Concise, short guide to writing better copy with good examples. Not original ideas, but emphasizes how important they are.
Words on a page have an enormous impact - choose them wisely
People are self-motivated.
"Welcome to Ace Tennis Coaching. We are dedicated to serving our customers. We have been focusing on quality service for years, and have a dedicated staff to help fulfill your tennis needs. Our team is focused on quality coaching and delivering great training"
"Every amateur player has the exact same problem with their tennis swing: They don't bend their elbow at the proper angle for their height...
This little body-hack will let you:
All these improvements come from simply bending your elbow in a slightly different position!
This is just the first thing we teach you at Ace Tennis..."
Use visual headlines to your advantage
Don't be boring while trying to be informative - unlearn the tendency to speak formally ("write like you speak").
You can make copy more interesting simply by writing more casually, like if you were trying to explain a product and it's benefits to a friend. Just don't try to be too over the top with humor or zaniness - keep the main message intact.
People respond to what is "New, Novel, or Helpful"
(originally from Gary Halpert's "The Boron Letters")
Using this formula in a sales letter template:
*"I personally write at least 4 titles before settling on one subject line or headline"
Subject Line 1: Sample subject email line
Subject Line 2: Sample subject email line
Subject Line 3: Sample subject email line
Subject Line 4: Sample subject email line
1. Attention: grab attention in this section.
You know that drive from your apartment to this office is SO brutal that you end up cursing at everyone who cuts in front of you? Well if you had a helicopter, that wouldn't even be an issue!"
2. Interest: Interest them with interesting facts about it.
"With a helicopter, you would:
3. Desire: Make them desire product or action to take.
"Your time is worth about $200/hour, and since you spend an average of 300 extra hours in traffic each year, you're losing out on $60,000 in income!!!
Not to mention that after all that frustrating traffic, work is the LAST thing you want to do.
That's why having a helicopter would make your life so much more enjoyable, and even help you make more money"
4. Action: Describe exactly HOW they should take action, and whey they should do it by.
text goes here
Link to Checkout
P.S. A friendly reminder to hurry up and do the action
"I have 3 people looking to sell their helicopters now, and wanna show them to you. When can I send you the specs and prices of these helicopters?
Also, if you'd like to call me, just pick up the phone and dial 713.301.1546 and I'll answer any questions you have.
P.S. The CEO of Ardent Labs here in town has a helicopter, and said it was the #1 thing that made him want to come to work each morning!"
Create a "Bob" (a composite of the average customer you're trying to reach) and think like them when envisioning how to sell to them.
e.g. when writing to a "Bob" who is a rich dentist who owns a business, get into their minds and think like the customer (i.e.. have a customer avatar).
Maybe they're very competitive and want to win, to be the best, and beat their friends. So sample headlines to sell a golf-club would be:
Stylize your Writing
Reduce the amount of effort to read something, whether that's putting longer lines after shorter ones, separating out into more paragraphs, using more bold or more sections with bold titles - make reading as easy as possible.
Easy Headline Formula
[End result customer wants] + [Specific time period] + [Address the objections]
or switch them around:
[I'll refund your money for this conference] + [if you don't get 7 real estate leads in one week]
Three "Lenses" for Headlines:
Author's examples for WPengine:
Long copy v short copy depends on what you're trying to sell, if more expensive, longer is better.
Keep copy and ideas simple. Cover the essentials and do enough to keep the audience engaged and informed, with the least amount of words (don't try to impress writer).
"If you read something, and it requires "extra cycles" in your brain to process that information...scrap it. Get straight to the real point so everyone is CRYSTAL CLEAR on the message"