However, there’s more to a copywriter’s job than putting words after words. 0000005124 00000 n Not a ton of social proof.

As you’ve probably seen firsthand, people on Amazon don’t hold back: And you can mine these honest reviews for killer copy. You can also check the active vs. passive voice with a tool like Hemingway: In fact, they make your copy hard to read. 333 0 obj <>stream But 3 of them got AMAZING results. But you need sales to get social proof. But not nearly specific enough. 0000015914 00000 n Specifically, you want to ask customers these questions: Yes, these responses are priceless for customer research, positioning, and creating new products. Your headline should cite one insanely specific benefit that they’ll get from your product. So your job is to learn about your audience’s thoughts, fears and desires. And now it’s time to develop some advanced copywriting skills. trailer <]/Prev 654034/XRefStm 3199>> startxref 0 %%EOF 2047 0 obj <>stream Start your sales letter off with a story, statistic or relatable situation. Here’s a cool example of this transition action: Let your reader know exactly what to do next, whether it’s scheduling a demo, buying something, or signing up. Here’s how to structure long-form sales letters for online courses, supplements, paid newsletters, and more. 0000003412 00000 n In other words: social proof is important when someone’s deciding whether or not to buy what you sell. The art and science of direct-response copywriting involves strategically delivering words (whether written or spoken) which get people to take some form of action. This line also shows up as a preview in Gmail. Or maybe you want to try shorter sentences. And you might just notice conversions boost. The Friend Zone is when you like someone. Your headline should tell your prospect EXACTLY what they’re gonna get. I knew that lots of people related to how John felt. Include social proof above the fold. 0000019523 00000 n

0000004612 00000 n Your headline should let the reader know what they’ll get from your product, service, newsletter, or free trial. Even though they have dozens of people working for them, their newsletters don’t feel like it. For example, this landing page talks about why their digital currency is “Made For You”. Article #1 had an average sentence length of 54 words. h��XyPg����9p�#2���*�0x��o�(�⑈�Q0�hoPL�w�����nm����b��Ԯ��"����Z[��b�{Zb���N)����{����!D���� ����w&D#��rVE[��??�"��daMPey�*���܅�=?��x1.

jɳ�KC�~zin�Ң���"��0b�� 5iw��8y�7kO�ދmm$G����aニrS|����{^�K5����m�·�|�[�'�n:S]Z��:w��i�8 �*�z�IOgJD��l�3-sn+����y=N�����Љv����;Z>S��KS�1�>1{��/B�VKHL�#���w�>;����)�۰��}��?�hЧ����naߧiw&�:���"tڳ�Zk�b�i���Qqg{Aŗ������љ�~�Zm}b ~�VC��s^����5d���bP(��Gr��(��m�. And here’s an example of B2B copy that speaks directly to the reader: As you can see, the active voice sounds MUCH better.

Fortunately, you don’t need any formal training or education to become a copywriter. Unfortunately, most testimonials look something like this: There’s nothing WRONG with that testimonial. Where appropriate, I’ve selectively and judiciously added important new copywriting techniques. I will not only show you how to improve your writing and your sales skills, but I will also give you a step-by-step, 30-day outline that you can use to guide you through the process.
In fact, I used 43 total subheaders in that post. Infographics worked really well for one client and they didn’t work so well for another. Now I’d like to hear from you: which tip from today’s guide are you going to try first? “Enter your name and email, and click “Download Free Ebook”.”. How did it go? To use it, head over to a subreddit where your target customer hangs out. Instead, you want your testimonials to follow this proven formula: As you can see, this formula is broken down into 3 main parts: Here’s where your customer paints a picture of where they were BEFORE they tried your product. And I asked pretty much the same questions that I ask in customer surveys: The big difference is that the interviews allowed me to ask follow up questions. 0000019398 00000 n

0000049689 00000 n I try to get my headlines to at least 30%… especially for sales pages and landing pages. But it’s a marketing skill that you can use to get clients as a freelance copywriter or to improve your job prospects.
Obviously, you don’t want to go overboard. As it turns out, the same thing happens with potential customers and clients. For example, my post about getting more traffic includes ZERO fluff or “high level” advice. They’re easy to read AND understand.

For example, the ecommerce site Warby Parker lets you try on frames at home… and return any pairs that you don’t like. Right now, I’m making The Definitive Guide to Copywriting available for a limited-time- only for just $47! 0000005163 00000 n Let your reader know exactly what they’re going to learn.

“No questions asked”. And that email got a 45.9% open rate (to 92,232 subscribers). Have you ever spent money on SEO training before? For example, I keep my blog post introductions to around 6 lines: That way, I hook the reader with a strong lead… then jump right into the content itself. Here’s a template you can use to create blog posts that drive traffic and email subscribers. Here’s a simple template that you can use to write newsletters that people will actually want to open. 2023 0 obj <> endobj xref 2023 25 0000000016 00000 n 90% of the people that post a question on Product Hunt already Googled for a solution to their problem. Your sales letter should have CTAs up and down the page. copywriting techniques that have, for the most part, withstood the test of time, I kept revisions to a minimum—deleting some extraneous text, cleaning up language, updating old data. For example, this Facebook ad headline from HubSpot includes the phrase “Limited Time Savings”: And the first thing you see is a headline that’s all about THEM. For example, this sales page from Derek Halpern has a KILLER first line: And here are some “copy and paste” first lines that you can use in your leads: Stories are a great way to hook people… and keep them reading. According to the Nielsen Norman Group, people rely on social proof when they’re not sure what to do next.

No one’s going to believe a headline like: “New Crazy Amazing Breakthrough That Works Fast!” . Here are some of the benefits that you can get from becoming good at copywriting: In other words: copywriting can improve nearly every element of your marketing. But adding one or two of these words to your headline can make it more compelling: Second, pop your headline into the American Marketing Institute Headline Analyzer. that creates a super high sense of urgency: You’ve probably heard the old adage: “80% of people read the headline, and only 20% read the copy.”. 0000009185 00000 n (Or as one copywriter once told me: “Great copy is assembled, not written”). 0000000796 00000 n It depends on the client’s business. How do you go about choosing topics for blog content? 0000006864 00000 n q��㹸{�s[$�h�I0��0�v��d�c�k��q�!&�lV�߉�'ƒ�/_`4� ��3L�Xak�F3���B�f�Nl�i����C���Y��ō With that, here’s how to write high-converting button copy: I offer a case study at the bottom of the Backlinko homepage: Instead, I made the outcome insanely specific: And this is one of the main reasons that my homepage converts at 10.76%: We’ve all been in “The Friend Zone” before. …and create landing pages optimized around those terms: This chapter is a list of seven copywriting strategies that you can use to write better copy from scratch…. Which is why I recommend ending your newsletters with a P.S. 0000005363 00000 n So we decided to feature those 4 people on the sales page: In other words, here’s where you answer the question: Maybe you deliver faster than anyone else. (Including one student that quickly racked up 200k+ views with his first video). So I added a little “Bottom Line” section after each tool: That way, skimmers could get the gist… without reading every single word. That’s why you DON’T want to round numbers in your copy. Here’s an example from one of my recent posts: Keep your intro to less than 8 sentences.

But I still have no idea how it actually works. Your email address will not be published. Are you going to use numbers in your headlines? More specific=more clicks. “Now you can now [benefit] in [timeframe] without [common solution]”, “Introducing: [product name]. For example, check this Amazon review for a standing desk: Well, if you also sell a standing desk, you just found some killer copy. For example, let’s say you launched a software product that has a free and paid version. !W�>��Tu��sr��א�xn�G�D|o�+ȏt,���% �4��w�,YG}M~K���!O���T�����Y��'r�>@��M�t�`7�u��r��%?���8r{������GT��V���6�����G������d��ť�(3ޗ��u����Ͽ�S2cٱi+��n�9�O8���S�5V���ݹ����.x>}B�����%?�,�Z�����]GLR~2s�6�=:�Gl�;!�&�/#ɛثwrJjOOV�3.�бb���6�;�or�~}�s�2�� F����uF�������35%9?�� (`�����}���O�y�lAQ!��;�z���� All you need to do is follow the simple techniques in this chapter.

Pack your sales letter with risk reversals. We kind of try to add onto what a lot of people are already writing about and go from there. The #1 goal of your copy is to keep people reading. Transition from your prospect’s problem to a specific offer. Here are some easy ways to create a sense of urgency in your copy: (Needless to say, these statements should be backed up with real limitations. For example, Snap.hr cites a specific timeframe for getting a result: Numbers FORCE you to write insanely specific headlines. On the other hand, the Coinbase homepage shows you exactly how it works: Most people put zero thought into their button copy. Well, you’ve got bigger problems than copywriting. In other words, you use your headline to grab their attention: (Yup, that’s the “A” and “I” from the AIDA Formula). Instead, they whip out a proven template… and fill in the blanks. And they feature this super unique USP all over their site. This can be logos from places you’ve been featured, number of customers or a handful of big name clients. Here’s a PS that I used in one of my recent newsletters: With that, let’s check out our next template…. Your intro should prove you can deliver on the headline’s promise. social proof is important when someone’s deciding whether or not to buy what you sell.


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