‘Salesmanship-in-Print’ means the purpose of your sales message is to sell something.
It doesn’t matter whether it’s a 5 line email, Facebook post or fully blown sales letter. You can incorporate ‘salesmanship’ into every message you send out no matter how long or short.
Remember a copywriter is ‘salesperson behind a computer’ not a ‘writer.’ Of course, as a copywriter you develop strong writing skills as well, but the aim of your copy is to sell stuff, not entertain.
You’re not looking for more ‘likes’ or ‘followers’ on Facebook. You want people who are willing to give up their email in exchange for something they consider worthwhile. Then you stand a chance of selling them something. Sure sometimes when you continually post ‘cool’ images, jokes or stories you’ll get lots of likes and maybe a few sales. But you shouldn’t be banking your future on this kind of “maybe.”
If I want to get lots of people to just read something, I can use a few words, blow them up into a headline and attract lots of attention with a spectacular image. But will that result in more sales? Probably not.
Ask yourself would you sell in person that way?
Would you walk into a client meeting, hold up a poster with a few words on it and walk out? Of course not. How could you expect that client to order from you with so little information? So why would anyone expect a reader to order on the same basis?
The reader needs to see a lot more than a pretty picture with a few words thrown in before they buy. They need a salesperson who can allay their fears, overcome all their objections and prove to them how wonderful their life is going to be when they buy whatever it is you’re selling.
How do you do this as a copywriter? You use exactly the same unchanging human psychology as all great salespeople do. The secrets to selling anything—good or bad—is to create trust, weave a believable story, justify the expense and help fulfill a burning need your customer has.
That burning need is what cuts through the natural resistance we all have to spending money — especially when you’re asking someone to spend money on something they can’t hold in their hands.
It’s that burning need which overcomes all objections, all doubts, all second thoughts. Stoking that burning need is what separates the great copywriter (who becomes wealthy) from the average copywriter (who forever struggles).
And that’s where I come in. I’m here to show you how to stoke those needs so well, that you make your customers (or your customer’s customers’) want what you’re selling so badly they’ll crawl over broken glass to get it.
But here’s the thing, these advanced mega-powerful selling secrets don’t just appear to you magically because you’ve decided you want to learn how to write sales copy.
You need a guide to take you by the hand and show you the difference between bad marketing that takes up great chunks of your life and leads to bankruptcy, compared to the fascinating and insanely lucrative world of ‘salesmanship in print’ (aka direct response) that most people never know exists.
And that’s what Persuasion Shortcuts is all about. It’s a 2.5-hour “advertising intensive” that shows you exactly how to be a Master Salesperson-in-Print, which is the only kind of copywriter worth being if you want to sell mountains of stuff and make boatloads of money.