If we were to set up a contest, like a copywriting cage match, between you and a Harvard English professor, who do you think would win?
You might be tempted to say the Harvard English professor would win, because they “know how to write.”
YOU, my friend, would win by landslide. At least, you could win, because you have access to something that the Harvard English professor doesn’t.
In fact, you have access to a copywriting secret weapon that is so powerful, it doesn’t matter if your copy is misspelled, grammatically incorrect, goofy, ugly, or weird. If you include this ONE THING in your copy, it will convert like crazy either way.
Are you ready for it? Do you want to know what your secret weapon is?
AKA being yourself and writing with your own voice. Is it really that simple? Yes and no.
No because you still need to learn the science of copywriting.
Yes because it’s an ingredient so obvious that most people forget to include it, and they end up losing sales.
And I’m going to show you how to use it.
So What if You Can’t Write?
Maybe you’re one of those people.
Not one of those people who can’t write…one of those people who SAYS they “can’t write.”
If that’s you, then I’m about to call BS on that.
In the meantime, however, I’ll humor you.
You “can’t write” but you know you need some killer sales copy for your emails, Facebook, or sales pages so that you can reach more clients and grow your profits. And for this example, let’s just say you have 0 budget for hiring someone else to do it.
No shame in that. I’ve been there, done that.
So here’s step one for you: don’t write.
Instead, set up a device to record your voice. You can do this with your smart phone, laptop, or tablet (usually it’s called something like “voice memo”).
Then, imagine yourself in a social situation where you are happy and comfortable. Maybe it’s at your favorite bar, or hanging out at a friend’s house, or even out on the gym floor chatting with people. Imagine you’re totally relaxed and being yourself.
Now imagine a stranger walks up to you and they look exactly like the kind of person you dream of having as your client, whatever that means for you. You start chatting, and they’re smiling and nodding along, clearly interested in what you’re saying.
Then they say the magic words: “Tell me about your business.”
Hit the Record button and start talking.
Remember: you’re in the zone and you’re talking about the thing you love. Go all out! Get specific!
Whenever you’re done talking, stop the recording. Then, transcribe it or get someone else to transcribe it for you.
Congratulations! You just wrote the first draft of your sales copy!
It Can’t Be That Simple, Right?
You’re not finished, but you do have a first draft. You’re a writer now.
Don’t believe me? Consider this: in the field of linguistics (which is the science of how languages evolve) they have discovered that all written communication is really just an offshoot of spoken communication.
In other words, if you can talk, you’re more than halfway ready to write.
And now that you have that transcript of your spoken words, you’re already in the process of writing.
See, the thing that stops most people from writing is not really a lack of skill. It’s that they sit down to write and immediately make it more complicated than it needs to be. They start stressing out about all these imaginary rules for what they can or can’t put on the page.
And sure, there are certain professions where you are required to follow certain rules, but the beauty of copywriting is that there is ultimately only one rule…
If your words convert, you win.
Man, let me tell you, I can show you some sales copy my friends and I have written that would give an English teacher a heart attack. Bad grammar, misspellings everywhere, not a care in the world for any of the traditional “rules”.
And yet those same pieces of copy have allowed us to CRUSH in business.
These “bad English” promotions have allowed us to bring in 8 figure incomes. In fact, a lot of that copy has been sitting online unedited for years, and it’s STILL bringing in sales.
Now that’s not to say we’ve just thrown any random set of words together. In just a moment I’ll walk you through the process of refining your copy.
Before I move on though, I want you to truly understand that we won and continue to win at copywriting because we always start off on the right foot.
We start with a product or service that we are passionate about and truly believe in, and we talk to people on a personal level. We speak as ourselves and address the needs of our audience.
The Key to Turning a First Draft into a Killer Final Draft
See how I snuck it in there just a second ago?
The important part of authenticity is that it gets people to listen. It proves that you are a trustworthy, relatable person. Just like in politics, the messenger is just as important as the message.
For the message to CONVERT, however, you need to target the deepest needs and desires of your audience and hit them directly.
You can discover the needs of your audience by researching other things that they like and looking for the patterns. What are the common topics in their favorite magazines? Which celebrities or public figures are they trying to emulate?
Or you can ask them! Find people out in the world who resemble your ideal clients and get to know them. Offer to buy them coffee and chat.
Heck, you can even take drafts of your sales copy and read it to them in exchange for a round of drinks or some other gift. Tell them straight up that you’re working on your sales copy and want feedback. You’ll know you’re on to something when they start responding to the product or service itself and not the copy.
Once you’ve figured out your audience’s needs and desires, you need to go through your sales copy and add in benefits for all of your features.
A benefit is something addresses your audience’s needs and desires directly.
One example: for many people the benefit of a nice suit is the social status they get from wearing it. That, and the confidence of looking attractive.
A feature is just a straight description of a part of your product or service.
Back to the nice suit example, you can talk all day about its fabric, patterns, and cut, but only a huge suit nerd is going to care about that. Those are just features. Most people, again, just want to look attractive and high status.
And the truth is, your first draft is probably going to be full of features without a lot of benefits. When we talk about something we love, we tend to get lost in the details. Which is the perfect place to start! You want that passion to be the driving force of your copy.
Also, if you come across a feature that is complicated and tough to explain, you’re usually better off cutting it out completely.
The CUB Test
CUB stands for Confusing, Unbelievable, Boring.
The test is simple: read your copy, and have others read it, and cut out or change anything that is Confusing, Unbelievable, or Boring.
Apply this test ruthlessly. Don’t let any weaknesses survive to the final draft of your copy.
The goal is to create a smooth ride for your reader that starts at your headline and leads them directly into a sale.
Anything that is Confusing, Unbelievable, or Boring is going to shake them loose and make them re-think your offer. Once they’re out of listening mode, all those little objections waiting in the back of their mind are going to creep up and kill the sale.
Got all that? Good!
Now go write your copy like a champion and make MASSIVE sales!
Committed to your success,