343: High Converting Sales Copy Formula: Find Your Sales Hook Through Empathy and Make Money By Following a Simple Copywriting Formula with Alyson Lex

Alyson Lex is a copywriter who specializes in high converting sales letters and in empathizing with prospects to create more effective sales letters.

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She believes in four levels of research:

  1. socially (how prospects relate to friends)
  2. relationally (how prospects relate to you, i.e. have they bought or tweeted you)
  3. psychologically (what keeps them up at night)
  4. demographics (gender, age, location)

Research for Alyson consists of checking out industry news articles, social media (especially the comments section) and sites like RipOffReport to get a handle on peoples' problems, frustrations, fears, and beliefs. Then, her five step copywriting process is as follows:

  1. get attention (headline, pre-head, sub-head)
  2. identify the problem
  3. introduce a solution
  4. explain how to get it
  5. don't let them walk away without it

Alyson also talks about common copywriting mistakes, such as using the word "I" within the first three paragraphs of a sales letter.

Quotes:                                                                                                                                   

“They don't care about you as the copywriter, product creator, or business owner at all. They care about themselves—their fears, their aspirations, and what you can do for them.” – Alyson Lex

“I want my clients to be successful. So if they have someone who is more of an expert than I am in something like web design, then it doesn't serve my client for me to hold on just because I think it should be a certain way.” – Alyson Lex

“I like to learn principles rather than shiny techniques, because at the base, those principles stay the same. They just adapt to the technology and the trend.” – Alyson Lex

Takeaways:

04:08 Effective copywriting starts with deep research into your target audience's psychological, social, and relational experiences.

11:20 The language you use in sales copy should mirror exactly how your customers speak, not industry jargon or technical terms.

24:02 Sales copy principles remain constant, even as design trends and graphic styles change over time.

29:05 The first few paragraphs of any sales letter should focus entirely on the customer's problems, not on the writer's experiences.

34:23 Entrepreneurs can overcome writer's block by following a structured copywriting formula and conducting thorough audience research.

Resources

Podcast: Play in new window | Download (Duration: 38:21 — 35.1MB) | Embed

Subscribe: Apple Podcasts | Spotify | Amazon Music | iHeartRadio | Podchaser | RSS

Filed in: Archive 2: 2017 • Copywriting • Interview • Podcast

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