Copywriting: The Definitive Guide

This is a complete guide to copywriting in 2020.

So if you’re looking for:

More traffic.

More leads.

More sales.

Then you’ll love the actionable techniques in this new guide.

Let’s get started.


Chapter 1:Copywriting Fundamentals

What Is Copywriting?

What Is Copywriting?

Copywriting is the practice of crafting written text in order to inform, inspire or persuade. In most cases, copywriting is used to increase sales and conversions. Mediums where copywriting is implemented include sales letters, blog posts, advertisements and social media posts.

Why Is Copywriting Important?

In this age of video and podcasts, does copywriting still matter?

In a word: yes.

Here are some of the benefits that you can get from becoming good at copywriting:

  • Get higher conversion rates on key pages
  • Improve structure and flow of articles
  • Get more engagement on social media posts
  • Have more people share your content
  • Understand your customer’s needs and wants

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

This obviously includes articles and sales pages. But copywriting also comes into play when creating:

Copywriting applications

What Does a Copywriter Do?

Needless to say, a copywriter spends most of his or her day writing. However, there’s more to a copywriter’s job than putting words after words.

In fact, 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, than 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.

I cover more on how to do this in Chapter 2 of this guide.

How To Become a Copywriter

Fortunately, you don’t need any formal training or education to become a copywriter. Instead, you need to get good at the following skills:

  • Customer research
  • Sentence structure
  • Web copywriting
  • Grammar and spelling
  • Persuasion
  • Content structure
  • Online advertising

To be clear: becoming a good copywriter takes time. But it’s a marketing skill that you can use to get clients as a freelance copywriter or to improve your job prospects.

In fact, according to the National Association of Colleges and Employers, 73% of employers want to hire people with strong writing skills.

And if you’re a small business owner (like me), you can use copywriting to improve your marketing and grow your business.

Chapter 2:Customer-Focused Copy

Customer-Focused Copy

If you want to write copy that converts, you need to master one simple rule:

Write like your customers talk.

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

The question is:

How do you do it?

Use one of the 5 simple strategies from this chapter.

Reddit Threads

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

To use it, head over to a subreddit where your target customer hangs out.

Reddit – /r/Entrepreneur

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

Reddit – /r/Entrepreneur – Top

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

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

Reddit – /r/Paleo – 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:

Reddit – /r/Paleo – Comments

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

Use language from Reddit threads

Amazon Reviews

As you’ve probably seen firsthand, people on Amazon don’t hold back:

Amazon – Review


And you can mine these honest reviews for killer copy.

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

Amazon – Desk review

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

Amazon – Desk review copy

And I should point something out:

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

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

Amazon SEO book

And found these golden nuggets:

Amazon – SEO Books review

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

Customer Surveys

Customer surveys are SUPER helpful.

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 recent customer surveys:

Customer feedback

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

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

For example, Backlinko is in the B2B space.

So I ask customers to paint a picture of where they’re at with their business:

STW Survey

Customer Interviews

Interviews are like customer surveys on steroids.

That’s because you can dig deeper with followup questions.

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

Skype call

(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 followups helped me understand my customer’s challenges WAY better than a one-way survey response.

Here’s an example:

How do you go about choosing topics for blog content?

Well, if there’s a lot of shares on it on social media then you know people are interested in it.

We kind of try to add onto what a lot of people are already writing about and go from there.

Makes sense. Once you pick a topic, how do you know whether to go with an infographic, a guide or whatever?

It depends on the client’s business. Infographics worked really well for one client and they didn’t work so well for another. For example, one client sold pool supplies and infographics worked awesome.

Can you give an example for an infographic you made for that client?

Social Media

Here’s how this works:

First, search for a competing product on Twitter:

Twitter search Quickbooks

Then, keep an eye out for complaints that crop up again and again:

Twitter – @jcasabona status

And if your product has any of these “missing” features, make sure to emphasize that in your copy:

Emphasize features from social media research

Ask Product Hunt

You can use “Ask Product Hunt” 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…

ProductHunt – Ask chat tool

…and create landing pages optimized around those terms:

Use terms taken from customer interviews

With that, it’s time for chapter 3…

Chapter 3:Pro Copywriting Strategies

Pro Copywriting Secrets

This chapter is a list of seven copywriting strategies that you can use to write better copy from scratch…

…or improve your existing copy.

So if you want actionable copywriting tips that you can implement right way, this chapter is for you.

The Slippery Slide

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

Or as legendary copywriter Joe Sugarman put it:

“The sole purpose of the first sentence in an ad is to get you to read the second sentence.”

– Joe Sugarman

In other words, to us something that copywriters call a “Slippery Slide”:

Slippery slide

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

Actionable SEO Tips – Post

Little stories:

Grow YouTube Channel – Post

And Open Loops:

SEO Campaign – Post

The “AIDA” Formula

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 visual of how it looks:

The AIDA formula

As you can see, AIDA stands for:





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

Backlinks Guide – Post intro

First, I grab attention with the first line:

Backlinks Guide – Post intro – First line

Then, I drum up interest with a bold promise:

Backlinks Guide – Post intro – Promise

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

Backlinks Guide – Post intro – Desire

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

Backlinks Guide – Post intro section

Benefits > Features

Features are nice.

But benefits sell.

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:

Features .vs. Benefits

CoSchedule’s homepage does a GREAT job at this.

CoSchedule – Homepage

Yes, they touch on features:

CoSchedule – Features

But look at how 90% of their copy is focused on benefits:

CoSchedule benefits

Very cool.

Strong CTAs

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


Here’s why your CTA is so important:

Your prospect is busy. VERY busy.

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

So tell them exactly what to do.

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

Social Triggers – CTA highlight

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”.”

The Bottom Line
The Bottom Line

Use strong and clear CTAs whenever you want your prospect to do something. As you just saw, your CTAs don’t have to be fancy. Just tell them what to do.

Social Proof

According to the Nielsen Norman Group, people rely on social proof when they’re not sure what to do next.

In other words: social proof is important when someone’s deciding whether or not to buy what you sell.

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

For example, Hotjar lets people know that they have 350,000 users:

Hotjar – "Trusted" statement

Instead of raw numbers, vidIQ features successful users on their homepage:

VidIQ – Customers

How to Solve The “Social Proof Paradox”

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.

Fortunately, there’s an easy way to sidestep this problem:

Feature your strongest form of 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 upgraded to a paid plan so far.

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

Use social proof

Or maybe you only have 20 total customers. But 3 of them got AMAZING results. Feature these 3 results on your homepage:

Testimonials as social proof

For example, when I launched my YouTube SEO course First Page Videos, we only had around 10 beta users. Not a ton of social proof.

But 4 of our beta students absolutely crushed.

(Including one student that quickly racked up 200k+ views with his first video)

So we decided to feature those 4 people on the sales page:

First Page Videos – Testimonials

Crystal Clear USP

USP=Unique Selling Proposition.

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

“Why should someone buy from YOU?”.

Maybe you’ve got the best 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.

And if you don’t have a USP?

Well, you’ve got bigger problems than copywriting. But that’s another story…

For example, the ecommerce site Warby Parker lets you try on frames at home… and return any pairs that you don’t like.

Warby Parker

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

Warby Parker – Home try

Sense of Urgency

How do you get customers to buy NOW?


Here are some easy ways 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 Derek Halpern uses a clear deadline (down to the minute!) that creates a super high sense of urgency:

Derek – Email

Chapter 4:How to Write Amazing Headlines

How to Write Amazing Headlines

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 in this chapter.

Be Insanely Specific

Your headline needs to be insanely specific.

In other words:

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

For example, check out this blog post headline:

Vague headline

Not horrible. But not nearly specific enough.

Look at how much better this super specific headline sounds:

Specific headline

And this rule doesn’t just apply to blog content.

For example, cites a specific timeframe for getting a result:

Snap company

Use a Number

Numbers FORCE you to write insanely specific headlines.

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

Headline with no number

…and add a number to it:

Headline with number

It’s MUCH more compelling… and specific.

Which is probably why an industry study from Moz found that number headlines got 327% more clicks than question headlines:

Overall headline preferences

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

Backlinko posts with numbers

Strong Emotions

The best headlines tend to be emotional headlines.

The question is:

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:

Best Free SEO Tools – Post

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

AM Institute – Headline analyzer

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

AM Institute – Headline analyzer score

I try to get my headlines to at least 30%… especially for sales pages and landing pages.

AM Institute – Headline analyzer – Score


FOMO can make your headlines 10x more powerful.

That said:

FOMO (Fear of Missing Out) doesn’t work for every situation.

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”:

HubSpot – Offer

Answer: 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.

Headline "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, this homepage headline is:

Deal with growth – Homepage

Is the headline fancy?


But if you’re looking to grow your Shopify store, this headline lets you know that you’re in the right place.

Chapter 5:Master The Lead

Master The Lead

The lead is VERY underrated.

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 simple strategies that you can use to write compelling leads.

Start With a Hook

The first sentence of your lead is HUGE.

So make sure your first line grabs people by the eyeballs.

For example, this sales page from Derek Halpern has a KILLER first line:

Derek – Sales page

And here are some “copy and paste” first lines that you can use in your leads:

  • “Does this sound familiar?”
  • “Now you can now [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…”

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. Which 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 kick off the sales page of my flagship course with a super short story:

SEO That Works – Story

Note: This lead is based on a real exchange with a prospective customer. I knew that lots of people related to how John felt. So I literally copied and pasted his message into the sales letter.

Complement the Headline

Sometimes your lead can just complement your headline.

In other words, you use your headline to grab their attention:

Grab attention with your headline

And drum up interest with your lead:

Create interest with your lead

(Yup, that’s the “A” and “I” from the AIDA Formula)

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

First Page Videos – Sales page

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)


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 lines:

Optimize for Voice Search – Post

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

Chapter 6:How to Write Compelling Copy

How to Write Compelling Stories

In this chapter I’m going to show you EXACTLY how to write awesome copy.

So if you want to write better:

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

Then this chapter is a must read.

Write Like You Talk

This is the ultimate copywriting superhack.

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

Newsletter – Paragraph

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=better copy.

And there’s research to back this up…

The American Press Institute gave research subjects two different articles to read.

Article #1 had an average sentence length of 54 words.

Article #2 had an average sentence length of 12 words.

What happened?

People that read Article #2 had 711% better comprehension than Article #1.

Short sentences boost reader comprehension

Bottom line?

Use short sentences. They’re easy to read AND understand.

Write to ONE Person

In other words, AVOID copy like this:

Avoid copy like this

Instead, write to one person:

Write to one person

This also applies to B2B.

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

Here’s an example:

Generic B2B copy

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

Specific B2B copy

Active Voice

Look at these two lines:

Active voice

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

How do you know if you’re using the passive or active voice? You can read this thorough guide from The University of Wisconsin.

Wisconsin handbook

You can also check the active vs. passive voice with a tool like Hemingway:

Hemingway app – Homepage

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
  • Notice
  • Unique
  • Show

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, I recently published this post about how to do an SEO audit.

SEO Site Audit – Post

This post is 3,837 words.

And to make those 3,837 words easy to digest, I split them up into distinct sections.

SEO Site Audit – Steps

In fact, I used 43 total subheaders in that post.

Second, use “takeaway lines”.

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

For example, last year I listed out my 15 favorite link building tools.

Link Building Tools – Post

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

Link Building Tools – Pricing

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

Link Building Tools – Bottom line

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

Chapter 7:Proven Copywriting Formulas

Proven Copywriting Formulas

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”).

And this chapter contains four proven copywriting formulas that you can use right away.

Check ‘em out:

Email Newsletters

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

Email newsletter template

Let’s break it down.

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 recent newsletters. And that email got a 45.9% open rate (to 92,232 subscribers).

Newsletter open rate

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.

Attention-Grabbing Lead

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

Here’s an example:

Email lead

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):

Jordan – Email

Clear Call-To-Action

Let your reader know EXACTLY what to do next…

…whether it’s sign up for a free trial, read a blog post or make a purchase.

Use a P.S.

Most people can’t resist reading a P.S..

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

Here’s a PS that I used in one of my recent newsletters:

Backlinko – Newsletter

With that, let’s check out our next template…

Landing Pages

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

Landing page template

Let’s break each element down.

Headline=Clear Benefit

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

For example:

GrowthMentor – Homepage

Social Proof

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

Here’s an example:

BuzzSumo – Homepage


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.


Transition from your prospect’s problem to a specific offer.

Here’s a cool example of this transition action:

Truvani marine collagen


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.

Blog post template

Let’s break it all down.

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 recent posts:

Skyscraper Technique – Headline

Short Intro

Keep your intro to less than 8 sentences.

Intro=Proof and Preview

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

For example:

Actionable SEO Tips – Intro

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:

Increase Website Traffic – Actionable

Lots of Examples

Examples make your content easier to understand and use.

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

Actionable SEO Tips – Examples


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

Sales Letters

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

Sales letter template

Headline=Bold Promise

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:

Renegade Diet – Book headline

Powerful Lead

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

This is a great example:

NerdFitness – Story

“D” and “A” From AIDA

Your headline and lead checked off the “Attention and “Interest” in the AIDA Formula. The middle of your sales letter should create desire for your product… and push them to take action.


Use bulleted lists of benefits throughout your sales page.

Here’s an example of super compelling bullets:

Mental Mastery – Bullets


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

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

How to Talk to Anybody – Testimonial

Risk Reversal

“Cancel anytime”. “60 day guarantee”. “No questions asked”. “Try now. Decide later”. Pack your sales letter with risk reversals. They make signing up a no-brainer.

Lots of Call-To-Actions

Your sales letter should have CTAs up and down the page.

Chapter 8:Advanced Copywriting Strategies

Advanced Copywriting Strategies

We covered the basics.

And now it’s time to develop some advanced copywriting skills.

In this chapter I’m going to transition into more advanced copywriting strategies and approaches.

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

As it turns out, crooked numbers are more believable than round numbers.

NY Times – Numbers post

That’s why you DON’T want to round numbers in your copy.

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

Actionable SEO Tips – Intro (cropped)

I could have rounded up my monthly traffic to something like “over 200,000”.

But I went with the exact number:

Actionable SEO Tips – Number

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”.

Made for you – Landing page

But I still have no idea how it actually works.

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

CoinBase – Home

Use Clear Button Copy

Most people put zero thought into their button copy.

And it’s a big mistake.


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:

I offer a case study at the bottom of the Backlinko homepage:

Backlinko case study

I could have made the button say:

“Learn More”.

Instead, I made the outcome insanely specific:

Backlinko – Case study button

And this is one of the main reasons that my homepage converts at 10.76%:

Analytics – Conversion rate

How to Get Out of “The Friend Zone”

We’ve all been in “The Friend Zone” before.

(Or at least I have 😀 )

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”
  • “Not a good time”
  • “Will this work for me?”
  • “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:

Mental Mastery – Questions

Create Mental Movies

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

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

Marie Forleo – Blog intro

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:

Marie Forleo – Blog intro parts

Reduce Price Objections

Here’s how this works:

A few years ago researchers at the University of Pittsburgh looked at how the wording of a mandatory fee affected conversions.

One group saw an overnight delivery fee described as:

“$5 fee”

And another saw the same fee described as:

“A small $5 fee”

Amazingly, the conversion rate of the “A small $5 fee” group was 20% higher than the group that read about the “$5 fee”.

In other words:

Adding the term “a small” made a HUGE dent in conversions.

How can you use this research in your own copy?

Well, let’s say you have a fee or charge that you want to minimize.

Use terms that make them seem small and insignificant.

And you might just notice conversions boost.

Make Your Testimonials 10x More Effective

According to Bigcommerce, customer testimonials and case studies can boost sales by 62%.

That is, if you use them right.

Unfortunately, most testimonials look something like this:

Average testimonial

There’s nothing WRONG with that testimonial.

But it’s not going to push anyone to buy.

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

Proven testimonial 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:

Testimonial – Before

Next, you have After.

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

Testimonial – After

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:

Testimonial – Tell someone

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

Now It's Your Turn

Now It's Your Turn

I hope you enjoyed my ultimate guide to copywriting.

Now I’d like to hear from you: which tip from today’s guide are you going to try first?

Are you going to use numbers in your headlines?

Or maybe you want to try shorter sentences.

Either way, let me know by leaving a quick comment below.

  1. I don’t know how you do it Brian 🙂 Yet another brilliant and informative guide.
    Great point regards the active voice in that something I make the mistake thing sometimes when writing.
    Thanks Brian.

  2. Just got into work and was only able to scan it.

    Looking forwards to reading through it, looking back at my old blog posts, and making adjustments.

    Keep up the good work!

  3. Amazing guide. I have learned lots of new things about copywriting. Thanks Brian for sharing helpful content.

  4. Yes! Copywriting is so important!! I put allot of energy and attention in nice graphics. But you definitely need good copy to truely connect. I like the reddit advice of putting the research to come up with some key relatable issues that you can address. I will favourite this to read this a few times to truly soak up all the goodstuff.

    1. Hey Jamie, oh nice! I had a really nice time chatting with you back then. I learned A LOT from our talk. And I’m glad to hear that you’re doing well man!

      1. Thanks! I am currently going through SEO That Works 3.0 to freshen up on anything new you came out with. Anyone that reads this it is 100% worth buying this program. My career skyrocketed and tomorrow (3/6/19) I have an interview with a top e-commerce marketing agency to become their Senior Marketing Strategist. I am even starting to get into Youtube as well. I saw you have a course on it and I am excited when the registration reopens.

  5. Why does Backlinko want comments so badly? What does that do for Google?
    I’ve learned to watch what SEO experts DO, rather than what they SAY. What Brian DOES is ask for comments.

    1. I do think comments indirectly help with SEO. But not everything I do is about SEO. To me, comments are all about engaging with the awesome Backlinko community!

  6. Really great another post Brian. I searched for it but nowhere I found about this topic. This is amazing Brian. I made big mistakes when I wrote headlines of the post. This is very much helpful article for me.
    Thanks for sharing valuable information.

  7. Hey Brian,

    Thanks a lot for this amazing guide.

    Can’t read this all in one go so I’ve read a couple of chapters and bookmarked the post for later.

    Btw, what screenshot tool are you using?

  8. It’s for sure that this guide is the definitive one! Instead of paying tons of money for online courses, copywriters on the entry-level can just read this. And it works for marketers as well.
    Thank you!
    P.S. Big fan of yours 🙂

  9. Wow, you really have knocked it out of the park again Brian.

    This is arguably the most comprehensive FREE piece of information I have seen about copywriting in history.

    Thanks so much for all that you do.

  10. Thanks Brian! What a helpful post! I will definitely share with my clients as they continue to build their own power pages and blog articles. Sometimes you get so focused on the content of the article or call-to-action rather than following a step-by-step formula. Thanks for sharing! Great work!!

    1. You’re welcome, Kyle. For sure. One of the best pieces of copywriting advice I ever got was: “Great copy is assembled, not written”.

  11. Hi Brian,

    One word would be for this guide and that is AMAZING.

    Copywriting is still alive and works like charm if one knows how to use it right.

    Famous copywriters like Ramit Sethi and Neville Medhora are making millions of dollars using copywriting.

    Most people this copywriting has limited to only few areas but the truth is it can use almost any types of business whether it is online or offline.

    Thanks for sharing this beautiful guide.


    1. You’re welcome, Umesh. I agree: copywriting is a really underrated marketing skill. To me, it’s still #1.

  12. Always look forward to receiving your emails! Such amazing content. Thanks for this one Brian! Can’t wait to use these strategies in my next email campaign.

  13. Hi Brian,

    Thank so much for this Copywriting guide. It’s superb!

    It will definitely help in writing more engaging and high-quality content for my readers.

    Do you have PDF so that l can download it for my reference?

  14. Thank you, so much Brian! ~ You’re an amazing source! ~ I’ll come back to this to study more … I am an aspiring blog author, so far thinking of publishing some work soon, in lOVE and Blessings, Tat Jane
    if appropriate, check me out, down there

  15. You nailed it Brain. I don’t know you do your research but you do lot better than others.
    BTW, if someone is selling productivity software and reading this article then there is already a diamond for them here.

  16. This is very timely Brian as I’m about to launch my first major product.

    I have sticky notes right now with a checklist I drafted from this guide so I don’t make any mistakes.

    Thank you so much.

  17. Excellent guide! Also an excellent example of how to write a definitive guide to something. I’ll use it as inspiration for the definitive guides I plan to write.

  18. Hey Brian this guide is very timely. I was searching for a detailed guide like this. My question is that is okay to make my blog posts funny, like adding a sense of humor?

  19. I LOVED this guide Brian. Knowing your content as soon as I read “Copywriting Guide” from you, I clicked that link faster than a knife fight in a phone booth.

    Thanks for sharing this, you covered so many great points here.

  20. What an amazing article. Before i was not sure how to write an awesome piece of content.

    I readed a lot of articles about copywriting but they are not so complete and actionable as your article is. Now i’m ready to write an amazing piece of content.

    I’m just wondering. How many hours does it take you too write an article like this?


    P.S: i used a few of your strategies in this comment.

    1. Hey Koen, thank you. This took about 20 hours to write (plus several more hours from my team to design and code the guide). No joke!

  21. Hey Brian,

    This should be a book man!
    I’ve been waiting on this post forever!

    AIDA and PAS formulas were so confusing (didn’t know where to apply them). Now I know.

    I’ve been using your awesome techniques like bucket brigades to increase stickiness.

    I only wish there was a checklist for this!

    Thanks for sharing.
    This post will be referenced regularly!

    1. You’re welcome, Malik. Glad you learned so much new stuff from today’s post and are putting it into practice.

  22. OMG Brian, that’s incredible! I thought you are only the master of SEO, but now I see you master everything. Thank you for this, many valuable points to take out and use in our sales team.

    1. Thanks Jure! I do know SEO and copywriting really well. Other than those 2 things I’m pretty much useless 😂😂

  23. Dude.

    You got me to read this entire post on mobile (no small feat). And not simply because I had no other options.

    Looking forward to returning to it on a larger screen where I can better appreciate the images/examples.

    First thing I’m implementing is the blog post template. And then I have sales/landing pages that need help. And then… 😬

  24. Before I had this copy writing guide, I was just winging it. After I read this guide, I got actionable techniques to use. I recommend this copy writing guide to everybody!

  25. Thanks, Brian! This was super informative and helpful, especially for someone like me who is just getting their start in copywriting. I particularly liked the proven formulas sections. I will definitely bookmark this and return back to it again in the future.

  26. Amazing copy! Probably more than 268,439 people have already shared it on their social media! 😊

    Writing is a beautiful skill and it’s really a form of art. However, sometimes I find myself bothered by the SEO practices to include a keyword here and don’t forget to place that keyword there. I feel like I need to pay more attention on keywords than on making a good copy. I can live with it, but it’s exhausting.

    (I love the designs in your guide, they made the reading more enjoyable).

    Okay, now I’ll go and take a closer look at the 37 screenshots I made. 😊

    1. Thanks Sandra. That’s something that every copywriter struggles with (myself included). How do you write for humans but also include keywords that people search for. That’s the “art” side of SEO copywriting. It’s tricky.

  27. Well done, Brian! A couple things I’ve really been working hard on in my copy are 1. specificity, and 2. a more conversational tone. Most of the copy today is the exact opposite. It’s a lot of chest beating (We’re #1!) and grand, unspecific claims. Companies that can improve their copywriting can really gain a competitive advantage.

    1. Hey Steve, thank you. The conversational tone is a big one that most people underestimate (especially in B2B).

  28. I normally don’t read many articles as they seems to be all same.However, I love this article. Very informative. I can see you really know what are you doing.:-) I should read more!:-)

  29. With so many variations of copywriting guides online, this one sure represents a fresh perspective!

    Another wonderful read, Brian. Loved the “Great copy is assembled” quote 🙂

  30. Wow Brian, thanks so much for the excellent content you provide. Once again this is gold…my takeaway is using Reddit to learn language our customers are using, and three step tesimonials. Looking forward to diving in deeper, thanks again

  31. Wow. The timing of this couldn’t be better. I’ve seen articles talking about painpoints here and there, but it only clicked at the intellectual level until just a bit earlier. One thing I understand about copywriting is that it’s used everywhere writing exists — whether you want it or not. You need that to make almost everything you do more compelling and worthy of tens of thousands of audience.

    By the way Brian, your definite guide idea is so great that we kind of copied it and adapted it to our own a few weeks ago. It’s a visual guide about higher math learning, so the niche is very small but it’s doing well so far. Now we really got an appreciation on the amount of effort needed to pull off this kind of stunt.

    1. Thanks Thomas. And I’m glad to see that you’ve adapted the custom-designed, definitive guide approach to your niche. You’re right: these are super hard to make!

  32. This is a goldmine! So glad you wrote this to help. For a small price product like $97, would a short sales letter work well too ?

    1. Thanks Cheefoo. Usually the length of the sales page is proportional to the cost. It’s not a hard and fast rule, but in general, a sales letter for a $97 product is going to be shorter than one that costs $1k+.

  33. Hi Brian,
    This is an amazing guide with lots of examples! I am going to try the first strategy in chapter 1 for the landing page. Thanks for this great post.

  34. This is really a great guide, Brian. I got it by email and it was actually very interesting to me immediately, as I’ve been trying to think of more tips to offer small business owners. Copywriting is definitely one area almost everyone needs to work on!

    Question – what tool are the graphics made with, that you use for the Active Voice, the email newsletter and landing page templates, etc.?

    Is it photoshop or illustrator, or a more consumer-level tool like Canva?

    1. Hey Devin, I agree: copywriting is super underrated. To answer your question, we work with a talented graphic designer to get those done.

  35. Here is a little secret Brian – People feel that I write great copy, but the truth is that I have been using reviews for writing copy from a long time and it works great.

    Words used by the customers in reviews are the best source of ideas for copywriting.

  36. Outstanding guide Brian!

    I’m curious how you decided to feature the active/passive voice guide. It caught my eye because I’m an alum (Let’s. Go. Badgers!) but I’m always reading into why you include the resources you include. The page itself doesn’t rank high for anything, so you must have REALLY been digging to find that one.

    Maybe you wanted something academic because of the inherent authority there? Or maybe it could make sense as a site to reach out to for a link now that you’ve featured them?

    If you’re willing to pull back the curtain at all there, I’d love to know!

    Thanks for churning out another A+ guide!

    1. Hi Tyler, thank you. I wrote the first draft a few months ago so I honestly don’t remember how I stumbled on that particular resource. I probably Googled “active vs. passive” voice or something like that and liked the succinct description and examples on that page.

  37. This is amazing Brian! Some of these techniques I’ve learned over the years like the strong CTA’s and button copy and of course AIDA. But you went a whole step ahead with actionable methods and lots of examples. I love these. I’m definitely going to use the testimonials info for my site. My testimonials don’t look anything like that! Great, great read. I read it all the way through. Nice work!

  38. Brian, I have little confusion. When I try to write a title then I check with Coschedule headline analyzer, It got about 70 to 72 scores in there and the same article gets 22% in advance marketing ins. headline analyzer. Which data is more preferable.
    And again If I get 44% AMI then test it to Coschedule then it gets 68%. I am in confusion. If you clear this then it will very helpful for me.

    1. Each tool works differently. The Coschedule tool analyzes lots of factors. The AMI one only looks at emotional impact.

  39. OMG Brian! You are just brilliant…This blog is the complete guide of SEO and Copy Writing. This is very valuable information. Keep up the good work…

  40. Last week a SEO trainee started at our company, yesterday I assigned him the task of writing a landing page for a product of ours, and today your guide was published.

    If this isn’t magical coincidence. I’m more than happy about this blog post!

  41. Brian this is not a Copywriting Guide….this is a GOLD MINE!

    I am a beginner copywriter from Kolkata, India…and these tips will surely take my writing to the next level.

    Thanks Brian!

    BTW, will the ‘free backlinko newsletter’ contain copywriting tips?

  42. This is the most excellent article about copywriting in all over the world, thank you soooooooooooooooo much brian.

  43. Thanks Brian, you always give me new concepts with your guides 🙂 I really need to enhance my copywriting and I will start by adding Testimonials and case studies to my work, thanks alot!

  44. A couple of questions around the customer testimonials – how would you get your customers to leave comments which are in this specific formula?
    Are you suggesting re-structuring and formulating a small narrative from the ‘average testimonial’, or are you saying you should try to secure an effective testimonial from the outset?

    1. Good question, Grace. I recommend asking your customers specific questions that encourage this sort of 3-step narrative. That way, you get these responses naturally.

  45. Killer Article as usual… I got the information from jvzoo sales pages but not in depth.

    In fact, I have taken more than 2 hours to read this awesome blog post in my office, I am going to read it again because copyrighting guide not understood in 1st attempt.

    I need to read it again & again to become Pro Copywriter.

    Thanks, Brian as usual AKA Backlinko.

  46. Hey Brian, Thank you for the Guide. I hate to be demanding on you like this, but is there any chance we can get this in PDF?

  47. Brian, just looking to do it better and better, and men, you have great knowledge! I live doing this and these are helpful tools to use! Thanks in advance and sure that I will continue with this wonderful readings!

  48. Amazing post as usual ! Always of great inspiration for those who run websites. 🙂

    I’ve recently read a very interesting book called Webs of Influence. It’s not specifically about copywriting, although it contains a lot of tips that can be applied to it !

  49. Before I tried various methods from free copywriters resources.
    Then I read Brian’s Definitive Copywriting and found some valuable techniques unheard of before.
    I would strongly recommend you to read it entirely.

    Thanks Brian for this guide, really helpful in a lot of aspects ! I especially loved the way there’s a different technique for each case (sales page, blog post, newsletter) but it all clicks together to find a unique voice.

  50. Brian,
    I just got to read this post from A to Z.
    It’s a lot to take in for a beginner like me tbh, but this is GOLD.
    The active voice approach is something I struggle a lot with, I sure will improve on this.
    Thank you.

  51. Does this all apply also to e.g. skyscraper technique, ie instead of just putting together a generally well structured/researched article, you should be very careful about all of the wording used, headlines, etc?

    Also one point not sure if you touched upon here other than regarding ‘skimming’… sure if you put subheadings it helps to scroll-and-skim, but what are your suggestions for better up-front navigation e.g. table of contents, or some kind of menu or something? Problem I have is even with well structured content it’s very long and “hard to navigate” unless you plan to just flow through the whole thing in one continuous reading.

    1. Hi Paul, Great question. I actually think this approach works well with The Skyscraper Technique. In fact, better copy is one of the best ways to beat the content that’s already out there.

      Re: navigation. That’s something I’ve thought a lot about recently considering our guides tend to be 3k+ words (sometimes 8k words). I used to just use lots of subheaders and leave it at that. But lately we started using tables of contents, navigation “jump links” on lists posts etc. for that exact reason.

  52. A lot of thannnnnnks to you,my seo hero.
    Copywriting is always my weakness, in this article I learned that I need to take prospect’s psychology into my consideration when copywriting.

  53. I’m going to get a lot of hate mail for this chapter.


    Pro copywriters DON’T like it when people share their closely guarded secrets.

    Very Funny….

  54. Thinking about your statements about sentence length. I agree, mostly, with sentence length but I disagree that we should dumb down our paragraph lengths. Sentences are portrayed as a complete paragraph. This disjoints sentences that should be together to strengthen their relationship and context.

    I have a fear that we (web people) are perpetuating the problem. By encouraging everyone to write online content in this odd, broken up way, we will end up turning all readers into skimmer who find “proper” copy daunting. We will cause a general dumbing down.

    An example above is that the sentence beginning with “And”, really shouldn’t. It should be part of the line above.

    “Short sentences=better copy.

    And there’s research to back this up…”

    Some times, for effect, it is good to make points in short succinct statements but to do it for whole articles it is actually tiresome to read, in my opinion as there is no flow.

    I dig your appreciation and efforts to providing good SEO information though so this is not a negative attack on a well presented and informative article. Just wanted to share my thoughts on the one-sentence-paragraphing. Cheers.

    1. Hey Jon, I appreciate your take. As an avid book reader, I actually completely agree with you. Paragraphs exist for a reason: they’re a series of sentences tied together under a single idea. Something is lost without them.

      That said, my take is that people online already are skimmers. So we can either fight that or make our content more digestible for skimmers. There’s no right answer here. But I prefer to go with the flow of how people want to consume my content.

      1. Hey Brian, thanks for including my comment. I think obvious titles are great for skimmers. Single sentence paragraphs do have their place, I just find entire articles of them difficult.

  55. I always drop what I’m doing to read your latest newsletters. I have been glued to this one for over a day now. You make so many useful points that I can immediately use – I’m looking at my existing copy and chuckling because it’s loaded with issues you call out! I’m excited to dive in and re-write. Thanks, as ever, for your generosity!

  56. Thanks Brian for this guide, really helpful in a lot of aspects ! I especially loved the way there’s a different technique for each case (sales page, blog post, newsletter) but it all clicks together to find a unique voice.

  57. Definitely want to work on better headlines and use the shorter sentences. I really like your ideas about researching the words people use to describe their problems because ultimately trying to help people in the most effective way.

    SO MUCH great information here. Thank you!

  58. This info is pure gold and free! I aspire to be as helpful as this. There is so much to digest from this one post that I will have to read it a few times to make sure I don’t miss anything. I take my hat off to you sir. Thank you.

  59. Loved this guide, Brian. Definitely going to implement each and every technique you mentioned. But I have a question. What about keywords? How can I add keywords and yet make a compelling headline?

  60. Hi Brian, long time fan, first time commenting 🙂
    I love it! You are really an inspiration to how things need to be done, the RIGHT WAY.
    If i can ask, broader question,
    How long does it take you to put such a post together? And, do you bespoke all of your illustrations or do you simply use an image bank?

    I know the question might sound odd, but it would really help me to have a benchmark from a leading copy master.

    1. Nice to hear from you, Daniel. A post like this takes about 35 hours to create (counting my hours writing… plus design and coding). All of our illustrations are custom-made for each guide.

  61. Another great article. Thanks man!
    Question: Where would you go to find someone to design a post or pdf like this one and how much would you pay or what is a reasonable range if you are strapped for cash and still looking for decent help?

  62. Hey Brian,

    I love the point about using benefits. It’s something we have to talk clients into are our agency, e.g., keeping them from going on and on about how they’ve “been in business for 30 years,” without talking about HOW that benefits the user (experience doesn’t always equate to expertise/benefits which lends to your USP point as well).

    Off to share (plus I linked to your post from my agency and personal blogs)


    1. I’ve been there, Ayodeji. I used to be a freelancer copywriter before I got into SEO. So I know exactly what you mean!

  63. Wow, I am a software engineer currently developing a marketing strategy for my startup for the autism community. I found your site and your content is phenomenal!

    Would be hard, but amazing if you can bundle your know-how into some formula that runs software that can make intelligent suggestions to peoples posts before they publish them. Your deep insight would be impossible to duplicate. I’ve never really seen a good tool that can do that, Backlinko SaaS…anyway just a thought 🙂 Great stuff!

  64. Hey Brian,

    As always, stellar content. I do have one question for you:

    How do I show social proof if I’m launching a product and have no customers or pre-signups?

    Like starting from scratch. Any alternative that can work nearly as good as having a social proof section?

    Looking forward to your response, Brian. 🙂

    1. Hey Rahul, in that case I’d agree to work with a few handful of clients and customers for free. And let them know that you’d love to feature them if they get results.

  65. Woah another gold mine of information here Brian. I have paid hundreds, actually thousands over the years for content courses that have snippets of this information. It’s like you have combined all of them and are giving it away for nothing! Much appreciated. Bookmarking this post for sure as should others.

  66. On Brian! I’ve been a subscriber for years and I’m still always learning something new! Thanks so much for this. I loved the headline analyzer tip. I actually stopped reading your post to go check my headline emv scores. They’re no good. So I’ve got some actionable work to do!

  67. Brian thank you so much this is pure gold!!
    By curiosity do you know if culture/langage affect the copywriting? In the US for instance you are more direct than some other cultures so I was just wondering if you had some insights about that point.

    1. You’re welcome, Lucas. Culture definitely influences copywriting in a major way. Like the best copywriters say: “Know your audience”.

  68. Thanks for the awesome guide, Brian! I am JUST starting my blog so I will DEFINITELY use the AIDA formula throughout my work.

    I found it a bit contradictory that you encourage the reader to leave a comment at the end of the guide, but then they have to scroll through all of the comments to actually leave my comment. This was a little annoying from a UX standpoint.

    That being said, your guide is very clear, concise, and has simple, yet engaging UI! How did you make your chapter heading images? They are awesome!

    Thank you for such great content!

  69. Excellent content as usual.

    I just think you left out the example for the subject line.
    I know it’s about backlinks, but what is it? 🙂

  70. Another great post! Writing great copy is all about answering the question of the person searching. Too many spam tactics out there…. its not changing anytime soon – content is king!

  71. I first heard about AIDA formula when I was doing my MBA, and like maths I use to think this is another formula which I`m not gonna use in my daily life. Never thought I`m gonna use it in writing content. Great! Thanks for reminding me about AIDA formula.

    1. You’re welcome, Harold. AIDA is a timeless formula that will probably always work. Definitely worth learning!

  72. Thanks so much Brian! This is the most brilliant copywriting guide I came across in a while. So many useful tips in one place! I’ve already started testing shorter sentences, P.S. at the end of an email and going to try the exact numbers and testimonial advice shortly. 🙂

  73. I read through the whole article and was impressed at how easy and simple it is to digest and understand.

    I’m a designer at heart and looking at your blog post that is so simple and minimally designed has changed my perspective. Thank you.

    P.S. Do you have any posts covering how to write a social media post? Like for Instagram? I think SEO on social media is definitely growing bigger.

  74. This is dumb how good this content is…seriously, thanks for such an epic post. My sales pages and email copy are about to be 1000x better.

    Thanks again!

  75. WOW! *adding elicit emotions* 😉 I really read through the whole copy-writing guide and I was very much impressed on how you spend your time and effort in adding value to your readers. Every time I read your blog posts, I am inspired to apply them, though I’m just a newbie blogger in my own niche.

  76. Thank you Brian, for you have delivered this in-depth copywriting news to my email inbox.

    I have a very new eCommerce store selling outdoor goods.
    While there is much I will learn from your paper, at
    the start I will begin to use the following tips:
    • Write to one person
    • Use bullet points with short sentences
    • Use numbers (not rounded numbers) within my headline.
    • P.S… dialogs

    However as my store is very new, I wish to ethically overcome the “Social Proof Paradox”.
    Perhaps the very many other tips provided in your letter will eventually bring a customer or two.

    Cheers and as always I find inspiration in the way you write along with the knowledge base you share.

    P.S… nice flowery curtains…

  77. I’m definitely at fault of using long sentences! I will try using shorter ones to see how it might affect things now though. As always, thanks for all the amazing advice! 🙂

  78. How do you have so much knowledge and how you gather it that you make the longest article amongst your competitors?
    One question I wanted you to answer is, how you developed your brand online that you got famous as “SEO expert” Could you make any resource on this topic because many people are inspired by you and want to be like you. So please once make a content piece like this

  79. Thanks Brian for this lesson. I am new to copywriting but this I know has put me on the right path to mastering the skills of an expert copywriter.

  80. This is great stuff, Brian. Incredibly in-depth with SO many examples and new tips that I hadn’t seen you cover before like the one on leads. The example mini-stories are really helpful. Gonna put’em to use 🙂

  81. Great guide, a mistake I see a lot of beginners make is trying too hard with their copywriting. You can tell when someone is trying to be too persuasive. It needs to look naturally, have that Yin and Yang. Keep up the great work Brian.

    1. Awesome point, Leonardo. Clear is better than clever. But some people can’t help but try to be overly creative with their copy. And it hurts them.

  82. Brian,

    I LOVE your guides (an all content, really. Emails, newsletters, etc.). They are always so helpful. Thanks for the inspiration and tips.

    Also, I can only imagine how long these take to craft. (Which, I am sure you’ve disclosed somewhere, since you’re so transparent (; ) So, thank you!

    You rock.

  83. Brian, I must say, this is one of the most organized and elaborated pieces in the web regarding the whole content writing fun. I don’t claim myself to be an expert writer but guides like this inspires me to write more and use different tactics. I particularly find “using numbers within the title” very effective.
    Thanks a lot for this and appreciate your hard work mate.

  84. This is absolutely wow content and incomparable, I must confess! But I want to ask you Brian. How do you find time to research and write this type of content? I always find it difficult to publish my next article on my blog every time I read your blog post.

  85. hi, Brian!

    No need to mention that your content was awesome. Because it is as always, best of best. But can you tell me which tool do you use for infographics? OR can you provide any of your guide on creating infographics? OR any kind of power page that will help?

  86. Hi Brian,
    Nice content! I wanted to share via email so I can have a quick link to your post. Are you planning to add an “Email” option on your website?

  87. Hi Brian.

    Thank you for your amazing stuff. I hope this question has not been asked too many times already:

    Is there a software where one can make this beautiful icons / design images you use in for example this articles table of content chapters jumplinks? Or do you make them yourself?

    Thank you again. Greetings from Finland.

  88. Wow! Another amazing article. I discovered your site yesterday and I’ve been hooked! Thanks a lot! I get a lot of promo emails and its surprising how many of them have the wrong copy. These companies should either hire you, or take a course! lol!

  89. This is unparalleled or should I say a unique article. It seems like you’re giving away all the goods! Is it wrong for me to hope no one else reads this copywriting guide from the gods?

  90. I know you get a million comments. But I just have to add that you are freaking amazing! I took your suggestion to check out Amazon reviews for copy. You’re right…there are excellent sentences that I can craft to work for my product. And that I never would have thought of. It’s an accurate description of my product…just something I wouldn’t have been able to craft.
    I’m launching a blogging course for beginners next year and I reference you in the copywriting lesson, telling them that I’m only touching on the basics of copywriting (the copywriting lesson is just one lesson in over 125; it’s not the main focus of the course). That they need to check you out. I doubt if my little course will drive much traffic, but wanted to let you know how much you’ve helped me out.

  91. It was really amazing and helpful content. I love your copywriting formula. Thank you so much. I will use the AIDA formula.

  92. Some great nuggets of information in this guide Brian. i really like the slippery slide way of creating content that gets people engaged and keeps them scrolling.

  93. American Marketing Institute Headline Analyzer. is intresting tool to be used while writing headline. I will definitely tell my students to use it

    P.S. I worship your blogs, they are like my Bible Geeta to learn anything about digital marketing in-depth.

  94. Wow, Brian.

    This is such an excellent overview of all that copywriting entails. There’s a lot that others might have spread out over a number of blog posts.

    TBH, a lot may even be good for outsiders – to explain some of what the work entails. And perhaps doubters, who don’t realise it’s more than “typing words”!

    1. Thanks Rose. You’re 100% right: copywriting is much more than just putting words after words. It’s a real skill/art!

  95. Happy Monday Brian,

    Thank you for another brilliant and inspiring resource.

    I will be using several of your tips from this post including the copywriting formulas.

  96. Thanks Brian! Your free comprehensive guide just saved me money from joining a “copywriting course”.
    There, you can use my testimony for your ad copy 😉

  97. This is a really amazing and helpful content. I love the copywriting formula. Thank you so much. I will use the AIDA formula.

  98. I was just lost with copywriting stuff. I heard a lot of things and I didn”t know how to apply all these principles.
    Now, I’m ready to apply what you say. I stopped watching other blogs about copywriting, because yours is like an online course. I can easily apply your advices.
    If you’re lost because of all informations that give all the blogs. Stop reading others and just go on backlinko. That’s the best thing you can do to improve your copywriting skills !
    Thanks Brian.

  99. Well what can I say? I’m starting at ground zero. I’ve spent over 10 years in the restaurant industry and now I wonder why.
    I’m excited to start a new career but lost trying to decide what and how. I learned a lot in this guide.
    Thanks for all of the free information and making it so clear for even the ones starting with no experience. I feel more confident in starting a business and providing great content.

  100. Hi Brian,

    Your copywriting guide is an absolute tour de force!

    Even a “freestyle” (!) copywriter like me can take away so much from this guide. This old dog did learn a few new tricks!

    Please forgive me if I presume to make a few suggestions –

    – How about adding a Read-o-meter element to articles? It does enhance a user’s experience.

    A couple of references –

    – On the subject of Subject Lines, I think that planning for spam filters and excluding language that could trigger spam algorithms is equally as important as using “impactful” language.

    – In my day job as a copywriter, we also work with media that have length restrictions. Google Text Ads, Google Banner Ads, SMS Campaigns, WhatsApp Campaigns, Push Notifications and the like.

    We also work extensively with forms (web and mobile-based), software products and the interactions that happen therein (this goes by the fancy term, UX Copywriting these days)

    Would definitely appreciate it if you could bring your experience to bear in on these topics and make this a complete digital copywriting course.


  101. Hi Brian,
    I discovered your blog two days ago and I can’t stop reading your posts. I think your blog is amazing and highly didactic and I learned a lot. Thank you for sharing your exceptional experience.

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