The importance of persuasive copywriting in online business

Whether you’re promoting your own product or someone else’s product,
here are the 3 key skills you must focus on THE MOST… in order to build,
maintain and grow your online business successfully, starting with...
i. Persuasive Copywriting
Persuasive copywriting is a must-learn skill if you want to succeed in your
online business.
Because you are going to need it to sell in your ads, landing pages, sales
letters, and emails. (Today we're going to focus on your sales copy
specifically)
Even if you’re not going to write your own copy (which means you’ll be
outsourcing), you need to
learn how to distinguish good copy from bad copy.
As Pete OC aptly puts it, “If you’re not learning copy… and you’re trying to
build a profitable online business… you’re basically wasting your time.”
In case you haven’t heard of Pete, he’s an elite email marketer and direct
response copywriter trained in the art of persuasive copywriting at the
$600-million-a-year email marketing empire, Agora Inc.
Your words are basically your conversation with your target audience. When
crafting your copy, you must focus on the core desires and emotions of your
readers.
Many business owners make the mistake of talking endlessly about their
product features and how accomplished they are in their sales copy... thus
leaving much money on the table for their more customer-centric
competitors.

So instead of talking about yourself and your product, your copy should
revolve around your target audience... meaning you must focus on their pains
and struggles, their dominant emotions, as well as their dreams and
aspirations.
In other words, you must put yourself 'in their world', and use 'their words' to
show them how your product or service can end their pains and/or help them
achieve their aspirations.
To do so, you can refer to your market research earlier on... the part where
you search for relevant niche forums -- where your target audience share
their frustrations and ask for help from the community.
Similarly, look at the 5-star and 1-star reviews (for Amazon), and the Q&As
(for Quora) -- take note of the words that your target audience are using to
describe their aspirations, pains and frustrations... and use those words in
your copy.
The MOST IMPORTANT element of persuasive copy is your headline. Because
without a compelling headline, the rest of your copy are useless... and no
matter how good your offer is, your readers will never find out.
“On average, 8 out of 10 people will read headline copy, but only 2 out of 10 will
read the rest...” –
Copyblogger
But bear in mind, your headline’s job is NOT to sell.
Instead, it is to grab your reader’s attention and make him/her read
the very next line. So how do you craft an attention-grabbing
headline?
Firstly, you need to talk about the ONE BIG IDEA.
Is it losing stubborn belly fats without exercising? Is it making $100/day
online without prior marketing knowledge?
An important note here: Don’t try to cram your whole proposition into your
headline.
Remember, your headline’s job is NOT to sell. It is to evoke your reader’s
desire and arouse his/her
curiosity to make him read on.
The next step is to focus on a dominant emotion of your reader. Is it fear?
Is it pride? Is it anger? The third step is to determine the level of awareness
of your reader.
Legendary copywriter Eugene Schwartz explained it best:
If your reader is aware of your product, and it can satisfy his desire, your
headline starts with the product.
If he’s not aware of your product, but is only aware of his desire, then your
headline starts with the desire.

Your Headline (Grab Attention)

The MOST IMPORTANT element of persuasive copy is your headline. Because
without a compelling headline, the rest of your copy are useless... and no
matter how good your offer is, your readers will never find out.
“On average, 8 out of 10 people will read headline copy, but only 2 out of 10 will
read the rest...” –
Copyblogger
But bear in mind, your headline’s job is NOT to sell.
Instead, it is to grab your reader’s attention and make him/her read
the very next line. So how do you craft an attention-grabbing
headline?
Firstly, you need to talk about the ONE BIG IDEA.
Is it losing stubborn belly fats without exercising? Is it making $100/day
online without prior marketing knowledge?
An important note here: Don’t try to cram your whole proposition into your
headline.
Remember, your headline’s job is NOT to sell. It is to evoke your reader’s
desire and arouse his/her
curiosity to make him read on.
The next step is to focus on a dominant emotion of your reader. Is it fear?
Is it pride? Is it anger? The third step is to determine the level of awareness
of your reader.
Legendary copywriter Eugene Schwartz explained it best:
If your reader is aware of your product, and it can satisfy his desire, your
headline starts with the product.
If he’s not aware of your product, but is only aware of his desire, then your
headline starts with the desire.

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