Everything I Know about Copywriting - Part II

The last tip in this post will blow you away if you’ve been struggling to write copy that sells.

1. Trigger the problem-solving instinct. Imagine a tiger charging at you. Your brain frantically looks for a way to not die. Great copy triggers this same instinctive problem-solving response by fixating on a specific relatable problem. So when you show your product as the solution, buying becomes a no brainer. The bigger the problem, and the more painful you have made it in your prospect’s mind - the better.

2. Use stories to show change. A story in copywriting isn’t just about keeping the reader hooked. It's about showing what keeps us captivated in any story: the transformation of a character. For example, tell a story of someone who was once in your audience’s shoes and how your product helped them change for the better. Keep it simple, for example: Beginning (have problem). Middle (tried solution). End (transformation as a result of no problem). It’s about making the reader see themselves in that story, undergoing a similar transformation.

3. Play to core human desires or fail. If your product doesn't promise outcomes related to wealth, sex appeal, freedom, pain reduction, annoyance removal, or peer admiration, it won't sell. Be explicit about how your product delivers on these fronts. For instance, if selling a skincare product, emphasise how it enhances attractiveness (sex appeal) and boosts confidence (peer admiration). Trust me. If you don’t do this, sales will elude you and you will forever be poor, unattractive and laughed at for having weak copy.

4. Avoid marketing-speak; be specific and human. Steer clear of generic phrases like “while stocks last.” Instead, use specific, human language: “This is the last batch of our artisan coffee we’re roasting this season, and it's been flying off the shelves. Order now so you don't miss out – I’d hate for you to miss this unique blend!” It really doesn’t get simpler than this. Just write like you talk and you have already gained some trust.

5. Make the abstract tangible. Use metaphors to make complex ideas accessible. For instance, compare a financial planning service to a lighthouse, guiding customers through the foggy seas of investment. This imagery makes the service's value tangible – it's not just about managing money; it’s about providing direction and peace of mind.

6. Use your customer’s words in your copy. Using customer language makes your copy resonate on a deeper level because it’s real and relatable beyond what you could ever make up on your own. When customers read testimonials or phrases they would use themselves, it feels like a conversation rather than a sales pitch.

7. Goldilocks Three: simplify decision-making with cognitive patterns. The Rule of Three works because it’s a simple pattern our brains latch onto. Take Pip Decks, for instance. We frame it as: “Books are time-consuming, courses are costly, but our tool is just right – giving you practical steps without the fluff.” This structure helps our audience compare options by highlighting the flaws, so they can clearly see why ours is the best choice. Too hot. Too cold. Just right.

Copywriting is selling. And to sell you need to tap into the human brain; use stories, metaphors, and social proof to - in the end - help someone make the decision that they need what you’ve got.

And to understand these things, you need to spend 80% of your time researching - that’s where the magic of copy comes from. But more on that in another post.

Let me know if this was useful or not!

Charles Burdett.