Thread by @ItsKieranDrew

Want to learn how to write persuasively?

The quickest way is to study the pros.

Here's a breakdown of copywriting tactics used in one of the greatest online sales letters ever written.

=THREAD=

By the end of this thread, you'll have 8 tips to immediately improve your copy.

This letter's from legendary marketer Frank Kern.

Here's a link:
swiped.co/file/consultin…

But I've highlighted all the juicy bits for you as we go along 👇

Headlines have 1 goal.

To catch attention.

Kern’s is a masterpiece.

Why?

3 reasons.

1) Asking a Question

This triggers a subconscious answer from the reader.

We can’t help but read more.

Secondly...

Get Your Reader Saying Yes

This breaks down resistance to sales

Better yet:

Go for 3.

Rule of 3 is incredibly powerful psychologically.

Finally,

Kern’s makes a bold claim.

Opening a curiosity gap.

Which we will close with the copy.

But:

Avoid this common mistake 👇

Don't Finish Early

(my girlfriend keeps telling me)

You want to tease out detail

Control the rate of revelation

Build intrigue

A great way to start:

Repeat the headline

Feels like new info

And the more we read, the more committed we are to finish

We move down the page.

Go For Emotion

What do people want?

To feel special.

To be in a higher hierarchy.

To be on the ‘inside’.

The key is to make your reader feel exclusive.

If you can appeal to human nature, your copy will be incredibly powerful.

Specificity Sells

What sounds better?

‘Double your money’

Or:

‘Get a 100% increase in your income’

Generalities sound unbelievable.

Smells like sleazy sales.

Specificity sounds factual.

So put numbers everywhere.

Build credibility.

Like Kern has 👇

‘Why Should I Buy from This Person?’

The #1 Q on a readers mind

You need authority:
1. Proof of work
2. Statistics
3. Testimonials

A 50-word testimonial can save you 500 words of copy

Why?

Social proof
We feel safe in numbers

It’s an incredibly powerful psychological tool

A Quick Tip to Sound Authoritative:

Lay it out.

Seriously, it works.

We respect the (wo)man with the plan.

Look at how Frank explains clearly.

‘This is how it is’

Plus, it’s easy writing.

Remember, it's all about sliding down the page.

Remove Risk

No one likes to lose

Especially with money.

Kern pays double for wasting your time.

He’s confident.

The least you can do is offer refunds.

No questions asked.

I mean,
You believe in what you’re selling, right?

The % sold as a result covers the cost.

Copywriters Are Artists

Boring copy states facts.

Boring copy doesn’t sell.

Paint a picture.

You want them to feel how good the result will be.

Don’t tell them.

Show them.

If You Want Great Copy, Then Use This Trick:

We love order.

So present statements in this format:

If X, then Y.

It just feels right.

Look at how many times he uses it.

Look at how I started this tweet.

Your Reader Should Have 0 Objections

(By the end)

Zero.

Else you either:
a) Need to answer through follow up = expensive on time
b) lose them forever

2 tips:

After every sentence, ask what are the possible objections.

Answer them next.

Then ask your friend to read it.

Qualifying

Don’t be afraid to narrow your net.

Why get people on a call who aren’t your ideal customers?

Time is limited.

Qualifying is great for 2 reasons:

1. You target the right customer
2. You make them feel special. More Exclusivity.

Urgency

If you’re not comfortable with urgency, get comfortable with not making sales.

Simple as that.

We’re lazy. Without a reason to buy, we put it off.

And forget about it.

FOMO is powerful

Don’t just use urgency for the purchase.

Use it for the benefits.

Thanks for reading - hope it's useful for you.

If you enjoyed it:

1. Follow me @itskierandrew for threads on writing and tools for thinking.
2. Check out a bit of my story and what I’m up to now:

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TL;DR

Discover how the pros write copy.

1. Powerful headlines
2. Exclusivity
3. Specificity
4. Authority
5. Risk reversal
6. Imagery
7. Handling objection
8. Urgency

Use these. Make more sales. Retire and relax.