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 TABLE OF CONTENTS

COPYWRITING
A Comprehensive Beginner’s Guide to
Learn the Art of Copywriting from A to Z
Introduction
Chapter 1: What the Heck is Copywriting
Chapter 2: Areas that Require Copywriting
Where To Find Copywriting Jobs
Chapter 3: Types and Styles of Copywriting
Chapter 4: How You Can Become a Copywriter
How Much Money Does it Pay, Realistically?
Essential Criteria
Chapter 5: Understand the Product
Stage 1: Understanding the Product
Stage 2: Describing the Product
Chapter 6: Twenty-One Copywriting Formulas
Chapter 7: Elements that Make Good Copywriting Great
Conclusion
References
COPYWRITING
Tips and Tricks for Effective, Persuasive Copywriting
Introduction
Chapter One: What is Copywriting? and What Makes It Good?
Eugene Schwartz
The Copywriter's Mission
Hyperbole and Jargon-Free
Chapter Two: A framework for effective Copywriting
Chapter Three: Content Marketing and the Copywriter's Role
How it Works
A Consumer Shift
Quality Counts
 NNG Long-Term Studies
Some Notes on Humor
Chapter Four: MIstakes You Shouldn't Make
Chapter Five: A World of Copy
Search Engine Optimization
Landing Page
Landing Pages that Pack a Punch
The Right Topics
Trends and News in Your Client's Industry
Writing a Blog Post
SEO – How They Find You
Tips on Writing Marketing Emails
eBooks
Media Releases – What are They?
Evergreen Content – Websites
Chapter Six: Copywriting History – The Ecstasy and the Agony
So, What's the Message to Copywriters?
24 Triggers
When Your Copy Forgets a Key Constituency
Chapter Seven: Freelance Copywriting –
What To Expect and What Not To Expect
The Good Stuff
Freelancing Skills Aren't All About Writing
Chapter Eight: Where to find Copywriting Jobs
Contena
Copypress
NewsCred
SmartBug Media
nDash
The Worst of the Worst
How to Respond to Job Ads Successfully
Marketing Yourself
Conclusion
Resources
 COPYWRITING
Simple and Effective Strategies of Copywriting that Sells
Introduction
Chapter One: The Art of Selling
What Are You Selling? And Why Should They Buy?
Principles of Copywriting
Parts of Good Copy
Next Steps
Chapter Two: The Art of the Sales Letter
Why Online Marketing Fails
The Sales Letter
The 15 Elements of the Sales Letter
Quick Recap
Chapter Three: Eye Grabbing Headlines
What Makes a Great Headline?
5 Templates to Sky-Rocket Your Sales Today
Chapter 4: Money Making Emails
Does Email Marketing Really, Truly Work?
22 Ultimate Hacks to Writing Emails that Sizzle and Sell
Chapter Five: Potent Bullet Points
The Art of Crafting Bullet Points
What The Bullet's Work Is
Templates for Bullet Points
Chapter Six: The Offer, the Risk Reversal, and the Close
Chapter Seven: Guarantees that Guarantee Sales
The Obstacle of Fear
Destroying the Fear Demon
Banish Fear with the Guarantee
Chapter Eight: Deal-Closing Copy
Closing Templates You Should Model
Chapter Nine: Crafting Irresistible, Sinful Offers
Figuring Out the Offer that Fits Your Product or Service
Powerful Secrets to Crafting Compelling Offers
Chapter Ten: Writing Copy for Product Launches
 Your Newbie-Friendly Product Launch Guide
Always Begin with A Story
Create a Storyboard
Identify the Players
The Elements of Launch Copy
Promotions
Chapter Eleven: The Story in Copy
Using the Big Story Idea in Copywriting
Putting It to Work
Finding your Big Story Idea
Next Steps
Chapter Twelve: Homework!
Conclusion

COPYWRITING
Advanced Guide to the Art of Powerful
and Effective Copywriting
Introduction
Chapter 1: The Art of Effective Copy Creation
Chapter 2: Elements of Good Copywriting
Chapter 3: Different Types of Copywriting
Chapter 4: Neuromarketing and Copywriting
Chapter 5: SEO Copywriting
Chapter 6: The Most Persuasive Words in the English Language
Chapter 7: Words and Images
Chapter 8: The Science of Persuasion
Conclusion
Sources
 COPYWRITING

A Comprehensive Beginner’s Guide to Learn the Art of

Copywriting from A to Z

MARC ROBERTS
 Introduction

The art and science of copywriting are one of the most fascinating and gripping ventures in the
world of media, marketing, and communication. In today's highly competitive world, the demand
for successful marketers has majorly increased, which has also led to surging demand for
copywriters. In fact, the field of copywriting is a $2.3 million industry today, which explains the
skyrocketing demand for this job position.
Copywriting is a well-paid activity and can be taken up as a freelancing job. So, if you possess
the skill and passion for writing, a copywriting position can surely be your new career path. If
you are new to it, you can take help from this book and learn all the essential requisites and
knowledge that a copywriter should have to make his debuts in the discipline.
Copywriting, as a career, offers many perks:
• It offers great pay.
• You can work from the comfort of your home.
• You need very little initial investment to begin.
• Pre-existing writing skills can be a kickstart to launch your copywriting career.
• You don't need any formal education to transition into this career.
As you can see, it is a rewarding job (many copywriters make up to six figures), and you have
optimum flexibility to pursue this activity as per your requirement and schedule. If you have
been thinking about transitioning into copywriting, there has never been a better chance.
You must know that copywriting isn't just any random form of writing. It needs a particular set
of skills, great creativity, and expertise. In fact, copywriting, as a talent, is so rare nowadays that
advertising agencies and companies continuously look for writers that possess this distinguished
vision that will set them apart from other copywriters. If you have a passion for writing and a
penchant for creativity, you can become a copywriter with some experience and expertise.
If you desire to become a copywriter, you have come to the right place. This book will provide
every bit of essential information you need to know to become a proficient and successful
copywriter.
Throughout this book, you will learn everything about this fascinating discipline. You will learn
the exact definition, value, various types and styles of copywriting. You’ll also learn about the
demand for copywriting in various fields, useful formulas, how to incorporate crucial elements
within your copies to make it more powerful, the importance of understanding your product, and
how to turn your skills from average to great.
Read on to find out more about the art of copywriting.
Chapter 1
 What the Heck is Copywriting

Copywriting is the art of persuading your reader to take some form of action through writing. In
other words, you can also call copywriting the art of writing to persuade someone to purchase
one's product or services.
The slogans on ads, headlines on banners and blog posts, and captions on a brand's social media
page are all different forms of copywriting. In fact, copywriting is not just confined to online
marketing; the technical and operative manuals of a product, PR strategies, and even direct mails
contain some form of copywriting. You can say that everything you write around a specific
product, brand, organization, or any kind of promotion can be deemed as copywriting, but in
different forms. If you need to promote a brand, you need efficient copywriting techniques that
are useful to grab readers' attention, keep them hooked, and convince them to take action.
Ultimately, the goal of copywriting is to persuade the reader to buy the product or at least check
it out. You need to turn the reader or viewer into a potential customer.

The Difference between Content Marketing and Copywriting

At times, copywriting is often confused with content marketing, which is, in fact, two separate
domains within the same discipline. These two skills certainly complement each other, but there
is a fundamental difference between them. Essentially, copywriting is used to persuade a reader
to take action, which will lead to a sale. In contrast, content marketing engages and audience and
familiarizes them with a product or brand, giving way to a potential sale in the future. However,
these two work hand in hand. Smart content marketers use engaging content to attract their
audience, and then direct them to buy their product through effective copywriting, making this
old school technique useful even in the modern days.
Down the line, a good marketer will rely on a skilled copywriter to turn the potential lead into a
sale. In other words, content marketers capitalize on the art of persuasion to tie it all together and
reach their ultimate goal. You see, copywriting as a skill is still highly valued in the world of
marketing, and chances are this will continue in the future.
Copywriters are also often confused with technical writers. While digging into the details is a
task for both kinds of writers, the latter writes to inform and instruct the readers. For example, a
copywriter briefly explains the features of a car, which, in this case, is an example of a product,
persuading the reader to buy the car. In contrast, a technical writer writes an instruction manual
to explain how the product should be used and operated, much like a manual.
Aside from promoting products and persuading readers to buy them, a copywriter also writes
pieces and blogs for marketing websites, brochures, emails, catalogs, etc. All in all, a copywriter
plays a crucial part in the marketing world.
Newbies often get flustered with the word 'copywriter,' which, according to them, is the skill of
saving their product's identity from theft. This is a comical take on the word 'copyright,' which is
the main reason behind this confusion. Now that we are clear about the true meaning and art of
copywriting, it is time to dig deeper and understand the areas and styles of copywriting that will
enable you to become a first-class copywriter.
Chapter 2
 Areas that Require Copywriting

As you know by far, copywriting jobs are mostly related to brands that are constantly on the
lookout for an effective marketing team that can promote their product or service in a positive
light. Whether it's a startup, mid-level company, or an established MNC, every business needs a
copywriter. This is where you can also look for jobs and new opportunities.

Where To Find Copywriting Jobs

Copywriting jobs are surely in demand, but it can be difficult to find relevant positions among
cluttered websites and a saturated local job market.

1. Freelancing
The majority of copywriting jobs are assigned in the form of freelancing. There are numerous
websites like Fiverr, Upwork, and Freelancer that post hundreds of new jobs and tasks every day.
You can sign up on these platforms and get copywriting jobs that suit your profile. It is highly
likely that the companies or clients you have worked with on these platforms will get back to you
with more projects. They might also refer you to other clients, which is a great way to build your
network. It goes without saying that the more contacts you make, the more projects you will be
able to take on and signing up to these freelancing sites is the first step to getting your first
projects as a novice. You can slowly and steadily increase your rates to earn more as you build
experience.
The position of copywriting is mainly suited to freelancers, as most agencies prefer to hire
independents for individual projects. This saves them a lot of money and ensures they get high-
quality and diverse work each time. For this reason, copywriting on a freelance basis is the best
option among all. You can work from the comfort of your own home and earn as much, if not
more than a full-time position. The best part is that you can choose projects that you like. If a
client is happy with your work, you might also be offered a full-time position in a company or an
agency.
So, sign up for different freelance websites today and explore your options. Another advantage
of working as a freelance copywriter is that you can easily figure out the type of specialization
you want. Let's say you are scrolling through the job listings and come across various kinds of
assignments. There is an equal number of creative copywriting and technical copywriting jobs.
However, you are always keen on checking the creative copywriting positions instead of the
technical postings, which indicates your interest in this specialization.

2. Advertising Agencies
You can also seek out copywriting jobs in advertising agencies. These companies are always on
the lookout for talented copywriters who can join their creative and work teams alongside art
directors, designers, and creative directors. Advertising agencies often have big companies as
their clients, which provides a plethora of opportunities to grow and learn from seasoned
professionals. Your job as a copywriter in an advertising agency will consist of writing a copy or
a script for a narrated advertisement based on a client's brief and needs. Since this is a full-time
position, you will be given a variety of tasks apart from writing product descriptions. The blogs,
writeups, emails, and text for the agency's website may also fall under your responsibility. If you
have a taste for challenges and like to multitask, an advertising agency will be the ideal
environment for you. Contact your local advertising agencies to inquire as to open job positions
or even internships. Apply actively and find a way to enter the market. Once you get in, it is
easier to carve your path. If nobody is willing to hire you, offer to work for free for the first few
weeks. Chances are they will agree. As mentioned, once you are in, you can then look for more
opportunities elsewhere.
Working as a copywriter in an advertising agency can be very rewarding. Once you are given the
client brief, you can collectively discuss and come up with plausible concept sketches or
brainstorm individually and offer your idea. As an employee in an advertising agency, you will
learn the importance and power of teamwork. Moreover, being around like-minded people will
keep you motivated and inspired, which will push you to excel at your job. If you want to
specialize in copywriting, apply to advertise agencies that specialize in certain categories or
sectors of the industry.

3. Copywriting Agencies
Just like advertising agencies, some agencies concentrate specifically on copywriting. These
agencies master the art of editorials and tap into related services based on the client's
requirements. Other services include messaging consulting, social media services, fact-checking,
proofreading, copy editing, page layout, speechwriting, developmental editing, and search engine
optimization (or SEO). Most of these companies have in-house copywriters that also qualify to
fulfill these various needs and services. However, some copywriting agencies rely on freelancers
for most of their projects.

4. Independent Contractors
If you have a lot of projects lined up, you can open your own copywriting agency or work as an
independent contractor. You can bring in retail chains, bookstores, car companies, or any other
business in a variety of sectors as clients. A major benefit of working as an independent
contractor is the versatility and diversity of work you can undertake. This increases your chances
of getting more clients and projects. In parallel, this opportunity to explore different sectors will
help you narrow down your true interest, thanks to which you will be able to specialize further. If
you are unable to manage your projects, you can hire interns or a full-time employee to assist
you. With this, you can slowly build your own agency and reach your goal of becoming an
accomplished copywriter.
Chapter 3
 Types and Styles of Copywriting

Copywriting (or simply 'copy,' as popularly known in the business and journalism world) exists
wherever there is an audience. You can find the presence and need for copywriting within these
areas:
• Print – magazines, newspapers, brochures, flyers, etc.
• Online – social media, web content, online flyers, and ads, emails, pop-ups, etc.
• Physical advertising – Posters, billboards, banners on public transport, etc.
• Miscellaneous – Radio, podcasts, television, etc.
The art of copywriting is often misunderstood. Aspiring copywriters with little industry
knowledge are unaware of the various styles of types of copywriting that the discipline
encompasses.
Depending on the marketing requirements and the capabilities of each writer, copywriting can be
further divided into several types and styles that focus on specific values and requirements.
Here are the main types of copy styles that influence the marketing world today:

1. Creative Copy
Creative copywriting is a common type of copywriting that is widely used in advertising. It
appears in ads, jingles, commercials, and other creative marketing campaigns. TV and radio
commercials often employ creative copywriting. However, since the content is converted into a
verbal form where potential customers hear the ad instead of reading it, creative copywriters
must ensure that the copy is legible in all forms.
Creative copywriters also need to come up with creative slogans that represent a particular
company or a product. While it seems like an easy task, it truly isn't. A company's slogan is a
singular part of its identity; even if people cannot recall a company's name, they can sing or
recall the slogan, which shows the power of a strong slogan. Not every creative copywriter is
charged with this task, but you might come across this assignment at least once in your creative
copywriting career.
Compared to other types of copywriting, stepping into creative copywriting is relatively easier.
Once you prove your ability to write, you can start exploring various creative sides of
copywriting and experiment with a few projects. To get a job, you can contact your local
advertising agencies and showcase your portfolio to land an opportunity. Additionally, you need
to be culturally aware as it will help you score points as a creative copywriter. You can explore
various dimensions in your writing and manage to garner attention from the right kind of
audience.
In other words, the main responsibility of creative copywriters is to come up with snappy,
memorable, punchy, short, and nuanced content that will linger with your audience for a long
time. As a creative copywriter, your main area of expertise lies within consumer ad-land, where
thousands of commercials and ads already exist. Popular slogans like "Simples" and "Should
have gone to Specsavers" seem too easy to come up with. However, a lot of psychological
studies, research, testing, and trials and errors are conducted before deciding on the final line.
Due to this, creative copywriters are paid a hefty amount for something that might look simple.
The enterprise IT and its consumerism are rapidly gaining pace, which is also leading to an
increase in demand for creative copywriters in B2B sectors.
While creative copywriters master the skill of writing short, attention-grabbing content, they are
not as skillful when it comes to writing technical copy or e-books. So, you can choose between
the subdivisions of copywriting based on your interest and skills, as every niche calls for specific
skills.
All in all, creative copywriters write engaging, grasping, and memorable content for campaign
concepts, straplines, and headlines. As a creative copywriter, your value in the business world
will be recognized by those companies that want to build their identity and get their brand
recognized and remembered.

2. Marketing Copy
This style of copywriting demands a writer who is also proficient in understanding a person's
psychology. A good marketing copywriter knows how to grab a reader's attention instantly. This
is done by understanding the feeling of a customer instead of reading their mind. As a marketing
copywriter, you need to immerse yourself into the mind and heart of customers and behave as if
you were one. It is as intense as it sounds. If you have always been fascinated by the various
facets of human psychology, this niche is just for you.
By putting yourself in your customer's shoes, you will grasp their needs and learn how they feel
about a certain product or service. After understanding this feeling and gaining necessary
insights, a marketing copywriter writes a copy by emphasizing, educating, inspiring, and guiding
the customer to purchase and use the product. They appeal to the customer's actual needs and
instantly persuade them to take action. If given a long piece as an assignment, a marketing
copywriter can easily develop and sustain an argument in an appropriate tone.
Marketing copywriters are proficient in writing video scripts, e-books, email campaigns, and any
other long-form of a copy. As a marketing copywriter, your value in the business world will be
recognized by companies that want to establish a strong connection between their brand and
customers.

3. Sales Copy
Sales copywriting can be deemed the most obvious type of copywriting among all as it aims at
driving sales, which is also the main intent of original copywriting. Now, there is a slight
difference between regular copywriting and sales copywriting. While the latter prompts a reader
to take some form of action by checking out the product or adding it to their cart, the mission of
sales copywriting is to ensure that the reader actually buys it. As you guessed, this takes a lot of
effort and skill. A sales copywriter must dig deeper into the minds of customers and understand
their actual needs. By hitting the right spot, a sales copywriter can persuade any reader to buy a
product.
This isn't easy, by any means. As a sales copywriter, you need to get to the root of the product
and extract every tiny detail. From this, you need to narrow down the details and focus on the
important bits and pieces. Even though it sounds doable, eliminating the fluff can be a real
challenge. Missing important details and adding something that is not essential can make or
break the copy's worth. So, you need to take time, do your research, and craft your copy
carefully.
If you possess the ability to synthesize a tremendous amount of information and narrow it down
to the most crucial points, sales copywriting is just for you. In the end, make sure that you are
handing out a compact, easy-to-digest power package for all kinds of readers. Sales copy makes
up for the majority of information that is available online, namely ads, banners, online
magazines, and product descriptions.
Another challenge that all sales copywriters face is selling their product or service without
sounding too 'salesy' or overly promotional. You can overcome this issue by being truthful. Blurt
out the truth about your product, and your copy will immediately gain a lot of attention. Hit the
right spot. Understand the problems and issues that your readers are facing and tell them how
your product can solve them. It is all about adding value to your readers' lives. If you succeed in
doing that, you will succeed as a sales copywriter.

4. SEO Copy
This type of copywriting aims at writing text for websites depending on the product or services
they endorse. While SEO copywriting does want to grabbing readers' attention and persuading
them to take action (which is the main goal of copywriting), it also ensures that the webpage gets
prominent results and ranks among the top pages in any search engine's results. SEO, or Search
Engine Optimization, does just that. It uses a specific set of keywords scattered within the text
that prompt the search engine to filter the keywords and rank the website in the top search list.
Every sector perceives SEO copywriting differently. While some feel that SEO writing doesn't
fall under copywriting and comprises a different discipline altogether, others view copywriting
as a way of writing a well-structured piece that can be easily deciphered by search engines.
Generally speaking, the copywriter must take care of two things in SEO copywriting – provide
essential and engaging information to the readers by communicating its benefits and write the
copy in a well-structured manner with strong keywords for a higher result rank.
However, it is noted that quality and style might be compromised in SEO copywriting as the
writer must abide by specific keywords that can be repetitive. This can make the copy
monotonous and even confusing at times. To become an SEO copywriter, you need some
technical skills on top of creative and aesthetic skills. Since SEO copywriting is solely dedicated
to bettering search engine discovery and online exposure, it often falls under the category of web
design and web development. So, if you want to work in this niche, you know where to look for
relevant positions. The featured content and the coding of a web page collectively form an SEO
copy, which is why most digital and web development agencies are constantly seeking
copywriters who understand the tenets of SEO and can apply them effortlessly.
If you want to become an SEO copywriter, you need to start learning relevant technical terms
and the right methods to implement them. Those methods include heading levels, meta tags,
word stemming, keyword density, and anchor text, among several others. You can find numerous
online courses that teach effective SEO skills for copywriters and help you land a decent job.
Since web development and usage is increasing in demand, you can easily secure a position in
this sector. Also, if you have a flair for technical and digital-based disciplines, you can explore
more and learn something new every day.

5. Technical Copy
The duties of a technical copywriter vary slightly from those of a sales copywriter. While the
main goal remains the same (persuading your readers to take some form of action), the concept
and application vary widely.
A technical copywriter's job is less sales-oriented. As the name suggests, they write a copy of a
given product's technical aspects and specificities, which is often found in company guides or
even manuals along with white papers. If the customer is interested in a product and wants to
know more about it before buying it, a technical copy comes in useful. Basically, technical
copywriting is about offering in-depth knowledge about a center topic and making the reader
more aware. A technical copy helps the reader make a wiser and more informed decision.
However, since a technical copy is also partly promoting a product, it should be wisely crafted to
promote the product without sounding too commercial.
The best part about technical copywriting is that it is demanded in almost every sector of
products and services – environmental, marketing, finance, design, health, government, lifestyle,
and much more. The job of a technical copywriter can be quite challenging, in fact, probably the
most challenging among all types of copywriting. Aside from having the creative skill of writing,
you also need equal amounts of persuasive power and technical understanding. For the latter, you
must understand the product in its entirety. For example, if you are promoting a bulky appliance,
you should know which plug goes here, and what bits go there. In other words, you should know
the product inside out, as if you were the designer and manufacturer.
The content should be comprehensive, easy to understand, provide all essential information
about the product, and persuade the reader to take the final action, which is buying the product.
While sales copywriters partly rely on technical copywriters, they should try to make the sale in
one go.
These are the main styles and types of copywriting that most companies and agencies are looking
for. In addition to those, several diverse copywriting styles also exist that carry their own
expertise.
Let's take a look at some of them:

6. Annual Report Copy

This style of copywriting revolves around writing annual reviews and reports for a company and
compiling their progress throughout the year. Even though these must comply with a host of
legislation and hold a particular format, talented copywriters can turn mundane annual reports
into an interesting read. Annual report copies usually contain the company's motto, its progress,
and relevant financial statistics. These copies are usually geared towards the company's key
stakeholders, journalists, potential investors, and even employees. It shows the promise of the
company and how it has performed at the end of the year.
An annual report copywriter is needed as they turn the company's performance and credibility
into tangible content, and help the company gain the respect it deserves. A successful annual
copy can also increase sales and investment, which is one of its main goals. Since every kind of
audience is looking for something different from the annual copy, this assignment can benefit the
company in numerous ways.
All in all, an annual report copywriter's task is to create a compelling and informative report that
aligns with every kind of audience (employees, investors, stakeholders, and journalists).
Furthermore, it is the job of an annual report copywriter to project a sense of authority and
ambition and make the content easy to understand. Basically, they should manage to find a
balance between storytelling and disclosure. Whether it is a startup, a family-owned business, or
a well-established corporation, an effective annual report copy can make a world of difference to
attract more customers, attention, and investment.
As a copywriter within this sub-niche, you need to delve deep into the company's history,
structure, goals, motto, identity, past progress, growth projections in the future, and its main
operations. Apart from this, you need to interview the head of the company and some employees
and research the product or service they market. You should know the product from A to Z, its
benefits, its selling potential, and customer satisfaction. These points, among several others, are
the true selling points of any successful annual report copy.

7. Direct Mail Copy

Even though this sub-niche is often disregarded, it is still necessary, according to some
marketing strategists. Most customers ignore these emails as they can often be trash or junk. This
is where your role as a direct mail copywriter matters. You should know how to craft a direct
mail copy that is targeted and directed towards your audience to suit their needs and offer
benefits. By tailoring it to a customer's needs, you are ensuring that the mail reaches them at the
right place and time. Since most customers are impatient, your direct mail should have the
potential to grab their attention and make them want to read it instead of discarding it without a
second look.
Not just reading it, you want your customer to go through your mail attentively and take
necessary action. If you succeed in doing this, you are adding another potential customer to your
company's list, who will be attached to the company in the future. Additionally, you are bringing
the customer closer to the company, which will boost sales by a major margin (not just now but
also in the future).
A direct mail copywriter's role can vary depending on the sector and company they are working
for. For instance, while some companies demand that the copywriter stick to direct mail
copywriting, others offer diversity in the role and tasks like writing one-off pieces, copies for
certain campaigns, effective headlines, buzzwords, and even short stories about the product. So,
to increase your chances of getting hired as a direct mail copywriter, it always helps to have a
complementary set of skills.
The first step in learning direct mail copywriting is to know and comprehend words and ideas
that grab instant attention. The next step is to put them together in a way that makes it seem like
a well-crafted piece of content. Lastly, add a touch of customization. Personalized emails are the
most effective in grabbing attention, which defines the success of this method. If the copy feels
personal, the reader is bound to feel closer to the company. Even though this can be time-
consuming, you will learn this skill and apply it swiftly as your experience grows. Lastly, to truly
make this move successful, add a call-to-action prompt at the end. Your customers should
immediately respond to the prompt after reading the mail copy, which is also your goal as a
direct mail copywriter.
As such, to succeed as a mail copywriter, keep these points in mind – use a mixture of attractive
buzzwords, add an unmissable offer, tell how your product will benefit them, customize it, and
add a call-to-action at the end. With practice, dedication, and experience, you will learn the art of
direct mail copywriting in no time.
Finally, take a look at these questions and check whether your direct mail copy fulfills the
criteria for success.
• What is the main intent or purpose of this direct mail copy? Is it product information,
offering a new product, or just for inquiries?
• Who is my customer? Who are you selling this product to? What defines your target
audience? What are their age and gender? Where do they live? What do they do? How
much do they already know about this product?
• What are you selling? What is your product or service? What does it do? How can you
showcase the benefits of this product or service in a compelling way to your readers?
• Why should your reader buy this product or service from you? How exactly does it
fulfill the needs of your readers? How can it benefit them? Why should they buy your
product instead of buying a similar one from a competitor? How does it stand out?
• Why is your company's product special? How long has your company been in
existence? What is its credibility? How reputable are you in your sector?
• Why will they not buy it? Is it the high cost? Is it the efficiency of the product? Is it the
return on investment? Are there better alternatives for this product or service that is
cheaper or more efficient elsewhere?
• What is the type of call-of-action prompt at the end of the copy? Do your readers need
to visit the website? Send an email? Or should they visit you? Is there any deadline?
How do they stand to benefit by taking immediate action? What will they miss out on
if they fail to take action?
Gaining accurate answers to these interrogations will help you craft a powerful and effective
direct mail copy and help you gain success as a direct mail copywriter.
 8. Product Description Copy
Now, you might confuse this job task with the technical copywriting explained above. You must
know that these two are also different. While technical copies explain the technical details behind
a product and its operational feat, a product description copy explains what the product is and its
main features. Your words in any type of copy matter, but with product description copy, they
matter the most. You only have a few seconds to capture the attention of your prospective
customers and turn the lead into a sale. The style and effectiveness of your copy will also be
judged by the search engines, so, to rank higher on any search list, pay extra attention to your
keywords.
Whether it's a luxury resort, a mobile phone, or a new product in a make-up line, you need to
capture the essence and personality of a product and service and write impactful copies that will
grab your target audience's attention. We have already discussed the importance of outlining
your target audience, which is of utmost importance in product description copy. To begin with,
outline your audience by researching their demographics, age, gender, location, profession, level
of income, and needs. More importantly, understand their purchase motives as it will determine
the impact of your product description copy.
When you write a product description copy, make sure that you are listing all the necessary
features and specifications of a product to inform your reader. At the same time, make it
thoroughly engaging. Provide numerous benefits that will help your reader after buying the
product. The 'hidden formula' to craft an effective product description copy is to blend hard facts
with gentle persuasion. This will convert the readers who are mildly interested in hardcore
buyers of your company. Once you manage to persuade them to purchase a product or service,
chances are they will keep on purchasing products from your company in the future, too. With an
impactful product description copy, you are not only reaching your customer and generating
more sales, but you are also boosting traffic on your website, which will eventually result in a
higher rank of any search engine. You see, there are numerous benefits to writing an effective
product description copy, and they all go hand in hand.

9. Social Media Copy

Social media has boomed over the last decade, and there has been a massive increase in the
number of international users during this period. This surge in activity and the new business tools
on social media platforms has increased the potential of business marketing online. In fact,
companies are hiring employees who are proficient in social media marketing, which is now a
field of its own. More and more ventures are establishing their online presence and gaining a lot
of traction due to billions of online users. This has also boosted the demand for social media
copywriters to write the powerful text for posts, images, videos, and captions. Since the average
scrolling and holding time for one post is 3 seconds, it is necessary to possess the skill for
writing short, impactful, and persuasive copywriting to grab your followers' attention instantly.
Social media platforms like Instagram, Facebook, Snapchat, and YouTube have proved their
marketing abilities over the past few years. In fact, social media marketing is so powerful that a
number of companies dedicate a majority of their marketing budget to this channel alone.
However, it's not so easy. Several brands within your niche also thrive on social media, which
has made it extremely competitive. You need to stand out through your content and exceptional
marketing strategies to be recognized. Out of the millions of posts that are uploaded daily, the
uniqueness of your content will grab users' attention and prompt them to take a look at your
profile and company. This is when a talented content creator and social media copywriter comes
into play. Your content should stand out and provide all the information that a user needs to be
aware of. This is especially challenging since all you have is a mere 3 seconds to make an
impact.
It is important to note that given this brief window of opportunity, the copy should be short. One
major benefit of social media copywriting is that the user is closer to responding to call-of-action
as it takes just one click. If your headline or caption is effective, you can easily convince the user
to click on your website or add the item to their shopping carts. The newest tools and shopping
features on platforms like Instagram can help tremendously here. With this feature, your user can
instantly place an order with a single click. It doesn't grant your users extra time to change their
minds.
Take a look at these questions and check whether you fulfill the criteria to ensure the format and
success of your social media copy:
• Which types of posts or social media presence corresponds to your company's
identity?
• How do your posts stand out from other similar niches and companies?
• What is your main motto for going on social media platforms? Is it to persuade users
to buy your product? Is it to impart a sense of connection between the users and your
company? Or is it to let them know about your company's customer service?
• What is the main reason or persona that dictates your brand's identity online and social
media presence?
• Why would your potential customers spend time checking out your post?
Apart from writing brief, captivating headlines and captions for your company's social media
presence, your tasks may also include putting together short blog posts to capture the attention of
users. To establish your career as a social media copywriter, you will have to understand the
various facets of social media and how they work. You will be in constant communication with
your company's social media manager and learn some of the most effective social media
marketing strategies. Most importantly, you should learn the art of creating short and extremely
persuasive copy that grabs the attention within microseconds.

10. Press or PR Copy

Yet another discipline in the marketing realm, PR or Public Relations copy, is crucial for
effective marketing and promotion of the company as well. Public relations is responsible for the
company's representation in the public eye. Effective company PR seeks to instill a positive and
respectable image in the eyes of the general public, the press, and potential investors. Effective
PR copywriting is a crucial part of PR marketing as the released statements, and the power of
words always reflect a company's stance and values. Put differently, PR copies help a company
be perceived in a better light. Since press releases and statements are an unavoidable part of PR,
every company needs a talented PR copywriter.
Unlike other copywriters whose main responsibility is to highlight a product or inform potential
customers on its technical details, PR copywriters are needed to feature a company's product and
whitewash its reputation in any negative situation. It means that a PR copywriter is required in
almost every situation, both positive and negative. For instance, if a company is releasing a
product, a PR copywriter will issue and release a product copy that will highlight the features of
the copy and persuade readers to buy it. In contrast, if the company has been questioned over
some controversial issues or is put in a bad light, a skilled PR copywriter will turn the situation
around by writing a favorable PR copy.
As you can certainly deduce, the task isn't an easy one. To be a PR copywriter, you need to
extract every detail about the company and the situation it has been put into. Also, PR
copywriters should be patient and level-headed, especially during any sudden turn of events or
unprecedented situations. At the same time, they must be quick on their feet and know how to
turn situations around without expertly. If you struggle to think fast or make quick decisions, you
might want to reconsider your choice of discipline.
Diplomacy is another quality that is needed in all PR copywriters. The tone of your writing
should be journalistic and neutral. You should be able to put your facts forward without
offending anyone. Most importantly, you should get all your facts and details right. Wrong or
inaccurate facts will reflect negatively on your company's reputation, which will be the exact
opposite of what you were aiming for. All in all, your responsibility as a PR copywriter is to
balance the image of your company and maintain its reputation. You will also be assigned
product description copies to put out as official press releases from time to time.
Naturally, a PR copywriter has a major responsibility for their head, which makes it a delicate
and crucial job position. You should tap into it only if you are ready to handle the pressure and
possible backlash. Nevertheless, if you are up to the task, this is a great opportunity to explore as
it helps you build important connections and pays relatively well.
If anyone of these types of copywriting interests you, you can begin by learning more about it
through online courses, meeting mentors, and joining communities. Focus all your attention on a
particular niche to master the skill and excel in your discipline. If you are confused about the
style of copywriting that matches your interest and skills, you can find your specialization along
the way. Start your journey by discovering the art of simple copywriting and building your
portfolio. Once you feel that you have polished your skills, try to analyze your strengths,
weaknesses, and interests to pursue your career in a particular niche.
You can also explore your skills while working at your first copywriting job and growing your
knowledge of the discipline. Some copywriters also capitalize on one or more styles of
copywriting and master those skills to increase their chances of getting hired or to find more
opportunities. For example, you can draw parallels between marketing and sales copywriters as
they share a common intent of understanding their customers and their needs to promote and sell
a product or service.
Some agencies and companies hire a skilled writer to perform tasks in just one type of
copywriting. For example, SEO copywriting is now a distinguished job title that offers numerous
opportunities in the rising digital world.
Chapter 4
 How You Can Become a Copywriter

Besides possessing the skill of engaging writing, you should also learn to invest enough time and
energy to study this discipline and polish your skills. The best part about becoming a copywriter
is that you don't need any formal education or qualification. In fact, there are real examples of
successful copywriters who never took a college course or even finished high school. All you
need is the skill of persuasive writing and the ability to conduct concise, high-quality research.
Some professional copywriters hold a bachelor’s degree in English Literature, marketing, or
advertising, which gives them instant opportunities to enter the field without much struggle (at
least, in theory). However, as mentioned, you can get into the field without a college degree. In
that case, try to build a powerful portfolio and present it to the right people and agencies.
Furthermore, you will find copywriters, young or old, yet who share the same level of success.
Some get successful at 18, some midway, and others until they retire. The point is, there is no
age barrier to experience success as a copywriter. Unlike other industries, you can achieve fame
as a copywriter at any age. It all depends on your skill and dedication. So, whether you are a
college dropout, an established entrepreneur, or a stay-at-home mom, the field of copywriting
invites anyone and everyone who masters this art. All you need is a computer and a stable
internet connection to begin your copywriting career.
If you still have misgivings about your ability to work as a copywriter, you can sign up for online
courses to become more proficient in the skill. There are hundreds of free and paid online
resources that will teach you the ins and out of the discipline and help you kickstart your career
in no time. Additionally, you can ask an experienced copywriter to be your mentor. While not
everyone will agree to it, you can request them to take an hour out every week. Ideally, ask a
close friend or an acquaintance who dare not refuse you. Having an experienced person as your
mentor will work wonders to shepherd you and set you in the right direction.

How Much Money Does it Pay, Realistically?

As mentioned earlier, copywriting jobs pay handsomely, even in the six figures. Yet, how much
does it pay realistically? The amount of money you can earn as a freelancer depends on your
level, experience, and the type of projects you take on. For instance, a copywriter who has
advanced in their copywriting career as a freelancer can earn up to $120,000 a year if they work
full-time. If you are excellent at what you do and know how to network and grow your business,
you can earn up to $300,000 annually. As you can see, it all depends on the type and amount of
contacts you have alongside your skill and number of hours you can dedicate to your activity.
If you are a beginner and can manage to work 6 to 7 hours a day (which can be considered a full-
time job), you can earn from $40,000 to $60,000, a decent amount to begin with. As you keep
working on more projects and land more contacts, you can carve your own path to larger projects
from bigger companies that pay very well. Part-time copywriters with decent experience make
around $25,000 to $30,000 a year just by working in the evenings and on the weekend.
According to the U.S. Bureau of Labor Statistics, the annual salary of writers and authors
averaged $62,170 in 2018. Based on newer estimations and trends, the average annual salary for
writers and authors is bound to increase in the coming years.
Now, to become a successful copywriter, you need to check certain boxes that will make you
stand out and help you imprint your identity within the industry.

Essential Criteria
Develop your Own Style
If you haven't yet developed your own style of writing, work on it straight away. While you
cannot craft your own style with just one or two written pieces, you need to keep practicing to
develop your identity. With consistent practice and several drafts over several months
(sometimes even years), you will start seeing a pattern emerge in your writing style. Decipher
these subtle signs that make you stand out from the crowd and work them into your own style.
The work of famous copywriters can be easily distinguished as they have their own way with
words.
Your writing style can be distinguished based on your choice of words, the effectiveness of your
headlines, and how you convey your message. It will also depend on the type of copy you write.
For instance, a technical or PR copy will sound more formal than creative or social media copies.
Decide on the tone of your copy following the type of sub-niche or copywriting you are
choosing. The tone is crucial and will say a lot about your style. So, reflect on the type of copy
you are assigned and adopt a tone that suits the requirements (formal, academic, informal, funny,
conversational, etc.).
In a similar vein, your style and tone will also depend on the type of audience you are
entertaining. For this, you need to conduct thorough research and find out about your target
audience (we will learn more about it later). The age, gender, likes, dislikes, profession, hobbies,
etc. will determine the most suitable tone for your audience. As an example, if your target
audience lies within an age group of 13 to 17, your tone should be tweaked such that it appeals to
teenagers. It should be informative, not too authoritative, and not convey rebellious ideas.
Similarly, the tone should be calmer and more informative when targeting a group of middle-
aged men.

Focus on Quality instead of Quantity

Instead of focusing on writing 1000 words to describe a product or service, divert your attention
to the quality of the piece. After all, the quality of your copy will dictate your skill as a
copywriter, and the amount of engagement you can generate. Novice writers believe that longer
articles and texts look more serious and informative. However, unless you are lengthening the
article to fit in the absolutely crucial information, it is wiser to stick to shorter, more concise
points. Since the attention spans of readers are decreasing day by day, shorter texts will increase
the chances of the reader actually reading the article in its entirety. Nevertheless, the length of
your text won't matter unless you are a creative or technical copywriter who writes short and
long copies, respectively.
A good number of copywriters have also faced the issue of engaging their audience with their
first few projects but eventually died out due to poor quality. So, you need to be consistent, too.
If you are good at what you do, you will form your own niche within the industry, and your
readers will look forward to your work.

Avoid Cake-Faced Copies

In the same way, too much makeup looks gaudy and hides a person's natural beauty, overusing
copywriting techniques can turn a copy ugly. You do not want your copy to sound fake or
pretentious. At times, overdoing it can also make it look ridiculous, which can be off-putting and
question your merit as a copywriter. Not to forget the negative effects it will have on sales and
brand image. Now, what are these elements we are talking about? Some copywriters use specific
rhetoric and literary devices (more about these devices in the last chapter) to develop their own
language and writing style, which could result in overusing them to establish their identity across
a copy.
Apart from using rhetoric and literary devices, many writers also use other elements such as
storytelling or cliffhangers, to spark an interest in their readers. Even though these are some
effective elements, it's important to know how to use them correctly. The point is, do not overuse
elements as it can make your copy look bombastic. Let's take an example.
Thompson and Morgan, a garden center in the UK, came up with this copy to promote their
special offer on fuchsias.
"Turbo-charged trailing fuchsias that are guaranteed to give a stunning display. (…) The
enormous blooms will leave your baskets, window boxes, and containers literally dripping in a
carnival of color."
The use of the phrase 'carnival of colors' and 'literally' seems off-point and conveys a different
meaning. Moreover, saying 'turbo-charged fuchsias' doesn't make sense. You see, it's easy for
how a few words to destroy the credibility of your copy and fail to generate consumer interest.
So, try to avoid cake-faced copies as much as possible. If you are a beginner, you will need some
time and experience to distinguish good copies from overblown ones. Until then, work on
exploring new sub-niches and developing your style.

Join a Community
This is particularly useful if you are a freelancer working alone without any external support or a
mentor over by your side. Joining a copywriting community, both online and offline, will help
you in several ways.
Firstly, you will gain knowledge that is virtually impossible to garner when working solo. There
are so many aspects of the discipline to be discovered. Copywriting communities comprise
novice, intermediate, and expert copywriters that share their knowledge, expertise, and industry
news periodically. With this, you will stay updated all the time.
While certain communities are invite-only, you can keep trying and join other groups in the
meantime. The simplest way to enter a copywriters' community is through Facebook groups.
There, you'll find multiple copywriting communities that share facts and news on a daily basis.
By joining a community, you are learning something new every day.
If you manage to become a member of an exclusive copywriting group, make sure not to pass on
any event as you risk missing out on valuable opportunities to cultivate your knowledge. You
might also get a chance to meet expert copywriters, some of which can be industry renowned.
So, grab every chance you can and join at least one community you will benefit from. Meeting
like-minded people will keep you motivated and help you learn more. Even if you work at an ad
agency or in a company, joining a community is always useful. You will not only make valuable
contacts within your discipline and expand your network, but you may also gain several
opportunities that can be assets to your career development.

Research and Stay Updated

Read and learn new facts and news about the industry by subscribing to blogs, YouTube
channels, and reading books. Stay updated on the latest trends in the industry by subscribing to
news and blogs that specialize in copywriting. More importantly, read as much as you can. You
can find several resources dedicated to copywriting that will improve your knowledge, at your
local library or online. At the same time, read books within your favorite genre, too. As a
copywriter, having an impeccable style is crucial to your job. Besides, every copywriter needs to
work on their knowledge of vocabulary. Reading improves your writing style, which is why it's
important to adopt this habit daily.

Use 'Greased Slide' or 'Bucket Brigade'

Basically, these terms refer to techniques that use words or phrases to convert your ideas into
successful copies. The term 'greased slide' says it all. This technique is most effective in longer
copy forms, such as sales copy or technical copy. However, if used correctly, you can also
employ it within social media and creative copies (or any other shorter forms of copies).
The idea is to build anticipation in the readers' minds. Terms like "You might be wondering," or
"Here's the deal" sound promising and are ideal to spark interest. Once you build curiosity or
anticipation, the reader is likely to read the whole copy. While you are using the technique of
greased slide, make sure that you are also offering benefits along with the copy. Tell your reader
about the product and how it will help change their lives for the better. This will fulfill their
anticipation and end the copy with a feeling of satisfaction.
Using the 'greased slide' or 'bucket brigade' techniques to produce effective results can take some
time and practice, as you need to insert these terms within specific sites or key places in your
copy. Introducing these at random within your copy will compel your reader to go through the
entire content.

Develop a 'Punchy Messaging' Style

A punchy messaging style develops interest and keeps the reader hooked throughout the copy.
How this works – refrain from talking about or commenting on every product, service, or
benefits you have to offer. By telling them everything you know, you simply induce boredom
and prevent them from reading the entire copy. A lot of information can overwhelm a person. To
avoid losing a major chunk of your audience to boredom and monotony, keep your text clear,
concise, and strong. This will make it easy for your readers to understand and grasp the concept
in its entirety. Whether it's a product description or a brand story, your readers will be able to
comprehend the punch in the message from the beginning, leading them smoothly to the end.
If you are successful in this attempt, your readers will come back for more and express interest in
what you are offering. More importantly, if it hits the right chord, your audience might also
explore other options by visiting your website and going through your brand's product line. To
create the punch in your message, filter out excess information, and eliminate the fluff. Keep it as
concise and informative as possible. This is a skill that needs practice and expertise. You need to
understand your product to craft that punch successfully. Follow the next chapter to learn the
process of understanding your product and crafting an effective copy.

Use an Active Voice and a Positive Tone

It goes without saying that every copy should sound positive as it ultimately decides whether
your product will be sold or not. After reading the copy, your reader should experience an
uplifting feeling and persuade them to take some form of action. At times, it can be effective to
use a negative tone under certain circumstances. However, it should be employed wisely as it
could lead to negative consequences or a less than desirable image for the brand. It is best to
stick to the rule of using a positive tone as it offers a rewarding feeling and could lead to a rise in
clicks, sales, and potential customers.
In parallel, know that using an active voice makes a great difference, too. Any copy with an
active voice delivers a sense of urgency and offers the element of accessibility to your readers. It
is direct and not uncomplicated. Active voice also helps spread the message across a wider range
of audiences. That said, you might face some situations where you are forced to stick to passive
voice (it also depends on the company's motto, image, and brand identity). Specific types of
copies, such as whitepapers, technical copies, and industry reports, might also need passive voice
forms.
If you are inexperienced, try to change all passive voice sentences to active voice as it will make
a huge difference. In fact, using the active voice is also a new trend in the world of copywriting.
So, the sooner you learn to write in an active voice, the better your copy will fare. To be safe and
comply with your company's needs, check their style guide to know the acceptable changes and
trends that communicate a brand's message in its truest form.
These are some basic tips and tricks to launch your copywriting career triumphantly. They will
deliver instant recognition and help you create your own identity in this discipline. Several other
elements and copywriting formulas can be used to enhance a copy; however, these are more
detailed and need some experience to be employed effectively. Read ahead to learn more about
these.
Chapter 5
 Understand the Product

Here's the thing with effective copywriting – even if your product or service happens to be
average, or is similar to something that already exists, copywriting can help put the product in a
positive light and convince your audience to take action and buy it. However, this is only
possible if your copywriting skills are top-notch. The first step to becoming an excellent
copywriter who is able to deliver exceptional product descriptions is to understand the product
completely because, without a product, you have nothing to describe; and without a proper
understanding of your product, you have nothing great to describe.
The success of your copy pieces will also depend on whether you can persuade people or not. To
do that, you need to present the true value and description of your product. Failing to do so can
result in a backlash from your customers and bring major embarrassment to your brand. As such,
you need to understand your product or service inside out, which is the first step for successful
copywriting.
Additionally, understanding your product will also help you put together your copy piece in a
certain way. Just like artists adjust their style of storyboarding to present views that fit a specific
film genre, your copy will also change in writing and presentation style depending on the product
in question. This works to enhance the quality of your piece and deliver a more persuasive tone.
You need to understand your readers' ability for comprehension and receptiveness, which will
help you decide the success of your piece. This is when understanding your product can help
you. At the same time, do not forget your own writing style, either.
Let's take an example to understand why this is crucial. David Ogilvy is one of the most popular
copywriters who was assigned to write a piece for a Rolls Royce ad in the late 1950s. It took him
three weeks to dig deeper into the features and specifications of the car and conduct meticulous
research. By the end, he came up with a headline that read, "At 60 miles per hour, the loudest
noise in this Rolls-Royce comes from the electric clock". He spent three weeks finding that one
detail to come up with his compelling headline. This tiny feature became the highlight of the
product, which resulted in a major rise in sales.
As he famously once said, "When copywriters argue with me about some esoteric word they
want to use, I say to them, 'Get on a bus. Go to Iowa. Stay on a farm for a week and talk to the
farmer. Come back to New York by train and talk to your fellow passengers in the day-coach. If
you still want to use the word, go ahead." He emphasized the importance of understanding the
product through all perspectives and viewpoints before jotting down a copy.
The point is, you should understand the product or service in as much detail as you can. Consider
this your 'secret formula' to produce compelling headlines and to persuade your readers to
purchase your product.

Stage 1: Understanding the Product

If you are the owner of the business or brand that is selling the product, you would already be
familiar with your product and know it inside out. Apart from the features, specifications, and
other details, you will also know the true ideal that drove you to conceptualize this product and
how it will benefit your customers. This is a great kickstart to write your own copy piece and
furnish it later. Additionally, you will also get a better understanding of your target audience,
which will increase the success rate of your writing.
Follow these steps to write a successful copy for your product:

Step 1: List Everything You Know About the Product

Some copywriters directly hop on to the research part before acknowledging the facts that they
already know. Make a list of things that you know about the product without researching
anything or thinking twice. Write down the points in clear and concise words to be able to
understand and use them later.

Step 2: Research the Product

As mentioned earlier, if you are the owner of the business and product, you will know your
product thoroughly. If that is the case, you can skip this step. However, you might want to run an
initial test or conduct surveys on volunteering customers who can give you honest feedback and
reviews about the product. By doing this, you will be able to understand the product or service
through the perspective of your customers, which will be entirely new to you. As a business
owner, you are attached to the product, which might put you in a blind spot and neglect certain
features that are actually necessary. So, do your research in whatever way you can.

Step 3: Understand the Product

If you are not the owner of the product, study it through the perspective of a customer. Talk to
the owner of the product to understand the motto, benefits, features, and vision behind it. You
can test the product yourself and write down your experience. Consult the surveys and tests done
on the customer volunteers and analyze them thoroughly. Do whatever is necessary to reach the
bottom of every detail and comprehend it in and out. Talk to the CEO, the engineers, the
designers, and consult whoever is involved in the product's conceptualization and manufacturing.
This will not only provide a better understanding but might also give you an idea or a direction to
write your copy. Hence, this step is extremely crucial.

Step 4: Format the Points into a Detailed Chapter

All the details and features of the product that you know before and after your research should be
compiled into an informative chapter. Capture everything you know and put it together in a
detailed format. That way, you can go back and refer to this text in the future. Make sure that you
compile everything in one place or file and not scatter the information to avoid confusion in the
long run. Also, by doing this, you might be able to extract some extra information that you have
never come across before. This can be an essential addition to the description of your copy.

Step 5: Extract Important Information

This step is a real challenge as it will determine the success of your copy piece and whether you
can persuade your customers or not. After researching, testing, and analyzing the product, you
will have a clear idea about the approach you want to take to display your product and persuade
your audience. Out of the numerous details that you extracted in the research phase, extract the
most important information, and write it down in bullet points. Next, prioritize in order of 'strong
selling points.' For instance, if you are promoting a time management app, your selling points
could be about helping you manage time and reach your goals faster, or helping you fulfill your
financial ambitions.
Evidently, the second point seems like a better selling point, as everyone is looking to make
more money. The initial surveys and research will also support this fact of making money, which
you can explain to your audience in the copy piece. As such, a successful copy will have a
compelling headline and description in its body.

Step 6: Create a Product Description

These steps are not only crucial for you as a copywriter but also as the owner of the product. You
will understand what your product lacks and still have a chance to improve the weaker features.
As a copywriter, these steps will help you decipher that one detail that will help sell the product.
The steps mentioned above can guide you in writing a copy that will gain maximum attention.
However, to make it more effective, try to go beyond the understanding of the product's exterior.
Get into the minds of the owner, designers, developers, and engineers to know the original
thought behind the product. While extracting details is important, familiarizing yourself with the
thought process and motto behind the product is all the more essential.
For this, you can ask a bunch of questions to the product designers and developers, such as:
• Who is the product meant for?
• What was the inspiration behind the product?
• What is the one thing or element that drove the development of the product?
• How will it benefit the user?
• How will the user's life change after using it?
• What are the short and long-term goals of this product?
These can help you get started. You can always design your own questions to fit the product
type, specs, and motto.
All in all, you can narrow down your understanding of the product based on carefully crafted
questions. Obtaining accurate and complete answers will help you write your product description
successfully.

Question 1: How exactly would you describe the product?

You can answer this question in a simple way. At this stage, you do not need more than 2 to 3
lines to describe your product. The answer can include powerful keywords or verbs to describe
the product as accurately as possible. Don't worry if you cannot provide too many details just yet.
Your answer doesn't need to be fancy, either. It should briefly describe your product and what it
truly is. Assume that you are describing this product to a potential customer and write your
answer accordingly.
Your sample answer can sound something like this – This survey tool lets the user survey and
analyze the answers of its visitors. The visitors are provided with one question, and the user has
three options to choose from. These answers let the website operators understand the interest of
the users. As soon as a user visits the website, they will be given a questionnaire to fill.

Question 2: In what way(s) is the product special or unique?

As you can guess, the purpose of this question is to find that one unique specialty or feature of
the product that distinguishes it from others. To answer this, you can ask yourself further
questions like – How does your product differ from a similar product of your competitors'? How
easy is it to install or assemble? Where is it manufactured? Why would you buy this specific
product and not a similar one from another brand?
These questions lead to the USP (Unique Selling Proposition) of your product, which will be
your main tool to increase sales. It can be a feature, specification, guarantee, or an offer that no
other company within your sector is proposing. This will also determine the sale of your product.
Once you find the USP for your product, you are one step closer to writing a successful copy.
Record your answers with the USP and add some related valuable insights along the way.
Your sample answer can sound something like this – This site can be deemed a survey expert
because it proposes survey templates that can be customized based on the user's needs.
Moreover, there is no major complexity involved in implementing the surveys. All you need is a
short code snippet to install it.

Question 3: What is the biggest advantage of having this product?

Yes, deciphering the unique selling feature is crucial to this exercise. At the same time, you
should also know the biggest advantage that your reader will gain after acquiring this product. To
answer this question, you need to expand your thinking – what will your reader miss out on if
they fail to acquire this product or opt for a competitor alternative? This question is crucial
because most companies figure out the unique feature in their product and just stop there. While
it is necessary, you should also describe the benefit it will provide to your target audience.
Let's say your company is offering web analytics software, which has a unique feature of
conducting surveys, unlike other similar products. However, do not stop here. Tell your reader
more about its benefits. For instance, this unique feature can help your customer generate more
revenue from the site and attract more visitors per week. Your readers will be hooked at this
point. Also, pay attention to this question – it is not about the service provided by your product
so much as the benefits it offers.
Your sample answer can sound something like this – One major benefit that the customer can
experience is the analysis of their users and their interactions. This will help them understand the
users' needs, important features, and further questions or doubts. With this data, the customer can
make the required changes and boost their conversion rates, ultimately leading to an increase in
sales.
Question 4: How does the product minimize pain points?
If there is no major benefit that sets your product apart from your competitors, you can take a
different approach and address the pain points that your product can eliminate. This works
because a customer buys a product for one of two essential reasons – either to gain benefit and
increase pleasure or to make tasks easier and alleviate pain. For instance, in this example of
using web analytics software, the customer is reducing pain by saving money to redevelop their
website entirely. Instead, they are making small changes in the website that takes require time
and money. So, with the help of this product, the customer is minimizing their pain by saving
money and time.
Similarly, consider a car insurance company with their insurance as your marketed service.
Questions like, 'are your customers paying extra for their car insurance?' are effective in
answering your question about your readers' pain points. This can also form a compelling
headline for your blog post or email copy. At times, focusing on the pain points instead of the
benefits or pleasures can be more effective.
Your sample answer can sound something like this – The survey tool can easily tell the customer
about the thought process and actions of the users, which works to eliminate confusion and
ambiguity. Moreover, if the customer is confused about the type of questions they should ask
their users, this tool helps them identify the user's behavior and needs and suggests a survey
template that works for them. Besides, the survey tool doesn't need extra IT resources, which
saves money and time. The process is simple and can be taught to any employee of the team,
eliminating the need to bring in new specialized employees.

Question 5: What are the individual features and respective benefits?

Lastly, you should also know and answer every detail that the product carries and its benefits.
Write down all the features that you know and the benefits beside each. Even though you won't
be adding all the benefits in your copy, it is necessary to at least know and reflect on all of them.
This complements your understanding and knowledge of the product. Answering this question is
useful in the sense that you will know and have all the features at your fingertips. With this, you
won't have to dig into your research back and forth.
Listing the benefit(s) of each feature is important because most customers focus on the benefit
rather than the feature. However, you still need to list out the features as these are crucial to your
product and copy.
Your sample answer can sound something like this:
Feature #1: JavaScript code
Benefit: The customer can easily install new surveys by adding a short JavaScript snippet, which
doesn't take much time.
Feature #2: Survey customization
Benefit: The customer can add their company's logo, slogan, and color scheme on the surveys
that will help them promote their brand.
Feature #3: Quick notifications
Benefit: The customer will get a text or email notifications once customers fill out their surveys.
These questions will help you understand the product in a better way and assist you in writing a
successful copy. This is the first stage of the entire process. Stage 2 involves describing and
writing the product description based on your understanding of it.

Stage 2: Describing the Product

After understanding the product, it's now time to describe the product. This stage is crucial
because the description of a product will make or break all your effort and time that you put into
researching and understanding the product. Moreover, it will also impact your product and brand
Needless to say, describing a product in one line or phrase can be a daunting task. You put
several weeks into research worth a hundred pages, and narrowing all that information down into
just one line, or paragraph can be extremely nerve-wracking. You need to choose your words
carefully and compare them with other plausible options. Also, check and test your chosen words
on a group of users and ensure that they make a genuine impact and describe the product in its
entirety.
If you are interested in creative copywriting, here's a secret that will help you describe your
product in a powerful way. Follow these three steps to master this trick:

Step 1: Be Straightforward
Do not twist or turn the text or its meaning; be straight, concise, and clear. Think before you jot
down something if you want it to sound clever and clear. For this, consider your value
proposition or your initial promise. Let's take a look at what the author of the popular book Hey
Whipple, Squeeze This Luke Sullivan has to say:
"First, say it straight, then say it great. To get the words flowing, sometimes it helps to write
down what you want to say. Make it memorable, different, or new later. First, just say it."
Similarly, other famous authors within this discipline, including Dan and Chip Heath, Jay
Heinrichs, and George Felton, emphasize the importance of saying something, in the beginning,
finding the core, and writing it down. An effective method consists of making a list of things you
want to say (or your findings) and extracts two or three powerful words that will act as your
keywords and help convey your message clearly. At the same time, make an effort to create a
promise, benefit, or distinction that sets your product and brand apart.
In other words, you should learn to find the core meaning of your product, anything you are
trying to sell and change, or translate it using your pre-existing checklist of success. If you don’t
have one of these, make one; you might need some experience, research, and expertise to prepare
one.
If you struggle in finding your core, go back to your initial research phase, and study your
product one more time through your key findings. If need be, research those parts that seem
ambiguous, even if it means redoing it from scratch.
At the end of the research and the beginning of the writing phase, you should be able to define
these without any issue:
• Who is your target audience? Where are they located in your sales marketing funnel?
(in case you are not clear about certain terms at the beginning of your career, research
them or seek help from your marketing team to be on the same page).
• What is your product, or what are you selling? What is the intent behind this product
or your promise related to it?
• Why should anyone trust you? What kind of proof or facts do you have to substantiate
your promise and make your writing more convincing?
You can also use one or two copywriting formulas to narrow down your research and these
questions. We will learn more about these formulas in the next chapter. Another way to better
define your search and get your message across is to use value proposition templates. The
simplest way to use a value proposition template is to customize your situation using templates
such as – (This product or service) does (the function) and helps the user by (the benefit) because
of (the fact or proof of trust). This is a simple pattern that works in almost every situation.
However, to make it more effective or to suit specific needs, you may want to use some
copywriting formulas, as mentioned earlier.

Step 2: Develop your Vocabulary

Since creative, social media or any form of short copywriting emphasizes only a few words at a
time, it's imperative to ensure that you are using the best available words possible. Now, you
cannot do that if you are not aware of the words in the first place. There might be some
extremely useful or powerful words out there that describe your product in the most impactful
way. However, you would not be able to use them because you are unaware that they exist. For
creative and similar copywriters, working on your vocabulary knowledge and broadening it is
crucial. Essentially, copywriting uses a set of core vocabulary that closely relates to most
products and services and helps you come up with the best combination of words. Core
vocabulary for products and services include an array of words, phrases, idioms, and even
clichés that can fit in almost every type of value proposition. In other words, these sets of words
are your tools to sculpt a sharp, poignant copy.
Some copywriters greatly underestimate the use of core vocabulary in writing a copy. By
ignoring it, you are restricting your choice of words and failing to create a powerful copy that
could have otherwise garnered more attention.
Again, several famous authors within this discipline, like Sam Horn, Luke Sullivan, and Bruce
Bendinger, have emphasized the importance of using core vocabulary within your copy. Every
kind of vocabulary – adjectives, nouns, verbs, slangs, jargon, facts and figures, figures of speech,
and idioms should be reflected upon. Using these will build a powerful copy without you even
realizing it. Another suggestion from one of these experts stresses the importance of extracting
words from the product's category, as these are descriptive and portray the product in its truest
sense. Put together some words that partly or completely describe your product, and then pick
one or two words that are closely related or produce the strongest impact. Imagine them as Legos
and use them one by one, like building blocks to construct an effective copy.
Another way to use strong and impactful words in your copy is to pick out in your brand's
vocabulary. For instance, what are the words that you will choose to describe your brand or
product? You can also take help from your company's marketing team at this point.
If nothing works, you need to work on your understanding and polish your knowledge of core
vocabulary. Here's how you can do that:
• Conduct thorough user research. Knowing your target audience solves multiple issues
and strengthens your marketing game. This also implies your knowledge of core
vocabulary. If you want your audience to be hooked to your copy, use the words that
they employ, prefer, or understand. It will bring your readers closer to you, and you
will be able to get your message across effortlessly. To understand your audience
better and the type of words they use, read several reviews on Amazon, Yelp, and
other popular sites where reviews matter. Navigate the reviews within your product
category and your competitor's products. Understand the language of your audience
and the words or expressions they use frequently. Extract the seed terms and use the
ones that fit in your copy.
• Let your brain blurt out the words. Go over your product research again and reflect on
the value proposition that you initially came up with. Grab a pen and paper and write
down the words that immediately come to your mind once you finish going through
the product research. Do not overthink the process and note down the words that pop
up in your brain. Write them down. Do not think twice, and do not cheat. Also, do not
worry even if they sound cliché. Jot down as many words and phrases you can until
your mind goes blank. These are more seed terms for your product description.
• Gather and reflect on the seed terms that you have compiled so far. Make a list of all
the words that you collected through the 'brain vomit' process and by understanding
the preferred words of your target audience. Pick each word and think about its impact
and whether it will suit your description or not. Narrow down your search and
eliminate those words that seem distant to your product and brand image. Now, take a
look at the words you are left with and assign a powerful synonym and antonym to
each one using a thesaurus tool.
• Next, find idioms, phrases, and clichés related to those words. You can do so by using
an idiom dictionary online. Once you list those common phrases, take a deep look, and
try to transform these such that they break the pattern and relate to your product at the
same time. Make sure that you are not using the raw phrases. Tweak them based on the
seed terms you extracted in the steps above and come up with something that relates to
your product.
• Use rhetorical or literary devices to support your expressions. These include rhymes,
puns, humor, phonetics, etc. Also, use them to come up with interesting and catchy
slogans or headlines. These devices sound phonetically pleasant and are guaranteed to
grab the attention of users. This is because these devices are easy to remember, and
 they stick with your brain for a long time. If used correctly, a customer can relate to
your product or brand just by recalling this slogan. You will learn more about rhetoric
devices in one of the upcoming chapters.
Take these two examples of sets of words that start with the seed terms, followed by respective
synonyms and antonyms, and end up with a phrase that can be easily recalled.
Boat
• Bloat
• Plane
• Plain
• Plain Jane
Sails
• Set sail
• Hoist your sails
• Sail away
• Sale
Another great way to build your core vocabulary involves using mind mapping with value
propositions. Recall the value proposition that you used earlier in this process? We need this
again here. Take this, place it in the center of the map, and take a look at it. Begin asking
questions like:
• What is its purpose?
• Where can it take me?
• What are the pros and benefits of using this value proposition?
• What are the cons or negative consequences of using this proposition?
By answering these interrogations, you are broadening your mind map and instilling a sense of
purpose in this project. Once you have thought it out, it is time to expand your mind map further.
For this, think of verbs or adjectives that closely relate to your project and pop instantly in your
mind. At the same time, think of any phrases or idioms that relate to these as well.
If nothing works, stick to a method that works for you. There is no need to stress over using the
methods mentioned here. You can use any technique that works for you. Come up with a
brainstorming tactic that you are most comfortable with and can be customized to serve in any
situation. Keep a dictionary close by and use it to enrich your personal repertoire every day. Use
apps that enhance your vocabulary. Learning and using new words is not only necessary to
enhance your copy, but also to elevate your image as a copywriter.
Step 3: Combine your Value Proposition and Vocabulary
Finally, now that you have your vocabulary and value proposition ready from steps 1 and 2, it is
time to combine them in a playful manner. You can either craft your own formula for this or use
rhetorical devices. In this stage, the idea is to develop a pattern that readers can associate with.
For this, you can play with words or use your own 'secret' of formulating something that catches
one's eye.
Two of the best types of devices that successfully form a pattern include:
• Schemes: Any figure of speech that contains syntax, letters, sounds, or typical orders
are schemes. These do not entirely emphasize the meaning of words.
• Tropes: Any figure of speech that partially or completely changes the meaning of
words through an unexpected twist is called a trope.
Use these to create an impactful slogan or headline that will grab maximum attention and
showcase your product in a brighter light.
As you can see, these steps are the easiest to apply and are most effective in gaining successful
results. You will need a lot of practice to master these, as applying this method to any and every
situation can be difficult. Some situations or projects work with this method, whereas others may
call for different strategies.
If you are an aspiring copywriter, these steps can be conducted as exercises or practice sessions
to polish your skills and enhance your creativity and resourcefulness. Pick an existing product
that has been poorly marketed, conduct research, and practice writing a description. Test it on
your entourage or seek advice from a mentor. You can also invent your own product for training
purposes. However, in this case, you will not have any solid facts or content to conduct product
research, which is why you should stick to practicing on an existing product.
Chapter 6
 Twenty-One Copywriting Formulas

Copywriting is an art that can either make or break a product or company. One tactic that most
copywriters employ to bring value to their work is incorporating a copywriting formula, which is
a short format that makes a copy captivating and thoroughly interesting.
Copywriting formulas emulate storytelling, which is another way to grab readers' attention.
Whether it is a social media post, a blog article, or an email, effective copywriting formula will
ensure that your writing is fully understood and appreciated by your readers. More importantly, it
fulfills the purpose of copywriting, which is persuading readers to take some form of action.
Storytelling in marketing is no hidden secret or tactic; it is actively used to engage the target
audience and reach one's goals. Storytelling is further supported and enhanced by using
copywriting formulas that are specifically designed to grab readers' attention and help sell a
product or service.
In this chapter, you will learn some of the most effective copywriting formulas used by
professional copywriters that will help you reach success and fulfill your ambitions.

1. The 4 C's
Clear: The text should be clear and easy to understand. Use shorter sentences, smaller
words, lists, and bullet points to make the text as legible as possible. To do that, you must
first understand your audience, chart out your goals, and set out your intention.
Concise: The text should be concise and to the point. Eliminate all the fluff or superficial
content. Keep it as brief as possible to align with your readers' short attention spans. Ensure
that you are using words that are engaging and interesting turn of phrases.
Compelling: Any copy should capture the readers' attention and keep them engaged. This is
particularly essential at the beginning of the copy as it will decide whether the reader will
read the whole copy or not. The best way to appeal to them is to focus on their needs,
benefits, desires, and pain points.
Credible: Above all, a copywriter's work should be credible and enable the audience to
trust it a first glance. To ensure maximum credibility, make sure that related content is
published elsewhere. For this, publish blog posts, leadership articles, whitepapers, and
customer testimonials. Also, make sure that your readers know about it in your copy. This
will not only increase the soundness of your copy but also enhance your brand image.
This copywriting formula ensures that you remain focused and goal-oriented while keeping your
reader engaged throughout. It also ensures that your reader reaps some form of benefit at the end.
Since the 4 C's keeps the copy clear and concise, it is the best technique for social media posts.
This formula requires that the copywriter find a compelling angle and provide a sense of trust to
their readers. Make them realize that the words you are laying out to them can be trusted.

2. PAS
PAS stands for 'Problem, Agitate, Solution' and is one of the oldest formulas in the field of
copywriting. In fact, this formula is also known to be one of the most effective tricks to engage a
reader. It uses empathy and problem-solving as its main tools to encourage the reader to take
immediate action. It targets the reader by bluntly addressing their pain points and then soothing
the situation by offering plausible solutions. However, this formula takes some time to master.
Once you get the hang of it, PAS will be your go-to tactic for the long haul. For this trick to be
effective, it needs to be used correctly as you need your readers to pay full attention to your
copy.
P – Problem – Expose the problem in detail and describe how it is making their lives
more difficult.
A – Agitate – Tell them how they are suffering from it through empathy
S – Solution – Resolve the problem by offering them a concrete solution and how it
can turn their lives around
Focus and highlight the problem as much as possible to leave the deepest impact on your reader.
After reading it, they should be dying to know the solution. At this point, offer your solution
through your product and service, which can also be called the relieving point. Once they realize
the value of the solution, immediately offer a call to action to prompt them to react. This is one
of the few copywriting formulas that guarantee true effectiveness. If you manage to apply the
PAS formula properly, you will end up generating a lot of leads at the end.
The best part about this formula is that once you learn to apply it, it becomes easy and flexible.
In fact, PAS is known to be one of the top favorite formulas for successful copywriters. Even if
you are stuck with certain prospects' problems, this formula can effectively change the course of
your copy and make it more powerful. Therefore, PAS is a strong formula that every copywriter
should use, whether they are a novice or an expert.

3. AIDA
AIDA stands for 'Attention, Interest, Desire, Action' and is another widely used formula in the
discipline of copywriting. In fact, this might be the most sought-after formula by beginner and
expert copywriters alike. Just like PAS, AIDA is an old technique that is still popularly used
thanks to its effectiveness and power to generate multiple leads within no time.
A – Attention – Grab your readers' attention by offering a compelling opening
through persuasive writing.
I – Interest – Engage the readers' interest by telling them about your product and how
it can change their lives.
D – Desire – Tell them why they should have it and lure them into liking and desiring
the product.
A – Action – Provide an easy call to action feature for your reader to respond.
Tech giant Apple swears by the AIDA formula and has been using it on its website for years.
Their famous product, the MacBook Air, is majorly marketed using the AIDA formula on its
home page. It begins with one or two powerful words for the heading to grab attention and
interest the audience by enumerating the newest features. Furthermore, they instill a feeling of
desire by telling them how these features are beneficial for them and the environment,
instantaneously making them take action.

4. FAB
Another simple and similar formula, called FAB, is famously circulating around the copywriting
market. FAB stands for 'Features, Advantages, Benefits,' which is a condensed version of the
PAS and AIDA formulas. However, unlike the latter, FAB doesn't completely rely on
highlighting the users' problems, but rather directly offering them the benefits through the
product's features. One important thing to note here is that this formula emphasizes the benefits
instead of the features. The features are included to sustain the credibility of the product and
fulfill the given benefits.
F – Features – Highlight the features of the product
A – Advantages – Advantages of the product
B – Benefits – Benefits of having the product and how it can change your life

5. The 4 U's
The 4 U's formula is commonly used in social media copywriting as it emphasizes specificity
and urgency, which are needed when marketing across social media platforms. Social media
requires shorter text and a quick call to action feature due to the amount of variety, competition,
and short attention spans of users.
The 4 U's in this formula are:
Useful: The text should be useful in some form or another
Urgent: It should fulfill the urgency criteria and give a sense of urgency to the user
Unique: The main benefit and concept of the product is unique and stands out from
others
Ultra-specific: Be concise and very specific with the three aforementioned U's
Let’s say, for example, you are the owner of a company and one of your marketing strategies
includes offering a free webinar to attract potential customers. Your announcement or advertising
copy for social media could read something like this – "Tuesday Webinar: Presenting key secrets
on effective leadership, followed by a Q&A session, irrespective of the time it will take. Only 4
seats left." You see, this is a short and concise copy apt for social media and fulfills the criteria
of uniqueness, usefulness, urgency, and ultra-specificity. It is bound to fetch your readers'
attention.

6. Before After Bridge Formula

Yet another popular formula in the world of copywriting and marketing, the BAB formula
encapsulates a transition between your past, present, and future. It makes you foresee your future
and imparts a feeling of wellness and positivity, which is essential for your reader to associate
with your product in a good way.
Before – What your past or the current world is and the problems faced by your
audience.
After – What your world would be like after solving those problems.
Bridge – The connection between the before and after and how to get there
The Before After Bridge Formula is often used in sales and email marketing where readers and
listeners possess shorter attention spans. By making them aware of their problems and helping
them envision their life after solving it, this will trigger them to take immediate action and
purchase the product or service. BAB is so effective in marketing that it is the go-to formula for
most copywriters and marketers. It's quite simple – describe a world with the problem, describe a
world where the problem is solved, and then describe how to get there. Whether it's used in a
blog post, social media post, an email, or a creative copy, this formula suits just about any format
and works effectively. This accounts for its success as one of the most powerful copywriting and
marketing formulas.
Here's an example of how to use BAB in a social media post:
Tired of editing pictures on heavy, clunky software? Imagine sparing a few hours of your
precious time. Use our high-quality photo editing app to edit images and give them a
professional touch.

7. A FOREST
This one is a long formula that is more suited to blog posts and emails rather than social media
entries. However, if used smartly, this formula can be effectively used for social media posts as
well. The 'A FOREST' formula relies more on facts, personal opinions, statistics, repetition, and
examples to convey a specific point.
A – Alliteration – Emphasizing on similar sounds or letters to grab attention.
F – Facts – Facts related to your product.
O – Opinions – Opinions about the company and past user experiences.
R – Repetition – Emphasizing on a particular subject or word to make it more
important.
E – Examples – Support with examples to make it more plausible and easier to
comprehend.
S – Statistics – Support with statistics and numbers to strengthen the proof.
T – Threes (Repeating a word, feature, or important paraphrase three times to make it
memorable).
While it is easier to use this formula for lengthier posts and emails, you need to emphasize on the
alliteration or repetition or facts to make it appropriate for social media.
Imagine yourself a broker trying to sell a property within a given time period. By using the A
FOREST formula, your social media post will say something like this – "Spacious and luxurious
4 BHK. High-quality wooden floors. Island kitchen. Find details here." This post contains facts
and repetition, along with being concise and intriguing.

8. PPPP
The PPPP formula follows the same rationale as the others but provides the readers with a sense
of happiness and satisfaction from the benefits of the product through specific ways and
additional proof to support the facts. It also incorporates a solid call to action feature to ensure
the effectiveness of the copy.
The 4 P's in PPPP stand for:
Picture: It refers to the elements that will paint a picture to grab readers' attention.
Promise: Deliver a promise of efficiency and benefits of the product or service you
are promoting.
Prove: Demonstrate the benefits and the product's worth with tangible evidence.
Push: Push the reader to take action and show commitment by using the call to action
feature.
Unlike other formulas that emphasize the features and benefits of a product, PPPP is more
specific and backs it up with concrete proof. While the call to action can be tweaked based on the
format of the copy, you can simply stick to a short URL at the end of a social media post. Let's
say you have launched an app for a new grocery delivery system. By using the PPPP formula,
your social media post will say something like this – "Get used to late-night ice cream and
popcorn. Groceries delivered at your doorstep 24/7".

9. ACCA
ACCA stands for 'Awareness, Comprehension, Conviction, Action.' This formula is, again,
slightly similar to the ones explained above. It differs from others as far as comprehension.
A – Awareness – This opening part makes the reader aware of the problem or
situation.
C – Comprehension – This part furthers the issue and tells the reader how it is
affecting them. At the same time, provide a sense of relief by telling them that you
have a solution to offer.
C – Conviction – Inculcate a feeling of desire in your reader by telling them more
about the solution and how using it could help them.
A – Action – Tell your readers about the call of action feature.
As mentioned, this formula stands out from its peers due to the extended diagnosis and
comprehension. You are making the reader aware of their situation in the present tense – you're
here, and this is how this issue is currently affecting you. If you are successful in mastering the
conviction part of this formula, you will immediately trigger the readers to take action.
10. 1 2 3 4 Formula
This is a four-question numbered formula that is easy to remember and implement.
The four questions are:
1) What do I have for you?
2) How will it benefit you?
3) Who am I?
4) What should you do next?
While explaining the product and its benefits is always crucial in any formula, this formula asks
you to pay specific attention to the third and fourth questions. It also fulfills the purpose of
storytelling and offers a twist that will keep your readers engaged. Tell them the story, explain
the benefits, and sell your product with confidence and authority. This sense of trust and
credibility will increase the chances of selling your product and getting more customers in the
long run. Most importantly, pay attention to the part where you are familiarizing your readers
with your identity, and provide a strong reason for why they should listen to you. Once you are
successful in doing that, add the call to action feature in the final step for the audience to take
immediate action.

11. Alex Osbourne' SCAMPER Formula

The acronym 'SCAMPER' stands for:
S = SUBSTITUTE (substitute the old elements with new and contemporary ones to
create more engagement)
C = COMBINE (gather various successful elements from different sources and
combine them)
A = ADAPT (adapt a new headline or element from another product category)
M = MODIFY, MINIFY OR MAGNIFY (any element that is or must be in use)
P = PUT to other uses (mention the types of customers who can use it)
E = ELIMINATE (remove all the elements that have been in use for a long time)
R = REARRANGE, REVERSE OR REDEFINE (rearrange any selling process or
feature of the product that seems unlikely)
This acronym is quite popular as it applies a different take on Gary Bencivenga's words,
"Will multiply your productivity 11-fold". It aims at boosting the writer's productivity and
explains the intent without any confusion. It also focuses on the headline and emphasizes the
importance of having a strong, captivating headline.

12. AICPBSAWN
This lengthy formula can be difficult to grasp, and master but is also incredibly effective. You
only need to practice it to extract maximum benefit from it.
AICPBSAWN stands for:
A – Attention – Grab your readers' attention by adding a captivating headline or two
or three powerful words, USP. You can also grab their attention by exposing the
biggest problem you can solve, and that will help them.
I – Interest – Why should your readers be interested in what you have to say? What is
so fascinating about your product? Give them a valid reason to peak their interest.
C – Credibility – Your copy should be credible and trustworthy. Tell your readers
why they should believe and trust you.
P – Prove – Offer concrete proof to increase their trust in you and enhance your
credibility.
B – Benefits – Prive a list of all the benefits highlighted in bullet points to keep your
readers hooked and interested in the product or service.
S – Scarcity – Create a sense of value and fear of missing out due to the scarcity of the
product you are offering. As the fear of scarcity increases, the value of the product will
increase as well.
A – Action – Tell your readers how to take immediate action through one simple step.
W – Warn – Warn them about the consequences of not taking action and how it will
affect them.
N – Now – Use words or sentences to compel your readers to take action on the spot.
Inspire and motivate them to take immediate action.
Even though the acronym for this formula seems long, it works every time you use it because it
provides a unique selling angle. You need to twist it and find that one angle that will make your
formula and copy original, which will also be the highlight of your copy. Remember the 'A
FOREST' formula? This one can also be tweaked and partially used to prepare an engaging
social media copy. It is also famously known as Brian Keith Voiles Favorite Copywriting
Formula.
This formula is a blend of other smaller formulas that you learned earlier. It aims at solving the
problems the readers may face and how the product will draw their interest, while keeping your
writing credible and concise. Most importantly, it works because it provokes a feeling of missing
out in the pool of potential customers. If you want your readers to trust your product, get
interested in it, and take immediate action, this formula should be your go-to.

13. The Approach Formula

The Approach formula stands for:
A – Arrive – Find the actual problem or arrive at it.
P – Propose – A solution. Think about the problem and come up with an effective
solution.
P – Persuade – Convince the reader or listener by showing them the effectiveness of
the solution and ensuring that it will work for them.
R – Reassure – Reassure your audience and tell them why your product will work.
O – Orchestrate – Design an opportunity and use it to sell your product at the right
time.
A – Ask – Ask your readers whether they have responded or not.
The Approach formula is mostly used by sales copywriters and is a part of the soft selling
marketing strategy. The next time a salesman shows up at your door or a telemarketer calls you,
pay attention to their questions, and draw a pattern out of their approach. You will notice the
formula being implemented in this order. Even though it takes some time for the marketer to
reach the 'Ask' part, which is the last part of this formula, the reader or listener will have
developed enough trust with the salesman to listen until the end of their pitch. For this to work,
the salesman or copywriter needs to be an expert and should practice consistently to master this
formula.
When used in a copy, the content needs to be tweaked in such a way that it passes the marketing
funnel and triggers the reader to take action in different ways.

14. The 6+1 Formula

This formula is inspired by Danny Iny of Smashing Magazine and is a great example of how to
spark curiosity and persuade readers to take action. This formula partly follows the famous BAB
or Before After Bridge formula that provides a sense of reassurance and a better scenario in the
future by using the solution that you are offering. One element that makes the 6+1 formula
powerful is credibility. Even though the sense of credibility and trust is widely employed in
many formulas, it particularly impacts this one because your product is the anchor.
1) Context – Offer a context about what your readers' current life is.
2) Attention – Divert their attention to the problems they are facing.
3) Desire – Make them desire a life without this problem by asking them to imagine a problem-
free scenario.
4) The Gap – Make them realize the intensity of this gap in their before and after situation.
5) Solution – Offer them a solution or a connecting bridge to fill in the gap and finally live the
problem-free life they were asked to imagine.
6) Call to action – Provide a simple call to action feature for your readers to take immediate
action and change their lives.
+1. Credibility – As mentioned, credibility is the real hero here. By making your readers realize
that you and your copy are credible and can be trusted, you will clear all their misgivings about
your brand and product and increase the chances of making a sale.
As emphasized earlier, pay attention to the credibility factor in this formula as it is the ultimate
deciding aspect of whether your reader will take immediate action or not. That is the only and
major difference between the Before After Bridge and the 6+1 formula.

15. Craig Clemens Sales Letter Formula

As the title suggests, this formula is greatly effective if you are an aspiring sales copywriter or
are given a relevant assignment without any prior experience.
• Headline: Open with a captivating headline.
• Subheading: Every heading should have a supporting subheading.
• Questions that show you understand and push-buttons.
• Powerful analogy or story: Tell your audience what your product or intent is through a
powerful story to keep them engaged and arouse their interest.
• It's not your fault, and there's hope: Empathize with your readers to make them feel
connected to your writing.
• Give away content: Tell them everything you know.
• Proof: Provide credible proof to show and inculcate a feeling of trust among your
readers.
• What is it I'm offering? What's in it?: A brief description of what your product is with
a few details to support it.
• Bullets points/benefits: A concise list of benefits of the product.
• Who needs it? Who doesn't?: Ask your reader to reflect on whether they need the
product or not.
• What makes it different?: How does it stand out from your competitor's similar
product?
• Wrap up: Conclude with a concise ending note.
• Price: Don't forget the price as it is one of the ultimate deciding factors for taking
action.
• A guarantee: Another short note about the credibility of your product.
 • A close: Final conclusion with a positive and encouraging ring to it.
• A signature: Your identity for credibility.
• Your P.S.
• Your testimonials.
Even though this can come across as a bulky formula, it truly isn't. It follows the same pattern of
any sales formula, the only difference being the additional proof of credibility, trust, and hope.

16. Frank Egner's Nine-Point Formula

1) To grab attention, begin with a compelling headline that is alluring.
2) Support it with an inspirational lead.
3) Define your product as it is.
1) Narrate a success story related to your product.
2) Add impactful endorsements and testimonials.
3) Provide a list of special features that make the product stand out.
4) Offer a statement of value to the reader.
5) Provide an urgent call to action feature.
6) Conclude with a postscript.
This is another effective sales copywriting formula by Frank Egner, which is also simply known
as the Nine-point formula. It explains how a reader can be lured into taking action in just nine
effective steps. It begins by mentioning a strong headline to appeal to the reader, followed by an
inspirational lead, which is then directed towards the product details and its success story. By
following this specific pattern, you are slowly diverting the reader's mind to take urgent action,
which is the sole purpose of a sales copy.

17. UPWORDS Formula

This formula was developed by Michel Fortin and emphasized the use of common words to paint
a picture in the readers' minds and offer them a window to see through your perspective. This
will substantiate the meaning of your marketing message and help deliver it in its truest form.
Quite often, marketers create mind-boggling strategies that seem powerful and guaranteed to
succeed. However, the diverging views and varied perspectives of an audience can put the
meaning of a campaign or message in a different light. In the worst-case scenario, it can lead to
controversies and a major dip in your sales.
To avoid this, the marketer or copywriter must ensure that their message is crafted effortlessly
and comes out in its entirety. This is when the UPWORDS formula can come to your rescue.
The acronym stands for:
 U – Universal
P – Picture
W – Words
O – Or
R – Relatable
D – Descriptive
S – Sentences
It asks the writer to create a copy that builds imagery to make the message clearer in the eyes of
the readers. Consider the power of visuals and images in children's books. The illustrations make
the reading experience more interesting and help the child relate to the script and description
without any issue. Even if the script fails to mention that the main character has blonde hair, the
child will know that by looking at the picture. This formula is exactly about this psychological
trick. To make it more effective, put yourself in your readers' shoes to convey the message in a
clearer sense.
Here's a social media post as an example to understand it better:
"Try this new moisturizer to make your skin feel like a soft bed of roses." Here, the power of
imagery will inspire the audience to picture themselves in a comfortable and soothing
environment, which can be effective in getting them to purchase a specific product. That said,
make sure not to go overboard with the representation and symbolism.

18. OATH Formula

The OATH formula involves four stages for creating awareness for your product or service. It
measures the level of awareness that already exists in the market that needs to be spread around.
In addition, a copy that uses this formula also helps you focus on your readers' needs.
The OATH formula stands for:
O – Oblivious – How unaware or oblivious your readers are of their problem or your
product.
A – Apathetic – If your reader is aware of their problem or your product but is not
thoroughly interested in confronting it or buying it due to lack of information,
affordability, or other reasons.
T – Thinking – If your reader is aware of the problem or product but is still in the
reflection phase before confronting it or making a purchase.
H – Hurting – Whether your reader is desperately searching for an answer or a
plausible solution.
By using this formula, you will know whether your reader and the market, in general, are aware
of your product or not. This analysis will also help you determine your writing style and adjust it
to create the best impact possible. This formula covers the whole spectrum of consumer
awareness from zero (oblivious) to the desperate need for a plausible solution (hurting). It takes a
different approach to understand the target audience and their needs, along with the demand for
your product. If your product isn't well-known, you can turn the situation around by writing
effective copies for product promotion, too. You see, this formula works because it focuses on
the selling aspect of the product and increases its demand.

19. HELLYEAH
This formula is majorly used and suggested by Brian McLeod, who swears by it. Even if the
acronym sounds oddball, you would be surprised to learn about its benefits and effectiveness.
The HELLYEAH formula stands for:
H – Holler – To grab readers' attention by announcing an interesting fact or benefit of
your product. It can either be a short phrase, a quote, or just two to three powerful
words.
E – Empathize – Put yourself in your readers' shoes and understand their feelings.
More importantly, make them realize that you understand their feelings. Share your
pain too. Make them feel that you are on board.
L – Lambast – List issues or pit stops that have led to this situation. It can be your
problems or those of your readers. Try to extract some common issues that will put
you both in the same position.
L – Legwork – Do some research and put it forward to make them realize that you are
not full of it and can offer a way out.
Y – Yes – You have a solid solution for them that is bound to work.
E – Educate – Tell them why your plan or solution works and how it is effective.
A – Action – Provide a clear action feature and explain how to use it.
H – Handle – Ask if they have any doubts or further questions and provide an
assurance of handling it expertly.
If you are looking for a formula that uses aggressiveness at its best, this formula is your go-to.
Keep in mind that it fits only in longer copy formats, like those in sales or technical copywriting.

20. Bob Serling's Power Copywriting Formula

Last but not least, this formula is the longest but also one of the most effective. It tells you how
to write a high-quality piece in 36 steps (4 prerequisites and 32 others). Let's dig deeper into it.
Begin your project with 4 of these prerequisites:
1) Quality product
2) Customer profile
 3) Credibility
4) Offer
Once that is done, follow through with these 32 steps:
1) Conduct thorough research and gather as many details as you can.
2) Take some time to let your thoughts and ideas sink in.
3) Prepare a list of all facts and features that you have grouped so far.
4) Prepare a list of all the benefits you have found out.
5) Formulate a plan to make the offer irresistible.
6) Tell your readers about the guarantee and satisfaction potential of the product.
7) Work on the headline to make it as compelling as possible.
8) Use color to draw attention to key points.
9) Do not use too many graphics or one after every few lines.
10) Support the headline with a no-strings-attached opener to keep the reader
interested.
11) Make sure there are no early objections.
12) Ensure that there are alluring crossheads in your copy.
13) Strike your readers' chords by empathizing on hitting the pain points.
14) Tell them how to overcome this pain.
15) Showcase your credibility and authenticity.
16) Put forward "an insider benefit" to strengthen the credibility.
17) Tell them how and why your solution works.
18) Break down your copy into small reading parts for easier comprehension.
19) Announce the benefits of your product.
20) Provide a summary of the key benefits.
21) Prepare and showcase a list of product features.
22) Highlight the packaging of the product.
23) Tell them how much it costs.
24) Provide a call to action feature.
 25) Customize an offer that will increase the average order value.
26) Minimize and eliminate any risk.
27) Conclude by repeating the major benefits.
28) Don't forget to add a PS.
29) Tell them how to buy the product without any hassle.
30) Do not add any distracting links or eliminate them if there are any.
31) Let it rest.
32) Revise and make necessary changes to make it more impactful.
This lengthy formula is bound to generate massive leads and drive sales. Additionally, it
eliminates major risks and puts your product or company in a more positive light.

Powerful Headline Formulas

Since you already know about the importance of having a powerful and compelling headline,
which is also the starting point of reader engagement, let's take a look at some powerful headline
formulas with practical examples that can use to write a successful copy.

1. List Headlines
This type of headline is useful for creative or social media copywriters who occasionally dabble
in blogs or long post copies. It usually grabs the attention of users by giving them a list of
'reasons' for a subject they are interested in or struggling with.
Here is an example:
1) [Number] Best __________
Example: 30 Best Copywriting Tips
2) [Number] Reasons Why __________ [verb] __________
Example: 5 Reasons Why You Should Use Social Media for your Brand
3) [Number] Most Common Mistakes [your audience] Make
Example: 3 Most Common Mistakes Writers Make in the Beginning
4) [Number] Reasons Why You Should __________
Example: 82 Reasons Why You Should Copywrite Today
5) Top [Number] __________
Example: Top 10 Copywriting Mistakes
6) [Number] Tips to/for __________
Example: 101 Tips to Write a Blog/for Novice Copywriters
7) [Number] [Adjective] Examples of __________
Example: 10 Great Examples of Powerful Headlines
8) [Number] Best Ways to __________
Example: 5 Best Ways to Increase Traffic on your Website
These 8 examples are extracted from Peter Sandeed's 101 Headline Formulas to give you an idea
on how to write compelling headlines.

2. "How to" Headlines

As the name suggests, this model explains a particular subject to the reader by directing it in the
form of a question. Here are some examples:
a. How to __________
Example: How to Write Compelling Headlines
2) 2) How to __________ in [number] Easy Steps
Example: How to Write Compelling Headlines in 7 Easy Steps
3) How to __________ Like __________
Example: How to Write Headlines Like a Pro
4) How to __________ – The [Essential/Complete/Ultimate] Guide
Example: How to Write the Best Headlines – The Complete Guide
5) How to __________ While __________
Example: How to Write Great Headlines While Sparking Curiosity
6) How to __________ Even [if/Without] __________
Example: How to Become a Writer (Even) Without any Experience
7) How to Use __________ to __________
Example: How to Use Online Tools to Generate Headlines
These 8 examples are also extracted from Peter Sandeed's 101 Headline Formulas.
Source: https://writtent.com/blog/copywriting-formulas/

3. Seven Deadly Fascinations

In this headline formula type, you can use the seven deadly fascinations (or deadly sins) as a part
of bullet lists to create an impact. These are used to entice a user to click or read the entire piece.
Even though people want to eradicate these sins from their lives, these provide occasional
instances of a guilty pleasure, which makes it harder to eliminate entirely. So, why not use it to
your advantage?
The seven deadly fascinations and their uses include:
• Slothfulness – It emphasizes the ingrained laziness in a person. For example, "This
article will help you get all work done without actually doing it."
• Pride – It highlights the idea of feeling amazing and proud of one's self. For example,
"Tips to accelerate your inner transformation and make you feel great about yourself."
• Gluttony – It emphasizes the feeling of habitual or occasional greed about certain
things in a person. It is generally related to food and overeating. For example, "Here's
how you can eat loads of carbs and still lose weight."
• Wrath – It emphasizes anger and the feeling of being constantly mad. For example,
"How to distinguish between anger and wrath."
• Greed – The feeling of having everything often lures a reader to come back for more
information. You can use this element of fascination in your headline to offer people
more than what they have. For example – "Tips to earn some extra cash while having a
full-time position."
• Lust – It highlights the feeling of getting or being what you want, and beyond. For
example, "Here's how you can up your flirting game and seduce your crush."
• Envy – Envy is the feeling of being jealous of a person or a person's favorable
situation. Make sure that you use this feeling in a positive light as it could affect the
reputation of your brand. For example, – "Tips to drive more sales than your
competitor did last year."
You can use these deadly fascinations within your headlines or combine them to form a list of
effective bullet points that will keep your reader hooked. For the latter, you can hide any pointers
or sins that are difficult to work with.
Some experienced copywriters have tested most of these formulas over the years and
incorporated them in their intros and segues with several trials and errors. While most of these
tend to work, you can develop your own formula after gaining some experience and following
your own style and pattern. So, stick to what works for you, and you will gain success as a
copywriter in no time.
You might have noted that several formulas mentioned above share some common features and
tricks to formulate a compelling copy. To make your own formula, you can extract these
common tricks (because these will likely always work) and design a formula that can be applied
everywhere. Your goal is to appeal to the reader, target their pain points, offer a solution, inform
them about the benefits of the product or service, and ask them to take action through an
accessible call to action feature.
Finding an ideal formula for your main content isn't truly necessary. Your formula can be
dedicated to your headlines only or to the segues of your copy. Forget about reinventing the
wheel and stick to a pattern that is comfortable for you. Another advantage of using a
copywriting formula is that it boosts your creativity and productivity. Besides, it is known that
copywriting is the best form of writing to enhance efficiency. By using these formulas, you are
working towards improving your writing, making it more nuanced and richer compared to your
style in the past. It will encourage you and put you in the right mindset to write a compelling
story every single time.
Chapter 7
 Elements that Make Good
Copywriting Great

Here's the thing with copywriting – the art and style either swims or sinks. Anyone can be a good
copywriter, but not everyone can be great at it. Aside from the impact that your writing can
make, several other criteria come together to enhance the effectiveness of a copy.
In this chapter, we will discuss some elements that make good copywriting great.

1. Focus on the Headline

For starters, it's all about your ability to garner your readers' attention with the headline or the
first opening lines. Your success as a copywriter is determined win an instant, which is why your
headline and first few lines need to be a hit. All you have is the first few seconds of your reader's
attention, where they quickly scan through the headline and opening paragraph to decide whether
they want to read the entire piece or not. For this to work, you need to focus on the quality of
your headline and the first few lines, especially the first paragraph. The more impressive it is, the
more views and interest you'll garner. So, focus all your efforts on crafting an eye-catching
headline and perfect the first paragraph. After that, the rest should fall into place.
In parallel, you should make sure that the rest of your piece is skillfully crafted as well. You
don't want your readers to be impressed with the first few lines only to feel underwhelmed later.
It goes without saying that your piece should be engaging and of high quality throughout. By the
end of the read, you should be able to persuade your reader to buy the product or services you are
marketing. Nevertheless, if your content is top-notch but fails to deliver the message because of
an inadequate headline choice, nobody is going to read your piece in the first place.
The bottom line is – to run an ad and garner attention, your headline should be strong.
Fortunately, you have already learned some effective formulas that will help you create a strong
and compelling headline to grab your readers' attention and keep them hooked until the end.

2. The Art of Persuasion

Not everyone possesses the ability to persuade someone to take action naturally. To be a great
copywriter, you need to learn the art of persuasion, as it is your main goal. Make your readers
realize that the product you are promoting is something they need rather than something they
want. Focus on the features and explain how these will make your readers' lives better. At the
same time, do not be overly technical or descriptive since not everyone will be able to
understand. In some cases, it might completely throw the reader off. For instance, let's say you
are writing about a new time management app. Describe the features in a few lines to emphasize
their significance, then focus on how these features will help entrepreneurs or freelancers
manage their time more efficiently and reach their goals faster.
Basically, you need to grab your readers' attention by luring them into the potential benefits and
interests of the product and talk details. This will compel them to take action as soon as they are
done reading the copy. As explained earlier, this can be achieved by putting yourself in their
shoes and empathizing with their feelings.
You can also focus on a number of factors that will persuade your reader to take action. These
factors include growth hacking, online persuasion, and reciprocity, among several others. By
using these tactics, you are letting go of the effort to convert your readers into customers;
instead, you are persuading your readers to visit your landing page, which bears its own benefits.
For instance, if your copy is short, it will not have all the necessary information about the
product that is needed to persuade the reader to take action and purchase it. Instead, by directing
them to the landing page, you are providing a better product description and introducing them to
your brand, which could compel them to take action. This wouldn't have been possible with the
copy alone. All in all, using persuasive hacks can make a stronger impact at times.

Growth Hacking
Another tool known as growth hacking is now increasingly employed by marketers to leverage
successful marketing campaigns and drive more people to their landing pages. These also include
some technical and conceptual strategies that ensure the success of all marketing campaigns.

The Act of Reciprocity

Lastly, use reciprocity to ensure that your readers get crucial information about your product and
do not expect anything in return. Simply make sure that you are giving everything you got for
your readers to have every bit of useful information they need. If your copy is truly informative
and useful, your readers will take action without you telling them. This tactic is related to the
science of feel-good, which states that if you give something to someone without expecting
anything in return, they get a feeling of indebtedness, which induces or enhances the feeling of
receptiveness.
At the same time, know when to stop. If you keep on blabbering about your product and your
brand image, your readers will get tired and immediately lose interest. Respect them and their
time by stopping when it is necessary instead of bringing up new grandiose lines.

3. Create a Connections between You and the Reader

By connecting with your readers, you can easily persuade them to purchase your product or
service. To do this, you only have the power of your words to make an impact. This is why you
should focus on the tone of your writing; it should be friendly, compelling, interactive, and
informative. The tone of your writing will determine whether your reader is able to connect with
you or not. Once you establish a connection, you are one step closer to converting potential leads
into sales.
Now, there are several ways to adjust the tone of your writing and build a connection with your
audience. Here are some useful pointers:

Know Your Audience

By knowing who your readers are, what they do, what they like and dislike, and what will make
their lives easier, you can easily direct your writing tone and content accordingly. They should
be able to understand your writing, relate to it, and feel every word of the piece. Once you
manage to pull the strings of your readers' hearts and minds, you will overcome a major obstacle.
With this said, how can one truly know their audience? One easy way is to consult your content
marketer. Very thorough research goes behind defining a brand's target audience and includes
several criteria such as demographics, needs, likes, dislikes, location, level of income, etc.
Consult your content marketer and gather details regarding your target audience to craft your
copy piece accordingly.

Highlight the Feature that will 'Change their Life'

Another way to connect with your audience is to highlight a certain feature, specification, or
detail of your product that will majorly benefit your reader. This will create a sense of appeal and
turn readers into potential customers. If you are unsure about what feature or detail of your
product will benefit your customer on a personal or professional level, go back to your research.
Carry out surveys, talk to people, and read reviews and previous data. Do everything you can to
uncover the one thing that will majorly benefit your customer, and highlight it in your writing
piece. Emphasize it and then deliver.

Deliver the Promise of Listening

Some brands offer high-quality products and services that can be truly life-changing. However,
they lack in certain crucial areas such as customer service and overall satisfaction. Your readers
and customers need to be heard, not simply for inquiries or complaints but also so you know and
understand their preferences. This will help your brand better your product or services, which
will help you attract more customers in the long run. As a copywriter, it is your duty to ensure
your readers and customers that their queries, questions, and complaints are heard, understood,
and answered. You need to realize that the customer is king, which is why there is an increasing
focus on the domain of customer satisfaction. By giving your readers this assurance of receiving
an answer, they will feel more connected to your brand. Make sure that your brand abides by
your words to maintain the integrity of your writing and your brand image. If you promise
heightened customer service, deliver it.
These are the three major ways to engage your audience and establishing a strong, durable
connection. If you are successful, you will see a considerable surge in positive responses and
feedback.

4. Focus on the Presentation of the Text

A lengthy, uniform paragraph is never eye-catching; nobody has the time to read a huge wall of
text. The way you present your text makes a major impact because most people simply quickly
scan through pieces rather than go through every word. To catch everyone's attention and inform
them about your product, break down your text for easy comprehension. Arrange it in a way that
your readers get all the necessary information with just a few glances. Now, how can one do
that?
• Divide your text using headings and subheadings. The more you separate different
categories of text with specific subheadings, the clearer the information will be. At the
same time, do not write long paragraphs. If possible, split them into shorter sentences
or divide the text into two paragraphs.
 • Highlight or bolden important phrases and sentences. Bold text will automatically
capture one's attention even when they are taking a quick look at the writeup. Make
sure that you cover all essential information within the bold text. It's important not to
go overboard with the highlighting part as it will all seem insignificant at the end. So,
bolden wisely.
• Use visuals whenever possible. Visuals have been shown to improve any description
by up to at least ten times. If you have a product to show and market, use relevant
images to accompany your text. It will also make it easier for your audience to grasp
all the information you are presenting. That is the power of visuals and images – they
work to enhance one's comprehensive ability and put your product in a brighter light.
Additionally, you can eliminate a lot of fuzz with just one powerful visual. Remember
that visuals are pleasant to look at, and with that, they can transform a boring
paragraph into an interesting read.
• Make a bulleted or numbered list. If you need to provide technical or detailed
information for your product, present it through a numbered list. That way, your
readers will gain more information than they would by scanning through long
paragraphs.
Today, most readers are always in a rush but still want their dose of daily information. Because
of this, they have shorter attention spans. By adapting your text into visuals and bullet points,
you can clear every kind of confusion and get your message across without complicating it.
Remember, you don't need a lot of text to convince people to buy your product; you only need to
present the essential information in a concise and impactful manner.

5. The Power of Storytelling

Although storytelling is not a new term in the discipline of marketing, not all marketers fully use
or understand the potential of this approach. Also deemed to be a powerful 'formula' for effective
copywriting, storytelling is a superb tool that most journalists employ to create impactful
anecdotes. With this, viewers and readers are able to comprehend the news thanks to effective
engagement.
Whether it's an email, a blog post, or a social media caption, telling a story will attract more
followers and create a buzz. If you are not yet able to use any of the formulas explained earlier,
storytelling as a tool can be your alternative as it works just as effectively. Some copywriters
write a copy and decide to throw a story in there in the later stages. You must know that this
works only under certain conditions, or if you are an experienced copywriter who can envision
the piece at the end of the process. So, to ensure that your copy conveys a powerful story,
perceive it as such from the get-go.
Add a character, conflict, and resolve for a guaranteed effect. If coming up with a character
seems challenging, consider your customer or reader to be your main protagonist. In this way,
your audience will be able to relate to it more. Research and learn about the pain points that you
read have and target them each time you write a copy. Tell them about their struggles and
empathize with them as much as possible. Build the character around plausible situations and
real-life scenarios. Eventually, offer a resolution or a solution that makes the character and the
reader go 'Aha!'. This point will be the deciding factor for whether your copy is successful or not.
If this method is also challenging, portray your company or the seller as the character. Talk about
your company and its struggles over the years. Furthermore, explain how your company dealt
with frustrating situations and how it was able to overcome the crisis. Narrate this as humanely
as possible. Since a company is not a person but an intangible organization, it can be difficult to
establish a feeling of oneness and connection between your company and the reader. However,
this can be turned around with an effective and compelling writing style. Your company's
reputation and the image will be positively upheld if you manage to pull this off. It will offer a
sense of trust and connection with the reader. Since the company has gone through many
hardships and emerged strong, it will have the right solutions for the readers. If it still seems
absurd, stick to a character that is human.
Here's the thing with storytelling and why works every time – stories convey emotions, and
emotions help establish connections. Once you manage to build a connection with your reader,
you know that you have brought in a long-term customer for your business. Another benefit of
this trick is that your customer is more likely to place their trust in you.
One great example of effective storytelling in copywriting is associated with the brand Toms
Shoes. The company's founder, Blake Mycoskie, shared his heartfelt and touching story about
traveling to Argentina and finding kids with no shoes, which led him to create a brand that sells
shoes with a for-profit motto. Moreover, the brand is also sustainable and does not rely on
donations, making it an empathetic brand. This is an excellent example of great storytelling that
strikes the right chords and attracts people towards a business's products. As you can see, this
brand has a positive motive behind its establishment, which makes its marketing even more
powerful. However, you can use this trick in any kind of scenario. Simply make sure that it
doesn't seem forced.
Let's take a detailed look at what copywriting stories should read like. For your story to be
successful, you need:
• A hero
• A conflict
• A goal
• A moral
• A mentor
These five elements were inspired by Sonia Simone's 5 pieces, according to which every
marketing story can be more powerful with these five elements. Do you remember the PAS and
Before After Bridge formulas mentioned earlier? These relate to the principles of 'conflict' and
'mentor.' Conflict relates to the PAS (Problem, Agitate, Solve) formula, as it makes the reader
realize their problem and causes agitation by pulling the string. Mentor relates to the BAB or
Before After Bridge formula as it offers a new vision and guides you in the right direction to
solve your problems.
So, whether it is a blog post, a social media post, or a landing page, these five elements together
form a powerful narrative and convey your message most effectively.
Lastly, there is another storytelling formula that increases the impact of your copy and delivers a
message in its entirety. It is known as the Star-Story-Solution formula, and works as follows:
Star: This is the star or the main character of your story. As mentioned, it can be you, your
company, or the reader. Make sure you choose your character carefully as the entire story will
revolve around it.
Story: The main part of your copy, namely the story, should be engaging and interesting.
Solution: A brief summary of how the protagonist emerged victorious at the end of the story.
This part will emphasize how the benefits of the product helped the character win and overcome
their dilemma.
Evidently, stories engage both children and adults, especially if they align with their emotions
and convictions. You might have to get into some initial research about your target audience or
even individual customers if you are a direct mail copywriter. The more personal you are, the
more effective your copy will turn out. Lastly, make sure that it doesn't offend them.
All in all, if you are a novice and want to succeed upon starting your copywriting career, it is
advised to stick to storytelling as your go-to formula or secret of success.

Brand Story
If you work for a particular brand and handle all their projects, formulating a brand story will
greatly help you in the long run. As mentioned earlier, you can use your company or brand as a
character. Using the story that drove and inspired your brand will help distinguish it from your
competitors. Moreover, using your brand story within your copy will keep your readers engaged
throughout. The more relatable the story is, the more engagement you can expect from your
customers. In fact, if the story is entirely relatable, your readers will dig deeper and explore the
brand to know more about your offers. When this method is applied successfully, your
company's sales are bound to increase even before the release of your next copy.
Make sure that you are covering these two elements within your brand story to make it
successful – it says how you are different from your competitors, and offers a distinguished and
memorable stance for new readers. In other words, portray your brand story as unique and
relatable.

6. Use Cliffhangers
Cliffhangers keep the readers hooked as our brains always seek closure. We are keen on knowing
what happens at the end of any story. Whether it's a murder mystery or a damsel in distress in a
fairytale, we need to know the end. By using cliffhangers within your posts or copies, you are
triggering your followers and readers to click on the post to know more. Add cliffhangers like
"How to…" or "How can you…" to increase curiosity and interest your readers.
Some examples of effective cliffhangers include:
• How can you add effective stories within your social media post?
• How can you develop a feeling of empathy and connect with your readers?
• How do headings impact your copies?
The word 'How' is a powerful cliffhanger as it poses a question to your readers and leaves them
wondering. Once you add a cliffhanger to your post, provide a call to action feature such as a
URL that will lead them to the answer. Make the cliffhanger as effective as possible because it
will increase the number of clicks on your URL. This trick is not only powerful as an engaging
social media trick, but will also increase traffic on your website, which is great for your brand
identity, business growth, and sales.
To ensure that your readers keep coming back to your website, the URL should be captivating as
well. For that, use the other elements, formulas, and tricks taught earlier to formulate compelling
and engaging copies. Most marketers want to capture and achieve as much engagement and
clicks as possible; you can use cliffhangers to achieve this.
Cliffhangers are often compared to open loops, which are popularly used in TV shows and soap
operas to keep viewers hooked and make them want to watch another episode. Why do you think
people tend to finish an entire season in just one night? That's the secret – cliffhangers and open
loops. The best part about it is it can be incorporated in just about anything and everything. A
storyline that is not wholly explained consumes the readers' minds, which keeps them busy and
wondering about what's going to happen next. Use this psychological trick in your copies to keep
your readers hooked. Repeat the pattern to gain more readers and drive more sales.

7. Use Literary Devices

Literary devices are formats and styles of writing a copy that engages a reader and keeps them
interested throughout the piece. These use phonetics, extra conjunctions, rhyming words, and
even onomatopoeia to make a text catchy and offer a nice ring to it. Creative copywriters use
literary devices for their projects as their job is to create short and catchy jingles or slogans that
grab attention. This is also the case with social media copywriters.
Here is a list of 10 effective literary devices suggested by Demian Farnworth:
1) Chiasmus – Reversing the Structure of Text
In this literary device, you reverse the structure of a text to make it catchy and pleasing to read.
For example, – "Man must put an end to climate change or climate change will put an end to
mankind."
2) Polysyndeton — Use of Extra Conjunctions in a Text
This device uses as many conjunctions as possible to make the text catching and give it a nice
ring. For instance, using the conjunction "or" repeatedly throughout the text imparts a sense of
variation and options that the reader is offered.
Let's take a classic example to understand the use of polysyndeton in a text. As Shakespeare
famously said in Othello, "If there be cords or knives or poison or fire or suffocating streams, I'll
not endure it." As you can see, it keeps your attention and creates a major impact due to the way
it is worded.
3) Anaphora – Repeating the Same word at the Beginning of Every Statement
In this type of literary device, you use a powerful word at the beginning of a statement to create
an impact.
Let's take an example from another classic of Shakespeare, which happens in King John. It says
– "Mad world! Mad king! Mad compositions". Notice how the short word "Mad" is powerful
here. Even though the sentences are short in this quote, it creates an impact and instills a
powerful feeling in the reader.
Another use of anaphora can be noted in the opening lines of the famous book 'A Tale of Two
Cities', which reads –
"It was the best of times; it was the worst of times, it was the age of wisdom, it was the age of
foolishness, it was the epoch of belief, it was the epoch of incredulity, it was the season of Light,
it was the season of Darkness, it was the spring of hope, it was the winter of despair…". Here,
the phrase 'it was' has been continuously used at the beginning of each clause, which makes it
impactful and easy to remember. Similarly, epiphora is the placement of a phrase at the end of
each statement, which has an equally powerful impact. When you combine anaphora and
epiphora, it forms a symploce, which is the repetition of the same phrase at the beginning and
end of each statement.
Since Apple has been a prime example of excellent creative copies in this book, let's take a look
at another example by the brand where one of the campaigns for the iPad Air 2 read – "Not just a
thinner display. A beautiful display". These lines use epiphora at its finest. Similarly, in the same
campaign, the product was promoted using an anaphora as well. It read – "All-day battery life.
All-new design."
4) Epizeuxis - Keep Repeating a Simple Word throughout the Text
This device is similar to the anaphora, the only difference being the complexity and placement of
the word.
As Winston Churchill once famously said – "Never give in — never, never, never, never, in
nothing great or small, large or petty, never give in except to convictions of honor and good
sense." As you can see, the word "never" is repeated multiple times in the text, which grants
message clarity and strength. It helps the reader make a firm decision and stick to it. More
importantly, the reader remembers the text for a longer period, which will make them want to
come back for more posts.
5) Epistrophe – Repeating the Same Word or Phrase at the End of a Text
While this literary device makes the text catchy and powerful, it mainly emphasizes the
importance of the ending by using the initial and middle parts of the text as supporting elements.
This is done by repeating the same word or phrase used as the beginning at the end. If you want
your social media post to be powerful and help your reader remember it for long, use epistrophe
as your literary device. Let's take an example.
As Ralph Waldo Emerson smartly put it – "What lies behind us and what lies before us are tiny
compared to what lies within us." Here, the initial and middle parts of the quote are used as
supporting elements to stress the importance of the ending.
6) Iambic Pentameter
This term might sound complicated but is fairly easy to apply. This literary device is a poetic
meter that emphasizes syllables that are evenly numbered. For example, 'da-DUM, da-DUM, da-
DUM, da-DUM, da-DUM.' You might think that you don't know it, but in fact, you do. Our
brains are attracted to it. The reason why we are not fully aware of this device is that we were
taught poetry by someone who doesn't understand it or wasn't fully interested in it. If you want to
study iambic parameters, your first choice should be poems written by William Shakespeare or
Philip Larkin since they make use of iambic parameters in each verse.
Here's an example of a quote written by Shakespeare – "But, soft! What light through yonder
window breaks?" In your head, the iambic pentameter will sound like – "But, SOFT! what
LIGHT through YONder WINdow BREAKS?" You see, maximum emphasis is placed on the
second parameter without you even realizing it.
7) Antimetabole – A phrase or word repeated at the end of a statement, but in a reverse order
To make it easier to understand, take this formula 'AB-BA' into consideration. This contrasting
and symmetrical effect pleases your brain and helps ingrain in for a longer time.
Some examples for effective use of antimetabole include,
By JFK:
"Ask not what your country can do for you; ask what you can do for your country."
By Apple:
"Simply amazing. Amazingly simple."
By a company for water heater maintenance:
"Stops Sediment Before Sediment Stops Your Water Heater."
8) Synecdoche – Part of a sentence used to describe the whole or vice versa.
This type of metaphor uses part of a sentence to describe the whole while retaining the meaning.
It can also be used to describe a whole element in a sentence through parts. For example, saying
"Nice threads" to compliment a person on their outfit indicates that you are referring to their
clothes. Since threads form a piece of cloth or an entire outfit, you are using it as a partial
element to describe the whole composition. Likewise, a set of bricks makes a house, and a bunch
of pages makes a book.
For example, Nest Cam used the sentence, "Your home on your phone" in one of their
campaigns. It smartly uses synecdoche as a device to describe the room (which is the part) using
'Home' (which is the whole). Even though the cam monitors a single room, it gives a feeling of
trust and safety.
9) Syllepsis – A verb or word to describe two different meanings at once.
This device is employed to describe a statement that slowly morphs into an entirely new meaning
by the end of the sentence. You can also call it wordplay, and it even incorporates puns at times.
As opposed to antanaclasis, another device that uses one word twice to depict varied meanings,
syllepsis uses just one word to depict different meanings. Some of these words even fall into the
category of homophones.
Consider these examples to get a clear picture of how syllepsis is used in copies:
By Keds Shoes:
"It's too bad our competitors don't pad their shoes as much as their pricing."
By Frigidaire Refrigerator:
"Built to handle the years as well as the groceries."
10) Parallelism – A set of words that belong to parallel words but still combine to portray a
similar meaning in a sentence
As the name suggests, you use different words that offer the same impact or fit in similar
grammatical structures. Parallelism can also be called a 'fundamental rhetoric device' because it
often uses a combination of other literary devices such as puns, antithesis, or repetition of the
same words or sounds. This device is typically used to convey a feature, action, or a meaning
behind a product or service in the most tangible way possible. It's either 'This then that' or 'This
and that.' Moreover, parallelisms are used to formulate a list of features or attributes but with an
unexpected twist. The pattern formed in this list will look like 'This. This. This.' or 'This. This.
That'.
Let's take a look at some examples to understand it better:
By Apple Mac connectivity:
"Fast Connections for Higher Performance."
By Apple iPad Pro:
"Thin. Light. Epic."
Even though this is a tricolon device, it still falls under parallelism as it is a subset of the former.
The three words belong to three parallel structures that offer a subtle but effective twist at the end
of the phrase.
By Apple Smart Keyboard:
"No plugs. No switches. No pairing."
This example uses anaphora and a tricolon along with parallelism to create a meaningful
outcome.
As you can see, the parallelism device takes cues from a combination of other devices to increase
its impact. In fact, in some cases, it needs other devices to enhance their effects.
These 10 devices are some of the 'hidden' tools used to formulate an eye-catching and attention-
grabbing copy, slogan, or headline that will be remembered for a long time and convince the
reader to take action.

8. Offer a Strong Guarantee

Nobody will buy your product if they do not fully trust it or your company. You need to offer a
strong guarantee to ensure risk reversal and the chances of selling your product. When your
reader goes through your copy, provide an assurance of selling your product and taking it off
their shoulders if they are not satisfied with it. That was, you are taking a major weight off their
shoulders and eliminating all their risk. Placing a guarantee also shows that you are entirely
confident about your product or service, which makes your reader want to buy it even more.
Give a strong guarantee like returning double the money spent to appear 100% confident about
your product and creating an irresistible offer.
Along with the guarantee, offer other benefits, provide details about the product, and the results
that the reader can expect after purchasing. So, even while you are selling your product, you are
reversing the risk associated with it. Play with your readers' emotions to impart a feeling of trust,
credibility, and low risk. Let's take an example of a short copy that promotes a product and
eliminates the risk at the same time:
"Order my Photography course, go through every module and lessons, download the
assignments, join my photography club, and use this information and your skills to practice for
120 days. If you are still unable to capture beautiful frames at the end of 120 days, I will return
your money."

9. Use Rhetorical Devices

Recall the literary devices explained above. Rhetorical devices are similar to literary devices but
are not common knowledge in the world of writing. These are alliterations, powerful words,
phrases, phonetics, or rhyming words that trick the readers' brains and make them want to know
more about the product and ultimately purchase it. Rhetoric devices are used by creative or social
media copywriters who want to create impactful campaigns by using short text or only a few
words. They use it because it works. In fact, at times, these devices are better at grabbing
attention when compared to longer texts, as these comply with the short attention spans of most
readers.
If you are a novice, you must know of their usage and importance in copywriting as rhetorical
devices are used by some of the most prolific copywriters today. The reason why they stick to
rhetoric is that it makes any ad work. Whether it's an electronic product, a fashion line, or a food
delivery app, any kind of product or service can be sold effectively using rhetoric devices.
Let's take a look at some rhetorical devices and how they impact the brain:
1) Tricolon
Tricolon refers to the use of three consecutive sentences or phrases that sound similar and
produce a major impact on your brain. These are often associated with authority and power.
Unsurprisingly, a popular brand that has been using rhetorical devices in their copies and ads for
a long time is Apple. In fact, the most common device used on their banners is the tricolon – a
quote or device where three similar sentences or phrases are consequently used to induce power
and showcase its performance. For example, a banner ad for the MacBook Pro read "More
power. More performance. More pro.", which shows how distinguished their computer can be in
comparison to others. Similarly, the banner ad for their famous AirPods read "Wireless.
Effortless. Magical.", which are just three powerful words that instantly attract a customer. As
you must have noticed, these devices play with sounds and hold a nice ring. This automatically
tricks your brain into liking and desiring that product.
2) Synesthesia
This one is a popular rhetorical device that mixes different senses to induce a tingling and
surprising effect in your brain. For instance, using this device can confuse your brain and makes
it interpret sounds as tastes, colors as smells, or tastes as touch, which seems confusingly
pleasant. A popular example of this device is portrayed by Coca Cola, which uses a slogan that
says, "Taste the Feeling." Similarly, another popular confectionary brand, Skittles, uses a slogan
that reads "Romance the Rainbow. Taste the Rainbow". Even though it can seem illogical, it still
holds the charm that creates a pleasant sensation in your brain, which defines the campaign's
success.
3) Antithesis
In this device, the words or slogans are placed next to each other in a contrasting fashion. Both
ideas can completely contradict each other yet still make sense. That is the power of antithesis.
Let's take an example to understand it better.
The popular sports brand Nike used this slogan in one of their campaigns to evoke a powerful
message – "Shhhh… My game is talking". It surely is an inanimate concept, but you cannot deny
its effectiveness. A similar pattern of antithesis has been employed by other popular sports
brands like Adidas and Under Armour, as it resonates well with passion and enthusiasm, which
are the two of the strongest emotions in sports and games.
Some examples of antithesis words include:
• Hot vs. cold
• Big vs. small
• Before vs. after
• Parent vs. child
 • Up vs. down
These are common words used in everyday life that are contrasting or offer contradictory ideas.
In their original form, antithesis words can be called antonyms. However, we are not focusing on
the words here; the concept is to extract the idea to come up with a unique, catchy slogan.
Here's how you can use antithesis in your product description:
• Create a contrasting effect for the before and after of your product (how the reader's
life was before using the product and what it can be after using it).
• Use your competitor's product as a contrasting element or for comparison.
• Use your company's image to contrast with its product (e.g., A small company that
believes in big results).
Let's take an example of Apple again. As we know, Apple loves to use rhetoric and literary
devices in its copies. An ad banner that promotes the Apple Keyboard says – "A full-size
keyboard. In a fraction of the space". This illustrates the strength of contrast and the power of
antithesis at its finest. Similarly, popular brand Gillette that sells shaving tools came up with this
copy in one of its campaigns – "Start with lubrication. Finish with a close shave". Notice how the
contrasting words "Start" and "Finish" are smartly used at the beginning of each clause to create
a punchy slogan.
4) Visual Pun
Who doesn't love puns? Copywriters and marketers have identified the power of puns and
employed them as an effective rhetoric device for their strategies. In fact, it is so powerful in
grabbing attention that it can be deemed the winner among all. Combine it with visuals, and it
takes all awards home. The power of puns and visuals is undeniably irresistible in the world of
advertising and copywriting.
If you have a flair for humor and creativity, stick to visual puns as much as you can. It can also
be your own identity or tool that can prompt the success of your campaigns. Again, let's take a
look at an example to relate to it. Famous beverage company Pepsi launched a campaign that
portrayed a Pepsi can donning a red Coca-Cola cape on its banner. The text read, "We wish you a
scary Halloween," which was a smart way to tease their competitors.
Some visual puns also adapt to cultural contexts to make the copy more relatable and even
humorous. For instance, the popular food delivery platform Zomato took a cultural twist in its
visual pun. In one of its campaigns for the Indian market, the banner read, "The shape of samosa
– an eternal love story between a potato and you." The Indian audience highly appreciated this ad
as they could easily relate to it.
5) Rhyming Words
This is a simple yet effective rhetorical device. Rhyming words instantly grab a reader's eye and
help them easily remember it. In fact, the impact of rhyming words is so powerful and catchy
that individuals can recall a particular brand through its slogan and not through its name or brand
identity. Here's how this device works – Rhyming words form a pattern, and humans love to see
or associate with patterns. As you know, rhyming words are those that sound phonetically similar
at the end of each sentence, which helps us remember them in a better way.
As a creative or social media copywriter, this rhetorical device can do wonders for your brand or
product marketing strategy. However, make sure that the rhyming words are placed in such a
way that they seem effortless; these shouldn't feel forced. In contrast, forced rhyming can work if
applied correctly. For best results, it's usually advised to stick to rhyming words that are easy to
remember and go along well. At the same time, you should refrain from using rhyming words
that are predictable or too common, like 'blue' and 'you' and 'do'; that said, these can still be
considered if the situation calls for it. After all, why should you avoid predictable rhymes if they
are so easy to remember? Remember that the ultimate goal is to make it stick in people's brains.
Most often, predictable rhymes make your copy just another writing effort. There's nothing
unique to it. How does it stand out from other creative copies? It simply doesn't. As a creative
copywriter, you should possess the skill to come up with rhyming words that are unique and easy
to remember at the same time. Study this rhetorical device in depth before putting it to use as it
could make or break your marketing copy.
6) Humor
Humor is one of the most brilliant tools to keep your audience hooked engaged. Whenever your
reader lets out a light chuckle or a hearty laugh when reading your copy, you know that you have
succeeded in grabbing their attention. The best part about humor is that it keeps your audience
hooked and leaves them wanting more. Associating humor with your brand also showcases the
human side of your company, which makes it relatable and trustworthy. Often, people forget that
real humans are working behind manufacturing and presenting a product, which decreases the
value of the brand in their eyes. By incorporating humor, they get a sense of oneness, and it
shows your effort as a marketing team.
Now, just like rhyming words, it's imperative not to overuse or misuse this rhetoric device. More
importantly, make sure that you are not offending someone with your humor. At the same time,
do not worry about offending a smaller group of people; even if your joke is not offensive, you
will find readers who are easily offended. As Joss Whedon famously said, "Make it dark, make it
grim, make it tough, but then, for the love of God, tell a joke."
If possible, add a joke in your copy when your readers are least expecting it. It will create an
instant sense of attachment and make the copy more memorable. The best part is, your readers
will come back for more. There's another angle to this; bad or corny jokes can make your copy
popular as well. For example, Christmas Cracker jokes are so bad that they are good. Readers
can bond over poor-quality jokes, which enabled the building of a community and made readers
always came back for more. You can try this different angle too, but be wary as it could go south
real fast and cast your brand in a negative light.
As mentioned earlier, puns are a light form of humor that will grab everyone's attention, check
the humor box, and eliminate the risk of isolating or offending an audience.
Here are some interesting facts and guidelines about rhetorical devices and their uses in
copywriting:
• It makes your copy sound clever. When done right, clever copies can experience
tremendous success and fulfill the intent of grabbing the attention of a maximum of
readers. At the same time, make sure that your copy is clear, too. Some people believe
that clear and clever copies do not go along, but this isn't true. With practice, you can
convey the message in a clear, concise, and clever way.
• Rhetorical devices are very interesting and often encourage the reader to think with a
different viewpoint. What makes them interesting? It's the element of surprise. Most
rhetorical devices consist of a surprising element that appears when least expected.
Furthermore, the element of surprise comes about with patterns, and as we know, our
brains love to see and decipher patterns, which makes rhetorical devices a success.
• Avoid using the same rhetoric device repeatedly, especially if you are working on the
same type of product or for the same brand. Use a specific type in moderation, because
overusing these devices can make them less effective.
• Elements like wit and eloquence always steal the show. If you possess a flair for wit,
use it gracefully within your writing to keep your audience engaged. That way, your
readers will come back enthusiastically whenever you write a new copy or promote a
new product.
• It is also important to note that addressing readers' issues is still a top priority, even
with the use of rhetorical devices. Make sure that you address their issues and then
offer a solution creatively by using rhetorical devices. This is a proven and tested
method.
• The element of surprise is the key to a successful copy, joke, story, and even art. By
adding surprise, you are providing a spinal cord to your copy's visual or verbal
composition, punchlines, and story arc. Whatever information you input or use, make
sure that you are adding an element of surprise in it. It isn't always necessary, but it's
extremely effective.
• Even though rhetorical devices help deliver the message in a positive light, it is crucial
to have a consistent message that represents the brand's message or identity. To help
you with this, check out elements or marketing sub-niches such as cultural branding
and archetypes. This will retain your brand's image while helping you use rhetorical
devices in the most efficient way possible.
As a creative copywriter, rhetorical devices should be your go-to as these tend to work almost all
the time. Come up with several ideas and let your creative juices flow but do not judge yourself
during this process. Select the best option and test it on a smaller audience.
Use these various elements and techniques to make good copywriting great. Even though the
success of your copy majorly depends on your skills, vision, and industry experience, employing
these elements will enhance your writing and provide more opportunities in the future.
Remember, one copy can make or break your entire career as a copywriter. So, why not use these
extra tools to shine and outrank your copy? Although some of these elements have variations,
you can master them by practicing and putting in the hard work.
 Conclusion

With this knowledge, you are now set to begin your copywriting journey and make your mark in
your niche. If you possess the skill of writing and persuading someone to take action through this
skill, then copywriting is meant for you. There is a serious lack of talented copywriters in the
marketing world today, which is why you need to believe in yourself and take the plunge. With
dedication and practice, you will succeed sooner than you anticipate and leave your mark on the
industry.
If you fear that there will be no job opportunities for you, remember that the demand for
copywriters is steadily increasing day after day. Hundreds of new brands are launched every day
with an array of new products, services, and ventures. Do not fear about the lack of work.
Among the various types and styles of copywriting, pick one that interests you and learn about it
as much as you can. This will help you master and polish a particular skill that will eventually
provide countless opportunities within your discipline. If you still can't decide, simply enter the
field, gain some experience, and explore all the options.
Finally, let's rewind some important points, to sum up, your knowledge about copywriting:
1) Understand the product. Your copy is about your product, and if you fail to understand
it in and out, it could ruin your brand's reputation and credibility. Incidentally, it could
also result in lesser sales figures, even if your product is on point. Your copy will
describe the product, and the success of your copy pieces will depend on whether you
are able to persuade your readers or not. This can be achieved by understanding the
product and incorporating the details within your copy.
2) Use copywriting formulas. As you learned earlier, some copywriting formulas are
specific to certain products or patterns. Also, many formulas suit specific types of
copywriters, such as social media, creative, sales, or technical copywriters. Most of the
formulas that you learned share some common approaches, which can be combined
and used to craft your own style or formula. The idea is to appeal to the audience by
creating a compelling headline or a set of words, making them realize their problems,
offering a solution through the product, and persuading them to take immediate action.
3) Certain elements make good copywriting great. For example, compelling headlines,
the connection between your reader and yourself, literary and rhetoric devices
(rhymes, humor, puns, parallelism, antithesis, tricolon, etc.), storytelling, presentation,
persuasion, guarantee, and cliffhangers. These are key to effective copywriting and
will keep your reader hooked and lure them into reading your upcoming copies.
4) There are several types and styles of copywriting that can be explored based on your
interest and skills, such as sales, creative, technical, PR, marketing, SEO, direct mail,
social media, annual report, and product description copywriting. While some demand
 creativity and skills to convince readers through short texts, others are more suitable
for those who have an eye for detail and can write longer texts with clarity and easy. If
you are confused about the style of copywriting that matches your abilities, you can
find your niche along the way. It is wiser to find a sub-niche and develop your skills in
that area if you want instant recognition in your discipline. It might take some time to
find, but it will be useful in the long run.
5) There are several channels through which to find a copywriting job. The best way to
begin is by freelancing. Freelance copywriting jobs pay just as much as a full-time job
(depending on the amount of work you take on) and let you work from the comfort of
your home. The best part is, you can pick the projects of your choice. However, if you
want to learn and grow around like-minded people, apply for jobs or internships in
advertising or copywriting agencies. This will grant you a lot more exposure and
potential for learning and growth. Also, working in an ad agency will provide
numerous opportunities to pick a sub-niche and specialize in it. With more experience
and developed expertise, you can then work towards building your own agency or
working as an independent contractor.
6) There is a rapid increase in demand for copywriters, seeing as brands are starting to
realize the importance of marketing and advertising their product to gain more success
and distinguish themselves from their competitors. Since there is a major lack in
understanding, agencies and brands are struggling to find talented copywriters. Now is
the right time to get into the field. If possible, try to specialize in a sub-niche as it will
help polish your skills and increase your market value.
To summarize it even further, keep these elements in mind to write a persuasive copy and
become a successful copywriter. Your copy should:
1. Be short and punchy: Eliminate all the fluff and keep the message clear, concise, and
impactful. It should be informative, deliver value, and not bore your audience.
2. Adopt a positive tone and an active voice: A positive tone and an active voice are
necessary to develop your style and uplift your audience. By spreading positivity, you
are encouraging your audience to take immediate action. The same applies to the use
of an active voice; it's direct and authoritative. It also provides a sense of urgency and
accessibility to the readers.
3. Be conversational: Unless you are forced to use a certain tone with a specific audience
(like teenagers or middle-aged men), you should stick to a casual tone as it helps you
connect with most people and gets your message across in a more positive way. This
particularly applies to shorter copies, such as creative or social media copywriting.
Also, make sure that it is not static. Write as if you were having a conversation with
your reader, which will make it easier for them to understand and be interested. That
said, do not be condescending or overly familiar.
4. Provide a call to action feature: There is no point in writing an effective copy if you
fail to provide a call to action (CTA) feature, as it is the ultimate goal of copywriting.
 While providing a call to action, explain how to use it, and provide easy solutions and
options. Add a URL or provide contact details for them to get in touch with you. If
possible, create a sense of FOMO (an acronym for 'Fear of Missing Out'). Tell them
what they will miss out on if they do not take immediate action. Also, use only those
CTAs that are suited to specific audience groups.
5. Be jargon-free: Assuming that your audience knows and understands everything will
lead to a major misunderstanding and failure of the copy. Convey your message as
clearly as possible. Explain the full forms of the acronyms you are using or provide an
explanation for any sentence that is difficult to understand for the uninitiated. Make
your copy jargon-free: this will lead more readers to take action. Keep it simple and
organic.
6. Contain power verbs and vocabulary: As you learned, using power verbs and
vocabulary within your copy can boost its impact and make it more powerful. These
trigger a reader to take action, which eventually increases brand exposer and sales. For
example, power words like 'free' and 'extra' immediately grab a reader's attention and
compel them to take action. If you work in a specific industry, conduct some research
and A/B testing to extract the power verbs within your field. If possible, stick to
vocabulary that is relatable to your audience. Extract some seed terms, as mentioned
earlier, and focus on effective and relatable vocabulary that will make an impact.
7. Should be emotive: It is known that connecting to your audience on an emotional level
instills trust and an unsaid bond between the seller and reader. For this, you need to
understand your audience first. Know their expectations and learn about the feeling
they will get after reading the copy. The best way to use emotions to get your way is to
provide a feeling of worry. Your readers should worry about missing out on
something, which is provocative and will convince them to respond to the call to action
feature. Additionally, empathizing with them and sharing similar problems also works.
8. Have SEO-adjusted content: Although the main purpose of writing a copy is to
persuade readers to respond to the call to action feature, it also calls for SEO words
placement in some situations. For instance, if you are writing a copy for a blog post,
the right kind of SEO terms will rank your page higher in the search engine search
results, which will drive more users to your website. More clicks will result in more
conversions, which will eventually result in more sales. So, identify the keywords that
align with your product description and are favored by the search engine. Incorporate
them seamlessly throughout your copy. You can use online tools (both free and paid)
to determine the keywords that are the most useful.
9. Have rhetorical and literary devices for more effect: You learned the importance of
rhetorical and literary devices and the impact they can create in a copy. Use these
wherever pertinent (especially if you are a creative or social media copywriter) to
make your copy powerful and keep your readers hooked. Devices like phonetics,
rhymes, humor, visuals, antithesis, etc. trigger a person's brain to find out more about
the product and make it memorable. As explained earlier, readers are often able to
 remember a brand due to its catchy or rhyming slogan.
10. Be error-free and to the point: This goes without saying. Your copy should be
free of any errors and mistakes, as even a tiny grammatical error can be extremely off-
putting. You need to understand the importance of eliminating errors and fluffs as
thousands of readers will be reading your copy (hundreds of whom will turn out to be
language purists). Errors in your copy can put a major dent in your brand's image,
which is the last thing you want. Apart from having an error-free copy, you must also
ensure that your copy is to the point. We know the importance of having a concise
copy, which is necessary for readers with short attention spans.
Keep these ten points in mind while writing your first copy, and you will be successful in
achieving the results you expect. It's a guaranteed great start for any copywriter.
All this information and knowledge will surely help kickstart your copywriting career, but if you
want to transition into full-time copywriting and be successful, know that you need to practice a
lot. With the right information, time, energy, and training, you will become a successful
copywriter before you realize it.
It is now time to begin practicing and looking for a copywriting job to kickstart your new career.
So, get your laptop and get going. You've got this, good luck!
 References

The copywrite formulas used in this book are attributed to the following:
https://copyranger.com/21-incredible-copywriting-formulas-i-use/
https://copyhackers.com/2015/10/copywriting-formula/
https://writtent.com/blog/copywriting-formulas/
http://tomrigby.com/copywriting-services/types-of-copywriting/
https://blog.copify.com/post/different-types-copywriting
https://radix-communications.com/seven-types-b2b-copywriter-one-best/
https://rentmywords.com/blog/different-types-and-styles-of-copywriting/
https://www.abccopywriting.com/2010/10/04/types-of-copywriter-and-copywriting
https://www.writerscookbook.com/literary-techniques-copywriting/
http://uberconvince.com/2016/07/31/write-copy-like-apple-rhetorical-devices/
https://www.crazyegg.com/blog/copywriting/
https://www.felixjamestin.com/post/the-secret-to-great-copywriting
https://advertising101.fandom.com/wiki/Rhetoric_in_Copywriting
https://www.enchantingmarketing.com/copywriting-techniques/
https://buildfire.com/copywriting-elements-for-engaging-copy/
https://www.elizabethjoss.com/14-essential-elements-of-great-copywriting/
https://www.dreamgrow.com/copywriting-formulas-social-media/
https://buffer.com/resources/copywriting-formulas/
https://copyhackers.com/2015/10/copywriting-formula/
https://copyranger.com/21-incredible-copywriting-formulas-i-use/
https://www.wordstream.com/blog/ws/2020/04/16/copywriting-formulas
https://www.enchantingmarketing.com/copywriting-formulas/
https://writtent.com/blog/copywriting-formulas/
https://neilpatel.com/blog/5-copywriting-strategies-that-will-improve-your-conversion-rate-by-
113/
https://www.quicksprout.com/complete-guide-to-copywriting
https://copyblogger.com/copywriting-strategies/
 COPYWRITING

Tips and Tricks for Effective,

Persuasive Copywriting

MARC ROBERTS
 Introduction

These days, the world is full of budding Don Drapers, all looking to find their way into a
copywriting career.
The idea of creating copy for a living is, indeed, a seductive one. You can work from home while
wearing pajamas and scratching the dog's belly. No commute. No lunch to pack. Heaven, right?
It certainly can be. But living the dream means doing the work. Writing is not the easy buck;
some mistake it for. You have plenty of inspiration, but it's sweat equity that separates the writers
from those attracted to the framework.
There will be days when you'll wish you were doing something else. Days when you look at
incoming orders and groan. But it's important to remember that we can't all be Don Draper and
that Don Draper wasn't always the Creative Director at a big Madison Avenue advertising shop.
He had to pay his dues to get there.
His charm and looks didn't hurt, either!
In this book, I'm going to provide you with some tips and tricks for effective, persuasive
copywriting to support your success in an ever-changing world. If you intend to write for online
businesses, for example, you should know that the demands of the market change continually.
Some years, the long-form copy is the rage. Other years, it's a short form, and the year after that,
it's a hybrid.
So, get ready to learn the ins and outs of copywriting, starting with what it is. Let's get down to
it, scribes!
Chapter One
 WHAT IS COPYWRITING? AND WHAT MAKES
IT GOOD?

“Copy cannot create a desire for a product. It can only take the hopes, dreams, fears, and desires
that already exist in the hearts of millions of people and focus those already existing desires onto
a particular product. This is the copywriter's task: not to create this mass desire – but to channel
and direct it."

Eugene Schwartz
Anyone who's watched the iconic television series, Mad Men, understands that copywriting is
about ministering to the dreams of the public. As Don Draper once memorably pointed out,
"Happiness is the smell of a new car."
And so, the copywriter speaks to that "new car smell" the reader is dreaming of while telling
consumers why they need to smell it after having purchased the product she's writing about.
Copywriting is about hitching benefits to desire and demonstrating to readers that their desire can
only be satisfied by claiming the benefit of the product being described, elevated, and sold.
Copywriting is a sales pitch, coming to consumers in various guises from blogs to paid content in
newspapers to product descriptions on websites.
Stripped down to its barest form, copywriting is a long-form "call to action" – a request that the
reader does something, like click through for more information or to see the new product line or
buy the product. But it's a little more complicated than that.
A copywriter's job is to appeal to the emotions of readers. If they're reading your copy, they're
circling the product you're writing about, so your copy is the "little push" needed to "convert" –
get them to buy the product.

The Copywriter's Mission

The goal and purpose of copy, then, is to convert the reader. But to get them to read the copy,
you need to present the subject matter in a way that engages them.
That's an important point because most of us have grown tired of marketing that comes to our
inbox. We tend to block it out. Because of that, effective, persuasive copywriters are needed
more than ever.
By taking an approach that acknowledges the reader's needs and mindset, you break through the
popular aversion to being marketed to with friendliness. Offer the friendly advice that makes you
less a tool of product sales and more an informative ally.
To do this, your mission is to find the larger story about the product you're writing about.
Connecting it to the reader's needs is part of that.

What's the Experience?

While you may work in product descriptions at some point, most copywriting doesn't describe
the product or service in detail. Rather, what copywriting aims to do is to describe an experience
associated with the product or service.
For example, that pair of jeans you saw at that online store may well be made from superior
denim, handcrafted by artisans of the form. You can spend a few hundred words talking about
the rivets and double seams. You can write an ode to the fit. But wouldn't a description of what
the reader might experience while wearing the product be more attractive?
Yes! And I'll tell you why – desire. You, as a copywriter, are in the business of answering desire
with a story about how the products and services you're writing about are going to make them
feel. Speaking the emotions of consumers reading is what good copy does. For example:
"X" Jeans are created using only the finest denim by artisans experts in producing jeans that fit
perfectly and last for years."
Descriptive, but boring, right? And boring is a word you never want used to describe your work!
Try this instead:
"Life's too short for jeans that don't fit right. Relax in comfort, with "X" Jeans."
People want to be comfortable doing whatever they're doing. With the second example, you've
plugged into YOLO and the need to be comfortable while relaxing. That's an important selling
point for a lot of people these days.
This is the age of experience. People want to know what the products and services you're writing
about an offer, not just in quality and price point, but in experience because it's the experience
that connects to their emotions. And comfortable jeans answer a need. Life really is too short for
ill-fitting jeans.
Lead them On
It doesn't matter how many words you have at your disposal to tell the story – if you don't lead
the reader on, making him want to continue reading, you've lost the battle before the war even
starts.
That "leading" starts with a headline. Often, this will be tied to a keyword – which we'll talk
about a little later – which is either the lead itself or part of the lead.
You're telling a story about a product. Let's talk about "X" Jeans.
"I missed my flight! Thank God I was dressed for it!"
That first line needs to provoke the reader's interest. A lot of people have missed flights, had
flights canceled and delayed during the COVID-19 emergency, so current events are also a great
place to find common ground with readers. It's on their minds, and anything that's living in the
popular imagination at the time of writing is imminently useful.
So, you've got your lead. Now, what about the first line of the story?
"Sitting there for 3 hours on that metal bench in DFW, I had some time to reflect on the
importance of dressing for air travel."
"What happened next?" is the question you want the reader to ask. Because when the reader asks
that question, he's going to continue reading. He needs to know. He's probably been stuck in an
airport at some point, waiting for a plane. He's probably been uncomfortable, perhaps wearing
ill-fitting jeans!
Taking an experience shared by many and crafting from it a sales pitch for your product or
service around it speaks to a large swathe of consumers in a way that's engaging, friendly, and
best of all – not boring!

Hyperbole and Jargon-Free

Hyperbole is an exaggeration. It's using the word "revolutionary" when "excellent" would
suffice. And jargon? Please. Do not use it in your copy – even if your client sprinkles it all over
the product/service website. Jargon is not a copywriter's jam.
Words like "targetable scale," "bespoke solutions," and other business-oriented lingo doesn't
interest your readers. Using business jargon is, therefore, one of the quickest ways to turn off
your readers, prompting them to close the page and, perhaps, never return.
You're telling a story to other people, so the level your writing should be on is human. That is the
scale of copywriting. It's about listening to your market, understanding the things that matter to
them, and understanding that they don't speak in hyperbole or jargon, which are alienating to
many people.
I mean, who even knows what targeted scalability means? It's not like it converts your readers.

Succinct and Crisp

Many writers learn early on to limit their enthusiasm for words. Words are fun. Words are
interesting, and you can play with them on your own time.
Good copywriting is about the economy of language. That's even more true when you're working
in short-form copy from between 200 to 500 words. You don't have a lot of room to wax
eloquent. There's no room for flowers and curlicues.
Direct and economical, the language of copywriting is concise. For example, instead of saying,
"in order to," say, "to." Instead of saying, "due to this fact," say "because." Wherever possible,
choose the simplest way to say what you want to.
Simplicity is elegance, and good copywriting keeps it simple.
We'll talk about more specific ways to keep your copywriting succinct and crisp later in this
book.

Good Copywriting Knows its Readers

Here's where we start winnowing out people who are interested in writing from people who are
interested in making money. Sure, writers want to make money, but writers also want to say
things that matter in effective, persuasive ways.
And the best way to persuade someone is to know them.
This is where the rubber meets the road, distinguishing those who understand their roles as
copywriters from those who are only in the business to pay their bills. Because it's not always
going to be easy to drill down to the market you're speaking to.
For example, many copywriters online work for online marketers with hundreds of clients. They
may be producing more than 100 unique pieces of copy each month, working from keywords fed
to them by SEO staff at the marketing company.
This means that there's a wall between the writer and the market. But that wall can be breached.
A new client means research on your part, as the marketer is not going to do much more than
give you the keywords, the length of the copy you're expected to write and pay you when all's
said and done. And that's a pity because it's obvious to me that the company would be much
more effective if writers knew more about the client and its customer base.
You can climb over the wall between you and the people you're marketing to by reading
customer reviews on sites like Yelp and by conducting some limited research about overall
markets for the product/service you're writing about.
With this information, you get a snapshot of the people you'll be talking to. You'll find out if the
target demographic is middle-aged or young, male or female, wealthy or working class. And
from that, you can discern how to talk to them. Remember, these are people, and people respond
to those who address them in a recognizable way that acknowledges they're more than a
conversion.
It's up to writers to remember that, when marketers forget – as they often do in these times.
Always remember that you're writing for people, tailor your content to what those people need,
in "their language."

People Don't Like Being "Sold" To

Do you enjoy an obvious sales pitch? Do you like people shrieking the benefits of a product or
service in your face and telling you that you must purchase it?
I sure don't, and I'm pretty sure you're nodding along with me right now.
Any whiff of manipulation and the interaction is over. We've talked a little about hyperbole
above and why it's to be avoided. This is one of the biggest reasons. People can smell the call to
action coming, and while your job is essentially a call to action, it's also to present that call with
subtlety. Part of how you do that is to talk about the people you're selling to as much as what
you're trying to sell them.
Potential customers want to know that you understand them. That's why knowing the market
you're selling to is so important. Your content is appealing directly to them, and if they're worth
appealing to, they're worth knowing.
Writing in all caps, telling people they must "act now," engaging in hyperbolic statements about
the product or service are all aggressively manipulative, bad copywriting habits. This style of
copywriting is blatantly manipulative, and consumers have seen it all before. They're bored by it.
So, don't bore them! Be the friendly voice who's telling them about something you believe in and
why you believe in it. Instead of framing an argument from the standpoint of your product's
tremendous virtues, write about why the "fit" is right for your readers. Tell them how the product
or service is ideal for them, without hitting them over the head with exclamation points and
demands to buy.
These are the basics of copywriting. What it is, what it should be, and what it shouldn't be. In our
next chapter, we'll drill down a little deeper.
Chapter Two
 A FRAMEWORK FOR EFFECTIVE
COPYWRITING

In this chapter, we're going to talk about building a framework for creating an effective,
persuasive copy that's readable, engaging, and informative.
Knowing the parameters of the process is the best place to start. Parameters guide you toward the
center of the structure of what you're doing, and that's the sweet spot. While you're learning, it's
always a good idea to set up a solid framework to use as a gauge for how well you're developing
your skills.
So, let's get started!

Sing the Praises

Knowledge of the product or service you're selling is the key to how well you're going to be able
to sell it in your writing. Know all you can about the company you're working for, its culture,
and what you're selling. Knowledge of the product and its market is where effective copywriting
starts.
Your product or service benefits are the value your customer derives from it. So, you're going to
have a chat with your readers, telling them why what you're writing about is a great "fit" for
them. You are helping them find what they're looking for and telling them why they've found it
in your product/service.
You're connecting people to something they need, so you are providing them with a service by
telling them that the connection has been made. You can say that because you know what your
readers need, and you know it's what you're writing about.
Back to "X" Jeans. Let's say that the keyword you're working with is "a pair of jeans that fits."
You might write:
"Americans love jeans. But your love for a pair of jeans that fits is downright ecstatic! When you
find your fit with "X" Jeans, you'll wonder where it's been all your life."
By sharing the problem of ill-fitting jeans with your readers, you're recognizing and
acknowledging a common challenge – fit. Ask any woman, and she'll tell you that finding a pair
of jeans that fit is tough. Our bodies are all based on the same template, but there are many
variations; marketing to that challenge creates a bond between you and the reader.
Singing the praises of the product/service can only be effective if you've identified a benefit
that's widely sought out and with jeans, the fit is it.

Explain Why the Competition Doesn't Come Close

It doesn't matter if the business you're writing for is brick and mortar or e-commerce;
competition is fierce. You must acknowledge the fact that there's competition in your
marketplace and make it clear to readers why your product/service stands head and shoulders
above that competition.
But whatever you do, don't name names. Also, while you may feel free to shred the competition
– all's fair in business – make sure you're telling the truth. Don't make claims about the
product/service that can't be supported, should a competitor challenge your content. That's the
kind of error that can end your copywriting career before it starts. Make supportable claims you
know to be true.
So, why doesn't the competition come close? In the case of "X" Jeans, it's because their product
doesn't fit. Whereas, "X" Jeans is committed to "make jeans for everybody". Fit is written into
the mission of this fictitious company, so that's an unassailable benefit claim that you can make
with confidence while pointing out that "X" Jeans' competitors fall short.
For example, "Fit is the mission. With "X" jeans, the perfect fit isn't a dream – it's your reality."
And "X" Jeans' competitors "…just can't say that."
This is an opportunity to get personal. Tell your readers a story about how you, personally,
discovered "X" Jeans, on a quest for jeans that fit. This is where you reveal that jeans you bought
elsewhere didn't cut it in that respect – that only "X" Jeans has satisfied that need.

"What's in it for Me?"

As you'll be aware – because you're a consumer, too – this is the question on everyone's minds
when being called on to purchase something. "What's in it for me?" is the most important
question on the consumer's mind. More than price points or benefits, potential customers want to
know what they're going to get out of it. Of course, they do! It's their money!
Whatever you're writing – whether it's about a special promotion, to share information about the
product, or to generate sales leaders – your readers want to know how the product or service
you're writing about is going to help them live their lives. Is it going to save them time? Money?
What does the product or service offer people in terms of life impact?
And know this – that product/service isn't half as important as the effect it's going to have on the
buyer's life. So, your appeal to readers needs not only to list benefits; it needs to specifically tell
potential buyers how it will make living easier, cheaper, or better in some way.
A pair of jeans that fit perfectly ends the consumer hunt for that ideal. You have solved a
problem that the buyer may have struggled with for years – even decades. That's a big deal!

It's All About "You"

Let's go back to school for a moment to discuss how the use of pronouns impacts the
effectiveness of your copywriting.
You are not talking to your readers. You're talking to them. So, using the "first-person" (me, I,
mine, my, we, ours, our, us) is not desirable. Rather, use the "second person" (yours, you, your),
which centers the person you're talking to and not you or even the product itself. This is about
supporting the process of consumer decision-making.
Let's look at two statements to clarify:
"Our jeans fit."
"X" Jeans fit your body."
The second statement centers the customer by referring directly to benefit in relation to the
customer, specifically. The first statement, while concise, doesn't do that. Because the statement
is personal, the reader immediately understands that they've been considered and centered in
your pitch.
So, write your copy in the second person, allowing the reader to personalize what you're saying.
This makes the connection between the potential customer and the product/service, allowing
them to visualize wearing those jeans. Once that happens, conversion becomes much more
likely.

Simplicity
It's said that God is in the details, but the god of copywriting is simplicity. As Don Draper once
notably said, "Make it simple, but significant."
Effective, persuasive copywriting gets to the point. It tells the reader what she needs to know to
make a buying decision; how and where to purchase or how to contact the company you're
writing for. Too much detail muddies the waters and obscures the simple object of the game –
which is to move the product/service.
Many copywriters start out attempting to distinguish themselves by cramming as much
information into a 500-word landing page or blog post (which we'll discuss later) as they
possibly can.
That doesn't move products/services. It doesn't sell. It bores and it confuses. It turns off your
readers, who are there to read about something they need to buy. You want them to buy it from
the company you're writing on behalf of, so keep it simple, but significant.
Tell the story readers came for, and that leads them to conversion.

The Call to Action

The role of the copywriter is to invite consumers to get to know more about a product/service
and then to convert them to the status of "customers."
For that to happen, you need a "call to action." While I've noted that what you're doing is
creating long-form calls to action in blogs, landing pages, paid content, and whatever else you're
writing, remember that you're inviting consumers to buy. So, the call to action is a concrete and
direct appeal to the reader to do something.
The CTA tells them what you'd like readers to do. Creating a sense of urgency; this element of
copywriting invites action and is linked in the copy so that all the reader needs to do is click
through.
This is an element of copywriting that must be held in front of mind because there's no point in
doing all that selling if there's no direct invitation to purchase. Examples of calls to action
include hyperlinked phrases like:
"Find out more."
"Find a representative in your area."
"Contact us."
"Claim your discount."
To add urgency to your copywriting, choose the active voice. For example:
"You're scouring the world for jeans that fit."
"X" Jeans is the perfect fit."
The first statement describes the activity. The second is a statement, which is passive. The first
statement also personalizes the content.
You're describing the action as part of your mission as a copywriter. Using the active voice,
alone, is a call to action, as it's inherent in the voice you're writing in. When you make statements
that don't imply actions, the effect is that of "observation," as opposed to "action."
Remember that your copywriting is sharing information, but it's there to do the job of selling the
product the information is about. So, the call to action implies urgency. You've told readers
what's so great about your product and why it will fulfill a need. Now you want them to act on
that information. This is where readers convert.

Protect Yourself and Your Employer

The big players have lawyers. You may not be working for companies like that. In fact, you're
more likely to be writing copy for small and medium-sized businesses than you are for a giant
like Nike. And those small and medium-sized businesses don't have teams of lawyers to jump all
over challenges to claims made in writing.
One big lawsuit and one of those little guys is looking at bankruptcy. So, protect yourself and
your employers by eschewing anything in your writing, which can't be supported by evidence.
This becomes especially important in the healthcare sector. Areas like stem cell usage in
orthopedic surgery or cosmetic procedures – even when approved by the FDA – can be dodgy
and may potentially attract the wrong kind of attention. So, ensure that your copy is clean and
free of any potentially excessive claims about product benefit or efficacy.
And being honest in your copywriting is good business. False claims and hyperbole don't just
open the door to litigation, they're not ethical, and they're not good business. That doesn't just
expose you to lawsuits but to the destruction of your employer's reputation.
For starters, avoid using words and phrases like:
• Guaranteed (unless the company has an extensive and ironclad guarantee in place)
 • Free
• Your money back
• No risk; risk-free
• Fastest, best, best price
• No purchase required
• No obligation; cost
• Promise
Take a good look at this list and ask yourself how you'd respond to copy peppered with words
and phrases like this. Probably, not well!

Proofread Your Copy

This should go without saying, shouldn't it? Yes, it should, but I've seen things, so I'm going to
spell it out for you.
The quickest and most reliable way to hit a brick wall in copywriting is to return work that hasn't
been proofread. It's self-sabotaging and frankly, rather dense.
We've all seen examples of shoddy writing online. It's a terrible pity, but crowdsourcing for
cheap content has riddled the internet with burnt offerings best unseen by the eyes of readers.
Ask yourself how you feel when you find typographical and grammatical errors in a piece of
writing. Does it reduce your confidence in the product/service being described? Of course, it
does! What that kind of sloppiness signals is a disregard for the brand’s reputation and perhaps
an ignorance about how to market it. You get what you pay for, and if you pay pennies for copy,
you're going to get burnt offerings.
Effective, persuasive copywriting should hit the web error-free, so it's critical that everything you
write is proofed and then proofed again. I once wrote regularly for a marketing company that
didn't prove anything I submitted. So, I proofed my work, and then I proofed it some more. You
should do the same to protect your professional reputation and that of the companies you write
for.
So, there it is! A framework for effective, persuasive copywriting. From this framework, you can
even create a template for future work to ensure that you include these recommendations. What
they add up to is what you want to be – an effective, persuasive copywriter!
Next, let's move on to content marketing and the types of projects most copywriters work on.
Chapter Three
 CONTENT MARKETING AND THE
COPYWRITER'S ROLE

Content is everywhere. Every advertisement you see, every public notice, every piece of
information that's out there had to be written.
And content marketing is crucial to the success of any business that wants to succeed. So, you're
in demand, copywriter. There's plenty out there for you to do.
But what the heck is content marketing, and what sort of content does it encompass? Let's learn
more about it in this chapter.
Let's start by finding out more about inbound marketing and its connection to the work of a
copywriter.
Inbound marketing is often conflated with content marketing or referred to as "inbound content
marketing." What it means is that when people go to a website, they are "inbound," and your
writing is about to market to them.

How it Works
Like copywriting, inbound marketing has a framework. It goes like this:
• It all starts with the copywriting. Creating online content that engages readers while
informing them about products and services is the key to inbound marketing.
• Next comes conversion. At this point, you're asking site visitors to become part of your
world, via a contact form requesting an email address. In exchange, they get all that
engaging, informative content. You're converting them to readers with the aim of them
eventually becoming customers.
• Finally, you're going to bond with that reader who has now become a lead. You're
going to prime the pump with email, more terrific quality content, and your social
media channels. This process establishes trust between the business and the lead,
making a sale much more likely. Trust is an essential ingredient in the business-
customer relationship.
Because of high-quality content, the business you're writing for becomes a "go-to" resource for
information. Content establishes expertise when it's high-quality, consistent, engaging, and
informative. That's a highly valuable feather in any business's cap. Who better to buy from than
an expert – especially an expert you trust?
Also, by offering that expertise to your leads, you're in control of the information, how your
leads are interacting with the product/service, as they evaluate your claims about your
product/service and the business selling it.
But the best part of the process is this – with the relationship established, conversion not only
becomes easier, but it's also almost assured. And that's not the end of it. By building this kind of
relationship with your leads, via a process that draws you together, you're creating advocates for
the business's product/service.
Brand ambassadors sing the praises of what you're writing about, multiplying your marketing
impact exponentially. That's the power of word of mouth in the world of sales. Having made a
friend of your customer, you get a reward that keeps on giving – word of mouth – the most cost-
effective marketing style around!

A Consumer Shift
Because of the dramatic shift from brick-and-mortar retail to the online version, the consumer's
means of pursuing the object of desire – what they're hoping to purchase – has changed.
They're not waiting to be hypnotized by a billboard or a newspaper or television ad. They are
getting online and doing their own homework. Today's consumer, for this reason, demands a
clearer picture of the items or services they're hoping to purchase.
That means content that speaks to the market clearly and enthusiastically. Consumers want to
read that content because they're now in the driver's seat. Businesses resisting this reality will not
be able to adapt to it effectively.
Copywriting is a tool that acknowledges the consumer shift in seeking out the objects of their
desire and answers it with expertise and reasons to buy the product they're writing about.
But if the copy isn't going where consumers congregate, you're relying on search engines – and
you need them. Without deploying a marketing strategy that checks off all the boxes, that's not
enough.
Any 21st Century marketing strategy needs to follow the consumer to where he is. They're on
social media for starters, as well as search engines. So, cover your bases.
And don't forget what we talked about earlier – speaking the consumer's language. More
specifically, the consumer wants to be spoken to in that language in a way that acknowledges
them as part of a demographic cohort. You need to make them understand that you understand.
As a copywriter, you're doling out advice about what consumers should buy – the
product/service you're writing about. Become the trusted advisor of your market by telling them
what they need to know. Detail matters because they're relying on what you write to help them
make a buying decision.

Quality Counts
Many online copywriters are stuck in copywriting mills – online marketing companies who offer
bulk rates for inferior writing because they don't pay well.
That's why it's incumbent on every copywriter to deliver the kind of quality work that raises the
bar. Were this the standard of copywriting, the internet would look a lot less like a series of 4th-
grade essays.
When you're starting out, you'll probably be shocked at the skimpy pay. But you're starting out,
and you're learning, so take the job. But while you're doing it, be the best you can be. Offering
quality content changes the game for everyone. Companies who allow grammatically challenged,
poor quality writing to be placed on their websites are undermining their own businesses for the
sake of a few bucks, and only skilled copywriters can change that.
And remember – online is forever. Poor quality writing isn't what you want to show prospective
employers. So, don't allow anything you're not satisfied with to make it online. Send only your
best because these pieces, no matter how brief or how poorly paid, are your portfolio. Take care
of yourself and send a message by offering only your best work.

NNG Long-Term Studies

The Neilson Norman Group specializes in user experience as a key component of inbound
marketing. They've concluded that concise, scannable, objective content is the most desirable.
What's most interesting is that companies who adjust their online content to encompass these
three qualities see an increase of 124% for usability among website visitors.
And what's the point of a website if it's alienatingly difficult to use?
Let's take a deeper dive into NNG usability data gathered since 1994 in a variety of studies and
see what they found out that copywriters might learn from.
Let's start with the most important of NNG's findings – content is king.
Repeatedly, participants in the company's studies commented on the quality and usefulness of
content before all other considerations, including ease of navigation. If they don't like the quality
of the content on offer – even in a heading – they're moving on before they investigate what else
is on the site.
Here are some other key findings from NNG's data analysis:
• Most internet users scan. They don't stop to read the finer points. They're looking for
the information they need, finding specific portions of content to extract the required
information.
• Internet users want concise, informative content. They're not interested in scrolling and
appreciate brevity.
• Users get turned off by obvious appeals to buy. They just want the facts – not fluff and
certainly not jargon, as discussed earlier.
NNG has done 3 content-specific surveys, implicating 81 participants. Some of their findings,
again, apply directly to copywriters who want to provide the best possible content to their clients.
Almost all participants in the studies started their visit to a website with a keyword search. In the
absence of a website-specific search engine, users defaulted to the "find" function in their
browsers. A search engine is, therefore, one of the crucial components of a user-supportive
website that converts. It's a courtesy that users want to see.
Nobody likes waiting, but internet users like it even less! They're not interested in waiting for
items to download. They want to get in there, get the information they were looking for, and get
out.
Users were also turned off by excessive graphics that take too long to load. For the internet user,
pretty pictures are far less important than the content that tells them what they want to know.
One reason good writing is important to users is that it encapsulates information in an organized
manner. It limits information to one point per paragraph, so the reader sees what she needs to,
finding it easily and in a concise format.
Further, many internet users will only read the first sentence in any given paragraph. This points
up the importance of stating your case, briefly supporting it, then moving on to the next point.
People are impatient. They don't want to spend time sifting through reams of information to get
to the pearl of information they're after.
PRO-TIP: Use headings in your copy. A 500-word piece of copy should have a title and three
subheadings. This helps guide users to the information they want.
Users also liked to see the inverted pyramid style of writing used in journalism, i.e., Tell them
what you're going to tell them. Tell them. Tell them what you told them.
Also, any images should specifically address the content. Users also appreciated a little humor
and lightheartedness. That said, it's clear that users aren't visiting a spine surgeon's website for a
laugh, so always be aware of the context you're working in and what's expected in that profession
or business.
Users like a conversational, informative style more than they liked a more formal style. They
found the conversational style served their need to scan and not to read every word to extract
meaning. Copy should also be clear and easy to understand.
The sophisticated online consumer also wants what they're reading to be credible. We are
suspicious people these days, so credibility is of optimum importance. The sophisticated website
user is likely to spot aspects of your website which undermine a business's credibility and log
off.
Online readers are much more likely to deem a website with quality content "credible." A
website with shoddily written content is rarely taken seriously because consumers equate poor
quality writing with poor quality goods or services.
Why wouldn't that be the logical conclusion? Surely, if what a company has to offer is worth
buying, its online content is worth reading – right?
Your content is the online user's indication of quality. The tone and overall impression of the
user are heavily dependent on your content for that reason.

Some Notes on Humor

As I said above, you don't joke around on a spine surgeon's website. But no matter what type of
business you're writing for, humor is to be approached with caution.
Most people enjoy clever, humorous writing. Plays on words, pop culture references, and other
forms of humor break up the dryness of websites. Humor sets a human tone that readers certainly
respond to, according to NNG's research.
That said, people's ideas of what's funny don't always mesh. You might find puns hilarious.
Many, however, find them annoying. In the NNG content-specific surveys, 2 out of 3
participants certainly did.
Here's where knowing your market counts. But even knowing your market, you may not be
aware of key demographic markers like culture and education. These factors can form people's
ways of responding to humor. For instance, puns may not be intelligible to users from overseas.
And cultural references, even in a globalized society, may miss the mark.
A friendly, lighthearted tone certainly includes humor but knows who you're talking to. Know
that you're a professional and avoid gratuitous humor that may alienate some. You're not the
court jester. You're a copywriter.
To close here's something every copywriter needs to engrave on her brain – many internet users
leave a website only 20 seconds after logging on.
First impressions are lasting impressions, and if the content on a website isn't answering
consumer needs, the consumer is out the door and probably not returning. So, write it well. Write
it for the reader. Keep it concise, scannable (remember that PRO-TIP I just gave you), and
objective.
Chapter Four
 MISTAKES YOU SHOULDN'T MAKE

I've had so many people come to me over the past few years, asking how they can be copywriters
or traditional writers.
My answer is always the same – "If you can sit still for hours a day, focused on producing the
written word, it may be for you. If you already write regularly, it may be for you. If you work
well without supervision, it may be for you."
Who writing is not for is those who want an "easy" job for an "easy" buck. Those folks are on the
wrong page, as there's nothing easy about making a living as a writer.
Effective, persuasive copywriting is a craft. It's not just grammatically correct and properly
spelled. A skilled copywriter condenses information about your service/product into a customer
benefit. It does so in the language of the reader, a friendly style and a tone of voice that speaks
directly to the target consumer.
A skilled copywriter is strategic and knows that he's there to move his clients' goods and
services.
So, be very sure that this is what you want to do. It's a different style of writing with a different
objective than the one you may have in mind. It's not pulp fiction, kids.

Overusing Keywords
Keywords are what drive visitors to your clients' websites. These are used for what's called
"Search Engine Optimization" or "SEO." When these keywords are entered in a search engine,
they bring up many results. The goal of any online company is to appear at the top of these
results, or at least on the first page.
But overusing keywords sounds mechanical, and frankly, it's rather obvious when keywords and
secondary keywords aren't integrated into the text seamlessly. They'll stick out like a sore thumb.
Here's a good example:
"X" Jeans outlet near me."
This is the keyword that SEO professionals identify and then exploit by providing it to the
copywriter. The first place you should see this keyword is in the title, for example:
"I found an "X" Jeans outlet near me, and now my jeans fit like a glove."
But I need to warn all budding copywriters that online marketing companies are riddled with
technocrats who have little use for the niceties of writing content. All they seem to care about is
getting those keywords to recur as many times as possible, without an eye to how the content
reads. This factor applies mostly to what is known as "landing pages," which we'll talk about
more a little later.
For example:
 "Gardening supplies Raleigh, NC."
This is not a workable keyword, but if you're going to Copywrite for an online marketing
concern, you will see at least one set of landing page keywords like this at some point in your
career. This is the raw keyword entered by the online user to find gardening supplies.
But it's not viable. Why? Because it's not credible English. Credible English would read:
"Gardening supplies in Raleigh, NC," or perhaps, "I found the best gardening supplies
in Raleigh, NC at Digging in the Dirt."
Because the only kind of copy that works with a "near me" keyword is a personal story about the
customer's experience, written from that point of view – not yours, it doesn't matter if that
consumer exists. It doesn't matter; then, it's not a genuine testimonial. What matters is that you
apply the same principles to a landing page that you would to a blog post or any other piece of
writing you produce. And quality writing which has not been distorted by SEO professionals'
literalism is part of that.
Peppering your copy with repetitions of the keyword will turn off your readers. It's an obvious
marketing tactic, clumsy and alienating. So, instead of laying it on thick, place the keyword in
strategic positions –title, a sub-title, around the call to action, at the conclusion. Always ask
yourself if it sounds natural and conversational – and not like a robot obsessed with shoving that
keyword into every paragraph.

Mistaking Yourself for the Reader

Writers like the insides of their heads. They like their own thoughts, their own words, and their
own agendas.
But you are not the reader.
So, don't make that mistake. You are not writing for yourself. You are writing for the reader.
You may believe yourself to be the Dostoyevsky of copywriting or even Don Draper's heir. But
the proof is in the pudding, and if the pudding is all about you, then you've failed.
Shove your ego in the back seat, and remember to know who you're writing for. Do your
homework. With the information you'll glean from this exercise, you'll have a clear picture of the
consumer you're targeting and be able to adjust your written "voice" to sound like theirs and not
"just you."
Content that's relatable forms a bond between your readers and what you're selling with your
content. And think carefully about the demographic and what it means to your product.
Don't make assumptions about anything. For example, don't market to men if you're writing
about a car. Women drive cars too. Don't fall into the trap of assumption when it comes to your
market. Know who's in it.

Believing the Hype

You're reading this because you're interested in becoming a copywriter, or you're a copywriter
who wants to improve her skills. That's great. You already understand what I'm about to tell you
because you've witnessed the contradictions inherent in numerous opinions being expressed
online on that subject.
Everyone has an opinion. But not every opinion is based on fact. While you may derive a kernel
of benefit from any given opinion you read online, you must choose what to deploy with care.
When it comes to copywriting with its home online, you need to regard all the information you
take in with a jaded eye. Interrogate the information. Ask yourself if it's true, for example, that
"people don't read anymore." My take – no. It is not true. Ask yourself if there's a specific word
count that delivers conversion. Again – no.
Word count has nothing to do with the quality of a product/service or the quality of what you
write about. What works in one market or one genre (product descriptions versus blogs, for
example) doesn't work in another. Mileage varies, so think critically about every piece of
information you take in – including the information in this book.
Your instincts are usually correct. Cleave to them. Let them guide you to what you can learn
from and what you can forget about. You will usually be right if you go with your gut. Being
able to do that will help you sift through all the information you'll find online about copywriting
– and there's a ton of it!

Not Keeping Your Eyes on the Prize

You love writing, so you know how easy it is to get carried away with the prettiness of words.
But when you're a copywriter, no one is that interested in pretty. What people engaging
copywriters are interested in is a crisp, convincing, effective language that sells. It can still be
pretty – but not pretty in that "calendar girl" sense. It's more about being pretty as a commercial
tool.
Smart copywriting acknowledges the need to sell while being sophisticated enough to present the
reader with an engaging story. There are a balance, and part of your job is to find the right
balance for your clients.
But regardless of your individual balance, the copywriter's job is to make every word count. That
is your mission. Every word you write must be pointed at the sale.
"The difference between the right word and the almost right word is the difference between
lightning and a lightning bug," said American author, Mark Twain, and he was well ahead of his
time in having said that. There is nothing truer for a copywriter. The right word is the only word.
Because you're writing in a conversational tone, learn the lesson – that you need to write the way
you talk. So, listen to yourself. Take mental notes of the way you talk to people in various
situations. What is your style of persuading people? How do you go about changing someone's
mind about something? Better still, how do you sell your point?
Your conversational style is the key to finding your balance. Conversational speech is also much
more economical than written. Think about it, and you'll see I'm right. Were someone to speak
the way they wrote; they'd probably come off as a windbag. Me, for example. I like my words.
You bet I do. But there's a limit to what your reader will support. The fluff of your overactive
mind is of no interest to a consumer on a mission.
When you edit and proof your work, you'll see things you know need to go. Weed out a series of
words that might be expressed with one or two. Keep your mind on the fact that you're writing to
your favorite customer to remind yourself that the conversational tone implies urgency. This
effect can be enhanced by writing economically, with an eye on the way you, personally, speak.

Not Having a Process

You know the feeling, I'll bet. You're sitting there in front of a blank document, staring at the
keyword and wondering what the heck to say about, say, "landscaping tips for spring." That's
because you haven't prepared.
And unless you have a process to start from, you're going to be doing a lot of staring at that
forlorn, blank document white screen on your computer.
They say the journey of a thousand miles starts with a single step. The same can be said of
copywriting. You eat that elephant one bite at a time, rather like this:
• Research – know your market. Only when you know it can you persuade it.
• Plan the content – Start with your best argument, then move down through others.
• Write a draft – you flesh it out once you know where you're going.
• Edit, edit, edit – get out the fluff, check for typos and grammos, and make sure the
copy you've written is tight.
• Read what you've written aloud. Does it sound right to you?

Be Wishy-Washy
Wishy-washy copywriting that doesn't commit is neither persuasive nor effective.
Writing for the little guys means you're not looking for large scale brand recognition. You're
looking to keep your existing customers happy and, hopefully, bring their friends, families, and
colleagues to the brand party.
You're not writing to be all things to all people – as you might for a Big Boy brand. You're
writing for the image you have in your head of who your target customer is. This is your favorite
customer, and you're appealing directly to them, their needs, and their desires. You are not there
to evangelize. You're there to maintain a customer base and to attract people with similar profiles
to that "favorite" customer.
Wishy-washy is for politicians in trouble, not for copywriters.
Selling a service and not a better way to do things.
Copywriting is not so much a service as a tremendous benefit to the companies who need it. By
hiring a copywriter, clients can be assured that they'll make more sales. This, in turn, will make
them happy. They'll be more productive because they'll be focusing on what they're there to do
and not struggling to create content they have no framework for creating. Clients are less stressed
out and much healthier when they hire a copywriter to sell their products for them.
A copywriter is a bridge to a better life for small and medium-sized business owners. Like doing
your own books, writing your own copy is a time-consuming and potentially destructive way for
entrepreneurs to spend their time. It takes them away from what they're really good at – running
a business.
And while you're helping that busy entrepreneur, you're helping all the people looking for a
source for the product or service she sells. You are practically a social worker!

Not Being Specific

Vague claims about what your client is selling are not going to work. Vagueness is associated
with dancing around the point or not being sure what to say. That doesn't move goods and
services. Specifics do.
Your readers want the specifics. They don't want to hear that something is the "best" unless you
tell them why that is. "X" Jeans are the best because they fit. That solves a problem and fulfills a
primary customer need. It does not make a vague promise, but a specific one keyed to what your
client's customers want.
Keep your copy scannable and easily readable. Provide enough detail about what you're telling
readers to keep the copy credible and useful, without going over the top to tell them things they
don't need to know.
With select details, the people who are ready to convert are going to stick around and read every
word. Because you know who those people are, you're going to give them the details which
resonate with them. For "X" Jeans, that's fit.

Not Getting to the Point

Have you ever been reading something online and started muttering, "Get to the point!" under
your breath? I'm sure you have. I also have. Many times!
Readers aren't interested in a long, rambling reflection about what you're selling. As I said, many
online readers who are seeking out goods and services scan content to pick out points relevant to
their specific needs. They want to know whether what you're selling is the right "fit" for them.
The inverted pyramid gives you the framework to present relevant information within the context
(word content and keywords) you're working from. Start with the most important information,
then work your way down, until it's time to close with a call to action.

No Emotion
The content presents information. That much we know. But it must also communicate it is
emotion.
Remember that your readers are looking for a product or service that will enhance their lives.
They're trying to fill a gap in their lives, and gaps in our lives always have emotions associated
with them.
The conversational, friendly voice is your best bet for this reason. You're not a robot,
enumerating bullet points – even if the SEO gnomes insist that you should. You're a human
being talking to other human beings about a common interest – what you're selling.
Fulfill that need by injecting happiness, joy, satisfaction, and other positive emotions. Remember
what Don Draper said, "happiness is the smell of a new car." But he added that happiness is also
"freedom of fear." Draper contended that advertising provided that freedom by fulfilling needs
and dreams. Advertising/marketing is the act of persuading consumers that your product or
service can do exactly that and what could be more profound than living free of fear?
Your copywriting, while factual, shouldn't be stiff and dry. Emotion is what turns heads when
injected into your content.

Not True to the Branding

Understanding the brand, you're writing for is just as important as understanding the core market
of that brand.
And being true to your brand and its message is equivalent to being consistent. Deviating from
the message is confusing to readers. If brand loyalists catch you in an inconsistency, you can bet
it will cost you. The brand of whatever it is you're selling is like its DNA. It's what it is and what
you, as a copywriter, have to work with.
Maintaining a consistent message and style across all the platforms your company's found on
builds consumer trust and confidence in the brand and, thus, the service/product. When that falls
down, so does the brand's relationship with customers and the public at large.
I mean, how can you trust someone who's in a different mood every time you bump into them?
You can't!
Believing You Can Do No Wrong
You're sitting here reading this because you know you need to learn more about copywriting. But
if there's one thing that may safely be said about writers, it's that we're pigheaded and perhaps a
little full of ourselves, at times.
But writers who stay the course give up those ideas – or keep them to themselves, while
interfacing with clients.
You can and will screw up. You will return a bad copy. But sometimes you'll return a good copy,
and a client will lose his mind. You won't understand why. You'll know the client is wrong. But
you will graciously comply with whatever it is the client wants you to do to fix the copy.
Even if it's fine "as is." Even if you think the client is having a bad day taking out his frustrations
on you. Even if the client is a semi-literate toad.
You will comply, and you will learn from your mistake. While copywriters aren't there to be
beaten up on when clients have a bad day, we are fallible. We are not always right just because
we write.
And sure, the client can be wrong, especially when it comes to copywriting. But the client, it is
always to be remembered, is always the client.
So, humble yourself. Learn from your experiences and understand – no one is perfect, and no
one is always right – unless they're the client. Then, even when they're wrong, they are right.
In our next chapter, we'll get down to the types of copy you'll most likely be producing as a
copywriter and what each of them requires from you.
Chapter Five
 A WORLD OF COPY

Copywriting covers a lot of bases and online, it closely follows traditional advertising copy,
except for writing to SEO. Search Engine Optimization is an important part of the job, expressed
in the provision of keywords, as we've discussed earlier.
But the types of copy you'll produce will vary greatly. You may be asked to produce everything
from media releases to promotional emails to product descriptions, paid content for online
publications, blogs, and text to appear in advertisements.
In this chapter, we'll talk about the most likely focuses for your copywriting, what they achieve,
and what's required from you to produce for them.
Let's start with a deeper dive into SEO and how it relates to copywriting in the online space.

Search Engine Optimization

Search Engine Optimization is what gets your copy read, and your client's products and services
moved.
The use of keywords pinpoints the behavior of consumers at the search engine. The words they
are most likely to enter are those most likely to lead them to your client's website, causing your
client to emerge at the top of the search results if you've used SEO effectively.
We've already talked about the overuse of keywords as one of the worst mistakes a copywriter
can make, but including them is one of the reasons you're there. If your market can't find you, it's
all an exercise in futility.
You will most likely not be called upon to generate your own keywords. This is usually the
responsibility of the marketing agency you work for or your client. But it pays to understand how
this part of the process works, as it's crucial to your role as a copywriter.
Research on SEO focuses on identifying the words and combinations of words most likely to be
used by consumers to find their way to a product or service.
But SEO is changing, and 2020 is a watershed year in that respect. And pivotal to that change is
intended. Even more important than the words themselves, what the internet user searching
online intended in their quest is what's brand, spanking new in SEO this year. We'll get to that in
a minute.
Researching keywords provides you with a snapshot of how popular the topics you're
researching are with your market. This allows you to identify and categorize "hot" topics that
will become copy in the hands of a copywriter. Those topics, in turn, guide you to the keywords
that are going to get the copy read.
All of that is extremely important, but as we just discussed, the intention of the person searching
provides richer information. What was that person thinking? What problem was she trying to
solve?
No one's a mind reader, so entering the keyword yourself to view results is instructive. What you
see is what the searcher saw, and the content shown on that first search page is probably what
she read.
For example, it's easy to discern the intent of a search engine user entering the words "X" jean
outlet near me in Rough and Ready, CA." They want that fit, so they're trying to find out where
they can buy the jeans. How do you solve the problem? You write about the accessibility of the
product and how you also offer delivery for a discounted rate for orders over a certain amount –
because you know there are no "X" Jeans to be had in Rough and Ready, CA.
But another example and perhaps a more difficult one might be, "which jeans are the best to
buy." That's kind of a flabby, vague search which will probably render a pretty mixed bag. But
you could still create content based on the language if you were to reword it creatively. For
example,
"The best of the best with "X" Jeans. Quality that fits."
And you'd be helping a lost search engine dropout at the same time!
Now that you understand a little more about SEO, let's talk about types of content, what they do,
and how to write them successfully.

Landing Page
Sometimes referred to as a "lead capture page," this is a standalone page that appears when
clicking on a search result. It might take the form of a promotion, an online ad, or a marketing
email. Usually, though, the copy you'll write clocks in at about 500 very effective, persuasive
words.
Let's focus on the promotional version of the landing page. This is a copy that identifies potential
customers and primes them for further marketing, due to an expressed interest in what you're
selling. But landing pages can also help you identify leads - people who are perhaps interested
but haven't yet gotten to the point of probable conversion.
In essence, the landing page is one big Call to Action. It isn't navigable. It exists only to identify
potential customers and potential interest in what you're selling. In other words, they enhance the
reach of your website, social media, and any other copy online in your matrix of information and
marketing.
PRO-TIP: Google is not fond of landing pages. This is something every copywriter should know
before attempting this style of copy. There are three key rules to keeping Google off your client's
back, and here they are:
• The landing page is there to provide the information the searcher clicked a link to find.
It had better be there! If it's not, the searcher is having a lousy experience of your
client and your writing. Keep it relevant, informative, and high quality.
 • Make the content useful. Again, give the searcher what they went on Google to search.
Don't bore them with the information they don't want or need.
• The copy on your landing page should be unique. It should not be a repetition of a
copy that appears elsewhere on the internet. And this is a problem, not just for Google
or users but for you and the company or companies you work for. Landing pages will
often be replicated to change only the city being targeted. For example, "Hardware
stores near me in Hoboken, NJ." When you're working in online marketing, this
keyword may be replicated 10 to 12 times with other city names. A global replacement
is not enough. You must reorganize the copy to get around Google because this is the
type of landing page they like least of all.
Google also wants your landing page to be transparent. The client's website must include copious
and detailed information about what's being marketed. That includes pricing and any other
information relevant to the user.
If the client's website doesn't tell your readers what they want to know, you shouldn't be
funneling them toward a newsletter or a "member's area" which demands that they provide, for
example, an email address. You will get it in the ear from the Googles if this is the case.
You are in the business of persuasion, not manipulation, so ensure that all the information your
readers will want is available via that landing page.
Your landing page should also acknowledge the user's experience. Having these floating around
out there in cyberspace may appear smart – no distractions! But the truth is that when they're
detached from the information they exist to point readers to, they're having an opposite effect to
what you want. You want readers to go to the website. You want them to stick around and find
out more. When the landing pages are part of the client's website, this is much more likely to
happen and much more likely to make the landing page successful in terms of conversion.
You're probably asking yourself why you should give a rat's behind what Google thinks about
your landing pages.
Give a rat's behind. Here's why – Google is a giant in web-based data and user behavior. They
have spent years analyzing this kind of information. So, you can be sure that if you stay in
Google's good graces you're generating leads and converting them with your landing pages. Give
them what they want – relevant, useful, unique content that does what users come out for –
information.

Landing Pages that Pack a Punch

So long as we're here for Google's advice and giving a rat's behind, let's talk about some good
advice from this 400-pound gorilla of a search engine!

• Effective. Persuasive
Your copy should be consistent with all other forms of copy you're writing for what you're
selling. It should be branded content that follows the magical formula of the brand of the product
or service you're talking about. It should also be informative, helpful, and convince the user that
they need to buy what you're selling.
• Keep your landing page user friendly. Whoever reads that page must be able to find
your contact information with ease. If it's included on the landing page as part of your
CTA, awesome. If not, it should be readily accessible through the page. If you're using
the landing page to collect contact information or other personal information from
leads, explain why. Be clear. Be transparent. It's not nice to hide things from potential
customers, and believe me - they don't forget when you make that mistake.

Blogs
Blogs, as we're all aware, are collections of writing focused on a subject or perhaps a person's
life. Some use them as confessionals; others use blogs to inform. But e-commerce uses blogs to
sell products.
For any online business, a blog is a key moving part of a strong marketing strategy. A blog
increases online awareness and visibility of the company you're writing for, brand awareness. It
provides a locus for customers and potential customers to subscribe to, to find out more about the
business and what it has to offer them. Again, a blog for business is usually no more than 500
words. But I have written blogs like this at 750 or 1,500 words. While conventional wisdom –
which very often misses the mark – tells us that long-form copy bores people, that's not true of
everyone. And 500 words is sometimes insufficient to tell the story you want to tell. Different
copy word counts work for different purposes, different markets, and different readers. One size
certainly does not fit all, especially when you're talking about business blogs.
And by the way, the average blog post's word count is 1,236 words.
This is the detailed end of copywriting and probably where you'll have the most fun.
Because of the nature of the medium – the internet – conditions change rapidly and frequently.
This is especially true of the role of blogging for e-commerce. Online, you'll find a wealth of
outdated information that will mislead you. Maybe that's why you're reading this book, so I'm
going to give you the straight goods on blogging for business.
One of the most enduring misconceptions about this style of marketing is that it's too time-
consuming, expensive, and difficult to bother with.
But let's face it, business blogging is a lot less time-consuming and expensive than a call center,
and it essentially serves the same purpose, without the intrusion on consumer lives. Consumers
choose to seek out information. In providing that information in a credible, user-friendly format,
you're doing a service. But you're also positioning your business as one with key expertise.
We're sure you have some thoughts on the matter, and some of those thoughts may echo the
misconceptions above. Let's clear some of them up.

• Customers Aren't Interested in Blogs

When customers and potential customers want to know something, where do they go? Google!
And when you've written your blog with SEO in mind, they'll show up in the results, driving
information-seeking consumers to your website. People will read blogs that offer them the
information they're looking for.

• Blogs Offer Minimal Returns

This is simply not the case. While it may take time and effort, setting up a blog that informs
consumers about a product/service is well worth the effort. More and more businesses are
discovering that this is true, which is why online copywriters are in such high demand.
Some people think this because they've put up a blog in the past and just expected consumers to
find it. It doesn't work that way!
Blogs need to be marketed to let people know about them. With the right marketing through
social media channels, a blog can deliver tremendous results. And the truth is that blogging is the
third most popular strategy for content marketing online, following video and e-books.
Marketers who deploy blogging enjoy a Return on Investment 13 times higher than those who
don't. Remember this point when marketing yourself to potential clients.
And maybe tell them these facts, too:
• In 2020, there are 600 million blogs active in the online world.
• 50% of the top 200 Fortune 500 companies kept blogs, as of 2018.
• There are 32 million bloggers in the USA alone.
• In California, the number of bloggers was higher than the population of Canada in
2018.
 • 80% of people who use internet visit blogs as well as social media.
• Companies with blogs generate 67% more leads each month than those who don't.
• Blogging is considered the most valuable and effective marketing channel by 59% of
marketers.
• Businesses with blogs get 55% more website traffic than businesses without them.
There's a lot more I could share with you here, but I think you get the point – blogging works and
businesses who deploy them enjoy significant benefits from investing in them.
So, now that you know how valuable your blogging services are let's examine what makes a truly
great blog for business.

The Right Topics

At the entrance of every post you write is the customer. As we've discussed earlier, all copy you
create is for your favorite customer. Figuring who that is and what they want to read about is
how to create a blog that appeals to and draws in that favorite customer.
Sometimes, your clients won't know that. They won't have done the legwork required to get a
bead on their ideal customer. But you can certainly understand a lot about who's reading your
posts by researching customer profiles within your specific market. That encompasses location,
median incomes, other demographic markers like age and sex, and topics of interest that speak to
that specific cohort.
What kind of job does the customer have? What are their goals? What annoys them?
Having this information is like having a roadmap. Remember that you are speaking directly to
real people. Appeal to them. This will make your client's voice in the market more robust, raising
the company's profile.

Evergreen. Ever Relevant

Evergreen blog content is pretty special. It's what holds together the whole shooting match and is
described by some marketers as "pillars" of their blogging.
While all content is evergreen in a sense – the internet is forever – evergreen content is a horse of
a different color. It offers information which, while perhaps subject to update, is not subject to
change. The skeleton of the topic remains the same – blogging, for example. Blogging is, largely,
the same as it's always been. But it's evolved over time, which is the update.
Evergreen blog posts remain relevant over time. They're not breaking news or promotion. They
address a topic that will continue to be a resource on your blog and, as such, continue driving
traffic to your website. Evergreen posts allow you to build an online presence for these reasons.
When your content is relevant for the long haul, it's working for you. And around the pillars of
evergreen content, you can create clusters of blog posts, building on the topic and making the
original post of an even higher value to you and your readers.
Trends and News in Your Client's Industry
Your readers want evergreen content that's informative and expands their understanding of your
company. But they also want to know what's going on in your specific industry.
And when you tell them what's going on, you're establishing your expert status – but only when
the copy is worth their time. While that goes without saying, including posts about trends
specific to your industry keeps your market reading, and that's what you want.
Being perceived as a "thought leader" adds heft to your online identity, and that heft usually
translates into sales. Sharing with your readers what the buzz in your industry is at present builds
authority and credibility.
Now let's talk about getting that puppy written!

Writing a Blog Post

Because you're a new writer, I'm going to suggest that you outline your post before writing it.
Knowing where you're going is a great place to start, right?
Again, the inverted pyramid style helps you help your readers by placing the most important
information at the top of the piece. Once you're a seasoned blogger, this step isn't needed, but
when you're starting out, it can make the entire process less painful. You may even want to work
in a "listicle" format to start with, for instance: "Five things our customers love about "X" Jeans"
or "Five reasons that "X" Jeans fit you perfectly." Readers tend to love listicles, as they're
scannable, and what readers like is something you should be thinking about. They're also a great
support to beginning bloggers.

Clear, Concise, Informational and Entertaining

Remember your blog is going to be found in the search results by people who may not know
much about the topic. They're looking for information, so ensure that you're as clear as you can
be.
Keep your language simple and friendly. Your readers want to learn from what you're writing.
And one more time – no jargon. Jargon and acronyms (capital letters which represent a series of
words, like SEO) can be intimidating and turn your readers off.
We know that people scan, so use devices like bullet points, numbers, and white space to
separate key points that you want your readers to take away with them.
And while you're doing that, keep your information concise, accurate, in line with reality (no
hyperbole), and entertaining. While there are people in this world who believe that a blog should
be a wall of information with no entertainment value, I strongly disagree. People want to be
informed, but if you can entertain them while you're informing them, you're creating a superior
product.

SEO – How They Find You

Search Engine Optimization is how people find you, so you must insert keywords into your copy
that will cause it to appear in search engine results. Longer blog posts may use a primary
keyword, with secondary or even tertiary keywords.
As I've mentioned earlier, the key to integrating keywords for SEO into your copy is to make
them read as a natural part of the copy. When that can't be done, they work against you, making
your copy mechanical and robotic. Placing these words in the title and subheadings helps to
reduce the need for inclusion in the body of the content.
Creating keywords for your topic is easy, with a range of online tools to help. I'll include some of
the better ones in the Resources section at the end of this book. Add the right keywords to your
copy and help them find you!

Promoting your Blog

Search engines are becoming increasingly competitive. Even if your SEO game is strong, you'll
need to promote your blog on social media. Marketing emails can also be highly effective for
this purpose. We'll talk about those in a bit.
Before you start groaning, this isn't the huge undertaking you may think it is. Use the platforms
you've determined that your favorite customer is interested in and visits regularly. Peppering
social media haphazardly will get you somewhere but maybe not to those super-special
customers that resemble Customer Zero – your target profile.

Marketing Emails
This is direct marketing. It speaks right at your market. But why do you email your customers?
Sometimes, a marketing email may serve the purpose of fortifying existing relationships or
reinvigorating ones that have become dormant. Sometimes, your email will be written to draw in
new customers or convince existing ones that you have something they want to buy.
But sometimes, you'll just be letting your client's customers know about the new blog!
With "opt-in" for customers – people invited to give your client their contact information who
provide it to you with the expectation they'll receive online communication from you – email
marketing has evolved. Less invasive and less frequently identified with "spam," the format has
come of age.
But how are marketing emails written? What are the rules of the road?

Tips on Writing Marketing Emails

The subject line is where we start because it's one of the most important elements of a marketing
email. If your target reader doesn't open that email, there's no point in sending it.
And because of its importance, the subject line for a marketing email should include the first
name of the person you're sending it to. From there, you'll want to use language which invites
action on the part of the recipient.
Maybe you're introducing a customer feedback tool or a survey.
"Hey, Janet! We know your "X" Jeans fit, so count the ways. Tell the world!"
Or maybe your email is introducing customers to the new blog.
"Read all about "X" Jeans? We know you want to, Janet!"
Both these subject lines indicate an action on the part of the customer, presented as opportunities.
In the first instance, they are a brand ambassador. In the second, finding out more about a
product, you already know the customer appreciates.
Your subject line is where the customer identifies the value of the information you've included,
which is how they decide to either open it or delete it. So, make sure you're indicating a payoff
for the customers who open your email.
So – customer name, customer action, valued-added. That's your marketing email subject line.

Clarity First. Cleverness Second

Your subject line should be a clear indication of what the customer's going to read in the body of
the email. If you can't be clever with that, so be it. Be friendly, engaging, and clear. If the subject
accommodates cleverness, then, by all means, be a clever Trevor.
But don't bust a blood vessel trying to be cute, clever, funny, or silly. The aim here is to get the
customer to open the email. If you can entertain while you're doing that, swell.

The Subject Line is Part of the Email

Stating the obvious? Perhaps but continuity counts. So, integrate what you've said in the subject
line with what you've said in the content that people read once they've clicked through.
You've already stated your intentions in the subject line, so to deviate from that message in the
body of the email is dishonest and misleading. Tell them what you promised to tell them or risk
losing them. Eventually, customers will stop opening your emails, and when that happens, a
cascading effect can set in, impacting sales and online reputation.
A straightforward subject line is key. Anything vague that doesn't stand up to the information in
the email is going to undermine your efforts.
Further, if your reader opens the email and starts reading, only to discover that your email doesn't
deliver on the promise of the subject line, they're not going to visit your blog/take part in your
survey. They will not click through to the page at the call to action. They will have closed your
marketing email in annoyance.
And annoyance is the last emotion that should be elicited by a marketing email.
Now that you've got a handle on the subject line let's move on to the body of the email.

The Meat and Potatoes

If you've managed to get them to open your email, then bravo! But once they're in there, how are
you going to convince them to read it and then click through?
You're going to establish relevancy, right at the beginning of your copy. And you're going to
infuse the rest of the email with the personalization you included in the subject line.
Explain how you and the customer know one another. That relationship is the core of the
message's relevancy. The message to your customer is, "Hey, remember me/us? We thought
you'd like to know about (fill in the blank)".
Writing in the second person is another key rule of marketing emails. You're talking to someone
specific, so take the conversational tone and use you/your pronouns. By doing that, you're
focusing on the customer and not the company you're writing for. You're sending them a
personalized message which is directly relevant to their experience of your client's brand. And
you're adding value by telling them what you set out to tell them in the subject line, in detail.

Explain Benefits
If the marketing email you're writing is to alert your customers to a promotion or an event on the
immediate event horizon, stating benefits that are relevant and personal to the customer is much
more effective than just advertising the promotion or inviting someone to an event.
For example:
"Lightweight jeans for summer are what you need to beat the heat."
"Summer's here! Get "X" Jeans lightweight summer model for 50% until (fill in date). Get yours
now!"
An email of this sort would include information on the promotion, certainly. But to slam the
customer with a giant 50% off after they've opened the email is going to get a grimace, not a
smile.
So, what's our benefits statement? It's "beat the heat." It's hot. It's summer. People want to find
ways to feel cooler and lightweight fabric is a good way to do that. So, the first statement wins.

Keep it Crisp – and Short

A marketing email isn't a blog, so keep it short. This style of writing is usually in a format of
well under 250 words. While that's a challenge for some writers, it's also an opportunity to
tighten up your skills. In marketing communication like this, brevity is beautiful!
Think, for example, of a wedding invitation. While it may hint at what's going to happen at the
event, or even at a theme, it's not going to tell you the whole story. The invitation is asking you
to come to the wedding and to be a part of it.
A marketing email works in much the same way – it invites the reader to take part by briefly
informing them and then clicking through to act on that invitation.
Greet your customer. Tell them about your survey or blog, or whatever you're emailing them
about, then get them to click through. Crisp, short emails which carry through on the promise of
the subject line are most likely to elicit this response.
And it's in that call to action – clicking through to act on the email – that the whole point is
found.

Be the Voice of the Client's Brand

Every brand has a voice, a feeling, a look, and a personality. In your writing, especially when it
comes to marketing emails, that is you.
You are representing a carefully crafted brand experience, so your likeability is your client's
likeability. Pleasant, friendly, helpful copy is what you're offering because you are, in your
writing, Brand Ambassador Zero.
Being the voice of your client's brand is expressing to those reading what that brand means to the
customer. What is their experience with the brand? You, as the copywriter, are a huge part of
that, so keep it charming and delightful and win BFFs for your client. They will love you!

Call to Action
You bet there's a call to action! You're sending this email to ask your customers to do something,
and this is best expressed in a clear, succinct call to action.
While many claim HTML emails pack the most punch, reality does not bear that out. Sure, they
look snazzy, but plain text emails can be just as effective and, in most instances, are statistically
proven to be more impactful than their HTML cousins.
Ask them to do what you want them to do, in your client's charming, friendly voice and watch
them answer that call.

eBooks
Whether you're offering your ebook free of charge to selected customers or including it as part of
a select promotion, that little book is one of the most potent ways to establish expert status for
your clients.
Focusing directly on customer needs, questions, and problems, you're offering a little primer on a
specific subject as a gift to loyal customers. Your client may even want to offer it free to
everyone who comes to their website.
And unless you think giving things away free is kind of crazy – I've got news for you. Offering
free expertise cements your client's business in the minds of customers and potential customers.
It's something they can share with people, also, which makes it an easy way to spread the word.
eBooks are the fast track to established expertise for your client!
Let's talk about the many benefits of this form of copy and how to create it!

Lead Generation You Can't Beat

With a well-structured ebook on a topic of interest to your target market, you've created a lead
generating machine. When you offer it for free, you're offering knowledge for free. Free stuff is
great but free knowledge? Fantastic!

Your Brand's Credibility Score – 100/100

Especially when you're a new business, credibility is crucial. Customers want to know they can
trust you, and providing them with a concrete means of discerning your expertise helps build
trust with your brand.
And did you know that the American consumer will pay almost 20% more for the pleasure of
doing business with an entity that's well-respected and trusted?
When you establish expertise by providing proof of it in the form of an ebook, your brand's
credibility soars and with it, customer loyalty to your brand. You get their attention with this
marketing strategy, and their attention is turned to your website.
With a quality ebook that mirrors the quality content on your site, you'll have more website
traffic – about 2,000% more, in some cases, another factor that encourages loyal customers who
spend money on your products and services.

What's your Topic?

eBooks aren't intended to be magnum opuses. They're intended to focus on one subject,
providing value to customers who want to know more about it.
So, you need to know that and to know that you need to know your customers. But if you've been
reading, you already know that! So, ask yourself:
• What educational value does this copy have for my client's customers?
• How will the ebook help them?
No matter what your client's business is, you'll find the answers to your questions in content
already created, to a degree. Expanding on something of interest to readers that have proven
popular is one way to go. But you also need to discern "pain points" (problems) and other
interests to ensure you're providing the kind of content they want.
What are the keywords they enter most commonly? Which phrases pop up repeatedly? These are
important clues when it comes to choosing a topic.
PRO-TIP: Your best guide to what your client's customers want to read is the customers, so don't
be shy about reaching out to them. You'll already have an email list, so there it is – uses it! Ask
your readers what they'd be most interested in reading about. This will also generate interest in
the finished product.
These are the people who know you best and know the content you've been writing. A survey is
another way to reach out to readers to find out what they've been dying to find out more about.
This collaborative approach also builds brand trust and customer relationships.

That Outline Thing Again

If you're like most copywriters starting out, you'll probably be wrinkling up your nose like you
smelled something unpleasant, every time you see the word "outline." But I'm here to tell you
that the outlines are your friends. Yes, they are.
They're your friends because once you have an outline in hand, the actual writing of the ebook –
or whatever else you're producing – becomes much easier. You have created your own guide to
writing it.
The outline is a plan, and planning is how you save your resources, time, and money. With an
outline, you know where you're going. Another advantage of outlining your ebook is to ensure
you're providing only information relevant to the topic and not repeating yourself.
Start with your core proposition – this is what you've gleaned from your research and interface
with readers. Then start to think about framing that proposition with its main points and
subtopics that create a full picture of the topic you're talking about.
Remember: tell them what you're going to tell them, then tell them, then tell them again – exactly
what you told them!

Getting it Written
Four key aspects comprise your ebook.
Title, chapter titles, copy, and conclusion.
Headings and subheadings create scan-ability within the body of the ebook. Solid walls of the
copy are intimidating – as we've noted earlier – that's why headings and white space are
important. They allow readers to pick out the information they're most interested in.
And while you're writing, remember to keep an eye on your brand's voice and flavor. Readers
need to see that it's more of the same that they've become accustomed to. And, as always,
friendly, conversational writing is the easiest for most people to read. It's approachable and
invites rather than intimidates.
Rich with information, your ebook is a gift to your readers and, thus, a gift to your client. Make
sure you take the time you need to prove it well for readability, scan-ability, and, of course, typos
and grammos.
Converting your ebook to PDF once you're ready to release it is a best practice. No one can
fiddle around with it in this format. What's more – it looks the same on any device it's read on,
and that's what you're after – a resource that's accessible to everyone, which is what "free" really
means.
But most important of all is to offer a clear value to your readers. If you've done your homework,
you'll be able to do that. And please – don't skip the outline! I know you may not accept the
value of this step, but you will soon. Trust me!
Next, let's turn our attention to the art of the media release.

Media Releases – What are They?

Media releases – formerly known as "press" releases – alert the media to news about your client's
business. To get the attention of the media outlet you're sharing the release with, it must be
prepared in a prescribed format, and it must garner the attention of the people receiving it, as
they receive many of these every day.
Sharing news about a business is an acceptable marketing strategy and one which can raise the
profile of your client's business immeasurably, by leading to what's known as "earned media."
This is when your media release hits all the right numbers and leads to an article being written
about your news.
Not every outlet will take interest. But remember – all you need is one to get the desired
exposure for your happening, event, benchmark, or IPO (Initial Public Offering).
Let's review the structure of the modern media release.

For Immediate Release

Every media release starts with these three little words – that means so much. These words mean
that you have news to share. Whether you know it or not, your news is of interest to a wide
variety of outlets, especially community outlets, who are always looking for local and regional
content of interest to their readers.
Directly beneath these words – which should appear at the top left of the release in block capital
letters, bolded, the date should appear.
Your headline comes next. Centered and bold, this is an important part of your release and
should be designed to immediately generate the interest of the person who opens the email it's
included with.
It should tell the story you're about to tell in the release, in summary. It should also be interesting
and sharp.
For example:
"X" Jeans is coming out to play at the (city name) Community Festival!"
Or
"X" Jeans – get to know us a little better at the (city name) Community Festival!"
Or maybe "X" Jeans is sponsoring a community event, so you might write:
"Jeans really can change the game – "X" Jeans proudly sponsors the (city name) Ride
for Cancer!"
What's the most important thing you want the media to know about the event? What is the
crowning point of your release? That's where your lead – the first paragraph – comes into play.
Here you'll answer all the questions journalists need to write a story about your release – who,
what, when, where, why, and how. Keep your lead brief. Two or three lines is enough to impart
the importance of what you're telling them.
For example:
"The (city name) Community Festival is our pride and joy here in (city name), and this
year, "X" Jeans is in the house to share our flawless fit, September 21-23 at the (city
name) Stadium. Come meet the people who bring you the fit everyone's talking about."
Or:
"This year, "X" Jeans is joining our vibrant local business community on September
23 to help change the game for cancer patients. We're proud sponsors of the (city
name) Ride for Cancer because, at "X," we know it takes a village."
Next, you proceed to the body. Remember that you have only one page to share the information,
so keep it tight. An effective media release is between 300 and 400 words long, traditionally.
Nobody in a newsroom wants to read anything longer than that to determine whether your
release is, indeed, newsworthy.
After the lead, you're going to expand on that brief opening paragraph, using the inverted
pyramid, placing your most important point at the top of the content, moving down to the least
important point, to close.
Active language, presented in short sentences and paragraphs, is the most effective way to
express urgency, which a media release should. And present the information in the third person.
You are a narrator, talking about an event on behalf of your client.
And the media loves quotations. Discuss these with your client or glean them from their website.
The client will want to see the media release before it goes out anyway, so they may have
something to add or subtract. That said, quotations are part of an effective media release, no
matter what its subject matter is.
Now that you've told the story, it's time for the conclusion. Here's where your least important
point goes. Include an invitation for people to visit you at the Community Festival or contribute
to the cancer fund. Briefly close the release with a "see you there" and then provide contact
information and an invitation to contact you for further information. Provide the name of the
company's information officer, accompanied by that person's phone number and email.
After that, type -30-. This means the release has concluded. In some countries, the word "end" or
"ends" is used, but -30- is traditional.
Finally, add your "boilerplate," which is a brief description of your company and its purpose.
This is an extra which your client may or may not ask that you use. It's important to know that
this isn't considered part of the media release itself. The boilerplate is usually pre-determined and
added to all media releases and sometimes, at the end of blog posts.
In this chapter, you've read about some of the most common forms of content created by
copywriters. In the next chapter, let's look at some great moments in copywriting history to find
out what we can learn from them.

Evergreen Content – Websites

Open any website, and you'll see what's known as "evergreen content." This term refers to long-
term content like "About" and "Home pages" and other pages on the site intended to inform
visitors about the product or service being described. This content may be subject, from time to
time, to updates. But the core message of the content remains largely static through time.
Like coniferous – evergreen – trees, the content is the same in every season. In other words,
"timeless."
Content on websites that continue to be informative, building website presence, is considered
"evergreen." What evergreen content is not:
 • News
• Statistics – these change with time
• Seasonal or holiday focused content
• Articles describing trends/fads
• The following formats are used to create evergreen copy/content:
• Tips about your product or the industry it's sited in
• Listicles
• Tutorials
• Reviews and descriptions of specific products/services
• Video content
• Historical copy about the business you're writing for, or about the industry, it's part of
• Glossaries – explaining expressions and terms peculiar to your client's sector
"X" Jeans' evergreen content might include information about the manufacturing process or the
type of fabric used, where it's sourced, and who makes the jeans. It might also be customer
testimonials – especially testimonials from celebrities or public figures.
Anything that doesn't "date" over time can be part of your collection of evergreen content. When
it's effective, your content will show up in searches, building awareness, and site presence for
years to come.
The use of keywords relevant to your product or service is what keeps the tree fresh. And in a
competitive environment like the internet, those need to be identified as common searches. But
they also need to be "niche" enough to make you stand out. This can be done with long tail (just
what they sound like – involving many words) keywords. The more complex the keyword, the
more likely it is your evergreen content will be found again and again.

Evergreen Copywriting Tips

Establishing expertise is a key part of a copywriter's job. But when it comes to evergreen copy,
understand that those searching are not likely to be experts. You're speaking to people unfamiliar
with what you're writing about, in most cases. Speak to them, using language that's easy to
follow.
Again, a technical language that is peculiar to your industry is alienating, so refrain. You don't
want to scare off your visitors, so keep your language simple.
To accommodate the knowledge gap that many of your new visitors are likely to have, choose a
narrower topic. A broader topic is likely to have more competition, so take that opportunity to
write about something you haven't read elsewhere. This requires research, but so does most of
what you'll do as a copywriter.
Speaking of opportunities, look for these in related content. For example, you may want to write
a series on your product or service, linking disparate pages together. Solve a problem for your
readers that leads them to related contented and keeps them engaged with your website.

Evergreen is Not Everything

Evergreen content serves as an anchor to other content on the website you're writing for. It's
important, but making space for timely, up-to-date content is too. But that's where your blog
comes in. That's the place for articles on trends and current news about your industry and your
product or service's place in it.
Truly stellar content marketing needs both types of content, available in the same place – your
website. The evergreen copy serves as the pillars of your content empire within the setting of the
website it's written for. Those pillars hold up the whole structure, to which you add topical,
contemporary content to increase traffic and to sell the product or service you're writing about.
And here's something interesting to know about all the copy you'll be creating as a copywriter –
70% of online readers want to find out more about a product/service they're interested in via
content versus advertising.
Well, it is advertising. It's just a different way of doing it! Your evergreen and topical copy are
what consumers want. They want to know, from the horse's mouth, "what's in it for them" and
what the benefits and selling points of your service or product are. They want to know why they
should buy it from the source itself.
I can't be adamant enough about how important it is to do your research. Identifying aspects of
what you're writing about that have been missed in other sources is key to writing from a new
angle. It's in that new angle that readers discover what they're looking for. Giving that to them
puts you in a position of power in your niche. It distinguishes you as the source of information
that isn't found anywhere else, and that is copywriter gold!
A final word about evergreen content – it is the basis for a long-term marketing strategy. The
evergreen pillars holding up your content marketing support the topical content that generates
public interest – and sales.
Chapter Six
 COPYWRITING HISTORY
– THE ECSTASY AND THE AGONY

To get a strong understanding of copywriting and how it's created effectively and persuasively,
it's always instructive to look to the masters of the form.
While you can't duplicate the copy, you can learn a great deal from it by examining how the copy
served the company it was created for and what it achieved in terms of sales. Some of these
examples will come from the traditional world of copywriting (print, television) and some from
the online world, because it's in the traditional sphere that we find some of the most effective
copywriting ever to be realized.
I'm not saying online copywriting is lousy. I will, however, say that copywriting mills have had a
deleterious impact on quality. I've discussed this earlier in the book and – full disclosure –
having worked in a copy mill for several years, I have much to say about this corner of the
internet.
And some of what I have to say is very positive. For one, copy mills create opportunities for new
writers to build their skills. The pay is mediocre, but there's plenty of work for one thing. For
another, you will learn from the experience as you earn. The thing is that there are many aspiring
writers online who have neither prepared themselves nor trained for this type of work. And some
of these writers are writing in a second language, which is very evident in the finished product.
This seems not to bother many online copy mills or, strangely, their clients. Copywriting, as I've
tried to explain here, is a very specialized style of writing, with many moving parts. But
essentially, it's sales writing that comes at the transactional economy armed with knowledge
about the customer. This is especially true of online writing. And when the writing isn't up to that
challenge, it hurts to read it.

I Mean, it Actually Hurts

And you don't want to be that copywriter. No one wants to be that copywriter, save perhaps the
unwittingly enthusiastic, who are strangers in a strange land. When you're living in an economy
in which people earn monstrously low wages, copywriting online can seem like a good gig. And
it is! But it's also a demanding master that asks a lot of you in terms of learning, time, and
quality. And the better you understand those imperatives of the role, the more successful you'll
be with clients.
So, let's take a walk through some of copywriting's finest moments and some of their makers to
find out why these examples are, indeed, the gold standard and what you can learn from them.
Let's start with an apocryphal (unverified; untrue; anecdotal) example from Ernest Hemingway.

About Those Baby Shoes

If you're a writer of any kind, you should certainly know who Ernest Hemingway is.
A rakish 2oth Century adventurer, journalist, and author of books and short stories, Hemingway
is probably most popularly remembered for participating in the running of the bulls in Pamplona,
Spain.
But in writing and academic circles, Hemingway is remembered for an economical writing style
he called the "Iceberg Theory." This entailed telling only superficial details that pointed to a
deeper, underlying meaning.
How perfect is that for copywriters? Think about it! It's what Don Draper was trying to tell us the
whole time!
But the story's the thing here, so let's talk about those baby shoes.
The story goes that Hemingway was a young writer, about to launch a column at the Algonquin.
He was sitting with a group of other writers, and the group was talking about their passion –
writing.
Hemingway, in the mood for a challenge, told the group he could write a six-word short story. Of
course, the other writers were skeptical, so Hemingway asked the others at the table to throw in
$10 each. He said that, if he were wrong, he'd match the pot consisting of the group's money and
pay up. If he were right, he'd keep the money.
And so, the story goes, he wrote six words on a paper napkin and passed it around the table for
his colleagues to judge. It said:
"For sale. Baby shoes. Never worn."
Of course, he won. The "short story" contained six words and consisted of a beginning, a middle,
and an end.
And whether this story is true or not is entirely beside the point. What's the point? The economy
of language. Hemingway was famous for it. And the story itself teaches us an important lesson -
when it comes to writing, less is more. This is especially true of copywriting.
But within the story itself is a sad tale of baby shoes never worn by their intended wearer – the
baby. Implicit in this six-word story is infant death and the sadness of the parents. Without
breathing more than two words, "never worn," Hemingway displays the perfect illustration of the
Iceberg Theory. The rest of the story is there, right beneath the surface, where it breaks the water.

So, What's the Message to Copywriters?

Brevity. Brevity is the message. The Iceberg Theory, in the example of the baby shoe story,
illustrates the idea that much can be said, with only a few words. Those empty shoes, offered for
sale, are the tip of the iceberg of grief and sadness. And this is instructional for copywriters.
For example, look at what most online users see of a website – 99% of them will only get to the
home page and the "about" page. These two pages are the tip of that iceberg Hemingway was
talking about. So, it's those two pages which should be rich in information, with the rest of the
iceberg merely implied.
But remember the skimmers – they won't get much further than the headline. Fully 50% of
visitors to any given website won't get past the third paragraph. But it's that headline, which is
the portal to other information on the site, which is why it's always clickable.
Also, be aware of how readily the human mind can derive meaning and/or subtext – which is
what "baby shoes" is all about – from very little information. We take what's available to us and
extrapolate. Don't you find you do that every day? Human beings find meaning in every
expression and gesture. Never mind words – it doesn't take many of those for most people to
make decisions about the speaker.
The right headline allows visitors to see the rest of the iceberg because they will click on it if it's
inviting them to something of interest. This is one reason that well-crafted headlines are so
important.
Headlines generate curiosity, and curiosity amounts to clicks. But, whatever you're writing,
understand the importance of saying as much as you can with as few words as possible as key to
creating copy that gets the (sales) job done.
Next, we're going to talk about a guy every copywriter should know about. One of the
inspirations for Mad Men, David Ogilvy, is the acknowledged icon of the copywriter. And while
he worked mostly in print, claiming that he "never wrote a decent TV commercial," David
Ogilvy's example has remained massively influential in the copywriting sphere to this day.
Let's meet the real Don Draper.

The Mad Man's Mad Man

No person in history is more emblematic of the practice of copywriting than David Ogilvy.
Known for his dramatic personality, in his work, Ogilvy was practical, research-based, and
resolutely client-facing.
And I'm making him the lynchpin of this chapter because many of advertising's most memorable
moments came from the end of this man's pen. Known as the Father of Advertising, he is
arguably the most influential person to have ever hit Madison Avenue.
Born and raised in England, Ogilvy would travel to the USA in 1938 to work for the Audience
Research Institute at Princeton. This was a tremendous influence on Ogilvy's thinking with
respect to consumer research as the foundation of copywriting and advertising, in general.
His golden era in the 1950s and 60s established advertising as part of our lives, but it also created
the foundation of advertising copy as a series of research-based actions. For Ogilvy, pretty words
weren't enough. And you and I know just how right he was about that.
Advertising is only permitted to be pretty once its homework has been done, and its market and
that market's desires pinpointed.

Facts First
Ogilvy contended that facts were much more important than adjectives. If that sounds
technocratic to you, then let's look at the headline David Ogilvy identified as his career-best:
 "At 60 miles an hour, the loudest noise in the New Rolls-Royce comes from the
electric clock".
No frills. Perfectly and exclusively factual. But evocative. You can practically hear that clock
ticking over the near silence of the motor as you race down the highway – in the back seat, of
course. Rich people don't care about noisy engines.
And Ogilvy knew it. Then, he exploited that knowledge elegantly and effectively, and above all,
persuasively.
But did you know that producing that winning career topping headline took the work of a team
of 6 writers and 26 attempts? That's how seriously headlines are to be taken and why they're such
an important part of a copywriter's work.
Online copy is no different. The right headline and sub-heads in your blog post or landing page
can make the difference between converting a potential customer and watching them click away
from the site you're writing for.
Like all other consumers, online users want to know why they should care about your product or
service. The only reason they're going to care is if they see a direct and immediate benefit for
themselves. That's why it's so important that your headline conveys that value. You're speaking
directly to your market. Tell them what they want to hear to click on that headline and keep
reading. This is the pivotal role of the headline in online marketing.
"The best ads come from personal experience"
Of course, this is a quote from Ogilvy and think about – isn't that what's said about writing,
generally? That the best writing concerns the writer's own experience of life?
It's the same with copywriting.
People love stories, and if you, as a copywriter, can tell them a convincing, persuasive story,
rooted in your own experience of the product or service you're writing about, they're going to
read it greedily. They will probably purchase it if you pressed their buttons strategically with
your carefully crafted story.

Don't get Fancy

We all want to believe we're decently educated. We want to believe this of other people, too. But
giving folks the benefit of the doubt doesn't work in advertising. This was a true David Ogilvy
discovered during his career.
Ogilvy had deployed the word "obsolete" in an advertisement targeted primarily to women who
didn't work – the standard of the day. What he didn't know is that in his target market, more than
40% didn't know what the word meant.
And so, the "fancy" get in the way of selling your client's products. Knowing who's reading and
defining your favorite customer includes understanding the way they speak and their ability to
read what you're writing. Including words that are coherent to you but not coherent to your
market is perceived as "arrogant." It's alienating, so know who you're talking to and what they're
up to.
Just as people who tend to flaunt their vocabulary in casual conversations tend to be viewed as
"snobs" or "know-it-alls," getting fancy with your copy will reflect poorly on your client.
"Don't bunt. Aim it out of the ballpark."
Mediocrity is not the gold standard, even if there's so much mediocrity in the world of online
copywriting. Ogilvy knew this. He knew that it was worth the effort to hit a dinger. But dingers
take work and honesty about the copy you're producing.
Even if it's all on you – no team of 6 writers – brutalize your copy until it's right. Don't pass off
mediocre work as worthy of anyone's interest because it doesn't sell.
Sure, no one hits dingers every time they go to bat. That would be superhuman. But who are the
greats of baseball? The players who hit those home runs. So, that's your standard – excellence.
Don't be the copywriter who takes shortcuts or falls down on the job of selling your client's
wares. That's the copywriter out of work.
Bunting might get you to first base, but you're probably getting tagged off the field anyway, so
why not go for the gold instead? Stay in play by aiming it out of the ballpark.
"A consumer is not a moron."
And this is the truth, whether you believe they are morons or not. Your beliefs are of no interest -
even if the consumer is a moron. Even if the consumer doesn't know the meaning of the word
"obsolete," pretending to superior intelligence in your copywriting is not your place.
And it's a bad look on your client, too. Never forget who you are and what you're there to do.
You are a copywriter, hoping to persuade people to buy a product or service by way of your
writing. You are not there to preach, demean, or bully. You're there to persuade.
Customer outreach is exactly what it says it is. Your client is reaching out to customers and
potential customers to help them through you. Your position is to be the friendly face of the
company you're working for, and "friendly" is the operative word. You come to the market as a
servant, not its line manager.
Write with respect to who your favorite customer is, always envisioning that favorite customer as
your audience. This will help to keep you honest, respectful, and above all, true to your mission.
Next, let's talk about The Dude of the advertising world, highly prolific early slacker, Eugene
Schwartz.
"I write with my ears."
Listening is one of the most underrated life skills, but Eugene Schwartz used the skill intensively
to hear the attributes of the product or service he was selling, both from the client and customers,
before writing a word. He wanted to know everything there was to know before sitting down to
craft a commercial copywriting strategy.
And once he'd talked to all concerned, he'd go through his interview notes and pluck out the most
descriptive phrases, using the words of those he'd talked to in his final copy.
One of the 1950s and 60s most highly paid copywriters, Schwartz lived well and worked little.
He managed to develop a way of working, which required only 3 hours of his time per day, 5
days a week. The Dude would have been proud!
Schwartz was dedicated to crafting superior copy and didn't stint on his time in pursuing research
and listening, as I've mentioned above. He was continuously seeking to be better at what he did.
His contention was always that once he'd completed his research on any given product or service,
he'd know more about it than the client.
This exceptional copywriter spent hours reading all he could on whatever his copy was selling.
He wrote down every benefit occurring to him during this research period, and benefits are a
copywriter's best friend when it comes to persuasion.
So, while Schwartz only wrote for 15 hours per week, the bulk of what he did was set up to write
by gathering as much information and knowledge as he could before approaching the writing
phase.

His Secret
Schwartz insisted on writing in the same place every time. But he also insisted on setting a timer,
once set up and ready to work. He would set a timer for 33.33 minutes. So, what's the secret?
The secret is that Schwartz didn't allow himself to do anything but write. He did not allow
himself to get up from his chair. All he was allowed to do was to write or to sit and stare into
space while sipping his coffee.
And when the clocked timed out, he stopped immediately – even in mid-sentence. Then he
would do something else for 10 or 15 minutes. He would then return to his writing space and set
the clock again for the same amount of time.
By sitting the clocking 6 times, every day, for 5 days, Schwartz wrote many articles, dozens
upon dozens of ads, and, in addition, 9 books. While he worked 3 hours and 20 minutes each
day, in truth (do the math – 6 x 33.33), that's rather amazing.
And Schwartz's winning technique for getting the job done was intimately linked to the boredom
that would set in from sitting and staring into space for half an hour. So, in his case – and who
knows, maybe yours – boredom was powerful!

Hopes and Dreams Sell

Schwartz understood the psychology of advertising and what it's there to do – sell. His approach
drew heavily, for this reason, on the tendency of human nature to look beyond the present to
dream, hope, fear, and desire.
The future-focused emotions listed are what Schwartz called permanent mass desires. He further
identified what he called temporary mass desires – fashion, innovation, and novelty.
These are human emotions and tendencies which can be harnessed. They're already there and
everybody has them. The trick is to speak to them convincingly and persuasively.
But Schwartz also knew that every living person was unique. If you're writing for a favorite
customer, though, you know who you're talking to. You know how to solve the problem by
convincing them that the product or service you're selling is the solution. Still, a formula only
works once. It can't be applied to other problems without tweaking it to address them.
Intuition and innovation both played a part in this aspect of Schwartz's extremely successful
approach to copywriting. His appeal to human nature and his deployment of psychology in
creating copy for direct marketers made him the kind of guy rumored to have once been paid
$54,000 for 4 hours work.
Nice work if you can get it!
Next, let's look at Joe Sugarman, a revolutionary copywriter and direct marketer of the 1980s and
90s.
"Never sell a product or service. Sell a concept."
The truth behind what you're selling is the concept, a problem that's been solved, the lifestyle
enhancement that's been promised in your copywriting.
Sugarman believes in telling the story of what he was selling in the first person. He broke the
rule (which we've talked about earlier in this book) of centering the reader. Instead, he created a
relationship between himself and his readers. He stood for the product as its spokesperson, and in
that role, he told a story.
Sugarman's writing was long-form, but its character made it impossible to stop reading, and that
was his proposition, as a copywriter – that copy should be like a "slippery slope that you can't
help but slide down."
Like Ogilvy, he believed in facts over adjectives. He raised up the facts over everything else,
putting himself in direct conversation with readers.
And like Schwartz, Sugarman believed passionately in reaching out to human nature in all he
wrote. And in the Adweek Copywriting Handbook, he noted 24 psychological triggers that
provoked people to buy.

24 Triggers
Let's read through Sugarman's 24 triggers to further edify ourselves as to the reasons people buy.
1. Feeling of Involvement or Ownership
Drawing the reader in with the headline is just the start. You want your readers to feel involved
and that they have a stake in what you're writing about. This is involvement/ownership. This is
intimately tied up with your understanding of your favorite customer, what that customer wants,
and how personally invested they feel in the product or service you're writing about. Are you
making them feel important, cared for, seen, answered?
 2. Honesty
Running a mail-order business, Sugarman made a point of highlighting negative aspects of the
products he was selling, for this very reason. Being honest about potential drawbacks builds
trust. When one is consistently honest, the logical outcome is that one is trusted. A perfect
example of this is his copy for the Magic Stat thermostat, of which he wrote, in the lead – "You'll
love the way we hated the Magic Stat thermostat until an amazing thing happened."
And aren't you just dying to know what happened? Of course, you are! That's the point – that and
the honesty implicit in making a statement like this about a product your copy is selling.
3. Integrity
I've talked to you about hyperbole, and when you use hyperbole to get people's attention, it's
unlikely they'll continue reading. And that means they'll never buy what your copy is selling.
Falling back on exaggeration claims that supply of what you're selling is short, pressure tactics
and outright lies, loses you, readers. So, when you lose your integrity, you may as well just pick
up your marbles and go home.
4. Credibility
In Sugarman's view, honesty and integrity combined add up to the credibility. And frankly, that's
my experience, too.
Let's face it. When people can see that you're straight up with them, they're much more likely to
do business with you. That's true in just about every example you can name. Honesty and
integrity establish credibility, and once credibility is in place, people are going to be willing to
buy from your client. So, keep it clean for you and for your client and future clients.
5. Value and Proof of Value
Sugarman says that comparing your product or service to those of competitors is the best way to
establish the value of what you're selling. Another method of establishing value is to compare the
value of something related to yours. Or the cup of the coffee argument so frequently used in
charity can be deployed as a means of demonstrating value. For example, "You think nothing of
buying that cup of coffee, but for a week's worth of those, you can have this instead!".
6. Justify the Purchase
We all want things that cost a considerable amount of money. We usually talk ourselves out of
buying them, though.
That's unless a good copywriter can overcome the objection in the consumer's mind to spending
the money. By appealing to the fulfillment of an emotional need, we can help the consumer
justify the purchase.
"Sure, it costs a lot! But think how great you'll feel behind the wheel/wearing it to your
sister's wedding/making your first cup of espresso at home".
But supporting that emotional decision with facts about the product supports value to the
customer. And it justifies the genuine emotion that's a compelling purchase, also. Customers
want to be absolved of guilt for emotional buying habits.

7. Greed
If you don't believe that people buy out of sheer greed, you've never seen a video of a Cyber
Monday sale, with hungry electronics shoppers trampling each other to snag the last flat screen.
Appealing to greed with events like sales with short windows of time to take advantage of them,
motivates shoppers to spend. They don't want to miss out on this deal – even if they'd never
contemplated buying the product before. Even if they do not need it – they're going to make a
point of getting in on the action.
8. Establish Authority
Sugarman counsels that establishing authority is a destination that can be arrived at coming from
more than one direction. Some are simple routes. Others are more involved.
But one of the most effective and enduring ways to do it is with a roster of colleagues, partners,
suppliers, and customers you're publicly connected to. Of course, in online marketing, we
establish authority rather differently. We build our authority by writing information that's
reliable, honest, and of course, credible.
9. Satisfaction Conviction
This trigger demonstrates to consumers that you are committed to their satisfaction. It's your
strong conviction that not one of your customers should walk away from their experience of your
brand unsatisfied.
You can do this with a comprehensive guarantee for all aspects of your business, its products,
and services. You can also offer a money-back guarantee. To demonstrate satisfaction
conviction, the vendor must have skin in the game. The relationship runs two ways, and
consumers know this well, these days.
10. Nature of Product
This trigger is highly individualized to your product or service. For example, the nature of "X"
Jeans is that they fit, which summons an image in the mind of the consumer – one in which the
jeans they're wearing are perfect for them.
But what if you're talking about a blood pressure machine? The nature of the product is its
accuracy and reliability, as that's what people want from your product. It's in the nature of your
offering that its benefits lie.
11. Current Fads
Exploiting current fads demands a lightning-fast response. Get in, then get out when the fad
begins to decline in popularity.
Fidget spinners are a good example of this. One minute, they were everywhere and the next,
gone. So, keeping your eye on fads and trends is important. Sugarman follows trends closely, so
when fitness began to surge, he was able to exploit the trend by offering related products.
This is an example of a trend with multiple opportunities, unlike the fidget spinner.
12. Timing
In relation to the current fads trigger, timing is key to your offering. That's why it pays to test
market products prior to release.
Here's where the consumer has her say – if she speaks loudly enough, you have a winner. If
there's little response, it's time to move on.
And we all know that timing is everything!
13. Desire to Belong
Everyone wants to belong. Belonging is an incredibly powerful motivator for consumers, for this
reason. The "right" car, handbag, or pair of pants signals that the consumer is part of something.
The product is an identifier of social status or having "arrived" at a certain economic level. But
there are many motivating factors.
These include signaling intelligence, beauty, youth, and social currency, among many other
motivating factors, depending on the product or service. For example, someone may desire
cosmetic surgery for the sake of looking younger but also to maintain a public image associated
with a brand or profession. Everyone's got their own, unique motivator but in the end, it's all
about belonging.
14. Desire to Collect
People love collecting and accumulating. What they collect might be umbrellas, running shoes,
or Precious Moments figurines, but collecting is something we all love.
A line of products with a loyal following can generally be counted on to have a subset of
consumers who collect every item in the line.
15. Curiosity
You're most likely reading because you plan to work online as a copywriter, and this one is
especially for you.
When consumers are unable to experience product/service benefits directly, their curiosity will
often get the better of them, so play on that. Play on the natural curiosity that often drives people
to buy products they can't touch or see in the real world. It works in your favor!
16. Sense of Urgency
Creating a sense of urgency is a time-honored way to move products and services. Offering
something for a limited time, offering a money-off promotion, a sale, low inventory, and
seasonal products like camping equipment are all excellent means of instilling a sense of urgency
in the consumer you're targeting.
17. Instant Gratification
We love getting what we're after as soon as possible. We want the gratification of getting what
we desire.
And if your product or service offers this aspect, you've got a winner. Digital books, Netflix, and
other products and services which can be immediately accessed offer consumers exactly what
they want. They want what they paid for right this minute, and the sooner they can get it, the
more likely they are to buy it.
18. Exclusivity, Rarity, Uniqueness
Rare, unique items are desirable. Everybody wants to get their hands on that one-of-a-kind shiny
thing.
And this is where the luxury market has a head start. This is a rarefied market with a rarefied
consumer. The scarcer (see "sense of urgency) it is the more special it is, and the more desirable
it is to consumers.
Remember when people were climbing over each other to get their mitts on a Cabbage Patch
Doll? Maybe you don't, but the doll was a spectacular marketing triumph, especially once it
became the Holy Grail of Christmas-shopping parents!
19. Simplicity
Sugarman knew that consumers wanted things to be kept simple. Simple access, simple
explanations, simple descriptions.
Marketing demands simplicity, as it's what consumers respond to. Too much complexity, and
they turn off.
20. Human Relationships
Adding a human element to your writing by understanding your target customer is one of the
most important things you can do. It's in the human element that the relationship between the
copywriter and the reader is forged.
You understand them, so you speak their language. That creates a bridge between you.
21. Guilt
You know those Christmas cards that come in the mail every year? You don't need them.
But you probably buy them, don't you?
I know I have! A little guilt goes a long way. People are basically decent, and with just the right
amount of guilt, they'll buy what you're selling. Think about fundraising on PBS. Guilt is what
made you subscribe to it and not just for Father Ted! It's all about the guilt.
22. Specificity
Be specific in your writing. If, for example, you're going to say that most women choose "X"
Jeans, state a percentage. That's how specificity works. If you have concrete data, it's well-
deployed in your copy. And make sure it's 100% verifiable.
 23. Familiarity
Speaking your market's language helps to establish familiarity. And once people trust you, you're
familiar in the market. There's little left to do in terms of sales. In this respect, think of Nike,
McDonald's, or Amazon. These are brand giants because they're established familiarity in the
marketplace.
24. Hope
Once again, ethics matter. Offering false hope in the form of exaggerated claims is not ethical.
But ethically deploying hope as a marketing trigger – this face cream will make your skin more
youthful and firmer – must be based only on the truth if your product can do that, great!
Because the hope of youthful and firmer skin will only move your brand forward if the claim is
true when consumers find out that your marketing is honest, they'll become brand ambassadors.
But when they find out that your marketing is a series of lies – guess what?
Copywriters everywhere owe a debt of gratitude to Joe Sugarman, for creating this list of
consumer triggers. Keep them in mind as you develop into your writing career. Identify their
usage in other marketing to learn more about how you can deploy them in your copywriting!
Now that we've known the ecstasy of the brilliant superstars of copywriting, let's take a look at
some examples of truly horrible copy and ask ourselves why it sucks so badly, shall we?

Trying to be Funny? Cringey Airbnb Ad

Airbnb is a controversial sharing economy giant that's often in hot water. While a popular
platform for holidaymakers and corporate travel coordinators, not everyone's down with the idea
that short-term rentals cut into the much-needed affordable rental housing stock.
San Francisco is one of many cities that have introduced measures to curtail the proliferation of
Airbnb rentals for this reason. At the time the ad in question was placed, the company had been
forced to pay local taxes to the tune of millions of dollars. The ad read:
"Dear Public Library System: We hope you use some of the $12 million in hotel taxes to keep
the library open later. Love, Airbnb."
Not only did Airbnb choose to get up in San Francisco municipal government's face publicly, but
it also took a jab at public libraries while doing it – and they had nothing to do with the tax
regime!
The ad led to outrage from city residents, with the company pulling it and issuing an apology.
Said CEO, Brian Cheskey, "It made us look like jerks."
Yes, Brian. Yes, it did. The ad comes off as petulant and retributive and ultimately alienated
potential users of the service.
PRO-TIP: Avoid sarcasm in your copywriting. Don't allow clients to use your voice to get at
competitors or potential customers in a fit of pique.
When Your Copy Forgets a Key Constituency
Blue Cross Blue Shield is a health insurance provider in Minnesota. When it ran a campaign to
encourage people to exercise more to safeguard their health, they decided that putting this slogan
on elevator doors was a great idea:
"Today is the day we take the stairs. Let's start making healthier decisions today."
And who is that forgotten constituency? Why, people with mobility issues, of course. Imagine a
health insurance business forgetting that disabled people can't, in fact, take the stairs. Worse still,
imagine rolling up to an elevator in your wheelchair and seeing these words plastered all over the
door.
Cringe.
PRO-TIP: Not everyone can take the stairs. Be aware that all kinds of people are reading your
copy. Some of them are differently-abled. Be inclusive. Don't alienate potential customers.
Rape culture isn't funny, and women are consumers.
Bloomingdale's Department Stores missed the marked with an ad for its famed Christmas
catalog.
Superimposed on a photograph of a man staring at a woman, the copy reads:
"Spike your best friend's eggnog when they're not looking."
How do you spell "creepy"? This ad is how!
In the era of #MeToo and Harvey Weinstein getting pinched for his resolute creepiness, I'm not
sure what kind of ad agency would think it prudent to commit this to public consumption.
Not one with any women on the copywriting team, apparently.
PRO-TIP: The line between funny and creepy is not that fine. Use your common sense to avoid
outrageously hideous copy like this. And remember – women are consumers. Don't tick them off.
It's not about you, kids.
It's about your favorite customer. You are talking to them. You're speaking their language, and
you're centering them – all the time. This is not what this copy is achieving on this company's
website:
"We're digital artisans. An expert team, passionate about crafting bespoke websites and apps".
As if this wasn't lame enough – and they've included that monstrous excuse for a word,
"bespoke," to make matters even worse - they add insult to injury with the call to action button,
which reads,
"Get to know us."
Personally, I think I know enough about these "artisans" right now. I do not wish to know any
more.
PRO-TIP: You already know this one, but here's a chance to know it some more – it's not about
you, kids. It's about the readers who you would like to be your clients' customers. Talking about
yourself in such exalted tones is simply not on.
Now that you've experienced the history of copywriting in all its soaring ecstasy and crushing
agony let's talk about freelance copywriting. Whether you've been told or not, it's not all sunshine
and flowers, so you're going to get as much of the truth as I can provide.
Chapter Seven
 FREELANCE COPYWRITING – WHAT TO
EXPECT AND WHAT NOT TO EXPECT

I came to freelance copywriting almost by accident. One day, as I was sitting at my friends'
cottage, babysitting their cats, it came to me - "I can do this anywhere." I was excited by the
prospect of a portable job. All I'd need is a laptop and a decent internet connection. Or so I
thought.
I threw myself into the job, adding myself to several freelancing sites (which we'll talk about in
the next and final chapter – Getting to Work).
The thing about copywriting is that it's a job for someone able to self-manage. To make a
respectable living at it, copywriters spend hours in front of their computers. And, like all writers,
work in isolation.
Because the worst challenge faced by any writer is interruptions, when you're working from
home, these can be constant. So, you'll need to be the kind of person who doesn't just give up
after being interrupted several times in one day. You also need to be the kind of person who has
strong boundaries.
Boundaries give you the ability to cordon off space for yourself and then, ensure that everyone
understands that the boundaries you're setting are not fluid but written in stone. If you can't do
that, it's doubtful you'll be able to achieve much of anything.
But there are a lot of other little things you should know about choosing this line of work, so let's
look at some of what you can expect – and some of what you shouldn't expect.

The Good Stuff

There's a lot of good stuff about this job, or I wouldn't have been doing it for so long. For one, as
I've mentioned, you can work anywhere – even at the beach, if you have access to a network.
You also get to use your time as you please. If you're not a morning person, you can work at
night. You decide when to take breaks. You fix your schedule – or not. One caution here, though
– don't get cavalier about deadlines. Deadlines exist for a reason.
Embracing and meeting deadlines separates the "just passing through" types from those who are
in it to stay – and to win. When you consistently meet deadlines, you distinguish yourself as a
professional.
And of course, you're not clocking in at the office or commuting. That saves you time and
money!
Here's something many of you will like a whole lot, especially if, like me, you're an introvert.
Extraverts would find the isolation of copywriting tough to swallow, but not folks like us!
You work alone. No annoying coworkers are sticking their heads over the top of your partition to
feed you the latest gossip. No demanding, nitpicking, micromanaging boss to deal with, either.
But remember, you'll be working with people to a certain degree, remotely. That includes your
clients, so don't get too anti-social!
All these things are true, and honestly, I mostly love my work. I work in other styles of writing
these days, but my copywriting days, I remember with some fondness. That said, I worked hard,
made decent money, and worked with some of the most egregious technocrats I have ever had
the misfortune of knowing. It's not that they were bad. They were just zeros and ones-obsessed
technocrats, and you will find many of these at online marketing companies.
Technocrats are part of the online marketing game. As you know, copywriting is about selling.
To these guys, copywriting is more of a necessary evil. If they could, they'd make copywriters
produce bulleted listicle after listicle because that's the way their minds work – digitally. Let's
explore some of the other disadvantages inherent in this kind of work.
Clients are also part of the online marketing game, and with luck, you'll have nothing but
charming, exceptional clients. But you know that's rarely the case, right? In the faceless world of
the internet, copywriters are often treated badly by clients. It's easy for them to get on Fiverr or
some other "client-meet-service provider" freelancing site and offer a ridiculously low rate of
pay. That's because there are gazillions of people online trying to do a living writing.
Not all of them are skilled writers. Some of them speak English as a second language. But they're
cheap and far too many clients put what appear to be bargains ahead of quality. That's their
funeral, but forewarned is forearmed, so it's good to know this.
Clients can also be nitpicky. Sometimes, you'll apply for a job with a brief example of your
writing, and the client will not contact you again – because they wanted a bunch of people to
write something for free, and there was no work, to begin with. This has happened to me. Other
times, clients will have meltdowns about your work, based on nothing, as an excuse not to pay
you. This has also happened to me. Clients in all industries are a mixed bag, and some of them
are the kind of people best avoided. So, listen to your instincts. If you don't like the sound of a
job offer or the client, keep moving. There's nothing worse than being abused at work.
Another drawback is the uncertainty about income. The only way you can assure a minimum
monthly income is by hustling. You should be continually seeking out new clients and business.
Don't sit on your laurels once you've collected a client roster. On the internet, things can change
in a heartbeat. One minute, you may be making excellent money, the next, you may be making
nothing much at all.
And hunting down clients is a challenge in a competitive market. As I've just said, you should
often be prospecting, looking for jobs that pay decently and offer steady work. That's why I say
that, while copy mills can be soul-destroying, they can also build your skills and keep you paid
while you look around for other opportunities. Don't write them off entirely. Acquit yourself well
at a copy mill and watch your copywriting skills skyrocket in quality. But remember that while
you're out there looking for jobs that every job you get builds you up and helps you create a
portfolio – something clients want to see before hiring you.
Freelancing Skills Aren't All About Writing
All freelance copywriters need to develop their writing skills to be as good at what they're doing
as possible. But writing isn't the only skill we need to develop in this line of work.
We also need to stay ahead of possible scams and clients who are willing to rip off copywriters.
Whatever you're doing, ask the client for 50% of the contract price in advance – especially on
larger projects. You'll learn why this is important the very first time a client stiffs you!
But there are other skills just as necessary to successful freelancing. One of these is client
discernment.
Part of my freelance copywriting story is working for a startup dating website. I was new to
copywriting. It didn't bother me that the website looked amateurish or that it was a "user-pay"
situation. It didn't matter to me that the owner's business model was late off the mark or that it
was clearly not well-considered.
I just wanted the work. So, I jumped with both feet.
One of the first things that happened with this gig was the owner would message me continually
on Skype. I was swamped with his work and that of others and really didn't have time the long,
intense conversations he insisted on having with me – often concerning matters not related to
work.
One night, I was on a serious deadline with another client and had to excuse myself. My client
flew off the handle, accusing me of "blowing him off." To clarify, I was not a prospective date –
I was a contractor he'd hired to write for his website.
After extricating myself from that evening's endless conversation, I thought about the incident.
Something told me there would be more unpleasant surprises from this client. And he did, in
fact, turn out to be a very difficult client.
He would regularly email me with blog ideas. Sometimes I'd get 10 words and be expected to
spin a story from them, so spin I did. The incident in question arose from a story sited at the
Waffle House and how online dating was like eating there.
So, I wrote what I believe the client wanted. The piece was funny, drawing on Waffle House's
notorious reputation from bringing out the weird in people – just like online dating. But the client
was not amused.
"You highjacked my story!" He messaged me in a rage. I was non-plussed. What did he mean?
He'd thrown a handful of words at me, and I'd developed a blog post from that handful of words.
The client claimed that I had completely missed the point of the article. He didn't pay me for it.
Then, he put it online.
I contacted him, explaining that if the article was good enough to go online, he should pay me for
it. He was angry, but he paid.
This scenario was to play out several more times before the inevitable happened. My client was
losing money and looking for other funding sources so he couldn't pay me. I told him he'd have
to pay me as soon as possible. Once he had, I stopped working for him. I knew the dating
website would be in the toilet before the end of that month. I knew it would be because this guy
was not in his right mind.
And it was. But before I stopped working with the client, he took it upon himself to abuse me at
length in an email.
PRO-TIP: Not all clients have good intentions. Some of them confuse relationships with
contractors as something else. The minute you sense that this is the case, leave the job. Don't
work for people who abuse your time and your person because they have issues of their own.
There's a lot of crazy out there, and freelance copywriters get to meet quite a lot of it!
Discernment and boundaries are important, no matter where you are in your copywriting career.
Just because someone's paying you, does not imply that you need to listen to their endless
complaints about life or agree to be hit on every time you engage with that person. I wish I'd
been able to leave that relationship earlier, but I was trying to make a living, and the client used
that knowledge to call on me as a captive audience. From there, it was a short step to abusing me
about the quality of my work . From there, it led to an attempt not to pay me for it.

Crazy Client at the Copy Mill

The star of this tale is the son of the owner of a Point-of-Sale product manufacturer. As a
copywriter in a copy mill, I wasn't client-facing. The mill was my client. But this client somehow
broke the time-space barrier between him and me and busted into my world, crazy as a loon.
He would often send the client-facing account manager emails speckled with words in red. And
the words were angry! They were outraged that a copywriter would write, for example, "myriad
ways" instead of "a myriad of ways." Of course, either is correct, but one is certainly preferable.
I explained this to my account manager, and he agreed, but he insisted that I change the phrase to
appease the client.
But the worst of this client was yet to come. And I smelled it coming. I even tried to talk to my
manager and another guy on the team.
The problem? A list of keywords, framing the client as a "storage" business. I immediately
contacted the account manager and reminded him that the client's business was POS products –
not storage. This triggered a meeting.
When I stated my concerns about the keywords – there were 20 of them – I was told that the
client wanted to try a new market. I was then treated to a gushing flow of boilerplate about client
relations, which bore no relevance to the discussion. So, seeing that my colleagues didn't get why
these keywords might be a problem, I went to work.
I sent the blog posts in, and they were, in turn, sent to the crazy client.
What happened next is a textbook client flip-out. Both colleagues who'd been in the meeting with
me were sent a blazing hot email. In it, the client berated the copywriter, insisting that, "We're a
point of purchase product manufacturer – not a storage product manufacturer." This is the polite
version, without the copious swear words.
And so, I took it on the chin, even though I'd made it clear to my colleagues that the keywords
weren't going to fly with the client. We all knew the guy was irascible. We all knew he was
unreasonable. And so, what did my technocratic colleagues do? They poked the bear and made it
holler.
The keywords were changed. I was paid for both sets of them. The mistake was costly and all
because my colleagues had misread the client in a very cavalier manner.
And nobody listens to the copywriter in setups like that one.
PRO-TIP: When copywriting for a mill, always make your direct colleagues aware of any
concerns you have. This is a CYA tactic. It creates a trail of breadcrumbs that demonstrate due
diligence and a serious approach to the work. Be sure you're right about your concerns. Be sure
that, in the end, you'll be proven right. Don't expect anyone to admit culpability, though. That
rarely happens, and it's one of the negatives about this line of work.

Hard Work. Pay Variable

Now's the time to rid yourself of any fantasies you may have of getting rich quick as a
copywriter.
All writers know that their craft is 99% perspiration. Writing is work. So, to those thinking about
getting into a copywriting career to make their lives easier – scale down your expectations.
You want to do this because you're a writer. If you're not a writer, if you don't know what it is to
sit at a computer channeling your thoughts through your typing fingers for 8 hours a day – or
more – then this may not be the job for you. It's hard work. The pay is variable. You get no time
off that you don't deliberately carve out for yourself by putting aside money when you can. And
if you get sick – you don't get paid.
These are all important factors when considering how good a fit copywriting is for you. You
should spend some time doing your homework and figuring out if you have what's required to
make a go of it.
I'm not saying any of this to discourage you! But any new sphere of activity deserves a full
investigation. You want to go into it with your eyes wide open, aware of the negatives as well as
the positives.
Personally, I love working as a writer in several different spheres. Social media management is
one of them. Ghostwriting, another. There are numerous places online; a copywriter can plant his
flag. But finding the ones that suit you best is the trick. You're looking for reliable revenue
streams – steady clients – as well as clients who come and go. Diversification is the key to
solvency – something big corporations have always known. You're not a corporation, but you
have a bottom line, and it needs to be fed.
So, don't get obsessed with one type of writing, especially starting out. If you're lucky enough to
score a high-volume job with a copy mill, embrace the opportunity. You will learn a great deal,
and you will develop a portfolio of work in short order.
But if you're not, know there are plenty of alternatives online.
So, let's get down to talking about something I know is important to you – where and how to find
work. When I first started, I developed a short client list within the first week. This was enough
to sustain me. But it's getting those first few clients that are the trick.
And you can do it! Companies and individuals are looking for copywriters who not only write
well in the English language – native speakers always have a preference – but who model
professionalism and reliability. Successful copywriters aren't just selling their writing. They're
selling a suite of professional services that follow the general template of professionalism.
That doesn't mean you can't sit at your kitchen table in your pajamas with a cigarette dangling
from your lips. It doesn't mean you can't eat a bowl of cereal as you edit. It means that you meet
deadlines. It means you proof your copy. It means you're biddable and interact respectfully with
clients and colleagues.
You are the product. Let's see how best to sell what you have to offer the world of online
copywriting and where you can sell it.
Chapter Eight
 WHERE TO FIND COPYWRITING JOBS

Before you begin, be aware that you need to have several key tools in place. Are you set up and
ready for your clients? Do you have:
• A comfortable place to work where you won't be interrupted?
• Reliable electronics (desktop or laptop)?
• Microsoft Word on your computer?
• A reliable internet connection?
This your infrastructure. Some clients will demand that you have a mobile device, but that's
rarely the case in copywriting, especially with web-based conferencing applications so readily
available.
So, let's get to work and identify some of the better locations on the internet to find work and
ones you should avoid like the plague.

Contena
Contena is a new, subscription-based site for freelance writers of all kinds. A little different from
similar sites that charge writers a percentage of their earnings, Contena has two levels of
subscription – Gold and Platinum.
Personally, I prefer this system to say Upwork's, who charge writers a usurious 20% of all work
produced. That said, these subscriptions are pricey, and committing to a platform like this is a
big deal for that reason. But you know exactly how much you're going to pay for the privilege of
membership, and you won't be paying for every project you complete. Once you've paid, you've
paid.
And if, after 30 days you're not satisfied with Contena and the work you derive there, you get
your money back.

• Gold
Contena's Gold subscription costs $497 USD, which you can pay in 6 installments of $99. Sure,
it sounds like a lot. But you need to factor in the percentages that other freelancing platforms
charge (usually 10% and up). Imagine that you made $50K working on a site that charges 10%,
for example. You will have paid the traditional freelancing site $5K for the privilege. With
Contena, you pay only the subscription, so the investment is significantly less.
And with your Gold subscription, you get other perks. These will probably interest you as a new
writer. But you need to balance their usefulness to you against what you're paying. For example:

Contena Academy
This offers subscribers 6 educational modules on launching your freelance copywriting business.
You'll get professional advice on how to pitch, how to create a credible portfolio, and how to
find the best clients.

Contena Scout
This is Contena's search engine. It finds the work best suited to your subscriber profile from all
over the internet.

Contena Rates
This function displays rates paid for work by companies, both currently and historically. This
allows you to see where the money is.

Contena Alerts
This feature allows subscribers to set up alerts according to the kind of work you want. This
includes whether the work is contract, full-time or agency, a minimum rate per word, and your
preferred subjects to write about. Once you've set this up, you'll get emails describing available
jobs. You can reply directly to these.

• Platinum
With the Platinum subscription, which costs users $997 for a 2-year commitment (payable in 6
installments of $199), you get everything in the Gold subscription, plus:

Contena Couching
Subscribers get a professional coach to help them with every aspect of their online writing
business. This includes improving your portfolio and learning from what's been successful for
others on the platform.

Contena Portfolio Review

The platform will analyze your portfolio and share with you how to make it better to attract
superior clients.

Mastery Classes
These classes teach copywriters negotiation skills to arrive at better rates. There's also a class on
automation, which teaches you how to "autopilot" functions like invoicing, so you can spend
more time writing.
VERDICT: Contena is the right place to go if you're organized and committed to improving your
writing. As I said, paying an up-front fee for a subscription is probably a smarter moving than
throwing 20% of earnings at Upwork for the privilege of feeding their copy mill.

Copypress
I will never tell anyone not to work for an online site like this. Working as a copywriter is a
learning experience, and even if it's peanuts, you'll be paid on Copypress. You need to start
somewhere, and it doesn't hurt to ramp up your skillset, even if the pay is lousy. You'll have your
foot in the door.
Apparently, Copypress is trying to improve the service it provides to the people who make
money for them – the writers. After numerous complaints and poor reviews from writers for
painfully slow payment and low pay, Copypress is developing better payment processing, better
rates, and an update that will allow writers to set their preferred rate.
VERDICT: Look elsewhere. This site has a reputation for not honoring payment for completed
work, specifically work valued under $100. That sounds rather suspicious to me. Imagine that
they onboard all these writers, and they figure, "Oh well. If I don't like it, I'll just bail within the
30 days!" So, that's what happens, and Copypress gets away with not paying all these writers
with accounts due to them under $100. See who wins?

NewsCred
NewsCred is comprehensive online marketing support that offers clients tailored planning, brand
journalism, and publishing through their proprietary software. They host a team of freelance
writers to work on client projects.
By all accounts, NewsCred offers freelancers fair, robust rates. They also reward good writing
with repeat business.
The platform's clients are probably why NewsCred treats copywriters with respect. These aren't
mom and pops. These are industry giants like VISA. In addition, writers work directly with
clients, so there's no opacity when it comes to the project you're working on and its purpose.
Copywriters are client-facing, placing them in a much stronger position for creating high-quality
content.
Reportedly, NewsCred treats writers with respect, offering them collegiality and advocacy. They
know that writers are part of the reason they're in business.
Freelancers hoping to work for this platform are encouraged to reach out to specific personnel –
as per the platform's website. Further, expertise in a particular niche is a good way to get their
attention. Are you a dab hand at writing about health and wellness? Business? Beauty and
fashion? Tell them when you send a query.
VERDICT: This high-quality platform is a goal for beginning copywriters. Polish your skills.
Develop a portfolio and then show 'em what you've got! Recommended for advanced
copywriters or talented intermediate level scribes.

SmartBug Media
This platform works exclusively with a remote workforce. SmartBug is committed to offering
freelancers respectable pay to foster long-term relationships with them.
Reputed to pay promptly, rates of pay largely rely on the platform's agreements with clients. But,
like NewsCred, SmartBug respects the copywriters it works with to achieve the quality outcomes
it's known for.
This source of work is one for those writers ready to move out of the copy mill and into client-
facing work with big-name clients. Their reputation is exceptional. Apply by reaching out to the
platform's creative director or CEO.
VERDICT: As with NewsCred, this is a "step-up" platform for those looking to take their
freelance copywriting to the next professional level.

nDash
This platform is a self-described "content community," where nDash hooks up clients with
freelancers. Their goal is to offer better quality than clients would find at a copy mill and allow
their freelancers to set their own rates. Freelancers are also writing under their own names at this
site.
nDash has a proven reputation for paying reasonably and on time. Some of the platform's clients
are big names online, including Data Dog and Cloud Endure. Writers have access to work of all
kinds, from blog posts to e-books.
VERDICT: With its ease of use and splendid reputation, I recommend nDash to anyone reading
this. To start, set up a profile and off you go!

The Worst of the Worst

There is a lot of exploitation online. You know that, everybody knows that. But when you're
trying to build a freelance copywriting career, it can sometimes feel like you have a target on
your back.
I have gone the same route many online writers have gone. I've blindly flailed but I’ve gotten
lucky. Shady clients and shady freelancing platforms have abused me.
I've already talked about Upwork, but I would like to expand on my comments a little. I had left
the freelancing site I'd been working from and signed up at Upwork. Before very long, I began to
get clients. Some of them contacted me privately and arranged private agreements with me.
But when I tried to arrange something similar with a new client, I was told I'd be banned if I did
it again. I carried on with this client, but immediately the project was completed, I left Upwork.
That's right before they instituted the "new normal" of 20% of your earnings going in their
pockets, so it’s just as well.
But what's truly shocking about Upwork is the shared desktop. This allows clients to watch you
as you work. Because Upwork features hourly-paid gigs, this is deemed necessary, but frankly, it
makes freelancers objects of suspicion. Considering the amount of money this platform makes
from the writers on its platform, I think that's a bit rich and rather creepy.
So, cross Upwork off your list. It's an unpleasant experience, so say the least.
But worse by far is Freelancer.
Freelancer is where dreams go to die in a fiery inferno of sexual harassment, shady clients who
don't pay when they're supposed to and wasted time, chasing after projects which are being bid
on by people who live in countries where $10 for a 750-word blog post sounds great.
I've mentioned sexual harassment. This was constant on Freelancer with women writers. Even
when writers reported the people responsible, they continued. Apparently, these fellow
copywriters were outraged by the presence of women and to get rid of them, engaged in
sustained harassment to eliminate the English-as-a-first-language competition. And it worked.
Many women writers left in disgust, never to return.
Be aware that this platform uses subterfuge to pull in new writers. Posting on Craigslist,
Freelancer invites you to join an international association of writers. But when you respond to
the call to action on the ad, you're taken to a user registration for Freelancer.
Not cool!
Fiverr may seem like a reputable site, and perhaps it is, but the attitude toward people who offer
a service as being worth a "fiver" has never appealed to me. It's disrespectful and reductionist,
and writers get little enough respect as it is. While it's probably not as shady as Freelancer, the
approach is "dime-a-dozen" contractors for cheap gigs, and that doesn't really ring my bell.
Craigslist is another shady, shady place to look for work that, while perhaps interesting to
browse on occasion, bears little in the way of fruit.
I have found work on Craigslist. I have been a news site commenter, for one. Crumby pay but
fun, nonetheless. I have also found a minor source of income writing brief articles for news start-
ups there.
But Craigslist is also where I found the dating site owner who made my life a hair-raising
experience for about 6 months. So, mileage varies. Craigslist may occasionally render some
decently paying work, and when you're just getting started, it doesn't hurt to check out the "gigs"
section in various cities. Sometimes, you'll be rewarded. Mostly, though, you'll just want to
scream after reading ad after ad begging for freebies from writers.
Please keep in mind that I'm offering you these insights as an individual. I have no empirical
framework to support my claims. All I have is my years of experience working in this field and
the lessons I've learned over those years.
In the end, you'll do what you think is right – which you should always do! But it's important to
me that I make beginning copywriters aware of some of the negatives of the world of
copywriting and how you can end up running on a treadmill of low-paid work and mediocrity.
And never mind the resentment! It's no way to live, friends.
But as you begin to find your feet, you'll gain confidence. You'll feel empowered to start seeking
work differently and in a more proactive way than using freelance sites. So, in the next section of
this chapter, I want to talk about finding clients you will pay well and treat you like the
professional you're developing yourself to be.

How to Respond to Job Ads Successfully

Getting started can be tough, you'll find – and maybe you already have – that many of your
responses to online ads are ignored. Sometimes, it's like screaming into a void and getting
nothing back but an echo.
But there's a process to successfully applying to online ads that will help you get the attention of
those hiring. Let's examine it.

Choose Ads That Describe You Most Closely

You've found an ad for a copywriter somewhere – maybe Craigslist, for all I know. But does the
ad describe what you're best at doing?
Does it have you written all over it?
If not, keep moving. You'll have a better chance at response if you're convinced that you're the
right person for the job. So, focus on your niche or niches. What do you know something about?
What do you enjoy writing about? An area of expertise is a great thing to have when it comes to
copywriting.

Your Application is Your Audition

But before we get to that, pay close attention to the source of the ad. Is there a company name? If
not, don't bother. Ads like these are almost always scams, so ignore them.
But if you see an ad you like and there's a company name displayed, do your research before
responding. Companies who are transparent in their hiring practices appreciate applicants who
check them out. It narrows down their search, which saves them time and money.
Have a look around their website. What is the copy like? What's the style and tone? Try to
duplicate this in your response to their ad. This will put you at the head of the pack of other
applicants. Many online writers don't have any concept of how important their responses to job
ads are and end up sending something like this:
"Hello: I saw your ad and would like to apply. I'm a competent writer. Regards…"
No. Just no. This is an example of a lazy, disinterested, disengaged application and it's going in
the circular file. But your response will have taken into consideration the style and tone of the
prospective employer's online materials. That gets people's attention.
And first impressions are lasting impressions, especially in the world of copywriting.

Tell Them Why You're Special

Let your personality shine through in whatever you're sending them. Tell them why you're the
right person for the job. Tell them you have expertise in their niche. When you know something
about the industry the company's in via your personal experience, that sets you apart from other
applicants – and it gives the company a head start. Hiring a copywriter who's already well-versed
in their niche is golden.

Resumes – a Big Red Flag

Well-established, big-name companies are not going to ask for a resume. In my experience,
companies asking for resumes are usually start-ups offering lower pay. But the higher-level
players know that your resume isn't half as interesting as your portfolio. They want to see that
you're up to the job, and your writing is how you demonstrate that you are.
And as I've tried to point out in my recommendations about online job boards, they're a mixed
bag. Like copy mills, they have a place in your life when you're a beginning writer. You'll gain
valuable experience, build your portfolio, and demonstrate your ability to be consistent,
professional, and on time with assignments.
But there comes a time in everyone's life to grow up, and that includes copywriters. So, let's talk
about finding work in other, more proactive ways.

Marketing Yourself
It may or may not be a stretch to say that most writers are introverts by nature. But I'm going to
say it anyway – we're not much for selling ourselves. And that's a mistake when it comes to
becoming a successful online copywriter.
We can settle for the low-paying gigs, squeezing out a living one blog post at a time, or we can
take the marketing bull by the horns and get out there. Just like in the real world, good jobs are
rarely advertised. You need to lift up some rocks to find them.
Prospecting new clients isn't as scary as it sounds, either.
And some of this is downright easy!
• Set up a Twitter account and use it exclusively as the face of your copywriting
business. Engage with other writers, share blog posts, and reach out to prospects.
• Have a blog that talks about what you do. Offer insights into the life of a copywriter –
problems, challenges, victories, and disappointments. Keep on topic and share your
posts on Twitter.
• Quality networking events allow you to engage with principles from a wide variety of
businesses. For example, the Chamber of Commerce usually holds "Chamber
Connect" events in all the cities they're based in. This introduces you to the movers
and shakers of your local area, including politicians, who also need copywriters.
• Set up a website where you can post your portfolio, your blog posts, and other items
concerned with your business. You may even want to sell a humorous t-shirt! But
whatever you do, don't fall into the hackneyed trap of telling visitors why they need
your services, at boring, mind-numbing length. Be succinct in this respect and rather
than tell them why they need you – if they're there, they already know – tell them why
they should hire you. Show them with your portfolio and the crisp content offered on
your site.
• Sending a newsletter to current customers and prospects is another way to reach out
and to keep in touch. Pretty hard to forget you're there when your newsletter lands in
their inbox every month.
 • Cold calling ad and marketing agencies is another tool in a copywriter's toolbox. Write
a script, but keep it friendly. Don't sound like you're reading a script, but know what
you're going to say and who you're going to ask to speak to.
• Try a combination of marketing techniques to find the channels which are most
beneficial to your business. And network with other freelancers. What if you have a
client that needs graphics? Knowing a few freelance graphic artists might be helpful
and strategic, right? Same with web developers. Gather a community around yourself
that's similarly engaged and draw strength, inspiration, and added value.
And don't stick your nose up at other copywriters. You can help each other with leads and excess
work.
• Open a LinkedIn profile. You can advertise here, share posts and other information,
and network with business people who need copywriters. Follow up on people who
view your profile, start conversations, and get your name and face out there.
• Build relationships as a way of life. Relationships are informal networks, and you
never know when they'll bear professional fruit, so nurture them.
There are so many ways to market yourself in the online world; it all depends on your
temperament and your way of doing things. But don't fret about making the wrong move. Just
make a move – any move that markets your work. No one is going to do it for you.
And if you do it well, you'll be able to kiss your incessant scrolling for job postings goodbye
soon. Instead, you'll be the copywriter with clients aplenty and great prospects coming at you.
Just know yourself. Be aware that this is about marketing your services, so remember that every
word you write matters. This is your career, so make marketing yourself a priority.
I know that's tough when you're trying to make a living. Still, you can make a much better living
by marketing strategically, developing your contacts, and getting your name out into the part of
the world most interested in what you have to offer.
 Conclusion

So, here we are.

Are you ready to start your copywriting career? If so, I'm happy for you and wish you all the
best. For those who've read through and are not convinced that copywriting is for them, thank for
being honest with yourselves.
But here's the thing – the only way to know is to try. Nobody ever accomplished anything by not
even trying. If you fail, you've learned something, right? That's the truth about everything in life.
And remember – failure is a teacher. It will tell you something important about yourself, your
aptitudes, and what you really want.
I hope I've been able to share with you the realities of copywriting and how special a niche it is.
In this book, you've heard from some of the greats, gotten some key tips, and learned a little
about the way copywriting fits into the online world.
If you're ready to dive in, you know where to go to do it. Following this brief conclusion is a
resources section, with plenty of information about copywriting, writing in general, and where to
find the writings of some of history's greatest copywriters. I hope it will serve as a resource you'll
continue using as you move forward with your career.
Remember, friends – the world is full of opportunities. It's also full of copywriters these days.
So, while you may be the reincarnation of Ernest Hemingway, or the next, undiscovered David
Ogilvy – or Don Draper – you are diving into a sector that's a mixed bag. There are great writers
out there – really great writers. You may be one of them or you may not be. But if this is what
you're going to do to make a living, then understand that you're one among many. All the talent
in the world won't cover a lack of professionalism or a stubborn disinterest in being the best
possible copywriter you can be.
So, be the total package. That is my best advice for you. You could be Don Draper, but if you're
unwilling to present your work as a professional service, then you're going nowhere. Be aware
that what really counts, in the end, is your ability to create the kind of copy your clients want.
Sure. But if you're not willing to honor deadlines and to be the biddable professional everyone
wants to work with, it's not going to happen.
I hope you've enjoyed this book and what I've offered here for new copywriters. You now have a
foundation to build on.
Now, get yourself out there. Get to work and be the best copywriter you can be. Don't settle for
second best. As the Father of Advertising says, "Aim it out of the ballpark!"
 RESOURCES

Here are some great resources for you to draw on, as you start your copywriting career. When I
started, I didn’t have a book like this. I just dove in with both feet! I hope this section will help
you find your way forward.
The Ultimate Guide to No-Pain Copywriting – offered by Copyhackers. Learn how to write
effective copy using formulas.
The Landing Page Copywriting Blueprint is a terrific resource for beginning copywriters. It
removes guesswork and replaces it with an easy to follow framework.
While this resource is as dry as a bone, a Quick Course on Effective Website Copywriting will
help you understand what’s required.
52 Headline Hacks is something you’ll have to buy but google the author, Jon Morrow, and see
how he does things at his blog. Quite masterful and you’ll learn a lot.
A raft of copywriting templates to get you started and make the whole thing easier!
Confessions of an Advertising Man by David Ogilvy should be in every copywriter’s library. So,
here’s a free PDF!
Rudolf Flesch’s the Art of Plain Talk is an ode to the use of plain language in communication –
and copywriting is communication!
I wish I could give it to you for free! Eugene Schwartz’s Breakthrough Advertising is a seminal
text about copywriting from one of the most accomplished practitioners of the form. Worth the
price of admission.
Same deal with Joe Sugarman’s Adweek Copywriting Book. I can’t give you this as a freebie but
believe me, this book is worth the money.
The last part of this resources section is dedicated to reputable sources of online work for
copywriters. (REMINDER: Craigslist is not all bad. It is, however, mostly bad. So, have an
occasional scroll through. You may find a rare gem in the insanity that Craigslist has earned a
reputation for. It doesn’t hurt to stick your head in the door every now and again).
Contena
Copypress
NewsCred
SmartBug Media
nDash
 COPYWRITING

Simple and Effective Strategies of Copywriting that Sells

MARC ROBERTS
 Introduction

The whole point of business is to make money. A lot of businesses could do a lot better than they
already do if they had this one important element locked down: The art of copywriting.
Copywriting, you could say, is the key that unlocks the wallets of your would-be customers. It's
what gets them to decide that your product is all that matters, and everyone else's is a sham —
even when your product is really not all that different from what's out there.
With copywriting, many multi-million dollar companies have been created. The sad thing is a lot
of companies and entrepreneurs don't pay as much attention to copy as they should. They think
of it as a small, inconsequential aspect of doing business when in all honesty, a copy is the
business's lifeblood.
Another great thing about copy is that it allows you to turn your ideas into something solid that
brings you income steadily. Whatever it is you're passionate about, you can simply use
copywriting to make it feed your bank account swollen.
What is copywriting, anyway? As the great John E. Kennedy described advertising, it's
"salesmanship in print." In other words, it's all about the selling and marketing processes that
exist, put into word format. Copywriting, like advertising, is salesmanship, printed — whether
it's on actual paper, or on the internet. Copywriting is indeed one of the most valuable skills you
could ever possibly learn.
Ask the internet millionaire if she'll tell you the truth. She'd say that it's not just about having a
good product, and it's not just about being able to send traffic to that product. She'd tell you that
it's not necessarily about the email campaigns, or the partners that she works with. She'd tell you
that the secret to her success is copywriting.
A lot of businesses on the internet thrive on a great copy. That's what this book is going to show
you how to write so that you, too, can get your big, fat slice of the pie. Do not underestimate the
power of great copywriting. It can set you up for life if you learn and apply the simple and
effective strategies in this book.
In this book, you will learn the secrets to writing great copy. You will also know how to apply
the skills you acquire to your own line of business, whatever it may be. The things you're about
to read in this book would cost you lots of time and money if you sought to learn them with no
guidance. So, the fact that you've chosen to get this book is the best investment you'll ever have
made. Considering the returns that could be yours, if you took action on this content, it's a steal.
With the golden wisdom in this book, you will be able to easily and effortlessly bring in more
sales, no matter the business you're writing copy for. Not only that, but you will also be able to
significantly decrease the amount of money you'd have had to spend on advertising. This is no
exaggeration. Before beginning business, every entrepreneur owes it to themselves to learn how
to write copy that works. It only makes sense to first learn to sell before you try to sell.
To be very clear, this book in no way is trying to make copywriting out to be some scheme to get
you millions of dollars by tomorrow. I can assure you, though, that once you master this skill,
you will have no trouble at all generating income at will, from wherever you are, all in a day's
work. It's a skill that could have you retiring early, so you can focus on the things that matter to
you the most.
Most marketers make the silly mistake of chasing the latest system or trying to have the fanciest
website, or the best packaging for their product, thinking this is what makes sales. That's not it.
You just need a leg up — and the skill of copywriting will give you exactly that.
Before we dive in, here's a fair warning: Everything in here works, and works powerfully. You
will find that it's easy for you to have people dancing to whatever tune you play for them. It's on
you, dear reader, to use this power responsibly. Use it with the golden rule in mind, and do unto
others as you'd have them do unto you. In simpler English: If what you're offering will not
actually benefit your customers, then please, don't use these persuasive tactics on them. I trust
you to use all you learn here with discretion.
Chapter One
 The Art of Selling

If you're going to be a great copywriter, then you must know how to make people feel things.
When you have this skill, it's easy to print money for yourself. Do it right, and you could never
possibly be broke.
It's unfortunate, but there is such a thing as a bad copy. There are terrible ad campaigns which
fall flat on their face. Some businesses have suffered a terrible loss on account of bad sales copy.
The reason this happens is that you can't just write a sales pitch and expect your prospects to act
on it. You've got to make that pitch as effective as you can. You want to write stuff that actually
has intention and yields results.

What Are You Selling? And Why Should They Buy?

These two questions are absolutely key if you're going to write killer copy. You want to figure
out what the big idea is about the product or service you're selling. That means actually writing it
out in one clear sentence. This big idea is the central theme of your copy, and when you figure it
out, then you've done most of the heavy lifting.
What should this theme look like? It should have the following elements:
The audience
Their problem
Your product
How your product is the solution
That would come down to this:
[AUDIENCE] can [FIX A PROBLEM] with [PRODUCT] because [HOW IT FIXES THEIR
PROBLEM]
Let's look at some concrete examples:
Any TRADER can MAKE MORE PIPS with THE EZ TRADE ROBOT because IT
MANAGES ALL TRADES FOR YOU.
Any MAN can ATTRACT MORE LADIES by using PHEROMONE X because it
WORKS TO CREATE CHEMISTRY BETWEEN YOU AND THE FAIRER SEX.
OBESE? Get RIPPED AND SHREDDED by following the P60 XTREME
WORKOUT ROUTINE, because it TURNS YOUR BODY INTO A FAT
INCINERATOR.
These are just a few examples. You should ideally continue to sculpt them until they're in a
sentence that is short, clear, and unmistakable in meaning.

Principles of Copywriting
The art of selling involves using psychological triggers that are universal to us all. Unfortunately,
a lot of copy is manipulative, and at times downright malicious. It's a sad state of affairs that
there are copywriters who go down this route. Now, make no mistake about it, these techniques
work, and work well. Unfortunately, they rely heavily on being manipulative, as they use the
psychological triggers I mentioned to bypass logic and get them to whip out their wallets without
a second's thought. Their techniques may be very effective, but they're also quite underhanded.
You want to come from a place of good intentions. As an ethical copywriter, the goal is to help
people take actions that will serve their highest good. This means you have to think of your
customer as another valid human being like you are, someone who is trusting you to tell them the
truth and steer them away from wrong. You must exude genuine care and love for your prospects
and already existing customers.

Parts of Good Copy

Your copy has six parts to it. Let's look at each one in detail:

Part #1: Mind Your P's

The person: This is your audience. It's the customer or prospect that you are
addressing.
The problem: This is whatever issue your audience is hoping to solve.
The pain: This is the trouble and hurt they go through on account of the issue they're
dealing with.
What you want to do is go into detail about their problem. If you can nail their problem, talking
about it in ways that they can really connect with, then they will begin to assume that there is a
solution, and chances are you have it. You want to make sure you're using the actual words they
would use when talking about this big problem they'd like to get rid of.
Say you're writing about forex trading, then you might start off talking about their present
problem like this:
You've signed up with every trading "guru" you thought could save you spending
thousands of dollars on their "holy grail" courses. You've spent even more on trading
signals, only to have them bleed your account dry. You've learned strategy after
strategy, combed through every forum for what might be the perfect system for you,
but the truth is you can't make profits, no matter what you do. You barely make any
pips, let alone remain at a break-even. You feel like no matter what you do; the
markets will beat you black and blue, all day, every day.
To be very clear, there is no judgment here. You're only telling them what it is they're going
through to demonstrate that you do indeed get where they're coming from. You know what it's
like. You're simply giving voice to the thoughts they already have.
Write a copy like you've had an actual conversation. Speak to your audience. Give them a name
in your head. Even better, give them a whole persona, whether it's someone you actually know or
one you make up. Uncover the problem they're dealing with that they'd like to be gone. Connect
that problem to the pain that they feel because of it. Remember, feelings matter. You've got to
feel their pain before you begin to write a word. Then, as you write, feel the excitement and relief
from knowing there is indeed a fix.

Part #2: Consequences and Dreams

Now, you've talked about their pain. It's not enough. You need to take things up a notch by
making the consequences of leaving the issue unsolved clear, and also talking about their future
dreams. It's not enough to just show that you empathize. Remember, you want them to take
action. Highlighting the consequences of inaction and the possibilities of realizing their dreams is
how you sell them.
You must realize that there is a logic to the sequence of emotions in writing copy. If you want
them to buy into the dream, you must first paint them a picture of what life is like without the
fulfillment of the dream. Put differently; you're establishing just cause in their minds for why
they need to get the product you're offering. You're also priming them to want the answer you've
got to their problem, versus go off somewhere else looking for the fix. If you really want to nail
your prospects, then you must put an actual price tag on what they stand to lose if they let the
solution you're offering pass them by. Do this whenever the opportunity presents itself.
Working with our forex copy, you could write something like this:
How much money do you make from trading each month? Write that down. Also, note
down how much you'd actually prefer to make each month. Assuming you make only
$200 a month, and what you'd prefer is to make $2,000 monthly from trading, then
you've got to cover ground worth $1,800. In other words, you're leaving $1,800 on the
table each month. To put that in perspective, that's $21,600 you're missing out on,
each year.
Paint a very clear picture in their minds about what it would mean if they did nothing about their
problem. Put a price tag to the cost of their inaction.

Part #3: A Tale of Happy Endings… And How they Happened

After blowing up the problem and the stakes of not fixing it, and after letting them know what
their life could be like, then you need to let them know how this issue can be fixed. In other
words, you tell a story, which will depend on the situation you're working with and the audience
you're addressing. You could talk about how a friend or a client was able to use that system and
put it to work. Or, you could talk about how you, personally, handled the issue.
You can't simply describe the answer. It's got to be more than that. You can't just say, "James
finally figured out the answer." You'd have a much more powerful impact if you said, "James
was sick and tired of living. He was so close to giving up on everything because he had
mortgaged his house and car so he could take up trading, and yet, he'd lost it all. His wife, who
had faithfully encouraged him and stood by his side all through the ups and downs of trading,
was starting to give up on him. He had a two-month-old boy to take care of as well and wasn't
sure if he could be the provider he needed to be for much longer. Desperate, James decided to try
one last thing to save himself from being on the brink of losing it all."
To be very clear, it would be best for your stories to be honest, not fictitious. Please, don't ever
fabricate. Even when you think you have no stories to tell, the honest truth is there most likely is
one, and you just haven't really dug deep enough.

Part #4: Change and Claim

No matter what you're selling, there's only one reason people are buying: The change that comes
with getting whatever it is you're offering. When someone buys a weight loss program, they're
not thinking, "Wow, I really would like to run into someone who sells weight loss programs."
What they think when they buy your stuff is, "Man, I can't wait to see how shredded I become
after using this." In other words, what they're really buying is the promise of change.
Now you know what they're buying. But you're going to need more than that. You need to have
testimonials or claims to back up the promise. Seeing actual stories of those who have used the
product you're selling, where they got the change they had hoped to get from your product, is
powerful. It is far more powerful than simply talking about the features or benefits. The most
successful ads are those that are packed with testimonials.
When you offer your product, you need to have the answers to the questions that your prospects
are asking:
1. Have you, the seller, personally benefited from your own product?
2. Have other people been able to achieve the same results with the product you're
selling?
3. Can you actually teach them how to get the same results?
So when you provide testimonials, they must demonstrate that the answer is yes all the way.

Part #5: Making the Offer

The next thing you've got to do is to make it clear what you're selling. In this part of the copy,
you're letting them know exactly what they're parting with their dollars to get. The offer matters.
After all, you're not just writing an article asking them to have hope that their problem can be
solved. You want to get them to take action. Even then, you want to be certain that 80 percent of
your copy is all about the change they will experience. In addition to that, you must talk about
the method of delivery (email, DVDs, the course topics, and so on). However, do not spend more
than 20 percent of your copy talking about this.
As you discuss the deliverables within the offer part of your copy, you have to continue to call
back to the change and benefits that they stand to receive as a buyer. So, rather than let them
know that they're going to get a book of 10 chapters, each covering a different aspect of trading,
it would be much better to write that they're getting "10 chapters, each packed with
revolutionary, trading tips that will help them have precision-entry trades to get the maximum
profits they really want.

Part #6: Seeking a Response

For some reason, many copywriters do not nail this bit of the copy. This has to be strong. You're
basically telling the prospect to become a paying customer. This is not the time to be "bashful"
because it's money. You must be brave and let the customer know exactly what they should do to
get their hands on whatever it is you're selling them. Remind them of the reason it's absolutely
necessary that they get your product or service. Here's what this part of the copy would look like:
You've come to the fork in the road. You have two options. You could continue to do
the same thing you've always been doing, or you could choose to go down the path that
isn't as well traveled. The first path is easy, familiar, comforting. It's also not going to
give you anything different than what you've always gotten. If you like the results
you've always had, then there's no need to change anything.
However, if you're ready for something more, something different and better than all
you've experienced; if you're ready to take your finances to the next level, to take it
where you want it to go, then you've got to adjust your feet and point them toward that
less-traveled path. You've got to think differently and act differently, to get a result
that's not only different from what you've always received but BETTER.
You'll notice that the copy above was a tad general. Now, it's time to get really direct about what
I want them to do. That would look like this:
Click the BUY button below, fill in your details, and we will ship your very own
package over to you. This package has all you need to become a profitable trader.
Do not be afraid of coming on strong this way. Think about your favorite restaurant. Imagine
you're inviting a friend who's never been there to try their cuisine. You'd be firm in your
assertion that no one makes better steak than your restaurant. You know it because you believe in
it, and you've had a personal experience.
When you believe in what you're selling, you'll have no issues being clear in directing your
audience to take action, buy the course, order the workout program, or whatever. You may think
you're doing them a favor by being gentle in your approach, but you aren't.

Next Steps
You now have a skeleton that you can flesh out with your copy. If you want to do this right, do
not deviate from any of the tips I've offered you. When you read through your copy, making sure
that you've hit all the right notes, you will inevitably have more sales, and your customers will
always be glad they got whatever you asked them to.
Here's a quick recap:
1. Address the person, talk about their problem, verbalize their pain.
2. Really lean on the pain by explaining how terrible it would be if they didn't fix their
problem.
3. Tell a story of someone like them who was able to fix that same problem using the
solution you've got.
4. Make it clear the change that would be theirs if they use your service or product to fix
their problem.
5. Make your offer, where you state what are selling, and, more importantly, how it will
change their lives.
6. Give them a call-to-action, where you ask your prospect to buy, and give them clear
instructions on what to do next to get your product.
Chapter Two
 The Art of the Sales Letter

Every day, there are millions of people who spend lots of money each day. By lots, I mean
billions. In other words, every day on the internet, there's money flying around, and it's even
easier these days to start a business. The world is now a global village. It doesn't matter if you're
in Tennessee or Timbuktu, you can do business from wherever you are, with whoever you want.
In other words, you can easily get rich on the internet — theoretically. Why only in theory?
Because today's customers are much more sophisticated, and they have options. Simply
assuming people will beat a path to your door because you have a product they need is not a
sound strategy.

Why Online Marketing Fails

So you've got a wonderful idea for a product you're selling, or a service you're offering. You've
gone in-depth in planning, and you've also got a website all set. Now, all you have to do is wait
for the calls to come through, and in no time, you'll be all out of stock. Right? Wrong.
The reason your website is not working is not that it's not pretty enough, or that it ends with an
xyz. It's because you have not addressed the words on the page. It doesn't matter how many bells
and whistles you tack on to your site if you haven't made a single sale. In fact, I bet you that you
could set up a boring website, with no colors other than black and white, and with the right ad
copy, you would bring in far more sales than those overly complex, beautifully useless websites
out there with all the colors and the trappings.
You may have noticed that I mention "ads," even though this is a copywriting book. Ads are not
necessarily only on radio, television, or in print. They're also more than just the banners and pop-
ups that come up as you surf the internet. To put this all in the proper context, we're talking about
websites that are for the specific purpose of making sales. These are referred to as sales letter
websites, and they're exactly what they sound like.
As a direct response marketer, the sales letter is the best tool to help you make sales. Whether it's
an actual website, an email, a Facebook ad, as long as we're talking about writing to make sales,
you're still talking about copywriting, and all these forms are ads. There may be differences in
execution, but they all share the same fundamentals.

The Sales Letter

It all comes down to words. Specifically, it all comes down to the words in your sales letter. The
sales letter is what makes the prospect decide to become a paying customer… Or not.
Before we go any further, let's define the sales letter. Back in the day, it was literally a letter,
often sent using snail mail. The whole goal behind mailing the sales letter to the customer was to
get a direct response from them. Sure, most sales letters are online now, but the idea behind them
is still the same, decades after.

The 15 Elements of the Sales Letter

There's a certain way to go about constructing your sales letter, certain elements that absolutely
must not be ignored as you write your copy. Each element conforms to the parts of good copy,
which we talked about in the first chapter. We're diving into them right now.
1. The Pre-Heading. Also known as the sales letter's "eyebrow," you'll find it up and to the
left of a good sales letter. The idea is to grab their attention fast. It could literally be
something like, "Attention, Screenwriters!" Anyone who's a screenwriter would definitely
pause whatever they're doing to get the gist of what you're trying to say. In other words,
you use the pre-heading to trigger the question that we all ask ourselves when someone's
about to make us an offer: What's in it for me? No matter what, a good pre-heading will
always grab the attention of your audience, no matter what you're offering. If you're
selling a makeup product, "Attention Makeup Lovers!" or "Attention Makeup Artists!"
will grab the attention of those who love makeup. If you're advertising to parents of kids
dealing with autism, you could write, "Attention, Parents of Autistic Kids!" You are
basically giving the audience a sense of belonging by tagging them with an identity, and
you're also saying since you belong in this group, you definitely need to pay attention
because this information matters to YOU.
2. The Headline. The goal of the headline is to lead the prospect to read your copy's next
sentence. Hopefully, you understand just how important this is. What the research on this
shows is that you've only got about two whole seconds to sink your hooks into the minds
of whoever is reading the copy you've written. Those two measly seconds are all you're
 going to get to encourage them to either keep reading or forget about it and click the close
button. You need to do a really good job with the headline. Here's a twist on a classic
headline that worked wonders:
"They All Laughed When I Got Up on the Stage. But When I Started to Dance…"
3. The Deck Copy. Don't confuse this with the sub-heading, which we're going to discuss in
a bit. The deck copy is usually right after your headline, beneath it. This copy is typically
set differently from the rest of the copy. You'll find that it's usually bold and in black type.
It's the part of the sales letter that comes right after the headline and right before the actual
beginning of your sales copy. Here's what it looks like:
Discover on this page…
The Forex Trader's Deathtrap: Why your "guru" and trading system have been unable
to make you profitable.
The Critical "Risk-Reward Ratio" Myth: Why you don't need that "perfect ratio" to
unlock forex trading profits…
YOURS 100% FREE
___________________________________________________
— Limited Access to a Lifechanging Training Series:
I'm joining forces with 5 other expert forex traders who make REAL money exclusively from
trading currencies to blow your forex trading problems wide open and show you how to join the
special 10% of forex traders who are SUCCESSFUL.
— I should also say this training is TOTALLY and COMPLETELY FREE.
So, here's the point of your deck copy: It's got to fortify the effect of your headline, and also give
a lot more info on what the headline was really about. This way, you can drum up even more
interest and curiosity in what you have to say.
4. The Lead. You'll find the lead right at the start of the actual body of your sales letter. You
know, that bit right after, "Dear Insert-First-Name-Here." The lead can range from a
single paragraph to several. It could either be a story that's meant to persuade the reader
to think about things the way you want them to or it could be an "if, then" statement. The
lead helps to further define who the letter is written to, and this way, you can focus on
those to whom the subject matter would matter the most. Let's look at a great example of a
lead:
"If you've struggled for years to make money from trading forex, if you've tried every
trading strategy and system under the sun, if you've gone from guru to guru, thinking
you've found 'The One' only to have your hopes and dreams dashed against the jagged,
merciless rocks of hit stop losses and an equity curve with a decline steeper than the
steepest mountains known to man, then you're about to read the one letter you've waited
for your entire life. Here's why…"
Notice how strong it is. Notice how it clearly demonstrates who the letter is really for. Notice
how it implies that no matter what you've tried in the past, reading this letter is about to help the
failing trader solve all their problems, or at least put them on the path to becoming profitable.
5. The Body. The body is what makes up the largest part of your sales letter. It has certain
elements that much never, ever be missing, if you want to be successful at copywriting.
Now, when you write the body, you're not just spit-balling. The assumption is that you
should have done your homework, meaning the required research on basic things you
should know before you begin writing copy for your ad. One great way to do research is,
wouldn't you know it, using Google! Specifically, you should look up information on your
product, then look up information on your target audience. You should think about the
keywords that your audience would search for. Are they forex traders? Then look up such
things as "forex trader," "forex trading systems," "forex strategies," and so on. If they love
cats, then you can look up all keywords related to cats. Basically, take time out to consider
the kind of stuff your audience searches for on the net. Look up the problems and pain
they have to go through. Step into their shoes and assume the character of a loving,
worried cat lover, or a frustrated trader who's about to throw in the towel.
You could also do research by thinking about the most generic phrases and terms that describe
the category of product you're trying to sell, and then simply search those phrases and terms
along with the word "forum" or "group." This way, you'll find communities of people who are
actually interested in what you're offering. You can hang around and read through the threads to
get a feel for what they want. Pay particular attention to recurring topics or questions.
Whenever you find a webinar on the topic you're interested in, be sure to get in on it. Pay
attention to the questions that the audience asks the host. You could also attend actual seminars,
which are even better because you can talk to the people there in person. The subject need not be
about your product. In fact, don't talk about it. Instead, focus on the problems that the attendees
have. Stay till the end so you can mine some gold from the Q&A sessions of the seminars. Write
down every question asked, and then go over them to help you understand how to promote the
product you're offering, or how to create a product if that's your line of business as well.
6. The Subheadings. Think of these like little headlines, which serve to break up your sales
letter into major sections. The point of the subheadings or subheads is to take your reader
by the hand and then guide them through the whole copy so that they can get what your
message is about at a glance. The reason for this is simple.
When people first come across your sales letter, they don't just get right into reading. They try to
get the gist of the matter. The whole point of the subheads is to get them convinced that they
want to read. So here's what typically happens when someone comes in contact with your copy.
First, they'll take a look at your headline, and that can help them figure out whether or not they
should close the page or keep reading.
Right after you've successfully grabbed their attention with the headline, and once they've
decided it might be worth their time, they're going to first skim through your letter to see if
there's anything particularly of interest of value to them. Then, they will scan through all
subheadings, so that they can get the basic idea behind what you're saying. They'll scroll down
while skimming through your letter, scanning for what is of interest to them. As they do this,
you'll be able to capture their interest and attention. This will then drive them back to the start of
your letter, so they can really read through.
Another thing to note is that no one believes anything the first time they come across it. Your job
description then is to get rid of their skepticism and their disbelief. You do this by telling them a
story you know they can relate to, one that they're very keen to hear. Does this sound dirty?
Well, it isn't. There's a fine line between persuasion and manipulation. When you're manipulating
people, you're trying to get them to do stuff they don't actually want to, and that isn't going to
serve them. When you're persuading them, you're getting them to do things that would actually
benefit them. Write copy with the intent to persuade, and not manipulate.
Take a moment to think about the way that you've related to copy you've seen, and you'll notice
that you don't jump right into reading. You never do. You scan and skim through first, looking to
see if this is something you should devote your time to. You want to know if this product or
service will actually give you some benefit or the transformation you desire. Well, it's the same
experience with your audience. They want to be certain your offer will actually solve their
problem. Once you can help them overcome every fear and objection to getting your product,
then you can move on to getting them to make a purchase. The subheadings are what help to
make that process easier. Heck, some prospects can be sold based on really good subheadings
alone.
7. Rapport establishment. If you want to make sales and be in the business of selling for a
long time, then you cannot discount the importance of building rapport. So what is it
about other people that make us like them? First, we like people who are just like us.
Second, we like people who we aspire to be like. Finally, we like people who like us back.
Use this knowledge to establish rapport. It's how you make the reader feel like you truly
understand them, and more than that, you value them. How do you do that with your
copy?
"If you've ever wondered — like the best traders I know — if the surefire way to get
exceptional trading results is to figure it out for yourself, you now know for a FACT that
it's true."
When you establish rapport, the reader knows that you actually do feel their pain. They know
that you have actually lived through a challenge like the one they're facing, and they know that
you get their problems. Rapport is about trying to understand the reader, and making that a
priority before getting them to understand you. It's not with the intent to manipulate, although
shadier copywriters have gone down that path.
Again, understand that what you're learning in this book is powerful and works all the time,
because it's all down to the psychology of human behavior. So you must be certain that you only
use this knowledge for good. Never write a copy if it does not serve the best interests of the
audience. Use the power of rapport with caution.
8. The Bullet Points. Bullet points let the reader know all the benefits offered by your
service or product in a single, brief sentence. It's not the part of a copy that tells you how
 you get the benefits. It just lets you know what you stand to gain. Bullet points are literal
bullet points on a sales letter. They're part of the content your reader will scan through,
before deciding to start from the top. Typically, bullet points have a lot of white space,
making them easy on the eye. If you want potent bullet points, then you should keep them
short and sweet, so they pack a punch and give a lot of information super quick.
The most high-converting copy usually has a lot of bullet points. That's the kind of copy that
racks up the number of sales, so you should be generous in your use on bullet points. We're
going to get into more detail later, but here's an example for you to chew on:
My ridiculously easy secret for making more pips in a week than most people do in a year.
Here's what you'll learn:
The secret trigger candle for zero-drawdown trades.
3 powerful steps to money management for insane profits.
Plus, 5 exit rules to help you keep the pips you make and not give them all back.
The entire point of bullet points is to make people curious. You want them curious enough to
want to find out more about what you're offering. Sometimes, all it takes is one item on the bullet
point list to make the reader whip out their card and pay for your service or product.
9. The cred. Or, credibility. Classically, this bit of the copy is the part that usually goes,
"Who am I, and why should you pay attention to me?" You may have seen this in way too
many letters, but it's there for a reason: It works. You can't expect your prospects to buy
from someone they neither know nor have ever met, over the internet, sight unseen — not
if the person in question has not established some credibility. People have two emotions
primarily about money: Fear and greed. When it comes to giving out their credit card
information, of course, they're going to worry. People are also understandably private
about their contact information, whether it's email or phone. They're worried you'll sell
their info. They're worried that you're actually going to scam them of their hard-earned
money. The only way you can ease these worries and fears is by establishing credibility.
When you do this, you've basically answered the question they may or may not be aware
they're asking: "Why should I take this person seriously?"
10. The verification or testimonials. You could call this the testimonials section. It's not
enough for the chef to taste her own sauce and pronounce it amazing. Someone else
who's not emotionally connected to the dish and who has nothing to gain from giving
anything short of an honest opinion should be the person who says what the sauce really
tastes like. It's the same thing when it comes to sales. Some people only need to know
that there are others just like them who have actually gotten the results that you promise.
These people cannot be your mom or uncle or cousin. It's got to be a third party, who has
actually used the service or product and loves it so much that they don't mind giving you
an endorsement. While we're on this subject, I want to point out that you'll have a much
better effect on your prospects when you use the full names of past clients and not just
initials. Psychologically, the full name has more weight and grants more "realness" to the
person testifying. If you really want to have an impact, you can get video testimonials —
 genuine ones, please. Don't hire an actor, or you'll ruin your credibility. But you'd be
hard-pressed to find a reader who a video testimonial wouldn't appeal to. Another thing
you could do is get a photo instead. Preferably a real, candid one. You don't want to go
put them in a studio and airbrush the photos to perfection, because you want it clear that
these are real people. If you can, you could get these people to give you their full name,
website, and cell number. You'll probably find it difficult to get someone willing to use
their actual phone number, but when you do, you will make even more sales. People
might not necessarily call the number to verify your claims, but just seeing it there tells
them you're transparent, trustworthy, and so certain that others can and will vouch for
your service or product.
I must address an issue at this point: If you're just beginning, you clearly don't have any
testimonials. What do you do then? You can simply use quotes from celebrities or other famous
people — as long as you make it totally clear, these people are not actually endorsing the
product. If they are, then that's awesome! Make sure that the quotes you use do actually tie into
the product or service in question. You can also use quotes from authority sources, like on CNN
or BBC. However, make sure that you're not violating the fair use boundaries. Don’t steal other
people's work. You can use quotes from people in authority who would persuade your prospects.
11. The Values. In this part of the copy, your job is to justify the reason you think your
product is worth investing in. You have to talk about the way your solution will add
value to the prospect's life. You want to do this by making it really clear how much of a
difference there is between the price of the product, and what they'll be paying to get it.
Let's go back to the example where we made it clear to the potential customer that they
could be missing out on $21,600 per year. You could further highlight that they could
even make a lot more profit, depending on the size of their trading positions and forex
accounts. Now, here's where you show value: By revealing the price of your course as
just $199. Imagine that! For the price of $199, they could be earning up to $21,600 and
more each year. Who wouldn't consider that to be a great bargain? This is how you
justify the value of the product. List every benefit they're going to have, and it feels like
your product would cost an arm and a leg. Reveal that it's the cost is but a grain of sand
compared to the vast billions of grains of sand that make up your product, and you
already have them thinking it's a steal. Always aim to show the prospect that what you're
offering is easily worth 100 times the price.
12. The risk-free offer. Having followed all the other steps leading to this one, you want to
get rid of any chance that your customer-to-be has lingering doubts about clicking "add to
cart." You've got to get rid of the risk factor. One of the ways to do that is to offer a
money-back guarantee. Basically, you're saying, "Try before you buy." You could let
them try the product or 7 days or 30 days or whatever works for you, and then if they like
it, they can begin to pay after the trial period is over. Or, you could have them pay, but
offer them ALL of their money back if they don't like it.
Now, I must point out that the phrase "100 percent money-back guarantee" has begun to lose
meaning to most people, and that's because they've seen that claim a bajillion times in the past.
So, your work is to find other means to let them know there's no risk to them trying or buying
your product. You want to take the risk completely off them, and bear it all by yourself instead.
Here's a practical example of that:
"Go ahead and download my ebook. If you don't like what you read, send me an e-mail
at [email protected], and I'll refund all of your money. This is a huge risk I'm
taking on. It's not like I can reach into your head and take my book back if you don't
like it. Also, other than typing, I have literally zero computer skills, so I can't hack you
to get my book back. You could easily just download the book and then ask for a
refund and totally rip me off. But I'm cheesing to trust that you're a stand-up person,
and you wouldn't do scummy things like that to anyone."
You've successfully let them know they have no risk at all to deal with. They don't have to worry
about losing their money. Granted, some people will take advantage of you, but for the most part,
time and experience have shown me that people want to be honest and do good.
Rather than just type the words "100 percent money-back guarantee," describing clearly where
the risk is using more words is a clear way to reassure the prospect of their decision. You've
taken away one of the biggest things that often holds one back from making sales.
13. The Bonuses. Your bonus has to be a gift that is connected to the product or service
you're offering, and ups the value of your product in general. It is important that your
bonus be completely unexpected. You may already know how important and unavoidable
bonuses are in a sales letter, but you probably don't realize that the general masses aren't
as bonus-weary as you are. They are usually pleasantly surprised. If you're selling a
weight loss product on how to get shredded in 30 days, then at the end of the sales letter
you offer them a free, easy meal plan or workout program that they can have free of
charge if they ordered right away, you'd have a lot more sales. You let them know that
this workout program or meal plan is worth $22, but you're letting them have it for free.
That's the trick to great bonuses: Give them a price tag, but let them know it's totally free
with their order if they order while the product is available. Some copywriters will
mention bonuses that have nothing to do with the product or service they're offering, and
that is a terrible mistake because the bonus does nothing to up the value of the offer. The
bonus is another part of the copy that can turn a prospect from cold to a red hot and
willing buyer.
14. The Explicit Offer. This is also called the "Call to Action." This is where you flat out
ask for your prospect's order, and then tell them what to do. You let them know, "Here's
the nitty-gritty of what I'm offering you, and here's what you've got to do to get it. Fill
out this form and order now,"' or "Click here to order now," or "Order your copy of
Insanity Max 30 now" or "Download this product right away," or "Get Unrestricted
Access, Now." It doesn't matter how you phrase it. The point is that you've made all your
arguments for the product, backed it up with testimonials, taken on all the risk, and now
it's time for them to buy. As it happens, a lot of salespeople get shy about asking for the
order. They get shy about landing the sale. This doesn't just happen when it comes to
copy, but in real-life situations as well. If you do not ask for the sale, then you are not
going to get it, no matter how great the rest of your copy is.
 15. The P.S. No, not PlayStation. And whatever you do, take this one seriously. It might
seem a little like overkill when you read some newsletters or sales letters that go from
P.S. to P.P.P.P.P.P.P.P.P.S. That is NOT what I'm asking you to do here. You don't need
more than three — and you don't have to even use up to three. You could just use one,
and it would be okay. So why does this part of the copy matter, again? Remember that no
one sees copy and just dives into reading the whole thing. They start by scrolling,
scanning through, skimming from top to bottom, not really reading. When they get to the
end, they're looking to see what you're offering exactly, and how much it's going to cost
them. They already know that this is going to be somewhere at the bottom of the page.
This is why you've got to have a good P.S., one that will summarize your whole offer in a
sentence. You can mention the benefit your offer has, and the benefit of ordering right
away. Here's an example:
"P.S. It's now or never. The cold, brutal forex markets will continue to eat away at your
equity till you have nothing left to give. Are you ready to change that? Your chance to
make the money that has eluded you this whole time is here. Are you going to take it?
Are you going to take action? CLICK HERE TO MAKE PROFITS NOW."

Quick Recap
1. The pre-heading grabs the attention of your perfect prospect.
2. The headline is the ad's ad, designed to lead the reader through the rest of the copy.
3. The deck copy is to make sure the headline's idea packs a punch and makes the reader
even more curious.
4. The lead is to let the reader know who the letter is addressed to, and what benefits
could be theirs by reading it.
5. The body makes up most of your text, and it is made up of all the other parts of the
copy listed below.
6. The subheadings are to split up the copy, like mini headlines, and to give the skimmer
reason to settle down to read the whole copy.
7. The rapport establishment bit involves you letting the reader know you know them,
and you are intimately familiar with their problem and the pain it causes them.
8. The bullet points are basically really short statements that make the reader even more
curious about your offer.
9. The cred building part is where you answer the unasked questions, "Who are you, and
why should I listen to you?"
10. The verification or testimonials are third-party, independent attestations to the
fact that your service or product really does deliver on its promises.
11. The values section is the bit where you clearly state the value of your product
 and demonstrate a favorable contrast to its price.
12. The risk-free offer is where you get rid of the fear that holds your prospect
back from making an order and takes it all on yourself.
13. The bonuses section is where you give them surprise gifts that are connected
to your offer, and raise its value significantly.
14. The call to action or explicit offer is you asking for the order, and telling the
reader what to do.
15. The P.S. section is where you give a summary of the chief benefits your
readers stand to gain from getting your product.
Chapter Three
 Eye Grabbing Headlines

You cannot run away from learning to write headlines. Not just any headlines. The kind that
reaches into the reader's eye sockets and grabs the eyeballs with no apology. The kind that makes
it difficult for the reader to turn their heads anywhere else but your copy. The headline matters. It
does the same thing for your copy that the copy is supposed to do for the product. There are three
things your headline must do:
1. Make them stop. It has to make them quit scanning and really connect with the
headline.
2. Make them a promise. It doesn't have to be an overt promise. Just one that piques the
reader's interest.
3. Make them curious. It's got to make them want to keep reading the rest of the ad.
I've seen some really amazing copy fall flat because it had a bland, terrible headline. I've seen
lots of really amazing content that should have more reads but never does because the title is a
really great and safe alternative to sleeping pills. If you're a content writer, and you've been
struggling to get views, then consider that your articles are probably terribly titled. You might
think of those titles on YouTube or certain ads as "clickbait" and look down your nose with
disgust at them, but they're used because they work.

What Makes a Great Headline?

The headlines in your sales letter work the same way they do in the papers, or at the bottom of
the screen during the news. They're supposed to suck you in. However, done wrong, they can
push the reader away. In order to do headlines right, there are five qualities every headline you
write must-have. Let's dive into them.
#1: They must grab attention. The way to do this is to make a promise, generate curiosity, make
a claim, or get the reader to respond emotionally. Here are a couple of examples:
What Game of Thrones Can Teach You About Making Money.
Which of these Seven Terrible Mistakes Do You Make on Your Weight Loss Journey?
#2: They must identify and qualify the readers. In other words, you want to pick words that will
identify the precise class or set of people that make up your audience. Here are some examples:
How New Dropshippers Lose Money, and What to Do to Fix It
Top 10 Trading Robots for Forex Scalpers
5 Things Voice Over Artists Can Do to Improve Sound Quality
#3: Suck the prospects into reading the body of your copy. The job of the headline is to get them
to read the rest of the ad. It's not where you're selling the product. Here are some examples:
Does the Government Want You to Be Rich?
How to Start A Drop Servicing Business in 3 Days
#4: Blow up the Big Idea. You want to find the one benefit that supersedes all others, and then
communicate that to your prospects in a way they can connect with.
The Law of Attraction Does NOT Work
Double Your Trading Profits Instantly
#5: Build cred. If you have authority, real or perceived, then you can get the prospect's attention.
If you have something that can give your article or sales letter the needed authority, then play it
up in your headline.
3-Time World Forex Trading Champion Reveals Secret to Making and Keeping Pips.
Harvard Psychologist Demonstrates the Master Key to Winning at Life
Dr. Oz HATES the Snake Diet because It Actually Works
When you have these five qualities in your headlines, then you will definitely get more traffic,
which means more sales. If you use these headlines on your blog, it will get you a lot more
engagement as well.

5 Templates to Sky-Rocket Your Sales Today

Believe it or not, the business of writing headlines alone is very lucrative. It's a whole job
description, just coming up for catchy titles to everything from products, to copy, to content, to
movies. The reason those magazines look incredibly difficult to resist is that a team of highly-
paid professionals worked on making headlines that rip your eyes out. This is the same thing that
your copy and headlines should do. A good headline could mean a lot more cashola for you —
and that's not a bad thing.
The best headlines have a pattern to them, or a formula if you will. Here are 5 of those formulas
that you could use right now to make people engage with you more and also buy your stuff.
#1: How-To. The way this headline works is you have to build it on the key benefit of your
product that your prospect really cares about. Examples:
How to Lose 2 Pounds A Day
How to Rake In More Clients as a Copywriter
#2: Reason-Why. This headline packs a punch because it leverages the power of because. Robert
Cialdini's research has shown that when you add the word "because" to whatever request you're
making, you're more than likely going to get whatever you ask for. Examples:
Why Your Conversion Rates Suck, and What to Do About It
5 Reasons You Need to Read This Book to Manifest Faster
#3: Transactional. Using this formula in your headline all comes down to the promise. With
amazing content, this can work wonderfully well. Here are some examples:
Use This Golden Miner Trading Robot for a Week, and Be Thrice As Profitable
Give Me 5 Minutes, and I'll Get You More Ghostwriting Clients
#4: If-Then. All you have to do with this headline is to make a contrast between something your
prospect can easily do, and the benefit or value of your product or service. Examples:
If You Can Drag and Drop, You Can Build A Website
If You Can Take A Walk, You Can Lose the Gut
#5: Probing Question. This headline is about asking questions designed to make your prospects
feel a need to know the answer. If they don't find out, they're going to feel uncomfortable. This
ensures they'll read your copy. The trick is not to ask flat, dull, yes-or-no questions — otherwise,
you might get a flat-out no. "Do You Want to Know My Beauty Secrets?" is not a great question
unless you're a celebrity or something. You want to ask a question that tickles the prospect's
curious bone. Ask about something relevant to them. Get them curious. Ask them about their
problem, pain, or the solution they've only ever dreamed of, and you'll have their attention.
What's Your Doctor NOT Telling You About Your Weight?
What Would You Do to Get More Subscribers?
Do You Wish More Clients Would Work with You?
All of this is some really amazing information on writing headlines. However, the best way to
write the best headlines is to spend a lot of time writing the bad stuff. In other words, just write
headline after headline for kicks, and you'll start to get a feel for what works well and what
doesn't. Practice with headlines for email subject lines, sales letters, blog posts, and anything else
out there.
Chapter 4
 Money Making Emails

The thing about email is that it's here to stay. And despite the rise of spam, email marketing will
continue to be the best way to sell anything and everything — and yes, it's even better than the
newer social media platforms in so many regards. An account could be banned, and followers
and friends can be lost, but the email remains forever. Provided Gmail, Yahoo, Zoho, and other
email service providers don't crash on us, anyway.
If you feel like email marketing does not work, then that should be a clue to you that you're
doing something very, very wrong, so of course, you will get results you don't like. So pay very
close attention to this chapter, and in no time, you'll fall right back in love with email marketing.

Does Email Marketing Really, Truly Work?

There are lots of other social media platforms. You've got Twitter, LinkedIn, Facebook,
Snapchat, and all sorts of other apps out there. You'd think they'd make the email obsolete, but
here's the thing: They can't. Email is here to stay. One of the things you should love about email
is its personal nature. I mean, it's perhaps not as personal as receiving a scented letter in the
mailbox through actual snail mail, but it's about as personal as we could hope for in this day and
age.
Email is the way we keep in touch with one another. At least right now. Might this change?
Probably, but most certainly not within this decade, or even the next 2, possibly. The great thing
about the stuff you're about to learn is that even if email changes into something else, or just
totally dies off, you'll still be able to apply the principles you're learning in this book to whatever
new form of media comes up in email's place. With email, you can attain impressive results in
sales and marketing. To understand how this is even possible, let's talk about email sequences for
a bit.

Which Email Sequences Equal Maximum Sales?

When you're writing an email to your prospects, you need to know:
1. What sort of email will you be writing?
2. How will you deliver them?
I wish I could tell you there's a textbook answer to these questions, but they're really isn't. You
won't find a cookie-cutter solution that works for all persons and industries. You need to be
willing to go with the flow, and once you have mastered the basics, you can then improvise, and
test any and everything different from what you're about to learn here, or from what everyone
else is doing.
There are three basic kinds of email sequences that you've got to learn. Let's take a look at each
one.
1. Live campaign sequences. These are the emails that you send over a period of time, which
are all tailored to one particular promotional or sales target. You write these emails in real-
time.
2. Automated or scheduled campaign sequences. These are the kind that require
autoresponders, which help you set up an email to be sent at set intervals, with no
intervention on your part. Some of these sequences are based on time, while others are
based on the action taken by the prospect on your website, from placing an order to booking
their spot on a webinar.
3. One-off email. You send a message to everyone on your email list for a certain purpose.
This email is not automated, and it's not a live sequence either, as it's just the one email.
Sometimes, you need a one-off email.

Which Sequence is Used When?

The Live Campaign Sequence: If you're dealing with a product launch, then you definitely want
to work with a live campaign email sequence. The product launch is often a huge deal. You
might be working with affiliates or other partners who are also promoting the same product, in
which case the goal would be to increase brand awareness. These can have anywhere from 10 to
20 emails, where each email is sent out once a day. Toward the end of the campaign, you might
have to send out as many as two emails a day. This campaign is done live because you need to
answer questions your prospects have, and you need to make whatever changes your client needs
in response to what the competitor is doing, or how the market for your product or service is
changing.
Another great thing about going live is that you can easily incorporate what's going on in the
news or in pop culture at the moment, keeping your content fresh, and mirroring the lives of your
prospects.
Live campaigns also work well with promotions, which are not quite as huge as product
launches. What you're doing with the promotion is just talking up an existing service or product,
or mentioning a new one, or offering a small ticket item. There are no partners. It's just you.
Finally, you can use the live campaign sequence to encourage more engagement on your blog or
website or social media page.
The Automated Campaign Sequence: These aren't happening in real-time. With these, you
cannot make any references to what's happening in the now. You also don't respond to emails,
since everything is happening without your intervention. A great example of this would be with
an onboarding sequence, which is a bunch of emails you script with the intent to get people to
relate to your thought process, the way you see the world, and to let them get to like you, and
trust you. This sequence could have anywhere from 9 to 30 emails.
There's also the pre-event scheduled sequence, with each email crafted to bring your prospects
even closer to you. For instance, if you're about to hold a webinar, you could have a sequence
that promotes the webinar so that people can sign up for a spot. Once they sign up, they're on
your list, and you might decide to send them about 4 to 7 scheduled, pre-webinar emails over the
next 4 to 7 days. In these emails, your work is to sell them on why they should sign up, or why
they signed up, or why they should get more people to sign up. You're hyping up the benefits of
attending the webinar.
Logically, it follows that there's a post-event scheduled sequence as well. Say you've held the
webinar, and it went great. However, at the end of the webinar, some people on your list didn't
purchase what you were offering. Should you simply abandon them? Of course not. What you
should do is consider them potential paying customers, and send them a series of emails after the
webinar. This email sequence would focus on letting them have a replay of the webinar, or
moving them onto a format more suited for them to get into what you and your product are
about. You could offer a video download of the webinar. You could offer the contents of the
webinar, packaged as an ebook. Don't discount the number of sales you can make from the post-
event scheduled sequence.
Now, just because you've made the sale doesn't mean you get to leave your customers hanging
high and dry. You must have a post-sale scheduled sequence in place as well. With the post-sale
sequence, you'll accomplish three things:
1. Remind them of the reason they bought your service or product.
2. Urge them to use the service or product so they can enjoy the benefits.
3. Keep them from asking for a refund.
The post-sale scheduled sequence is great because it helps you automatically retain the business
of your paying customers. It's basically standing by your customers and not leaving them high
and dry. It's reminding them why they bought your stuff, and how it's going to help them. It's
taking them by the hand to show them what to do next. When you do this, you're less likely to
deal with requests for refunds, and you'll also get the customers to actually gain from using your
product and get great testimonials organically as well. You also ensure that they're more than
happy to buy from you when you have something new to offer them in the future.
The One-Off Email: This is not written with the intent to get them to sign up for anything. You're
not trying to get them to buy anything either. You just use these emails to share some goodwill
by giving them free, valuable stuff, whether it's a free course, a book, or a training video that
could help them. You could send things that inspire you, hoping it inspires them too. It's all about
establishing even deeper bonds between you and your prospect.

22 Ultimate Hacks to Writing Emails that Sizzle and Sell

1. Choose a good email delivery service. Don't try to be cheap. You need an actual email
service that lets you do a lot more than just send out mail. They help you create and
manage your lists and emails effectively. These companies will make sure your email
doesn't go right to spam, and they also make sure your emails are not violating any spam
laws. Check out AWeber, Mail Chimp, InfusionSoft, and others. Check out all the pros
and cons, then choose one and stick with it to avoid any hassles with moving to a different
provider in the future.
2. Create lists that are based on permission. You don't want to send out emails asking people
to buy stuff without having obtained their permission to advertise to them first. If you do
that, you're spamming people. It's not only annoying, but it's also illegal.
3. Be consistent with sending out your emails to avoid spam reports. I know it may seem like
you should do the exact opposite and only mail your list when you feel you have to, but
the thing is the more you mail them, he more memorable you become, and the less likely
they are to block and report you than if you only ever shoot out an email once every
month or so.
4. Make your site visitors see great reasons to opt-in, and make sure they know exactly what
they're going to get. It's not enough to just ask people to sign on to your newsletter. They
naturally expect that you will spam them. So what you want to do is give them a really
solid reason for why they should sign up. It could be a report, a video, a mini-course, or
whatever else of value. Maybe you want to get them to read your newsletter. In this case,
as you offer them that premium, or book, or audio, or whatever you're using as a lead
magnet for sign-ups, you must let them know they'll be getting a newsletter as well. Let
them know what to expect from your newsletter, whether that includes news, special
promos, special offers, whatever you want them to know.
5. Give them an AMAZING reason to deliberately opt-in. Go the extra mile to offer more
than whatever the competitor is offering. Give a lead magnet that is just as amazing as
someone's actual product.
6. Robots make the best sales agents. Well, maybe not better than humans, but they can help
you send a sequence of emails at whatever time you set, for whatever number of days you
set it to go off. This can be really useful when establishing yourself as a brand or an
authority through a series of emails.
7. In each email, give them a link. No, you don't want to ask them to shell out dollars
necessarily, but the point I'm making here is you want to get them used to click any link
 that's in your email. It might be a link to a free video, a useful blog post, or a funny clip.
Not every link has to be your own stuff. Make it so your readers know each time your
email comes in; they're going to get something really interesting to click on. When you do
send them a link to your service or product page, they will click it as well, since you've
got them assuming every link of yours will have value, as always. So what's the sale here?
A link they can click on.
8. Make them want to stay. Just because they signed up to join your mailing list does not
mean they will remain there. They might. They might not. They might remain there but
never read the emails they get. They might just glance at the popup and delete right away,
or move your mail to their archives. Never assume that people are reading your email and
get lazy. You'd better make them want to read and make them want to keep reading. This
is why your subject line has simply got to pop. You want it to be such a good hook that
they have no choice but to open up and see what you're talking about.
9. Do your promotions with broadcast emails. This is the live email you send out to your list,
where you can talk about what's going on in the world right now. When you write this sort
of email, it lets your readers know subconsciously that there's a real, live person behind
the email. This means your emails are powerful, on account of the real factor and the
timeliness of the post.
10. Take advantage of your signature file. Sure, it's not usually read. However, it's there, so
use it. You could put a link to your podcast, your website, services, products, or any
special deals you have going on. It might not make much of a difference, but chances are
you'll have a handful of purchases that happen because of the link in your signature file.
Don't discount it, especially if your product or service requires monthly subscriptions.
That one person who clicked on your signature file's link will give you 12 times what that
product is worth in a year. So, think about that.
11. Have only one goal for each email and one call to action. Some markets send out emails
with more than several links to several offers at the same time. They want to kill fifty
birds with half of a soggy green pea. That's never going to work, as all it does is confuse
the recipient of your emails. When your prospect is confused, they're not going to do
anything. If you have too many options available for them to choose from, the sheer will
cause them to hit delete and move along. This is why you must make sure your email has
only one goal and one very specific call to action. You can have more than one link, but
each one had better be for just that one call to action.
12. Know thy goal. Become aware of what response you want the most from your prospects.
You should always ask yourself what the one thing you want your prospect to do after
they read your email is. Do you want them to click on a link? Do you want them to buy
something or take a survey? Do you want to hear back from them? You must know what
the key responsibilities you want are before you begin to write your email.
13. Begin each email with a truth that your prospect can confirm and could never deny. This
is a potent thing. You want to start off with a truth that you cannot deny. You could start
off with the day's date (something that can be configured using your autoresponder). You
 could start off by telling them, "This is Jamie Flint, writing to you." Assuming your name
is Jamie Flint, that's a fact they cannot argue with. You could write something like, "I
know you're probably reading this on your smartphone or tablet or computer right now."
Chances are, they are. When you start off with something they cannot help but agree is
true, you're priming the prospect psychologically to respond positively to the content of
your email.
14. Create personal headlines, build anticipation, and ramp up curiosity. Personal doesn't
always mean you've got to insert their first name. It means talking to them about the stuff
they were most interested in when they chose to subscribe to your newsletter. You want
to talk about the stuff that matters to them. Another thing you should do is to build
anticipation. This means, in the past, you've written the most intriguing, interesting
emails, that every time they open your message, they expect to get something super
interesting, or valuable, or useful. As for curiosity, it's all down to the subject lines you
use. You want your reader to wonder what it is you're talking about. You want them to
wonder about the new idea or strategy you're offering. You want them to wonder why
your email is so urgent that they've got to get to it right now.
15. Have a link in the lead that has your main benefit or promise. Whatever comes up in the
preview pane is part of the lead when it comes to email. To be safe, you want to make
sure you take advantage of the first sentence, and maybe the second one, by putting a link
in them. The reason this works great is that the link is right at the start of the email, so
they can see it before they get bored. They don't have to scroll or scan or anything of the
sort. They can just get right to it. Please don't just put a link, because it would seem
questionable. Preface it with an interesting statement to make them want to click it, or
add the link to the said interesting statement.
16. Don't use the formatting for headlines in your subject lines. You can use the same
techniques that apply to headlines, but don't format them the same way. In other words,
don't use the title case, where all the initial letters of a sentence are capitalized, other than
conjunctions and articles. You want to use a normal sentence like you would if you were
writing to a friend. Even better, don't bother with punctuation or capitalization in the
subject lines, and it will look more like the kind of email you get from a friend.
17. In your email body, you want at least three links that are tied to your call to action. You
want the link to be in the lead, in the middle of the body, and in the P.S. section. Please
don't go overboard by using 5, 10, 50 links in an email. Three is the sweet spot. If it's a
really short email, one will do the trick.
18. Summarize your lead benefit in the P.S. and make sure it has a link as well. Again, the
P.S. or "Postscript" can be used tastefully. Your prospects are likely to scroll down to the
end of the page to see what you're offering and how much it will cost them, so you might
as well have that P.S. in there, with an unmistakable call to action.
19. Make your emails look like they came from a friend. If you've got a friend who always
sends you an email with CAPS LETTERS in random places, a logo of their name, and
several stock photos of men and women holding money and credit cards while smiling at
 you, well, I'd be worried. You want your email to feel like it's from a friend. Skip the
bells and whistles.
20. The Zeigarnik Effect is your friend. Thanks to a certain Lithuanian psychologist, Bluma
Ziegarnik, we now know there's a phenomenon that has to do with open loops when it
comes to the human ability to remember. We always remember stuff that is not yet
resolved. It's the same reason that you keep binge-watching shows. Those cliffhangers
are basically chock full of unresolved issues that you need to see fixed in the next
episode… Only to be replaced by more cliffhangers. The way to replicate this effect in
your emails is to tell a story, but don't finish it. Leave the rest of it for your next email.
You could wrap up with, "I wish I could wrap up the story, but I can't right now. If you
want to know what happened to the arrogant jerk with the gold tooth, you'll have to
check out tomorrow's email, where I'll tell you the rest of the story." You could also lead
them to the rest of the story on your website, which might have a link to a product or
service you're offering. They'll want to know what happened, and they will click on that
link.
21. Never read complaint emails. This sounds like terrible advice, so let me clarify. I'm not
asking you to completely ignore actual, legit complaints from customers, subscribers, and
prospects. You must deal with them instantly. Better yet, you should have someone
whose job is to handle those complaints. You don't want to deal with stuff that makes
you feel bad, criticizes you to death, or assassinates your character. It's not good for
business. You should have those emails read… By someone else. Let this person know to
only forward you emails that require your immediate attention, or emails that are
positive. Let them do what they need to appease the complainer if they can. If there's a
legit criticism, your assistant should be able to let you know using kinder words. The
whole point here is to protect your psychology so you can keep churning out emails that
make bank.
22. Respect your un-subscribers. Do not try to force people back into getting your emails.
Don't get mad because they don't want any more from you. If you try to rope them back
in, you give off the impression that you're a very annoying flea that needs to be gotten rid
of as soon as possible. The good thing is even if you disregard this advice, all mail
service providers will put the unsubscribe link at the bottom of your email. Sometimes,
you'll get an angry email from someone who's "sick and tired of your spam." Do NOT
respond. No matter how badly you want to. Simply take them off your list, and leave it at
that.
Chapter Five
 Potent Bullet Points

You cannot ignore bullet points if you want to be a successful copywriter. Unfortunately, most
people don't use them as often as they should, which is odd, since they happen to be one of the
most persuasive elements of good copy done right.
Bullet points are appealing because they're super easy to read. It's easier for the reader to look
over your bullet points, understand at a glance what you're offering, and connect it to themselves
as they envision what it would be like to enjoy the benefits in your bullet points.
Now, how do you get really good at writing bullet points? Well, you've got to just write! There's
nothing else to do but that. Writer's block is a myth. Just start writing, and if you give it five,
maybe ten minutes, you'll be in a state of flow, and your writing will actually get better for it.
When you feel like you're stuck, you can and should focus on writing whatever comes easily to
you. It could be just writing down email addresses, or phone numbers, or website links. It could
be that you're only in the mood to write headlines or write about how you're in no mood to write.
The point is, just write. Start the process, and in time your brain and fingers will take the hint.

The Art of Crafting Bullet Points

Here are the steps you need to take in order to create the best bullet points.
1. Create a swipe file for bullet points. When you find a great copy that moves you, you
should most definitely create a swipe file. Any email that catches your eye should be
saved. Notice what it is about each email that gets you. If you come across promos in
newsletters, or magazines, or whatever really, save it. Save the email you get to special
folders you can look at to see what they did right. All these things are saved to what is
 called a "swipe file," which is basically a bunch of advertising copy and letters that have
been tested and actually do work. This file will give you ideas, and serves as a reference.
You're not supposed to plagiarize them by stealing word for word. Use the swipe material
responsibly. Finally, when you do write great copy, make sure to keep it in your file. Keep
in mind that you can build swipe files for every other aspect of copy besides the bullet
points, like the headlines, subheadings, leads, and so on.
2. Write your own bullets. Make a fun exercise of writing at least 20 a day, or even more.
The more you write, the more you know what a great bullet should read like.
3. Choose the best of the best. When you write bullet points for a product or service, you
want to choose the very best of the lot. How do you figure out which bullets are the best?
We're going to talk about that in a moment.

What The Bullet's Work Is

Why do bullet points matter? What do they actually do for you as a copywriter? Let's begin with
what a bullet point is. It's a sentence that takes up a line or two and is set apart from the rest of
the copy by a little circle, square, or checkmark right before it.
Again, you want bullets because there are many people who will not read what you're talking
about from start to finish. Remember, there are three things your readers will not do at first:
1. Read.
2. Believe.
3. Buy.
Since you know that most of them don't read the copy, you must use all the tactics you can to get
your point across. You use the headline to get their attention. You use the subheads to make the
message of your copy clear. You use the bullet points to make sure that the skimmers, scanners,
and scrollers stop doing all that and start to actually read.
The best way to draw in readers online is to use text with lots of white space all around it, in
addition to the text that looks different from the rest of the copy. This is why bullet points work
as long as you make sure they're not overly wordy and are easy to understand.
The bullet points are great from getting your readers to picture themselves using your service or
product and reaping all the benefits you have to offer. It's not a coincidence that the best
performing sales letters often have a lot of bullet points going on. Clearly, bullet points work,
and you have no excuse to use them.
With your sales copy, you want to have at least 3 to 5 bullet points — and they all must be of
different kinds. That last part is key. You don't want to have the same bullet points right on top
of each other; otherwise, you risk boring the reader to death, and that's just the opposite of why
you're using bullet points. Don't use the exact same language with each of your bullet points, or
you'll risk coming off as redundant. To get many kinds of bullet points, you're going to have to
write more than you think you'll need. With a good enough number, you can scan through for the
best ones to use in your copy.

Templates for Bullet Points

There are so many kinds of bullet points, but I'm only going to give you some that I find
wonderful, out of hundreds out there. This should be more than enough to help you along your
copywriting journey. Remember to work on that swipe file, and you'll start to notice stuff that
works.
You should know that a lot of the bullet templates I'll be covering will tend to be under the
"master form" of bullets, which is known as the blind bullet. Why blind? It serves to make your
prospects curious but doesn't go into actual detail on the secret you're hunting at. It's using the
Zeigarnik effect, in that their mind needs to know where you're going with these bullets, and if
they have to read the whole copy to see what you're hinting at, then they'll do it. Heck, if the only
way to know is to buy your product, then they'll do it too. I contrast, you also have revealing
bullets, which do the opposite of the blind ones by giving the naked truth.
Without further ado, here are bullet point templates that will score your sales.
1. Bullet with a theme. These have a theme. For instance, "Three disgusting things your
doctor doesn't want you to know," or "The four-letter word your bank doesn't want you to
know." With the first theme, you could have bullets like these:
The ultimate food class you should eat more of. Eat this and break up with your doctor
for life.
Why you don't always need a prescription and what your doctor won't tell you about
the meds.
Insert more valid points here.
Note that you could use a numbered list instead of bullet points. If your premise for the bullet
point states you're going to list a certain number of points, then you should use a numbered list as
your bullets.
2. Dead wrong. With this one, you simply get your prospects to share their preconceived
notions about things, and then you let them know they're wrong. Here's an example:
Only smokers get lung cancer, right? Wrong! Find out why in this free report.
When you contradict something that a prospect has believed all their life, then it would naturally
get you their attention, because they want to see what facts you've got that make them wrong. It
is not enough to just stir the pot. You need to be able to back up your statements with facts and
stats. If you can, then this is the best sort of bullet point to use.
3. Giveaway. A lot of new copywriters feel that they shouldn't give away information. If
only they know how effective this is! Don't be afraid to give away solid information, or
your best tips and tricks. It's easy to assume that giving away all the juice will ensure that
the prospects buy nothing from you, but that's not the case.
I'm not just saying that; there's actual research that shows if anything, people are likely to pay for
your product. They think if you're willing to give away this much in a sales letter, imagine what
else you'll have for them when they do pay or sign up! Now, I warn you, don't give it all away,
but give just enough that it makes it clear the value of what you're offering.
4. Two-step. This one makes your main benefit even clearer. In other words, you use these to
explain the original bullet. Here's an example:
What you should never say to your clients, and why. (Get this wrong, and you'll lose
even your most loyal client.)
What the sentence in brackets does is it increases the curiosity level, and gives further
explanation on the main benefit. You're letting your prospect know that if they are aware of what
to avoid when dealing with their clients, they can make sure they don't lose any of them.)
5. Clear benefit. With this one, you're making a claim about a direct benefit of using your
service or product, and then you're supporting his claim with extra facts that inevitably
arouse more interest in the prospect. Sometimes, you can't be creative about your benefits,
and so you've got to just talk about it in terms that are as clear as possible. Here's an
example:
How to effortlessly look and feel ten years younger, and stay that way."
The benefit is clear here: Looking ten years younger.
6. Flipped hook. With this bullet, you first give the prospects an interesting bit of info and
then give them a surprising benefit of that interesting fact. Here's an example:
51 percent of Americans eat this killer food that leads to life-threatening obesity.
(Here's a healthy alternative that's scientifically proven to help you stay lean.)
7. If-then. What's happening here is easy. First, give your prospect some super easy work to
do, and then tie that to a benefit that's going to give them tremendous value. Here's how
that looks:
If you can watch a Game of Thrones episode a day, you can make $5,000 a month.
If you can close your eyes and breathe, then you can manifest endless riches.
If you're over 30 and finding it hard to find love, these three key affirmations will bring
your soulmate to you.
8. Proposition. This bullet is transactional in nature. It's the kind that goes like this:
Give me 5 minutes, and I'll show you how to write a book in 5 days.
Give me one click, and I'll give you an e-library on copywriting worth $35,713 for free!
The point of these proposition bullet points is that there's a transaction going on. You will notice
that each of the things required of the prospects is super easy and low effort compared to the
immense benefit they'll be getting. Giving just 5 minutes of your time to learn how to write a
75,000-word book in a matter of 5 days sounds amazing to an aspiring author. Getting a whole
library on copywriting worth over $30,000 for the price of a single click is also pretty rad. It only
makes sense for them to take you up on your offer.
9. Single Most. This is the bullet where you state the most superior benefits your product or
service has, and you prove your statement You want to be absolutely certain that this
benefit is the real deal. Here's an example:
The most profitable forex expert advisor in the market vetted by ForexCon.
Okay, ForexCon isn't a thing as far as I know, but the point is that if it were an actual body set up
to look into robots and expert advisors for trading, then you're not just making your bullet point,
you're backing it up with ForexCon's credibility.
10. Truth About. This bullet is great when you're dealing with issues that are quite
controversial or debatable. To use this, you must deliberately seek out controversy within
your niche.
The truth about "fat-free" foods — and odds are it's worse than you think.
Some people think going without fat is the way to eat. Some people think fat-free on a pack is a
good sign they should stock up on a snack. Either way, there's a lot of controversy around fat and
fat-free foods that you can work with, and it doesn't matter what your prospect's opinion on the
matter is because you would have already snagged their attention with the bullet point.
11. Numbers. Numbers can be bullet points, too, as I've previously mentioned. They work
best when you have a fixed amount of steps or points to mention, from techniques to
steps to reasons why your prospect should do something or reasons they should not do
something. "Five ways to pay up to 50 percent fewer taxes than you're already paying
right now" would obviously mean you use numbered bullets to mention the tax-saving
steps you're talking about.
12. How-To. This bullet is pretty simple, yet pretty effective — as long as you're creative
with it. Let's take a look at two examples:
How to make money online.
How to make $750 a day in just 3 minutes by clicking 1 button.
You will notice that the first bullet point is flat and boring. The second one, however, has depth
and dimension to it. It feels more real because you're letting them know just how much they
could make each day, how long it would take, and how very little effort is required of them. You
could also combine this with the numbered bullet by saying:
Three ways to make $750 a day in just 3 minutes by clicking 1 button.
The point to note with the how-to headline is that you must make it feel more real to the prospect
by fleshing out the details and benefits.
13. Better than. This is the bullet point you use when you want to grab your prospect's
 attention. Here', you will share something that's better than the already good stuff
available. For instance, you could say, "Better than the Keto Diet." I shouldn't have to
point out that you need to back up your claim. The last thing you want is to violate any
regulations regarding claims. Make sure when you're writing copy for health, it doesn't
violate any rules laid down by the FDA, the FTC, and all other relevant agencies that
regulate healthcare. Here's what a fictional headline would look like:
Better than the Keto Diet: Lose 3 pounds of PURE FAT each day!
14. Sneak attack. Don't overdo this one. It's mostly useful when you want to bring in the
tinfoil and conspiracy theories to spice up your copy. Here's what the bullet point would
look like:
The sneaky ways the food industry keeps you fat and sick.
Five sneaky tricks your mechanic uses to inflate your bill and how you can stop being a
sucker.
With this bullet point, you can nudge your prospect into believing something they've suspected
for a long while. They'll instantly take your side and want to know your take on the matter. They
want to know how you foiled those sneaky bastards, the food industry, and the mechanics.
They're going to want what you want. Badly.
15. What. This bullet is super easy. It's like the how-to bullet, except you're saying "what"
instead.
What you should know before moving to Canada.
What you should do when Google Ads suspends your account.
16. What never. This is the bullet but in a negative form. It's all about working with the fears
the prospect has.
What never to say if you want to land a great job with a fat paycheck.
What never to do right after a run (if you want to lose the pounds).
What never to drink after 6 PM (unless you're ready to die).
17. Simple fact. Sometimes, you can't use a blind bullet, so you have to use the simple facts.
All you must do is make them a heck of a lot more interesting than the next copywriter.
In this case, you should show your prospect the worst possible scenarios in order to set
up these bullet points. You might say, "Non-smokers are losing their lives to lung
cancer," then you quote the study that shows this to be true, before wrapping up with,
"Here are things you can do to stop this from happening to you."
18. Reason why. This bullet is not used as often as it should be. All you're doing with them is
letting your prospects know why they should go with your offer rather than the
competitions. You're answering or promising to answer questions they have about what
makes your offer unique and better. It's really powerful stuff, as I've mentioned before,
 and people have a need to know why. This also plays into the open-loop theory.
The reason why you should ditch HIIT workouts for LISS workouts to burn even
MORE fat.
What you're telling the prospect is that there's actually a benefit to ditching the harder workout
for something that's easier on their body. They might not quit their p90X or Body Beast workout
programs, but you'll have them chomping at the bit to try out the slow and steady loss program
you're offering, so they can get the physique they want.
19. Do you? If your readers are making a mistake with something, and you're aware of it,
then this is the best kind of bullet point to use. You could use it to state mistakes which
your service or product would help them avoid.
Do you make these mistakes when publishing your novel?
You could mix this up with the two-step bullet, like this:
Do you make these mistakes when publishing your novel? (If you do, you're never
going to make a sale no matter how good it is).
20. Probing question. Ask questions you already know the answers to. It's almost like the "do
you?" bullet point, with one exception. The previous bullet point is about you asking
questions about stuff you know about your prospects, personally. Or you could be asking
questions based on the fact that you know there are certain errors they make, things they
indulge in, or problems they face. With the probing question, it's not about the mistake or
the thing they're doing wrong. It could simply be about whether or not they know about
something specific.
Do you know the three tactics copywriters use to get more sales than you do?
Do you know the three golden keys to permanent weight loss?
Do you know the secret potion taken by African royalty to perform better in bed even
in their 90s?
All of these are probing questions.
21. Secrets of. Use this bullet point when you have a method of solving their problems that is
uncommon or unique. Don't use this one too much, or you will not seem as credible as
you should. When you know actual secrets that could help them, using this kind of bullet
point with care can help fan the flames of desire and curiosity with your prospects.
There you have it! 21 templates that you can use to write amazing bullet points. You can mix and
match them as needed. If you only get three to five points, no matter how much you think about
your service or product, it's fine. Don't get hung up on it. Write as many bullet points as you can
that would fit under these templates, use the best of them, and get rid of the rest. Don't try to edit
as you write. Get it all out there, the great, and the terrible. After you're done, you can then scan
through and pick the top performers.
Chapter Six
 The Offer, the Risk Reversal,
and the Close

Here are the basic elements that should be a part of your sales letter:
The headline
A very beneficial offer
A very reassuring risk reversal
A rock-solid close
For this reason, you have to really nail your offer, risk reversal, and close. These are the essential
things you need to make a sale.
Steps to Creating Magnetic Offers, Powerful Risk Reversal Copy, and Closes for Set-in-Stone
Sales
1. Your offer should have pulling power all on its own. Say the offer is the only bit of the
copy that your prospect read through. Would it be enough for them to make a purchase?
You need to make sure the offer has everything they want to know about before they can
buy it.
2. Refer to chapter one of this book, and make sure to write with all parts of good copy in
mind. Remember, first, you identify and connect with your prospect, their problem which
your offer can fix, and the pain they're going through. Then, paint a vivid image in their
minds of what will happen to them if they don't sort out their problem right away. Next,
give them a story of how someone like them with that very same problem was able to
 solve it with your solution. Make it clear the changes and transformation that will be theirs
upon getting and using your product, and give actual, third-party testimonials to make you
more credible. Then you lay on the offer, which means you let them know precisely what
you're selling, and pay more attention to the transformation that is theirs, rather than the
actual stuff you're selling. Finally, you ask your prospect to make a purchase, with a set of
clear instructions on what it is they need to do next.
3. Be aspirational in your writing. You want to stoke the fires of desire in your prospect.
Focus on what it is they truly desire, and then write in words that make them aspire to
have those desires become a reality. You want them to feel emotional about the possible
wellbeing that is theirs when they get your product. Aspirational language could be stuff
that says, "Yes, I want the secret to making thousands of dollars from dropshipping now."
4. Set your order copy in a different text box. You may have noticed on sales pages that
there's often a box exclusively for placing the order or containing your offer itself. No
one's really sure why this is effective, but it just is. Don't try to fight it.
5. Add secure site symbols and credit card signs. These symbols are now automatically
associated with trustworthiness, and so you want to add them to your page so that no one
thinks you're about to rip them off. You want them at ease when they're putting in their
credit card info. In fact, if they're not feeling secure about your website beforehand, then
you can just forget about them being okay with paying for what you're offering. In
addition to these signs, you should make sure your risk0fre guarantee is prominently
displayed as well in your offer box.
6. Put positive words in the prospect's voice in your offer. You want to give them the words
they should be thinking. Imagine you're reading the words in a sales letter yourself. You
can attest to the fact that as you read, there's a voice in your head doing the reading. The
whole point of copy is it does the thinking on behalf of the reader. This is why you'll find
a copy on order buttons that say stuff like, "Yes, I'd like to sign up for your Forex
Millionaire Secrets Course," or "Yes, I want to Manifest Abundance Now." Tell your
prospect what you want them to think.
7. Offer a clear and irresistible guarantee. The guarantee, or the risk reversal, is where you
assure the reader you will be taking on all risks. Lots of prospects worry that you're going
to take their money and run. You want to allay this concern, convincing them that they're
making the best possible decision and that it's not a mistake. So you must let them know
you're going to take on the risk. Not only is this great for retaining clients, but you're also
letting them know just how confident you are in what it is you're offering. You're so
certain of the goods or service that you're more than happy to let them have their money
back if they're not satisfied for any reason whatsoever. It says a lot that while you're well
aware they could rip you off, you're more than happy to take the risk. If your copy is great
and your service or product is top-notch, the number of satisfied clients will more than
make up for the few refunds you have to make. Do more than just write the words "100
percent money-back guarantee." Go further by explaining this in ways that reassure your
prospect.
8. You should use a text link and an order button as well. You can use the button, and leave
it at that, but some prospects will respond to the text instead. By using both, you make it
easy for them to know what to do next.
9. You should still sell in your guarantee. You must point out again the benefits your product
has. Sometimes the guarantee with the benefits is more than enough to land the sale. You
need to state your benefits over and over. You can use the guarantee section to do so.
Here's a great example: "Order my course, and go through every module. If you don't get
mind-blowing results after applying everything you learn, in fact, if you don't make at
least $3,000 in the next 30 days without feeling confused or stressed out following my
course, then I absolutely do not want your money, and I will give you an instant refund."
Keep the sale going. Flesh it out.
10. Put the guarantee in a certificate. This makes you seem more legit to the prospect. You
want to put it in a certificate so that they're even more at ease with spending money on
your offer. For some reason, doing this increases the conversion rate.
11. Use video on your guarantee section. Do you want to be even more persuasive? Then you
should add a human voice and face. This is especially the case if you're marketing
something that your personality is a key part of. A video is more powerful than just text.
12. Still, write a "100% money-back guarantee," but don't lean on that sentence alone. For
some prospects, they just need to read that one sentence, and they're good. For others,
they need you to be more descriptive about the risk reversal. Cover both grounds, and
you should be fine.
13. Sign in the guarantee, and you'll have sales, guaranteed. When your guarantee is signed,
your conversions will go through the roof. There's something about signatures. They
make things feel official. It makes the prospect feel like they've already sold, and it's a
done deal. Also, when you sign stuff, it means you agree with it. The prospect feels this
way too, about putting their signature on things, or seeing other people's signatures on
things. It tells them that you are one hundred percent backing this guarantee up. Now,
there are legitimate concerns about using your actual John Hancock on the internet. The
easy fix for this is to find software that can write text in a handwritten format that seems
real. You want to make sure that the signature looks like a real one someone actually put
a pen down on paper to sign, and not the obviously fake handwriting font on your word
processor.
14. A handwritten risk reversal works wonders. There's nothing like actual handwriting on a
sales letter, especially when it comes to your guarantee. It makes a clear, strong case in
your prospect's mind that you can be trusted, and it often ups the conversion rate
dramatically. When using a handwritten guarantee, there are several things you should
do: Keep it short, make it powerful, and make it legible. What's the point in a guarantee
you can't even read?
15. Understand what the "case" really is. It's not you summarizing everything you've just
said, although there is that. It's you asking for the sale. You're asking the prospect to
 order your product or service now. You're asking them to give you money in exchange
for the product you're offering. Be clear on that.
16. You must use every tool you've got to make a strong close. There are two headlines you
will want to use on the order page: There's the one that thanks them for and congratulates
them on getting the product, reassuring them that they've made the right decision. You're
going to touch on all the benefits your service or product offers, and also restate your risk
reversal. For the close, you have to make them feel the product is scarce, or that they
must urgently make the purchase right away unless they don't mind losing all the bonuses
(in the case of a digital product, for instance). You should set a timer on it, and let them
know, "Order before Saturday at 7:00," or "There are only five spots left on this training
course. Order before they're all taken." You should introduce urgency as ethically as you
can. You could also reward them by offering something extra for ordering "Today," like a
free report. You might say, "The next 7 people who order now will get a special report on
so and so," or that they'll get an extra of whatever you're offering. Make sure the number
of your products is limited, or there's a time limit on all bonuses, and make sure it's all
above board.
17. Let the prospects know what to do next to seal the deal. You have to be really specific. It
might seem to you like you're writing to a child, but that's okay. You're going to clearly
let them know what to do by saying, "Now, you're going to write in your name and email,
check to make sure it's correct, and there are no typos, then enter your credit card details
and click on the big 'Buy Now' button below. Don't worry if it sounds like you're a parent
or something. You are your prospect's guide. You should lead them by the hand to do
what they ask of you.
18. Reassure your prospects, and praise them. We all love affirmation. So give that to your
prospect. Let them know you're proud of them for making the monumental leap to
changing their lives with your product or service. Let them know you're eager to hear
how things work out beautifully for them after. Let them know they can share their
stories with you, and then give them further instruction on what to do to make your
product theirs. Remind them, even if you've said it before: "Right now, what you've got
to do is enter your name, email address, and credit card details, then click on the 'Buy
Now' button, so that I can send your items to you immediately."
19. Let them know what to expect next once they've clicked on the order button. Your reader
will want to know if they're going to get their product sent right away, or wait a few
hours, or get a phone call, or a receipt, or be taken to a page where they can download
their purchase. Let them know what comes up next once they click on Buy Now. If you
can, create a screengrab video to show them what to expect when they make their order.
You could then have a link beneath the video or on it, asking them to click play to see
what happens when they subscribe. You could also have audio narrating the video so that
there's that extra reassurance.
20. Always test out your order form. Sometimes, one little thing can ruin the whole system of
making money from your prospects. Before that page goes live, you've got to test it all, so
 you avoid having issues that are costly and shameful. Order your own stuff. You don't
even need to spend a dime to do that. You can simply set the order amount to zero and
test it out to see if it works. Make several orders. Get in the mind of a prospect and think
about what they might do that would ruin the process, and then do them and see what
needs tweaking. The last thing you want to do is lose orders. It's happened before that the
real order page happens to be the shopping cart itself. Also, what happens when your
customer's card doesn't work? Are they led to a different web page, or do you have to
reach out to them? Do you have enough payment options they can use? Handle these
things on time, and you don't have to worry about abandoned carts and cards that don't
work.
21. Keep your website's look and feel consistent. You want the order form to look exactly
like your own site. If there is any discrepancy between your order page and your sales
letter page, then your buyers will start to get uneasy again. They'll wonder if you're not
really offering them what you promised. You don't want them to even be aware that there
was a switch from one page to another. Keep the look uniform. Your prospects can tell
when it's different, which to them means inconsistent, which means they will have second
thoughts about buying. That's the very last thing you want.
With all of this, you are now one step closer to becoming an effective copywriter who
consistently writes converting ads. No mean feat. But you're far from polished. We have to talk
about what goes into writing irresistible guarantees. We're going to cover that in the chapter to
come.
Chapter Seven
 Guarantees that Guarantee Sales

Now, you know your buyers. You know what drives them. You know what they're scared of,
what is a pain in the ass to them, and what they hope for. You've also learned the sort of
language they use when discussing their issues, as well as the benefits and details of the product
or service you are selling to them. You've got your big idea, which is a summary of why they
want your product. You've let them know that your product works by giving them proof. You've
captivated them with bullet points that have their hands itching to whip out their cards, bullet
points that answer all questions, and quash all objections they might have. You have created a
headline that is difficult to ignore and subheadings that suck the reader deeper and deeper into
the promise you are offering. You've crafted this letter so well so that they have no choice but to
buy. It sounds like you're just about done, right? Well, no.

The Obstacle of Fear

Your job is far from done, because there is one thing standing in your way, between you and a
successful deal, and that is fear. You need to get rid of fear so that people can feel at ease with
buying from you. Before you banish fear, you must understand its roots and where it draws its
strength from. When you know this, then you can fix it and get on with selling.
The thing about any deal is that there is risk involved no matter what side you're on. As the
owner and creator of a product or service, you already know there's a risk all the time and effort
and money you've put into creating your masterpiece may be a waste. You might end up with
clients who owe you money, or who just love to waste your time for no reason other than that
they can. There are so many ways you can get ripped off, even as the owner as well. Some
people will buy your stuff only to repackage it as theirs. Some will buy but then ask for a refund
when they're done checking out all you have to offer, which was their plan all along. There's
always a risk for you when you decide to take someone on as a client.
There's also a risk on the buyer's end as well. They might not get what they'd hoped for. When
you're making a purchase, you have risks that bother you too. You want to think about them so
that you can get into the mind of the prospect and see what it is that scares them the most. More
often than not, it's the fear that they're getting a bad deal for what they're paying, that you may
have misrepresented the product or service to them. They also get scared that while the product
may have worked or someone else, it probably won't work for them. This is why they will not
believe a word of what you're saying if there is no proof. It might seem like bad news all around,
but here's the thing… No matter how they feel in the moment, deep down inside, they're hoping,
praying, rooting for you to actually be right about the product. They hope you've really got the
fix. They want to buy your stuff because they hope that this time, it holds the actual answer
they've been seeking.
The trouble is, even proof just won't cut it. You have to let them know you will take on all the
risk, or at least most of it. If you can take on the risk, then they will let their guard down, and the
fear will melt away just like that. They can finally do the thing they really want to do: Buy your
stuff.
Now yo now all of this, you should have no issues confidently selling your products. You should
be so confident in what you're selling that you can bet your all on it. You're going to stick your
neck out so that your prospects don't have to. Here's how to do just that.

Destroying the Fear Demon

Rule #1: You must truly believe in your offer. What this means is you must be certain of the
quality of what you're selling, and its effectiveness in giving your prospect the change that they
desire and rightfully deserve. You should be willing to take a chance on your own stuff. If you
can't, then you should ask yourself if you have any business selling it to others at all. It's not just
about getting the idea of your work in your head. It's about truly feeling it in your heart. It's about
being willing to bet that it will always give the results that it offers, provide your prospects use it
as you intend for them too.
Rule #2: You must give them proof and show them credibility. You already know you can show
them testimonials from other successful users of your product. You can also boost your
credibility based on stuff you've done in the past or people you've worked with or are working
with right now. You should definitely also offer to give a full refund if things don't work out. All
credit card merchant providers will require that card payment give a money-back guarantee in
case of a dissatisfied customer. In the event that there are too many refunds, then your account
will be blocked. So you have to really believe in what you're offering and don't just give the
guarantee because you're legally supposed to, but because you really do want to make things
easier for your prospects.
Here's some interesting info about prospects: More than losing their money, they are afraid of
hassle. If it feels s to them like they're going to have to jump through so many hoops to get a
refund, they're going to let it go. Some salespeople and companies do this, but in the end, they're
only hurting their reputation, and clients will run the other way next time they roll up with an
offer. You don't want to be this kind of salesperson. Make it easy for them to get a refund, and
make it clear that you have made the process an easy one. You can do this by letting them know
they will get their money within 24 hours of their request for a refund, or however long it usually
takes the process to be complete.
Buyers also hate stress, more than they're afraid to lose dollars. This century is by far the most
stressful one humanity has ever had to deal with. The last thing anyone wants is unneeded, extra
stress. Don't expect any different from your prospects. They don't like it when salespeople get
too pushy, they don't want to have to speak with rude customer service reps, and they don't want
anyone judging them because they made a terrible decision to buy your products. If they even
suspect you will stress them in some way, the prospects will stay as far away from you as they
can.
Speaking of regretful purchases, the last thing your buyer wants is to look foolish. Imagine you
find a product you love, and you start to use it. Now you're talking off every ear around you
about it and talking about how it works great. Then after a few weeks, you lose any momentum
you had, and the results seem to be all in your head. You feel foolish for buying into the hype
yourself. This feeling is exactly what your prospect does not want to deal with. Even worse, is
when they don't just feel foolish but look the same.

Banish Fear with the Guarantee

It's not enough to promise that they can get their money back. You have to make sure all fears
are destroyed. The way to do this is to be clear in your demonstration of how you'll be taking on
all the risk. The thing about mentioning money-back guarantee is while it ticks all the boxes of
what a good sales letter should have, no prospect actually buys that you're telling the truth until
they've successfully gotten a refund from you. Even if they believe you, they probably think it's
going to be a pain in the derriere trying to get it back from you, and so they might not bother for
fear of looking or feeling foolish for trusting you in the first place.
So go beyond the words "money-back guarantee." This way, you will get fewer refunds, and
you'll actually have way more sales. As a bonus, when your customer is happy with a purchase,
chances are they'll be more than willing to buy whatever else you've got. In other words, you'll
have developed a solid, lifetime relationship with them. How exactly do you get to this point?
1. Use the words "100 percent unconditional money-back guarantee." This changes nothing
about the fact that you need to give more. However, you've got to write it because some
prospects need to see it and it's enough for them. If they don't see it in your copy, they
won't make a purchase.
2. Sell your prospects the product's benefits, and the transformation they can have. Do this in
your guarantee. We'll look at how soon.
3. Incorporate your unique selling proposition in the guarantee copy. Your guarantee should
also have your product's unique selling proposition. Start doing this, and you will convert
even more than the next guy or gal who writes copy.
4. Make the guarantee personal. You're going to add your signature. More than that, you're
going to make them understand that you're putting your reputation at stake for this.
 5. Make it a long guarantee. If you can do 30 days, then go for it. If you have a much longer
guarantee, then there's even less likely that you will get refunds. You might need to
negotiate with your credit card processor to make this possible.
6. Show them how easy and stress-free it is to get a refund. Don't just tell them. Show them.
A video clip with a voice could do wonders here.
7. Let them know there are no conditions and no strings attached to your guarantee. There
are times when your guarantee should come with conditions, and this depends hugely on
just how much your customer stands to get from your product. It will also depend on how
much it costs you to send them their product or carry out the service on their behalf.
However, as often as you can, you should offer them a wholly unconditional guarantee.
8. Be clear about how quickly they will receive their refunds. So, you offer an unconditional
guarantee, and your prospects trust you to follow through. What they do not know is just
how quickly they can get their money back. The thing is, you should let them know how
quickly they'll have their refund. They probably already think it's going to take a while.
The least you could do is let them know how long a while is, exactly.
9. You can and should dazzle them with an amazing guarantee. Offer to send them back two
times what they sent you if they want a refund. Or, you could send them back their money
and allow them to hold on to the product. Basically, do something so radical with your
guarantee that it makes it clear how much you believe in the quality of your product.
10. Name your guarantee. You need to give it something special, memorable, descriptive,
and compelling. It's got to be the one that makes it different from other guarantees out
there. For instance, you could write, "Our Titanium-Clad Guarantee," or "The Outrageous
Triple Your Money Back, No Strings Guarantee."
Now let's put all of this together.
Say you've got a plastic surgeon by the name of Dr. Nala Bareilles, who offers plastic surgery
makeovers as a service so that people can look better than their best. Here's what a basic
guarantee might look like:
Dr. Nala Bareilles’ plastic surgery makeover is backed by a 100 percent satisfaction
guarantee. You either love the results, or we will fix it, guaranteed.
It's a pretty decent offer, but it's not enough to make your prospect be willing to pay to go under
the knife. So how do we make this better? We're going to beef it up using the ten points we've
discussed above already, assuming that Dr. Bareilles is willing to do what is necessary to back up
the guarantee.
The first thing we're going to do is make sure we're pushing the benefits within the guarantee.
Dr. Nala Bareilles' nip and tuck makeover comes backed by a 100% money-back
guarantee. You're going to witness your amazing transformation, with the face and
body of your favorite movie star. Every head will turn in admiration or envy because
of your lean, sculpted physique and a face which looks like the good lord above made
 an extra day of the week just to create. Get the body and face you, and everyone else
will love, all in just one pain-free visit. You're going to love what we do for you, or
we're going to fix it, guaranteed.
Before you go there, I'm well aware that there's no way surgery can be over in a day, especially
with certain procedures, and I'm really not sure there's such a thing as pain-free surgery, but this
is just an example.
Next, we're going to mix in the USP of your product or service.
For you to do that, you need to know what it is. Let's assume you're a ghostwriter, and you tend
to churn out content really freaking fast. You could say your service's unique selling proposition
would be, "Speedy Sam, the world's fastest ghostwriter."
Let's see what this would translate to in your guarantee copy:
Dr. Nala Bareilles' nip and tuck makeover comes backed by a 100% money-back
guarantee. It is our promise to you that you're going to love your amazing
transformation, with the face and body of a movie star. Turn every head in admiration
and envy with your beautifully sculpted physique. You're going to love the end result,
or we're going to fix it, guaranteed. Get a new body and face that look like 100%
natural perfection, all in just one pain-free visit. There's a reason everyone calls Dr.
Bareilles "The Pain-is-a-Myth Surgeon."
It is now time to make the guarantee personal. You're going to add in Dr. Bareilles' signature,
and you're also going to give her a statement that says something like, "I am passionate about
giving people the looks they want and deserve, and you have my personal guarantee…" In
addition to this, we're going to make the guarantee as long as we possibly can. Most credit card
merchants won't let you go beyond 90 days, but if you can offer another payment method, you
could do a lifetime guarantee. Again, don't worry about losing clients or money because of this.
Sure, some people will take advantage of this, but consider it nothing more than the cost of
business. You'll make more sales in the long run, and you will make even more profit.
Next, let them know that the returns or refund process is easy, and there's not going to be even a
hint of hassle. To do this, you should go into detail about the process. You should also have a
number and an email that they can reach out to in order to get their refund.
Let them know there are no conditions or strings attached to your guarantee. You should do this
by using fancy language. "Nothing to prove," "absolutely string-free offer," "zero-form filing
required," and so on.
Now, we're going to talk about the refund speed. Let them know they won't have to wait until the
apocalypse is upon us to get their money back. Let them know you will give them back their
money on the spot. To do this, let them know, "Dr. Nala Bareilles is so sure of her work, and
certain that you'll be totally blown away by your transformation, that she's willing to give you
double your money back if you don't love what you see in the mirror." Now, this is brave, and it's
a pretty stupid move if what you're offering is not sold (if it's not sold, why are you trying to sell
it anyway??) However, this works amazingly well when you know you can deliver what you're
promising.
Finally, you should give your guarantee a great name.
Now, go back and read the first, lame, ordinary guarantee copy, then come back and read this
one:
Dr. Bareilles' Get-A-Banging-Body, or Double-Your-Money-Back, No-Strings Lifetime
Guarantee
Dr. Nala Bareilles' nip and tuck makeover comes backed by a 100% money-back
guarantee. It is our promise to you that you're going to love your amazing
transformation, with the body of a movie star. Turn every head in admiration and envy
with your beautifully sculpted physique. You're going to love the end result, or we're
going to fix it, guaranteed. Get a new body that looks like 100% natural perfection, all
in just one pain-free visit. There's a reason everyone calls Dr. Bareilles "The Pain-is-
a-Myth Surgeon." Here's a note from Dr. Bareilles herself:
"I take the business of giving you the beautiful body you want and deserve very
seriously, and I am personally guaranteeing you that I will not stop until you're
absolutely satisfied with your dazzling looks. Look beautiful, and feel beautiful. I am
so passionate about my work that I guarantee this for life." — Dr. Nala Bareilles.
If at any point you feel Dr. Nala hasn't done a perfect job on your old, unappealing
body, sculpting it to become the one you've always dreamed of, then just call 512-888-
2222 and inform any of our staff, or speak with Dr. Bareilles herself, and you'll get a
complete refund, no questions asked. You can also send an email or mail us by post to
the address at the bottom of this page, or even better, swing by.
We would feel absolutely terrible holding on to your money if we leave you feeling
anything less than satisfied, and that's why we make it a very easy and swift process to
get your refund. Also, to put it out there, there are zero strings attached, you don't
have to fill any forms, and you don't have to prove anything to us. Heck, we won't even
ask for your body back (that would be, well, weird, among other things). By the way,
you should know that we've carried out 3,517 of these procedures, and there hasn't
been a single request for a refund yet.
You won't have to be patient, either. We make sure you get your refund right on the
spot. Dr. Bareilles is so sure of the work she does and is more than certain you will be
completely awash with appreciation and gratitude for your new body, and your new,
better life, that we promise you this: If you ask for a refund, you're getting it, no
questions, no hassles, no delays… And double your money back!
Chapter Eight
 Deal-Closing Copy

What's the point in a copy if you're not going to close the deal? Let's talk about closing the deal
when it comes to copy. It's not really the same thing as dealing with a prospect face to face, but it
is the same thing when it comes down to the fundamental purpose of all this: Asking for the sale.
An effective copy has an effective close, and you may not be completely aware of all the things
that go into creating copy that converts to sales, but we're about to sort that out right now.
First, you must review the offer. Give a little recap, so that they remember what they're buying
and why it's worth it. You need to tell your product's story again. This way, you are reinforcing it
in your prospect's mind that the purchase is a logical one, and it only makes sense that they
should pay for your offer.
Do not waste time restating the offer, by which I mean you don't have to go into too much detail
as you did with the main body of your copy. What you should do at this point is simply restate
the series of logical reasons they should accept your offer and buy.
In the close, you must remind them of the benefits, and you must add in your "big why," which
would make them eager to pay. In other words, bring them back to the reason they decided to
read through your copy in the first place. Talk about the bonuses, and talk about the guarantee.
You don't have to get into way too much detail, but you must bring them up again.
In the close, you want to make, then decide. It's better for them to say yes, or no. "Maybe"
prospects" are the furthest thing from the kind of prospects you want your copy to get you.
You must ask for the sale. There is no way around this. A lot of people fail at business because
they do not ask for the sale because they don't feel comfortable, or they think it's unethical to ask
or because they don't like rejection. Rejection comes with the territory. Get over it and ask.
That's the key to making money from your copy.

Closing Templates You Should Model

Your close doesn't have to be long. It just needs to get the job done. Let's take a look at templates
that can help you close and close strong. Just before your close, you have a copy that transitions
the prospect from the main copy to the close, and this often comes after the guarantee, your
bonus list, and pricing, then flows on into the closing sentences of your sales letter.
Let's see what the transitional closing copy looks like before we get into the closing templates.
Anyone can make $7,000 a week or more using the CryptoFalcon Trade Master System. I've
given you proof that it works for me. I've shown you it works for others. I've also shown you
how it will work for you. With the 90-day rest-easy, double-your-money-back guarantee, you're
100 percent safe and protected.
This copy has clearly stated the benefits of the product, as well as the big idea. It also reminds
the prospects of the guarantee you made. Now, we can get to the closing templates, which come
right after the previous copy sample.
Different results: You probably know this already, but I'm going to tell you anyway: If you
want to have different results, then you need to do something different. Decide right now
that you're going to get different results.
After this copy, you can put in a Buy button, or you can just wrap up your copy.
Certain arrival: Here's the thing you need to remember: A year from this day, you will
definitely arrive. Where will you arrive, though? That decision is yours to make right now.
Whatever you do, leave that question unanswered and open. This is a lot more potent.
Hold your hand: You're not going to do this alone. Every step of the way, I'll hold your
hand, and together, we'll walk through the whole process.
Be clear about how you're going to hold their hand. Will it be weekly coaching? Group calls?
One on one calls? Pre-recorded material? Let them know exactly how you'll take them by the
hand so that they feel safe and reassured, and don't have any false expectations.
Decision time: The person you are today is the result of all the decisions you made over
the years. So who have you decided to be, right now? What will you decide to do this
minute? Will you do the same old stuff, and get the same old results, or will you choose to
get better results by reading this book?
Crossroads: Right now, you're at the crossroads. To your left, there's the same road you've
always traveled, a road that always leads to a rough, rocky wasteland. To the right is a
road that very few people will look at, let alone choose. It's not a tougher road. It's
different, and it leads to all you've ever wanted. I hope with my whole heart that you
choose the right one, and sign up today.
Chapter Nine
 Crafting Irresistible, Sinful Offers

Write a great offer, and you'll know it because it will literally sell itself. What's really in an offer,
anyway? It's one of the main components of your copy. In your offer, there are three critical
pieces:
Your product's or service's benefit (the transformation)
The mode of delivery for said transformation
The price and terms of payment.
Don't think that's all you need to know about crafting amazing offers. There's still some more to
it that you need to know. We'll cover a few kinds of offers in this chapter, which should be more
than enough to get you going and keep you going for years to come.
1. The soft offer. With this offer, you say stuff like, "Don't send any money right now.
We'll let you have the book (or whatever you're selling) to try out for 30 days, and if
you still love it, then we'll bill you automatically." it should be clear why this is a soft
offer: The buyer gets to try what you're giving them risk-free. The one con to this is
that there are folks who forget all about this offer (or claim to) and then get upset
when you bill them like you said you would. They might decide to get a chargeback or
complain to the payment processor. Expect a lot of sales with this one… But expect a
lot of complaints as well, and prepare in advance.
2. The hard offer. This offer gets right to the point, with no frills. It says, here's what
you're getting, here's what it's going to do for you, here's what it costs, buy it right
now.
3. The limited supply offer. You make it clear that there are only a certain number of
units or positions left. You can't use this when it comes to digital products, because
there's no such thing as not enough digital copies… But with that being said, you can
still put a limit on how many copies you want to put out if you don't necessarily want
everyone on earth to be able to access it. Please be honest about these offers. You
should not use the scarcity gimmick to trick people into buying when you know for a
fact there's a lot more where your product comes from. You will ruin your reputation,
and this will hurt your sales in the long run.
4. The charter offer. This is the offer where your product is sold at a certain price (the
charter price) for only a certain period of time, and after that, the price is going up. Of
course, you should only ever be honest with this.
5. The application offers. You let people apply to buy your service or product. It sounds
funny, but it actually works. This is great when used with workshops that are
particularly pricey and will require a fair bit of time investment on your part. In this
offer, it's not enough that the buyer can pay. They also have to show that they're
actually a good fit for the service or product you're selling. It's great because you can
 keep people from being a part of what you're offering when it's not tailored to their
needs. You can use this to sell an online class spot or a spot in your coaching or
consulting program. Usually, the service or product is live, but you can use this for
any other kind of product. You will have to create a proper application process. This is
best for the high-ticket stuff, and it works best when you're making your sales as
personal as possible, using video and voice.
6. The limited-time offer. The way these offer works is you're letting them know the
offer is only valid for a set time only, and after that, it's all over. You must stay true to
your word so that this offer can actually be powerful in its effect.
7. The one-time offer. This is usually incorporated in an upsell (and upsell is the sales
page for another product that pops up right after you've made a purchase. The copy
will often let the prospect know that this offer is a one-time deal, and if they skip it,
they'll never see it again. The reason it works is that you stay true to your word. This
means coding the page so that no one can click the backlink or try to reload that page
when they change their minds. Some people will try to get you to break the rules for
them, but do not allow yourself to do that. When you don't, it becomes clear you're a
person of integrity, and you can be trusted. With that reputation, your customers will
be sure to buy whatever comes up next the next time you offer it, so they don't miss
out like they did the first time.
8. The payment plan offer. With this, you can sell the high-ticket merch, since they don't
have to make payment all at once, and this makes the pricing seem easier on their
pockets. You want to do this with products where you can revoke their access if they
don't pay when they should.
9. the negative option offer. This is the offer that has your prospect buy something, and
that comes with an automatic subscription that matches their purchase. For instance, if
they bought a workout program from you, it might also mean an automatic
subscription of protein shakes that last for 30 days, which you automatically send to
them each month until they explicitly as you to stop. This is also called "forced
continuity" or "till forbid" billing.
Bear in mind that while this brings in a lot of sales, it's because the customer has no idea what
they just did. They intended to buy something, and they didn't really take their time to read
through the terms. If they did, they would have noticed the automatic subscription, and probably
backed out. So what happens with this offer is you have a lot of really upset folks who say they
neither wanted nor asked for nor willingly paid for what you're offering, and proceed to file a
chargeback. This offer can make you really rich, but it comes with a lot of controversies, and
you've got to have some serious balls of steel to deal with the negative feedback you will get.
The best way to work with this offer is to make it explicitly clear that they'll be paying for a
recurring subscription. You must also let them know in very clear terms how to cancel.

Figuring Out the Offer that Fits Your Product or Service

You need to know the point of awareness your prospect is in. There are exactly four states each
prospect is in.
First, you have an oblivious state. Your prospect has no idea they have a problem. They have no
idea the problem even exists, for that matter. They also have no idea who you are and what the
solution you have is. This state is where your cold prospects are. They're hard to sell to.
Next, you have the pondering state. If you have a remedy to a problem the prospect has never
even had to deal with in their life, let alone be aware of, then they're blissfully unaware. The
pondering prospect, however, is starting to feel the problem punching them, getting worse, and
they're starting to wonder where they might get a fix for that.
The third state is the engaged one. When your prospect is engaged, now they actually have a full-
fledged problem. It may not be really severe, but now they are aware of it and are looking for
something to stop it in its tracks before it has the chance to morph into something worse.
The final state is that of need. When the problem crushes down on them unbearably, and it feels
like they're just going to call it quits with planet Earth if they don't fix it right away, then they're
in the state of need. They will take whatever you will help them feel better. You don't even have
to try to pitch it to them or sell it. They'll have it, no questions asked, as long as you package the
solution right. This is where your copy comes to save the day by making the offer a lot more
attractive to your prospects.
If you have an oblivious prospect, then you want to give them the soft sell. If you have a
prospect in need, you can give them the hard sell. It all comes down to which state they're in.

Powerful Secrets to Crafting Compelling Offers

You must sell them what they want. If you remember nothing else about sales, remember this:
Sell people what they want, or you'll never make a sale. No one buys anything just because of
need. No matter what they say, they buy because they want it. Sure they could be very logical in
stating why they absolutely have to get that deep freezer, but the truth is science shows we buy
because of emotions and not logic. People feel first and justify their feelings with logic second.
You must be very clear in your copy. It sounds easy, but it really isn't. Just be certain that there's
nothing vague or open to any interpretation in your copy. You need to be able to read each
paragraph and sentence and have its meaning be clear and undeniable. If your prospects cannot
really tell what you're talking about, then you're in trouble. The way to be sure it's all clear is to
read it out to someone else, and if they can repeat what they understand from what you've read
and it's a match, then you're good to go.
Make use of tipping point bonuses. Sometimes, people buy for bonuses. Your prospect may be
feeling a little unsure and uncertain, but once they see one of your bonuses, then they're suddenly
warm and willing to buy. Give some time and care to the bonuses you put out. Don't ever think
of them as an afterthought. You should take as much time and care working on them as you do
on the product and the copy.
Think of it this way: You want the bonuses to be so good that you could package them as another
product on their own. In fact, there is no crime against making your bonuses even better than the
actual product or service for sale. Remember, your bonus must be relevant to the original
product, so that the perceived value of everything you're offering to the prospect goes up, and
they will find even more logical reasons to just click the buy button already. Don't make the
mistake everyone else makes my packaging stuff that's clearly worthless along with your
product. That worthlessness rubs off on whatever you're selling so that even if it's the best
product in your niche, it just cheapens it in your prospect's eyes.
Now you know all there is to know about the offer, and how to decide on the best kind to use. So
what we're going to do in the next chapter is really dive into what makes the copy for a product
launch really successful, and how you can get even better at writing this copy.
Chapter Ten
 Writing Copy for Product Launches

When you've got a product you want to put out for sale, you want to craft stories about and
around it. You need to have a proper product launch, run promotions, and tell stories if you want
to create a successful market for your product.
When you promote something, you're running a launch, albeit on a small scale. One of the first
things you should do is figure out the kind of product launch or roll out you're going with. It
could range from a proper, full launch spanning several weeks, or it could be a compressed
launch where you only have a week or ten days to get it out there, or it could be a mini version of
a launch, which takes three days or less.
No matter the time frame, all product launches are made up of sequences of events that tell a
story. If you recall what I mentioned about open loops and the human mind, then you'll know
why the product launch has to be a sequence of events and not a one-time thing.
When you have a product launch, you're going to have all sorts of things in place like blog posts,
email sequences, videos, PDFs, audios, and so much more. All of this is to draw in your
prospect, make them pay attention, and make them want to see things through to the end or close
the open loop.
Now, you've got to have your launch properly planned out. You might just be running a promo,
but it would be best to make sure you plan it anyway. You need a beginning, a middle, and an
ending so that you have some structure to make your efforts pack a punch.
How well are you doing with your product launches? If you've ever had to market something on
the internet, then you've definitely done a product launch. Are you getting great results? Are you
deliberate about your process? Are you making all the elements of your sales letter work for
you? Are you conscious of the story you're telling, or are you just letting the chips fall where
they may? If you're doing the latter, then it wouldn't be surprising to me to find you're not doing
so well. Now, let's cover how to deliberately craft your story and think about the right strategy
and structure to base it on so that you can get results.

Your Newbie-Friendly Product Launch Guide

First, you need to be aware of psychological triggers that make product launches work. I suggest
you read through the book Influence by Robert Cialdini. Here are the triggers he was able to
identify:
1. Commitment & Consistency. Your prospects will do all that is within their power to let
their words and actions match, honoring any and all commitments they made to you,
even if it was as simple as joining your mailing list.
2. Reciprocity. When you give someone something, they feel obligated to give you
something in return. So when you offer your prospects free stuff, they will be more
inclined to give back to you by buying your stuff.
3. Authority. People are naturally inclined to obey authority, whether it is real or
perceived. This is why companies scramble to get celebrity endorsements, and why
you see such things as "Approved by the Dental Health Association of Italy" or stuff
like that on your products. We obey uniforms. They cause us to react in a strong,
emotional way.
4. Liking. Your prospects will buy from you the more they feel emotionally connected to
you. They will buy from you if they find you likable. This is why you should use your
personality when marketing as often as you can.
5. Scarcity. Scarcity creates the need to have. It drives up your prospect's desire to get
your product or service. That feeling of urgency will motivate your prospects so that
they don't miss out on what you're offering and will drive them to buy. It's not just the
benefits alone that drive your prospects. It's the worry that they might not be able to
have it. So tell them they can't have it, and all you're doing is making them want it
more. You can create this scarcity by putting a time limit on when they can get your
product, or when the price will go up. You can create scarcity by letting them know
there are only a few copies left, or that they have to apply and show that they are
worthy of being able to pay for your stuff.
6. Social proof. This is related to the liking principle. Your prospects will look to other
responses to see how they should respond to you. If you've received nominations, been
featured on radio or TV, have won major awards, or written a bestseller, show off all
your achievements.
Just because you're doing a whole product launch does not mean you don't need a copy. In fact,
you will need a lot more copy than usual, because you're going to be pushing your product for a
long while.
Your Product Launch Copy Comes Way Before Your Sales Letter
The sales letter is not the only thing you need in a product launch. You've got:
Emails, blog posts, articles, and surveys.
Copy to recruit affiliates.
Copy for your affiliates to send to their lists so they can assist with launching your
product.
A pre-launch email sequence, launch email sequence, and post-launch email sequence.
Your sales letter.
Your follow up mail.
That's not to say that the copy you write for your launch is useless. It's all part of a big whole.
The rest of the copy has a lot of psychology going on so your prospects are even more receptive
to what you're putting out there. By the time they lay eyes on your sales letter, they're already
primed to buy.

Always Begin with A Story

You should start by telling a story if you want to see your product launch succeed. There doesn't
need to be anything overly complex about your story. If anything, it all boils down to this: I had
a problem, and I found a way to fix it, and now I'm going to share my solution with you." Don't
ever try to sell them hard in the beginning because you need to first engage with your prospects
on an emotional level, and there's no better way to do that than through storytelling, which is an
art form.

Create a Storyboard
The best way to stay on top of your goals is to storyboard your product launch, mapping it all out
on a calendar. Here's what the bits and pieces that you assign to each date on the calendar could
look like:
1. Day one: Go on forums and groups where your audience is, ask for suggestions on what
should go into your special report on how to fix the problem your product addresses.
2. Day two: Write a blog post based on the answers you got.
3. Day three (or day five or whenever): Make a post about how you've found something that
actually works.
Again, always be honest. Don't lie. You don't have to. You can always look for an actual story.
Create this map, so you know when to send out what to your mailing list, your followers, and
your groups and forums. Set a date and let them know that on that day, you're going to have a
fixed number of copies to sell of your product. Get them on a waiting list, so they're ready when
the day comes to buy.
Let them know what's going on with the list. If you've got more than 50 people ready to buy, and
you were only going to sell 50 copies, then let them know, so they know to act quickly on that
day. When it's all sold out, send them an email about it, write a blog post about your product, and
then craft your sales letter. Affix all these activities to specific dates, and that's how to storyboard
your launch.

Identify the Players

You'll need to write a copy not just for prospects but for the affiliates so you can convince them
to promote your stuff. You'll need to write a copy for your present subscribers, cold traffic, and
really anyone involved in marketing who's definitely interested in observing how great a
marketer you are or aren't.

The Elements of Launch Copy

1. List building. This copy is for building a list. You can use this in your groups and forums,
or on your blog. You'll need to put up a landing page, and then blog about how you're
doing a survey for a book you'd like to write, or articles you want to put out. You could
ask groups what they have the most trouble with when it comes to whatever your product
addresses. You'll also need a copy for the squeeze page and or the confirmation email.
You'll need to follow up email as well, and make sure it all continues to tell your story.
2. Survey. The more your list grows, the more you should learn about what exactly your
audience wants to fix. Enter the survey copy, which you use to find out what gives them
problems. You either put your efforts towards helping them relieve a particular pain or
towards giving them a lovely result. Most folks are more eager to get rid of pain than to
gain pleasure, so you should probably focus on that.
3. Product. If you're making an information product, then you had better consider your
product as copying itself. Think of the way you use language. Think of how to make it
really address the issues your prospect is dealing with.
4. Affiliate. You must write a copy to recruit partners or affiliates. It's not enough to just
focus on your own list. If you don't have a list, then affiliates can help you out with selling
your product. You can contact all the people who sell products in your niche, and then let
them know if they're willing to email their list about your product, you will give them a
cut of the proceeds.
5. Pre-launch. This is all the copy you use in order to stir up interest, create scarcity, give
social proof, and get your prospects ready to buy.
6. The big book. This is a special report, or white paper, or position paper, which lets others
know what your unique selling proposition is. It's got to grab attention and keep it. You
 could make it a lovely selection of tops from experts in your niche, and set yourself as the
editor and publisher. You could make it an ebook you wrote. Whatever it is, it must appeal
to the prospects, so that they're more than willing to pay.
7. Plot twist. Some things don't go according to plan. However, these plot twists can offer
opportunities to tell stories. Did you get a stinker of an email in response to your
campaign? You can actually share that with your prospects on the pre-launch mailing list,
and get them in on how the story works out. Doing this will make them like you even
more, and come to your defense. You must keep an eye out for these plot twists, and mine
them for the hidden gem within them.
8. Countdown. This copy is for building anticipation and ramping up the scarcity. You let
them know when they can buy your product, and you'll let them know how many copies
are available, and when the doors close on that offer. Use countdowns when you can.
9. Sales letter. You already know what this is. I'd advise that you consider the entire launch
to be a whole sales letter, broken up in bits. Some marketers will use a video-only version
of the sales letter. This is terrible. You should also use a text version because some people
genuinely don't have the time to sit through a whole video. Your sales letter will generally
set the tone for the rest of your campaign, so that even if your prospect doesn't get to read
it, one way or another, they are sold because of it.
10. Post-launch. Sometimes, you can get even more sales after the day you launch. This is
why you need a copy to serve prospects after the launch. You need to make this copy
available to your affiliates; otherwise, you'd be losing out on a lot of moolah. So make
sure these are ready as well.
11. The follow-up. A lot of marketers don't think this is relevant once they've made the sale,
but this is a big mistake. You should keep marketing even after your launch. You should
follow up with your customers, and get interested in what they have to say about your
product. Keep up a dialogue with them. Make offers to them, even if they didn't buy at
first.

Promotions
Promotions are way shorter than product launches, but the same principles apply. Say you're
marketing swimwear. You could write, "Summer's here! You need some new swimwear to look
absolutely gorgeous while you have fun at the beach. We're going to put our latest collection on
sale at an insane discount of 30% because we know you want to look your best. This offer is
good for the next three days only." In this copy, you have the urgency, scarcity, and time limit.
The last note before we move on to the next chapter: you cannot do your product launches or
promotions on your own. You need to have partners. Also, it helps to have more than one person
working on the launch, so you can have a greater chance of success.
Chapter Eleven
 The Story in Copy

Do you want to make a sale? Tell a bloody good story. Take a page from Hollywood itself,
specifically its movie trailers. The trailer is a teaser that's supposed to make you want to see the
rest of the movie. In this case, your copy is a trailer for the movie that is your product. To write
really great copy, you're going to need a Big Story Idea, just like all movie trailers have. The best
trailers will not just give you the Big Story Idea, they'll also let you feel some of what you're
going to feel when you see the whole movie, and they'll also show you solid proof that the movie
is great. All you have to do to see this is hop on YouTube right now and check out trailer after
trailer. You will see this principle in play.

Using the Big Story Idea in Copywriting

I write this with the assumption that you have an actual product that really does solve a problem.
Here's what you've got to do:
1. Show off your Big Story Idea. There once was this person, who had this problem, and was
about to be totally ruined by it, until they found this solution, that gave them these results,
and could give you the same.
2. Draw out feelings. As you tell the stories, let your prospect imagine the feeling of finally
losing the pounds, or quitting their job because they're now rich, or becoming a successful
 musician, or enjoying their brand new bike. Link the emotion to your product. You want
them to only consider your product as the ultimate solution to their problems.
3. Give proof that your product actually works. Case studies, testimonials, photos,
screenshots, celeb endorsements, and other things like that will get you everywhere. Every
niche has its celebs, by the way. Find them. Use them.

Putting It to Work
Step 1: Find out what the Big Story Idea is when it comes to your sales copy. Eg.
Controversial, world-renowned expert vilified for producing the cure to cancer.
Step 2: Figure out how you can get your readers to feel some of what they would feel
if they were to get your product and begin using it. In other words, get them to connect
emotionally with the benefits. You can do this by telling a story that is mind-blowing
yet true. Show them a demonstration using video. Allow them to have a sample if you
can.
Step 3: Come up with three potent ways you can actually show your product works.
Give them a live demonstration, or actual well-known examples, or show them before
and after pictures and videos, or get endorsements from celebrities relevant to your
niche or with enough star power to get your product moving.
When you've gotten all of this down on paper, you've got to mulch it into your copy by putting
the Big Story Idea in your lead and headline.
World's First Cancer Cure… For just 3 Bucks
Now, you should go ahead and install the feelings you want into your prospects. You want to put
the feelings in your deck copy, which is right beneath the headline. You can and should use
bullet points. Here's how that could look:
In this top-secret report, you will discover the world-stopping (yet true) story behind how Dr.
Guggenheim Schmaltz created the cure for cancer, only to have Big Pharma try to shut him
down. You'll learn:
How his CCC or "Cheap Cancer Cure" was first discovered, and how test after test has
proven that it actually does work.
5 out of hundreds of "miraculous remissions" that brought total healing to late-stage IV
cancer patients… and lowered their blood pressure AND made them look and feel several
decades younger — and how you too can have this experience, or even better.
The mechanics behind this $3 cancer cure and how you can start using this right now to
rebuild your immune system and reclaim your youth.

Finding your Big Story Idea

So you might have thought long and hard about it and found that there's really nothing about
your product that you can find that would set it apart from others out there in the market. All you
have to do to figure it out is to follow these tips:
Really soak up everything about your product. Know it like the back of your hand. If
you know some other body parts better than the back of your hand, then get just as
familiar with your product.
Read all the copy you can from other products in all other markets, preferably products
that are different from yours. You can then ask, how COULD the story this copy tells
apply to my product as well?
Turn on the telly and watch that pesky thing called the news. Notice what the top
stories of the day are, and figure out how you could link them to your promo.
Pretend your product is a movie. Which one would it be? Can you craft a theme around
that movie for your sales copy?

Next Steps
Keep in mind that your competition is most definitely not thinking about a Big Story Idea, so
you're definitely going to write copy that makes a killing when you use the Big Story Idea hack.
This is the one thing that will take you from cookie-cutter copy to compelling copy. Take time
out to actually look at your product and figure out the idea that will sell it, and then write that
into your copy.
Chapter Twelve
 Homework!

You've got so much information from the start of this book to the end. It's great that you've read
up to this point, and I really do commend you for that. However, I guarantee you that after
reading all of this goodness, you're going to fail and fail hard. You're going to have abysmal
sales or sell absolutely nothing at all. You're going to wonder why the heck no one is buying
your stuff because it's actually so good! Yet no one's going to beat a path to your door, begging
you to please take their money and give them your service or product. You're going to be an
absolutely crappy copywriter.

Whoa… Wait… So, I Read All of This for Nothing?

No, you didn't. But you're going to do terribly and wish you hadn't wasted your time with this
book anyway… If you don't actually practice writing copy! You can't just expect to have it hands
down just because you read a really great book about it. You've got to get to writing. You need to
write sales letter after sales letter, email after email, all sorts of copy, for you to get better. Not
only that, but you've also got to get it in front of prospects, let them read, and note the way they
respond to your copy. You want their response to be clicking the buy button. The fact that
anyone is willing to let go of their money because of some words you've written down is
absolutely amazing and exhilarating. However, you've got to actually start.
So you've read through this book, and you've seen some examples of what to do and what not to
do. Now, what are you waiting for? Get to writing already! In fact, if you were sincere about
wanting to become a copywriter, you probably have already written some examples already as
you read through the book, in which case, I commend you! Well done. One thing though: Don't
ever stop. The more you do something, the better you get at it. You know the old, cliché but true
saying: Practice makes perfect… Makes sales.

Your Assignment
First things first, I want you to go over this book again, as quick as you can, and then take just
one thing from this book, and get to work on it. Yes, even if you've already done this.
Remember, I said, don't stop. Not if you want to get better. Make sure whatever you pick, you
can get to work on it in just two minutes. I'm not asking you to actually finish. I'm asking you to
start.
You could send a customer an email. You could come up with headlines and subject lines. You
could think up a series for your autoresponder. All you have to do is just pick one thing, no
matter how little, and start (or continue).

Your Next Assignment

Okay, this is going to ask for a lot more from you than the previous one, so just keep that in
mind. However, when you get to work on this, you will find yourself reaping amazing, mind-
blowing benefits, so don't let the sound of the word "work" discourage you.
Here's what you're going to do: You're going to take some time out to work on an outline for a
brand new offer, as well as the foundational ideas of the sales copy you're about to craft for your
offer.
Once you're one with that, you must carve out time to write your sales letter. No ifs, ands, or
buts. You must get it written! Get out your calendar, or your calendar app on your phone, and
then set a date on your calendar. You can dub that day, "More moolah day," or "Make Some
Money Day" or whatever works for you. Just make sure that it is no more than 30 days from this
very day. Yes, it is absolutely critical that you do not let it go past 30 days. Decide it will take
only that amount of time, commit to your plans, and you will definitely succeed. When you've
written your copy, don't just let it sit there on your laptop. Publish it. Promote it. Get it out there
anyway that you can. Make sales. Hen wash, rinse, repeat. The more sales you make, the more
you can prove your worth as a copywriter, and the more money you can charge to firms and
individuals looking.
When you do this particular assignment, there's a high possibility that you're going to find a
business that is booming better than ever for you. You very well might have crafted the copy that
takes your business to newer, greater heights than you ever deemed possible. The question is, do
you believe you're worth it? Do you deserve success? Are you going to go out there and make it
happen, or just sit on your hands happy that you've read a great book? You're way smarter than
that. Now go, do your homework, and make some magic happen!
 Conclusion

I'm going to conclude this book by giving you a few general tips, some of which I've already
mentioned, but which matter so much that they bear repeating. If you can keep all of this in your
mind as you write copy, you will find yourself doing exceptionally well.
Copywriting is a very mental process that takes a lot of thinking and feeling, as well. To be able
to execute your copy the right way, you want to give it all that you have experienced, all that you
know, and then put all of that down in written form so you can make the sale.
Recall that every single line in your copy should serve the purpose of getting your prospect to
read the next line. In other words, let it be in the back of your mind that you must attract
attention, drum up interest, inspire desire, and get the prospect to take action.
One of the most important things you must keep in mind is that your copy must always be
truthful and tell nothing but the truth. Also, use this truth to get the reader on your side, and you
will have earned a client for life.
In writing copy, you should make it impossible for the reader to look away. Make them so
compelled by the words on the page that reading is a very unavoidable, unstoppable slippery
slide.
I've mentioned how important it is to connect with the prospect and their problems, and the pain
caused by those problems. However, you do not want to assume they have problems they don't.
This is why you need to do a good job of singling out and identifying who your prospect is, to
begin with.
Never underestimate the power of curiosity. Remember the open-loop? Exploit it. Start a story,
hop on to something else, and then finish the story later. You can open several loops throughout
your copy. Don't overdo this, so your reader is confused. Just enough, and you'll find them
reading through it all in order to get the full story.
Here's the thing about your product or service: It doesn't matter. Not even a little. Not even at all.
What you're really selling when you write great copy, is a BIG STORY. You're selling a concept.
Keep that in mind.
Keep your copy personal. No matter what you're writing for. It could be an email or a sales letter.
You know thousands of eyeballs will read. Still, speak as though you were writing to one person:
Your dearest, closest friend.
Before you put pen to paper, analyze the questions your prospect will naturally have about your
service or product. Then when you write, make sure you answer these questions in an order that
makes sense.
Finally, there's a famous saying that goes, "Writing is editing." In other words, when you write
your copy, please go back to edit. First, edit for the flow of thought. Then edit so that you
express your ideas powerfully by using no more words than needed. Finally, edit for spelling and
grammar. The last thing you need is for a great copy to be ruined by terrible typos.
You have all you need to know to get started. Continue to refine your skills, and you will do
well. There's no doubt about it.
 COPYWRITING

Advanced Guide to the Art of Powerful and Effective

Copywriting

MARC ROBERTS
 Introduction

Effective copywriting needs exceptional skill and comes via tons of practice for those willing to
pay the price. Writing compelling, sharp, and highly engaging copy is a tough yet achievable
task. It involves passing a unique and even tone specifically designed for a particular target
audience. Exceptional copywriting amplifies the voice of your brand.
If you want to enhance engagement with your customers and key stakeholders, it's essential to
know how to communicate effectively. But remember, crafting a copy that will work for various
audiences is a daunting task. Once you've developed a kick as brand design, a product your
clients will yearn to purchase, and an effective business plan, the next task is to identify the right
words to use to pass your intended message. The world we're living in today is so digitized, and
it's possible to overlook the importance of language linked to scores of marketing videos and
images we see daily.
You'll agree with me that some slogans, taglines, and phrases have stood out more than others;
here is where the difference between writing words and effective copywriting comes in. An
effective copy is an invaluable tool for marketing your brand. When a good copy is linked to
your brand, it acts as its sales representative. Due to the ever-increasing number of brands in the
market, grabbing the attention of your prospects takes great skill. It takes effort to come up with
a killer copy. This includes a deeper understanding of your target audience, competitors, brand
identity, global trends, markets, and much more. Also, remember, you must be good at
linguistics.
When a reader lands on a good copy, they stop to find out what it's about before their attention is
diverted to another audio or visual content. After grabbing the attention of your audience, your
next job is to use effective copywriting to locate and relate to your client's problem and provide
the much-needed solution in a friendly, engaging, and clear manner.
An effective copy will convince the readers that they should give your brand a second glance. A
brand is weak if great copy does not support it. You must answer the critical questions in the
minds of your prospects such as "what are you selling?", "How will your product solve my
problem," among others. With good copywriting, your brand will remain a loudspeaker in a
crowded market. Remember, you may have the best solution to your audience's problems, but if
your brand is unnoticeable to the target audience, it'll fade into the background noise. That's why
you should work with a skilled copywriter to even up your SEO ranking.
Copywriting is the brick and mortar for the development of your brand. It is a critical part of
your brand identity. It offers character to visual marketing that will, in the end, appeal to your
target audience. Its skillfully targeted language avails the right exposure and traffic to your
brand. It's no brainer that a great copy in combination with branding and an excellent
product/service will drive your sales and profits upwards. Effective copywriting not only grabs
the attention of your audience but goes further to help the consumer understand the needs of your
product or service without your physical presence. Psychologically, effective copywriting will
not only inform your prospects about your product, but it'll also compel them to take action,
including making purchases. It pays to invest in a skilled copywriter as a vital part of your
successful marketing strategy; otherwise, your brand will remain invisible to your target clients.
Chapter 1
 The Art of Effective Copy Creation

Superb copywriters hardly have expertise in the subject matter in which they are hired to write
content on, although some may. Typically, they rely on their ability to interview subjects, speak
with customers and prospects, or research widely on the topic to come up with a killer copy.
Some copywriting professionals put themselves in the shoes of the customer and try to role-play
as a prospective client to write content that resonates with the target audience. If you've ever paid
attention to descriptive and engaging content you'll find on leading sites such as Amazon, you
must agree with me that such content is well executed.

Six Seconds to Engage

Due to flooding of free content, the attention span for online visitors is shrinking. The main goal
of copywriting on websites and other media is to pass your message in less than six seconds and
bring your prospect down the sales funnel and motivate them to take a specific action. This could
be to purchase a product, subscribe to a service, and book an appointment or any other desired
action. If your brand is pampered with dense prose and uneven tone, you have a major challenge.
Your readers are searching for easy to read and digest content, and this is what you should aim at
when creating a copy.

Assess How You Communicate

If you're having challenges communicating with your clients and prospects, it is never too late;
you can implement a few changes and witness significant results. You have an enormous chance
to revisit your content and make the necessary changes. In your reassessment, you should work
at bringing consistency to your brand. Again, you'll have the opportunity to make changes to
your on-page SEO in all your digital content via keyword research. If you find this job to be
tasking, you need to delegate it to a skilled copywriter who will use the right phrase and
keywords to optimize the content into something Google and other search engines will find
appealing.
There's no harm in asking a few people whose opinion you value if your copy is compelling and
engaging and if it conveys the intended message effectively. You can also ask for honest
feedback from the audience on how they find your copy. Do they find it's to be easy to
understand? Are they able to grasp the benefits of your product with ease? And can they take the
necessary action after reading your content effortlessly? This is an excellent starting point when
assessing how effective your copy is.
Words and language matter, especially in copywriting, and creating a compelling message for
your brand; in this case, each word counts and not just the copy. The copy is king, that's why you
should invest in effective copywriting. You consumers' need someone who will speak to them in
a language they can understand. Copywriters understand what you need to capture the interest
and attention of your customers and build relationships and encourage them to take action. These
experts can assist you in writing copy for advertising, brochures, positioning your brand, direct
and digital marketing, and much more. An experienced copywriter will help you to overcome the
challenges that affect the visibility of your business.

Clear Communication Is the Path to Effective Copy

A great copy should be clean. It should lead your prospects to adapt your products or services
and not vice versa. Each copywriter has a unique style guide that helps them in coming up with a
clear and effective copy. There are scores of list posts and rulebooks that provide advice to
writers on the best usage and consistent language. Some of these excellent style guides include
Copyblogger's style guide, the classic English guidebook, and also the Elements of Style by
Strunk and White. Such guides are handy in helping writers to come up with an irresistible copy.
According to William Strunk, sentences should not have any pointless words, while a paragraph
should not contain redundant sentences. It's the same notion with a drawing; it should not contain
any unnecessary lines; this means a writer should be cautious about the words they use in a copy
—every word should count.

How Can You Write an Effective Copy?

It's not magic that writing a great copy requires a set of skills and effort. The market is filled with
related products, and if you want to stand out among your competitors, you must be ready to pay
the price. Here are some ways you can implement it to come up with a killer copy.

Exploit Your Product's Benefits

A copywriting outline is the basis of your advertising campaigns. The value your product adds to
a consumer is its benefit. In simple words, it's what your product can do for a consumer or how
your product will help the user. You need to put it into words why your product is better than
your competitors and the value it'll offer to the consumer. If you understand all the benefits of
your product, relaying them to your customers is easier. When your audience knows what is on
offer, they are in a better place to make informed decisions about using the product/service.

Bank on Your Competition's Weaknesses

Before writing a copy for your product, it's essential to research and establish what distinguishes
your product from your competitors. Once you've known the weakness in your competitor's
product, you can use this information to show your audience why they should use your product.
Research deeply and widely about competitor products and find out the gaps in their products
and services. After your research, list the benefits that are inferior to your product and use them
to show your audience why they should use your product. Through this, you can easily win
prospects. The main aim is to show them that your product is superior.

Know Your Audience

Your product isn't designed for everyone in the world; the same applies to an ad or copy; it's not
meant for everyone. If you want to realize incredible sales for your product, you must first
identify your target audience and craft your copy with them in mind. For example, if you've
developed skateboards, your target audiences are young people and parents who would like to
purchase gifts for their children. If your message reaches the right people, you're assured that
you'll make sales. Before developing an ad or a copy, you need to be sure; you're spending
money in the right place. Your main aim is to ensure your product gets unlimited exposure and
awareness.
Before launching your product, you should take the time to research and know your customers.
According to marketing studies, only 20% of customers account for 80% of sales—it's called the
80/20 rule—it's a common terminology you'll encounter in marketing circles. This 20 percent
indicates your best customers, your biggest headache as an entrepreneur is to determine which of
your customers fall under the 20% category. Develop a demographic profile of your favorite
customers so that your message and copy are designed with them in mind. If you're a small
business, you now have the financial muscles to conduct thorough research, but you can
improvise and locate this group via visual investigation and your communication skills. The
research aims at finding your target clients; it's different from the CIA profile of your customers.
After getting the information, use it for your advantage.
When developing a demographic profile of your clients, you can use many attributes. Some of
the traits that will help you gather useful information include:
• Age
• Gender
• Family status
• Interests
• Ethnicity
• Occupation
• Income
After studying your audience, you can write a copy that will convince them to use your product.
Pro copywriters spend most of their time in research to make writing the copy an easy job. They
get deep into the world-eco-system of their target client and try to understand their pains and
needs, and use the right language to deliver information on how their product will address these
challenges. Some of the questions a copywriter needs to find answers for include:
• What is the average of the audience?
 • Where do they shop?
• What's their average income?
• How do they speak?
• Where do they live?
• Which words do they use in their daily conversations?
• How do they shop?
• What challenges do they have?
• How will my product solve their problem?
• What influences their buying decisions?
• What product are they currently using?
• Will my product solve their problem?
• Is my product affordable?
After finding answers to these questions, your job is to create a copy that evokes emotion,
communicates your message, and creates trust. Ensure your copy is in language and tone that
your target audience can relate to—already you have gathered this information from your
research.
If you find this job to be complex or you feel you don't have the skills and expertise to write a
compelling copy, it's advisable to delegate the duty to a skilled copywriter. If you want to realize
results faster, do what you know best. Let the doctor prescribe medication, the electrician take
care of electricity and installation, the mechanic to fix your car and the copywriter to write the
copy.

Understand What Your Audience Value

When communicating your product message, it's essential to know what your audience likes. For
example, the older generation opts for the written word, while the younger people are moved by
imagery, creativity, and emotion. The oldies want information and facts that are relayed in a
straightforward manner to enable them to arrive at decisions faster. This group isn't stirred by
humor and creativity; they want a clear message. Regrettably, most marketing and advertising
messages are designed for young people in mind. In regard to the older consumers, they seem to
be a left out-group.
The older generation is a cultured and experienced group of consumers; they have had unlimited
exposure to lots of marketing messages over the years. They have set standards and can easily
differentiate good and bad communication and advertising. They are looking for facts, logic
information, and in this regard, they expect to see well-written and structured pieces. Above all,
their desire is to arrive at a decision based on the evidence you've presented. Don't forget you're
writing for a smart, experienced and discerning audience. Effective copywriting should aim at
building strong relationships with your clients. It strengthens your brand and encourages the
audience to take action. This is most important for older consumers.

Communicate W.I.I.F.M. (What's In It for Me?)

Various reasons motivate people to write advertising and marketing content. As you plan to craft
a killer copy, you should first establish why you need to do so. You must locate the right
audience for your copy besides the results that you want the copy to generate. For instance, if
you have a new product that you want to launch or want to drive more sales for an existing
product, your copy should reflect your main objectives. Some goals of writing the copy could be:
• Generating leads
• Conveying information about a special offer
• Raising awareness or sharing information.
Remember, your customers are more concerned with information on how your product or service
will help them? Will it improve their lives, for instance, save their time or money? Or will it
make their lives better? Based on the details you have gathered from your research, it's vital to
develop a copywriting outline that addresses your client's main pains and needs. This will
include combining the product's features, benefits, and unique points about the product or
service. Ensure this information is presented in an easy to read and understand tone and format.
Remember, your product is of no importance if it can't address and solve your customer's
problems. That's why your copy should answer all the questions your clients have in mind
regarding the solutions they are looking for.
Remember, you're also paying for graphic design and for your ad space. Why then should you
waste money on an ineffective copy that doesn't inform your prospects why they should buy your
product or service. If you have a substantial marketing budget, you can test snappy headlines and
copy to find out the ideal way to hook the reader to your copy. But if you're a small or medium-
sized business and you have a constrained budget; you must ensure you get it right in the first
instance. The copy must include all the relevant details that will ensure the reader understands
the message and takes the expected action. If you're a small business, you can risk your limited
marketing budget by delivering a message to the wrong audience or exposing your audience to a
poorly written copy.

Personalize the Message

If you want to win prospects easily, you should avoid generalizing your message; shift from
"we" to "you." In this case, you make the audience feel special and that the message is
specifically meant for them. Your copy should speak to them and not at them; it should also not
be about you. If you've done your homework perfectly, you'll realize that most marketing pieces
are written in the second person. For example, consider the two sentences, "we will deliver the
car tomorrow," and "your car will be delivered tomorrow." You'll agree with me that the second
sentence is better since it speaks directly to the client. That's how copywriting messages should
be framed. It should be about the audience and, more specifically, your client. Personalized
information is more effective in marketing. Writing in the second person assists the reader to
connect to your message quickly. This is because the copy points directly to their problem, thus
allowing them to personalize the information. If an ad or copy is linked to a specific customer,
it's easier to convince them to take action.

Understand Your Medium

When writing your copy, you should ensure it reflects the tone and style of the medium where
it'll be posted. The copy will need some adjustments to meet the requirements of the audience in
this medium. For example, a copy that you'd post in a woman's magazine will differ from what
you can post in a local newspaper, a news magazine or a billboard. Different media need
different types of copy to persuade their audience to act. As a business person, you can promote
your products on various platforms other than the traditional media. Your goal should be to use
every available opportunity to ensure your marketing message gets to the intended audience.

Avoid Sharing Too Much Information

You can lose the attention of your audience if you offer too much information in your copy.
Effective copywriting only provides vital information the audience needs to know before taking
action. You can also share content information should the reader want to get further details about
your product and services; they'll be able to reach you. If you clobber your copy with extraneous
details, you increase the probability of them forgetting the most important information in your
advertising or marketing campaign. Unless you're promoting extremely complicated equipment
or medicines, you should keep your message simple and easy to understand. Remember, you're
spending a considerable amount of money for each ad, and you receive limited space for the ad.
Thus your message should be clear and to the point. Use this space wisely to ensure you get a
high return on your investment.

Include a Call to Action

The main objective of any marketing content is to compel the reader to take action. The call to
action is the part of your copy that instructs your audience the kind of response you expect from
them. Typically, this element generates a sense of urgency and offers instructions on what the
reader should do. For example, the call to action may instruct the reader to visit your store, make
a call, or visit a website.
A call to action is a vital element of effective copywriting. It makes it easy for the audience to act
on the message they have read. You have already shown them how your product or service will
improve their life in the subsequent sections, as you terminate the copy; it's your turn to inform
them what the actions they should take. Compel them to buy your product or respond to your ad.
First, you should ensure the sentences you use in your copy are in the active rather than the
passive voice. This is because a copy written in an active voice is action-driven. If it's in the
passive voice, it's prompting the reader to take action in a remote manner. In other words, when a
sentence is in the active voice, it's the subject that executes the action of the verb. On the
contrary, if it's in the passive voice, it's the subject that is receiving the action from the verb.
An effective call to action should also feature a sense of urgency. Your main objective in
marketing your product is to create awareness of the solution you're offering to the client and
prompt them to purchase the product and boost your sales. And you want the clients to take
action today, not tomorrow or any other day. Since you're spending a considerable amount of
money to market your products, you also want the customers to take immediate action.
Furthermore, they may forget your message if they don't act swiftly. In this case, your call to
action should encourage them to get off the couch and rush to your store or to log onto your
online store and order the product. Do your research on various words and phrases you can use in
this section to create a sense of urgency.

C.Y.A. (Cover Your Ass)

When writing your copy, you should be careful to avoid exposing your business to any potential
problem. Most large companies have legal departments that scrutinize the copy to ensure it can't
land the company into any issues with the law. This isn't the case with small and medium
businesses; they don't have the budget to hire an attorney to look at each marketing copy.
Review your copy and ensure the information in it is factual and honest and doesn't infringe on
the rights of others. If you can't prove any claims on the copy, you'd better not include them.
Since most small businesses are sole proprietorships, if they lose a lawsuit, the business and
personal assets can be targeted to settle the plaintiff's claim. That's why persons writing
marketing material for small businesses should be cautious to avoid including information that
can harm the business. Weight the potential risk and rewards of any claims in your copy before
publishing.
If you include unsubstantiated claims or false information in your marketing copy, you may open
yourself up for litigation. Falsifying or exaggerating information about your product or
competitor is unethical and part of bad business practice. Besides landing on bad terms with the
law, information can work against you. Lies spread very fast and you if your customer and
competitors discover you've been sharing incorrect details, this could mark the end of your
business.
Take care when using the superlatives I've highlighted below:
• Guaranteed
• No risk
• Free
 • Fastest, best, lowest
• Or your money back
• Risk-free
• No investment
• 100 percent
• No cost
• No question asked
• No obligation
• No purchase necessary
• Promise

Proofread You Copy

Before you can hit the submit button, it's crucial to proofread your copy. If you want to lose
credibility in your marketing or advertising pieces, don't proofread your pieces. Spelling and
grammatical errors should be the last thing in your marketing copy. If you're careless in your
marketing content, it means the same is replicated in your products and services. The audience
has more trust in you if there are no errors in your copy. Professional copywriters ensure the
copy has been proofread several times, and it's error-free.

It Can Be Simple!
If you follow the rules, copywriting can be simple. First, you must do adequate research as you
prepare for the work. If you make mistakes, learn from them, this will ensure you've maximized
your limited marketing budget. If you prepare adequately before writing the copy, it will shine. If
possible, start with an outline to help make the writing task easy. If you have doubts about any
information you have included in the copy, confirm the facts before submitting it. A great copy is
a vital tool in marketing your products and services. It will help in boosting your sales and profits
besides getting a high return on your marketing or advertising investment.

Tips for Writing an Effective Copy

Copywriting isn't a simple task, but with lots of practice, it's possible to become a pro. Writing a
great copy starts with mastering the principles that distinguish this discipline from other related
fields. Here are a few tips on how to craft a killer copy.

Write With Emotion

Most consumers purchase products based on how you make them feel. Since buying decisions
don't arise from logical choices, you can increase your sales by writing a copy that evokes some
emotions. You can easily accomplish this task by playing with the memories of your audience.

Be Brief
Humans have short attention spans. Most individuals read only the headline and introduction of
your copy, if it's not interesting, the move to the next thing in a matter of minutes. That's why
you should share your main points quickly and at the start of your copy. You should also be
deliberate on the words you use in your copy. For instance, why use three words if one can serve
the purpose?

Write with Clarity

Confusion is the greatest enemy of engagement. If you write clearly, you encourage people to
keep reading. Just like brevity, clarity increases attention span. Ensure your copy is easy to
comprehend. Your audience should not find any reason to reread any sentence in your copy. To
ensure you're writing with clarity, you need to use active voice, simple words, and transitions.
Clear writing assists your audience to visualize your sentences and keep reading.

Write With Honesty

If you cramp your copy with authentic claims and promises, your clients will trust your, and the
converse is also true— dishonesty can kill your business. Tell the truth in your copy even if it's
ugly. If your product isn't the best or your brand isn't the most preferred, don't lie, tell the truth.
No product is perfect. Honesty has helped many companies grow their businesses. For example,
Domino was able to regain its customer trust by sharing facts about their business. Truth helps to
inspire public sympathy and aid the rapid growth of your business.

Write With Style

Content rules, it's the fuel for an effective copy. Use literacy tools to help your copy to flow
flawlessly. For example, some copywriters employ sound repetition to generate fluency in
sentences. Some of the effective styles you can use in your copy to make it great include
consonance, alliteration, anaphora, assonance, polyptoton, and epistrophe.
Chapter 2
 Elements of Good Copywriting

Good copywriting is a gem that's only available to a few businesses—it's hard to access. It can't
be measured, nor can you grasp it even if you go by responses and clicks. The value of such a
copy is way above, making people read the content. Good copywriting ensures your customers
trust your brand and can go further and recommend it to others. You can only see its effect, but
tracing the origin is tough. An excellent copy will not only draw customers to you but will also
maintain them.

Your Clients Need Something More

Offering high-quality products and services isn't sufficient to attract customers to your business.
Your clients are yearning for more. This is because you're not the only one in the market,
offering these goods or services. You must convince your customers why they should stick to
your brand and not your competitors.
What you're selling is an image, it's a story, and your customers are the main characters. What
they are looking for is a product or service that fits neatly into their needs. Your customers need
an impression that your products were specially made with them in mind. And, chiefly, the story
must highlight how the future will be, about how your product will change their lives after using
it.
You need to craft a good copy that will create a coherent narrative that includes important details
about your target clients, including their age, occupation, preferences, and much more. Although
a great image can grab your customer's attention, at some point, they'll wonder what they are
staring at. At this point, it's the duty of your copywriter to inform them where they fit in in the
entire narrative.

Your Customers Only See a Brand

Although your business comprises several departments such as customer care, accounting,
quality assurance, management, and so on, your customers only see your company brand. It's like
a calling card to them. It's what distinguishes your product from the rest in the market that
matters to your clients.
Some individuals agree that an outstanding brand is more valuable than a good product. Creating
a strong brand is a time-consuming exercise; it doesn't develop overnight. If you have an idea of
a product that can solve a particular problem and the target clients for this product, you need to
let the ideas take shape. And the easiest way to achieve this goal is by translating these ideas into
text.
A copywriter needs to spell out your brand. They must take the relevant information and coin it
into an appealing copy that will leave a lasting impact on your client. A brand must be appealing,
specific, and unique. It should also be flexible and have rooms for growth and adaptation. An
effective copywriter can establish the ideal image for your business and the business share it may
take in the future.
A Great Copy Is Quotable
A good copy features commonly used language. I bet you must have used some common
expressions in your casual conversations, such as "I love it." This is the power of good
copywriting. Although the sharing of images and videos via laptops, tablets, and smartphones is
becoming trendy, sharing text is still dominant. You don't need any technology to share text.
Although you can clearly recall a brilliant image or song, if you want to share some feelings
about it to another person, you must rely on words. You can only quote words.
An excellent copywriter must have the skills and knowledge to package your business ideology
and practices in simple and easy to understand words that can be transmitted across any platform
instantly. But remember, not all copies are similar. You must learn the tips and tricks of writing
shareable content. Good copywriters know how to use these tips to come up with compelling
content.

Copywriting Breaks the Gap between You and Your Customers

Your clients might not know much about your business. And there's nothing wrong with this.
You don't have to reveal the complexities of your business to them. They only need to get basic
information about what you do.
Although you have sufficient information on how your business works, your target clients, and
their needs and preference, you still require somebody to translate these details into easy to
understand information for your clients. The perfect person for this task is a copywriter. They
create the missing link between you and your clients. They provide valuable information on how
your offer meets their needs. Copywriters have the power to convince your customers to take the
necessary action and use your products or services.
A copywriter's job may not be as enticing as most people consider it to be, but it's essential for
any business that needs to make an impact and beat the competition. Someone must act as a
mediator between your business and your client, and this can only be a copywriter. These
professionals have the relevant skills and experience to interpret the complex professional and
technical terms, reading your products and services, and pass the intended information to your
customers. In this case, your clients will feel you are and mind about them. This helps to cement
your relationship with them and achieve your business goals.
If your clients have to consult secondary sources to understand the information you're relaying to
them, you can easily lose them. Boring and complex information should be a big no for your
clients. You should also avoid meaningless buzzwords when communicating with your
customers. A good copywriter will help overcome these problems. Your target audience needs
information; they can easily digest and comprehend.
Excellent copywriting will ensure your client has an easy time reading your content. They won't
need any further research. A good copywriter understands what their audience needs and delivers
the package in the simplest and easy to comprehend form. This guarantees your clients have
adequate time to focus on purchases rather than research. Besides, they feel you value and
respect them because they get the information they require without any hassle.
Copywriting Brings Everything Together
Since visual media has become the trend on the internet, but interestingly, words have not lost
their place in regard to sharing ideas. For instance, a short, engaging video may be more
memorable and hold your client's attention for long. The same applies to powerful images. But
good copywriting is the backbone of both the videos and images. Although an image is worth a
thousand words, your clients are also interested in the thousand words the image is representing.
That's the only way to send a clear message to your clients via the image. Quality copywriting
brings together distinct elements that make up your brand. If you've done this work perfectly,
you don't have to keep reminding your customers what your brand believes in, its objectives and
how you value your clients.

The Digital Arena Is Ruled by Words, Not Images

Any prosperous business must have a robust online presence. Recent research established that
81% of buyers do online research before making the final decision on whether to purchase a
product or not. Online research helps shoppers the tough task of testing and trying out different
products by themselves. Learning from other people's experiences is the best and easiest way of
knowing high-quality products out there.
According to this survey, more than half of these shoppers first try to get information about the
products or services they're looking for via a search engine instead of going directly to a specific
website. And to locate these products in the search engine, they must use some specific words.
This is where copywriting comes in. If you have a superior quality product intended for a
specific clientele, but it doesn't rank well on search engines, you have a tough job making it
known. The traditional advertising methods, such as commercial and printed ads, may not be as
effective as digital marketing. Your online presence needs to be on par with your presence in
other media.
Building a strong online presence and ensuring your rank highly in search results isn't about
populating your content with particular keywords. Relevance and quality are two vital elements
that determine whether you'll do well in the online spheres. That's why you shouldn't settle for
anything but what's best for your family. Otherwise, your investment won't bring any tangible
results; you .re just wasting your funds.
Quality Copywriting Will Leave Your Clients Yearning for More
If it's your dream for your business to flourish, you need to do more than meeting your client's
needs. You must work at building customer loyalty. You need to offer them a candid reason why
they should return to your business and spread the good news about your product to their peers.
The best way of keeping your customers' interest peaked is good copywriting. Your clients must
understand your products are part of the big story you have shared with them. And this story
shouldn't end after they've bought your product and satisfied their need momentarily. It should be
an ongoing relationship that keeps developing and adapting to their changing needs—only an
excellent copywriter can make them understand this.
Even after securing a sale, you must endeavor to keep the ball rolling. Offering a copy to your
customers is one of the best ways to maintain your relationship with the customers. You offer
them a reason to come back. Good copywriting will inform your clients what has changed in
your business and the new solutions you have for their needs. A good copywriter will help you to
constantly link your product/services to the new needs of your customers and, at the same time,
maintain cohesiveness, coherence, and your brand.

It Meets Your Reader Halfway

Effective copywriting goes an extra step and meets your readers halfway. An excellent copy isn't
just about making sales or convincing your customers that you're offering the best products. It
should help you to show the audience that you're aware of these facts, but you require a little
push in the right path. An informative copy should anticipate the questions that the reader is
having and offer conclusive answers to them. If the copy is poorly written, its quality will be
evident instantly. The reader is able to see the data, seams, and marketing strategies behind it.
Besides, it won't feel natural. The main of the copy is to make sales at whatever cost.
The slogans we looked at earlier gained fame because they captured the needs of the intended
audience perfectly. A Lot of work, effort, and thought has been put into them. They sound
natural, even in the midst of a conversation. And it's this conversation that your clients desire to
be part of. It's hard to gauge its value since, by the time the reader is through with the text, they
feel as if they already had the message before. And truly, they had received the message via the
slogan. But only a skilled copywriter can foreground the message in your client's mind.

Importance of Good Copywriting

Good copywriting is more than putting a few words together to show people what you do. It
should encompass the values you believe in and create a lasting impact on your audience and
drive them to take the desired action. You can only achieve this purpose by using a compact,
concise, and clear copy. If you still have doubts about whether you should hire a skilled
copywriter to create compelling copies for your business, here are valid reasons why good
copywriting is essential for your business.

An Understanding of the Niche

Crafting an excellent copy needs a deep understanding of the niche and subject matter. The main
objective is to come up with an ideal balance between relatability and information. It's not every
writer who can achieve this balance, especially those in the less populous niches. An excellent
copywriter dedicates enough time to research before writing the copy. Experience plays a
significant role in this since it links to confirmation and adaptability. An experienced copywriter
can come up with compelling content, even for remote niches that they have no prior experience
in.

Building Your Brand Image

Brand image is how a business wants to portray itself to its customers. It impacts the client's
perception of the company and reflects on their purchasing habits. A good copywriter
understands your image and will work effortlessly to bring out that image via their content. The
content relates to the brand image via the language, relatability, and tone. If the content is
average, it'll reflect your business in a substandard manner. The same applies to a sloppy, rushed,
or error-filled copy.

Creating Valuable Content

Every sentence in your website must make sense; it should keep the reader glued to your site.
Remember, you only have a single chance to create the right impression. That's why you must be
deliberate on what appears on your website. Readers look for insightful and purposeful content.
An excellent copywriter understands this and crafts content that offers the correct information
alongside the benefits of the product/service. They understand the right tone to use, and they
prompt your clients to take the necessary action. For example, they ensure your products page
contains information that will drive sales while the about us page will feature informative
content. A good copywriter understands the difference between various types of content and
creates unique content that will bring out the intended results.

Understand the Client's Thoughts

An excellent copywriter must understand what is in the reader's mind and develop a copy that
reflects these thoughts. Copywriting is about passing the right message to your business's
audience. An average content and ordinary format isn't the right combination if you're aiming at
a good copy. Most copywriters make an error of only stating a few facts about the company's
goods or services. Such content is ineffective because your clients are looking for personalized
content. A skilled copywriter understands how to create content for various audiences.
They know content meant for and IT Company differs from what you'd write for a bakery.
Another primary rule is to pass the information on how the products will help the client rather
than just stating their functions. For example, instead of stating, "Our computers have a large
RAM," you'd say, our computers have enough RAM to multitask smoothly.
Copywriting isn't about your business but your clients' view of your company. It provides your
audience with the answers to why they should trust and use your brand. That's why you should
avoid picking anyone to write your company's content. An inexperienced copywriter with no
understanding of your niche is at the same level as using Google templates to create content.
This can be disastrous for your brand.
That's why you can't underestimate the value of good copywriting. It can go unnoticed until you
post poor quality content. For instance, if you're used to reading perfectly written memos, you
might not pay much attention to the writing. It's only when you encounter a horrible memo that
you realize what you've been reading previously.
Imagine your clients encountering poorly crafted content on your websites when you have
always posted compelling content. At all costs, you should never compromise on the quality of
content on your website. No business wants its content to appear forced or fabricated. The main
objective of the marketing message is to engage, inspire, resonate, attract, and compel your
audience in the best and natural way. Unfortunately, most businesses and those working in
marketing departments underestimate the value of good copywriting as the recipe for the success
of all businesses.
Effective copywriting is about filling the holes in your marketing literature. An excellent
copywriter should do more than crafting a great ad copy line. Shrewd business people understand
it is critical in attaining marketing and entire business objectives. It's about passing a consistent
brand message that permeates the business in an out. It encompasses communicating brand
messages and selling products and services in a way that makes the client unable to resist the
sale. Every business has a unique story to tell their clients. The copywriter working on this story
must tell the story and amplify it in each marketing literature. The message should be consistent
across all the marketing literature from the internal sales kit to email promotions and the entire
marketing campaign. The goal is to hook the customer, and the rest is history.
To emphasize the importance of copywriting to businesses, let's look at how marketing was done
traditionally. In conventional marketing, the 4 P's of product, place, price, and promotion are
used to come up with each company's marketing plan. Most marketers would classify
copywriting under the promotions category. Unfortunately, this isn't the case; the ideal way to
communicate your product message and your brand is to ensure good writing is part of any
information your business passes internally and externally. Let's get more details on how it
works.

Product
Once you've established an excellent idea for a product or service and located the target market,
your next hurdle is how you'll tell the story of your great product. Your headache is how to turn
the features into a distinct value proposition for your clients. This may be at the beginning of the
food chain. You must understand how to communicate your product value proposition to your
business plan and presentations and pass this information to your staff and employers and
ultimately to your customers.
It's crucial to work with a skilled copywriter from the start to help you in messaging and
positioning your product correctly from conception to sale. Unfortunately, most companies rely
on their marketing teams to come up with all the relevant written collateral for the product,
although they may not do the job effectively. Hiring a competent copywriter is the best way out.
It ensures you get quality content and your marketing team has enough time to concentrate on
their core duties.
The copywriter will help to fill the gaps and move your company to achieve its goals. In this
case, the copywriter will do what they know best and help your audience understand how your
product will solve their needs. In most cases, most companies have the challenge of
communicating their products' technical benefits to their clients, but a skilled copywriter will
help them overcome this challenge.

Price
It's your duty to come up with the right price for your product or service. Copywriters aren't
specialists in numbers; they are good at playing with words. After setting the right price for your
product, it's high time to figure out how you'll communicate the value of your price to your
clients. If you chose a high price for your product, you must have the guts to convince your
customers that it's worth the investment. On the same token, if you set a fairly low price for your
product or services, you must be ready to persuade your audience that your product is effective
and decent. When communicating the price of your product, you need to adopt the right tone that
will reflect your brand and appeal to your target audience. A skilled copywriter can help you in
coming up with the right tone of the price for your product/ service. Although the brand tone of
voice is not just about the price, it's a critical aspect.
If your product is costly compared to your competitors, the right tone of voice can assist in
communicating your brand in an effective way that will justify its quality and why your
customers should pay the premium price. Your tone of voice should help your stay on top of the
game and beat the competition in a friendly, conversational, and simple manner. The tone of
voice should be consistent in all your marketing messages.
When businesses want to justify their low-cost value proposition, they usually adopt a brash and
direct brand tone of voice. In this case, the price is the main focus of their message. A vivid
example is the tone of mattress manufacturing companies that daily try to win customers daily
via their offers. They rely on special offers and prices to hook potential clients and stay ahead of
the competition. If you happen to visit their web pages, the first thing to notice is its discounts
and prices.

Place
Whether your products or services are sold online or in the traditional physical store, a skilled
copywriter can help you highlight your preferred method of distribution. In the case of online
writing and printing collateral, timing is a very critical ingredient. This is why the internet has
earned its name. In online platforms, the audience has very minimal time to read the message and
understand what you're trying to communicate. That's why you should delegate the task of
writing this content to a professional copywriter. On the other hand, print communication has its
own set of challenges. Both avenues are distinct beasts and should be treated as such.
If you want to shift from a physical store to sell your products online, a copywriter will assist in
transforming your traditional marketing literature to appeal to the digital audience. If they have a
marketing background, they can help you come up with a robust online content strategy across
various digital platforms, including social media. This will increase your chances of converting
many prospects.
Some businesses are excellent in communicating their product message both online and offline
and thus attracting a loyal customer base. A typical example is the Dollar Shave Club; they excel
in both platforms. The messages they have online and offline are superb. For example, their
delivery boxes sent a strong signal that they mind about great customer experience for their
clients.

Promotions
With any matter of doubt, copywriting shines brightly in promotions since they are one of the
most important parts of your marketing strategy. Unfortunately, most companies choose to work
with their marketing teams and forego copywriters in this critical role. However, you may have
the best marketing team and strategy, how you translate this into a message that will encourage
your customers to take action matters. Without good copywriting, you may be wasting your
valuable resources, including your manpower.
An excellent copywriter will help you to overcome these challenges and drive your message
effectively to your target clients by creating kick-ass copy. Bad writing is boring and difficult to
follow. The good news is that good copywriting comes with invisible effects that trickle
throughout each part of your business. That's why you need a good copywriter.
Today, copywriters come up with the content you find on business websites and social media
pages. You may think you have excellent copywriting skills to create content for your business.
But thinking you have the skills is different from achieving the required results. A good copy
should be engaging, convincing, and enticing, besides setting a positive image for your business.
Initially, a copywriter would team up with a designer to come up with a document that is ready
for publication.
This isn't the case today; copywriters are required to have skills in web software and graphic
design to ensure the copy looks great without the help of other professionals. Today, copywriters
are expected to have a knowledge of graphic design and web software that can help them make a
page look excellent without the help of another professional.

What Good Copywriters Can Do

As we continue to witness major changes in business— especially a shift to the online platforms
— copywriters have a huge role to play in determining the growth of businesses. Web copy,
product descriptions, blog posts & articles are types of content that will remain in high demand.
High-end companies invest highly in excellent websites, which are significantly different from
the average websites. In most cases, the typical websites look shoddy and hacky and
untrustworthy. If a site can't win the trust of its visitors, convincing them to buy the product will
be a major challenge. The great impression is not only due to good web design but also good
copy.
If you visit a site and find typos, you must doubt the quality of the products you'll buy from
them. The content on a business website must be flawless. Check how the landing page, the blog
and product pages are.
If a website features errors in copywriting, the audience will have a low opinion of the website.
Further, the audience will also have a low opinion of the products and services available.

Narrative and Skill

If you encounter a poorly written blog post, you'll have a hard time reading, and in most cases,
you'll opt to leave the site without reading the entire post.
If the coy isn't interesting, you don't have the motivation to read it to the end. If you don't find
any links that direct you to other pages for further details, most assuredly, it was written by an
inexperienced writer.
An excellent blog post comprises compelling ideas and a solid framework. An excellent
copywriter will hook you to the post, push their intended idea, and encourage you to do more
research or visit the site for more insight.
Besides, they have adequate information on what they are writing about. One of the top qualities
of a great copywriter is the ability to research and translate the information into easy to
understand the content even if they have never had prior exposure to the topic before.
This means they have adequate information to fill the page without any fluff. Most writers
become redundant as the work to attain the required word count. This isn't the case with skilled
copywriters—to them, each sentence counts. A good copy only contains important information.

SEO Knowledge
Modern-day copywriters must have deep knowledge of search engine optimization (SEO).
Search engines are the gatekeepers for web content and visitors to various sites. If your website
is appealing to search engines, you'll realize many benefits, including increased sales and profits.
Search engines are complex algorithms with more than 200 search factors that determine the
sites that come first on the search results. Aspects such as keyword optimization, link
development, and content creation, among others, determine whether you'll rank highly on
search results.
Instead of trying to implement SEO strategies that may not yield results, it's advisable to work
with a copywriter who has a better understanding of SEO. This will ensure your target audience
can find you when searching for your products online.

Great Content Speaks for Itself

At the end of the day, you need to work with a copywriter who will drive your business into
phenomenal growth and profitability. Their copy and blog posts should make conversions and
present your brand in the best way possible. When you notice sales arising from a powerful call
to action at the end of a blog post, then you can rest assured that you've found the ideal
copywriter for your business. A poor writer won't be able to realize any tangible results. It takes
effort and skill to keep a reader engaged throughout the copy; it's even more tasking to make the
reader make a purchase.
Are You Aiming at Increasing Your Web Presence?
Good copywriting can be underestimated. Although an excellent website features many aspects,
such as an incredible design and marketing, effective copywriting is of utmost importance in
attracting and retaining visitors to your site.
Dealing with graphic design and web traffic can be challenging if you have limited knowledge
and skills. If you want to see tangible results on your website, it's vital to work with a
professional copywriter.
Chapter 3
 Different Types of Copywriting

If you want to become a pro in effective copywriting, it's essential to have a clear distinction
between the various types of copywriting. Unlike journalism, copywriting entails crafting pieces
of text that will be used to promote a product or service. It's part of advertising but still can come
in uncommon forms like the information guides.

Where Does Copywriting Appear?

Any platform where there is an audience is a suitable place for copywriters to shine. This
includes:
• In print (in newspapers, leaflets, magazines, and brochures)
• In physical spaces used for advertising such as poster sites, billboards, and even in
public transport
• Online (this could be on banners, social media, web content, pop-ups, and emails)
• On TV and Radio
Copywriters also work in a variety of places including:
• In marketing agencies
• Within marketing departments in organizations and companies
• As freelancers

What Are the Different Types of Copywriting?

Copywriters come in different kinds. New copywriters write on different types of copy before
establishing their niche and building their entire career around it. Below are the popular types of
copywriting.

Sales
This is one of the most popular types of copywriting. Sales copies account for the largest portion
of the information on the web. They include:
• Products descriptions
• Online advertorials
• Text on adverts
Copywriters who work on different sales content must possess a unique skill set. This includes
creativity, persuasion, and the ability to comprehend their audience's subconscious and what
appeals to them. They should be able to break down technical information into simple and easy
to read points. They should also have the ability to research deeply on a particular
product/service and pick out the key benefits and features. These copywriters should have
impeccable grammar; errors should be the last thing to find in a sales copy. Again, if you're a
sales copywriter, you need to master the art of crafting sales copy without sounding salesy. The
perfect way to deal with this problem is to share factual information about your product. Tell
your audience how your product or service will help them and the value it'll add to their life.

Web Content
Web content is the core of the internet but remembers it's only great content that engages,
inspires, informs, and converts. This is what you find in articles, blog posts, and even on social
media. It thus essential to ensure you write top quality content as a copywriter
Generating great content includes telling compelling stories that major on the services or
products you're selling. You need to combine elements of creative writing, SEO, and sales
writing when creating your content. As a copywriter, you must work at developing interesting,
insightful, and useful content. This will encourage your readers to come back for more besides
sharing the content with others.
Insightful content comes in various forms; it could be engaging articles, videos, infographics,
tutorials, "how-tos," tips, and many more. If you want to experience unwavering followership
and success in copywriting, go for easy to digest and understand the content. Your sentences
should be simple and register low scores on the Flesch Kincaid scale.
Great content comes with several goodies; in this case, both parties must benefit. It should be a
win-win situation, whereby the business gets wider followership and a more loyal audience while
the audience is able to access engaging, informative, and interesting content.

PR
Any information that represents an organization or a business to the public is part of public
relations. This content can arise from the communications or marketing department. Press
releases and statements are among the most common types of public relations content.
The main aim of PR content is to portray a business in the best way possible. This is usually via
issuing press releases or other forms of content. It could be that the company wants to raise
awareness about a new product or service they are offering, or they want to erode the effects of
negative publicity. Since events change rapidly in the business circles, PR writers must be on top
of the game with neutral and journalistic pieces of content to maintain and promote a positive
image of the company.

Another Way of Categorizing Copywriting

New technology and the introduction of new forms of copywriting have created the new for the
introduction of new forms of copywriting. For example, you may have heard of lead generation
copy, engagement coy, and order generation copy. These terms are with respect to technological
advancements that have had a direct effect on copywriting, such as SEO.
All in all, the main purpose of copywriting is to communicate information to customers and
prospects in the most effective and customer-friendly way—this is what forms a great copy. We
can also classify copywriting into marketing, brand, creative, SEO, direct response, technical,
and content copywriting. Let's dive deeper into these forms of copywriting.

Marketing Copywriting
Marketing copywriters rely on trends in the marketplace to write correspondence and
advertisements that directly address consumer needs. Such copywriters make a significant
influence on their audience by playing with their desires. They mainly write the text that you find
in online ads, emails, and billboards. When most individuals hear about copywriting, what comes
to their minds is marketing copywriting. This is what is available on TV, press, and other forms
of advertising. Ad copywriting involves coming up with catchy headlines, taglines, and slogans
that people will always remember. Marketing copywriters also draft the long-copy adverts you'd
find on underground trains and those that appear in Sunday supplements.
Slogans are a crucial component of any ad campaign, that's why an ad copywriter must take the
time to come up with killer ones. Getting the right words for the slogans is one of the toughest
and time-consuming writing such copywriters go through.
In ad copywriting, the main idea is more important than the real words that will appear on the
final ad. That's why you should start with developing 'copy plots' and 'creative concepts' before
writing the actual content. Adverts include complex formats whereby the words, design, and
images must work together to achieve the intended purpose. In this regard, the ad copywriter
should work closely with the designer and art directors when developing ideas for visual and
verbal communication.
Such copywriters should portray a high level of creativity and be lateral thinkers who are able to
come up with strong and original ideas. Along the advertising food chain, the copywriter may
need to be subjected to a bit of compromise and pragmatism. This notwithstanding, they should
come up with ideas and content that produces the desired results—selling products.

Brand Copywriting
This is a form of persuasive copywriting that communicates the identity and image of a brand.
The voice of the copy should be similar to what the logo of a company expresses. The main idea
behind brand copywriting is to create an emotional link between the brand and its target
audience. That's why most copywriters use storytelling to achieve the intended results. Brand
copywriting helps to convey the vision, mission, and values of a particular brand so the target
audience can identify, recognize, and distinguish it from its competitors.
If you're having issues with creating a distinct brand, this type of copywriting will solve these
problems and help your prospects stand with it. The process involves writing compelling content
that sets you apart from your competitors. The voice and image of your brand should match. It's
a brand copywriting that will help you to achieve these goals. Through copywriting, you're able
to speak to your customers in a 'language' they can understand. In this case, your organization's
copy serves as the verbal form of your logo. Like the visual elements in your logo, the text you
use in the copy should have a consistent feel guided by a clear strategy. Since you don't only
need a logo for your company, your copy needs to express your brand strategy consistently.
Your brand copywriting should support your graphic design, logo, and color palette. Like these
visual elements, your text should deliver your brand promise and embody your brand's
personality. Your copy will lack strategic supporting points if your brand's position and promise
aren't clear. Your target audience will perceive your copy to be lacking a voice if it lacks a
compelling and genuine brand personality. The tone may even be in loggerheads with the
message your design elements are communicating.
Your copy should be driven by your promise, although it should also be positioned against the
competition. The bottom line is to gauge what your audience needs and deliver the promise.
Your verbal message may be passed over if it doesn't tell a story that tries to solve the needs your
customers have. Any organization that wishes to create a strong brand must invest in compelling
brand copywriting; it should be part of its brand's marketing strategy. It makes you speak directly
to your clients—in voice, tone, and the language they understand via digital media or marketing
collateral. If your copy isn't distinct and clear in regard to your brand, you risk opening the door
for competition to win your customers.
Some excellent examples of brand copywriting are Virgin Atlantic and Google. For instance,
Google impresses the readers what the brand believes in. On the other hand, Virgin Atlantic
expresses the brand's bold irreverence. "Tired by a long flight?", "pretend you're already there,"
that's how their slogan reads.
In practical terms, effective copywriting increases sales. An example is Amazon's login screen; it
bears a huge button that reads "Sign in using our secure server." This phrase delivers a promise
to the customers that their personal information will be remaining safe. Still, on their penultimate
page where the client checks out, they are prompted to review the order. Amazon has researched
why some clients never come back to shop with them; that's why they've included these cues to
encourage more people to use their services.
Writing as a central aspect of promoting your brand, locating your corporate tone and voice, and
employing it consistently lays more emphasis on your brand's distinctiveness. Businesses that
neglect copywriting hurt their brand.
Google is a leader in brand copywriting. They have a consistent style, and their writing resonates
with the brand. Although most individuals concentrate on the "Google Search" button, the other
button "I'm Feeling Lucky" is mostly neglected, but it reassures you that you get what you're
looking for. It helps you know you're in control—it brings in some optimism. They are just a few
words, but they are summarizing what the Google brand is about. These words share deeper
information than their homepage; they show everything the company does.
Your brand voice is how your brand communicates with your audience. Guided by your brand's
personality, the voice delivers the message of hope to your clients. The brand voice is defined by
tone and style which come from and exist in your copywriting.
Effective copywriting develops a distinct brand voice that is persuasive and relatable. It helps to
shape your brand's personality by transforming it from a product/service into an emotional and
distinctive entity your customers can relate with.
Whether via marketing collateral, television advertising, or social media, it's not a brand with the
loudest voice that attracts the most clients. It's the brands with a compelling, exciting, and unique
voice that gets recognized. This is where copywriting comes in to create the distinction.

Creative Copywriting
Creative content is a popular type of copywriting. It's what you most encounter in most adverts.
This type of content is commonly used on commercials and jingles. Most adverts you see on TV
or hear on radio combine creative and advertising content. As a creative copywriter, you need to
understand buyer psychology and come up with phrases and slogans that will become cultural
references.
Creative copywriting involves telling a story to the public. It involves coming up with unique
concepts and captivating slogans for ad videos and commercials. This form of copywriting is
advertising-based, and it majors in creating a brand. Creative copywriters aim at finding the best
phrases and words that will remain memorable to the audience.
It's, therefore, vital to understand the type of copywriter you need for your business. It's essential
to note that creative copywriters differ from creative writers. The latter allow their imagination to
flow in a short story, poem, or novel, while the creative copywriters allow their imagination to
run wild based on their client's instructions. The copywriters need an excellent planner to come
up with a creative brief before they attempt to write the copy. Creative copywriting is about
writing a copy that markets and sells your brand besides engaging the prospective customers.
Creative writers are professionals in crafting converting words for your profile, personality-
driven company statement, blogs, website, or other copy that will market your brand. They are
your brand's 'salesperson' in regard to your marketing written aspect both on and offline.
They have a deep comprehension of the psychology that drives your clients buying decisions.
They also step into your shoes and represent your company accurately via the content they
create. Therefore if you're looking for the right words to engage, educate, and convert your
potential clients, a creative copywriter will meet your needs.

SEO Copywriting
Every business that wants to shine online must implement search engine optimization (SEO) in
their content. This strategy involves the use of search terms and keywords that will make you
easily found in search engine result pages. To succeed in incorporating SEO in copywriting, you
must be a strategic thinker. You need to get into your client's mind and know their thoughts. Yes,
it's about discovering the exact keywords your audience will use when looking for your products
online.
Writing superb SEO content requires insight and creativity. This means you should have
excellent research skills. You must employ a balancing act to ensure the right terms feature in
your content, yet it's not deliberately stuffed with keywords. Search engines such as Google and
your target audience would enjoy the content that's saturated with keywords.
SEO copywriting mainly focuses on writing content that ranks highly in search engine results.
Researchers get excellent ideas for advertising by looking at information on the top ranking
searches. The SEO copywriters place keywords in articles and ads enough times, thus bringing
the client's product on the first page of search engines. This makes the company more visible to
the target audience.
SEO copywriting serves two main purposes; it aims at creating content that is appealing to
readers besides ensuring the content ranks on top of search engine results. There's a raging
debate on the relationship between the 'ordinary' copywriting and SEO copywriting. Although
some view it as a wholly different discipline, a majority of these individuals agree that a well-
structured copy that speaks to the right audience must incorporate SEO principles.
In this respect, an SEO copy must also be educative, engaging, and prompt the readers to take
some action besides including information that will make it relevant to search engines. This
notwithstanding, the SEO copy should create some compromise in regard to expressions and
phrases used in the content. For example, in such content, you can choose to repeat a keyword
severally instead of using synonyms as what a copywriter would do.
Again, SEO copywriters must have a wide range of skills, including technical and aesthetics.
They should write an excellent web copy that not only appeals to the audience but also generates
sales. Since SEO is majorly a function of how a web page is coded, it also incorporates web
design and development. SEO copywriters require a deep understanding of some technical
aspects of SEO, such as Meta tags, anchor text, headlines, keyword density, and word-stemming.
Such concepts aren't of any importance to advertising copywriters.

Technical Copywriting
Technical copywriting involves developing content that's less salesy but more technical.
Although the aim of this content is to promote the company's products or findings, it differs from
sales copy in several ways. Technical content is mainly in the form of in-depth industry guides
and white papers.
This form of content requires lots of research before writing since it involves delivering in-depth
information about a specific subject or product. Coming up with this content may involve
covering a variety of topics such as health, politics, science, marketing, finance, environment,
relationships, family, and much more. Due to the complexity of this form of copywriting,
technical writers are a rare and treasured type of copywriters. They are a hybrid of techie and
writing. In addition, they must be in a position to translate the technical information into clear
and easy to understand information.
Such writers must be excellent in grammar—they must be able to rely on the facts as intended
information and avoid deviating from the main points. Again, they should ensure they cover the
subject matters comprehensively. Industry-specific guides are vital in sharing vital information
about the company's specialty products. Most organizations and companies share white papers to
ensure research and findings are accessible to as many people as possible.
Technical copywriting differs from other forms of copywriting in that the writer needs to have
some specific knowledge or education on the particular industry or subject matter. For instance,
if you want ads to be developed for scientific-learning software, you'd need a copywriter with
knowledge in science as well as in computers. Technical copywriting is most common in health
and technology fields.
The technical copywriter majors in knowledge and skills that will assist you to uncover the real
magic (benefits) your tech products will have on your target clients. They will create marketing
materials such as product descriptions, articles, web pages, blog posts, case studies, email
newsletters, autoresponders, and stories that will help in marketing your tech products. The
copywriters will require an in-depth understanding of tech products and services such as
software applications, PaaS, Saas, and also infrastructure & hardware products like network
storage and servers. They also need to be experts in professional services such as enterprise
application implementations.
Writing copy in such topics needs a copywriter who is familiar with the terminologies,
environment, and procedures your company uses to produce your products or offer services. A
technical copywriter has such knowledge and can help you pass the right message to your
audience right away.
Technical copywriters who started as technical writers are better placed to help you in coming up
with unique and compelling content about your tech products. They can assist you in selling your
products via blog posts, web copy, white papers, articles, and eBooks, as well as repurposing
your marketing assets.
If the copywriter has the right skills and knowledge, it means they have a better understanding of
technology and can convert this information into an engaging marketing copy. In this case, you
don't have to spend time explaining to the copywriter the technology behind, your products but
rather, you can trust them to craft compelling copy about your product or services. They can
understand the features of your product and pull out the benefits from them. In simple terms,
they can translate the technical information into clear language that your customers and prospects
understand.
The technical copywriters come up with a persuasive copy to market technical products and
services. Such words should not only compel the audience on how to use the product but also
convince them to purchase the product. The main objective of technical writing is to do as little
explaining as possible and make the information sound simpler than it is.
Although most people consider technical writers to be the same with technical copywriters, they
do differ. The latter makes an extra step of persuading your readers to purchase your product by
simplifying technical jargon. They have the ability to share information about how your product
works just like the technical writers, but they go a step further to write persuasive copies that are
meant to convert your prospects.
For instance, if you purchase a new server for your company, the technical copywriter will write
a manual that shares information on how it works and the issues it'll solve. They'll provide details
on the product's benefits and how it'll address problems in your company.
Competent technical copywriters can save money for your company by complementing what
specialized tools do. They understand the terminologies in your industry and the copywriting
guidelines in your niche. They can handle all the procedures and documentation you require to
share information with your employees and customers on how to use a product or service.
If you need manuals, user guides, procedures, or policies are written, you'd better delegate this
duty to a technical copywriter. They are professionals who will package this information in the
best and simplest terms possible.
Although most copywriters can handle any of these tasks, a majority of professional copywriters
specialize in the technical or creative side. It takes learning, personality, and practice to write
compelling copy. The technical copywriter should also have experience and skills in customer
psychology and marketing. They should know how to combine these skills to come up with a
unique copy that reflects your brand. They should have the expertise to create personality-packed
and juicy sales and marketing copy that produces the intended results.

Content Copywriting
This type of copywriting focuses on a particular subject and includes how-to blogs, articles, and
newsletters. It lays less emphasis on making sales but rather focuses on educating the consumer.
A vivid example of this content is the how-to articles on the various ways you can use your
computer or smartphone. As you get information on how the products work, you gain interest in
it, and you may consider purchasing it.

Direct Response Copywriting

This form of copywriting refers to an advertising or copywriting strategy in which you want the
reader to take some action. Direct response advertising or marketing ends with a call to action
with a measurable or immediate result. An excellent example would be a landing page with a
click-to-call button or a form that the reader will fill, probably leading to a sales call. Direct
response copy is popularly used in landing pages. Such copies are meant to prompt the reader to
make an immediate buying decision. Although this form of copywriting doesn't always result in
a sale, it encourages the reader to take immediate action. This could be signing up for a
newsletter, follow you on social media, download a freebie or any other call to action response.
Direct response copywriting is the converse of the ads you see on TV. Such ads are aimed at
long-term results. The copywriters, in this case, want you to remember the product sometime in
the future, for example, when you encounter the product on the supermarket shelves.
On the contrary, direct-response copywriting focuses on immediate action. The copy inspires the
reader to take action immediately when they finish reading it. This copy focuses on the reader's
emotions, mainly their pain, worries, fears, and immediate needs.
Since direct response copywriting aims at getting an immediate response from the client, it is
highly valued in the business arena. The copywriter is directly responsible for the results and
sales that the copy will generate.
Direct response copywriting is the process of writing sales copy that has the goal of getting an
immediate response from the customer. That's why this form of copywriting is so lucrative. For
instance, a direct response copywriter may charge you $ 15,000 to create content for your
landing page while the page generates $150,000 in sales. In this case, you get about ten times
ROI.
Since the copy is closely related to sales, you must work with a skilled copywriter for better
results, and such projects are usually more costly.
Some materials that are created by direct response copywriters include:
• Fliers
• Landing pages
• Sales pages
• Product descriptions
• PPC ads
• Email newsletters
• Advertorials
• Magazine ads and many more
Any copy that speaks directly to the customer and inspires them to make a buying decision on
the spot qualifies to be called a direct response copy. Direct response copywriters are a critical
arm of any business that aims to increase their sales and profits.
Chapter 4
 Neuromarketing and Copywriting

Neuromarketing is the application of brain psychology in marketing. By observing consumers,

reactions are usually a response to visual or auditory stimuli. Brain-based research has been
found to influence both general and digital marketing. This research involves using functional
Magnetic Resonance Imaging (fMRI), measuring the brain's electrical activity and other related
technologies to evaluate people's responses to marketing creatively, such as advertising,
copywriting pricing, and product descriptions
For instance, researchers may establish that a specific stimulus leads to a brain response of
objects linked with a required behavior such as the release of the 'feel-good hormone.' A
copywriter needs to understand the cause-effect relationships before applying these principles to
their copy to enhance their key conversion metrics.
Although neuroscience has been with us for years, its application to marketing began in the mid-
2000s. Its use has led to a shift from the 'user-centered' to 'brain-centered' marketing.
Neuromarketing is related to several other terms that include neuro web copywriting and neuro
web design. Although these terms are related, there is a significant difference between them.
Neuromarketing mainly focuses on selling while neuro web copywriting is a tool that can be
used by writers whose main aim isn't to sell. Both disciplines rely on scientific knowledge.
On the other hand, neuro web design refers to the use of science to optimize websites and web
apps so that they become ergonomic, human-friendly, and ensure they offer perfect user
experience.
Neuro web design and neuro web copywriting are disciplines that are closely related. This is
because they both aim at improving user experience. The main difference lies in that neuro web
copywriting is mainly focused on writing while neuro web design addresses the functionalities.

Application of Neuro Web Copywriting

If you want to write and communicate effectively, you can apply the discoveries in neuroscience
to improve your skills. This could be teachers, politicians, managers, writers, or any other person
who wishes to communicate effectively. For all groups of people, neuro web copywriting is of
great importance to copywriters who are yearning to communicate effectively via a killer copy.
For instance, web content writers understand the use of the inverted pyramid in raising the
chances of an article being read. This principle is nothing new but the application of cognitive
psychology in that the human brains desire to know everything immediately. According to this
principle, the exciting information is put at the start of the article to increase the chances of
hooking the reader. Journalists use this technique heavily to grab the attention of their audience.

The Human Brain

According to research in neuromarketing, human beings have three brains. In reality, we don't
have three brains but three layers. Each layer plays a different role; the 'new brain' is believed to
think, with the "middle brain" responsible for feeling, while the "old brain" decides. It relies on
information from the other two layers to control the decision-making process.

The Old Brain

The 'Old brain’ is the part of the brain that has been with humans for approximately 500 years.
This means the layer of the brain involved in decision making is very primitive; it's mainly
concerned with survival. This is considered as the first brain humans have had. It is also called
the reptilian or primitive brain. It controls the main functions related to survival, such as
breathing, heartbeats, and digestion. It also takes care of our instinctive behaviors (fight and
flight response). The neuroscientist refers to this brain as the preverbal brain because it can
understand words or language, yet it's used daily to make decisions.
In marketing, we are trying to talk to the 'new brain.' Unfortunately, it's the old brain that makes
the decisions, so it needs to be countered. The ideal way of overcoming this problem is by first
identifying the prospect's pain, (if their pain is great, the chance of making a sale is also high),
and then make them acknowledge the pain before selling your product to them. Secondly,
distinguish your claim from your competitors. (Remember it's only the strongest claim that will
eliminate the pain). Thirdly, you must back your claims with evidence. Note that the old brain
resists new ideas; therefore, your evidence must be convincing. For example, you can show
supporting data, any tangible evidence, case studies, and testimonials.
Finally, it's your time to deliver your message to the old brain. You must begin with something
that will grab the attention of the person. Also, remember the old brain is visual, thus starting
with a picture can work magic. Again this brain is only concerned with survival and care for
nobody but itself. Therefore, your message should be solely about the prospect.

The Feeling Brain

The areas in the brain that forms the 'feeling brain' are the hippocampus and the amygdala. This
part of the brain acts as the 'traffic cop' by linking the new and old brain. The feeling brain
evolved many years ago (about 60 million years ago), and it makes 'snap' decisions as a result of
what we see and experience daily. It is also called the midbrain or the limbic system. This second
brain takes care of more sophisticated functions such as emotions and memory. It acts as the
center for the development of emotional bonds and souvenirs and also works as the affective part
of decision making.

The New Brain (Neo-Cortex)

The new brain is also called the evolved brain, rational brain, or the brain cortex. It's the center
of reasoning in the brain. For instance, when you're trying to figure out if you can afford a new
jeep or not, the cells and synapses that you're using to digest this information are concentrated on
the new brain. The neo-cortex enables you to think analytically and rationally. It's also the part of
the brain that manages language.
Although you may think you use the new brain when making decisions, it is the old brain that
does this work. This notwithstanding, the new brain is the most evolved part of the brain; in
contrast, it's the slowest. The old brain is the fastest to act in times of danger or stress. This
explains why, in particular circumstances, we react on instinct and can't make any analytical or
logical reasoning at that time. These layers of the brain work independently and don't
communicate effectively with each other.

Three Key Hormones

Three hormones are very crucial in neuromarketing. They determine they determine the
effectiveness of your sales campaigns. They include cortisol, dopamine, and oxytocin.
Dopamine is also referred to as the 'reward chemical.' It's a neurotransmitter that is closely linked
to addiction. This hormone makes you feel good. Recent studies have shown that this
neurotransmitter can make you desire, want, search, and seek out rather than make you
experience a pleasure. The opioid system is more involved in pleasure than the dopamine system.
But both systems work hand in hand. For instance, dopamine (wanting) makes you take action,
while opioid (liking) makes you feel content.
Cortisol, on the other hand, is referred to as the 'stress chemical.' Its primary role in the body is to
regulate metabolism, the immune system, and blood sugar. This means your online experiences
should lower cortisol by reducing stress. For example, you engage in a live chat and get a
question like, "Is there anything preventing you from completing the order?" is an excellent
example of how online encounters can minimize stress.
Oxytocin is also called the 'trust chemical.' It is released in high quantities in situations where
high levels of trust, empathy, or social interactions are involved. According to studies, engaging
in a trustworthy communication with a customer helps them understand your message faster.
Because your prospects want to trust you before purchasing anything from you, you should
ensure your marketing copy triggers the release of oxytocin in them.

How to Use the 'Bad Chemical' in Marketing

As highlighted earlier, the brain releases both chemicals that make you feel good and others that
make you feel bad. Most people think that an excellent copy should make your prospect feel
good. This may not be the case at all times. Neuromarketers have established that some threats
can stimulate the amygdala; these threats include what the overzealous direct marketers and car
salesmen use. Words can make your prospect feel threatened and light up the amygdala. Several
studies have supported these claims that linguistic threats can stimulate the amygdala. Even
without the backing of science, I'm sure you must have experienced this before. This is the
feeling you experience when you have been sold forcefully. Well, this is your amygdala in
action. It's doing what it does best, protecting you from harm by stimulating the release of 'feel
bad' hormones such as cortisol. No one reaches a buying decision when a sales pitch makes them
feel bad.

How to Use Neuromarketing in Copywriting

Now that you've learned some fundamentals of the brain, let's look at practical ways to
implement neuromarketing in your marketing content. This principle can help you as a
copywriter to come up with a persuasive copy. For instance, if you want to hook the reader to
your copy, you should ensure your headline and introduction are compelling. Here are practical
ways of applying neuromarketing when writing your copy.

Surprise Your Prospects

Our brains are fascinated by turns in the plot, for instance, varying the sequence of words you
use in a sentence. According to neuroscientists, the hippocampus, which is a tiny structure in the
brain, attempts to predict what follows or happens next. It relies on a single cue to automatically
remember the sequence of activities. This same principle applies to words in a sentence. When
you substitute an unexpected word in a common phrase, you bring the reader's brain into
attention. For example, instead of writing, "content is king," you can use "content rules."

Use Simple Slogans

Our brains desire simplicity. That's why renowned brands such as Nike and Coca-Cola use
simple slogans; for example, Nike uses "Just Do It," while Coca-Cola uses "Open Happiness."
If you want your brand to grow exponentially, consider crafting a simple slogan and make it the
central tool for your marketing efforts.

Misuse Everyday Words Creatively

Copywriters can learn something or two from the legend, William Shakespeare. One such
technique is what he called "functional shift." This technique can help to increase the brain
activity of your audience. It involves substituting one part of speech for another—for example,
you can turn a verb into a noun and vice versa. An excellent example of this technique includes
"Kleenex," which became the synonym for facial tissues and "Xerox," which is a brand name
synonymous with photocopying in the United States.

Renaming Your Product

Names matter in marketing. For example, naming a milkshake "smoothie "can do magic in its
sales; the same applies to call a cake " a muffin." Renaming your product can help you bring in
new customers by detaching old images and stereotypes that people associate with the product.

Numbers over Percentages

In his book "Your Money and Your Brain, the neuro-economist, Jason Zweig, showed that
information could be framed to change how people perceive it. Consider this example, "diabetes
kills 1,289 in every 10,000 individuals each year" as opposed to "12.86%" of people die of
diabetes yearly. Both statements are mathematically the same. In other words, use real numbers
if you want to amplify your benefits. Here is another example "80% of workers in our company
earn more than $ 5,000 per month"; rather, you sh; rather, "800 out of 1,000 workers in our
company earn more than $5,000 per month.
Utilize the Power of FREE!
Although this may seem obvious, it's worth emphasizing. Many studies by neuroscientists have
proved that free offers better results than "almost free." This even applies to cases where the
actual value of the free product is less than the discount offered. Nothing beats free products. For
instance, when Amazon initiated free shipping after purchasing a second book raised the value of
each purchase significantly.

The Power of NEW!

Just like free, the word "new" isn't a novel. Copywriters and marketers commonly use it. But did
you know making new choices stimulates a part of the brain known as ventral striatum? This part
of the brain is linked with rewarding behavior. As Bianca Whittman, a renowned neuro-scientist
puts it "each time you make a new choice, a feel-good hormone is released." You can improve
your sales significantly by bringing in a little novelty to your products. You can accomplish this
by introducing a new logo or packaging. The rationale is to maintain your brand affinity but add
some newness to the product.

Speed-up with Adjectives

Use adjectives to make your copy more compelling. For instance, you can use "wild Caribbean
salmon" instead of "fish" or "freshly-cracked "as opposed to "fresh." You can also use your
brand name, for instance, "Ferrari designed casing."

Share Some Stories

Our brains have a high affinity for stories. This fact was put forward by evolutionary
psychologists to show that humans are superior to other species. According to modern-day
neuroscientists, different parts of a passage stimulate different areas in the brain. These facts
were established via research done using functional Magnetic Resonance Imaging (fMRI). Our
minds respond to scripts regarding our real-world experiences. If you want to engage your clients
via this trick, include some business stories in your copy. Include dialogue, action, motion, and
other relevant aspects of your story by involving your prospect, products/service to stimulate
different parts of their brain.

Use Testimonials
If ordinary stories can make a copy great, real stories involving your customers can do more;
they'll ignite a fire on your prospects. For most individuals, a brilliant description from a friend
or a family member about their personal experience after visiting a hotel is more convincing than
the star rating you'll encounter in the hotel's reviews.
Our brains appreciate anecdotes more than cold facts and statistics. That's why popular
commercials include real personal success stories. If you choose to use a personal anecdote,
include the client's real name and image; this makes your story more memorable and convincing.
Alternatively, you can consist of a positive quote from one of your loyal customers and add more
details to it.

Evocative Text Outplays Visuals

If you use text correctly, it can outshine commercials with fantastic sound, imagery, and
production quality. A vivid example is the Google Super Bowl ad by the name "Parisian Love."
The commercial used a lot of text to tell the story. This ad performed excellently such that it was
ranked fourth in a survey done by Sands Research, a famous neuromarketing company. During
this 2010 Super Bowl, 60 ads were featured. The best way of using evocative words in your copy
is to craft a completing plot.

Avoid Negative Stories

Bad customer experience can lead to a negative reputation. If such complaints liven up by a
memorable story, they can go viral and damage your reputation. For example, if a customer
raises concerns about your product and you fail to take necessary action in time, if by any chance
this story gets publicity, your business can suffer a considerable blow in reducing sales via a
negative reputation. To avoid such problems, it's vital to solve any client issues before they
become million-dollar stories.
Chapter 5
 SEO Copywriting

Some individuals consider SEO copywriting as writing for search engines, but this isn't the case.
This form of copywriting involves coming up with persuasive copy that is all about the audience.
When writing this content, you must factor in what the target clients are searching for. If you
focus on writing only, you'll come up with a great piece with beautifully crafted sentences and
Savvy words, but that doesn't resonate with search engines. In this way, you've ignored the most
vital element—how its target audience will locate the article.
SEO copywriting is a critical and challenging element in your SEO strategy. Your website
content should be fine-tuned to the ever-changing search engine algorithms. Also, you need to
write clearly to ensure your readers understand and enjoy the content on your website. This is
because readability is a vital component of SEO. Copywriting and SEO merge to satisfy the
search intent of your audience. The copy you come with should target the topics and keywords
your readers are looking for and be well formatted and friendly to search engines.
SEO copywriting combines on-page SEO, keyword research, creativity, and formatting. Writing
content is attractive to search engines, and the target audience is a significant challenge to most
content marketers. But effective copywriting is about meeting both needs. SEO is one of the
highly misunderstood topics in online platforms; fortunately, it isn't as complicated as it's
thought to be. If you want to simplify it, you must appreciate that people should come first and
not search engines. Successful SEO firms understand this concept.
If you desire your business to flourish online, you need to accomplish its primary goals; it has to
appeal to the end-user besides solving their problem. Also, it has to appeal to search engines.
This is what SEO copywriting is all about. In other words, your content should be persuasive,
exciting, and well-optimized for search engines—and you must do this consistently.
What is SEO, Copywriting?
Suppose you want to craft useful content that ranks highly on search engines such as Google, and
funnels prospects to your business. In that case, it's essential to understand the components of the
search engine ranking algorithm. SEO copywriting involves creating compelling, enjoyable,
useful, and valuable content that targets particular keywords making your content shareable. If
you meet this criterion, you'll increase your authority, relevance besides enhancing your ranking
by search engines.

Elements of SEO Copywriting

Implementing SEO best practices will push your content to the top 10 list of any search engine. It
will also drive substantial traffic to your site. Valuable content comprises several elements, such
as timeliness and visual appeal. Such elements will help you to rank highly on search engines in
addition to increasing your conversion rates. Here are the main elements of SEO copywriting.

Keyword Research
The first step in SEO copywriting is deciding what you need to write about. You must decide on
the kind of topics your audience is looking for. This will help you to come up with keywords
your copy will rank for. Thus before writing your copy, you should do keyword research. This
will help you in compiling the list of words and phrases to use in your copy. This comes after
you've come up with the mission statement for your copy. Such keywords should align with your
unique selling point and niche market. These are the keywords you'd like to be found for. To
come up with the keywords, you need to get into your audience's mind and find the words they'd
use when searching for products on Google. Besides, you must get the word combinations and
variations correctly. If you want, you want to make keyword research easier. It's advisable to use
the appropriate tools such as the Google keyword research tool.

Site Speed
According to Akamai's research, 40% of individuals exit a web page if it takes more than 3
seconds to load. The same study found that 47% of end-users anticipate a web page to load in a
maximum of 2 seconds. Since 2010 site speed has been considered to be a critical ranking factor.
It's only suitable for search engines but also for your users. The standard load time for websites is
2 seconds; if it exceeds this figure, you should implement a few steps to improve it. The reason
for this is that regardless of how powerful, exciting and compelling your content is, if it takes
decades for your pages to load, there is a likelihood visitors to your site will leave before reading
the copy because of their short attention span. This calls for improving the user experience.

Headline
Although your content may be useful and valuable, if your headline isn't catchy, the click-
through rate will be low. Typically, five times more individuals read the headline compared to
the body of the copy. When you craft a compelling headline, you've done the greater part of
winning your prospects. According to Impression Marketing, a considerable number of bloggers
spend over 50% of their time on content creation, tracking analytics, monitoring customer
reactions, and social signals. Unfortunately, a minimal number of these writers spend very little
time working on the headline. In SEO copywriting, the headline should attract your readers and
motivate them to read further. As a powerful copywriter, your primary focus should be on what
your readers see first.
If you're able to rank on Google's top 10, no matter your position, if your headline is compelling,
you'll receive massive organic visitors. Most pro SEO copywriters start by crafting the headline
before writing the body of the blog post or article. Headlines that pass a specific message are
among the best. A vivid example is headlines that include numbers. Successful websites
understand the psychology behind numbers. Headlines that feature numbers normally receive
more shares on Facebook and Twitter.
Expert SEO copywriters advise using a WordPress plugin or Yoast SEO to optimize your copy.
When you learn and understand SEO copywriting, you'll be able to write content that ranks
highly on search engines besides attracting clicks from your customers and prospects. A shrewd
copywriter must know how to craft killer title tags. These are Meta HTML tags that are the firth
thing to show up on Google search results. The Yoast plugin can assist you in getting these tags
correct. Your goal should be to come up with irresistible title tags that meet your prospects'
search intent.

Content
The content is also a critical element of SEO copywriting. When people conduct searches on
Google or other search engines, they are looking for valuable content. Search engines also
appreciate fresh content. That's why you should update your site with fresh content consistently.
An excellent way of creating compelling content is to target long-tail keywords on your blog
posts. This will help in enhancing your ranking on Google. Look for specific target keywords
phrases and include them in your content, but avoid stuffing them or over-optimizing. Typically,
the keyword should feature in your headline and a few other times in the blog post's body.
Also, ensure the keyword reads naturally to your readers. Remember, you must balance writing
an informative copy with content that is attractive to search engines. The Google Panda 4.1
update was developed to penalize shallow or "thin" content; it limits lousy content from ranking
highly on the search engine. Typically, a blog post or article should be a minimum of 1000
words. But it should not only be about the length since many long-form blog posts still struggle
to rank and maintain a high position in Google search results. When writing SEO content, you
first understand your audience and narrow down your content to a specific problem they want to
solve. When creating a copy that tries to solve their problem, this is another objective of merging
SEO and copywriting.
A powerful and compelling copy starts with a killer introduction. Pro copywriters have mastered
this skill. This is the section of your copy that follows immediately after your headline.
According to SEO principles, you need to include the long-tail keyword in this section. This is
vital for boosting your ranking by Search engines; besides, it'll help your prospects to locate you
quickly. For better, results ensure your copy meets keyword intent.

Meta Description
A great copy includes a relevant Meta description. This section shades more light on what your
readers should expect to find in the copy. It's also a crucial factor that search engines consider
when ranking your content. It's essential to include your main keyword in this section; it helps
enhance your SEO efforts. When your prospects are looking for content related to your
keywords, the Meta description will guide you. It serves as a snippet. Typically, this section
should be brief and to the point. It should range between 150 and 160 characters. The bottom line
is to craft, powerful, and compelling Meta descriptions that will achieve your desired results—
search engine ranking and hooking your prospects.
If you want to know how to craft excellent Meta descriptions, it's crucial to understand keyword
intent. This is why your readers use specific words when searching for solutions to their
problems online. For instance, if you are a personal coach, your objective should be getting
clients for your business. This calls for the use of the exact keywords your clients will input on
search engines when looking for these services. They're in search of someone who will help them
to gain speed and momentum in their lives. This is the information that should feature in your
Meta description. Tell them what you do and how your services will improve their lives in a few
words.
Most companies have found social media marketing to be a bumpy arena because they don't
know what to do; with expert advice and guidance, they wonder at the power of this form of
marketing. When crafting your Meta description targeting this group, you don't have to state the
exact keywords, but your message should be clear. It's interesting to note that you can still rank
on Google's top 10, even without including the main keyword in your Meta description. An
example of a Meta description for your social media consultancy services will read, "Are you
searching for expert social media hints to win new leads, make more converts and improve your
brand? Learn more…" If you desire to gain more followers and converts, you must get smart
with your content. You need to come up with content that people read and share on Facebook,
Twitter, and other platforms, including their blogs.

Keyword Frequency
Keyword frequency denotes the number of times a particular keyword appears on a web page.
For example, if your target keyword is "best restaurants in Miami," how many times will this
keyword appear in a 500, 750, 1000, or 2000 word article? A closely related term is keyword
density—it refers to the ratio of your keyword with other words on the same page. Today,
keyword frequency and density aren't as effective as they were in the past. But still, they are vital
components of SEO content. In this respect, you should avoid stuffing your copy with keywords.
This notwithstanding keyword density impacts organic ranking. According to the words of Brain
Dean, "keyword frequency is one of the factors Google employs when ranking web pages. It's
crucial to ensure you don't spam your content with keywords. You can know this by considering
the density in relation to the entire copy. Typically, it shouldn't be more than 5.5% of the entire
content. If it exceeds this level, you may suffer penalties from Google. Threats why you need to
avoid repeating keywords carelessly on your copy on the account that you want to optimize the
content. If your content is stuffed with certain words, it'll achieve a negative effect. Use the
relevant tools to measure your copy's keyword density; an example is SEObook.
Keywords are a pivotal part of SEO. If you desire to attain maximum results with your copy, you
must know how to use keywords in it. You can quickly identify the keywords to use in your
content by locating popular search terms in your niche via Google. Also, learn about common
terminologies used in SEO. For instance, what does latent semantic indexing (LSI) mean? This
phrase refers to certain words related to the theme of your content; such words are associated
with your secondary keywords. If your site is perfectly-designed for LSI, you'll witness
significant gains in attracting prospects.

Page Links
Links are one of the fundamental aspects of SEO. Search engines will reward you for helping
your visitors locate additional information on what they're looking for from other web pages.
Page links tell Google and search engines that you're friendly, and people can find answers to
their issue through your site. In other words, you create educational, useful, and compelling
content. It also shows that you appreciate what others are doing to meet the search intent of their
prospects. In this respect, you'll be rewarded by search engines for supporting their mission of
ensuring everyone looking for information from any part of the globe can access it. Renowned
copywriters spend adequate time researching information for their copy and use it to craft
compelling content. That's why powerful and effective copywriting must incorporate SEO
principles.
The rules for linking buildings are not static. If you dream of attaining the best results, you need
to:
• Create links to related pages internally & externally
• The anchor text should be suitable for the context and flow naturally in the copy
• Link to detailed content on your site and externally
Google or other search engines don't set these rules. The bottom line is to create content that will
solve your audience's problems. You don't have to worry about page links, keyword density, or
social signals since they'll come out naturally if you focus on solving your client's problems.
Authority links will not only add value to your readers but also boost your page ranking. This
aspect refers to both internal and external links. A vivid example is publishing a press release on
your website that links to a popular influencer in your niche. Compelling and informative content
always draws scores of comments, social shares, leads, sales, and customers. If you achieve this
objective, you're a successful SEO copywriter.
Google relies on a web page's relevance, authority, and ability to improve the user experience
when ranking it. It determines your page's relevance by scrutinizing its content in regard to
several factors, including the keyword density. Regarding authority, Google looks at links
directed to your page and how trustworthy they are. On the internet, links are comparable to
votes with a little twist. In an election, the winner is the individual who gets the highest number
of votes. Although your web page's rank doesn't rely on the number of incoming links, it depends
on their quality. As a pro copywriter, you must understand and implement this principle in your
copy. After Google Panda and Penguin updates, quality remains the main ranking element on
Google.
Optimize your Content for Mobile
Unlike in the past, today, most businesses record impressive traffic from mobile devices. In other
terms, we can authoritatively say that we are in the mobile age. Most individuals use their mobile
gadgets to do online searches. Currently, Google has mobile-first indexing. This means mobile
devices are prioritized over desktop computers. That's why you need to optimize your copy for
mobile.

Track Everything
You should also track the primary performance indicator consistently. Google Analytics is the
ideal, too, for this task; you should also analyze and check your keywords consistently. Also,
take advantage of sites such as Quora and Reddit to find out what people are searching for in
your niche. Other aspects that you need to monitor include bounce rate, page views, and social
engagement. In addition to your keyword strategy, these metrics will guide you on how to
conduct your digital marketing campaign.

Keep it Simple
Your copy should comprise short paragraphs and statements. Also, include lots of headlines in
your copy to make it scannable and easy to read. They are also easy to adjust when implementing
your strategy. Remember, your overall content strategy may need longer posts. Typically, most
businesses struggle to come up with SEO-friendly content. Although all business yearns to be on
the top of search rankings, only a few achieve this goal. It's not as easy as some people consider
it to be. But creating high-quality, SEO-friendly content is an excellent starting point for any
copywriter. If you have a digital marketing team in your marketing department, it's vital to hire a
skilled copywriter and a content strategist to create a content strategy that will help in enhancing
brand awareness. This team should do their best to bring your business to the top of search
engines.

Use the Right Tools

Although SEO can be complicated, using the right tools to implement your strategy can make it
simpler. Content strategists and analysts make good use of SEO tools; the same should apply to
copywriters. Fortunately, there are many ideal tools you can use to get your copy in the right
shape. For instance, if you are blogging on WordPress, consider using the Yoast plugin to make
your posts more SEO-friendly. Google also has many easy-to-use tools, such as the Google
Keyword Planner that will help you rank keywords and analyze traffic patterns. SEMrush is also
a superb tool that can help you in creating SEO-friendly content.
Google and other search engines are continually updating their tracking algorithm; that's why
predicting search rankings is a complex task. If you hire a copywriter or an SEO firm to develop
your content, you should also appreciate that the subject keeps evolving, so they should up their
game to keep up with the trend. But a prudent copywriter should work on what they already
know and be fast learners. This will dramatically raise the probability of your web page showing
up on top of searching results.
Chapter 6
 The Most Persuasive Words
in the English Language

Effective copywriting also involves utilizing the power of emotions to influence your target
audience. Certain words have the power to elicit particular results—such words are called power
or trigger words. A single word can invoke fear, sadness, anger, urgency, hope, excitement, or
any other emotion you can think of. There are scores of words that, if properly and carefully
employed, can be powerful triggers for your copy. Some of them are simple everyday words we
use in our conversations such as "new," "you," "free," "save," and many more. All words in your
copy are important, but some are more powerful than others. The trick is to know how to use
these trigger words to achieve your intended results. Although these power words don't seem to
be so powerful, they influence our decision-making process that the rest—they are damned
efficient. In effective copywriting, you need to use crystal-clear language, and these words
clarify what you need your readers to know and do. Some of the popular trigger words you can
use to influence your readers to take action include the following.

You
When writing your copy, your main goal is to persuade your audience to take some action.
Speaking directly to the readers makes them feel special. That's where the power of "you" comes
in. Your copy needs to be personalized and conversational. When you use this word, you bring
the conversation to a personal level, and you're able to build a one on one connection with the
reader. Your sales copy should be in the second-person point of view. Interestingly, you've
influenced your audience on an unconscious level, and this can create magic in triggering them
to purchase your products or subscribe to your services.

Compare
The internet revolution has brought a significant impact on how we do business. Buyers visit
review sites, logs, and social media to make comparisons before making their final decision on
whether to purchase a product or not. For instance, they may be comparing a…
Chevrolet vs. Ford
Huggies Vs. Pampers
Samsung Vs. LG and so on
When writing your copy, your objective should be to know what your main competitors are and
compare your products side by side. Use the power of comparison to tell your readers how
superior your product is versus your competitors. Some of the aspects you can bank on when
comparing products include price, ease of use, quality, and durability. When you've made the
comparison on behalf of your customers, they'll have an easy time making a decision. They will
be grateful to you for doing the work for them, and this will prompt them to support your
products and services.
Popular
Presenting your most popular products to your prospects will work wonders in boosting your
sales. Your clients are looking for what everyone else values—this is what is called "social
proof." This principle can bring incredible results in your business because most people follow
the crowd; they are too lazy to think for themselves—the opinion of the majority matters in
marketing. If many people love your product(s), you can use this to make more converts.
According to psychologist Robert Cialdini, the actions of those around us play a significant role
in the decisions we take. This principle is hugely applied in the fashion industry. For instance, if
you see another woman with a trending dress, you'll be tempted to purchase your own piece to be
fashionable. The same applies to vehicles and other products. If you see the new jeep on the road
being driven by a person you know, you'll be motivated to purchase the car if you have the
funds. In most cases, consumers will purchase a product if they've seen someone else using it.
According to Cialdini, humans use social proof as a shortcut in decision making. And you can
tap on the power of this single simple word to ignite a fire on your marketing campaign. The
word popular means other people like your product, and this makes it more attractive.

Because
Gregory Ciotti did research using various words in the same sentence to see which word had
more influence on the usage of a Xerox machine. He compared phrases with the words "excuse
me" and "because." Interestingly the phrases with the word "because" produced exceptional
results with 94% and 93% of respondents allowing the person to use the Xerox machine in
comparison to 60% when the word "excuse me" was used. When the word "because" is used, it's
followed by a reason, and this prompts the individual to take action even if the reason given isn't
legitimate. The human brain loves explanations—we always want to know why. Your customers
want to know why they need your product. When you link your product to its features, benefits,
and the action you want your clients to take, they will be more obliged to take action.

Instantly

Neuroscientists have studied the subject of delayed gratification for many years. This includes
the famous Stanford Marshmallow experiment. According to these studies, delaying rewards to a
future date is a skill that is required for everyone who wants to become successful. This is an
interesting aspect of human nature—we wanted things yesterday! A number of MRI studies have
shown our mid-brain is stimulated when we envisage instant rewards. And this is how our frontal
cortex is activated when we're waiting for something.
Words like "immediately," "fast," or "instantly" are powerful triggers that switch on this
midbrain activity. For those in the business of selling web-based software, you can achieve
phenomenal results by using the phrase "instant access." This isn't a vague assurance; it's a
reality in most cases relating to such products. On the other hand, if you sell your products or
services in a physical store, you can remind your customers that someone will contact them
ASAP, or they'll get their products swiftly. Even the most demanding customers can be swayed
by these minor changes in language, which implies fast pain removal. You can use these words
to convert more prospects into customers provided you follow one cardinal rule—delivering your
promises always, and if possible, you over-deliver. Unfortunately, many businesses fail to
deliver their promises. They emphasize on instant rewards that they can't meet. It's even better to
under-promise yet over-delivers rather than promise what you can't fulfill.

New
This novel word sells like crazy. It's one of the best and easy ways of increasing web traffic and
conversions. We all love novelty; we like being associated with new things besides being the
first to know new things. That's why this word delivers fantastic results. Studies have shown that
supposed newness increases sales for many products, but better results are witnessed for the
more established brands. If you've never tested the word "new" for your products or services, try
and implement this trick in your marketing strategy, and you'll be amazed by the results.

Limited
This is another magic word; humans hate the feeling of missing out. "Limited" allows your
prospects to take action before it's too late. For example, you can motivate your customers to
purchase more goods by giving them a limited offer like "the first 100 people to purchase the
product will get a 50% discount. Scarcity works, and it'll continue to work for many generations
to come. A word like "limited" prompts the on-the-fence prospects to make a decision swiftly.
For example, "we only have 20 units remaining to grab your today". If you have a specific
product that you produce in limited quantities, you can use its scarcity to drive more sales. Your
customers are afraid that they may not have the choice to purchase the product in addition to the
fact that they won't get the product.

Free
Everybody loves free things. Humans love free stuff to a point whereby they'll make different
decisions even when the value of the product or service doesn't change. In his book, "Predictably
Irrational," Dan Ariely, established some shocking facts. He conducted two studies to evaluate
the "fight" between Hershey's Kisses and Lindt chocolate. To establish the power of "free," he
asked the participants in his study to make a choice between a 15 cent Lindt truffle and a 1 cent
Hershey Kiss. He didn't notice any significant changes between the two groups in this first
experiment.
In the second study, the price for both products was reduced by 1 cent. This meant that Kiss was
now free. The results were astonishing—Kiss recorded a very high demand. Although the price
reduction for both brands was equal, Kiss witnessed far more demand because it was free.
Humans have a natural instinct to cling to the "low hanging fruit," that's why free things are
irresistible. Although the power of "free" can increase your sales significantly, it also comes with
some downsides. It will attract many people to your brand, and some of these individuals may
never become your customers, yet they've enjoyed your free goods and services. That's why you
should only use "free" in the right context and when it makes the most sense.
By emphasizing you're offering free courses, eBooks, guides, support, information, etc., you're,
in essence attracting prospects to your brand. For instance, you can issue a free newsletter to
anyone visiting your site to encourage them to become your subscribers. On the contrary, instead
of offering everything for free, you can use minimal pricing to exclude those guys who want
your free products but aren't willing to become your customers.
As in the example highlighted above, although the prices of the two chocolates dropped by 1
cent, Ariely found that a huge number of the people in the study chose the free Kiss. This
confirms the obvious; if a product is free, people will grab it even if they don't need it. Marketers
have used the power of "free" for many years to gain a competitive edge over their peers. That is
why lead magnets deliver enviable results. It's the same concept that is applied on thank you
pages to make more converts.

Exclusive
People always want to be part of a group. If you set your product or services to be for a particular
class/group of people, you make people desire your product more. They don't want to be left out.
You can also substitute the word, exclusive with related words such as "insider," "members
only," "first," "invited only," and many more. In this, everyone will want to be part of those
you're targeting for your product or services.

Thank You

We've already seen the persuasive influence of the word "you," but when it's combined with the
word "thank," it brings in an aspect of gratitude that resonates with any person it's directed to. It's
wrong to forget thanking your clients after supporting your brand. Say thank you to anyone who
visits your site and takes action. This could be subscribing to your services, purchasing a
product, joining your loyalty club, or referring other clients to you.
Guaranteed
Most people find authenticity to be a genuine concern considering the high cases of fraud in the
globe today. You can use the right words to reassure your customers that they'll get value for
their money. Don't lie, if your product has a guarantee, your return policy is hassle-free, and you
can prove your results, say it. If you don't offer a guarantee for your products, it's time to
reconsider your decision since this act can do wonders in increasing your sales. Other related
words you can use in place for guarantee include risk-free, results, secure, hassle-free, and
proven and no obligation.

Win
Setting up a competition is one of the few ways that can do magic to increase your sales
significantly. Your customers will be excited to join the competition since they consider it as
another chance to get free stuff. I hope you remember what we have said easier about "free."
Competitions are a powerful way of collecting leads on your site. If the word "win" appears in
your copy, it'll capture your reader's attention. You don't have to feature a great prize in your
competition; even a small gift will do wonders in motivating your target audience to take action.
While your audience participates in your competition, you should use this opportunity to collect
their email addresses. If possible, consider providing new collection products as a prize, even if
your clients don't win, they are more likely to purchase the products. This is because they had
already conceived the idea of owning the product when they enrolled in the competition.

Best
Consider the following phrases, "how to shop online," and "the best way to shop online, which
sounds better? It's a no-brainer, think of the number of times you've had to include the word
"best" in your search as you Googled for something. I bet I'm not just the only one. It seems as if
"best" is a divine word that is ascribed to those or what is truly great. Imagine great things that
you know to bear the word "best." Consumers are moved by anything that is labeled best.
Although it may not be truly great, it's an indication that some comparison was made before
labeling the product "best." If you want to be "best" in your niche, you must strive to do your
best. You shouldn't label your product or business best if it isn't so. Your clients should call your
business/products great without coercion.

Easy
Life is complicated; that is why most people are turned on when they hear about something easy
or simple. It's sad that easy life may not exist somewhere on the globe, but if anyone hears this
word, they'll be drawn to it. According to studies, many clients are motivated when they find the
words "easy-to-use" in the product description when shopping. But if your product doesn't fit
into the description of "easy," don't make it appear simple. If the features are good, you don't
have to sacrifice its complexity.

Now
The word now emphasizes the need for a call-to-action at the end of your copy or email. You
should not only tell your audience what to do but also when and there's no better time but now!
When you want your readers to take immediate action, use the word "now," not "today" or
"tomorrow." This makes your campaigns relevant to your visitors, no matter their geographical
location.

Get
Encyclopedia Britannica testified of replacing a question headline with the word "get," and their
conversions doubled. This fact doesn't need any scientific explanation. Get is a trigger word that
makes readers take action besides psychologically putting them in charge and preparing them for
action. Typically get is followed by a benefit that increases its efficacy in promoting the readers
to act. Consider the following example: "get better grades with less hassle," "get a flat stomach in
four weeks," "get the cleanest, sharpest, and freshest haircut in town." You can also replace the
word get with other verbs such as grab, claim, start, try, or give.
Chapter 7
 Words and Images

The art of powerful and effective copywriting also involves the proper utilization of words and
images. The secret is an effective message is hidden behind these two elements. As a copywriter,
you must make efforts to learn the relationship between the visual and the written part of your
copy; this forms the basis of creating effective communication projects, whether posters, a
simple flyer or Facebook posts. Words and images create a clear distinction between advertising
and journalism. Although you'll find a mix of words and images on the front pages of the
newspaper, and on book covers, how they are used is different in advertising. For instance, on
the front page of your favorite newspaper, you may find the heading "Big freeze strikes New
York City." This headline has said it all, and you may not need an image to accompany it since
it'll deliver the same message. But if there's enough space and necessary, the article can feature
an image of the frozen city. In this case, the image repeats what the words have already
explained. This is a caption relationship since the image points out what the information you've
already read in the headline.
On the contrary, if you're running an advertisement campaign, the picture of the frozen city
would be accompanied by headlines like "what a perfect day." It would be a perfect ad for a four-
wheel-drive vehicle with a terrific grip amid the challenging weather. From this advertisement,
you can see an utterly contradictory relationship between the images and the words such that
nobody can picture this as a perfect day. This ostensible contradiction between the words and
images is meant to hook the reader and trigger some queries in their mind. This combination of a
contradictory headline and an image has achieved its purpose—to grab the reader's attention. It
has gone beyond the caption relationship and encourages the reads to decipher the puzzle of this
odd combination. In this case, the reader has to find the meaning of the two; they need to
understand that a four-wheel car will enable them to drive perfectly even in the frozen roads.
You've made them part of the story by making them find the hidden meaning between the
relationship between the image and the headline. By finding out the meaning behind the two, the
audience feels rewarded; it's like cracking a smart joke and being clever about it.
What people see is expressed in both words and imagery. There is a significant link between how
you see and how you interpret the image. Typically, details are better represented in words
giving them a better insight compared to images. Images are just a summary of the words that are
used to shed more light on specific occurrences and situations. What you see as an image is
unconsciously and involuntarily recorded in words in your mind. This is why most people detail
what they see in terms of narratives and words. Besides, words are more efficient in recording
occurrences than pictures.
Words are the most accurate way of recording what your eye has seen. Artists use words to
create different images to their audience without the need to present the image. For example, a
copywriter can describe how a marketing campaign launch happened even without providing a
physical image of the same. This allows the readers to form images in their minds about what the
writer describes in the narrative. It is easy for the readers to form images in their minds without
seeing the actual image because they have a prior idea of how a marketing campaign launch is
done.
Interestingly, the reader can draw the image representing the writer's narrative as passing the
same message. This is because they have had prior exposure to the described event. For instance,
an actual marketing campaign will involve a few displays, the marketing team, and an audience.
This is a perfect illustration of the relationship between words and images; this relationship is
vast and covers various dimensions of art and design. When you look at a picture, you can
determine why the photographer chose the features in the image and not others. The
photographer could have chosen any other setting or location to capture the image, but they
chose what you saw. In this case, the photographer has a unique way of viewing the object,
which is evident in how the image is captured. This fact also applies to painters, who only
choose to include certain elements and objects in their paintings. Regardless of what features are
in the painting or image, the observer's capacity to understand the message depends on what they
already know about the specific settings or objects. The observer's way of deciphering the
message behind the images relies on their personal interpretation of the picture.

How Can You Make the Best From the Images in Your Copy?
As you've seen, there's a strong relationship between the images and words. As a copywriter, you
need to utilize the two in the best way to achieve your intended goals and pass the right message.
Here are several ways in how to maximize the use of images in your copy.

Place the Images above the Words

You'll achieve better results if you position your images above the words. The images should
come even before your headline. Surveys done to evaluate the best position for images in a copy
found out that headlines that were placed below an image were ready by 10% more people than
those that feature an image above the headline.

Be Choosy
You should be deliberate on the images you choose for your copy. The particular images should
demonstrate a concept or tell a story. Also, the image should be relevant to your value
proposition. According to Quicksprout, web content containing relevant images receives 94%
more views than those without; this shows the importance of including images that relate to the
message you're conveying in the copy.
It's no brainer that not all images work; you don't have to be a pro in design to know this. Poor
quality images like the stock photos can turn off your readers. The same applies to distorted or
blurry images. Images that produce enviable results are those that provoke curiosity. Your reader
should look at the image and ask "what's going on here" then, this will motivate them to read the
copy to the end to understand the message you're trying to convey. This is a trap you set on your
audience. This is what Harold Rudolph called "story appeal," according to him, the more of this
element you introduce into your images; the more people will be attracted to your
advertisements.
What you require is an image that tells a story—an exciting story with an element of disbelief. If
it meets these criteria, it'll be sufficient to draw your readers' attention and provoke unlimited
shares. If you're in search of something more, you have to use every element at your disposal to
hook your readers to your headline and copy. The best buy style guide offers an excellent how to
use design elements in your copy. According to this guide, you should use these elements to your
advantage to make your typography more readable and your headlines catchy. This should be the
strategy you adopt for every graphic element. Your goals should be to use each element to hook
the reader to your headlines and guide them to your copy. Unfortunately, most copywriters fail to
apply this rule. This means you should critically assess the graphical elements you use in your
site and ensure it aids in getting people to read your copy. You might be surprised to understand
that the image of a charming model you've included in your copy is diverting your readers'
attention from your headline or call to action.

Use Highly Contrasting Fonts

It's essential to maintain a high contrast between your background and your fonts. If you use dark
fronts, ensure the background is light and vice versa. Although this should be common
knowledge, some individuals forget to implement this golden rule.

Design Sets the Mood for the Copy

The design sets the stage for your message. The design sets the right mood for your copy and
makes it more appealing to your readers. As Joseph Sugarman puts it in his book The Adweek
Copywriting Handbook, "all the elements in an ad are designed to do only one thing—to make
people read the first sentence in the copy." He continues to say, "The layout of your copy and the
first few sentences must set the best environment for the sale of your goods or services."
According to Sugarman, the main objective of design is to make people read your copy and
motivate them to purchase your product or pay for your services. For instance, if you run a
creative company, your website's design should present your company as a modern, creative, and
professional. The fonts, colors, and layouts should send the same message and position your
business in the best way possible to make your prospects yearn for your products.
If your design appears to be like it's from the 1990s, you'll be perceived as old-fashioned, even if
you're not. The bottom line is to always appear trendy. The design of your website will affect
how your visitors, prospects, and readers perceive you. It should distinguish from your
competitors. A brilliant example is a sale sign. Its main task is to make people get into your store
and purchase your products. It clearly points out where the sale is happening. The chosen design
will affect how the copy is perceived. Such a sign doesn't have to be fastidiously designed;
yellow or red color will be ideal for triggering awareness that some items are on sale. The overall
effects of design are to generate the right mood and make your copy to be read. If the design is
awful, no matter how great the copy is, you'll have missed the point—nobody will consider
reading your copy.

Get Your Copy and Design to Collaborate

It's crucial for the copywriters and designed to work together to ensure the images, and the copy
achieves the intended purpose. At times, you'll have to tweak the design to make it less
distracting so that the reader focuses on the copy. For instance, you need a very simple design for
a billboard with the copy clearly displayed. This will ensure the copy remains noticeable. Still,
you may need to edit the copy to make it rhyme with the design. Both sides must work together
to achieve maximum benefits. Designs must work hard to ensure the design they create draws the
reader's attention to the copy. And on the same note, copywriters should be flexible enough to
come up with headlines and copy that match the design concept. Bothe designers and
copywriters must be willing to make some compromises for better results. If you write the copy,
your design must be willing to come up with a design that will make readers want to know what's
in the copy.

Test Your Copy

It's next to impossible to find an advertising or marketing agency manager who isn't copy
obsessed. The main reason is that a great copy sells while a bad one derails. That's why you must
strive to create a killer copy for your brand. The main issue is getting to know if your copy is
delivering the intended results or not. How can you know that your copy is passing the message
you're trying to communicate. If your ad is converting 9$ of those who click, is it good enough?
That's why you need to test your copy. But remember, you have to write it before subjecting it to
any test. If you write a smart copy and test t, you're assured it'll deliver the results you want. One
of the ideal methods of knowing if your copy is up to standard is to subject it to A/B testing. In
fact, most copywriters fail to test their work after writing, yet this is crucial for improving user
experience and improving the outcome of your copy.
A/B testing is also referred to as split testing, and it's a formidable testing approach that gained
popularity with the introduction of the internet. It involves comparing two faintly different forms
of a thing a client sees like a newsletter, web page, or landing page. In this case, you send both
versions to an equal number of individuals concurrently. For instance, every visitor to your
landing page will see the A version. This will enable you to test any change and remain with the
better version besides testing other A/B factors.
A/B testing involves different graphics, changes to video content, organization, buttons, and
other aspects outside the scope of written copy. But note you could be missing out on significant
success if you fail to test your copy. It's essential to craft a solid plan on how to test your copy.
One of the major advantages of split testing is that it pushes a business to fine-tune its
copywriting into the best and strongest words possible. It includes brevity, shortening sentences,
and paragraphs to permit more and larger text. Another aim of this testing method is to ensure
your reader will scroll with their trackpad or mouse as little as possible.
Nevertheless, some websites tell their story in the big and spaced text, making the reader keep
scrolling until they reach the end of the copy. Some combine titles with large images, while
others will use horizontal slide-shows to present lots of details without the reader handing to
scroll vertically. Various businesses target different audiences, and this is why you need to test
other aspects other than word counts. For instance, you can test length and vertical spacing to
establish what appeals to your readers most.

Try Varying the Tone

Besides communicating more, different, or less information, you also need to test how it comes
across. It's hard to tell if your copy is exciting, amusing, or encouraging until you test another
version. For instance, you can redo a piece of writing to give it a different tone or to strengthen
or weaken the present tone.
For example, a B2B company employing a friendly tone may not be as engaging as a direct or
serious one, but you can know this without testing. Different tones will produce varying results
depending on the content you're testing. For example, you may consider a more assertive copy
on a sales page while adopting a gentler copy on the advertisement or product description page.
This aspect is crucial for businesses that aim at maintaining their brand image and, at the same
time, link a specific tone to the copy. You shouldn't have any worries adjusting the feel of your
message.

Test Grade Level

It's also essential to lower or raise your copy's grade level to be on par with your customers. Your
copy shouldn't be too complex for your readers. At times, you may face a challenge determining
your readers' ideal grade level in cases where they are of varying ages, such as parents and
children. Inexperienced copywriters make the mistake of overloading their copy with "big"
technical words that push the grade level to a point whereby the copy gets unclear and boring.
You can use the Hemmingway app to determine the average grade level of your piece. You're
only required to paste your text in the app, and you'll get the grade level and other details
regarding its complexity, words frequency, and much more. Although this app is designed to
encourage a specific type of prose, the data it generates will offer clear suggestions on what you
need to change in your copy.

Balance SEO Aspects

As a rule of thumb, never do split tests on cold traffic generation. Most companies starting out on
A/B testing mainly use a particular keyword on their B version of a copy to determine if it gets
more successes from Google searches. But the bottom line is to maintain a balance. The main
objective of SEO is to draw attention by increasing the likelihood of your page showing up on
search results, but remember it's not a conversion tool. The keywords should draw the right
people to the page. Besides, your copywriting should feel natural and compelling and shouldn't
be stuffed with one or two keywords or phrases. You should remember SEO isn't everything.
There's no need to attract huge traffic to your site that doesn't lead to converts. This means if
your content is optimized for search engines, it should also be compelling, engaging,
informative, and valuable.
In A/B testing the A, the version serves as the control. The aim is to compare it with the B
version that has minor changes. If the B version shows a significant positive change, you'll use it
as your control for your next test. Nevertheless, you shouldn't change your control regularly
based on minor improvements in performance. For instance, consider A/B testing for a webpage
whereby you remove the headline in the B version and use the subtitle, and you also want to test
a shorter headline. This will be your C version. Now, if your B version shows better results,
you'll make it your new control and start testing another element. In this case, you won't have the
opportunity to discover if the C version would have been better. In most cases, a test leads to a
minor improvement; thus, you shouldn't be too reactive.
In all kinds of A/B testing, you shouldn't check the data daily since there's a huge probability of
making snap decisions. I hope you can now implement A/B testing for your copy. You must
have also discovered how this testing is vital in delivering the best results in regard to your copy.
I know you've heard many stories of how making changes to a small visual part of a page
resulted in huge gains in revenue, but remember there's even more potential in the readable part.
Effective A/B testing is a time-consuming activity that also requires paid software. Make the best
of this copywriting testing method by working with skilled copywriters who are familiar with
your business and its objectives.
Chapter 8
 The Science of Persuasion

Have you ever pondered what comprises a successful sale of a product to a prospect? Well,
salesmen do what they know best to present the product in the best way possible to the client and
convince them that the product will solve their problem besides being a worthy investment. It
takes hard work to make a sale.
In the initial step in making a sale, the salesman ensures the product is appealing to the
customer's eye. The subsequent step involves using the best words and techniques to plead with
the customer to take action. This isn't tricking the client into making a purchase. Rather it
involves the use of persuasion techniques to persuade the customer that the product is worth
buying.
The science of persuasion is something that every entrepreneur must cultivate. It's what creates
high performing marketers from their peers. The development of the principles of persuasion is
credited to an American Psychologist by the name Robert Cialdini who was a lecturer at Arizona
State University. This brilliant brain came up with what we know today as the principles of
persuasion. In 1984, Coalmine put this information in a book called "Influence: The Psychology
of Persuasion." Until today, this book is considered as a marketing "bible" that marketing
professionals consult before coming up with their persuasive marketing strategy.
According to professor Cialdini, it doesn't take magic or luck to influence someone. Indeed it
takes science based on six universal principles to influence other individuals effectively and
effortlessly. If you try and get responses from individuals, you'll discover they don't have any
explanation as to how they arrived at a decision to purchase a particular product.
Over a period of about 30 years, Cialdini established six steps that you can implement in your
marketing strategy to influence your prospects' thought process and make them your loyal
customers. These universal six principles of persuasion include the following reciprocity, social
proof, consistency, likeability, display of authority, and scarcity.
For over 60 years, scientists have worked tirelessly to establish what makes customers say yes to
a particular product or service. It's no secret that there is a scientific basis to how we're persuaded
to say yes, and this science is astonishing.
Based on the studies of the renowned psychologist Robert Cialdini, persuasive communication
can be applied to various aspects to drive the intended results. These principles are based on
tapping on certain behavioral patterns in human nature and using them to influence behavior.
Persuasion principles are some of the tricks you can implement to make your copy powerful and
effective. If you apply these six principles of persuasion to your marketing strategy, you'll
witness phenomenal results. These principles tell us that we have the ability to capture the
public, influence the indecisive, and encourage them to make purchases.
In regard to decision making, you'd think that most people make choices based on the available
information, but this isn't the case. Due to our ever overloaded lives, we are always looking for
shortcuts or rules of the thumb to help us in decision making. The six universal principles of
persuasion are the main aspects that govern human behavior with respect to making purchasing
decisions. They include the following:

Reciprocity
Typically, people are indebted to give back to others some gift, behavior, product, or service they
had received first.
For instance, if your colleague invites you to their party today, you have a duty to invite them to
your party in case you host one. If someone does you a favor, you owe them a favor too. In the
perspective of social obligation, most people will say yes to those they owe.
A brilliant demonstration of the principle of reciprocity is evident in many studies done in
restaurants. If you remember in your last visit to a restaurant, there's a huge likelihood that the
waiter or waitress you encountered gave you a gift as they were handing the bill to you. This
could have been a fortune cookie, a simple mint, or maybe a liqueur. I know you must be asking,
"Can a simple mint or a cookie influence the tip you'll issue to the waiter when leaving the
restaurant?" Many people may answer and say no. But believe me that such a small gift can
make a huge difference in how you respond to the gesture. In the above study, offering diners a
mint and the end of their meal increased the tips issued by about 3%.
Surprisingly when the dinners were given two mints, the tips dint double but rather quadrupled—
a 14% increase in the tips. The most interesting observation was when the waiter issues one mint,
then starts walking away from the table, but then stops and turns back and says, " hey nice
people, here is an extra mint," the tips went up by 23%. This significant change was not by the
extra mint by how the waiter gave it to the diners. The key to manifesting the principle of
reciprocity is first to give and, at the same time, ensure the gift is personalized and unanticipated.

Scarcity
This principle supports the fact that we normally go for a product that is in short supply so as to
brag of its uniqueness. For instance, the probability of purchasing a certain product is higher if
you're sure it's the last piece or you have information that its promotional offer is coming to an
end.
In other words, people place a high value on a product when it sits in limited supply or scarce.
This principle of scarcity can also be handy in developing a foolproof marketing strategy that
stresses the unique qualities of a product or the potential for a missed opportunity if you don't
purchase a particular product rather than emphasizing the salient features of the product. People
want more of what is in less supply; this is what the principal advocates for.
According to human nature, it's easy to be pressured or convinced to make an urgent call if you
think you may lose out. A more explicit way in which scarcity can have influence is via loss vs.
gain figures. It's more impactful to tell a person that they might lose out on $100 in sales if they
fail to take a certain action rather than informing them they could potentially win $100 if they
take a specific action. This is to say that the probability of a loss has more influence on decision
making than the likelihood of gain. The pressure is more if you feel you could be among the
"special few" with the product.
Humans are attracted to what is unique, exclusive, unusual, and rare. We desire what we can
have, and this is universal. And if you're persuaded that you have to act now or you'll miss the
opportunity, you're motivated to take action. Salesmen use the principle of scarcity to make
massive sales. For instance, they can bank on scarcity when selling theater tickets, a specific car
model, or any other product that they are considering to sell to another person if they fail to take
immediate action. Sales representatives remind their customers of what they stand to lose or gain
if they fail to act immediately, and this increases the probability of the client closing the sale.

Authority
The third principle of persuasion is authority. If you desire to be influential, you must establish
your credibility. People follow after the footsteps of skilled and experienced professionals; your
prospects must comprehend what makes you an authority before you can present your offer. You
can achieve this in several ways. For instance, you can put on a uniform or a badge that shows
who you are, you can display your certificates and licenses in a visible place, or somebody can
introduce you explaining your credentials and expertise and much more.
When people are making decisions, they rely on experts to show them the path to take because
they trust them. If you wish others to trust in you, you must consider how they perceive you, how
you sound, and the words you need to use before making your offer. Tell them what you believe
in and say it with confidence. The proof of authentic expertise can have a significant impact on
how your followers perceive you and also their opinions. Humans trust people who are sure of
what they're doing. An excellent way of generating respect and credibility is to share a brief
background of what you do or share an anecdote of how you solved a related issue in the past—
sharing your past successes where relevant can help you gain perspective and build respect.
Even your employees will be eager to follow your directions if they trust you and understand
your background. People always follow knowledgeable and credible experts. For instance, if
they display their certificates on their clinics or they share information of previous patients they
have treated who had the same symptoms/illness, a doctor can convince their patients they'll be
healed if they take the prescribed medications. Again, people are able to stop at a traffic barrier if
stopped by a stranger if the person is in full police attire, including a badge with their official
names and service number.
What science tells us is that we should let others know what makes us credible and
knowledgeable before attempting to influence them. But remember this can present its set of
problems, you shouldn't tell your customers how accomplished you are but instead you can let
someone else share your story. And according to science, the person introducing you can be your
close associate, and they'll also benefit from the introduction.
Some real estate agents witnessed an increase in the number of property appraisals and contracts
that they signed by instructing a receptionist who responded to customer inquiries to state their
expertise and credentials. The customers who were interested in renting a property would get this
response "let me connect you to Agatha, who has 20 years' experience in letting properties in this
locality". On the other hand, those enquiring details about selling properties would get this
response "speak to David, our sales manager. He has more than 15 years' experience selling
properties in this area". This trick led to a 20% increase in appointments and a 15% rise in signed
contracts. This was a costless and ethical way of increasing sales by implementing the science of
persuasion.

Consistency
Cialdini cited an incident where a section of California residents was asked by two psychologists
to allow them to put up large billboards in the front yards advising motorists to drive safely.
Unfortunately, most of them said no to the request, but about three-quarters of a group of
residents in the area gave consent to the request. A closer examination of this group showed that
they had previously agreed to have 3-inch –square signs linked to safe driving to be erected in
their yards. This group was revering their earlier commitment to road safety.
Humans are usually consistent with what they have done or said before, and it's more serious if it
was done in writing. According to studies, individuals who sign a petition are more devoted to
the task because of their written commitment. Cialdini says that people honor what they write
down. Some advertisers intentionally exclude specific information about their products or
services as a variation of the commitment/consistency principle. For instance, if you hear or read
an ad for a concert but the ticket prices are concealed, you're more likely to purchase the tickets
no matter the cost. According to Cialdini, initially, you had already committed to attend the
concert even before knowing the prices.
The commitment principle becomes a hurdle when you're trying to convince a prospect who has
been using a competitor product for years to switch to your brand. They may opt to abide by the
status quo as a way of justifying their loyalty to their initial commitment. As a marketer, you
shouldn't point out to them that they are using an inferior product, or they are making a mistake
using the competitor brand. If you do so, they'll become defensive. You can use a better
approach by informing them that times have changed and they can use a better product.

Liking
Although it may seem obvious that if you're likable, your chances of exercising influence
increase, this may seem simple, but according to Cialdini, "people like those who like them," and
how people display commonalities is a mystery that needs to be researched.
For instance, people exert more influence if they can match their verbal style and idioms of
persons they are communicating with. A study done by Cialdini showed that waitresses who
echoed the client's orders back to them verbatim doubled their tips.
People also like those they are similar to; according to a study done by researchers at the
University of Santa Clara on undergraduate students, a participant who believed they shared a
birthday with the other individual gave in to the latter's demands more than to those with no
birthday links.
If the similarity is unusual, the connection is stronger. In a second experiment, a person who
believed they shared the same types of rare fingerprints agreed more with the second person than
those who thought they shared a birthday. Cialdini says that "sincere compliments also induce
liking the same as cooperating with others for a common goal.
If you link yourself or your product to positive things, you become more likable. An example is
the Wheaties boxes, the "Breakfast of Champions." Since the 1930s, General Mills has included
images of athletes on these boxes, thus boosting their likability. The athletes who appear on these
boxes must be true champions. This link has continued to make the Wheaties boxes a darling for
many.

Social Proof
Have you ever wondered why social media influencers are so powerful? It's because they utilize
the principle of social proof. Individuals are more likely to use a product or service that has been
endorsed by someone they trust. This person may be a colleague, a family member, a friend,
expert in a certain field, or a celebrity or a hero of some sort. Social proof can be considered to
be one of the most powerful principles of persuasion in modern times because it produces
exceptional results. People closely follow what others are doing, both unconsciously and
consciously.
It's interesting to see people scrabbling to sit in a crowded restaurant where they'll be served
slowly or in a crowded public transport vehicle. This is the same principle that bloggers use
when they ask you to subscribe to their blog or YouTube channel—their motive isn't to brag how
they have many subscribers but to offer social proof that they deliver valuable information. The
same applies to companies when they share information about the number of customers they
have served over a specified period or the millions of products they have sold in a particular
season; it's all about social proof. You can leverage social proof in your marketing strategy by
referencing third-party reviews, customer case studies, and many more.
If you jet into a new city or town and you're not familiar with the surroundings, and you go out in
search of a restaurant where you can grab a cup of coffee or a meal, and you encounter two
restaurants that appear to be similar downtown. But you realize they have one major difference—
one is almost full, while the other is completely empty—which one will you enter?
When we are undecided about making choices, we look at others to find "social proof" or
"evidence," whether what we want to do it right or not. If we find a large number of people doing
something, we instantly approve it. We act in a similar manner to our society to gain acceptance,
even if it's wrong. According to the words of the renowned economist, Keynes, "it's easier to
follow the masses to do wrong than to face them with the facts" since we tend to follow trends,
it's possible to harness the power of social proof and increase conversion rates in your website
significantly. For instance, you can use this message in your marketing campaigns "8 out of
every 10 people recommend…." This is an excellent example of the application of the principle
of social proof.
Amazon is also an excellent example of how social proof works. The company exposed the
products they feature in their online store to ratings by those who have bought the products. In
this case, they help prospects to make better decisions based on the experiences of others. The
program is based on the star rating (1 to 5) and also includes the number of people that have
reviewed the product.
Copywriting Strategies to Influence Your Readers
It's crucial to understand some of the most valuable shortcuts and how you can use them in your
copy to persuade your customers and clients to purchase your products. If you are eager to make
sales, it's imperative that you need to apply some copywriting strategies to influence your
readers. Here are some of the powerful approaches that will help you realize your marketing
goals.

Let Your Copy Be About Your Audience

It's a big no to make your copy all about you; instead, it should only focus on your target
audience. If you follow this rule religiously, you note a significant improvement in the quality of
your copy. Unfortunately, most copywriters break this rule. Many businesses make a mistake of
writing a business-centric copy rather than a customer-centric copy. They focus on how great
their product is and how their business is forgetting they're speaking to an audience that cares
less about such matters. This is the wrong way to write a copy, and it's something practiced by
many companies.
Fortunately, you can easily spot such types of writing. The company/ business focused copy uses
more of "we," while a customer-centric copy uses more of "you." The business-centric copy is
filled with "we" and "our." The bulk of the information in the copy is about the company.
Customers hardly care about how great your company or business is; they are more concerned
about their problems and how you can help them solve the problem. They only mind about their
challenges and are eagerly searching for a solution. If you have a plan or way of helping them to
accomplish their objectives, then they can listen to you.
Therefore, the better part of your copy should talk about your customer, their problem, and how
you intend to solve them. All the text in the copy should appeal to them, and you must show
them that you've come to solve their problems. That's why you're in business, so let your reader
understand this.
The trick is that you can write about yourself provided; it's from the perspective of adding value
to your clients. Only talk about yourself if the details you're sharing are useful to your prospects
and customers, but you shouldn't write about yourself just for the sake of writing.
A customer-centric copy replaces "we" and "our "with "your'', "you," and "yourself." This
change of focus makes the copy more engaging, conversational, personalized, and friendly and
customer-focused. For instance, if you're a cleaning company, you should explain the types of
cleaning services you offer and how your services will help in saving the customer's time and
money. This version is more attractive to your prospects, and it’s how your copy should be.
Instead of offering a boring description of our company, explain to your customers how your
products and services you are providing to solve the customer issues.
You don't have to be perfect in grammar to write a powerful and effective copy. The bottom line
is to create a copy that turns prospects into loyal customers. Your main goals should be to
convey your message in a clear and compelling way. You must be an incredible writer; you
should write a copy that communicates your message clearly besides connecting to your
audience. In his case, you can break a few grammar rules to emphasize your message. You
should only break the grammar rules if you're deliberate about the matter; otherwise, you'll lose
credibility.

Grabbing Attention
Before trying to persuade your readers to purchase your products, you must first grab their
attention. Persuasion is impossible without hooking your readers. If you can't achieve this goal,
your prospects will just peep on your copy and head to your competitors. The typical way to grab
your audience's attention is by creating a catchy title or heading. This is the first thing each
visitor to your site sees. They use your headlines to decide whether to continue reading the rest
of the copy and to proceed with their search.
There are many ways of creating fascinating headlines for your articles; most of these methods
will yield reliable results. For instance, you can decide to ask a pertinent question in the headline;
he provides the answers in the body of the article. Other effective ways of crafting killer
headlines are to create how-to titles, use statistics, and suggest several exciting benefits and
much more. It's your responsibility to choose the ideal headline for your copy, depending on the
context and what you want to achieve.

Hooking the Reader

Your next goal is to hook your readers after attracting the two readers with your copy. Consider
what happens in movies. In each movie, more often than note, a significant event occurs as it
starts. The core goal of this activity is to hook the viewers to sit through the character
development stages. If a movie doesn't include a hook, it's possible to lose the viewers' attention
if you get directly into character development. When you lose your audience's attention, it may
be impossible to get it back. What happens in movies also occurs in copywriting. New
copywriters usually encounter challenges hooking their readers. It's very important to ensure
you've hooked your readers within your first few sentences. If you fail in this, you'll fail in
persuading your readers to complete reading the copy.
Pro copywriters have mastered the art of hooking their readers. They know how to do it in each
new piece. Most of them use a common formula that includes a hook sentence with an
introduction, followed by how, what and when. Typically, the introduction brings up the reader's
problem, then a section on how your products will solve the reader's problem follows and an
explanation of the product, and finally, you get information on when the help will be available.
For instance, if you are marketing a pair of shoes that are meant to improve sore feet, your hook
sentence could read, " It's amazing how our X brand of shoes can help you remain pain-free and
relaxed…". If your customer is suffering from this condition, they will connect with the product
instantly and develop an urge to know more about your product. When you've managed to hook,
you reader, you're sure they'll stick with you long enough to read information about the
specifications of your shoe (this is the "character development" of the product).
Experienced copywriters know how to apply this formula to different situations to meet the
customer's needs. But if you're a beginner copywriter, you'll have to edit the formula until you
master it. It's only after you have mastered the basics of the formal that you can apply it to
varying situations without hassles. In this case, you'll need to combine the intro with awareness
pattern words. Such phrases include "have you pondered," "have wondered," "Have you noticed,
"and so on. These words draw the reader's attention to the subject besides helping to create a
strong link within the hook. This initial foundation sets a persuasive mental path that the reader
will follow as they digest more information.

Creativity
The main task of a copywriter is to grab the attention of their reader with a killer headline, but
this isn't all; you must have the muscles to hook the reader beyond the headline. One of the
fantastic ways of accomplishing this task is by using creativity in your copy. Creativity allows
you to keep crafting irresistible content. And interestingly, creativity isn't limited to copywriting
only; you can apply it in other forms of writing and art. The best thing with creativity is that it
allows you to write on any subject you wish and ensures you enjoy your work. For instance, you
can write character sketches, a book review, or just journaling. If you practice writing, the more
you boost your creative muscles and cultivate your voice. You can also consider reading fiction
novels to get inspiration for creative writing. These novels offer a vital insight into human
emotions, which is what your copy should concentrate on.

Target Emotions
The decision to purchase products mainly relies on emotions. Most people think they make
decisions based on logic, but this isn't the case, most of our buying decisions are based on
emotions. Our emotions are more closely linked to our decision making processes than we think.
These facts are demystified in Professor Antonio Damasio's book "Descartes Error''.
In his book, Damasio highlights instances where patients with prefrontal cortex damage— the
part of the brain linked to emotions—end up experiencing difficulty in making simple decisions.
Although these patients have the same level of intelligence as in their pre-brain damage
condition, they have problems making minor decisions such as what to eat for lunch or supper.
Interestingly, they can enumerate the benefits of each decision but have a problem in making the
ultimate decision.
So how does this relate to a copy? Virtually everything! If your copy only appeals to logic, you'll
have missed linking to the most vital of the brain that's associated with decision making—
emotions. This is the part of the brain your copy should target. Selling products isn't only about
justifying why customers should buy your product. It also creates a scenario in which people
desire what you're selling.
An excellent example is Apple. Buying an Apple product doesn't make any logical sense.
Actually, you'll pay more for a product that has inferior technical specifications when compared
to related items in the market. You can acquire a computer for far much less than what you'd use
to purchase one from Apple. Then why will customers still pay more to acquire an Apple product
such as a MacBook Pro? The reason is simple; Apple knows how to push the right buttons and
evoke a desire for their products in their prospects.
People line up to purchase new iPhones not because they make sense but because everybody
wants to get the product before their friends do. It doesn't make any sense to pay such a high
price for a new product that you can do without, but because you want it so badly, you have no
option but to buy it.
You should implement the same strategy to your copy, rather than listing features and a few
reasons why your prospects should purchase your product, you need to raise the emotional
appeal of using the product and ultimately establish a desire in your prospects for your product.
A brilliant example is what you find on the Copy bloggers homepage headline. It's not just
logical, but it directly hits their client's emotions.
Are prospects willing to leave lame behind? Absolutely no, still, this isn't a logical reason for
anyone to sign up to Copyblogger, but it makes people desire Copyblogger programs, simply
because nobody wants to be lame. Highly persuasive messages speak directly to the reader's
emotions. Emotional writing seizes attention, generates interest, and stimulates action.
There're many human emotions you can target in your writing. John Caples, in his book, Tested
Advertising Methods, suggests four types of emotional appeals:
1. Fear: everybody is afraid of something. For instance, we fear being sacked, losing our
loved ones, and failing in business or career.
2. Love: we desire to be loved by our parents, spouse, children, and friends.
3. Greed: everybody desires to drive the best car, earn a high salary, live in the best
house, eat what they want, and win the lottery.
4. Honor/ duty: we are indebted to our spouses, parents, children, our employers, our
country, our community, the poor, and the sick.
You can design your copy to target one or more emotions. It's only when your copy appeals to
the emotions of your prospects that you can expect to see a significant rise in your sales.

Stress Benefits over Features

This is one of the primary lessons in copywriting; each copywriter must understand how to
emphasize benefits over features. Surprisingly, it doesn't come naturally; you have to work hard.
It's strange that most people have a natural inclination to emphasize features rather than benefits.
When present features rather than benefits to your clients, you're simply outing them off. Such
content doesn't appeal to prospects. Your customers aren't interested in the features your product
has; they want to know how the product will solve their problems. Features only show the client
what is in the product, but they can convince the individual to buy it. On the other hand, product
benefits are more persuasive and will convince your clients to purchase the product.
Your prospects will sign up to receive the benefits of your product but not the features. They are
more motivated by your product's benefits. In most cases, features are technical aspects that are
confusing to customers. They only appeal to a very limited number of clients but confuse the
majority. So when writing your copy, your objective should be to stress the benefits. First, they
should feature at the start of your copy. After highlighting the benefits, you can then proceed to
enumerate the features.
A great example is the Buffer app. These folks start by presenting the app as the best way to
share. "If you're searching for a smarter and effortless way when it comes to social media, you're
in the right place because Buffer will help you accomplish these tasks." They then continue to
explain how Buffer will enable you to be great in social media. Everybody wants a tool that will
make them awesome. The copy continues to talk about more benefits of the app, such as being
able to add pictures, great articles, and videos so that they can "automagically" get shared in the
entire day. From the information shared, you can see that the app has lots of benefits.
After they are through with highlighting the benefits of the app, they list the features. "You can
get analytics and insights, post to multiple accounts, and invite your teams to use the app."
Although these aren't the reason why you'll sign up for the app, they tell you what you'll get after
signing up. As you've seen in this example, Buffer starts with the benefits of the app and
strengthens them by explaining its features.
Regarding products, it's the benefits that sell the product by offering customers reasons for
making purchases while features tell them what they receive when they use the product. The
features offer your customers something to compare with your competitors. However, features
are also required in marketing your product; they are not the main selling point.

You're Talking to a Friend

If you want your copy to yield the best results by persuading your prospects, you need to
structure your copy as if you are talking one-on-one with your pal. Clinical, formal, and
disconnected forms of writing can convince anyone to take action.
Remember, your core objective is to make people click through, sign up, register, or buy your
products. Your prospects will be more appreciated and comfortable if you do it like you are
speaking to a friend. When you're writing, can copywriting content, whether a blog post, ad,
letter, or article directs this message to one individual and writes as if they are the only ones who
will see it.
Use storytelling, curiosity, secrets to engage your readers.
One of the oldest formulae for writing an engaging and powerful copy's know as AIDA, the
abbreviation stands for:

Attention
Interest
Desire
Action
Your aim is to capture your prospect's attention, attract their interest, and ignite their desire to
encourage them to take action. Another trick is to suggest to your readers you have confidential
and exciting information that you want to share with them. Nobody can resist the urge to learn
something new or hear more. This trick can work for any topic, including cookery tips, "secrets
to hunting during the day," "secrets of effortless mountain climbing in adverse weather," "10
leadership secrets", and so on.
Telling a story is also a perfect way of grabbing and holding your reader's attention. Remember,
your story must maintain the four elements of storytelling: the protagonist, the problem, an
account of what happened, and the resolution.
The science of persuasion is a vital tool you can employ in your copy to achieve your desired
results. Developing a powerful and effective copy isn't magic; you must be ready to dedicate
time and effort to know the tips and tricks of the game besides implementing them in the copy.
Convincing a person to turn to your product is an achievable goal as long as you are willing to
pay the price.
 Conclusion

As we close, it crucial to appreciate that copywriting varies from other forms of writing; in this
case, you're writing to drive sales. It's even more complicated if you're writing for an online
community. The art of powerful and effective copywriting demands the adoption of the
principles of persuasion and good copywriting.
Your aim as a copywriter should be to write to your audience. The message should be tailored to
address the problems affecting your target audience. It's thus essential to ensure you have an
excellent understating of your target audience and their needs. Also, makes sure you know your
product in and out. Competitor analysis is also essential in crafting a killer web copy. Remember,
you can't be effective in copywriting if you don't know what your competitors are doing. The
copy should also align with your marketing goals and objectives.
You must also incorporate the elements of SEO copywriting. If you are writing the copy for the
web, it's vital to ensure the copy is attractive to search engines. This is the best way your
prospects will find you. Your copy should contain the keywords that your audience will use as
they search for your products or services online.
An irresistible headline and compelling introduction and a powerful call to action summarize a
great copy. Also, ensure your copy is scannable and easy to read; your goal should be to
influence your readers to take actions and not prove your linguistic prowess. Your headlines
should grab the attention of your prospects to your copy while your introduction should hook
them to read the copy to the end.
If you want to make your work easy, it's essential to invest in copywriting, design, editing, and
proofreading tools. Before publishing your copy, ensure its error-free. It is possible to craft
compelling, engaging, and effective copy if you are ready to pay the price.
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