An utlitmate guide for script writing must take from the strategies marketers have succeeded with for centuries. It’s true; copy and sales writing were in development since before we were born. We can take lessons from the pros to write our own content. The objective is to peak the interest of online leads and to get them excited to buy.
You’re in luck because we’ve mastered the formula.
This guide holds the steps for you.
It’s in your best interest to write your own scripts word-for-word. You should be able to write your message whenever you need to. The ultimate script for digital marketing is a framework. Below are the pieces that every effective sales letter has, but you don’t have to follow it to the “T”.
You can instead focus on each section or mix your content up based on where your online leads are and what they need. Let’s start with step number one.
*1. Opening with a Bang
*2. Cover the Challenges for Your Clients
*3. Build Scarcity for Your Solution
*4. Now, Openly Say the Solution
*5. Tie in Your Features, but Lift Them with Benefits
*6. Stay Social; Offer Some Real Proof for Measure
*7. No One’s Perfect: Be Clear about the Flaws
*8. Setting Up the Main Request
*9. Rubbing Salt into the Wound
*10. Your Final Close
#1. Opening with a Bang
Every message needs to start with an intro that pulls your readers into reading.
Tell them that what you have will make their lives better.
This gets them from the first word onto the very last. It helps to hold their attention by speaking about their own realities and considering what it is they want. Readers are hooked in by concepts that ask about what they need and what it’d be like if they did something about it.
Before you give them that solution, you want to revisit the main headline of your piece, which should show the promise in store. Now, without going any further, talk about who you are and why you’re the right professional to help them buy or sell a home. Present your expertise as a proven fact and that you can be trusted.
#2. Cover the Challenges for Your Clients
Going into the challenges your reader has is how you connect to what’s most relevant. This isn’t about being depressive; it’s about talking on what’s central, which is a solution they haven’t found. This could be selling, buying or finding the right appraiser. Ask yourself, “What are the challenges in these processes that the majority of your readers are facing?”
Think of telling a story to bring the message home and to get the reader thinking about how common their situation is. Let them know that you understand what they’re going through. Once you feel that they’re fully focused on their challenges, let them know how you overcame it before and will for them this time.
#3. Build Scarcity for Your Solution
Scarcity is about making the solution you have more valuable. If everyone has this solution, then it comes off like nothing special. You want to delay your solutions only slightly to solidify in your reader’s mind how bad they need the results you’re presenting them. This creates the impression that they won’t find an answer without you.
#4. Now, Openly Say the Solution
Whether this is the same email message or a new day’s post, you now openly share the solution with your readers. Show the passion you have for solving the challenges and how easy it is to get results. Let them know that the work is repeatable. Present your solution as simple and easy to use no matter what education, lifestyle or occupation the reader has.
No one should feel that the solution they need will then be difficult to apply.
#5. Tie in Your Features, but Lift Them with Benefits
Benefits and features get confusing if you’re new to sales. Learning how they work allows you to find what’s central in peaking interest in your readers. Benefits are the results of the services we opt in for. Features are the tangible things that make the benefits possible.
The “feature” of a hammer is it weighs 3-pounds and has a handle. The “benefit” is that it bangs in nails for you. Tell your readers the benefits they receive in your services. You then confirm the reality of the benefits by sharing the features that make your service possible: your experience or your proven track record.
#6. Be Social; Offer Some Real Proof for Measure
Now tie your message into a public space by showing the proof of your work. You should use social proof. This type of proof uses real people who have benefited from your services or shows how your services function in a public situation. Doing so appeases your reader by giving them confirmations as they look to the experience of others for help.
Testimonials are an option. You can also use case-studies and screenshots. Backing up your promises with statistics and newly released data are also effective plans.
#7. No One’s Perfect: Be Bold About the Flaws
Think of your message as a breathing and living entity. It has to face persecution. Top marketers already know that it’s best to bring out the flaws into the open. This gives your readers the chance to challenge your claim, but more importantly, it gives you the chance to build an argument against your market weaknesses without being caught off-guard.
The takeaway here is to sell your services with a bright picture but without over-purifying the message. Let your readers know the potential flaws. You then show how those insecurities are easily handled. … The key to doing this is knowing about what your reader’s biggest doubts are. You bring them out into the open for discussion.
#8. Setting Up The Main Request
The next three steps are part of one segment titled the “call-to-action.” You want to ask for a final act but by re-establishing some key points. In point eight, we set up the main request by revisiting the reasons why your service is scarce and unlike anything else.
Revisit all of the benefits while sharing any guarantees you have.
#9. Rubbing Salt into the Wound
This part continues from eight. It requires you to take away the solution to put the reader back in the position they were in without you. This step simply uses the idea that people hate to miss out on something good, and up to this point, they may have taken that good-thing for granted.
#10. Your Final Close
The final verdict is covered here with everything summarized. Revisit the main title of your message, bring the pieces into one whole and request the final commitment from your readers. Think big, and expect to wow your audience at this point. Multiple revisions may be necessary for the purpose.
Ask them for a final commitment, and then leave it there with respect.
Closing Out. …
Each of these ten points could structure a single email message. You can also take the entire structure, from one through 10, to write ten different messages based on each step. Mix it up, and take portions out as you need them, but based your work on where your readers are in the buying cycle.