The formula to fast copy writing, that will leave your Competitors fuming!
See what I did there?
The Course Description is your Key Sales Document to persuade Potential Students to purchase your course and is therefore critical to your Sales success.
Key Points to Address
- Social Proof: testimonials
- Benefits: Ask "so that..."
- Objections: 5 key objections
- Assurance: guarantees
- Deadlines: urgency sells
Instant Gratification: make it easy, multiple steps or complexity create friction to the sale
Sincerity - don't offer fluff, mislead or lie. Tell them the truth. It can help to admit a weakness or a fault. If so be fascinating about it.
Call To Action: Ask for the sale at the end!
Two types of readers: word by word and scanners, you need to appeal to both at the same time.
Be passionate and up beat in your writing - enthusiasms sells
Test and re-write. Keep A/B testing headlines, sub headers and copy. Ask your self, would I buy this product? Have I said everything to make the sale?
Work through the 13 Sentence structure for a first draft, then work through the remainder of this tutorial to improve the copy, content and appearance of your Course Description.
- Outline 13 Sentence Description
- News Update if relevant
- Key Social Proof Statement
- Urgency Statement
- Assurance Statement
- Overcome Objections
- Assurance and Urgency Statement combined
- Call to Action
- What's in the Course Section
- Course Requirements Section
- Who Should Attend Section
Outline 13 Sentence Description
1st Sentence - Get Attention
Start with major social proof point that *** students are already taking the course and then add a line of ++++++++ across page.
"Attention all Struggling [your target audience]: Here is how to [address the problem YOUR specific audience is having]
+++++++++++++++++++ Put after each sentence across the whole page in bold, then at the end come back and take half out, unevenly.
2nd Sentence - identify the Problem they are having
"Do you struggle with ......? Have you been trying endlessly to....., but haven't had any luck? The big problem is that everyone has bad/no information"
- Build the need for your product by identifying with your market
- Let them know you understand their pain, you know how they feel, you have been in their shoes
- This builds trust and gives them hope
- What they are about to buy (and read) is meant for them
- Close sentence by removing the blame from them - they have been misled or had the wrong information.
Sentence 3 - Reveal the Solution - Your product
"Well, I have been where you are now. This is why I created this brand new programme called [insert name]
sentence 4 - Present your credentials (if appropriate)
"I have been ..... for **** years and have done......"
Sentence 5 - Show the Benefits
"Imagine [what things will be like once they use your product]. This programme will help you......SO THAT.... You will finally have the answers you have been looking for. You won't feel [negative feeling], you won't feel overwhelmed"
Note: emphasis on emotion.
Create 3 to 5 bullet points which are the key features of your programme, product or service. Add SO THAT at the end of each, complete the sentences. Then go back and delete the features and the SO THATs.
Sentence 6 - Social Proof
- Case studies
- Comments from previous students
- Facebook comments
- Text messages
- Audio or video testimonials can be inserted here too.
If anyone else is saying your solution works, set it out here.
If they are not, don't worry, move on to the next sections. Do not make them up. Do solicit them if you can and add them later.
Sentence 7 - make your offer
Reveal your price and what they get for it.
Consider adding a "why" your price is what it is and "why" it is such good value.
Explain what they would normally pay for something as good as what you are about to give them, then give them a killer deal to sweeten the offer.
Sentence 8 - add bonuses
Not essential. If you can sweeten the deal, do it here in the form of a bonus.
An extra PDF, free download, free resource, video etc.
Sentence 9 - Give a guarantee
Add a money back guarantee. Minimum 30 days.
Remove ALL the risk for them.
Guarantee will help more people say yes than it will encourage people to refund.
Sentence 10 - inject scarcity
Must be credible and believable
Limited number of copies - but not for a digital product
Remove certain bonuses after a certain time.
You must give people a reason to take action NOW.
Sentence 11 - call to action
"Here is what you need to do Now!"
"Click the orange Add to Cart Button"
"Enter your Name and Credit Card information on the next page"
"After that you will be taken to the registration page where you will..."
Let them know exactly what the next steps are. Leave nothing out.
Sentence 12 - Give a Warning
Remind them if they continue on their current path they will end up right back where they are now.
They need your product to get there. Tell them.
Sentence 13 - Close with a Reminder
Remind them of the amazing benefits they are about to receive
Remind them how they will FEEL once they start seeing the benefits
Remind them of the great price, the great guarantee and the reason they should buy to day
Sign off and PS - Always add a PS repeating the Call to Action.
Use You form:
Is this for you?
"This Course reveals exactly how you..."
"You area shown..."
"As a student of this course you will even get..."
"Who else wants to massively....
And do it...
And do it...
And do it..."
Get the prospective student to picture themselves taking the course.
Tell a story about existing students taking the course
"Imagine you are..."
Create intrigue with a question?
Highlight three KEY benefits of taking the course
"You will learn...
and much, much more!
Use phrases like
"The right way..."
" The Top Secret Way to..."
"How to vastly increase..."
"A Secret to..."
Use "So that..." in your copy, expresses the benefits of what precedes it. Ask this question to derive benefits from features.
Use EMOTION - people buy for emotional reasons but justify on facts.
Activate your writing
Avoid: "is" "was" "are" "to be" " get"
Replace these where ever they occur in your text by more precise and active words
"This course will continue to grow and grow with new ideas, new lectures, new secrets...but the price will also grow too!
However, join today and you are "locked in" - you will get all the new lectures and materials at no extra cost, ever!"
Call to action combined with scarcity
"As with all my courses:
The initial low price will increase shortly - the course is currently $*** but the next increase will be to $****"
You have unlimited lifetime access at no extra cost, ever
All future additional lectures, bonuses etc. in this course are always free
There is an unconditional, never ask any questions full 30 day money- back-in-full guarantee
My help is always available to you if you get stuck or have a question"
This combines urgency with assurance and can be used separately at the end
"With my help and support at all stages, you can...."
"And one very important point.
You have a totally unconditional guarantee from.... Study the course. Test the waters. If you are in anyway unhappy (I can't imagine why, but nevertheless!) you will get a full 100% absolutely no conditions attached, refund. Cheerfully! You have 30 days to study and see the results and potential"
"That is our personal assurance of your success!"
"My help and support to students is very a very important part of my courses"
- I don't have enough time
- I don't have enough money
- It won't work for me
- I don't believe you
- I don't need it
"You do not need to be..."
"You do not need expensive...."
"But ...... Is a nightmare, Yes?" Pose question eliciting positive response
"This course is NOT for you if you don't want to ...." Succeed? Inverted psychology
Call to Action
"Take this course today...." Plus key benefit
"Please don't get left behind"
"Click the "Take This Course" button top right (or wherever it is) NOW...every hour you delay is costing you money..."
Or happiness or time, whatever the key benefit of taking the course is
"Today you can start to...."
Look to see which categories you competitors are using
Consider using a separate one - this may be a good idea in the minority of occasions, better to come up along side competing courses and look better!
What's in the Course Section
"No..." - over come objections
"Do this with no experience...cost...equipment - Everything you need is supplied for free"
"You can even get..."
State the benefits of taking the course, not just a summary of lectures
Course Requirements Section
"A willingness to spend a little time learning the best way to..."
"A desire to follow simple videos and increase/improve your..." - state key benefit for the student
"A few minutes a day to..."
"No.... experience of any kind is required"
"Absolutely NO experience is required. The course shows you exactly how to..."
"Only an internet connected computer..."
"There is nothing to buy or pay for - every thing is included for free"
"A note book and pen!"
Who Should Attend Section
"Anyone who...and is considering..." State benefit
"Anyone with a..."
"Anyone, any age, anywhere in the world"
"Anyone who loves..." Aim at someone's passion
"Anyone wishing to be successful at....you will still learn to " - key benefit
"Yes, anyone at all"
"People of any age or ability"
"People from any country"
Key benefits are better job, better life, more money, more happiness, more success, personal
Key Phrases to Use
"You can start today..." - ease of you, covers objection or fear that student could not succeed
"Simple insider secrets..." - intrigue and suggests information is scarce and valuable
"You can be anywhere in the world..." - appeal to a broader audience
"You can be a part of that success - don't, please, get left behind"
"Who else wants to massively..."
"You are failing at... By missing the number 1 secret...and yet you probably don't know you are failing" - suggests that instructor has expertise not the student
"Yet over **% of....fail.
They fail to....
They fail to....
They fail to....
They fail to....
Unless you do....100% correctly, you will be failing too!" Note use of bold and italics, repetition to make an impact
"How do you do ..... Quickly, cheaply, above all effectively - and preferably for free?"
"It's the only distinguishing feature...."
"If you want more....
If you want more....
If you want more....
Then this course is for you"
"It doesn't matter of you are....you must.....before anything else happens! And I show you how to do.... and it only takes minutes."
"Real Opportunities like this....are exceptionally rare!"
"How do you get started?...."
Consider the connotations of the words you use: workshop sounds like hard word, seminar doesn't
Read sounds hard, look over doesn't
Write sounds hard, jot down doesn't
Think about the Psychological implications of the words and phrases you use
Powerful Action Words
Magic Words - Short List
Announcing, astonishing, exciting, exclusive, fantastic, fascinating, first, free, guaranteed, incredible, initial, improved, love, limited offer, powerful phenomenal, revealing, revolutionary, special, super, time sensitive, unique, urgent, wonderful, you, breakthrough, introducing, new, how-to.
Fear, Positive, Lust, Anger, Greed, Trust
Know it all
Sick and Tired
No Questions Asked
No Strings Attached
Try before You Buy
Behind the Scenes
Use specific numbers they have added credibility
Keep your reader reading with the structure of your copy
Questions, unfinished sentences, involving statements, sub headers, bullet points, quizzes,
Use bold and italics
Use ++++++++++ across the page to break up the text! make it bold if necessary
As an initial test put a row of +++++++ between each of the 12 sections as you write and then go back and take half of them out at the end, unevenly
Make the copy easily scannable
Use strong header statements to command attention
"NEW! Now includes..."
"SEE HOW I GET:"
"ANYONE CAN DO THIS!"
Use the free lecture in the course as a further hook to draw students in
"The ****** video in this course can be seen by everyone and shows ......" Then state a benefit from this video
Sub Headers and Why They Matter
Most visitors decide within 10 to 20 seconds whether to stay on your page
Sub Header - under the headline, really important tool to keep visitors on your page
Headlines: hook, shock, entertain, engage, create intrigue
Sub Headers - Mistakes
Not a label
Avoid a Spoiler - tells readers what is coming next
Cryptic - more confusing than compelling
Power Words for Titles and Sub Headers
Use the Google keyword tool to find popular phrases related to your topic
Use Google Analytics to find which search terms visitors are using to search for your site