Content: John. 　　 Demonstrator: Cady Jerry

KILLER COPYWRITING

杀手文案

2 第一部分

Introduction

31, KILLER

COPYWRITING定义

killer copywriting 直译就是杀手级文案。比如广告词写够好就能

带来很多 GOLD 。 比如我们在写信劝说用户交费的时候。

Killer copywriting is when you write a killer sales message to the right prospect and they take the actions you desire

When your prospect says ‘That’s for me!’

42, KILLER

COPYWRITING 用途

Why learn this? Suggestion

Partner Program

SEO Writing

Daily work, Communication

…

5 3, 简单公式

Simple Formula Here’s what I am selling

Here’s what it will do for you

Here’s how you can get it

6 第二部分

Killer copywriting, how to do it?

7 简单５步

5 Step Process Start with the OFFER: Product components, bonuses,

payment plans, membership....

Write 100 bullets (can trigger the purchase)

Write the lead-in (start of the letter)

Write 25 headlines (as you go on, they will get stronger)

Write the close: proof, guarantee, call to action, P.S.

8 1, 草案

Crafting Killer Offers Product components (Hot tip: rip your big product

into multiple guides, reports, sections)

Bonuses: audio seminars, reports, interviews, mindmaps, cheat sheets, video, software

Payment plan: Free trial, make it EASY to say YES!

Offer is: Ebook + 3 bonus reports + 3 bonus interviews + 7 day trial

92,CREATE KILLER GOLDEN

BULLETS

Bullets are the body

Write 100 bullets because you never know which ones are going to sell your product

Blinds bullets vs golden bullets (50-50)

Mix curiosity with your golden bullets

Isolate every fact, tactic, strategy or piece of info inside of your product.

Transform fact into sweet, interesting bullet

10 2-A, 内容模板

Bullet Templates: The ‘how-to’ bullet

The ‘why’ bullet

The ‘numbers’ bullet

The ‘secret’ bullet

The ‘alert’ bullet

11 3, 导入

Writing Million Dollar Lead-ins: A lead-in is the main story, concept or mechanism

that starts your sales letter

Step 1: Figure out the core concept

Step 2: Create a solid logic flow

12 4,标题

一 数字说明式 一个月轻松挣 5 万的方法

Marry a single millionaire man within 60 days Now

二． 公众见证式 2000+ successful stories to prove MM works well

13 4,标题 (2)

三．提问诱导式 为什么朋友挣得比我多？

How to marry a single rich man within 60 days?

四． 比喻式 Let millionaire dating as easy as breath

14 4,标题 (3)

五． 新闻传播式 It is a secret for all single women who want to

find a rich love.

六． 称述式 MM will offer free membership.

七． 对比式 If you have no better way, let MM help you on

dating rich singles.

15 5, 结尾

Closing the sale:

Price justification

Guarantee

Proof

Call to action

P.S. is the close of the letter (1 – Guarantee emphasis 2 – The deadline 3 – Testimonial)

16 6, 总结

# １ Put the 5 pieces together Start with the OFFER: Product components, bonuses,

payment plans, membership....

Write bullets (can trigger the purchase)

Write the lead-in (start of the letter)

Write headlines (as you go on, they will get stronger)

Write the close: proof, guarantee, call to action, P.S.

17 6, 总结 (2)

#2 Edit it to make it as good as possible

#3 Test 2 or more versions of every section and split test each one

18 第三部分

杀手级文案是如何修炼的？

19WORLD CLASS

COPYWRITING HABITS(1)

1. 阅读是写出杀手级文案的唯一方法 你接触越多优质的文案，你就越能判断自己的

错误以及改善。去读广告杂志、广告及文案博客 ; 在发布一些重要文案前，先去问问朋友的反馈 — 他们或许会发现一些错误。

2. 每天抽出 50 分钟来写文案， For the first 6 months, spend 25 mins a day

copying by hand proven successful sales letters, Then, spend 25 mins working on your own sales messages

20WORLD CLASS

COPYWRITING HABITS(2)

3. 也可以请职业文案写手帮助。 (Hire pro copywriters to give you brutal critiques)

4. Find another marketer to compare notes and critique each other’s copy

21 第四部分

杀手级文案技巧

22 1, 强调优势

你的商品如何提升使用者的生活品质 ? 你的商品提供什么样的优势是超越其他类似的产品。比如： Millionairematch is the specialized site for rich singles dating beauties and it has more than 1,700,000 active members.

23 2, 了解你的目标市场

每种产品都有属于他自己的目标市场，如果你对这目标人群能够了解的越多，知道他们喜欢什么不喜欢什么，那你就能将文案写得更符合他们的需求。比如： interracialmatch.com 的主要人群就是喜欢和黑人谈恋爱的白人单身汉 或者相反。年纪在 25 岁以上交费率较高。

24 3, 简短精悍

虽然你一定会想要写一段关于产品规格的长列表、详细介绍你的产品给有兴趣的消费者，但别忘了，平均来说，网络页面浏览者可是随著文案的增加而逐页关闭 的，这还得看看你想要使用什么样的内容，我们建议你可以使用三个十分引人注目的主要 slogan 在简单有力的400 字内，还有，为了要更加的简洁，请使用 16 字以内的句子以及 2~3句组所成的小段落为主。

254, 注重情感表达以及使用正

向的词句　

当读者不买你的商品时，你可以放张可怕的图吓他，但这只会留给他一片黑暗，让他十分不开心 ;尽量把放重心在使用过这项产品会有的正向心情中，这会使读 者的心情较为良好。请使用正向的词句，如”永远”，而不是”绝不”。比如： 80% of our gold members can get true love on our site. But not, if you do not upgrade, you will never find true love.

26

THANKS!