World's Best-Kept Copywriting Secrets By Bob Bly

These are my notes on the “World’s Best Copywriting Secrets” by Robert W. Bly.

In his work Bob outlines an 8-step process for writing persuasive copy.

Here are the eight elements of persuasion discussed in a bit more detail:

1. Gain Attention

The first step is to grab the reader’s attention with strong visuals, surprising statistics, or a question that sparks curiosity.

• Use visuals that are appealing to your target audience. Sex appeal, pictures of babies and cute animals, or humor can all be effective attention-grabbers.
• Use specific statistics or facts to grab the reader’s interest. For example, an ad for a collection agency might mention the specific amount of money they have collected for clients in the past.
• Feature an offer that is free, low-priced, or unusual to entice readers.
• Ask a provocative question to spark the reader’s curiosity.

2. Focus on the Customer

Effective copy speaks directly to the target audience and identifies their needs and wants.

• Start by considering the interests and needs of your target audience, rather than focusing on your product or service.
• Use language that your target audience understands and identify their goals, problems, dreams, and aspirations.
• Tailor your message to a specific audience segment and avoid generic copy.

3. Stress Benefits

Rather than simply listing features, focus on the benefits the product or service will provide to the customer.

• Focus on the benefits that your product or service will provide to the customer, rather than simply listing features.
• Explain how your product or service will solve the customer’s problems or help them achieve their goals.
• When describing features, connect them to the benefits they provide. For example, an ad for a computer consulting firm might explain how hiring consultants can save a company money by eliminating the need to hire new staff.

4. Differentiate Yourself from the Competition

Highlight what makes your product or service unique and better than what competitors offer.

• Highlight the unique features and benefits of your product or service that set it apart from the competition.
• If your product or service is new, emphasize its innovative features.
• If you are a well-established company, focus on your reputation and track record of success.

5. Prove Your Case

Back up your claims with statistics, data, testimonials, or other forms of evidence.

• Back up your claims with data, statistics, testimonials, or other forms of evidence.
• Use statistics to quantify the effectiveness of your product or service.
• Include quotes from satisfied customers to build trust and credibility.

6. Establish Credibility

Let your audience know why they should trust you and your product or service.

• Let your audience know why they should trust you and your product or service.
• Feature logos from well-known companies that do business with you.
• Include awards or certifications that your company or product has received.
• Use testimonials from satisfied customers to build trust.

7. Build Value

Persuade the reader that your product or service is a worthwhile investment.

• Persuade the reader that your product or service is worth the investment.
• Highlight the features and benefits that justify the price.
• Offer a guarantee or warranty to reduce the perceived risk of buying your product or service.

8. Close with a Call to Action

Tell the reader what you want them to do next, such as making a purchase, subscribing to a newsletter, or visiting a website.

• Tell the reader what you want them to do next, such as making a purchase, subscribing to a newsletter, or visiting your website.
• Make your call to action clear, specific, and easy to follow.
• Create a sense of urgency to encourage immediate action.