How to Write Copy that Sells

In the course of writing some blockbuster promotions (a number of my sales letters have brought in seven-figure paydays for my clients).

I’ve also written some promotions that did not work so well on the first run. It pains me to admit that – and these cases are few and far between – but that’s the unvarnished truth.

Comparing the many successful pieces of copy I’ve written, I’ve identified what I believe is the single biggest difference between copy that rocks (i.e., converts like crazy) and copy that sucks.

I believe that you can inject this one element into any anemic, pathetic, lackluster piece of copy... and transform that underperforming sales letter into an order-getting engine of prosperity.

Of course, you and I know that not all the movies live up to the trailer. We’ve all had that experience of seeing the actual film and saying, “Well, they put all the best parts in the previews.”

So, just for the moment, let’s think of your product as the movie. And let’s think of your sales copy as the “trailer.” And just for now, let’s assume your product or offer lives up to the promise of the trailer.

So, nobody’s going to see the movie – or buy your product – and then want their money back. Nobody’s going to say, “The best parts were in the previews.”

Okay. Then the question becomes... how do we create a “trailer” – in our case, a sales letter – that makes people decide on the spot that they must have the actual product?

The secret of great movie trailers – and of great sales copy – is something I call the Dominant Story Idea, or “DSI” for short.

I’m going to give you an example of how this whole “DSI” thing can actually save your bacon, and turn a losing sales letter into a winner (in just a few minutes).

I’ve selected a couple of example movie trailers, and we’ll assume you saw the trailer or a TV commercial for the movies we’re discussing. If you really want to see them for yourself, a brief visit to YouTube will get you the trailers in question. I’ve purposely chosen older movies to avoid spoiling a film for you if you haven’t seen it yet.

1. Dominant Story Idea: college math whiz uses his skills to beat the Vegas casinos... gets seduced by the dark side, and gets into trouble with some very bad guys.

2. Sample feelings: we see Ben Campbell in his innocent phase... we see him winning... we see him getting seduced by money, power, and very hot women... and then we see him getting into some really scary trouble. Will he prevail?

3. Proof the movie “works:” we’re shown Kevin Spacey, Kathe Bosworth and Laurence Fishburn (proven actors we love)... some very compelling scenes (tightly edited)... and in the background we’re anchored by the sound of the Doors singing “Break on Through to the Other Side”

Our second example is, incidentally, just about the same story – but this movie comes from even further back on the calendar (1993). It’s The Firm, based on John Grisham’s book. I chose it to make a point: you don’t have to come up with a new idea to have a hit. You just need to tell the story in a fresh way.

1. Dominant Story Idea: young lawyer passes the bar and gets a dream job – with great pay and even a free BMW. Seems too good to be true. In fact, it is: he’s working for the Mob. And if he wants out, they’re going to kill him.

2. Sample feelings: we see Mitch McDeer in his innocent phase... we see him winning the new job, the car, and the status he so desperately wants... we see him getting seduced by money, power, and very hot women... and then we see him getting into some really scary trouble. Will he prevail? (Hmm. Sounds familiar.)

3. Proof the movie “works:” overtly, we’re shown Tom Cruise, Gene Hackman, and Hal Holbrook (proven actors we love)... some very compelling scenes (tightly edited)... and in the background we’re anchored by the sound of the suspenseful and ominous music (hinting that bad things are about to happen to dear Mitch McDeer).

Well, it should be getting clear for you by now... you need to do these same three things with your copy.

As long as your product actually solves a problem, this formula will work for you.

1. Showcase Your Dominant Story Idea: Imagine you’re making a Hollywood Movie Trailer... how would you sum up your DSI? Look at the movie examples above for some clues.

2. Sample feelings: Again, looking to our movie trailer examples, can you show – in your copy – some scenes that will help the reader feel the feelings they want to get from your product? You do this by telling stories, and directing the reader’s imagination so that they see themselves in the end state your product provides (financial freedom, quitting their job, being a best-selling author, enjoying their new car, or whatever your product does for them). And here’s a key: they must link this end state to your product. Let me be clear: by the time they’re done with your copy, they need to see that the only way they can reasonably expect to get to that end state is... by using your product.

3. Proof the product “works:” you do this in the ways we’re familiar with: testimonials, case studies, before-and-after photo and video, screenshots, etc. Showing “celebrity” endorsements will improve your results by multitudes. Just remember you don’t need Kevin Spacey or Tom Cruise... chances are your niche has its own celebrities that will work just as well (or even better) for your purposes.

You might be tempted to say, “That’s great for Hollywood, Ray, but how does it work for me? I just want to juice up my sales letter and get some sales of my product... which has nothing to do with movies!”

Let me give you an action plan for using the DSI method in your marketing. And you can start immediately – as in, today.

First, you need to identify the three elements used by movie studios to “sell” their movies to the public. So, thinking in terms of your own product:

1. What’s the Dominant Story Idea of your sales copy? (E.g., “Weird exercise routine provides world’s best workout in just 4 minutes,” or “Collapsing financial markets have produced an overlooked opportunity for investors” etc.)

2. What are three ways you can provide Sample Feelings for your readers... so they picture themselves using your product and enjoying its benefits? (E.g., Can you tell them a True But Amazing Story? Show them a brief video? Let them try one of your techniques?)

3. What are three powerful ways you can Prove Your Product Works? (E.g., Celebrity endorsements, before-and-after, well- known examples, etc.)

Once you’ve actually written these things down, your next task is to incorporate them into your copy. How do you do that? Simple.

This might mean you have to ditch that worn out “Who Else” headline... but are you really going to cry about that? For instance, in one of the examples above, I could actually just use my DSI as the headline:

Next, summarize your Sample Feelings elements and place them in the Deck Copy (right under the headline). Bullet points work best here. To continue using our exercise example, I might write:

In this Special Report, you will learn the amazing (but true) story behind the world’s fastest workout. You’ll discover:

• How this method of “fast exercise” was discovered, and how scientific testing has proven it to be effective.

• The “miracle transformation” that took the method’s inventor from 300 pounds to 160... lowered his blood pressure... and took 30 years off his biological age (and how you can do the same – or better).

• The principles behind the 4 minute workout and how you can start using them right now to build your strength and endurance.

If you’ve looked at your product and decided that you just don’t know what makes it different from any other... don’t despair. I can show you why you need not despair with a simple exercise: can you name the following movie?

Young man discovers he is destined for greater things, is taken under the wing of a wise older man, and must undertake a challenging quest to fulfill his destiny. He passes through many grueling trials, but in the end triumphs over the forces of evil and wins the day.

The answer is... any or all of the above. And hundreds of other movies as well. While they are each, in essence, the same story... they are also each unique. They are “the same but different”.

This is the part I can’t put into a formula for you – you’ve got to do the work yourself. But here are some tips that will help you...

• Immerse yourself in your own product. Know it inside and out.

• Read copy from other markets (different products entirely) and ask, “How MIGHT this story apply to my own product?”

• Watch the news. What are the top stories and how could they be tied to your promotion?

• Ask yourself this question... if your product were a movie, what movie would it be? And then see if you can “theme” your product around that idea. Roy Williams, a radio advertising expert, thought of himself as something like the “Wizard of Oz”... and in a flash of insight branded himself as “The Wizard of Ads.” Can you do something similar with your product or service?

If you can find your own Dominant Story Idea, and build your sales copy around it, you’ll almost certainly increase your sales and profits. Because I can promise you – your competition is almost certainly not doing any of this.

David Ogilvy, arguably one of the greatest ad writers who ever lived, said this:

“Unless your advertising contains a Big Idea, it will pass like a ship in the night. I doubt if more than one campaign in a hundred contains a Big Idea.”

Now you know what will set your campaign (or sales letter, or product launch) apart from all the others: it’s your DSI.

CHAPTER 11 QUICK SUMMARY

How the DSI Transforms Copy from Boring to Blockbuster

The best and most successful movie trailers do three things without fail:

1. Give you the Dominant Story Idea (DSI)

2. Offer a sample of the feelings you’ll get from the movie itself

3. Provide proof that the movie “works”

Putting the DSI to Work in Your Own Copy

First, you need to identify the same three elements used by movie studios to “sell” their movies to the public. So, thinking in terms of your own product:

3. What are three powerful ways you can Prove Your Product Works? (E.g., Celebrity endorsements, before- and-after, well-known examples, etc.)