There is one copy secret you don’t want to overlook.

Let me explain.

Famous ad man David Ogilvy didn’t write a word of copy before conducting 10 days of product research. By digging for details, he was practicing one of the greatest copywriting secrets of copy sales success: using specifics to sell well.

The words you use to paint pictures of your product’s benefits in a prospect’s mind have a lot of selling power.

Take this opening copy used by my newsletter client, International Living:

“You look out your window, past your gardener, who is busily pruning the lemon, cherry, and fig trees … amidst the splendor of gardenias, hibiscus, and hollyhocks.

“For a moment, you think you have died and gone to heaven. But this paradise is real and affordable. In fact, living this dream lifestyle costs half as much as it would to stay in your own home!”

Can you feel the “Wow!” factor? This newsletter is about retiring overseas, and the fine details make this story sound true in the reader’s mind.

They’re also what make this product unique. Most companies use similar language, which only serves to lump their products with competitors’ products.

Here are some other tips when using specifics to sell well:

  • Deliver the detailed image first, then follow up with a product promise
  • Focusing on sensory details (tough, sight, sound, taste, and smell) appeals to emotions
  • For logistical appeal, use specific numbers. “Even at low engine speeds, the power units of the BMW X5 are quick to impress with a maximum torque of 400 Nm at just 1,300 rpm.
  • Use details to show improvement: “Tim Johnson used to handle accounts payable by hiring a temp each month. Now he uses QuickBooks Automation Billing software, which cuts his time and cost by half.”
  • Express an emotional reaction you want your prospect to feel. “When I read the latest test analytics report, I just about dropped my coffee mug. Let me show you what I mean …”
  • Try “Technicolor details” in your copywriting and watch results soar!

Are you experiencing a loss of sales or leads? It could be your copy. Right now, I’m offering a critique of current sales copy—FREE! Call us at 615.933.4647 or email Michael at [email protected]. Together, let’s boost your prospects, sales, and profits!