Copywriting

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CHAPTER 1

Copywriting Basics

What is Copywriting?

In simple terms, copywriting is the art and science of written persuasion. It's a vital component of marketing and communications - and you'll find it everywhere you look.

The goal of copywriting is to influence the reader's behavior and persuade them to take a desired action. This action can be anything... From clicking a link, to purchasing a product. From subscribing to a membership website, to making a donation to a charitable cause.

Copywriting takes many forms, including web copy, email campaigns, social media posts, advertisements, video scripts and more. In each case, the message must be clear, concise, and compelling - while also aligning with the brand's voice and values.

What is a copywriter and what do they do?

In short, a copywriter is a special breed of writer who has developed the ability to use the written word to persuade his reader into taking a specific action.

Copywriters work across different media, including print, digital, broadcast, and social media, to produce copy that is compelling, informative, and persuasive.

Copywriters are a completely different breed  of writers - because using words to sell is a very singular undertaking. Copy starts out with the same goals as other writing: to capture and hold peoples' attention. However, the main difference lies in the end goal that the copywriter has for his words.

Copywriting is not created to entertain, report news or to tell a story. Good copy might do all of those things, but its primary goal is always to sell and persuade. If a sale is not made, if persuasion has not taken place, or if no measurable action has resulted... then copywriting has not done its job.

The common traits of great copywriters

Have you ever wondered if you have what it takes to become a great copywriter? That's a question every wordsmith wonders about at one point or another. And I'd like to take a swing at answering it right now.

You see, after working closely with copywriters for many years, I've noticed that some of the most successful copywriters in the world share common traits. And I believe that those traits are what make them stand out from the rest. Here's the list:

Now, don't worry if the above list doesn't fully describe your demeanor just yet. There's a good chance that you possess at least one or two of the traits shown above.

And most importantly, keep in mind that these traits are all abilities and skills that can be learned and honed over time... so now that you know what they are, you can strive for them constantly.

Only the cool kids share...

CHAPTER 2

The Business of Copywriting

The most common copywriting jobs

Copywriting is an essential part of many industries, from advertising and marketing to government and education. As a result, copywriters can find employment in a variety of settings. Let's take a look at some of them and what type of work each one entails.

Agency Copywriter

An agency copywriter is a professional writer who works at an advertising or marketing agency and is responsible for creating persuasive content that promotes a client's product or service.

As an agency copywriter, you'll have the opportunity to work on a wide range of projects for different clients, which can help you develop your skills and portfolio.

Additionally, agency copywriters often work in a collaborative environment with other creative professionals, such as graphic designers and art directors, which can be both inspiring and educational.

Finally, agency copywriting can be a great way to network and build relationships with potential clients, which can lead to future freelance or in-house work opportunities.

Freelance Copywriter

A freelance copywriter is a self-employed professional who works independently with clients to create written content, such as website copy, social media posts, or marketing materials.

As a freelance copywriter, you have the freedom to set your own rates and choose the projects you work on, giving you greater flexibility and control over your schedule. This kind of copywriting also offers a remarkably diverse range of work. This keeps things interesting and helps you develop new skills in different areas.

Another advantage  is the potential to earn a higher income. As a freelance copywriter, you can take on multiple clients and charge more per project than you typically would as an in-house or agency copywriter.

Finally, freelance copywriting also provides the opportunity to work from anywhere in the world. And this makes it an ideal choice for those who value a flexible lifestyle.

In-House Copywriter

Larger companies create their own marketing departments. An in-house copywriter is a professional who's employed full-time by a company or organization to create written content for various purposes, such as marketing materials or internal communications.

As an in-house copywriter, you'll have the opportunity to work closely with your colleagues and gain a deep understanding of the company's brand voice and messaging, which can help you create more effective content.

Additionally, in-house copywriting can provide job security and benefits that are not available to freelance copywriters. You'll also have the opportunity to collaborate with other departments, such as design and development, to create cohesive and compelling campaigns. In-house copywriters also have the potential to make a significant impact on the company's success, which can be a rewarding experience.

Non-Profit Copywriter

A non-profit copywriter is a professional who creates written content for non-profit organizations that serve a specific cause or community.

As a non-profit copywriter, you'll have the opportunity to use your writing skills to make a difference in the world and support causes that you're passionate about.

Additionally, non-profit organizations often have a smaller team, which can lead to a more collaborative and supportive work environment. Non-profit copywriting can also offer a diverse range of projects, from fundraising campaigns to grant proposals and impact reports, which can help you develop a wide range of skills.

Finally, working for a non-profit organization can provide a sense of purpose and fulfillment, as you'll be contributing to a cause that is bigger than yourself.

And last, but not least, there's also the...

Government Copywriter

A government copywriter is a professional who creates written content for government agencies or departments. The type of work these copywriters do frequently includes press releases, reports, and public information campaigns.

As a government copywriter, you'll have the opportunity to work on projects that can have a significant impact on society, such as promoting public health initiatives or increasing awareness of public services.

Additionally, government copywriting can offer job security and benefits that are not always available in other industries. You'll also have the opportunity to work with a diverse range of professionals, including policy makers, scientists, and communications specialists, which can be both challenging and rewarding.

Finally, working for the government can provide the opportunity to make a positive impact on society and contribute to the greater good.

What are the types of copywriting?

Now that you know who copywriters are and some of the places where they commonly work - Let's take a look at some of the most frequent kinds of work they do.

Adversiting copywriting

Advertising copywriting is used exclusively to promote a specific product, service, or brand. It is often used in print, radio, TV, or online ads. The goal of ad copywriting to create an attention-grabbing message that will make the target audience take action, such as making a purchase or visiting a website.

Direct response copywriting

Direct response copywriting is designed to elicit an immediate response from the reader. This response can be making a purchase, filling out a form, or subscribing to a newsletter. You will often see it in email marketing, sales letters, and landing pages.

B2C copywriting

Business-to-Consumer copywriting is targeted towards consumers or individuals. It is designed to appeal to the emotional needs and desires of the target audience, such as the need for convenience, affordability, or luxury. B2C copywriting can be found in product descriptions, website copy, and social media ads.

B2B copywriting

Business-to-Business copywriting is aimed at businesses and organizations. It is focused on the features, benefits, and value proposition of a product or service. B2B copywriting can frequently be found in white papers, case studies, video productions, websites, and email campaigns.

Social media copywriting

Copywriting is used in social media to engage and interact with followers on different social platforms. It is often short and punchy copy. And it is created with a focus on building relationships and generating buzz. Social media copywriting is often found in Tweets, Facebook posts, Youtube videos, and Instagram captions.

Content marketing

Copywriting is used in content marketing to educate, inform, and entertain the target audience. It is focused on creating valuable content that attracts and retains customers. This kind of copy can be found in blog posts, explainer videos, and ebooks.

SEO copywriting

This type of copywriting has a single goal: To improve the ranking of a website in search engine results. It involves the strategic use of keywords, meta tags, and other optimization techniques to make the content more relevant and visible. SEO copywriting can be found in website copy, blog posts, articles, podcasts, and videos.

Technical copywriting

This particular kind of copywriting is used to explain complex technical concepts or products in a clear and concise manner. It is often used in user manuals, technical specifications, and product descriptions.

How much money do copywriters make?

When it comes to copywriting, this really is the "million dollar question". Not all copy work is created equal and there is a HUGE income disparity between writers with a fixed salary and freelance copywriters who sling ink on their own.

So for the sake of clarity, let's tackle this question one part at a time.

The average copywriting salary

According to the US Bureau of Labor Statistics, the average yearly salary of a copywriter is $80,777 - which includes an estimated base salary of $75,038 with a $5,739 bonus.

Interestingly, the average female Copywriter reported making $84,434, while the average male Copywriter at similar sized companies reported making $76,243.

The worst-paid copywriters
Typically, the area of copywriting that offers the lowest pay is working for companies who offer their clients low-cost written content. These life-sucking businesses are often referred to as "content mills" since they tend to pay extremely low rates ($3 per article) to their copywriters. If you get a chance to work at one of these, run for the hills!

The best-paid copywriters
On the other hand, we have specialized freelance copywriters. These are writers who earn a six-figure income working just a few hours per week.

We all know that companies in competitive industires are willing to pay top-dollar for marketing that helps them get a leg up on their competition. So it is not uncommon to see them pay $20,000 (plus royalties) for a single high-converting sales letter.

Should YOU become a copywriter?

Copywriting is a highly sought-after field that offers immense opportunities for those who study, practice, and develop their craft.

Renowned copywriters with a strong portfolio and established reputation often end up earning six-figure incomes (or higher). Even mid-level copywriters who are still honing their skills can easily earn $100,000 a year.

The demand for copywriting services is expanding rapidly, as businesses are becoming more reliant on online platforms for advertising and marketing. With the rise of ecommerce and social media, businesses need well-crafted copy to promote their products and services effectively.

Show 'em how smart you're getting!

CHAPTER 3

The Research Process

Before you write a single word of copy...

Copywriting requires a blend of creativity and strategy. It's not just about putting words together in a catchy manner, but about understanding your audience, their needs, and how to effectively communicate your message. This is where research process comes in as an essential part of copywriting.

Research provides copywriters with the necessary information to create targeted, effective messaging that resonates with their audience. Whether it's analyzing customer data, competitor analysis, or industry trends, research helps copywriters make informed decisions about their messaging and the tactics they use to deliver it.

As the father of modern advertising, famously said,

This quote highlights the importance of research in the copywriting process. Without proper research, copywriters risk creating messaging that misses the mark and fails to connect with their intended audience.

In this article, we'll dive into the different types of research that copywriters use, how to conduct effective research, and how to leverage research insights to craft compelling copy that drives results. So, whether you're a seasoned copywriter or just starting, read on to learn more about how research can take your copywriting to the next level.

Researching the target audience

Audience research methods

There are several methods that a copywriter can use to define the demographics, interests, behaviors, and pain points of their target audience. Here are some of the most effective ways to conduct research into your target audience

Surveys:
Surveys can be a valuable tool for gathering information about your target audience. By creating a survey and distributing it to your audience, you can gather data on their demographics, interests, behaviors, and pain points. You can use online survey tools like SurveyMonkey or Google Forms to create and distribute your survey.

Focus Groups:
Focus groups involve bringing together a small group of people to discuss a specific topic or product. By listening to their conversations, a copywriter can gain insights into their target audience's attitudes, perceptions, and behaviors. While normally conducted in person, focus groups can be conducted online.

Customer Data:
Analyzing customer data can provide valuable insights into your target audience. You can use data analytics tools to track website traffic, social media engagement, and sales data to gain insights into your customers' demographics, interests, and behaviors. Facebook insights is an excellent starting point for analyzing customer data.

Social Media:
Social media platforms are a great place to gather insights into your target audience. By analyzing the comments, likes, and shares on your posts, you can gain insights into what types of content resonates with your audience. You can also use social media listening tools to track conversations around your brand or industry.

Your audience is a moving target

It's important to keep in mind that your target audience is not a one-time deal. An audience may evolve over time. As your business grows and your offerings change, your target audience may shift as well. Continuously monitoring and updating your target audience definition can help ensure that your messaging stays relevant and resonates with your intended audience.

By taking the time to define your target audience through research, you can create messaging that speaks directly to their needs and desires. This not only helps you connect with your audience but can also lead to increased conversions and sales. So, don't skip this crucial step in the copywriting process and invest in researching and defining your target audience.

Researching the product

This can help you craft messaging that positions your product as the ideal solution to the problems your audience is facing.

It's also important to note that product research is an ongoing process that requires continuous analysis and adaptation. This means regularly keeping up with market trends and customer feedback to ensure that your messaging is still effective and relevant. By constantly refining your understanding of the product and its place in the market, you can create messaging that resonates with your audience and drives results.

Here are some strategies that copywriters often use during the product research phase:

Use the Product:
One of the most effective ways to research a product is to use it. By using the product, you can gain insights into its features, benefits, and user experience. This information can be used to create messaging that highlights the unique aspects of the product.

Read Reviews:
Reading reviews of the product can provide valuable insights into how customers perceive the product. By analyzing the feedback and comments from customers, you can gain insights into the product's strengths and weaknesses. This information can be used to create messaging that addresses customer pain points and highlights the product's unique benefits. Amazon.com is a goldmine for this purpose.

Conduct Surveys:
Surveys can be a valuable tool for gathering feedback from customers about the product. By creating a survey and distributing it to customers, you can gather data on their experiences, preferences, and pain points. This information can be used to create messaging that resonates with your audience.

Analyze Competitor Products:
Analyzing the products of competitors can provide valuable insights into what works and what doesn't in your industry. By analyzing their features, benefits, and messaging, you can gain insights into how your product compares and what unique aspects you can highlight in your messaging.

Consult with Experts:
Consulting with experts in the industry or product can provide valuable insights into the product's unique features and benefits. Experts can provide technical information and insights into the product's value proposition that can be used to create messaging that resonates with your audience.

By using these strategies, copywriters can gain a deeper understanding of the product and use this information to create messaging that highlights its unique features, benefits, and value proposition. It's important to keep in mind that product research is an ongoing process that requires continuous analysis and adaptation to stay ahead of the game.

Researching the competition

When you understand exactly what your competitors are doing, you can identify areas where you can differentiate yourself and create messaging that positions your product as the ideal solution to the problems your audience is facing. This can help you create a unique value proposition that sets you apart from the competition and positions you as a leader in the industry.

Copying your competitors' strategies will NOT work (plus it's not cool at all). Instead, you should use the insights you gain from your analysis to inform your own strategy and messaging. By creating unique messaging that resonates with your audience and highlights your product's unique value proposition, you can stand out in the crowded marketplace and attract more customers.

These are the top 5 strategies you can use to research the competition:

Website Analysis:
A website analysis involves analyzing the website of your competitors to gain insights into their brand voice and messaging. Take notes about the design, messaging, and structure of their website. Using tools like SimilarWeb, you can also analyze their website traffic and search engine optimization (SEO) strategies to gain insights into how they are driving traffic to their website.

Social Media Analysis:
Social media is another valuable tool for analyzing your competition. By analyzing their social media profiles, you can gain insights into their content strategy, messaging, and engagement. You can also analyze their follower count, likes, and comments to gain insights into what types of content resonate with their audience. You can get a serious competitive advantage by using a tool like AdSpy.

Content Analysis:
Analyzing the content that your competition produces can also provide valuable insights. By analyzing their blog posts, videos, and other types of content, you can gain insights into their messaging, tone, and style. You can also analyze the engagement and sharing of their content to gain remarkable insights into what types of content resonates with their audience.

Keyword Research:
Keyword research involves analyzing the keywords that your competition is targeting. By analyzing their keyword strategy, you gain insights into the topics that they are targeting and the keywords that are driving traffic to their website. This information can be used to inform your own keyword strategy and content creation.

Customer Reviews:
Analyzing customer reviews of your competition can provide valuable insights into their strengths and weaknesses. By analyzing the comments and feedback from their customers, you can gain insights into the pain points that they are addressing and the areas where they are falling short.

These strategies give you a deeper understanding of the competition. This information lets you create messaging that stands out and resonates with your target audience. It's important to keep in mind that competition research is an ongoing process that requires continuous analysis and adaptation - if you want to stay ahead of the game.

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CHAPTER 4

The Copywriting Process

Start with a clear goal in mind

Picture yourself with a client who wants to create a brochure for his business. Before you sit down and start writing that brochure you must clearly define its purpose to be: 

Once you know exactly what the brochure s purpose is, you will start getting ideas on how to approach such a project. You see, a brochure created to inform the public about a new product is completely different from one designed to build brand awareness.

Only when you have a well defined purpose, you ll be able to establish the goal of the brochure. What is the action that you want the readers to take?

We just used a brochure as an example, but the purpose and goal of each piece you create must be defined and established whether you re creating a website, a sales letter, a newsletter, a classified or even an online video for a social media campaign. 

The copywriting outline

As the old saying goes, "failing to plan is planning to fail." The same goes for copywriting. Before diving into the writing process, it's essential to take a step back and outline the structure of your copy. This helps ensure that your message is clear, concise, and engaging to your target audience.

Once again, a quote from the great David Ogilvy comes to mind:

So, before putting pen to paper, spend some time brainstorming a "big idea" for your copy. This could be a unique selling proposition, a compelling story, or a bold statement that grabs your reader's attention.

Once you have your big idea, it's time to structure your copy. Begin by identifying your target audience and understanding their pain points and desires. This information will help you create a headline that speaks directly to your audience and grabs their attention.

Next, create an outline for your copy, breaking it down into clear sections. For example, if you're writing a blog post, you might have an introduction, three key points, and a conclusion. Within each section, make sure to include specific details and examples that support your big idea and speak directly to your target audience.

As you outline your copy, keep in mind that you want to provide value to your reader. This means focusing on their needs and desires rather than simply trying to sell them something. Show them that you know them and that you understand their pain (this is why you did all that research in the first place).

Grab a cup... It's time to write!

Now that you've outlined the structure and developed your big idea, it's time to start writing the copy. This is where you bring your message to life and create content that truly speaks to your target audience.

When it comes to writing copy, it's important to keep your audience in mind at all times. Use language and tone that speaks directly to them and addresses their specific needs and desires. For example, if you're writing for a tech-savvy audience, you might use more technical language and include detailed specifications.

On the other hand, if you're writing for a more general audience, you might use simpler language and focus on the benefits of your product or service.

It's also important to consider the format of your copy. Whether you're writing a blog post, a social media post, or an email, each format has its own unique requirements. Make sure to tailor your writing style and tone to fit the format, and consider the length and structure of your content.

One key to writing effective copy is to use storytelling techniques to create an emotional connection with your reader. This might involve sharing personal anecdotes, using vivid imagery, or crafting a compelling narrative that engages your reader's imagination.

By creating an emotional connection, you can inspire your reader to take action and make a meaningful connection with your brand.

When writing copy, it's also important to be concise and clear. Use short, punchy sentences and avoid unnecessary jargon or technical terms. Your copy should be easy to read and understand, even for those who are not experts in your industry.

Finally, don't forget to include a call to action (CTA) in your copy. This is the part of your message that tells your reader what to do next, whether it's to buy your product, sign up for your newsletter, or follow you on social media. Make sure your CTA is clear and compelling, and use language that motivates your reader to take action.

Editing and revising your copy

When editing your copy, pay attention to your language and tone. Is your language clear and concise, or are you using unnecessary jargon or technical terms? Is your tone appropriate for your audience, or are you coming across as too formal or informal? Make sure that your language and tone align with your target audience and the message you're trying to convey.

Another key element of editing and revising is to ensure that your copy is well-organized and easy to follow. Use headings, subheadings, and bullet points to break up your copy and make it more scannable. Consider the length of your sentences and paragraphs, and make adjustments as needed to ensure that your copy is easy to read and understand.

When it comes to revising your copy, be willing to make changes and experiment with different approaches. This might involve reordering paragraphs, changing the tone or language, or trying out different headlines or CTAs. Don't be afraid to take risks and try new things, as this can be the key to finding the perfect message for your audience.

Finally, be sure to proofread your copy carefully for spelling and grammatical errors. This might involve using a spell-check tool or simply taking the time to read through your work carefully. Small errors can detract from the effectiveness of your message, so it's important to take the time to ensure that your copy is error-free.

Getting feedback

A good way to do this is to provide clients with a clear feedback form or questionnaire that outlines specific areas for input, such as messaging, tone, and format. This can help to guide the conversation and ensure that feedback is focused and actionable.

Another key to getting effective feedback from clients is to be open and receptive to their input. Don't be defensive or dismissive of criticism, but rather view it as an opportunity to improve your work and better meet their needs. Be willing to ask questions and dig deeper into their feedback, as this can help you gain a deeper understanding of their perspective and create more effective copy.

In addition to working with clients, there are a variety of other ways to get feedback on your copy. You might consider conducting surveys with your target audience to gain insights into their preferences and needs, or working with colleagues to get input on messaging and tone.

Regardless of the approach you choose, it's important to be open to feedback and willing to make changes based on what you learn. By taking the time to solicit and incorporate feedback, you can create copy that truly resonates with your audience and drives results for your brand.

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CHAPTER 5

Copywriting Formulas

Top 5 copywriting formulas
(and how to use them)

Let's explore the top 5 most-used copywriting formulas you can start using today:

Copywriting Formula #1

The AIDA Formula

AIDA is a copywriting formula that has been used for over a century and is still widely used today. It stands for Attention, Interest, Desire, and Action, and it's designed to guide the reader through the process of becoming aware of your product or service, understanding its value, and ultimately taking action to buy or use it.

Let's take a closer look at each component of AIDA:

Attention:

The first step in the AIDA copywriting formula is to capture the reader's attention. You need to make sure that your headline, subhead, or opening sentence is attention-grabbing and compelling enough to make the reader want to keep reading. This can be done with a surprising statistic, a pattern interrupt, a provocative question, or a bold statement that piques their interest.

Interest:

Once you have the reader's attention, the next step is to build their interest in your product or service. You need to explain what it is, how it works, and what makes it unique or different from other similar products or services on the market. This is where you can highlight the features of your product or service, but remember to focus on the benefits that those features offer to the reader.

Desire:

The third step in the AIDA formula is to create desire for your product or service. This means that you need to connect with the reader on an emotional level and show them how your product or service can make their life better. You can do this by painting a picture of what their life could be like with your product or service, or by highlighting the problems that your product or service solves.

Action:

The final step in the AIDA copywriting formula is to prompt the reader to take action. This means that you need to provide a clear and compelling call-to-action that tells the reader what they need to do next. This could be to click a button, sign up for a free trial, or make a purchase. It's important to make the call-to-action stand out and make it easy for the reader to take the desired action.

Copywriting Formula #2

The PAS Formula

PAS is a copywriting formula that stands for Problem, Agitate, Solve. It's designed to help you identify a problem that your target audience is facing, agitate their pain points, and then present your product or service as the solution to their problem.

Let's take a closer look at each component of the PAS formula:

Problem:

The first step in the PAS formula is to identify the problem that your target audience is facing. This could be a pain point, a challenge, or a need that they have. You need to make sure that the problem is one that your product or service can solve, and that it's something that your target audience cares about. You can use market research or customer feedback to identify the most pressing problems that your audience is facing.

Agitate:

Once you have identified the problem, the next step is to agitate their pain points. You need to make the problem feel urgent, important, and emotionally charged. This can be done by using vivid language, storytelling, or statistics to paint a picture of how the problem is negatively impacting your target audience's life. You want them to feel like they need a solution to this problem as soon as possible.

Solve:

The final step in the PAS formula is to present your product or service as the solution to the problem. You need to show how your product or service can alleviate the pain points that you have agitated in the previous step. This is where you can highlight the features of your product or service and explain how they provide benefits to the customer. You want to make it clear that your product or service is the best solution to the problem and that it can help the customer achieve their goals or overcome their challenges.

Copywriting Formula #3

The FAB Formula

FAB stands for Features, Advantages, and Benefits, and it's a copywriting formula that's designed to help you showcase the unique selling points of your product or service. By breaking down your product or service into its individual features, and then explaining the advantages and benefits that those features provide, you can create persuasive copy that resonates with your target audience.

Features:

The first step in the FAB formula is to identify the features of your product or service. These are the specific attributes or characteristics of your product or service that make it unique or different from other products or services on the market.

For example, if you're selling a smartphone, some of the features might include a high-resolution camera, a large screen, and a fast processor.

Advantages:

Once you have identified the features of your product or service, the next step is to explain the advantages that those features provide. This means that you need to highlight or explain what the features offer to the customer.

For example, the high-resolution camera on the smartphone might allow the customer to take high-quality photos and videos, while the large screen might provide a better viewing experience.

Benefits:

The final step in the FAB formula is to present the benefits of your product or service. This means that you need to explain how your product or service can make the customer's life better. You want to show how the advantages that you've highlighted in the previous step can help the customer achieve their goals or solve their problems.

For example, the high-quality photos and videos that can be taken with the smartphone's camera might allow the customer to capture special moments with their loved ones, while the large screen might provide a more immersive experience.

Copywriting Formula #4

The PPPP Formula

The 4Ps formula stands for Picture, Promise, Proof, and Push, and it's a copywriting formula that's designed to help you create persuasive copy that motivates your target audience to take action.

By using this formula, you can paint a vivid picture of your product or service, make a compelling promise, provide social proof, and use a call-to-action to push the customer to take the desired action.

Let's take a closer look at each component of the 4Ps formula:

Picture:

The first step in the 4Ps copywriting formula is to paint a picture of your product or service. This means that you need to describe the product or service in a way that makes it come to life in the mind of the customer. You can use sensory language to create a vivid image, and you should focus on the benefits of the product or service rather than the features. For example, if you're selling a car, you might describe the smooth ride, the comfortable seats, and the advanced safety features.

Promise:

Once you have painted a picture of your product or service, the next step is to make a promise. This means that you need to explain how your product or service can make the customer's life better. You want to show how the benefits that you've highlighted can help the customer achieve their goals or solve their problems. For example, with the car, you might promise a safer, more comfortable and more efficient driving experience.

Proof:

The third step is to provide social proof. This means that you need to show that other people have benefited from your product or service. You can use testimonials, case studies, or reviews to provide evidence that your product or service is effective. By doing this, you can build trust with the customer and increase the likelihood that they will take action. For example, you might include a review from a satisfied customer who raves about the smooth ride, comfortable seats, and advanced safety features of the car.

Push:

The final step in this copywriting formula is to use a call-to-action to push the customer to take action. This means that you need to tell the customer exactly what you want them to do next. This might be to buy your product, sign up for your service, or contact you for more information.

You need to make it easy for the customer to take action by providing clear instructions and a sense of urgency. For example, you might include a button that says "Get Your Car Now" or "Book Your Test Drive Today" to push the customer to take action.

Copywriting Formula #5

The BAB Formula

The "Before-After-Bridge" formula is a copywriting formula that helps to create a compelling story that captures the attention of the reader and persuades them to take action. This formula consists of three parts: Before, After, and Bridge. Let's dive into each component in detail:

Before:

The first step in the Before-After-Bridge formula is to describe the customer's current situation or problem. This could be their pain points, struggles, or challenges they're facing in their life. This section is all about setting the scene and making the reader feel understood. You want the reader to know that you understand their situation and can relate to their problems.

After:

The second step is to paint a picture of the future after the customer has used your product or service. You want to describe the benefits of your product or service in detail and show the reader what their life could be like once they've solved their problem or achieved their goals. This section should be positive, inspiring, and focused on the benefits that your product or service provides.

Bridge:

The final step is to bridge the gap between the Before and After. This means you need to explain how your product or service can help the customer achieve their desired outcome. You need to show how your product or service can solve their problem or help them achieve their goals. This section should be focused on the features of your product or service and how they relate to the benefits described in the After section.

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CHAPTER 6

Key Copywriting Principles

Key Copywriting Principle #1

Start with a strong headline

The headline is arguably the most crucial part of any copywriting piece, such as a sales letter. It serves as the first impression and the initial point of contact with your audience, determining whether they will continue reading or move on. A well-crafted headline has the power to grab attention, create curiosity, and entice your audience to engage further with your copy. It sets the tone for your entire copy and plays a pivotal role in determining its success.

Firstly, the headline's primary purpose is to grab attention. In today's fast-paced digital world, attention spans are short, and competition for attention is fierce. A compelling headline is your chance to stand out and capture your audience's interest within seconds. It needs to be attention-grabbing, compelling, and intriguing enough to make your audience want to know more. Just like Trello does with this brilliant headline:

Secondly, the headline creates curiosity. Humans are naturally curious beings, and a headline that piques their curiosity can be irresistible. It should leave your audience wanting to know more, prompting them to continue reading to satisfy their curiosity. By creating curiosity, you can engage your audience and keep them hooked throughout your copy.

Lastly, the headline sets the tone for your entire copy. It gives your audience a glimpse of what to expect from your copy and creates expectations. A well-crafted headline that conveys the benefits, promises, or unique selling proposition of your product or service sets the tone for the rest of your copy and primes your audience for your message.

20 Easy-to-use headline templates

Key Copywriting Principle #2

Show, don't tell

This concept involves using descriptive language and vivid imagery to convey a message or idea to your audience, rather than simply stating it. By painting a vivid picture in the reader's mind, you can capture their attention and engage their emotions, making your message more persuasive and memorable.

To illustrate this principle, let's consider the difference between saying "our product will help your productivity" and "you'll be blazing through tasks faster than a hot knife through butter." The latter statement creates a clear mental image of your product racing past the competition, which is much more powerful than a generic claim of superiority.

Metaphors are another powerful tool for "showing" rather than "telling" in copywriting. For example, instead of saying "our product is easy to use," you could say "say goodbye to manuals and tutorials," which creates a visual image in the reader's mind and emphasizes the simplicity of your product.

Incorporating sensory details is another effective way to "show" rather than "tell" in your writing. For instance, if you're writing about a luxury resort, you could describe the feel of plush towels against the skin, the sound of gentle waves lapping against the shore, and the smell of salty sea air. This kind of sensory detail helps to create a more immersive experience for the reader and makes your writing more engaging.

Key Copywriting Principle #3

Keep your writing dynamic

As a copywriter, it's important to understand the difference between using an active voice and a passive voice in your writing. The active voice places the subject of the sentence as the doer of the action, while the passive voice places the subject as the recipient of the action. Using an active voice makes your writing more engaging and persuasive, as it creates a sense of action and urgency.

For example, compare the passive sentence "The report was written by the team" to the active sentence "The team wrote the report." The second sentence is more direct and engaging, creating a sense of action and clarity.

Let's make it perfectly clear with an example...

Another key component of using an active voice is to incorporate action verbs and powerful verbs in your writing. Action verbs describe a physical or mental action, while powerful verbs add impact and emotion to your writing.

For instance, instead of saying "The car was hit by the truck," you could say "The truck smashed into the car." The second sentence is more vivid and descriptive, creating a sense of urgency and emotion in the reader.

Metaphors are another effective tool for using an active voice and powerful verbs in your writing. For example, instead of saying "Our product is efficient," you could say "Our product runs like a well-oiled machine." This creates a mental image in the reader's mind, emphasizing the speed and efficiency of your product.

Key Copywriting Principle #4

Make it easy to read...

On the internet, people don't typically read content in the same way they would a printed book or article. Instead, they tend to scan the content quickly to determine if it's worth their time to read more thoroughly. This means that as a copywriter, you need to ensure that your content is scannable and easy to digest at a glance.

This principle involves using formatting and design elements to make your text easier and more enjoyable to read. By breaking up your text into smaller, digestible pieces, you can create a more engaging and user-friendly experience for your reader.

Use subheadings to make your copy digestible

One effective technique for enhancing readability is to use subheadings throughout your text. Subheadings break up your text into smaller and easier-to-digest sections. This allows readers to quickly scan the content and find the information they need. By using descriptive and engaging subheadings, you can entice readers to dive deeper into your content and keep them engaged throughout the entire piece.

In addition to subheadings and bullet points, you can also use other design elements to enhance readability. For example, you can use bold or italics text to highlight important information can draw the reader's eye and make your writing more impactful.

And finally, incorporating images, animations, charts, Johnson boxes, and other graphic elements can also help break up your text and add visual interest to your content.

Key Copywriting Principle #5

Use emotional triggers

For example, let's say you're selling a weight loss program. Instead of simply listing the benefits of the program, you could tap into your target audience's emotions by highlighting the frustration they feel about their current weight and how the program can help them achieve the body they've always dreamed of. By using emotionally charged language and imagery, you can create a sense of urgency and desire that motivates your audience to take action.

It's important to note, however, that using emotional triggers must be done ethically and authentically. Manipulating someone's emotions for the sake of making a sale is unethical and will likely backfire in the long run. Instead, focus on tapping into genuine emotions and providing a valuable solution that addresses those emotions.

Key Copywriting Principle #6

Focus on the benefits, not the features

When writing copy, it's important to focus on the benefits of your product or service instead of simply listing its features. While features describe the characteristics of your offering, benefits explain how those features solve a problem or fulfill a desire for your target audience.

In other words... When you know exactly what the audience wants, you can make it about your reader. Not about your product.

Let's say, for example, that you're selling a high-end vacuum cleaner. Instead of simply listing its features, such as "Our vacuum has a revolutionary bagless design," you would want to focus on the benefits those features provide, such as "Say goodbye to messy vacuum bags forever."

By focusing on the benefits of your product or service, you're not just selling a product – you're selling a solution to your target audience's problems and desires.

To use benefits effectively, it's important to understand your target audience and what motivates them. What problems or desires do they have that your product or service can solve? By focusing on those benefits that are most relevant and valuable to your target audience, you can create copy that resonates and motivates them to take action.

Key Copywriting Principle #7

Don't forget the CTA

A Call-to-Action (or CTA) is a critical element of any effective copywriting piece. It's the moment where you move your reader from being just a passive observer to an active participant in your sales process. Without a clear and compelling CTA, your copywriting piece may be well-written, but it will ultimately fail to achieve its goal.

A good CTA can take many forms, but its primary goal is to create a sense of urgency and encourage the reader to take immediate action. This might involve inviting the reader to sign up for a newsletter, download a free guide, make a purchase, or schedule a consultation.

Whatever form it takes, a good CTA should be prominent, easy to understand, and aligned with the overall goals of your copywriting piece. Let's say, for example that you are trying to get more people to sign up for a newsletter...

Yep, everything else being equal, the button on the right will generate considerable better response from the target audience.

The benefits of a strong CTA are many. First and foremost, it can help drive conversions and boost your overall sales.

By giving your readers a clear and compelling reason to take action, you can encourage them to move from a state of passive interest to active engagement with your brand. Additionally, a strong CTA can help you build trust and credibility with your audience by showing that you're committed to delivering value and helping them achieve their goals.

In the end, the key to a successful CTA is to make it clear, compelling, and aligned with your overall goals. Whether you're trying to drive sales, generate leads, or simply build your brand, a well-crafted CTA is the difference between success and a big wet flop.

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CHAPTER 7

Advanced Copywriting Techniques

Advanced Copywriting Technique #1

Use metaphors & analogies

Using metaphors and analogies is a powerful tool for copywriters looking to make their writing more engaging and persuasive. A metaphor is a figure of speech that compares two seemingly unrelated things, while an analogy is a comparison between two things that are alike in some way. Both of these techniques help readers understand complex or abstract concepts by relating them to something familiar.

One of the main benefits of using metaphors and analogies in copywriting is that they help to make your writing more relatable and memorable. By using comparisons that are relevant to your reader's experiences, you can create a more emotional connection with your audience and make your message more persuasive. For example, if you're writing about the importance of taking action quickly, you might use the analogy of a hot potato to convey a sense of urgency.

Another benefit of using metaphors and analogies is that they can help you simplify complex ideas and make them more accessible to your readers. By breaking down complex concepts into familiar terms, you can make your message more easily understood and more likely to be acted upon. For example, if you're writing about the benefits of investing in your education, you might use the metaphor of a seedling to convey the idea of growth and development.

To use metaphors and analogies effectively in your copywriting, it's important to choose comparisons that are both relevant and memorable. This might involve drawing from personal experiences, cultural references, or popular media to find comparisons that resonate with your audience. Additionally, you should try to use metaphors and analogies sparingly, as too many can detract from your overall message and make your writing seem overly gimmicky.

Advanced Copywriting Technique #2

Sell the dream with future pacing

This powerful copywriting technique lets you paint a vivid picture of the future to the reader. Essentially, it means placing the reader in a future scenario where they have already achieved the desired outcome or goal.

This can create a strong emotional connection with the reader, as they begin to visualize themselves enjoying the benefits of your product or service.

To use future pacing effectively, you need to be specific and detailed about the future scenario. Describe how the reader will feel, what they will see, and what benefits they will enjoy once they have used your product or service. Use sensory language to make the scenario come to life and trigger emotions in the reader.

For example, if you were selling a fitness program, you might future pace the reader by saying, "Imagine yourself six months from now, standing in front of the mirror with a big smile on your face. You see a toned and fit body, strong and lean muscles, and a newfound confidence in yourself. You feel energized, happy, and proud of what you have achieved."

Future pacing can be a powerful tool for creating a sense of anticipation and excitement in the reader. By showing them what is possible and what they could achieve with your product or service, you can motivate them to take action and make a purchase.

Additionally, it can also help to overcome any objections or doubts they may have, as they begin to see themselves as a successful user of your product.

Advanced Copywriting Technique #3

Keep readers hooked with cliffhangers

A "cliffhanger" (also known as an open loop) is a technique used to keep the reader engaged and curious by creating an unresolved situation or a cliffhanger that prompts the reader to keep reading.

The idea is to create a sense of anticipation and tension by introducing a problem, a question, or a conflict, and then delaying the resolution until later in the copy. This way, the reader is compelled to keep reading to find out what happens next.

One of the most famous examples of open loops in copywriting is the "Curiosity Gap" technique used by Upworthy, a viral news website. The technique involves crafting headlines that spark the reader's curiosity and make them want to know more.

For instance, "You Won't Believe What This Man Found in His Attic" or "This Woman Did Something Unthinkable When She Found a Stray Dog". The headlines create an open loop by introducing a curious or shocking situation, but withholding the resolution until the reader clicks on the article.

Open loops can be used in various ways in copywriting, from the beginning to the end of the copy. They can be used to tease a new product, create a sense of urgency, or offer a sneak peek of what's to come. For instance, an email marketer could use an open loop in the subject line, such as "The One Thing You're Forgetting to Boost Your Sales" and then reveal the answer in the body of the email.

Using open loops in copywriting is an effective way to keep the reader engaged and interested in what you have to say. By creating a sense of curiosity and suspense, you can increase the chances of the reader taking action, whether it's clicking on a link, subscribing to a service, or buying a product.

Advanced Copywriting Technique #4

Shaping thoughts with presuppositions

Presuppositions are linguistic structures that assume the truth or existence of something. In copywriting, they are used to lead the reader to accept an idea or concept without questioning it directly. Presuppositions are a powerful tool to persuade readers because they create a subtle suggestion that the idea or concept is already accepted as true or real. This can help to bypass resistance or objections that the reader might have.

Here are ten exceptional and uncommon examples of presuppositions in copywriting:

In each of these examples, the presupposition is subtle but powerful. Presuppositions can guide the reader's thoughts and emotions, and lead them to take the desired action. They're pretty powerful stuff, so be sure to use them wisely!

Advanced Copywriting Technique #5

Influence perception through framing

Framing is a technique that shapes the way people perceive something by presenting it in a specific context. By framing your ideas, products, or services in a particular way, you can influence your reader's perception of them, which can ultimately lead to the action you want them to take. You use language and imagery to present information in a way that elicits a particular emotional response from the reader.

For example, if you frame a product as "luxury," you can lead your reader to associate it with high quality and exclusivity. Conversely, if you frame a product as "affordable," you can create the perception that it is a good value for the money. Either way, framing can be a powerful tool for influencing your reader's perception of a product or service.

To use framing effectively, you need to know your audience and what they value. This means understanding their needs, desires, and pain points. Once you know your audience, you can use framing techniques to present your product or service in a way that resonates with their values and emotions.

A good example of effective framing in copywriting is Apple's iPhone marketing. Apple has positioned the iPhone as a premium, high-end product, framing it as a symbol of luxury, status, and innovation. This framing has helped to differentiate the iPhone from its competitors and create a strong emotional connection with consumers.

Other examples of framing techniques in copywriting include:

Contrast: This technique involves presenting two options side by side, with one option framed as more desirable than the other.

Anchoring: A method of framing that involves presenting a high price first, followed by a lower price, to create the perception that the lower price is a good deal.

Priming: This technique involves using language and imagery to prepare the reader for a particular message or idea, making it more likely that they will accept it.

By using these techniques effectively, you can create powerful copy that resonates with your audience and motivates them to take action.

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CHAPTER 7

Testing & Measuring

The secret to copywriting success

Effective copywriting is not a one-size-fits-all approach. What works for one business may not work for another. The key to success in copywriting is to test, measure, and make changes until you find a formula that works for your specific audience and goals.

Testing and measuring the success of your copywriting is essential for improving your conversion rates and increasing your revenue. By defining your goals, using split testing, heat mapping, conversion tracking, and analytics and metrics, you can identify what's working and what's not, and make changes to improve your results.

By following these testing and measuring techniques, you'll be on your way to creating copywriting that precisely and strategically engages your audience, converts them into customers, and drives the growth of your business.

Split testing your copywriting

Split testing, also known as A/B testing, is a powerful tool that allows you to compare different versions of your copy to see which one performs better.

Here's how it works: you create two versions of your copy - one with a specific change and one without - and show them to an equal number of people. Then, you measure the results to see which version performs better.

Let's say you're running a PPC ad campaign for your new product and want to see which headline is more effective in getting people to buy your product. You create two versions of your landing page with different headlines and show them to an equal number of people.

After a week, you find that version A has a click-through rate of 5%, while version B has a click-through rate of 8%. This means that version B is more effective in getting people to click on to your checkout page. This directly translates into better sales and higher earnings for your business.

If you're using WordPress, the best tool I've found for split testing your copywriting is called "Thrive Optimize".

By measuring the results of each test, you can identify which version is more effective and use it to improve your copywriting. You can test different headlines, calls-to-action, images, and more to find the combination that works best for your specific audience and goals.

Split testing is a powerful tool for improving your copywriting and increasing your conversion rates. It allows you to make data-driven decisions based on real results, rather than just guessing what might work.

Heat mapping

Heat mapping is a tool that can help you better understand how visitors are interacting with your website, so you can make informed decisions about your copywriting.

Heat mapping involves using software to track where visitors are clicking on your website or landing page, and how long they spend on each section. By setting up a heat map, you can quickly see which parts of your page are getting the most attention and which are being ignored.

For example, let's say you're running a landing page to promote a new e-book. You set up a heat map and find that visitors are spending the most time on your headline, subheadline, and bullet points, while ignoring your footer and sidebar. Armed with this information, you can optimize your copy to make sure the most important information is front and center, and adjust your design to make sure visitors aren't getting distracted by less important elements.

Heat mapping is a powerful tool for improving your copywriting and increasing your conversion rates. By analyzing the data from a heat map, you can identify which parts of your copy are working, which need improvement, and which need to be removed altogether. This information can help you create more effective copy that engages your visitors and drives them to take action.

With a little bit of experimentation and heatmap analysis, you might be surprised at how much you can improve your conversion rates and grow your business.

Tracking conversions

Tracking conversions is a powerful way to measure the effectiveness of your copywriting and identify areas for improvement. By measuring your conversion rates over time, you can identify trends and patterns and make changes to your copywriting to improve your results.

So, if you're serious about improving your copywriting and growing your business, start tracking your conversions today. By analyzing the data and making changes to your copy based on what you learn, you'll be able to create copy that resonates with your target audience and drives more conversions.

Analytics & metrics

Analyzing analytics and metrics is a crucial step in measuring the success of your copywriting. It helps you understand how visitors are interacting with your website or landing page, and where they may be dropping off or losing interest. By tracking metrics like bounce rate, time on site, and pages per session, you can identify areas for improvement and make changes to your copy to keep visitors engaged.

For instance, if you're running an e-commerce website and notice a high bounce rate on your product pages, it may be a sign that your copywriting isn't compelling enough to persuade visitors to make a purchase. By analyzing the data, you could experiment with different copywriting techniques, such as improving product descriptions or adding social proof, to improve your conversion rates.

Similarly, if you're running a blog and see a low pages per session metric, it may mean that your content isn't holding visitors' attention long enough. By making changes to your copywriting, like adding engaging visuals or breaking up long blocks of text, you can keep visitors on your site longer and increase your chances of converting them into loyal readers or customers.

By using data-driven insights to inform your copywriting decisions, you can continuously improve your results and achieve your goals.

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