How I write copy that sells (better than templates)

- Tweet0
- 0
- Pin It 0
- 0
- Subscribe to RSS
Subscribe

Subject: How I write copy that sells (better than templates)

I don’t use templates to write copy, but this is better. And you can learn it faster Friend.

If you’ve been using LinkedIn to grow your business, you’ve certainly seen the word copywriting thrown around like a baseball in little league team practice…

When I learned copywriting, we called it the art of writing with the intention of driving an action which will eventually end in a sale.

Nowadays, people call this copywriting:

(I just opened X, and that immediately popped on my feed)

This isn’t copywriting, but I tried fighting the trend and lost…

So I started using a new term for real copywriting. Sales copy. And in the next few lines I’m going to get you started on the basics of writing words that end in a sale.

The funny thing is that sales copy is less about words and more about psychology.

You don’t need to be a great writer to write good sales copy.

Think of it like assembling a puzzle, when you can see what goes where and place the pieces in their places, sales happen.

The first step is to know your prospects like the back of your hand.

Here’s what you need to know about them:

Goals
Desires
Aspirations
Fears
Obstacles
Objections

You can get my Dream Client Avatar template here. It has all of this and more.

Step two is to understand their relationship with you and how it develops.

In other words, a person who just saw your name for the first time is way less likely to buy from you than someone who’s been consuming your content for a while.

Why?

Because your content is slowly building familiarity and their trust in you.

The action you ask of your prospect MUST be appropriate to how advanced your relationship is.

You wouldn’t just approach a stranger in a bar and ask them to follow you home, would you?

This is why I don’t sell on LinkedIn.

When you try to sell directly on social media, some might buy, but others will be weirded out. You make a few sales by sacrificing future ones.

Each platform has a different purpose:

LinkedIn (or other socials) → be found by new people, establish authority, start building trust.

Email → continue building that relationship (trust), offer to help further (product/service).

Sales page → show them your product or service is the solution to a problem they have (sale).

With these in mind, you can craft your copy according to the environment you’ll be presenting it on, the prospects’ goals and expectations, and your objectives.

Win-win.

This takes us to step three, putting words together (the actual writing).

Start by getting their attention with a shocking statement, creating curiosity, etc.
Address something you know they want or don’t want (goals, desires, aspirations, fears, obstacles, objections.)
Mention ways to get it or avoid it.
Tell them exactly what to do next to move in that direction.

Here’s what makes a good (sales) copywriter:

→ Empathy.

Could that be why most people can’t do it? They lack empathy?

That’s definitely why AI can’t write good sales copy on its own.

But you know what AI excels in?

Menial, repetitive tasks.

Ryan Hutchinson shared with us how he’s been automating businesses with AI (even a big portion of content creation) in the latest episode of the LinkedIn Marketing Mastery podcast.

You can watch it here.

Talk soon!

Best,

Fran

P.S.: I’m preparing a resource with formulas and will send it to you soon. Stay tuned.

Subscribe

Subject: How I write copy that sells (better than templates)