If’n you struggle with “what” to write in sales copy & emails…
“I’m wondering if you could give me some advice on a promo I’m writing…The product is the world’s most expensive and exclusive gun oil…My struggle is with the headline and lead/big idea. There are a lot of benefits to the product, but I haven’t written in this niche before, and I’m not sure what they might care about most… enough to spend $100 on it.”
The answer to this is the same answer for anyone struggling with headlines and leads:
Don’t “write” a headline or think up a big idea at all.
Let your market do that heavy lifting.
In fact, the wise copywriter simply serves as a non-woo-woo, non-mystical, non-magical vessel for the market to speak through them to the rest of the market via the sales copy.
And, lest you think this is advice I merely give but don’t take:
I am doing this very thing for a new SAAS venture I’m heavily invested in.
And to get into the heads & psychology of the market, I did — and am still doing — a lot of market research. And by the time I’m done, 80% of my sales copy and emails will have been written not by your Rood Writer pal elBenbo, but by the market.
Hold on a second, what?
That’s all well and good, but what you want to know is *how* does one do such research?
To anyone asking that question, I have good news:
The October “Email Players” issue gives an example of just that.
In fact, I answer question above in a mere 175 words.
And, the answer is exactly what I’m doing.
What I suggest other people writing copy do.
And, what I hope everyone reading it does forever afterward.
More fun:
I also reveal a secret URL sent to me by “Email Players” subscriber Leticia Mooney where you can do a ton of market research, for free, that will be like a secret weapon for anyone wanting fast market research served up on a golden platter, allowing your business to make out like a fake fortune teller on TV.
The deadline to subscribe in time to get this issue is almost upon you.
Here’s the link:
Ben Settle
