How have you perfected your copywriting skills?

A process I like to take myself through when preparing to write copy for a project is I ask clients what their content pillars are. In other words, what are 5 topics they can talk about all day, every day? Then I ask them who is their ideal customer, what he/she does, what she spends her time doing, her likes, etc. After that I make a list, (by hand) and on the top of my lists are their pillars. Underneath it, I break down their fears, frustrations, challenges, limited beliefs, desires and aspirations, motivations, industry myths and misconceptions, mistakes and tools and solutions. And as I'm breaking it down, I'm adding to it from the perspective of their ideal client. When I'm done, I have an extensive list which helps me to craft copy.

Great copy takes tons of research. For new copywriters, it's tempting to start writing when that first seed of inspiration hits. After all, we all know how to write persuasive words. That's why we get hired. The problem is, without research, you will miss the key desires and pain points that matter most to your target audience. Which means your copy won't sell. In the past, research was time-consuming, but with AI programs like ChatGPT the process is a whole lot easier and more efficient. While AI still struggles to write quality adcopy, it excels at research and organization. I suggest learning to accelerate research with AI, so you can spend more time doing what you're great at: crafting unique and compelling words that convert.

When writing CTA's, it's good to use active words that drive action. Are you trying to sell a product? CTA: Buy now. Want them to sign up to your newsletter? CTA: Sign Me Up Want them to download your lead magnet? CTA: Download Now. Last day of offer? CTA: Claim Now. Last few Seat available? CTA: Book Yours Now! The secret to persuasive CTA's is to keep them direct and simple. Tell the user exactly what to do, in order for them to get what they need/want, your product! Give them one action to focus on and avoid multiple CTA's that might distract them.

Purpose-driven copy brings you long-term results. Answer your "WHY" before writing that first word of your copy. It gives you the direction you need to tread. Here's how you can find the purpose: 1. Understand your client brief well 2. Decide on the angle you want to take 3. Be specific in your messaging 4. Be clear about the end result of your copy

Structured copy lends credibility to your message. It showcases professionalism and attention to detail, which can build trust with your audience, ultimately converting them. You can use following frameworks to structure your copy well: 1. AIDA [Attention Interest Desire Action] 2. PAS [Problem Agitation Solution] 3. BAB [Before-After-Bridge] By structuring your copy well, you can sytematically communicate your message without any friction.

No need to feel hemmed in when using a proven structure. After all, constraints breed creativity. Formulas also simplify and sharpen your arguments into precision persuasion.

I always do a first edit after writing, then come back to it the next day with fresh eyes, eliminate some more words and also double check for any words I’ve used twice and see if I can use something else to avoid repetition. Then I read it out loud and usually end up trimming it a bit further. In a perfect scenario I would then ask someone else to proof my Final Cut before publication.

Perfection is the poison of writing. But to become a better version of yourself as a writer, you must watch a lot of movies, read a lot of books, listen to a lot of music, and finally write a lot. And of course make mistakes... mistakes are the other side of the success coin.