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How to write copy that will sell ANYTHING

How to write copy that will sell ANYTHING

Just like a store window, the difference between someone landing on your site and saying…“wow, that’s exactly what I need” and saying “don’t know what this is. I’m moving on” is all down to the words you use and how you phrase those words when you write copy.

One of the most fundamental skills to learn when you’re an online entrepreneur is… Yes! writing copy. In fact, it’s one of the keys to being successful online.

How to write copy that makes your ideal prospect say… “here’s my credit card”

The first and most crucial step… is knowing EXACTLY WHO your ideal prospect is.

And understanding how your offering will take this person from ‘A’ (where they are now) to ‘B’ (the place they want to be).

You need to know how this person feels at point ‘A’ and how the problem affects them on a daily basis. And yes, even… in the middle of the night. And how she will feel at ‘B’?

Here’s an example.

Who wants a mortgage? Nobody. People are buying the FEELING of having their own home when they purchase a mortgage.

It’s all about diving deep to understand your ideal prospect so well that you don’t write words you think she’ll connect with, but words you know she’ll relate to.

…” but I want to sell my service to everyone”

Look, ironically this is the main reason that most websites and ultimately business’s fail. When you write copy that speaks to everyone, you actually connect with NO-ONE.

Being YOU. 

Have you ever sat down to write copy, only to go blank… Yep!

We all have, it’s called writer’s block. And this can show through in our writing, making it feel unrelatable.

I have a miracle cure for that!

But first, quickly tell me… Do you ever have this problem with talking? No, of course you don’t!

And by looking at writing copy like talking, you’ll go from stuck to flowing.


Wanna know what I like to call this? Copy chatting. Yep, I write as though I’m chatting to a friend.

This is the first step to writing copy that sounds human, relatable, and most importantly, like YOU.

“A strong business is built on trust, and being you is key to building that trust.”


Here’s an example of how a sentence meaning the same thing can come across differently.

“If you, like so many other aspiring female entrepreneurs are struggling to find the time to actually work on your business, you are in the right place.”

“Do you struggle to find time to work on your business? You’re not alone. Here’s what helped me.”

Can you see how much less robot-like the second one sounds? Just like chatting with a friend.

“What’s in it for me?”

 Your reader is always wondering …“what’s in it for me?”

Show them by writing copy that focusses on the benefit of your ideal prospect whilst keeping it simple, crystal clear, and removing the filler words that cause your message to become lost.


Here’s an example.
(This time I'm a weight loss coach!)

“I truly believe that everyone can get their pre-baby body back as long as they have the necessary knowledge and understand how to implement this knowledge that I’m about to share into their life.”


“You can get your pre-pregnancy body back. All it takes is what I’m about to share.”


When writing copy, the key is to get your ideal customer to read the first line, then the second line, until they get to the end, at which point they wonder… “How did she get into my head like that, when can I book?”


So with that, let’s dive a little deeper.


Know your niche.

Jo, 30 is a massage therapist from London who is soon to get married.

She is the organiser in the relationship and has been saving for a luxury honeymoon.


She wakes up thinking:

“I want to have the honeymoon of a lifetime, one that we can remember forever, but I don’t know where to begin, I haven’t traveled before.”

(Jo knows what she wants from her honeymoon, we get that - but her deeper fear, the cause of her sleepless nights is the thought of spending her savings on something that isn’t going to be what she imagined.)

With this in mind, let’s look at some basic copy that would speak directly to Jo.

“Dreaming of a honeymoon you’ll remember forever? Let’s design yours.”


Here’s another example.

This time the ideal prospect is an older couple, at a different time in their life to Jo, with different fears/dreams.


Margaret, 70 years old has never fulfilled her dream of going on a cruise. Her husband Ken, 74, feels they’re too old to sort it all out now. They have no family but have more money than they’ll ever need.


Margaret wakes up at night and regrets not having seen the world. This is where Saga Holidays for the mature cruiser come in.


Take a look at some copywriting that would speak to Margaret.

“You’re never too old for a luxury cruise. Now is your time to experience the world and relax. You choose the destination. We’ll sort the rest.”


Above all you need to have the empathy to understand your prospect on a deep level, so you can understand the niche your ICA fits best into within your line of work.


The Copywriter VS. The English Teacher.

Can you remember when your English teacher said…

“You should never end a sentence with a preposition?”

Yeah! Mee too.


But, you don’t need to do what your English teacher taught you when writing copy for your business.


Here’s an example;

You wouldn’t say …

“with whom are you going out?” … would you?


Who talks like that.

You’d say … “who are you going out with?”



Talking of English…

Here’s another lesson that I was taught in English class (and you probably was too), that can quite frankly be pushed to the side, too.


“Sarah Jane, you never start a sentence with and, you must use full sentences”

But I don’t talk like that, Miss.


Can you see how my answer started with a ‘but’?

Yes, that’s Grammarly incorrect in English, but not when writing copy as we don’t talk in full sentence in real life.

We talk in sentence fragments.

Here’s an example:

“I treat others how I’d like to be treated. And I couldn’t be any other way.”


No, it's not Grammarly correct. But how people speak! (There it is again, without even realizing)


Because we use sentence fragments when we talk, you need to do the same when you write copy.


Above all, you need to have the empathy to understand who you are speaking to on a deep and emotional level, and speak to this person as you would talk, hitting the pain points with clear, simple and direct copy, allowing your unique persona to shine through whilst focussing on the benefit to the reader.

 How to write copy that will sell ANYTHING