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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 3 in the Writing Un-Ignorable Copy series.
If you haven't read part 1, you can read it here.
If you haven't read part 2, 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​
` Covered in Part Two​

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 Three.

Anyways, on to the breakdown.

Turn your words into art

Putting words on a page just isn't enough.

If you want to excite your reader, you have to create art.

Your words should ebb and flow.

They should feel the impact of every word.

So how do you do this?

• Emotional language
• Unique patterns
• Symbols
• Lists

Emotional language

When you use emotional words, you're dictating the emotional journey your reader goes through while reading your copy.

You can make them feel happy, sad, scared, excited, curious, etc.

Knowing when to use the right emotional language can alter the path your reader goes down.

Save this for your next project:

Unique patterns

The idea here is to format your writing in patterns.

A one-liner, three lines, then another one-liner?

Writing text in descending order? (by length)

Ascending order?

Only one-liners?

There's so much that you can do here. I simply can't fit it all into this section.

Check out this LinkedIn post from Nick Broekema that absolutely nails it.

Symbols

Don't be afraid to use symbols in your writing.

The easiest way to do this is to swap out a boring bulleted list with alternatives.

​

><^☻♥→

Symbols break up expected-text and create unique experiences for your reader.

Lists

This one is pretty obvious.

You'll see me use lists extensively in my own writing.

Lists are a great way to break text up & make it more digestible.

• By having information
• displayed in a list
• it is far easier
• to digest

This gives your reader something to cling onto visually and will stop them in their tracks while skimming.

Use the readers own words

I'm a big believer in cutting useless jargon from copy.

There's nothing worse than reading an overly technical or jargon stuffed page.

That said, using your readers own words can be powerful.

This doesn't mean to stuff every industry keyword into your copy. Instead, focus on the 5-10 words your reader uses most often.

The best way to find the right words to use is through audience interaction.

Customers? - Sales calls, reviews, emails, etc.
​Followers? - DMs, comments, emails, etc.

Have conversations with your readers often, study their messages & language.

Use it in your own writing to attract more like-minded people.

Confront objections head on

When you're selling anything, there is always objections.

I don't want to buy because...

• Convenience - "This is too much work for me"
• Competition - "X competitor seems better"
• Credibility - "I'm not sure if this is legit"
• Time - "I think this will take too long"
• Price - "This seems expensive"

The problem is, most businesses don't address these concerns until the sales call.

If your reader doesn't believe your solution is right for them, they won't even book a meeting.

Take the time to address objections head on in your copy.

It's your job as a copywriter to give the reader exactly what they need to know to take the next step.

In this case, let's use the example of time (copywriting business):

Okay: Our expert copywriters complete projects quickly, so you can focus on your business.

Good: Need a project back Friday? Tomorrow? Yesterday? Consider it done.

Un-Ignorable: Time sensitive project? Don't worry, our team will have it back to you before you can say... oh, it's done.

Make matter-of-fact statements

Nothing makes you sound more confident than matter-of-fact statements.

I just did one there ^

When you write copy, you want to come off as an authority.

Otherwise, why are they listening to you?

If you can't convince yourself that you're worth listening to, you'll never convince anyone else.

Matter-of-fact statements mean taking a hard stance on something.

Even if it's commonly agreed upon, it's important to put the flag in the ground.

The best copy is confident.

Here's a good example:

Okay: If you're looking for a better way to stay organized, writing every day can be very effective.

Good: Writing daily is a great way to stay organized.

Un-Ignorable: The best way to stay organized is by writing daily.

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​Email team@2pointagency.com to explore further.​

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