Copywriting, Or AICPBSAWN!

One of the most important yet most neglected skills in marketing is copywriting!

You use words to persuade. You use words to paint a picture in the reader’s mind of how using your service is better than using any of your competitors.

Whenever you write a letter, an advert, a brochure, a website, an article – or any other written communication, including email – you’ll benefit from copywriting skills.

It takes time to learn effective copywriting. Yet you can learn a few tricks of the trade that will help you along very effectively. So, let me introduce you to the ‘AICPBSAWN’ formula of one of America’s best copywriters, Brian Keith Voiles, a man who charges a minimum of $10,000 for an advertisement or sales letter!

The elements of the ‘AICPBSAWN’ formula combine to provide an effective psychological driver for your prospect. By including these elements you’ll be a long way down the road to writing effective letters, ads and brochures that sell.

A = Attention. Say something that gets your prospects attention. What’s the biggest benefit s/he gets from doing business with you? What’s the biggest problem or frustration you can solve? What’s unique about doing business with you rather than any of your competitors? This is your headline, opening paragraph, opening statement, USP etc)

I = Interest. Tell them why they should be interested in what you have to say. This is your offer, your answer to their question of “What’s In It For Me?” or WIIFM. It’s the most powerful benefit you can give them.

C = Credibility. Tell them why they should believe you. Use success stories, case studies and testimonials from others who are just like your prospects. Use testimonials that focus on benefits including endorsements from “celebrities” in your target market.

P = Prove. Prove what you are claiming is true. Use facts, figures and more testimonials.

B = Benefits. List all the benefits they get for doing business with you. Frame the benefits so they show the prospect what’s in it for them. Use loads of bullets, sub-heads etc to make these benefits stand out and be noticed.

S = Scarcity. By creating scarcity your prospect feels they are in danger of losing out. This propels them into action as they think “I’d better get this before it’s too late!” Be honest, though. Scarcity works best when it’s real and it is perceived as being real. Tell your prospect that what you’re selling or providing: is available only for a limited time; is available at a discounted price for a limited time; is available with all these free bonuses for a limited time; was produced in small quantity; there are only 10 seats available at the workshop, etc.

A = Action. Tell them exactly what they must do to get the benefits they want to enjoy. Don’t assume anything! Don’t think they are smart enough or have enough initiative to pick up the phone or fill out the order form. They just won’t know what to do next. So tell them, in exquisite, perfect detail exactly what they must do next.

W = Warning. Warn them what will happen if they choose not to take action. Tell them exactly what they’ll be missing out on. Make them feel the pain of remaining where they are now, if they don’t take action. If your service really delivers a solution to the prospect’s challenges, frustrations and anxieties then it’s your duty to get them to do everything you can to get them to take action – so you can benefit their life and solve their problem.

N = Now! Make sure you have a powerful offer and use scarcity so it motivates your prospects to take action right now! Don’t let them have an opportunity to put it off. If they put it down thinking “I’ll do that later” then you have lost the sale. They just won’t remember later.

Copywriting can be difficult to get right, but can make a huge difference to your business. If you’d like help, call Jennie on 902 789 660 now!

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