• Matt Wallis

The Secrets To Writing Killer Copy

Ten copywriting secrets to ensure your copy hits the mark and converts.

SECRET ONE: Know Your Customer

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Before you write a word, you need to be clear about who you're selling to and what their pains, wants and fears are. You need to write your copy as though you're talking directly to one person. The more specific you can be in describing the emotions this person is experiencing, the more understood they will feel.

So, get out there and do your research until you understand as much you can about your customer. One way to do this is to check out social media forums, scroll through Facebook groups, read reviews and explore research tools like Answer The Public. This type of research is how you will discover what your ideal customer wants to know.

Never underestimate the power of understanding your customer. Because when you arm yourself with this knowledge, it will put you miles ahead of the competition.


Your unique selling proposition (USP) is what makes your product or service stand apart from your competition - all of whom are fighting for the same spot in your customers' hearts, minds, and wallets. Your copy needs to tell your prospects why they should choose you. Are you cheaper? Better? Faster? Higher quality? More environmentally friendly?

Your USP needs to be short, unambiguous and concise. In just a few short words, you should effectively communicate who you are, what you do, and how you can help.

SECRET THREE: Empathise with Your Customer's Pain

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It's a fact; we are complex creatures who are innately hardwired to avoid pain at all costs. Therefore, you must identify your customers' pain points and empathise with them in your copy.

Customers want to feel they are seen, heard, and understood. So, this is why you need to be seen as empathetic and interested in their concerns. Let them know that you understand them because you have been there too. Emphasising the pain is not about rubbing salt into the wound - it's about identifying the discomfort, worries, or dissatisfaction your audience is experiencing.

SECRET FOUR: Offer a Solution

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After you've created trust through empathy, you can offer your solution. It's important to remember that whether your solution is a product or a service, having a great offer is not enough. To get the conversion, your audience needs to believe your solution will help them.

As you write your copy keep reminding yourself that your audience is always looking for a reason to not buy from you - it is human nature to be sceptical. So, rather than using hyperbole to try and convince them to buy your product, share stories to address their objections. Include as much evidence and demonstration in your copy as possible because this adds credibility and helps alleviate your prospect's fears.

SECRET FIVE: Share The Benefits

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You've just presented what you're selling, so now you need to identify why someone would buy it. You should, of course, include in your copy the features of your product, but no one is going to buy based on the features alone. This is why professional copywriters know that it's essential to include the benefits of your product or service.

Features speak to the logical reasoning behind a person's buying decision. In contrast, the benefits speak to the emotional rationale behind a person's buying decision. You need to include both to make an irresistible offer.

SECRET SIX: Create A Killer Hook

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In marketing terms, your business is in the business of ''attention and retention''. So, your copy needs to focus on capturing and keeping your audience's attention.

How do you do this? With a killer hook. An attention-grabbing headline needs to pique the reader's curiosity and makes them want to learn more.

Conceptualising hooks and crafting award-winning headlines is something all great copywriters have mastered, and this is why they can charge the big bucks.

SECRET SEVEN: Use Customer Testimonials

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Sometimes, the best content doesn't come from copywriters - it comes from your customers. ''Social proof'', as it's called, is an absolute game-changer in marketing.

Over 75% of people say that positive testimonials and reviews increase their trust in a business, and a staggering 88% say that reviews directly influence their purchasing decisions. This is why it's essential to feature real-life stories in your copy.

The bottom line is, people trust other people. They don't always trust a company - not at first, anyway. Why? Well, we expect brands to promote themselves and talk about how amazing they are, so we tend not to listen. However, when we hear a customer talk about their experience, our ears prick up, and if we like what we hear, we are far more likely to buy.

SECRET EIGHT: The Reason To Act Now!

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As humans, we will wait if we can do something later and get the same result and benefit as doing something immediately. We are born procrastinators. So, if you want someone to act now, you have to give them a good reason to do so.

Using ''scarcity'' marketing is a powerful motivator when done well. This can be done in a number of ways, including:

  • ''Price Scarcity'' - A limited-time discount

  • ''Quantity Scarcity'' - A limited amount number of units

  • ''Premium Scarcity - Exclusive bonus added for a limited time only

  • ''Time Scarcity'' - The offer has a time limit

You've probably purchased something yourself thanks to the use of scarcity marketing, so you know how powerful it is when used well. A lot of the time, this is that final push the customer needs to make the purchase. Scarcity helps create that FOMO feeling!

However, just because scarcity can get your prospect to buy now instead of later, that doesn't mean it's okay to be misleading. Lying is a sure-fire way to lose the trust of your customers and blacken the reputation of your business. So, only use scarcity when it's legitimate.

SECRET NINE: A Clear and Concise Call to Action

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Customer confusion is the most significant conversion killer. This is why your call to action, or CTA, has to pack a punch. It should only take a second for your prospects to know what you want them to do next.

After your headline, the CTA is the most crucial part of your copy. Over 90% of visitors who read your headline will also read your call to action. So, your copy needs to be clear and straight to the point. For example: "Book My Free Session Now" or "Click to Get Immediate Access".

Your CTA also needs to be simple to follow. You should only ask your prospect to do one thing. For example, to either, ''Click'', ''Sign Up'' or ''Buy''. Your prospect will not act if they have to share, comment, repost, subscribe, sign up, read this, tick that and buy.

If your CTA is too complicated, your prospect will file it away in their 'too hard basket.

SECRET TEN: Keep It Simple, Silly!

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When writing copy you've got to remember the good old 'kiss principle'. Less is more. Every sentence you write needs to be strategic and only necessary to the customer's buying journey.

As you're crafting your copy, be aware of any fluff or filler. Look for unnecessary sentences or adjectives that don't add power or punch.

Finally, keep in mind that the average person reads at the 7th to 8th-grade level, so make sure your copy is simple and easy to read. Remember; just because you understand what you have written, it doesn't mean your customer will.


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