Keep your "copy brain" on at all times
From my copywriting mentor's top secret DR Copywriter's Handbook:
Keep your "copy brain" on at all times
Read more than you write
Pay attention to curiosity & follow the fun
Don't speak to your customer, speak for them
To the uninitiated, many of my emails aren't exactly what you would call "cut and dry" copywriting tips. Unfortunately, they've not yet really internalised what it means to keep your "copy brain" on at all times.
You see, when you get deep enough into this game, everything is copy if you know how.
The text you send your wife after an argument that's so perfectly crafted she can't help but give you a begrudging smile as you walk through the front door. That salary raise you negotiated with your mid-wit boss (who wanted to give you the company minimum), who still doesn't know what hit them. The Twitter reply that has someone nodding along, thinking, "damn, this guy gets it." The humble sales email - even one that absolutely does not list copywriting tricks, tactics and techniques - is copy.
You can learn copywriting techniques from two homeless people yelling in the street over a sandwich if you know how.
But how?
Well, you have to understand that copy is attempting to get someone to do something. You want a direct response. A specific response. A measurable response. Trying to get someone to do something requires you to attempt to persuade them, convince them, influence them...
And how do we do this?
We make them an offer. They either accept or reject it.
Copywriting is the business of making offers, and knowing how to write good copy is as simple as knowing how to make offers people accept. The rest is window dressing.
If you want X, then give me Y. That's it. So maddeningly simple when you write it out - but in practice it's not so easy. Which is why copywriters worth their salt can charge whatever they want.
Because when you can confidently state: "If you pay me $1, then I'll make you $2..."
You'll never go hungry again.
If you like the idea of buying money at a discount... I'd like to help. Send me an email with "PRIVATE CLIENT", and I'll be in touch.
James Perkins
P.S. Not ready to work with me? No problem! Find me a client I do work with, and I'll pay you (and pay you well) for the referral.
