SMALL TALK

I treasure this point where someone is reading my book several miles away from
me; Maybe from a different state or country. This book is on a subject I love and
find fulfillment in.
I love copywriting because it particularly solves a problem. It allows you to put a
solution in people’s hands and make their lives richer.
For a copywriter like me who mostly writes copy for clients, it is double
fulfillment for me because I write to show people a solution and how they can get
it, and I also bring money to my client in exchange for the value he provides.
Some people think that copywriting is some manipulative process. I like to explain
that people buy ideas.
There is a constant selling and there are particular reasons why people are
persuaded to buy an idea or a good or service. If you unconsciously use these
reasons, you will convince your target customers.
It only makes sense that you consciously learn these reasons, and factors that
trigger response to what you offer. Anyone involved in selling has to advertise to
make sales and profits off the value he is offering.
And advertisement has one goal, to convert the audience to customers. Not to
simply entertain or educate as every part of the advertisement is aimed at this one
thing: SALES.
Legendary copywriter, Claude Hopkins wrote a book he titled Scientific
advertising. One quote in his book said, “The man who wins out and survives does
so only because of superior science and strategy.”
If you are going to invest your time or resources to advertise the value you sell, be
it your knowledge, skills, product or services, then you might as well learn the skill
of COPYWRITING, or outsource the job to an expert copywriter.
But first, we can get all the knowledge we can about copywriting.
So, let’s dive in.
JUST BEFORE THEN…
As you may already know, this book is titled 100 Days of Copywriting because it
is a compilation of a 100-day series I ran on copywriting; tips to help anyone get
better in copywriting and sell to anybody, confidently.
I also added some life lessons I learned in that period. And finally, some links to
resources you will find valuable and informative.
Grab your bowl of ice-cream.
#Day1
Use the simplest words.
Your aim is to communicate (and persuade) not to impress.
Assume you come across copy (advert or email) or any content.
What’s the first thing that crosses your mind?
The identity of the writer?
No!
What does?
The content!
You ask what is this write-up about?
You don’t bother about who wrote it.
You just want to see what the copy has to say.
So, if you are writing your advert or blog post or email…
Don't try to impress anybody…
Don’t try to measure your intelligence or grammar prowess…
BECAUSE Your reader doesn't think about you.
Just write your content in the simplest way.
Replace your jargon with layman language.
Let them get the message with no stress.
Remember, they don't think about you.
Their mind is on the content in their face.
#Day2
Your customer is the focus.
When they see your copy as said earlier, they would first ask the "What's In It For
Me?" question.
With this in mind, you must place your reader (prospective customer) in the
spotlight.
Replace listing the features (of your product/service) with the benefits (of each
feature) to your reader.
For example:
Instead of saying, "We have beautiful shoes of various sizes," Say "Wear shoes
your exact size that makes your feet shine!"

As more folks came across my tweets, my engagement and followership

increased.
I also noticed that I slowly moved from trying to improve with practice to trying
to deliver.
With recognition comes responsibility. As you aim for the spotlight, you’ve got to
be prepared to perform.
#Day3
Your copy is more interesting when you make it conversational.
Your reader should feel like they are in a conversation.
When you use inclusive words as "You" and "We,” you draw your reader in.
One evening I was talking with a mentee, about copywriting.
I’d just shown him a sample copy in which I highlighted the several appearances of
‘You’.
I was showing him the change in tone and voice as soon as content is directed at a
‘You’.
Then he tried giving an example.
He said "I'm talking to you, yes, you..."
I asked him if he talked to people that way.
The precious young man replied in the negative.
There may be a few occasions when you can say, “…Yes, you!”
But it has to be natural.
It has to be something you say to someone.
You don't start talking to someone and go, "I’m talking to you. Yes, you"
You'd be considered insane.
Instead, you just talk.
So, just talk when you are writing copy.
#Day4
Value announces itself.
You don't beg people to buy from you if you are offering value.
Show them the value of what you sell and let them buy in gratitude.
It's so painful to see folks beg people to buy amazing products they sell.
It may be a little work to present your business as valuable…
Knowing the right statements to make…
And the right psychological strings to pull…
(You won’t see it as work after reading these 100 tips anyways)
But first, know that:
*You are presenting value…
*You are offering a solution…
*You are promising your prospect that they’d be better if they take your offer…
And secondly:
*If you don’t put in the work to show your value… your copy will have little or no
power to persuade.
*People would think you have nothing worth their time or money…
*You’d feel like a beggar and a loser.
Don't beg people to patronize you.
Instead, announce the value of your product or service.
Emphasize its benefits to them.
#Day5
Know your ideal customer and target everything at them.
It helps you to focus on their needs/desires and to be better at serving them.
This in turn brings them closer to you.
Why would an advertisement for healthy and smashing hair use young ladies?
Because that's the target market.
Older women aren't really the target.
Their daughters may recommend it for them, but they aren’t really the target.
Why can you not use pink color for any ad for men?
Simple!
Because you know your target customer.
Example, niching down increases your knowledge of your customer…
…and makes your market trust you.
Assuming that I want to buy a dinner dress…
…and I see three shops where one sells all clothing, one sells female wears, and
one sells dresses.
Which do you think I’d go for?
I bet you chose the last option.
Why?
Because it is assumed that dealing with specifics (niche) makes you an expert.
Presumably more knowledgeable on customer needs in that niche.
This is how it works in copy.
Knowing your specific target customer makes your copy powerful…
Because you become like the dealer on dresses who knows who she is selling to,
and what her customer’s needs are.
#DAY6
Sales increase by trying different processes.
As a person writing copy…
You may have to be open to different methods and reactions.
Simply put, you will experiment a lot.
Why?
Because people can be studied.
Claude Hopkins said there’s a method to advertising that can be tested over and
over again, yet will be proven true, just like science.
Hence, he titled one book, Scientific advertising.
Yet.
You may not always get your variables right.
So, no matter how many books and articles you read, or courses you take about
making good sales…
You will still have to experiment to:
• Get better at persuasion
• Know which copy works better and
• Consequently, make better sales.
#Day7
People are emotional.
They don't like to admit it.
But reality is, there are words that subconsciously trigger emotions in everyone.
They are called Power words.
Use them.
There are:
- Greed power words
- Encouraging power words
- Fear power words
- Safety power words
…and many others.
E.g. Get your risk-free package here. (This has a safety power word)
Words like "steamy" and "intoxicating" are Lust power words that stir your
emotion.

Making this Copy writing challenge public put positive pressure on me.
I knew I had to pull through.
People were definitely watching. Some encouraging words (on my consistency)
and how they were learning spurred me on per time.
It’s okay to make your process public; the consistency and discipline you come off
with is invaluable.
#Day8
Your headline is so important.
It is the first thing your reader looks at; the moment their eyes fall on your entire
copy.
Make your headline captivating.
At least one Power word (Day 7 tip) should appear in your headline.
How-to's work so fine too.
E.g.: How to Burn Off Body Fat, Hour-By-Hour! (Eugene Schwartz’ classic
headline)
‘Burn off’ is a power word here, too.
Listing a specific number of the issue addressed works perfectly.
E.g.: 3 Proven Reasons Why You Are Killing Yourself without Knowing.
Proven is a power word.
#Day9
Spark curiosity in people.
The element of curiosity in your copy will make your readers rush to access the
next information.
Your excitement should be evident in your ad.
Apart from exciting curiosity in your reader through the headline of your copy, you
can also excite them by giving a little information and reserving the rest for the
end, making them read further (or even finish the copy) to find out.
There's a famous classic headline from John Caples that read, "They laughed when
I sat down at the piano but when I started to play!"
You want to read further…
You want to know what happened.
Joseph Sugarman, who I personally adore, would ask a question or make a
statement and immediately say…
"I will explain"
Then he would get into a new paragraph with a subheading.
Some people will mention something, usually a big desire of their target audience,
like, "I lost 200 pounds performing the exercises I am about to talk to you about.
You will know about it all as you read."
Voila!
#Day10
One priceless fabric of good content is Empathy.
Your reader (target audience) should perceive that you know, understand, and
identify with their pain point, fear or hope.
One way to highlight the pain, fear or hope of the reader (prospective customer) is
using storytelling.
By telling stories, you connect with your audience, and show empathy for them.
In copy, you do this and lead them to their solution…
WHICH IS
Your product.

Practice makes better.

Judging by engagements on my threads, I found better ways to write my
threads.
I found captivating formats for introducing my threads, hashtags that work, the
effect of pictures, the magnetic pull of stories, and the power of mentioning
names.
#Day11
You've got to emphasize some words and phrases.
Emphasized words just pop out to your reader (from your content).
You can do this by:
+ Italicizing
+ Making words bold
+ Underlining and
+ Using all-uppercase-letters for words
Emphasis strikes a chord.
You don’t emphasize randomly.
It is done with a little skill.
…emphasizing emotional words like FRUSTRATED, and power words like boost.
…emphasizing information that you want them to notice like “FREE delivery till
Saturday!” or 50% DISCOUNT or Zero worries!
Emphasis also aids reading flow.
Apply some emphasis in your copy!
#Day12
You are at a crossroads.
One path (Path A) has footprints on it.
The other (Path B) is covered with overgrown grasses.
Which would you take?
Path B?
People like to toll roads where they can see footprints.
We love to do things when we see someone else has done it.
This is why word-of-mouth marketing is the best type of marketing.
Getting reports and comments from satisfied customers is proof to prospects that
your path has footprints on it.
In summary, testimonials are an important part of your marketing and copywriting.
In fact, securing at least three good testimonials from your customers may be all
you need to have more conversions and scale.
#Day13
The most regarded testimonials are those from:
1. Well-known brands
2. Organized institutions
3. Influencers and celebrities
If you can get testimonials from any of these, your content will convert in higher
rates.
This is why you should sell goods or services that you are proud of.
HACK: You can give your product or service (to any of those listed) for free or at
a discounted price…
…then ask for their honest recommendation.
Does this make testimonials from individuals who don’t belong in this list, invalid?
A thousand times No.
Most reviews on Playstore and sales pages are from individuals you don’t know...
But somehow you trust that those reviews are their true experiences…
And you make decisions based on those.
So, use testimonials, and if you can use the Hack mentioned earlier, do too.
#Day14
Let us feel like a human owns your page;
let us feel a human behind the screen, and not some robot.
People relax in an environment that doesn't seem abstract or robotic.
It is mostly seen in your words.
So, Relax and write like you are talking to real people.
Your copy should feel like you are conversing.
“Instead of using Weblish words like: 'I don't have the bandwidth'…
…why not say: 'I don't have the time'."
Ann Handley said in her book, EVERYBODY WRITES.
#Day15
The greatest way you can give off a human feel is by telling stories.
Your page and content come alive immediately with a human feel, once story
telling is employed.
Stories communicate well!
People want to be more aware of themselves and others…
Of their environment and that of others…
What better way can they be more aware of these than hearing stories?

Two things bring clarity of thought; Writing and Teaching.

The 100DaysOfCopywriting incorporated the both.
Day by day, I wrote and taught.
As I explained, I understood clearly and in-depth the psychology of Copywriting.
#Day16
When people read copy, questions pop in their minds as they read.
Good copy, as said in these series, are empathic.
Part of empathy in your copy is this…
Your copy should be able to answer the next question that would pop (logically) in
your prospect’s mind.
This comes with practice though.
So, read a lot more and practice more.
You will write better copies that way.

Example in this copy:

https://swiped.co/file/anti-wrinkle-cream-ads-56-percent-hook/
#Day17
There's got to be a sense of urgency subtly implied in your copy.
Your reader should be fully persuaded to take the action NOW, not later.
Why?
A large percentage will not take the action later (if you let them postpone it).
You can infuse urgency by:
- Making what you offer very valuable and scarce.
- Creating a Fear of Missing Out.
- Using numbers to show how many has been sold out and appreciated (social
proof).
- Amplifying their desire for what they need.
- Offering a bonus
- Setting deadlines
And finally, using two or more of these in each copy.
#Day18
You know what you might do to capture the attention of your reader?
Do what I did.
Ask a question.
Or questions.
Don't overdo it, though.
Just keep the flow.
#Day19
No copy is too long or too short.
It is either not simple, captivating, or not detailed enough.
The length of your copy doesn't matter if it is simple, detailed, and engaging
enough to hold your reader through.
If it requires more explanation, do so.
Way back in their time, as my own legend, Joseph Sugarman said…
They usually explained it this way:
A copy is like a woman's skirt; it should be long enough to cover the essentials and
short enough to tease the eye.
I think that picture they painted is clear enough.
#Day20
Write your copy with honesty.
Assuming that you can hide any detail about your product/service will mean a
failed operation.
Your readers can sniff deceit, (actually, they try to).
A piece of info coming from someone they don't know?
No one wants to be the fool.
I admire the way Joe Sugarman writes.
He writes with such simplicity; you want to ask, "why are you so honest!?"
But that is all part of the persuasion process.
Write in honesty, with wisdom.
It wins your reader's heart.
I'm on a 100-Day Copywriting challenge and I have achieved 1/5 yet!

I was excited to hit that mark!

When a task seems too difficult,
I’ve found that breaking the journey, to have milestones for measuring your
progress, will encourage you.
Example, I measured the 20th day as 1/5.
#Day21
Your copy should be able to handle all objections in your reader's mind.
They don't want to be fooled so, talk about everything.
E.g.: Your product needs assembling.
Talk about how it may require a little work to fix.
What if he has an engagement that makes him unavoidably absent during the
course of the service you are offering?
What can you do about it to make sure he enjoys the full benefits (and even enjoy
some extra care)?
Talk about all possibilities and how you (or they) can fix it.
Leave no risk.
#Day22
You've got to address your prospective customer like they know nothing.
You've got to assume that you are teaching them everything.
Leave nothing out.
Just. Do. Not. Assume. That. They. Are. Stupid.
But, tell everything.
Tell them the color, size, weight, texture (if it’s a physical product).
If they have to click the button, tell them to.
It is like you take them by the hand, every step of the way.
Tell them where the link will take them to; tell them what they will find there; tell
them how the delivery will happen; tell them what to expect; tell them the result
they will experience and how.
Tell everything.
The secret: All that information will make them relax and feel secure, as each
cooking risk is removed.
All that information you are giving is part of the reason the money will get into
your hands.
#Day23
Again, it doesn't matter whether your copy is long or short…
Your ability to capture (and keep) your reader's attention is everything.
Beside asking questions and employing the element of curiosity…
You've got to write in short sentences...
Instead of going on and on about your offer and telling them how your product is
made from the toughest wood that exists in the deep regions of some virgin forest
that is not seen except during some season and harvested by a certain tribe of men.
(See that?)
Don’t write like that.
It isn’t boring even though I just made that up because I’m a copy writer (winks).
If you don’t observe the rule of short sentences, your audience may feel
overwhelmed.
Use punctuations; brackets; and hyphens.
Break down long sentences into shorter ones.
It aids reading.
#Day24
To help your reader enjoy what you write…
Use subheadings and a lot of white spacing.
A subheading starts a new paragraph where you want to address another area of
your product/service.
You will achieve good white spacing by writing in chunks.
How?
By writing in short paragraphs (with short sentences).
Don't mind having many paragraphs.
No one will complain.

My output today is a result of value I have amassed over time.

I’m able to easily tell what is wrong with an advertisement today because I have
worked on advertisements in the past.
It is so with any skill or endeavor you are working on.
#Day25
When people say they can't buy your product because of the price…
Or say the most common "untruth": I will get back to you) …
It is definitely not the time to start reducing your price.
Reducing your price diminishes your product value (in your customer's mind).
When your prospective customers are unsure about your price…
You need to assure them on the value you are offering; you need to tell them how
you solve their problem; why they should buy from you and not elsewhere.
Reducing your price is a no-no.
You can only reduce to...
...make them feel like you really want to do it for them; not because you are
desperate, and this is why the reduction has to be very minimal.
Local vendors understand this.
They will say: "Don't you see this is Oron crayfish? Nobody will sell it in this
market for this price."
1. They have told you its value: "Oron"
2. They have told you their USP: Their price is better.
If they want to reduce the price at all, they will remove N50 to move you,
emotionally.
They didn't learn 'advertising'.
They learnt how to persuade by practice…
Maintaining their price because they know their product’s value.
#Day26
I mentioned USP.
USP means Unique Selling Proposition.
Every marketer or copywriter has to know what makes his product or service
unique.
Discount, taste, and quality are good USPs but it paints a stronger image in your
reader's mind when your USPs have a concept...
E.g. Gene Schwartz' USP (in one copy) was How to remove body fat using no
substances or equipment; just exercises.
Joe Sugarman's USP in one of his best copies was How the BluBlocker glasses
made the vision much clearer; not how fancy it was or anything.
#Day27
Beside clearing objections about your pricing…
You've got to be bold about your price.
You have to state your price!
You want people to patronize you.
Like I said in Day25 tip, the only reason they make your price an excuse is because
they don't see the value or they do not -think that they- need your offer urgently.
So, while you clear those objections, be bold about your price!
At the end of the day, you still have to state the price…
So why not write it boldly as you call them to act?
You don't have to be shy if you know your value's worth...
Imagine if Shoprite or any mart you know had no price on their items and you had
to go the extra mile to inquire the price of each item?
Insane?
Exactly!
You have to release your prospect of all stress. Make the action easy.
Moreover, stating your price makes your brand honorable.
Want to appear as credible as you truly are?
State your price!
I guess that's it.
#Day28
Fear is an element in copy that makes people take action.
You are not creating fear.
You are only making your prospect more aware of their fear and your solution for
it.
You have classy kids' shoes for sale?
Every parent has great love for their kid, and doesn't want their kid feeling left out.
That's a fear.
You can easily identify these fears with the core desire associated with it.
People have major desires, like survival, acceptance, love for family etc.

Mistakes are bound to happen at first.

Mostly due to unpreparedness and lack of information.
Those experiences make us “experienced,” tough, and worth more.
#Day29
Advertising your product/service from a curative angle works better than a
preventive angle.
People act when danger -seems to be or- is upon them.
E.g. If you advertise a program for exercising...
It would work better when you talk about how your program makes them shed
weight…
Not how it helps them "not to" add weight.
Goes that way with every copy.
#Day30
When people know that they are missing out on something
special/different/exclusive...
They get tensed (stressed) and want to take an action to get out of that feeling.
It is called the Fear of Missing Out (FOMO).
There are many ways you can create that in your copy.
One way to create the FOMO is proving that your prospect joins an exclusive
group when he takes the action you ask.
Another is making your offer at a discounted price for a particular period of time.
Another is Keeping a limited supply.
Also, Showing the numbers as people buy.
Let them know how many is gone and how many is left.
There are several other ways you can incite the FOMO.
Good luck with that!
#Day31
It can't be overemphasized.
Simplicity and brevity make the beauty of a copy that 'flows'.
You should ask: How simpler and shorter can I present this?
What irrelevant words can I delete?
What complex words can I replace?

Example in this copy: https://swiped.co/file/vision-break-through-blublocker-ad-

by-joe-sugarman/
#Day32
An easy way to persuade your target customer is to "speak their language."
How do they express their pain?
With what words?
What do they say that they look forward to?
Testimonials from satisfied customers can help you with this.
How?
In those testimonials and reviews, you can see what specific relief your customers
got.
Researching the market helps to also know what "language" they speak.
Meet your satisfied customers; let them talk.
Meet your target customers; let them talk.
#Day33
Like my friend, Winston (Twitter @WN_Myers) says, "Copywriting is basically
research."
You've got to know everything and everyone thoroughly.
If you are a hired copywriter; not just writing copy for your product, then, you
have to know your client well.
What are his goals?
Does he have testimonials?
From the testimonials, research what satisfied the customers...
Like #Day32, what language do they speak?
Research on the product or service you are offering.
If you don't know it well, you can't speak in confidence.
Confidence in what you sell is contagious and persuasive...
You need to know everything about everything and everyone.
Eugene Schwartz did it with Marty Edelston’s ad in 1976, turning Marty’s
company (which had 3,500 USD left) into a company worth over 50million USD.
Gene did it because he did good research, interacting with his client.
JS said he took the most part of his time researching on the project; conversing
with his client and understanding the product (and its USP).
I think it is safe to say the bulk of copywriting is research.
#Day34
There's a thing as the right environment.
JS would say everything you write from the beginning should be setting up the
right environment for your prospect to want to buy.
Creating pictures of what they 'desire', intensifying it and making them want to
have it.
He also gave an example of a time he wanted to buy a car
…but was rather taken into an exquisite room.
What did the salesman do?
She put on soft music for JS and as the options were being listed, he was being
warmed up to buying.
That's the deal! Create the cozy environment.
#Day35
It is unnecessary to 'hype' your product.
The value you propose should consist of the relevance of your offer and how
unique it is in the market.
We need not talk plenty, especially in short copy such as one for a landing page.
I need not talk plenty!
#Day36
Your value proposition should be the first thing your reader (prospective customer)
should see.
We don't have to read a lot to have an idea of your offer.
Every good copy from the beginning, hints at the value being offered, but manages
to hold you through to the end.

Example in this copy: https://swiped.co/file/swimsuit-ad-garyhalbert/

#Day37
The brain processes faster, and retains better, with visuals.
Photos and videos are good complements in your copy.
Of course, you don't need to use so many (except required).
Using visuals improves communication in your copy.
Also, as Drew Whitman says, “Use images in your ad- but not just any image.”
Pictures of people and animals draw attention.
They are effective because we connect with them…
and tend to look longer at them.
Much more persuasive is a photo that aids in subtly passing a message, creating a
desire, or intensifying a fear.
#Day38
Another way to achieve the "visual" effect is using imagery.
Using imagery is simply being descriptive in your writing; painting the exact
images you want your readers to imagine.
This involves specific details.
Imagery (visuals) work, every time.
Example: The copy on royal juicy apples sold by a farmer (taught by JS) was one
that opened me up to the power of details.
The way he described the selection process and the way everyone who subscribed
to the club would receive their package was powerful enough to intensify your
desire for the Royal apples.
I wrote copy last night and as I described the exact problems in details, I knew that
would pass the message better.
The ability to describe in details requires effort but is worth it.
#Day39
Being specific means giving the exact data…
Specifying the exact problems and stating the exact solutions.
It means stating actual figures, times, and events.
So instead of saying ‘many people’, state the number or something close, like, ‘723
people’.
Instead of saying ‘some time ago’, state the time or as close as you remember, ‘2
weeks ago’.

I’ll quote Claude Hopkins here:

“Platitudes and generalities roll off the human understanding like water from a
duck.
They leave no impression whatsoever.
They suggest looseness of expression, a tendency to exaggerate, a carelessness of
truth.
They lead readers to discount all statements that you make.”

Don’t generalize.
Be specific in your copy.
Don't worry, compensation is in the fee they pay you for writing amazing copy!
#Day40
Specificity activates imagery.
"85% of our customers don't keep shut about how they enjoyed our products." is
more engaging and believable than "Many people testify about our products.”
Notice that there’s imagery in the former, as well as specificity of data.
Of course, the data you give should be accurate or very close to accurate.
Being specific and activating imagery about data…
…about your prospect’s problems
…and your solution (how your product/service actually solves the problem)
…is a conversion booster in itself.
Specific details show your originality, and trustworthiness.
It is your duty to make them believe you, of course for the truth.
If you don't want to persuade anybody, don't bother advertising.
#Day41
About conversion boosts…
A number of "add-ons" in your copy can boost conversion for you.
People may desperately want something but don't want to be fooled.
Why?
They want to be sure they exchange their money for what it's worth.
They want to buy these things with little or no risks.
So, what do you do?
Help them make the best decision of their lives in that moment by using
conversion boosts (persuasive effects) like:
Money-back guarantee
Free shipping
Long warranty periods
Bonuses
Assembling members of your product by your employees (if product requires it)
etc.
People want to make fair deals.
Make it such a fair bargain, they can’t resist!
#Day42
Clarity in your copy is essential.
Your copy should be readable and welcoming.
How?
People should not look at your copy and lose interest.
I have written about achieving this in many ways (in previous daily tips).
One way to make your copy look "readable" is bulleting your points.
An example of bulleting points is in #Day41
When you bullet your points, they become clear and go straight-to-the-point.
It gives the idea that you are sure of what you are saying.
Clarity in your copy is also in the organization of your message.
But that’s another tip. (Winks)
#Day43
The tone and style of your copy varies with the medium where you are placing it.
This is audience-incorporating too.
I will explain.
Copy on a billboard is open to just anybody.
Therefore, it can't have same tone and style as copy on Punch newspapers.
Vogue magazine is not going to have same style and tone as Forbes magazine.
This is because the target customer has a specific language and environment that
warms them up to buy.
This is what you should know and use.

People are watching you.

They do not say it.
Your praise will be sung by people at the right time.
Who do you think will sing your praise? People who do not know you? Keep
doing what you are.
#Day44
Your copy has one single goal.
“To get your reader or viewer to take a specific action.”
It could be to:
Subscribe to your mail or service.
Register for your training/course
Buy your product.
The specific goal should be in your mind as you start writing.
It is like starting from the end.
A clear goal helps you "start writing.”
I talk to budding copywriters, and the most popular challenge is how to put pen on
paper/type the first word on the computer.
But if you start from the end, that is, bearing in mind the goal of the action you
seek…
Then, everything you write leads to that, not away… not to another action… or
confusion.
But to the exact action you desire.
#Day45!!!
Dear (Your name),
The last day of 2019 met my 100-day Copywriting challenge at Day 45!
I honestly thought I couldn't do it!
Let’s get right into today’s tip!
We enjoy seeing our names in print.
It just connects with us.
Example, when we saw Coca-Cola bottles bear names and we scrambled...
Scrambled to find bottles with our names on them.
Coca-Cola doesn’t like me.
I never found mine!
Now, with copy…
When writing mails or sales letters, try to personalize as much as possible.
There's something about seeing "Dear Kendra" in my inbox.
You cannot imagine how you warm your reader up to reading your copy by
personalizing.
Personalize more in this new year! Cheers!
#Day46
It is a new year!
Tell more stories this year!
Be natural in your copy.
Copy achieves its aim better when the aim isn't identified by your prospect.
That is, when I can't tell that you are "trying" to sell something to me.
Write your copy naturally, like you were chit-chatting (with great consideration for
your market), and your prospect won’t figure that he is being sold to.
You’d get better with practice.
So practice!
#Day47
Trying to have your punctuations right and grammar intact is good but can
CRIPPLE your copy.
Best advice will always be…
To flow.
Just write.
Then take a break which could be hours or days, after which you get back to your
draft and EDIT.
This editing time is when you can adjust so much.
Crossing your t’s, dotting your I’s, and connecting your thoughts clearly.
JS said he'd write and leave his draft, go about his life and come back afterwards
for a polishing.
In his trainings...
He tells his students that in the class, there would be folks who write "better"
copies on the first draft, but after he EDITS...
Well, you know the story.
So, first flow!
#Day48
I don't believe in writer's block.
Every time someone says that…
I tell them that they are just being lazy and don't "feel" like doing any work.
But really, to be 'great', we can't do stuff only when we "feel" like.
We have to put in the work...
What's the work?
Austin Kleon advised that we steal like artists.
Mark Twain said "...we simply take a lot of old ideas and put them into a sort of
mental kaleidoscope."
There is no "new" idea!
Whether you are a copywriter or just have to write your copy…
When it seems like you are running out of inspiration, get and study great copy.
Eugene Schwartz, Joseph Sugarman, David Ogilvy and so many others.
Even contemporary copy!
You really can't have a writer's block. Can you?
This is applicable to every kind of art.
Save every content/creation in your field that you find amazing!
You'll need them for times when you need inspiration (not writer's block).
Swipe file is one of the names people give to a collection of valuable content that
they look back on, when they need inspiration.
Some fellas call it inspiration file. You can title it whatever you like...
For copywriters, some websites are dedicated to stacking great classic copies for
inspiration. Example: swiped.co
Enjoy writing!
#Day49
It's saddening to think of how many ideas we know as clichés, that can change our
lives by 360° but we fail to consciously take heed to.
Examples:
- No food for the lazy man
- A stitch in time saves nine
- Practice makes perfect
Need I say more?
Yet we want to find the easiest route to everything.
"How I made $100 in a day without doing anything."
"Become a badass chef by taking these 5 simple lessons"
And the list goes.
Well… As I like to think; anyone who's lived over two decades should know that
these are not as they appear!
Everything will always be blueprints and no matter how much we read, how many
classes we take, and how many amazing folks we have around; IF we DO NOT
take action, consistently, we will still be where we are.
Success always comes from a compound stacking of PRACTICE; Of trials and
retrials.
"A stitch in time saves nine"
A Copywriter must practice to write good copies.
Just like every other skill.
All you know might be enough. You need to take action. Practice!
That's how the professionals moved from where you are now to where they are.
Practice! Practice!! and Practice!!! It's scary to try new things, the fear of failing
lurks around, but what's the worst that could happen?
Pick yourself up and move on! Keep taking action.
#Day50!!!!!
I made it! Can I stop here for now?
Ah! I didn't know I could do this... Wow!
So, lots of you know I've been on this 100-Day copywriting challenge on here, and
honestly, I am going to be this consistent in practicing copy. I promise.
Many times, when we are trying to sell something to people or add some value to
them…
We end up talking about how great our offer is.
But really, no one wants to know what you have to offer.
They want to know what offers can better their lives.
So, you want to channel your offer to meeting their needs.
You have to tell them how it concerns them.
You can tell stories of folks with similar issues, remind your prospect of their pain
and fears, and finally, show them that THIS is their best solution, giving them
hope.
It's all about them! Not you!
It's called... TURNING FEATURES TO BENEFITS
Instead of "We have 24/7 delivery..."
"You receive your order (time) after your order."
You've got to tailor your qualities to their needs.
#Day51
AIDA
There's a pattern that every good copy has.
It's the AIDA pattern.
Attention
Interest
Desire
Action
Attention: Every good content aimed at converting (and persuading people to take
an action) has to have this.
May be an ad or email.
People have a "lot" to do with their time than sit through boring content, especially
on the internet.
A good copy first has to catch attention!
Interest: You've got to pique their interest!
By telling interesting FACTS.
It may be their problem, may be precise statistics, may be a question.
Just let it flow, keeping them on your content.
Desire: This is where you connect all you've been saying to what you offer, and
making them DESIRE it.
It's not a task. Honestly.
Lol... It would flow naturally in your copy.
They've got to really desire your offer. (Of course, when you use the right "tools")
Action: Call them to ACT.
Lol... Don't shy away.
Sometimes, we forget that people don't start reading content, consciously aware
that it was written by someone.
They are simply reading.
And by the time they are done, they could forget why they are reading in the first
place.
So, "Click now!" won't be seen as authoritative. Remember that.
Good copy takes this pattern almost every time.

Example in this copy: https://swiped.co/file/under-bonnet-rolls-royce-ogilvy/

#Day52
The more you can get your prospective customer to nod and say yes, the higher
your chance of closing the sale.
You both have to "sync," as JS would say.
How best can you make both of you sync?
1. He/she must like you and develop confidence in you because of what you know.
2. You must relate the product to him/her and their needs in particular.
It has to be their concern.
Else, why bring it to them?
Those two achieve the "sync."
So, to no. 1: Make them like and trust you by asking questions that should elicit a
Yes.
E.g.: "You want a life free of endless worries, right?"
That's a very random example that just came to my mind.
Physically, you can ask: "Cloudy day it is?"
Make truthful statements too, like: "A lot of us are experiencing economic
recession like never before."
The point is, just keep eliciting Yes's.
It makes your prospect relax.
Remember, you have to "sync!"
No. 2 was emphasized in #Day51 about turning Features to Benefits.
To better sales!
#Day53
Your headline.
After a scan through your copy, the first thing that your reader ACTUALLY reads,
as every copywriter knows, is your headline.
If you want to write an ad, an advertorial, or a mail, with the aim of converting
your readers to your buyers or subscribers...
Then, you have to get your headline right.
It's almost the most difficult part, sadly (Or fortunately.)
Striking a chord, especially by awakening your reader's imagination and curiosity
in your headline should be your goal.
So, spend so much time on it.
You could write it after writing the entire copy.
You could also write it before the main body, when you've figured the concept you
want to build your copy on.
Whatever the case, get a terrific headline.
Many "addictive" magazines have this extra thing: Captivating headlines.
Your great copy starts with a great headline.
The overview of your copy should lead us to read your headline, and your headline
should draw us in.
#Day54
Sub headlines?
Some copies do not necessarily need a sub headline.
E.g.: Mails…
But as I like to say; Be natural. Flow.
You may not need a "sub headline" but what is a sub headline?
A sub headline is the next line that sheds more light on the headline in an
interesting fashion (before the main body of copy,) …
Usually written in a different (bolder) font than the body.
E.g. See this classic by Joe Sugarman:
Headline- VISION BREAKTHROUGH
Sub headline- When I put on the pair of glasses, what I saw I could not believe, nor
will you.
This immediately piques your interest!
I love Joe Sugarman.
If you have been following my daily tweets, you would know I literally adore him.
That's a sub headline! An outstanding one at that!
It has to pique anybody's interest (surprisingly; whether or not they need it).
So, while the headline captures attention (as I stated in #Day53) …
Your sub headline sheds light on your headline in a way that makes you curious.
#Day55
So, the person looking at your copy has just seen your headline and sub headline.
They are curious.
"What does he/she want to tell us?"
"What's this about?"
Their eyes fall on the first line.
And it is a protractive string of complex words that do not seem to terminate
making cognizance arduous.
Did you find it pleasurable reading that?
I don't think so.
You would have lost interest in this thread if that was my start.
So would your reader, if your first line is long or full of complex words.
But it won't be. Amen?
No matter how intellectual people are...
They do not enjoy reading random content on a website or social media page, that's
full of "big" words.
Your readability has to allow an average 11-year-old read and understand
completely; this matters the most in your first and second paragraphs.
What is the point here?
Make your first sentence short, concise, easy to read, and compelling enough for
your reader to fly into the second sentence.
#Day56
READ. OUT. LOUD.
As with all engaging content, your copy should read like a conversation, and one
way to know if it's conversational is...
READING OUT LOUD.
Read your copy out loud.
You'll meet phrases and sentences that do not flow, you can correct then...
To have copy that reads like a conversation.
Classic proven copy sound VERY conversational.
Example: The example I mentioned yesterday in #Day55; Joe Sugarman's ad on
BluBlocker glasses.

Your audience will come.

It’s a matter of time.
Only give value to ten as if you were giving a thousand. You will be better
refined and ready when a thousand arrives.
What is worth doing Is worth doing well.
#Day57
There's this thing in good content that many people don't know.
You know how you read something and it's such a nice read; you just don't stop till
the end!
Well...
There are a couple of factors in content that engages…
Which includes the layout, length of sentences, and simplicity of words.
My tip today is simply on the use of active and passive voice in writing.
Using passive voice gives an impression that you are TRYING to write, and are
timid about penning down words.
The active voice does the opposite and draws the reader in...
Examples:
-----------------------------------------------
1a. It helps you in researching...
1b. It helps you to research...
"To" changes the game.
-----------------------------------------------
2a. The leather was polished by Irish men.
2b. Irish men polished the leather.
"By" is sometimes necessary though. You know what works best with practice.
-----------------------------------------------
#Day58
Repeat.
Repetition works so well in persuasion.
If you are going to write a note for whatever reason that includes advertising
yourself or what you do, you have to repeat.
You should repeat what you say for emphasis.
Dale Carnegie said, "Tell the audience what you want to say, say it; then tell them
what you have said."
So, in a lot of copies, you may find sentences like; "I'm going to tell you how my
heart stopped burning after I observed this funny routine."
Then, the body explaining how he did.
Then, "My heart became as new... This routine completely changed me forever."
Repetition builds credibility in the mind of your reader.
Tomorrow, I will talk about repetition of words in copy.
#Day59
Word repeat.
If a word appears over and over again, you are forced to take note of it,
subconsciously.
It just sticks.
Example is when you repeat words like “No pain,” “52 karate gold,” “absolutely
free” etc.
Repeat for emphasis.
Repeat to make it sink.
Repeat to persuade better.
#Day60
Repetition is king every time.
#Day58- Repeat the idea.
#Day59- Repeat words; Key words especially.
#Day60- Repeat your advertisement.
In marketing, it's said that on a general level, people respond to your ad after
seeing it seven times.
Some say 'three' times...
Some say 'six' times...
Some people do not agree.
But you'd find that a little tweak here and there, while putting out the same ad
brings in more results.
The first time, Mr. X may decide not to take action…
The second time, he may want to know the details (what's this really about?) …
The third time he may talk about it to his wife or friends…
The fourth time may be when he takes an action (in interest or disinterest).
Of course, it can't be exactly like this for each person.
As you advertise, you build credibility.
If you are branding, keep putting yourself out.
If you are running an ad, run it until you observe a "saturation" level.
I hope this helped?
Again, repetition is king.
#Day61
Did you know there's actually similarity between poetry and copywriting?
We talk about how good copy has a FLOW; this flow is pretty much a result of
many 'ingredients'.
They are adapted naturally with practice; I will -as I have been doing- highlight
those ingredients in this series.
So today, I'm talking about rhythm in copy.
Good written content flows as you read.
Rhythm is an astonishing feature in copy; one way to achieve it is...
By interchanging sentence lengths.
Let me explain.
Short sentence. Sentence a little long. Short sentence…
And it feels like a poem!
There's rhythm!
So, as you write; interchange the sentence lengths.
That's one secret sauce.
Good luck!
#Day62
Sonia Simone of Copyblogger says, "Know your starving crowd."
@Joseph_Jay_Don of Kaizen academy says, "Find a hungry market."
You get the point?
The reason why your ad doesn't achieve its goal is one of two reasons.
1. Your ad isn't very clear and compelling.
2. You drove your ad to the wrong market.
#Day62 is on Number 2.
Facebook allows you fill in the data of your target audience before running your
ad.
I think that's a bonus, because it has helped people who wouldn't have known the
waste it is to send ads to just anybody.
Now see this.
A targeted Facebook ad lessens the waste.
It has better focus (people who would most likely need your offer;)
A face wash will be targeted at women between ages 15-35, who are interested in,
say, skincare.
The conversion rate will always be greater than running an ad to the general public.
Put your offer before people who need it, and CAN get it.
That's the way to go.
Know your starving crowd.
Find your hungry market.
#Day63
People are impressionable; we all are.
It's the reason why Folake may have such a beautiful soul, but does not seem to
attract anyone, because she doesn't look "physically" attractive.
The old saying is, "Dress the way you want to be addressed."
Is this related to copy?
Let's see...
Compare this:
Isiaki's offer is "expensive," the graphics on his website is so poorly done, and the
texts are all over the page.
Vs.
Kendra's offer is "expensive," the design on her website is bespoke, and the texts
are arranged aesthetically.
Which would a target customer most likely look through, and actually trust enough
to buy?
Would most likely be Kendra's.
Your ad has to give a first good impression…
And if your offer is so expensive…
There's something in our minds that tell us you should be able to afford expensive
ads...
Else... You come across as not trustworthy.
It's the reason why you ask your friend...
"Why would he look so haggard selling chain wristwatches? Is it original at all?”
You have to impress people! Especially if your offer isn't cheap.
I have some more examples to give but let's end here as I hope you understand.
Make the right impression, especially, the first right impression.
#Day64
Need inspiration?
I think two of the most popular lessons every newbie copywriter gets are:
1.) Read a lot.
2.) Find that big idea in each copy.
...Because you need to read a lot to find inspiration…
And you need to be inspired (with a big idea) to make your offer irresistible.
So, while it is so good, I mean 101% good, to read great books on copywriting and
mind-blowing copies…
We actually need to read beyond marketing.
Why?
Because that’s how to BIRTH great ideas.
A lot is going on in the world…
And so, if you are able to connect what people already know, (say, the rave in town
about small pox}
…with your offer to them, you make your copy appealing to read…
As well as compelling enough, (if you sync them well.)
Joseph Sugarman would say, paraphrased, "You need to be generally
knowledgeable and specifically knowledgeable..."
You need to be generally knowledgeable about everything!
Yesterday,
@iamnickyates said something, "...your next great idea won't be found by
hammering more marketing info to your brain."
And
@mkobach said, "The best way to separate yourself is to take inspiration from
outside your industry."
If you need to be inspired with that big idea…
Then you've got to read and watch everything and anything; they'll come in handy
to produce something CREATIVE.
What's my message? Know EVERYTHING;
That's how great copywriters produce EXTRAORDINARY copy.

Example in this copy: https://swiped.co/file/food-is-your-best-medicine-ad-by-

eugene-schwartz/
#Day65
Quick one!
Did you know there are components of content that triggers something in your
mind?
Something that says this content isn't really interesting?
These components are so subtle.
So subtle that on first glance you won't be able to lay your hands on what's wrong.
Sometimes, especially if you read/write a lot…
You just say, "this person isn't yet a great writer."
On the other hand, you read some content and you go…
"Wow! An amazing read... I just read till the end!"
I want to briefly talk about a tiny winy subtle component…
And that's the elimination of unnecessary words.
Every word and every sentence in your content has to stand strong.
It has to add flavor to the content in a way that no other existing word does.
"Very interesting movies" are like that.
Every movement, every action/conversation, every scene plays a collaborative roll
to the overall plot of the movie.
That's a subtle component of great content.
Of course, this applies much more to copy, because your aim is to keep your reader
glued.
While editing, watch... for words that add *word count* and no useful impact.
Replace some of them too.
Tomorrow, I'll talk about the use of 'the'.
How frivolous and redundant can the definite article be?
#Day66
Is 'THE' necessary?
Straight to the point... It's not.
When a lot of "THEs" appear in content, it makes your content unappealing.
That's just how it is.
Even as I wrote this, I first wrote:
"...it makes the content unappealing."
But then again, I looked at it and replaced "the" with "your."
Joseph Sugarman said, "Eliminate 'the' as much as you can."
It's okay to have a lot of "THEs” in TUFD (The Ugly First Draft).
But as you leave your baby (read draft) for a while and come back to edit…
You can start by reducing how many times the definite article appears…
Replace it as much as you can, and if you have to re-arrange the words, do.
Your content would be delightful to read, (and professional, actually) if you do
this.
My content (and copy) became more interesting and less redundant as I put more
work into the editing process...
Every content is aimed at passing a message….
But people will not force themselves to keep reading to get your message.
No, your content has to draw them in, appeal to them, and effectively impact them.
For copy, it's actually more work.
You want them to take an action…
So, make them read through; make your copy great by doing great editing.
Like I said in #Day65, every word should matter, and today, your "the" should be
very necessary and unavoidable.
#Day67
You Will Buy Good Sleep, Not A Good Bed
...because YOU are more emotional than you like to think.
An instructor at the Academy of Art university said, "Being able to sell a good
night sleep and not a mattress is the true ability to write copy..."
...because we are more emotional than we like to believe.
I'll like someone because of how they make me feel; maybe hopeful, joyful, or
great about myself.
But I'll say that I like them because they are inspiring, funny, or selfless.
(Did you catch that?)
Your prospect will take action...
Because of emotions and justify his action with logic.
Our exemplary copywriter of this copy above does same thing.
He has stirred up emotions about love and prestige of the male figure (well
targeted) ...
...before he begins to justify it at the end with facts about the coat.
At this point, you already want to buy, and may just glance over all those facts.
It's so persuasive that even a woman in love would want to get it for her man.
Tomorrow, if someone asks you why you bought the expensive coat, you'll say,
"It's top quality!"
Sell emotions surrounding your product/service and not the facts.
Spend time thinking about it before advertising.
(Will talk about this tomorrow)
Coca-cola sells happiness... (Think, “Sharing happiness")
...and not a "unique sweet carbonated drink."
You get?
#Day68
Your desires are tied to how they make you feel.
...that's the power of your emotions!
While you craft your copy (ad/mail/whatever), of course with the aim to persuade,
you MUST evoke emotions...
...because like I said in #Day67, we buy because of emotions and justify it with
logic…
So, your copy has to stir us emotionally.
We have to feel something strong, so strong that we desire something.
That "something" should be what you offer.
The aim is to make us "feel" in ways that activates our need for what you offer.
As a copywriter, I don't have to try to create desire in my prospects…
That would mean that my offer is not for them.
All I have to do is to show them that they actually desire it... (Winks)
...and I show it to them by making them "feel."
Example:
You desire to be notice… to be in the company of the rich and respected.
You may not know how strong you desire this…
Until you read wonderful copy that shows you how epic it is to be in an exclusive
league…
And shows you that you can actually join by clicking this link, and you are
clicking right away.
Forget it, you will not still know what is driving you when you click.
You may just tell yourself, “I need that model.
It is sleek and technical. The price isn't so much for that beauty."
Build emotions in your copy and see your prospect begging for it!
#Day69
You sell better when you evoke emotions.
What’s the easiest way to evoke emotions?
Telling powerful stories.
Yesterday,
@MafiaMarketing1 said something to me that stuck...
He said, "Never miss a good story."
...We connect with stories because we are emotional beings at our very core.
We are impacted by stories.
See: "A truck fell over, and killed two little girls in an instant. They were the only
children of their parents. Parents need to be more careful."
That sends the message home more than:
"Children die because of their parents’ carelessness. Parents need to pay attention
to their kids."
Even though the truck and girls’ story can be more effective with an extra touch of
details; imagery and specificity….
It still does better than mere advice.
...and if we make decisions (in this case, pay for things) based on emotions…
It makes a whole lot of sense that you (the copywriter) should evoke those
emotions and stir up the desire already resident in us…
With good storytelling.
#Day70
We have desires that we are not so aware of.
Good ads awaken those desires in us, and show us that we can have them fulfilled,
(in form of the product/service being advertised.)
In other words, your product/service should bring that desire to fulfillment.
It should provide a solution.
Why?
Well, because that's what anything you want people to exchange their hard-earned
money for, should do; it should provide solution.
Though this solution may not always be logical, but who cares?
There's the logical part of it right?
So, while crafting your copy…
Bear in mind that it performs better when you evoke emotions (and desire)
attached to your product/service.

Don’t be afraid to put yourself out.

Your work needs to be visible to be acknowledged and patronized.
Criticisms are a part of growth. They shouldn’t deter you from seeking visibility.
Grant Cardone says, “Best known always beats best.”
#Day71
More than an "A"!
71% is a resounding "A" in school, right?
If you want to write good advert (copy) that is worth an "A…"
Then you've got to eliminate complex words, especially when they would (most
likely) not make sense to your prospect.
Some words may sound really fancy and impressive…
But will they achieve your goal; to effortlessly convince your prospect?
I guess not.
...because complex words are not just difficult to understand…
They do not boost your credibility too.
If anything, they reduce your credibility.
Like, what are you doing with complex words, anyways?
It's worse when they are jargon.
Jargon only makes sense when your target audience are people who use those
words frequently.
Else, it's bad, and does no good, totally.
#Day72
You've got to be CREDIBLE.
Your ad could show the uniqueness and efficiency of your offer…
But would not convert well if it doesn't seem credible.
People want to buy valuable things…
But they need to be convinced they're not making the wrong decision, or getting
scammed.
The fastest way to appear credible (as you already are) is: employing sufficient
factors to boost credibility.
Truth is 98% of these buyers won't crosscheck to be sure about the factors you
employ…
But so long as these factors are genuine…
Be sure that employing these factors isn’t wrong or unethical.
These factors reduce "risk" in the mind of your prospect…
…and convinces them that they are making a good choice.
They include:
Testimonials from satisfied customers
Images/symbols of respected institutions (like the church or national agencies)
Science or a medical establishment
Popular organisations, etc.
You see, in as much as your prospect doesn't want to be cheated…
They want to get things done easier;
A mention of credible authorities/identities who endorse you (and your offer),
agrees with you, or accepts you IS all the finishing touches your persuasive copy
needs to seal the deal!
#Day73
Just like in #Day72, I'll say... Credibility is too important.
Your prospect has "pre-purchase stress" as Drew Whitman calls it.
They don't want to make the wrong decisions, so you've got to help them.
Show that you are accepted, approved of, and accepted by people, respected
organizations or establishments, science etc.
But there is something else you can do!
...which is using Guarantees.
Guarantees are assurances that certain conditions will be fulfilled.
It could be money-back guarantees within a period of time...
It could be a replacement with a new product, or that you (the seller) bears cost of
repair.
People fear that this may backfire but from a short story Drew told in his book,
Cashvertising…
Only 12 women actually "used" the guarantee (returning the empty cans of soup
because they thought it wasn't the best they had consumed).
That's a lot of success for all the sales they made in that period.
Guarantees boost your credibility.
If Kendra can trust her service enough to give such a guarantee…then it's got to be
worth it (read credible!)
Your guarantees should be good. (Shrugs.)
Short period guarantees don't relieve your prospect of stress as much as long
periods do; two years or more.
So, make your guarantees strong enough to prove your credibility.
Again, credibility seals the deal.
Employ it especially in products/services that cost much (and would require critical
thinking from your prospects before decision making).
#Day74
CONTINUITY is a green flag you must incorporate while advertising.
Sometimes, marketers (or business owners marketing their product/service) want
to spice up everything; make it all bling-bling attractive but end up messing their
advert up.
How?
Lack of continuity.
This is very much applicable in sales funnels.
Your prospect who's just getting to your landing page gets jarred when they see an
environment different from whatsoever led them there.
If your blog post or ad offered a different thing than what they see when they
"land…"
they would not even realize themselves that a mental switch has been turned off.
They'd just scroll for fun, and leave, (that's if they scroll.)
This means that you lose more prospects, and of course, money.
Continuity builds trust.
Anybody being sold to feels vulnerable, and becomes careful.
They need all the credibility they can act confidently on.
Having incoherent offers and Call To Action on your attracting platforms and
landing page doesn't reveal authenticity.
The best thing to do will always be: "Be consistent."
P.S: Your design and language matters too...
#Day75
Do you have a business and need more customers?
Or maybe you don't really call it a business but it gives you little money?
Then this tweet is for you.
Your ability to "qualify" prospects in your ad (read copy) just as I did is one way to
package your offer...
(More details on offer in latter tweets)
When you ask questions like those I started with, you:
- capture attention
- pique curiosity
- make him/her ask same questions, trying to qualify themselves or someone they
know
- make him/her feel like they belong to a special category
All these works together to appeal to your prospect.
He begins to feel like this offer is for him, and because it’s not for everyone, it is
valuable.
You know, the scarcer something is, the more we value it, (much the same way too
much of things even people reduce our value for them...)
Making your prospect meet qualifications/conditions in your offer is a strategy you
may want to apply.

Example in this copy: https://swiped.co/file/do-you-make-these-mistakes-by-max-

sackheim/
#Day76
You Want To Be Understood
...just as your prospect wants to be understood.
Your prospects aren't going to click that button to "ORDER NOW," if they don't
feel understood.
Knowing your prospect inside and out will help you craft better copies for them.
One question:
Number One. What Problem Does He Want to Solve?
She may want those acnes completely off her face. That's major.
Secondly, she may have tried a couple of creams and soaps that didn't yield any
results, ("at least none that she saw,") and as a result, she is simply frustrated.
She wants a clear skin, but also she wants to use soaps that don't have to smell bad
to be effective (and that actually do the work they claim to do).
That's her problem in summary.
This makes you know how to communicate your product better to her.
In subsequent tweets in this series…
I'm going to highlight a few more questions that you should ask to know your
prospects better; questions you seek answers to, as you interact with them.
#Day77
I Buy Things Because They Fulfil My Desires
You and I buy things because they fulfil (promise to fulfil) our desires...
This brings me to the second question you should ask, to know your prospect
better:
2. What are his core desires?
Example, my prospect thinks he is overweight.
His utmost desire is to lose weight and to feel good, without any complications.
He doesn't want to be deprived of the foods he loves; he wants to eat delicious
foods but he wants to be able to control his appetites and be mentally alert.
His desire is to look, feel, and act good without feeling terrible on the inside
because of deprivations or frustrations.
In this analogy…
…you find that in the answers to these questions lies your ability to know what
appropriate buttons you should press in your copy; highlighting his pain points…
…and showing that your product/service had the cure.
Knowing your customer's desires helps you to tailor your copy in a way that
SHOWS you have the fulfillment.
We buy things because there's a desire we want to satisfy with it.
#Day78
Talk about their beliefs.
3. What are their beliefs?
In knowing your prospect, you want to know what their relevant beliefs are.
For example, your prospect should need an anti-aging product, which you sell.
Now ask, what does she believe?
She may believe that with age comes less attention from the opposite sex.
She may believe that looking older equates looking ugly.
She may also believe that her youthful days are slowly becoming a past…
…and the days ahead are simply boring, inactive, and lifeless.
This knowledge helps you to craft better copies that appeal to her beliefs.
These also apply to the men, but we can all agree that anti-aging products thrive
more among the women population, so yea!
Know your prospect's belief system, use it.

The present work may not pay off immediately...

But it builds up to make you valuable.
Your work’s value is yours and in your credit.
It always pays off.
#Day79
Our emotions are stronger than us. It's how we "feel" about things that make us
take action, and how we feel is a huge part of who we are...
So, to know your prospect better, you should ask:
4. What emotions is he experiencing?
Example for today: Your prospect has neck and back pain.
First, he feels a lot of pain.
He feels frustrated because he is definitely unable to do many things he did in the
past, or ever wished to do.
He probably hates himself, and wishes he could disappear.
He also fears that he may live with this pain for the rest of his life.
It's like he's stuck in a right tunnel.
He literally HATES his condition.
He feels sullen many times because he feels incapacitated, and wishes above all
else that the pain could just disappear.
All these are emotions that he feels.
They'd help you know what benefits you should highlight in your copy, as they
speak directly to your prospect.
Know your prospect's feelings.
So far, we have talked about four questions you should ask.
1. What problems does he have, and want to solve?
2. What are his desires?
3. What are his beliefs?
And today; 4. What emotions does he experience?
Know these and you'll well be on your way to crafting better copies.
#Day80
Your prospect definitely has a past buying behavior.
Maybe, they never bought something related, but this question is very important to
know your prospect better:
5. What has he tried or purchased before?
If he hasn't bought anything prior to this time, it's good info…
If he has, it is also good information, in fact, great information!
What has he bought in the past?
Maybe his concern is a healthy gut (digestive health).
Has he subscribed to health newsletters in the past?
Has he tried supplements or nutrients concerning this or another?
...Armed with this knowledge, you can read promotions that he responded to, what
appealed more to him?
What did he buy before he bought the last thing that he bought?
What would have prompted these decisions, especially if they are products with
conflicting solutions?
These answers will help you write copies that your prospect is primed to receive.
You'll be able to write copies that speak to him/her directly.
So, ask questions. A lot of them. What buying patterns does he have?
This will help you know him better.
#Day81
6. What's Your Competition Telling Him?
Kendra has prospects (people that need her services in exchange for money), but
Kendra is not the only one who does what she does.
There are a lot more that do the same thing.
They are her "competition."
They all offer similar services to the same prospect.
So, what stands you out from your competition?
What are you telling them to make them notice you?
What do you say that stops them in their tracks to ask, "Wait, that's new!"
You are going to figure this when you ask this sixth question according to the
series:
What is my competition telling him?
Know what your competition is telling him, and so know what you do not tell him.
#Day82
Use Trigger Words
They are different from Power words, even though they are also Powerful words in
themselves…
Because they resonate emotionally with the reader.
Did you know there are very simple, common words that have this much power;
To move your reader to take action?
Examples:
How, Now, Stop, If, Instant, Boost, Easy, Never, As a result, Want, Today etc.
When you use trigger words to connect your sentences…
You draw your reader (prospect in) and evoke the emotions you want to awaken in
them.
E.g.:
*If You* Want To Make More Money…
*As A Result* Of bla bla bla, Your Stomach Becomes Acidic...
These words awaken emotion in you (and anybody else. Lol)
Use trigger words in your copies.

Example in this copy: https://swiped.co/file/they-grinned-when-the-waiter-spoke-

to-me-by-john-caples/
#Day83
To Make A Clearly Irresistible Offer, Use the 5W1H formula.
I will take them one after the other.
The First W:
WHO; Who is my prospect and who am I to make this offer?
(I learnt this formula from Anthony Flores- who is a copy writing genius)
Over the past week, I spent a great deal of time highlighting ways to get an in-
depth knowledge of my (your) prospect.
After knowing his problem(s), desire(s), belief(s), emotion(s), past buying
behavior, and what my (your) competitors are telling him, I would have a full
grasp of who he is...
Then, who am I to make this offer?
If you're writing for a client, this is why you should know your client well.
What qualifications does he have?
Has he featured in researches, major media outlets, or discoveries?
What processes were involved to make this so credible?
Is listening to you (your client), or even doing what you say worth it?
Then prove it.
After writing the Ugly First Draft, you can turn all proof to a more persuasive
copy, but you would convince your prospect by truly knowing the answers to
these:
Who is my prospect and who am I to make this offer?
More on the 5W1H formula coming.
Retweet! Let someone know how to make their advert more persuasive.
#Day84
The Second W.
WHAT: What is the offer in simple terms?
What does my prospect get for saying Yes?
…and what are my competitors offering?
You want to know this in details, because it will help you know what value you are
ACTUALLY giving and which you're up against…
Also, knowing how awesome your total offer is…
That is, your major bundles and premium bonuses…
Boosts your confidence as you craft your copy and accompanying guarantee.
Of course, it's not always about quantity, quality matters a whole lot.
We have covered the Who and What questions.
Tomorrow, we will hint on the third W.
It's 5W1H according to the genius, Anthony Flores.
You can guess the 3rd W?
Yea... Why.
Has this been helpful so far?
I'd like to know. Shoot me an email: kendraokpara@gmail.com
#Day85
Why are you selling it?
The third W: WHY
Why are you offering what you are?
To make an amazing offer, know and tell us why you are offering what you are.
There should be a story behind your product/service BECAUSE products/services
are inspired by something.
So why are you selling this?
Maybe, you saw ladies complain about acnes and how it destroyed their esteem,
and it inspired you to start producing (selling) face washes or whatever...
Or like the website copy I read yesterday….
The knowledge package (eBook, and DVDs) was inspired by losing their loved
ones to cancer and having to go through all subsequent problems that followed.
Find your story. Know your inspiration and tell us.
Of course, you are in business, but what's your motivation beyond money?
Tell your prospects.
This is one component of a great offer.
#Day86
The fourth W: Where are you going to place your ad?
This goes a long way in determining how you craft your copy.
First, it enables you to know what category of audience have access to your copy.
Some time ago, I read something that said paraphrased, "Rolls Royce advertises,
only that they have a well targeted marketing, regular folks do not see them."
Great advertising takes the audience into consideration.
Also, considering where you place your ad enables you figure what your
competition is offering on the same platform; what are you up against?
Is your platform a landing page on the Internet?
Nearly all your competitors are there.
There's no monopoly.
They can easily leave your site for another.
Knowing where you will place your ad will always enable you craft better copies.

Others’ success may make you envious but maintaining your lane and enjoying
your growth (process) is the best bait.
Success should inspire you.
#Day87
Imagine that you decide to sell sweaters in a very hot season...
You may make sales, but will it ever compare to selling them during harmattan?
Brings us to the fifth W: When
To make an amazing offer, your timing is very important.
You want to be sure that your prospects see your total offer (main product/services
and bonuses) as timely.
It should be around a time or season when it makes sense that you are putting up
your offer.
Example, subscribe-able newsletters on contagious diseases, (think coronavirus.)
Also, asking the question, "When" allows you consider what competition you have
about that time.
Are your competitors putting out similar offer within this time?
Can you move yours to an earlier or later time?
Or would you have to make yours obviously stand out?
Timing is key.
Ask the "When" question.
When will your offer be "fresh" enough?
Then, put your offer together.
#Day88
The last part of the 5W1H formula: HOW.
We have considered 5Ws; Who, What, Why, Where, and When.
Today, we consider the H: How.
How will you deliver your offer?
That is, what format will it take?
Will it be via email? Or on a landing page? Or TV ads?
This helps you to understand better the suitability of your offer.
Example; You will make less sales when you make a very expensive offer via TV
ads.
Why?
Because the higher the risk attached to your offer (in your prospect's mind) …
…the more credible and familiar you want to be...
Asking the How question enables you fit your offer in the context of the format
used.
#Day89
Until You Know EXACTLY All You Are Giving the One Who Responds to Your
Ad, Your Ad (Copy) Won't Persuade.
And the sum of all you are giving is called your OFFER.
Just writing an ad isn't making an offer.
All you give IS the offer.
The 5W1H formula which I just rounded off in previous tweets (episodes?) …
Helps you come clear with a great offer.
In fact, every good copy writer will advise that you know your offer before writing
your copy (ad).
YOUR OFFER IS YOUR MAIN PRODUCT, BONUSES, PRICE, AND MEANS
OF DELIVERY in SUM and you... Can make a very persuasive offer when you
are sure of:
~ Who you're making your offer to (and who you are to make the offer)
~ What you're offering (how it helps them), why and where you are making your
offer
~When and how you are doing so.
Using these helps you to judge your place in the competition…
And to write a CLEARLY persuasive copy.
Know Your Offer.
Be Sure It's Irresistible, Then Make Your Copy Irresistible.
Great Offer + Great Copy?
Explosion!
#Day90
Ask rhetorical questions.
When you ask rhetorical question…
You subtly make statements that sound factual, (though they aren't).
Example: "Don't you wish everyone uses Twitter?"
Rhetorical questions grab your reader's attention…
And forces them to think through your advertisement…
Enhancing the persuasion process.

Example in this copy: https://swiped.co/file/from-your-knees-golf-ad-by-john-

carlton/
#Day91
You Could Be Advertising, But Not Communicating.
What's the difference?
Advertising is putting your product/service out there…
Communicating is passing a clear message about your product/service.
This is expected to be the easiest thing to remember when we run ads; to
communicate well
But turns out that it is one of the hardest, and easy-to-forget things to do.
Your advertisement (copy) is useless if your audience don't understand your
message.
This is why you MUST keep it simple.
Complex words and unfamiliar jargon is useless to your audience.
They just want to understand your content! (Is it too much? It's not too much---In
Teni’s voice)
When we read simple and clear content, we enjoy reading it, and the message
comes alive.
You'll hardly communicate if you don't write simply…
And if you can't communicate, there's no way you are going to successfully
persuade.
Great copy from legends have a high level of readability; simple words, short
sentences, and short paragraphs.
It's hard to judge how readable your content is because you are not your
audience…
But you can use Readability helps, E.g. Hemmingway readability.
So, what do you do?
Aim to communicate in your copy.
No matter how great your offer is, a complex copy will perform as bad as a bad
offer…
Because their conversion rate will be the same; very low (if any.)
Your first draft may not be simple at first, but I guess this is why editing and using
readability apps is SO important.
A lot of emphasis is on simplicity. It still beats me that people try to sound
sophisticated in their ads!!!
#Day92
Turning Features into Benefits Seem Easy to Do But is it?
Just like it's easy to judge your readability highly, (as explained in #Day91,) it's
easy to think you are not writing just features.
But actually…
It takes deliberate thorough thinking to arrive at BENEFITS...
You may think the features (functions) are so appealing…
And that everyone should DESIRE it…
But the bitter truth is people want to know how it affects them, PERSONALLY.
What's in It For Them?
It's only the Benefits (that you offer them and that they can imagine) that's
appealing to them.
Compare:
13 HandPicked Ingredients for Muscular Growth
And
Remarkable Physique from 13 Natural Ingredients
That may not be so good an example, but I hope you get the drift?
Exactly!
Step into your prospect's shoes, and ask how does it benefit ME? Specifically.
Amazingly, every feature has a benefit.
You just need to think about it.
Turn Your Features into Benefits.
Therein lies great persuasive power.
#Day93
How Headlines Make You Win or Lose
Drew Whitman said headlines are like road signs.
Once your prospect sees it's not the way they want to go (because of your poorly
constructed headline) …
They'd reverse and go elsewhere.
Basically, you lose readers (prospects) if your headline is not able to capture their
attention and encourage them to read on.
First thing to bear in mind is: Everyone is busy, so you'll capture their interest
when it interests them ;)
John Caples said there are four qualities of a good headline:
1.) Self-interest
2.) News
3.) Curiosity
4.) Quick, easy way
I find that a good headline has most/all of these.

Ventures are not easy in the beginning because beginnings come with
uncertainties.
Beginnings may be discouraging times but the courage to press on leads you into
clarity.
My mantra: It gets clearer as you go.
#Day94
This Hack Has Been Taught by Every Copywriter I Have Read.
No kidding. I have read many copywriters.
From Joseph Sugarman, Gary Halbert, Drew Whitman, Eugene Schwartz, Claude
Hopkins, David Ogilvy, John Carlton to John Caples…
I have had to notice this hack, because it's been repeated so much.
This is the hack: ALWAYS CAPTION YOUR IMAGES.
The human psychology works in a way that makes this effective; Your caption and
photo will determine if they read your body copy.
And so, if you would run an ad which should have an image…
Caption your image/illustration with an interesting message that sells.
Don't leave your image lonely ;)
#Day95
One thing to always remember in writing your copy is this: People are scared when
they are being sold to.
Fears of loss, deception, and unfulfilled promises.
I have said this quite a number of times already, I will be surprised if you still
forget.
Now, you are selling.
You have to minimize every fear there is.
How?
You can start by giving your copy a human feel...
One way to achieve this is making your copy have lots and lots of pronouns; he,
she, we, I, and (especially) you.
Using pronouns gives a human feel.
You may also already know that your copy shouldn't sound like it's from a robot.
Your copy should feel human. How?
By sounding like a human!
...evoking emotions.
Don't write: "Dear house owner"
Lol
Write: "Dear Laura"
It gives a VERY different feel.
And lastly, use pictures.
Pictures of people. Pictures of your product/service.
Use pictures. And if it's your offer, put your face...
Putting your face tells your prospect that a person is offering this.
Not a robot. There's a name and there's a face.
Your copy becomes warmer and they trust you.
Make your copy human.
Evoke emotions; use pronouns, use human simple language, and use pictures.

Example in this copy: https://swiped.co/file/atlanta-housewife-ad-by-green-tree-

press/
#Day96
You Don't Realize How Lazy People Are, Until You Make Them Do the Tiniest
Task
But it beats me!
How in God's green earth can you ask someone who has shown interest in your
beautiful shoes to send a DM?...
Well, what's so wrong with that? Everything!
When you walk into supermarkets, you don't take everything you need to the
cashier, and have him/her tell you the price of each item. Why?
For convenience!
Everyone likes the quick easy way!
What does that tell you?
Everything your prospect needs to know about your offer should be in the copy.
This is especially for copy in print, but when you have the leverage of Social
Media, where people can ask questions and interact with you, you should
MAXIMISE it!
But Kendra, I don't want to sound needy, being so readily available. I want them to
see what I'm giving as valuable.
Exactly, why you should prove that you are giving value!
If your ad does not (or cannot) contain all details needed but your prospect can
'further enquire'…
Then as soon as you see interest, much more, an enquiry
It's the time to show that you are very interested in your prospect, and want them to
make the best choice.
The moment you leave the tiniest task (or risk) to him, you have lost him!
People are busy and want everything done quickly.
They forget you as soon as they scroll past your ad, so if they have left a comment,
you respond sweetly, get in their DM ASAP. We want quick methods. We are that
lazy, so you should do everything to make it easy for us.
Take the burden of shipping, (make it fast too); offer options for shipping.
Take the burden of assembling the machinery; give warranties; fill their form with
known details, and ask them to just fill in their credit card.
Make it easy for us and we will patronize you. Please don't ask us to send you a
DM.

Results aren’t often progressive (as you expect) especially in the beginning.
It’s high today and low tomorrow. Focus on your process, not the results.
#Day97
Your Product Is For People.
Your Product Is For People.
Your Product Is For People.
Hence, the old saying, "Know your audience."
Tailor your product to them.
Serve them.
It's all about your customer!
To Easily Do This...
1.) Take a survey.
Ask customers to give feedback. Ask prospects to leave reviews.
"What do you like?" "What do you not like?"
"How do you prefer this?" "What would you rather have?"
"What's the most fulfilling part of this?"
And you will encourage them to take the survey by giving them a form of "gift."
A free resource material, 50% discount, access to free consultation, etc.
The information they provide will improve your knowledge of your audience.
Another way to serve your product better to your prospect is:
2.) A/B testing... This is continuous; an advertiser (copywriter) tests a lot.
If you run an ad and get (or do not get) results, run another…
Tweaking a few things; your headline (game changer), your offer (Instead of 45%
discount, say Buy one, get one free), add special offers, etc.
The aim is to know what works better for your customers.
...because Your Product Is for People.
If they don't buy, you won't gain.
#Day98
Can You Imagine That We Actually Watched Tom and Jerry Throughout Our
Childhood Without Hearing Them Speak for Once?
I don't know about you, but I never heard Tom or Jerry speak! Lol...
...but we watched them, and much more, we enjoyed watching them.
How does this concern copy?
Human Psychology!
We did not hear words spoken in Tom and Jerry, but we were GLUED, watching
the animation.
What does this say about us?
We are attracted to animation! Animation means moving elements.
To write copy that converts, you must understand people.
Example, Psychology shows that humans are attracted to animation.
That is, moving items/animals/people GRAB our attention.
This may be due to our alertness to danger (and survival).
Your animation in copy may be in fades, transitions, and wipes.
Simply any noticeable movement.
So, in your next copy for a website or mail, employ animation in any way you can,
it's assured, your click through rates will increase.
#Day99
This Is The Best Way I Can Say This: Be Exciting!
Your copy must be exciting. It has to be. It cannot not be.
It's the common thing you will find with every good copy; as you read, you just
feel excited.
You're not just reading any content, there's an interesting excitement.
What's the source of the excitement?
Emotions evoked! Good copy AWAKENS your emotions!
You're feeling happy, or curiously sad, or hopeful, or all of them.
In fact, the more emotional your audience feels as they read your copy, the more
likely they'll respond... ...to your Call To Action, especially if you sweetly slid into
it.
How are you able to evoke these emotions?
Your choice of words!
Use words that pass the message; cut the fluff.
Use power words. Use adjectives WELL. Create mental movies by being painfully
specific, and telling stories.
You can't be trying to sound graceful or "polite" in your copy.
Be exciting!
Every time I read great copy; my excitement goes over.
If you must write great copy, your copy must be EXCITING!
It should draw your reader (audience) in; they shouldn't force themselves to read.

Example in this copy: https://swiped.co/file/mr-x-sales-letter-jay-abraham/

#Day100!
Write Differently
Your copy won't get attention if it doesn't stand out.
It can't be like every other copy, using same clichés and methods if you want to
grab immediate attention.
I'd never forget a story Joe Sugarman told of an ad he ran.
He said that to make actual sales, he had to think up something different, and guess
what he did?!
He made his ad take the format of a challenge; he asked his readers to spot wrong
spellings, and to send back their replies with how many wrong spellings they
found.
He also stated a mark that would attract a smashing discount for the product he was
offering.
And boy, did that ad do so well!
A good copy writer thinks outside the box. He tries "crazy" ideas!
Drew Whitman encouraged that you write your ad in a circular format; different
from the regular square and rectangular ads.
You know, we can never tell what outstanding results you will get from your crazy
idea, if you don't implement them.
And this is even beyond copy now...
You know that someone actually thought computers would not be useful?
Surprising? I know!
What with how far we have come?!
We now have mobile SMART phones. I can't even imagine a world without
computers anymore.
We literally do EVERYTHING on computers today.
Let your creativity loose when you write copy!
You'd see astonishing results.
Gene Schwartz said with each problem, you need a new solution.
You can’t repeat same formula.

Confidence comes with practice.

LINKS TO HELPFUL KNOWLEDGE
1. http://www.mastercopywriters.com/greatestheadlines.htm
2. https://www.quicksprout.com/complete-guide-to-copywriting/
3. https://neilpatel.com/blog/psychological-copywriting-hacks/
4. https://copyblogger.com/copywriting-101/
5. https://writtent.com/blog/stuck-writing-35-sure-fire-copywriting-tips-tricks-
pros/
6. https://www.iconicontent.com/blog/best-copywriters-best-copywriting-
books
7. https://www.wordstream.com/blog/ws/2016/03/14/ppc-ad-copywriting
8. https://awario.com/blog/copywriting-hacks/
9. https://writtent.com/blog/art-influence-great-copywriters/
10. https://neuromarketergeek.com/how-to-write-a-good-copy/
11. https://copyhackers.com/how-to-write-facebook-compliant-ad-copy/
12. https://kendrakopy.com/what-copywriting-is-and-what-it-is-not/
13. https://scienceofcopywriting.com/

I hope this whole material can be a reference point in your copywriting.

Stop by Twitter and tell everyone three things that stood out for you in this
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