One of the most valuable skills in innovation is learning to write sales copy.
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But being afraid of selling something keeps people from learning this skill.
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80% of your innovation success is attributed to gaining traction and selling your product.
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Here are 5 sales copy sources that will save you dozens of painful hours trying to learn yourself:
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π)The Ultimate Sales Letter Framework by Dan S. Kennedy.
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This completely changed the way I thought about writing to sell something.
β’ The book has a 16-step framework for coming up with great sales letters.
β’ A good sales letter is the backbone of all your marketing & sales activities.
β’ Writing an ultimate sales letter has the highest return on investment of any other asset you will create.
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π) P.A.S.T.O.R. Framework
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Hang this up in your room somewhereβand stare at it every day.
β’ Step 1 (P): Describe the problems your customers are facing
β’ Step 2 (A): Amplify the consequences of not being able to solve the problem
β’ Step 3 (S): Tell a story of how someone solved the problem.
β’ Step 4 (T): Explain to your reader the transformation. Show them the big difference between their current state and the state they are using testimonials and case studies about your solution.
β’ Step 5 (O): Now, and only now, start talking about what your offer does (including features).
β’ Step 6 (R): Let the reader respond to your copy. This is where you ask them to buy, schedule an appointment or watch your webinar.
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π) Features-Advantages-Benefits (FAB) Framework
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Don't sell features; sell benefits.
β’ (F) Write out the features of your product.
β’ (A) Describe what the advantages of these benefits are to your customer
β’ (B) Now explain how each and every single advantage will 10x their life.
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π) Use case studies.
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Your job as an innovator is to collect case studies.
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You are doing something radically different from any other alternative, so it is hard for potential customers to trust what you do. Case studies are the solution to prove that you walk the talk.
β’ Create a case study of every customer you helped.
β’ Use a before and after framework. What was their problem and state before you partnered with them? Describe the process and show the results of working with you.
β’ Collect case studies in different niches so potential clients can relate to them.
β’ Write case studies to overcome objections in the sales funnel.
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Let the case study show the prospect why their situation isn't unique because you already solved something similar for a different customer.
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π) Create a swipe file.
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Finally, this is how you overcome writer's block.
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A swipe file is a file of great examples you collect. It helps you never to stare at a blank page.
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Steal like an artist.
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Don't create unicorns,
Let's breed blue whales.
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