Marketing advice for founders to build a business they're proud of. Get actionable insights to generate more leads and sales for your small business. A ~6 min read delivered straight to your inbox every 2nd Friday.
the secret to copywriting that sellsš°
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Hey, Nico here. You may have noticed that I changed the name of the newsletter. Itās now āthe Hookā instead of āthe Honor Rollā. I just wanted to address the elephant in the newsletter before things got awkward. š I changed the name because Iām changing my brand positioning. Let me (briefly) explain. I assume youāre well acquainted with the power of having a niche? Well, this was my niche:
While speaking with my friend Russ recently, he helped me realize that I didnāt need that extra niche-layer (course creators). And while I still love serving info product businesses, this shift opens up new and different opportunities. But thatās enough about me. Letās get to the heart of the matter. This week ā¦
Letās get started. The Secret to Copywriting āļø That Sells š°Some people consider copywriting a license to print money. šø Why? Well, itās that rare combination of someone who can write the words for your marketing assets (like FB ads, emails, website, etcā¦) and sell your products and services. But what makes a good copywriter? And more importantly, how can you get better at it yourself? Iāve been studying copywriting and marketing for 3+ years now. Iāve bought: š 10 courses š 1 certification š 5 books š 1 conference And I can tell you without a doubt what the secret to great copywriting isā¦ And, on top of that, I can pretty much guarantee that youāre NOT going to like the answer. You might even stop reading this newsletter once you find out š. The Secret:
Noā¦ The secret is much simpler. I discovered that even regular business owners can be extremely good at copywriting because they know the secret. Although, they didnāt even know they were doing it. The secret: ā¦ is RESEARCH. š¤ ā¦ Hello? ā¦ Are you still here? Well, if you havenāt rage-quit this newsletter yet, then allow me to reward you with some tools that will set you up for copywriting success. But before I get to the tools. Let me clarify what I mean by research. What Does "Research" Even Mean?Before I ever write a single word of copy, I spend a ton of time researching who the audience is. What their ultimate desire is, and why they want it. I build a buyer persona, and lock in on what problems are getting in the way of that desire. Because the best copywriting often comes from the persona themselves. The words they use are some of the most powerful and insightful combinations of letters and spaces that I wouldnāt have thought of. Thatās why a business owner who knows his customer well will tend have a pretty good sense of what to sayābecause he understands his audience. The difference between me and most business ownersāis that Iām intentional about learning these things. I know what Iām looking for. The good news isā¦ You might be better at copywriting than you thinkā¦ The Process For Unlocking Better Copywriting:If your Facebook ads arenāt converting well. If your emails arenāt getting opened. If your sales page isnāt sellingā¦ Then letās get you set up with the tools to unlock better copywriting and sell more of your products and services. Step 1: Research: I find the words my audience uses from:
I'm looking for themes, repeated sentences, pain points, problems, and dream outcomes. Step 2: Answer these questions:
ā Once I start to get a sense of who my persona is, I list out all the desires the persona has in a spreadsheet. Like this: Step 3: Put it all together: Now I use ChatGPT to help me build a comprehensive buyer persona on one document. ChatGPT PROMPT: -I want you to help me build a buyer persona. What types of information would you need from me? At which point I get a list of categories to use. Then, I copy and paste everything I know about my persona, and ask chatGPT to organize the information according to the list is just gave me. Here is everything I know about my persona: #### Now I want you to organize all relevant information and build a buyer persona using the the categories you gave me. ā *Make sure you save the persona to a Google doc or somewhere safe so that you can come back to it.* Write Better Copy and Sell MoreWith this process alone... Without any other copywriting training... You would become a better copywriter than most business owners. Happy researching! š¤ Thanks So Much for Reading!Was that helpful? What do you want to learn next? Just reply to this email. I read every response personally and love hearing from you. Keep Learning, Nico P.S. While Iām an AI-savvy marketer, and use it more and more in my workflowāthis newsletter was 100% written by a human. I consider this a special placeāa human-to-human type of vibe. And since Iām not perfect, there are undoubtedly some typos sprinkled throughout. Just like the newsletter, all typos are free. š |
the Hook
Marketing advice for founders to build a business they're proud of. Get actionable insights to generate more leads and sales for your small business. A ~6 min read delivered straight to your inbox every 2nd Friday.
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