High Income Copywriting: The Comprehensive Guide To Closing In Print

This resource for all influencers, consultants, and entrepreneurs gives you the psychological secrets and high income copywriting techniques to persuade strangers into becoming customers.

Is it possible to make sales without opening your mouth? After reading this guide, you will learn how achievable it is to persuade, convince and influence someone to make a purchase decision by simply using your written words.

By the end, you will be equipped to produce effective sales copy that you can market in any niche. You can use this skill to adapt to a marketplace that is always changing, and you will know how to speak to customers and get them to take action.

Table of Contents

• Chapter 1: What is High Income Copywriting?
• Chapter 2: How To Create Great Copy For Your Business
• Chapter 3: The Structure of Persuasive Copywriting
• Chapter 4: Why Your Sales Copy Sucks
• Chapter 5: The Process of Copywriting
• Chapter 6: Advanced Copywriting Secrets
• Chapter 7: How To Start Your High Income Copywriting Career

What is High Income Copywriting?

High Income Copywriting is closing in print, which essentially means to use written words to generate leads and sales. It is a high income skill, used often by introverts, to start and enhance or extend a relationship with a customer that includes salesmanship in print.

Its primary purpose is to sell, so to be a good copywriter, you need to have an understanding of sales, marketing and human psychology.

Copywriting is broadly used for landing pages, direct mail campaigns, sales pages, printed advertising, infomercials, social media pages, and e-commerce platforms.

Why is high income copywriting important? How does it relate to making money?

Think about high income copywriting as more than just the words on a web page. Every email you send out, every web page that you create, every social media post that you publish, every infomercial that you see and even a video sales letter (VSL) is all copywriting. Anything that is involved with closing using the written word on a very massive scale is high income copywriting.

Closing in print is about communication, not just writing. Effective communication equals wealth. Think of all the forms of communication skills, like sales. Sales is the number one ability that an entrepreneur needs to be successful in any business. Business copywriting, which is closing a sale in print, is one of the most valuable communication skills to have because it is influential and can generate millions of dollars.

Gary C. Halbert, author of The Boron Letters, is arguably one of the greatest copywriters of all time. 10-20 years ago, Gary was charging $15,000 to write a letter, plus royalties. His company was mailing millions of physical pieces of direct mail every year. You can assume that if your copy doesn’t work, you can’t mail that many pieces. So he was a copywriter who clearly honed his craft.

Successful entrepreneurs are great at selling to any number of prospects. If you can sell 1-on-1, you can easily develop that skill so you can sell 1-to-many.

The more people you communicate with and deliver your value to, the more money you can make. So if you’re selling 1-on-1, your ratio is limited to 1-on-1. If you’re selling to 1-to-50 or 100 people your ratio is 1-to-100. In copywriting, your ratio is 1 to thousands. Plus your copy is selling and closing your products or services 24/7 on your website without you being physically present. Written words have this much power and influence because of leverage.

Every business needs copywriters. In fact, many popular brands have their success because of the copywriters they’ve hired. Copywriters have boosted small businesses into big enterprises.

Entrepreneurs and business owners who don’t excel at copywriting can hire or outsource a copywriter, but it’s still very important to have a strong understanding of what copywriting is because that is what sells your products and services. The way that you write, communicate, and articulate your marketing message can make the difference between a product selling for $10,000, and the exact same product with a different message, selling for a million dollars.

You don’t have to be a master copywriter, but by having a strong understanding, you can make some small – but significant – changes to your copy. This could be the subject line, headline or call to action. Even with the same amount of effort, money, and traffic, you are able to get 2-3x more results with that change.

It is very valuable to be able to look at what makes copy actually work and convert.

This means you have to constantly test your material – sometimes based on certain assumptions – by publishing, editing them and seeing what works. The great thing now about the Internet is that you can quickly see the performance results of your copy with several tracking software. With the availability of advanced online platforms now, it is easier for you to monitor and know exactly what’s happening to your sales.

How To Create Great Copy For Your Business

How do you get started with implementing high income copywriting into your business?

Part of being a good copywriter is knowing that your customers are actually the marketing geniuses, especially when you let them tell you if your offer works. In your research, pay attention to their feedback and reverse engineer everything they say into your sales page.

A powerful but simple strategy is to set up a time to talk to some of your best customers. In exchange for their detailed feedback, you can offer them a small gift. One way to ask is, “Hey, I’m just doing some research about my company because I want to do a marketing campaign. You’re one of my best and most loyal customers. Can I have 30 minutes of your time?”

And if they agree, you can give them a gift card, movie ticket or any bonus item you want to give away. Ask them questions like:

• Before you did business with our company, what problems have you gone through?
• What have you tried in the past?
• What didn’t work?
• Why didn’t they work for you?
• What kind of solutions are you looking for?
• Why did you choose us?
• Why have you stayed with us?
• Can you tell me more about this?
• What do you feel?
• How does that affect your family?

9 times out of 10 the best copy comes from the client. Ask for their permission to record their feedback, then transcribe the audio from that conversation.

Afterward you then take their feedback and use the information in your copywriting. For example:

Customer Feedback: “I can’t find any leads to more clients and am really struggling with finding customers. I go to these conferences and I talk to a whole bunch of people but none of them really follow through.”

Conclusion: Their main concern is in generating leads successfully.

New Potential Headline: “How To Quickly, Easily Generate More Leads For Your Business Without Going To These Networking Functions.”

See how easy it is? If you do have a product that solves their problem, you can turn their issue into a potential headline. It could be a manifest statement or a bullet point.

It’s not as complex as you think. Your customers will tell you that they want to buy from you, but what they want to get is the assurance that you know exactly what they’re going through. They want the assurance that your product and service can help them solve their problem.

7 Steps To Creating Compelling Copy

These are steps that you can take every single time you write copy. When you go through these steps, you will be able to turn your copy into something so much more powerful and compelling.

STEP 1: Identify Your Ideal Customer.

This is the most important part before you start copywriting. You need to first truly understand who your ideal customer is. The way to find ideal customers involves three things:

• Your ideal customer should have an actual need for your product or service.
• They should have the ability to buy your product.
• They should have the authority (decision making power) to buy your product or service.

Once you know who your ideal customer is, you can start targeting more through variations and reference points such as interests, communities, age, etc. When you have your exact target market, now you go and talk to them in your copy one-on-one.

Good copy is 80% research and 20% writing.

If you are going to spend a month working on your copy or campaign, you should spend at least 2-3 weeks just doing research before you write a single word. You need to have a very clear idea on exactly what your offer is before even starting the copywriting process.

The amount of money you make is in direct proportion to how well you understand your customers.

One of the main reasons why businesses fail is that entrepreneurs or business owners that get excited about an idea, widget or invention, take it to a marketplace where there is no actual need for it. They fail to realize that nobody would actually care for their product or service. This is because they don’t understand their ideal customer.

Remember that not everybody can be your ideal customer.

Even big companies serve different demographics. It’s especially important for small or medium sized businesses to narrow down their target audience so that the message can be more personalized.

Ideally, when you show your offer to your prospects and they read your ad, the reaction you want is them asking “how can I buy this?”

Any sign of them making any payment on your website means that you have something that works.

You need the real reactions, because people vote with their wallets. Don’t listen to just what they say, watch what they do. So, research, know, and identify your ideal customer.

STEP 2: Create an irresistible offer.

One of the most important steps in the entire sales copywriting formula is to have a compelling offer.

The biggest challenge lately is that most businesses sound exactly like everybody else. Their differentiators are typically based on being cheaper or better than their competitors. These offers are not very compelling.

You have to think about how you can make your offer as irresistible as possible. The market is more important than the message. When it comes to the offer, you have to think about what it is that your audience truly wants, what they are craving for, or what frustrations they have. Find out what they are sick and tired of, so when you can come out with an offer that’s so irresistible, it is easy to sell.

With a great offer, you can say less and it will still sell. You don’t need to use as many words. An example is the concept of selling money at a discount. This is where you sell any kind of offer that helps people make money, save money or invest.

Ex: Spend $5,000 on this course then I’m going to teach you how to generate $10,000 a month in rental income.

With this offer, it’s a no-brainer. Selling money at a discount this way makes it an irresistible offer. If you’re selling physical products, there are many ways to make a compelling offer, such as a free 30 day trial, a strong guarantee, faster shipping or bonuses. For example:

Ex: When you buy today, you don’t just get 1 knife, but 20 knives. And if you order within the next 5 minutes, you don’t just get these 20 knives. We are going to send you two sets of knives.

You know you’ve made an irresistible offer when your prospect goes straight to calling your toll-free number or checking out to purchase. When an offer is so irresistible, logic goes out of the window.

STEP 3: List every single feature and benefit of your offer.

Now that you have the offer, list every single possible thing that your customers would get and would benefit from with your product or service. When copywriting, you want to mention every possible feature or element, even if it seems minor to you.

Keep in mind that there is a big difference between feature and benefit. A feature is what it is. A benefit is what it does.

For example, think about a drill. The feature is the drill bit that has electricity. But the benefit is that it drills a hole very quickly. Or a fast computer. It features a core i7 processor. And the benefit is that you can play computer games faster.

The easiest way to do this is to first create that long list of features, then ask yourself the question, “so what?”, to come up with the benefits.

You can then refer to this list for a potential benefits driven statement in the form of a bullet point or a headline. It’s very limited if you only have five to work from. You want to have up to a hundred on your list. So brainstorm from all kinds of angles. Think about any possible user and customer that can benefit from your offer in different ways.

Here’s a general example for a PC:

– Fast processor for gaming

– Back lit LED keyboard for nighttime use

– Power management for energy efficiency

Since your prospects might be looking for different features and would value different things from each other, you need to list them all out to cover as much as possible. By going through this exercise, you already have a deeper understanding of your offer.

Benefit Behind The Benefit

Once you have the feature and the benefit, you can go deeper by exploring the concept called the benefit behind the benefit. It refers to that one thing or emotion that you can trigger when your customers buy a specific product or service.

Think about what it is that you are actually selling. For example, look at this pizza company’s tagline. What business are they in? What are they selling?

You might think they are in the pizza business, but notice the first two words, fresh and hot. They’re not just promising a fresh and hot pizza. They’re selling speed of delivery. So they are actually in the business of speed.

STEP 4: Write attention-grabbing headlines.

It is good practice to write multiple headlines. The more headlines you write, the better because there are so many different kinds of headline formulas.

One of the best places to learn about how to write a good headline is when you go grocery shopping – pay attention to the checkout stands where you can see gossip or tabloid magazines. Those magazines have some of the best headlines in the world because of how well they grab your attention.

If you study some of these magazines and their history every year, you will notice that they actually just recycle the headlines. When you compare the March issue to last year’s March issue, you can see the pattern. It’s the same formula again and again because it works.

Here’s an example of a headline on a martial arts product.

This is a very powerful headline because of how well it captures the ideal customer: a martial arts enthusiast who wants to improve their speed.

Here’s another one:

If you’ve ever wished you could

Live on a Caribbean Island…

Don’t let envious naysayers stop you. With our help, you can successfully escape freezing winters, crime, pollution, oil crises and mega stress. Whether you’re looking for a retirement haven, vacation home, land, or business, please read on.

This headline is effective for a number of reasons, such as bolding the main feature “Live on a Caribbean Island” with images of the island on the same page. If you think about what they’re selling, they know that this is the benefit behind the benefit. They are not just selling a vacation home. They are talking about not letting your envious naysayers stop you – those people who doubt you and judge you. And then the part that says “with our help, you can successfully escape freezing winters” – well, vacationers wouldn’t want those.

While this ad is for just a little vacation home, what it talks about is all emotional needs. The last part “…looking for a retirement haven, vacation home, land, or business, please read on” is very critical.

The purpose of a headline is not to make the sale, but to simply get people to read the first paragraph.

A very powerful technique is using the three dots at the end “…” because it works as a cliff hanger. It’s an incomplete thought, so people would usually seek out the continuation or closure from that.

Remember to write multiple headlines and play around with words if you want it to be good. This copywriter played around with the words freezing winters, crime, pollution – which are all very emotional words. Same as oil crisis, and mega stress. All very powerful and emotional words.

STEP 5: Eliminate all objections with pre-emptive credibility.

Most people nowadays are very skeptical, in fact they are more skeptical than ever. They are also more demanding than ever. So one way to work with this is to stack up your credibility.

Think about what it is that you have to offer. Use these for example:

• A long history of being in business
• Reviews from happy customers
• Case studies
• A product backed by peer-reviewed scientific research

You have to use everything you possibly can because people are skeptical and you want to use that in your sales copy before they can even come up with objections.

A good example of this is infomercials. Most successful infomercials contain a big chunk of testimonials and people sharing stories. Sometimes you have infomercials where the entire thing is basically a testimonial.

What other people say about you is infinitely more powerful than what you can say about yourself.

Even if you talk about your key features and benefits, it is so much more effective when your customers are praising you with positive reviews such as:

• “This is great!”
• “This has helped me solve my main problems…”
• “This changed my life.”

Having testimonials is a great advantage for you, but you have to find out what access you have, and if you are fully utilizing them. Are you even collecting testimonials from your customers?

How many testimonials to collect

You have to think about how you could use the power of credibility in your business, so get as many as you could (up to thousands).

You need to be actively building up your ‘credibility vault’ by constantly asking for testimonials. Don’t be afraid to ask. If your customers are happy, ask them for testimonials, case studies, endorsements, lengthy recommendations, or anything else that you can do. Use everything that you can.

The Dan Lok Global Community now has over 400 video testimonials. We are releasing three a day – Three new video stories or testimonials a day on YouTube.

Create a list of customer objections and turn them into a FAQ page

Think in advance about all of the objections that your customers might have that are stopping them from buying your product. You can then turn these concerns into a Frequently Asked Questions (FAQ) page or email. Its purpose is not to answer technical questions, but to demolish objections.

For example:

Q: How do I know this works? What if it doesn’t work?

A: Don’t worry. Every single product that we have is backed by a 30-day money back guarantee. If you try it and you don’t like it, you can send it back within 30 days. You get all your money back and by the way, check out this link. Look at what 2,567 customers have to say about our product.

Q: Can I wait 30 days to buy?

A: You could, however this offer is only available for a limited time.

These are “questions” that aren’t questions, but are made so you can demolish those objections one by one.

STEP 6: Sell against something.

Compare apples to oranges. This means that when you’re selling something to a person, before they make a purchase, you’re not just selling them the benefit, you’re selling against something. It should lead your prospect to think, “If I buy this, I’m going to lose that.”

For example, if you’re selling a high ticket product priced at $10,000, such as a high end accounting and financial planning package, you might be met with resistance. The customer’s thought process would be something like, “I don’t know if I want to spend $10,000 on this. It’s a lot of money. Most people could do this for way less or free. Why should I pay you $10,000?”

They would have a lot of objections in their mind. So you overcome that by comparing apples to oranges. When you have nothing to compare, they will come up with their own comparison, so compare for them.

For example, you can reply to that objection with, “Looking at your scenario, that last year you paid $327,000 in taxes. By investing $10,000 with our tax accounting package, this is going to save you $125,000.”

When you make that comparison, the $10,000 won’t look so expensive anymore because they are thinking about the excess they paid in taxes. “If this can help me save $125,000 in taxes, spending $10,000 is a no brainer.”

Another example would be selling a subscription for $3-4 a day. Whatever you charge, you can say that it’s “less than a cup of coffee in a day.” It’s only $3-4 a day. That’s easy.

When you do a comparison, they are less likely to get fixated on the price. When you compare apples to oranges, it’s easier to feel like something is within their reach.

STEP 7: Have a very clear Call To Action

Now that you’ve done all of this work with research, making a headline, done branding, creating an FAQ and packaged the offer, at the end, how do you want your customers to move forward?

• By clicking on a specific link?
• Buying right now?
• Booking a call?
• Visiting your office?
• Setting up an appointment?

Whatever it is, you have to make it clear and simple to do.

People love to procrastinate, so you need to be extremely precise. Unless there’s a reason to act, most people procrastinate. So if you don’t give them a reason with some sense of urgency to act now, people don’t act. So you have to think about why they should act right now. For example:

• Limited time
• Limited quantities
• Exclusive availability
• The price will increase after a certain date

Whatever it is, you need to give them a reason to buy right now.

The Structure of Persuasive Copywriting

Learn some of the basic principles and a formula you can use to craft a sales message by following a step-by-step instruction with a demonstration.

The 10 Magic Building Blocks of Sales Copy

• Headline
• Opening
• Credentials
• Offer
• Bullets
• Testimonials, Third Party Verification
• Value Justification, The Problem Solution Scale
• Risk Reversal, Guarantee or Promise
• Call To Action
• Urgency (Why do I want to buy now?)

This is the formulaic approach to crafting sales copy.

1: HEADLINE

Effective Headline Writing Strategies

• State the claim as a question.
• Would you like to make 50,000, 100,000 or even half a million in the highly lucrative real estate market in British Columbia?
• “New” Subject Headline.
• Discover The Life Changing Career Where You Control Your Schedule And You Determine The Lifestyle For You And Your Family

In the headline, insert the most emotionally charged ideas. Don’t describe the exact product you’re selling, but appeal to the customer’s motivation for needing the product.

On squeeze pages, lead with the benefit and a video.

Understand that your customer never reads anything at first, never believes anything at first, and never does anything at first so you have to lead with something that captures their attention in the first step.

The purpose of the headline is not to sell, but to get them to read the first paragraph. The purpose of the first paragraph is to get them to read the second paragraph. That’s it.

You want to take your customers through this logical sequence. If you are holding their attention, there are three things they’re going to do next on your website: skim, scroll and scan. When they scroll through and see the media (videos and pictures) first or some of the bigger words, whatever jumps out.

2: OPENING

Besides your headline, now you have your opening. The opening sets the criteria from whom the copy is intended for and what they stand to gain by reading it.

Now that you’ve captured their attention with the opening paragraph, move on to explaining what your product, service or website page is about. Some of the best ways to do the opening paragraph is sometimes leading with a question or a vivid picture to make the reader “imagine”. For example:

Imagine setting up your own schedule and making more money from a single deal than you’re making in a whole year working for someone else… Imagine earning your current income, then adding a side income, working part time if you choose to.

Here’s the key with the example… You are entering the conversation that’s going on in their head.

“Should I take real estate? Should I change careers? How should I do it? What are the steps? Is it difficult? Does it take long?”

Put yourself in their shoes.

They might also be thinking:

“I know that the booming BC real estate industry is a highly lucrative market, but how can someone like me with no prior education in real estate, no skills and no experience earn in a year?”

Good question. Then you go into the money.

3: CREDENTIALS

“Why should I listen to you? Why should I listen to what this person has to say?”

To answer these type of questions, you need to establish credibility. In this part, it’s okay to talk about yourself a little bit. Talk a little bit about your credentials, your expertise, and the clients you have had.

Now you’ve hooked them in with a headline and the opening, now you are in the right place to answer the question “who are you?” You can talk about what you do. In this case, you tell them why they should go to BC Real Estate School.

For over 12 years, we’ve had the most successful real estate licensing program in BC with over 1500+ successful students.

Make sure to not use fake numbers. Then include a short video and talk about what makes you different from your competitors.

4: OFFER

Offer your solution to the customer’s problem. What exactly do you do? What is the customer going to gain by buying what you have?

For example:

• We offer the most flexible and convenient class options to help you become successful ASAP.
• If you cannot come to live classes or you have a very busy schedule, enroll in our online class option.

The best copy anticipates the objections that your prospects might have. You handle them ahead of the time. You already answered the questions or objections, such as the school being too far. In that case, you offer them an online class so they can study remotely.

If they’re reading your copy, it should incite a response of “How did you know that? How did you know what I was thinking?” When you answer all potential objections in advance, it makes your prospects feel more comfortable.

5: BULLETS

A bullet is a brief statement that identifies a single benefit offered by your product or service. For example:

Here’s what you get with our all-access school BC success classes:

• Feature: Easy to use
• Benefit: Simplified chapter summaries that give exactly what you need for the exam and reduces your study time by months and reduces your stress.
• The Math Bible has the answer to every math question on the exam. Yours to keep and help you make money while you’re making deals after your exam.
• The done-for-you answer key for your 20 mandatory assignments required before taking your exam. You are guided every step of the way and you’re given the correct answers.
• GO BC mock exams. Comes with real-life questions updated it on a monthly basis with the most recent exam.

6: TESTIMONIALS

Provide third-party verification that your solution does what it claims to do.

“I’m a consumer. I’m skeptical. How do I know you’re telling the truth? As far as I’m concerned I just stumbled upon you online, I see your website, how do I know you are not going to take my money and run? I don’t know. I’m not comfortable giving you my credit card information.”

To answer these doubts, provide some testimonials. What have other people experienced? What can other people say about your product and services?

Ideally you should have video testimonials. If you cannot get video testimonials then get written testimonials attached with a picture. The more specific and detailed the review, the better.

A fleshed out testimonial would include the full name, the city they’re from, and their occupation. The more specific, the more detailed, the more credible. Testimonials are powerful.

7: KEY VALUE JUSTIFICATION

People like to weigh their options.

They always have this scale in their mind to compare their options. So you want to talk about how valuable your product, service or solution actually is to the user.

Highlight the value of your offer and do it in a way that contrasts the price in a favorable way. Meaning, how can you make it a no-brainer for them? How can you make it so that they can easily justify the price? Or make it so that it’s easy? How can you get them to say “this is a no-brainer, I want to do this”.

Here’s an example of how to do it.

A shocking 63% of students who register for the UBC real estate exam never show up for the exam and they don’t even try, how could this be true? You have to study 1,000 pages of information just to pass the exam – this is how much you need to study. UBC gives you a 1000 page textbook and 20 mandatory assignments to complete.

You can strategically show different pictures with small fonts and passive writing style (which is boring). The point is to show just how much stuff they have to go through. They will think “I want to make money in real estate, but I have to go through 1,000 pages of stuff, I don’t want to go through that.”

Then show them how what you have is the faster, easier option. Basically, you have three options here.

8: RISK REVERSAL

The longer your guarantee, the more orders you’ll get and the less likely that you’ll receive refund requests. Risk reversal is one of the biggest objections from entrepreneurs.

“I’m afraid if I offer guarantees people would take advantage of me and then they would send back my products. I will get ripped off.”

The truth is all of those worries are guaranteed to happen anyway, but you also get much more sales. Does it really matter if you’re getting a few refunds when you’ve also increased your sales volume significantly? It is truly irrelevant.

If your refund rate is so high that it affects your profitability, then that simply means your product or service needs to be improved. If you believe in what you sell, stand behind it, then go ahead and offer the guarantee.

Here’s an example:

9: CALL TO ACTION

Now that you’ve made your case, made your sales argument, captured their attention, established credibility, and shown them that other people just like them have experienced results, they can finally see exactly how you’re going to solve their problem.

At this point, you want to make ordering as easy and as obvious as possible. You want them to call you, give them a toll-free number in big print. You want them to click on a link that is obvious and clickable as possible. Make it easy and obvious to buy and take action.

Don’t make assumptions about what your customers are aware of. Make sure to add in your copywriting things like “in the comfort of your home or office at a time that works for you”. Or clearly tell them the feature: “you can take it online”. Then also reassure them, just to make sure they fully get it, “you can do this from home.” Make everything obvious.

10: URGENCY

Now that the customer knows the price, and they want to buy, why would they want to buy now? That’s what’s missing in most offers. Because people procrastinate, give a deadline on when to take action, otherwise if a customer thinks about something too long, they end up not buying after all. Procrastination kills sales.

Summarize the offer and give them the other value – the bonuses they’re going to get. In your limited offer, you can say that the discounted rate can only be offered within a specific date range before it expires.

Some examples:

• Time scarcity
• 4 days left
• Quantity scarcity
• 4 spots left, booked 7 times today, 4 people viewing right now

You missed it! We reserved our last available room at this property… Our availability in ____ is low on your dates – lock in a great price before it’s too late.

Number of bookings for the past 30 days. Few spots left.

You can use this on an email auto-responder. When you are contacted via a form online, set up an autoresponder that says:

Thank you for providing your information in the contact form. OR Thank you for getting in touch with me. For the past 48 hours, I’ve just had ___ amount of people get in touch with me, so there’s no guarantee that I can respond to you right away.

Then put a lot of social proof and scarcity in the auto-responder. Make sure your copy follows a logical sequence.

The results from this copy went from 3 students a month to 45 new students in October alone. That is a 1500% increase, even though October is not supposed to be a great month.

That is the power of your written words, and having mastered the skill of copywriting.

Knowing that this is a skill that you now have in your toolkit, you can go out already being more prepared than most business owners.

Why Your Sales Copy Sucks

IT IS NOT CUSTOMER-FOCUSED

People are used to seeing a lot of companies advertise copy that is focused on themselves rather than the customer. Most people don’t care for your company’s achievements, they would rather read about how you can help them with their problems. Most entrepreneurs write from an egoistic perspective versus getting into their clients’ ego and focusing on their needs.

So you should focus on what your customers’ problems are. What are they looking for?

YOUR COPY IS NOT CONVERSATIONAL

Remember that copy is the spoken language in written form. This means that to connect with your readers, you should write in the same way that you speak. The casual tone is fine because you want to be conversational with your reader.

CHEAP COPYWRITING MINDSET

This is an issue when entrepreneurs spend more time on the aesthetics of their website, but don’t pay enough attention to the details in their copywriting, such as the specific words they use and what message they’re actually portraying. It is as if they’re being thrifty on the written portion of their sales, and don’t put effort in monitoring what works and what doesn’t.

CONTROLLING COPYWRITING MINDSET

This is to assume that your customer knows just as much as you do, knows your products or features or knows your business better than you. Do not assume your customer cares about you. You are not your customer.

When working with a client, you have to understand what your client is paying you for. Are they just paying for design or results? If you have conflicting expectations, do a test run first to see whose idea works better.

The customer is not always right, so offer your expertise. You can offer different alternatives to client objections as long as you have their best interests at heart.

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