Thread by @immarkwilliam

The 15 Copywriting Mantras

15 crucial copywriting lessons to build a 7-figure agency from scratch

// THREAD //

1) Worms taste better than steak.

I like steak.

but for some strange reason, fish prefer worms.

So when I go fishing, I don’t bring steak.

I bring worms.

Think about what your audience wants, NOT what you want.

2) Write like a 5th grader

Contrary to what you were taught in school,

Complex words ≠ Better writing.

Want to write better copy?

Dumb down your writing.

A 5th grader should be able to read your copy and understand every single word.

3) Write for One

“Selling to everyone is selling to no one.”

True?

Absolutely.

The best copy is written with ONE person in mind.

Here’s a thought exercise for you:

Write as if you were solving a problem for someone right in front of you.

4) The Big 7

For every single piece of copy you write.

Always be clear on these 7:

-Big Problem
-Big Idea
-Unique Mechanism
-Big Promise
-Unique Selling Proposition (USP)
-Irresistible Offer
-Solid Proof

Sprinkle these in your copy every time you can.

5) Research is King

Most people think copywriting is about writing.

False.

In fact, copywriting is 10% writing.

The other 90% is research and getting to know your customer better than they know themselves.

Research is where you make the money,

Writing is just a formality.

6) Slippery Slope Concept

What’s the goal of the headline?

To get people to read the subheadline.

What’s the goal of the subheadline?

To get people to read the first sentence.

What’s the goal of the first sentence?

And so on...

7) The Money is In The Cutting Board

Most copywriters’ first draft sucks.

Big time.

The big money is not on the first draft,

But after you edited, deleted, added and trimmed.

Write with your eraser.

Watch your level skyrocket.

8) Open More Loops:

People’s attention span sucks.

So what do you do?

Open more loops.

For example:

End paragraphs with...

-Here’s what I mean:
-But then you realized…
-Here’s the truth:

Open loops.

Get them engaged.

Win.

9) The Lead > The Copy

Great lead with ok copy

Will always convert more than

Ok lead with great copy.

Why?

Because it’s easier to catch someone’s attention than to keep them reading.

Recommended reading: Great Leads by Michael Masterson.

10) Fill The Gap

Your customer is at A.

He wants to get to B.

Your job as a copywriter is to get them from A to B in the most simple, straightforward and trustworthy way.

Copywriting is convincing someone that you can get them from A to B.

Simple.

11) You’re Doing Them a Favor, Not The Other Way Around

Too many copywriters fail before they even start to write.

Why?

Because they position themselves as inferior to their customer.

Big mistake.

You’re the one with the solution.

You're helping THEM.

Never forget that.

12) Objections = Selling Points

People are afraid of objections,

I call them blessings.

Every objection they have is an opportunity for you to convince them that you’re the right fit.

Example:

13) Numbers Sell

Helped someone 10x their revenue?

Put it in your copy.

Helped someone lose 15 pounds of body fat?

Put it in your copy.

Whatever numbers you have, put it in your copy.

Remember:

People buy emotionally and justify logically.

14) Always Bring a Pitbull

You’re asking people to jump a fence.

But they won’t jump unless you release the pitbull (i.e.urgency.)

Let them know if they don’t buy

Their lives will remain the same,
They’ll never get this opportunity again,
Or worse, they'll regret it forever.

15) Keep Going

The best copywriters have been writing for months, years and decades.

It’s like a muscle:

You can’t expect it to grow just by going to the gym once.

Be patient.

Keep going.

And before you know it,

You’ll make more money than you ever thought possible.

Thanks for reading! 🔥

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