The following information represents what you might call a “real life copywriting course for non-writers.” If you’re not someone who loves to write, it’s a good way to create effective sales copy. Before starting though, you must know:

A) Copywriting is nothing more (or less) than salesmanship in print. It’s about selling, not being fancy or creative.

B) If you can’t sell something in person, you can’t sell it in print. This can be taken 2 ways. First, if you’re not selling something anyone would ever buy from a live salesperson then you’ll never sell it in print. And secondly, if you don’t know enough about a product or service to tell someone about it in person then you’ll never be able to create sales copy for it either.

Okay ... ready? Let's begin.

Picture a friend of yours coming into your living room one day. You’re sitting on the couch looking at TV, and this friend sits down next to you. He grabs the remote. Shuts off the TV. Tugs at your shirt. And makes you look at him.

Then he says, “I have a problem.” And he begins telling you about this problem.

As you’re listening, you realize you’ve got a perfect solution for this problem. So when he’s finished, you begin telling him about your remedy. You tell him its name. What it is. Why it will do exactly what he wants … etc. Can you imagine this?

Sure you can.

Now ... audio record yourself ... giving this exact pitch to this imaginary person. (Maybe even have someone role-play as a friend with the problem). Forget about the fact you're being audio recorded. Concentrate on what you're saying to the person you’re trying to help.

Give all the important details about your solution. Tell them all the wonderful things it will do for them (the benefits). Tell them how their life will be better, or easier, or more fulfilled because of it. Don't say any more than you have to ... or any less than you need to.

When you’re finished, have this recording transcribed. Have it typed and printed out. This is the raw material for your sales copy. It will probably be 8-12 pages in length … or more. Don’t worry about how long it is.

Now … cut it up into sections. Every individual thought. Every individual benefit. Every little short story. Every example you used.

Take a pair of scissors and cut. You’ll have a lot of pieces. But keep moving. Keep pushing forward.

Now set aside every scrap you consider “extremely important.” Like the biggest benefits. The most interesting and fascinating facts. Etc.

Any lesser details or non-important facts, or plain ole' fluff … push to the other side.

Done? Alright … take all the pieces you’ve deemed very important, and organize them into piles of the following:

1) FEATURES (product details).

2) BENEFITS (every wonderful thing your product or service does to solve a problem, or help, or make life better for your friend).