Copywriting: What It Is + 7 Lessons to Help You Write Better Copy

Want to turn words into results?

That’s what copywriting is.

To sell a product, offer a service, or run for office, you must persuade people to act.

This guide covers proven copywriting techniques that can transform your marketing. (Even if you’ve never written sales copy before.)

First, let’s start with the basics.

What Is Copywriting?

Copywriting is the art of writing persuasive text that compels people to take action. You can use it to sell products, generate leads, and build brand awareness.

Effective copywriting is clear, concise, and persuasive. It speaks directly to your target audience’s needs and desires.

What Does a Copywriter Do?

Needless to say, a copywriter spends most of their day writing. However, there’s more to a copywriter’s job than putting words on the page.

Experienced copywriters spend significant amounts of time learning about their customers. They also invest time in understanding how the product they’re writing about can help their prospects.

If you’re writing copy for your own product or service then you probably already know what it is, how it works, and how it compares to the competition. So your job is to learn about your audience’s thoughts, fears and desires. And how they phrase these things in their mind.

That way, you can write copy that speaks directly to them.

Different Types of Copywriting

There are many different types of copywriting, each with its own unique goals and challenges. Some of the most common types of copywriting include:

• Advertising copy: This type of copywriting promotes products or services to a wide audience. You’ll see it in a variety of media, whether that’s online, on TV, on the radio, or in print materials like magazines and newspapers.
• Sales copy: This type of copywriting is used to persuade people to buy a product or service. It’s often used in direct mail, email marketing, and on website landing pages.
• Direct response copywriting: This aims to provoke immediate action, such as clicking a link, signing up, or making a purchase. This type is commonly found in sales emails, landing pages, and infomercials.
• Public relations copy: This type of copywriting is used to promote a company or organization to the public. You’ll see it in press releases, media kits, and website biographies and about pages.
• Technical copywriting: This type of copywriting is used to explain complex products or services to a technical audience. It is often found in user manuals, training materials, and white papers designed to promote a product.

Why Is Copywriting Important?

Copywriting is pretty much a requirement for selling anything to an audience. If you can’t tell potential customers exactly why they should choose your product, they won’t.

But there’s a flip side to that:

Because great copywriting can be SO effective for getting sales, having solid copywriting skills becomes an excellent way to boost your business’s revenue. Because it becomes much easier to convert readers into followers, subscribers, and customers.

By becoming a good copywriter, you can also:

• Get higher conversion rates on landing pages
• Drive more sales from your paid ads
• Improve the structure and flow of your articles
• Get more engagement on your social media posts
• Get more people to share your content

In other words: copywriting can improve nearly every element of your marketing.

A Word on AI and Copywriting

There’s no denying it: artificial intelligence is having an impact on the copywriting industry. AI tools can write copy faster than any human can, and it has a lot of people wondering if copywriting is a dying profession.

But it’s not.

In fact, if you understand copywriting fundamentals, AI tools can be INCREDIBLY useful for making you more efficient—improving your output, rather than replacing it.

For example, there are tools like Semrush’s AI Writing Assistant that can create copy for almost any use case.

(It even offers options for some of the frameworks I’ll discuss below, like the PAS and AIDA formulas.)

Then you can add information about your product or service, and your target audience:

And then it’ll draft copy for blog articles, ads, social media posts, and more:

You can then use this as a starting point for your own copy. It’s not going to be perfect the first time around, which is why knowing the right copywriting techniques is still so valuable (which is what I’ll teach you below).

But there are also more basic AI tools like ChatGPT.

You can still draft copy with these. But they’re also incredibly useful for assessing, critiquing, and improving your own copy:

So, don’t be worried about AI stealing your copywriting job just yet. Instead, learn to use these tools (combined with the guidance below) to make you a better copywriter.

Lesson 1: Essential Components of Great Copywriting

Below are some fundamental aspects of copywriting that you’ll need to understand if you want to use it to sell anything.

The Slippery Slide

The #1 goal of your copy is to keep people reading.

Or as legendary copywriter Joe Sugarman put it:

You can think of this concept as a “Slippery Slide”:

You can create slippery slide copy with “Bucket Brigades”:

Little stories:

And “Open Loops”:

The “AIDA” Formula

AIDA stands for:

• Attention
• Interest
• Desire
• Action

AIDA is a powerful copywriting formula that works for:

• Sales pages
• Squeeze pages
• Blog post intros
• Email newsletters
• Video scripts

And more.

Here’s a real life example of how I used the AIDA formula in this guide to landing pages:

First, I grab attention with the first line:

Then, I drum up interest with a bold promise:

And I tap into the #1 desire anyone landing on this page has (higher Google rankings):

I cap things off with a call to action that pushes the reader to scroll down:

Focus on Benefits, NOT Features

No matter how great your product’s features are, it’s the benefits that get you sales.

For example, let’s say you just launched a new piece of software designed to help people become more productive.

Here’s how you can turn boring features into tangible benefits:

CoSchedule’s product page does a GREAT job at this.

Yes, they touch on features:

But look at how much of their copy is focused on benefits:

Strong CTAs

A strong call to action is the difference between a page that converts and one that falls flat.

Why?

Because your prospect is busy. VERY busy.

Which means they don’t have time to figure out what they’re supposed to do next.

So you need to tell them exactly what you want them to do, by using strong and clear CTAs.

For example, check out this landing page from Social Triggers:

This page uses a strong and clear CTA.

Not “Sign up.”

Not “Register.”

It’s literally:

“Enter your name and email, and click “Download Free Ebook”.”

That’s as clear as you can get.

Social Proof

People want to see evidence of your past success when deciding to buy from you. Whether this is through reviews or case studies you publish of happy customers.

That’s why pro copywriters PACK their copy with results and testimonials.

For example, Hotjar lets people know that they have more than 1.3 million users:

Instead of raw numbers, at Exploding Topics, we feature companies that have signed up to our newsletter:

You need social proof to sell. But you need sales to get social proof.

I call this “The Social Proof Paradox.” And it’s a real challenge—especially for new companies.

But you don’t need lots of reviews or testimonials to build up social proof.

For example, let’s say you launched a software product that has a free and paid version. But only a handful of people have upgraded to a paid plan so far.

Well, you could show off how many people signed up for your free trial:

Or maybe you only have 20 total customers. But three of them got AMAZING results. Feature these three results on your homepage:

Crystal Clear USP

Your USP is your Unique Selling Proposition.

In other words, here’s where you answer the question:

“Why should someone buy from YOU?”

Maybe you’ve got the lowest prices.

Maybe you deliver faster than anyone else.

Or maybe you guarantee results.

Either way, your copy needs to scream your USP at the top of its lungs.

For example, in a clever ecommerce marketing tactic, the eyewear site Warby Parker lets you try on frames at home, and return any pairs that you don’t like.

And they feature this super unique USP all over their site:

Sense of Urgency

How do you get customers to buy NOW?

Urgency.

Here are some easy phrases to use to create a sense of urgency in your copy:

• Limited time offer
• Quantities limited
• Only 47 left
• Sale ends on August 31st
• Doors close on Thursday
• Don’t miss out

(Needless to say, these statements should be backed up with real limitations. Otherwise, you’ll lose people’s trust.)

For example, this email from one of my product launches has a clear deadline (down to the minute!) that creates a super high sense of urgency:

Now that we have the fundamentals out of the way, the next section will cover how to use language that resonates with your target audience.

Lesson 2: How to Understand How Your Target Audience Talks

If you want to write copy that converts, you need to be able to do one thing REALLY well:

Write like your customers talk.

When you do, prospects will say: “This product is for me!”

The question is:

How do you find out how your customers talk?

Reddit Threads

If you want to write as your customers talk, Reddit is one of the first places to look.

Just head over to a subreddit where your target customer hangs out.

Then, take a look at some of the most popular recent threads:

For example, let’s say that you just launched a new Paleo Diet Bar.

Head over to the Paleo subreddit and search for “bars.”

And look at the language people use to describe what they like and don’t like about the current bars on the market.

For example, I found tons of awesome copy in this one thread from a few years back:

Copy that would work GREAT for a landing page, email, or Facebook ad.

How do you find out where they’re active?

Use a tool like Semrush’s One2Target. You just pop your domain (or a competitor’s domain) in, and go to the “Behavior” tab.

Scroll down and you’ll see the social media platforms your target audience uses most often.

Amazon Reviews

People love to leave reviews on Amazon—especially when they’re NOT a happy customer.

And you can mine these honest reviews for killer copy.

For example, check this Amazon review for a standing desk:

Well, if you also sell a standing desk, you just found some killer copy.

And I should point something out:

You can mine Amazon reviews even if you don’t sell a physical product.

For example, I looked at reviews for a popular book about SEO on Amazon:

And found these golden nuggets:

This is a copy that I can use to describe my next online course or guide.

Customer Surveys

Customer surveys are SUPER helpful, because they can give you copy ideas that are specific to YOUR product or service.

Specifically, you want to ask customers these questions:

• Why did you decide to buy [Your Product]?
• What was the #1 thing that made you say: Yes, this is for me?
• What have you tried before?
• What was your experience with those other products?

Yes, these responses are priceless for customer research, positioning, and creating new products.

But they also help you write copy that speaks directly to your target audience.

For example, here are actual responses from one of my own customer surveys:

That’s A LOT of info I can use to understand what my customers are thinking about when choosing products like mine.

And depending on your product, you can also ask questions about:

• Age and demographic info
• Biggest struggles
• Spending habits
• Business challenges

Customer Interviews

Interviews are like customer surveys on steroids.

That’s because you can dig deeper with follow-up questions.

For example, a while ago I hopped on Skype with three people that had recently graduated from one of my programs:

(Fun Fact: I was visiting family in Rhode Island when I did this interview. Hence the awesome flower curtains.)

And I asked pretty much the same questions that I ask in customer surveys:

• What’s your biggest challenge in SEO right now?
• Where does getting more search engine traffic rank in terms of importance in your business?
• Have you ever spent money on SEO training before? How did it go?

The big difference is that the interviews allowed me to ask follow-up questions.

These follow-ups helped me understand my customer’s challenges WAY better than a one-way survey response.

Here’s an example:

Product Hunt Discussions

You can use Product Hunt discussions to learn how potential customers describe what you sell.

Why?

90% of the people that post a question on Product Hunt already Googled for a solution to their problem. And they came up empty.

So jot down the words people use to describe their problem:

Then create landing pages optimized around those terms:

Now that you know how to talk like your customers, it’s time to put those words on paper (or the screen).

The next three sections will cover the three main parts of any piece of copy:

• The headline
• The lead
• The body

Lesson 3: How to Write Headlines That Get Clicks

You’ve probably heard the old adage: “80% of people read the headline, and only 20% read the copy.”

Is that number accurate? Who knows.

But what I do know is that your headline is SUPER important.

Fortunately, writing awesome headlines isn’t as hard as you might think.

All you need to do is follow the simple techniques below.

Be Insanely Specific

Your headline needs to be specific.

In other words:

Your headline should tell your prospect EXACTLY what they’re gonna get.

For example, check out this blog post headline:

Not horrible. But not nearly specific enough.

Look at how much better this super-specific headline sounds:

It tells you the specific benefit of doing what the article is going to tell you (remember from the first section: focus on the benefits, not the features).

Use a Number

Numbers FORCE you to write specific headlines.

For example, look at what happens when you take this bland headline…

…and add a number to it:

It’s MUCH more compelling—and specific.

In fact, that’s exactly why I use numbers in most of my blog post titles:

Strong Emotions

The best headlines tend to be emotional ones.

How do you create emotional headlines?

First, add emotionally-charged words to your headline copy.

Here are a few examples:

• Crazy
• Now
• Fast
• Mistake
• New
• Breakthrough
• Amazing

Obviously, you don’t want to go overboard.

No one’s going to believe a headline like “New Crazy Amazing Breakthrough That Works Fast!”

But adding one or two of these words to your headline can make it more compelling:

Second, pop your headline into the American Marketing Institute Headline Analyzer:

And it will give you a score from 0-100%.

There’s no magic number to aim for, and there are other tools out there. But this is an easy way to get a quick gauge of how emotionally captivating your headlines are.

Use FOMO

FOMO can make your headlines 10x more powerful.

That said:

FOMO (Fear of Missing Out) doesn’t work for every situation. If you use it incorrectly, it can seem like clickbait.

But if you can use FOMO you should use FOMO.

That’s because FOMO triggers a strong emotion in your prospects—an emotion that makes them want to hear what you have to say.

For example, this Facebook ad headline from HubSpot includes the phrase “Limited Time Savings”:

Answer the Question of: WIIFM?

Let me know if this sounds familiar:

You land on a site.

And the first thing you see is a headline that’s all about THEM.

Who. The heck. CARES.

Instead, you want to write headlines that are all about your customer.

In other words: your headline should answer the question in your customer’s mind:

“What’s in it for me?”

For example, check out this landing page headline:

Is the headline fancy?

Nope.

But if you’re looking to start using email marketing to grow your business, this headline lets you know that you’re in the right place. It makes it all about what YOU can do with the tool.

Now that you’ve got your reader’s attention with your headline, it’s time to reel them in even further with your lead.

Lesson 4: How to Write a Great Lead

In my experience, your lead is JUST as important as your headline.

(And in some cases, MORE important.)

That’s because your prospect uses the first few lines of your copy to decide whether or not to keep reading. And if you lose them here, you’ve lost them for good.

With that, here are some simple strategies you can use to write compelling leads.

Start With a Hook

The first sentences of your lead need to do a lot of heavy lifting.

So make sure your first few lines grab people by the eyeballs.

Here are some “copy and paste” first lines that you can use in your leads to do just that:

• Does this sound familiar?
• Now you can [benefit] in [timeframe] without [common solution]
• You know the feeling…
• New study finds [surprising result]
• Introducing: [product name]. A new way to [benefit] backed by [proof]
• I struggled with [problem] for [X years]. Until one day…

Here’s an example from Design Academy, which uses the idea of “I feel your pain” to instantly connect with readers:

Use Mini-Stories

Stories are a great way to hook people and keep them reading.

The problem is:

Your lead should be short and sweet. This means you don’t have a lot of room to tell an epic story.

Enter: Mini-stories.

As the name suggests, mini-stories condense a story into 4-5 lines.

For example, I kicked off the sales page of my flagship course with a super short story:

Complement the Headline

Sometimes your lead can just complement your headline.

In other words, you use your headline to grab their attention, and then you drum up interest with your lead.

(Yup, that’s the “A” and “I” from the AIDA formula I showed you earlier.)

For example, the lead in the sales page for my YouTube SEO course builds on the promise in the headline:

8 Lines or Less

Whether it’s a blog post, video script, sales page, or email newsletter, you want your lead to be SUPER short.

(8 lines max in most cases.)

Remember:

The goal of your lead is to grab someone’s attention so they keep reading.

And once you’ve done that, it’s time to transition into the meat of your page.

For example, I keep my blog post introductions to around 6-8 lines in most cases:

That way, I hook the reader with a strong lead, then jump right into the content itself.

Now, let’s talk about what comes after the headline and the lead.

Lesson 5: How to Write Copy That Converts

If you want to write better:

• Blog posts
• Emails
• Social media posts
• Ad copy
• Sales letters

You need to know how to write great body copy.

Write Like You Talk

This is the ultimate copywriting superhack.

For example, check out this paragraph from one of my newsletter emails:

Sounds pretty natural, right?

That’s because I read all of my copy out loud.

(And I recommend that you do the same.)

If it sounds weird, I rewrite it.

But if my copy sounds good out loud, I know it’s good to go.

Short Sentences

Short sentences almost always lead to better copy. Because they’re much easier for readers to understand.

And there’s a lot of research to back this up.

So, you should use short sentences as often as you can.

It’s easy to forget this as you write though, so you can use a free tool like Hemingway to check your draft and see exactly where you should shorten your sentences:

Bonus: The same goes for paragraphs—keep them short as well.

Write to ONE Person

In other words, AVOID copy like this:

Instead, write to one person:

This also applies to B2B marketing.

B2B copywriters LOVE to write copy that speaks to absolutely no one.

Here’s an example:

And here’s an example of B2B copy that speaks directly to the reader:

Much more compelling, right?

Active Voice

Look at these two lines:

As you can see, the active voice sounds MUCH better.

How do you know if you’re using the passive or active voice?

Jump into this Passive Voice Detector:

No Big Words

Big words don’t impress anyone.

In fact, they make your copy hard to read.

And as I like to say:

Hard to read = won’t read.

So avoid fancy words like these:

• Utilize
• Overwrought
• Fascinating
• Conscientious
• Unparalleled
• Demonstrates

You get the idea.

Instead, stick to terms that are easy to read and understand, like:

• Use
• Excited
• Interesting
• Careful
• Unique
• Shows

Write For Skimmers

Here’s a good rule to follow for ALL of the content marketing that you do:

People online don’t read. They skim.

That’s why you want to format your copy for skimmers.

Here’s how:

First, use lots of subheadings.

These break up your content into little chunks.

For example, take this post about how to do an SEO audit.

This post is 4,004 words long.

And to make those 4,004 words easy to digest, we split them up into distinct sections.

In fact, we used 26 total subheaders in that post.

Second, use “takeaway lines.”

These sum up the biggest takeaway of each section of your post.

For example, in this post I listed out my favorite link building tools:

And for every tool on my list, I covered key features, pricing and more.

So I added a little “Bottom Line” section after each tool:

That way, skimmers could get the gist without reading every single word.

Now that we’ve covered the headline, lead, and body copy, let’s go over a few templates you can use for any copywriting format.

Lesson 6: Copywriting Templates for Different Formats

Pro copywriters NEVER start from scratch.

Instead, they whip out a proven template and fill in the blanks.

(Or as one copywriter once told me: “Great copy is assembled, not written”.)

Let’s go through a few of my favorites:

Email Newsletters

Here’s a simple template you can use to write newsletters that people will actually want to open:

Let’s break it down:

Keep Your Subject Line Short and Sweet

Your subject line should outline your newsletter content—without giving away the farm.

For example, I used the super simple subject line “Backlinks” for one of my newsletters. And that email got a 46.3% open rate (from 92,232 subscribers).

That subject line lets people know that the newsletter is about backlinks.

But there’s still an element of mystery that makes you want to open the message. A one-word subject line won’t always work like this, but generally keeping it on the short side is best.

Write an Attention-Grabbing Lead

A compelling first line hooks your reader right away. This line also shows up as a preview in apps like Gmail. So it needs to be good.

Here’s an example:

Use a Lesson as a Story

Your newsletters should sound like they’re from a friend.

So share your lessons and tips in the form of a story.

(And yes, this applies to “corporate newsletters” too.)

For example, look at CoSchedule.

Even though they have dozens of people working for them, their newsletters don’t feel like it.

Their emails are personal, funny and sent from a single person (Jordan, in this case):

Include a Clear Call-To-Action

Let your reader know EXACTLY what to do next, whether it’s to sign up for a free trial, read a blog post or make a purchase.

Head back to the first section for more on CTAs.

Use a P.S.

People can’t resist reading a P.S.

This is why I recommend ending your newsletters with a P.S. that sums up your offer and CTA.

Here’s a P.S. that I used in one of my own newsletters:

Landing Pages

Here’s how to create high-converting service pages, newsletter signup pages, and more:

Let’s break each element down:

Offer a Clear Benefit in Your Headline

Your headline should let the reader know what they’ll get from your product, service, newsletter, or free trial.

For example:

Include Social Proof

Include social proof above the fold. This can be logos from places you’ve been featured, the number of customers you’ve had, or a handful of big-name clients.

Here’s an example:

Follow the PAS Formula

The meat of your landing page should follow the “Problem, Agitate, Solve” formula.

Start with your prospect’s #1 problem, highlight how annoying that problem is, then tease a solution.

Use a Suitable Transition

The transition from your prospect’s problem to a specific offer needs to be smooth and logical.

Here’s a good example of this transition in action:

Include a CTA

Let your reader know exactly what to do next, whether it’s scheduling a demo, buying something, or signing up.

Blog Posts

Here’s a template you can use to create blog posts that drive traffic and email subscribers:

Let’s break it all down:

Make Your Headline Insanely Specific

Let your reader know exactly what they’re going to learn. More specific = more clicks.

Here’s an example from one of my posts:

Keep Your Intro Short

Keep your intro to eight sentences max.

Simple.

Use the Proof and Preview System

Your intro should prove you can deliver on the headline’s promise AND preview what they’ll learn or achieve.

For example:

Write Actionable Content

Pack your post with actionable tips, techniques, and strategies that people can use right away.

For example, my post about getting more traffic includes ZERO fluff or “high level” advice.

Instead, it’s all super actionable stuff that you can use right away:

Include Lots of Examples

Examples make your content easier to understand and use.

That’s why I use tons of examples in every post:

Conclude with a Call to Action

Ask your reader to leave a comment, subscribe to your newsletter, or both.

You know the CTA drill by now.

Sales Letters

Here’s how to structure long-form sales letters for online courses, paid newsletters, and more:

Make a Bold (But Real) Promise in Your Headline

Grab your reader’s attention with a bold headline. Your headline should cite one insanely specific benefit that they’ll get from your product.

Here’s an example:

Powerful Lead

Start your sales letter off with a story, statistic, or relatable situation.

This is a great example:

Use the “D” and “A” from AIDA

Your headline and lead checked off the “Attention” and “Interest” parts of the AIDA formula.

The middle of your sales letter should create the desire for your product and push them to take action.

Use Bullets

Use bulleted lists of benefits throughout your sales page.

Here’s an example of super compelling bullets:

Add Testimonials

Use lots of testimonials from people that your prospect can easily relate to.

This is a great example of a non-spammy testimonial:

Risk Reversal

Pack your sales letter with risk reversals. They make signing up a no-brainer.

Here are a few examples:

• Cancel anytime
• 60-day guarantee
• No questions asked
• Try now, decide later

Add Lots of Call-To-Actions

Your sales letter should have relevant CTAs up and down the page. Stick to just one action so it’s clear to readers what you want them to do.

Lesson 7: Advanced Copywriting Tips

We’ve covered the basics.

Now it’s time to develop some advanced copywriting skills.

So without further ado, let’s get started.

Use “Crooked Numbers”

“Crooked Numbers” are numbers that aren’t rounded.

For example:

• 57
• 8,913
• 41.9%
• 12.4

Crooked numbers are almost more believable than rounded numbers in some cases. They’re less “perfect” and more “natural.”

(At least they can be. Overusing them or forcing them can make them lose their power.)

For example, check out this intro from one of my blog posts:

I could have rounded up my monthly traffic to something like “over 500,000.”

But I went with the exact number:

Back that up with an image showing where the number came from, and you’re golden.

Sellin’ Ain’t Tellin’

I once asked a successful salesman his #1 sales tip.

His answer?

Sellin’ ain’t tellin’

In other words:

Don’t talk about your product.

Instead, SHOW people what it can do.

For example, this landing page talks about why their digital currency is “Made For You”:

But I still have no idea how it actually works.

On the other hand, the Coinbase homepage shows you exactly how it works:

Use Clear Button Copy

Most people put zero thought into their button copy.

And it’s a big mistake.

Why?

Because clicking a button is usually the last step for any conversion on a website.

With that, here’s how to write high-converting button copy:

Make the outcome crystal clear.

For example, Yoga International offers a free trial. And their button text is clearly related to exactly what you get when you sign up: “Get 7 days of free yoga”.

They could have just made the button say: “Start free trial.”

But this is way more relatable to their audience and far more compelling. Because a free trial could be anything. But you know EXACTLY what free yoga is.

How to Get Out of “The Friend Zone”

The Friend Zone is when you like someone. And they like you back… as a friend.

As it turns out, the same thing happens with potential customers and clients.

They like what you’re selling… but not enough to buy.

What’s the solution?

Squash objections.

Objections like:

• It’s too expensive
• Now is not a good time
• Will this work for ME though?
• I’m not ready to switch from Product X

You see, most people pretend that these objections don’t exist.

Instead, YOU want to bring these objections up—and squash each and every one of them.

Here’s a great example:

Answer the objections yourself before the potential customer has a chance to think of it.

Create Mental Movies

The world’s best copywriters create “Mental Movies” in your head.

For example, look at this blog post intro from entrepreneur Marie Forleo:

That copy could have been something like:

“Have you ever felt overwhelmed with your business?”

But that wouldn’t have launched a mental movie in your mind.

Instead, Marie paints a picture that makes her copy significantly more compelling:

Make Your Testimonials 10x More Effective

We’ve already talked about how testimonials can boost trust in your business or brand.

Unfortunately, most testimonials look something like this:

There’s nothing “wrong” with that testimonial.

But it’s not going to push anyone to buy. It’s not specific and doesn’t highlight any of the benefits.

Instead, you want your testimonials to follow this proven formula:

As you can see, this formula is broken down into 3 main parts:

First, you have the “Before.”

Here’s where your customer paints a picture of where they were BEFORE they tried your product.

That way, your testimonial is SUPER relatable.

Here’s an example:

Next, you have the “After.”

This is a set of specific results that your customer got from your product.

Finally, you have “What They’d Tell Someone.”

Here’s where you ask your customer: “What would you tell someone that’s considering this product?”

Here’s an example:

And because this recommendation comes from a customer, it’s VERY believable and credible.

Obviously, you can’t word your customer testimonials for them. But you can ask them for a testimonial in a way that encourages them to think about these aspects.

Or, simply show off the ones that best fit this formula.

Use Copywriting to Grow Your Business

Let’s summarize how to write a killer copy for your target audience:

1. Research and understand your target audience
2. Speak the language of your audience by using the right tone and language
3. Create compelling titles and headings
4. Connect with the readers by appealing to their desires
5. Use specific CTAs throughout your copy
6. Incorporate customer surveys, studies, and highlight findings using techniques like crooked numbers
7. Anticipate and counter any objections with empathy, facts, and genuine concern to convert even the skeptics
8. Tell relatable stories but remember to be direct by using active voice
9. Probe the audience with questions likely to elicit positive responses
10. Write as you speak, and always aim for a conversational tone with one person
11. Benefits sell—in short, tell the target audience what they stand to gain by following your CTA

Want to learn even more copywriting tips and tricks? Check out our guide to SEO copywriting to find out what it takes to sell online.