3 Types Of Copy That I Use And Gets Me +6 ROAS

As you know copywriting is one of the most important variables that you really need to split test when you're making your ads.

And I see time and time the same type of copy with a lot of ecom brands haha

What I mean by this, is that they use the typical “Benefit 1,2,3” / SHOP NOW / GET YOURS HERE / 99% TODAY ONLY.

But to be honest, these types of expressions in the copy NO LONGER WORK IN 2021

If you really want to get the most out of your copy and thus be able to considerably increase your CTR, you have to do 2 things.

1. Copy that streaks a nerve within your ideal customer
2. Ensure your copy matches your funnel focus

That said, I want to show you 3 types of copy (aimed at the different levels of the funnel) that I normally use with my ecommerce clients that will help them generate +6 ROAS consistently.

1. LONG FORM COPY / STORY COPY (TOF)

Long form copy is one of the only types that is only suited to certain types of companies and won't suit all.

Long form copy is strictly for companies where their product is NOT a household product. In that 99% of people have no idea what the product does/is.

The goal is informing the audience about the product as opposed to selling them, and make the audience more knowledgeable about what the product actually is.

For Example:

A brand whose product was Hydrogen Rich Water (WTF is that haha)

So for this product you simply couldn't just write 4-5 lines about why you should buy ir or why it will benefit you.

Instead you need to construct about 10 - 11 paragraphs about the product - hence only people who were interested would actually read it.

Story Copy is another strategy that I commonly use in the TOF, and this is much accepted across a variety of different ecom sub-niches.

Essentially, you talk about your product indirectly. It′s copy that makes people laugh not necessarily because it's humorous but because it′s smart in the way you tie the product to the story.

Example: For a swimming goggles ecom brand

Focused.

Calm.

Relentless.

Like a Great White gliding through the waters of the Pacific in search of prey.

When you're in the water, you′re an apex predator.

Don′t let the bottom of the food chain goggles slow you down

2. PAIN POINT COPY (MOF)

Paint point copy is very similar to the common benefit copy, but at the same time is exact the opposite.

Instead of listing the benefits, you list pain points that your audience experiences and then simply position your product as the solution.

This copy elicits pain and when the customer feels as though their pain will be resolved by the product, they convert.

Here's an example: Brand who sells very unique goggles

Imagine forgetting your goggles are on

Imagine feeling as though your goggles are actually a part of your face because they fit so well.

Imagine going swimming and never having to re adjust your goggles or costantly having to stop to empty out the water that leaked in.

This is a common problem that far too many swimmers have at all different levels

Whether you are an olympic swimmer, triathlete or you love to go down to your local pool or beach - you would have experienced this.

“x” has created the world′s first custom made goggles for swimmers of all levels

Goggles designed to fit the contours of your own face

Goggles completely unique to your face due to our 3D Face San

Goggles designed to actually do their job

Keep water out

Feel comfortable

Provide the best view possible

Goggles that will be the perfect fit for you.

3. SHORT AND SHARP COPY (BOF)

This copy is somewhat more tailored to the typical benefit 1,2,3 type ecomm copy but we want to go about it in a certain way.

It's more tailored to the middle and bottom of the funnel traffic as it's hard to make short and sharp copy convert well on completely cold audiences.

Essentially, short and sharp copy comes down to a few lines essentially roll of the tongue

Here are some examples:

Clothing Brand: Dressing like a total snack  sugar - free of course

Workout Clothing Brand: Getting better isn't easy. There are no shortcuts. No cheat codes. No quick fixes. It 's only work.

I truly hope these few tips help you out