Last week, I did a copy review call for four entrepreneurs.
They all had successful 6-figure businesses.
And they all made the same 3 mistakes in their copy.
So here’s a post to make sure you don’t screw up the same way 🙂
Copy tip #1: Give them a clear, tangible promise.
Be specific about the results they’ll get.
“Build your business” is vague. “Get 5,623 leads in a week without paid ads” is sexier.
Along with that, paint a clear, pleasing picture in their mind of how life will look after.
“You’ll be more fulfilled” is vague. Fine to mention, but if it’s a big selling point, show what that actually means. Say something like:
“You’ll be on stage with thousands of screaming fans week chanting your name”.
Put a clear picture in their mind of what success looks like.
Copy tip #2 More Unique mechanisms
This is just a proprietary system/technique/method/formula or whatever that people get when they buy your product.
For example, one of my clients Ron coaches people on how to have 7-figure launches.
He has a series of steps he helps people with, like getting affiliates, creating solid pre-launch content, etc.
And he calls his process “The Excalibur Method”. Because that makes it concrete, tangible, and something you can only get from him.
But within that, he also has more unique mechanisms. For example, he teaches people how to do a “Brainwashing Sequence”. Another proprietary thing.
When writing some of his case studies, I gave a name for the work he does helping people with affiliates. And called it his Affiliate Army strategy.
So now that’s a tangible thing, not just a vague idea of “getting help with affiliates.”
So come up with unique mechanisms and proprietary names WITHIN your existing system. It creates more unique things for them to want they can’t get from anyone but you.
Copy tip #3 Focus on results, not the process
If you go to a personal trainer, do you care about learning how your leptin and insulin impact your body? No, you just wanna look good.
If you’re buying a car do you want to know the details of the engine? Or just get something that looks cool, is reliable, etc.
Remember that for your customer, your offer is just a means to an end. Show what makes your thing unique. But stay focused on the end results.
For example, imagine you write a bullet saying they’ll learn “financial strategies most people ignore but are key to building a lasting business.”
That may be true, but who the hell wants to learn financial strategies?
Maybe accountants will dig it. That’s it.
Instead, what if you talked about your “Cash Amplification Formula that put an extra $5,000 in your wallet within next 3 months by slashing useless expenses.”
Oh hey, that kinda combines all 3 lessons. Neat.
#4 Bonus! Use shorter sentences.
They keep things moving.
So readers don’t get bored.
Because when you use longer sentences people get intimated by large chunks of text, plus it becomes really cumbersome to get through and people don’t really want to do that, their minds start to wonder and they think that maybe they left the stove on or that they should check their email because it’s been a whole 3 minutes since they’ve done that and who knows what kind of things could pop up and OMG they just realized their hungry and don’t know what to have for dinner and maybe they should go out but they’re tired of doing that and kinda just want a pizza but they know they’ll regret it if they do but screw it it’s been a long day.
Then they stop reading and order pizza.
Can’t have that.