- the 1st job of a copywriter is to understand
- We as writers are the guides who help leap the audience to reach their goal
- #1: Effective copy is written to meet a specific, stated objective Example: In this [email, campaign, sales page, webinar, ad] I want to convince my reader that [specific feature] is better for accomplishing [specific task] than their current method. To do this I will show specific evidence, share specific case studies, and appeal to xyz emotions.
- #2: You won’t stand out if you don’t stand out. Use colorful language combined with metaphors, similes and poignant stories.
- #3: Keep. It. Simple. " If you can’t explain it simple enough for your grandmother to understand it, you don’t understand it well enough." — Albert Einstein
Method One: Imitation Game
Part One: Headline
- "On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.” David Ogilvy
- Look at other headlines that work
- Make sure headline Captures attention, Confirms suspision, Promises powerfully, Inspires thought, Creates intrigue or Questions reality
- Starter Inspiration
- 2nd part
- Attention Grabbing Headline = Audience indentifier + Hook + Benefit
Part two: Intro
- Start with Even if ... "Even if you’ve found that XYZ hasn’t worked for you in the past, let me show you how a simple change in perspective can make all the dierence."
- Addressing a common objection at the beginning can both entice the critic to keep reading, and reassure the believer that progress can be made… if they simply keep reading.
- "The jugular objection" - the single most common objection to your point. The one, that if not addressed, will lose the most people in your target audience. Your first step in writing anything should be to identify and crush this objection. Go for the jugular and you have a solid chance of winning over even the strongest critic
Part three: Ads
- use this tool https://advertsuite.com/ to capture best performing ads
- copy them to Trello or other software
- and change them slightly
Method Two: Amazon R&D
- Books don't sell because of their titles, but because of their subtitles
- This is not for books only → Go to Amazon.com and select niche of your product, sort by best selleres
- Copy the structure and Expand it by adding modifier = end result + time frame
Method Three: Cognitive manipulation
Part One: Cognitive biases
- Our goal is not to manipulate, the implication being that we're acting only with our interests in mind and with unscrupulous tactics … No, our goal is to persuade; the dierence being that everyone wins in the equation, and our reader has come to their decision fairly.
- THE BIAS: Aect Heuristic
- Give motive & emotion to your message
- Rather than taking the time (logically) to consider the long-term consequences of a decision, we often rely too heavily on our emotions to control the process. It may be seen as ‘useful’ by our subconscious because it shortens the decision-making process and allows us to function without having to complete an extensive search for information
- Since a positive state of emotion generally reduces the perception of risk in our reader, we’ll want to make sure that as our message weaves in and out of positive and negative emotional language that we conclude our message on a clear and justifiable positive note
- Principally, when we look at our message as a whole, ideally it will be net positive; like a Hollywood blockbuster hero film with just enough drama, excitement, peril, and uplifting twists to bring our reader to a happy ending. Associate negative emotions with the competition, other approaches, and lack of action. Associate positive emotions, concepts, and events with our offer.
- THE BIAS: Paradox of Choice
- The confused mind says no
- Overchoice or choice overload is a cognitive process in which people have a diffcult time making a decision when faced with many options
- Here's what you do: a b c
d e f g h i j k l m n o p q r s t u v w x y z
- The Rule of Two: Too many choices overwhelm, but having only one option can also be risky… there is never only one option; the person can choose to just leave the page or not buy. Presenting two specific options (see also “blackand-white fallacy”) is an eective way to leverage the desire to have some variety and the ability to choose. We can do this even if we only have one, how? By framing a choice…
- THE BIAS: Forer Eect / Barnum eect
- You’re the kind of person who… (generic positive action & attributions here)
- individuals give high accuracy ratings to descriptions of their personality that supposedly are tailored specifically to them, that are in fact vague and general enough to apply to a wide range of people.” Think astrology, fortune-telling, aura reading, and some types of personality tests.
- How? By using rhetorical ‘Barnum statements’. For example, let's say you're writing copy raising funds for a charity to fight fires in Australia, we can transfer the urgency of the situation with a statement such as “... you’re the kind of person (Barnum statement) who understands the importance of community, imagine if everything you knew and loved was in the path of a raging inferno? No doubt you would (Barnum statement) be scared, angry, and want to do everything you could to save what you love.
- There’s a high probability that just about anyone will agree with these statements, and likely strongly identify with them if they are your target audience
- Personality tests → Useful in the same way that our ‘Barnum statements’ in our content can help separate qualified leads from non-qualified.
- THE BIAS: Framing Eect / Choice Architecture
- the way you’re saying it can matter more than what you’re saying
- You can combine a number of these dierent frames together throughout your dierent pieces of marketing to appeal in dierent ways to different segments of your audience.
- Framing your messages in a positive light – pointing out what’s to be gained – is a useful way to position the ‘lifestyle’ (value systems) you’re selling while also giving them positive associations with your message
- Contextual Savings Frame: Comparing the cost of your oer to easily recognized examples that lower the perceived expense, or increase the perceived value. ‘For less than the price of a cup of coee per day
- Picking the Right Number: When it’s a ‘good’ number, pick the ‘larger’ frame e.g. instead of “2x growth” position it as “200% growth” or “save 30%” as opposed to “save $7” When it’s a ‘bad’ number, pick the ‘smaller’ frame [if you need to share bad news, ideally you’ll want to also explain why it actually isn’t that bad.] e.g. instead of “losing $100”, position it as “losing only 1% of the total”.
- Savings or Penalty? You should highlight any available savings while also highlighting any risks of not taking advantage of the savings. “Save 20% today only! Don’t miss out!
- “Good vs. Evil” Frame: The hero and villain story is as old as stories themselves. Position your brand & oer as a hero, or better a yet a powerful assisting tool to your hero; your customer. Position any number of conflicting forces as the ‘enemy’, these can be internal to your customer (e.g. mindset, habits, ignorance) or external (e.g. other inferior products, time, government)
- Us vs. Everyone Else ‘Community Frame’ - Similar to ‘good vs. evil’ frame, ‘us vs. them’ is a way to position their act of joining your ‘community’
- Unique in a Sea of The Same’ Frame: Taking advantage of the “innovation bias”. Frame your offer, approach, message, or brand as a new and innovative approach to solving an important problem of your audience. Build an argument as to why the new way is better, and why the old way leads to disaster.
Method Four: Community Arbitrage
Method Five: Tried & True Furmulas
Method Six: Counterintuitive Copy Structure
Method Seven: Teach, Transform, Transact
Method Eight: The Hero's Journey
Method Nine: Marketing Archetypes
Method Ten: Data with a Soul
Method Eleven: The Diamond of Persuasion
Madness One: Sell Revelation / Deliver gospel
Madness Two: From a mountain of Stone to a Golden Ring
Madness Three: Crafting the Golden Ring