Want to become a better copywriter?
Here’s one of the best ways:
Learn the insider copywriting strategies used by the most successful copywriters of all time.
This is what I did when starting out.
I attribute a lot of early wins and extra income to these 7 copywriting strategies…
7 Persuasive Copywriting Strategies to Help You Improve Your Writing
Copywriting strategy #1:
“You Must Always Find a Market First… and Then Concentrate on a Product” - Gary Halbert
This is the most important copywriting strategy ever created.
It can help you in 2 major ways…
- For writing killer copy
- For growing your freelance copywriting business
Gary Halbert wrote extensively about this copywriting principle in The Born Letters (25 letters he wrote to his son, Bond, while locked behind bars).
It applies directly to your writing because you want to start your copy with your client’s “market”.
When writing, you write to an ideal reader.
You tailor your entire message to them, and only them.
By doing so, it’s easy to grab their attention, hook their interest and motivate them to take the specific action you desire.
Why?
Because you’re only focused on this particular person and their problems, desires, emotions, interests and so on.
It’s much easier to sell to one person than trying to sell to a crowd.
The second way this copywriting strategy applies to you, is in your freelance business.
Most copywriters start with a service they’d like to offer and then go find clients to sell to.
However, this is dead wrong.
It’s much easier to find a “starving crowd” who has a big problem and is in desperate need of a solution.
So…
When crafting offers…
Look for a large group of business owners who share a particular problem that is not being fulfilled, and help them solve it through your copywriting services.
This could be real estate agents struggling to write Google ads.
Or, chiropractors struggling to rank on search engines.
And so on.
But the key is to find this “starving crowd” first.
And then, tailor your offers and services around what they are “starving for”.
If you do, you will grow your freelance copywriting business, fast, with far less resistance.
Copywriting Strategy #2:
“There is your audience. There is the language. There are the words that they use” – Eugene Schwartz
This plays off the last copywriting strategy…
Now that you are writing to one person…
You must discover the language, words and unique slang that they use.
Why?
Because the best copywriting connects with your readers on a deep, personal level.
You must establish that you are one of them (early one). That you’re an insider and “get them”.
By doing this, you will create harmony with them and form a powerful bond.
People buy from those who they like, know and trust.
And of the best ways to achieve this is to prove that you are like your readers.
Find out how they talk through research.
Stuff your copy with everyday slang that they use.
If you do, you’ll boost the chances that they’ll read your entire ad and buy from you.
Copywriting Strategy #3:
“To properly understand advertising or to learn even its rudiments one must start with the right conception. Advertising is salesmanship.” – Claude Hopkins
This is a biggie.
A VERY stinky mistake copywriters make is that they fail to understand that copywriting is simply salesmanship in print.
Instead of selling with your tongue, you are selling with your keyboard (or pen, if you’re a greasy boomer).
But the principles, fundamentals and basics of good copywriting are the same as GOOD SALESMANSHIP.
That’s why you should learn from the OG’s of direct response copywriting (no matter which “type” of copywriting you specialize in).
Direct response copywriters strive to get a direct response from their readers.
And over the last hundred years or so, they’ve figured out how to apply tried and true salesmanship into writing.
Here are the top 10 direct response copywriting books that I recommend all copywriters read:
1. The Boron Letters by Gary Halbert
2. The Adweek Copywriting Handbook by Joseph Sugarman
3. How to Write a Good Advertisement by Victor O. Schwab
4. Scientific Advertising By Claude Hopkins
5. The Ultimate Sales Letter by Dan Kennedy
6. Ogilvy on Advertising By David Ogilvy
7. Tested Advertising Methods By John Caples
8. Cashvertising By Drew Eric Whitman
9. The Copywriter’s Handbook By Bob Bly
10. Kick-Ass Copywriting Secrets of a Marketing Rebel By John Carlton
When you are able to sell through your writing, you can earn a pharaoh’s fortune.
Copywriting Strategy #4:
"In the editing process, you refine your copy to express what you want to express with the fewest words.”- Joseph Sugarman
This is probably the best explanation of the editing process.
This may sound crazy…
But…
After I write my 1st draft, I then read my copy out loud… 10 TIMES.
No. I don’t do this because I’m a glutton for punishment.
I do this because it’s one of the best ways to express what you have to say, using the fewest words.
After I read my copy 10 times out loud… and trim, simplify, condense and butcher confusing words, sentences and paragraphs… my copy reads like a Charles Dickens masterpiece.
Okay, not really.
But, it IS extremely easy to read, mighty persuasive and has no leftover lard.
When editing, you want to trim, trim trim.
Remove any and every unnecessary and confusing word that does not push your message to the finish line.
Trim like a maniac barber and you’ll make your writing easy, clear and pleasant for your readers.
In return, you’ll crank up the odds in your favor that they’ll read until the end and eventually buy from you (if you’ve done a complete selling job).
Copywriting Strategy #5:
“Sometimes the best copy to sell a horse is, “horse for sale”.” - Jay Abraham
Few months ago, I read a book called Obvious Adams.
It was about an ad-man who had no particular skills or talent. But, despite this, he still rose to the top very quickly.
How?
He did what was obvious.
Often, copywriters make their job WAY TO COMPLICATED.
The answers are often staring you right between your big eyes.
One of the most “obvious’ ways to write effective copy is to simply state what you have to offer and give a juicy discount.
People love discounts.
And, if you are writing about a product or service that your readers want, you can get the job done by slashing chunks of money.
How to apply:
Whenever your client is running a sale…
Put the sale front and center, for all customers to see.
Do not hide it.
A generous discount on a desirable product is one of the easiest ways to write knockout copy.
Copywriting Strategy #6:
“The more your copy sounds like a real conversation, the more engaging it will be.” - David Garfinkel
Most copy absolutely sucks!
Fat reason why:
Companies slap on their “writer” hat and try to sound sophisticated, clever and humorous.
However:
Real copywriters DO NOT write for giggles, cheers or golf claps.
They write to SELL.
And one of the best ways to sell is to write like you talk.
Whenever I write copy, I imagine I am talking to a good buddy with drinks in hand.
And I talk out loud while I type (your roommates may think you’re crazy, but that’s okay. They’ll get over it.)
The more friendly, warm and conversational your copy is, the easier it is to read and buy from.
Copywriting strategy #7:
“Arthur Brisbane defined good writing, are “easier to read than to skip.”
Conversational copy isn’t the only way to get read.
The easiest way to make your copy “easier to read than to skip” is to write about what your reader is interested in.
Jim Camp, labeled the world’s most feared negotiator, explained how you want to enter your prospect’s world.
Once inside, you will NEVER bore them.
This is the solution to engaging your readers.
Talk about what they are interested in (related to what you’re selling).
You achieve this through market research.
When you write, enter the conversation playing inside your reader’s mind.
Do this, and you will never bore your reader again.
Plus, if you tell a dramatic/interesting story that they can relate to, you’ll make it even more irresistible to read.
Conclusion
My friend, you now have 7 dynamite copywriting strategies at your disposal.
Study them and apply them to your writing.
If you do, I can almost guarantee you will hook more readers, sell like street tacos and knock your client’s socks off from the impressive results you get for them.
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