How to clear your mind for great sales copywriting

written and produced by john c ashworth

First, here are a few tips to consider for your copywriting efforts before you even sit down to write.

  • Be fully rested with a good night’s sleep
  • Eat sparingly. Heavy meals will affect your mental sharpness. Try a little intermittent fasting before you sit down to write. I know this works very well for me and is one of the reasons I love to spend time writing first thing in the morning with only a cup or two of coffee on-board.
  • Exercise before you start. If you read this blog regularly, you know that I spent the first 20+ years of my career as an expert fitness professional and personal trainer so I’m a big, big believer in this idea and once again, practice it regularly myself. It’s truly amazing what one simple exercise session can do to clear your mind and make room for your mojo.
  • Turn-off your phone and eliminate any and all distractions. Lock your door, or at the very least close it tight, and make those around you aware that you are writing and are not to be disturbed for any reason.
  • Take a few moments of gratitude so as to cultivate a positive mood and environment.
  • Now, enter the prospect’s mind and the conversation happening therein and go!
How to clear your mind for great sales copywriting

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Is your sales pitch missing this important message?

written by john c ashworth

If you are unable to quickly, easily and comfortably communicate the fundamental reason why people or organizations would choose to do business with you and you company above all other options, including doing nothing, you will likely have a very serious problem when prospecting for customers.

In fact, you might not ever even get your foot in the door..

Here’s a quick sales pitch formula to help you get started.

“We assist our _______[clients or customers] in the _______ [industry/business] to _______(what you help them do). We do this by _______[what do you help them do? what problems do you solve for your customers?].”

Don’t cheat this work. I know it sounds simple. Too simple, even.

But it’s not.

As soon as you begin working through this as it relates to your products and services and your company, you will see what I mean. If you haven’t answered other key sales and marketing questions about your business, you will have to go back and do that first, before you can get to this.

This process forces you to consider four very important questions about your business. Questions that I’m sure you’ve thought of at some point or another, but that I know first hand, most small business owners and salespeople don’t spend nearly enought time curating and clarifying so that they can truly hone their efforts.

I’m going through this again in my own work right now so I’m also speaking from very personal and timely experience.

Especially in light of everything that has changed over the last year and a half, it is time to reflect on how you, your work, and your business have changed in an effort to adapt to your customers and the marketplace.

What can you do differently?

How can you craft a killer unique selling proposition? (USP)

Here are those four quick questions that will help get you started.

  1. Dou you work with individuals, organizations, enterprises, associations, or governments?
  2. What industry or industry segment do you specialize in? What segment? What market? What type of business? “…OK, I know, that’s really a few questions in one, but they’re all related.”
  3. How do you assist your customers?
  4. How do you assist your customers?

OK, time to get to work.


How to write headlines that make sales soar!

written by john c ashworth

Ninety percent of the success or failure of ANY sales offer is the headline.

How much time are you spending on your headlines?

The reason is that the headline answers the MOST important question you need to address in ANY sales pitch. “What’s in it for ME?”

Why should I stop everything I’m doing, open my wallet and invest in your product over any and all other products or simply do nothing at all?

Now, go back and look at the last few email subject lines you’ve written and ask yourself if they are good enough to break through these barriers. Stop wasting time and money and start putting a lot more attention and intention into crafting great headlines.

What does a headline do?

First and foremost, it attracts attention.

It communicates a strong benefit; and once you start looking around at what other are doing and maybe even what you are doing, you’ll see that this very ofte missing. Big mistake.

Third, and as I’ve mentioned already, your headline should appeal to the self-interest of the reader and answer the MOST important question of, “What’s in it for me?”

When thinking about headlines and how to use them it is also very important to remembe that they are not only for the top of your sales letter, blog post or email. They should be used everywhere. For example, the teaser copy on an envelope and the the of your book are just as important as the headlines in your sales letters and advertisements. If your prospect won’t open your letter, you’ve accomplished nothing more than subsidizing the post office. If your book title stinks and is not compelling, you’ve wasted a lot of time, money, blood, sweat and tears for a book destined to be mostly ignored.

Advertising guru, John Caples once said that “when you write an ad, write a lot of headlines first. Spend hours writing headlines – or days if necessary. If you happen to think of a headline while walking down the street or while riding the bus, take out a pencil and paper and write it down.”

When was the last time you put that much thought and attention into writing a headline?

And if I still haven’t convinced you, think of this…

The father of advertising, David Oglivy, once said that “on average, five times as many people read headlines as read body copy. It follows that, unless your headline sells your product effectively, you have wasted 90 percent of your money.”

Good luck and remember, there are no shortcuts.


Subscribe to the ash flash and get your copy of The 100 Greatest Headlines of All time right now! Sometimes the answer to how to write headlines is simply swiping a successful one that you know already works 🙂

[video] How good videos can help you Sell MORE stuff


produced by john c ashworth

I recently invested in a GoPro Hero 8 Black. It’s pretty sweet.

During the buying process, I was looking for more sales video on the GoPro website. I didn’t find any like the one I’ve shared with you here and I thought it a great opportunity for me to point out to you just how important and effective these kinds of videos can be in your sales funnel.