- by Rory Ramsden
A product launch sequenceis packed with scripts, emails, blog posts, lead magnets and much more. To engage your audience, you have to craft this plethora of copy so that it compels them to read on. Storytelling is what moves people. It has done for eons. And the best way of learning to tell a gripping story is to study how best selling authors construct not only their plots but also their sentences and even how they weave their word together.
Here are three tips from the great Stephen King …
#1 Tip: Practice makes perfect – The more you immerse yourself in the books of popular authors, the more of their style you will absorb by osmosis. King says, “If you want to be a writer, you must do two things above all others: read a lot and write a lot.” I say … Study the great direct marketing copywriters too. Don’t just read their sales letters. Rewrite them longhand and get to know all the little nuances of their style. It may not be your style but you will learn how they put it all together. It is this structure that is important. Note that their writing
is tight and devoid of long flowery sentences. Adjectives are few and far between. Study the verbs they use. Every one is loaded with impact. Power verbs pack a powerful punch.
#2 Tip: Every word has to earn its place on the page – A “competent writer can become a good one” says King “By eliminating unnecessary details that don’t add to the story or subject…. And always avoid the unnecessary use of adverbs… The road to Hell is paved with adverbs.” You need to rewire your brain so you become an effective communicator. It isn’t just a skill that you develop. It’s a skill that will transform you into an effective leader in your market. By expressing ideas and concepts, by synthesizing their meanings you will become an authority figure. The person people turn to for advice.
#3 Tip: Engage readers on the emotional level – Pin a picture of your avatar to the wall above your desk, if that’s where you write. You want to write every word to him or her in the language they would expect. Every tribe, clique or niche has its own slang so using that will ensure that your audience recognize you. Do not allow yourself to be distracted. “Close the door, turn off the TV, unplug the phone, and turn off the video games.”
That’s it. The concise guide to becoming a better copywriter. It’s simple but that does not mean it’s easy. You are the best person to communicate with your market. You will write in your own ‘voice’. Your people will realize when someone else is doing the writing. Their spidey sense will tell them. They will intuit when you are not 100% congruent with your words too. Their limbic brain will tell them.
That’s the part that has no power of speech but has the power to make you feel awkward and uncomfortable when something doesn’t feel right. You may find yourself saying “That does not feel right” or “I was so scared I had goose bumps on my arms” That’s your limbic brain nudging your speech faculties into action.
Oh, and by the way, if you have not done a launch before or even if you have and now realize that hiring a launch manager would be a smart thing to do, you may be wondering how much hiring a product launch manager will cost. The quick answer is not as much as you might expect. Our aim is to structure a win-win sort of a deal with clients. We get paid when you get paid. That is we work on a percentage of the ‘pre-return’s gross’ revenue that your product launch makes. Naturally, you have to pay a fee to get on our calendar. We can only take on 2 or 3 clients per year so our time is valuable and we must know what our schedule is well in advance. It would be unfair on our other clients if we didn’t insist on this. Find out more by booking a free consultation with me now