The thing about Lorrie Morgan Ferrero and her copywriting teaching that is so valuable is that she cuts down  complex selling techniques into common sense tips for writing persuasively.

Whether you’re writing a long sales letter or a short email marketing message, Lorrie says to:

1. Know who you’re writing to (your ideal client or "tarket")
2. Spend some time crafting a killer headline
3. Use the present tense, not future
4. Cut out all unnecessary words
5. Use emotional words that trigger buying decisions
6. Collect samples of ads you like and use them to create your own
7. Time yourself for 30-60 minutes of writing; then take a break
8. Read the classics: Eugene Schwartz, Claude Hopkins, John Caples (www.twipress.com)

These are a few notes I took from our Blogging and Beyond mentor program teleseminar yesterday. (You can join by registering here: www.theblogsquad.net/mentor.)

None of these copywriting tips are revolutionary. And, like common sense, they are uncommon practices, especially by professionals who are expert in their field but new to marketing on the Web. The simple truth is you can’t get far without learning copywriting for your business.

Lorrie makes it easy to learn.

Can you tell a good story? Do you easily reveal what’s going on with you in your business? Better learn how to do this. Storytelling may be the most important key element to writing copy that persuades.

I’m reading The Story Factor by Annette Simmons, and it’s full of wisdom that you can apply to writing sales copy. Stories do what facts can’t: they connect with readers on a feeling level. They do more for building trust and credibility than anything else you can do in a sales letter.

In fact, here’s my own story about this:

I’ve been studying emails and the authors who demonstrate what I
clearly see as effective marketing copy. One such person whose emails I
always scan is Lorrie Morgan Ferrero. This copywriting expert knows how
to tell a good story.

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