This book will teach you how to write better

1. Words have immense power to impact emotions and actions

The words on a page, can have an ENORMOUS impact on someone else.

Words shape reality. The "envelope exercise" demonstrates how the same words, arranged differently, can elicit vastly different emotional responses. This power extends beyond personal communications to marketing and sales. By carefully selecting and arranging words, writers can:

• Evoke specific emotions in readers
• Influence purchasing decisions
• Build or damage relationships
• Persuade people to take action

Understanding this power allows writers to craft messages that resonate deeply with their audience, ultimately achieving their communication goals more effectively.

2. Focus on the reader's interests, not yourself

People don't care about YOU. They care about THEMSELVES.

Shift your perspective. When writing, it's crucial to remember that readers are primarily interested in what's relevant to them. To capture and maintain their attention:

• Lead with benefits to the reader
• Address their pain points and desires
• Use "you" language instead of "we" or "I"
• Demonstrate how your product or service solves their problems

By framing your message around the reader's interests, you create a more compelling and engaging piece of writing that is more likely to achieve its intended purpose.

3. Write in a casual, engaging style to keep readers interested

Write casual copy!

Embrace conversational writing. Imagine explaining your topic to a friend over coffee. This approach helps create more relatable and engaging content. To achieve this:

• Use simple, everyday language
• Incorporate rhetorical questions
• Include anecdotes and examples
• Break up text with short paragraphs and bullet points

By adopting a more casual tone, you make your writing more accessible and enjoyable for readers, increasing the likelihood that they'll continue reading and absorb your message.

4. Balance humor with clarity in your writing

Stop trying to be clever. Instead be CLEAR.

Prioritize understanding. While humor can be an effective tool for engagement, it should never come at the expense of clarity. To strike the right balance:

• Use humor sparingly and purposefully
• Ensure jokes directly relate to your main point
• Avoid obscure references that may confuse readers
• Always ask: "Does this help or hinder understanding?"

By maintaining focus on your core message and using humor judiciously, you can create content that is both engaging and informative.

5. Capture attention with new, novel, or helpful content

MAKE IT HELPFUL, THEY WILL LISTEN.

Provide value consistently. To keep your audience engaged, focus on creating content that is:

• New: Introduce fresh ideas or perspectives
• Novel: Present information in unique, unexpected ways
• Helpful: Offer practical solutions to readers' problems

By consistently delivering valuable content, you build trust with your audience and establish yourself as a go-to resource in your field. This approach ensures that readers will continue to pay attention to your future communications.

6. Use the AIDA formula for effective copywriting

Attention, Interest, Desire, Action.

Structure your message. The AIDA formula provides a proven framework for crafting compelling copy:

1. Attention: Grab the reader's focus with a strong headline or opening
2. Interest: Pique curiosity with interesting facts or benefits
3. Desire: Build emotional connection and show how your offer fulfills needs
4. Action: Clearly state what steps the reader should take next

By following this structure, you guide readers through a logical progression that increases the likelihood of them taking the desired action, whether it's making a purchase, signing up for a newsletter, or any other goal.

7. Know your target audience intimately

So you need to make a customer, "Bob".

Create a detailed persona. Developing a clear picture of your ideal customer allows you to tailor your message effectively. Consider:

• Demographics (age, gender, income, education)
• Psychographics (values, interests, lifestyle)
• Pain points and desires
• Media consumption habits
• Decision-making factors

By understanding your "Bob," you can craft messages that resonate deeply with your target audience, addressing their specific needs and speaking in a language that feels natural to them.

8. Style your text creatively to enhance readability

So to keep things interesting sometimes, we can use text as art rather than just text.

Visual engagement matters. Thoughtful text styling can make your content more appealing and easier to digest. Try these techniques:

• Staggered lists: Create a visual "slope" with varying line lengths
• Strategic bolding: Highlight key points for emphasis
• Centered text: Build anticipation for important reveals
• Creative punctuation: Use periods, ellipses, or capitalization for effect
• Appropriate fonts: Choose readable options like Arial or Times New Roman

By treating text as a visual element, you can guide the reader's eye and maintain their interest throughout your piece.

9. Craft compelling subject lines and headlines

A good subject or header can GRAB people's attention.

First impressions count. Your subject line or headline is often the deciding factor in whether someone engages with your content. To create attention-grabbing headers:

• Use the "[End result] + [Time period] + [Address objections]" formula
• Apply the "Three Lenses": Competitive, Benefit-Driven, and Inspirational
• Write multiple options (at least 4) to find the best one
• Focus on the reader's primary benefit or pain point
• Create curiosity or urgency

Remember, if your headline doesn't capture attention, the rest of your carefully crafted content may never be read.

10. Adjust copy length based on product complexity

Long copy is fine, so long as it's not long-winded.

Match length to need. The appropriate length for your copy depends on various factors:

• Product complexity: Simple products need less explanation
• Price point: Higher-priced items usually require more justification
• Audience familiarity: New concepts may need more elaboration
• Decision stakes: Life-changing purchases warrant more information

Key principles:

• Keep it concise: Every word should serve a purpose
• Use formatting to enhance readability for longer pieces
• Break complex ideas into digestible chunks
• Always prioritize clarity over length

By tailoring your copy length to your specific situation, you ensure that readers receive the right amount of information to make informed decisions.

Last updated: October 28, 2024