How to Write Killer Copy:
The Simple and Profitable Advantage!
I’m sure you agree.
Persuasive and compelling KILLER copy is not easy to compose.
If it was, everyone would be writing it, but they’re not!
So here is the unfair advantage.
Practice and use the following guide, and your copy will soon be light years ahead of your competition.
It likely to quadruple your profits
Anyone can master it.
Try it for yourself and see.
The Simple Guidelines for Writing Compelling Copy
Write as you speak in conversation.
Tell stories, everyone loves a story.
Keep your copy clean, appealing, and easy to read.
Follow these 3 simple rules and watch the magic begin to happen.
Killer Copy Composition is a Formula!
Before we get into the meat of this subject:
There are a few considerations you should really understand.
These are the big chunks which will rapidly transform you first into a good, and then an excellent, writer.
But only if you follow and practice them.
Whether you write freehand or use voice-activated-software to help you, as I do, please remember:
Everyone can write and compose compelling copy if they:
A: Really have the desire to do so.
B: Are prepared to work at it consistently and never give up.
If so, your improvements will be rapid and quite dramatic.
Faster than you will have expected.
Until the day arrives when the magic starts to happen.
They say everyone has a book inside them waiting to be written, and I truly believe this.
It doesn’t mean you have to write it, just be aware of your true potential.
Exploit it and you may really amaze yourself.
You already have the creativity, the stories, and the imagination.
These virtues just need to be nurtured.
You probably realise this fact already.
Your ideas need to be written down and committed to ink or computer memory, as the case may be.
Read and expand upon your ideas regularly.
As soon as you do so you will quite quickly begin to see your potential unfolding ahead of you.
These will become your goals, objectives, and route-map for life.
Never Give up!
When things are going well, think positively.
When they are not going so well, then think twice as positively.
Think and write your way through the challenges of life and your literary skills will grow exponentially.
Study other writers.
Everyone will teach you something, even if it’s how NOT to write.
A Quality Education Is Available to You Free from Cost!
Email and interesting material arrive in your inbox every day.
This can educate you if you allow it to do so.
Junk mail (although it’s getting less) still arrives via your letterbox most days.
You can bin it, or you can learn from it!
Most of this mail will have commercial intent.
It’ll be trying to sell you something.
Trying to persuade you to take an action of some sort.
Study these Clever Techniques, Here’s Why!
We are always trying to sell something even if there is no money involved.
We are constantly selling our opinions and point of view, our beliefs, etc.
When learning the art of persuasion and how to sell and write from a sales perspective.
Your opportunities will grow exponentially.
Great Writers Have Walked this Same Pathway!
She promised big and then over delivered.
If she hadn’t have done this one book would have been enough and may not have taken off.
Also, study and read blog posts. There’s a rich bounty awaiting those who want to grow and take the time to selectively read a post or two a day.
Opportunities to Improve Our Writing Skills are Everywhere!
Everything starts with words, and a rich literary education is available for the taking… and it’s free and just moments away.
You won’t regret it.
“The Man Who Can Read but Doesn’t, Has No Advantage Over the Man Who Can’t Read at All!”
There is little as satisfying as writing copy that you know will get hungrily consumed by relevant readers.
I have just finished reading one of Gerald Durrell’s wonderful books about his childhood on Corfu.
In reality, his life was probably no more remarkable than yours or, for that matter, any of us.
The difference is he took the time and energy to tell us about it.
To transform his tales into remarkable and highly entertaining stories that help us form rich pictures in our mind.
What a skill and a skill that ANY of us can develop, especially you!
His writing made him a well-known and wealthy man.
You may well think that this is beyond you and RIGHT now it may be.
But not for long, think big and aim high.
A few weeks or months from now you may start writing notes that are destined to be part of great copy.
Master the skill of crafting your stories.
Make whatever you write entertaining, and success will follow.
I promise that whatever your subject and type of writing, there is a HUGE waiting audience who want to know more about you.
Please remember: everyone, or MOST of us, enjoy stories and being entertained.
Consider this fact and the potential it offers you very carefully.
You could soon be the author of the next bestseller, 1,000 visitors a day blog, productive and profitable email sequence etc.
Practice makes Perfect!
You’ll improve quickly if you’re consistent and write a little each day.
A good habit you should adopt.
Write yourself an email each day.
It doesn’t need to be long, perhaps just 250 – 500 words.
Write about ANYTHING, for instance: what happened to you yesterday etc.
Just remember to make it juicy.
If you can’t think of anything borrow what happened to someone you know, get ideas from the tabloids etc.
All writers observe, adapt, borrow and steal material to entertain and engage their audience, and this is okay.
This is what being a writer is all about.
The important bit is to WRITE and start learning about composition, and how to keep the attention of your reader.
It really doesn’t matter where the spark of the idea initially came from. Beg, steal, adapt or borrow, but be consistent.
Make it controversial, exciting and compelling, and above all else, have FUN with it.
If you enjoy your writing it will be visible in your end copy.
Don’t forget to send your copy off to yourself because how it arrives is how your readers will eventually view it.
You will read it from a different perspective.
Read it when it arrives in your inbox, share it with others.
They’ll probally enjoy it.
Re-read it next week and next month and make notes on how you would improve it.
Rewrite it if you wish and resend it to yourself.
Remember That Repetition is the Mother of Success!
Quality content will always be King, but you have to begin somewhere.
Why not start writing today?
One of the reasons I suggest writing yourself an email is because you will have to write a subject line.
This will HAVE to be compelling or intriguing enough just to get it opened.
So, writing a good subject requires skill similar to writing titles and headline.
Get this right and you will really be developing.
As you advance, you will need to ask others for feedback and this is why email is so effective.
You can develop a list of people who will be glad to assist, although it may just begin with mom, dad and your close family.
Take your time over your writing, it’s not a race and neither are you competing with anyone else!
For that reason, you don’t need to follow rules stipulated by anyone else.
Learning how to write and compose quality copy of any type takes as long as it takes.
Sometimes, and with the aid of voice-activated software, I write 2,000 or 3,000 words.
Other days just a few hundred.
Quantity is immaterial, quality is essential.
Never Trade Quantity for Quality!
Promise a lot and always aim to over-deliver.
Momentum is a very positive element in the writing process.
For that reason, when you’re riding a wave and are in a flow DON’T break it.
The easiest way of doing this is by trying to edit your work as you progress.
Editing is VERY secondary to composition, please remember this.
Personally, I leave editing, grammar and spelling mistakes and typos till after a section of my copy is written.
For a final check of my work and punctuation, I use a Debby.
They are really hard to come by.
Debby is my best friend, PhD, as well as an excellent writer and copy editor.
Tips, Techniques and Methodology!
What follows next are some simple guidelines.
They will serve you well to include in all of your writing and compositions.
They will work equally well with ALL kinds of copy from emails to novels.
The Objective of Words!
We write a headline to get our readers to read our copy.
In fact, it’s much simpler than that.
We write a headline to get them to read the next line.
Then we write the next line to get them to read the line after that, and so on.
Until they reach our CTA, our Call to Action.
The action which we want our reader to take.
If we were writing a book or novel, our MWO (most wanted outcome) would be that our reader reads ALL of our book; every page, until they reach the conclusion, the final page.
Hopefully, at that point, they are hungry enough to purchase our next book or add their name to our email list to be informed when it is ready.
Whatever we write, there MUST be an objective!
Where making money is concerned, you have to have a CTA (call to action), an offer of some sort, the next step.
This is how you move potential custom through your sales funnel.
If you think of your readers as potential customers, then the quality of your writing will almost certainly improve.
What’s Your Objective?
Yes, I know you want to write excellent copy.
The objective I’m referring to is what outcome do you want your reader to take?
The action that you want them to follow at the conclusion of your copy? You need to be VERY CLEAR on this well before you begin writing.
The first thing I always write at the top of my copy is a VERY SPECIFIC objective. This may be just me, and the way in which I think, but I find this an essential element in staying focused.
Without this written reminder to refer to, it’s amazing how I start out in one direction and quite quickly end up at a different destination.
Without a firm and clear objective to follow, my writing quickly transforms from a route-march into an aimless ramble.
This I am sure is a technique which will serve you well, also.
So, get into the habit of starting any new project or piece of copy, (however humble) by writing your objective first.
Plan out what you want to say
Another good way of staying focused or generating quality copy is to plan it all out in advance.
This is the REALLY FUN bit which I look forward to most.
Sometimes, and for bigger projects, the planning process can take days, and even weeks to complete.
However, until this is completed to my satisfaction, and I’m 101% clear on my objective, I don’t progress.
However long or short my planned project:
I generally start planning with the big chunks and ideas which I THINK I want to write about.
I do this with my voice-activated software and another piece of favorite software ‘Mindjet Mind Manager’ – which is basically a mind mapping tool.
Mind mapping is simply a process of capturing and organising your thoughts in a non-linear fashion.
The reason I mind-map the planning process is that I can easily drag around and re-prioritise the big chunks, and smaller chunks that I plan to write.
Then I divide the big chunks into much smaller chunks of information, and my mind-mapping software is ideal for this purpose.
I organise and then reorganise my thoughts and ideas until they have reached the point I feel I can’t improve them any more.
When I have the outline to my satisfaction, I export it to Microsoft Word where it appears in bulleted list format.
I now have the bullet points to guide me, and all I have to do now is to complete the copy between each of the bullet points.
If I do a good job of planning, then the rest of it is a fun and enjoyable process that is finished quite quickly.
Get the Reader to Like You!
This may sound like a strange thing to say but just think for a moment.
If your reader takes a DISLIKE to you, they won’t carry on reading.
They will lose interest in hearing even another word from you.
So, you must engage them right from the headline and first paragraph, whether you choose to do it with your personality, or via a character in your plot, etc. You’re building the beginning of an often-unspoken relationship.
One which may be beneficial to both of you for many years to come.
Whenever possible, you should write in a way that the reader feels comfortable or in agreement with.
Achieve this, and so long as your copy is relevant to them and entertaining, they will probably continue to read.
Speak to Them as Equals!
There is little more off-putting than being spoken down to, and some people tend to speak in a very condescending manner which is extremely off-putting.
Be assertive in your writing, by all means, but at the same time, if you speak to your reader as equals you will generally get on well together.
Only Speak to One Person!
Of course, only one person at a time will read that specific copy of your material.
However, consider, there may be many readers at different positions in the same copy at any given moment.
The more focused you are about speaking to that one person, rather than a group of people, the tighter and more relevant your copy will become.
This is a hugely important point.
Here is a little trick I used a lot in the early days which I feel improved and focused my writing a lot.
Let me share it with you:
I would pretend I was writing to my best friend who has always been my big sister. So, I used to pin up a couple of her photos above my computer.
I would write as if my copy was for her alone.
As I’m sure you can imagine, my tonality was relaxed and became super conversational and friendly.
Try this for yourself because I think will you be amazed how it alters and improves the quality and readability of your copy.
Write as You Speak!
It amazes me how people suddenly start writing third person legal documents the moment they are asked to put pen to paper.
There is no secret to writing good copy, just right in the same way you would speak to a friend.
Aim to be entertaining, and by entertaining, I don’t mean hilariously Haha funny, or cracking jokes all the time, although a little light humor can be good.
What I mean is, keep your conversation engaging, so they want to read every word that you write.
Keep it EASY to Read!
The simple rule to follow is this:
Write short sentences and short paragraphs!
Whenever either seems too long, look for ways of making it become two sentences when you edit your copy.
Leave lots of white space, like on this page.
When your page becomes full of text without whitespace it becomes so much less fun to read.
Add Variety to Your Copy!
You can achieve this through the use of lists, whether they be bullet or number lists, they break up your copy.
Generally, your reader will enjoy seeing the odd list, which will be as welcome as an oasis in a desert landscape.
Forget what you learned at school about the rules of grammar!
Writing engaging copy is so much more important than the rules of grammar, which in my opinion, should be rewritten anyway.
Above all else, your most important priority is to ENJOY your writing and extract the maximum pleasure you can from composing quality copy.
Do this and you will be light-years ahead of everyone else.
At this point it may sound as if I’m contradicting myself, so let me explain what I mean.
Earlier, I said that the quality of words should always be your aim, and writing good copy generally takes as long as it takes, and I stick to that.
The way I do this is to set a time when I want a project achieved and finished. For this page which will be above 7,000 words when complete, I gave myself a full week.
5 full days.
By next week, I want to start work on a new project and be promoting this page.
This may be a bit tight, in which case I will have to extend the deadline by a couple of days.
It's a learning curve!
However, by having a deadline and a little pressure. It gives me something to work for, an aim that I will try my utmost to get completed on time.
I rarely miss my deadlines, but when I do I learn from it and allow a little bit more time for the next project.
Working under a little self-imposed pressure is a positive stress that I find brings out the best in me.
Without a deadline, I am not sure how long it would take me to complete a page such as this one. So, deadlines are positive assets when it comes to writing anything.
The Art of Headline Writing!
I say art because that’s exactly what it is.
If you don’t pay attention to your headline and write a good one, you will get far less traffic across your copy than those who make it a priority.
Your headline must be truthful and fulfill your promise.
However, at the same time, it needs to tease your reader into wanting to read more.
There are a number of techniques which will help you achieve this, the best being the use of controversy, and implying, without lying, that your copy contains a secret!
A benefit which will make your readers life so much easier when they have learned it.
Writing compelling headlines and titles is very definitely a skill which anyone can master and have fun with.
The best way of writing GOOD and COMPELLING titles and headlines is by writing lots of them!
There is no shortcut:
I usually begin by writing at least ten headlines, most of which will almost instantly be improved or rewritten.
Then let them brew!
What I mean by this is leave them for a few hours and get on with something else.
When you return to them, I promise you will immediately be able to improve upon them dramatically.
I think your subconscious mind is mentally working on them while you’re attending to other matters.
The biggest problem I find is getting inspiration.
Give me one idea and I will turn it into 20!
So here is the simple solution, a little software app that will churn out THOUSANDS of relevant and related headlines in just moments.
This will trigger your imagination, and get your creative juices flowing:
Try to Make Your Headline or Title Exciting!
To do this, try including a number or a percentage (3% of people claim).
Also, use interesting words, here’s a shortlist that will help catch attention if you include one:
Test, test and TEST Some More!
Very often, one headline will outperform another by hundreds of percent.
One headline may get just ten clicks per hundred visitors 10%, whereas another may get 35% or 40%.
Which would you prefer to receive?
The only way to know this a is to test one headline against another.
This is called A-B split testing, and is easy to achieve on a web page or in an email.
Split testing is a huge subject which I will probably write an article on at a later stage.
However, if you’re smart, and I know that you are by reading this far, you will find a way of testing headlines to see which is performing best.
The biggest mistake you can make when testing anything is presumption!
When you presume the headline that you like best will convert the highest, you’re making a BIG mistake.
I have stupidly made this uncertain presumption many times.
Then almost without fail, my favorite headline is NEVER the winner.
Become a master of testing every element on your page and you will generate twice, perhaps thrice the income of those people who don’t bother.
Writing Good Sub-headlines
You can also break your page up and make it far easier to read with the use of good, well thought out sub-headlines.
Your sub-headline also has a second very important action to perform!
You see, some readers, in fact, perhaps 50% of them will scan your page before deciding if it’s worth reading.
So, if your sub-headline can tell the story, you will be miles ahead of everyone else.
I can certainly do this in short, copy, however, achieving it in long copy still eludes me, but I’ll stick at it!
How do You Know Your Copy is Being Read?
The first step in this process is by driving relevant traffic to your project, lots of it.
In fact, the more traffic and prospects you can drive the better.
Knowing how well it is been received depends very much on the type of project you have just written.
For instance, if it’s a web page, then you will be able to use Google’s analytics to tell you precisely how many people arrived on your page.
It will also tell you just how long they stayed on your page, which is a great indication of engagement.
You can even set goals within Google analytics which tell you if they took your MWO (most wanted outcome).
Joining My Mail List
Another great way of knowing how well your copy is been accepted is by the number of readers who opt-in to your list.
This is an indication that they want more of your writing, or have access to a ‘bribe’ you may have promised them in return for joining your list.
One way or another, this is a good positive indicator that they liked your copy.
Lists and email marketing are another HUGE subject I’ll be dealing with elsewhere.
For now, just accept you really need to have an email list!
It will quickly become your most valuable of assets, you must have one.
Without a doubt, the best way of knowing how well your copy is been accepted, and just how many people are reading it, is by obtaining feedback.
If you’re writing on the Internet, such as on a website or blog, then generally there is a section where readers can leave an unsolicited comment.
Or, if you’re writing something off the Internet ask your reader for feedback or a testimonial. If you offer them a small bribe, something with high perceived value for doing so, you will get LOTS of feedback.
This can be emailed directly to you which can then be included in your next offering, or to promote your project.
The Wisest Advice I Can Offer You is This:
The better you know your audience, the more income I promise you will generate.
For this reason, you should learn as much about your audience as possible.
It should be you’re highest priority.
What is it that they really want? What are their worries and fears, and what is it which keeps them awake at night?
Know this and you’ll be in the fast lane and making money from your writing.
This can be achieved by using surveys, although the uptake is generally quite low.
So, a far better option is to segment your potential customers before they join your list, do this and your income will go through the roof.
Here is the tool I use, not cheap, but it paid for itself within a day of investment, enough said!
How Long Should Your Copy Be?
Well, that all depends on what you’re writing.
The simple answer, however, is it should be as long as it needs to be to get your reader to respond to your CTA (call to action).
The simple rule to follow is this:
If your content is relevant to your reader, they will consume everything you write.
Please feel free to add comments and questions below.