Overlooked, underestimated.
Overlooked, underestimated.
Print command.
That's just a fancy name for copywriting but
it actually means that way.
Don't tell me it doesn't work anymore because
people are doing videos nowadays. If you say
that to million-dollar copywriting experts
like Alan Forrest Smith, Michel Fortin,
Brian Keith Voiles, Jo Han Mok, Dan Kennedy,
Eben Pagan, etc – I think they'll give you
a stare in your face.
Although videos are great and some copies
are already integrating videos with them, BUT
print copies ALWAYS WORK. Videos might work
but copies ALWAYS WORK. On top of that,
copies work in all sort of marketing mediums
from postcards to advertisements in Reader's
Digest or Men's Health. Here's how I define
a great copy – IT COMMANDS YOUR READER TO
TAKE ACTION.
Other main factors that separate a normal copy
and a 'million dollar copy' should be...
* The copy creates appropriate expectations
of result in the reader. It highlights every
benefit, while never exaggerating or
misleading - even by omission. It also never
leaves the reader feeling manipulated,
whether they order or not.
* It increases the likelihood that the
prospect will not only use the product, but
use it correctly and get the results they're
looking for.
* It doesn't call attention to itself. It
communicates with the prospect without them
thinking about anything but the product and
what it will do for them.
* It's more powerful every time you read it.
* Instead of just trying to provoke emotional
reactions, it creates an experience that
engages real prospects. When this is done
correctly, the reader feels as though they're
interacting with the copy and the benefits
of the product while they're still reading
your letter. Experience.
* It doesn't start with the letter or end
with the order. It begins with the way the
prospect talks internally, and sets the
stage for any communication that follows the
purchase.
* It's part of the customer's experience with
your product and your company.
Put in its shortest form:
A "Million Dollar Copy" starts in exactly
the same place as the prospect, and guides
them through a positive experience that
makes your product a necessity in their mind
– making them 'see' why they must have your
product because for the fact, it'll give
them the result they're seeking.
Most thought that only the "Masters" can
produce this kind of million-dollar copy.
This belief is probably the single biggest
obstacle to you producing the kind of copy
that can make you rich.
Good technical skills and an understanding
of advanced techniques can certainly improve
your conversion rate, but they are far from
the most important element of producing
effective, million-dollar copy. And anyone
who's produced that kind of copy knows it.
Nearly anyone can produce million-dollar
copy, if they're willing to learn a few things
that really are critical to the process.
Yes, even you. And it'll make you rich because
what you'll have is the 'print command' mastery.
If you've find value in this quick article,
please leave a Comment or feedback? Needless
to say, I will definitely appreciate it because
I read all Comments personally and gotten
the chance to know you at the same time. :-)
Print command.
That's just a fancy name for copywriting but
it actually means that way.
Don't tell me it doesn't work anymore because
people are doing videos nowadays. If you say
that to million-dollar copywriting experts
like Alan Forrest Smith, Michel Fortin,
Brian Keith Voiles, Jo Han Mok, Dan Kennedy,
Eben Pagan, etc – I think they'll give you
a stare in your face.
Although videos are great and some copies
are already integrating videos with them, BUT
print copies ALWAYS WORK. Videos might work
but copies ALWAYS WORK. On top of that,
copies work in all sort of marketing mediums
from postcards to advertisements in Reader's
Digest or Men's Health. Here's how I define
a great copy – IT COMMANDS YOUR READER TO
TAKE ACTION.
Other main factors that separate a normal copy
and a 'million dollar copy' should be...
* The copy creates appropriate expectations
of result in the reader. It highlights every
benefit, while never exaggerating or
misleading - even by omission. It also never
leaves the reader feeling manipulated,
whether they order or not.
* It increases the likelihood that the
prospect will not only use the product, but
use it correctly and get the results they're
looking for.
* It doesn't call attention to itself. It
communicates with the prospect without them
thinking about anything but the product and
what it will do for them.
* It's more powerful every time you read it.
* Instead of just trying to provoke emotional
reactions, it creates an experience that
engages real prospects. When this is done
correctly, the reader feels as though they're
interacting with the copy and the benefits
of the product while they're still reading
your letter. Experience.
* It doesn't start with the letter or end
with the order. It begins with the way the
prospect talks internally, and sets the
stage for any communication that follows the
purchase.
* It's part of the customer's experience with
your product and your company.
Put in its shortest form:
A "Million Dollar Copy" starts in exactly
the same place as the prospect, and guides
them through a positive experience that
makes your product a necessity in their mind
– making them 'see' why they must have your
product because for the fact, it'll give
them the result they're seeking.
Most thought that only the "Masters" can
produce this kind of million-dollar copy.
This belief is probably the single biggest
obstacle to you producing the kind of copy
that can make you rich.
Good technical skills and an understanding
of advanced techniques can certainly improve
your conversion rate, but they are far from
the most important element of producing
effective, million-dollar copy. And anyone
who's produced that kind of copy knows it.
Nearly anyone can produce million-dollar
copy, if they're willing to learn a few things
that really are critical to the process.
Yes, even you. And it'll make you rich because
what you'll have is the 'print command' mastery.
If you've find value in this quick article,
please leave a Comment or feedback? Needless
to say, I will definitely appreciate it because
I read all Comments personally and gotten
the chance to know you at the same time. :-)
posted by Patric Chan at 11:06 PM
10 Comments:
Hey Chan Do, well put, found myself agreeing with you as I read.
I am going to disagree with you for the very first time Patrick. Apart from the fact that it takes some kind of expertise to write the kind of article that will compel people to buy a product it's also more practical to just put up a demonstration video. If you cant make one yourself, download it from the Internet, Youtube.
We live in a world where everybody wants things done for them. Rather than strain their eyes reading they simply want to sit back and watch a video or even listen to audio, which I would argue beats writing any day, that is audio.
Secondly, not everyone can read very well so a video would explain to them better than a written article.
Lastly, remember the saying that, 'a picture is like a thousand words?' If that is true then what will a video clip be? Probably a million words. I believe that videos will always work, especially on the Internet and an ordinary picture would always tell a story better than written words in a book or magazine.
Thanks for the opportunity to comment on your blog.
Hi Rob,
Good to see your Comment.
Hi Newbieunion,
It's good to hear your feedback. Print copies can work in most mediums where else videos are limited. To elaborate, we cannot do video marketing in a newspaper ad.
Videos do work but they don't work all of the time. However, they work great when they're integrated with print copies like I've mentioned in the article. Assuming if videos work 100%, then by right, we should not have anymore salesletters right?
But the fact is, most gurus are still using print copies. As a matter of fact, those who sell 'how to use videos' are still using print salesletter to sell. Of course, there is one or two marketers that use 100% video to sell but that's a small fraction compared to thousands who are still using salesletters to sell!
What I find to be effective is the integration of both, just like how we've integrated audio messages to a salesletter back then.
As in all marketing, the principles will always work because they've been proven.
Also, this article is not publish for the purpose to determine whether video or print copy sells better - it's about understanding how to craft copies that attracts more result, which will make you more money. :-)
Thanks,
Patric Chan
www.youchandoit.com
--
Hey Patric,
I can see both points.
Although video will keep getting bigger and better, print ads will always be around too. IMHO.
Thanks for the great article.
It got some folks thinking.
Always,
Tammy
I agree, There is nothing more irritating than trying to watch a video that stops every few seconds to load. I usually opt out and read the print version.
Hi Patric,
You just gave me a great Idea that I haven't tried yet and that is to hit the letters to the Editor in all the newspapers that will except my articles.
I’ll tell you something that will interest you and your readers.
“You can trace every disease and every sickness and every ailment to a deficiency in minerals.”
Linus Pauling -two times Noble prize winner.
Since most of our soil is depleted of minerals from overuse and contamination we don’t get the daily requirements of minerals and especially in the essential ionic trace form our cellular system needs for optimal health.
But now there is an amazing breakthrough that has made the greatest whole food substance on Earth available for all of mankind, after centuries of being only for all the creatures of the Seas.
It is called Marine Phytoplankton and has all 72 elements of essential ionic trace minerals our cellular system requires to function at optimal health.
Marine Phytoplankton is now the main ingredient in “FrequenSea” and has 400 times more nutrients than any land grown plants.
It only takes a 1/2 oz shot daily to get your daily supply of Minerals and nutrients to supply your cells what they need to provide optimal health.
http://www.my-healthy.info/4u
Patric, if you want to stay healthy, please listen to the audio and watch the video for more info on Marine PhytoPlankton and FrequenSea.
Thank you, Your Body will thank you. While you are there grab my Free ebook "The Natural Way to Optimal Health
Mel Smith
I certainly hope adcopy still works,I am at the moment trying to learn good adcopy,and I really donot feel comfortable in front of the camera.so adcopy is the way to go for me!http://learningtobesmarter.com/
"...those who sell 'how to use videos' are still using print salesletters to sell." Good observation.
I am writing an article about "Writing for the Web" on my membership site. Patric, your blog post will make a nice addition.
All the best,
Alan
Hi Patric,
Well said,as usual it was very good.With the video,you have to take notes so you will know what was said later.It is easier to concentrate (when you have clicked on print)and you have a copy in your hand.
Glenna
your blog post will make a nice addition.
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