Top Copywriter Reveals The Four ‘Super Powers’ Behind His Success
By Anna Johnson on May 12th, 2010Top direct response copywriter Clayton Makepeace recently revealed his four copywriting ‘super powers’. They’re probably not what you think… and they’re definitely powers you’ll want to emulate when writing (or hiring someone to write) your website, email or other sales copy.
How powerful are these four super powers? Well Clayton says they help him to: persuade busy people to read ultra-long sales copy; trigger actionable emotional responses (without resorting to cheap tricks; and, best of all, persuade prospects to BUY.
Clayton’s discussion about his super powers is pretty entertaining so check it out at the link below. In the meantime, here are my take-outs:
1. Use ‘three’ to create momentum
Citing such diverse examples as the three states of time (e.g. past, present and future) and three expressions that go together (e.g. “I begged, I pleaded and I cajoled”) Clayton points out that citing things in threes creates rhythm and momentum, and engenders a feeling of completion that resonates with prospects.
Clayton points out:
“This is no small thing. Because as your prospect feels his way through your copy, momentum and rhythm help keep him reading. That means more people read through to your response device. And that means more moolah for you!”
Here’s another example: most plays have three acts. This is precisely because three acts have been shown to provide a tried and true framework for a compelling story.
Hmmm… not much difference between the need to create a compelling story and the need to create compelling sales copy, is there?
2. Use ‘seven’ for lists, prices, descriptions and in general
The number seven seems to resonate with people in ways we can’t exactly explain, but are true enough. According to Clayton Makepeace when 100 people are asked to pick a number between one and ten, 70 percent will chose seven. (I’d love to try this!)
When it comes to citing the features and benefits of a product Clayton recommends using lists of seven because “lists of seven are not too long; not too short; just right.”
Clayton has also found that ending prices with a seven also seems to generate greater sales e.g. when testing say, $27 against $25 or $29.
The magic of seven doesn’t just apply to listing features and benefits or pricing, though. It also applies to how you describe things in headlines and in general. Apparently people are inherently sceptical of round numbers and seven seems more believable e.g. “Seven Ways to Cut Your Tax Bill” is somehow more credible than “10 Ways To Cut Your Tax Bill”.
According to Clayton, the prodigious use of seven by top copywriters is no accident:
“See how many times the copywriters who wrote those promotions used the number seven: In headlines… in lists… in premium titles… and in prices. Think it happens by accident? Think again! Those sevens are there because they work!”
3. Sequence your copy so prospects come with you
Clayton explains that properly sequencing your sales copy is essential for bringing your audience with you, rather than risk leaving them behind.
Since most people think in a linear, logical fashion you need to present your story or argument (e.g. the argument for why the prospect should buy from you) in that same linear, logical way.
Clayton suggests we begin our conversation with prospects by establishing a mutually agreed-upon fact. Then we introduce a new fact. This may be something the prospect does not know, but which logically follows from the first established fact. Or it might be something you can make believable by presenting irrefutable data to back it up. You then take the prospect progressively through each new fact or contention until the only logical conclusion is to buy what you are selling!
4. Gradually turn up the intensity
Here’s the kind of insight that sets Clayton Makepeace apart from most copywriters. He explains that it’s much more persuasive to gradually turn up the intensity of your argument, rather than try to hammer it home at the start. By gradually intensifying your argument you progressively raise the prospect’s enthusiasm and eagerness for your solution. You also avoid turning them off by attempting a ‘hard sell’ at the beginning, when they are most likely to be sceptical.
One example for how to do this is, when presenting benefits or testimonials for your product or service, to begin with the least impressive and then progressively introduce better and better benefits or testimonials.
Another example is when offering bonus gifts to go along with your product or service. In this case, you are better off presenting your bonuses in order of least appealing to most appealing (rather than vice versa or in some other kind of order).
Clayton also points out that you should progressively increase the intensity of your copy as you pile on the more compelling benefits, testimonials, bonuses or whatever else you are discussing.
I hope you can see the value in adopting Clayton Makepeace’s super powers for yourself! For a more in-depth discussion and more examples of how Clayton uses (and recommends using) his four super powers be sure to check out his article.
Source: Clayton Makepeace, “My Shocking Confession,” Makepeace Total Package, Issue #919, May 3, 2010
