Write to Ignite - Quick Tips for Understanding Your Product Before Writing Your Sales Copy | Steve McDonald | Skillshare

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Write to Ignite - Quick Tips for Understanding Your Product Before Writing Your Sales Copy

teacher avatar Steve McDonald, Excel and Photoshop Geek

Watch this class and thousands more

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Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

4 Lessons (15m)
    • 1. Know Your Product Before You Write Your Sales Copy

    • 2. How to Leverage Your Existing Knowledge

    • 3. What if You Don't Know Anything About Your Product?

    • 4. More Product Research Tips

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About This Class

Great copywriters know their product intimately before they write a word of sales copy. You can't market a product if you don't know it's strengths and weaknesses.

In this course I show you strategies that I've used for leveraging my existing knowledge about subjects and turning that knowledge into major profit.

I'll also show you strategies I've used for learning about a totally new product from scratch and making it profitable.

Meet Your Teacher

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Steve McDonald

Excel and Photoshop Geek


Learning is easier if you are given the right tools and instruction. In every one of my courses I take you step-by-step through the tools and knowledge you need to accomplish your goals. 

My talent is taking complex subjects (like Exce... See full profile

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1. Know Your Product Before You Write Your Sales Copy: Justus, you need to know your customer before you can start writing sales copy for them. You also need to know the product that you're selling. Sometimes this is easy. Sometimes it's hard. If you have previous knowledge and experience of your product, it's a lot easier. But the good news is that even if you don't have previous knowledge and experience, you can still acquire enough knowledge to write compelling copy about your product. And in the following videos, I'm going to share some examples to make getting to know your product easier. But first, I need to share some obvious but often overlooked facts about product research, getting to know when unfamiliar product is going to take some time, some effort, and it's going to require a sense of curiosity from you. If you're writing a sales description for a book, you have to read the book. It would also be very helpful to read reviews about the book, to see what other people like and don't like about it and, if possible, to talk to people who have read it. The point is you need to find the strengths of the book so you can use them to attract potential readers with your sales description. Similarly, if you writing a Web page to Selanne insulated coffee mug, you need to know if the mug can go in the dishwasher. These air critical things that your customer wants to know. But what if your mug isn't this washer safe? Well, maybe that's okay. Maybe you could still sell it based on how quickly and easily you can hand wash it. Maybe the lid was specially designed without all those little crevices that trap Coffee and milk cause it it to spoil inside the lid, like other mugs do. In this case, seeing first hand how easy it is to hand wash. You can show those hidden benefits to your reader to draw them closer to buying your product. But you can't write copy like that if you don't know your product inside and out. So do your research and, as much as possible, use your product or read about it, or even try and break it so you can really find out. The secret to what will make itself now in the next couple of videos will look at two examples of educational courses that I have created and sold very successfully. One of them required little to no product research. The other required a ton of product research. In fact, I had to study and learn the entire concept completely from scratch. 2. How to Leverage Your Existing Knowledge: So what does copyrighting look like when you already have knowledge and experience with the product you're selling? Here's an example. As you might know, I love creating educational video courses with video courses. The product is the course material, and the sales copy is the promotional videos, course image title and description for the course. So whenever I do a course, I get to create the entire product from scratch. And then I get to create all of the sales copy to actually sell the course. I have to be an expert on the subject in order to teach it. And that makes writing the sales copy a lot easier because I know the subject inside Mt. For my first few courses, this was really simple. I picked subjects that I enjoyed talking and writing about, and that I have had a lot of experience with. So it was relatively easy to create the course and much easier to write the sales copy. But eventually I ran out of things that I knew how to teach, and by the way, it's the same with sales. Copy. The more knowledge and experience you have in general, the easier it will be for you to write sales copy about a wider variety of things. So one subject that's very easy for me to write about is Kindle publishing. The reason it's such an easy subject for me is that I've done so much of it. I've published over 100 books and have been very successful, a creating passive income from those books. I also did it before. It was even a popular thing to do. Most of the things that I learned about Kindle publishing were from my own trial and error . So I understand the lessons inside and out. All of my past experience with it makes me a pretty clear expert in the field of Kindle publishing. So what I'm writing about Kindle publishing. I don't have to do a lot of research. I don't even have to plan out much what I'm going to say. I could just speak straight from experience. As a result, I can also create titles and sales descriptions much more easily because I am my own ideal student. I've always wanted to publish a book. I've always wanted to make money publishing books, but I was overwhelmed by it. At first I went through all the hard work to figure it all out, and now I can relate my experience to someone else who was in my shoes. It would be similar if I was trying to sell coffee mugs and I happened to have a coffee mug addiction. If I'm one of those people that buys a new coffee mug every week and tries them out and throw some away or put some on the shelf because they didn't work right or has a handful of favorites that I absolutely love, then it will be a lot easier for me to write awesome sales copy about coffee mugs because of my experience using them. So the obvious take away from this video is that you're going to have a better time writing sales copy about things that you know and have experience with, and the more knowledge and experience that you can gain from taking courses, trying new things, seeing new places, talking to interesting people and reading books. The MAWR things will be able to write effective copy about Don't let that deter you from writing copy about things that are new to you. In fact, what do you do if you have no previous knowledge of the product at all in the next video, we'll look at another subject I've been very successful with and I've sold tons of video courses about, but I had absolutely zero experience with it at the start. 3. What if You Don't Know Anything About Your Product?: let's look at an example of a subject have been very successful with, but I have no experience with initially. So after I had created my first few courses, the biggest challenge became trying to decide what new subjects to teach about. I really wanted to try teaching a Microsoft Excel course, because Excel is a skill that is in extremely high demand. Almost everyone who uses a computer at home or at work needs to understand how to use Microsoft. Excel better. A person's excel skills can affect their ability to keep a job. It can affect their ability to get a raise to get a promotion or even to find a new and better job in the future. In fact, a study reported in The Wall Street Journal found that 78% of middle skill jobs require digital skills like Excel and word and jobs that require digital skills also pay 13% more than those that Don't. And his Fortune magazine's once said, Your Excel skills could land your next job, so Excel would be a pretty valuable thing to be an expert in if you're a teacher. The problem is I didn't know how to use Excel. I had tried a few times in the past, but I found Excel very intimidating. In fact, every time I tried to learn it, I became so frustrated with that, I just gave up. Now, if I were a more practical person, I would have realized that Excel probably wasn't the right subject to me to be teaching. But I wanted to sell Excel courses. So instead of giving up, I looked for a way to turn my weakness and my fears into strength. I found an approach to the subject that was unique, and that would be of great benefit to my students. See, I knew that I was a good teacher. In fact, one of my greatest strengths is taking complex ideas and simplifying them so that the average human being can understand. The skill probably comes from the fact that nothing has ever been easy for me to learn. But it's given me a huge advantage over many other potential instructors out there. And as I started looking at the Learning Opportunities for Excel, I started to realize that a lot of people who are teaching excel are very intelligent and analytical people, many of whom are also not the best at relaying information in a way that the average human can understand. So I knew that I had found a niche where I fit into the Excel world. The next step was to get to know my product, and now we're finally getting to what this video is about. The first thing that I did was I researched what people use Excel four. Now this is very important because often getting to know your customer and getting to know your product are one in the same. I needed to get to know my product based on how it was used by real people. I knew I would not be teaching advanced concepts because it would take too long for me to get to that level of proficiency. And besides, Advanced Excel users would be more comfortable learning from intelligent, analytical types who are already teaching advanced concepts. So I immediately knew that teaching basic skills to beginners was going to be my focus. But figuring out what the average person uses excel for in their daily work life was much more difficult than I expected, because Excel is used for such a huge variety of things. After reading countless articles comparing lists of the top 10 most important uses of Excel and looking for common threads and asking everyone that I possibly could, that I knew about how they liked to use Excel, what they used it for and what their favorite features of Excel were, I came up with a pretty solid foundation for what a beginner needs to learn about Excel. Then I dove headlong into my research. I watched countless videos on each topic that I want to teach. I read articles and I practiced, and I experimented with what I learned using the Actual Excel program. Once I understood the theory about each concept, I then discarded the theory, and I focused Onley on step by step practical lessons that a beginner who had never used Excel before could follow along with. As I taught, my goal was to make everything that I taught practical and hands on. Obviously, you won't be creating the product from scratch. You'll just be writing the sales copy about the product so you won't have to go so far into depth. But every bit of research that you do will influence and improve the value of your sales copy after I created the course and then created a title, wrote a sales description and create a promotional video that addressed the needs of beginning students and showed my deep, connected understanding of their frustrations, their goals and what they needed to accomplish. As a result, Excel has been one of my top selling subjects for video courses and in a subject that previously had no experience with and my understanding of how the product works and how it connects to the customer gets me reviews like this, one student said. The instructor is very clear and easy to follow. This course covered everything I wanted to know. With Excel 2016 I would recommend it to anyone looking to hone their excel skills, another student said. Extremely informative, well organized and easy to understand. And 1/3 student said, This is the bast Excel course. Ever when you're researching your product, look for the hidden advantages and look for ways to turn weaknesses into strengths. Whether you're talking about a coffee mug that's not dishwasher safe and showing how easy it is to clean by hand or whether you're talking about an Excel course, that is specifically designed for beginners and people who have always struggled to overcome the technology. There's always a better way to relate your product to your customer by doing a little bit more research. 4. More Product Research Tips: Okay, let's recap some of the product research strategies that we've learned in the last few videos. If there's only one thing you remember, I hope it is that one of the best forms of product research is personal experience. So one of the best things that you can do is a copywriter is to broaden your own experiences in all aspects of your life. You can do this by reading a lot by talking with interesting people by boldly trying new things by watching educational videos and by just having a general sense of curiosity about the world. A broader range of personal experience will give you all kinds of resource is to draw on as you write compelling copy. Then, once you find a specific product that you're going to be writing about, you can do detailed research on that specific product. Get your hands on the product. If possible, use it, try it out yourself, test the features and push it to its breaking point. Read reviews about it if they're available, and finally ask other people who have used it about how their experience was with the product. As I mentioned earlier, one important attribute of copywriter says that they have a lot of curiosity, and one good way to be more curious is by being a good listener. You learn a lot mawr When you're listening thing you do when you're talking and to be a really great listener, learn toe. Ask great questions. Ask open ended questions that compel people to give you personalised responses such as What did you hate about this product? What was your favorite feature of the product? What problem did it solve for you and what would you improve about it? Then, as the person begins to ask your question and talk, ask them further questions to encourage them to continue to go deeper and deeper into the subject. Another thing we talked about was how product research goes hand in hand with customer research. Customer research is about understanding who your customer is and what they need. While product research is understanding the ends and out of your specific product or service and what it can do. But it's important to understand the interaction between the two as well. What will your customer do with the product? How will they use it? How will the product influence your customer. And what will it accomplish for them? The's air critical questions to ask yourself that can make all the difference in the value and the effectiveness of your copyrighted. So before you write a word of copy, always remember to do product research. So you better understand your product because the better you understand your product, the better you'll be able to entice people toe. Want to buy it?