This copywriting tip could save you hours of time — and make your copy serious kick butt.
Here’s the deal:
I never met copywriting legend Gary Halbert, I’m sorry to say.
But lucky for me, my friend and copywriting mentor the great David Deutsch did get to hang out with Gary quite a bit back in the day.
So, it was through David that I learned one of Gary’s greatest secrets.
He said Gary would drive his clients crazy.
He’d take on a copywriting project, and then they’d hear nothing from him for what seemed like forever.
It didn’t seem like he was actually doing anything.
But in reality what he was doing was trying out big ideas for the promotion, interviewing people, and checking with them, testing different ways that it could sell, so that by the time he was ready to actually sit down and write, he already knew what the pitch was going to be.
The writing just streamed out.
Gee what a concept — actually talk to your prospects…
Find out what they think.
What are their beliefs around the problem you help them solve?
What gets them excited?
And here’s the real test, that Halbert was known for:
You don’t have a good offer until they say, “Hey, I’ll take it! Where can I get it??”
So, that’s an approach you can follow that’ll almost always assure you of a winning promotion.
Here’s an example:
I recently took a little trip down to a local farmer’s market to do some research for a client who’s promoting a product that has to do with organics.
I chatted with a few people there and talked to them about the types of issues, and the way that they would consider his offer, and what that means in their lives, stuff like that.
Now, at this point, I have insights I never would have had just Googling the topic.
And when it comes time to sit down and write the sales letter, I’ll have a clear picture of what people are feeling, how to tap into those emotions and what to help them transform their lives through the product that we’re offering.
So, talk to your prospects, and get a real feel for what turns them on before you write a word of copy.
That’s it — I hope it helps.
What’s your favorite copywriting hack?