Copywriting Secret of the Masters: Copywriting and "The Force" by: Lorrie Morgan Ferrero
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Copywriting and "The Force" My inner geek re-emerged after seeing Star Wars, Episode III - Revenge of the Sith. The original came out in 1977 before the days of VCRs and small recording devices.(By the way, the title was Episode IV - A New Hope my sons inform me. NOT Star Wars as I foolishly thought.)As a teen, I paid to sit through it 15 times. My cousin and I even snuck in a cassette player and recorded the whole movie on two 60 minute cassettes, memorizing every line. Told you I was a geek! Watching the final installment of the series come full circle last week, I realized there are similarities to the good and evil in the world and the good and evil of creating out-of-this-world copy. 1)Like "The Force", copy is EVERYWHERE. It is in all of your marketing and promotional materials. Whether you're talking about emails, websites, brochures, back cover product copy, ezines, blogs, flyers, even business cards...they all rely on copy to get your message across. Obi Wan Kenobi was right when he said, "It surrounds us. It penetrates us. It binds the galaxy together." He just didn't realize he was also talking about copy! 2) Persuasion techniques are just as prevalent in copy as they are in the old Jedi Mind Trick. Copy is salesmanship in print so naturally you need to overcome objections, put yourself in the shoes of your target market and move the prospect toward the sale. Get them thinking like you do. If they come to believe it was THEIR idea instead of yours, all the better! 3) Copy and lopped-off limbs can always be repaired. Jedi and Sith Lords have a habit of taking off one another's limbs with light sabers. But never fear. They can be replaced with stronger, mechanical versions. Same with copy. Don't be afraid to cut and edit your words. In the end your message can be more powerful. 4) Good copy and the Death Star pull the prospect in like a tractor beam. Whether the prospect consents or not, when the copy is on target and compelling, it should suck the reader in like it has gravitational pull. If your copy is doing the job, there is nothing else the prospect would rather do than read it right NOW. As earthling Gary Halbert put it, "Copy can never be too long. Only too boring."
5)Just as Anakin Skywalker had a reason to turn to the Dark Side, you should have a reason "why" you're giving such a great deal.(By the way, how hot is Hayden Christensen who plays young Darth?! Sizzling, I say!)Darth Vader didn't become the Dark Lord because he WANTED to be evil. He had a darn good reason for turning. You, too, need to have a darn good reason why you're making the exceptional offer you're making. Did you make too many widgets? Are your partners coming for back pay? Do you have to liquidate your cassette product supply? Be honest, but let the prospect know "why" this deal is a no-brainer. May "The Force" be with you.
Lorrie Morgan-Ferrero Bio
Lorrie Morgan-Ferrero founded Red Hot Copy in 1999 an effort to work anywhere, raise her family, and still make a good living. After studying closely with master copywriters, Lorrie has become a world-renowned and award-winning copywriter with her own unique style. She has an uncanny ability to make her copy bond and build relationships with the prospect…driving them to become loyal customers buying from her (or her clients) over and over again. “It’s almost like she’s talking you through it,” said one client. “Lorrie keeps your attention from the first word to the last.” Lorrie’s words have sold products in a variety of industries including mompreneurs, professional speaking, the seminar business, hypnosis, health & fitness, nutritional supplements, biz op, and entrepreneurial services. After working closely with high profile speakers and entrepreneurs, Lorrie now focuses her passion on educating business owners in reaching the female market. She is a frequent guest speaker. Lorrie has written award-winning home study courses, conducts world-famous copywriting trainings on how to sell to women, holds live workshops, and authored the original book, The She Factor based on her own She Factor Marketing System.
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