how to write copy that sells

Summary

This video emphasizes the critical skill of creating desire through copywriting, especially for landing pages and product pages. It covers key principles such as identifying the essence of a product, focusing on the target audience with a clear angle, using simple language over fluff, and optimizing content for skim reading. The speaker shares real-world examples, like a successful Club Lemon product page, showing how emotion-driven copy can outperform traditional design rules. Ultimately, the video highlights the transformative power of mastering copywriting in driving sales and business success.

Takeaways

• 😀 Discover the essence of your product by experiencing it firsthand, whether through touch, smell, or use. This helps identify the unique selling point that resonates with consumers.
• 😀 To create desire, focus on writing copy that taps into emotions rather than just logic. Storytelling is powerful in making people feel an emotional connection to your product.
• 😀 Be specific with your audience. Target a clear demographic and speak to their unique desires, problems, or aspirations to craft more effective copy.
• 😀 Avoid fluffy adjectives like 'marvelous' or 'spectacular.' Simple, clear language builds trust and communicates value without appearing exaggerated.
• 😀 The 'Dual Readership Path' principle suggests that 80% of people skim-read. Your copy should have clear headlines and a logical flow that guides skimmers toward important points.
• 😀 When structuring your landing page, make sure each headline tells a cohesive story. They should follow a logical sequence and build on each other.
• 😀 Emphasize benefits first. Your headlines should evoke desire by highlighting how your product will improve the customer’s life before you explain how it works.
• 😀 A/B testing your landing page layout and order of information is key to finding the most effective way to communicate desire and convert visitors.
• 😀 Focus on a clean design that aligns with your messaging. Overcomplicated visuals or text can detract from the desired emotional impact.
• 😀 Keep practicing copywriting. Experience and repetition help refine your skills, leading to more effective and persuasive content over time.

Q & A

What is the main skill discussed in the script?

The main skill discussed is creating desire with language. Mastering this skill can significantly impact success in business and sales.

How does the speaker suggest discovering the essence of a product?

The speaker suggests using the product personally, experiencing it through touch, smell, and use. Recording thoughts and feelings during this experience helps identify the product's essence, the most desirable trait.

What is the significance of focusing on the audience when writing copy?

Focusing on the audience helps to craft a specific angle that speaks directly to a person's problem, need, or desire, making the message more relevant and impactful.

What is the difference between writing with fluffy adjectives and using simple language?

Using fluffy adjectives like 'marvelous' or 'spectacular' can sound pompous and untrustworthy. Simple language builds authenticity and trust, making the message more relatable and persuasive.

What is the concept of 'dual readership path' in copywriting?

The dual readership path refers to structuring copy so that it appeals to both people who skim read and those who read thoroughly. Headlines and subheadings guide skimmers through the page while still telling a cohesive story.

Why is emotional connection important in copywriting?

Emotional connection drives desire. People make purchasing decisions based on how they feel about a product, so creating an emotional experience through storytelling and sensory details is key to conversion.

What role does hierarchy of information play in a landing page?

The hierarchy of information ensures that the most compelling, desire-driven content appears first. As the reader moves down the page, they are gradually given more details and logical justifications for their initial emotional response.

How should the hierarchy of headlines be structured on a landing page?

Headlines should be sequenced in a way that tells a coherent story. Each headline should build upon the previous one, guiding the reader through a narrative that continuously emphasizes desire.

What is the significance of AB testing in landing page optimization?

AB testing allows you to experiment with different layouts, orders, and messaging to see what works best. It helps refine the landing page for better performance by adjusting to what resonates most with the audience.

What was the key factor in the success of the Club Lemon product page?

The key factor was the emotional appeal through storytelling, particularly tapping into the sensory experience of the product's nostalgic smell. This emotive connection drove high conversion rates, even when some traditional copywriting rules were broken.