![]() In fact, the only way I can get anything written at all is to write really, really shitty first drafts.” “For me and most of the other writers I know,” explains Anne Lamott in Bird by Bird, “writing is not rapturous. Or, you can check out a full exploration of this idea in The Only Copywriting Formula You’ll Ever Need: How to Unleash Fear. More will follow on how to do that below. Pick whatever metaphor or mental model works for you … as long as it compels you to confront your reader with the profound emotional weight of the problem as it truly exists. The metaphor of “hell-unto-heaven” is nothing more than my own adaptation of an old-school formula: problem, agitation, solution (PAS). If religious terminology bothers you, don’t let that trip you up. Of course, the problem can’t stay a problem. Think about it like you’re leaning over to someone in a bar with a conversational gambit that starts, “Doesn’t it suck when …”Īs long as their response is a verbal or the non-verbal equivalent of “Yep. ![]() But with empathy, all you want is “the nod.” The nod is exactly what it sounds like: mental agreement so clear and simple your audience can’t help but bob their heads … and fall like gravity into the rest of your copy. In the next skill, you’ll blow the problem out in all its nightmarish horror. (Hopefully, you’re picking up on the pattern.) The problem your goal solves should be stated in one sentence. For example, they could be “young moms in growing families” or “single fathers in urban areas.” As for the problem … 3. Title and industry don’t have to be professional. Here’s the formula: This copy is for in who struggle with and want. For now, the big idea is to define who you’ll be addressing … again, in a single sentence. Much will be covered below on developing audiences and personas. And one outcome - the - to rule them all. Pick one verb from the three: think (intellectual), feel (emotional), or do (action). To shape your thesis, use this formula: The one thing I want my audience to (1) think, (2) feel, or (3) do is. Until you’ve captured exactly what you want, in a single sentence, your audience doesn’t stand a chance. One all-consuming aim to which all else bows and serves. Your eighth grade English teacher was right: every piece of writing has to have a thesis. What then, are the skills necessary to become a great copywriter? Writing copy simply applies that universal reality to a specific business outcome. Every time we put fingers to keyboard, pen to paper, or voice to thought … we’re trying to get what’s inside our hearts and minds into someone else’s in a way that makes them say, “Yes.” While there are plenty of goals to choose from - increasing awareness, generating interest, kindling desire, or driving action (traditionally known as AIDA) - singularity is king. All in service to a single goal (or, call to action).The Second Law of Writing Copy: State of Awareness So, what is a market’s “state of awareness”? State of Awareness 1: “Aware of Their Desire, Aware of Your Product.” State of Awareness 2: “Aware of Their Desire, Somewhat Aware of Your Product.” State of Awareness 3: “Aware of Their Desire, Unaware of Your Product.” State of Awareness 4: “Unaware of Their Desire, Unaware of Your Product.” State of Awareness 5: “Unaware of Everything.” Start today … FAQs Related content VideosĬan it be applied by business owners, freelancers, and regular humans alike?īut, before we travel back in time one and a half generations … What Is Good Copywriting? A (Simple) Definition, How It Works & 10 Copywriting Skillsīy definition, copywriting is using words to sell: written text … The First Law of Writing Copy: ‘Mass Desire’ Where Does Mass Desire Come From? Who Is Your Target Market? What Are Your Target Market’s Mass Desires? Mass Desire in Action One more law about the word “one” 2. Real: Add Life via Data, Graphs, and Stories 9. Ruthless: Cut, Chop, Kill (Less is More) 7. Table of Contents What Is Good Copywriting? A (Simple) Definition, How It Works & 10 Copywriting Skills 1.
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