❌ You don't need more "copywriting tips"

publishedabout 1 month ago
9 min read

Oct 01, 2023

Leverage These Core Copywriting Principles To Get More Engagement & Sales [Copywriting OS]

In the Roaring Twenties, amid the hustle and bustle of flapper dresses and jazz bands, beer companies were locked in a fierce battle for supremacy.

And there was one beer brand in particular that was really struggling to stand out and gain a foothold in an already-crowded market.

The company reached out to Claude Hopkins, one of THE most influential marketers and copywriters of all time, desperate for help.

After spending time touring the brewery...Hopkins decided to do something the company thought was absolutely crazy.

See, everyone was heavily promoting their brewing process and unique flavors.

And rather than join the “sea of sameness” and fight just to stand out…

Hopkins created an entire marketing campaign focused on something else -

What happened AFTER the beer was brewed.

Highlighting sparkling clean rooms, bottles being sterilized - and most notably - the final step of placing the beer in ice-cold refrigerated cars.

Almost immediately after launching this new campaign, sales soared.

And the brand quickly jumped to one of the top-selling beers in the country.

The crazy part?

Nothing Claude Hopkins talked about was “new.”

In fact, it was pretty much standard procedure for all breweries.

But here’s the thing - no one was talking about it.

Suddenly, a previously overlooked element of the brewing process became the centerpiece of a wildly successful campaign.

Now here's why I'm telling you this story...

Every week I host a live Q&A with members of Founder OS, and I frequently get asked questions about copywriting “tips” or “tricks” to help them sell more.

However, oftentimes in copywriting…

It's less about the words you use and more about the psychology behind what's being said.

So in today’s newsletter, I want to share with you 6 often-overlooked principles of copywriting.

Apply these to your content and experience first-hand how powerful these principles truly are.

🎥 Replay: 4 Barriers Keeping You From 10X-ing Your Revenue

This past Thursday, hundreds of founders joined me for a brand-new workshop.

On the call I shared 4 key barriers that are keeping founders from growing their brands, and how they can overcome them.

Here's a bit of what I covered:

  • My Step-By-Step Method For 10x-ing Your Audience Growth
  • The Winning Habits of Relentless Founders
  • Little-Known Tweaks That Instantly Turn Lukewarm Offers Into Viral Sensations
  • The Importance of Viciously Defending Your “Environment”
  • Plus much, much more…

In case you weren’t able to join me, I’ve made the replay available for a limited time.

>>>Here's the link to the training

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If you're tired of feeling "stuck" in your business, and are ready to break through to the next level - I hope you'll take a bit of time to watch the replay.

Now, back to 6 core copywriting principles.

#1 - The power of self-persuasion

The best salespeople don't “sell” - they let customers buy.

The most potent form of persuasion is when individuals arrive at a conclusion by themselves.

But many founders and brands end up pushing a message or an idea onto readers.

However it's far more compelling when consumers 'pull' or gravitate towards that idea because they've convinced themselves of its merit.

But how do you do this?

Think of it like planting a seed and allowing it to grow organically.

The idea is to introduce concepts and then provide the audience with enough context, information, and emotion for them to naturally weave these concepts into their personal narratives.

When people convince themselves of a message, they are far more likely to believe it, remember it, and act upon it.

You can leverage this by providing objective information, asking open-ended questions, and encouraging prospective customers to visualize how the idea, product, or service fits into their lives.

I like to think of this as more of an 'educate and invite' perspective.

Education is a tool to provide people with the resources they need to make informed decisions...and invitations allow them to take the next steps willingly.

The combination ensures that the persuasion process is organic and self-directed.

#2 - Write to core dreams and desires

It's essential to recognize a timeless truth about humans - we are driven by our desires, fears, and dreams.

Whether it's the desire for success, the dream of a better life, or the fear of missing out, these emotions are ingrained in our psyche.

The world has seen massive technological advancements and societal changes, but the human psyche remains relatively unchanged.

When crafting a message, it's not just about highlighting the features of a product but linking those features to these deep-seated human emotions.

Let me explain with an example.

Imagine a smartphone advertisement that just lists its features: a high-resolution camera, long battery life, etc.

Now, consider another that portrays a father capturing his child's first steps or a young traveler whose phone doesn't die during a long journey.

The latter speaks to dreams such as capturing precious moments or adventuring without hindrance.

In the latter example, it’s no longer “just a phone” - it's a gateway to achieving our deepest desires.

Effective copywriting taps into these primal feelings.

By doing so, the message resonates more profoundly, driving engagement and action.

#3 - Create a shared mission

Having a shared mission or common enemy can forge powerful bonds.

It's a strategy as old as time, used in everything from politics to sports.

Now in copywriting, this doesn't necessarily refer to demonizing your competitors.

Rather, it's about pinpointing an issue or problem that both your brand and its community are against.

Your product or offer then becomes a solution, and your customers become part of a community working against this mutual enemy.

Creating a clear "us-vs-them" narrative brings several advantages.

It fosters a strong community of brand advocates who not only use your product but also believe in your mission.

This sense of belonging can boost brand loyalty and engagement.

But to emphasize the point I mentioned earlier, the intent isn't to spread negativity or falsehoods about the "enemy."

It's to highlight the positive aspects of being part of the "us" group.

Celebrate the shared values, goals, and achievements of your community, and you'll create a compelling narrative that attracts and retains customers.

#4 - Seek to actively repel

Founders often operate under the misconception that they should appeal to everyone.

However, in trying to please everyone, you can lose your unique voice, becoming generic and forgettable.

In fact, some of the most successful brands are polarizing—they have ardent fans and vocal detractors.

For instance, think about luxury brands.

They exude exclusivity, and their messaging makes it clear—they aren't for everyone.

This not only adds to their allure but also ensures they attract their ideal clientele.

Actively repelling your non-ideal audience doesn't mean being rude or dismissive...it's about clarity.

If your product is specifically designed for a niche audience, your copy should reflect that.

It should resonate deeply with those it's intended for and might not appeal (or might even deter) others.

Tailoring your message for your ideal customer also helps you better use your resources.

You can save time, effort, and money that might otherwise be wasted on targeting and catering to those who aren't a good fit for your brand.

#5 - Write with a "would a stranger understand this" level of clarity

In the age of information, clarity is king.

But here’s the thing...

Most founders are true experts of their craft, and they operate from a place of unconscious competence.

This means that their area of expertise has become "second nature" and can be performed almost without thinking.

And when they write or speak, they inadvertently create a barrier between themselves and potential customers by accidentally using complex language or high-level concepts.

Effective communication requires stepping into the shoes of your audience.

Imagine explaining your product or concept to someone with no prior knowledge.

This exercise forces simplicity and clarity, eliminating potential misunderstandings.

Beyond just the choice of words, clarity also extends to the structure of your message.

A clear, logical flow ensures the reader remains engaged and can follow along with ease.

Bullet points, subheadings, and concise paragraphs can enhance readability.

#6 - Repetition, repetition, repetition

The human brain is designed to recognize and remember patterns.

Repetition is a proven technique to reinforce a message and improve recall. This is why brands have slogans, jingles, or recurring themes in their advertisements.

But repetition doesn't mean mindlessly parroting the same message. It's about reinforcing the core message in varied and creative ways.

A common challenge for founders is coming up with a consistent core message without sounding like a broken record.

That’s why I developed the 100 Angles Exercise.

This exercise helps you extract every imaginable angle from which to approach a singular idea or message.

By tapping into this rich vein of creativity, you'll never run out of fresh ways to communicate your message.

Here are the steps for the exercise:

  1. Clearly define the core message or idea you wish to communicate. Write it at the top of a piece of paper
  2. Without overthinking, jot down every angle or expression of this message that comes to mind. Aim for speed rather than perfection
  3. Once you've exhausted the obvious, start asking questions about your product, service, or idea. How would a child describe it? How would it be used 100 years ago? What emotion does it evoke on a rainy day?
  4. Consider the opposite of your core message. Now, find ways to twist those opposites back around to support your initial idea
  5. How can you describe your message focusing solely on each of the five senses? What does it sound, taste, feel, smell, or look like?
  6. Make a list of unrelated items or concepts. Now, try to tie each one back to your core message
  7. If possible, get others involved. Each person offers a unique perspective and can add to your list with angles you might never have thought of
  8. Once you've hit (or surpassed) 100, review your list. Some will be weak, others strong, and many will overlap. Group similar ideas and select the best representation from each group

I recommend you incorporate this exercise into your regular content planning.

Not only will it generate a plethora of ideas for your current content, but you'll also have a repository of fresh angles for future initiatives.

The key is to keep stretching your creativity and approach your core message from every conceivable direction.

There you have it, 6 often-overlooked principles of copywriting.

Take some time over the coming week to start applying these copywriting principles to your own brand.

Once you do, make sure to hit me up on Twitter with what you've implemented (feel free to share a screenshot and tag me!).

Before I go, there's one more thing I wanted to mention.

The price of Founder OS going up on September 1st.

And this is your last week to join at the current investment.

If you're ready to take your brand to the next level, then I highly encourage you to book a clarity call with my team.

There's no commitment to join if it isn't the right fit, but I'd hate for you to miss out on the opportunity to get in before the price goes up.

You can book your free clarity call here.

If there aren't any available spots left, just shoot me a quick message and my team will organize a time to speak with you. As long as we hear from you before September 1st, we’ll honor the current investment if you decide to join Founder OS.

Let's win together 🥇


P.S. Whenever you're ready, there are 4 ways I can help you:

#1: Ready to grow your personal brand to $5 million or more? The price of Founder OS goes up on September 1st. >>> Click here to apply for your clarity call

#2: Have you seen my YouTube Channel? I'm putting a ton of energy into creating heaps of valuable content that I think you'll like. Come check out my latest stuff, and give me a like and subscribe.

#3: Promote your brand to over 65,000 subscribers by sponsoring this newsletter (booking into August 2023).

#4: Follow me on Twitter and LinkedIn for more operating systems, marketing tips, and community-building systems.

💎 Gem of the Week 💎

9 Copywriting Tips for Beginners in 2023

Continuing on with the theme of today's newsletter...

A little while back I recorded a video where I covered 9 copywriting tips that will instantly take your writing to the next level.

The concepts I discuss in the video are super actionable, and include tweaks that will instantly make your content more engaging and persuasive.

If you want to up your copywriting game, I highly recommend you watch this video.

Check it out here 👇

video preview

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Founder OS (Business Growth Tips)

I’ve built 4 successful companies and a community of over 14 million people. My mission is to help 100,000,000 founders automate their business and hit $5,000,000 profit per year. I help you grow your personal brand and business in just 3 minutes a week.

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