“A copywriting course that’s positioned as a copywriting course?? ?” Because, yeah, there are all kinds of classes and programs out there that are positioned as anything but the art of putting words together in a way that persuades your audience. Basically, good copywriting boils down to three things: Desire Relationship Safety What you’re selling has to be something your audience actually desires. You have to have a solid enough relationship that you can keep their attention while you make your point. Things like, Learning to use copywriting “formulas” without being formulaic Making your case clearly and with confidence … without getting pushy Presenting persuasive arguments with respect and integrity Framing your offer to illustrate how desirable it is Creating an atmosphere of safety, so your potential buyer feels great about moving forward The money is in the copy People on the internet like to say that “the money is in the list,” which is sort of true. It doesn’t have to get weird I certainly don’t mind advanced copy techniques, or even some of the fancy “money-getting” approaches. (They’re really about business building, but “money-getting” appeals to a certain kind of audience.) Pick the course up by the day after Halloween (November 1) and you’ll get a very substantial discount. To celebrate the launch of the course, we dragooned browbeat nicely asked Copyblogger founder Brian Clark to join us for a live headline clinic. Click here to join us inside Copyblogger’s Persuasive Copywriting 101.
Last week, one of our very dear community members, Hashim Warren, said something I loved about our new persuasive copywriting course.
“A copywriting course that’s positioned as a copywriting course???”
Because, yeah, there are all kinds of classes and programs out there that are positioned as anything but the art of putting words together in a way that persuades your audience.
There are “success” seminars and “launching” workshops and plenty of “money getting systems.”
And they’re all (if they’re any good) … copywriting courses.
When we arrange our words in order to persuade someone to take action, that’s copywriting.
There ain’t no magic words
Some resources will tell you that there are “hypnotic” terms that will do some kind of crazy magic on your buyers and “make” them buy from you.
Yeah, no.
Basically, good copywriting boils down to three things:
- Desire
- Relationship
- Safety
What you’re selling has to be something your audience actually desires.
You have to have a solid enough relationship that you can keep their attention while you make your point.
And they have to feel safe through every step of making the purchase — no monkey business, no dodgy games.
Finally, you need to wrap those three elements in a message that’s delivered with perfect clarity … so your audience actually gets what you’re trying to convey.
Most of the copywriting “tricks” that actually work are just techniques for communicating those three points with greater clarity.
Content creators are usually fantastic at the Relationship part of that trinity. We’ve put the time in to really understand the audience we serve.
But we’re often a little weak on Desire
“Um, I have a thing, I don’t know if you want it, but, er, you can get it if you really feel like it. I mean, if it’s not too much trouble or anything.”
That kind of waffling actually bites into Safety as well. Your audience is asking themselves,
“If they don’t believe in it, why should I?”
A good copywriting course will help you edit out all that hemming and hawing, and distill your message so you can make your point with confidence.
If you’re good at content, you’re really close
If you’re comfortable…
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