A step-by-step on how to write words that dollars into your bank account.
Nothing is worse than spending hours writing just to have two leads turn up, asking for discounts.
No bueno.
The reality is, writing takes too damn long for you to be wasting time on assets that don’t turn into deals for you.
I get it.
It took me 7 years to develop a simple writing process that made passive spectators pull out their wallets.
And today, I want to share it with you.
I’ve been writing copy with the intention of selling something for nearly a decade. Only recently have I been writing ‘authority’ articles on Medium and our company blog page.
I have punched the keys and produced many hard-earned words of experience long before I got into content.
Here’s why that’s important:
I learned to sell with words before I learned to write ‘general’ content.
I’ve realized that writing to sell is much different than writing in general.
Additionally, when you write copy to sell and run ads to it, you can immediately see if it’s received well. You pay for the impressions and if it doesn’t get clicks, what you wrote sucked.
Clearly.
Therefore, the feedback loop for sales copy is quite short. Meaning, I got pretty damn good at it, fast. Because who the hell is going to hire a copywriter who doesn’t add revenue to your bottom line?
Survival in this industry soley depends on how much you sell.
Content writers feel comfortable writing into the abyss hoping people resonate with it.
I write to capture attention, invoke emotion, establish credibility/authority, and provide the next steps. And if you’re writing content, this skill should be the sharpest in your tool belt.
So, if you’re looking to turn words into dollars, I suggest you continue to read.
Give them a reason to read
Now, let’s be clear.
You must know who you’re writing to, beyond any shadow of a doubt.
So, if you aren’t familiar already, read my article here on how I do research.
By far, knowing your customer is how you craft competition-fearing copy.
He who understands the audience the best, wins. Thus, by using this information, you must make it brutally apparent what they are about to digest, is for them.
Therefore, make your headline and subheading bulletproof.
You should spend an out-sized amount of your time on the headline and subhead. This is what most people will see. If it’s good, a large majority of those folks will click to learn more.
Huge first step.
Don’t go limp on your headline. Make it damn powerful.
Here are some of the best I’ve ever written:
- Expert Marketer Breaks Silence: 16 Sales Calls In 9 Days
- Breaking: Weird Method Guarantees 16 Sales Calls In 9 Days
- How To Book 100+ Sales Calls Without Cold Outreach
- 5 Secrets To Open 5 New Locations Yearly
- Finally! A Proven 5-Step Method To Increase Revenue Without Hiring Full-Time
- They Laughed When I Told Them I’m Not Cold Emailing Anymore, But When My Calendar Was Full..
- Your Forklifts Shouldn’t Be a Liability — Upgrade NOW
- What if your home improvement business could grow without you?
Remember, you want to sell the CLICK! You want to describe a pain or end result, without blatantly giving it away. One of the strongest human emotions is curiosity.
Use it.
Lead them in
Once you have written a handful of headlines, and you’ve chosen the best pair, it’s time to lead them in with more curiosity.
Understand that there is a system to how people read. Let’s walk through it.
- The headline and subhead is good, so they click
- The first paragraph is good, so they keep reading
- The passage has open loops, leaving desires unresolved, so they take the next step
That’s it.
Therefore, you want to write your lead-in in such a way, that gets them to continue to read. Once you have that, you pretty much have them.
A powerful lead-in has a few components.
- Hyper-specific problem that’s shared among the audience
- Credibility and authority
- Commonly held beliefs or obstacles that can pre-frame them for the rest of the piece
- Briefly what you will go over and why they should keep reading
Now, take this quick second to re-read the introductory paragraph I wrote for this article.
You see?
Most of you give too much away in your introduction. Therefore, no one will read the rest of your copy.
It’s inhibiting your ability to convert customers if you don’t understand that your job is to increase exposure with you.
The more that your prospects read, most often, the more likely they are to buy or inquire.
Therefore, you must always be piquing interests by sharing those pains, obstacles, and delivering the solution as promised.
Actually deliver
And when I mean actually, I mean, don’t leave anything behind.
You want to make sure that everyone reading your copy can tangibly get something from it.
I have a friend, selling a low-ticket item for $97 with ads. He told me he’s getting about a 5x ROAS. Meaning, every dollar he puts in, he’s getting 5 back.
That’s simply unheard of for any low-ticket products.
After reviewing his sales page copy, it was obvious.
The meat of the copy broke down, systematically, the logical steps to do the thing he’s selling.
Of course, the headline, the ads, the lead-in, etc. he was invoking curiosity and not giving everything away.
But, in your content, deliver the damn value!
This is the key.
Most folks are not doing this and this is why you can be brutally different than the rest.
Give the sauce away for free, and sell the spoon (implementation).
By doing so correctly, your pipeline will never run dry.
That’s all for today. Thanks for reading.
