© 2003 heritage house publishing, inc. all rights reserved alex’s tested 10-step formula for...

© 2003 Heritage House Publishing, Inc. ALL RIGHTS RESERVED

Alex’s Tested 10-Step Formula For Website Copy

STEP #1: Write your _____ list before anything else.FAQ

It must mirror the _______________ in your first-time visitor’s mind.conversation

It must raise and shatter the _____________ of your first-time visitors. objections

It must be one click away from your ________ _______. order

page


Case Study: www.MindMotivators.com (teleseminar)


STEP #2: Create your ____________ _________.Consumption

Matrix

It first answers _________ your product/service is consumed.WHEN?

WHY?

Next, it answers _________ your product/service is consumed.

Finally, it answers _________ your product/service is consumed.

HOW?



Case Study: Anthony Robbins’ Personal Power (Nightingale-Conant)

POC WHEN? WHY? HOW?

Situation #1While driving to and from work in rush hour traffic.

To use “dead time” as source of motivation, inspiration and learning.

Audio playerCD player

Situation #2While mowing the lawn, or doing chores around the house or farm.

To make “chores” more fun and get more “brain food” at the same time.

Portable tapePortable CD

Stereo player

Situation #3After the kids fall asleep, in the den with your spouse.

To share learning time and inspiration with a spouse or loved-one.

Study guidesHome stereo

Boom boxCD or tape

Action plans

Situation #4During a plane trip to a business or family trip.

To make use of travel time for inspiration or learning.

Study guidesPortable CD

Portable tapeLaptop DVDAction plans

Situation #5 During a lunch break at work, or at home.

To use mid-day break time as a source for learning and inspiration.

Study guidesBoom boxCD playerPC DVD

Laptop DVD

Situation #6At a holiday event, birthday or any other special occasion.

A thoughtful gift to a friend or loved-one.

Study guideAudio tapes

CDsDVDs

Videos

Situation #7On a subway, ferry or bus, during Metro commute.

To convert “dead” commute time into learning time.

Portable CDPortable tapeLaptop DVD


STEP #3: Craft your _______ offer(s) before writing any ad copy. Upsell

Make sure it’s ___________ to your primary or core offer. relevant

Brainstorm at least ____ different ones to test against each other. 3

Give it a credible discount dollar _______. value



Case Study: www.Mind-Motivators.com (Order Page)


Case Study: www.CopywritingCoach.com (at order page)


bonus gift

STEP #4: Write your ___________ section in its entirety.

If you can’t ______ them separately, then they’re not valuable enough.sell

Put them on your _______ page and ________ page.home order



Case Study: www.MarketingWithPostcards.com


STEP #5: Write your money-back ___________ in its entirety.guarantee

The longer the time frame, the fewer ___________ you’ll get.returns

Make it _____________ and written from your heart.personal

Add your __________ to increase its credibility.picture

Don’t forget to include it on your ________ _______.page order



Case Study: www.MarketingWithPostcards.com


testimonials

STEP #6: Collect and categorize your ___________ in two piles.

The ones from gurus or celebrities should be about ______.you

The ones from customers should be about your _________________.product/service


Case Study: www.MindMotivators.com


STEP #7: Write the bullets to your offer’s core ___________. benefits

Sort them into two files: 1) ______________ and 2)________________. Moving-Away

Moving-Toward

Make them __________ to increase their pulling-power.specific

Remember what a BIG difference the letter ____ makes. “S”

Choose the best for your _____________ and ________________.sub-headlines

headlines



POP QUIZ: Can you name the “MA” and “MT” benefits shown below?

Benefit Circle One

“Practically eliminates menopause discomfort” MA or MT

“Puts more money in your wallet” MA or MT

“Success secrets of the world’s top coaches” MA or MT

“7 tips to avoid the common cold” MA or MT

“Converts your Website traffic into cash” MA or MT

“Former IRS agent shatters old tax myths” MA or MT

“Tax secrets to keep more net income” MA or MT


STEP #8: _____ and do ___________ on your competitors.researchSpy

A reliable way to find competitors is using __________ in the PPCs. keywords

Compare their first ___________ to what YOU have written so far.7 Steps

________________ your offer, upsell, guarantee and bonus gifts. Differentiate

STEP #9: Write the 1st draft of your _______ page. home



These 5 Copywriting Tips Eliminate “Writer’s Block”

1.___________ - Make it crystal-clear to your readers that you empathically

understand their pet peeves, pains and predicaments.

Problem

2. ___________ - Explain what's possible for your readers to visualize

how things will be … once their problems are solved.

Solution

3. _____________ - Demonstrate why your readers are stuck with their

“problems” and have not yet found a good enough “solution.”

Why Stuck?

4. _____________ - Discuss the fundamental steps necessary for your readers

to resolve their problems if they had to do it by themselves.

Process

5. _____________ - A statement of who you are, what you do, how you can

help, and an invitation to the prospect to contact you.

Call-To-Action


STEP #10: Once STEP #9 is done, write your ________ ______. pageorder

Six Simple Tips To Make Order Page Conversion Skyrocket

1. Put your company's _______________ in clear view.contact info

2. Make a ______________________ that highlights key ___________.declarative statement

benefits

3. Reconfirm your list of free ______________.bonus gifts

4. Restate your money-back _______________.guarantee

5. Don't forget to include your _________ offer. upsell

6. End with a _______________ for good measure.testimonial



Order Pages That Convert Prospects Into Customers

Case Study: www.MarketingWithPostcards.com (16.4% conversion)

(Analyze on the Web)

Case Study: www.CopywritingCoach.com (18.2% conversion)


Case Study: www.Mind-Motivators.com (14.7% conversion)


© 2003 heritage house publishing, inc. all rights reserved alex’s tested 10-step formula for...

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