Is Your Copywriting Full of HOT A.I.R.?

by Richard Petrillo on January 31, 2013

copywriting skills

Effective Copywriting is the single most important factor when it comes to making sales in any business.

Network Marketing is no different!

In a moment we will discuss Copywriting & A.I.R. but first…

If I were to ask you what is the most important factor in your sales letter, email campaign, PPC ad, etc. What would your answer be?

Probably the Headline right?

While I would tend to agree that a strong headline is extremely important, the #1 factor to take into account when dealing with copywriting that will convert is:

Knowing Your Customer, Prospect and Target Market!

As basic as this my sound, its imperative your copy gets in front of people who want what you are selling. Not what you think they should want. Big difference!

Take the time to research not only what your customer or prospects are looking for, but be aware of what they don’t like as well. Avoid using words or terms that have a negative connotation that can turn-off your reader. The only way to be successful with compelling copywriting is to know your target market inside and out. So be sure and take the time to research your audience prior to writing.

Since my blog is designed to help people with their internet or network marketing business, I will approach this next step with the idea of attracting prospects who are looking for a home business or a way to make money online.

Normally, most will approach directing their sales letters or advertising towards making money, or how much money can be made in X amount of time.

Rather than putting the emphasis on Money, why not direct the reader, or attract your prospects with the Time, Freedom approach?  Sure, money is important, but having time to do something with all the money they make is far more enticing.

Pushing the right buttons will make all the difference in your conversion rate. The old analogy of Lawyers & Doctors making a boat load money, but having no time to enjoy it makes a powerful case for time and freedom.

Providing solutions to people’s problems is the cord you need to strike in your copywriting.

Here are 3 things you should include to keep your copywriting from being full of HOT A.I.R.

Now is probably as good a time as any to mention David Garfinkel and the Copywriters Guild. David is a master at SEO copywriting, extremely successful, and the co-founder of The Copywriters Guild. He offers a free 6 series special report on copywriting, which is the inspiration of todays blog post.

You can get your free copy here! I highly recommend this series if you are serious and want to learn copywriting.

Okay, lets get back to A. I. R.

1. Ask

2. Imagine

3. Remember

Step 1 ~ ASK

We all know that testimonials are a powerful sales tool and David suggests taking it one step further. Find the most passionate customers possible, get them on the phone and ask them to be specific about what the product or service has done for them. With their permission, record the conversation so you can refer back to it looking for those golden nuggets, or specific language the customer uses to describe the benefits they have received.

In talking with several customers you will begin to find similar words or themes that are mentioned over and over again. These are the talking points you Must include in your copy. Again, this all goes back to knowing your target market and who your customer is.

Step 2 ~ Imagine

If you truly come to understand your customer, or prospect then you understand what their life is like…

Imagine putting yourself in your prospects shoes. Chances are you’ve been there yourself. Think about how your product or service offers a solution by:

A. What can they do now that they couldn’t do before?

B. What can they do now more quickly or more easily”

C. What problems do they have that would become smaller or disappear altogether?

D. Would other people look at them in a different light?

E. Could they make more money as a result of what the product has done for them?

F. Could the product save them money?

Let your imagination run wild and find specific answers to these questions, then write your copy or headlines around them.

Step 3 ~ Remember

Think back to your own experiences. What was life like before using the product or service yourself? Has your life changed in anyway as a result of it? If necessary, write out two lists, a “Before” and “After” list. Put as many details down on paper as possible. In no time you will begin to see similarities which will allow you to add to the benefits of your product or service. Then, speak to those when writing your copy!

In closing, taking the time and making the effort to fully understand your customer or prospect before writing your copy will make all the difference in how successful your campaigns convert. This article is just a tiny snippet of David’s 6 series report.

There is so much valuable information regarding copywriting within his series that I believe anyone serious about building a business should have his special report in their library.

Thanks for taking the time to read this post. If you found value here, please share it with your friends on Google+, Facebook, and Twitter!

To Your Success!

MLM Prospecting Tips, Richard Petrillo

Richard Petrillo

PS: Are You Looking to Solve The #1 Problem ALL Networkers Have? Download This Free Training and Learn How to Turn Leads into Distributors With Any Company! Click Here For Your Free 60 Minute Training!

Please leave me a comment below if you have some advice or thoughts on what has been working in your Copywriting efforts. 

{ 15 comments… read them below or add one }

Richard Petrillo January 7, 2014 at 10:21 pm

Thanks Phil!
They say a picture is worth 1000 words… Well, great copy or a headline is Golden! Especially when you know who you’re talking to. Thanks for your comment Phil!
RichardP

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Phil November 27, 2013 at 11:05 am

I absolutely agree. Copywriting is so underrated, but tweaking words is what the world’s best advertising/sales/marketing people do. The devil is definitely in the details! Rich, I completely agree that you have to know who your audience is, since copywriting is based completely on that one thing alone! Great post.

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Richard Petrillo November 7, 2013 at 3:57 pm

My pleasure Damien,
Thanks for leaving a comment. Just took a peek at your site & blog! Great stuff. I’m looking forward to learning and sharing!
Have a great week.
RichardP

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Damien October 21, 2013 at 12:09 am


Twitter:
One of the few free reports on copywriting I hadn’t yet discovered! Great concept, too. Thanks Richard :)
Damien recently posted..Use This Simple Copywriting Formula to Easily Sell AnythingMy Profile

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Richard Petrillo April 16, 2013 at 11:22 am

Hey Chad,
I’m glad you found some useful info here. Well, to answer your question, if the link on the copy writers guild hadn’t been broken, you would know. lol Its working again so check it out.
Thanks for stopping by!
RichardP

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Chad April 16, 2013 at 10:34 am

AIR is a great way to remember all this extremely useful information. On another note I like how there’s a guild for copywriting.

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Saanvi March 31, 2013 at 11:11 pm

That is an awesome post. You have really layed out your points in great detail. We should take get hold of this post, read and impliment the points outlined.
Saanvi recently posted..Ways to Increase Blog Traffic FastMy Profile

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Richard Petrillo February 13, 2013 at 9:39 pm

Hi Ben,

Thank you! I really appreciate your comment. It’s so true, proofreading is so important and sometimes I rush through it… Hmm, are you trying to tell me something? LOL Going to proofread and edit this post now!

Thanks again Ben,
Have a great week!
RichardP

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Richard Petrillo February 13, 2013 at 9:28 pm

Hi Barbara,
So glad to have you back! The more I learn about copywriting, the more I love the challenge of writing article headlines and ads. A full sales page is next on the list of things to tackle.

I’ve been meaning to get back to you blog, I’m sure you know how that goes. lol Take good care,
See you soon!
RichardP

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Richard Petrillo February 13, 2013 at 7:33 pm

Hey Robin,

I agree. There is an art to copywriting, especially learning how to write in your own voice. Getting your readers to become engaged is key. The science comes into play with the 3 steps of A.I.R. If you can incorporate those three steps, you’re on your way to a higher conversion rate.

Thanks,
Hope you are having a great week!
RichardP

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Robin J Emdon February 11, 2013 at 1:48 pm

Hey Richard!

Some very nice distinctions here! Copywriting is certainly an art more so than a science I think – nevertheless there are tried and tested methods that really do make a difference!

Thanks!

~Robin~
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Ben Earl February 11, 2013 at 9:02 am

These are great insights that you have. I would just like to add that you should never forget to edit and proofread your works before having them published. One wrong word may disappoint some potential clients.
Ben Earl recently posted..Make your LinkedIn profile the best with great contentMy Profile

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Barbara Charles February 10, 2013 at 8:11 pm

Hi Richard. So glad you came by my site the other day because I wanted to drop by your site and show you some love on your blog and lo and behold, I find an article on the very topic I’ve been looking into. I’ve just recently been learning more and more about copyrighting so I can write more effectively, both ads and for investments. Your advice is practical and gives me some ideas on how to write my ads more effectively. Good deal! Thanks for the info.
Barbara
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Richard Petrillo February 4, 2013 at 10:51 pm

Hi Adrienne,

You know it’s funny, I am finding that there isn’t as much interest out there as I thought there would be regarding copywriting. It truly is one of the most important aspects to marketing anything.

The Copywriters Guild is an amazing 6 part series that I am diving back into. There is so much to learn. I just watched a new video course that Mike Dillard has out. He talks a lot about copywriting being the first skill he learned. He is a master of it now for sure. His sales letter for Magnetic Sponsoring is what’s responsible for his over 20 million dollars in sales for that product alone.

If you ask me, acquiring great copywriting skills is a must for any internet marketer.

Thanks for always stopping by and adding value here!
I hope you are enjoying your week!

Richard

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Adrienne February 4, 2013 at 2:23 pm


Twitter:
Hey Richard,

Well I’ll agree with you on that one. It won’t do any good to write a killer headline if you aren’t targeting your specific market.

I think I went through that same type of training where I honestly thought I was here for the money. I didn’t realize until much later that I wanted the freedom that the money could give me. It wasn’t about being rich, it was just about not having to worry about finances anymore. That’s a huge difference so once you write your sales copy geared toward what your target audience is really after then you’re going to have so much better luck.

I like the AIR definition plus I’ve been through the Copywriters Guild as well. Great stuff and a real eye opener.

Thank you for sharing this and a really great find for anyone still struggling in this area.

Hey Richard, enjoy your week.

~Adrienne
Adrienne recently posted..How To Access Your Passwords EasilyMy Profile

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