Words of Wisdom from Master Copywriters

In no other niche is a “big idea” more important than in the financial market. If you learn how to capture a compelling big idea, you’ll be able to write your ticket as a financial copywriter. Top copywriters Don Mahoney, John Forde, and Paul Hollingshead offer advice on this subject and more:

Don Mahoney:

One of the unique traits of people who subscribe to financial newsletters is that they love ideas. Ideas that can help them make more money.

That’s one of the big benefits they get from newsletters. More than just stock tips, they love receiving a continual source of new ideas that offer them a financial advantage.

So one of most important things you can do when writing a lead for a financial product is to give the reader an exciting new idea he can sink his teeth into. An idea such as …

  • a new trend
  • a new company with an exciting new product
  • a fast-growing industry few people have heard of
  • a new insight into the world economy or current events
  • a bold prediction
  • a new way to make money from the stock market
  • an exciting type of investment few people know about

The bigger the idea the better, so long as it has the potential to generate profits.

John Forde:

If you want to write compelling copy, you must get inside your prospect’s head and understand how he feels.

To do this, you must read what he reads, watch what he watches, go where he goes, join the groups he belongs to, and most important, you must talk to him. Not talk to him like in an interview but personally and conversationally.

That is how you will uncover the big ideas that will motivate your prospect.

Paul Hollingshead:

Here’s a point a lot of copywriters miss. They think they have to sell the reader on the product from square one. You don’t.

Chances are your readers are getting your letter because they’ve bought or shown interest in a similar product. They’re getting your health promotion because they’ve bought health products before. They’re getting your financial promotion because they’ve bought financial products before.

If you’ve captured your reader’s attention with a strong headline and lead – and they’re reading your letter – you can assume they’re interested in what you’re offering. Now, they just want to be convinced. Your job is to make it irresistible for them – and answer any objections they might have with stories and track record and facts and so on.

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The Professional Writers’ Alliance

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Published: June 24, 2008

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