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This week's issue is proudly sponsored by 2POINT, more on them at the end.

Read Time: 3 Minutes

This is part 2 in the Writing Un-Ignorable Copy series. If you haven't read part 1, you can read it here.

Writing Un-Ignorable Copy (2/3)

My copy has resulted in over $10M of inbound leads in the last 12 months.

It cost me 3 years of intense learning to write un-ignorable copy.

Copywriting seems so simple. Write words, make money.

Yet, most of us make the same simple mistakes.​

Here's a digestible list of my learnings:

• Cut the fluff*
• Sell the vacation*
• Use hard numbers*
• Write to one person
• Always imply urgency
• Readability is required
• Turn your words into art
• Use the readers own words
• Confront objections head on
• Make matter-of-fact statements

*Covered in Part One​

Now before we go one by one and break these down. I want to stress that these concepts can be applied to any vertical of copywriting. (ads, landing pages, articles, social posts, etc.)

In any situation where you to need to "win" your audience, these lessons will serve you well.

Due to the sheer quantity of information to share, this has been broken into 3 parts, read on for Part Two.

Anyways, on to the breakdown.

Write to one person

Most novice copywriters try to please everyone.

They write copy thinking "how can I convert everyone who reads this page?"

The problem with this thinking is that if your message applies to everyone then it actually applies to no one.

What I mean is, good copy is meant to say all the right things to convert the target reader.

You can't say "all the right things" to everyone.

But you can to one person.

So find your ideal reader, write specifically to them. Just them.

Here's a good example (imagine the target reader is a CEO who has been struggling to find good copywriters for his B2B brand):

Okay: Our team of copywriting experts can help you connect with customers in any vertical.

Good: Tired of cycling through copywriting services? Hire a team that delivers.

Un-Ignorable: Finding great B2B copywriters is hard. Good thing we already hired them.

Always imply urgency

Good copywriting isn't just about getting people to take action...

It's about getting them to take action NOW.

This is why implying urgency is so key.

There are two things you can use to imply urgency:

1. Time
2. Scarcity

Time = this is probably obvious; limited offers (order today for X) or last chance (goes away after X)

Scarcity = artificial or real quantity limitations; running out (only X left) or bandwidth (only X at a time)

Here's a good example:

Okay: New collector edition Nike Air Max available for a limited time!

Good: New collector edition Nike Air Max, only available 3/4!

Un-Ignorable: Grab a piece of history, CE Nike Air Max 3/4 only! (100 available)

Readability is required

Copy is more than words on a page.

Copy is an experience.

It can be great or terrible.

Too many writers just dump words on a page. No matter how good your writing is, if it looks like this your audience is OUT.

Your copy should be a work of art.

Enjoyable to read.

Engaging.

Here's a good example:

Okay:
If you want whiter teeth, you need Colgate. Colgate is the leading toothpaste for teeth whitening. Colgate is formulated with hydrogen peroxide and abrasives so it's tough on plaque & other teeth staining elements.

Good:
Want whiter teeth? You need Colgate.

As the leading toothpaste for teeth whitening, Colgate is tough on plaque.

Formulated with hydrogen peroxide and abrasives, your teeth are in good hands.

Un-Ignorable:
So you want whiter teeth?

Is your toothpaste formulated with:

• Hydrogen Peroxide
• Abrasives
• Love

Ok, that last one's a joke. (Kinda)

Colgate. The leading toothpaste for teeth whitening.

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*(Not sponsored by Colgate btw)
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Tune in next week for more in Part 3

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