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6d ago in Businesss & Marketing
The Power of Words | A Copywriting Masterclass In 4 Minutes
a member of my high ticket mastermind and done-for-you agency community asked me a funny question a few days ago
"why do you write lower case and not use full stops ...
... is that a copywriting thing?
should I do it?"
it made me laugh out loud
there's honestly no reason or rhyme to it
--- wait, that's a lie
the lowercase just helps me flow
skool doesn't automatically capitalise letters
i like that
... as for the "no full stops"
that is intentional
we've been trained to subconsciously "stop" whenever we see one
I want my writing to flow so the reader flows with it
... a stream flowing down a hill ... a child sliding down a slippery slide ...
they then asked about all these copywriting formula and tactics like AIDA, PASPA, promise/proof/plan, etc
and it made me think
they're the things that have the tiniest fractal effect on copy
the garnished gold leave a chef uses to round out their meal
the other 99.999999% comes down to principles
as I reflected back on my 12 years writing copy, this became apparent
I was called to share this with you to help you better communicate what you do with your ideal clients
call this a COPYWRITING MASTERCLASS in 4 minutes
the beauty is, these work for the written and spoken word
as even when you speak, you're "writing copy" - just in a different format
text. audio. video
these are foundational in all of them
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- CAN I VISUALISE THIS
this is the ONE question I always ask
the goal is to answer YES
why?
because if it can be visualised it can be understood ... it can be SEEN
and the goal of your communication is to help the reader understand and feel understood
let's use these as an example
- seamless transition
- charging pitbull
- muscly irishman
- a better way
- leg of lamb
- faster progress
which of those can you VISUALISE?
you can't SEE a better way, faster progress, or a seamless transition
... the others, you can
rationally - the mind thinks we understand what a better way is, faster progress is, and a seamless transition is
--- and oftentimes they're what we think our ideal clients want
they are!
but we need to communicate that outcome to them better
how do we do this?
that brings us to number two
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#2 POINT! (don't talk)
let's say I'm trying to set you up with a friend of mine
I'm trying to CONVINCE you that you should go on a date with them
(this is a form of copywriting in and of itself)
I could say:
- he's intelligent
- he's attractive
- he has great values
... and you'd just sit there and be like, "eh"
that's talking
if I were to POINT! my communication would look like this
- he listens to podcasts when he's on the train or in the car
- he's 6'2, blue eyes, exercises daily and eats well
- he missed my birthday brunch so he could take his 90yr old grandfather to an appointment
SEE the difference?
see how one helps you VISUALISE more
that's the power of pointing
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#3 WRITE LIKE YOU TALK
short, sharp sentences
with some longer sentences thrown in the change the speed and tonality to keep the reader engaged
you want your writing to feel like a conversation
only, that conversation is happening inside the readers mind
they're speaking with themselves
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#4 WRITE LIKE THEY TALK
use their language
mirror themselves back to them
this is why understanding your ideal client is so important
you want them to feel understood
study the words and phrases they use
repeat them consistently in your communication with them
this builds trust
this builds liking
this builds a sense of knowing
and it positions you in the front of their mind as THE PERSON for them
that's powerful
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#5 THE RULE OF ONE
you want to write to ONE PERSON
a past client ... a current client ... a current prospect
you write SOLELY to them
and this magnetises your message
it attracts people LIKE them to you
and you layer other ONES on top of this
... by making sure that what you're writing, saying, or shooting is about:
- ONE POWERFUL THING
- ONE COMPELLING STORY
- ONE EVOCATIVE EMOTION
- ONE DESIREABLE BENEFIT
- ONE SIMPLE CALL TO ACTION
"a confused mind says no every time"
that's why this power of one works so well
it keeps things simple
it amplifies the effects of helping people understand and feel understood
___________________
as you can see, this is nothing new or complex
they're all very simple and straightforward
"common sense" if you will
then, you simply layer them on top of one another
you make sure they're used in:
- headlines
- hooks
- sales pages
- VSLs
- organic content
- emails
- DMs
- etc
ONE thing ... visualisation ... POINT! ... write like I talk ... write like they talk ...
if you do that, you're ahead of 99% of the population
your message will be clear
your message will resonate
your message will bring forth action
hope you found this educational piece valuable
nick
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The Power of Words | A Copywriting Masterclass In 4 Minutes
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