This Simple Copy Formula By Jim Edwards Will Instantly Improve Your Sales Message
If you don’t know it yet, Jim Edwards’ famous book “Copywriting Secrets” is full of actionable tips, especially when you’re starting with copywriting.
One of his most impactful frameworks is called Bullet Formula, and it means you should always tie a benefit and a meaning to your product features. Use the signal words So That and Which Means to assemble bullets like the following:
(Feature) SO THAT (Benefit) WHICH MEANS (Meaning)
Let’s look at a quick example to make it vivid:
Our new drill is powered by 18V batteries SO THAT you get done with your home improvement list faster WHICH MEANS you can relax on the couch earlier and enjoy gameday.
And it doesn’t matter whether you’re crafting a sales message for physical products or digital products — all that matters is that you have your prospective customers’ emotions in mind.
Let’s say you crafted a guide or an ebook with tips for other writers on how to make their writing more appealing:
Here are some tips on how to make your writing more appealing SO THAT you turn your readers into raging fans and make more money with your writing WHICH MEANS you can finally leave your soul-sucking 9–5.
You see what happened here? You just tied a vivid desire to your product. Always remember: People buy emotion and justify with logic afterward.
This is #11 of 30 Atomic Essays I’m going to write through the Ship30for30 writing course. Read this post and more on my Typeshare Social Blog.
