-1-
,Disclaimer
This e-book has been written to provide information about Internet marketing.
Every effort has been made to make this ebook as complete and accurate as
possible. However, there may be mistakes in typography or content. Also, this e-
book provides information on Internet marketing only up to the publishing date.
Therefore, this ebook should be used as a guide - not as the ultimate source of
Internet Marketing information.
The purpose of this ebook is to educate. The author and the publisher does not
warrant that the information contained in this e-book is fully complete and shall
not be responsible for any errors or omissions. The author and publisher shall
have neither liability nor responsibility to any person or entity with respect to any
loss or damage caused or alleged to be caused directly or indirectly by this e-
book.
-2-
,Table of Contents
Introduction ........................................................................................................ 5
Basic Skills ......................................................................................................... 6
How to Improve Your Writing Skills ............................................................................................. 6
Good Grammar is the Minimum .............................................................................................. 6
Style Trumps Grammar ........................................................................................................... 7
Writing for Your Target Audience .......................................................................................... 10
Step #1: Research Your Audience ........................................................................................ 11
Step #2: Write for Your Audience .......................................................................................... 12
How to Sell Through Writing ........................................................................... 14
Writing Good Headlines................................................................................... 17
Why a Headline Can Make or Break a Sales Letter .................................................................. 17
10 Different Techniques for Writing a Good Headline ............................................................... 17
Good Headline Examples .......................................................................................................... 19
Testing and Tracking ....................................................................................... 28
Step #1: Define Your Experiment Carefully............................................................................... 28
Step #2: Hold All Else Constant ................................................................................................ 29
Step #3: Collect Large Samples ................................................................................................ 29
Step #4: Make a Decision .......................................................................................................... 29
Powerful Tricks for Boosting Conversion Rates ........................................... 31
How to Use Bullet Points Correctly............................................................................................ 31
How to Use Sub-Headings ........................................................................................................ 32
How to Correctly Use Bolding and Highlighting......................................................................... 34
Closing a Sale................................................................................................... 36
Retaining Reader Interest .......................................................................................................... 36
Using Calls to Action Correctly .................................................................................................. 38
Step #1: Tell The Reader Exactly What To Do ..................................................................... 39
Step #2: Surround the Call to Action with Supporting Text ................................................... 39
Step #3: Make it Easy to Follow Your Call to Action ............................................................ 40
The AIDA Method ............................................................................................. 42
Attention ..................................................................................................................................... 42
Interest ....................................................................................................................................... 43
Part #1: Introduce a Problem ................................................................................................ 43
Part #2: Introduce a Solution to the Problem ........................................................................ 44
-3-
, Decision ..................................................................................................................................... 45
Action ......................................................................................................................................... 45
The 30-Day Copywriting Plan .......................................................................... 46
Week #1: Focus on Basic Skills & Market Research ................................................................ 46
Week #2: Complete Two Sales Letters ..................................................................................... 46
Week #3: Make Changes & Compile a Swipe File .................................................................... 47
Week #4: Polish Your Copy, Test, and Track ........................................................................... 48
Week #5 and Beyond: Practice, Refine, Track, and Test ......................................................... 49
Conclusion........................................................................................................ 50
-4-
,Disclaimer
This e-book has been written to provide information about Internet marketing.
Every effort has been made to make this ebook as complete and accurate as
possible. However, there may be mistakes in typography or content. Also, this e-
book provides information on Internet marketing only up to the publishing date.
Therefore, this ebook should be used as a guide - not as the ultimate source of
Internet Marketing information.
The purpose of this ebook is to educate. The author and the publisher does not
warrant that the information contained in this e-book is fully complete and shall
not be responsible for any errors or omissions. The author and publisher shall
have neither liability nor responsibility to any person or entity with respect to any
loss or damage caused or alleged to be caused directly or indirectly by this e-
book.
-2-
,Table of Contents
Introduction ........................................................................................................ 5
Basic Skills ......................................................................................................... 6
How to Improve Your Writing Skills ............................................................................................. 6
Good Grammar is the Minimum .............................................................................................. 6
Style Trumps Grammar ........................................................................................................... 7
Writing for Your Target Audience .......................................................................................... 10
Step #1: Research Your Audience ........................................................................................ 11
Step #2: Write for Your Audience .......................................................................................... 12
How to Sell Through Writing ........................................................................... 14
Writing Good Headlines................................................................................... 17
Why a Headline Can Make or Break a Sales Letter .................................................................. 17
10 Different Techniques for Writing a Good Headline ............................................................... 17
Good Headline Examples .......................................................................................................... 19
Testing and Tracking ....................................................................................... 28
Step #1: Define Your Experiment Carefully............................................................................... 28
Step #2: Hold All Else Constant ................................................................................................ 29
Step #3: Collect Large Samples ................................................................................................ 29
Step #4: Make a Decision .......................................................................................................... 29
Powerful Tricks for Boosting Conversion Rates ........................................... 31
How to Use Bullet Points Correctly............................................................................................ 31
How to Use Sub-Headings ........................................................................................................ 32
How to Correctly Use Bolding and Highlighting......................................................................... 34
Closing a Sale................................................................................................... 36
Retaining Reader Interest .......................................................................................................... 36
Using Calls to Action Correctly .................................................................................................. 38
Step #1: Tell The Reader Exactly What To Do ..................................................................... 39
Step #2: Surround the Call to Action with Supporting Text ................................................... 39
Step #3: Make it Easy to Follow Your Call to Action ............................................................ 40
The AIDA Method ............................................................................................. 42
Attention ..................................................................................................................................... 42
Interest ....................................................................................................................................... 43
Part #1: Introduce a Problem ................................................................................................ 43
Part #2: Introduce a Solution to the Problem ........................................................................ 44
-3-
, Decision ..................................................................................................................................... 45
Action ......................................................................................................................................... 45
The 30-Day Copywriting Plan .......................................................................... 46
Week #1: Focus on Basic Skills & Market Research ................................................................ 46
Week #2: Complete Two Sales Letters ..................................................................................... 46
Week #3: Make Changes & Compile a Swipe File .................................................................... 47
Week #4: Polish Your Copy, Test, and Track ........................................................................... 48
Week #5 and Beyond: Practice, Refine, Track, and Test ......................................................... 49
Conclusion........................................................................................................ 50
-4-
