- Ground Up Biz Club
- Posts
- Upgrade your copywriting in 7 minutes
Two years ago, I met this man from Croatia.
He was building his personal brand on X.
We clicked instantly, despite our different backgrounds and interests.
Bless his determined heart, he wasn't a native English speaker.
But he was obsessed with this thing called "copywriting."
He told me about his early days in business, sending over 1,000 cold emails before landing his first client.
The rejections, the self-doubt – he faced it all.
But he never gave up.
He kept refining his message and sharpening his skills until he cracked the code.
One night, I was scrolling on X when an ad stopped me dead in my tracks.
It wasn't the flashy graphics, but the words.
They spoke to my desires, my pain points, and offered a solution.
That's when it hit me – the power my friend had been raving about.
Copywriting was the foundation behind every successful business, especially in communication, marketing, and sales.
Now, I'm not saying you need to send 1,000 cold emails to succeed.
But every business owner needs an understanding of copywriting.
It's about persuasion and connecting with your readers on a deeper level.
The good news…
My friend went from struggling with freelance gigs to landing a stable full-time position, all thanks to the power of copywriting.
So, are you ready to use copywriting to create better newsletters?
Let's dive in!
Words That Sell
"Good copy is not written. It is assembled."
Copywriting is a content production strategy focused on convincing the reader to take a specific action.
The copywriter must write the “copy” (message) thinking about its persuasive nature, using triggers to arouse interest in the reader.
If you look around, you'll see copy everywhere.
It's on social media, advertisements, landing pages, sales letters, mail, and billboards.
The Power of Persuasion
Global copywriting services market size is estimated to reach US$ 42.22 billion by 2030, from US$ 25.29 billion in 2023.
Copywriting helps communicate your brand's message and value.
Great copy captivates your audience and drives sales.
A business owner who overlooks this skill might spend a fortune on hiring copywriters to fix their messaging.
Let's face it, selling is essential for any business to survive, let alone thrive.
Especially online, copywriting skills are crucial.
Without them, your writing won't convert readers into customers.
You’ll lack the ability to write email sequences, sales pages, scripts, and advertisements.
So, learn this skill to send newsletters that engage your reader’s emotions and inspire action.
Selling Prayers
The first evidence of copywriting dates back to Babylonian times around 1477.
Back then, someone wrote the world's first sales copy to promote a prayer book!
Those clever ancient teachers, the OG marketing gurus, were mastering the art of the persuasive message.
From there, marketers have turned words into a science, selling us everything from smartphones to the perfect smile.
Pillars of Successful Copy
“The goal is to sell your prospects a better version of themselves.”
Successful copy converts readers to take a desired action.
Here are a few golden rules of effective copy:
Designed for the reader: The message is tailored to the needs and interests of the reader.
Compelling headlines: Attention is grabbed early with a strong headline. Also, headers pique the reader’s interest.
Bold claims and strong statements: Powerful (truthful) statements and facts are used to intrigue readers and get their attention.
Easy to read: The words are clear, concise, and easy to scan.
Lines build upon one another: There's a smooth flow of information where each sentence builds on the previous one.
Straight to the point: Content is focused and has no unnecessary filler.
Bullets do the lifting: Bullet points break down complex ideas so the message is easy to understand.
Visual appeal: Formatting and visual elements like images make the copy engaging.
Clear call to action: The reader is guided on what to do next.
You can learn from studying how other marketers use copywriting to get attention and compel you to take action.
Mind Games
Using the word “because” and then giving a reason results in 60% to 94% compliance.
Copywriting is less about language and more about psychology.
Psychology is the study of the mind and behavior.
It explores thoughts, feelings, and actions to understand human cognition.
By delving into psychology, you can craft messages that resonate.
We all have inherent desires and needs.
Therefore, center your newsletter content around those existing desires of your readers.
Also, here's a powerful psychological principle you can use… Reciprocity!
Offer valuable insights or resources for free in your newsletter.
This creates a sense of indebtedness that fosters engagement and loyalty.
When you then offer something paid, some readers will feel compelled to support you because of the value you've provided.
Remember…
We perceive messages based on our frame of reference, background, attitudes, beliefs, experiences, and culture.
So, the key to crafting powerful copy is to step outside your frame of reference and consider the experiences and perspectives of your readers.
How to Become a Great Copywriter
“Every action you take is a vote for the person you wish to become.”
Practice and feedback is how you sharpen your skills.
Consider building these habits of highly effective copywriters:
Research your reader: Understand who you're writing for. Learn about your readers and help them get what they want.
Continuous learning: Read books on copywriting and psychology. Study the content your competitors produce.
Study a piece of copy daily: Train your eye by analyzing successful copywriting. Take notes on what works and jot down ideas.
Write a piece of copy daily: Focus on clarity and conciseness in your writing. Work on making things easier to understand and saying it simply.
Experiment and test: Refine your copy through experimentation and data analysis. Put your copy in front of people to measure its effectiveness.
Be coachable!
Get constructive criticism from trusted peers and other copywriters.
Recommended Reading
Learn and take action.
These books can help you build the habits of a great copywriter:
“Atomic Habits” by James Clear
“Breakthrough Advertising” by Eugene Schwartz
“The Copywriter's Handbook” by Robert Bly
Find a balance between studying copy and writing your own.
Tools to Sharpen Your Craft
They can help you find synonyms and reword sentences for clarity.
AI can be your partner in crafting compelling newsletters.
Conclusion
Great copywriting in your newsletter is vital to getting more leads and sales.
Pair it with strategic marketing to ensure your messages reach the right people.
Now, use this wisdom and practice your copy skills.
If you have any questions just reply!
Your friend,
Delles