Writing copy has never been my strong suit.
I’m working on it (constructive feedback welcome).
I’m a team and systems guy. Why work on improving this skill?
You might have the most amazing product or service, but if you can’t market or sell it, your chances of scaling are slim.
You need copy for your offer.
You need copy in your socials.
You need copy for your website and much more.
I did well at English at school (is that correct grammar?!) but have had to re-educate myself when it comes to copy.
First up, use simpler language is best. Anything higher than Grade 5 english and you are going to reduce your audience.
Its lessons like this that drew me to The Adweek Copywriting Handbook by Joseph Sugarman.
Here are a few key lessons that jumped out at me.
1. The Hook
Start with something catchy. It’s like fishing – you need a good bait to catch a fish. Your first words should grab attention.
2. Sell a Story, Not Just a Product
People cling to stories, not lists of features. Weave a tale around your product. Make it alive.
3. Speak Simply
Use simple language. Clarity is persuasive. Big words don’t sell.
4. Understand Your Audience
Know who you’re talking to. Write in their language. Talk to them, not at them.
5. Show Benefits, Not Features
People don’t buy products; they buy better versions of themselves. Show them this transformation.
6. Creating a Need
A critical aspect of copywriting is creating a sense of need or urgency. The reader should feel that they need the product, and they need it now.
7. Credibility is Crucial
Be believable. Use testimonials, facts, guarantees. Trust sells.
8. Call to Action
End by telling readers what to do next, like ‘Buy now’ or ‘Call today’. It’s like saying, “Here’s what you do next.”
9. Always Be Testing
Test your copy. What works, what doesn’t. Refine, rewrite, repeat. Writing is rewriting.
Talk soon,
Lloyd
PS – Is your Copy doing ok but you need some help with your Teams or Systems? Let’s chat.
