How To Write A Copy That Sells Like Magic: 10 Immutable Rules + Examples
Sy Minh Thang Chu
Master's Student at Warwick Business School | Product Marketing | Digital Marketer | Build customer-centric strategies for sustainable growth
Before diving into my latest newsletter, if you're curious about where the following rules come from, here's briefly what I did to figure them out.
You are new to my weekly newsletter, subscribe to it for more marketing case studies, from analysis of iconic creative campaigns to strategic and customer-centric decision-making for business success. https://www.dhirubhai.net/newsletters/7203932184590626816/
Rule 1: Speak in the audience's language.
Speak in a conversational tone as if you're talking to a friend. Marketing is like dating.
My take is to just go and learn from how your customers talk and communicate on a daily basis, then try to create a tone-of-voice guideline that fits into their conversations.
Let the audience set the rules and aim to become the best follower. People love talking with those who are like-minded or sound like them. The more familiar the language and tone, the more people will be receptive to the message.
Don't use formal language unless you're writing for a formal context. The father of advertising, David Ogilvy, once said, "Write the way you talk. Naturally."
Never use jargon language. Phrases like "low-hanging fruit" and "core competencies" should be completely removed in the B2C context. They only confuse your customers.
Rule 2: Be a painkiller, not a vitamin.
People don't care about the process; they only care about the outcome. What would they get if they invest their time and money in your offerings?
Buyers don't pay for greater technology or innovation; they pay for a better life.
At the end of the day, it's all about how well our products address their pain points and make their life better.
Stay focused on the problem-solution fit. It's always better to go straight to the pain point and directly offer a solution.
Rule 3: Do not sell. Great copies give people an opportunity to change their lives.
Effective copywriting isn't about hard selling. It's about presenting an opportunity for the reader to improve their life.
Frame your message in a way that shows how your product or service can bring about a significant positive change.
People are more likely to engage when they see a clear path to betterment, rather than a sales pitch.
We are savvy buyers, but we all hate being sold to, don't we?
Rule 4: It's always better to highlight the cost of inaction.
Human beings are loss-averse. We overvalue a potential loss and work much harder to avoid it than to gain something. The fear of losing something often outweighs the desire to gain something of equal value.
Everywhere possible, make the consequences noticeable. Highlight what the audience stands to lose by not taking action.
This approach often triggers a stronger response than simply focusing on the benefits.
Rule 5: Ease buyers' minds and reduce perceived risk with social proof and guarantees.
We are social creatures. Our behaviors are heavily influenced by social norms and subjective norms.
We behave according to what other people desire to see. People tend to follow the actions and recommendations of others.
Believe it or not, we all have the same thought - "If everyone else has tried this, why shouldn't I?"
Testimonials, reviews, or even refund guarantees will reduce uncertainty and build a lot of trust. Showcasing how others have benefited reassures potential buyers that they are making the right choice.
Rule 6: Authenticity is king. Consistency is queen.
In the digital age, authenticity is crucial. Consumers are quick to spot insincerity. Consistently delivering a genuine message builds trust and loyalty over time.
We all love consistency. Inconsistent individuals are typically perceived as two-faced, indecisive, and unreliable.
Ensure your brand voice is true to your values and mission. Authenticity attracts a dedicated audience, while consistency keeps them engaged and loyal.
Rule 7: Replace "we" with "you"
People are only concerned about WIFM (What's In It For Me?), which means your copies should revolve around them.
People only engage with copies that give them a solution that satisfies their needs, addresses their pain points, and promotes them to their desired states.
Replacing "we" with "you" makes the message more personal and relevant, increasing the likelihood of engagement and action.
Rule 8: Stop obsessing about prices.
When people say, "It's so expensive, I'll not buy it!", they don't mean they can't afford the product. They simply want you to prove to them why your product is worth the given price.
Consumers are value-driven. They seek products that solve their problems, enhance their lives, or bring joy. They are willing to pay a premium if they perceive the value they get is worth the cost.
We use our emotions to make buying decisions but use cognition to justify them.
In fact, decisions are 95% made in the subconscious mind, which is deeply connected with our emotions and feelings.
Price is simply not a primary concern.
Instead of directing people to how much they have to pay, showcase the real benefits they will get to justify the price you charge.
Remember this - what people really need is a sound justification for their purchases.
Rule 9: Be specific: who it's for and what change it makes.
A great copy doesn't resonate with everyone; that's a generic and delusional copy. A great copy helps a specific group of people solve a single problem.
Be specific and go straight to the main purpose so people who are your target can instantly recognize it.
Marketers are change-makers. We are there to change someone's life either through copies, speeches, or actions.
Rule 10: Great copy doesn't read like an ad. It reads like an intriguing and relatable story.
People are naturally drawn to stories. A compelling narrative captures attention and makes the message memorable.
Weave your product or service into a story that is relatable and engaging. It's called narrative transportation. Stories transport readers into the narrative, making them more receptive to the message.
This approach humanizes your brand and creates an emotional connection with your audience.