- Nail the headline.
5x as many people read the headline vs the rest of the page.
Make your headline: ā¢ Short ā¢ Punchy ā¢ Eye-catching
- Don't sell features. Sell superpowers:
Great copywriting isn't about what your product can do.
It's about what your product can help the reader become.
Example: Nike doesn't sell you sneakers - it sells you greatness.
- Address their concerns:
Every customer has concerns before they buy a product.
Could be price, safety, durability, or privacy.
Address these concerns directly to build trust.
Example:
Apple tackled privacy concerns head-on when launching its new iPhone.
- Make them laugh.
Some people like to think.
But everyone loves to laugh.
Humour makes your product memorable.
Don't be afraid to stand out by mixing in a little humour.
- Incentivize action:
Don't just get them to read.
Get them to take the next step.
Use words that drive action.
- Use numbers.
Be precise. Be specific.
Don't just tell them you're better.
Tell them exactly how much better you are.
- Rhyme:
Rhyme and repetition make a sentence more memorable.
It's why poetry and song lyrics sound so catchy.
Use rhyme and repetition to make your copy unforgettable.
- Sell outcomes instead of features:
Readers don't care about your product features.
They care about what problems your product will solve for them.
Instead of showing them features, show them what success looks like.
- De-risk the decision.
People are often hesitant before making a purchase.
Overcome this hesitation by using social proof:
Share success stories from other happy customers just like them.
- Write a killer call-to-action (CTA):
Great copywriting starts with persuading the reader..
And ends with the reader taking action.
Don't just use any generic CTA.
Use a CTA that aligns with the next steps that you want the reader to take.
