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The Single Most Important Copywriting Skill

Copywriting is a big and broad topic. Many moving parts breathe life into a sales letter, video, email, or webinar. However there is one particular copywriting skill, which you absolutely need if you want to get good. And there’s a difference between writing copy, and writing good copy.

Today we’re going dive deep into this subject, and if you pay close attention and do what I share with you here, your copy will be much more compelling.

I first heard about this from Ken McCarthy, one of the true pioneers of Internet marketing. He said:

“The most important skill you can develop as a copywriter is the ability to write bullets.”

6.supplemental_800x800_1I bet you thought it was something else, didn’t you? No, this is it. This is one of the big secrets to writing emotionally compelling sales copy—knowing how to craft hard-hitting bullets.

And before you ask, “Are bullets more important than headlines?” The answer is NO, they are not, BUT the skill of writing bullets is, as you’ll see in a moment.

First, let’s look at what bullets are.

Bullets in sales copy are tightly compressed statements which focus on one specific benefit of your offer. They’re usually listed as checkmarks, arrows or bullets on the page.

Here’s an example from the Attraction Marketing Formula sales page:

  • How to create a perfect “Doorway” into your business and generate an endless stream of high-quality leads. I’ll show you the most effective way to attract a huge number of prospects and exactly what I did to go from lead poverty to creating literally HUNDREDS of Thousands of leads online. (Page 57)

As you can see, it highlights a very specific benefit the prospect would get after they buy Attraction Marketing Formula. Notice I said benefit, not a feature.

There’s a huge difference. Features are what the offer/product/service is made up of. A benefit is what the prospect gets. Your goal is to translate as many features of your offer into benefits.

6.supplemental_800x800_2Because remember this golden rule of salesmanship – they only thing your prospect cares about is… what’s in it for them (WIFM)?

Let’s take a look a close look at this bullet and the hidden structure which makes it work.

First, I give a specific benefit.

In this case, it’s about creating an opt-in page.

Now, if I would have said – How to create an opt-in page – that would be a feature. Sure we all know what an opt-in page is. And many people in our market understand the value.

However, turning feature into a benefit, makes it more visual. It stimulates their curiosity and triggers imagination in their brain.

Read these 2 sentences and see how you feel when your read them. (Because remember, people buy emotionally, NOT logically.)

  • How to create a perfect, high-converting opt-in page
  • How to create a perfect “Doorway” into your business and generate an endless stream of high-quality leads.

Which of these two creates the desire within you to want to know more?

The first one has no curiosity built in, while the second is curiosity driven. An emotion you want to keep hitting with all your copy.

So here’s how you do this.

You take a feature, such as an opt-in page, and ask yourself this question – What does that mean to my prospect?

6.supplemental_800x800_3If they learn how to create an opt-in page, what will that mean to them?

And THAT is your benefit statement. But as you can see, I didn’t stop there. I always try to add a bigger emotional punch, by adding another supporting statement with something very specific after.

So now let’s read these 2 and look at the difference.

  • How to create a perfect “Doorway” into your business and generate an endless stream of high-quality leads.
  • How to create a perfect “Doorway” into your business and generate an endless stream of high-quality leads. I’ll show you the most effective way to attract a huge number of prospects and exactly what I did to go from lead poverty to creating literally HUNDREDS of Thousands of leads online. (Page 57)

Which of the two makes you more excited?

Also, notice the (Page 57). Whenever possible, I add it because it makes it more specific, and believable. It’s saying that I’m not just going to share this with you, but you can turn to page 57 and discover the secret.

You can do the same thing with webinars and videos:

  • In the first 2 minutes you’re going to discover how to …
  • In minute 15 you’re going to get my #1 secret to …
  • In minute 27 I reveal a little-known strategy to …

Another thing to notice is how everything a personalized to THEM. The word “YOU” is the most powerful work you can use in your ads:

  • How to create a perfect doorway into YOUR business

Finally, take a close look at the choice of words and descriptions.

6.supplemental_800x800_4I didn’t say “lots of leads” that’s plain and boring. I said “an endless stream of high-quality leads.”

I didn’t say “I’ll show you how to attract a huge number of….” instead… “I’ll show you the most effective way to attract a huge number of…”

Again, the more specific you can get, the more believable and compelling your copy will be.

Always ask:

  • How can I say it better?
  • How can I make it more specific?
  • How can I make it more descriptive and visual?

Sounds like work doesn’t it? Well, it is. But that again is the difference between good copy and average. Which means… the difference between barely getting any sales and having an explosion of sales and income :─)

Earlier, I said that the ability to write bullets is even more important than writing headlines. Why? Because your headline is ultimately your best and most riveting bullet.

Some of the most successful copywriters write hundreds of bullets for their product promotions. Then they pick the most riveting ones. Polish them. And use them in the sales copy.

Often, just one bullet can make the sale for you, because it is the one benefit your prospect may be dying to get.

Keep in mind… the more benefits you can give them, the more likely they will end up buying your product.

attraction marketing formulaHere are a few of my favorite bullet templates to help you jump-start the process:

  • How To
  • The Secret To
  • The Best Way To
  • The # Bullet
  • The Single Biggest

Here are some examples from the same sales page:

  • The secret to selling ANYTHING. Once you get this concept you’ll be able to successfully market ANY kind of a product or business opportunity. (Page 34)
  • How you can transform your business overnight and quickly create a massive downline WITHOUT even promoting your business opportunity. This ONE TIP has been responsible for launching a new wave of Million Dollar earners.
  • The absolute BEST WAY to generate leads and get paid in the process EVEN IF they never join your business. I used this to kickstart my list and got 323 red-hot leads and pocketing $359.56 in pure profit. (Page 30)
  • A 5-step “Million Dollar Blueprint” to creating a never ending flow of high-quality prospects into your MLM business and turning it into a 7-Figure empire. (Page 22)
  • The single biggest secret Multi-Million (and BILLION) Dollar companies use to rake in insane amounts of money… and how YOU can use the exact same secret to virtually EXPLODE your income in no time flat. (Page 36)

Notice how each of these focuses on one benefit that is highly desirable by your prospect. Each one paints a vivid picture of exactly what they’ll get. And there’s specificity added for believability.

Now you can use these on a sales page, an opt-in page, an email, a video, or a webinar. As an affiliate, you can use this to emphasize the benefits of your offers in your follow-up emails, videos, and even in your blog posts.

Learning how to write short and punchy benefit statements will make all your copy much more visceral and hard-hitting. And THAT means more sales and ultimately a heckuva lot more money in your pocket.

And, if you’d like more training on how to attract the best prospects with your online copy, then I strongly recommend signing up for Attraction Marketings’s FREE 10-Day Online Recruiting Bootcamp.

In it, you’ll get the skills and strategies to attract people who are already interested in what you have to offer – so you won’t have to pressure, nag, or chase down anybody to “sell” them anything – EVER.

You’ll discover specific, proven actions to take that will help you attract a steady stream of leads online and grow your business fast – by getting people to reach out to you.

So if you’re ready to get started…

Click here to access our10-Day Online Recruiting Bootcamp today!

Sincerely,
Vitaly Grinblat
Chief Copywriter & Director of Monetization
Attraction Marketing

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