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Internet Marketing Articles
WISCDAR: The 7-Step Plan to Copywriting Success
© Copyright Martin Avis. All rights reserved.
We all live in a communication age. Never has it been more
important to be able to put our points across in as compelling and
persuasive a way as possible. Yet the idea of writing a sales
letter, job application, report or internal memo can still fill us
with dread.
Where should we start? Where should we finish, and what should go in
between?
There are many instructional guides, often based on the four-letter
mnemonic AIDA, which stands for get Attention, create Interest,
stimulate Desire, generate Action. It sounds good, and I have used
the process myself countless times. But, if you imagine a whole
sales letter to be an elephant, then AIDA only breaks the writing of
it down into smaller elephants.
But how do you eat an elephant? One bite at a time.
I have often thought that a new process is required that takes each
step and breaks it down into much smaller, easily digested pieces.
Well, I am grateful to Peter Thomson, businessman, writer and
motivational speaker, for bringing the WISCDAR process to my
attention.
In this, each step is smaller and more defined than in AIDA, so that
anyone can follow the 'rules' and write compelling and selling copy.
Let's get down to what WISCDAR is all about.
1. W. This stands for wavelength. You can't sell anything to anyone
if you are not seen to be on the same wavelength. So that is how a
good sales letter should start, either in the headline or the first
few lines.
Have you noticed how many sales letters that you have responded to,
start with the word 'You'?
Read that line again. It is a 'wavelength' heading. It starts with
'you' (have, can and do are all acceptable prefixes), asks a
question that only has a positive response, and implies that the
writer has noticed the same thing. We are bonding already.
2. I. Interest. Now for some detective work. In order for you to
spark interest in your reader, you must first understand what it is
that interests them. If you are selling a product, you must
understand precisely who is likely to buy it, and what buttons they
have that you can press.
For example, take the subhead: 'You can easily make $1000 a week
from the secrets contained in this book.'
If the reader is a person who makes less than $1000 a week, or who
needs money desperately, the words are compelling and will almost
certainly make them read on.
However, if the reader is a millionaire who is about to retire, then
he is unlikely to be interested in the offer.
Understand who your primary audience is, invent a 'typical' reader
in your own mind, and write to that person individually.
Interest is a personal thing, so keep your writing very personal.
3. S. Sell benefits
This is the point at which so many writers get very confused.
Instead of selling the benefits (or, more properly, explaining the
benefits), they list the features. The difference is vital: features
are what the product/idea/concept IS. Benefits are what it DOES for
the user.
At this stage in your letter, you have established that you are on
the same wavelength as the reader and have begun to spark an
interest in their mind. Now you want to fan the spark into a flame.
You do that by listing all the wonderful things that the product
will do for THEM personally. All the benefits they will derive from
buying into it.
Don't underestimate this part, it is one of the most important of
all.
4. C. Add Conviction
Okay, you've bonded, sparked some interest and fanned the flames.
Now is the time to bring on the witnesses. Testimonials are all
powerful because they say what your letter can't - that other real
people have put up their money and are delighted with the results.
Humans are generally pack hunters. Only a few people like to be out
front breaking new ground. The vast majority like to follow along
and blend in with the crowd.
Testimonials are your product's crowd. They show that someone else
has already taken the risk, and the result was good. They add
conviction to your claims, and provide the evidence that convinces
the reader.
You may not have any testimonials yet if your product is very new.
How then can you add conviction?
Simple. By removing the obstacles that would otherwise put the pack
hunter out in the cold. Offer a free trial or sample. Stress the
cast-iron money-back guarantee. Ask for the reader's help and reward
them with a no- risk deal.
5. D. Desire
You have already got the flame of interest burning brightly with all
the benefits and evidence. Now is the time to feed the fire pure
oxygen so that an inferno starts to rage inside the reader's belly.
This is the point that they must want to buy your idea or product
more than anything else. They must be stirred into action.
How do you do this? There are several ways.
The first involves motivating the reader. Here you can either
explaining the negatives that can happen to them if they don't
follow your course of action, or you can detail the positives that
will occur if they do. Let me give you two examples of how that
could work:
'How much longer will your competitors outsell you, when with an
intensive training session from Martin Avis, your sales team can
achieve record results?'
'Imagine what your boss will say when, after an intensive training
session with Martin Avis, your sales team achieves record results.'
Positive or negative motivations are powerful desire- building
tools. Use them when you can justify the claim. Never overstep the
bounds of credibility.
The second method is about adding value. Bonuses are everywhere, but
they work. The best are unique items that you can't otherwise get
hold of. It is easy to create a special report that is perfect for
the target market, but that is only available to buyers of the
product. The higher the perceived value, the better.
Thirdly, use powerful language. Adjectives and adverbs are sales
words. Use them liberally to make your message exciting and
stimulating.
'This product is the best book on the market and it will help you
make a lot of money' might be accurate, but isn't this more
compelling: 'This amazing product is the best-kept secret on the
market today. It is absolutely guaranteed to generate a massive flow
of income right into your waiting pocket.'
Which one would fuel your furnace of desire.
6. A. Action
Far too many sales letters fall flat because they don't tell the
reader what to do next. It sounds patronizing to spell out the
entire order process, but it is vital that you do it.
You have to ask for the order, but ask for it in great detail. By
breaking down the ordering/decision process into easy to manage
steps, you are removing obstacles in the reader's mind.
Remember that elephant? Completing an order is another one. Make the
process a step-by-step simple progression and you will pull the
customer along with you.
Whatever the desire result of your communication, don't assume that
the reader is at the same stage as you are. They may still be
kicking and screaming. But hold their hand and they will come
quietly.
Don't fear rejection: if you don't ask, you don't get.
7. R. Results.
The final part of your communication is to explain clearly what the
results of them taking action will be. For example, 'your book will
be sent right away by email so that you can start reading, and
making money, immediately.'
It is natural to want to know what happens next, and this is where
you tell them. Tie up all the loose ends and don't leave any
questions hanging. The tighter and more reassuring you can make this
final section, the better your communication will be.
That is the WISCDAR process. A comprehensive and easy to follow
guide to producing compelling communications. I hope that it helps
you as much as it has helped me.
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About the author: More plain speaking business articles by Martin Avis can be found at http://www.kickstartdaily.com
This article, and any others you find on this website are copyright Martin Avis. You are welcome to use this article in your own newsletter or website providing you do not change it in any way and that the 'About the Author' resource box is included with its live link.
Keywords: copywriting, sales letters, WISCDAR.
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