Direct Response Copywriter on "Reasons Why" Copy

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I see a lot of direct response copy. Much of this includes the “fundamental” elements:

  • Pre-head
  • Headline/deck
  • Lead
  • Features
  • Benefits
  • Guarantee
  • Close
  • Call To Action

All good. But here’s something I rarely see: “Reasons Why" Copy. I always include this copy element in my long-form copy. I sometimes include this in shorter copy, including opt-in pages.

I use the format:

23 Reasons to Try INSERT PRODUCT

It might be fewer reasons … it might be more.

I write this element after I’ve written all the other copy. It’s basically a summary of the benefits, presented in a numbered list. Yes, I fully admit I’m going to repeat myself. But let’s remember that around two-thirds of people don’t read all the copy. A list of “reasons why” might be the one thing that really grabs their attention deep in the body copy. There might be one benefit that will ultimately motivate them to try the product or service. They will likely find this benefit in the “reasons why” copy. Plus the other benefits will buttress their decision.

In a perfect world, I want the reader to sell themselves on their buying decision. If you’re like me, you’ve justified a purchase to yourself by including some additional benefits beyond your original ones.

For example, you might decide to buy a car because it’s fast and powerful. If you’re on the fence, you might ultimately "sign on the dotted line" because of the color or the promise of a super-high resale value. I pity the salesperson who doesn’t introduce the other benefits of the car beyond its raw speed.

If you’re a direct response copywriter, I encourage you to start using “reasons why" copy. It’s one reason my copy has helped my clients generate millions in revenue. Sometimes the list isn’t that long. Sometimes it’s really long. I include as many of these as I think I need to make the sale.

And one more thing … the inclusion of this element will make your copy longer. That’s always a good thing when the copy is relevant. Long copy almost always beats short copy.