Becoming a Better Copywriter
Introduction:
Copywriting is anything written with the intent to persuade its reader into action.
I have been an online businessperson for over 10 years. Copywriting is something that I always actively avoided. I always felt like marketing and copywriting were dirty, sleazy methods of generating sales but now I see things totally differently.
Of course, it is possible to market terrible products with great advertising and make a killing (this is what I wanted to avoid feeling like I was doing at all costs). But even the greatest products need to be marketed -and that is what I have been failing to do.
In avoiding persuading someone into buying something they don’t need; I have been failing to persuade someone into buying something they do need.
My avoidance of learning how to copywrite ends today.
Forms of Copywriting:
Emails
Sales Pages
Ads
Fundamental Principles of Good Copyrighting:
Understanding your avatar: their needs, pains, fears and desires. Speaking their language.
Scroll stopper / strong headlines: the most important element of a piece of ad copy. Convinces people to stop and read more.
Clarity, conciseness, conviction: write at the lowest grade level possible. Clarity sells, confusion kills.
Benefit focused: What’s in it for them / how will a person’s life actually improve?
Emotional Appeal: fear, excitement, curiosity, happiness. Escaping internal hell.
Use of storytelling: every story is about transformation. How does your avatar want their life to change as a result of purchasing your product or service?
Call to action: tell your readers exactly what you want them to do next.
Testing and optimizing: continually test to see what works best.
The Core Function of Effective Copy:
The core function of effective copyrighting is to do the following, in the listed order:
1. Agitate emotions and highlight a problem
2. Satisfy logic and offer a solution
Fundamental Structure of Copywriting:
Headline / scroll stopper: first and most important part of the copy that captures and encourages the reader to continue
Introduction: engages reader and identifies a problem by asking a question or stating a surprising fact
Body: Discuss the problem or need in more detail. Introduce your product or service as the solution. Explain how the solution benefits the user, addressing their needs or problems. Include testimonials, case studies, or expert endorsements to build credibility.
Call to action: a clear and compelling invitation to take the next step
Closing: summarize the key message and reinforce the CTA
Copyrighting Formulas:
The AIDA Formula:
Attention: Grab the reader's attention with a compelling opening.
Interest: Generate interest by highlighting the benefits or unique features of what you're offering.
Desire: Create a desire for your product or service by showing how it solves a problem or improves life.
Action: End with a clear call to action, telling the reader exactly what to do next.
The PAS Formula:
Problem: Start by identifying a problem that your target audience faces.
Agitation: Agitate that problem by discussing the pain points and implications.
Solution: Present your product or service as the solution to the problem.
The FAB Formula:
Features: Describe the features of your product or service.
Advantages: Explain the advantages of these features.
Benefits: Show how these advantages translate into benefits for the user.
The 4 Cs:
Clear: Be clear about what you're offering and what the benefits are.
Concise: Keep your writing succinct and to the point.
Compelling: Use persuasive language to entice the reader.
Credible: Include facts, statistics, testimonials, or endorsements to build credibility.
The Storytelling Approach:
Situation: Set up a situation or scenario that the reader can relate to.
Conflict: Introduce a problem or conflict that creates tension.
Resolution: Show how your product or service provides a resolution to the conflict.
Outcome: Describe the positive outcome or the benefits experienced.
The Before-After-Bridge (BAB) Formula:
Before: Describe the reader's world before your product or service.
After: Show them what the world could look like after using your product or service.
Bridge: Explain how to get from the Before to the After.
The Problem-Promise-Proof-Proposal Formula:
Problem: Identify a problem your audience has.
Promise: Promise a solution or a benefit.
Proof: Provide proof to back up your claim (e.g., case studies, testimonials).
Proposal: Make your proposal or call to action.
The Feature to Benefit Formula:
For each feature of your product or service, directly link it to a benefit. This helps the reader see the practical value.
The Question and Answer Formula:
Pose questions that you think your audience might have and answer them. This can be an effective way to address objections and provide information.
The Testimonial Approach:
Use customer testimonials or case studies within your body copy to illustrate real-world applications and results.
Headline Tactics:
Specific and awesome result + specific and realistic timeframe + handled objection:
This formula is effective because it promises a solution to a specific problem.
Example: "How to Lose Weight in 30 Days Without Giving Up Your Favorite Foods"
The List:
Lists provide a clear expectation of what the content will cover, making them very clickable.
Example: "10 Proven Strategies to Boost Your Productivity"
"Secrets Revealed":
This creates intrigue by promising insider knowledge or hidden information.
Example: "Secrets of Millionaires: What They Do Differently Every Day"
The Questions
Asking a question can provoke curiosity and encourage readers to find the answer in your content.
Example: "Do You Know the Five Signs of Burnout?"
Number + Adjective + Keyword:
This structure is very versatile and can be used for various topics.
Example: "5 Effortless Ways to Improve Your Writing Skills"
"Why You Should":
It’s direct and tells readers exactly what the article will discuss and its potential benefits.
Example: "Why You Should Start Investing in Your 20s"
Loss Aversion -"Avoid These Mistakes":
This formula plays on the fear of failure, a strong motivator for many readers.
Example: "Avoid These 7 Common Tax-Filing Mistakes"
The Guide:
It promises a comprehensive overview of a topic, which is appealing for newcomers.
Example: "The Beginner’s Guide to Yoga: Everything You Need to Know"
"Breaking News":
This formula leverages the appeal of new, potentially groundbreaking information.
Example: "New Study Reveals the Best Time to Drink Coffee"
The Testimonial:
Example: "How I Saved $10,000 in a Year: A Real-Life Story"
Using real-life examples or stories can be very persuasive and relatable.
Other headline options:
Challenge their commonly held beliefs
Ask a 2 option question
Be relatable
Ask a paradoxical question
Whenever possible - call out your avatar in the headline
Body Text Tactics - Satisfying the Logical Brain:
Borrowed authority
Relatability: understanding your prospect’s issue better than they do
Statistics
Testimonials
Proven scarcity: scarcity can always be created
Analogies
People love justifications and reasons why. Use words like “because”, reasoning and evidence to support your points. Don’t speak the truth at someone - use reasoning to help them see it.
Storytelling
During a story: explain what happened and tell them how you felt
Using images / pictures
Highlight benefits instead of features
Describe fear and dream states
The only two human motivations: moving away from pain & moving towards pleasure. Bias towards moving away from pain.
“What’s in it for me?”
CTA or Closing Tactics:
Urgency and Scarcity - every purchase is an impulse purchase:
Tactic: Create a sense of urgency or scarcity to prompt immediate action.
Example: "Hurry! Sale ends in 24 hours!" or "Only 5 spots left at this price. Register now before it's too late!"
Risk Reversal:
Tactic: Eliminate or reduce perceived risk, like offering money-back guarantees.
Example: "Order now with complete confidence - 30-day, no-questions-asked money-back guarantee!"
Incentivized Action:
Tactic: Offer an incentive for taking immediate action.
Example: "Sign up today and get an exclusive 20% discount on your first purchase!"
FOMO (Fear of Missing Out):
Tactic: Highlight what the reader will miss out on if they don't act.
Example: "Don't miss this chance to join thousands who've already benefited!"
Direct Call to Action:
Tactic: Be clear and direct about the desired action.
Example: "Click here to start your journey towards better health!"
Summarize Benefits:
Tactic: Quickly recap the primary benefits.
Example: "Remember, with our app, you'll save time, reduce stress, and enjoy productivity like never before."
Testimonial or Social Proof:
Tactic: Close with a powerful testimonial or evidence of social proof.
Example: "Join the hundreds of satisfied customers who've transformed their gardens with our innovative tools!"
Future Pacing:
Tactic: Help the reader envision the positive outcome of taking action.
Example: "Imagine waking up tomorrow with a fully organized, stress-free schedule. That's the power of our planner app."
Limited-Time Bonus:
Tactic: Offer a bonus that is available for a limited time.
Example: "Sign up in the next 48 hours to receive our exclusive eBook for free!"
Question that Prompts Action:
Tactic: End with a thought-provoking question that encourages action
Example: "Are you ready to take control of your financial future? Start investing with us today."
Solving Future Problems:
Tactic: Letting the prospect know that you are so expert in solving their current problem, that you have already solved the problems they will encounter as a result of solving their current one!
Example: "After you’ve lost 40lbs of fat, we’ll help you build 20lbs of muscle and help you with your style!"
The Crossroads Close:
Tactic: Giving readers an ultimatum - to choose stagnation or change
Example: “Will you change your life today, or remain a loser forever?”
My Thoughts on Copywriting and Business in General:
There is a clear hierarchy or order in which skills should be learned:
1. How to write great sales copy
2. How to find and advertise to the right audience
3. How to create awesome products
“People will do anything for those who encourage their dreams, justify their failures, allay their fears, confirm their suspicions, and help them throw rocks at their enemies” - Blair Warren
Relative infinity: I will never be able to help everyone that I actually can. Therefore, the pool of people that I can try to help is infinity. I will never run out of leads.
Great copy isn’t written. It’s assembled: steal from the best.
How to Improve as a Copywriter:
Write bad copy, then fix it
Create an inspiration file: a compilation of great sales copy
Hemmingway editor - writing at a 7th grade level
Leverage AI to improve your copy
Write more emails
Submit your emails for review
Review your day old copy
Consume Copy intentionally
Review other people’s copy
Write and re-write 10 headlines a day
Read your copy out loud
Spend 30 minutes a day writing copy
Develop a brand voice
Actionable Advertising Steps:
Test hooks first. spend a bit of money testing Click Through Rate only
Feature to Benefit Converter:
Use “so you can” to transition from feature to benefit
Why is this feature notable?
What problem does this feature solve?
What is the core pain point this problem creates?
When does this matter matter most?
Why does your customer need this?
Benefit itself:
Alex Hormozi’s formula:
Dream Outcome x Perceived Likelihood of Achievement / Time Delay x Effort & Sacrifice = Value
highlighting the pain
making them believe they can do it
a reasonable timeframe or as fast as possible
with as little effort / sacrifice as possible
Good Ad Copy Examples:
Swiped.co
Buzzfeed
Cosmopolitan
Refinery 29
Facebook ads library
Additional Notes:
People don’t have short attention spans. They have short consideration spans. People will give you 0-3 seconds to determine whether or not your stuff is worth watching.
