A copywriter is someone who writes very persuasively to achieve a specific action from the reader. Copywriters create informative content that moves readers in businesses that is designed to guide the reader’s to reach their own conclusions. In this case, you need good copywriting skills to generate MORE sales.
You don’t have to be world class at copywriting. Very few ever reach that level and frankly speaking, you don’t need to get there to succeed in your business.
You just need to get SUFFICIENTLY good at copywriting which is more than enough to make sales and rapidly grow your business.
Your copy could be anything: a full blown out sales letter or a pre sell article or a blogpost or even a Facebook post – when you understand the basics of how good copy works, you can craft compelling content that would help you connect with your audience and make you sales.
Here Are 8 Tips On How To Be A Good Copywriter And Make Your Ad Copy MUCH MUCH Better:
#1. As A Beginner, Understand That Copywriting Is NOT Cure All
If you search about copywriting on Google, you are bound to find many articles that talk about it like it’s some kind of magic.
They will tell you that copywriting is about using words to seduce your prospects, make them desperate to buy your products and if you master it, you can pretty much sell anything.
Ask any real copywriter and they will tell you that’s a load of BS.
Now it’s true that great copy CAN seduce your prospects and make them desperate to buy your products but it’s NOT going to make it happen in every case.
If you are selling a product that no one wants, then no ad copy is going to work. Even if it’s written by the great Gary Halbert himself.
If you are selling a good product to the WRONG audience, the same thing happens. Your copy is going to flop for sure.
Bottomline is that great copy is NOT what works. Great copy along with the right product to the right audience is what works.
So before you even write a word, take a thorough look to see if you have got a good product that people want to buy and you are targeting the right audience.
While this is an obvious thing to do, you would be surprised to hear how often it’s ignored.
#2. Research Your Market
Good ad copy isn’t about using magical words or phrases that wow your audience.
Nor is it about using some magical story which will do all the selling for you.
All that’s fine but the most crucial component in copy is the most BORING component.
And that’s market research.
If you and I were in a party and I want to become your friend, what should I do?
Here’s what I would do:
First I would find out from others what you like (let’s say its golf).
Then I would come up to you, introduce myself and after a small chit chat, simply start talking about golf.
This would work way better than ANY other approach in the world because I am talking to you about something you CARE about and want to talk about.
The same thing happens when you are writing ad copy.
You don’t have to resort to copywriting kungfu to get results.
What you need to do is find out EVERYTHING about your market, as in:
- what they like
- what they dislike
- what keeps them up at night
- what are their secret fears
- what are their real desires
- whom they want to prove wrong
- what are their deepest frustrations
The more you research and know your audience….the better you can talk about the issues that they care about and when you do that, your ad copy is going to perform far better than any flowery language you could ever use.
Gary Bencivenga, the world’s greatest living copywriter who has written for some of the biggest direct response marketing companies, swears by this concept.
#3. Speak To Your Reader Directly Through Your Copy
Write copy like you are talking one on one to the reader.
Don’t address a group of people in your copy.
A simple rule of thumb:
If your copy has a lot of “you” in it, you are doing it right.
When you focus on speaking directly to the reader and use a conversational tone, your copy becomes far more easier to read plus it’s much more persuasive too.
#4. Stop Trying To Be A Clever Or Creative Copywriter
Being creative or clever in your copy isn’t a crime.
In fact, it can work very well once you get your basics right.
However the issue is that most people think that’s what makes a copy successful which is the farthest from the truth.
Let’s say you want to generate 100+ leads per day with Facebook Ads profitably and you are looking to buy a course which will teach you how to do the same.
In such a scenario, what would you really care about?
An ad copy that has a creative angle that makes reading it a pleasure….
OR an ad copy that FREAKING talks about:
- Why you are NOT able to generate leads with Facebook Ads?
- Why you are NOT able to convert your leads?
- Why your lead prices are so COSTLY?
- How to setup campaigns the right way and use the proper bidding strategies?
- What areas to focus to scale your ad?
- How MY PRODUCT can teach you how to do the same?
- Which ad copy would be more persuasive to you?
The creative approach OR the slam bang “this is your problem, this is why things are not working for you and here’s how to solve it” approach.
The answer is obvious.
The ad copy that talks about your problems and provides a solution for it is going to be WAY more persuasive to you.
The same applies when you write for your market.
Your ad copy should be focusing on doing its job – that is talking about what your market really CARES about.
For your market, that would the MOST INTERESTING topic ever.
Screw trying to be creative or clever.
Focus on doing what needs to be done.
#5. Good Copywriters Call Out The Problem & Amplify It
People buy due to 2 reasons: to avoid pain OR to gain pleasure. Of these two, the desire to overcome pain is FAR greater. So in your copy, your goal is to make people FEEL the pain with your words.
The more pain someone experiences, the more will be their desire to avoid it.
So you need to talk about the pain faced people in your market and AMPLIFY it to make them see what they are really going through.
Now doing so does NOT mean you are lying or using any unethical tricks. What you are basically doing is making people see the real picture.
For example, if someone is trying to build an online business and they are not able to do so, what are the POSSIBLE pain points for them?
- They are unable to get quality traffic.
- They are unable to convert the little traffic they get.
- They are bleeding money in their business and they don’t know how to arrest the slide.
- Their spouse is skeptical about their business and they are subjected to constant questioning about it.
- Their friends and family don’t believe in them.
- They have been trying to build a business for YEARS and it’s not working.
And the list goes on.
As you can see, there are so many pain points available.
You talk about that and then AMPLIFY it by talking about what are the potential pitfalls they could succumb to, what are the hidden problems that they are not even aware of, what would happen if they don’t take corrective action, etc.
If someone is struggling, they NEED your product to solve their problem.
Your job is to make that person understand their REAL SITUATION so that they can take action to solve their problems.
So focus on their real pains and amplify it.
#6. Provide A Solution For The Problem & Explain Why It Works So Well
Once you focus on pain and make your audience understand the extent of it, the next step is to provide a solution.
When it comes to solution, don’t immediately start talking your product in your ad copy.
First explain WHAT is the solution and then bring in your product as the TOOL to achieve that solution.
For example, if you are promoting a traffic course, first talk about what are the things that someone has to master to get good at generating quality traffic and THEN bring in your product as the TOOL which will teach them everything they need to know to generate quality traffic.
Do you see what’s going on?
First explain what your prospects need to KNOW or DO to solve their problem.
Then introduce your product as the TOOL which will help them LEARN or DO what needs to be done to solve their problem.
#7. Go For The Sale
This is where your payoff lies. Everything that you did until now was to setup the sale.
Now is where you actually GO FOR THE SALE & CLOSE IT.
Here are the 4 components that you need to focus on to make the sale:
Explain About Your Product – Talk about all the features & benefits of your product. Be as detailed as possible. If you are promoting an information product, then list out all the modules inside it along with the video content details inside each module. If you are promoting a software program, list out its features in detail. If you are promoting a done for you service, list out the various things that you will setup for your client. Also list out the potential price point of each module/feature individually (there is a reason for doing this which I will explain in a while).
Stack The Bonuses – Offer cool bonuses to make people sign up immediately. People LOVE getting something extra for free. And that’s exactly what bonuses are intended for. They create so much perceived value for your product which makes the offer irresistible and gets people to take the plunge. Also list out the potential price point of each bonus.
Reveal The Price – Before you reveal the price, you need to do price anchoring. You need to make people see why investing in your product is a great deal. So tally up the individual price points of all your modules/features & bonuses (which you listed before) and show the total price value of the product. Then reveal what the product really costs. If the price value of a product is $997 and the product is sold at $297, it creates context and allows your prospects to justify the price in their head. Price anchoring can be done for any price point by the way.
Risk Reversal – If you are offering any guarantees (money back or condition based results), then explain about that in detail. Make it very enticing so that your prospects feel like purchasing your product is an absolute no brainer.
#8. Tell Your Readers What They Will Miss Out On If They Doesn’t Take Action
Once you have explained about your product and gone for the close, you need to end your copy by talking about the consequences of not taking action now.
There are 2 kinds of consequences that you can focus on:
- The consequences of not solving their problem – Ask your prospects how long will they keep struggling, what will happen if they don’t take action, potential pitfalls, etc. It’s more like a summary of the “pain-amplify pain” aspect. After you talk about that, give a quick summary of how your product can really help them avoid all that pain.
- The consequence of not buying your product now – Talk about future price increase, non-availability of your product – basically whatever is applicable in your case. Also talk about what they are missing out on (their dreams & goals) by not taking advantage of this opportunity and how their life can change if they just decide to take the plunge today.
My Thoughts On What Is A Copywriter
The tips that I mention here apply whether you are going for the sale directly (sales copy) or going for the click (pre-sell article).
If you are going for the click, you don’t have to sell your product. Instead you just need to sell the concept of your product and then direct people to click on your link where they get sent to your sales page.
Writing sufficiently good ad copy is no rocket science.
You just need to put in some efforts in understanding your market and practice writing copy.
The more you do, the better you will become and the more sales you will make.
About The Author
Your Millionaire Mentor
Shaqir Hussyin is the founder and CEO of Shaqirhussyin.com & Funnels.com Nicknamed the “Backpack Millionaire”, he’s invested $350,000 into his own education and training. Whilst traveling to 100+ countries, Shaqir has built over 10+ million dollar brands and attracted over 500,000+ subscribers.
His signature program is now available at: CreateDigitalCourse.com specially designed for aspiring entrepreneurs wanting to start their online business with their very own high paying product.
Shaqir is also a highly sought-after speaker and direct response “Sales Funnels” global leader you can meet in person. His work has impacted over 100,000 businesses in 65 different countries. Connect with Shaqir on Instagram, YouTube, LinkedIn & FB Group.