As we continue this week of copywriting introductions, let us continue with writing formulas.
I want to point out one thing, and hopefully this little thing will stick in your mind a bit. Copywriting is a job, and as a job, you expect to be paid. So why is it that a job without bosses, degree or educational requirements and other “socially and economically sound” principles doesn’t make more people rich?
You see, new writers start out broke, trying to break in and most get a few clients. Then you build a reputation, continue to grow your stable or portfolio and earn a decent living.
All the while you continue to learn and grow from those that came before you. Yet, those you study are earning 6, 7 or even 8 figure incomes and you are left still living paycheck to paycheck. Why?
Here is the deal. Like all things, writing, especially copywriting, evolves. It changes and moves forward with new ideas, technologies and understandings.
What you are learning today was what worked yesterday, and it will continue to work “well enough” to earn a living on. But, while you are learning yesterday’s lessons for what worked back then, someone else is working on tomorrow’s new method.
There is nothing wrong with playing in yesterday’s sandbox. The sand is nice and it makes great things. But if you want the real money, you need to move to today’s sandbox, and if you want to be “rich &famous” or seen as a guru*, you need to play in tomorrow’s sandbox and be the first to build a new sand castle.
*results not typical
Let’s take today’s writing prompt into account and see what you can do to make a forward step.
June 04
Create your own copywriting formula (Like AIDA or PAS). Justify each step as a way to keep the reader engaged and with growing desire.
Wait! Reinvent the wheel? Isn’t that a bit daft?
Most likely, yes. And even more likely anything you come up with has already been discovered or attempted.
Do it anyway.
There are two reasons for this.
First, you will get a better understanding of the copywriting process. You will start to understand what goes into those ads, or that funnel, that makes people click on their action buttons.
The more you practice, the more you understand. The more you understand, the more you grow and as you grow, you get more confident and become a better writer.
Today’s prompt is designed to help you gain that confidence.
So How is it Done?
You want to think about the reader’s journey. Who is your target audience? Where are they most likely to see your work?
You see, the biggest attention grabbing element in all of the old styles is the heading. Your heading, title, or lead in must be spectacular. The goal of the title is to stop the reader in their tracks and make them want to read the next line.
The goal of the next line is to get them to read the following paragraph. On and on until they reach the clicky bit and you get your sale, or sign up.
But think about this: Those rules were made for people reading newspapers and magazines. Today, what are they doing? Doom scrolling through social media posts.
You think a bit of text is going to stop them in their tracks? You will be able to come up with the right words to jam their thumb and pause that scrolling? Maybe one or two, but not the masses.
An intriguing image, though… {insert hmmm/thinking/pondering emoticon here}.
To make your new method work, you have to think about the process. What are the steps that the reader must make to get to the end? Break it down again. What are the steps needed to get to each step in your process? Break it down again. And again.
Learn the path of your customer so detailed and so real that you can walk it blind folded. Then, create your method of taking their hand, and guiding them through that path so they trust you, depend on you and need your services, product or newsletter.
There is no right or wrong way for this prompt. Just learn the process.
What was the Second Thing?
Good eye. The second reason for “doing this anyway” is simple…
You may just hit on the next big thing, and will be catapulted to the forefront of the industry.
Why not?
Stranger things have happened.
