The Ultimate Sales Machine by Chet Holmes; Jay Conrad Levinson; Michael Gerber

Author:Chet Holmes; Jay Conrad Levinson; Michael Gerber
Language: eng
Format: mobi
Tags: Non-fiction
ISBN: 9781591842156
Publisher: Portfolio Trade
Published: 2008-01-02T00:00:00+00:00

Rule 3. After Your Headline Hooks Them, Your Body Copy Has to Keep Them Reading

First, the body copy must focus on your prospect, not on you. The biggest mistake most advertisers make is focusing on themselves. I’m working with a company that does a lot of advertising. Every ad its people send me to tune up is focused on them instead of the prospect. Every single time. And every single time, I point that out and show them how to focus on the prospect. And every time, the executive I’m working with says: “Wow, you’re right. That’s stronger.” Then, a month later when it’s time for a new ad, here it comes again, focused on them instead of the prospect.

Next, each sentence should unfold the “story” you want to tell and make the prospect want to read on. Like the headline, the body copy should be benefit-oriented. Don’t tell me what it is. Tell me why it is valuable.

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