How to Write Carrot-Wielding Copy!
by Michel Fortin


A reason behind websites that fail is the lack of an effective
direct response sales message that's comprised of three things:
it must be 1) captivating, 2) riveting and 3) engaging.

How can you incorporate those three elements? First, write to be
scanned. On the Internet, people are fast-paced, click-happy and
easily bored. Break your copy into small paragraphs and lace your
copy with many headers with one at every two to three paragraphs.

But once you've captured your readers' attention, the next step 
is to keep them reading the copy. Your job is to not only generate
interest but also maintain it. The latter is a much harder task.

The debate about long versus short copy is an old one. While long
copy is statistically proven to outperform short copy, many of my
clients still say that long copy will never be read on the web,
and that things online are short and fast. I fervently protest.

Sure, things are short and fast online. But there is a difference
between grabbing people's attention and holding on to it. Keeping
readers riveted, hanging on to every word with an intense desire
to discover what's next, is the goal of any direct response copy.

(It sounds the same as reading a story, right? Well, it is.)

Prospects who are genuinely interested in the product you offer
always want more information about it, not less. If they are not
qualified, no matter how long or short the copy is they will just
never buy. They won't read 15 words, much less 1,500 words.

In my experience, short copy can often result in: 1) a lower
response rate due to the lack of information; 2) a barrage of
questions from confused or undecided prospects; 3) or a higher
level of returns since the product failed to meet expectations.

If long copy yields poor results, it has to do with the copy and
not the length. It's too boring. It didn't elevate the reader's
level of interest, and it failed to keep her reading.

Of course, writing long copy that engages, entices and entertains
the reader is very difficult. (That's why people hire copywriters
like me.) But when it is good, then the reader hangs onto every
word and becomes increasingly excited the further she reads it.

Copywriters are storytellers. If your copy tells a compelling
story, people will read it. All of it. To illustrate, one day you
notice a book at your local bookstore. The cover, title and cover
copy pull you into the book. The opening chapter is delectable.

So, you decide to buy the book.

The book is inviting, and the story compels you to read every
single page, no matter how big the book is. In fact, the book is
so good that you either wish it was bigger or, once finished, are
prepared to read it over once more. You just can't put it down.

But as you read it further, you become confused and slowly begin
to lose interest. The plot no longer invites you to keep reading.
You drift away and find it harder to continue. Ultimately, you
stop, close the book and then shelve it. Copy is no different.

With a riveting story, the reader becomes intimately involved in
the plot. They see themselves in the shoes of the characters. To
do this, you need what I call "UPWORDS," which is an acronym for:
"Universal picture words or relatable, descriptive sentences."

"Universal picture words" means mental imagery that help to paint
vivid pictures in the mind. Lace your copy with words that engage
as many of the senses as possible, and cause prospects to easily
visualize already enjoying the benefits of your offer.

"Universal" means to appeal to your audience as a whole. Readers
must not only read your copy but also understand, internalize and
appreciate it. Remember: different words mean different things to
different people. So, use words that can help your message to be
interpreted in the same way by the bulk of your readers.

For example, in an effort to explain the importance of initial
consultations to their patients, surgeons use analogies, such as:
"Like a dentist, I can't give consultations to you over the phone 
without any x-rays of your teeth and knowing how many cavities 
you have."

Similarly, use analogies, metaphors and examples, including case
scenarios. In short, use a language to which prospects can relate
and with which they can visualize what you're trying to describe.

Finally, tell your readers what to do. Be active, not passive.
Use action words and active verbs that paint vivid pictures in
the mind, too. The more vivid the picture is, the more compelling
your request will be. Don't be afraid to pull out your Thesaurus!

For example, you're a financial consultant. Rather than, "Poor
fiscal management leads to financial woes," say, "stop mediocre
money management from sucking cash straight out of your wallet!"

People can visualize the action of "sucking" better than they can
"leading." Here's another example. Instead of, "Let me consult
you on how to maintain your balance sheet," say, "borrow my eyes
to help you keep a steady finger on your financial pulse."


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Michel Fortin is a copywriter, author and consultant dedicated to
turning businesses into powerful magnets. His specialty are long
copy, email and web sales letters. Get a FREE copy of his ebook
and subscribe to his FREE monthly email newsletter, "The Profit
Pill," by visiting http://SuccessDoctor.com/ right now!
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