How To Write Articles, Reports, & Blog Posts That SELL (free training)!
By Xavier Lannes
Before I teach you how you can sell your products through content marketing, let’s close on a simple test your competitors are snubbing.
Do You Want To Be Loved by Your Followers!
Take this article as an example.
Disregard the current content for 1mn and see how it “feels” to your senses.
I hope you will notice that:
- it’s an easy read
- it’s convincing
- it is written with brief sentences
So, Use A Text Like This: It Has Tiny Paragraphs!
That’s what’s really relevant! Because when you first “scan” the page, your brain thinks, “So, Hey! this is easy to read! Right?”
Easy to read should be the #1 goal of your copywriting. That’s because your brain needs a lot of energy to work. When your brain detects that something is hard, there is a defense mechanism that alerts you: is this text worth the energy you’re gonna waste on it?
If it’s difficult to read, it will make your brain work much more. And you don’t want your brain to work more.
Because nobody wants to spend more time reading!
Especially an intelligent brain!
Warning: this part is hard to read (but it’s super interesting): When we make decisions to think (or not), the brain acts like an economist and runs a cost-benefit analysis. If the “cost to think” is too high, it prejudices our decision-making process, making us less likely to use our brain. One thing for sure is that we’ll always take the shortcut when available.
That’s why you need to use bullet points
But let’s get back to bullet points and listicles later because, if you read that entire paragraph above, congrats, you too can become a neuroscientist…
On the other hand, when your brain perceives that it’s easy to read, it decides to give it a try.
No harm in sight? Go for it!
Did you realize that this post is actually 2 (yes two) articles at the same time?
The bolds, headers and subheaders are telling a story within a story!
Scroll back to the 1st headline and start reading again, but only the headers and subheaders.
Do it now!
You get a complete “picture” of what this article is all about just by surveying the text in bold … You don’t even need to read the small print…
Don’t you realize now that I made it easy for you to read?
You know how everybody is scared of the small prints, right?
Guess what: I have applied a method called “dual readership path” and that’s what the best copywriters use for compliance. (I know, copywriters use strange words…)
This dual path is paramount to your success:
Because Everybody Reads The Headlines First. Only After That They Come Back And Read The Rest!
That’s totally normal, everybody has ADD.
Are you doing this now?
What is the main feature that the “scanning Brain” loves?
That’s right. It’s the headline & the subheadlines.
This is how it works:
- These Headlines and SubHeadliness are used like a probe.
Because it’s easy to read, the brain is sold on the principle that the text is HARMLESS.
So the brain thinks, “if that part is harmless, then the rest might be harmless too…”
Wow! Awesome, right?
Did you realize how I made this text easy to read?
You’re just scanning the page; still, you get a good idea of what it’s all about.
And here’s another hidden benefit about this article.
Truth is, this post isn’t really about “writing articles;” rather:
This Article Is Really About YOU!
Sad truth: if your prospects don’t read what’s on your blog or posts, how can they know about all the awesome solutions you could offer them?
Actually, this article is about
how YOU can influence more of YOUR followers by creating marketing content that’s easy to digest.
OK, now that we’ve got them reading your stuff, let me show you the:
5 Ways To Influence Your Readers So You Can Make More Sales
1 Make sure all you write is about … YOUR READER!
Forget about everybody saying that you have to talk about you because if they don’t know you, they won’t believe you… Blah, blah, blah… Bullshit.
Even if we think we might be better than our readers, not only they don’t care, but they might also take umbrage with that.
Your readers are NOT stupid, but they don’t care about us, our life, our struggle and our “stuff.”
Your readers care about THEMSELVES.
It’s like in a plane, first, your readers will take care of themselves, put on THEIR oxygen mask first, then, maybe, they can think about helping others.
To be read, anything you write needs to always “tie in” so you can help THEM.
2.Consider “THEIR RESULTS” more significant than “THEM.”
Let’s say that article was about me, how I started poor and broke and how long it took me to understand how copywriting works and how many trials and errors I have made in the past 20 years for eventually be able to write this article…
How bleak is that? Would you wait 20 years to be able to write an article that gets read?
But if I write this article about YOU and how YOU need to be better at writing good articles because that will help YOU, you might read some of it …but you’d eventually quit reading because you already know that you need to learn more.
That’s because learning is NOT what you are interested in!
But you’re still reading and you’re still reading for 1 reason: We’re discussing about the RESULTS YOU WANT.
Your readers care about THEIR RESULTS
In this case, we’re talking about how to influence people with content marketing.
Doing that leads to SALES, and sales lead to MONEY.
And that’s probably why you’re here, right?
3. Include the 3 magic words,“so you can”.
Everybody’s going to tell you that when it comes to talking about your products, you need to make it all about features and benefits.
Don’t listen to those false gurus.
The best way to sell your products or services is to point out how the benefit of getting your products is directly related to the outcome your prospects want to reach.
That’s why the “so you can” terminology pattern is ideal for this.
Let’s take a look at how this works:
Say you are a Law Firm and you offer a free consultation to start a case.
If you don’t have any copywriting training, you might write something like this: “The Defenders’ business litigation attorneys have successfully protected our clients’ rights. The firm’s phenomenal trial record speaks for itself. What you need is to win. And our psychotically aggressive trial attorneys do just that. We won in a multitude of business disputes.”
OK, that’s what any attorney would say, but a lot is about “the defenders'” Law Firm, and not about the customers’ problems. Let’s rewrite this by using the magic words now…
We’ll appeal to two of the prospect’s desired results:
- get rid of their legal problem
- manage and grow their company
“The Defenders have an unbeaten track record in many business disputes, including Breach of Contract, Fraud, Unfair Business Practice, Trade secrets, and Intellectual property so you can rest assured that whatever the new case presented to us, we have already litigated and won it.” <–RESULT DRIVEN BENEFIT
“The strength and of our psychotically aggressive trial attorneys makes us confident we will win your case so you can sleep well tonight, forget about the legal problems, keep your business, grow it tenfold and achieve your dreams.” <–RESULT DRIVEN BENEFIT Quod erat demonstrandum.
There’s A Dishonest “Hidden Reason” Why I Cooked Up This Article For You.
My first (and principal) reason was to show you how simply you can write marketing content that’s easy to read and rewarding.
If you use each of the 6 steps I mention in the article above, you can create messages, rock-solid articles, reports, briefs, Facebook posts, Google Ads … the sky is the limit … all designed to genuinely help your reader while simultaneously creating goodwill. This will help you establish a personal brand, and facilitate your sales.
The second purpose of the article was to get you to think: “Holy mackerel! That s%$t makes sense! But I’m convinced there’s more than meet the eyes. Show me more!”
And if that sounds like you,
And you’re gonna love it!
I’ve created an Advanced Training and Case Study for you. I am selling this training for $99. You can check it here.
But since you have read this article until here, I’d like to reward you by getting this training for FREE.
Use the code “DUALPATH”
Because this article is part of a bigger training that you’re entitled to have for free.
Here’s a “big picture” of what’s covered in the training:
- How to use the Buyer Persona or Avatar so you can pinpoint your copy to your perfect buyer
- Why you need to use the One-At-A-Time technique if you want anyone to purchase anything from you
- How to use the AIDAP Method to develop a marketing communication strategy and increase your chances of getting through to your target audience
- How to use the Power Of The Headline so you can capture your reader’s attention in the first 3 seconds and lead them to perfect compliance with your CTA
- Why only 10% of what you write (called the lead) is important
- How to use Copywriting so you can enhance your captions and get the attention even of the uber-skimmers
- Why a method like The 4 U’s can remove the “guess & pain” out of writing
- How the 4 P’s technique provides an easy framework for writing copy that appeals to your customer’s desires
- How to write like a 5th grader (and being read by anybody) using the FK score
- Why well-written bullet points, have the potential to close a deal faster than almost any other element in your marketing copy.
- How to have a new writing approach that compels your readers to like you, respect you, view you as an authority …almost from the very 1st day … so you can sell more, get a higher response, profit from repeat business & continuous referrals.
And much, much more.
This training has more than 100 pages, and it gives you a Slight Edge over all your competitors by showing you how to do it.
Here’s How To Download The TRAINING, for FREE.
Just click here & download it.
Type your name, apply the code DUALPATH & let me know me where to email everything and it’s yours.
Better yet, there’s no cost for you.
And if you’d like a more intel on what’s covered, go there and get the full picture.
So if you’d like to create a wider audience, influence your readers, and ultimately make a LOT more sales, you need to study this free training now.
Thanks for taking the time to read this! I look forward to “seeing” you on the training!
P.S. Always add a P.S. …Especially when you’re writing an email, an article or a post.
Yeah yeah, I know …your High School English teacher told you differently. But that’s why she is still an English teacher and not a marketer or a copywriter…
Most marketing people scroll down to the end of the page before starting to read the whole enchilada.
…Did you know the P.S. is the best place to summarize your point.
Before I read an article or a landing page, I always go to the bottom of the page, to see what the author has to sell and how much it is. If it’s too expensive, I do not even bother to read.
If the CTA is not attractive, I do not even bother to read
So, In case you’re like me here’s what that article is covering:
- 1. a new, amusing and easy way to ensure people to actually read your prose.
- 2. 5 concepts to inspire your readers while supporting them
- 3. a complimentary training showing you an enhanced system for
- growing your list
- acquiring prospects
- switching prospects to customers
- monetizing your customers
- creating influence, goodwill & authority
- increasing sales
Now that you’ve read the headers:
- scroll back to the top
- start reading again
- but this time, read the small fonts
- because, as you know, the devil is in the small fonts…
Do it now!