3 Copywriting Secrets to

Triple Your Profits

How to write words that open hearts, minds & wallets
(without feeling overwhelmed)

By Kelsey Formost
Copywriting Expert & Owner of Magic Words Copywriting

www.kelseyformost.com // @kelsey.writes
 3 Copywriting Secrets to Triple Your Profits

I’m just gonna come right out and say it:

Great copy is the single most profitable investment you can make
for your business. Why? Because businesses that invest in copywriting and content
strategy see 3 times as much return on investment as those who don’t.

That’s triple the profits.

…That’s three venti vanilla lattes instead of one tall drip coffee.
…That’s a whole new outfit versus, “I’ll just take the shoes.”
…That’s a three-day weekend vacay instead of one night off.

Whether it’s your website, bio, about page, product descriptions, social media captions,
email newsletters, whatever: great copy means more money in the bank.

Now, I get it. Writing can be super intimidating! Chances are, if you’re here you’ve
probably struggled with writer’s block. Or, you might be a verbal vomit-er; one of those
people who has SO much to say that your message is unclear and overwhelming.

No matter where you fall on the “but, I’m not a writer” spectrum, it’s totally okay; there are
easy ways you can train your brain to think like a copywriter and feel confident EVERY
time you sit down to write.

This guide will walk you through three key changes you can make
to your copy to reach the right audience & triple your profits.

www.kelseyformost.com // @kelsey.writes // Page 1/7

 3 Copywriting Secrets to Triple Your Profits

#1: Clarity
“If you confuse them, you lose them.”- Marie Forleo

Write like you’re talking to a third-grader

Hate to break it to ya, but nobody cares that you know what the word “superfluous”
means. (It means “unnecessary” in case you were wondering). As soon as you start trying
to fancy up your copywriting, you lose your audience’s attention (and you kind of look like
an annoying know-it-all).

Instead, whenever you sit down to write, imagine you’re talking to a very kind and cute
third grader. This third grader is smart enough to understand big concepts, but you have
to explain it to them in a very clear, concise way.

EXAMPLE: Instead of saying,

“My vocation is to assist corporations in expanding their verbal skills to increase
their profits and reach an advantageous audience.”
Say this:
“I help entrepreneurs write words that attract their dream clients and
sell more stuff.”

The second option is simple, clear, and effective. A third grader would totally get it.

EXERCISE:
Go through your copy and ask yourself, “would a third grader understand this?” If the
answer is “yes”, then yay, why are you reading this? If the answer is “no”, tweak
accordingly.

Bottom line: No one is going to buy your product or service if

they don’t understand what it is you’re offering.

www.kelseyformost.com // @kelsey.writes // Page 2/7

 3 Copywriting Secrets to Triple Your Profits

Cut everything that isn’t serving a specific purpose

One of the most common mistakes people make when copywriting for their business is
trying too hard to explain what they do, or trying to pack in too much information.

You know when you’re packing for a trip and you decide you need to throw in five
different pairs of shoes, 17 tops, 3 bras, and that dress you’ve never worn because it’s too
low cut but you want to bring it “just in case”? (Even though you know you’re really only
going to wear your comfy sandals and your go-to top & jeans combo the entire trip).

Don’t let your copy be the over-packed suitcase that weighs you down! You want your
copy to be your go-to outfit that shows off your best assets, not the too-slinky dress you
never wear because it isn’t “you”. Leave that dress at home, girl. Only bring the essentials.

EXAMPLE: Instead of saying,

“I’m a copywriting expert, business coach, social media marketing consultant,
writer, and actress who loves helping entrepreneurs build an online presence that
accurately portrays them and their business to their ideal audience to generate
more sales.”
Say this:
“I help entrepreneurs write words that attract their dream clients and
sell more stuff.”

Is this starting to make sense?

EXERCISE:
Unpack the copy on your website, your marketing emails, and your social media profiles
by taking out everything that isn’t clear, relevant, or useful. Edit your copy and cut it down.
Then do it again. Keep going until ONLY the MOST ESSENTIAL information is left.

Be as clear as possible about what you offer.

Because, again: No one is going to buy your product or service if they
don’t understand what it is you’re offering.

www.kelseyformost.com // @kelsey.writes // Page 3/7

 3 Copywriting Secrets to Triple Your Profits

#2: It’s not about you

The key to copy that converts is that it’s not about you, your credentials, or what you offer.
It’s about what your customer wants and needs. Shifting your focus from yourself to your
customer is the fastest way to make a meaningful connection (and in turn, make more $).

Which feels better? Someone saying,

“Buy my stuff! It’s great, I swear! I have a fancy degree in this, hit BUY, NOW!”
OR someone asking,
“How can I help you?”

No contest, right? The first one screams “I’m desperate for you to like me! ME ME ME!”
The second one is about us, the consumer, and giving us something we already want.

For example, take a look at this tagline:

“Shareable milk chocolate candy bars with delicious crunchy insides”
VS.
“Have you had your break today?”

Chances are, you immediately knew I was talking about Kit Kat Bars. This tagline is genius
because it’s not about how delicious the bar is, or the ingredients, or even about the
candy at all; it’s about treating yourself when you need a break. Does their customer need
candy? No. Does their customer need a break during their long, hard day? You bet.

Another example:
“Professional de-cluttering and organizing you can do at home”
VS.
“Spark joy”

Marie Kondo has made a boatload of moolah by tapping into the feeling her customers
get when they walk into a beautiful, clutter-free home surrounded only by the things that
bring them joy. We see “spark joy” and we think, “I would LOVE to feel that way!”

www.kelseyformost.com // @kelsey.writes // Page 4/7

 3 Copywriting Secrets to Triple Your Profits

EXERCISE:
Go through your copy line by line and shift the focus from yourself to your customer.
What problem are you solving for her? What does she really wish she had that you can
provide? Why is she visiting your website? How can you make it less about you / your
credentials / what you’re selling and more about how you can serve her?

Try phrasing your service as a question

If you’re struggling with how to shift your focus from you to your customer, try phrasing
your service as a question rather than a statement.

EXAMPLE:
Statement: “I’m a social media marketing expert”
VS.
Question: “Confused about social media marketing? I can help!”

Another example for good measure…What if you flipped your list of services and
credentials into feelings your customer might have as they visit your site?

EXAMPLE:
At Fashion2U we ship you outfits we think you’d like based on a quiz you fill out on
our website. It only takes a few minutes of your time. Then every month you’ll get a
box of curated fashion pieces that you can choose to keep or ship back to us.
VS
Want to skip the department store checkout lines? Sick of pushy salespeople,
unflattering mirrors and fluorescent lighting? Tired of having to schlep back to the
mall to return items that don’t fit? Want to try on beautiful, chosen-for-you clothes
in the pressure-free comfort of your own home? Fashion2U has your back!

Option 2 is all about serving the customer and eliminating their pain points of having to
shop for clothes at the mall. Whereas option 1 is simply stating Fashion2U’s services.

Starting to see it come together??

www.kelseyformost.com // @kelsey.writes // Page 5/7

 3 Copywriting Secrets to Triple Your Profits

#3: Tone

Write how you talk

This seems so simple and yet you’d be AMAZED how many business owners think they
have to write differently than they speak.

This happens to me with almost every single copywriting client I get: They write me an
inquiry through my website and include a link to their business’ website or social media
page. I find one of the following two things…

1) The copy on their site is overwhelming, dry, buttoned-up, and sounds like they’re
trying really hard to show off how much of an expert they are.
2) They just threw something up there without caring because they know they’re
supposed to have a website but writing overwhelms them.

Then, when I call and speak to them during our free consultation, they’re totally normal,
awesome humans who can chat on the phone about their business, no problem.

This is your official permission slip to stop trying to be “impressive” and just write like you
talk. It’s way easier than having to “come up with” something to say!

EXERCISE:
If it helps you, imagine that instead of writing website copy or a marketing email, you’re
writing a letter to your best friend, or your mom, or your significant other telling them
about your business. If writing still scares you, try turning on your voice memo app and
pretend to talk to them (yes, out loud), then go back and write down what you said.

The bottom line is: you want your copy to sound like YOU.

www.kelseyformost.com // @kelsey.writes // Page 6/7

 3 Copywriting Secrets to Triple Your Profits

EXTRA CREDIT: Find places to let your personality shine! When you let customers get a
peek behind the “businessperson” curtain at the real you, they’re more likely to feel like
they can trust you. When they trust you, they buy from you.

You can totally do this.

Great copy is all about clearly communicating who you are and what you offer so you can
connect with your dream clients and build a business (and life) you love!

It’s totally okay if you feel vulnerable when you sit down to write stuff. Just remember
above all else: you are enough. If you keep your copy clear and concise, and talk to your
customer like you would talk to a friend, then you’re SET! I promise, you’ve got this.

Still want more help?

Head to kelseyformost.com/copyclass to learn more about my upcoming online

copywriting course, Copy Class! With easy-to-follow instructions, examples, tips, tricks,
and tons of valuable marketing information, I’ll teach you how to think like a copywriter
and take your writing from “meh” to MAGIC.

One last thing! Make sure you’re signed up for my Magic Words Insiders email list so you
never miss a deal or freebie. You can find past freebies at kelseyformost.com/resources .

…if you need more help, you know where to find me. I’d love to hear from you!

XOXO, Your friendly neighborhood Copywriting Expert,

- Kelsey
www.kelseyformost.com // @kelsey.writes // Page 7/7