Do you know what's one of your most profitable skills as a coach and entrepreneur?
It's being able to write your own copy.
You either make money or save money by mastering this skill. You make it if you become really good at it; and you save it if you can come up with a rough draft and pass it on to an expert for improvement.
I discovered this early on in my business and even though I haven't completely mastered the skill, it always saves me a lot of time, money and frustration just being able to pass the rough draft to my copywriter.
Many people struggle even with the rough draft, so let me give you a simple formula to follow, which is going to make a huge difference in your business.
One of the missions of a coach is to find out the strength and unique ability of a client and to nurture and strengthen it.
My 12-year old son claims to be consistently bored with the anything that has to do with business, coaching, marketing or anything else I attempt to teach him. So when I saw him spend 40 minutes working on something with total focus and great interest, I took notice!
The task was to write a sales letter for any product of his choice. He chose to sell Sony Playstation 2 and in less than an hour punched out his very first copy.
When he was finished, I asked him why he thought he enjoyed this so much (besides writing about the product he was passionate about).
He gave me three reasons:
1) He felt it came out easily out of him...
2) He enjoyed the freedom of creativity this allowed him to express...
3) He had a formula to follow!
When I first thought of giving him this exercise, I pulled out a copy of my favorite book on copywriting, "The Ultimate Sales Letter" by Dan Kennedy. But then I thought, there is no way he was going to read it at this point. I needed something easier and more straight-forward for him to follow.
So I came up with a quick formula that was basically like paint-by-numbers. And that's what made it so easy and almost effortless for him to write it.
Here's the formula I gave my son to follow:
1. Headline (biggest benefit)
2. Hook (interesting statistic, fact, problem or story)
3. Introduction to product (why it is a better solution)
4. Benefits (benefit of each feature)
5. Objections (handle customer objections)
6. Closing (call to action, what will happen if you don't buy)
You can see what he came up with at www.milana.com
So then I was sitting and thinking, how can I help him strengthen what seems to flow so naturally out of him? We've got a whole summer ahead of us and I'd love to help him develop this skill.
One of the most important ways to learn is by watching others. So what I decided to do is find and critique the sales letters written by great (and not so great!) copywriters.
I will also teach him to test his copy by trying to sell a small information product using Google AdWords.
By the way, you should run this kind of test before developing any full-blown product or going into a new niche market.
Set up an account with Google AdWords, write a couple of ads, and point them to a specific web page on your web site. On that site you can either have an opt-in form inviting visitors to request free information; or you can actually sell a mini-product like a special report or an mp3 recording of a teleseminar.
If you see a lot of interest in it, then you'll know you've got a winner and can go ahead and develop your product further as a high-ticket item. If not, then you haven't invested too much time or money, and can simply move on to another idea.
Being able to write my own copy has been one of my most profitable skills, for sure. Every time you write, you sell your brand, your products, or your service. I hope you see how important it is to be able to communicate the benefits of doing business with you.
Use my quick 6-step formula, too, and you'll see a huge difference in your sales.
"Milana Leshinsky is the author of "Coaching Millions: Help More People, Make More Money, Live Your Ultimate Lifestyle." To find out how to add thousands of dollars in coaching to your business, visit Milana's web site at www.milana.com
To learn more about this author, visit Milana Leshinsky's Website.
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