The CLINCHER Copywriting Formula - V2copywritingtrainingcenter.com/.../The-CLINCHER-Copywriting-Form… · The CLINCHER Copywriting Formula

The CLINCHER Copywriting Formula © 2012 by Steve Slaunwhite. All rights reserved.


A few notes to the reader: This guide is intended to be used for informational purposes only. The author does not guarantee the effectiveness or applicability of any of the information contained herein. If you require specific business or legal advice, please contact a qualified professional. You may use material in this guide in your own publication as long as you include the following attribution: "By Steve Slaunwhite, Marketing Consultant & Author. Please visit Steve's website at www.CopywritingTrainingCenter.com for additional articles and resources on the art and business of copywriting." © 2012 by Steve Slaunwhite. All rights reserved. Published by: Slaunwhite Communications Inc. 27 Cox Cr., Suite B Brampton ON L6X 3G8 905-846-2620 [email protected] www.CopywritingTrainingCenter.com


The CLINCHER Copywriting Formula

There are dozens of good formulas for writing effective marketing copy, from AIDA (Attention, Interest, Desire, Action) to the motivating sequence (Attention, Problem, Solution, Proof, Action.) As a copywriter, you should become versatile in using them all. Including the following – a simple formula for writing

sales copy I developed a few years ago that works pretty darn well. (If I say so myself!) I call it the CLINCHER Formula.

1. Problem 2. Solution 3. The clincher 4. Action

It's easy to use. Easy to remember. And helps me write copy that consistently gets results. You'll find it's applicable in about 70% of the sales copy assignments you handle. (Of course, it's not suitable for e-zine articles, case studies, and other content-style marketing pieces.) In this guide, I'll walk you through how to use this formula, and provide you with a number of examples. Enjoy!

Steve Slaunwhite Author, speaker & marketing consultant, Instructor on all things copywriting!


1: Problem A big mistake many people make when writing copy is beginning with a description of how great the product, service or offer is. That's like a telemarketer phoning you (usually at dinnertime) and pitching his duct cleaning services. Chances are, you'll either tune out or hang up! The truth is, most prospects don't care about your fabulous product, service or offer. At least not yet. So you need to start with what they do care about: their challenges, issues, headaches, interests, wants and needs. For simplicity, I call this: the problem. Start there and you are more likely to get the prospect's attention, so they don't, actually or metaphorically, tune you out or hang up. Here's an example: the opening section of a web page promoting my consulting services.

Here's the problem... You provide a great service. You (or your firm) consult, write, design, train, coach, implement, fix, advise, create, or inspire. But you're not attracting enough IDEAL clients. As a result, you are not making the money nor building the thriving business you want. That's where I come in.

I think you'll agree, by starting with my prospect's problem, I'm more likely to get his or her attention than if I had begun with something like, "Hey, have I got a great consulting service for you!"


2: Solution After highlighting "the problem" – in whatever form it takes; challenge, need, interest, etc. – the next step is to bring in the solution. The solution, of course, is your wonderful product, service or offer. If your prospect is looking for an affordable printing system for the office (her problem), your solution might be a 30% discount on the XEROX WorkCenter 3035. If your prospect is a warehouse manager struggling to improve productivity (his problem), your solution might be a training program that increases worker morale and motivation. How detailed you get about your solution depends on the marketing piece and what it's meant to accomplish. A sell sheet, for example, will probably require comprehensive information. After all, a prospect will expect it to contain all the pertinent facts. An email, on the other hand, may only need to peak interest enough to get the prospect to click to a website or landing page. In that case, you may only need to provide a short (but compelling) description. Here's an example, from the web page promoting my Practically Painless Prospecting program.

Do you hate prospecting? You're in good company! Many freelance copywriters find it time-consuming, really awkward, and ultimately not very effective. But imagine if prospecting wasn't like that. Imagine if you could contact a list of prospects, introduce your services to them, and land a brand new client – this week! Without having to do or say anything that's uncomfortable or exposes you to unpleasant rejection. Well, that's what this program is all about!

Notice how the copy highlights the problem, then seques to the solution.


3: The CLINCHER Recently, a friend was shopping for a hybrid car but was concerned about losing trunk space. When the dealer pointed out that a particular model of hybrid actually had a bigger storage area than my friend's hatchback, my friend was sold. That feature "clinched" the deal. That's what I mean by The CLINCHER. It's something, anything, that ultimately motivates the prospect to say yes. A clincher can be:

• A glowing customer testimonial. • An award for "best product" by a respected trade publication. • A special feature that makes the product better, faster, more efficient,

less costly, etc. than the competition. (The product's USP.) • A special offer, such as 50% off. • An advantage the product has that the prospect can't easily get

anywhere else. • A free bonus or some other incentive. • A characteristic of the product that uniquely differentiates it from other

options on the market. The CLINCHER is the toughest part of the copywriting process because it requires strategic and creative thinking on your part. But that's why you're paid the big bucks as a copywriter! The CLINCHER can fit just about anywhere in the copy, even in the headline. But the most common place is after you've introduced the general features and benefits. Here's an example, from the web page promoting my copywriting course.

This is the only basics self-study course that builds your copywriting skills AND portfolio. There's no sense in learning how to write copy if you have no way of demonstrating your new skillset to prospective clients.

Lots of other courses teach copywriting basics. However, by taking my program, students also get a professionally designed portfolio sample. Many students have told me that was the deciding factor – the clincher – that motivated them to register.


4: Action Just about every copywriting formula recommends asking for action. Yet, it's amazing how often I read sales copy that doesn't do this! No matter how convincing your copy is, if you don't invite the prospect to take the next step – click, call, request, subscribe, register, buy – he or she probably won't do it. So always ask the prospect to take action. Sometimes it's as simple as saying: Click here to subscribe. More often, however, you need to give the prospect a motivating nudge in the right direction. I find that inserting a reminder of an important benefit works well. Here's an example:

Visit www.ACMEindustries.com/solution for your FREE copy of the white paper: The Solution to the Top 7 Procurement Management Headlines. You’ll learn a remarkably cost-effective strategy that is saving companies like Wal-Mart and Home Depot more than 2,000 staff hours per year.

If you have room, always incorporate a benefit into your action statement. If you don't, then at least ask for the action. There is no circumstance in sales copy where you don't need to do this. (Don't let anyone tell you different!)



Copywriting Worksheet

Problem: _____________________________________________________________ _____________________________________________________________ _____________________________________________________________

Solution: _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________ _____________________________________________________________

The Clincher: _____________________________________________________________ _____________________________________________________________ _____________________________________________________________

Action: _____________________________________________________________ _____________________________________________________________ _____________________________________________________________


ACE Your Copywriting Skills

One of the things I enjoy most is helping copywriters (beginners and old pros) ace their copywriting skills. I do that through my books, workshops, private coaching, and chatting on Twitter way too much. If you're interested in taking your copywriting business or career to the next level of success, let's talk. I'd be happy to set up a quick call to discuss how I may be able to help you.

In the meantime, you can also access dozens of helpful articles on copywriting, getting clients, pricing projects, etc. on my website. All the best,

Steve Slaunwhite Author, speaker, marketing consultant Instructor on all things copywriting! 905-846-2620 www.SteveSlaunwhite.com www.CopywritingTrainingCenter.com A FEW RESOURCES THAT WILL HELP Training courses on copywriting, getting clients, pricing and quoting, etc. http://www.CopywritingTrainingCenter.com/training-programs Special programs on business-to-business copywriting. (Via my friends as AWAI.) http://www.AWAIonline.com/b2b Private coaching and mentoring with Steve Slaunwhite http://www.copywritingtrainingcenter.com/coaching

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The CLINCHER Copywriting Formula - V2copywritingtrainingcenter.com/.../The-CLINCHER-Copywriting-Form… · The CLINCHER Copywriting Formula