Mesa Arizona

Always step into the mind of the person who is going to be buying your product. Everything you write should meet their needs, desires, hopes, wishes, fears and dreams.

Benefits, benefits, benefits. You must always focus on the benefits of your product rather than the features. People buy benefits and results NOT features. The next thing customers buy are the deep benefits. Its all about knowing your customer. To create desire your prospect likes to know all the benefits that will happen when he or she buys your product. You need to create an excitement within them - so that they cant leave the offer and they really need your product.

Keep it simple. You have to talk to your prospect like you would talk to your friend over dinner.

Use the word YOU 'you' makes your prospect feel that you are talking to them personally.

Use the AIDA Formula when writing your copy:

Attention

Interest

Desire

Action

Gain the readers Attention (through headline and sub headline)

Arouse their Interest (the reader needs to be hooked from the first sentence you only have about 10 seconds to grab their attention if you dont youve lost them) the first line, the second line, the first paragraph,

Stimulate Desire (this is where your product benefits come in NOT features)

Ask for Action (ask for sale, give the person a reason to buy from you now - if you don't you probably have lost the sale.)

Mark Pocock 2005 All rights reserved

Mark Pocock is a direct response copywriter visit http://www.markpocock.com