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Quick copy critique cases Here are two short copy critique transcripts taken from questions I've answered over the years. Of course, my Power Prescription™ critique consultations are much longer than these, but at least you get a bit of a flavor of the type of answers I give (and maybe learn a thing or two).
Dr. Polk, to begin, the headline doesn't really grab me. "Introduction to 'A Jump-Start to Time Management for Busy Women'" doesn't really invoke, in my mind, the sensations of what the book would truly give me -- or in the very least the benefit in reading the web page further to find out. I noticed that you use bullets. Wonderful! But use emotions as much as possible as well as use some of the benefits that you feature in the headline itself. Here's an example. First, start with a surheadline, in small font:
Next, follow with the actual headline but in larger, bolder font -- and put it in quotation marks (in fact, quotation marks actually improve response):
Finally, add a subheadline, in small font again:
(Actually, the guarantee here is also important, but I'll get to that a little later.) Second, your copy: Sell a little harder and describe the book more. The Internet is a direct marketer's (and an impulsive shopper's) heaven. Thus, it should use the same mechanisms. For instance, use bulleted benefit lists, especially when following the words "you get" or "reasons why," like: "In this manual, you get" or "here are the reasons why you need this manual." Also, use post-scriptums ("P.S.'s," even "P.P.S's" at the end). They really work. But the most important copy element that is proven to be effective is longer copy -- long copy always outsells short copy. For instance, provide some of the examples from the manual that you mentioned within the text as to tickle the reader. Interlace your copy judiciously with testimonials. Add real-life examples, such as: "My client, Deborah, came to me with what appeared to be extraordinary demands on her time. After reviewing her case, I told her to [do such and such], which you will find on page 99 of the manual," and so on. Incidentally, associating chapter and page numbers when describing your book (especially when they follow a list of contents, chapters or topics) helps to give the reader a sense of what they will get with the book. (I often use this technique when I write sales letters for sell infoproducts or books.) In your case, you can use a second bulleted list, as follows (keep in mind that I have never read your manual and I'm purely guessing for the sake of example):
By the way, including the number of pages your manual contains is also a good point to make. You can use it within your text (without stating it directly), such as: "In this 254 page manual, you get time enhancing tools, examples, and worksheets that..." You get the picture. In essence, people want to know exactly what they are getting. Unlike a bookstore where they can visually appreciate what they are buying, people do not see your book online. In fact, if you can add a scan of the manual's cover (similar to Amazon.com, for example), it will help immensely. In short, you want to "concretize" what people can not see. People not only buy on emotional logic (as Zig Ziglar would say), but they are also visual -- especially on the Internet. Make your book tangible by using tangible benefits, features, and descriptions. Third, your guarantee: Guarantees are powerful. As stated in the subheadline suggested earlier, you want to not only refer to your guarantee often but also include it on the same page and as a separate, emphasized block. You also want to do the same with the "free bonus" you offer. In fact, you should offer your free bonus in a "P.S." after your signature using a takeaway selling strategy (e.g., the bonus being a time-sensitive offer -- no pun intended :) For example, here's how your separated, blocked guarantee could read (I've pasted some of the text from your site and refined it here as an illustration):
Nevertheless, that's all I can offer right now. Good luck!
Janice, you're welcome to some of the following suggestions (although they are only an iceberg's tip of what you can do to enhance your sales). There are two major things that immediately struck me upon entering your site: 1) Your domain name and 2) your copy. 1) Domain name Your domain name must tell people exactly who you are, what you do and how different you are from the rest. It is no longer important to "be the best." In an overcommunicated society, people now have very short attention spans -- on the Internet, it's even worse. Your ultimate goal is to "be different." What's your most marketable competitive edge? What's your unique selling proposition? Most important, what's your main customer-focused benefit? The domain name "2000nz.com" does not tell me in any way what you are all about, what you are selling and how different you are. You see, it's important to distinguish your website through the most important element of a good, effective, and salable sales-oriented website -- your domain name. Are you looking to invest money in stocks? Would you choose "mgf2000.com" or "stock-tips.com"? How about "smith-brokers.com" or "wealthwise.com"? In short, your domain name must drive traffic to your site on its very own. Again, because of people's very limited time and attention span (along with the panoply of competitors fiercely fighting for your market's attention let alone buying power), many of them would love to skip a search engine by guessing your URL and typing it into their browsers, hoping it will bring them to your site. If your site is exactly what they want, then your domain name will thus bring targeted, pre-qualified customers to your site without effort. Moreover, if they do have to search for your site on the search engines, their attempts would be vastly more efficient if your domain name communicates your site's key benefit if not the nature of your business. You may be the first on search engines as you mentioned, but many sites are first according to some obscure keyword or words. How often will people enter "millennium," "2000," let alone "2000nz" into a search engine? Not often. And if they do, I would rather suspect that these people are not in the market for collectibles. Domain names (or keywords in your domain name) get indexed first before any other part of a site. It is not necessary to use a domain name with a unique name -- people don't search for names anyway, particularly if they are unaware that you exist. They search for themes, ideas and topics. If your name communicates the essence of your site (and not your name), all the better. So, "2000-collectibles.com," "millenniumsouvenirs.com," "distinctgifts.com," "y2k-stuff.com," or "keepsakes.com" would be better names. The simpler and the more memorable the URL, the better. "Art-U-Frame.com" sells lithographs. They recently bought the domain name "art.com" for $450,000 (US dollars). Was it a good investment? Well, almost immediately thereafter their traffic exploded and their sales went through the roof. Likewise, your name must intrinsically reflect at least the nature of your site if not communicate what your site sells -- which brings me to my second point… 2) Copy What are you selling? Remember that people don't buy products; they buy what products do for them. In your case, I was confused upon entering your site since you open with a page titled "A Bit About Us." Not good. Don't try to be too focused on you or on the features of your site. Be focused on the customer. Take this with an open mind: As a potential client, I really don't care who you are -- I care about me, myself, and I. I want something for me. What's in it for me? What does "2000nz.com" offer that benefits me specifically? You sell collectibles. But it me took a while to find out (even though it's mentioned on your first page). In other words, your copy was not concise and straightforward. I want to see what you offer right from the start (or at least visualize it). And a mere two pages to find out what you sell may seem, to you, like little. But to the click-happy client, it's a whole lot. It would easily make a person click out of your site as fast as they clicked into it. First, in an attempt to keep this response brief, here are three elements: a) The headline "Millennium Merchandise and Year 2000 Collectibles" means nothing. I know that you sell collectibles. But aren't there hundreds even thousands of other sites selling collectibles too? So, why would I buy yours specifically? You say: "Look no further for that unique gift the one that family, friends or clients will treasure well into the next century." Everybody says that (in my mind). Therefore, your headline must communicate fast and grab their attention. Your headline should (in a credible, tasteful and professional way) provide visual descriptions, customer-focused benefits and "active-in-the-mind" words. For help specifically with headlines, see my article "The Importance of the Ad for the Ad!" at http://SuccessDoctor.com/articles/article9.htm. Here's an example. First, start with a surheadline, in small font:
Next, follow with the actual headline but in larger, bolder font -- and put it in quotation marks (quotation marks actually improve response):
Finally, add a subheadline, in small font again:
Actually, that's the second point… b) The guarantee Spell it out. Make it available on every page if possible. To the surfer, you are a nobody. You have no credibility and are unknown. Assure them that they're taking a risk-free chance to "try out" your collectibles. You'll be amazed at how your sales will increase and your returns will decrease by emphasizing your guarantee (http://SuccessDoctor.com/articles/article16.htm). The next point is the most important… c) The benefits Lace your copy with benefits. Try to focus on your customer as much as possible. The site might appeal to you or your company. But you are already sold on you, right? You must sell your customer. With the use of bullets, you can list the benefits or potential uses for your gifts -- bullets are captivating, give the reader a visual "breather," and are clustered for greater impact (see my article at http://SuccessDoctor.com/articles/article17.htm). Here's an example:
And so on. In essence, you must tell her what makes you different, how will the products you sell will benefit her specifically and why she should not only buy from you but also why she must buy from you right now. This brings me to the final point… d) The offer Use takeaway selling. Takeaway selling is the process of threatening to take away your offer in order to immune your clients from that dreaded disease called "procrastination." In other words, make the offer time-sensitive or quantity-bound. People don't know how much they want something until it's about to be taken away. Mold your offer in such a way that makes them need to buy it now. Create a sense of urgency -- with the year 2000 right around the corner, you're obviously in a perfect position to do that. You can say: "With the year 2000 fast approaching, you will want to get these momentos quick!" Another is: "Our prices will soon go up for the last holiday season of the millenium since they will be in tremendous demand at that point in time, so act quickly and get them now if you want to take advantage of these low prices," or something along those lines. (As you can see, to remain professional it is better to give a justifiable and logical explanation for the time-sensitivity -- doing so will not make your haste appear phony.) I think that's all I can offer for now. Keep in mind there's much more you can do. I invite you to read my articles and try to soak up as much as you can. I wish you the very, very best!
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