Copywriting is such a fascinating art and science. Yes, it is both. Here’s a truth that’s going to be a hard pill to swallow. You can certainly learn the ABCs of copywriting if you have any degree of intelligence, but those who are truly gifted as writers are going to be the ones who rise to the top and command sales copy fees of $15,000 or more. Having said that, you still need the ABCs. So this article, one in a long series I hope to write, will continue to share the ABCs with you. In this particular installment, I’m going to discuss clarity, focus and flow. Hope you got your notepads out.

Clarity is something that I see all to often missing in sales copy. I’ll be reading the copy and I quite honestly don’t know what the point is. I don’t know where the writer it going. He seems to drift from one line to the next with very little tying it all together. I’m not even sure sometimes what he’s trying to sell to me or what problem is it he’s trying to solve of mine. Even the headline is fuzzy. When you write your sales copy, you MUST be crystal clear as to your intentions, especially with your headlines. “If I could show you how to save $15,000 on copywriting costs…would that be worth 5 minutes of your time?” Now THAT is a very clear headline. I know exactly what this product is going to do for me.

Focus is something that is more related to your target. Much sales copy that I read doesn’t focus on the prospect’s needs. It discusses things that are irrelevant to the topic. It rambles. It goes off in tangents that are so out there that sometimes I wonder if the copy is ever going to get back to where it needs to be. You have got to keep focused on your prospect and the ultimate goal of the copy itself. Every line in that copy, in some way, must have something to do with the product you’re selling and the problem you’re trying to solve.

Flow is something that is difficult to really explain but I shall do my best. Flow is one of those things that you just feel. You can tell when sales copy doesn’t flow. How? The thought following the previous one just doesn’t seem to fit. You feel uneasy reading it. You feel like something is missing. It’s like watching a TV show where in one part the cop is chasing after the crook and then suddenly you see the crook behind bars. Where was the capture? Where was everything in between? Why was so much left out? In sales copy, you can’t leave anything out. Each point that has to be made SHOULD be made…and made in the proper sequence.

Clarity, focus and flow are so critical to writing sales copy that converts.

If you want more great tips on writing sales copy, please check out the resource in my signature. You’ll not only save yourself $2,500 to $15,000 in copywriting costs but you’ll also turn yourself into a darn good copywriter in the process.

To YOUR Success,

Steven Wagenheim
Want to write copy just like the pros? Visit my site at http://www.bcipe.com/ and discover killer copywriting tips that have allowed me to write my own copy for years and earn myself a 6 figure a year income selling my own products.