Today’s lesson – how to keep the reader reading

This checklist gives you six “ins” with clients … [The Writer’ s Life]( October 14, 2022 "Don't sit down and wait for the opportunities to come. Get up and make them." – Madam C.J. Walker Happy Friday, {NAME}! I hope your eyes are open to all the opportunities available to you as a writer … simply by improving a user's experience. Whether or not you [specialize in UX](, I encourage you to use the lessons learned this week to open doors with companies you want to write for … I can't think of a better way in! You're basically offering to "make things work better." 🤩 And I can't think of a cooler job … Advocating for the person … ensuring they effortlessly get what they want … ultimately boosting results without even trying … AND getting paid higher than average fees?! Yes please! But we're not done yet … In this week's copywriting lesson, Sandy Franks is going to dig in one step deeper, by showing you how what you've learned this week can be applied to copy … And what you can do to keep the reader moving, and ultimately buying. Because remember, a distracted or confused reader is a missed opportunity. Which is why improving the UX yielded those massive results in the three examples we walked through on Wednesday. What I love about copywriting lessons like the one below is that they give you a checklist of ways to improve copy. Even if you never plan to write a lick of sales copy, by the time you're done reading today's issue, you'll have SIX things to talk about with a potential client. Six "ins" that you can offer up to improve a piece of sales copy they're already using … to demonstrate YOUR value without any samples, or even writing a single word. Before I hand it over, just a reminder that today is the last day to enroll in our upcoming [UX Copywriting Certification with Heather Robson](. Those two little letters yield a ton of power right now when landing writing clients who expect to pay big fees. If you want to work in one of the hottest areas of copywriting with booming opportunity, [this is it](. I hope you have a wonderful weekend! [Rebecca Matter’ s signature] Rebecca --------------------------------------------------------------- It's always lingering in the back of your prospect's mind … I'm talking about the fear your prospect feels when they're about to make a purchase. Or rather, skepticism. If the prospect is skeptical, they likely have objections that are holding them back from hitting the buy button. This is a natural part of the decision-making process. It's rooted in our brains. According to research in the NeuroLeadership Institute, which collaborates with top neuroscientists and experts around the world to produce groundbreaking research, our brains CRAVE certainty. Certainty allows us to make comfortable predictions about what might happen. If certainty isn't present, then our brains are forced to use more resources to process moment-to-moment experiences. When your reader is forced to think a little harder about making a purchase, they'll back out completely. They'll stop reading altogether. And for you and your client, this is a missed selling opportunity. But you can prevent this from happening … Simply make your prospect feel more comfortable by creating a "warm and friendly buying environment." This is one reason that [UX (User Experience) copywriting]( has become so popular. It's all about creating a great customer experience. And you can (and should!) do the same thing when writing copy … It's simply a matter of focusing on objections your prospect might have and addressing each one. Let me walk you through some typical buyer objections and how to deal with each one in your copy. Buyer objection #1: "Is this for real?" When the prospect can't see or touch the product before buying, they naturally wonder if it is real. This is especially true when selling online. The best way to overcome this objection is to walk your prospect through how the product works. Or as the late legendary copywriter Clayton Makepeace coined the phrase, "dimensionalize it." Look up "dimensionalize" in a dictionary, and you'll get nothing. But in copywriting, it means "to add dimension." Clayton explained it like this … "When you 'dimensionalize' a benefit, you give it added dimension by painting word pictures of all the ways the prospect will enjoy that benefit. "You compare that benefit with those offered by others. You add specifics that demonstrate all the ways the benefit will enrich the prospect's life." Do this and your prospect will see what you're selling is for real. Buyer objection #2: "How will this work for me?" Your prospect thinks of themselves as being a unique person, in a unique situation. And because of this, they want to know if what you're offering will be a good fit. The way to address this in copy is to offer case studies and testimonials of prospects who've had success using the product. The key here is to highlight testimonials that are similar to people in your target audience. You can also use a risk-reversal technique, where you let the prospect prove to themselves how it's a good fit. AND you can offer generous guarantee terms so they can test-drive it without risk or obligation. Because really … What better way to prove the product is a good fit than to try it out risk-free? Buyer objection #3: "What unique benefits does this product or company bring to the table?" In this objection, your prospect is comparing your solution to the competition. And they are wondering what's unique about what you are selling. This is where you showcase the product's USP (Unique Selling Proposition). Every product has a USP … It's the very thing that makes a product stand out from the competition. When you write about the USP, you're explaining why the prospect should choose this product over every other option available to them. You also want to include how this product specifically solves their problem in ways no other product does. And you'll want to take the time to explain what makes your product qualitatively superior to all other possible choices. Buyer Objection #4: "Why should I believe your claims and promises?" This might be the easiest objection to solve and it's where all those hours of research come into play … because this is where you use proof. What facts, statistics, studies, charts, and article citations did you come up with to back up all your claims and promises? What stories can you tell to show the prospect that the promises are true and credible? Buyer objection #5: "Is this really that good of a deal?" Asking a prospect to part with their hard-earned money is a big deal, which is why in copy, you want to make sure you've presented a strong value proposition. In direct-response marketing, a company's value proposition is a mix of benefits and economic value it promises to deliver to customers. The goal is here to make the prospect feel as if whatever price they pay is peanuts in comparison to the benefits they get in return. A simple way to do this is to compare the benefits of your products to something trivial that costs the same (example: for the price of a dinner you can transform your life). You can also compare your offer to other similar products that cost more, letting the prospect see this really is a good deal. Buyer objection #6: "What if I'm not ready to act today?" It's natural for a prospect to have hesitancy before pulling the trigger, even after they've decided they want your product or service. This is why urgency becomes so important. And the best way to do this is to make use of deadlines and quantity limits. Tell the prospect when this deal will expire or let them know if only a limited supply exists. These are reasons they should act now. Another way to inject urgency is to talk about the prospect's life (an upcoming life event) or a market phenomenon (an investment opportunity slipping away). These are just a few of the typical objections a prospect might have before buying … You can add to the list objections that are specific to the product you are selling or your writing niche. Just remember, prospects will always have doubts and be skeptical. But if you address those objections one at a time, you'll always write knockout copy that is sure to produce stellar results. Sandy Franks Senior Copy Chief, AWAI LAST CHANCE: You, a Professional Writer in Just 5 Days! It's the last Writer's Launch Party of 2022!! 🎉 And your LAST CHANCE to launch your writing career in just FIVE days. [Launch you career today video image] Doors close at midnight tonight … [Go here now to get in!]( What's Hot at AWAI … 👀 [TODAY at 1 p.m. ET: Join Jade and Ted to take the first step toward your writer's life!]( 👉 LAST CHANCE: [Become a Certified UX Copywriter!]( 🏆 Read how UX can give you an edge with [3 of the most common writing projects](. 🤩 [New Jersey man turns writing sideline into a full-time income.]( The busy bird gets the worm! [Social media post about a new client] Congrats Pam! We are so happy to celebrate all your hard work and are glad that you were rewarded with a new client! Have your own story to share? Email us at mysuccess@awai.com, or [post it over in the Facebook group](, so we can celebrate your win too! Full Access for Just $1!!! This free blueprint shows you how to make $2,500 to $8,000 a month as a writer. And for just a buck, you'll gain access to every resource you'll need to execute that blueprint. All the roadmaps … All the articles … All the how-to videos … All the training webinars … The member forum, the job board, the tutorials, the tools … All of it! [Check It Out Now]( Featured Jobs Senior UX Writer – JPMorgan Chase & Co. Full-time, London, UK As part of the Content Team reporting to the Lead Content Designer, this UX Writer will embed into squads alongside Design, Research and Product, ensuring that our content is clear, consistent and contextually relevant. --------------------------------------------------------------- Senior UX Writer – CrowdStrike Full-time, Remote As a Senior UX Writer, you partner closely with the UX team to create user experiences that empower customers by authoring clear, concise, approachable text. --------------------------------------------------------------- UX Writer / Content Designer – Genesis10 Full-time, Mountain View, CA We're looking for a UX Writer to focus on the Merchant Promotions and Badging to drive value for consumers and merchants. --------------------------------------------------------------- You can find all of these jobs and thousands more on [WritersWanted.com](. 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