1 post tagged “copywriting time management”

We’ve been discussing how to make sense of all the information you have via a storyboard.  The 3x5 cards may now have bits of copy and salient points, features and benefits, and the like.  A possible next step is to begin writing bullets.  But first, we might ask, “What’s the Big Idea?”

If you feel overwhelmed by all the things you’d like to incorporate into your sales message, congratulations.  You should have a lot to work with at this point.  To simplify the process, from this point forward things should be guided by your overall marketing strategy.  Of course, this will evolve over time.  For now, we won’t worry about positioning, branding, or USP, and go straight to the underlying idea for this letter.

For example, if you were selling a time management system, your market research might reveal that everyone is imitating one approach.  Depending on the stage of the market (we will come back to this concept a la Gene Schwartz), you might see a point of entry or difference for your product.  Your big idea could be (if your product supports this) that instead of time ‘management’, you’re teaching time ‘production’. 

If you go this route, from here your entire letter could be guided by this idea.  A big promise (the big promise for this letter) coming out of this could be that you’ll be at least 10 times more productive.  This idea, in terms of organizing your own brain, could offer the benefits of ‘creating’ time for what we all crave: love and money.

Once you have these things, your copywriting process will be much more streamlined.  You’ll know why you're telling certain stories.  It will be easier to test your ads/letters, especially in terms of that nebulous message to market match.  And it will simplify and shorten your copywriting process.

To your Copywriting Mastery,

Sheridan

PS.  If you’re interested in checking out what in my opinion is the most powerful ‘Time Production’ System in the world, and the inspiration for today’s lesson, click here.