Hi [First Name],
Thanks for grabbing the copywriting starter checklists. Here is your download page, in case you need it again:
[Link To Your Download Page]
You will find two checklists there, each as a printable PDF and an editable Word file. Checklist 1 walks you through the research every good piece of copy is built on. Checklist 2 collects small, provable techniques that make any draft easier to read.
If you only have ten minutes today, try the exercise that opens Checklist 1. Pick one feature of your product and ask "so what does that mean for the buyer?" Then ask it again about your answer.
Here is the example from the checklist:
- Feature: automated backups
- First answer: never loses work
- Second answer: never has to redo a day of work in a panic
The second answer is usually the one that sells, because it describes a moment the buyer has lived through. The first answer is still a feature in disguise.
Do this for three features and write the second answers down. You have just started your Product Brief, the first of the two documents Checklist 1 helps you build.
Over the next few days I will send you a few short emails with the most useful ideas from the checklists, so your next page starts from research instead of a blank screen.
Talk soon,
[Your Name]
[Your Brand]
P.S. If you cannot name one real difference between your product and the three closest alternatives, ask whoever built it. A vague answer here becomes a vague sales page later.
The Copywriting Profit Kit
