You Have To Give Just One Copywriting Tip?

51 replies
If you had to give just one copywriting tip.

What would it be?

Mine is – after you’ve finished your copy – leave it for a while, read it and edit it at least 28 times.

Dammit – that was like 3 tips.

In other words – edit your copy at least 28 times.
#copywriting #give #tip
  • Profile picture of the author MontelloMarketing
    While writing your copy over a period of time, always go back and read from the beginning before starting each writing session. This will ensure you don't have dramatic tonal shifts in your copy.
    The Montello Group
    Your Premier Conversion Cooperative

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  • Profile picture of the author Bruce Wedding
    Imagine yourself in a chance meeting with your ideal prospect (you do know them, yes?) and simply tell them about your product in the way a friend would tell them.

    Or better yet, have the conversation with your prospect live.

    I just did this for a personal letter I'm writing and realized there was some "groundwork" I needed to lay prior to getting into the actual pitch. I needed to prepare their mind to be accepting of what I was about to say.
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    • Profile picture of the author ewenmack
      Check to see if you have the same high energy
      at the order page as you did at the headline.

      If you have done numerous re-writes to the piece,
      the order page and final lead into it can be weak
      because you have drained your energy up to that point.

      Tip: Write the order page and lead into it when you
      are at your peak of energy.

      All the best,
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  • Profile picture of the author Sam King
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    • Profile picture of the author Oxbloom
      Spend the bulk of your time imagining what you'd want to hear if you were the perfect prospect.
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  • Profile picture of the author Alex Cohen
    Originally Posted by Steve Copywriter View Post

    If you had to give just one copywriting tip.

    What would it be?

    Mine is - after you've finished your copy - leave it for a while, read it and edit it at least 28 times.

    Dammit - that was like 3 tips.

    In other words - edit your copy at least 28 times.
    1. Match your prospect's driving emotions to the product's benefits.
    2. Write an eyeball-grabbing headline.
    3. Make an irresistible offer.

    That's more than one, but without all three, your promotion is dead in the water.

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  • Profile picture of the author gjabiz
    KNOW your prospect. Then create an intersection where your product and their track will meet.

    If you've done your homework, you'll stand a better chance of a positive result.

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    • I'm so glad I started this thread - because it's reminding me - (and I'm an experienced copywriter) - of all the things I should be doing.

      Thanks so much everyone.

      And please keep those copywriting tips coming.

      (and it doesn't just have to be one - type as many as you like).
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    • Profile picture of the author Jeff-Simmons
      Agree with gjabiz. In the Ultimate Sales Letter, Dan Kennedy lays out 28 steps to an effective sales letter.

      Step 1? Understanding the customer.

      To persuade, motivate or sell someone, you must first understand that person.
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  • Profile picture of the author ARSuarez
    After you've done research and gotten to know your prospect, write up a Psychological Analysis sheet. That way, whenever you're struggling, you can read back to the sheet and study his mindset and beliefs.

    This is a complete breakdown of the market, but identified as a single person.
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  • Profile picture of the author Rezbi
    Tell the truth.
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    • Profile picture of the author Bruce Wedding
      Originally Posted by Rezbi View Post

      Tell the truth.
      I like you, Rez, but if you tell the whole truth and nothing but the truth, you won't sell jack squat. How many "make money" products would sell telling the buyer how hard it is to really make money? How many weight loss programs would sell if you told the truth? It goes on...

      You have to tell 'em what they want to hear without lying. Many times, choosing what to leave out is more important than what you put in.
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      • Profile picture of the author Hank Rearden
        - sometimes I get cranky -

        Rezbi, good point.

        John E. Powers would be proud :-)

        - HR
        I swear by my life and my love of it that I will
        never live for the sake of another man, nor ask
        another man to live for mine.
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  • Profile picture of the author J. Barry Mandel
    Totally nail your headline.

    If it takes rewriting it 50 times, then so be it.

    Since its the first thing that prospects will see, if you don't entice them right off the bat then the chances are high that you will loose out on initially gaining a new customer AND growing your profits through your backend.
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  • Profile picture of the author Jag82
    Focus on benefits rather than features - what's in it for me?

    Also...emphasize value over price
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  • Profile picture of the author Ross James
    I picked this one up from Bruce W. in a different thread.


    I'm in the process of creating my first product and this is going to help me add believability (proof). I don't have a Ph.d in my niche, so I'm going to borrow proof from other well established identities.


    Completely "Green Behind The Ears Copywriter" Writes Winning Sales Letter Almost Overnight All From "A-List" Copywriting Tips He Found At -- He Didn't Even Have To Pay For Them!
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  • Profile picture of the author Jess Alexander
    Dangle a carrot, always just out of reach.
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    • Profile picture of the author Irish Intuition
      Is this question under the assumption that the copywriter
      knows the target market as well as his mama?

      If not all these tips give don't mean a damn thing

      I've seen technically bad copy sell well as long as the
      writer's finger is on the pulse.

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  • Profile picture of the author MonsterZero
    Don't try to work your entire sales pitch into the headline.
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  • Profile picture of the author marketingnurse
    Always write to the prospect's desires with benefits not features. What need or desire is being filled by your product or service? In other words what's in it for them?
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  • Profile picture of the author arslih
    Always write disadvantage of the product also....
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    • Profile picture of the author ewenmack
      NEVER, EVER stop testing.

      John Carltons biggest takeaway from Eban Pagans
      mastermind group was that they [multi-million $ businesses]
      all had tests underway.

      Kevin Rogers post Untitled Document
      of the interview with Daniel Brock talks about
      the number of tests they did on the product launch.

      Turns out the "craziest" idea won the tests.

      Remember, todays copywriting "rules" came from somebodies tests.

      YOU can create YOUR "rules" from YOUR test results.

      All the best,
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      • Profile picture of the author Custom Things
        One word: Emotion!

        Visualize one prospect and go into his/her mind. Imagine having a conversation with this prospect. Feel the emotions of your prospect while conducting this conversation. Write it down and tweak it until your copy can induce the same emotions you felt!
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  • Profile picture of the author jasdon
    Make sure your grammer and punctuation is correct. I was reading a copywriter's website yesterday, and there were several basic mistakes within a minute of my starting to read. If that's how much effort he puts in to his own website, how much is he going to put into yours? He didn't come across to me as someone who would be doing 20 edits.

    The site was elitecopywriting . com if you want to see what I mean.
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  • Profile picture of the author Hank Rearden
    Read Breakthrough Advertising.

    And don't bitch out because you don't "get it" the first two or three times through.

    - HR
    I swear by my life and my love of it that I will
    never live for the sake of another man, nor ask
    another man to live for mine.
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    • Profile picture of the author ARSuarez
      Originally Posted by Hank Rearden View Post

      Read Breakthrough Advertising.

      And don't bitch out because you don't "get it" the first two or three times through.

      - HR
      Man, I'm slow.

      Took me about the 5th time to get it.

      I guess because it's one of those books that shows you how to be a copywriter, instead of recycling formulas.


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    • Profile picture of the author Devid Farah
      Do some homework about the targeted market. Who are going to use the product or service, what are their demographics, likes and dislikes lifestyle etc?

      Get answers to these questions to write a great copy.
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  • Profile picture of the author dbarnum
    1) What was the last awesome thing you just HAD to have - -and finally forked out funds for?

    Review the main ad (s) that made you buy, and use their techniques in your own sales copy. In particular, note the features and benefits, and what the driving factors were to get you to buy. Harness this in your own sales copy.

    2) Go live and test. If you achieve high rank on Google with your keywords and see lots of traffic, but no sales or even inquiries, it's back to the drawing board time!

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  • Profile picture of the author makingiants
    Touch on people's pain, give them some
    pleasure that solves the pain issue.

    The commercials do it all the time:
    "Stomachache? Gas Pains?
    Well, get ready for instant relief from [Blanketty-Blank Product]!

    It eases stomachache, ends gas pain, all in just 2-3 minutes. Ahhh!"
    (End commercial with sickening musical jingle)

    Happy holidays, everybody!
    Vince aka makingiants
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  • Profile picture of the author lukyjoe
    Know your product inside out. You can't sell anything if you don't know what you are talking about?
    Buy the product, use it, touch it, smell it, hug it, eat it, whatever. You need to know every little detail about it.
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  • Profile picture of the author LastBeatleBug
    I love songwriting and in a way it is another way of copy-writing.

    one of the best quotes I got was

    "You write a good song. You REwrite a great song".

    I found many songwriters would not re-write. I gotta tell you I leaned the most about songwriting by rewriting (often after critiques).

    I think the same goes for copy-writing. You have got to be prepared to rewrite, rewrite and then rewrite again until you can't improve it then guess what? You rewrite again.

    Just my 10c worth

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    • Profile picture of the author Summertime Dress
      Dan Kennedy recommends having an 8 to 10 year old read your copy and point out language or places that he/she doesn't understand or can't pronounce. Really like this tip!
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  • Profile picture of the author JanPat
    Headline. All else means nothing if the reading stops there.
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  • Profile picture of the author Zentech
    Sell good products. Even if you can write top-converting copy for garbage products, do you really want to?

    Have ethics. Remember, somebody is buying what you're selling - and if you're writing well, lots of people are doing so. The prospect is a real person with real problems. Can anybody really afford to waste $47, $97, $197 or more on rubbish? I don't know a single person who can - and especially not the sort of person who would be responding to an online offer.

    Don't sell crap. You have a brain and you know whether what you're pimping is worthwhile or not. Don't believe those who say that what someone buys is totally their own responsibility. If you pimp crap, you share the blame. Plus, it's easier to write great copy for great products.
    * Stupid Offer: Killer Sales Letters ***$897*** Just For Warriors. Ethical Clients & Legit Products Only. *
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  • Profile picture of the author Sweely99
    Be fun. Make people laugh. Works great, even when it comes to selling products.

    Why? Well, you build up trust by making them laugh. That way, they'll believe you even more. Think about it yourselves.

    / stand-up comedian
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  • Profile picture of the author Len Bailey
    Know thy prospect.

    (Actually, I like Rezbi's answer best... but this is almost as important.)

    Len Bailey
    Feel free to connect on LinkedIn or Twitter

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  • Profile picture of the author Michael Ten
    write about what you are interested in!
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  • Profile picture of the author BrianMcLeod
    Read your copy out loud...

    Watch for the spots that make you stumble and sputter.

    Be aware of the pace and how the momentum builds.

    Notice abrupt or awkward transitions.

    (That's one...)
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    • Profile picture of the author Kevin Rogers
      Split your brain in two.

      One half is the expert (product owner), the other your most skeptical prospect.

      Interview yourself.

      If the expert can't rebut the skeptics concerns, you've got more research to do.

      If the skeptic can't stump the expert, you're not trying hard enough (and you've got more research to do).

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      • Profile picture of the author paradigmoneweb
        My best tip to you would be to make sure your copy follows a very effective format that is commonly referred to as 'the motivating sequence'. It is an offshoot of A-I-D-A or Attention, Interest, Desire, and Ask For The Sale.

        A-I-D-A has been around forever but you can trick it out.

        The Motivating Sequence is as follows:

        Get Attention (Headline) - Make sure your headline includes the main benefit, has urgency, uniqueness, and is useful.

        State The Problem (your customers need)

        Agitate The Problem (create the worst possible scenario(s)-make it get ugly as it can get without your product or service)

        Position Your Product or Service as The Solution
        (Lead with benefits)

        Credentialize Yourself
        (use lettuce and tomatoes after your name Dr. Phd, etc helps - do not misrepresent here).

        Provide Proof - Testimonials, logic

        Action - What the reader gets if they buy now and what they have to do to get it.
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  • Profile picture of the author mandark
    Have a friend/coworker/other person read it - then ask them what they thought the point was, if they lost interest at any point (and where), and if they found any parts confusing.
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  • Profile picture of the author Nick Brighton
    stop being so ****ing boring.

    make me love you, laugh with you, hate you... just dont make me like you.
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  • My one tip would be to completely as possible understand the world of my prospect.

    You want to meet the customer where they're at, in their language, explaining in their terms...being key. To do this requires shining the spotlight on your customer holding a gem on a little tray...and the gem is called "their needs"!

    We don't even really want to put the spotlight on them.

    Communicating where they're at, WITHOUT MAKING THEM WRONG is important, and yet you still need to push their emotional hot buttons.

    You accomplish this by focusing on the needs. And what are the needs that make a difference? Their pain and desires. You could call the pains Fear, Anxiety, Frustration, Problems. And you could call desires Aspiration, Wants, Fantasy. These are all interchangeable.

    What they have in common is THEY ARE EMOTIONAL. ALL OF THEM ARE EMOTIONAL. Rationality is used as a tool to support the emotional. But this all starts with irrational, emotional needs of the customer.

    When you're shining the spotlight on those, this is when you get attention and create marketing that works.

    Here's an example I just read of someone using this...

    "Tons of women do this one thing.

    And it must leave them feeling awful...

    I wonder if you've ever done it too?

    I'm talking about women who hide their true feelings from a man and fear sharing their desire for a closer relationship and for love.

    Ever felt this way?

    It happens when you won't communicate directly with a man about your feelings because you think you'll "scare him away."

    If you have felt this way before, I'd like to share a FASCINATING story with you."

    ================================================== ========
    This guy knows his market. He's selling dating advice but you notice how he doesn't come right out at you with how big the manual is, how many cd's are in the program and how you pay for "Dating Secrets" with an easy pay program.

    I just critiqued a "Dead On Arrival" CPA offer that right from the get-go was nothing but a "Just the facts Maam" pitch. You can always tell if someone knows their market or not. If you know it, you've got so much more ammunition to use. If you don't, you end up putting together a rag tag compilation of features and if you include some token benefits they're so broad and general, they may as well not even be there... Example: "Satisfaction Guaranteed".

    Know you're market and selling becomes easier and a lot more fun.
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