Even if you’re not writing a white paper for your business, you can use Stelzner’s white paper writing tips for your sales pages, persuasive copy and advertorials. It makes your writing flow. (You’ll need to read ’til the end to get a $10 coupon off Michael’s white paper CD…)
I just got off the phone with a client in our mentor group. Karma Kitaj is a life coach with 30 years experience helping people achieve happiness and success as a psychotherapist. Like many solo professionals, she’s bright, educated and experienced at what she does. But as a copywriter, well, let’s just say she’s in the early learning stages!
I reviewed her landing page for her life coaching business and used Michael Stelzner’s white paper writing tips to improve the flow of the copy. Here’s what I suggested:
- Attention-grabbing headline (to be written after the copy is finished)
- The Pain – what is the problem readers have? This needs to be written with strong emotions
- The Generic Solution – how this was handled this in the past and why this isn’t working anymore
- The New Solution – What is life coaching and how do you know if you’re ready for it?
- What to look for in picking a life coach – 10 tips
- The specific solution – Who she is and why she is qualified to coach life issues
- An example of a life coaching client and the results obtained
- Call to action – next steps on how to find out more about Karma and her services
The flow is based on grabbing attention through pain, showing expertise
on traditional solutions, then suggesting a new solution. Then the
readers are offered two reports:
1) an assessment to determine if they are a good candidate for life coaching
2) a 10-point list of what to look for when selecting a good life coach
Readers go from being informed about generic solutions to specific
solutions. At this point in the copy, all the reasons to consider
working with Karma are set forth. And there you have it. Good flow.
Want to learn more about writing white papers? Here’s a $10 discount coupon off our CD interview with Michael Stelzner: http://snipurl.com/wp_save10
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