How To Write Copy That Sells: My Pre-Copywriting Checklist

Pre-Copywriting Checklist

In this video, Alex shares her Pre-Copywriting Checklist to help you write a relevant, complete and effective sales page that boosts conversions every time. She emphasizes the importance of doing detective work before writing a single word and covers 10 things you must have before starting.

The Importance of Preparation

• Copywriting starts with preparation, not writing.

• Before writing, ask the right questions and get all the juicy details you need.

• The Pre-Copywriting Checklist includes 10 things you must have before writing your first word.

Understanding the Sales Campaign

• Get a bird's-eye view of the entire scope of the sales campaign.

• Request to look at ads, landing pages, and emails that come before, during, and after your sales page.

• Ensure that your messaging flows cohesively with other elements of the campaign.

Defining Your Customer Avatar

• Define who your customer is beyond basic data found in website analytics.

• A customer avatar or persona is an actual personality.

Crafting Your Sales Page Brief

• Identify your unique selling proposition (USP).

• Determine what problem your product solves for your customer.

• Highlight benefits over features.

• Use social proof to build trust with potential customers.

Writing Effective Headlines and Subheadings

• Write headlines that grab attention and communicate value.

• Use subheadings to break up text and make it easier to read.

Creating Compelling Body Copy

• Use storytelling to engage your audience.

• Address objections and provide solutions.

• Use persuasive language and power words.

Crafting a Strong Call-to-Action

• Make your call-to-action clear and specific.

• Use urgency to encourage action.

• Provide a risk-free guarantee.

Formatting Your Sales Page

• Use short paragraphs, bullet points, and white space to make your sales page easy to read.

• Include images and videos to break up text and add visual interest.

Testing and Optimizing Your Sales Page

• Test different elements of your sales page to see what works best.

• Continuously optimize your sales page for better results.

Conclusion

• The Pre-Copywriting Checklist is essential for writing relevant, complete, and effective copy that works.

Understanding Your Customer Avatar

In this section, the speaker emphasizes the importance of having a specific customer in mind when creating sales copy. The speaker suggests guiding clients through an exercise to identify their ideal customer avatar.

Importance of Knowing Your Customer Avatar

• Having a specific person in mind when creating sales copy is crucial.

• Identifying your client's ideal customer avatar will help you deliver great work and add value to your service.

Establishing Authority and Trust

• People want to buy from someone who is legit and qualified.

• Credentials and accolades such as academic qualifications, case studies, relevant training, press features, or speaking engagements can establish authority and create trust with prospects.

Understanding the Brand Story

• Customers want to buy from brands they can relate to.

• Knowing the story behind the product helps customers understand its history, values, mission, and how it achieves them.

• A brand voice guide or guidelines can help with understanding brand messaging. Otherwise, set up an introduction call with your client to ask about their brand message and story.

Unique Selling Proposition (USP)

• Identify what sets your client's product apart from competitors by looking for a USP statement or description on their website or company documents.

• If there is no USP statement available, do some market research and suggest ideas on how their product can be positioned for the campaign.

Specificity Sells

In this section, the speaker emphasizes the importance of being specific when describing a product's features and frameworks.

Importance of Being Specific

• Customers want to know the specific details of what they're buying.

• The more specific you can be with your features and frameworks, the better.

The Importance of Customer Testimonials

In this section, the speaker emphasizes the importance of customer testimonials in the decision-making process and how they can drive revenue up by 62%.

Key Points:

• Customer testimonials make a huge difference in the decision-making process.

• 92% of people read online reviews.

• The presence of customer testimonials can drive revenue up by 62%.

• Testimonials can be great sources of inspiration for hooks and headlines.

Understanding Product Value and Price Point

In this section, the speaker discusses how to determine the value of a product and its price point.

Key Points:

• Ask your client what the price point of the product is, along with any payment plan options available.

• Determine what makes this product unique compared to other brands.

• Establish what the overall value of the product is so your prospect would know what they would have to pay if they bought outside the offer window or if they went with another market alternative.

Writing Copy that Sells

In this section, the speaker provides details on writing copy that sells.

Key Points:

• Map out promotion specifics, discounts, and any scarcity that will be used on the page.

• Clarify any formalities like conditions, application deadlines, FAQs, refund policy and any extra bonuses that will be included.

• Turn to their brand voice or their customer avatar profile to add personality to pitch.

Delivery Details

In this section, the speaker emphasizes the importance of clarifying delivery details.

Key Points:

• Clarify from your client exactly how, when, and where the product will be delivered so that you can communicate it clearly in your copy.

• Include delivery details right there on the sales page, like in an FAQ section or you risk that customer peacing-out because they weren't clear on next steps and what to expect.

Conclusion and Invitation

In this section, the speaker concludes by summarizing the 10 things needed before writing a relevant, complete and effective sales page that connects and converts. The speaker also invites viewers to participate in her Write & Ignite Challenge.

Key Points:

• The 10 things needed before writing a relevant, complete and effective sales page that connects and converts.

• An invitation to participate in her Write & Ignite Challenge where she'll teach you the exact sales page formula and writing process that she has used to help dozens of businesses execute multi-million dollar launches.

Alex's Video Outro

In this section, Alex concludes his video and provides links to his other videos.

Links to Other Videos

• Alex provides a link to his USP Statement Generator video. You can watch it here.

• He also shares a link to his Customer Avatar Exercise video. You can check it out here.

Conclusion

• Alex signs off by saying he will be back next week with a new video.

• He ends the video by saying "Ciao for now!" while upbeat music plays in the background.

Difficulty Pronouncing Words

In this section, Alex mentions that he has difficulty pronouncing certain words.

• Alex says "blahabaha" and comments that he has a hard time pronouncing it.