© Xander Sharp. All rights reserved. | TheFunnelMarketingKit.com
Table of Contents
1 - Building Your Copywriting Foundation
2 - How To Grab People’s Attention & Make More Sales
3 - 12 Simple Ways to Lift Your Conversions
4 - How to Weave A Persuasive Story That Sells
5 - Writing Bullets For Optimal Persuasiveness
6 - How To Properly Sell The Benefits Of Your Offer
7 - Psychological Tactics to Incorporate In Your Copy
8 - Evaluating & Improving Your Copywriting
9 - 20 Copywriting Mistakes Most Business Owners Make
10 - How To Format Your Copy For Maximum Clarity
11 - Applying Your Persuasive Writing Knowledge
12 - Merging Copy & Visuals: Your Key to Branding
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Hi there, future bananapreneur.
You’re in luck. You're about to embark on a journey and discover
how to harness the power of banana copywriting to improve your
persuasive wordsmithing skills and make more sales.
Now, every business with an online presence is engaged in a
battle to get customers to click, persuade, and convert.
More clicks and more conversions equal more sales… and of
course, more sales equals a more successful business.
So, how do you write copy that'll encourage more people to buy?
How do you know exactly what to say? How do you convince
customers to make that final buying decision?
The answer lies in the power of Banana Copywriting.
In this book, I'll boil down a decade of copywriting and conversion
optimization experience to show you a plethora of tactics,
techniques, and industry secrets to...
Improve your copywriting, increase your conversions, and get
more sales.
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After finishing these 12 chapters, you'll discover:
● The one thing every business owner must do if they want to
consistently improve their copy without plateauing
● How to write headlines that'll stop potential customers in their
tracks (but make non-customers keep walking)
● Where to find inspiration and how to beat writer's block for
good (because staring at a blank page won’t get you sales)
● How to get readers nodding along with every word you write
(and how to implement subtle psychological nudges)
● How you can write persuasive and irresistible offers not many
readers can refuse (and how to boost conversions faster)
● And much more.
The reality is… if you’ve written copy, but haven’t really done
anything to improve, test, and optimize it, you’re missing out.
Poorly-optimized copy could be costing you tens of thousands of
dollars a year in lost revenue — it’s my mission to help.
But, you might be wondering...
Just what is banana copywriting anyway?
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And, is it more effective than normal run-of-the-mill copy?
To be frank, there’s no difference between banana copy, and
regular copy, unless you count the fact that it’s written by me…
Someone who genuinely loves eating bananas.
And someone with a decade of experience writing hundreds of
high-converting sales letters, landing pages, Facebook Ads, email
sequences for not only massive digital agencies, but for some of
the biggest household brands in America.
If you make it to the end of this book, I guarantee you’ll become a
better copywriter — even if you’re allergic to yellow fruits.
To your future banana copywriting success,
Daniel Doan
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Chapter 1
Building Your
Copywriting
Foundation
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Copywriting is one of those things that most people shy away
from. The level of skill required to make your points in a clear,
concise, yet effective way that generates sales alludes them, and
frankly, can you blame them?
I’ve done my fair share of copywriting over the years, and even I
have moments where I need to step away from the keyboard and
relax for a few minutes just to get my points lined up correctly. I
figure if I’m overwhelmed, then surely my audience will be too.
So, I’ll cut right to the chase: copywriting is hard. It involves proper
use of language, clear communication, a certain level of
personality, and a strong sense of salesmanship. And these things
don’t just happen overnight. It takes years of experience for any
writer to really hone their talent.
This is largely because copywriting is both an art and a science.
The copy is thought out on everything from website, to ads,
newsletters, landing pages, and more… with one goal in mind: to
sell your product or service.
If it’s too “salesman,” it turns people off. But if it’s too passive, it’s
going to be the written equivalent of the person who was too shy
to take a chance in life.
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So, balance is key.
Balance, and a solid understanding of your business, your offer, as
well as a solid understanding of your customers.
To help you on your copywriting journey, I’ve wrangled up all the
formulas, essentials, and strategies worthy of recognition in this
book. After reading this guide, you’ll know what the copywriting
process really involves, and how to improve your skills over time.
But as a reminder, it’s important to be patient. Knowing the do’s
and don’ts of something doesn’t automatically mean you’re going
to excel. Copywriting, much like anything that requires skill, takes
plenty of time to get right. And even years later, there’s still going
to be stuff to learn.
It’s a never-ending journey, but it has to start somewhere.
The Process
The copywriting process is a little different from its more creative
counterparts. Unlike creative writing which leans more towards
inspiration, copywriting is leans more towards preparation.
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Collecting persuasive arguments (cases for why anyone should
buy your offer) is the very first step.
We’ll cover that a little later in the book, but for the sake of clarity,
we’re going to highlight the five main steps of the process here.
Step 1: Determining Your Target Audience
Whatever you do, never skip this part. Don’t assume you have this
figured out, because you’d be surprised at how many people lose
sight of their customer base without even really noticing.
When there’s a lack of interest in your product, or when the
customer base can’t afford what you’re putting out, you’re missing
your target audience.
But let’s assume for a second that you know who your customers
are. You have it all figured out, so now what?
Well, you then seek to understand their fears, struggles, and
unfulfilled desires, wants, and needs. Understanding what your
audience wants and needs is fundamental to the copywriting
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process. It effectively guides your writing, making the entire
process easier.
Listen to their questions. Use surveys and polls if you need to — or
better yet, ask your customer service team. Look through chatbot
transcripts. Do some in-depth sleuthing to figure out what
customers are asking, and then seek to answer those specific
questions within your copy.
Here’s a bonus tip:
Ideally, you should be empathizing with customers, trying to
understand their needs, feelings, and prejudices. By mirroring
them, you’re more likely to establish trust and build a solid
community of followers.
That means features and benefits should keep them in mind. Write
about the things they care about.
Step 2: Defining Your Clear CTA
Obviously, you know what CTAs are...
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But what you might not know is that you should only have one at
any given time.
After working with many different companies across various
industries, I can’t express enough how common it is to see two or
three different CTAs on the same landing page.
And that mistake gets carried over into other things as well, like
copywriting.
Each piece of copy needs to fulfill one objective, not multiple.
So, if you write a book and want people to hire you after reading it,
your landing page should just be about them downloading the
book.
That’s it.
If you send out an email about it, talk about the book itself, not
your services. Otherwise you’re muddling your CTA, giving people
options, rather than compelling them to do the main thing you
want them to do.
You have to be very clear in your messaging.
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Step 3: Enticing The Right Audience
Copywriting should be hyper-focused on serving a company’s core
audience, or specific subsection of that audience. Failing to do this
is a huge mistake, one that could cost a company quite a lot of
revenue.
For example, suppose a surf shop who wanted to target a broad
audience managed an e-commerce site and blog that focused
entirely on products. Every single post on that blog was a list of
features, telling expert surfers what they could expect from each
board.
This might be a mistake if their messaging were only targeted at
experienced surfers. Why?
New surfers, or curious onlookers with a thirst for adventure would
automatically be left out of the niche, focused lingo. And if that
doesn’t say “You’re not welcome here,” then nothing does.
But imagine if that same surf shop redid their messaging and
began creating posts that focused on educating people about
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surfing. Maybe even offered lessons, or suggestions based on skill
level.
Posting videos of people surfing using the product sold in stores,
with real testimonials and reviews that focused on actual customer
experiences.
Now that would really sell the boards.
So then, how do you entice the right audience?
You need your Unique Selling Proposition (USP) to be as specific
and detailed as possible. And that means you should be looking to
answer…
● The benefit of purchasing this product.
● How you solve your customer’s needs.
● What sets you apart from the competition (why should they
purchase your item, versus any other).
Create a customer research document, and figure out...
● Who is currently buying your product?
● Who do you think would like to buy your product?
● What does a typical customer look like?
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● Time and time again, what have you heard people say about
your product (both pros and cons)?
● What are the 1-2 things you keep hearing customers love
about your product?
Step 4: Establishing Credibility
Think features, details, test results, reviews and testimonials.
Anything that proves your product has been put through rigorous
testing prior to hitting the shelves. This makes your product look
reliable, and therefore, makes your brand look credible.
But remember, it’s crucial that you balance both emotion and logic.
Emotion is what sells a product. It’s the act of showing people that
what they want and need is possible. It’s the act of showing them
what their lives could look like if they were to become customers.
But logic is what justifies a purchase. Just look at some common
logical thoughts involved in the buying process:
● “I would have needed this banana anyway.”
● “I was already in the area… might as well get the banana.”
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● “It’s now or never. And if I don’t get this banana, I’ll regret it
later.”
● “It has everything I wanted in a banana, so why keep looking
for something that I’ve already found?”
● “I love this banana brand so much, and I really want to
support a cause that’s dear to me.”
The mark of a rockstar copywriter? They’ll artfully balance both
logic and emotion to sell their offer, while establishing credibility
and crafting a persuasive argument the entire way through.
Step 5: Handling Potential Objections
In every buying process, there are always objections, no matter
how small. When someone purchases something, they might ask
themselves if they could find this cheaper elsewhere, or if they
really need it. They might question shipping costs, or even product
quality.
That’s why it’s so important to dissolve those fears as soon as they
arise. Nothing should stop the buyer from going through with the
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transaction — the longer they have to think things through, the
more likely it is that they’ll decide against the purchase.
For example, suppose it’s a semi-annual sale and there are plenty
of things to purchase at a store. The reasons for buying?
Everything is on sale, there are many options, everyone else is
buying (peer pressure is a huge motivation), and it’s really now or
never because the sale doesn’t last for a very long time.
But imagine for a second that you look down at your basket and
begin to wonder if you really need all those things. You have no
real need for them, you just want them because they’re on sale.
The discount makes it all the more enticing, but… it’s not the best
or smartest use of your money.
And then you start to think about alternative uses for that money:
bills, household products like cleaning supplies, food, toiletries,
etc. You start to realize that your actual essentials require a hefty
sum of your paycheck, and that spending the rest of the money on
things you don’t actually need seems fruitless (banana pun fully
intended).
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You’d be better off putting that money toward a big goal purchase.
Maybe you’re a graphic designer, and decide to cut back on
spending to save up for a brand new iPad, for example.
Well, that’s good for you, to better rethink purchases, and decide
on spending on things that actually matter in the grand scheme of
things. But it’s terrible for the business that relies on making sales
to stay afloat.
Flip things around, and you’re the business owner here. If no one
ever buys from you, your business will go downhill, fast.
That’s why you need to tend to a few major points:
1. Sell things that will really be needs, and market them in such
a way that celebrates that need. For example, clothing may
seem like a splurge, but it’s a need to have different types of
clothing for all events, from job interviews to weddings, and
beyond.
2. Consider the action you want them to take and why they
even should. This will help you come up with solid reasons
why you’re better than the competition.
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3. Why should anyone trust you? What have you done to prove
yourself?
Just remember, whatever you write, it’s always critical that you
spend some time editing, re-reading, and reading out-loud. People
may be reading the copy, sure, but odds are that you’ll be
repeating some of those same points out loud in-store or to
people in conventions and events of all kinds.
If you’re going to sell persuasively, you need to sound believable
and helpful both through copy, and verbal communication. Make
sure your written copy is solid, and you’ll go far.
The Copywriting Formulas
Now that you have a better idea of the process, let’s consider
formulas.
You’ve probably been employing something like this:
1. Attract attention
2. Create interest
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3. Encourage action (CTA)
But this is the most basic formula out there. There are several
variations that make your message better, depending on the
context.
For example, there’s Picture, Promise, Prove and Push, better
known as PPPP. This particular formula works great for coaches,
who actively profit off of helping people visualize their success.
They promise that life can get better, and they prove it by actively
posting about their own grand lifestyles. These coaches push
people to want more, to not settle, and to take action toward their
dreams.
Let’s take a look at other formulas. Each one can be used for just
about anything, but certain formulas and objectives line up better
than others.
FAB
There are three selling points that matter to modern audiences:
what your product does, what makes it stand out from the rest, and
how it helps them in their lives. All of this is easily translated into a
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three-step marketing copy formula consisting of Features,
Advantages, and Benefits (FAB).
But as we’ve covered before, good copy is human in its approach.
That means when you cover both the Features and Advantages
sections, you should be aiming to present that information within
the context of a customer’s day-to-day impact.
Imagine you’re selling a new, portable video game console. One of
the features is that you can take it anywhere. The advantage of
this is that you can use it on the bus, in the car, on the train, in the
airport, on the way to work, on your lunch break, at the local coffee
shop, etc.
The benefit of this is that you don’t need to wait to be at home to
finally play your games. You can take them with you and squeeze
in playtime whenever you have a few spare minutes between
responsibilities.
Notice how that all connects together. You’re taking a feature that
would otherwise seem pretty hollow, and using the advantage to
transition it into a deep explanation of how that impacts the
buyer’s daily life.
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This simple formula can be applied to all businesses, B2B or B2C,
regardless of what it is you’re selling.
PAS
Alternatively, another formula you could use is PAS, consisting of
Problem, Agitate, and Solution. This formula is based on the fact
that people are far more likely to act based on problem solving,
rather than personal gain.
For example, when someone buys a new techy gadget, they may
come about it from a personal gain angle. “This is trendy, this will
make me look stylish and in the loop.”
But that doesn’t sell as much as someone actually needing the
new techy gadget because their older model broke and they need
it for work.
For example, if your computer stopped working, you’d need a
replacement, flat out, no questions asked. Otherwise, you’re left
with no computer, which in this day and age, is like losing an arm
or leg.
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There’s nothing more impactful than a product that directly solves
a major problem for the buyer. It requires zero convincing, aside
from perhaps making sure they know you are the best option
amongst the competition. A sale is being made either way, it’s all a
matter of making sure you’re the one who gets that sale.
To use this formula, follow the steps provided:
1. Describe the problem.
2. Agitate, which means highlight the emotions that are
associated with having that problem. If you can relate through
experience, even better.
3. Then offer your solution, and point out what it does/has that
solves the problem, and makes it the best option on the
market.
Note, if you’re unsure which of these two formulas to use, why not
try both? Use A/B testing to figure out what works best on your
audience.
In fact, you might even find that these two formulas don’t really
work for you―totally possible. Sticking to the most basic formula
may be what’s right for your audience.
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The only way you’ll figure it out is by testing things out. Don’t be
afraid to tinker around until you find the one that makes your
conversion rates spike.
The Essentials
Now that we’ve covered the right angle your copy should take,
and the formulas best fitting your modern audience, it’s time to
cover the essential rules that all successful copywriting follows.
Rule 1: Don’t Make It Complicated
Jargon and other niche words that only super experienced people
would know about your market isn’t the way to go.
Copywriting―good copywriting―is welcoming to everyone. The
no-fuss wording makes everyone feel like they can linger, explore,
and move forward. They are more likely to keep reading and figure
out that you have something valuable. Something that could solve
an issue that they’ve been having.
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Rule 2: Steal Your Copy
No, don’t copy and paste. And certainly don’t go to your
competition for direct lines either. For one thing, that’s unsavory
behavior known as plagiarism, but also, your competition may not
have any idea what they’re doing in terms of copywriting.
So, where do you steal copy from? Clients and prospects. They tell
you what it is they need, and how they would benefit from that
solution. They tell you what they love about your business and
your offerings. So, listen to them. Use their lines, answer their
questions. Use copy that directly relates to them by throwing their
own words back at them.
Rule 3: Put In the Research
All copywriting involves research, planning, outlining, writing, and
editing. It is a craft that takes up a lot of time and energy, and only
through consistent work and effort do you manage to get any
good over time.
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There’s no effective way to speed through the copywriting
process. Hacking off bits of the process, like researching or
outlining, is just going to set you up for failure.
Rule 4: Begin With the End, Like A Fiction Writer
Fiction writers tend to start with the end whenever they sit down to
write a new story. They imagine what the end will look like, and
then they develop the scenes and chapters that lead up to that
moment, weaving their stories carefully so everything aligns.
It’s the same way with copywriting. You should be focusing on the
end, with the customer successfully resolving their issue by using
one of your products or services. How did they get there? What did
you provide and how did you convince them to take action? How
do they feel now that their issues are resolved?
Rule 5: Make Benefits Your Focus
Again, getting hung up on the features doesn’t make anyone care
about your offerings. The features don’t tell them why your
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offerings matter. Your customers should always know how a
feature impacts their daily life. Take the human approach.
Rule 6: Let Your Interest In Helping Others Shine Through
A genuine want to help other people always shines through. Or at
least it should. It’s this genuine approach that makes you stand out
from many competitors who typically take on a very pushy,
sales-pitchy approach to move product.
Rule 7: Write for Both Scanners & Readers
We touched on this before: some people read thoroughly (those in
the early stages of the buying process) and others scan (people
who know what they want, and are further along in the buying
process).
Good copywriting will use formatting, such as titles, bold lettering,
and spacing, to draw attention to key areas within the copy. This
makes both scanners and readers happy.
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Rule 8: Use the Inverted Pyramid
Start with the most important information first, because studies
show that people tend to start off reading in a very engaging way,
and then lose interest as they keep reading. You don’t want them
to lose interest before they even get to the good banana-riffic
parts.
Start off with a strong emotionally-charged hook that piques
curiosity and hook them right from the beginning.
Rule 9: Talk Specifics
Avoid using poor sentences where nothing is outright specified in
detail. Don’t tell people that your app is used by many, tell them it’s
used by 1.5 million people. Don’t tell people that you have
world-class service, show them testimonials.
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Rule 10: Use Real Numbers
In that same vein, get specific with your numbers. Use digital
numbers, or a mixture when tackling big numbers like 3.5 billion.
This has much more of an impact than writing out the numerical
values. Psychologically, people take in the weight of the number
when they can see it at a glance.
Rule 11: Tell Them What to Do
Be bossy about your call to action. You don’t want to give them the
option to click or buy, you want to tell them to do it, in a nice way,
of course. Use lines like “Sign up now to register your seat in the
course.”
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Rule 12: Provide A Good Reason for Purchase
Here’s a good one: You absolutely need to give people a solid
reason to purchase your product/service. If your unique selling
proposition isn’t cutting it, no one is going to convert.
Tell them what the benefits are, if they’re saving money or making
more of it, becoming happier, becoming more stylish or thinner, or
just gaining a feeling of belonging.
Rule 13: Don’t Deflect, Address
Don’t avoid the hard stuff. The objections won’t dissolve if you
don’t address them, so it’s always important to find a very good
answer that absolutely deactivates those feelings of doubts.
Just consider the last time a big company deactivated comments
on an ad or social media post. It has never gone over well,
because denying people the opportunity to be heard will just make
them yell harder. If they’re objecting something, you need to listen
and figure out a way to resolve the problem. This is especially true
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if the same complaint keeps getting brought up by multiple
people.
Rule 14: Don’t Write Self-Indulgent Copy
Humble writing is key, because it shows people that you genuinely
care about your cause, rather than your profit or credentials.
For example, no one cares that you’re an award-winning
entrepreneur, or writer, or anything else for that matter. Unless it’s
for a resume, or a potential career move, that information isn’t
even pertinent. What really matters to your customers is what you
can do for them.
Rule 15: Cut Out the Extra Stu
That means all the adjectives that are really just placed there as a
way to make your content seem longer than it is, really need to go.
The marketing drivel that serves no purpose other than to sound
pushy? You can omit that too.
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And wording that suggests you are the “best” or the “quickest” at
something also need to be erased. You can get your points across
with specifics instead.
Rule 16: Use Specificity
Remember, good copywriting is specific, not vague. It’s not fluffy,
and it doesn’t just keep telling people what they want to hear. It
shows, it uses evidence, it makes compelling arguments.
And one of the best ways to get that across is with keywords. They
help generate specific interest in your topic, and they deal with
problems that customers are having.
By making it easy to find and ensuring you’re diving into the
subject matter, you’re keeping their interest. It’s relevant to them.
Just don’t overuse them. Too much of a good thing, as they say,
and you’ll cheapen your message.
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Rule 17: Don’t Be Pushy
Remove anything and everything that comes off pushy, insincere,
fluffy or otherwise pointless. Anything you publish needs to directly
fuel your goal: To show people how your offerings can improve
their lives.
That goes for all of your lead generation and magnets, all of your
chatbot preprogrammed statements and lingo, and all of those
pieces of conversion content.
Key Psychological Biases
As a general rule, we all think of ourselves as somewhat rational.
We think things through, most of the time at least.
And we’re capable of making our own decisions…
But psychology and marketing continuously show us that when it
comes to making decisions, we’re much less logical than we’d like
to think.
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Every purchase we ever make is likely more about emotion than
anything else. That’s why an emotional pull in all types of
copywriting is essential.
Now, consumer behavior is shaped by many biases that MOST
people share. Key word there. Not every one of these is applicable
to everyone, but it’s close.
Here are 10 of the most common psychological biases, and how to
use them in your copywriting.
Bandwagon - The reason for every social trend and political
decision. It’s essentially people’s innate desire to select the most
popular options that everyone else is making, to the point of
willingly ignoring any red signs. When writing copy, it’s important to
lay the social proof on thick.
Availability Heuristic - Our tendency to think that whatever is
easiest should provide the best context for future predictions. This
is why we judge the state of the world by the ease with which
examples come to mind. When writing copy, try to write from the
frame of ease for the reader.
Confirmation - To search for, interpret, and even favor any
information that confirms what you already hold to be true. This is
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why you should always test every angle of your marketing, not just
the perceptions you hold to be true, since you might be
overlooking deeper-rooted issues. When writing copy, it’s
important to confirm the beliefs already in your reader’s minds.
Anchor - Relies on the first piece of information received when
making decisions (A.K.A. the anchor). When writing copy, it’s
important to anchor the price with a larger number prior to jumping
in with the desired amount.
Outcome - Arises when a decision is based on the outcome of
previous events. For example, if we successfully dressed to
impress and got compliments while wearing an outfit from a
specific brand, we’re more likely to keep purchasing from that
same brand. When writing copy, it’s important to use this bias to
help strengthen the argument in your favor.
Choice Supportive - This is our tendency to remember choices as
better than they actually were. Call it selective memory. When
writing copy, it’s important to help reaffirm this bias after they’ve
made their internal buying decision.
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Blind Spot - This is the tendency to see oneself as less biased
than others. When writing copy, it’s important to write in a way that
helps reaffirm this.
Survivorship - Occurs when we focus on whatever is selected,
rather than the unseen, unmarketed options. A prime example is
how we focus on successful startup stories, rather than studying
the ones who didn’t make the cut. When writing copy, you can
exclusively highlight the successes to push the failures under the
metaphorical rug.
Selective Perception - This is about positioning your company’s
offer in the mind of your consumer by tapping into their values,
ideas, attitudes, thoughts, roles, and statuses. When writing copy,
it’s important to be aligned with their perceptions and use
language that reflects this.
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Chapter 2
How To Grab
People’s Attention &
Make More Sales
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“Everybody in the world divides his mail into two piles.” – Gary
Halbert.
Spam or not? Trash or not? To click open…
Or to filter out of their main inbox forever.
And that’s assuming they don’t click “unsubscribe” first.
We might live in the day and age of technology, with ample
opportunity to market ourselves, but in reality…
Tech has made it super easy to filter us out.
That’s why the saying is true: first impressions really do matter.
You have an estimated 3 - 5 seconds to make a good first
impression.
Otherwise, your email is going to get filtered, your ad is going to
get ignored, and your landing page is forgotten.
Just look around at what’s going on at any given second of the
day: sounds of traffic out the window, your alarm going off, several
looming deadlines, emails chiming in, phone calls coming
through...
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And that’s not even scratching the surface.
That’s not even taking into account every single thought you’re
consciously and subconsciously having.
People are used to running around, doing several different things,
and your email is low on the totem pole…
Unless it can deliver something they really want.
With Facebook Ads, You Have 3 Lines...
That’s it.
3 lines to make yourself worthy.
Your first 3 lines of copy, better known as “above the fold” because
people need to click on “read more” to see the rest…
Heck, even if you’re not writing Facebook Ad copy, you should
abide by the three line rule (as this rule transcends all mediums).
Capture the reader’s attention with the first line.
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Then, follow up with the second.
Continue with the third.
If you make use of these lines, you’re in good standing, making
yourself relatable, and attention-grabbing.
Ask questions. Be relatable and punchy. Select only your most
compelling points to make in your headlines…
And don’t be afraid to play on the unexpected.
If you want to stand out from the crowd, all using clever wording or
asking thought-provoking questions, you need to think of your
brand as a whole. What do you have that others do not?
What makes your particular audience unique? Capitalize on
whatever it is.
Some things to consider when writing above the fold copy:
● Remember you only have 3 lines before people decide to
read more or not, so eliminate all fluffy wording. Your copy
needs to be as action-packed and direct as possible.
● Make sure you relate to your audience. This means you
should be talking like them, using their lingo, addressing their
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pains, and using the words that they really want to read more
about.
● Make it about them. If your copy tells them what YOU do,
scrap it. It needs to be written from the angle of what you can
do for THEM.
● If you’re writing for a landing page or a sales letter, for
example, make sure you use bold, italics, fonts, and sizes to
your advantage. A bigger header, followed by a smaller sized
description works wonders.
● Images and videos are always welcome as long as they add
to the overall message. Pick something that provides a visual
representation of whatever your copy is describing.
● Formatting is key, since we see notice things like colors,
images, and video first. If you lay things out in a non-clunky
way, with cohesive branding throughout, you’re on the right
track.
Sprinkling In Headlines
Assuming you made your first 3 lines compelling enough, it’s time
to add in punchy sub-headlines all throughout your copy. This
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helps to divide your sections up nicely, keeping you organized and
focused.
Most importantly, they make everything scannable. They don’t
want to sit there and read through the information they already
know a lot about, they want specific bits and pieces...
Detailed, short, and direct headlines help with that. Just make sure
they still retain a personal sounding tone.
Ideally, your headlines need to do 4 major things:
● Get attention by appealing to the reader’s interests, giving
them news, or employing the aid of powerful words (e.g. last
chance, guarantee, results, proven).
● Select the audience by screening out the readers who aren’t
potential customers (e.g. “If You Have to Ask How Much This
Mansion Is Worth, You Can’t Afford It”)
● Deliver a complete message, including the selling promise
and brand name.
● Draw the reader into the body copy. This one is tricky since
certain product categories, such as liquor, and fashion can be
sold with images and minimum copy. But others, such as cars
and computers rely heavily on copy and images equally.
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Either way, the copy needs to arouse curiosity through humor,
intrigue, or even mystery. Feel free to ask questions, make
strong statements, or promise a reward.
Sounds complicated, doesn't it? That’s why many copywriters
spend the bulk of their time on headlines alone. Some opt to write
down words that they know clients love, and use them to inspire
headlines…
Others simply scribble out 30 headline ideas until something
sticks.
Technically, there is no wrong or right way to go about it, it’s
whatever works well for you.
To help you out...
Here are a few examples of some headlines:
● 50 Smart Ways to Segment Your Email List Like a Pro
● The 10 Best Ways to Get Bananas Without Working
● You’re Running Out of Time! Here’s How to Avoid Missing Out
● Let’s Talk About the Banana in the Room. It’s Hurting You.
● How To Build A Successful Pre-Launch Marketing Campaign
● How Do I Monetize My Banana Without Working?
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● Try Changing Your Sleep Patterns and Get More Done
● Running Versus Cross-Training: Which Is Easier?
● An Open Letter to Writers Struggling to Find Their Courage
● If I’m Eating 10 Bananas A Day Why Aren’t I Successful Yet?
● How to Use an Exit-Intent Popup to Boost Your Revenue
Notice how each one of these has a casual tone to it. Nothing
stuffy or unapproachable.
In fact, they might feel like you’re only speaking to them,
one-on-one. This opens the conversation easily, making them feel
like they’re singled out from a crowd.
Talk about special.
But obviously, this is all easier said than done. Headlines are by far
one of the hardest things to write for a reason―you have a lot to
accomplish in a short character count.
It can be time consuming, frustrating, and sometimes, totally
fruitless…
But there are some pretty good tips that could help:
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● Get inspired by reviews. For example, when you click on
book reviews on Amazon, you get the top 3 most helpful
results on the top. They’re even highlighted for you. Select
one to inspire a headline (pay special attention to any
capitalized words, or emotional triggers).
● Alternatively, you could select your strongest headline and
then rewrite it 5-10 times, adapting it with every rendition.
This forces you to reword things. It encourages you to find
new, direct approaches of getting your message across.
● You could also try writing your subject (what you’re selling)
into Reddit. Use the article titles to inspire your headline,
since they’re all rated (upvoted) according to helpfulness. It’s
a super lazy, convenient, and genius way of getting some
major help, since only the highest rated will show up on the
top of the results list.
All in all, headlines are meant to be urgent, useful, ultra-specific
(for scannability), and unique enough to pique interest.
If you’re having trouble evaluating your own headlines, remember
you can evaluate your copy effectively and unbiasedly if you just
know what to look for.
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Here’s an evaluation checklist you can use:
● Does the headline select the audience?
● Does the headline arouse curiosity and lure the reader into
the body copy?
● Is the brand name mentioned in the headline?
● Do the headline and visual work together to form a total
selling concept?
● Does the headline relate logically to the product?
● Is the headline as specific as it can be?
● Does the headline promise a benefit or a reward for reading
the ad?
Hooking Them With Netflix
It may sound strange, but one of the most tactical ways of
mastering the art of hook-worthy copy, whether it’s 3 lines, or
headlines, is by using Netflix for inspiration.
It makes sense, if you stop to consider that all the bios for every
selection on the platform are designed to get you to click on
them…
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For their limited series The Devil Next Door they wrote the
following:
“They never stopped searching, but after so many years, how can
they be sure they caught the right monster?”
They’re capitalizing on the mystery. Did they catch the right guy? Is
that guy wrongfully accused, or is he also a monster, but… not the
right one?
For the latest season of Queer Eye, set in Japan, they wrote:
“New places. New faces. New heartwarming journeys of self-care
and courage―with the glam squad coming in for the hugs.”
This plays well with the fact that the show has been out for a long
time, and has benefitted from a very large fanbase. People want to
see the glam squad helping new people in new places. They want
to see heartwarming journeys. A blend of old meets new, like a
fresh coat of paint in your favorite room.
Clearly, the use of psychological tropes here has an advantage.
Knowing how to pull on people’s heartstrings, and nudge them
toward clicking...
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So, how you can take a page out of the Netflix handbook?
● Avoid giving away too much information upfront. Remember,
the objective isn’t to detail things, it’s to entice them with an
emotional pull. That should be the focus, nothing else,
nothing less.
● Use what you have to your advantage. If you have a
reputation, and a large following, like Queer Eye does, lead
with that. What’s new? What’s the fresh coat of paint? But
what old things can they expect from you as well? What
lovable things haven’t changed?
● When you don’t feel like you have much to go on, play on
what has become a universally agreed-upon fact. For
instance, everyone loves a good mystery, there’s no refuting
it. It’s why Agatha Christie made it so big. It’s why true crime
documentaries are so groundbreaking in terms of viewership.
It’s why Sherlock Holmes is so popular, even 132 years after
his first appearance in a story. If you have something that
plays on an agreed-upon fact, use it to your advantage.
● Keep it short. We’re talking 1-2 sentences, tops. It’s not so
much about quantity of wording as it is about the quality. If
you can deliver something punchy and effective in 1, even
better.
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● Don’t be afraid to ask questions rather than simply giving
statements. Anytime you can angle the spotlight onto the
readers, it’s a good day.
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Chapter 3
12 Simple Ways
To Lift Your
Conversions
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Let’s talk about conversions. You probably already know that
copywriting plays a major role in your conversions.
It’s what makes every email, landing page, lead magnet, and yes,
even video, so great.
Not only does good copywriting sell your goods and services, it
also sets the stage, presenting your brand to the world,
showcasing what you’re all about, and why people should care.
Without copywriting, all aspects of your marketing campaign would
crumble. Of course, there is one major difference to note here:
there’s copywriting, and then there’s exceptional copywriting.
Anyone can type out copy, but not everyone can write something
worthy of reading, let alone skilled enough to actually increase
your conversion rates.
Skilled copywriters understand that to deliver something
high-quality. They need to be talented wordsmiths, grammatically
accurate, and of course, out-of-the-box thinkers...
But here’s something else they know a lot about: the fact that most
business copy lacks emotion and passion.
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They know most business writing is littered with generic
statements and cliché illustrations.
Lucky for you, this chapter is all about adding emotion and passion
to your copywriting in order to lift your conversions.
Let’s get started.
#1 Establishing Common Ground
By far the most important box good copy needs to tick off is
relatability, which is the act of finding common ground with your
audience.
A good example of this would be video game kahuna, Nintendo,
which started out as a card company back in 1889 in Kyoto, Japan.
Nintendo is known as one of the world’s largest video game
companies for a reason: it expanded from old timey games, to
electronic ones, offering people franchises such as The Legend of
Zelda, Super Mario, and Pokémon.But they haven’t risen to the top
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without their share of tough decision making. When it comes to
their brand, Nintendo sticks to tried and true copywriting methods.
The ad copy for Nintendo Switch alone is strategic in the points it
chooses to cover, highlighting what audiences have been asking
for: 1) flexibility, and 2) tons of games.
“Nintendo Switch is designed to fit your life, transforming from
home console to portable system in a snap… One controller or
two, vertical or sideways, attached to the console or separate. You
can play multiple ways, depending on the game. Pass a single
Joy‑Con to a friend for instant two-player fun. Or invite friends to
bring their own for a gaming party! HD Rumble puts you in the
game with physical feedback, while the IR Motion Camera opens
up new experiences like Nintendo Labo.”
The copy caters directly to the market’s desires.
Unlike Japanese players, the American audience isn’t normally as
big into portable gaming. However, social interaction and flexibility
are big selling points. This copy clearly makes that the focus,
listing off the different ways the console could add entertainment
value to your life.
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Copywriters understood the only way to push a portable product
into the hands of American gamers was to let them know they had
choices.
Lines like “My way to play” and “Designed to fit your life,
transforming from home console to portable system in a snap,”
make it clear that this is a gaming innovation unlike any other,
immediately separating it from any portable gaming failures of the
past.
“So many games to play.
The Nintendo Switch family is home to exclusive games from
franchises like Super Smash Bros.™, The Legend of Zelda™, Mario
Kart™, and many more.
You’ll also find great games from other developers—with more
added every week!”
And adding in a list of favorite franchises and the reassurance of
never-ending game options, is the icing on the cake.
In the end, every major point is conveyed in the casual,
approachable copy:
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● It’s portable, but also dockable.
● You can play it however you want.
● You could play it alone…
● Or with people at a party.
● Or just one person.
● And you’ll never run out of games to play.
#2 Positioning As An Authority
This is done by listing facts, publishing your proven-results,
regularly publishing educational content, and leading the charge
through relevant events, talks, and even PR appearances.
But by far one of the most critical ways to do it is with copy. Lines
like “75% of brands saw an increase in conversions during Q1 of
2019,” let people know that you mean business. You can not only
meet goals, and grow, but also do it in a reliable way.
Of course, the lines you use within your copy will depend on what
it is you’re selling. For example, a fashion brand will establish
authority by using lines that convey unique styling, proof of quality,
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and the irresistible fact that they are beloved and worn by industry
icons.
Whatever approach you take, whatever lines you choose to use,
they should play up the other aspects of top-notch conversion
copywriting.
Use a relatable tone, and provide proof that what you’re claiming
is true. Don’t be afraid to show empathy, and appeal to emotions,
especially if you have a story that further proves you know what
you’re talking about.
Because after all, that’s what people want. They want to know that
they can count on you to deliver on those promises.
#3 Addressing Desire & Adding Facts
First thing’s first, most sellers stick to the facts, right? “Look at this
new video game controller, it features state of the art technology
to improve your gaming. With adjustable tension thumbsticks, and
shorter hair locks on bumpers, you’ll notice the difference.”
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That’s fine and all, features should be discussed. But see, those
are facts. Features are what an object has, what it comes with,
what it does. But in no way does that actually translate to desire
until a human approach is taken.
Now, consider this: “With its shorter hair locks for faster fire,
adjustable tension thumbsticks that improve precision, and
swappable button styles, the new and improved Turbo Pro gaming
controller is bound to improve your gaming. Be the talk of the town
in style, accuracy, and skill, with a controller that knows exactly
what you want out of your gaming experience. Because you
deserve more than to be hindered by something dated and
unoptimized.”
Notice the difference.
Sure, features were covered, but desire was too. You were
suddenly transported to a visual imagery of excelling at your
gaming hobby/career. You likely imagined success, a super
responsive gaming experience, and plenty of celebration by your
peers. And you were understood: you no longer want to lose a
match thanks to a sticky, old analog stick.
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But there’s more than one way to add desire to your copywriting.
There’s also the approach of explaining your business mission,
which should be pretty heartfelt to begin with, right?
For instance, Twitter’s is “To give everyone the power to create
and share ideas and information instantly without barriers.” As a
company, they believe in freedom of speech and ideas, regardless
of who you are, or what your job title might be. And as a result, the
vast majority of the population has a Twitter account. People get to
express their opinions on news, politics, trends, and yes, even
other people, instantly.
This is pretty heartfelt though, considering many people don’t feel
like they have a voice. Giving them a platform is like validating
them as people. It’s saying, “You matter too.”
And if you look at Twitter’s blog, their about page, and literally
every shred of their marketing, down to interviews they’ve been a
part of, the message is congruent. They even have a whole page
dedicated to the actions they’ve taken as a company to push the
boundaries of acceptance and ideas in everything from politics to
civic engagement.
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This is perfect for Twitter users looking for a way to change minds,
express themselves, and share ideas. It appeals to them, and
makes them want to join the conversation.
#4 Feeling Their Emotions
At its core, copywriting is all about connecting with people on a
human level. Being able to relate to them, and make them feel
seen.
We’re very simple at our core―we all just want to belong to
something, whether it’s a subculture, a group, etc.
And the more your copy makes them feel like they’re not alone,
the more impact it’s going to have.
If you can appeal to your audience on a level that makes them feel
warm and fuzzy, then you’re going to see that effect in every
interaction, whether it’s a sale or a comment on social media.
One of the best ways to connect with others, perhaps
unsurprisingly, is through pain.
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Problem → Agitate → Solution
This is when you bring up their pain and frustrations, and highlight
what those feel like. For instance, imagine reading something like:
“Most glasses have boring frames, so even though you’re a
colorful individual, full of unique qualities, you’re forced to look like
everyone else. It’s an unfortunate reality for many, feeling lost, or
muddled in a world where glasses hold you back from being your
best, most original self. But what if your glasses could suddenly
become a beacon of unorthodox fashion? How would it feel to
express yourself front and center, wearing frames that no one else
could possibly imagine?”
Note the focus on feelings. There’s a sense of pandering to their
emotions on what they might feel like, and how that would change
should they get access to better frames.
That last question is the perfect gateway to the solution: which is
where you present your products or services. At this point, you
should have people nodding their heads along with your copy.
They should be intrigued, and ready to learn more about what you
have to offer them.
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#5 Leading With Passion
There is something every copywriter could learn from fiction
writers: leading with passion. For instance, let’s look at a passage
from Hamlet, written by the father of passion himself, Shakespeare.
To keep it easy to read, we’re translating it into plain English:
“Recently, though I don’t know why, I’ve lost all sense of fun,
stopped exercising―the whole world feels sterile and empty.
This beautiful canopy we call the sky―this majestic roof decorated
with golden sunlight―why, it’s nothing more to me than
disease-filled air.”
― Hamlet to Guildenstern, Act II, Scene II
This is classic Hamlet, feeling rather emo, after his university
studies get interrupted by his father’s death. His obsession with
death and decay begins to take over his life, and then to add salt
in the wound, he has to deal with his mother’s remarriage to
Claudius, his uncle. That’s the jist of the play.
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But notice Hamlet’s language. He knows that he feels differently,
and that his view of the world has taken a dark turn, but he has no
idea why. It’s almost matter-of-fact, but it is a hidden desperation
as well, as if he’s wanting Guildenstern to believe him, and
possibly help him out of this hole he’s fallen into.
Now, of course, this is all fiction. But what if a copywriter were to
write with the same level of intensity? Imagine for a second that a
copywriter was endorsing a certain type of therapy. Maybe he/she
had experienced depression and anxiety, and knew what it felt like
before seeking help from a professional.
Consider this: “It had come to my attention that I was stressing far
more than ever before. I had stopped exercising, stopped finding
joy in the little things. I’d even stopped enjoying all of my hobbies.
The world seemed to be against me, and my time was spent
worrying over what new hurdle I’d have to overcome next. But
eventually, I knew something needed to change. It was a
dangerous state of mind, one I couldn’t continue to live with, so I
signed up for some therapy sessions with Dr. Brawley. It took me
weeks, months really, of opening up to him for me to finally realize
that everything would be okay. But with every session, I felt less
and less lonely, as if a weight was gradually being lifted off my
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back. And now… I’m grateful that I was clear-headed enough for a
few seconds to recognize that I needed someone to help me.”
Is it believable? Certainly.
Is it emotional? Yes.
How about passionate? Yes, because it really digs deep into the
feelings both before and after seeking help.
There’s a level of distress preceding Dr. Brawley that soaks the
passage with passion. And a sense of relief by the end, especially
with the final statement.
Now, obviously this is influenced by Hamlet, so the whole theme is
a bit depressing, but passion doesn’t always have to be. You can
be passionate about a person, a place, a thing, fill in your noun
here. Perhaps someone is passionate about their health, after
completely changing their lifestyle, and lowering their cholesterol.
Or maybe they’re passionate about San Francisco, because they
grew up there and have all sorts of memories and stories to share
with others.
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Whatever it is you’re passionate about, let that shine through in
your copy. It’ll happen almost organically when you feel something
deeply, positively or negatively. Combining passion with copy will
always be a winning formula.
#6 Adding Appropriate Intensity
Now that you have a better grasp of emotion and passion within
your writing, you should have a pretty solid epiphany.
Writing anything in a stale, matter of fact, way might get your
message across, and highlight important product features….
But it won’t captivate your audience.
To actually resonate with them, and convince them that buying
from you is the best possible decision they could make regarding
their problem, you need to dig deep and find a way to embellish
the copy with a real personal experience.
Now, intensifying that emotional appeal is critical. Otherwise,
you’re left with a very surface-level emotional pander that comes
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off unrealistic. After all, when you feel something intensely, you
really feel it.
Think back to something you really loved. It could be a pair of
jeans, maybe a particular ice cream shop, or even a car. And say
you were to describe that thing in detail, and perhaps share a story
about it.
Odds are you’d start to naturally share some emotional signs.
Something would stick out in your mind, and you’d try to describe
that experience. Maybe you really loved your first car because it
was the site of your first kiss, your first friend ride along, and so
much more.
That’s the effect you want to have with your copywriting if you can
help it. But how does one add intensity to their writing?
Simple. By leading with a sensory description. One that screams
memories, experience, and knowledge. One that simply cannot be
disputed by anyone else.
In my case, I am passionate about my beloved California, as it’s
where I’m based. Los Angeles alone is a mecca for many things
that makes life fun. Beach, burritos, a nice climate year-round. Ask
anyone what they do for a living and you’ll get answers like
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YouTube streamer, photographer, food stylist, movie set gaffer,
actor, singer, lifeguard, etc. And frankly, nothing beats a sunset
around here, unless maybe you’re standing next to a 250-foot
Redwood while gazing at the sunset.
If I were to write about my specific experiences here in the Golden
State, I would naturally do so in detail, with plenty of feeling. This is
the kind of copy you want to write.
Of course, there’s another way to add intensity to your writing, and
surprisingly, it has to do with regret.
#7 Using Regret to Your Advantage
Imagine for a second that you’ve appealed to your audience, and
shown them your offer. Now it’s time to get them to buy something.
Well, there’s nothing more powerful than regret. It’s the whole
reason why so many people try to avoid it at all costs. That fear of
missing out, or of a really good deal slipping through their fingers,
is going to haunt them for a while, if not the rest of their lives,
assuming your goods and services are exceptional.
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Just think of things that are limited edition, or perhaps steeply
discounted that you later had to pay a markup price for.
Creating scarcity for your product really does trigger a fear of
missing out (FOMO), an effective selling technique that ramps up
the intensity of emotion.
However, it is important to note that marketing gets a bad rep for
things like this. The tricks, the gimmicks, the luring of people in
droves, it’s all frowned upon by consumers. But you can approach
this tactic ethically by creating a real sense of scarcity rather than
an artificial one.
In other words, if you claim that there are only 50 prints of a limited
art release, then there should only be 50 total in the world. Not 51,
not 60, and certainly not enough for a second wave claiming
“limited edition” again.
If you claim your e-book is only free for the first 200 readers who
sign up to your course on social media marketing, then that should
be held as truth. There should be no other free downloads after
200 people have signed up for your course.
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Otherwise, you’ll put your credibility into question, which is never a
good thing. Remember, as a business, part of your success is
attributed to being trustworthy.
You likely earned that trust from your customers when you first
started up, by genuinely helping people, offering advice, sharing
your own experiences and stories, etc. The minute you show them
that you can’t be trusted, however, you will likely be facing a loss
of customers and sales.
To take on an ethical, yet effective approach, give people the
information they need to make up their own minds, and gently
nudge them toward a sale by adding the element of authentic
scarcity, or exclusivity (limited number of seats or products).
#8 Using And Abusing Open Loops
Have you ever binge-watched a TV show?
You may find that even when you get tired of it, or want to do
something else, you still wait until the end of an episode before
you take a break.
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If you’ve done this, you’ve experienced the power of open loops.
The format is as follows: Start telling a story, and keep it engaging.
Tease at what’s to come. Then, keep up the narrative.
This concept can be applied to copy of any kind. Open loops are a
powerful psychological tools that compel readers and viewers to
stay focused on a message until the end.
Create a sense of mystery. If your copy uses this style of open
loop, the message itself will be part of the gratification.
Here’s the general format for an open loop strategy:
1. Leave out important details early on
a. This leaves your readers begging for an answer to a
question that hasn’t been asked
b. Optionally answer those questions right afterward, and
end the loop here
2. Get your company’s message and offer across
3. Either directly link your audience to the details they’re looking
for, or leave them unanswered and compel the audience to
search
Creating a series of something is also a good way to continually
create open loops. All you have to do is leave cliffhangers of some
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kind at the end that encourage your readers to wait for the next
part.
For example, think of Star Wars: The Empire Strikes Back. Even
after Vader claims to be Luke’s father, we are never certain of it,
even at the end of the film. Additionally, Han Solo’s capture and
unknown fate leave us wondering as well.
These are both open loops, but knowing that the answer is in an
upcoming installment greatly incentivizes the viewers to keep
them in mind and search for an answer.
While movies aren’t the same as copy, that same concept can be
applied. When you ask a question and leave the answer for
another article, your readers are left without closure.
There’s an element of the sunk cost fallacy in here too: Your
readers made it through an entire article, but their questions
weren’t answered, so how can they quit when they’re so invested?
Leading your audience through a series will keep them invested
and stop them from forgetting your message.
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#9 Conveying More Value
The better quality your offer appears to have, the higher the price
you can command for it.
No one wants to buy a knockoff for the price tag of the real deal,
that defeats the purpose. But the real deal? Well, that’s a different
story...
Here are some key attributes that directly raise the acceptable
price tag:
● Monopoly - You’re the only one in town selling this particular
item, there’s no other like it. No competition of any kind. If
someone wants your offer, there’s only one place to get it.
● Convenience - Right place, right time. If you happen to offer
something needed at precisely the right time, you’re more
likely to make a sale. This is why marketing funnels are so
effective.
● Service - Readily available to meet your customer’s needs
when they need it the most. Top service makes people feel
good, like they’re worthy of respect. Most people run around
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trying to handle things for everyone else, so this is a nice
change of pace.
● History - Assuming there’s historical value to your product
(e.g. Est. 1897). Offers from long-standing companies always
portray a sense of reliability, since you’ve been doing it for a
long time. Likewise, offering something that people have
loved for generations makes people feel like it will last.
● Talent - Having a really good team. They’re the face of the
company, after all, directly dealing with customers on your
behalf. The more likable and helpful they are, the better the
customer experience is.
● Less Features - Simplifying a product so your users can add
their own value. In this case, you provide quality that is easily
used in a variety of ways, to better fit individual consumer
needs. Consider some of Apple’s more streamlined products
for inspiration.
● More Features - The other side of the coin, now your product
can do MORE useful things. If your product has all the bells
and whistles, enabling consumers to do LESS, then you’re
putting out something useful. People like being able to
manage less in a day whenever possible.
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● Trust - Assuming you’ve established yourself as a reliable and
trustworthy company above most, if not all, competitors. Trust
goes a long way, since people feel like they can count on you
to deliver every time. Just get ready to work on your
consistency―trust is hard to build, but easy to destroy.
● Brand Recognition - If your brand is well-known,
recognizable, and hailed, you can charge more for your
goods and services. It’s understood that you’re outputting
quality, in-demand products. That’s why everyone knows you!
● Rarity - If you have a limited quantity of something, you’ve got
something rare. Few will have it, which means people will
consider it more special. Anytime they feel like they own
something few others have, you’ve done your job.
● Exclusivity - Is the product is going to be discontinued?
Unlike rarity, which is more about a small batch of something
in particular being made, this is about a celebrated, popular
product no longer existing at all. If it’s discontinued, it will
never come back, so whoever got to enjoy it in its prime is
special for having done so.
● High Quality - People love quality goods and will pay higher
prices for it assuming it’s long-lasting, timeless, and worth it. It
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saves them money in the long run, for one thing. But it also
impresses other people.
● Fame - This is why endorsements work. People like things
associated with their favorite celebrities and spotlight
characters. It makes them feel special by association.
● Speed - Is your product faster than others? Is it faster to
market, show results, or get to a destination? If you can make
your customers feel like winners, you’ll be a winner too.
● Handmade - It is harder to make things by hand. Not to
mention, it takes longer. The labor that goes into production
merits a higher price tag.
● Punctuality - If it always delivers on time, it’s worthy of a
higher price tag. For instance, if a coffee maker delivers
quality espresso every time, in a consistent 20 second
window, then it’s always punctual. People can always expect
that to be true, and plan their mornings accordingly.
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#10 Removing All Objections
Fear is a strong emotion that heavily influences our
decision-making as humans.
Scroll down this list and you’ll immediately see what I mean:
● Gaining weight
● Financial insecurity
● Loss of any kind
● Buyer’s remorse
● Missing out
● Starting over
● Getting scammed
● Running out of bananas
● Being misled about a product’s origin
The fitness and health industry is doing well because it knows
people fear weight gain.
Investors know people fear financial insecurity, and use that fear to
compel people into buying stock in major companies.
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Coaches know people don’t like to fail, and so they provide the
guidance needed to create roadmaps to success for people who
feel hindered by their own fear.
A good copywriter is able to use this knowledge to craft the right
words and get the desired response from the audience.
You should be aiming to dispel those fears.
Offering a new and improved version of something that people
already love is going to win you major points It’s a great way to
dispel fears, because the pros outweigh the cons.
Describing your offer in great detail also helps, mainly if the angle
is “how easily you can X” or “how you won’t need to deal with Y.”
The use of emotional words to describe the hassle that’s being
omitted by making the purchase doesn’t go unnoticed. Words that
trigger solidarity, and relevancy in frustration or wishful thinking,
really matter. It makes people feel heard and understood.
Just make sure to back up any and every claim with facts. You
can’t simply make false claims without actually delivering, or you
will be called out for false advertising.
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#11 Writing Snappy Headlines
There’s nothing worse than clicking on an article that seems boring
at first glance, only to find that it was actually the most informative
and useful thing you’ve read in the last five years.
Why?
Because it goes to show that some of the best posts out there
aren’t craftily titled. In fact, you might be inclined to say that the
opposite is true―after all, everyone associates clickbait with low
quality writing, and exceptional title wording.
And people are becoming jaded. If you notice most comment
sections for articles like that these days, they’re getting called out
for things like poor sentence structure, useless information, and
unsavory marketing stereotypes.
So, if you take anything from this lesson, let it be this: You
absolutely need to have the best of both worlds. Your title needs to
be catchy, snappy, and intriguing, but your post itself needs to be
able to deliver. If it’s not actionable, useful, or informative, it’s not
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worth publishing. There is an oversaturation of low quality content
online already as it is, and it’s making readers understandably
upset.
Here are some title ideas that do well:
● 11 Things to…
● What ___ Don’t Want You to Know
● The Insider Secret…
● The Most Effective…
● How to…
● What Never to…
● The Truth About…
● The Amazing ____ Trick to____…
● WARNING - Avoid Making This Common Mistake...
Snappy titles and informative, high-value content are the ticket to
getting people to click.
This rule applies to everything copy-related, from emails to blog
posts, landing pages and beyond.
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#12 Using Trigger Words
Let’s discuss some trigger words. Consider these go-to’s for when
you’re trying to hook an audience with emotions or curiosity.
Note, the words are polarizing, beginning on the positive
spectrum, and quickly morphing into something darker. This is
intentional, as no two brands are alike. The words which you use
will largely depend on your brand, your message, and your
audience, so choose wisely.
For example, a hairdresser will want to select positive wording,
perhaps reinforcing a sense of self, of identity, or even unique
beauty.
However, someone using scare tactics to promote healthy
lifestyles will use phrases like “crippling anxiety can be beat,” and
“the 10 disturbing facts about junk food you didn’t know.”
● Thrilling
● Wonderful
● Pleasurable
● Satisfying
● Crippling
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● Disturbing
● Destructive
● Gluttonous
These words will appeal to people on an emotional level, making
them feel something upon reading. But they also help to drum up
curiosity.
When you’re looking to do just that, remember what makes you
unique. How do you stand out from the competition? The answer
to that may just be what you can play up in your copy.
Checklist
Now, if all of that was a lot to keep track of, don’t worry, you’re not
alone. Most copywriters are used to working with a system of
some kind that allows them to adhere to rules, and the
cornerstone of those systems is always a checklist.
A simple list to reference after you’re done writing can do
wonders. You can see what’s missing, what needs work, and what
would greatly benefit your audience.
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Here’s the checklist you should be using to evaluate whether
you have high converting copy on your hands or not:
● Does it fulfill the promise in the headline?
● Is it interesting?
● Easy to read?
● Believable?
● Persuasive?
● Specific?
● Concise?
● Relevant?
● Flow smoothly?
● Strong CTA?
● Does your copy itself feature one-sentence paragraphs?
● How about bullets?
● Italics?
● Bold lettering?
● Did you use sentence fragments? They emphasize points,
making your copy intriguing to read.
● Have you started any sentences with conjunctions? It helps
keep your tone casual.
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Chapter 4
How to Weave A
Persuasive Story
That Sells
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Earlier, we touched on the subject of lifting conversions with
copywriting. We briefly touched on the fact that copywriters can
learn a lot from fiction writers. Although worlds apart, they both do
extremely well when they wear their hearts on their sleeves.
The use of things like emotion and passion can help entrepreneurs
connect with their target audiences on a deeper level, enabling
them to dispel objections and fears.
And with that, selling your products and services becomes far
more simple. It’s a less pushy approach, replaced by a much more
human one, seeking connection and understanding.
Well, now it’s time to dive a little bit more in depth into the aspect
of fiction, by detailing how you can kick your copywriting up a
notch by employing the use of advanced persuasive storytelling.
This can be in the form of embellishments, which creative writers
are known to do for the sake of fantastical storytelling, or it can
even be based entirely in truth, relying solely on the use of skillful
language.
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Whichever road you decide to take is fine, but remember, it’s all
about finding the right combination of elements that works for your
brand and your audience.
In a sea of interesting sales angles and copywriting gimmicks, it’s
the simple stories that play on our basic instincts as humans.
After all, we’ve been telling stories since before we could write.
They’ve built up cultures and developed entire ways of life.
Underestimating the value of a good story is a costly mistake as an
entrepreneur, so it’s time to think like a fiction writer for a short
stint.
Planning It Out
What’s the most important part of writing fiction? The plot line,
which actually takes a significant amount of planning.
And it’s no different in copywriting.
The right story can convey your product’s value, make your
audience feel understood, and yes…
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Generate sales.
So taking the time to plan it out is a smart idea.
Now, you’re not making this story up, right? You’re likely writing
your own brand origin story.
You have a topic, you just need to find a compelling way to tell it.
Here’s the outline you’ll be following:
● A strong statement in the headline
● Add in drama and turmoil (where you were before business)
● Focus on the benefits the visitors enjoy if they act (what
benefits did YOU notice in your OWN life?)
● Justify that act with lasting value (Is it worth it?)
● Address objections (make it emotional)
● CTA (urgency and scarcity)
To start, define your perspective. This is the angle from which
you’ll tell your story.
For example, a common one is pain vs gain, where you ask the
audience if they want to resolve their painful situation, and gain a
newfound freedom.
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Other approaches are then vs now, from your perspective
(first-person), and intellect vs. emotion, where you introduce
something new or confirm what they already know, and then try to
change their minds on the subject.
Of course, whichever angle you choose, you’ll have to decide if
first-person or third-person works best. I find that second person
works best, where the audience is the main character in the
narrative.
If you’re having trouble figuring out which to go with think through
who you want your hero to be. Maybe it’s you, or maybe… it’s your
favorite client. What problem did you help them solve and how did
that transform their life? How did you transform your life with your
own decision?
What is the internal transformation, and how is that reflected
externally?
After you’ve lined up your answers to these questions, it’s time to
have the hero recognize the problem. This will lead to them
realizing what they truly desire, creating a very relatable moment.
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This transformational journey should end with your hero feeling
much more positive about their situation, having gained x, y, and z
that has changed their life for the better.
Once your story is complete, you have a piece of copy that is
compelling and human. It can be adapted several times over for
copywriting purposes, or even used as inspiration for another
piece of copy.
Because remember: copywriting isn’t about being pushy, it’s about
relating to your audience and persuading them to move forward.
It’s about telling a story that makes people feel seen.
Here are a few helpful tips for personal storytelling:
● Compelling hooks are short, simple, and usually open loops
(more on that later). They benefit from ending on ellipses, or
another sort of cliffhanger that keeps people reading.
● Make sure the drama and turmoil is emphasized. It should
make them feel less lonely, if they’re going through
something similar. The objective is to connect with them, and
let them know you understand.
● When you get to the benefits, make sure it’s about THEM, not
you. So don’t dive into features and talk about your company,
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or your products, or quality. Instead, talk about the average
life improvements your customers keep repeating. If you’re
lost, sift through your testimonials. What do most people
comment on favorably?
● Don’t be shy about your emotions, or those of others (your
customers). Every purchase is an emotional one, whether we
recognize it or not. The best way to use this to your
advantage is to create an emotional image and story that
people can see in their mind’s eye. Make it visual and paint a
picture in their mind’s eye.
Standing Out
Once you’re done with the planning, it’s time to write your
compelling, entertaining, highly-engaging story…
There’s just one issue: Everyone tends to share the same types of
stories…
And most everyone uses the same little tricks.
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Soon, even if your story is good in and of itself, it becomes just
another good story in a sea of good stories…
That all somewhat sound the same.
Luckily, the way in which you tell the story is enough to make a
world of difference.
In copywriting, we have what’s known as pattern interrupts. They
function as a way to snap the reader’s attention back to whatever
is being stated.
This can be done with a sentence, or even an unexpected word…
That essentially thrills the reader’s brain, giving them a taste of
something completely new.
Some of the best speakers use this trick as well, when the
audience is dying down, and the monotony consumes the room…
Suddenly, BOOM, there’s a word or line that breaks the silence. A
gasp here, a laugh there, murmur in the crowd.
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When you’re writing persuasive copy, it pays to be different and do
something unexpected. It pays to break through the monotony of
repeated messages…
And put out something completely different than your competition.
While they’re all copying each other, you’re copying… no one.
That’s not going to go unnoticed.
There are five main things you can use to your advantage when
writing persuasive copy. Use them wisely, to craft thrilling copy,
and you’ll have no issues getting people to convert.
#1) Imagination
We’ve all heard how powerful imagination is. We imagine
ourselves living with something we deeply desire, and it makes us
want that thing, or experience, that much more. In my case, I see
myself using the latest in techy gadgets. The minute a new phone
or computer model hits the market, I’m there. And every single
time I see it in person, each second I hold it in my hand, my desire
to make it a part of my daily life increases.
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And companies know that, so the second a new gen device hits
the shelves, you’ll find copy that uses sensory wording, such as
“vibrant photos” and “crisp and clear display.”
#2) Mini Stories
Imagine for a second that you’re browsing a website, hit the about
page and see a giant wall of text. You scroll down some, and…
It keeps going.
Safe to say you’re not going to read that, right? You don’t have that
kind of time, nor do you feel like it would be particularly rewarding.
Well, the same thing happens when your audience takes a look at
your massive brand story. Reading all that copy is a daunting task,
so they don’t do it. They leave and do something else.
But wait, didn’t we just spend the last chapter writing one up?
Yes, but like I mentioned, you can use that as the basis for so much
copywriting. It’s adaptable, it’s inspirational. And one way you can
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modify it is to create a miniature version that’s approachable
enough to read.
Mini-stories lower barriers to sales messages, mainly because
they’re short enough to read all the way through, without
hesitation. This allows people to get caught up in the story, and
presto, your sales message slips right in, under the radar.
#3) Sound Bites
Think rhymes, because they’re catchy and surprisingly memorable.
There’s a great pleasure in repetition that makes readers and
listeners alike fall in love with copy. When things come full circle, or
when history repeats itself, or even just when the same elements
keep popping up here and there, that makes for some exciting
moments.
If you’re stumped on this one, don’t fret too much, it doesn’t need
to read like poetry… it just has to be poetic.
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#4) Show Don’t Tell
Think of your five senses: hearing, touching, smelling, tasting, and
seeing. These are verbs. When you describe a new scent as part
of a perfume product launch, it should convey a sense of smell,
and perhaps even taste. Maybe fruity flavors of papaya and
mango, infused with a sweet kiss of coconut, topped with a
generous, sumptuous helping of sweet strawberries.
Notice, I didn’t tell you that the perfume smell was a mixture of
papaya, mango, coconut and strawberries. I showed you a huge
helping of sugary strawberries, a piece of coconut at the lips, and
maybe a whole tray of papaya and mango on a table.
Showing people allows them to experience the story for
themselves. It turns copywriting into something immersive and
compelling. Telling them something speeds everything up and
eliminates the details that make your story come to life.
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#5) Using Numbers
As it turns out, readers love to fixate on numbers, and the way you
portray them will detail just how information gets processed. For
instance, when it comes to product weight and size, they want real,
factual numbers, written as numerals. However, when a number is
spelled out within the context of a paragraph, it loses its impact.
For instance, if I said less than half of American adults drink soda
on a daily basis, it’s not very impactful. But if I said 48 percent of
U.S. adults drink at least one glass of soda per day, then that gets
your mind going. Notice, the use of a real percentage, and details
about the sheer quantity of soda on a regular basis, turned that
message around to make it punchy.
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Chapter 5
Writing Bullets
For Optimal
Persuasiveness
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Let’s talk bullets.
And no, they’re not bulleted lists. These bullets are short, snappy
bits of copy that list features and benefits in single lines.
When written effectively, they pique curiosity, and compel people
to convert…
Even if they’re busy with the TV on, browsing social media, or
balancing several things at once.
Used in everything from landing pages to sales letters, copywriting
bullets can elevate your message. They make it easy for people to
imagine the benefits of your product, which of course, is very
effective…
But more than anything, they’re scannable. When most people
read, they jump around. When they read a sales letter, they might
skip to the end to see the price.
But if you add in bullets, you’re essentially capturing them at
multiple spots throughout the copy. You capitalize on their
desperate desire, and force them to start reading from the
beginning…
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And it’s all thanks to one very simple formula:
Interest = Benefit + Curiosity.
Let’s look at some bullet examples and see how that formula is
used in each one:
● How to turn OFF your fat genes - for permanent weight loss!
Spanking new research from the Human Genome Project
identifies 6 fat switches! One of them shows you how to eat
more to weigh less!
● SHOCKER! Eating fat does NOT make you fat… raise your
cholesterol or triglycerides - but this will! See page 2 of your
special report!
● If you want to get rid of your “spare tire” and “love handles”
DON’T DO SIT-UPS! New discovery gives you an easier way
to stronger abs and a flatter tummy. LOOK AND FEEL BETTER
IN NO TIME!
Focusing on the first bullet, the benefit is permanent weight loss.
And curiosity is the switch that promises you can eat more to
weigh less.
The second bullet does a good job too, listing the benefit: you can
eat fat, without getting fat, or raising your cholesterol or
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triglycerides. As for the interest, it’s the one thing you could be
eating that will have those adverse effects…
But you have to flip to page 2 of your special report to find out
what it is.
The third bullet is no different. The benefit is getting rid of love
handles. The interest is the new discovery that makes you look
and feel better in no time.
Bullet Best Practices
Consider these to be tips and tricks that work across the board,
regardless of industry or offer.
Copywriting bullets always stick to a similar formula, described
above, but certain combinations of caps, bold lettering, and italics
certainly change the way a message is perceived.
And that’s just the tip of the iceberg. When it comes to bullets...
● Keep them short, no longer than 1-3 sentences total.
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● Each line should serve an impactful purpose. If it doesn’t
bring something noteworthy to the table, eliminate it.
● Use words that make people excited. Think “single greatest”
or “most profitable.” Words like “surprise” and “secret” also
work.
● Juxtapositions like failure/success work as well. They help
people visualize their “transformation.”
● Ask questions. This shines a spotlight on your readers,
forcing them to think of themselves within the terms of your
offer.
● Inject brackets to dive into detail. This helps you pack more of
a punch within your bullet, directly appealing them with
something compelling.
● Use exclamation marks, within reason. You don’t want to
sound like you’re overly excited all throughout your copy, but
you do want to emphasize major lines.
● Use capital letters to emphasize select words. “DON’T DO
SIT-UPS!” works well, since you’re telling people to stop
doing what they already likely dislike having to do. Other
words are “not” and “free.” Use your best judgement here,
and try to select words that directly relate to the benefit.
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● Use ellipses for emphasis. These work well when you’re
about to say something groundbreaking, or you want to leave
the readers begging for more details.
Go-To Bullet Formulas
Obviously, there’s a lot riding on these bullets. You have to be
enticing, capable of piquing people’s interest, but also informative
enough to genuinely offer something in exchange for their
attention.
And it’s super easy to fall into a rut of what works, which is usually
a variation of “How to.”
“How to attract hordes of free visitors by positioning yourself as a
trusted authority in the market ( just giving away “free content” IS
NOT ENOUGH to build a high converting audience).”
Notice this bullet is just fine, perhaps very effective, but it begins
with “how to.”
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It’s a rut most copywriters get stuck in eventually, so let’s look at
other formulas:
● Action Word - Benefit: Banish back pain in just 5 minutes
with a simple stretch you can do easily at home… no
equipment needed!
● 4 Ways (or methods or secrets) to Benefit: 4 Ways to
“Reprogram” your body into burning fat while you sleep.
● Warning - Avoid Common Mistake: WARNING - Making this
common mistake in a marriage will result in turmoil… and
possibly even divorce!
● Why _____ almost never works...and: Why you should never
use your phone at dinner! (Even dating coaches make this
serious mistake… and risk alienating a perfectly good date)
There’s a better way to remain calm and casual, without
sending the wrong message of disinterest across!
● The easiest way to____: The easiest way to add an extra
$50 worth of beauty treatments to your spa day for FREE.
● What never to _____: What never to feed new, unexpected
guests for the holidays. Whether they’re vegetarian, vegan,
paleo, or gluten-free, there’s something delicious you can
serve up in 1 HOUR or less.
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● If QUALIFIER, then BENEFIT: If you have 10 minutes per day,
you can learn how to draw like a professional in 6 MONTHS.
● Better than ____. Benefit: Better than Etsy. Generate 10x the
sales with this ONE SIMPLE trick.
● No more PROBLEM. Just do this: No more late night
cravings! Curb them with this one highly effective, SIMPLE
trick.
● What you must do to avoid PROBLEM: Do this immediately
and save your retirement fund from evaporating into thin air
by 2030!
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Chapter 6
How To Properly Sell
The Benefits Of Your
O er
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Odds are you’ve been in a situation where you were extremely
excited about something... and talked someone’s ear off. Only, the
person you spoke to had no clue what you were saying.
It makes for an awkward dynamic, doesn’t it?
When your excitement level goes from super high to… doubting
what you’re saying.
The person’s face goes from the initial excitement of being told
something new, to… finding out what the message wasn’t relevant
to them at all.
Well, that’s how your audience feels.
When you’re excited and passionate about something, it should be
because it also relates to them in some way. They should be able
to match that same level of happiness.
That’s why it’s super important to lead with benefits.
How will your offer help them?
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Don’t focus on things like jargon, or even the features. Sure, that’s
nice to have, to some degree, but the focus point should be how
your offer can directly affect people’s lives for the better.
If you’re wondering how to do this, here’s a pro tip: Keep asking
“So what?” until you can’t anymore.
The 7 Benefits Your Audience Actually Cares About
People are very particular. If your offer lists benefits, but those
benefits aren’t solid, you won’t see the results you want.
That’s because you’re asking them to part with their hard-earned
money… Something a lot of people struggle with.
They need to be made to feel that you genuinely want to help
resolve a painful problem for them. The more helpful you are
upfront, the more likely it is they’ll listen to you.
But rather than list off benefits which may or may not always be
applicable, try using these 7 proven tactics.
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#1) Physiological
Food, water, shelter, clothing. They’re all needs for a reason. You
need them in order to survive.
Are they dictated by our wants? To some degree. You might want
Thai food instead of American for dinner…
But aside from the pleasure of selecting particular flavor profiles,
we can all agree that food is nourishment your body needs to
keep going.
That means companies that pander to the physiological, like Hello
Fresh, Tyson Foods, Fiji water, SmartWater, Redfin Real Estate, and
Zillow, have a strong business foundation. They are seen as
leaders in providing essentials. The only thing that keeps them
from becoming monopolies is that they have stiff competition.
There are many brands that provide the same goods and
services―some for a lower price.
Speaking of which, what about designer clothing? Clothes may be
a need, but is there an actual need for high-priced designer
products, or is that just a want? Well, look at it this way:
physiologically speaking, your body needs clothing to be
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protected from the elements, but on a social scale, it also needs to
be at least decently stylish if you want to be perceived in a positive
light. More than a skin-deep need, designer products are about
self-esteem, a sense of belonging, and even self-actualization, all
of which we’ll touch on in a second.
This illustrates how well you can connect your benefits list.
Depending on what it is you’re selling, it may be super easy to
highlight all of these benefits, seamlessly connecting them to one
another. And ideally, that’s the goal. But it won’t always work out
that way. There are many variables, the biggest one being what it
is you’re actually selling.
#2) Safety & Security
Think anything that involves protection against threat and danger.
Things like disease, poor health, malnutrition, or human beings of
the violent and dysfunctional variety.
Companies like Nest do exceptionally well because they connect
customer homes seamlessly with all the security devices they sell.
Every new addition just adds one more layer of security and
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convenience. You can see who’s at the door without getting up off
the couch, you can set your alarm system, or use a digital lock, or
set your thermostat, all easily and conveniently.
It’s almost like it sells itself, really, since it’s advertising protection
against home invasions, fires, and even small little mysteries like
who stole the last cookie from the jar.
Of course, there’s also a human side to this: illness. Companies
that advertise themselves as protectors against sun damage do
well because people naturally want to avoid getting sick.
We tend to associate yellow teeth with disease and poor dental
health, so whitening products fly off shelves. We dislike dry hair
because it signals that there’s damage from the elements, so
products like hair masks and serums are always top sellers.
#3) A Sense of Belonging & Love
That’s right, because even those with icy cold hearts want to be
loved. Everyone wants to feel like they belong, even if it’s within
their own small circle of friends.
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That means that depending on your market, you should be able to
provide this feeling. And it won’t always be in an expected way.
For example, dating apps and services like eHarmony are in the
business of helping people find love with compatible matches.
They’re in the business of love.
But how about gyms and fitness programs? They’re in the business
of getting people healthy, sure, but they’re also aiming to help
people feel like they belong. When you first step foot in a gym, it
feels awkward. It feels like you’re out of place. That confidence
and sense of belonging only comes from weeks or months of hard
work and dedication, making it a mission to go to the gym on a
regular basis. You improve and feel more comfortable with each
passing day.
And you know what? Unexpectedly, you also start loving yourself a
lot more as a result. It’s bound to happen, seeing all the positive
changes to your body, feeling proud about your accomplishments,
etc.
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#4) Self-Esteem & Awareness
This includes confidence, recognition from others, status within
society, respect from others, and your self-awareness. How you
feel about yourself, how you come across within society, and how
people see you.
Say for example, that you sell men’s grooming products.
Aftershave, shaving cream, men’s beard balm, some face wash.
Will using your products clear up enough dirt and grime (and hair)
to make a man feel confident in his own skin? Will they get
recognition from others in the form of compliments? Will other men
respect them for it?
Perhaps more importantly, how will your customers feel about
themselves thanks to your grooming products? Maybe they’ll feel
and look more put together, so they’ll get treated differently for it.
Any time your products can sway people for the better, it’s a
winning scenario. Use it to your advantage.
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#5) Self-Actualization
Here’s a term we surprisingly don’t hear enough of in society,
despite most people seeking it in their lives. Self-actualization is
the realization of one’s own fulfillment; it’s when someone reaches
their full potential.
Most people want that. Or at least dream about reaching that
point. To be self-actualized, someone needs to accept themselves
as they are, lead with realistic expectations, carry on in a very
problem-centered way, and be very independent, among many
other traits. For instance, freedom and creative fulfilment are
aspects of self-actualization.
This is a huge benefit for most people, if your product or service
can somehow make them one step closer to self-actualization…
they will feel like they have something figured out, like they’re
doing something positive in their lives, taking responsibility and
doing something worthwhile.
That’s not a common feeling. Most people are just trying to make it
through the day, tackle their giant to-do lists, meet their deadlines,
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and run their errands. Any time that you can provide a different,
positive feeling of accomplishment, that’s good copywriting.
#6) A Sense of Confidence
Highlighting your offer’s benefits can do a lot for a customer’s
sense of confidence.
For example, if you’re selling speedy sports cars, you’re doing
more than selling a jaw-dropping vehicle…
You’re selling a really good feeling.
The second that customer drives off the lot, he’s going to feel and
look like a million bucks. He’s going to stop at the light, and KNOW
he’s being stared at in a good way.
If he felt invisible before, or was used to being looked down upon,
this is a massive boost to his ego. Suddenly, he’s not only
acknowledged, but admired.
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People want to be him. They want to own his car. They look at him
and wonder what he does for a living, and… wonder what kind of
house he lives in.
They want details, so they make up narratives of wealth and
success in their heads…
All because his car is nice.
He could be wearing the world’s most worn-down, dirt-cheap
outfit…
And he would still turn heads because of his car.
Giving someone that sense of confidence is no joke. It’s
life-altering. Suddenly, they’re treated differently in society, and
they’re given access to feelings they likely could only hope for
before.
Imagine what a customer could do with that newfound confidence.
They might suddenly feel worthy enough to go after the job
they’ve always wanted but always felt weird about. They might
decide it’s time to change their wardrobe, or hairstyle.
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If you have an offer that really helps someone feel amazing, you
have something of value. You have something that could change
lives.
Lead with that, and you’ll have high-converting copy on your
hands.
#7) A Chance to Learn
It’s important to educate your audience. As a copywriter, I write a
ton of copy for clients. I handle what they can’t do, or lack the time
to do for themselves…
But I also provide feedback and advice that helps them learn how
to write better.
If they ever do have the time to write something, they can apply
the knowledge I provide for free.
Whenever a brand puts out style guides or blogs about an
upcoming season, they’re educating customers on how to best
wear those pieces.
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Even holiday gift guides could be considered education, since they
make gifting easier for consumers by providing the hottest items
upfront and center. Parents who are clueless about the latest tech
gadgets can take one look through the list and be in-the-know
without any effort.
Anytime you can share knowledge, and help customers learn
something with minimal effort, you’re saving them time. They don’t
need to sift through a bunch of Google results to find relevant
information.
The benefit is simple: learn more, with less effort.
Making It About Them
So, it’s clear that although your offer might have a lot of bells and
whistles, it all means nothing unless you’re focusing on the right
benefits.
People are biologically programmed to care about offers that
resonate with them on multiple levels. Offers that stand out, deliver
on their promises, and make life easier.
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That’s why it pays to angle your copy in a way that highlights the
deeper benefits. It goes beyond the surface level, it digs into the
“why” behind your offer…
Now, highlighting those details does wonders by itself, but
elevating them is obviously going to yield a better result.
For instance, did you know that people find percentages
impactful? It’s a percentage of the whole pie, it’s easy to visualize.
It’s why stores do it all the time to advertise a sale. 50% off, 75%
off… it’s better than saying “You’re saving $10.”
Here are some other tips and tricks you can use to elevate your
benefits.
● Use the average savings amount your customers can expect.
This is a good way to prevent under or overselling your offer.
● Use social proof such as testimonials, reviews, tagged
content, and social account buttons. Just make sure to select
ones that are insightful and helpful. Does it bring up valid
points that you didn’t think to write about? Does it flatter your
brand in a way that you can’t? Does it help stomp objections?
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● Endorsements are always a good idea, since someone
noteworthy is essentially vouching for your offer. You’re using
their audience, their success, to elevate your public standing.
● Add in case studies. These are a great idea because you’re
showing what you’re capable of, what you’ve done, for who,
and the end result. All the details are covered, and prospects
can see that.
● Demonstrations, if applicable. If you have a product, you
should be able to show how it works. What can it do? How
does it do it?
● Replace most instances of “we” with “you.” In copywriting,
using the word “you” is a great tactic. It makes people feel
included, like they’re being singled out from a crowd.
● Emphasize how important your product is and encourage the
customer to buy it. Your product should be important and
helpful because of the benefits it offers.
● Keep your copywriting simple and to the point. While other
forms of writing are all about eloquent language use, and
tactics, copywriting is more about connecting with people in a
relatable way.
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● Use non-text sources of information like pictures and videos
to convey more information, like how your product works,
what it looks like, and how it makes things better for users.
● Avoid using industry jargon. Again, your objective is to
connect with people, not alienate.
● Start off with questions and statements that are begging to be
answered, drawing readers in. Then continue that pattern
throughout your writing.
● Use short paragraphs and occasional single-sentence
“paragraphs” to keep the text clear and easy to read.
Remember, you’re always writing for two types of readers:
People who need more information and read things all the
way through, and those who scan because they’re farther
along in your funnel (closer to converting).
● Include links to external sources that explain details
whenever an explanation might be necessary but don’t force
explanations on veterans of the industry that already
understand.
● Use bullet points or numbered lists for situations like this,
where there’s plenty of information to shovel out, but you
don’t want to write an entire thesis on it.
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Chapter 7
Psychological Tactics
To Incorporate In
Your Copy
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Neuro-Linguistic Programming (NLP) was developed in the 1970’s
as a way to trigger actions and sales by using the power of
manipulation and persuasion. At its core, it uses language
techniques and verbal patterns to help compel, convince, and
convert your audience.
Of course, this may seem far-fetched, and to many it is. In fact,
saying NLP and copywriting in the same sentence is bound to
raise some eyebrows, even to this day.
But the truth of the matter is that words are powerful. There’s a
reason we cling onto stories, even those from centuries ago.
Words influence our every show, movie, game, trend, and then
some. Without words, we’d never become close to other human
beings, nor would we know how to fully express ourselves.
And when words are deployed by persuasive writers, they become
that much more effective. Suddenly, these meaningful words
become tools of the trade, capable of increasing sales.
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What A Story We Weave
Think about what the end of a long week at work looks like. Maybe
it’s Friday night, and you’ve got your feet up by a cozy fire. You’re
lounging on the couch, with your favorite blanket. Maybe a nice
cup of coffee or tea right beside you. It’s nice here, and it’s totally
relaxing knowing that you don’t have anything pressing to do
tomorrow. You can do what you want.
Well, as nice as it all sounds, and it certainly is, this is the time
where you let your guard down. This is the time when you don’t
have anything major going on, no distractions, so you’re able to
simply… ponder how nice it would be to have a blender thing to…
blend things in the kitchen. You have a blender, but it would be
nice if you had an immersion one to—
Wait a minute, why are you even considering buying something
you don’t need right now? Because it’s on sale and there’s a
commercial?
YES.
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Yes, and you’re also at your most vulnerable, essentially
hypnotized by relaxation. Why do you think ads are run in between
shows and even some movies on cable?
All it takes is the right language usage, the right timing...
And the right formula.
Speaking of which, there’s something copywriters can learn from
fiction writers: archetypes. Every story and genre revolves around
9 of them.
That’s it ― 9 archetypes make up almost every story known to man.
And each one of them is usable outside of fiction, elevating
copywriting to brand new heights.
These archetypes are reskinned, retold, and remolded by every
writer, which means your only limit is your own imagination.
The nine archetypes are:
1. Comedy - Parks and Recreation ended in 2015, but it’s still
regarded as one of the funniest shows around. And all it was
based on was a group of hilarious, slightly clueless friends all
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working together, and making the most out of every situation,
positive or negative.
2. Tragedy - Think about the long-running TV show
Supernatural, which although sprinkled with comedic relief,
and plenty of quests and monsters, is at its core… a true
tragedy. All throughout, they’ve alluded to the fact that it can
only end one way, and they’ve already lost many important
characters along the way.
3. Rebirth - The Chilling Adventures of Sabrina, the 2018 spinoff
of the original Sabrina the Teenage Witch, from the Archie
Comics, is a total rebirth. Sabrina finds herself having to
choose between two paths, and then finding a way to carve a
third.
4. Mystery - Think about Sherlock Holmes, or anything written
by Agatha Christie, including Hercule Poirot.
5. From Poor to Rich - Cinderella was treated as a maid by her
evil stepmother and sisters, until she married the prince, of
course.
6. Slaying the Monster / Overcoming the Big Obstacle - Think
of Bates Motel, where the big monster, the big obstacle is
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really Norman’s unhealthy mind. Although the story is told in a
way that makes Norman the main character, everyone is
really rooting for his takedown.
7. Questing - Stranger Things, the Netflix TV show in which a
group of kids all fight the strange creatures from the alternate
universe known as the Upside Down. They specifically keep
referring to their mission as a quest, after having played
Dungeons & Dragons.
8. Voyage and Return (also known as Hero’s Journey) Homer’s The Iliad and The Odyssey cover how Odysseus left
Ithaca, and then struggled to get back.
9. All Against The One Really, Really Bad Guy - Avengers:
Infinity War, the team all came together to defeat Thanos.
Notice, some of our most beloved and popular stories really fit the
bill here. That’s because these archetypes play on our psyche
really well. The metaphors, the relatability, it all slips into our
subconscious mind. Soon, we find ourselves being inspired, being
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influenced, thinking “Why can’t I carve my own path through life
like Sabrina? I don’t want to follow what society says I need to do.”
But see, there’s a massive difference. If someone, anyone, were to
sit you down and tell you that you can carve a third path, and that
you shouldn’t settle for what’s being presented to you, your natural
instinct would kick in and you’d probably blow them off.
Why?
Because you’re being told what to do. And because when we hear
something far-fetched, we don’t believe it.
But seeing is believing. And these stories, they show us the
outcome of such bold choices all the time. Although they’re fiction,
they keep instilling in us the possibility of hope, of belief, and of
changing our future.
You can do the same with copywriting. Hopeful copy that shows
people the results your products or services offer really hits home.
You might be telling them what to do with your CTA, but if
everything leading up to that is compelling, inspirational, or
otherwise relatable, odds are they won’t mind at all.
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Strategic Pattern Interrupts
Have you ever seen a magician perform? Often times they’ll set
the stage, telling you what they’re going to do, so you know what
to expect. They begin placing a handkerchief in their fist, pushing it
until it isn’t visible anymore, and then they tell you to pay attention,
because things are going to get a little bananas.
Well, that’s an interruption. A strategic one, to be exact.
Notice, your attention isn’t on the fist anymore, it’s on his face,
because he’s talking. He’s animated, telling you to focus, but he’s
moving around and talking, making eye contact, so naturally, your
focus deviates.
By the time you turn your attention back, he’s already done
something to make the “magic” in the magic trick happen.
These interruptions, whether they're snapping fingers, looking up
randomly, telling the audience to focus, etc. are all powerful
techniques because the minute you break someone’s
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concentration on something, you have easy access to influence
their thoughts.
Clever public speakers use this technique as a way to get the
audience to essentially wake up from their hypnosis, the
trance-like state you often find yourself in after something is
unchanging for a while.
BANANAS.
See, you woke up there, didn’t you? Something changed out of
nowhere, and you probably expected it during the magician
description, but that would have been too obvious.
It’s why storytelling only works when there’s something interesting
here and there to break that flow. Otherwise it’s rambling on and
on and on. You need that spark of dynamic behavior to keep
people invested, and influence them into thinking you’re more
exciting, more informed, and more entertaining.
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Use Senses
We know them well. Visual, touch, auditory, smell and taste. We
use them all the time in our daily lives. We use them to type, to
taste our food, to smell the flowers, to see the sky, etc. It’s our way
of processing the world.
And suddenly, if we stop to think about that for a second… when I
say you should embellish your writing to play to those senses, it
makes… sense.
Instead of writing or saying “Visit our classic Italian kitchen to try
the true taste of Italy,” you should write…
“Visit our classic Italian kitchen and savour the deliciously
authentic taste of Italy.”
Notice, two strategic words suddenly make your mouth water,
purely because they play to your senses. This is what you want.
You want to make sure you get people’s attention, so they crave to
taste, or touch, or wear whatever it is you’re selling.
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Never No, Just Double Negatives
Ever heard of the claim that the subconscious doesn’t recognize
negatives?
Turns out, it depends on the sentence structure.
If your sentence is true, then your subconscious won’t recognize
the negative. But if your statement is false…
Your subconscious picks up on that.
But why am I bringing this up?
Because what the subconscious always understands, regardless of
any circumstances, is a double negative. If someone writes “Why
would you not sign up for my course HERE right now?”
You pay attention. Likewise if you skip the negatives altogether
and simply focus on the positive, like “Sign up for my marketing
course HERE right now, and get all the knowledge you need to
grow your business!”
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Playing to Their Emotions
Copywriters understand emotion. They know that everything you
buy is based on feelings.
Most people don’t buy a gym membership because they want to
meet new people. Most people buy a gym membership because
they want to get fit. They want to look good, feel great in their own
skin, wear clothes that they don’t feel they could pull off, etc.
That’s why good copywriters will play to that fact. Charity ads play
at heartstrings, fashion ads are all about unlocking the best version
of yourself, and beauty ads are all about putting your best face
forward.
If your current copy simply informs the reader of your product, and
follows a basic outline, you’re probably better off rewriting it. Each
piece of copy needs to transport the reader to an illustration they
can relate to. They need to feel some sort of emotional pull.
A few ideas on how to best play to your audience’s emotions:
● Making them feel like they’re not alone.
● Making them feel worthy.
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● Making them feel understood.
● Making them feel beautiful.
● Making them feel special.
● Making them feel celebrated.
● Making them feel like they belong.
Play Mind Games
NLP awareness patterns are words such as “notice” and “realise”
and “see.” Basically, words that call your attention to something.
It’s innocent, you’re simply navigating their attention to something
you really want to drive home, so they better understand, or get
the help they need.
But on the other hand, you’re still navigating their attention. And
that means that you can subtly steer them in a direction that
advances your own sales agenda.
Think of questions and phrases like “Are you aware of how much
you’re overpaying for groceries? See the difference in your
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spending with a membership to our grocery delivery service, which
takes only the best priced ingredients to your door.”
Getting Them to Say Yes
Think about the last time you went to a speaking event. Maybe the
person onstage was very charming, witty, or funny. They delivered
their message clearly and effectively, but also kept things lively
enough to not be boring.
During breaks, they’d interact with the audience, make some small
talk, crack some jokes…
And all in all, everyone left with a good impression of the speaker.
Your readers should feel the same way. It’s your duty when writing
to make people excited for what you’re putting out. You have to be
excited about what you’re doing in order to get them excited.
Because if everyone is feeling good, they are much more likely to
say yes to buying something from you.
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Remember, buying is emotional. We buy things because of our
feelings. We buy clothes to feel a certain way, because we want to
look a certain way. We buy the food that we do because we want
to look our best, or in the case of junk food, because it alleviates a
craving.
Use that knowledge to your advantage. If people are happy, they
are in a good emotional state, and therefore, in the perfect frame
of mind to purchase something. This is especially true if the item or
service being purchased is…
● Relevant to the setting/event taking place.
● Relevant to them in daily life, perhaps as something that can
make a task easier.
● And of course, relevant to them, as people. Something they
can connect with and feel reflected or understood by.
Peer Pressure
When we hear the words “peer pressure,” we think of bad habits
and decisions. We may think of smoking, excessive drinking,
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maybe some irresponsible gambling. We think of behavior that we
don’t really want posted all over social media.
But peer pressure isn’t all bad.
Think of your positive friend. We all have one.
They’re put together, hitting the gym, eating healthy. They found
their own, they’re happy, healthy, and they somehow manage to
do their best in everything they set out to do in life.
Well, maybe that friend keeps telling you how you should go on
hikes more often. How you should join their kickboxing class, or
how you should get together every Sunday morning to catch up
and get some reps in.
That’s positive peer pressure, because chances are high you’re
really doing those things, or at least more positive things, because
you’re friend talked you into it.
And soon, you’re running on your own and feeling a lot better
about yourself. Your sense of self-confidence and your happiness
are at an all-time high as a result.
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Well, no business is good business unless you’re having the same
effect. And it doesn’t have to be fitness related at all, it can be
anything you want it to be, as long as people out there want it and
feel elated by it.
When writing copy, you need to be that “positive and persuasive
friend” to your audience. You need to be the one that influences
them to dress how they really want to dress, or eat how they really
want to eat in that moment. Play to their needs, give them what
they want when they want it with your words.
Use Truisms
Truisms are statements that no one can dispute because they
apply to everyone. And sure, those are hard to come by. The world
is full of people, and everyone is unique, even twins.
But people like going on vacation. Everyone likes a vacation. It’s
the variables that change. Some prefer tropical locations, while
others prefer winter wonderlands.
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If you’re trying to increase your conversion rates, use truisms to
your advantage. This creates a sense of belonging, and helps you
relate to your audience more effectively.
Suddenly, it’s you and your audience against the world. It’s you as
a group celebrating what you share in common that makes you
unique. That makes people feel special, accepted, and
understood. All very powerful emotions.
Just keep an eye on the variables that may change along the way,
and you’re set on the right path. Don’t leave integral parts of your
audience out if you can help it.
Enhancing Innate Human Desires
Copywriting is about connecting with people on a human level.
Using the right wording, angles, stories, and illustrations really
helps with that.
NLP Copywriting is just an elevated version, one that plays on our
natural wants, needs, emotions, and senses, to essentially
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generate attention and sales. The right combination of tricks, and a
solid offer, are all you need to get started.
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Chapter 8
Evaluating &
Improving Your
Copywriting
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It’s hard to be your own editor, but unfortunately, sometimes you
have to be.
Maybe you’re alone in your office, or the few people around aren’t
that great at writing…
But the edits still need to be made. Deadlines never stop.
The good news is that with the right checklist, anyone can
effectively evaluate their own writing and make it better.
In fact, it might even help you pinpoint areas to work on. Over time,
your writing can improve, making the entire editing process much
easier.
The following are some of our internal checklists. We use these for
client projects, but now we’re also sharing them here with you.
Sentence Structure
● Avoid overly long sentences. Run-ons, sentences that feature
colons or semicolons, or polar opposite ideas, should be
omitted.
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● Inject short sentences here and there. When you have a short
point to make, or when you have something impactful to say.
Keeping it short actually elevates that impact. Think of it as…
wasabi. The smallest bit packs so much flavor and heat in it,
but it’s still edible. Too much wasabi and suddenly the heat
overtakes it all, and you’re left with not much flavor (too busy
crying).
Diction
Diction, better known as word phrasing, is a common problem for
a lot of writers. This is largely because it’s hard to say what you
need to say, while trying to sound professional, yet not so stuffy
that you alienate or patronize your readers. It’s a careful balance,
for sure. So, good diction states that…
● Non-standard diction bordering on slang, or outright counting
as slang, such as “anyways” and “alright” should be avoided
at all costs.
● There are several levels of diction. Copywriting does well with
middle diction, which is correct language usage, employed by
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the educated masses. Essentially, it’s less elevated than
formal writing, opting instead to reflect how people speak in
professional settings. When in doubt, consider this entire
book―middle diction.
● In the same vein (word phrasing and use), avoid an overuse
of adjectives. Highly descriptive sentences, or paragraphs,
are very good when writing fiction, and developing entire
worlds, but copywriting is about human connection. Keep it
simple.
● Avoid word repetition within the same sentence. It makes it
read clumsily, like you’re having trouble conveying your
message clearly.
● The word “you” is like pointing at someone in real life.
Generally impolite and frowned upon. However, in marketing,
it’s one of the best practices for conversion, simply because
people like to feel like they’re being spoken to specifically.
Remember, there is no body language in writing, so they
don’t take it as being pointed at. They take it as being singled
out in a crowd.
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Flow
● Your ideas need to line up in an organized way. That means
when you present an idea, stick to it, rather than injecting a
second or even third idea. Simple is better, more impactful.
Otherwise, you’re dividing up the reader’s attention,
spreading them thin.
● Transitions are key to connecting seamlessly from one idea to
the next. Many inexperienced writers assume they don’t need
transition phrases when discussing two similar concepts, but
that’s just not the case. In practice, the flow gets disrupted.
Things come off disjointed, which actually draws people’s
attention away from the value you’re offering. Try using words
like “besides” or “although.”
● Avoid tedious writing. What does this mean? It’s writing that
makes the reader space out, automatically click the back
button, or groan in agony because it’s just too much going on
in just one sentence alone.
● Avoid overly long sentences full of omittable words. It makes
people feel like they’re being lectured, or ranted at. Keep
sentences short, concise, but varied. Some longer than
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others. A helpful hint: write as organically as possible. Write
how you talk.
● Avoid overly complex word choice. It commands attention,
effectively rendering what it is you’re saying unimpactful.
Stick to simple wording, and lingo your audience uses.
Using The Proper Tone
Sometimes it’s easy to lose sight of your audience. You become so
wrapped up in your offer, and your marketing, that you forget who
you’re appealing to in the first place.
And they’re the most important part.
If you’re struggling to connect with them, it could be that your
copywriting tone is off…
Think of the saying “It’s not what you say, it’s how you say it.”
The delivery of the message needs to feel comfortable for the
reader. It needs to feel like they can relate to it.
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The best way to do this is to closely match how they talk. Use their
lingo, their tone.
Ideally, you should sound like you’re one of them… Because you
probably are!
When in doubt, imagine you’re in a room, and your audience is
waiting for you to give a speech. What are they wearing, casual
attire, or black tie?
Before getting onstage, you overhear several conversations going
on. What are they saying? How do they speak? Any lingo?
Then read your copy out loud. If it seems like it would go over well
in that imaginary room, you’re in the clear.
But if it seems like there’s a disconnect, you might be better off
overhauling it.
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Chapter 9
20 Copywriting
Mistakes Most
Business Owners
Make
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There’s a reason why some mistakes are so common―they’re easy
to make.
When you don’t know anything about Facebook Ad regulations, it’s
easy to write something they would automatically ban.
Jargon is easy to overlook since those words are likely a part of
your day-to-day vocabulary.
And yet, easy or not, these mistakes need to be avoided at all
costs. Otherwise, they hurt your copy, conversions, and maybe
even your brand image, depending on the context.
Here is a list of some of the most common mistakes I’ve seen.
Mistake #1: Copy that doesn’t sound
conversational.
This is caused by: Poor use of language, sentence structure, or
tone.
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To fix this: Read things out loud, or get a text-to-speech tool to
read it for you. If it sounds stiff when spoken, it’s likely not
conversational enough. Try using contractions, and dividing up the
overly long sentences.
Mistake #2: Copy that doesn’t match the tone
your audience is used to.
This is caused by: Not really understanding your audience.
To fix this: Dive into communities where your target audience
hangs out. How do they talk? Use similar language, style, and
lingo.
Mistake #3: Copy that does not evoke enough
emotion in the first few lines.
This is caused by: A weak hook.
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To fix this: Write a stronger, relatable hook. It should open a
curiosity loop, provoke emotion, and capture people’s attention
right out of the gate, ideally within the first few lines of copy.
Mistake #4: Copy that isn’t relatable enough
to the reader.
This is caused by: A failure to connect to the audience on the
human level, rather than just a surface issue.
To fix this: Dive deeper into the topic, into the why, the benefits,
and what that looks like in someone’s real life. It’s easy to get hung
up on the surface details of a topic, but it’s not going to deliver
something relatable.
Mistake #5: Copy that makes incorrect
assumptions about the reader.
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This is caused by: Inaccurately assuming your buyer persona is a
certain way.
To fix this: Interview the buyer persona and get more data. Correct
any inaccurate details, especially relating to pain points, desires,
and needs.
Mistake #6: Copy that uses jargon the reader
does not understand.
This is caused by: Expert knowledge, and perhaps even a little
copy and pasting from other internal documents.
To fix this: Find a simplified way to say the same thing that the
complex copy is saying. Streamline it, keep it simple and
approachable. Any wording that most people wouldn’t understand
should be omitted or rewritten.
Mistake #7: Copy does not demonstrate your
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credibility or expertise.
This is caused by: Generic use of copy and information.
To fix this: Streamlining language so it’s approachable for
everyone is one thing, but outright eliminating the valuable
information that needs to be conveyed is another. If your copy
doesn’t explain complex material in an approachable way, it needs
editing.
Mistake #8: Copy that does not get specific
enough with descriptional details.
This is caused by: A weak outline.
To fix this: Whenever you write something for publication,
remember to outline it first. It’s more time upfront, but it enables
you to pinpoint important information to share. It makes adding all
those details that much easier.
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Mistake #9: Copy focuses on features more
than benefits.
This is caused by: Writers who list all the features of the offer in
detail without connecting it to the audience in any way.
To fix this: Add in a human touch. For example, if the copy says
“this product features probiotics, vitamins, and minerals,” you
should mention that it will help balance the good bacteria in their
digestive system, improving conditions such as bloat, eczema,
irregularity, food allergies, and more.
Mistake #10: Copy that has a weak call to
action which doesn’t convey enough value.
This is caused by: Not explaining the value of acting on the CTA.
To fix this: Adding in a visualization that highlights the value of
your offer is key. People should be able to see what life with your
product is like, and feel like their pain points are solved.
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Mistake #11: Copy that speaks to yourself
rather than to others.
This is caused by: Copy that is written in terms of the writer’s own
bias or preferences.
To fix this: Remember that you’re writing for someone else,
someone in your audience. Think of one person, if it helps — a
single buyer persona, and speak directly to them. Why should they
care about your offer? How will it help them?
Mistake #12: Copy that repeatedly uses the
same words (no lexical diversity).
This is caused by: A limited vocabulary, or a comfort zone issue.
To fix this: It’s easy to settle into a groove, even with writing. You
have certain words that work well, or have in the past, and you
continue to use them in pretty much everything because… it’s just
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force of habit. So, push yourself out of that comfort zone and think
of the other words you use on a daily basis. Anything
approachable?
Don’t opt for jargon, we’re looking for different ways to get the
same messages across. Break out a dictionary and look for
synonyms — try not to repeat the same words over and over again
ad nauseum.
Mistake #13: Copy that’s overly salesy and
sleazy.
This is caused by: Copy that is very pushy and gimmicky, perhaps
even incorporating common TV advertisement phrasing.
To fix this: Remember… copywriting is psychology, not pressure.
Good products and services help people. They solve problems. So
relate to people on that human level of wanting to make life better,
or easier. Use a human-to-human approach, and leave the hard
sell behind.
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Mistake #14: Copy that has weak headlines
and subheaders.
This is caused by: A general lack of experience in copywriting.
To fix this: Consider choosing words that tap into emotions and
piques curiosity. You want to get them to click, so headers that
come across matter-of-fact, boring, or otherwise stale, should be
omitted. Instead, use ellipses, brackets, caps, questions, and
strong evocative adjectives.
Mistake #15: Copy that’s not formatted
properly and looks like a giant wall of text.
This is caused by: A lack of spacing, white-space, and image or
video use.
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To fix this: Add in images, graphics, infographics, or video to break
up copy. Then use spaces to make everything scannable. Use
headers and bold lettering to emphasize key phrases.
Mistake #16: Copy that tells multiple
confusing narratives at the same time.
This is caused by: A lack of message clarity.
To fix this: Remember that a solid story is enough. You don’t need
multiple convoluted stories to deliver an impactful message. Select
your strongest narrative, and make it as compelling as you
possibly can. Omit the other narratives.
Mistake #17: Copy that makes substantial
claims without evidence.
This is caused by: Scammy vibes, and a pushy mindset.
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To fix this: Sort through any metrics, charts, diagrams, or
testimonials you have that could potentially prove your points.
Unless it can be backed up with concrete evidence, omit the
reference in the copy.
Mistake #18: Copy that has overly long and
verbose sentences.
This is caused by: Adopting a writer’s mindset for copywriting.
To fix this: Remember, copywriting is different than all other forms
of writing. Eliminate any adjectives that you don’t need. Anything
descriptive that’s meant to come across as elaborate writing
should be omitted. Also, do yourself a favor and rewrite overly
long sentences. You’ll notice that you can convey the same
message differently, and often in a shorter way, than the original.
Mistake #19: Copy filled with grammar and
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spelling mistakes.
This is caused by: Rushing through the copywriting process, and
publishing something prior to an extensive edit.
To fix this: Remember that even the most seasoned copywriters
edit their work multiple times. That’s because the first draft is
always the worst. Copywriting needs to check off many boxes, and
the odds of ticking all of that off the first try is highly unlikely. Edit
your copy line by line about 30 minutes or more after the first draft
is done, so you have fresh eyes.
Mistake #20: Copy lacking in message clarity.
This is caused by: Copy that is improperly organized and detailed.
To fix this: Remember outlines are your best friend. Write one out
and organize things based on major points. Does it flow? Edit it
until it does.
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And don’t forget to add in details, like any evidence for major
selling points, visuals that might further help clarify the message,
and bullet points to break down wordy information.
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Chapter 10
How To Format
Your Copy For
Maximum Clarity
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We’re nearing the end of the book, so now it’s time to look at the
other side of the coin…
Copywriting is about your wording and how skillfully you can
connect on a human to human level, but…
It’s not the full picture.
You see, we’re all very visual when it comes to buying. We feel
tempted by the items that look good on the shelves, displayed in
stores in a way that really highlights each element beautifully.
Even if we’re not in the market for a new mug, or desk, or
microwave…
We still feel tempted.
Now imagine if we ARE looking for a desk. We notice the one with
lots of surface area, drawers, and leg room. We imagine it in the
office, perhaps in a corner by a window, with some light pouring in.
We think about what it would be like to work at such a desk...
But it needs to be displayed in a certain way in-store to get us to
visualize it.
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Copywriting works the same exact way.
Say the right thing in the right visually striking way, and you have
high-converting copy on your hands.
Enter formatting.
#1 Writing For Two Main Types of Readers
Each time you write something, you’re writing for two types of
readers...
The scanners, and the in-depth readers.
When someone is closer to the beginning or middle of your
marketing funnel, they’re still debating on just about everything.
They’re researching options, learning how things work, and
weighing needs versus wants.
That means they’re going to read pretty much everything you have
to say, because they’re there to learn. The more knowledge and
detail you can provide, the more likely they’ll walk away feeling
informed and happy…
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And likely to come back.
But what happens when someone is nearing the end of your
funnel?
Well, they don’t read everything, because they’re already beyond
that step. Now they’re looking for very specific information―highly
important for conversion based on their research.
And that means they’ll be scanning your copy for it.
That’s why whenever you’re formatting copy, you need to design it
in a way that is appealing to both types of readers.
There should be no shortage of information, persuasive copy, and
visualization of benefits…
But it should be laid out in a scannable way that makes things easy
to find.
Here are some tips to help:
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● Sans-serif fonts, without squiggly lines, are generally easier to
read on-screen. That’s why Verdana is so popular.
● 16pt font is considered the ideal size for web writing, since it’s
big enough to read without squinting, but not so large that it
makes 20/20 vision readers uncomfortable.
● Use H1 headings (size 30pt) to break up topics. When kept
short and detailed, headlines help scanners find specific
sections of copy that appeal to them. Remember, urgent,
useful, ultra-specific (for scannability), and unique enough to
pique interest.
● Whitespace is your friend. Use it wisely. Anytime you might
have cramped copy, inject an extra space. For instance, have
you noticed there’s a nice amount of space between sections
in this book? It keeps your eyes from getting too tired, and it
helps to further drive home the point that the topic is about to
change in some way.
● Short paragraphs are better than long, tedious ones. Not only
does it compel you, the writer, to get to the point faster, it also
helps to emphasize certain emotions and words, making your
message much more impactful.
● Relevant images and video break up walls of text. If all you do
is write and write, and never break things up, your
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conversions will suffer for it. People have short attention
spans, made even worse by advances in technology and
distractions. Don’t expect them to linger if you can’t offer
something visually stimulating.
● Bold wording helps to draw attention to certain emotions and
triggers. Anytime you need to emphasize something, use
them. Just don’t overdo it. Entire phrases in bold should be
kept to things like disclaimers, or must-know information.
More on this in a second.
● Use bullets, like these. They are a great way to dive into
detailed information that would otherwise result in 20
paragraphs. It keeps those walls of text at bay, without
sacrificing important information.
● Block quotes are a good idea, since they are typically used to
highlight a testimonial, or a mission statement from a CEO.
Important quotes, something that sets the stage and informs
the readers of some very useful facts.
A brief note about any images or graphics used to break up
copy:
It’s always a good idea to incorporate images of the product itself,
as well as any visual proof that it does what it’s promising to do.
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Images of people enjoying the products, or graphics that describe
how it all works are also good ideas.
#2 Bold, Italics, & Caps
Clearly, formatting is all about making things readable, scannable,
and searchable. People shouldn’t struggle to obtain whatever
information they may need.
That’s why bold lettering, italics, and caps are deemed as three of
the most important aspects of formatting.
For instance, when you’re describing the number of things people
are getting in the offer, you should be using bold lettering to let
them know. It emphasizes the value of the offer when you write
“You could get four pairs of pants for $150.”
Let’s look at some instances when bold lettering is highly
effective:
● Disclaimers
● The most important and relevant part of your offer that you
don’t want people to miss
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● Titles for graphics, so they don’t get lost in a sea of copy
● Anything related to the law, regulations, or other important
information
● The title of your offer, or CTA
● Sentences that encapsulate the mission
● Benefits
Not to be left behind, italics should be used whenever an
emphasis is needed to convey emotion, passion, and life. While
bold lettering is about urgency, italics are about feelings.
Here’s how to incorporate italics:
● Use them sparingly to emphasize an important message (e.g.
“Available in every color of the rainbow.”)
● Use them to highlight important, emotional information within
bulleted lists, such as this one.
● Use on titles of books or whatever the CTA is. Things like
manuals, guides, or newsletters, for example.
As for caps, think of them as urgent, more urgent than bold
lettering. While bold letters should be reserved for important,
unskippable information, caps are more about the important
aspects of your offer, unrelated to emotion.
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Use caps when…
● Something is FREE.
● Something is RISK-FREE or INSTANT.
● Or when something needs to be emphasized within a header,
such as “The Secret Transaction That Could Generate
HUNDREDS (or More) in BANANAS Month After Month.”
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Chapter 11
Applying Your
Persuasive Writing
Knowledge
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It’s now time to transition into writing a sales letter, a landing page,
an email drip, and a Facebook Ad.
These are the core pieces of copy almost every business with a
digital presence needs.
If you don’t already have them, you should by the end of this book.
If you happen to have drafts already, use this section to evaluate,
revise, and improve on your existing copy.
Long-Form Sales Letter
First thing’s first, sales letters can be used as a base for any given
marketing campaign, or promotion.
For example, if a company were launching a new product, they
could start out writing a long-form sales letter.
Then they could use bits and pieces of arguments for other parts
of their funnel.
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An almost universal piece of copy, sales letters can serve as the
basis of ideas, compelling points, and value.
But unlike any other form of letter writing, a sales letter requires
certain information in a particular order.
The right flow of information can entice readers...
But injecting the wrong message at the wrong time can disrupt
their focus.
It’s a lot like your funnel: You should never push for a sale early on.
Funnels work when each stage has a specific objective that keeps
people moving toward a sale at the end.
Lucky for you, we’ve done the leg work:
Above the Fold
The first 3 lines of copy have to be so compelling that the reader
clicks “read more.”
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That means it needs to be punchy. Think about building up
anticipation, or emotion. Something that pulls the reader in from
the start with a touch of the unexpected.
A good place to start is actually your headline. Capitalize all the
first letters and describe the benefits as clearly as possible. This
way, they know exactly what they're potentially learning more
about… or missing out on.
Leave the detailed explanation for the subheadline, so it still
entices people, but answers with something more specific. When
you write it out, make sure to explain what your offer does, and
what results they can expect. This will directly appeal to your
target audience.
The Main Story
Now we’re getting to the good part.
Without going into elaborate detail, tease out your story. This
slowly feeds them information, enough to captivate them, but not
overwhelm. You don't want to come off as pushy.
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Start with the pain points, since your audience should find them
relatable.
Pull on their heart strings with some emotional tie-ins that really
drive the issue home. How did the issue affect you? How did it
impact your life, outlook, and state of mind?
Then dive into detail. What are your credentials, and why should
they listen to you? How do you compare to others, and even to
them? How did you experience transformation with this product or
service?
What led you to offer it now as a solution for others? This is a solid
question. It needs to paint the offer as something so valuable and
impactful that it couldn't be kept as a selfish secret.
Here are a few things that should stand out in particular:
● The BIG problem you’re solving (pain points)
● How you came across the solution (your story)
● Agitate (drama revolving the problem)
● And a glimpse into the offer without revealing everything
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Listing Benefits
Assuming your offer is solid, you likely have a huge list of
compelling benefits.
● It should alleviate a problem
● Make life easier
● Boost customer emotions and outlooks
● Offer quality
● Offer durability
● And open them toward new possibilities...
...To name a few things.
And much like the list above, your list should be bulleted, and
clearly scannable. This way everything is laid out clearly and really
celebrates each individual benefit.
The last thing you want to do is create a lengthy paragraph that
feels tedious to read. Otherwise people are going to glaze over it
and move right along with something else.
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Social Proof
Depending on your industry, this could be scientific research,
testimonials, reviews, etc. Your sales letter may have case study
details, links to charts or metrics, or even to the testimonials page
of your website.
Whatever it is, display it so people can look them over.
People like hearing what others have to say, unbiasedly, about
products and services. It’s insightful, often providing details and
specifics that aren’t found in the brand’s copy.
This means whatever you’re selling, you need to really deliver.
Otherwise, the reviews alone may push prospects away toward
the competition.
What’s Included
We already covered the benefits, so now it’s time to actually get
into specifics. What does the offer actually include? If it’s a course,
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what do they get, a digital download, access to a private
community, or a booklet of some kind?
Present it in a way that showcases everyday value for the
consumer (benefits). Just on a smaller scale than the benefits
section. Remember, you’re just trying to remain clear and
transparent with your offer.
Call Out Your Avatar
Triggers, emotional buttons, heart strings. This is when you share
how the product or service will solve problems for “people like
them.” You want to ensure they feel represented and seen.
This is also an integral part of your sales letter, since a big part of
sales is being able to understand and connect with prospects. The
more you can make them feel represented and celebrated, the
better off you’ll be.
This is precisely why online communities do so well. The more
people feel like they belong, the more of a cornerstone of their
culture your brand becomes.
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Future Pacing
Paint a picture of what their life will be like after they use this
product or service. How will things transform, and how will that
affect everyday life? What new goals will be made possible thanks
to your offer?
Consider this an opportunity to highlight the genuine value of your
offer. It needs to shine, and really resonate with your target
audience’s needs. Don’t be afraid to inject a little passion here,
emotional pulls are highly effective.
Pricing
There are 3 parts here. First, you introduce the True Value, which
means the benefits they get upon purchase. They’re not just
buying X, they’re gaining the ability to finally Y.
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Then you share the Actual Price, in monetary form, after you’ve
framed it with value in mind. And finally, you Justify that Price by
breaking down the value in a way that is (hopefully) indisputable.
Guarantee
Consider this a safety net. If something happens with your product
or service, how do they know they’re safe?
Will they get their money back if they’re not thinner in 30 days?
What happens if your product breaks before it can accomplish
anything you promised it would?
Remember, people don’t particularly like risky decision-making.
The safer you can make them feel, the better. Otherwise, even with
a high-value product, they might feel the “gamble” isn’t worth it.
You Have Only A Few Options
And finally, the two options.
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This is where you reintroduce the idea of how a prospect’s life
would change when they buy the product or service…
And what happens if they don’t.
Emotional pull is very important here. You’re handling two sides of
the spectrum, putting them in a crossroads. What will they choose?
Inject visualizations, get passionate about the benefits, and really
hone in on the pain they’re currently experiencing…
Pain that could be eliminated if they just make the right choice.
Final Call To Action
In the final call to action, you collide all your points in a short
summary. Nothing rehashed or copy and pasted in, but the
sentiment needs to be repeated.
So run them through things…
● Where are they now
● How does that feel to them?
● How did it feel to you?
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● How did you solve it?
● Why is this different?
● What are you promising?
● What do they need to do now to fix their problem?
● And what happens when they do?
The biggest takeaway for this CTA is how they convert, and what
happens when they convert.
If they immediately get a download, let them know. If it takes 3
days for something to be delivered, say so. Be as specific as you
can.
You want people to walk away feeling reassured that today is the
beginning of a powerfully effective solution.
Shorter-Form Landing Page
Now it’s time for perhaps the most common marketing asset used
today, the shorter-form landing page. Unlike a sales letter, which is
usually long-form and copy heavy, landing pages are simpler, but
maybe a little trickier.
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The best way to create an attractive and successful landing page
is to understand all the moving parts that go into one and how
each element affects your visitors.
Landing page optimization is a process of revision, so the better
you understand the individual elements that make up a landing
page, the more efficiently you can revise.
Here is an outline you can use:
● Headline + Sub Headline - Let them know exactly what
you’re offering and how that can help them.
● Hook + Story + Emotional Ramp Up - Learn from fiction
writers to craft a compelling narrative you can share.
● Visual Proof (Before/Afters) - Use testimonials here,
including screenshots of happy people, videos, or just copy.
● Intro To The Offer - What is it? Why does it matter?
● Why The Offer Is Unique - What do you bring to the table
that others simply do not?
● Who The Offer Is For - Your target audience should be
reflected within your illustrations, tone, and lingo.
● What They Get With The Offer - More than features, there
should be a focus on benefits.
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● Rock Solid Guarantee - They should feel secure in their
purchase, and in their success, even if it doesn’t work out.
● Price / CTA / Urgency - Use real numbers, lay out deadlines
clearly, and tell them exactly why they should act NOW.
● Credibility Bio - Why should they listen to you? Why should
they care to learn or buy from you?
● FAQ - 5 questions that debunk all barriers in the clients head.
● Price Again & CTA - Reiterate the information from before,
but in a different way.
● Authority Reminder - Remind them of who you are and why
you should be regarded as an authority in your niche.
● Final CTA - And then the CTA again, this time even more
impactful than before. This is your last chance to get them to
convert.
In essence, what you’re trying to do within a landing page is to lay
things out in a way that’s very clear. You want to dive into detail
and answer questions…
Handle all objections…
And yet, do it in a comprehensive way that doesn’t ramble on
non-essentials.
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Self-Audit
Once you’re done writing up your draft, it’s important that you look
things over in detail. Landing pages are supposed to be
highly-effective, so be prepared for tedious writing. Expect tons of
editing.
Here’s a little checklist to stay on top of things:
● Do you clearly understand how users want to feel after
seeing success with your offer?
● Do you clearly understand any deal breakers, uncertainties,
fears, and doubts from the user's POV?
● Do you clearly understand how the user envisions life after
getting your offer?
● Clear and concise headline and subheader that answers
"what is it?" and "what's in it for me?"
● Design of the landing page is consistent with the referring
source.
● Articulation of the offer is personalized for a single specific
target buyer persona.
● Form and/or CTA is immediately visible above the fold.
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● Tightly-written headlines and bullet points.
● Visible, action-focused, stands out, reiterated throughout the
page, and descriptive.
● Layout is smooth, fonts are consistent, images are authentic,
page flow is intuitive.
● Trust icons are above the fold and at the footer.
● Testimonials include name, photo, title, and business
affiliation.
● Page and design guide the eye to relevant sections.
● Supporting images do not compete for dominance with CTA.
● Design elements and copy do not feel cramped or cluttered.
● Includes enough contrast between page elements.
● Includes enough large sub-headers to be skimmable at a
glance.
● Includes two elements of urgency (limited offer, countdown
timer, seasonal, etc.)
● Highlights competitive advantage to preemptively handle
objections.
● Include multiple uses of the word "you" in the copy.
● Highlights a potential dollar amount or time-saving factor in
the copy.
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Email Drip
Coming from sales letters and landing pages, email drips might
seem easy and stress-free…
But you’d be wrong.
Sure, there’s less copy to worry about, less visuals, but that only
increases the level of quality everything needs to be.
You essentially have less to your disposal, but you still need to get
your message across in an impactful way in order to convert.
So, if you already have a nurture drip, and it isn’t converting as well
as it probably should… it’s ripe for optimization.
The good news is that with a few tweaks you can take full
advantage of this direct means of communication.
And that’s something you definitely want to do...
Think of the perks that email boasts:
● It directly connects you with audiences.
● People often keep their email addresses for years, because
it’s such a hassle to change it.
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● It’s often checked on all devices, like mobile and desktop.
● Email accounts are often tied up in several things, like social
media, store accounts, loan documentation, etc.
And since it’s pretty much a solid means of communicating, as long
as marketers deliver valuable, relevant information in their emails,
they can guarantee they won’t be filtered into the spam folder, or
unsubscribed.
The trick is to ensure that your emails are high quality, helpful,
relevant, and of course, automated.
Of course, it’s easier said than done. Being high quality is… Well,
complicated. One person’s definition of a quality email campaign
may differ from another’s. Blame it on preferences and opinions.
However, all hope is not lost. There are steps taken that are
proven effective time and time again. And as it turns out, they’re
not difficult to implement.
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Leading With Value
When it comes to providing value to your list, it’s important to lead
with value. Link to an informative blog post, or offer a free ebook
download that you know they’ll find relevant and interesting. Add a
coupon code in there, to encourage further sales if they’re
established customers. Whatever do you, make sure the readers
get something in return for their efforts (subscribing to your emails,
and opening them).
And don’t make the mistake of sending out too many emails. Avoid
sending more than one email a day. Send emails based on proper
stages in your customer’s buyer journey.
Facebook Ads
And finally, we’ve arrived at Facebook Ads.
But I won’t sugarcoat it for you…
Most copywriters would much rather write sales letters, landing
pages, and email drips all day long…
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Than write out a Facebook ad.
And it’s not because they’re not effective, or because you
shouldn’t (you definitely SHOULD).
It’s just that they’re made tricky thanks to all the regulations that
the platform imposes on ad copy.
But the good news is that as long as you adhere to those rules,
and stick to a tried and true method, you’re pretty much set.
Facebook ads are powerful, so it’s in your very best interest to
master them if you can.
Let’s start.
Parts of A Longer-Form Facebook Ad
If you look closely, every Facebook ad follows a very specific
format.
That’s because humans require a certain blend of elements in a
certain order to not only stay and read rather than scroll past, but
to convert…
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The format is as follows:
● Pattern Interrupt - Make the ad itself stand out with
something unexpected.
● Big Promise - What can you offer that no one else can, and
how is that going to benefit your customers?
● Credibility - Why should they listen to you? What makes you
an expert? Hint, this is your chance to establish common
ground.
● Catalyst - What created the opportunity for the offer in the
market?
● Unique Mechanism - This is your branded offer, the
technology that sets you apart because no one else has it. Or,
so it would seem (e.g. Nike’s Air technology).
● Demonstration - This includes video reviews and demos, and
testimonials that prove your offer is the real deal.
● CTA - What would you like your prospects to do? Click, share,
learn more, or buy?
Now, having the format, and using it to convey all the pieces of the
puzzle is one thing, but…
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If your copy is a series of bullet points that list off relevant
information, that won’t work.
At the end of the day, people buy from people. They want to feel a
sense of relatability and understanding.
That’s where quality copywriting comes in.
If you can convey information in a way that not only informs the
readers of what they need to know, but does so in an
approachable, human way, you’re set.
Making Your Ads Facebook Compliant
Every platform has its own specific regulations. Instagram organic
posts must clearly be labeled #ad, or some other variation, such as
#sponsored. Twitter bans excessive use of capitalization,
punctuation, or symbols.
With Facebook ads, it’s a little tricky, but nothing impossible.
As long as you don’t follow the rules outlined here, you’ll be fine:
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● Do not embed any links in your copy. Instead, make the very
last line your link.
● Never assume anything negative about the audience. That
means no assuming your audience is fat, or old, or
depressed, or even single.
● The overall tone of the ad needs to be kept positive at all
times, which means pain points need to be conveyed
minimally, with the emphasis being placed on the benefits of
the offer rather than the turmoil your audience is
experiencing.
● Eliminate all wording that could be construed as “sexual,”
even when used in a non-sexual context. For example the
word “breast” is not allowed, even when discussing breast
augmentation (A.K.A. surgery, not sex).
● Do not make unsubstantiated claims. Anything you cannot
prove with a chart, diagram, link, or metric screenshot sent to
Facebook cannot be added in. Furthermore, if something is
an exaggeration, aimed to poke fun at a competitor, it should
be omitted. Unless you’re prepared to back up your
statements, keep things simple.
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Chapter 12
Merging Copy
& Visuals: Your Key
to Branding
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This book wouldn’t be complete if I didn’t highlight the importance
of having your very own brand style guide.
You see, a brand style guide is a rulebook that contains specifics
on just about everything that plays a role in the look and feel of
your brand…
Everything from typography and color, to logos and imagery.
The right combination of elements can really stand out, and reflect
your core audience…
Which elevates your marketing.
Copywriting goes hand-in-hand here, since it’s just as much about
what you’re saying as how you’re saying it.
What’s Included
There are several parts of a brand style guide:
● A story
● Logo
● Color scheme
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● Font details
● A voice
● And a distinct imagery style
Usually all of these specifics are laid out in a document, collected
in a shared folder, and made public within the company.
And you might even have one already―maybe just the beginnings
of one.
You would be surprised how many major companies have bits and
pieces, but never a collective, cohesive plan.
So let’s dive into each.
Your Brand Story
There are 6 parts to a brand story:
1. Who you are - How did your company come to exist?
2. What you do - Your offer
3. Who you do it for - The people you’re helping.
4. Why you do it - Not just your offer, but the benefits. Why does
your app help people book vacations? So they can relax.
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5. How you do it - How does your production process work?
6. And your mission statement - How you’re evolving and
aiming for the bigger picture.
Studies show that around 87% of consumers want more
meaningful relationships with brands. With consumers buying less
and less from major flagship stores, and companies buying up their
competition, the era of true commercialism is changing rapidly…
And people want to feel like they matter.
People want to feel like their relationships with brands are about
more than just the bottom dollar.
Enter… brand stories.
Brand stories play a major role in that.
The better your story is, the more relatable it is, the more likely you
are to make a good impression.
Many consumers feel like they share their reviews and their
opinions, but don’t get any feedback or information in return. They
call it a one-sided relationship, especially with the power of social
media.
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The way they see it, brands have no excuse.
Consumers want to hear it.
That means you should be using infographics, articles, case
studies, ebooks, white papers, video, and anything else you can
think of to further establish that story.
Even if you don’t share it in its entirety all the time, it’s a great idea
to share the important pieces throughout all your content as much
as possible.
Your Brand’s Logo
When you first meet someone, you likely take a look at what it is
they’re wearing.
What style is it? Does it look like a cohesive style, or is it a
mismatch of elements?
Is it sloppy and lazy?
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Like it or not, we all judge a book by its cover to some degree.
First impressions lay the groundwork for how your dynamic will go
from there on out.
And your logo is no different.
Whether you spend 20 minutes on it, or several weeks iterating,
anyone who takes a look at it will have some passing thoughts.
So, it’s in your best interest to make it good.
Just think of some of the many things a logo does:
● It grabs attention
● Serves as a vehicle for brand identity
● Remains in people’s minds, assuming it’s memorable
● Makes you stand out
● And fosters loyalty, because it’s going to become a familiar
image for shoppers eventually
Of course, this is all assuming your logo is good in the first place. If
it’s not, it won’t succeed in doing what it’s intended to.
So, what makes your logo good?
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For starters, it should be recognizable. Simple enough to work
across multiple media, and remember easily. Anything too
complicated becomes a muddled mess of a memory.
In the same vein, it should be effective in any size, otherwise, it
won’t transfer well to everything from business cards to… landing
pages, or even email. You don’t want to cut off entire sections, or
distort it in any way.
For the same reason, you want your logo to work in black and
white, and color. Depending on the platform, different colors may
be required to stand out, so you don’t want it to get lost in the
shuffle.
Finally, the detail is super important, since it tells your brand
story―or at least should.
That means any colors, shapes, images, and fonts not only need to
work well together, they need to tell a cohesive story. Things need
to make sense, look good, and reflect what your brand stands for.
For example, gyms tend to select thick, bold fonts, to convey
strength and resilience.
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Medical brands opt for sturdy fonts―nothing too thick or thin―to
signify reliability.
Your Color Scheme
Psychology plays a major role in advertising, copywriting, and
business as a whole.
It’s how you get to know your audience, establish yourself within
the market, and (hopefully) stand out.
And one of the most important aspects of psychology when it
relates to business is your color scheme.
Different colors have different meanings in society, and therefore,
effects.
Take a look at the list for reference:
● Black - Authority and power OR stability and strength.
● White - Purity and cleanliness OR neutrality.
● Gray - Solid, timeless and practical, OR old age and
depression (if overused).
● Red - Power OR love OR aggression and alertness.
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● Orange - Warmth and hunger OR motivation and positivity.
● Yellow - Energy and cheerfulness OR caution.
● Green - Freshness OR environmentally-friendly.
● Blue - Security and integrity OR tranquility and peace
● Purple - Spirituality OR luxury.
● Pink - Romance and sensitivity OR beauty and love.
● Brown - Reliable and stable OR natural and organic.
Notice how each color conveys one message or another. Purple
can be spiritual, used in things like marketing for a psychic shop,
but it is also effective when promoting a luxury spa.
This can be attributed to a color’s closeness to another. When a
shade of yellow is darkened by its proximity to orange, it becomes
more cautious, rather than cheery.
Things like shades, filters, and even translucency alter the
message conveyed by a color…
Which means brands need to be very careful about what they
choose. The wrong selection can have a repelling effect.
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Would you want to eat at a restaurant that overused the color
gray? Probably not, since it’s normally associated with old age and
depression.
This is why different industries tend to gravitate toward specific
colors. It makes the overall selection easier when you categorize
things by niche.
For instance, the financial sector loves using green, but medical
professions opt for shades of blue. Organic food stores use a
blend of brown and green, while wedding planners opt for white
and pink.
Your Font
At the end of the day, you could be writing the most compelling,
on-brand, effective copy known to man, but if you use a font that
everyone hates…
It’s going to waste.
Again, people don’t have time these days, and they certainly lack
patience. We’re living during a time when most things can get
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delivered without hassle. There’s always someone we can call to
deal with life’s annoyances, from setting up cable, to driving
through traffic.
So, if you think people are going to squint and read through your
overly squiggly font just to make sense of what it is you’re saying,
you’re in for a rude awakening.
That’s why fonts like Arial, Helvetica, Trebuchet, Lucida Sans, and
Verdana (designed specifically for the web), are so effective.
Steer clear of any fonts that resemble handwriting, overly fancy
cursive, or stencils. Also, fonts that make letters unnecessarily
wide are routinely placed on hated font lists.
Your Brand Voice
One of the best ways to learn is by looking at examples, right? So,
let’s look at some popular brands, and the way they carry
themselves using language:
● Nike - Every Air Max has a story; this is where to find yours.
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● Adidas - Designed for how you really live, this collection
merges style and practicality for women who are never just
one thing.
● IKEA - Start improving your home today with these affordable,
coordinated solutions that you can buy in one click!
● Target - So many awesome gifts. Find the latest tech for
everyone on your holiday gift list.
● Hermès - Hermès time reveals its powers of attraction. Where
magic meets reality, the Arceau L’heure de la lune model
plays with the ballet of the stars.
While Nike is all about stern language and crushing the
competition, Adidas is surprisingly lax. They’re about realistic
life-wear with style and function.
IKEA is about affordability, and creating cohesive looks with their
collections, something Target also does, but differently. While IKEA
is more formal in their tone, Target uses words like “awesome,” to
appeal to their 20-something and 30-something core audience.
And Hermès is surprisingly unique in the luxury brand space,
opting for whimsical and artistic, while most other brands present
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themselves very seriously. Words like “magic” and “freedom” are
prevalent throughout their copy.
The takeaway?
You absolutely need to select a tone that not only appeals to you,
but to your audience.
IKEA knows its audience is looking for affordable home decor, and
it leads with that. Adidas knows its audience is less intense about
athletics as Nike customers, more laid back and focused on
functionality, rather than full-blown marathons, so that’s what it
presents through copy.
Find your unique angle, the one that celebrates you as a
one-of-a-kind company within your market. What makes you
different? And does your audience feel celebrated by it?
Your Imagery Style
Every single graphic, infographic, photo, and video shot needs to
feel like it belongs within your branding.
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For example, take a look at Ferrari. What comes to mind? Fast cars,
luxury, sleek style, or all of the above?
All those images and more are presented on their website, in their
ads, and just about everything else they put out.
Their videos showcase cars driving fast, motors running, men and
women dressed in sleek, leather outfits, and racing flags being
blown in the wind.
Even still images convey speed, with cars appearing to glide over
the blurred asphalt.
In everything they do, they feature long stretches of road, race
tracks, and speed.
Why?
Because that’s what they’re known for. Ferrari is all about speed
and luxury, and that’s what they feature in every form of imagery
they put out.
Which means, everything you choose to place on your website,
landing pages, emails, newsletters, ads, and blog needs to carry
your branding in one, cohesive direction.
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Creating Templates
Once you have all of your pieces, it’s time to inject them into
templates for every kind of writing you’re going to be doing. Every
piece of copywriting needs to convey your brand in full, no
exceptions.
For instance, your emails can feature banners, a signature, and a
standard greeting. The banner would obviously reflect your brand
in a visual way, conveying the thing you’re best known for
(affordability, quality, speed, or something else), while your copy
sets the tone and vibe you’re going for.
And sure, many people are quick to boycott templates, calling
them unoriginal and uninspired…
One Google search will reveal the 1,000+ reasons templates
should be “banned.”
But as the saying goes, not everything you read online is true.
Context is everything.
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If you’re copying someone else’s templates to the letter...
That’s a great disservice to yourself, especially if what they chose
to design isn’t even remotely on brand for you.
But a great way to use templates is to create your own, modeled
around your brand style.
Not only will it save you time, it will help keep you consistent.
Remember, consistency is what helps to build trust and loyalty. If
your customers don’t feel like they can count on you for
something, they’ll be quick to find an alternative that can deliver.
Plus, you can always adapt things quickly, so each project is
unique if it needs to be. Templates shouldn’t be used to create
lazy, clone copy. They should be used as general guides and
layout examples that you can iterate as needed.
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Branding Meets Copy
All of these individual elements should come together to form a
cohesive brand image.
It should clearly tell the world a few things…
● What you sell
● Who you sell it to
● Why you sell those things
● The overall vibe your brand is all about
● The emotions you’re trying to be associated with
● Your industry
● And why you stand out from the competition
Visually, a recognizable style should convey whatever impression
you’re going for…
But it’s the copy itself that will make everything pop out from the
page, providing the important details that solidify your branding.
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If your copywriting fails to do that, you’ll have a very unfortunate
case of beauty without substance.
And we’ve all been on those websites. The ones with sliding
features, amazing minimalist design, maybe stunning photography
work and a memorable logo…
But once you started reading, it took a downturn.
That’s because while all the visual elements come together to
provide the tone, it’s the copy that injects the context and detail
that unifies everything.
So whatever you do, don’t waste all of your time on the visuals.
Although important, they should be designed around your copy,
not the other way around.
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The Beginning of the End
Well, that’s it!
You’ve read through all of the chapters, chock full of copywriting
strategies I’ve used over the past decade to generate millions of
dollars in revenue for my own companies and clients alike.
We’ve covered A LOT of ground.
This hopefully means you have a better understanding of banana
copywriting as a whole… and you know the impact it has on your
conversion rates.
Your business as a whole relies on many things, many factors, but
in my opinion… the one thing that makes the most impactful
difference is the strength of your copy.
Copywriting is everything.
It’s what sets the stage for everything else.
If your copy is sloppy, it makes your whole brand look sloppy.
With the right processes and techniques, all copy can be improved
though, so don’t lose hope if yours is a little off.
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Remember, if you lack the time, energy, or yes, even the skill to do
it yourself, you can always hire an expert to help. There’s nothing
wrong with asking for a helping hand when you’re already at your
limit with everything else in your business.
Especially if you don’t necessarily enjoy writing copy, or don’t
consider yourself naturally talented at persuasive wordsmithing.
No matter if it’s a landing page, email nurture sequence, Facebook
Ad, or any other written digital marketing collateral… if you think
you could use a helping hand, let me know.
Click here to visit my website to learn more about how I can help,
then fill out the form at the bottom to get in touch.
To your banana copywriting success,
— Daniel Doan (www.danieldoan.net)
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