044: How to Create Your First Information Product in 30 Days | Writing the Sales Copy [Podcast]

This is part 2 of the series called How to Create Your First Information Product in 30 Days where I promised to let you look over my shoulder as I create my own information product. At this point I have decided on the product I will create. Today I will write the sales copy, or at least most of it. And, in case you are just joining in, I hope you too will take the challenge and create a product with me. I will walk you through it.  Attention Getting Sales Copy - Photo courtesy of Flickr/Creative Commons/Brett Jordan [/featured-image]I will admit, this is the hardest part for me. Creating product is easy, writing sales copy is always my hangup, so I am ready to get this out of the way. Join me!Click to Listen*NOTE: If you are reading this in email, you will need to go to Itunes or my blog to get access to this show.The previous posts can be found here:Intro of the topic - How to Create Your First Information Product in 30 DaysPart 1 - How to Create Your First Information Product in 30 Days  | Finding Information Product Ideas Topic of the Week: How to Create Your First Information Product in 30 Days  | Writing the Sales CopyIn the last post, we did part of creating an information product - defining the product and the market. Now comes the part I am alway reluctant to do. So, with you as my accountability partner, I now have to create the sales copy.In the last post on creating an information product, I decided to create a product called "Networking for Introverts" and release the product by February 13, 2014.First, as a place to put the product and the sales copy, I have created a page on my website called Networking for Introverts. You might choose to release your product as a webpage also, on Facebook, or via a page like Etsy etc. But keep it simple. Do not get hung up in the page creation. Instead focus on the simple and getting things moving.Second, I floundered. Yes, you heard me. I went from one model to another on how to write good sales copy. Listed below in the Episode Resources are some great places to learn about sales copy, but do not do like I did and get caught up in learning how to be a great copywriter. Instead, get some simple points down. Below I will share with you my 11 steps.Here is what I finally focused on.Two Key Principles of Writing Sales Copy1. Make sure you relate to the customer in everything you say. Speak in their language. Think about benefits instead of product features.2. Be specific, not abstract. Get specific and deal with the benefits or emotions. For example, an abstract way to talk about my networking product would be to say“networking is an important skill in personal career development.”While this is a true statement, is has no meaning or relation to the person I am talking to. Also it sounds corporate and loaded with  jargon.Instead I might say“the difference between getting a decent job and getting a great job that you love and that pays you a great salary is your ability to connect with the right people who share your passion and see how you can help them solve their problem.”Now I am talking the same truth, but I am getting specific about the value and benefits of networking to them. So when you write, get specific and talk about pain, emotions, and avoid jargon. 11 Steps to Sales CopyThe second thing was an outDale Callahan, Ph.D.Business Coach for Professionals Ready to Take Control Helping you move from stuck to in-demand — or start something of your own. Grab the Idea Engine: 7 prompts to find your next move Book a Next Step Strategy SessionDirector of Engineering Management @ UAB (205) 790-8447 dalecallahan.com LinkedIn

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