Jan 3 • 💬 General
I've spent at least 228 hours studying winning copy last year...
Here are some actionable highlights anyone can use to get more traffic, clicks, and conversions:
📣 Using callouts at the beginning of sales copy (Ads, VSL, about page, sales letter)
Direct callout: "Are you a Skool community owner making over $10k per month?"
In-direct call out: "Do you struggle with getting free members to convert to paid on Skool?"
Both callouts work well and can be used as hooks to test with organic and paid content.
🙋♂️ “Self-selecting” copy
"This is only for…"
"This is NOT for…"
This can be used in pretty much any kind of copy. It can help deter people who aren’t qualified and attract people who are.
❓ “WIIFM” & “So what?”
When I’m editing copy, I’ll go through every line asking WIIFM (what’s in it for me?) and so what? from the reader's perspective. This helps cut out the fluff and make every line more engaging for the reader.
💰 Take away selling
People are driven more by the fear of losing something or missing out rather than getting a deal.
"Don’t miss your chance to save $88" > "Get this for only $8!"
📝 Messaging consistency
I always keep the same promise throughout the buyer's journey. If an ad says one thing and the landing page it links to says another most people are going to click away.
🦸 Hero’s Journey
“I had this problem, I tried everything to solve it and nothing worked. One day I had an epiphany and tried something new. It worked better, faster, and easier than anything else before to solve the initial problem. It also worked for these people. CTA”
That’s an oversimplified way to use the hero’s journey for content, ads, emails, VSL’s, and even webinars.
- NESB
This is a mnemonic device from Kyle Milligan to help make copy more interesting, powerful, and of course, persuasive.
🆕 New (or only): "Announcing, revealing, breaking, just released, exclusive"
✅ Easy (or anybody): "Even your grandma can do it" "I’ll hold your hand through the entire process"
🛟 Safe (or predictable): "My proven system" "Full step-by-step" and of course, testimonials
⏩ Big (or fast): "Get 1000% more clients overnight" FOMO (fear of mission out) falls into this category too. "Don't miss out!"
🔎 Specificity
"Learn how to make $11,847 in the next 33 days" > "Make a lot of money really fast"
‼️Urgency and scarcity
Why should someone buy now rather than later?
"limited time offer" "no more registrations after the first 99 people" "I can only take on 2 new clients this month" "less than 8 hours remaining"
What have been some of your biggest marketing/sales lessons of 2024? 🤔
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I've spent at least 228 hours studying winning copy last year...
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