Does a copywriter have an advantage over the business owner?
7:51am
East of the Mississippi
“How do I know if my copy will work?”
A copywriter asked me that the other day in a private, direct response Discord channel.
Truth is: until the copy is tested, you don’t know.
Not really.
(Even the best of the best copywriters wrote bombs –– including Gary Halbert, who would shrug and ask, “what’s next?”)
But there are “tricks” a copywriter can use to increase the chances of conversions –– and with better conversions comes better sales (and money).
Ok, so maybe the better way to say it is “techniques.”
Techniques anyone can learn in a weekend, but that can take years to master. A lifetime even.
Right now I’m reading a book on screenplays and movies, titled Writing for Emotional Impact.
In the Introduction to the book, author Karl Iglesias warns that reading his book might ruin movies forever:
“If you love the ‘magic’ of movies, put this book back on the shelf. This book offers advanced techniques that will demystify what you see on screen. Many of them will seem familiar because you often see them in movies that work. But beware: you’ll never experience a movie or read a script the same way again.”
The same idea applies to sales copy.
It’s easy to “know” a sales message should include elements like urgency, credibility, and a call-to-action.
But the power isn’t found in the mere presence of the technique…
But how those techniques are used, where they’re used, and what they’re doing inside the reader’s brain.
And that’s why copywriters can create promos that outperform a business owner’s efforts by 5x… 10x… or more…
And why a newbie copywriter can write a promo that looks good on the surface… but doesn’t beat an offer owner’s copy in the real world.
It comes down to both knowledge of techniques… and experience.
After 10 years of writing, I am still learning new ways to boost sales. I enjoy it. Some people might not.
Like I said: a lifetime to master.
Love you,
Jeffrey
P.S. I’m looking for course creators and coaches who have an offer that’s not selling, or maybe sold in the past but isn’t selling today.
Know anyone?
Put us in touch. If we end up working together I’ll gift you a finder’s fee.
Or, if you have an offer that’s not selling like you hoped, reply now and let’s see if we’re a fit to work together.