{"id":3039,"date":"2017-05-15T07:07:29","date_gmt":"2017-05-15T14:07:29","guid":{"rendered":"https:\/\/www.genesisdigital.co\/blog\/?p=3039"},"modified":"2019-05-09T11:31:45","modified_gmt":"2019-05-09T18:31:45","slug":"7-essential-strategies-for-writing-killer-copy","status":"publish","type":"post","link":"https:\/\/www.genesisdigital.co\/blog\/learn\/marketing\/7-essential-strategies-for-writing-killer-copy\/","title":{"rendered":"7 Essential Strategies for Writing Killer Copy"},"content":{"rendered":"

So far, in this article series, we\u2019ve gathered all of our key material <\/b><\/a>and considered the importance of \u201crising action\u201d<\/b><\/a>. Does that mean we\u2019re ready to start writing our Video Sales Letter (VSL) script?<\/p>\n

No!<\/p>\n

Remember, the more time you spend in prep and planning your VSL, the easier it will be when it comes to actually writing the copy. It\u2019s like my Mama always says:<\/p>\n

\u201cHaste makes waste.\u201d<\/i><\/b><\/p>\n

I don\u2019t think she invented that expression, but it\u2019s good advice anyway.<\/p>\n

What you\u2019re trying to do is get to the point where you\u2019re so confident in WHAT your message is going to be and HOW you\u2019re going to communicate it, that writing your script is simpler than your anxieties are imagining at this moment.<\/p>\n

This is important because it\u2019s not uncommon for entrepreneurs to get part way through writing their script and hit a brick wall. What should only take them a few hours, ends up taking weeks.<\/p>\n

Or worse, it never gets finished. People get paralyzed in the overwhelm of it and wind up sticking with the same old, outdated marketing strategies they\u2019ve been failing with for years.<\/p>\n

So\u2026 here are seven tips that will get you ultra prepared for writing your VSL script.<\/p>\n

    \n
  1. Copy writing is secondary to the message<\/b><\/li>\n
  2. Design is secondary to the message<\/strong><\/li>\n
  3. Mix up the visuals<\/strong><\/li>\n
  4. Killer Copy needs Killer Structure<\/strong><\/li>\n
  5. Write first, polish later<\/strong><\/li>\n
  6. Start out as bombastic as you can<\/strong><\/li>\n
  7. Wordsmith to your heart\u2019s content<\/strong><\/li>\n<\/ol>\n

    Let\u2019s dig in…<\/p>\n

      \n
    1. Copy writing is secondary to the message<\/b><\/li>\n<\/ol>\n

      You\u2019re going to work on your script for a while and polish it until it shines, but you shouldn\u2019t stress about it. The precise words you use, the smart order in which you arrange them, and the pleasing cadence with which you deliver them, are all of less importance than the quality of your offer, and the benefits and testimonials you choose to highlight.<\/p>\n

      If you haven\u2019t already, I encourage you to read the first two articles in this series. If you\u2019ve followed the guidance and the exercises in those discussions, the pressure on your copy writing will diminish.<\/p>\n

      Essentially, it\u2019ll feel like you\u2019re simply filling in the blanks.<\/p>\n

      Read The First Five Critical Steps to Creating Sleek Video Sales Letters<\/b><\/a><\/p>\n

      Read How to Use \u201cPacing\u201d to Propel Your VSLs and \u201cRising Action\u201d to Catapult Your Conversions, Even if You\u2019re a Total Newb<\/b><\/a><\/p>\n

        \n
      1. Design is secondary to the message<\/b><\/li>\n<\/ol>\n

        Get your marketing team together and discuss your VSL and everyone will want to talk about whether to use live video, slides, screen-capture, animation, claymation, and so on\u2026<\/p>\n

        But if the copy writing<\/i> is less important than the message<\/i>, then the design<\/i> is even less so.<\/p>\n

        There are lots of ways to go with a VSL, sure, and it\u2019s exciting to brainstorm the possibilities, but in the long run your design choices for your video are going to have a fairly small impact on your conversions when compared to your offer<\/b> and how you present it.<\/p>\n

        Consider your VSL with your team (or with your mastermind group, if you\u2019re a solopreneur), certainly, but make sure the thrust of your discussion is about your offer, the benefits you\u2019re planning to highlight, and the stories you\u2019re going to tell.<\/p>\n

        \"Mix<\/p>\n

          \n
        1. Mix up the visuals<\/b><\/li>\n<\/ol>\n

          After you\u2019ve settled on a clear direction for the message of your VSL, make a decision on the presentation style you\u2019re going to use.<\/p>\n

          I\u2019m not going to tell you that one style is more effective than another because, in truth, your choice is going to be primarily determined by the resources you have available. If you decide to use basic PowerPoint slides and some \u201ctalking head\u201d video, that will do just fine. And if you can afford to get some fancy slides created or you can hire a 3D animator, even better.<\/p>\n

          But, whatever you decide, what IS<\/b> absolutely critical<\/i> is that you mix up the visuals, changing the presentation style every few minutes.<\/p>\n

          If you\u2019re using a combination of \u201ctalking head,\u201d slides and screen-capture, keep jumping backwards and forwards between the different styles as you progress. This helps to prevent the audience from becoming distracted or their mind wandering.<\/p>\n

          Each time the visual changes, it\u2019s like hitting a mental reset button and your audience refreshes their concentration.<\/p>\n

          If you want to see a classic example of this technique, go and watch SportsCenter for 30 minutes. Note how frequently the visuals change, never allowing you an opportunity to get bored with what you\u2019re seeing.<\/p>\n

            \n
          1. Killer Copy needs Killer Structure<\/b><\/li>\n<\/ol>\n

            You\u2019ve established some awesome benefits (and benefits of benefits) and you can deliver them wrapped up in a great story, but if you don\u2019t have a strong underlying structure your conversions are going to tank.<\/p>\n

            Before you put pen to paper (or more likely, fingers to keyboard), you should plot out your VSL, from start to finish, including your introduction, your story, your offer, and your close.<\/p>\n

            At Genndi we call these beats, \u201cPlot Points,\u201d and a typical VSL that we produce has over 30 of them. Until you have all of your Plot Points mapped out and laid out in a logical sequence, you\u2019re not ready to begin writing.<\/p>\n

            *In the next article I\u2019m going to give you a full outline for a sample VSL, including every single Plot Point that we\u2019ve used (and continue to use) to great, profitable effect.<\/i><\/p>\n

            \"Get<\/p>\n

              \n
            1. Write first, polish later<\/b><\/li>\n<\/ol>\n

              Once you have all of your Plot Points in order, and you have the benefits, pain points, solutions, and testimonials from your brainstorming sessions<\/b> <\/a>in hand, you can begin writing your script.<\/p>\n

              Write the copy for each Plot Point, paying careful attention to the approximate length of time you\u2019ve decided to give to each item. 120 words will represent around one minute of video, but you\u2019ll need to round up or down depending on how fast you talk (Andy Jenkins, for instance, can easily hit 180-200 words per minute when he\u2019s really amped up).<\/p>\n

              Don’t agonize over every word and sentence, otherwise this task will take you forever. The whole point of brainstorming and creating your outline of Plot Points in advance is so you don\u2019t have to think too much about each step.<\/p>\n

              *You might even find it easier just to record yourself talking about each Plot Point, get the recordings transcribed, then tidy up the text.<\/i><\/p>\n

              Polishing your script to improve it is going to come right at the end, so try not to edit as you go along. Just get the script written as quickly and efficiently as possible.<\/p>\n

                \n
              1. Start out as bombastic as you can<\/b><\/li>\n<\/ol>\n

                Even if you feel like your market is too high-brow for a bit of good old-fashioned spectacle (OMG \u2013 this automated trading system is totes amazeballs<\/i>), start off full throttle.<\/p>\n

                Your industry might be \u201cclassy\u201d, but on an individual basis people\u2019s trigger points are all much the same. That rotisserie oven infomercial works on everyone, whether their IQ is 150 or 75.<\/p>\n

                Plus, it\u2019s always easier to turn down the intensity than it is to turn it up. If you come to recording the script and the words sound forced and uncomfortable in your mouth, you can tone down the rhetoric a little.<\/p>\n

                  \n
                1. Wordsmith to your heart\u2019s content<\/b><\/li>\n<\/ol>\n

                  Once your first draft is done, you can go to town tweaking and polishing your script. At some point, you have to stop and just get on with recording it, but because this is the last part of the writing process, and the hard part is done, you can feel free to expend some time and energy wordsmithing the heck out of your creation.<\/p>\n

                  Review each Plot Point individually and ask yourself questions like\u2026<\/p>\n