Learn The Copywriter’s Toolkit for Success

Every day online, you see people talking about copywriting and how to write it, but nobody tells you it’s about structure. To write effective copy, you must know how to structure it from beginning to end. Most structures are formulas you must follow, like the Four R’s formula.

It’s a powerful technique you use to close a sale when writing copy. Nobody tells you this, but if you look closely at any sales page, email, or VSL, you’ll see them using that formula.

If you want to be a great copywriter, you must know how to use that technique; otherwise, you won’t make the sale for your clients. I’m going to break down each component for you, so without further ado, let’s dive in.

Repeat Your Story

Purpose: Reiterate the key points of your sales pitch. Throughout your copy, you’ve given key points to your readers to convince them how valuable and reliable your product or service is.

You’ve provided them with the mental feel of considering buying your product. Now, you have to start from the beginning of your presentation. You do this because, by the end of your copy, your prospect has likely forgotten some of the points you made.

You need to remind them and bring it afresh to their minds. This helps your prospect remember your key points and reinforces the value of your offer.

Remind Them of the Reason

Purpose: Reinforce the benefits that led them to consider your product or service. You remind them why they are buying your product. What is the main reason? What problems did they face that brought them to your sales page in the first place? Is it because they want financial success, to improve their lives, or to resolve an issue?

Bring all this back to them by highlighting specific advantages that resonate with their needs and desires. This helps remind them why they were initially interested and solidifies their motivation.

Reassure Them

Purpose: Alleviate any doubts or concerns they may have about their decision. Now is the time to solidify their thoughts; it’s time to speak to their consciousness. You give them value by stacking up the benefits of buying your product.

That’s where the strong ironclad guarantee comes into play. Not only do you provide benefits and bonuses if they buy your product right now, but you also offer a strong guarantee in case things don’t work out.

You tell them it’s a risk you are willing to take because you know for a fact, through testimonials and case studies, that your product is 100% legitimate. This builds trust and confidence in their choices and eliminates any speculation about buying your product or service.

Relieve Them of Their Money

Purpose: Facilitate the transaction smoothly and confidently. Now, this is the best part — take their money! You’ve got bills to pay, but you’re doing this by offering them the best product in Da whole wid wooooorld! (ahem hrm, sorry about that).

The final step is to guide them to buy your product by making it easy for them to commit. You do this by using a clear call to action. If you do it right, it will ensure they feel good about their investment.

Now you know how to use the Four R’s formula. The Four R’s formula is effective for closing the sale because it provides a creative, structured approach that addresses your prospect’s concerns while leading them toward a successful buying decision.

Remember, the Four R’s help to build rapport, reinforce value, and facilitate a successful close.