Home Insights & Advice Eight steps to effective copywriting strategy

Eight steps to effective copywriting strategy

by John Saunders
23rd Apr 19 2:23 pm

Many of the entrepreneurs believe that they are creating the next big thing!

Alas, the reality is, 90% of them fail!

 One of the most common reasons why most startups fail is because they misunderstand copywriting with a “5-word summary” describing what they do, which unfortunately doesn’t work.

On the contrary, most of the founders aren’t even aware of the exact idea and purpose of having sales letter. In general, an ideal sales letter will most likely make the potential customers to:

  • Try the product/service
  • Or identify any issues or problems as they are already biased towards it being worth using.

So after observing hundreds of content websites that have played huge in terms of traffic and growth, here are some pointers I have learned:

1. “When you talk about copywriting, it is 10% about what you are writing, while 90% about how you’re distributing it.” says Prince Kapoor from Viralchilly. Good stories are those that are told well. Yes, you need an effective copy to catch attention of your potential customers, but a sales copy that doesn’t reach among your target audience is of no use. So always spend a good time on promotion as well.

2. When you write a sales copy, your main objective is to grab user attention. When they are reading your first line, it should be compelling enough to get them to the second line, when they are reading second, they should move towards third and so on! With human attention span decreasing day by day, every word you write will make a difference so choose wisely.

3. Leverage that “Curiosity Gap”. Leaving some things on imagination can work wonders for you. For example, a title “Top brands have mentioned their favorite network, it’s not the one you think” is way better than “Facebook becomes the most preferred network by top brands”. The first one will build curiosity and thus will drive more clicks.

4. Always write keeping a narrative voice in your mind. Read your post out loud. You want your posts to have a personalized touch, after all who likes to listen to a robot. Think of your favorite authors and ask yourself, will you be happy to show your writings to them? If not, you need to think again. Anything that sounds false while reading loud, you need to change.

5. Yes, there are thousands of marketing or copywriting rules that you should follow, exceptions are there too. For example, one I often hear is “People only want visual content” or “People hate long content”, but I can give you hundreds of examples of the articles that are not following these rules and yet making big. So, it is a good idea to keep rules in mind, but if you won’t experiment, it won’t work.

6. If you are trying to sell something, you can never go wrong with the Sales Letter. A sales letter is made of 11 parts, let’s start with them one by one:

  • Headline: It is the most important part of your sales letter. The headline must be compelling enough to grab user attention.
  • Subheading: Subheading should introduce another big benefit of your product. If your headline is outrageous, your subheading should validate the claim.
  • Identifying the problem: Your product must solve a problem. If it is not, it is a big problem for you. To identify the problem, you need to understand customer pain points and soon you will get the answers.
  • Building a story or credential: You are not the first person to sell this product, nor you will be the last. So give your users a reason to buy from you. People like to buy from humans, not from bots and having a solid story will humanize your marketing efforts.
  • Benefits: Show how your product will address/solve customer issues.
  • Social proof: Social proof are very important to build customer trust. Social proof in the form of customer testimonial or feedback will work for you.
  • Offer: After title, this section is your playground to win the battle. Show how your prices vary compared to your competitors.
  • Guarantee: Although done by very few startups, it can get you huge increase in conversions. If you’re pretty much confident that the product will be loved by your customers and it will outweigh refunds, go ahead and give this one a try. Try something like “Get your whole money back if this product doesn’t help you do X”
  • Scarcity: The FOMO effect can work in your favors. For example, ask only a few to try your product.
  • Call to action: Tell them, what they need to do next.

Additionally, you can also add a P.S. option to re-state any primary benefit or guarantee or even another CTA.

7. Smart work beats hard work. You don’t have to do all of the things manually. There are hundreds of tools out there to save your day. Check out this amazing list of growth hacker tools by Kurve and identify which ones do you need.

8. If you are not writing keeping your target audience in mind, it will all go in vain. Dig deep into your users’ fears, thoughts, expectation before you start penning it down.

Lastly, be the exact opposite of what you think a copywriting “should be”. Be as human as possible, be dark, be different, and it will come across 100x better.

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