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Apr 26, 2019

Good copywriting skills are easier to attain than most think. In this episode, I dispel some myths about what those skills truly involve. It’s not about how brilliant or creative you are, but rather, it’s about getting a framework in place. I have written all kinds of copy. I’ve written long form and short form, single-line copy. I have tested several different methods, and in this episode, I give you some practical tips I’ve learned to help you become a successful copywriter.

In order to write good ad copy, you must have a clear picture in mind. Once you have that, it makes it much easier to write an appropriate ad copy. It’s like a jigsaw puzzle - you must first get the framework in place. You get all the pieces laid out and you also have a reference - the picture of what it’s supposed to look like. You get all the edges in place and then build from there. Just like putting the puzzle together, ad copywriting is about following a system, a process that works.

In order to write the best ad copy to promote your product, you must have the appropriate framework and system in place. You must find out the specific nuances needed for your product. You can’t just work hard and get results - you MUST follow a system, follow a process PLUS work hard, then you will see results.

Five important elements to building a framework in ad copywriting

In this episode, you hear details about each one of these elements. In order to form the framework of successful ad copywriting you must include:

  • Mapping the transformation your buyer will experience
  • Identifying your buyer persona
  • Choosing a specific copy angle
  • Using a consistent format
  • Targeting one awareness level

Using these five elements, you build a groundwork for all of your ad copywriting. Once this framework is in place, it becomes a customized blueprint for your product. It is like the cement that must be laid before building a house. Since it’s a proven process, it can be repeated each time you need to write an ad copy.

How you can use your copywriting skills to target buyer persona

Buyer persona is getting into the head of your buyer. You must learn and understand the demographics and psychographics of your buyer. There is no point in writing a FaceBook ad or retargeting if you don’t know who you’re talking to first. If you are going to write an ad you must know your buyers - their hopes, dreams aspirations, and fears. If you’re going to write an ad, you better know what they desire, what they fear, and what has kept them from buying in the past. This is critical.

This again is the foundation - you are customizing how you are going to make this work for your product and how best to get your message across. Remember, writing ad copy is like writing a book. You can’t just sit down and write a book. First, you have to have an outline and map out the body of the book. With ad copywriting you must also have some things in place first.

Choose the best copy angle to convey your message

One of the things you must have in place is what copy angle you want to use. As an eCommerce seller, good ads usually consist of a short copy. Sometimes a personal copy can be good if you can tell your story and have it connect with the buyer persona. But this is not necessary with physical products. When choosing a copy angle, consider some of my favorites:

  • Breakthrough (telling about someone who benefited from your product)
  • Man on a mission (telling a story of how you made a product better)
  • Meet avatar (meet John - you introduce the reader to a version of himself)

Once you pick the angle then follow the process for that angle. Along with that process, you need a consistent format. My favorite format is the testimonial, proposition, and the call to action. Find a testimony that is congruent with your product - and the same goes for the proposition. In order to know what a good format is in your industry, use a swipe file. This is critical! I discussed swipe files in detail in a previous episode, so be sure to check out the resource section below!

While I give you five important elements to build your framework in ad copywriting, you must remember you can’t hit all five awareness levels at once. Pick one and go after that. I talk about awareness levels in another episode. Again, find the details for that in the resource section below.

Congruency of your images goes hand in hand with ad copywriting

Along with good ad copywriting comes good congruency throughout your images. You might struggle with what image to put in your ads at first. Choose one that is consistent with whatever transformation you’re targeting or with whatever copy angle you’re targeting. Pick an image that conveys an emotion that’s congruent with what you’re talking about.

Also, consider images that may be congruent with the buyer's life. Remember the Collier Principle. We have to meet them where they’re at. If you’re running an ad to landscapers, pick an image that conveys something about landscaping. The purpose of the image is to grab the buyer’s attention. It’s the pre-headline. It’s what catches their attention so they’ll read the first line and then read the rest of the copy.

Outline of This Episode

  • [0:38] Follow this framework to be a successful ad copywriter
  • [5:10] Mapping the transformation - foundational of good ad copy
  • [8:00] Focus on a specific copy angle
  • [13:75] You must target one awareness level
  • [14:35] Why congruent images are a critical part of the ad as a whole

Resources & People Mentioned

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