I’ve read dozens of books on copywriting over the years. In fact, I’m in the middle of reading through 2-3 of them right now.
And there are a million copywriting formulas. If you work in sales, you may have heard of the A.I.D.A. (attention, interest, desire, action) formula. That’s a good one.
Or perhaps you’ve used the P.A.S.T.O.R. formula (Problem, Amplify, Story and Solution, Transformation, Offer, Response). That’s a good one too.
The truth is, all of these formulas work. And I recommend using them. They are powerful.
But there’s one problem when these formulas are followed rigidly. And that’s this: Your copy sounds like sales copy. It sounds artificial. Fake.
It’s even a problem I struggle with in my writing. How do you sound genuine and real?
The answer is not as complicated as you’d think: Be genuine and real.
One of the best barometers on that is: “How would I sell this to myself?”
Or if you’re not in the target market: “How would I sell this to my best friend if he/she was in this target market?”
Generally, your customers are more sophisticated than you give them credit for.
If you’re in B2B sales, your customers are pretty smart. But they still have the same, needs, wants, and desires as everyone else.
If you’re selling to consumers, you can generally have a ton more fun and take advantage of impulse buying. But consumers are still skeptical of offers that are “too good to be true”.
So next time you sit down to write ad copy, landing pages, or other sales copy, ask yourself “How would I sell this to me?”
What would you want to read?
Then write that.
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