Today, I want to talk about copywriting.
What? You don’t know what copywriting is?
Here’s my very scientific dissection of the world of copywriting:
“Copywriting is the art of arranging words in a certain order to sell stuff.”
So, today, whether you’re just starting out or have done copywriting for years, you can still learn something new from what I’d like to show you.
Here are 10 newbie-friendly ways to writing world-class copy:
1) Write stories. The easiest way to write an email that sells your product or service is — in my humble but accurate opinion — by writing stories. Time is people’s most valuable resource, so don’t waste your audience’s time by writing boring emails that suck the life and very existence out of people.
2) Write simple stories (in two sentences max). Building on the first point: When writing stories, keep things simple and to the point. If you can’t tell the main point of your story in two sentences max, either tell a different story or cut the fat until you get to the meat.
3) Follow the 80/20 copywriting rule. Spend 80% of your time promoting your content, 20% writing it.
4) Read your copy out loud. This is so powerful, yet nobody does this. For example, when I’m writing sales pages, I read *everything* out loud ten times before that sales page sees the light of day. Tedious? Yes. Does it work? Yes.
5) Use Value Inserts. Value Inserts is a concept I developed to “massage” your content to perfection. You look for different places in your post to insert different types of strategic value. For example, humor, story, controversy, etc.
6) Learn to write great bullets. Bullets, also called “fascinations” in the copywriting world, are designed to entice people to buy your product. Here’s an example of a bullet I’ve used on one of my landing pages: “A $2 billion secret: How top businesses craft mouthwatering sales emails that people love to read.”
7) Write successful sales letters out by hand. The great copywriter, Gary Halbert, was a big advocate of this. When I started to learn how to write copy, I wrote out a different sales letter *every day* for 90 days (not a typo). This gives a tonne of insight into how to structure an ad, plus how to write copy that pulls people down the page.
8) When in doubt, use curiosity galore. Not sure whether your headline or subject line is any good? Ask yourself: “Does this make me curious enough to read the first line?” If it doesn’t, you’ve got work to do.
9) Break up long sentences. Long sentences make your copy harder to run. Shorter ones make it easier. Need I say more?
10) Use Infotainment to draw people in. This is something I’m a big fan of: Using “Infotainment” to draw people into your content. Infotainment is the art of combining great information with Entertainment. We live in a celebrity-obsessed culture. I mean, it doesn’t take a genius to realize that when you consider celebrities like Kim Kardashian is worth $350 million vs. the average university professor who earns around $100,000 /year.
There are dozens if not hundreds of other techniques like this.
So this is by no means an exhaustive list.
But, once you start using the 10 tips here, you will see a significant difference in the quality of your writing.