Here's how you can make your copy stand out in a crowded marketplace.

Be yourself and incorporate your own stories. AI isn’t corporeal, it hasn’t lived or suffered or experienced joy. You have. So tell your stories.

Your opening lines are the front door to your message; make them irresistible. Nike captures attention with bold statements like "Just Do It," instantly engaging the audience. Use a hook that piques curiosity or poses a problem that your reader identifies with. This could be a surprising fact, a question, or a bold statement that challenges conventional wisdom. Your goal is to create an itch that only reading further will scratch. Once you've captured their interest, maintaining it becomes much easier.

Storytelling: Integrate storytelling techniques to make your message more relatable and memorable. Narratives can help in building a connection with your audience. Credibility: Back up your claims with data, statistics, and reliable sources. Establishing credibility is essential for gaining the trust of your audience. Accessibility: Ensure your content is accessible to all users, including those with disabilities. This can include providing text alternatives for images, ensuring readability, and considering various devices. Other factors that you could consider are incorporating high-quality visuals, ensuring messaging is consistent across platforms and relevant. Timing can also significantly impact how the message is received.

Understanding your audience is like having a map in a maze; it guides every word you write. Spotify excels at targeting its audience by tailoring messages that reflect their musical tastes and preferences. Dive deep into their desires, fears, and language. Speak directly to them by using 'you' to make your copy feel like a personal conversation. The more your copy reflects their inner thoughts and speaks to their specific needs, the more it will resonate and compel them to act.

Understand who your audience is, what they need, and what interests them. If your audience consists of young professionals, your content should be dynamic, concise, and career-focused. A report by HubSpot indicates that businesses that understand their audience’s needs are 80% more likely to craft effective messages. Create content that speaks directly to your audience’s pain points and interests. Use language and references that resonate with them. Develop audience personas to guide your content creation process. Personas help you visualize your ideal customers and tailor your messaging accordingly.

Who is your audience? If you don’t know them well, your content will always fall on deaf ears. Your potential clients, current ideal clients, people you want to collaborate with, and loyal fans who aren’t your potential clients but love what you do and are your ambassadors - this is who makes up your ‘audience’. Take time to get to know them.

What do you need to know about your audience? 1. How they identify themselves (self-concept) 2. What they consciously or unconsciously believe about the world. 3. What obvious and/or hidden desires have already manifested within them.

A crucial aspect of understanding your audience is knowing what they aim to achieve by consuming your content. If your audience is seeking specific information and you capture their attention without providing what they need, they are unlikely to return.

Your unique value proposition (UVP) is your secret sauce—flaunt it. Tesla clearly communicates its innovative approach and sustainability efforts, setting it apart from competitors. Clearly communicate what sets your offer apart from the sea of competitors. Is it your unparalleled quality, innovative approach, or stellar customer service? Make sure your UVP is front and center in your copy, showing your audience why they should choose you over anyone else.

Your unique value proposition sets you apart from competitors. Clearly understand what makes your product or service unique and why customers should choose you. Research by MarketingExperiments found that having a clear UVP can increase sales by up to 18%. Focus on the benefits your audience will gain, rather than just the features of your product or service. Use bullet points to list key benefits, making them easy to scan and understand quickly.

Ideally your Unique Value Proposition should be somehow integrated into your logo/slogan thru words and/or imagery that way it stays top of mind both for you and your target market

Why are you different to everyone else selling the same thing? What is it that makes you special? Why do your customers choose you? That's your UVP. You may have to hone the message to communicate it clearly, but understanding the 'why' is the underlying key to your marketing strategy.

Don’t just write your UVP and put it front and center in your copy as a statement. Show your value by going deeper… For example, if you’re in the lifestyle medicine field - don’t stop at telling people to eat more vegetables or prioritize sleep. EVERYBODY IS SAYING THAT. Go deeper and let your expertise shine through your copy. Just be sure to explain things in a way your audience can understand.

I pay attention to how I feel( joy, sadness, anger, pain, fear, loneliness) about my clients, viewers, partners, and myself. The stories in the video become real and facts and figures come to life when they’re connected to feelings.

An emotional appeal only works if it's around something that your audience is already emotional about. It is (almost) impossible to get someone to become emotional about something they do not care about. Emotional appeals are also subject to backfiring if it's clear that you've tried too hard to elicit that emotion. A clear manipulation attempt is rarely welcomed; your audience will turn on you. Authenticity and accuracy are key to writing great emotional appeals. Get very detailed on what your audience already knows and wants, then you'll discover the emotions they're already having.

Think about scrolling on social media to find just the right reel or meme to send to your friend. You’re usually looking for something that made you laugh. Make someone laugh. Humor translates to engagement.

Use storytelling to create an emotional connection with your audience. Stories are memorable and can make your content more relatable. Share customer success stories or anecdotes that highlight the positive impact of your product or service. According to Stanford University, stories are up to 22 times more memorable than facts alone. Identify and incorporate emotional triggers such as fear, excitement, or happiness to engage your audience on a deeper level. Use testimonials and reviews to add authenticity and evoke emotions related to trust and satisfaction.

Corto, supercorto. El lector decide en tan solo 3 segundos si va a seguir leyendo. Tu titular tiene que generar el interés en ese lapso de tiempo y para ello no te queda otra opción que reducir al máximo las palabras. Puedes generar interés sin escribir una frase completa y con sentido, por ejemplo, si tuviera que ponerle un titular a este post y dijera: "Si es corta, dos veces buena". Y es un titular que llama la atención porque tranquilamente te podrías preguntar ?a qué se refiere esto? ?hablamos del largo de qué cosa? y chan chan... ahí es cuando una vez que captaste la atención, deberás hacer lo mismo con la primer oración de tu párrafo, y luego del segundo, y luego del tercero y así hasta el final. ?Difícil? Sí. Pero no imposible.

Keep your wording punchy. Share one thought per sentence. Tell stories without over telling the details. Leave the reader hungry instead of stuffed. Have line breaks to allow for better digestion.

The human brain uses ~20% of the body's energy, even though it’s only ~2% of our body weight. That’s because it constantly processes information. Your reader is burning calories with each word they read. Keep it simple. They will love it.

Assume that people are skimming and cut out what isn't necessary. Make it easy for them for them to understand. Don't use internal jargon.

Use clear and straightforward language. Avoid jargon and complex sentences that can confuse or alienate readers. Instead of saying “utilize,” say “use.” Simplicity enhances understanding and keeps the reader’s attention. A study by Nielsen Norman Group found that concise and scannable content improves usability by 124%. Organize your content with headings, subheadings, and bullet points. This makes it easier for readers to scan and find the information they’re looking for. Use short paragraphs and white space to enhance readability.

Don't overthink a call to action (CTA). Because a CTA doesn't convince people to act, it reminds them to act. What comes before the CTA does the convincing.

Focus on Value Proposition: Don't just tell them to "Download Now." Instead, "Download our free guide and discover the 3 copywriting secrets that boosted conversion rates by 20% for leading brands. Tap into FOMO: Tap into the fear of missing out. "Don't let your competitors dominate the conversation. Start crafting high-performing copy today!

I wouldn't say the CTA is the climax of copy. It comes on the heels of the climax and is the moment of truth. Readers will either take action or not. The CTA's job is to tell readers what to do next (buy a product, learn more, download a trial version, etc.). It doesn't always have to scream urgency or scarcity either. It depends on the purpose of the copy, stage of awareness, and what's on offer.

End with a strong, clear call to action that tells your audience exactly what you want them to do next. Whether it’s subscribing to a newsletter, downloading a guide, or making a purchase, your CTA should be specific and actionable. CTAs that include a strong verb, like “Get,” “Start,” or “Join,” can increase conversion rates by 38%. Place your CTAs strategically within your content. Don’t just save them for the end; integrate them naturally where it makes sense to guide your readers. Use contrasting colors and bold fonts to make your CTAs stand out visually.

Close like a PRO! Studies shows that good written closing improve click-through rates by 50%. Average human attention span decreasing to just 8 seconds… But emotional touch like; Excitement, urgency, or curiosity, prompting the audience in closing… Boost conversion rate by up to 23%.

Content that helps people solve problems is always well read. I remember one of my professors in my master’s journalism program teaching this and providing examples from her own career. That was many years ago and I’ve watched it grow and compound in all forms of communication: written and spoken, formal and informal, speeches and books, not to mention all social media platforms. Share your knowledge and teach a bit and your content will fly off the shelf.

Give your audience something to take away. Teach them something, the kind of info they’ll quote and share when chatting with friends/colleagues later in the day. Copy can inform, engage and educate. Readers like to learn something new. Add value.

1. FOMO Amplification with Limited-Time Bonuses: Rather than just creating a sense of urgency with a limited-time offer, you can amplify the fear of missing out (FOMO) by adding exclusive, limited-time bonuses. For example: "Order within the next 24 hours and receive a free bonus ebook packed with insider tips – a $50 value – yours absolutely free!" 2. Reverse Testimonials: Instead of traditional testimonials praising the product, use "reverse testimonials" where you highlight initial skepticism or doubts that were overcome. Example: "I'll admit, I was skeptical at first. But after just one week of using [product], I'm blown away by the results. I wish I had tried it sooner!"

Always imagine that the person reading your copy is waiting in line at Chipotle. The person reading your copy is rarely if ever giving you their undivided attention. But they will give you their attention, and share your copy with someone they love if you make them smile, or chuckle, or show them a new angle of a familiar idea.

"YOU" as an individual are unique (and hopefully interesting). That same uniqueness & interesting side of you needs to be reflected by your brand. Don't hesitate to polarize your audience, don't be afraid of sharing your strong, controversial opinions, and don't refrain from showing ALL the parts of you that make you YOU (or in this case, the brand) This means, proudly talking about your learnings just as much as you celebrate your wins, building that unique brand voice & personality, and magnetizing your "tribe" to you as you grow.