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Words Can Change The World
8 Proven Principles That Will Make You A Copywriting Machine
Matt Gray
March 25, 2023
It was a hot summer day in August...
The humidity was stifling, and people were doing their best to cool off by soaking their feet in a nearby pool of water.
250,000 people were crowded into a small space, all to hear one man speak.
The speaker stepped up to the podium, and most certainly a silence fell over the crowd as they waited for the speech to begin...
"I have a dream..."
With those four simple words, Martin Luther King Jr. ignited a movement.
His eloquent and impassioned words painted a vivid picture of a future where all people were judged not by the color of their skin...
"But by the content of their character."
The message was powerful, and the words were carefully chosen.
King's masterful use of storytelling and copywriting inspired millions and helped propel the civil rights movement into the national spotlight.
In today's hyper-connected world, where everyone's vying for attention...
The importance of copywriting cannot be understated.
Whether you're writing emails, social media posts, or crafting the perfect sales pitch, mastering the art of copywriting is key to capturing your audience's hearts and minds...
...and perhaps even starting a movement.
In today's newsletter I'm going to share 8 Copywriting Principles that will take your writing to the next level.
Master these, and you'll see a trickle-down effect that will transform your entire brand.
Over 2000 Founders Registered For My Recent Workshop
This past Thursday I host a brand new workshop - 5 Proven Steps For Rapidly Growing And Monetizing Your Online Following.
During the course of the workshop I covered:
The 4 Essential Pillars Required For Building A Successful Personal Brand
How To Become A Category Champion & Cut Through The Online Noise
My Proven Method For Getting 10,000+ New Followers Every Single Month
How You Can Monetize Your Following & Transform Your Audience Into Money
The 2 Reasons Most Founders FAIL When Building A Personal Brand & How You Can Avoid Them
I also took some time during the training to show in real-time my exact process for creating content.
(According to attendees, it was one of the best parts of the workshop...)
And at the end of the training...
I revealed my brand-new, 12-week premium Founder OS Grow & Monetize Accelerator.
I'll share more about it in the future, but I'm opening up a limited number of spots for the first cohort.
It's an invitation-only program, reserved for founders that are serious about growing their audience and revenue this year.
If that's you, and you're interested in joining my latest accelerator cohort...let's chat.
If you'd like to watch the replay of my recent workshop - here's the replay link.
Use Passcode: Zi!D0.a.
Now, let's get back to the 8 Copywriting Principles that will take your writing to the next level.
#1 - Know Your Audience Inside and Out
People often get caught up on saying the "right" words to try and convince their audience to take action...
This is the wrong frame of mind.
Because it's not about what you say - it's about your audience feeling seen and heard.
That's why the foundation of great copywriting is understanding your audience.
Before you put pen to paper or fingers to keyboard, take the time to research your target audience.
Identify their needs, desires, and pain points.
The true power of copywriting lies in the ability to CONNECT with your reader.
Understanding your audience allows you to craft a message that resonates with them on a deep level.
Create detailed buyer personas and use them as a guide when writing your copy.
Speak their language, address their concerns, and show them that you understand their world.
#2 - Master the Art of Storytelling
People are hardwired to connect with stories.
They help us make sense of the world and evoke emotions that influence our decisions.
Harness the power of storytelling by weaving relatable, engaging stories into your copy.
Use vivid details, create compelling characters, and structure your story with a clear beginning, middle, and end.
Show - don't tell - and let your audience feel the impact of your message through the power of narrative.
#3 - Write with Clarity and Simplicity
Great copywriting doesn't need to be complex or filled with jargon.
In fact, the most effective copy is clear, concise, and easy to understand.
As much as possible, you want to try and keep your writing at around a 4th-grade reading level. (You can use the Hemingway App to help with this.)
Be ruthless in cutting unnecessary words, tightening sentences, and polishing your message.
Avoid unnecessary adjectives and adverbs, and eliminate any fluff that doesn't add value.
Read your copy aloud to catch any awkward phrasing or inconsistencies.
Be direct, and always prioritize clarity over cleverness.
Confused readers don't take action.
Put in the extra energy to do as much of the "thinking" as you can for the reader, and you'll see an increase in engagement and action.
#4 - Use Emotional Triggers
Emotions drive our decisions.
People act based on their emotions, and THEN justify with logic.
In order to create persuasive copy, you want to tap into the emotions that motivate your audience.
Identify the key emotional triggers that drive their actions, such as fear, desire, or curiosity.
Use these triggers to craft compelling headlines, calls-to-action, and stories that evoke the desired emotional response.
When your copy makes your audience feel something, they're more likely to engage, share, and ultimately, take action.
#5 - Harness the Power of Social Proof
People are more likely to trust and follow the opinions of others, especially when making purchasing decisions.
Leverage social proof by incorporating testimonials, case studies, and endorsements from satisfied customers in your copy.
Share success stories and showcase real-life results to build credibility and trust with your audience.
The more your prospects see that others have benefited from your product or service, the more likely they are to believe in its value.
When readers hear about the stories and experiences of others, it also helps them more easily envision themselves getting similar results.
Testimonials also make for great stories, and as I've already mentioned - we're suckers for a good story.
#6 - Create a Sense of Urgency
A sense of urgency can be a powerful motivator in getting your audience to take action.
Use deadlines, limited-time offers, or exclusive bonuses to create a feeling of scarcity and encourage immediate action.
Be genuine in your approach, and avoid using false scarcity tactics that can damage your credibility.
When your audience feels that they might miss out on something valuable, they're more likely to act quickly and decisively.
#7 - Test and Optimize
Even the most seasoned copywriters can't always predict how their audience will respond to their work.
That's why it's crucial to test different versions of your copy and optimize based on the results.
Experiment with headlines, calls-to-action, and formatting to see what resonates best with your audience.
Use analytics and conversion data to determine which approach is most effective, and continue refining your copy over time.
#8 - Keep Learning and Evolving
Copywriting is an ever-evolving art form.
Stay up-to-date with industry trends, best practices, and new techniques to continually improve your craft.
Read books, attend workshops, and learn from other successful copywriters.
The more you invest in your own growth and development, the better your copywriting will become.
Here are some of my favorite resources:
Twemex (use to find and study top-performing Tweets)
There you have it, 8 Copywriting Principles that will take your writing to the next level.
I hope you find them helpful.
As a friendly reminder, I'm opening up a few spots to speak with founders who are serious about growing their brand and audience in the months to come...
...and are interested in joining my brand-new 12-week premium Founder OS Grow & Monetize Accelerator.
After this next cohort beings, I won't be opening up spots to join for a month.
So if you're ready to take action and start seeing results, I HIGHLY recommend you consider joining.
Let's win together 🥇
Matt
P.S. Whenever you're ready, there are 3 ways I can help you:
#1: I just launched a new YouTube Channel. I'm putting a ton of energy into creating heaps of valuable content that I think you'll like. Come check out my latest stuff, and give me a like and subscribe.
#2: Promote your brand to over 47,576 subscribers by sponsoring this newsletter (booking into May 2023).
#3: Follow me on Twitter and LinkedIn for more operating systems, marketing tips, and community-building systems.
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Then you need to check this out 👇
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