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Best of Marketing Examples #001 — My copywriting handbook

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Hey — Harry here. Over the next five days I'm sending the five case studies subscribers found most useful.
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“Best of” #001 - My copywriting handbook
Hey — Harry here.
Over the next five days I'm sending the five case studies subscribers found most useful over the last two years.
Today, you're getting my crash course in copywriting. It's long. It's epic. Hope you enjoy it.
PS — Sorry for the slight delay. I forgot to press publish. Woops!

Let's start with 7 quick tips

1/ No one cares what you can do
Everyone cares what you can do for them.
2/ Write with your eraser
You get 100 bucks for every word you rub out from your title.
3/ Avoid “landing page words”
Unlock, unleash, exceed, empower, supercharge, etc.
Real people don't use them.
4/ Your first line is crucial
If people don't read it, they're not going to read your second line either. How can you make it so compelling that every reader reads it?
Keep it short.
5/ Write the title only you can
What can you say about your product that no-one else in the world can?
6/ Speak with conviction
• Don't say “We help” say “It's how”
• Don't say “alternative” say “replaces”
7/ More periods, fewer commas
Periods mean short sentences. We like short sentences.
Commas mean long, painful sentences, like this one, which New Yorker writers think are clever, but real people find torturous, because they wind on and on without actually saying anything.

Now let's rewrite some real landing pages

Back in October, I asked people to “submit your company landing page” and I'd rewrite it. Well we did it!
I worked on these with Annie Maguire — one of the best copywriters in the business.
1/ Everydae
Put yourself in the customer's shoes. Kids don't care about “the next generation of SAT prep”. They care about “Acing the SAT”.
We also pulled up the $1 trial. And made the “five stars” feel REALER.
2/ Banquist
Banquist is a unique product. But they waste their uniqueness with a vague title that could mean fifty different things.
When you've got a unique product the golden rule is let the product speak for itself.
3/ Dormio
Customers' buy outcomes not products. What's more appealing:
a) A calming tea
b) A calming tea that helps you relax, unwind, and drift into deep, restorative sleep
4/ JobBoardSheet
Their current copy is clear. But it's also forgettable. So we looked down their page and found this new line.
It's much more specific. And handles the customer's four main objections in one sentence.
5/ Counterweight Creative
This one had promise. But the language is too vague. It doesn't feel REAL.
We replaced all their vague words with specific ones. You can't bullshit specifics.

And finally...

My favourite type of copy is conversational copy — Writing how you talk. No sales megaphone. No business speak.
But that's easier said than done. So here's 7 tips to help you out.
1/ Don't write AT the reader
Involve the reader in your copy.
2/ Use your customers' words
It's the easiest way to get the tone right.
3/ Don't persuade
Let the reader be persuaded.
4/ Load up on personal pronouns
People pay attention when you talk directly to them. Also, keep it casual, keep it colloquial.
5/ Don't kill your personality
Conversation should feel REAL.
6/ Ditch the thesaurus
You're not impressing anyone.
7/ Don't try too hard
Customers see through it.
You made it! This was a long one. I'll be back tomorrow with something much shorter on how to promote content online.
If you'd like to opt-out of the series, no sweat. Just click here
Over and out — Harry
PS — If you found this useful (and you're feeling generous) please do forward to a pal who might like a copywriting crash course.
New round here? Welcome aboard. Previous case studies here. Or, you can join the newsletter here :)
Last thing — I'm working on an all-action course, coming in August. If you'd like to see what I'm cooking up — click here.

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