Before creating a single word of copy for your direct marketing campaign, start by brain storming the question: “What is my offer?” Something Mark Joyner might describe as The Irresistible Offer: How to Sell Your Product or Service in 3 Seconds or Less

So what is an irresistible offer? According to Joyner: “The irresistible offer is an identity-building offer central to a product, service, or company where the believable return on investment is communicated so clearly and efficiently that it’s immediately apparent you’d have to be a fool to pass it up.”

In essence, your offer is aiming to create an itch that your prospective buyer feels a compelling sense of urgency to scratch. And it’s your product/service that will relieve that itch right now. The goal is to create an immediate action that you are directing your reader to take. For instance - buy now! – or - opt in to this list now!

As a starting point, when you brain storm, act as if you are the target customer and ask yourself the following series of questions:

1. What is this about – what are you trying to sell me?
2. What will this cost me – what am I risking?
3. How do I know I can believe you – why should I trust you?
4. How will this benefit me – what will I gain from this?

As you consider these questions from your customer’s perspective, you are looking to establish elements that will eventually become the material used to build compelling copy. Among other factors, look to identify and list ideas that will communicate;

• Obvious, tangible benefits – it’s not a shiny red convertible that you really want – it’s the feelings that you associate to owning a shiny red convertible that motivate you – excitement, sexy, desirable, prestige, accomplishment, prosperous etc.
• Consider bonuses that you can include to “sweeten the deal”. How can you add more value, create urgency and reduce risk by adding bonuses?
• Always think about potential, benefit rich, headlines. Your aim is to capture your reader’s interest. And hopefully, more people reading your copy.
• Reverse or eliminate the risk that is concerning to your customer. Offer a powerful guarantee. For example; include a risk free, 30, 60, 90, 180 day, no hassle return policy. You can even consider a “Better Than Risk Free” offer. For example - return the product and keep the bonus(s) just for trying our product/service.
• How can you establish credibility? What are your credentials – your track record? Who have you helped or served before? Do you have valid testimonials? Who will give you testimonials?

Start listing ideas and remember that, at this stage, the goal is to identify potential objections that your reader might have and to establish responses to those objections. Eventually, you’ll begin to organise and mould this material into a well written, structured presentation of your compelling offer.

So stay tuned for ideas about great headlines, the structure of a sales letter and surveying your customs so that they will practically tell you what to offer them and how you should say it!

Copy That!