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Copywriting Can Quite Literally Make Or Break Your Business

by thejessecarr
29 replies
As a digital entrepreneur you are selling things online, so the number one thing that makes people make a decision on whether they want to buy from you or not is your copywriting.

It is how you sell your products or services, it is how you make people feel like they need to have it and how you develop trust before even closing the transaction.. Let me tell you a story of one of my clients to give you an idea.

Someone came to me selling a high ticket service through a sales funnel sequence. He came to me because he was getting loads of traffic but not one person was converting, he was at the point of just quitting and trying some other online business.

I took a look at his funnel and it was very generic, using words like "fast" and "easy", overall the copywriting was very boring to read. And he had no email sequences in place.

So we did a total re-vamp on the sales funnel. We turned the generic copywriting into persuasive copy that makes people trust in his services and feel like they can't go without it. We took out words like "fast" and "easy" (since high ticket clients don't fall for that BS) and replaced it with more persuasive and engaging words.

We then set up the email sequences to give people value and try and get them to return and convert. Once everything was complete he relaunched the funnel and ads.

Within 48 hours he got 5 paying clients. He went from tons of traffic and 0 sales to 5 sales in 48 hours all because of copywriting. Keep in mind that his service was high ticket so 5 sales was VERY good money.


Here is the moral of the story, your copywriting can quite literally make or break your business. It can turn your amazing service into something people feel they can't trust just because of how you worded it.

Copywriting takes practice, it is like learning how to draw. You need to do it over and over again in order to figure out the best way to word things. One of the best books I have read is "How To Win Friends And Influence People". Now of course this book is mainly for human to human interaction. But you can take it and apply it to writing.

Some tips I can think of to improve:
1. Sell benefits not features
2. Write in a tone that matches your audience
3. Study successful copywriters and businesses and take note of how they word things
4. Get rid of terms like "fast" or "easy". You don't want to trick people to buy, you want them to WANT to buy.
5. Testimonials are key
6. Practice, practice, practice

If you have any questions feel free to ask
#break #business #copywriting #literally #make
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  • Profile picture of the author cheese1688
    Originally Posted by thejessecarr View Post

    As a digital entrepreneur you are selling things online, so the number one thing that makes people make a decision on whether they want to buy from you or not is your copywriting.

    It is how you sell your products or services, it is how you make people feel like they need to have it and how you develop trust before even closing the transaction.. Let me tell you a story of one of my clients to give you an idea.

    Someone came to me selling a high ticket service through a sales funnel sequence. He came to me because he was getting loads of traffic but not one person was converting, he was at the point of just quitting and trying some other online business.

    I took a look at his funnel and it was very generic, using words like "fast" and "easy", overall the copywriting was very boring to read. And he had no email sequences in place.

    So we did a total re-vamp on the sales funnel. We turned the generic copywriting into persuasive copy that makes people trust in his services and feel like they can't go without it. We took out words like "fast" and "easy" (since high ticket clients don't fall for that BS) and replaced it with more persuasive and engaging words.

    We then set up the email sequences to give people value and try and get them to return and convert. Once everything was complete he relaunched the funnel and ads.

    Within 48 hours he got 5 paying clients. He went from tons of traffic and 0 sales to 5 sales in 48 hours all because of copywriting. Keep in mind that his service was high ticket so 5 sales was VERY good money.


    Here is the moral of the story, your copywriting can quite literally make or break your business. It can turn your amazing service into something people feel they can't trust just because of how you worded it.

    Copywriting takes practice, it is like learning how to draw. You need to do it over and over again in order to figure out the best way to word things. One of the best books I have read is "How To Win Friends And Influence People". Now of course this book is mainly for human to human interaction. But you can take it and apply it to writing.

    Some tips I can think of to improve:
    1. Sell benefits not features
    2. Write in a tone that matches your audience
    3. Study successful copywriters and businesses and take note of how they word things
    4. Get rid of terms like "fast" or "easy". You don't want to trick people to buy, you want them to WANT to buy.
    5. Testimonials are key
    6. Practice, practice, practice

    If you have any questions feel free to ask
    Totally agree with you!

    Copywriting, in my opinion, is one of the most important part in any business. Of course, you need to have and sell the high-quality product first, because if you have amazing skills in copywriting, but your product is low quality, it would be a problem. Same if the product is high quality, but your copywriting skills are bad, so nobody would buy your amazing product.

    But yeah, copywriting skills are very important, you could sell anything you want if you master it, but it's hard to learn in my opinion, especially if you are not from English speaking country.
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    • Profile picture of the author thejessecarr
      I somewhat agree with you. Of course its ideal to have a good product so customers are happy with their purchase. But if you are good at sales and copywriting you could pretty much convince anyone to buy.
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  • Profile picture of the author George Flm
    Sell the sizzle not the steak.

    The more you tell the more you sell (it depends)
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  • Profile picture of the author dave_hermansen
    Originally Posted by thejessecarr View Post

    Some tips I can think of to improve:
    1. Sell benefits not features
    2. Write in a tone that matches your audience]
    People rarely buy things just to buy them.

    Another way to think about this is that all products solve a problem, real or perceived. Your job is to figure out the problem it solves and relate it to the audience. Show them that the product solves their problem.

    Sometimes the problems that something solves are pretty obscure, like they make someone feel better about themselves, make them more popular, etc. Other times it is pretty obvious.
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  • Profile picture of the author GordonJ
    Your anecdote, showing the 5 sales, may be coincidental and have nothing to do with the copy at all. But lets say it did. The guy marketing the high ticket item, doesn't know what he is doing. So there is that part of it.

    And as for copywriting being the NUMBER ONE thing, I have been buying Little Debbie snack items for decades now, and not once has Little Debster needed to use copy to get me to buy.

    You might want to contact Little Debbie and see if she wants to test your brilliant copy out to increase sales, eh?

    Point being, from a marketing stand point, it is just as easy to offer things that don't need copy, as to offer those that need to have some manipulator write words that SELL.

    I prefer people BUY from me, and not have to SELL them.

    GordonJ



    Originally Posted by thejessecarr View Post

    As a digital entrepreneur you are selling things online, so the number one thing that makes people make a decision on whether they want to buy from you or not is your copywriting.

    It is how you sell your products or services, it is how you make people feel like they need to have it and how you develop trust before even closing the transaction.. Let me tell you a story of one of my clients to give you an idea.

    Someone came to me selling a high ticket service through a sales funnel sequence. He came to me because he was getting loads of traffic but not one person was converting, he was at the point of just quitting and trying some other online business.

    I took a look at his funnel and it was very generic, using words like "fast" and "easy", overall the copywriting was very boring to read. And he had no email sequences in place.

    So we did a total re-vamp on the sales funnel. We turned the generic copywriting into persuasive copy that makes people trust in his services and feel like they can't go without it. We took out words like "fast" and "easy" (since high ticket clients don't fall for that BS) and replaced it with more persuasive and engaging words.

    We then set up the email sequences to give people value and try and get them to return and convert. Once everything was complete he relaunched the funnel and ads.

    Within 48 hours he got 5 paying clients. He went from tons of traffic and 0 sales to 5 sales in 48 hours all because of copywriting. Keep in mind that his service was high ticket so 5 sales was VERY good money.


    Here is the moral of the story, your copywriting can quite literally make or break your business. It can turn your amazing service into something people feel they can't trust just because of how you worded it.

    Copywriting takes practice, it is like learning how to draw. You need to do it over and over again in order to figure out the best way to word things. One of the best books I have read is "How To Win Friends And Influence People". Now of course this book is mainly for human to human interaction. But you can take it and apply it to writing.

    Some tips I can think of to improve:
    1. Sell benefits not features
    2. Write in a tone that matches your audience
    3. Study successful copywriters and businesses and take note of how they word things
    4. Get rid of terms like "fast" or "easy". You don't want to trick people to buy, you want them to WANT to buy.
    5. Testimonials are key
    6. Practice, practice, practice

    If you have any questions feel free to ask
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    • Profile picture of the author DABK
      You're forgetting, Gordon, that Little Debbie's little fairies are good at subliminal marketing. They're so good at it, you don't even know they were in your dreams, putting all those "I want me a Little Debbie chocolate cupcake" into your head.


      I know this is the case because I know quite a few people who're overweight though they've been on a diet for a thousand years. Little Debbie marketing fairies is the only thing that explains that!



      Originally Posted by GordonJ View Post

      And as for copywriting being the NUMBER ONE thing, I have been buying Little Debbie snack items for decades now, and not once has Little Debster needed to use copy to get me to buy.

      You might want to contact Little Debbie and see if she wants to test your brilliant copy out to increase sales, eh?

      GordonJ
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      • Profile picture of the author GordonJ
        Originally Posted by DABK View Post

        You're forgetting, Gordon, that Little Debbie's little fairies are good at subliminal marketing. They're so good at it, you don't even know they were in your dreams, putting all those "I want me a Little Debbie chocolate cupcake" into your head.


        I know this is the case because I know quite a few people who're overweight though they've been on a diet for a thousand years. Little Debbie marketing fairies is the only thing that explains that!
        A 1001 Tinkerbell like fairies invade my dreams, and this is the subliminal marketing that I desire to get to some day, whereas people simply dream about buying from me and wake up and simply must get their cards out.

        Which is why, every night, before dozing off, I send rays of ultra blue/white thoughts from my third eye into the ethernet, and command my Astral Body to visit as many potential customers as it can.

        So many times, people have said, "Gordon, I don't know why, but I just had to buy from you today."

        Little do they know, and I'm not telling. Results, like those in SALES copy, speak for themselves, so I'll continue to continue on.

        But please, shhhh about subliminal marketing.

        GordonJ
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    • Profile picture of the author thejessecarr
      You do realize that copy is all of your wording from headlines, to ads, to product wrapping. Little Debbie does use copywriting just look at the package. Talks about ingredients, how tasty it is etc. This is all copywriting so yes they do use copywriting, not sure the point you were trying to make with this comment..

      If someone buys from you, you are doing some sort of selling no matter what it is. Copy doesn't just mean "Buy now for 50% off" it's conveying your product in a way that develops interest.

      You will not be able to sell a single thing online without a form of copywriting, sure you could get lucky if you post just a photo and people see it and get interested but you won't get consistent sales.

      I gaurentee that the first time you tried little debbie you looked at the packaging to see what it said and what it was. So yes you were sold by little debbies copywriting.
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      • Profile picture of the author GordonJ
        In the context of your original post, re: magic words you used to increase sales and the copy is the key...my point was some products/services don't need to be sold.

        I can say honestly, I have never read a Little Debbies wrapper, never looked at the ingredients list in a Milky Way candy bar, never read the copy when my basement was flooding and I needed a plumber NOW. Never read the copy of my dentist.

        In fact, I've never read the "copy" of about 90% of the products I routinely buy.

        I get it. When you are selling hammers, everything looks like a nail.

        And I find it a bit presumptuous on your part to tell me what I realize or don't. I disagree with the packaging being copy writing. Yes it is copy, but not as you used it in your original post.

        Your speed posting these last couple of days is typical of a newbie here, but be prepared to defend your position when challenged.

        I simply say, some, many (maybe most) products/services don't need SALES copy, it is only a magic bullet for those who are selling the guns of Salesmanship.

        Am I wrong?

        GordonJ


        Originally Posted by thejessecarr View Post

        You do realize that copy is all of your wording from headlines, to ads, to product wrapping. Little Debbie does use copywriting just look at the package. Talks about ingredients, how tasty it is etc. This is all copywriting so yes they do use copywriting, not sure the point you were trying to make with this comment..

        If someone buys from you, you are doing some sort of selling no matter what it is. Copy doesn't just mean "Buy now for 50% off" it's conveying your product in a way that develops interest.

        You will not be able to sell a single thing online without a form of copywriting, sure you could get lucky if you post just a photo and people see it and get interested but you won't get consistent sales.

        I gaurentee that the first time you tried little debbie you looked at the packaging to see what it said and what it was. So yes you were sold by little debbies copywriting.
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    • Profile picture of the author SARubin
      Well, I was going to stay out of this conversation because, Jesse, you seem to be very enthusiastic about copywriting. And I find that admirable. And I didn't want to criticize your thread by saying some of the arguments in the post are a bit flawed.

      But then I saw DABK pipe up. And your post made me smile (Thanks DABK. I don't know if I ever said this before, but some of your posts keep me grounded. And I truly appreciate you).

      Plus, I'm sitting here sipping on my second (or maybe third?) snifter of tequila, and suddenly I have stuff to say... So here we are...



      Originally Posted by thejessecarr View Post

      Copywriting Can Quite Literally Make Or Break Your Business
      Yes, but the same can be said about many things...

      My accountant tells me that proper bookkeeping can make or break my business.

      When I had employees in my home restoration business, reliable workers could literally make or break my business.

      When I was selling retail, and with my e-commerce sites... distribution channels and supply chains could literally make or break my business.

      And lets not forget about new, and often arbitrary, gov't regulations that can also "literally make or break your business"

      If you run a delivery service? A reliable vehicle can literally... (well, I think we all get the idea)



      I'm not disagreeing with your premise, Jesse. Quite the opposite in fact. I love the power of words.

      I'm a true, bonified, card carrying member of the National Enlightened Rhetoric Developers Society.

      That's right, I admit it... I'm a NERD.

      Disclaimer: Don't bother googling that one. There is no such society, I just made it up. (But if there was one, I would join)


      Fun fact... A while ago I was going over some of my old materials on the delicate (and often deceptive) arts of propaganda, rhetoric, and political speech writing.

      And I have to admit, even after all these years I still find myself fascinated (and horrified, at the same time) with the power of words.

      So I decided to write a short composition in my book of life. And I'd like to share it with all of you now...



      Below is my reflective rant on the power of words. By the time you finish reading it, you'll probably have one of three thoughts run through your mind...
      1- Wow... this guy is really deep, and thoughtful.

      2- Meh... this guy spends too much time over thinking stuff.

      3- This guy is an idiot and we should all throw rocks at him.
      (I'm Hoping you'll choose one of the first two)



      So, without further ado (or further adon't)...

      Words: A reflective rant...



      I LOVE WORDS! ... AND I HATE WORDS!

      Words have the power to stir our emotions! They can make us laugh, and they can make us cry.

      Words can make us feel sad, angry, frightened, or shocked.

      And they can make us feel hopeful, happy, safe, and excited.

      A word uttered in anger can never be un-spoken, and can damage someone's life in unforeseeable ways.

      And a few words spoken with love, can forever change a persons life for the better.

      Words can stir entire nations of people into a frenzy, and cause us to send our children off to war.

      And words can end those very same wars.

      Yes, I love words... and I hate words. They have power over our lives (perhaps, too much power) so please, let's use them wisely.


      End of rant... Thanks for listening.

      (hey, who threw that rock!!!???)




      Uhmm, where was I? Oh yeah...

      I'm not disagreeing with your premise, Jesse. Quite the opposite in fact.

      I'm just saying that your post doesn't differentiate copywriting form many other things that can literally make or break your business..



      Originally Posted by GordonJ View Post

      Point being, from a marketing stand point, it is just as easy to offer things that don't need copy, as to offer those that need to have some manipulator write words that SELL.
      I was with you Gordon, right up until you called me a manipulator.

      I prefer the term "seduction artist"... or perhaps "persuader"... or "sales professional of the written word"... or "prophet of future desires" sounds nice

      But manipulator makes it sounds so... so... so... "manipulative".


      I know it's just a word. But like my wise daughter once told me, when she was 7 years old...

      "Daddy, words have meaning".
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      • Profile picture of the author GordonJ
        Just a couple of thoughts about WORDS. Fair enough?

        The DELIVERY method makes a difference.
        The RECEPTION makes a difference.
        Personal BIAS and filters (like manipulate) make a difference.

        For example you thanked us for LISTENING to you. I listened to myself reading your words.

        We read words, HEAR them, SEE the person saying them (or don't) and we react.

        When we see, be it person to person, or via video, or TV we may see body language and facial expressions which shade the meaning. One big reason tongue in cheek, or being coy, or sarcarsm doesn't work well in chats and on forums is we can't detect the delivery. We may think we are being clever while the reader does a literal interpretation.

        Being challenged is not being attacked, although many a thin skin Warrior (person) would say otherwise. Making bold and often statements of certainty, absolutism and as fact for everyone are words which will often get challenged.

        The OP didn't demonstrate enthusiasm (but that is how I read his words) but showed youthful arrogance and conceit. He KNOWS.

        Maybe the words of my ol pappy still ring in my ears..."Son, when you meet a man who is certain he is going to heaven and you're not...you better run like hell away from him."

        And for the last two decades here and other places, I tend to wage the war against absolutes and certainty. Along with the words themselves, the behavior of the moment comes into play too. So a guy who has been here one day blazes through the many forums dropping his cow pie wisdom in the pastures expecting us to squish it between understanding toes....

        And all I did was say BS. As you pointed out, there are LOTS of different things that are important and could be critical to business.

        I could be wrong, I was married and now I'm not, so there is that anecdotal evidence...

        but this is a guy who has been at it for a short period of time and like new religious converts has to go out and try to save the world. Meh.

        GordonJ


        Originally Posted by SARubin View Post

        Well, I was going to stay out of this conversation because, Jesse, you seem to be very enthusiastic about copywriting. And I find that admirable. And I didn't want to criticize your thread by saying some of the arguments in the post are a bit flawed.

        But then I saw DABK pipe up. And your post made me smile (Thanks DABK. I don't know if I ever said this before, but some of your posts keep me grounded. And I truly appreciate you).

        Plus, I'm sitting here sipping on my second (or maybe third?) snifter of tequila, and suddenly I have stuff to say... So here we are...





        Yes, but the same can be said about many things...

        My accountant tells me that proper bookkeeping can make or break my business.

        When I had employees in my home restoration business, reliable workers could literally make or break my business.

        When I was selling retail, and with my e-commerce sites... distribution channels and supply chains could literally make or break my business.

        And lets not forget about new, and often arbitrary, gov't regulations that can also "literally make or break your business"

        If you run a delivery service? A reliable vehicle can literally... (well, I think we all get the idea)



        I'm not disagreeing with your premise, Jesse. Quite the opposite in fact. I love the power of words.

        I'm a true, bonified, card carrying member of the National Enlightened Rhetoric Developers Society.

        That's right, I admit it... I'm a NERD.

        Disclaimer: Don't bother googling that one. There is no such society, I just made it up. (But if there was one, I would join)


        Fun fact... A while ago I was going over some of my old materials on the delicate (and often deceptive) arts of propaganda, rhetoric, and political speech writing.

        And I have to admit, even after all these years I still find myself fascinated (and horrified, at the same time) with the power of words.

        So I decided to write a short composition in my book of life. And I'd like to share it with all of you now...



        Below is my reflective rant on the power of words. By the time you finish reading it, you'll probably have one of three thoughts run through your mind...
        1- Wow... this guy is really deep, and thoughtful.

        2- Meh... this guy spends too much time over thinking stuff.

        3- This guy is an idiot and we should all throw rocks at him.
        (I'm Hoping you'll choose one of the first two)



        So, without further ado (or further adon't)...

        Words: A reflective rant...



        I LOVE WORDS! ... AND I HATE WORDS!

        Words have the power to stir our emotions! They can make us laugh, and they can make us cry.

        Words can make us feel sad, angry, frightened, or shocked.

        And they can make us feel hopeful, happy, safe, and excited.

        A word uttered in anger can never be un-spoken, and can damage someone's life in unforeseeable ways.

        And a few words spoken with love, can forever change a persons life for the better.

        Words can stir entire nations of people into a frenzy, and cause us to send our children off to war.

        And words can end those very same wars.

        Yes, I love words... and I hate words. They have power over our lives (perhaps, too much power) so please, let's use them wisely.


        End of rant... Thanks for listening.

        (hey, who threw that rock!!!???)




        Uhmm, where was I? Oh yeah...

        I'm not disagreeing with your premise, Jesse. Quite the opposite in fact.

        I'm just saying that your post doesn't differentiate copywriting form many other things that can literally make or break your business..




        I was with you Gordon, right up until you called me a manipulator.

        I prefer the term "seduction artist"... or perhaps "persuader"... or "sales professional of the written word"... or "prophet of future desires" sounds nice

        But manipulator makes it sounds so... so... so... "manipulative".


        I know it's just a word. But like my wise daughter once told me, when she was 7 years old...

        "Daddy, words have meaning".
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        • Profile picture of the author SARubin
          Originally Posted by GordonJ View Post

          Being challenged is not being attacked, although many a thin skin Warrior (person) would say otherwise. Making bold and often statements of certainty, absolutism and as fact for everyone are words which will often get challenged.

          The OP didn't demonstrate enthusiasm (but that is how I read his words) but showed youthful arrogance and conceit. He KNOWS.

          And for the last two decades here and other places, I tend to wage the war against absolutes and certainty. Along with the words themselves, the behavior of the moment comes into play too.

          So a guy who has been here one day blazes through the many forums dropping his cow pie wisdom in the pastures expecting us to squish it between understanding toes....

          And all I did was say BS. As you pointed out, there are LOTS of different things that are important and could be critical to business.

          but this is a guy who has been at it for a short period of time and like new religious converts has to go out and try to save the world. Meh.

          GordonJ
          I think I understand where you're coming from, Gordon.

          When a young puppy strolls into the yard, and tries to teach an old dog how to dig for bones, it's only natural for the old dog to lift his leg and mark his territory.

          Hopefully the OP will come back and spend a little more time learning the room before throwing anymore gorilla dust into the air.

          (wow, lots of animal metaphors going on in my world today...)
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      • Profile picture of the author DABK
        I've always known there was purpose to my life. Thanks for confirming.
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  • Profile picture of the author Ajith Beliv
    Bro, copywriting is important . But not at all .You need to understand sales process .
    I am a 5 years experienced door to door sales man . From my experience , I understood why people buy something and why they buy from us particularly .

    Human beings have two motivational factors - Fear , Desire
    This two injects decision inside their brain to buy something for solving their problem .

    But in today's world , so many people selling the same product for their particular problem . Too much of competetion .

    Then how people will buy from you .

    Motivational factors only is not enough for sale in today's world.

    The secret to make people to buy product from you is building TRUST .

    Then how you build Trust . If you know how to build Trust , you are game changer .
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    • Profile picture of the author thejessecarr
      This comment makes no sense. You do realize copywriting is sales.. If you understand copywriting then you understand sales. All it is, is selling through text. I can see you don't really understand what you are saying and just trying to get people to email you lol..
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  • Profile picture of the author saman753
    Yes, sure, it will more important. Thanks
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  • Profile picture of the author max5ty
    @thejessecarr - thank you for your post. I understand what you're saying.

    Another thing about a good Copywriter is they can stir up a good debate, and you've done that.

    I can also understand where Gordon is coming from. I'm a little jealous of him because he's been friends with and rubbed shoulders with some of the all time great Copywriters and always has good posts.

    The drunk guy (SARubin), is always also full of good information. Just kidding about the drunk part...but I liked the tequila part.

    DABK is always brilliant. Not sure what he does for a living, but I'm sure he's good at it and I love his posts.

    Actually, all the posts are good and it's 1:30 in the morning here and I'm rambling on.

    Anyways, what I really want to say...

    there are good copywriters, and there are great copywriters.

    So, I'm going to tell you how to become a great copywriter, and why most fail at attaining great success...

    and I see this problem with most copywriters time and time again.

    Most (after hopefully doing tons of research on the product or service they're selling), will sit down and write a sales piece and try to follow the AIDA principle. They'll slave over getting just the right words...just the right rhythm...all the persuasion stuff and on and on...

    but, they've forgotten a key element that makes them go from good to great.

    After you've done your research and before you write your first word, you need to decide what emotion you're going to target. This is the make or break decision. This is the factor that most fail to realize when they simply swipe something that has been used before. The swipe may be awesome, but the emotion it is targeting may be nowhere near what your audience has. You may be swiping a piece that is using fear when your audience is feeling greedy. Ok, hopefully you understand. More in a minute on this.

    joy-sadness, anger-fear, trust-distrust, surprise-anticipation (some polar opposites).

    Why is this important to establish before you start writing?

    I'm glad you asked.

    When you decide beforehand what emotion, or emotions you want to target, the words you write suddenly are geared towards that emotion. People buy on emotion, and justify it with logic.

    Let's say I'm selling a new pill for a pharmaceutical company. I'm going to decide what emotion I want to target.

    Fear - I may start with something like: Your heart is a ticking time bomb about to explode...

    Anger - The greedy *******s are at it again...

    Now, if I decide to start with anger, I need to follow it up with another emotion that shows how you can get even...or get satisfaction, etc.

    If I start with fear, I need to follow it up with a promise of how you can find peace, etc.

    So, before you write one single word, sit down and decide what emotional trip you're going to use. This is where knowing your audience is important. If your audience is feeling fear, that's obviously what you'd use. Never just use a dominant emotion and fail to follow it with an emotion that promises a good outcome.

    Since people buy on emotion, you need to write with their emotions in mind.

    To recap: Start with a big emotion. Follow it up with the promise of another emotion that will alleviate their fears, concerns...

    the emotion you use to follow your lead emotion is what will either sell your product or not sell it...and the emotion you lead with will either grab your readers attention (if you're hitting their vibes), or they'll pass.

    Having said all that -

    I hear a lot about testing. I'm a big believer in it. But, what are you going to test?

    Here's what I suggest...

    test the emotions you're trying to target. You may have led with anger but your piece would be better aimed at fear. You may have led with fear and your audience is more tuned into the greed factor.

    You're headline may be: For All Those About To Die Tomorrow...

    but you should be saying: How My Ugly Sister Picks Up Any Guy She Wants...

    I'm rambling on again, but I really want everyone to understand the difference between writing good copy and writing copy that sells everything in stock.

    Thanks again for your post and all the great input.
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    • Profile picture of the author SARubin
      Love reading some of your posts Max. A lot of it reminds me of the stuff Clayton Makepeace taught me (I never actually met the guy, but I still learned a lot from studying his copy)

      And I still have that Tony Flores PDF you sent me a while ago. I've read it at least a half dozen times already. Don't know if I ever properly thanked you for it, so I'll do it now... Thank you.

      Originally Posted by max5ty View Post

      The drunk guy (SARubin), is always also full of good information. Just kidding about the drunk part...but I liked the tequila part.
      Yeah, I really need to stop posting stuff until I take the time to edit it. I remember seeing a quote somewhere that said "if you write drunk, edit sober".

      And after reading my ramblings this morning I was going to edit it, by deleting the whole thing. (I guess the emotion I felt after reading it was "embarrassment") But Gordon already quoted the entire rant in his reply, so now it's out there forever?

      Oh well, life's too short for regrets...

      Moving on...
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      • Profile picture of the author GordonJ
        Big fan of SARubin, Max5ty, Ewen, Linwood, Steve, The Princess, Alex, Claude, The Promotional Guy and all the pros who post in this Sub Forum. This and Off Line have the best of the best of Warriors.

        And anyone who knows me, knows I understand, LIKE, even love writing copy. Wrote my first paid copy in 1965, have had the pleasure (at times not so much) to hone my writing skills and get paid substantial amounts of money to do it.

        It was when Copywriting became a Biz-Op that I began to choke on some of the advice and all that stuff. Nothing wrong with trying to use your writing skills in the world of copy, although 80% of these students should stay away from DIRECT RESPONSE and stick with writing copy for Little Debbie snacks, the sides of laundry soap boxes or for a shirt in a catalog. Honor and a paycheck in doing that.

        AS Max points out, there is a reason why templates, SWIPES, old successes (which are part and parcel of the education across the board for writers who want to write copy) don't translate today (although the emotion will).

        Copy CAN and does make a difference for those products which need to be sold, no doubt about it. And those of us who depended on a successful response in order to get a bigger paycheck, took pride and made the effort and did cash in.

        I wrote for supplements for over 20 years, golf for just as long, until the day I stopped and didn't. I came to hate, well, maybe not full on hate, but have a dislike for those people in these areas.

        There are OTHER types of business models, where SELLING doesn't really come into play, in spite of what some neophyte says to the contrary.

        If you think copy is the magic bullet for you, your business, your livelihood, then by all means write, baby write.

        But just don't try to shove it down my throat as being

        the number one thing that makes people make a decision on whether they want to buy from you or not is your copywriting.


        NO, it is the emotion your copy evokes, that I can agree with (mostly).

        AND

        Copywriting Can Quite Literally Make Or Break Your Business

        SARubin did a great job answering that.

        Is copy important. OF COURSE. Do I have any questions for the OP? NO.

        If you do, ask away, he's here to help you all.

        GordonJ

        PS. Regarding this> he's been friends with and rubbed shoulders with some of the all time great Copywriters and always has good posts.

        Well. I was lucky being in Akron, OH at a time many a future copywriter was here. And in CA, I went out of my way to meet them. This being said....

        A FEW friends, great people: Joe Karbo, Melvin Powers, Harvey Brody.

        Many of the others, I wouldn't cross the street to say hi. I took their money, and that may be an embarrassment for me today...but there are more than a few of these guys; with mansions, yachts, summer homes, all the accouterments of success and wealth who were some of the "poorest" people (even morally bankrupt) I ever met.

        And I'll share a secret with you all too, they were polite and courteous to each other in public, but often, behind closed doors there was a lot of jealously and mean spirited comments...EGO was not lacking among these "greats".

        It is a problem we all struggle with, do we separate the ART (or business, or success) from the person? Many a great artist, and copywriter were brilliant at their work, but were also walking 5'9" a-holes too.



        Originally Posted by SARubin View Post

        Love reading some of your posts Max. A lot of it reminds me of the stuff Clayton Makepeace taught me (I never actually met the guy, but I still learned a lot from studying his copy)

        And I still have that Tony Flores PDF you sent me a while ago. I've read it at least a half dozen times already. Don't know if I ever properly thanked you for it, so I'll do it now... Thank you.


        Yeah, I really need to stop posting stuff until I take the time to edit it. I remember seeing a quote somewhere that said "write drunk, but edit sober".

        And after reading my ramblings this morning I was going to edit it, by deleting the whole thing. (I guess the emotion I felt after reading it was "embarrassment") But Gordon already quoted the entire rant in his reply, so now it's out there forever? Oh well, life's too short for regrets... Moving on...
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        • Profile picture of the author Princess Balestra
          Princess Balestra
          teaches


          PANTY SCIENCE
          the copywritin' metaphor
          based on tried & tested trigonometry FACT


          Best post in an age.

          So here is where it either gets a zillion times bettah -- or bombs.

          Reason?

          I jus' had anothah of my weekly one-to-ones with my panty stylist Melissa De Quincy. She a fully trained lingerie specialist from Gayparee, an' I trust her judgment implicitly when I puttin' outfits togethah.

          "I need sumthin' bright an' breezy in cerise," I said, as she ushered me into her excloosive Pantique Emporium. "Weathah is cooler now, an' I desprit for a real stylish look an' feel to complement this li'l skirt."

          So while we looked in on the skirt an' began talkin' through my requirements, Melissa had one of her many factotums prepare the panty sushi bar.

          (Back in the day, she ran with a regulah showroom with all the merchandise hung up on hooks or dummies, but when she dated this Japanese astronaut guy, her whole approach to life changed ovahnight. But that is anothah story -- speshly as he left her for a pop artiste whose name you all prolly recognise, the slime.)

          Yeah, so most weekends I get to sit up on a real high stool with the world's most celebrated lingerie expert an' take my pick of juicy underweah from hundreds of samples cruisin' past on dinky velvet cushions. It is a trooly interactive experience -- an' that is what I love so 'bout purchasin' from an actschwl store.

          Any time I want, I can jus' ring the bell an' Melissa has her top gal stop the conveyor.

          That's when I pick up sumthin' takes my fancy an' test out the fabric for quality, looks an' feel. As I runnin' my fingers ovah the luxury samples an smoothin' 'em on my cheek, Melissa fills me in on the designah details, (incloodin' where the fabric was sourced if'n it involves rare goats or silkworms an' stuff), an' if'n they lacy numbahs, she can reference the original embroidery pattern -- even if it was sum medieval nun in an obscure religious sanctuary in the Alps. If'n we both had a cool week, we throw 'em on our heads an' goof around.

          Tellya, Melissa is a true pro, an' she really knows how to make her clients feel good 'bout 'emselves. That is why she always sits in personally on the fittin'. So like this week, when I pullin' on the skirt I brought in, she lookin' all pernickety when I dowin' up the zipper ...

          "We may have to think again," she said, leanin' back on the consultation couch. "While this particular shade of cerise is a perfect match for the skirt, and the styling really brings out the best in your legs, I'm concerned for the integrity of your sartorial elegance were you to wear this combination to your regular yoga class."

          See, cos she knows me so well, she saw right away the problems I gonna have combinin' these panties with my heliotrope bunny motif yogah joggers without lookin' stoopid.

          It's real neat when people got your back this way, an' we spent most of the afternoon fixin' up my yogah undergarments ovah expresso coffee an' real dainty biscuits which kinda melted before you even put 'em on your tongue.

          An' This Is Where We Come

          To The Copywritin' Part.

          Most regulah stores operate jus' like Melissa De Quincy's excloosive Pantique Emporium.

          You can go feel the merch, test it all out, an' discuss your particulah needs with an informed enthoosiast who can really point you in the right direction.

          All the classic old style copy people been talkin' 'bout in this post got its origins in mail ordah. So for gals needin' panties feel soft an' luxurious as angels' breath, all you got to hold in your hand with mail ordah is a piece of mass produced papah. Or mebbe your Fyooture Panty Dream appears in the form of a magazine ... or email ... or Insta post. Sure, you got images to help you out a little, but mostly it is jus' words.

          Thing is ... you can't try nuthin' on an see how it brings a smile to your butt as you look ovah your shouldah in the mirror. You can't even throw 'em on your head an' goof around.

          An' this is how so many products are sold ... at a distance, where all your key life senses can't play their full part. It's like all your core purchasin' smarts got locked away in a trunk, leavin' only your imagination to make with the Wanna Wanna feelers. An' it's here, in this uniquely personal an' infinitely mutable landscape that all effective copy goes to work.

          Here's where fabric meets fingertips, hips meet mirrors, an' sensitive areahs kiss on duckdown gussets -- or if you a guy, mebbe the copy shows you a real mean baseball bat "guaranteed to take out intruders in your home like you had Mike Tyson by your side -- and he's raging angry". We talkin' evocation of wonders ... miraculous construction of fyooture possibilities you can actschwlly reach out an' touch.

          Course'n these fyootyures gotta be perfect for the individyool, or nuthin' ain't gowin noplace.

          Thinkin' 'bout the heliotrope panties I bought this weekend in Melissa's Pantique Emporium ... an' imaginin' the kinda copy I might wanna write to make 'em appeal to othah yogah devotees with similar tastes in slinky legwear ... I don't see anythin' I write havin' no direct kinda appeal for all them gold star contributors to WF who Gordon mentioned ...


          Originally Posted by GordonJ View Post

          Big fan of SARubin, Max5ty, Ewen, Linwood, Steve, Alex, Claude, The Promotional Guy and all the pros who post in this Sub Forum. This and Off Line have the best of the best of Warriors.

          ... less'n they purchasin' for their sweethearts or satisfyin' an insatiable desire to throw panties on their heads for their next WF avatar.

          (HOT TIP: Even a basic hipster allied to my keen artist's eye for allurin' assymmetry could propel any of you guys to the kind of social media influencah success Gary Vee would envy. "I may have the entrepreneurial guru world in the palm of my hands right now, but unless I act fast, the whole Vee enterprise gonna be run out of town by [insert your name here] -- and all because of that blasted wash label flappin in his face!")

          Anyways, world is full of products that go to work evry day to produce results, delivah effects, an' make impactful & meaningful changes to people's lives. Prior to these possibilities existin', you got all kinds of preamble.

          Sumtimes, it is simply immediate recommendation, like your neighbor sees you bangin' nails in your fence an' screams, "what you using THAT toy for, you pussy! Don't you know REAL MEN favor the Thor Series "Earthquake III" Pro Knockout Hammer because it grips solid, hits hard and true, and soaks up the pounding like a true warrior?"

          Howevah, most times, your fyooture is written down sumplace -- an' you discovah yourself steppin' out into a brighter world as you run your eyes ovah the itty bitty letters.

          They say what you been thinkin'.

          They offer what you want.

          An' when you reach the final period, they matched up with sumthin' real an' true gowin' on in the head an' heart of your life, an' you know you been changed sumhow -- like a divine spirit rested up an' took 5 in your soul before flyin' off to destroy All Evil.

          When the fyooture opens up this way, you either gotta embrace it ... or justify walkin' away from a real sitter.

          An' if the fyooture don't open up this way, it mebbe bcs you skipped the mleh headline, turned the page on a whole buncha waffle, an' now be readin' an article 'bout Gwyneth Paltrow's meticulous feedin' routine for her lame frickin' rescue zebra.
          Signature

          Lightin' fuses is for blowin' stuff togethah.

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  • Profile picture of the author frmaillotfootball
    Have to say copywriting is an important part of any business
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  • Profile picture of the author Maca56
    For sure a lot of things in your website conversions do depend on your copy and that is absolutely and entirely anyway. We all need to make it clear for everyone it's important to write long texts from native speakers and you will be fine.
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  • Profile picture of the author Content Creator101
    Copywriting is key to any business. It rockets up sales if done right. "Sell benefits not features" - Couldn't agree more. Highlighting the features of a product only is not recommended. Speaking of the benefits one shall reap on buying the product is what attracts a buyer.
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  • Profile picture of the author DABK
    There is some goid stuff in what you wrote, but

    how is it breaking these businesses:

    I know a business owner who does not advertise: I have more business than I can handle." She does.

    I know a mortgage broker who has 4 processors for 5 loan officers, loan officers get 15 deals in a month; 1 processor can handle 15 deals a month easy ( in other brokerages.

    I know a guy who has a window replacement company. No matter the window type, nails go into it because "if you follow manufacturers' instruction, it takes too long, you don't make any money."(He is doing ok, in the sense that he makes the mortgage and other bills. But he's reached the ceiling and he'd like a vacation now and again, and to put his kids through college.)?

    Originally Posted by thejessecarr View Post

    As a digital entrepreneur you are selling things online, so the number one thing that makes people make a decision on whether they want to buy from you or not is your copywriting.

    It is how you sell your products or services, it is how you make people feel like they need to have it and how you develop trust before even closing the transaction.. Let me tell you a story of one of my clients to give you an idea.

    Someone came to me selling a high ticket service through a sales funnel sequence. He came to me because he was getting loads of traffic but not one person was converting, he was at the point of just quitting and trying some other online business.

    I took a look at his funnel and it was very generic, using words like "fast" and "easy", overall the copywriting was very boring to read. And he had no email sequences in place.

    So we did a total re-vamp on the sales funnel. We turned the generic copywriting into persuasive copy that makes people trust in his services and feel like they can't go without it. We took out words like "fast" and "easy" (since high ticket clients don't fall for that BS) and replaced it with more persuasive and engaging words.

    We then set up the email sequences to give people value and try and get them to return and convert. Once everything was complete he relaunched the funnel and ads.

    Within 48 hours he got 5 paying clients. He went from tons of traffic and 0 sales to 5 sales in 48 hours all because of copywriting. Keep in mind that his service was high ticket so 5 sales was VERY good money.


    Here is the moral of the story, your copywriting can quite literally make or break your business. It can turn your amazing service into something people feel they can't trust just because of how you worded it.

    Copywriting takes practice, it is like learning how to draw. You need to do it over and over again in order to figure out the best way to word things. One of the best books I have read is "How To Win Friends And Influence People". Now of course this book is mainly for human to human interaction. But you can take it and apply it to writing.

    Some tips I can think of to improve:
    1. Sell benefits not features
    2. Write in a tone that matches your audience
    3. Study successful copywriters and businesses and take note of how they word things
    4. Get rid of terms like "fast" or "easy". You don't want to trick people to buy, you want them to WANT to buy.
    5. Testimonials are key
    6. Practice, practice, practice

    If you have any questions feel free to ask
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  • Profile picture of the author Digixhub
    Very informative.
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  • Profile picture of the author innguyengia
    very useful and necessary, that's when you understand what customers need and put themselves in their shoes.
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  • Profile picture of the author Ponicsllc
    I agree. That's why I hire a copywriter instead of doing it myself. Outsourcing gives someone else a job too.
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  • Profile picture of the author Steven of Polonius
    It's amazing how many people skip the OP's tip #1. Especially software products for some reason. Feature feature feature feature...
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    "Steven knows a thing or two about beating the odds" - Shark Tank's Kevin Harrington
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  • Profile picture of the author Carlo Sala
    True, copywriting is key!
    More useful tips:
    1- Avoid talking too much about you ("I", "Me", "My",..) and talk more about THEM. People don't care so much about you, they care about what they are going to get if they spend their energy on you.
    2- Clarity is power
    3- Start telling them WHY they should buy, read,click,... telling them WHAT you are selling is boring and BORING: SCROLL DOWN.
    4-Research some "Power Words" for your niche.
    5- hey
    6- Grab their Attention, then make them Interested, arise their Desire and have a clear call to Action (A.I.D.A. formula).
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    101 Headlines from 101 different niches https://mailchi.mp/d48c46ec8b6f/100-highly-persuasive-headlines[/URL] Opt-In :)

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