A Free-Reprint Article Written by: Scott Bywater Article Title: The Problem With Swiping Sales Copy
See TERMS OF REPRINT to the end of the article. Article Description: This is what people miss when they try to simply "swipe" sales copy from another advertisement. Additional Article Information: =============================== 480 Words; formatted to 65 Characters per Line Distribution Date and Time: 2009-12-03 10:30:00 Written By: Scott Bywater Copyright: 2009 Contact Email: mailto:[email protected] Scott Bywater's Picture URL: http://www.copywritingthatsells.com.au/images/scott2.jpg For more free-reprint articles by Scott Bywater, please visit: http://www.thePhantomWriters.com/recent/author/scott-bywater.html ============================================= Special Notice For Publishers and Webmasters: ============================================= HTML Copy-and-Paste and TEXT Copy-and-Paste Versions Of Article Are Available at: http://thePhantomWriters.com/free_content/db/b/swiping-sales-copy.shtml#get_code --------------------------------------------------------------------- The Problem With Swiping Sales Copy Copyright (c) 2009 Scott Bywater Copywriting That SELLS http://www.copywritingthatsells.com.au/ I was chatting with a client yesterday about his advertisement. And when first looking at it, it appeared to be an okay advert to the untrained eye. But then I asked him a question - What's the most common question you get asked when you talk at seminars... when clients are interested in purchasing your product... etc? He answered my question and a light bulb went off inside my head because I knew I had found the new angle. And this is what people miss when they try to simply "swipe" sales copy from another advertisement. They think they can just pull out a few words like: Who else wants to or... WARNING or... They laughed when I or whatever. But if you get the angle wrong, then you are dead in the water. For instance, let's say you are trying to sell aquariums - then you might think an ad in the paper which says: Who else wants to buy an aquarium or... Warning: Don't buy an aquarium before you read this ... is going to be a winner, simply because you have seen these sort of ads somewhere else before. But if I was to chat with you and dig a little deeper, we would discover... - Who bought aquariums from you in the past (the 20% of your business that makes up 80% of your customers) - What questions they generally ask - Why they buy aquariums etc. etc. And let's say the answer was (and I am totally guessing) that most aquariums were bought for kids between 5-12 years old. And the number one priority was that they were easy to maintain. If that was the case, then a "warning" style headline simply wouldn't cut it unless you were advertising to readers who were specifically looking for your product via a phone directory or internet search. So what would cut it? An advertisement which focused around making someone's child the happiest kid on the block. i.e. Headline: How to make your child the happiest kid on the block this Christmas Followed by a question about "how do you choose a present for your child and what to look for" Followed by a story of just how an aquarium gave so much joy to a young child Followed by taking away the objection of "high maintenance" and explaining how easy it is. Remember, every product has an angle. The problem is just like I would have a problem trying to work out what was going on with my car by opening up the bonnet (as compared to a mechanic) it's very difficult for the untrained eye to spot. And that's why I have finally opened the doors to my critique service - http://www.scottbywater.com/critique/ - where I tear your existing ad or sales letter to pieces and show you how to get it to start making money immediately. --------------------------------------------------------------------- Scott Bywater is a direct response copywriter with extensive experience in B2B and B2C writing. Mr Bywater is the author of Cash-Flow Advertising and More Customers Made Easy. You can gain access to his copywriting and marketing tips via his entertaining and eye opening "Copywriting Selling Secrets" newsletter available at http://www.copywritingthatsells.com.au/ --- END ARTICLE --- Get HTML or TEXT Copy-and-Paste Versions Of This Article at: http://thePhantomWriters.com/free_content/db/b/swiping-sales-copy.shtml#get_code ..................................... 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