Does giving stuff away for free — in the clear, with no email required — work as a way to get new readers, more traffic, and subscribers?

Let’s find out.

Today I’m giving away a “Mind Map” (a visual outline) that gives you an overview of the keys to writing effective copy.

Whether you’re writing email copy, a blog post, a sales page, or a sermon – the same principles apply. This mind-map is a great tool to clarify your writing and make it more persuasive. You might thing of it as a one-page copywriting course.

Click here to download the full-size, suitable-for-printing Copywriting Overview Mind Map.

No email required.

Many people want to know the “magic formula” is for writing web site and ad copy that sells.

If you’re one of those folks who would like to know that formula, I have some disappointing news: there isn’t one.

“But Ray,” I hear you say, “Haven’t you yourself  taught several different copywriting ‘formulas’?”

Yes.

But.

They are not “magic” and they don’t work universally.

What a formula can do is give you a basic structure on which to hang your “argument” (your logic for why someone should buy your stuff); what the formula cannot do is somehow magically compel people to buy something they don’t really want or need.

What a formula can’t do is teach you the fears and aspirations of your readers, so that your persuasion power comes from the point of intersection between your audience’s needs/desires and your product’s features/benefits.

Only you, as an empathetic writer, can do that.

Do you find yourself staring at a blank screen?

Wondering how to get started writing your copy?

I’ve found that I get much better results if I use some “jump starters”.

They keep me focused, and get me started on the right track with a copy project.

Here are 3 “tricks” I use…

Maybe they’ll work for you, too:

1. Write the benefit bullets. Don’t worry about writing body copy just yet. Just start banging out all the benefits of owning the product. This will be more extensive list than the one in the order box (which is our next “jump-starter”).
2. Write the order box copy. This is the part of the copy where you clearly spell out the price of your offer, and the bullet points of all the main benefits of owning the product. Select the MAIN benefits (the one with the most “persuasion power” for the order box.
3. Write 10 possible headlines for your copy. Don’t worry if they’re not “good enough”. You can even use some of the bullets you’ve written as starting points. Use a headline “swipe file” to spark ideas. Just get 10 headlines written.

Once you’ve finished the 3 “jump-starters” above, you will have written quite a bit of copy. It will be focused on the benefits of owning the product. You’ll be off to a good start on your copy project.

Have you ever read a website and it just seemed to “stiff” or “formal” to you?

Or you felt like they were talking over your head, using a lot of buzzwords and lingo you didn’t understand?

Me too.

That leads to this little tip that will REALLY help your copy make more sales (or generate more leads, or whatever you need it to do)…

Keep it simple! Yes, even “dumb it down”.

Copy should read like conversation; it should flow naturally and be easy to listen to (or read).

By the way, this does not mean your readers are “dumb” (they’re not). It means they are busy and distracted: simplifying your copy respects your reader’s time.

Using big words and jargon might sound impressive, but it won’t get you sales. Which would you prefer?

Use strong, punchy words. Write simply and clearly.

Read Strunk & White’s Elements of Style – and follow its advice.

Avoid jargon.