How to Write Copy That Sells: The Step-By-Step System for More Sales, to More Customers, More Often

3) Enclose your order area copy in a differentiating text box.

2) Apply the P.A.S.T.O.R. Framework™ to your offer.

Construct your offer so it’s like a miniature sales letter. It needs a headline, a little deck copy, a string of benefit-rich bullets that describe what the product is about, and exactly what your prospects are going to get when they buy.

Then give them a call to action,

Think of it this way. If the offer section is the only part of your sales letter that your prospects read, can they make a buying decision? You should be giving them all the information they need to make a buying decision.

Here are twenty-one steps to writing irresistible offers, rock-solid risk reversal copy, and powerful closes:

1) Make your offer stand alone

By not appearing “jagged,” I mean you don’t want a section that has five big paragraphs followed by a section that is twenty bullets, followed by a section that’s one paragraph, followed by a section that’s another fifty bullets. You want a more even flow.

If you get stuck and you only get three of them, that’s okay—just move on. I would use a spiral-bound notebook or a legal pad and just move on to a different page. At the top of the page, write what kind of bullets you’re writing. Again, if you get stuck, don’t worry about it—just keep moving.

If you go through all twenty-one with this exercise, you’re going to have twenty-one pages: some with ten bullets, some with two, some with five or seven, but you’ll end up with many more than 100 bullets, and you can go back through and look at what you’ve written.

Pick out the ones that you think are outstanding and start migrating those to a different list. You will find you have a variety of bullets to choose from. I would suggest then you simply mix them up and group them on the page. I think it’s most effective to break up your bullets into segments of ten or fifteen in a section on your page.

Instead of having fifty bullets in a row, I would break that up into five different lists of ten bullets each, using different bullet types in each of those sections of your copy, breaking that up with different subsections of your copy and paragraphs so the flow stays even. You don’t want the flow of your copy to appear jagged.

It can simply be a question about whether, for instance, they have a specific kind of knowledge.

• Do you know the seven kinds of deductions the IRS looks for to flag your return for an audit?

• Do you know the three tricks to use at closing to save tens of thousands of dollars on your real estate transactions?

• Do you know the 21 kinds of bullets you can use in your copy that will make it stand superior to other copy and close more sales?

Ask a question you are reasonably certain you know the answer to. This is somewhat similar to number eighteen, but eighteen is targeting the readers directly on something that you’re pretty sure you know about them personally—either that they’re making a certain mistake; that they’re engaging in a certain behavior; or they have a certain problem.

This bullet isn’t necessarily directed at a mistake they’re making or behavior they’re engaging in.