How to craft cash-creating climactic copy
Have you ever picked up a book off the shelf at a local
bookstore, read the cover, opened it up and, after reading a few pages...
Couldn't put it down?
Do you remember how you flipped each page with an almost excruciating
curiosity because the story was so tantalizing, you became increasingly
riveted to the book with each subsequent chapter?
Copy is, or should be, the same.
Good copy makes a good case. But great copy tells a good story. A great
copywriter is also a great salesperson. But all great copywriters AND
all great salespeople also have one thing in common...
... They are also great storytellers.
The closer your copy reads like a compelling story — keeping the
reader interested and engaged, hanging on to every word — the greater
your chances she will read your copy until the end and, of course,
Your "story" should tickle the reader's curiosity and pull
her into the copy. Each new idea introduced should build on the other,
pulling the reader further and deeper into the salesletter. The copy should
almost mesmerize the reader to the point she's in a trance-like state.
Each header, each paragraph and each word crescendos and prepares you,
step-by-step, for the climactic "twist" in the story's plot.
The climax, of course, is the offer.
And the plot, in copywriting, is called the "platform."
Your platform is the major concept or "storyline." It's possibly
a core benefit, result or key topic that creates the foundation upon which
your entire "story" is built. It's one powerful idea with
which your entire copy will hinge.
The platform you choose to present your offer is critical to the offer's
success — hopefully the offer is good, but getting there is the
job of the platform.
The concept of the "greased chute" is one in which you keep
the reader hanging on to every word you write — up until they buy.
They simply can't leave. They're glued to your copy. They're compelled
to keep reading.
Copy is telling a good story that involves the reader so they can see
in their mind's eye the benefits of your offer, as if they owned your
product already. The platform is the "pivot," if you will, you
choose to build your story on.
It could (and often should be) be your USP. It could be what copywriter
John Carlton calls your "hook." It could be some major advantage
Ray McNally, a programmer and friend, offers a neat software program
that complements an affiliate marketer's efforts by helping them capture
the names and email addresses of traffic they generate to an affiliate
This program sets up a doorway page (not the search engine kind) that,
before the affiliate's generated traffic is sent to the site being promoted,
it capture's their name and email addresses for future follow-up.
Why? Because once they click on an affiliate link, they're gone. But
that affiliate has worked hard or spent money on generating that traffic.
They own that traffic. So why not capture it in the process?
If they DIDN'T end up buying that affiliate product,
no problem. That list can now be followed-up with, or even monetized in
What has that got to do with copy? Here's my point.
Originally, Ray had one of those hackneyed headlines: "Discover
how to explode your income... Blah, blah, blah." Bland. Hypey. Boring.
After talking with Ray, I said, "Ray, this is your USP! Your hook.
Why not capitalize on it?" So the platform I told him to use was
this ability affiliates will gain with this software to make far more
money with the traffic they generate.
The result is here: http://AffiliatePageCreator.com/.
Check the headline out and you'll understand what I mean. Also, you'll
notice another strategy I used.
Before I explain it to you, let me backup a little to "set
A great way to learn how to write mouth-watering copy is to read fiction.
Take a popular book and read it through once. Then go back, read it again
and take notes. List the nuances, twists and storylines that grabbed you.
In other words, try to look beyond the story.
Pinpoint where certain characters, ideas and phrases were introduced
in specific locations of the book — and see how they relate to the
Look at the flow of ideas. Is there a crescendo? Are there small "valleys"
along the way (until you reach the "summit," i.e., the climax)?
What do I mean by "small valleys?" Copy should build on the
reader's intrinsic curiosity. But it needs to do so multiple
times throughout. In fact, incorporate what copywriter David Garfinkel
once told me are called "nested loops."
A nested loop is when you begin on an idea but, before you complete it,
you introduce another idea. And guess what? People will read every single
word more intently and intensely, and remember more what is being said
in the process, until you close the loop and finish the idea.
In between the nested loop is therefore a great place to insert a key
idea or critical point you want to drive home.
Why are "nested loops" so powerful?
In 1927, Bluma Zeigarnik, one of the early contributors to Gestalt Psychology,
found that people have an intrinsic need for closure. Often called
the "Zeigarnik Effect," he discovered that we remember interrupted
We either passionately attempt to complete something that's incomplete,
or feel a certain discomfort, uneasiness or disconcertedness, until it
is. The tension created by such an unfinished task helps us to concentrate
For example, have you ever watched the news on TV or one of those tabloid
shows, where they begin with the following introduction:
"Tonight, Hollywood superstar escapes blazing fire while filming
her new mega-budget movie. More on that later. But first..."
That story aroused your curiosity. So you remain glued to your TV set
until... They air that particular story at the end of the show! Now, do
you think they did this intentionally? Of course. They did so to force
you to watch the entire show. (And of course, all of the commercials in
Look at all the TV shows that keep you hanging with each show to the
next. (Look at the hit show "24" as a perfect example.) Even
commercials use this strategy brilliantly. (Remember the "Taster's
Choice" soap-opera-like series?)
Once you close the loop, their concentration level goes down somewhat,
which is why you want to use multiple nested loops, or "valleys,"
throughout the copy. Once they finally "climax," there's no
more "Zeigarnik Effect." And you stand a great chance to lose
(Take, for instance, the show "Dallas" in the 80's with the
famous "Who Shot J.R.?" plot. After the show's culmination when
they finally revealed who did it, ratings dropped dramatically.)
In copy, include nested loops to not only keep the reader reading but
also to build on the reader's level of concentration until the very end.
And use them to introduce new or critical ideas in between them.
Look at soap operas and cliffhangers as an example. As an aside, even
a few Internet marketers are doing exactly that. For example, check out
the "Joe And Mable Show" at http://www.joeandmable.com/.
|About the author
Michel Fortin is a direct response copywriter and consultant dedicated
to turning sales messages into powerful magnets. Get a free copy of
his book, "The 10 Commandments of Power Positioning," when
you subscribe to his free monthly ezine, "The Profit Pill."
your mind about an eBay bid?
We have all made choices in life that two seconds later
we know we should take back. Especially when there is money involved
this can become a problem.
simple way to create 7 effective autoresponder messages
Email is the Net's most powerful marketing tool. And autoresponders
are the best idea yet for marketing with email.
ways to drive laser-targeted traffic to your website
Getting people who matter to see one’s website
is a difficult undertaking if he tries to consider the fact that
there are rivals everywhere waiting to pin him down.
valuation: Why standard website pricing methods will emerge
The market of buying and selling developed websites is
becoming more and more liquid each day.
way links are better than reciprocal links
You probably know by now that where your website ranks in
the search engine rankings dramatically affects how many visitors you
have to your site. Did you also know that you can change where your
site is ranked by being proactive and getting as many one way links
to your site as possible?
to make visitors stay at your website
The very first thing which you should provide the visitors
with is some free interesting reading material.
to make your visitors click your ads
Here is a simple solution; Convert your banner advertisement
to look like a text advertisement!
advertising should be a part of your online strategy
Day by day, online business has become more & more
complicated and competitive.
to sell traffic
Selling the traffic arriving at your site is a good method
to increase profits from your portal.
money from online auctions
Online auctions have the best benefit of a vast platform.
Your product is viewed by loads of people & hence there is
more possibility of finding a suitable bidder.
explained in easy terms
Groupware is a term used frequently to describe collaborative
software. Groupware is application software that integrates work
on a single project by several concurrent users at separated random
back up can save you from disasters
Few things which people often back up are e-mail addresses,
bank records, photographs, personal records, software’s,
should one go for autoresponders
Autoresponders are programs which get automatically
executed in particular situations.
your own boss - Start your own online business today
A survey conducted by SBA states that two third of new
business survives at least two year and about forty four percent
survives at least four year.
your thoughts - Creating your own blog!
What exactly is a blog? Technically speaking it is a
journal or a newsletter which is regularly updated and can be used
by any one.
ads - To be or not to be?
According to a study conducted by the Bunnyfoot University, “The
Efficacy of Pop-ups and the Resulting Effect on Brands” Internet
users feel harangues and harassed by pop-up ads.
content is king on the Internet
The advantages that Internet holds over the rest of
the other communication mediums should not wasted because of
the inability to find a comprehensive plan that will bind all
these faculties together.
niche marketing tips
In our increasingly driven consumer economies, the average
customer is bombarded by choices. With increased saturation of the
market, companies look towards niche marketing to search new, ever-evolving
and sophisticated consumers.
free traffic exchange
These days internet has emerged as both, a market and
hub for marketing. Unlike the ‘brick and mortar’ world
where large manufacturers manage to squeeze out the market bases
of smaller companies, the internet provides haven like the free
ways to drive traffic to your website
Developing a web site and then letting it grow is
like planting a tree and then nurturing it.
through keyword articles
One of the most effective tools of Internet marketing
is the use of keyword articles.
to make money online? Market a service to businesses
Don walked across the street from his house to mine to
announce he had finally retired. "But I'm not ready for the
golf course," he said. "I want to make a living on the
Internet. What can I sell?"
site design mistakes - Database parameters in URLs
Creating a web site takes thought, planning and execution.
Unfortunately, many designs are dead in the water before they are
even published as far as search engine optimization is concerned.
Whatever you do, avoid these critical mistakes.
Toolbar - The ultimate internet tool
There are numerous tools available on the Internet to
assist online businesses. A valuable tool that you should use is
the Alexa Toolbar. Even better, this tool is free.
site design mistakes
Some wise human once said "Learn from the mistakes
of others. There isn't nearly enough time to make them all yourself."
Hence this article. Here are five of the most annoying and common
web design mistakes.
- Why visitors don't turn into customers
Every good Internet business understands the value of
conversions versus hits received. Far too often, businesses become
fixated on the hits they are receiving instead of monitoring their
hit to sale conversion rate.
search engine optimization - A case study
Search engine optimization this and search engine optimization
that. You read and hear about it all day, but what about your site?
|Tools & services to enhance your online
Over 100,000 small businesses of all kinds outperform
larger, well-financed competitors. Read about this all-in-one site-building-hosting-marketing
system of tools that delivers results.
To Their Success
Take a private tour of two "Mom & Pop"
web sites every month that earn $100,000+ a year... and discover
the exact step-by-step strategies they have personally used to generate
these massive profits.