How do you write copy that sells?

I always think, why not dismantle capitalism from the inside? I know, the master's house, the master's tools. If capitalism recuperates every opposition and converts it into another form of capitalism, then maybe we just have to give it a pill designed to be easy to swallow, but which will burst in the gut of the beast and fill its system with bile while shutting down its autonomous nervous system. Then we can all watch as the lights go out in its eyes, and rejoice when we realize that this world was made for us to caretake, to garden. That there is enough for everybody if we don't allow the few to hog all the resources. That we don't need leaders to have a democracy, they are like so many middle men between us and our freedom.

Understanding your target audience is essential for effective copywriting. Research their demographics, interests, pain points, and desires. Tailor your message to resonate with their needs and aspirations.

It's all about balancing the needs of brand and performance when you're writing. How you weight those two elements will largely depend on your audience, the channel and where they are in the buyer's journey. Don't make a hard sell on the first handshake, you know? No one likes a pushy salesman. You need to make a meaningful connection from the start (spark a smile, make someone pause, or think "been there!") and then, as a writer, you need consider how each touchpoint down the funnel continues to solve their problems and make their life better. All before they even hit that "Request a Demo" or "Book a Hotel" button.

The words ‘know your audience’ is somewhat inaccurate in my eyes. Unless of course, you ask your audience what they want via a poll or something, it’s just a lucky guess if you do ‘know your audience’. Right ?! This is why I think knowing pain points or deepest desires of an ‘intended’ audience is actually more important. Tapping into the emotions of the reader through writing emotionally charged copy is what sells a product or service. When writing for pain points, the idea is to empathize with the reader, not belittle them and make them feel bad or inferior. If you meet the reader at their level, share what they’ll get and why you (or your product) ‘gets them’ - you’ll soon be on your way to invincible sales copy!

A compelling headline grabs attention and entices readers to continue reading. Use powerful words, create intrigue, or promise a benefit to captivate your audience from the start.

An effective headline will depend on your audience and messaging goals. For example, a headline or subject line for a sale will be very different from one that is simply providing information. A company that has straightforward messaging will more than likely have a straightforward headline/subject line. Companies like Chewy, use humor very effectively in their ads and may be more open to using puns and wordplay. A/B testing, with different subject lines, can give writers and marketers insight into what is working and being viewed and what is not.

The right headline is important as a means of empowerment but also as a question. I wrote 16 complete product launches for a multinational maker of high-tech business and consumer products, and for those campaigns I enrolled the buyer as a futurist; as someone who, with encouragement, could venture forth without fear of progress. Then, in each piece of text I presented a "without or with" product scenario, suggesting the risk of falling behind. After all, no one wants to be a dinosaur. The scenarios I created were instrumental in my client's significant market capture.

My advice? Spend less time engaging with pointless AI-generated articles and more on copy that people read all the way. To. The. End.

Many successful copywriters rely on proven formulas like AIDA (Attention, Interest, Desire, Action) or PAS (Problem, Agitate, Solution) to structure their copy. These formulas guide the reader through a logical progression of emotions, leading them to take action.

There are proven formulas for writing every kind of copy. 1. For writing case studies we always use the formula: Problem -> Solution -> Result. This helps to paint a transformation picture for the ideal customer. 2. If you are writing a sales letter, there are many formulas that can be helpful. If you are writing for a cold audience, use the storytelling method. If you are writing for a warm audience, a problem-solution archetype can work. 3. For emails, try starting with a question, or teasing about a secret and revealing the secret at the end of the copy. You can take it further by saying the secret will be revealed in the product or the service you offer.

A mediocre manager will always chide you on "clarity and simplicity." There's a solid chance their background isn't in writing. Don't get me twisted; you shouldn't write too much, add vague references, or over/play cliches—but don't overcorrect either. Don't turn your sweet word medley into milquetoast! Be insightful, be unexpected, and pretend your audience wouldn't mind a single captivating message among the tens of thousands of lamebrain, bore-snore, call-to-action-type content they see in a day. Write with an ounce of soul, because AI already has boring pegged.

Keep your copy clear and concise. Avoid jargon, complex sentences, or unnecessary details that may confuse or overwhelm your readers. Use simple language to convey your message effectively.

Can I say just how hard this point is? Seriously. As wordsmiths we often find it easier to embellish eloquently with verbose prose and meaty paragraphs than to write with simplicity (I often write in the B2B, ITC, and SaaS space, and even here it is tricky). So, yes. Simple. Short paragraphs. Active voice. These take longer than you think. But so worth it. :)

Even if you are writing for SEO, as I do at Tandem.Buzz, you must remember all grammar rules as you attempt to utilize SEO best practices in your content. Something I mention frequently is K-I-S-S, first introduced by the US Navy. It stands for "Keep It Simple Stupid." As someone who is admittedly wordy, I prefer to write over talking to someone. This is because I can write, review, edit, shorten, and ensure what I've written is easy to read and straightforward. Refrain from writing long explanations and eloquent prose when trying to sell something. You must have a hook to grab the audience's attention and reel them in. If your copy is too long, they will lose interest before they finish reading. When it comes to selling, less is more.

Fire half of your adjectives. Delete 90% of your adverbs. Focus every ounce of your creative ability on choosing nouns and verbs that are precise and colorful. Watch what happens.

People are often influenced by the actions and opinions of others. Incorporate social proof, such as testimonials, reviews, or endorsements, to build trust and credibility. Additionally, create a sense of urgency by highlighting limited-time offers, exclusive deals, or impending deadlines to encourage immediate action.

Most businesses aren't doing nearly enough to harvest testimonials. According to the Demand Gen Report, 97% of B2B clients say that testimonials and peer recommendations are more reliable than any other kind of content. And companies that make regular use of testimonials can boost their revenue by 62% according to Strategic Factory. I always try to talk to my clients' clients, even when they haven't hired me to collect testimonials. You'll uncover invaluable insights from your customers' own stories in their own words. Sometimes you'll find the exact piece of information you need. This is how Bud Rollins discovered the fabled "Capo d'Astro Bar" that turned an unsellable product into a gold mine. (Google it!)

Case studies are like testimonials on steroids. So as soon as you have a few users use your product, get a couple of case studies up on your website. One other way to gather testimonials or get customers ready to interview for a case study is to reward them for it. Offer 50% off on your next product in exchange. Or a free voucher of $25 they can redeem when they renew their subscription to your SaaS. Why does urgency speed up the sale? 1. A limited number or a limited time forces users to make a decision faster. If they click away they most likely will never return. 2. The customers will be well on their way to solving their problems when they give in. 3. It pushes people on the fence in or out. You get to gauge the interest level.

A call to action (CTA) is a clear and compelling directive that tells your audience what you want them to do. Make it specific, action-oriented, and persuasive. Use strong verbs and create a sense of urgency to prompt your readers to take the desired action.

Understanding the Audience: I dive into the customer persona, finding out what makes them tick, what keeps them up at night, and how the product or service can address these. "Are you tired of constant backaches? Try our ergonomic chairs designed for long working hours." Articulating Benefits: I spotlight the unique value proposition, making it irresistible. "Our chairs don't just offer comfort; they contribute to your overall wellness, enabling you to work longer without the nagging pain." Creating a Strong Call-to-Action: I craft compelling CTAs that induce urgency and encourage the reader to act. "Don't let another day of discomfort pass by. Order now and enjoy an exclusive 20% off!"

More than anything else, be genuine in caring for the customer—because any copy that ultimately glosses over the humanity of the customer is a fail. People today are raw. I don't care what you're promoting, you need a soft touch and a big heart, because everyone's been burned by companies that claim to care but don't. I once sat in a meeting of a "people-focused" company, and my team talked about why we do what we do to help customers. The new ownership responded, "We're just in it for the money." Want people to pay attention? Fight being just another company that loves money and tolerates customers. Then you can write copy that says that you care about people and have it be true. Then people may flock to your products and services.

This is all well and good but you also have to know what level of awareness a prospect has if you have any hope of making a sale. If they don’t even know they have a problem, your copy isn’t going to land…no matter how catchy the headline is, how concise the copy is, or how strong the CTA is, etc. If you don’t know where they are in their journey and what they need to hear to get to the next stage, you’re wasting your time. There are two massive preliminary steps to conversion: connection and cultivation. Your copy has to be not only relevant to your ideal client, but relevant RIGHT NOW.

USE PROVEN FRAMEWORKS. Examples include: 1. AIDA - Attention, Interest, Desire (or, in some variations, Decision) and Action. 2. 3 Ps - Purpose, Person, and Point 3. PAS - Problem, Agitation, Solution 4. PADS - Problem, Agitation, Decision, Solution 5. FAB - Features, Advantages, and Benefits 6. BAB - Before, After, Bridge 7. SSS - Star, Story, Solution 8. ACCA - Awareness, Comprehension, Conviction, Action 9. PPPP - Picture, Promise, Prove, Push 10. 4 Cs - Clear, Concise, Compelling, Credible