Over the last 4 years, I’ve picked up a bunch of copywriting rules to follow.

These copywriting principles have guided me in writing money-dripping copy.

Whenever I make mistakes, I am usually breaking 1 or more of these proven copywriting rules.

In this blog post…

I’m going to reveal 12 rules of copywriting that you must follow at ALL TIMES.

If you do, you will reduce guesswork, confusion and failure.

Plus, it’ll be much easier to write persuasive copy that hooks your readers, piques their interest and motivates them to purchase in droves.

 

What Are Copywriting Rules?

Copywriting rules are time-tested “laws” of writing successful copy.

They are invented, refined and taught by the OGs of copywriting.

The pioneers of direct response copywriting have paved the yellow brick road through hard work, meticulous tests and selling billions worth of products & services through their writing.

 

Why Should You Follow These 10 Copywriting Rules?

The top copywriters who are killing it right now constantly learn, study and apply copywriting basics, rules & lessons taught by the legendary copywriters before them.

If you follow these 12 copywriting rules…

You will possess the rare power to charge moon-high fees, write for well-known brands and achieve total freedom & control in your freelance business.

If you break even ONE of these copywriting rules, you are playing the game on SUICIDE MODE.

You will limp down a very lonely, confusing and broke road until you are slaughtered by more competent copywriters who DO follow these 12 rules of copywriting.

Instead…

Use the rules of copywriting as your trusty compass to guide you in the right direction and to leapfrog over common pitfalls, avoid creativity ruts and slip out of scary selling dry spells.

 

12 Copywriting Rules You Must Follow if You Want to Earn 6 Figures (Or More)

Copywriting Rule #1: Grab the RIGHT Attention

The first step of anything you write is to grab attention.

If you fail to grab attention, your writing will not be read – no matter how good it is.

But you don’t want just anybody’s attention.

You want to hook your client’s target audience.

Write headlines specifically tailored to them and what they’re interested in.

Follow this ultimate guide for writing attention-grabbing headlines. Inside, I reveal 10 sure-fire ways to grab attention fast, use them to maximize the number of readers you gain.

 

Copywriting Rule #2: The Only Goal of Copywriting

There’s really only one goal of copywriting.

No.

It’s not to get applause, chuckles or win awards.

The ONLY goal of copywriting is to generate a response.

99% of the time is sales or leads.

As the great Claude C Hopkins taught…

Copywriting is nothing but good salesmanship.

The same principles that salesmen use to sell apply to your writing.

These 12 copywriting rules were all invented by copywriters who understood this, studied salesmanship and figured out how to apply it to their writing to explode their income.

 

Copywriting Rule #3: Sell Benefits, Not Features

Whatever you do, sell the benefits of your product, NOT the plain-Jane features.

Feature:

The characteristic or attribute of a product that describes what the product is.

Benefit:

The benefit explains how the features directly translate into something positive for the user.

Also…

The best way to emphasize benefits is to explain what they will DO for the customer.

For example:

Losing 10 pounds is certainly a benefit, but it’s not what motivates people to buy a diet supplement. It’s what losing 10 pounds will DO for the customer (look more attractive, live longer, be more active with kids, etc.)

Uncover the real benefits of your product’s features and emphasize them in a dramatic and emotional way.

 

Copywriting Rule #4: Ask for Action

Lots of copywriters butcher this…

They’ll write great copy, hitting all the main benefits, emotional hot buttons, appeals… but then… they’ll fail to tell their readers what to do next.

Listen good, muchacho:

Copywriting is all about getting ACTION.

This is the job of your call to action (CTA). Which is placed at the end of your sales message.

The secret to turning casual readers into happy customers is to give them clear, direct and concise instructions on what to do next.

Here are some quick tips to boost sales:

• Tell readers exactly what to do next
• Make it very simple and easy to take action
• Give readers a reason to act NOW – discount, limited number of products available, re-framing everything they’ll gain and miss out on, etc.

Want more tips on how to write powerful CTAs? Click here.

 

Copywriting Rule #5: Tell Engaging Stories

If you gander at the most successful ads of all time, you’ll notice a commonality.

99% of them all tell engaging stories.

Stories cover all the bases of creating persuasive copy - solves problems, persuades, educates, entertains, taps into emotions, etc.

Here are 5 types of stories to use in your copy:

• Cautionary tales (of what not to do, mistakes to avoid)
• Stories about celebrities
• Stories about historical figures
• Inspirational stories
• Rags-to-riches stories – related to your market.

Plus, with any story you tell, make it emotional, dramatic and tension-filled.

 

Copywriting Rule #6: The 40/40/20 Rule

Believe it or not, copywriting is a small slice of the success pizza.

There are 3 main slices:

• The market (40%)
• The offer (40%)
• The copy (20%)

Meaning:

If you aren’t writing to a hot market and offering them something they are starving for, then you will fail to convert customers EVEN if your copywriting is fuego.

So…

You want to find clients with a hot market and an irresistible offer.

When you do, your job is MUCH easier.

Often, you can sell like hotcakes with okay sales copy, IF there is a crowd of people who are starving for what you offer.

 

Copywriting Rule #7: You Are a Problem Solver

I learned this from Sean D’souza…

Problems grab our attention much more effectively than solutions.

So, you should always start your copy with the BIG PROBLEM your target audience is trying to overcome.

The easiest way is to write PAS copy.

PAS (problem, agitate, solution) is a tried-and-true copywriting framework.

Here’s how to write sizzling hot copy following this handy formula…

1. Problem:

Talk about the biggest problem your reader is currently experiencing

2. Agitate:

Now, agitate their problem by tapping into their EMOTIONS.

Anger, guilt, jealousy, greed, insecurity – any relevant negative emotion.

Make your reader’s problem larger than life, and worse than death.

Get them shouting “This has got to stop! I’ve got to do something about this, right now!”

3. Solution:

Then, offer the perfect solution to their problem!

It helps to make this solution a quick fix (think magic pill solutions).

 

Copywriting Rule #8: Be Specific

Specificity is a powerful persuasion weapon.

When you describe something with specific details it is much more believable.

This directly impacts your copy because when your readers BELIEVE your claims, they are much more likely to buy.

Lace your copy with specific details:

• Features
• Benefits
• Stats
• Figures
• Stories
• Comparisons
• Number of steps to take
• Vivid descriptions

 

Copywriting Rule #9: Keep it Simple

The best sales copy is VERY easy to understand.

Here are some tips to help you simplify your writing:

• Use short sentences, paragraphs and words
• Use easy-to-understand language
• Avoid jargon

The easier it is for readers to grasp your message, the easier it is for you to persuade them.

Plus, you should strive to write at a 5^th grade level. This app will help you achieve this – thehemingwayapp.com

 

Copywriting Rule #10: Connect with Your Reader's Feelings

To sell like a pro, you need to guide your readers to a decision.

Here's a simple truth:

People can't make decisions without feelings.

So, it's crucial to tap into your reader's emotions.

Think about both bad feelings (like fears, worries, and insecurities) and good feelings (like joy, happiness, and hope).

Remember what Victor Schwab, a legendary sales writer, said: "Sell with feelings, and explain the buy with sense."

If your readers aren't responding like you want, try to dig into their emotions more.

Your writing should make them feel strong emotions; if it doesn't, you’ll need to tweak things.

 

Copywriting Rule #11: The Most Important Word in Writing

In the world of writing to sell, the most powerful word is "YOU."

Why?

Because people care most about themselves.

They don't really care about how cool your product is or your achievements.

All they care about is what they get out of it.

So, when you're writing, talk directly to your reader.

Use lots of "YOU" language to show them that you understand them, care about them and that your message is all about them.

 

Copywriting Rule #12: Proof

Gary Bencivenga sold billions worth of products using PROOF.

To get people to believe you, especially with all the unbelievable ads we see every day, you need to prove your claims.

Here are three ways to get err done:

1. Show what others say, like testimonials and reviews.

1. Avoid using words that sound too good to be true, like "get rich quick" or "become a millionaire."
2. Use the "If…Then" technique. Say if your reader meets a requirement, then they get a big benefit. For example, "If you have 5 minutes per day, then you can lose 10 pounds this month."

IMPORTANT:

Don't say something unless you can show it's true. Use strong proof to back up your claims.

 

Conclusion

Whatever you do, do NOT break any of these copywriting rules.

If you do, you will suffer GRAVE consequences.

On a lighter note…

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I first discovered the AIDA copywriting formula while reading The Boron Letters.

The Boron Letters was written by Gary Halbert (perhaps the greatest copywriter of all time).

In this book, Gary wrote about the AIDA formula. He explained that it’s his favorite copywriting framework to use for writing million-dollar ads (he’s made BILLIONS through his writing).

I’ve used the AIDA copywriting formula for ads, emails, landing pages and just about every type of copy under the sun.

It’s a proven copywriting formula that guides you in writing a persuasive & engaging message that triggers a desirable response.

If you use it when writing, I can almost guarantee you’ll boost response for your clients (in less time because there are only 4 simple steps).

In this ultimate guide, I’m going to cover everything you need to learn and apply the AIDA copywriting formula for maximum success.

Let’s get to it…

 

What is the AIDA Copywriting Formula?

AIDA is a very effective framework used in copywriting, sales and marketing.

It’s especially helpful for beginners because it guides you in creating persuasive sales messages that resonate with your target audience.

The AIDA formula is based on the stages a reader goes through before buying a product or service.

Here's a quick breakdown of each stage:

1. Attention

The first crucial step of anything you write is to grab your reader’s attention.

This is the job of your headline.

You want to write an attention-grabbing headline that calls out your ideal reader. The goal is to get them to stop whatever they’re doing and read your first sentence.  

2. Interest

Once you’ve snatched your reader’s attention, you want to generate interest in your product or service. You do this by highlighting all the unique & interesting features.

3. Desire

After you’ve piqued your reader’s interest, you need to stir up desire.

This can be achieved by painting a sun-bright vision of what your product DOES for your target audience. List all the irresistible benefits customers will gain from using your product.

4. Action

Your readers should be foaming at the lips by now, craving to buy your product and experience the desirable claims.

This step is easy. Just tell your readers exactly what to do next.  Make your call to action (CTA) clear, concise and easy to follow. Give step-by-step instructions on what to do.

The AIDA copywriting framework is one of the most powerful persuasion tools in a copywriter’s toolbox.

This was a brief explanation, in a following section I’ll give specific tips for maximizing your success with each step.

But before we get to that…

 

Why Should YOU Use the AIDA Copywriting Framework in Your Writing?

There’s a lot of benefits to using the AIDA copywriting framework…

#1. Offers Structure

The AIDA copywriting framework gives you a valuable structure for writing.

It aids in the systematic organization of your thoughts, ideas, and key selling points, providing a clear and logical flow.

With this copywriting framework, identifying the primary selling points to convey to your target audience becomes a seamless process.

Not only does it offer guidance, but it also presents a tried-and-true persuasive structure, making it a piece of cake to promote your client’s products and services.

#2. Write Faster

The AIDA copywriting framework acts as a lifeline against writer's block. Plus, significantly reduces your writing time.

It transforms the complex writing process into a simple task of filling in the blanks of a proven template.

This smooth approach boosts efficiency, allowing you to create content at a faster pace without compromising quality.

#3. Top-Tier Quality

Using the AIDA copywriting framework goes beyond just saving time; it contributes to selling more products and achieving superior outcomes for your clients. Sticking to a proven copywriting formula naturally leads to writing in a clear, engaging, and persuasive manner.

This makes it easy for you to establish a powerful emotional connection with your audience, compelling them to reach for their credit cards.

#4. Ensures Consistency

Consistency is a key advantage of using the AIDA framework. It enables you to consistently deliver exceptional content by following a proven structure, eliminating the need to reinvent the wheel for each project. This results in hitting home runs on a regular basis.

#5. Improves Your Skills

Engaging with and applying this proven formula used by top copywriters offers valuable insights into the strategies and techniques employed by these legends.

It provides an opportunity to unravel the layers of sales psychology intricately woven into these frameworks, contributing to continuous learning and skill enhancement.

 

Insider Tips to Explode Sales Using the AIDA Copywriting Framework

Now that you understand the basics of the AIDA copywriting formula, let’s dive deeper into each main section.

I’m going to give quick tips and resources to maximize your success with writing high-quality AIDA copy.

#1. Attention

Here are 6 proven ways to grab your ideal reader’s attention.

They are taken from this guide I created on writing headlines.

1. News Headline

We are naturally attracted to what’s NEW.

Look for new concepts, features and stories when researching your client’s product & company.

When you find something “new”, add it in your headline.

Start your headline with words like:

• “Introducing”
• “Announcing”
• “New”
• “Breaking”
• “Now”
• “At last”
• “SHOCKING”
• “Breakthrough”

2. How-to Headline

How-to headlines are probably the most effective headlines of all time.

The best headlines are those that appeal to your target audience’s self-interest.

This type of headline offers your readers something they want and can get from your product.

Template:

How to [achieve desired result]

3. Curiosity Headline

Arousing your readers’ curiosity is a sure-fire way to grab their attention and get them to read your next sentence.

4 ways to add curiosity to your headlines:

• Tell readers what NOT to do
• List common mistakes they’re probably making
• Give controversial solutions. (I.E. how to achieve desired result by doing something they think would not possibly work.)
• Reveal SECRETS (everyone loves secrets, they wrench on our curiosity)

4. Question Headlines

Questions reach out and grab our attention.

Ask a relevant question readers would like to see answered.

The questions you ask should always focus on your reader’s self-interest.

5. Numbers

Hook your readers by listing the number of benefits, mistakes to avoid, reasons why to act now, etc.

Begin your headline with numbers:

• 10 ways to…
• 8 reasons why…
• 3 mistakes to avoid…
• 25 benefits of…

6. Emotional Headlines

You can grab your reader’s attention by tapping into their emotions

Find out what emotions your market has around the BIG problem your product or service helps relieve.

How do they currently feel about this big problem?

Insecure? Scared? Guilty? Ashamed?

Find out and feature it in your headline, in a dramatic way.

Do this and you will almost always grab your reader’s complete attention.

 

#2. Interest

Remember, this is where you write about interesting facts about your product.

So…

Make a BIG list of all the features.

Then…

Rank them in order, from most important to least important.

When you write about the features in the Interest section, make sure you create mental images in your reader’s minds by giving specific details about these features and tickling your reader’s 5 senses (sight, taste, hear, smell, touch).

The more you tell, the more you sell.

Do not leave out any important features.

If you are writing to your ideal readers about something they’re interested in, they will read virtually any length of copy.

 

#3. Desire

After you’ve piqued your reader’s interest with features, you want to turn these features into juicy benefits.

You want to create a BRIGHT vision of what these benefits will do for your readers.

How will their lives change (for the better) once they use your product?

I’ve created an ultimate guide on how to effortlessly turn boring features into exciting benefits that drive sales. Read all about it here:

 

#4. Action

You want to tell your reader what to do next (the next steps to take – which is usually clicking a link)

Here are 5 tips to boost response rates:

• Tell readers exactly what to do next. Give step-by-step instructions all the way through the sale.
• Make it very easy and simple to buy now.
• Give them a juicy incentive to purchase now – discount, limited number of products available, creating FOMO, etc.
• Summarize the main benefits of your product.
• Explain what they’ll miss out on if they delay buying.

The key to boosting sales is to write direct, clear and concise CTA’s that guide your readers on what to do next.

 

AIDA Practice Exercise: How to Practice the AIDA Copywriting Formula Today! (WITHOUT Clients)

Want a practice exercise you can use TODAY to bang out killer copy?

Here you go…

Go on Amazon.com.

Search for a product you’re interested in writing about.

Do some quick research by reading product description, reviews, features & benefits.

Next…

Paste the product’s title into a Word Document and fill out the below sections:

Product:

 

Attention:

 

Interest:

 

Desire:

 

Action:

 

Add a few sentences for each section (or paragraphs, if you’re feeling bold).

 

Conclusion

You now possess one of the most potent copywriting frameworks.

Use it to effortlessly crank out winning copy.

If you do, I can almost guarantee you’ll boost results, write faster and impress clients on a regular basis.

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In 2019, I struggled like a kid in math class trying to get into copywriting.

I never gained a solid grip on the basics and could not figure out a way to get clients.

So, I tossed in the towel.

Luckily, I gave copywriting another go in 2020.

This time, I hit the ground running.

I built my skills within 3 months, gained 50 clients in the following few months and worked at a couple of companies as their go-to copywriter… all within my first year.

Fast forward 3 years…

I have written for hundreds of clients, in dozens of different niches.

Along my bumpy journey, I’ve picked up a bunch of tips and tricks to improve my writing.

In this post…

I’m going to share 8 copywriting tips to help you become a better copywriter.

These tips are meant to be consumed and applied to your writing – right away.

But first, if you have not already learned the basics & feel confident in your copywriting skills, read this…

 

The Best Way to Learn Copywriting for Complete Beginners

 

Before you worry about “how to become a better copywriter”, you’ve got to learn the basics.

You want to have a deep understanding of the direct response copywriting fundamentals, principles and frameworks.

This is something I skipped in 2019 and it’s the biggest reason why I failed miserably.

In 2020, I spent 3 months learning the basics. After that, I felt extremely confident in my writing ability and was able to get desirable results for clients… right away.

Here’s what I did to quickly build my copywriting skills:

1. Passive learning

You want to learn from the select few copywriters who have already paved the path to riches in copywriting.

Learn from the best of the best by reading these 10 copywriting books:

• The Boron Letters by Gary Halbert
• The Adweek Copywriting Handbook by Joseph Sugarman
• How to Write a Good Advertisement by Victor O. Schwab
• Scientific Advertising By Claude Hopkins
• The Ultimate Sales Letter by Dan Kennedy
• Ogilvy on Advertising By David Ogilvy
• Tested Advertising Methods By John Caples
• Cashvertising By Drew Eric Whitman
• The Copywriter’s Handbook By Bob Bly
• Kick-Ass Copywriting Secrets of a Marketing Rebel By John Carlton

2. Practice Your Skills

I did not just read books.

I also got hands-on practice by doing a few copywriting exercises each day. You can learn all about them here: How to Practice Copywriting for Free (5 Exercises to Improve Your Skills TODAY).

3. Write

Along with reading and practicing, you also want to WRITE.

You don’t need clients to write copy.

Each day, I found websites & ads online.

Then, I improved upon them with the knowledge from the books I was reading.

I spent about an hour a day re-writing existing website copy and ad copy.

------

I invested three months in this learning phase before taking on clients.

I recommend following in my footsteps.

Why?

It's all about delivering value.

Gaining a good grasp of the copywriting basics and feeling confident in your skills allows you to offer significant value to your clients.

This is the best (and only) way to make “6-figures” as a copywriter.

The better results you can get for clients, the more they'll be willing to pay for your services.

By following these 3 simple steps, you’ll build your copywriting skills (the right away) and feel confident in your abilities.

However, these following 8 tips will help you become a better copywriter ASAP.

Apply them whenever writing for clients…

 

8 Copywriting Tips to Quickly Become a Better Copywriter

Use these tips when writing your next copywriting assignment.

If you do, I can almost guarantee you’ll write more persuasive copy, in far less time.

Let’s get to the good stuff…

1. Talk Out Loud as You Write

I learned this tip from Matt Furey (great email copywriter).

He explained that if you talk as you write emails, you will write a LOT faster.

But this is true for anything you write.

If you talk out loud, as you type away, you will write faster, reduce the editing process and write in a 1:1 conversational tone (all your writing should read this way)

The next time you write, talk out loud.

Your spouse may think you’re crazy, but you’ll crank out more effective copy, in half the time.

 

2. Write to ONE Person

A BIG mistake is to write copy that pleases everyone (it’s not possible, anyway).

Instead, write to ONE person.

Who?

Your ideal reader (I.E. your client’s ideal buyer).

Everything you write should be tailored to them, and only them.

(You find all this info during research)

By focusing on one person, it makes your job a lot easier.

For a few reasons:

1. You only have to convince “one” person to buy
2. It’s easier to know which main benefits, pain points, emotional triggers, etc. to use
3. It removes confusion about what to write

Before writing copy, have a crystal clear idea of who your client’s ideal buyer is, and then tailor everything to them. If you do, you will effortlessly boost results.

 

3. The Best Way to Edit

This is probably the best way to edit your writing.

I learned this handy tip from Ben Settle (world-class email copywriter).

It’s very simple and super duper effective.

Here’s what you do…

After you’ve crafted your 1^st draft, read it out loud… 10 times.

Every time you trip over errors, fix them.

After the 10^th time, your copy will read clear as a toy store window and sell like Superbowl tickets.

 

4. Tell Engaging Stories

Humans are programmed to be persuaded, entertained and educated by stories.

Stories cover all the bases of writing money-dripping copy - solve problems, persuade, educate, entertain, tap into emotions and all that good stuff.

Here are 4 stories to tell in your writing:

• Cautionary tales (mistakes to avoid)
• Stories about celebrities
• Inspirational stories
• Rags-to-riches stories (related to your market).

Also…

The more dramatic, emotional and tension-filled your stories are, the more impactful they’ll be on your target audience.

Strive to include at least one story for every copywriting project you take on.

 

5. Metaphors and Analogies

Metaphors and analogies tap into our psychology faster than a bullet.

We are hard-wired to be entertained and educated by them.

They are a great way to break down complex messages and make them more persuasive.

Here are a few examples:

The man is as dumb as a pair of socks.

I’m as hungry as a hippo.

My grandmother’s cookies are as sweet as honey.

Load up your copy with metaphors and analogies to get your message across faster.

 

6. The “Day in the Life” Headline

Lots of copywriting courses & books cover headline techniques.

Rarely any talk about mindset.

Whenever I write headlines, I get into this mindset…

Picture yourself as your prospect…

You are bored and mindlessly scrolling through social media (or whatever platform you’re writing for)… what’s the ONE thing you could read that would snap you out of your daze and get you to stop scrolling?

Whatever it is, use it as your headline to snatch their attention.

This works so well because you want to enter the conversation your prospect is already having inside their mind.

This mindset helps you do so with pinpoint accuracy.

 

7. The Power of Contrast

Contrasting things act like red stop signs on our eyes.

Believe it or not…

This goes way back to when we roamed the jungle.

If we noticed something different in our surroundings, we’d jump into survival because it could be a predator trying to devour us.

Contrast still has a BIG effect on our minds.

To benefit from contrast, add polar opposites to your copy.

For example:

obese … anorexic.

Poor … rich.

Heaven … hell.

This works especially well in your headline.

 

8. The PAS Formula

This is probably my favorite copywriting framework.

It’s a proven formula used by the most successful copywriters and advertisers.

It's very easy to use.

Here’s how:

Problem:

Bring up your target audience’s biggest problem.

Agitate:

Agitate this problem by tapping into your reader’s EMOTIONS.

Tap into anger, guilt, frustration, embarrassment, greed and any other negative emotion that they are experiencing related to this problem.

In the wise words of Dan Kennedy:

“Make the problem larger than life, worse than death.”

Solution:

Then, offer the solution to their problem (your product/service).

TIP – make your solution instant and easy to achieve.

 

Conclusion

How to become a better copywriter starts with learning the copywriting basics.

Whenever you’re writing copy (as practice or for clients) include the 8 tips to become a better copywriter ASAP.

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As a beginner copywriter, I made countless “newbie” mistakes.

Some were as obvious as snow in July, while others took me a while to uncover the error of my ways.

To help you leapfrog these common pitfalls…

I’m going to share 10 bad copywriting examples with you and give you insider tips on how to fix them FAST.

But first…

 

What is Bad Copywriting?

The goal of copywriting is to drive results (sales, leads, etc.)

Therefore, bad copywriting is any project you create that fails to deliver desirable results for your clients.

There are a million ways to write bad copy.

In this post, I’m going to cover 10 painfully common, yet disastrous mistakes…

1. Lack of Clarity

Copy that lacks clarity often fails to convey a clear message or purpose. Ambiguous language, vague statements, or convoluted ideas can leave the audience confused and disengaged.

2. Ignoring Your Target Audience

When copywriters neglect to understand their target audience, the messaging may not resonate with the intended demographic. Failing to address the specific needs, preferences, and pain points of the audience leads to ineffective communication.

3. Jargon

The excessive use of technical or industry-specific language (jargon) can alienate the audience, making the message difficult to understand. Effective copy should communicate clearly and directly, avoiding unnecessary complexity.

4. Lack of a Clear Value Proposition

Without a compelling value proposition, copy may fail to articulate the unique benefits or advantages of a product or service. Vague or generic statements without concrete reasons for the audience to engage can result in disinterest.

5. Misleading Claims

Copy that makes unrealistic promises or exaggerates benefits can lead to skepticism and distrust. Misleading claims undermine credibility and may result in disappointed customers.

6. Neglecting Proof and Testimonials

Failing to provide social proof, such as customer testimonials or reviews, can impact the trustworthiness of the copy. Evidence of positive experiences from others adds credibility and reassures potential customers.

7. Ignoring Grammar and Spelling

Poor grammar and spelling mistakes diminish the professionalism of copy. A lack of attention to language mechanics can erode the credibility of the brand and distract readers from the intended message.

8. Excessive Use of Exclamation Marks

Overusing exclamation marks may make the copy seem overly enthusiastic or insincere. Proper punctuation usage is essential for conveying excitement without resorting to excessive punctuation.

9. Focusing Solely on Features, Ignoring Benefits

Copy that lists product features without explaining the corresponding benefits can be less persuasive. Effective copy should connect features to real-world advantages, showing customers how the product or service meets their needs.

10. Weak or Unclear Call-to-Action (CTA)

A vague or weak CTA can leave the audience unsure of the next steps. A lack of direction in encouraging specific actions, such as making a purchase or signing up, can hinder conversion rates.

 

10 Examples of Bad Copywriting (and Tips for Fixing Them ASAP)

 

1. Vague Value Propositions

Bad Copywriting Example:

"Our product is the best."

How many times have you seen ads like this?

This type of vague statement provides no real information to its audience.

What makes the product the best?

Is it the quality, the features, or something else?

Without specifics, potential customers are left in the dark, and the message lacks credibility and impact.

To fix this, be explicit about what sets your product apart – highlight its unique features, benefits, or any awards it has received.

Remember, customers want to know what's in it for them.

Use concrete language that communicates value, making it easy for them to understand why your product or service is worth their time and money.

 

2. Overusing Jargon

Bad Copywriting Example:

"Revolutionary synergistic solutions for optimal productivity."

Jargon-filled copy can alienate your audience, leaving them scratching their heads instead of nodding in agreement.

The use of overly complex or technical language can create a barrier between your message and the reader.

No bueno…

To fix this, simplify your language.

Use simple, everyday language.

Use short words, sentences and paragraphs.

Opt for straightforward language that conveys your message without causing confusion.

Keep in mind that effective communication is about being understood, not showcasing an extensive vocabulary. Your goal is to connect with your audience, not impress them with complex terminology.

 

3. Ignoring the Target Audience

Bad Copywriting Example:

"Everyone needs this."

This generic statement assumes that the product or service is universally appealing, which rarely holds true.

Ignoring the nuances of your target audience can lead to ineffective communication.

To address this, conduct thorough market research and create buyer personas.

Tailor your copy to address the specific needs, preferences, and pain points of your ideal customers.

By personalizing your message, you create a stronger connection and resonate more with the people who matter.

The key here is relevance.

Your copy should speak directly to the audience you want to reach, making them feel like the product or service was designed just for them.

 

4. Excessive Exclamation Marks

Bad Copywriting Example:

"Buy now and transform your life!!!"

Yuck!!!!!

Excessive exclamation marks scream scam.

Use exclamation marks sparingly and strategically.

Focus on crafting compelling content that genuinely conveys the excitement or benefits of your offer.

Let the strength of your message do the talking rather than relying on punctuation marks to create urgency.

Remember, less is often more.

Use exclamation marks where they truly add value and emphasize key points, ensuring your enthusiasm is conveyed authentically.

 

5. Lack of Clarity

Bad Copywriting Example:

"Get started without hassle."

This vague statement lacks clarity about what "hassle" means in this context.

Potential customers may wonder what steps are involved or if there are any potential challenges.

To address this issue, be specific and provide clear instructions or details.

Instead, say, "Begin your journey effortlessly with our user-friendly setup – no complicated steps, just a seamless experience."

Clarity is crucial in copywriting.

Your audience should have a clear understanding of what's expected or what they'll gain.

Avoid ambiguity to build trust and ensure your message hits home.

 

6. Misleading Claims

Bad Copywriting Example:

"Lose 10 pounds in one week – guaranteed!"

Making unrealistic or misleading promises can damage your credibility and destroy trust with your audience.

While it may attract attention initially, it can lead to disappointment and dissatisfaction.

Instead, focus on truthful and achievable claims.

Transparency is key.

Set realistic expectations, and your audience will appreciate your honesty, leading to stronger long-term relationships.

 

7. Neglecting Proof and Testimonials

Bad Copywriting Example:

"Our product is amazing – trust us!"

Simply stating that your product is great without providing evidence can be a major turnoff for skeptical consumers.

To remedy this, incorporate social proof such as customer testimonials, reviews, or endorsements.

Real experiences from satisfied customers add credibility and help build trust.

Share success stories that showcase the positive impact your product has had on others.

Customers often rely on the experiences of their peers when making decisions.

By highlighting positive testimonials, you provide valuable reassurance and address potential objections.

 

8. Ignoring Grammar and Spelling

Bad Copywriting Example:

"Get your pet's accesories here!"

Poor grammar and spelling mistakes not only make your copy appear unprofessional but can also undermine the credibility of your brand.

Always proofread your copy before publishing.

Correct grammar and spelling contribute to a polished and trustworthy image.

Use tools like grammar checkers to catch any overlooked errors.

Remember, your copy is a reflection of your brand's professionalism. Clean, error-free content instills confidence in your audience.

 

9. Ignoring a Clear Call-to-Action (CTA)

Bad Copywriting Example:

"Learn more."

A weak or unclear call-to-action leaves your audience unsure about what steps to take next.

Strengthen your CTA by being specific and directive.

Instead of a generic "Learn more," try "Explore our exclusive offers now!" or "Sign up for a free trial today."

Make it crystal clear what action you want your audience to take.

The CTA is the bridge between your persuasive copy and conversion. Ensure it guides your audience seamlessly toward the desired action.

 

10. Focusing Solely on Features, Ignoring Benefits

Bad Copywriting Example: "Our new smartphone has a quad-core processor, 64GB storage, and a 20MP camera."

While listing features is essential, focusing solely on them can leave your audience questioning the real value.

ALWAYS highlight the benefits of these features.

Features provide necessary information to justify a purchase, but it's the benefits that resonate with customers and sell.

Help your audience understand how your product or service improves their lives and addresses their needs.

 

25 Common Copywriting Mistakes to Avoid

To be honest…

There are hundreds of common copywriting mistakes that beginners make.

Few months ago, I created a guide for overcoming 25 common copywriting mistakes. Read it here: 25 Common Copywriting Mistakes (And How to Fix Them in Seconds!)

 

Conclusion

Are you making any of these copywriting mistakes?

If so, fix em FAST.

By constantly fixing mistakes and improving your skills, you’ll be well on your way to earning more this year.

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“What is freelance copywriting?”

“How much do freelance copywriters make?”

“What the heck do copywriters ACTUALLY do all day?”

“How can I become a freelance copywriter with no experience?”

All of these questions ran through my newbie brain in 2019.

Fast forward 4 years…

I’ve written for hundreds of freelance clients and have enjoyed the freelancer lifestyle – earning good money and doing what I love, while working in my pajamas.

Ahhhh.

If you dream of escaping the smelly 9-5 rat race and writing for brands you love, then you’re in the right place.

In this ultimate guide for beginners, I’m going to answer your most burning questions and give you a proven 5-step roadmap for breaking into freelance copywriting ASAP – so you can start earning maximum income, in minimum time.

 

What is Copywriting?

A quick online search will reveal a fiasco of conflicting explanations.

Let’s set the record straight…

Copywriting is nothing more than salesmanship translated into written form.

Rather than relying on traditional face-to-face sales methods, copywriting thrives in the digital realm, allowing you to connect with your audience through the power of words.

However, copywriting has one HUGE advantage over traditional selling.

You can “sell” to 10 times (or much more) as many people simultaneously. PLUS, you only have to create your sales presentation ONCE.

Also…

The primary objective of copywriting is to craft compelling and persuasive content that drives your readers to take specific actions—typically, making a purchase or subscribing to an email list.

Moreover...

The versatility of copywriting extends across a multitude of platforms, including:

• Social media posts
• Blogs
• Online & offline advertisements
• Scripts for YouTube videos
• Direct mail pieces
• Website content
• And a plethora of other channels

 

What is Freelance Copywriting?

The primary distinction between freelance copywriting and traditional copywriting lies in the employment structure.

In traditional copywriting, you essentially function as an employee, adhering to the conventional 9-5 work model within a single company.

Now, on the flip side...

Freelance copywriting puts you in the driver's seat.

It transforms into a business venture.

As a freelance copywriter, you are the captain of your own ship, responsible for steering your copywriting business and actively seeking clients to serve.

Freelance copywriting involves more independence, responsibility and a bit more "risk" compared to the somewhat stable environment of a typical 9-5 copywriting position.

Nevertheless, with increased risk, comes a host of rewarding opportunities, including:

1. Free to Work Wherever YOU Want

Work from the serene beach, the comfort of your couch, or even within an RV as you traverse the globe. The beauty lies in the flexibility to write from any corner of the world.

2. Ultimate Control

Embrace the role of being your own boss. Set your working hours according to your preferences. Decide who you want to collaborate with and choose the topics that align with your interests. Freelancing grants you unparalleled freedom in these choices.

3. Earning Potential of 6 Figures (or More)

Unlike the constraints of traditional copywriting, your earning potential as a freelance copywriter knows no shackles.

The only limits are defined by the number of clients you attract, your skillset, your pricing strategy, and the volume of projects you can undertake each year.

4. Can Start ASAP

Unlike the 9-5 underworld…

You don't need a fancy pancy college degree, years of experience to get started or to climb a slow, grueling corporate ladder.

Anyone has the potential to become a successful freelance copywriter.

The key is a willingness to put in the effort and continuously refine your copywriting skills.

 

Is Freelance Copywriting Still a Good Career in the Era of AI?

Despite the rampant concerns and scary headlines about AI and ChatGPT taking over the world, diving into freelance copywriting is still a FANTASTIC career move.

Here's the reassuring news:

Robots can never replace skilled copywriters.

At its essence, copywriting is a form of salesmanship, and effective selling involves establishing a personal connection with your audience.

It demands empathy, personality, and a profound understanding of human psychology (esp. consumer psychology).

True copywriters will always outshine robots in the realm of persuasion.

As long as you continually enhance your selling and copywriting skills, there's no need to be worried.

More uplifting news:

The demand for copywriters will always be on the rise for as long as humans roam earth.

Why?

Copywriting is the lifeblood of business growth.

Companies will always seek assistance in converting more customers, boosting sales and scaling their business.

If you can contribute to achieving these objectives, you'll consistently find yourself in demand, earning mighty paychecks.

 

What does a Freelance Copywriter ACTUALLY Do? (2 Main Roles)

Running a freelance copywriting business covers two primary sides:

1. The Business Side

This aspect takes precedence and holds greater significance for your success.

It involves activities such as prospecting, lead generation (client acquisition), determining your copywriting rates, cultivating client relationships, managing accounting tasks (taxes, income tracking, invoices, etc.), and much more.

 

2. The Writing Side

Once you secure clients, and have a steady flow of work on your desk, your daily routine revolves around the writing process, which has three main phases:

1. Research

Widely regarded as the most crucial phase, research consumes the majority of your time.

Effective copy is not written; it is assembled through painstaking research.

Your role is to uncover everything essential for persuasive copy, diving into your client's brand, competition, product, and most importantly, their target audience.

Refer to this comprehensive guide for a detailed understanding of copywriting research: "Your Ultimate Guide to Copywriting Research (Step-by-Step Process + 5 Best Techniques)."

2. Writing

After extensive research, you’ll be ready to write.

This involves creating attention-grabbing headlines, compelling body copy, and persuasive calls to action (CTAs) that drive readers to take the desired action (fulfilling your client's primary objective.)

Explore this detailed guide for insights into writing persuasive copy.

Additionally, freelance copywriters are versatile in writing for various platforms, including social media content, blog posts, landing pages, ecommerce product descriptions, social media advertisements, and much more.

For a deeper understanding of the types of copywriting services to offer, check out this blog post.

3. Editing

Editing represents the final pivotal phase of copywriting.

Thoroughly edit your copy multiple times (I strive for 10 read-throughs, out loud).

The objective is to craft the most persuasive message, using the fewest words.

Chisel your writing into a clear, concise, and digestible sales message.

 

How Much Do Freelance Copywriters Make in 2024?

According to Zip Recruiter's data in 2024, freelance copywriters command an average rate of around $45 per hour ($90,000 per year).

However, it's crucial to recognize that figures regarding freelance copywriting salaries found online can be somewhat misleading.

Why?

Because…

As a freelance copywriter…

Your earnings are entirely in your hands.

There are freelancers in this field making 7 figures, 6 figures, 5 figures, and much lower.

Entering the world of freelance copywriting requires a fundamental understanding that you're not just a writer; you're a business owner.

As a business owner, there's virtually no cap on your potential income.

The only limits are set by your own aspirations, determination, and marketing, salesmanship & copywriting skills.

Becoming skilled at marketing yourself, selling your copywriting services, and delivering impressive results for clients can lead to substantial financial rewards.

Freelance copywriters have the potential to earn significantly more than their traditional counterparts working as employees.

Never box yourself into a corner by following salary averages.

You have the capacity to earn as much as you desire IF you're willing to put in the effort and master this life-changing skill.

Curious about how much freelance copywriters charge?

For comprehensive insights into pricing your copywriting fees, refer to this detailed guide: "The Ultimate Guide to Freelance Copywriting Rates in 2024 (How Much Should YOU Charge?)"

 

How to Become a Freelance Copywriter in 2024 with NO Experience (5 Simple Steps)

I've previously penned a comprehensive guide on navigating the path to becoming a successful freelance copywriter in 2024. I strongly recommend reading this post and following the outlined steps for optimal results.

Here's a quick recap of the essential steps:

1. Master the Fundamentals

Learn the basics by reading these 10 direct response copywriting books:

• The Boron Letters by Gary Halbert
• The Adweek Copywriting Handbook by Joseph Sugarman
• How to Write a Good Advertisement by Victor O. Schwab
• Scientific Advertising By Claude Hopkins
• The Ultimate Sales Letter by Dan Kennedy
• Ogilvy on Advertising By David Ogilvy
• Tested Advertising Methods By John Caples
• Cashvertising By Drew Eric Whitman
• The Copywriter’s Handbook By Bob Bly
• Kick-Ass Copywriting Secrets of a Marketing Rebel By John Carlton

Also…

Sharpen your sword by practicing copywriting (daily) through this guide: "How to Practice Copywriting for Free (5 Exercises to Improve Your Skills TODAY)."

Dedicate at least a month to this crucial phase as it forms the basis for your copywriting skills and sculpts the future of your freelancing success.

 

2. Get Clients

Once you've grasped the basics, move on to acquiring real clients. Refer to my ultimate guide for beginners: "How to Get Copywriting Clients in 2024 With No Experience (Get New Clients TODAY)."

During your initial months, focus on gaining rapid-fire experience by writing for diverse clients (different industries) and various types of copy.

 

3. Niche Down

After you’ve gotten your fists muddy with real-world experience and have a bunch of samples & testimonials, it's time to narrow down your focus.

Choosing a specific copywriting niche is crucial for earning a higher income, as specialists are rewarded much greater than generalists.

My guide, "The 10 Highest-Paying Copywriting Niches in 2024 (How to Pick the Best One for YOU)," provides step-by-step instructions for selecting the ideal niche for YOU.

 

4. Create an Impressive Copywriting Portfolio

Before attracting dream clients, build an impressive portfolio loaded with testimonials and samples.

Use this easy guide to craft a portfolio within 10 minutes: "How to Create a Copywriting Portfolio with NO Experience (In 10 minutes or Less)."

 

5. Grow Your Freelance Copywriting Business

When you're ready to scale your freelance copywriting business to the sun, explore my blog post sharing the top 3 business-growth strategies: "3 Fastest Ways to Grow Your Freelance Copywriting Business in 2024 (Make 6-figures This Year)."

 

Conclusion

Did I answer your questions about freelance copywriting?

If not...

Maybe this will…

If I could choose one career it’d be freelance copywriting.

Even if you end up doing something different, you can use the skills you learn to create a VERY profitable and fulfilling life for yourself (this is why I became a copywriter. Believe it or not, I didn’t enjoy writing at the time, although I LOVE to write now).

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Imagine this…

You've spent DAYS researching, writing and editing a copywriting masterpiece.

But as your potential customers read through, objections start popping up in their minds like unexpected hurdles.

If you do not effectively handle these objections (as soon as they arise), your readers won’t believe your claims, trust you or purchase your product… no matter how persuasive your copy was otherwise.

Whether you're new to copywriting or a seasoned pro, dealing with customer objections (risk reversal) is a skill that can significantly impact your conversion rates.

It's the art of not just addressing concerns but preemptively dispelling doubts, creating trust, and guiding your readers towards a resounding "Yes, I want this!"

In this blog post…

I’m going to uncover why objection handling is crucial to your success, the 5 main customer objections, and 7 explosive tips to handle objections like a copywriting pro so you can boost sales.

 

Why is Objection Handling Important in Copywriting?

Understand this…

Your readers have dozens of objections firing off in their brains as they graze your writing.

If you fail to raise and handle their objections, they will not buy from you.

Everything else can be flawless, but if you leave unresolved objections sizzling in your reader’s minds, you have failed as a copywriter.

For one simple reason…

You won’t get desirable results for your clients.

And if you fail to get results, you will not be able to charge top rates or repeat clients (the most profitable type of clients).

But, that said, you have nothing to worry about.

Because I’m going to reveal the most common customer objections and give you insider tips for handling them faster than a lightning bolt.

 

What are the Most Common Customer Objections?

Before we jump into the nitty-gritty of handling objections, let's identify the usual suspects – the objections that might be lurking in the minds of your potential customers.

1. Price objections

One of the most frequent concerns is price objections.

They might think, "It's too expensive. Can I really afford this?"

Add risk reversal by addressing this by highlighting the value your product provides. Break down the benefits and showcase any cost-saving aspects or long-term value to ease their financial worries.

Or…

On the other side of the picket fence…

“This product is really cheap, it must be a piece of junk.”

If your client has low prices, demonstrate the value and load your copy with social proof.

2. Trust Issues

Trust is as fragile as a newborn puppy.

Especially today.

We are bombarded with thousands of ads each day. Most of these ads make ridiculous claims and are extremely unbelievable.

Because of this…

Customers are more skeptical than ever before.

They are always thinking “Yeah, right!” whenever they hear fluffy, hyped-up claims.

Customers may hesitate, asking, "Is this product legit? Can I trust this company? Is this too good to be true?"

To overcome this objection, leverage social proof. Feature customer testimonials, reviews, and case studies prominently in your copy. Highlight any industry certifications or awards your business has earned to reinforce credibility.

3. Uncertainty About Value

"What's in it for me?”

“Will this really solve my problem?"

If your potential customer is unsure about the value your product brings, address this by clearly outlining the core benefits (what it will DO for your customer… how it will solve their problems, improve their lives, etc.)

4. Fear of Making the Wrong Choice

We all have this fear…

"What if I regret this decision?”

“Are there better options out there?"

Ease this common objection by offering a no-risk guarantee.

Assure your customers that you stand by your product, and if they're not completely satisfied, there's an easy way out.

This builds confidence and minimizes the perceived risk of making a purchase.

5. Lack of Information

Sometimes, objections arise simply due to a lack of information.

Customers might wonder, "Is this all I need to know?"

Address this by providing comprehensive details about your product or service.

Answer frequently asked questions, offer tutorials, and ensure that your copy is informative and leaves no room for ambiguity.

Knowing and addressing these 5 common objections preemptively in your copy positions you as a trustworthy and customer-focused brand, increasing the likelihood of turning curious visitors into satisfied customers.

 

How to Handle Customer Objections like a Pro Copywriter

Now, let's get to the good stuff – how to handle objections and turn skeptics into satisfied customers.

1. Anticipate and Address

Don't wait for objections to pop up; tackle them head-on.

Take a step back and think like your customer.

The key to finding common objections your customers may have is research.

Make sure you spend time finding the common objections your target audience likely has (do this for every new client you write for).

The best ways to find common objections are in product reviews (like on Amazon.com).

If you know price is a concern, highlight the value your product delivers in relation to its cost.

If trust is an issue, showcase customer testimonials and reviews to build credibility.

By proactively addressing objections within your copy, you show your customers that you understand their concerns and are ready to provide solutions.

 

2. Use Empathy

Empathy is your secret weapon.

Put yourself in your customer's shoes and walk for a few miles.

Acknowledge their concerns genuinely and show them that you understand them.

For example, if they express hesitation about the price, you might say, "I get it, investing in [product] is a big decision. However, let me share why it's worth every penny."

Demonstrating empathy in your copy builds a connection and eases resistance.

 

3. Provide Clear Information

Clear communication is key.

Be crystal clear about what your product or service offers.

Address potential doubts by providing detailed information, features, and benefits.

If there are specific concerns, create dedicated sections in your copy to tackle them.

The more transparent you are, the more trust you'll build, and the more objections you'll overcome.

 

4. Offer Solutions

As a copywriter, your main role is to be a problem-solver.

Achieve risk reversal by turning customer objections into opportunities.

If price is a concern, consider offering a limited-time discount or a flexible payment plan.

If trust is an issue, provide a money-back guarantee to ease worries.

Offering solutions not only addresses objections but also adds value to your offer, making it even more enticing for your potential customers.

 

5. Create a Sense of Urgency

Encourage action by creating a sense of urgency.

Limited-time offers, exclusive deals, or bonuses for early birds can push hesitant customers to make a decision NOW.

Use phrases like "Act now for a special discount" or "Limited stock available" to motivate your readers to take the next step.

A well-crafted sense of urgency can tip the scales in your favor.

 

6. Comparison and Differentiation

Address objections by comparing your product or service to alternatives in the market.

Highlight what sets you apart.

If customers are unsure about choosing your product, make it clear why it's the superior option.

This helps in minimizing doubts and showcasing the unique value you bring to the table.

 

7. Highlight Success Stories

Share success stories or case studies of customers who initially had objections but ended up satisfied.

Real-life examples resonate with potential customers and provide concrete evidence of your product's effectiveness.

By incorporating these additional tips into your objection-handling toolkit, you'll be well-equipped to navigate customer concerns and guide them towards a positive decision.

Remember, objections are not roadblocks; they're opportunities to showcase the strength and value of your offer.

 

Conclusion

You now have everything you need to raise and handle customer objections.

Use the tips in this guide to turn skeptics into happy buyers.

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Want to quickly improve your copywriting skills?

One of the best ways is to study the best copywriters of all time.

This is what I did as a raw beginner.

I spent 3 months studying the best copywriters. Devouring their books and writing their ads out by hand.

In this post…

I’m going to share 10 valuable copywriting tips I’ve learned from 10 of the best copywriters on the planet.

Each tip is designed to be consumed & applied ASAP so you can experience desirable results.

Let’s get it on like Donkey Kong…

 

10 Copywriting Tips from Famous Copywriters to Explode Your Income

#1 Copywriting Tip: Gary Halbert's A-Pile vs B-Pile

Gary Halbert is probably the most successful copywriter who’s ever lived.  

He launched his copywriting career in the 60s as a direct response copywriter.

He’s sold billions worth of products through his advertisements and sales letters. Including, The Coat of Arms Letter, the most mailed ad in HISTORY.

Gary was famous for his direct mail ads.

To boost response, he came up with an Einstein way to get his mail delivered and read by more customers.

How?

He reverse engineered the process people go through when receiving mail.

Gary realized how most people open their mail next to a trash bin and sort their mail into 2 piles.

B-pile: blatant advertisements they quickly toss in the trash.

A-pile: personal-looking letters they save for later.

Gary boosted his sales by writing direct mail that looked personal – like a relative was writing to you (from the outside cover to the inside message)

You can use this concept to boost results on ANY platform you write for (Google Ads, YouTube, blogs, etc.)

Here’s how…

Reverse engineer the exact process your target audience goes through on whatever platform you’re writing on.

Before you write, spend some time-consuming content on this media.

While you do…

Ask yourself:

What content gets you to stop scrolling and read more?

What makes you quickly ignore posts and scroll right past them?  

Does any content entice you to click a link? Why?  

Break down your reader’s process.

Figure out what type of content gets people to stop scrolling, read and click on, then… model after it.

If you do, I can almost guarantee you will experience shocking results.

 

#2 Copywriting Tip: Claude C. Hopkin's Curiosity

Claude Hopkins is the founding father of direct response advertising.

He worked for a handful of big advertising agencies like Swift & Company and Lord & Thomas.

Claude taught how advertising’s sole purpose is to sell.

Not to be clever, humorous or entertaining.

Instead, ads should be measured by scientific tests and justified by their results.

Claude C. Hopkin’s data-driven approach transformed advertising & copywriting as we know it.

He single-handedly created a crystal clear system for advertising success through scientific tests.

In his famous book, Scientific Advertising, Claude explained the importance of curiosity.

Believe it or not…

Curiosity is the single most persuasive technique you can use in your writing.

Fun fact:

Did you know people will buy a product, they had no intention of buying, solely because they were curious?

It’s true.

Curiosity creates a furious itch on our buying glands.

If you sprinkle curiosity throughout your copy, you will effectively grab attention, engage your readers and make it virtually impossible NOT to buy from you.

 

#3 Copywriting Tip: Eugene Schwartz's Alarm Clock

Eugene Schwartz is one of the best copywriters who’s ever lived.

He started his c career at an advertising firm – Huber Hoge & Sons – as a messenger boy and quickly worked his way up to head copy chief.

In 1954, Eugene went into business for himself and was very successful because of his advanced copywriting skills.

The 33.33-Minute Productivity Hack

Eugene revealed his secret for writing EXTREMELY fast.

Here it is…

Whenever Eugene wrote copy, he set a 33.33-minute timer.

During these 33.33 minutes, he worked like a mule.

When his timer went off, he stopped writing and took a short break.

Then, once his break was up, he’d start the process over again.

He repeated this until he was done with whatever he was writing.

How did this help him write faster?

Work expands the time given.

When you give yourself strict deadlines, you’ll automatically work faster.

Whenever I write, I set a timer (The time I set varies for what I’m writing. For example, 7-minute timer for emails.)

The next time you write, set a 33.33-minute timer. You’ll double your writing speed (if not more). 

 

#4 Copywriting Tip: Joe Sugarman's Headline Hack

Joseph Sugarman was a direct response advertising legend.

He founded JS&A Group, a company recognized for innovative products (such as BluBlocker sunglasses).

The ONLY Purpose of Your Headline

Headlines are VERY important.

So much so, that it can be very stressful to create a “winning” headline.

However, this tip will make your job a LOT easier

In Joe Sugarman’s book, The Adweek Copywriting Handbook, he revealed the true purpose of your headline.

It only has ONE goal…

To get your readers to read the first sentence.

Simple, huh?

Never forget this.

It will help you tremendously when writing headlines.

 

#5 Copywriting Tip: Victor O. Schwab's Emotions vs Logic Secret

Victor O. Schwab was one of the most successful & influential direct response copywriters of all time. He was one of the first copywriters to use scientific principles in advertising.

Sell on emotion, justify purchase with logic

2 elements go into a sale.

Emotion & logic.

Victor Schwab was one of the first copywriters to clearly articulate that people buy off emotion and justify their purchase with logic.

These two “sales” forces work together in harmony.

Logic backs emotion so that we can justify our spending to friends and family.

Plus…

Emotion backs logic because the stronger the emotional appeal is presented, the more readily your proof material (logic) will be believed.

Every time you write copy, tap into your reader’s core emotions through stories, image words and painting a bright vision of their problems, wants, desires, and all relevant emotions.

Then, back up all your emotional claims with logic – testimonials, case studies, specific details, credentials, stats and all that good stuff.

 

#6 Copywriting Tip: Doug D'anna's Copywriting Treat

Doug D’Anna is one of the best copywriters. He has an impressive track record of direct response copywriting success.

His writing has generated $100+ million in sales for companies, including Agora, Forbes, Boardroom and Men’s Health.

Would you like to know how to instantly boost sales through your writing?

I’m going to reveal one of the simplest ways.

I learned this secret weapon while listening to an interview between Ben Settle and Doug D’anna.

Doug told Ben how copywriters make selling WAAAY too complicated.

Proof:

Imagine…

You’re at your friend’s house.

He has a dog.

And you want his dog to come to you, instead of your friend.

How would you achieve this?

Easy.

Hold up a yummy treat.

Believe it or not, this simple concept applies to selling to humans too.

The treat?

Find out what your ideal reader wants most.

Then, simply mention it throughout your copy.

Emphasize its benefits, how easy it is to obtain, how they must act fast before it’s gone, and all that yummy stuff (copywriting 101).

 

#7 Copywriting Tip: Mel Martin's Fascination Bullets

Mel was a mail-order advertising legend.

After Eugene Schwartz (mentioned above) helped Marty Edelston build the foundation for Boardroom (multi-million dollar publishing company), it was Mel Martin’s copywriting that launched it into a $100 million per year beast.

Mel Martin is celebrated for his “fascination” bullets.

He’s labeled “the best fascination copywriter you've probably never heard of".

Here's 3 of my favorite bullets he’s written:

• What never to eat on an airplane
• Bills it’s okay to pay late
• What credit companies don’t tell you

If you want to become a better copywriter, study Mel’s bullets and write them out by hand.

Here are a bunch of bullets to get you started:

https://swiped.co/person/mel-martin/

https://infomarketingblog.com/mel-martin-fascinations/

 

#8 Copywriting Tip: John Carlton's Copywriting Hooks

“The most ripped-off writer on the Web” is an infamous copywriter.

Carlton started as a freelance copywriter.

He was the secret sales weapon behind many companies (ad agencies would “sneak” him in through the back door to do the selling that their employees couldn’t do).

John Carlton’s One-Legged Golfer ad is probably the most ripped-off ad of all time (especially by online marketers).

For one simple reason…

The unique hook he used in the headline:

Amazing Secret Discovered By
One-Legged Golfer Adds 50 Yards
To Your Drives Eliminates Hooks
and Slices… And Can Slash Up To
10 Strokes From You’re Game
Almost Overnight!

Carlton was a master at finding unique hooks to display in his headlines and base their overall themes around.  

To learn more about how to write attention-grabbing hooks, see this ultimate guide I created: The Ultimate Guide to Copywriting Hooks (#1 Way to Write Killer Headlines)

 

#9 Copywriting Tip: Gary Bencivenga's Proof Sandwhich

Gary Bencivnga is widely considered to be “the greatest living copywriter in the world.

He is one of the most famous copywriters in the financial direct mail niche. He has sold billions worth of products through his writing.

Nowadays, we are bombarded by ads and pounded with their cringe hype and unbelievable claims.

Gary realized this and used it to his advantage.

He revealed that when you add proof to your claims, you make them far more believable.

This is a MUST.

For readers to buy from you, they must BELIEVE what you’re saying is true BEFORE they pull out their wallets.

The best way to make your claims more believable is to “sandwich” proof elements between them.

Proof elements:

• Social proof
• Scientific studies
• Awards won
• Years of experience
• Testimonials

Make sure you lace your copy with proof and that your claims are never bigger than your proof elements.

 

#10 Copywriting Tip: Robert Collier's Conversation

Collier was a successful author of self-help books. His book The Secret of the Ages sold 300,000+ copies. Collier wrote about the practical psychology of abundance, desire, visualization, and personal development. His book, "The Robert Collier Letter Book," emphasized the importance of persuasive writing in direct response copywriting.

Whenever writing copy, you want to enter the conversation your prospect is already having inside their mind.

Here’s how:

Picture yourself as your prospect…

You are bored.

You’re mindlessly scrolling through social media (or whatever platform you’re writing for)….

What’s the ONE thing you could read that would get you to stop scrolling?

Find this out, through research, and place it in your headline.

If you do, you will instantly boost response.

 

Conclusion

You now possess something very valuable.

10 proven copywriting tips to explode your writing skills and help you boost your income.

Study these 10 best copywriters and read any ads, books and information you can find online.

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This may shock you…

Writing is only a small chunk of copywriting.

The 3 main phases of copywriting include:

1. Research
2. Writing
3. Editing

All steps are essential to writing knockout copy that boosts results for your clients.

In this post, I’m going to cover the editing phase.

After reading, you’ll know exactly how to copy edit after writing your 1^st draft.

I’m going to share my own personal process of editing copy and give you 5 quick editing tips to improve your writing FAST.

Let’s get to it!

 

What is Copy Editing?

Copy editing is the last step in the copywriting process.

Before submitting work to clients, you’ll need to edit your writing.

To turn your clunky draft into a clear, concise and persuasive sales message.

The overall goal is to write the most persuasive message, using the least number of words.

Every word serves a purpose.

If it doesn’t?

Remove it.

You’ll want to copy edit for grammar, “flow” and ensure it is as persuasive as possible to your target audience and related to what you’re selling.

 

Why is Copy Editing Important to Your Success?

Without editing, your writing would be unreadable gibberish.

Often, my first draft is GARBAGE.

This is a good thing though…

When writing your first draft, you just want to just let errr rip.

Let all your ideas, thoughts and feelings flow out of your head, onto your paper.

Do not edit.

But then…

After you’ve done this…

You want to edit your writing.

Joseph Sugarman explained how his first few drafts are often unreadable trash.

But after editing?

He creates copywriting masterpieces that destroy competition and sell millions worth of products.

The real magic happens after you revise your copy, several times.

By spending the time to edit your copy, you will create a very persuasive message, that is clear concise and easy to read for your target audience.

Which will boost results for you and your clients.

The Best Way to Edit Your Copywriting (How to Copy Edit & Improve Your Writing TODAY)

I’ve got something very special for you.

I’m going to break down the copy editing process and share the exact technique I use to edit my copy before submitting it to clients.

I learned this copy editing technique from Ben Settle.

I have refined it and added my own “spin.”

Here it is:

After my first draft…

I read my writing 10 times, out loud.

Every time I trip over bumps (long-winded sentences, misspellings, unclear language… anything that slows the reading process), I smooth them out.

Also…

In between readthroughs (every other readthrough), I’ll review my market research notes.

Why?

To make sure that I’ve included every main selling point: emotional triggers, benefits, handle objections, etc.

Remember:

The main goal of copy editing is to convey your sales message in the most powerful way, using the least number of words.

After reading aloud 10x, your copy will read as smooth as a baby’s head.

It’s amazing how much of a difference the 1^st draft and last draft are.

After I’ve read through my copy 10 times, I’ll copy and paste everything into Grammarly.com.

Grammarly is an easy-to-use app for editing grammar.

I only edit the obvious misspellings (underlined in red).

However, I do NOT pay attention to any other suggestions it provides.

Why?

Because Grammarly gives terrible advice for copywriters.

Their advice is not helpful for writing persuasive, conversational copy.

I strongly advise you do NOT follow it’s advice… only use it to edit major spelling errors.

Also…

Sometimes, I’ll copy and paste everything into the Hemingway App.

I only use the grade level feature (strive to have writing readable at a 5^th grade level).

Good copy should be readable at a 5^th grade level. If not, it’s too complicated and may confuse readers.

This app gives tips to help you achieve the 5^th grade level.

 

5 Copy Editing Tips to Edit Faster

1. Put Your Copy Under The “So what?” Microscope

Your readers only care about what’s in it for them.

So, to keep them reading your copy, put your copy under the “So what?” microscope.

As you read your claims, benefits, features… ask yourself - “so what?"

Do this for every sentence you write.

If you edit this way, you will create VERY persuasive copy.

 

2. Easy to Understand

If you want to persuade your readers to act, you gotta make your message super easy to understand.

Your writing should be readable at a 5^th grade level.

3 tips to make your writing easy to understand:

• Use short sentences, paragraphs and words
• Use everyday language – do not use jargon or try to sound sophisticated
• Break up your copy – vary your sentence/paragraph length. I.E. one-word sentence. Then 11-word sentence. A few 3-5 sentence paragraphs, followed by a 3-word paragraph, etc.

The easier it is for readers to grasp your message (at a glance), the easier it is for you to persuade them.

 

3. Talk As You Write

You do this tip when writing. However, it’ll make the editing process MUCH easier.

The fastest way to write conversational copy is to talk out loud as you write.

Whenever I write, I talk out loud as I type.

This has several benefits:

• Increases writing speed – it’s much faster to write when you’re talking. The words just flow right off your tongue.
• Eliminates 80% of the editing process – when you talk as you write, you will naturally have MUCH less gibberish to edit.
• Reads like a 1:1 conversation – because you are talking, instead of “writing.”

 

4. Use Contractions 

An extremely easy way to trim your copy is to use contractions.

Use contractions like "I'm," "you're," and "we're" to make your writing sound more conversational and reduce unnecessary words.

 

5. The Sole Purpose of Your First Sentence

The only purpose of each sentence is to get your readers to read the FOLLOWING SENTENCE.

That’s it.

By keeping this in mind while editing, you will make every word and be able to trim fat fast.

 

Conclusion

Follow this “how to copy edit” guide (and the copy editing 5 tips) the next time you edit your writing.

The more time you spend trimming, refining and simplifying your message, the more effective it’ll be at driving results.

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