In November 2009, I held a one-day workshop in Sydney called Web Copy Workshop
For 7 hours, I taught a select group of 25 online business owners my complete step-by-step system for writing online sales letters.
It’s the same system I have used to write sales letters for my well-known clients (Jay Abraham, Armand Morin, Anik Singal, etc). Outside of the workshop, I have never revealed my copywriting system before.
In this blog post, I’m going to reveal the “shortened version” of my simple copywriting system. (While I’d love to “give away” the entire system for free, that wouldn’t be fair to the people who paid good money to attend my workshop).
Here is my simple copywriting system (in a nut shell).
1. What Is The Problem?
For this example, let’s use Eczema as the problem our prospects have.
Identify the biggest problem(s) your prospects are experiencing and then aggravate it. Remind them of how bad it is to live with these problem(s).
Example: “Do you ever experience an uncontrollable urge to itch and scratch your arms and legs?” OR “Are you ever tired and irritable because itchy eczema stops you from getting a peaceful nights sleep?”
2. Why Hasn’t The Problem Been Solved Yet?
Remind your visitors of the solutions they may have tried to solve the problem. Solutions that didn’t work for them. Explain why those solutions failed.
Example: “Have you tried expensive creams (prescribed by dermatologists) that did nothing to heal your eczema? The reason why most eczema creams fail to work is because …”
3. What Is The Solution? Why Is Your Solution Better?
This is where you introduce your product and your USP (unique selling proposition). Explain why your product is more effective at solving their problems, than other so-called solutions they have tried.
Example: “Introducing Eczema Miracle. The all-natural cream guaranteed to heal and soothe your eczema in just 2 hours. Other eczema creams contain harmful chemicals that can aggravate your eczema. But Eczema Miracle contains only natural ingredients. For fast relief without nasty side effects.
4. Why Should They Listen To You?
This is the part where you can show off. Brag a little. Explain why you are an authority on this subject, and someone they should listen to. Are you an author or a speaker at events related to this topic? Have you been interviewed on radio or TV? Have you achieved any noteworthy success in this field?
Example: In a web sales letter I wrote for “The Secret” teacher Dr Demartini I listed some of his most impressive achievements as a self-help guru. For example: Author of 39 books, speaks to 5,000 people every year, his teachings are studied in a number of universities, etc.
But you don’t have to be a famous speaker, to be listened to. Try to think of 5 to 10 reasons why you are an authority in your niche. Remember, you don’t have to be the #1 authority. You just need to know more than your prospects.
5. What Are You Offering? (Other than the product itself)
Price. Money Back Guarantee. Free Bonuses. In my opinion, a great offer is made up of those 3 things. And in that order too.
Example: If you wish to see some examples, study the sales letters in my copywriting portfolio here.
Important: Do NOT swipe or steal word-for-word sentences or paragraphs from
the sales letters inside my portfolio. I will know about it, and I will come after you 
6. Why Should They Act Now?
Why should they order your product today? How will they lose if they don’t order today? You want to offer credible scarcity. Not fake scarcity.
Example: Perhaps your price will increase soon. Maybe you are restricting the number of clients you are taking on, due to your busy schedule.
So that is my simple copywriting system in a nutshell. If you would like to see my FULL web copywriting system, over 6 hours of video training, check out my Web Copy Workshop.
