cost me thousands of dollars in lost sales. I only wish I'd had this insight sooner." - George Chapin www.ebookpak.com -------------------------------------------------------------------------------- "The section that starts on page 23, about 'spying' on your opposition is brilliant... Using 'spying' to acquire knowledge, to acquire know-how, and the way it allows you to work on 10 projects at the same time, and avoid making massive mistakes ... as well as how to use other people's key benefits and methods, then add 20% - 30% of your own ideas and creativity is just brilliant. And, obviously, it's a HUGE timesaver. And that's before we even get into the 10-step formula :)" - Phil Wiley www.MiniSiteProfits.com -------------------------------------------------------------------------------- "Louis -- Alex Mandossian is the real deal. He walks his talk. In your interview, he lays out exactly how to write a killer sales letter -- examples and all. I was most impressed with the little known psychological and motivational techniques Alex shares. Without a good sales presentation, you can't sell even the best and most wanted product... so this information is without question -- invaluable." - Mark Idzik www.RevenueTools.com

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