In this article I want to briefly cover the chunk copy copywriting strategy – a strategy that I learned by listening to ‘The Kaizen Copywriting System’ videos.
This is a summary of the notes that I made.
This system appeals to me for the following reasons – it relies on a policy of:
- no hype
- no long-form copy
- no testimonials
The system advocates ‘chunk’ copy – in other words ‘pithify’ your offer into the most essential elements.
You need to ask yourself ‘how can I explain this in as few words as possible and still convey the benefits?’ i.e. what’s in it for my customer.
Never assume that either you are known to your customer or that they ‘get’ your product or service – think in terms of explaining it to a beginner.
Your business is to solve someone’s problem. Never forget that.
This means that you employ an ‘issue & tissue’ strategy where you introduce a problem (issue) and then offer a solution (tissue). You need to explain the problem better than they could and then offer lots of ’tissues’.
In your sales copy, you need to hit them with your best stuff ‘above the fold’ of the page i.e. in the top 600 pixels of the page because you lose 50% of your visitors when they have to go below the fold.
After you have written out your copy, you need to read it out aloud to make sure that it flows easily. Copywriting is about editing – print it off, read it out loud, mark your edits and repeat this process until you are satisfied. If you get stuck, take a break and come back to it.
Writing Sales Copy
When writing your sales copy, write down a list of 15 things that your product or service does and then write a few sentences about ‘what’s in it for me’…
- This is what it does. For you that means…
- This is what it does. You don’t need to…
- This is what it does. Imagine…
- This is what it does. Because of that…
Arrange your 15 items in a logical sequence and then format your sales letter in one of two ways:
Writing Video Copy
Always write a script for your video first. 160 words = one minute of video.
Videos are great for demonstrating ‘before and after’ scenarios and for demonstrations of your product.
Here are 4 potential video script formats:
Writing Email Copy
Use plain text emails.
Never sell blatantly in your emails.
The only purpose of your email is to get your reader from Point A to Point B i.e. to click on the link in your email to find out more.
So don’t give everything away – this is teaser copy that evokes curiosity.
Your subject line, to get them to open and read your email copy, is very important. Ask yourself whether you would open your email based on the subject line.
Example subject lines:
- Horror story
- How to…
- A question – Are these bugs or fruit?
- I don’t (blank) and why you shouldn’t either.
- It all ends today…
- You’re wearing invisible underwear.
- I can’t believe they are doing this to you.
Here are four formats for your emails:
This is just an outline of what I learned in the Kaizen Copywriting System training. This training comes in the form of a lot of short (chunk!) videos that clearly sets out the system which makes it easy to understand and consume.
This copywriting strategy of chunking your copy to fit with readers attention span on the internet makes a lot of sense to me unless you are a top copywriter.
I have used this system to create my latest sales letter at http://easywebpagegraphics.com so you can see it in action.
As most of us do not fall into the category of ‘expert copy-writer’, use this ‘chunk copy strategy outlined by this system to at least get your offer across quickly and succinctly rather than boring the pants off your readers with a long-form sales letter that is full of hype.