I've often heard the saying that nothing happens until someone sells something.
This weekend though, I heard a twist on that phrase from one of the most successful copywriters alive today, John Carlton.
And, he's right when he says "Nothing happens until the copy gets written."
Think about it.
Each time you communicate with clients, prospects or referral sources, you are writing copy.
Copywriting has been one of the most important skills I've learned over the past couple of years and I still have tons to learn about it.
But, it's a skill worth learning when you consider it's the MOST EXPENSIVE part of your business to outsource.
My good friend Dave Dee wrote the copy for the extremely successful lead generation ad we run in local parenting magazines for our free 7 Steps Report and I paid him a pretty penny for it.
Carlton charges $30,000!! for a single ad.
But, it's worth it when you consider the return on investment you get from an ad with mediocre copy v. an ad that has world-class copy.
For example, the ad Dave wrote for my firm brings in at least 1-2 new clients per month and ads 20 or so families to our "herd" of prospects each month.
If you aren't ready to spend the big $$ on hiring a copywriter, there are still things you can do to increase the pull of your own copy. Here are a few tips from Carlton himself:
- Establish your credibility
- Do the "so what" test on each sentence - if you can say so what to any sentence in the piece, keep working.
- List out the objections to making your sale and make sure you effectively address each one.
- Make sure you have a great hook.
Want to learn more about HOW to write great copy?
In my May Law Business Secrets OFFLINE Practice Management and Marketing Letter I'll show you ads I've been collecting that utilize all these techniques and you can swipe them for your very own. Don't miss out! Click here to read more and join.
To Your Wealth, Health, and Happiness,
~ Alexis
PS - Members of my Mastermind will get a real treat this month when I interview personal injury attorney Ben Glass who uses these very techniques in his own law practice with huge success. Not a member? Become one now by going here.
Comments