Since web copy is what makes or breaks the selling ability of your online promotion, let’s liken this to another important decision.
Let’s say your heart is in dire need of an operation because your heart is not pumping the way it should. What kind of doctor would you choose: a general surgeon or a specialized heart surgeon?
I’ll bet if your life depended on it, you’d choose the one who was most likely to succeed in the operation – the specialist.
The same goes for your online business. When you’re counting on your sales funnel … or just a one email … to bring in the opt-in’s, click-throughs, sales, customers, and automated profits you need, you don’t hire a general writer. You hire a specialist with decades of training, experience, and success in creating web copy that sells.
The idea of specializing in “web copy that sells” was incredibly appealing to me once I discovered there aren’t many of these experts available.
To write web copy that sells (and continues to convert years later), a writer needs to stay curious, know the questions that need to be asked, the obstacles that need to be overcome, and have the depth of research skills to prove a claim. These skills are even harder to find in a copywriter, because it requires constant accumulation of knowledge, and good ol’ fashion hard work. In the never-ending galaxy of internet garbage, it’s not an option to go the extra distance, and do whatever it takes to get your customers’ attention, and make the sale.
Luckily, there are copywriting pioneers and formulas we can look to. However, as fast as the internet changes, so must your approach. Copywriting is not cookie-cutter, and if anyone tells you they have the formula to guarantee their copy will work, that’s your clue that they don’t have a clue.
Copywriting is a process that includes research and testing to see what will actually work in the real world, as both the consumer and the way copy is consumed changes.
I started specializing in writing web copy with my first mentor, Maria Veloso, who at the time was the highest paid female copywriter in the world. She retired early, but not before I was able to become the one student who most closely mastered her signature copywriting style. It was so rewarding to hear her tell me this, and that her second best student was 50% behind me in mastery, simply because I wanted it more and worked harder for it.
Even after decades of working in traditional sales and marketing, I soon discovered that mastering the skills of writing sales copy was not easy. It has its own set of rules and reasoning.
After studying many of the greatest masters of copywriting, perhaps the best move I made was to be personally trained by who many call the inventor of VSL’s, Jon Benson, earning his “3X Sellerator Copywriting” certification. I was hand-picked by Jon to train with him in his own home, along with another copywriter who became my next mentor, Kevin Rogers.
I spent years mastering Jon Benson’s formulas and copywriting strategies, which continues to dominate the internet today with the highest VSL conversions.
Since then I’ve expanded my close circle of copywriting greats that I work and train with on a regular basis… including the late, great copywriting legend Clayton Makepeace (my hero); Parris Lampropoulos (the nicest guy, and such a genius); David Deutsch, Ryan Levesque (Ask Method), Tom Breeze, (I personally trained under his top YouTube video ad scriptwriters), copywriting legend Lee Euler, Jeremy Hunsicker, Chris Orzy (email copywriting), and so many more business owners and copy chiefs I’ve been privileged and earned the opportunity to work with.
Many of the greatest copywriters of all time shared their best-kept secrets with me. Some of them personally mentored me. These are the “jewels of sales copywriting” I have now mastered and pass onto you. Here are are few of them…
By Tom Breeze
|How lucky I am to be a part of the Tom Breeze network. Recognized as the world’s most successful YouTube video advertising expert, I’m trained in both his ADUCATE model, and his newest (2021) Discovery Ads method. I was personally trained by his top two copywriters, and work with several of Tom’s proteges in his highly exclusive “Ad Buyer’s Club.” This is truly some of the most valuable experience for slam-dunk marketing that works, because the numbers don’t lie. Daily YouTube viewership is HUGE and Tom’s method of target marketing is like hitting the bullseye every time.|
|“Turn Words Into Cash” – 3X Sellerator
By Jon Benson
|My favorite mentor by far, Jon taught me all of his Samurai copywriting formulas for writing high-converting Video Sales Letters (VSLs), sales pages, emails, and more. This has propelled my career as a copywriter more than anything, except of course continuing to write web copy that grabs and keeps the reader’s attention, and ultimately, converts as high as possible.|
|“The Magic Bullets of Higher Response”
By Gary Bencivenga
|These are some of the most powerful marketing secrets ever, discovered from tens of millions of dollars of scientific advertising tests for many of the largest, most successful direct marketers in America. Each technique can boost response by 15% to 30% or higher. When used together, the cumulative effect can boost response even more.|
|“The 5-Point Formula to Web Copy That Sells”
By Maria Veloso
|I personally trained under Maria Veloso and was the one student who most closely mastered the 5-point formula for creating killer web copy that sells. After training under several other copywriting greats since then, I now combine the best of the best formulas.|
By Eugene Schwartz
|He was the Grand Master at Market Awareness, Sophistication, Saturation, and persuasive devices that have been meticulously tested and re-tested, including: Intensification, Identification, Gradualization, Redefinition, Mechanization, Concentration, and many more proven strategies.|
|“The Art of the Irresistible Offer”
By Clayton Makepeace
|This is the strategy of genuinely appealing to the part of your prospect’s psyche that is making the purchase decision — their EMOTIONS.|
After 17 years working in traditional sales and marketing, I gained real world experience selling to real people as a national sales manager and marketing director for dozens of different companies, before I set my sights on web copywriting.
Most copywriters got a degree in English or Journalism, wrote for printed materials, and then tried to transfer their skills over to the web copywriting world.
Others came from the field of graphic or web design and can certainly make a pretty site, but have NO CLUE how to even begin writing web copy that sells.
And that’s because most copywriters do not have ACTUAL sales experience, let alone field sales and marketing experience with a business degree to back it up .
When you work with me, you’re not just paying for writing … you’re paying for my sales expertise, in-depth research skills, my understanding of sales psychology and neuro-psychology, my education and experience in business and communcations, and my time training under dozens of other master copywriters.
There is *no way* I could write such effective sales copy that actually converts to sales without all my years of real-world, real-people sales and marketing experience, including:
Air Liquide (France), Roche Pharmaceuticals (Ireland), Bayer Pharmaceuticals (Switzerland), BASF Chemical Company (Germany), RWE Power Int’l (U.K.), Innovene Petrochemicals (France), Dow Corning (U.S.), QNI Metals & Mining (Australia), Cargill (U.S.), Citgo Gas (U.S.), and many more organizations around the world.
Let’s work together to create your next winning online business or campaign…
Email me at elin AT thewriteeffect DOT com!