9 Strategies to Make your Copy 527 Times Better
Have you ever finished writing something, and when you read it back to yourself, it sounded…flat and boring?
It lacks the luster.
It completely misses the seductive spin you’re going for.
It just plain sucks.
The good news is that writing persuasive copy is something that can be learned. Almost anyone can do it. (Yes, even your mom.)
Here are 9 strategies you can use NOW to make your copy 527 times better. Plus you’ll look slimmer too.
1. Ask yourself where your ideal client is in the buying process.
In other words, is your reader already looking for a solution to his problem? Or does he even know that he has a problem?
For example, let’s say you’re trying to sell your No-Sugar Detox program.
For a reader who is completely unaware of his sugar problem, you’ll have to work your copy around the fact that sugar gives you a spike in your energy level, makes you gain weight, etc.
For a reader who’s already shopping for a detox program, you might craft your copy around what gives you the edge over your competitors.
By knowing this, you’ll have a stronger, clearer message.
2. Dig deep for the fear of your audience.
What’s the real fear?
I had a client who said that her clients were afraid of “playing big”. I asked her, Why would anyone be afraid of playing big? Because they’re too shy on camera? Too scared of what people would think?
The more she thought about it, she realized her clients were afraid of the consequences of playing big – like they might lose friends or – they might earn too much money that they wouldn’t know what to do with it.
(Yes, first-world problems.)
Keep asking, why, why, why, until you uncover the real fear.
3. Focus on ONE problem in the beginning of your copy.
Sure, your service or product does all these great things for your reader. “It slices, it dices, but wait…there’s more!”
When you’re writing a hook or opening lines of a sales page or opt-in, ask yourself,
“What’s the ONE most important thing that my service does?”
If you’re throwing everything out there in your first line of your sales page, your reader loses complete focus.
Find ONE thing that’s the most impactful, and run with it. Repeat it many times to really drive it home.
4. Focus on ONE reader.
Why? Because if you focus on too many people, you dilute your message.
You can’t speak to 100% of your readers. Maybe you potentially can grab the attention to 30-40% of them.
Then work on that segment. Punch them in the gut with your message to 100% of those people. That’s what will get them to take action.
5. Stay away from generic “good” words.
“A wonderful program that rocks”
“You’ll feel fantastic when you finish your coaching sessions.”
These words fall flat because they can describe anything — from a carrot to a baby swing to your grandmother’s china collection. They don’t inspire anything. Use more descriptive words like “game-changing” or something more visual like “razor sharp”.
These words carry more emotion and are more engaging.
6. Avoid the passive voice.
The passive voice can be like a limp piece of soggy lettuce. It’s still food, but it lacks a compelling reason to consume it.
Start your sentences strong, and focus on your verbs.
While it’s not wrong to use the passive, some sentences can be resurrected when you switch it around.
Meh: “Binge-Worthy Blogs Course was created by us to help YOU make bank with your blog.”
Better: “We created Bing-Worthy Blogs Course to help YOU make bank with your blog.”
7. Use power trigger words.
Now. Offer. Easy.
These words might sound sales-y because they are sales-y.
And they WORK. People are hardwired to sit up straight and pay attention.
Research shows that EVERY word creates an emotion. And depending on what kind of feeling you want to create, you can use that in your copy.
(Buffer has a great article about it + more power words here.)
8. Pump up your verbs.
If you want to create more intriguing and vivid copy, power up your verbs. For example, instead of saying,
“Watch your sales increase to five figures.”
“Watch your sales catapult to five figures.”
See how that adds more oomph to your sentence?
9. Always ask, “What’s in it for my reader?”
Your reader is selfish. Just like you and me. They’re always thinking, “Why should I care?” “So what?”
That’s why you always have to think benefits, benefits, benefits.
Here may be a few benefits to your thing:
- Lose pregnancy fat
- Stop thinking about your to-do list
- afford getting a cleaner every week
(No, I’m not expelling my problems here. Shut up.)
So when you’re writing copy, ask yourself, “So what?”
So let’s say you do angel readings. And you write, “Get in touch with your angels for clarity.”
Well…so what? Clarity for what?
Then break that down by adding copy,
“Find out if your kids are telling you the truth, know if you should hire that web designer whose work you’ve been lusting over.”, etc.
As soon as it doesn’t make sense to ask “So what?” That’s when you’ve nailed the end.