As I revamp the offering of ChezFilms, I'm taking the opportunity to revisit copywriting best practices (a personal compilation):
- Problem
What is your client's pain point? What attempts have failed in the past? If you accurately describe their problem, you capture their attention.
- Philosophy
Why don't the usual solutions (or those offered by competitors) work? What paradigm shift do you propose?
- New Approach
How is this philosophy implemented in practice? What is your plan and its main steps?
- Social Proof
Show how this approach has worked in the past: testimonials, case studies, etc. Here, your clients' words carry infinitely more weight than your own.
- Guarantee
Make the decision less daunting: if the client commits and it doesn't work out, what guarantees are there to mitigate the risk?
- Call to Action
If the prospect is interested in your approach, what is the next simple, concrete step?
- Urgency
What are the compelling reasons to act now rather than in two weeks or two months?
This isn't a cookbook recipe; these are the answers to our natural questions before making a decision. If you analyze your last new product purchase, you'll see that you went through the same steps.
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