1: Sneak into your reader’s mind
You may think writing is about structuring sentences and choosing words. But that’s only the polish. The final touch.
The real job of a copywriter is to sneak into a client’s mind and find out what he’s struggling with, how that makes him feel, and how you can help.
When readers feel you understand their problems, they become keen to learn more about your solution.
So, before you start writing, ask your target audience what they’re struggling with and how you can help. Read comments in forums and on blogs, and participate in Facebook groups.
2: Match features with benefits
Persuasive copy requires a balance between features and benefits.
A feature is an aspect of a product or service, while a benefit explains what’s in it for the customers—how it makes them feel better.
Benefits sell your product or service because benefits connect with your readers’ desires. But you need features to help customers justify the purchase.
Give your tools, methods, and techniques a name (like Sethi does above) to exude a sense of exclusivity. You know anywhere else where you can learn about the “Invisibility Cloak Method?” That’s one reason why people buy Sethi’s courses—because they can’t find his personal methods somewhere else.
3: Be specific
Specificity is perhaps the most underrated technique in copywriting.
And it’s where most beginners fail. I see this problem every year in my copywriting course.
Specificity works on multiple levels. For instance, the concept of feeling socially awkward is vague. Without specificity your copy becomes bland, and it’ll fail to persuade. So, keep asking yourself: Is this concrete? Do readers know exactly what I mean? Can they picture it? Do I need to add an example?4: Get people to believe you
The question pops up in most readers’ minds: Does this stuff really work?
As business owners, it’s hard for us to answer that question. It’s like saying: Just take my word for it.
So, let others show why people can believe you and why you’re as good as you suggest. This is what testimonials are for.
Be sure to get testimonials that are specific rather than sugary. “She’s wonderful” doesn’t build your credibility. Readers want to know how and why exactly you’re wonderful, and what that might mean for them.
5: Overcome objections
Selling a course on social awkwardness is a tough job because most people believe you’re either born confident or you’re born awkward. And who believes a course can fundamentally change who you are?
This is why Sethi dedicates half of his sales page to overcoming this specific objection.6: Nudge
You’ve shown readers you understand their problems. You’ve explained how you can help. Buyers suffer from inertia—an unwillingness to take action and a resistance to open their wallets. So, the nudge is an encouragement to readers to buy now.
To overcome this inertia, Sethi offers a moneyback guarantee, but he also explains why to take action right now. The nudge is your secret weapon to get people to commit right now and not delay their purchase until later. Because when they delay, they may never buy from you.
7: The call to action
A good call to action reduces friction, making people feel it’s easy to get started. No complicated forms. No endless registration process. Just a transparent price.
Make spending money as painless as possible.