It's what we all want when we sit down to write that hawt new sales page, that captivating AF emails series or that batch of fresh new ads, isn't it?
To write copy that's so powerful…
And so damn magnetic that when people read it they immediately want to whip out their credit cards, hit the buy button and throw money at you.
I mean, it's the thing entrepreneurial dreams are made of!
Yet, when it comes to sitting down and putting words to paper….errrr….screen, do you know how to write copy that sells, creates an unshakeable desire to learn more and doesn't lose people after the first scroll or two?
And do you know what to say (and how to say it) so you get no ummms.
Absolutely no maybes.
And only hear a resounding, enthusiastic “HELLS YES!” every time someone reads your copy.
If you're thinking “duh, that's why I'm here!” then get ready to breathe a satisfying sigh of relief because we're about to walk you through 7 stupid-simple tricks that will transform your copy from “meh, pass” to “OMFG gimme that!”.
Need somma that in your business?
Let's hit it!
My Somewhat Painful Copywriting Journey
I consider myself a pretty decent copywriter.
I've been practicing, learning and honing my skills for over six years now.
But I wasn't always a strong writer.
In fact, I remember the first sales page I wrote for our first program, Badass Guest Blogging…
I was SO damn proud of myself for ticking all the boxes, hitting all my benefits, selling the hell out of my features and agitating the pain in a way I thought was mad persuasive.
Yet when I got Josh to read it, he looked at me like he had just read the worst piece of content ever written.
I felt so defeated and frustrated by his response that my “revenge” was to push the sales page live without adjusting anything.
You know, to “show him I was right”.
So what happened?
Like, less than nothing.
And when it was all said and done, we converted a grand total of ZERO sales.
I was heartbroken.
Fortunately, after a straight day of ugly-crying (no joke), I pulled myself together and started sharpening my skills.
Fast-forward three years from that experience and we knocked it out of the damn park with our launch for a program called ADdicted (no longer available) and I got a ton of emails from people saying how much they loved reading my stuff.
I felt vindicated!
So I doubled-down and started cranking out copy for as many funnels, launches, ads and JV promotions as I could possibly muster.
And then it happened.
I hit burnout.
No matter what I did, I could not seem to write a compelling word if my life depended on it.
Everything seemed so forced.
Have you ever experienced that?
The blinking cursor of death?
The blank page that just feels like it's mocking you and your lack of creativity?
I even tried re-writing old copy I had created years ago because I just needed SOMETHING to hit publish with.
It was the worst feeling.
So, what did I do?
I ghosted and stopped writing altogether.
Probably not the best solution, but it was the only thing I could think to do outside of hiring an expensive AF copywriter.
It wasn't until I was chatting with my girlfriend Bushra Azhar (a.k.a. my FAVE copywriter on the whole damn internet) that things finally started returning to normal for me.
She told me about these “rules” for writing copy so good people can't ignore it, and in that chat rattled off some of the best strategies I've heard for writing copy in a way that feels easy and *gasp* even enjoyable!
And since I know a lot of us entrepreneurs struggle to write compelling copy, I wanted to use this post to share some of those gems with you!
That way you don't ever have to deal with a blank page and blinking cursor again.
Let's dig in…
What Is Copywriting Anyway?
I know. I'm taking it back to basics!
Because not everyone has a strong handle on what copywriting really is.
And, well, there's a lot of eye-roll-inducing information on the internet that makes me want to angry-type.
So, to clear it up, here is what I believe the answer is to “what is copywriting anyway?”:
Copywriting is the art of delivering words in a way that makes people feel, think or respond a certain way in order to take a desired action.
Think of it as a giant call-to-action…but on a bigger scale.
Pretty simple, right?
In theory, yes.
However, if you've ever sat and stared at a blank page and blinking cursor, you know it doesn't always feel that straightforward.
(Which is why I love this tool so. freakin'. much!)
So, in an effort to help eliminate the frustration that comes when you don't know what to say or how to say it, here are 7 copywriting tricks you can use to punch up your next batch of words and make writing copy a breeze.
How To Write Copy That Sells
Look, the best part about this post is I'm not here to convince you that you can be a talented copywriter.
Because (almost) anyone can be!
It just takes sitting down, doing the work, incorporating some key strategies and progressively getting better.
(Don't feel like doing the work yourself? This is my faaaave tool!)
And these 7 tricks can help up your game in a noticeable way.
So what are they?
Let's start with one I think a lot of us struggle with (including myself)!
1. Clear vs Clever
You know those moments where you're in a writing groove and you think to yourself “oh man, that line is SO good”, but then when someone reads it they're all like “what the actual eff does that even mean?”?
It's the worst.
It's super common to try and trick out our copy with “creative” phrasing, words or metaphors that we think sound catchy and convincing, but really just confuse the hell out of people.
To fix that, keep this in mind: If the average person needs a dictionary (or a few Google searches) to translate your copy, you've already lost multiple sales.
Create copy that is clear and easy-to-understand rather than trying to be clever and using words you think will make you sound credible or smart.
Next copy rule to live by?
2. Make Your Content Skimmable
Question for you: When was the last time you landed on a page with huge paragraphs of text and thought to yourself “NOPE!”?
We all do it!
Which is why the most compelling copy is made up of skimmable chunks people can scan through quickly.
Because let's keep it real, no one has the desire to read long, wordy paragraphs of text that yammer on and on about an offer.
Instead, keep your paragraphs short and your sentences even shorter where possible.
And yes, I know that sounds weird (because…grammar), but trust me, it works!
Now, speaking of size… *wink*
3. Create Longer Copy
Okay, so I know I just said to keep your copy short, sweet and to the point, however in that point we're talkin' paragraph structure.
Not the overall length of your copy.
Because when it comes to learning how to write copy that sells? I believe longer copy converts better.
Because typically, the more you tell, the more you sell!
Because some readers are skeptical and need to have alllllll the details before making a decision.
Using longer form copy allows you the space to lay it all out there for them.
Just make sure you're not yammering on and on about nothing because you're trying to get your word count up.
Instead, if you want to know how to write copy that sells, take the time to lay out the key pieces of your offer that addresses:
- Your potential customers biggest problems
- The “dream life” they are really after
- The results (or outcomes) they can expect
- The benefits they will reap if they choose to invest in you
- What the offer entails
- Any proof or testimonials you have
- The most common questions and objections you get about the offer
- The refund policy
(Wanna make clicking the buy button a no-brainer for them? Listen to this podcast episode dedicated to this little thing we like to call “need triggers” and watch your conversions skyrocket!)
So, how do you know what words to use when creating this copy of yours so you can properly address all the pain points, benefits and outcomes?
4. Shut Up And Listen!
So that sounds a tad harsh, but what I'm trying to say is…
How do you know what words will resonate with your audience if you don't listen to the words they are using to communicate their frustrations, problems and pain points?
I mean, think about it: How engaging do you find it when someone so clearly communicates everything you've been thinking or feeling around an obstacle you're facing?
That's not luck.
It's calculated, strategic copy.
And they typically are able to do it because they've listened to their audience and are now echoing the words back to them.
I call this a “me too” moment.
It's where your copy resonates so hard with someone that they think to themselves “omg me too!” or “I totally do that!” or “holy crap, YES!”.
That moment right there?
Is pure persuasive magic.
And it's why I alllllllways tell people about this ridiculously useful tool if you are stuck for what to say and how to say it in order to lock in the sale.
I consider it my not-so-secret secret word weapon!
So how can you uncover the words your audience is using to describe their roadblocks, obstacles or desires?
Here are 3 things I do:
- Search inside FB Groups and read threads that are aligned with what I'm trying to create
- Ask our audience directly through email, a post in my free FB Group or using the IG Story Questions feature
- Get on free calls with them and record each one so you can start to spot common phrases and wording
Here's an example of an email I sent out to get intel from our audience that resulted in nearly 50 responses!
I know, it sounds like “work”.
But you know what else it is?
Next trick is something I'm doing right. freakin. now.
What is it?
5. Keep It Conversational
Scale of 1 to 10, how quickly do you click off a page or disengage with a post if the copy reads like dry toast?
I'm easily a 9.
I haaaate reading sales pages, blogposts, ads, emails, social posts, hell, ANYTHING that is cold, void of any personality and reads like someone with a monotone voice talking AT you.
That's why anything I write is always done in a conversational style.
Because it's way more engaging and if done well, feels like you can actually hear the writer talking to you.
It's probably a big reason why you're all the way down here with me and haven't clicked away yet. *wink*
So how do you write conversationally?
Write as if you're talking to a friend.
That's legit all I do when writing any word of copy!
I just think to myself “how would I explain this to Sabrina or April or Kate?” and from there, the words flow much easier.
Of course, I still deal with times where I can't think of anything remotely interesting or compelling to write!
I think we all do!
Which is why I always keep this bad boy in my back pocket.
Because sometimes you just don't want to force it and instead have all your copy written for you in a way that is captivating, unique and hella engaging!
6. Use Urgency
Obvious statement alert: There is an alarmingly huge amount of people who hmmm and hawww over decisions and wait to the very possible last minute to make a purchase.
Do you know what typically pushes them over the edge?
If you've ever sold anything in a live launch or promotion setting you've likely seen a big portion of your sales coming in on the final day with typically a noticeable uptick in the final few hours.
Why does it happen?
Because urgency moves people.
Which is why it is paramount to have it in your copy in one way or another.
Maybe it's through a date-specific deadline.
Or maybe it's through a limited number of spots or copies of whatever you're selling.
Or maaaaybe it's to get access to a select few bonuses.
Whatever it is, just make sure you communicate the hell out of it in your copy and watch those conversions tick over!
Our favourite way of including urgency into any sales situation?
Include a countdown timer!
Aiiiight *deep breath* we're almost there!
So, what is the final thang you gotta have if you want your copy to actually convert?
7. Tell A Story
Duhhhh! This one should be a no-brainer and yet, a lot of people tend to leave 'em out of their copy.
I've done it countless times…even though I know better!
So why are stories critical to your copy?
Because you need the person reading your copy to see themselves in it.
You need them to feel as though what they're reading is written specifically for them…not just for anyone.
You need them to see that you get it and not only understand the pain they are up against, but you empathize with it.
And you need them to see the type of transformation they can expect when they choose to invest in whatever it is you're selling.
Of course, if you're struggling to craft a story that actually keeps people reading and scrolling down the page, consider adding a few of these easy-to-incorporate strategies into your story:
- Make it relevant! This one is so big and yet, so overlooked. When writing a story for any piece of copy, be sure the story is actually relevant to the person reading, not just you.
- Start in the middle of the action. This is one of my favourite tips because a good story catches someone's attention right away. And what's the easiest way to do that? Start in the middle of the action, get their attention first and explain later.
- Keep it relatively short. Look, not allllll stories have to long. Instead, if you can convey emotion and get someone hooked in less words, do it!
Want to add some extra pizazz to your stories?
Give this podcast episode a listen and incorporate a “need trigger” into your copy!
And if you really want to punch things up a bit, then this tool? Is a must-have!
How To Write White-Hot Copy in Under 60 Seconds
It sounds too good to be true!
However, there is simply no. freakin'. way I could let you finish this post without spreading the love on my favourite copywriting tool of all time.
Seriously. I'm obsessed and I've used it to write copy (so far) for:
- 1 email funnel
- 2 sales pages
- 3 JV promotions
- A metric tonne of email broadcasts
- Countless Facebook ads
Basically, anytime I'm zapped for words, just don't feel like writing or want to make sure the copy I use is hella convincing, I use this tool!
So what the actual eff is it?
It's a tool called 60 Second Copy Generator and it's created by Bushra Azhar—a.k.a. the Queen B of writing copy so hawt people can't help but purchase.
Essentially, it's the only tool you need to write damn near anything, including:
- Sales pages
- Evergreen offers
- Email funnels
- Social posts
- Ad copy
Don't believe me?
Watch the video on this page (skip ahead to the 5 minute mark) to see what I mean!
That way you don't have to fork out thousands of dollars for an expensive AF copywriter and can instead use 60 Second Copy Generator again and again (and AGAIN) to generate whatever copy you need for whatever you're trying to sell.
Now it's your turn.
In the comments below, tell me: What is YOUR biggest struggle when it comes to learning how to write copy that sells and which of these 7 tricks are you going to try first?
I'm all ears!