Copywriting 101 (and beyond)

Send this to anyone who needs copywriting help

When I was getting ready to sell my first product on Mixergy, I had a painful realization.

I realized that it didn’t matter that I worked hard for weeks to create it. It didn’t matter that I paid extra for the best software to deliver it. It didn’t matter that I tested my online shopping cart over and over using every family member’s credit card to be sure it worked well.

None of that mattered.

The only thing that mattered — the only thing that determined whether my product was a hit or flop — was the text I wrote to sell it.

The realization freaked me out because I spent hundreds of hours getting everything right and now it all came down to this one sales page. And to be honest, I didn’t know what I was doing.

Since that painful experience, I’ve interviewed experts with the right mindset and found frameworks to help write irresistible copy that get people to buy. Using their systems, copywriting is actually fun because you know the fundamentals of how to do it right.

Here’s what I’ve learned.

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Introducing the Copywriting Series.

  1. Neville Medhora teaches us that “No one cares about you, they care about themselves.” That’s why the formula he follows to write copy starts with getting your attention, whetting your interest, and stoking your desires. To be honest, this is one of the most curse-filled and frank interviews on Mixergy, so it’s not safe for work. But his tactics work. Just read the 100+ comments to see the great results Mixergy readers have had using his tactics.
  2. Dane Maxwell’s copy is so awesome that I was shocked that he uses a formula for all his headlines. Here it is: “end result customer wants PLUS specific period of time PLUS address the objections”. The formula sounds boring, but Domino used “Hot, fresh pizza delivered to your door in 30 minutes or it’s free” to generate billions in revenue. You can check out a short explanation of Dane’s formula here. Dane also did a full interview and taught a great Mixergy Premium course on copywriting that you can check out.
  3. Michael Ellsberg blew me away with a story he told about how good copy saved his wife’s business. Her revenue had cratered in the doldrums of 2008. He had just learned about long form sales letters, so he wrote one for her. Her advisers called it “schlocky late night infomercial crap”, but she sent it anyway. Read the interview to find out what happened next.

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