Chatting to a good friend of mine earlier.
He asked me how on earth can he write a sales page for his product,
when he has no copywriting chops to speak of, and no money to pay
someone to do it for him?
This is a very good question.
And to be honest, there aren’t any quick fixes.
There really aren’t.
Thing is: As soon as I even mention the word copywriting to most
people, their eyes glaze over as if I asked them to solve a complex
But it is a skill that is worth putting the time into learning.
Yes, it does take work.
Why wouldn’t it?
Anyway, even though work is indeed at the heart of learning any
worthwhile skill, there are always insights that can speed up the
For my friend and his sales page writing conundrum, this is what I
told him he MUST do.
In fact, it’s what ALL the top copywriters do when writing copy for a
The ONLY way to write great copy for a product (any product) is to
EXTENSIVELY research the product and answer the following questions…
1) What’s the elevator pitch? (15 seconds to say what the product does)
2) What’s the primary problem the product solves?
3) What is the primary benefit of the product?
4) What fears does the product alleviate?
5) What is the primary motivator the product addresses? (fear, guilt, greed)
6) What’s the story behind the product?
The ONLY way to write great bullets (arguably the most important part
of any sales page copy) is to, yet again, EXTENSIVELY research the product
and extract ALL the fascinating points that tantalize and tease the
Bullets, are just facts brought to life.
But they must wound.
They must tease.
And they must raise curiosity.
That seems like a lot of work though, doesn’t it?
Well, it is.
And make no mistake about it, that certainly isn’t an exhausted list
of what you should be doing, but it sure as hell will bring you a long
way to writing copy that sells.
I haven’t even talked about headlines, or closes, or guarantees, or
But it’s a great start.
Now, If you haven’t got a product to write about; maybe it’s about time you
Here’s a one-page Product Creation Cheat Sheet my friend Declan created
Go here next to get started…