This Copywriting Strategy Crushes It

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Welcome to another issue of Passionate Income.

Today we’ll be discussing a two-step copywriting strategy you can use to craft highly persuasive sales materials.

As you’ll see in the tweet below, copywriting is fundamental to most every digital business on the planet. And because of that, whether you’re working in eCom, SaaS or OnlyFans, understanding persuasive writing is a super power.

Let’s dive in.

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A wise copywriter once said:

While this might not be 100% accurate (good luck using a sales letter to get out of a speeding ticket), the underlying message is dead on:

When a business has a sales process that works, it solves that company’s cash-flow problems. And when you have more cash flow than you can handle, there are very few problems your checking account can’t solve.

So, in today’s issue, we’ll discuss a two-step strategy you can use to write highly persuasive copy.

Here it is.

#1 - Transcribe Your Prospect’s Worry Reel

Generally speaking, the most persuasive sales materials focus on solving the prospect’s “bleeding neck problem.”

While each of us has a different set of problems - from finances to health and so on - it’s fair to say most of us have at least one semi-serious (if not dead serious) problem in our lives at any given time.

Further, odds are we spend a fair amount of time worrying about our problem.

Which is mostly just our brains creating a highlight reel depicting a hypothetical future where everything we’re worried about goes wrong.

So what does this have to do with copy?

By understanding the highlight reel of your prospect’s worries, you can have a hypothetical “dialogue” with them about your product or service.

Ask yourself questions like:

1. How does what you’re selling fit into their Reel of Worries?

2. Are they likely to be skeptical of what you’re selling?

3. Does your “thing” look like an obvious solution? Or do you have to explain how it can help them?

4. How appealing is your thing relative to the competing products/services they could buy instead of yours?

5. Is there a risk of them looking stupid if they buy this?

6. What will the influential people in their life say if they find out this person bought your thing?

7. Can you manipulate your thing to increase your prospect’s status if they purchase your product/service?

8. Does this help move them closer to self-actualizing their dreams?

As someone who used to write copy full-time, I could go on and on here.

What matters, however, is that you have an accurate understanding of their Reel of Worries. Doing this requires deep research, not just making up answers in your head based on what you think makes sense (which is the #1 mistake amateur copywriters make).

Assuming you have a deep understanding of your market’s psyche, you can then move on to step #2 to bring this process full circle.

#2 - Address Their Multiple Personalities

No, we’re not selling things to people with Multiple Personality Disorder.

Instead, effective copywriting requires you to address people’s internal dialogue. Where this gets complicated is understanding that someone’s inner dialogue is a conversation between 'multiple people.'

Their inner voice is not a single voice, but a business meeting between multiple people. For example, when we think, we split our minds into multiple “voices” and debate ourselves.

The convo taking place inside your prospect's head is akin to a mixture of corporate board meetings and Jerry Springer episodes.

The deeper layer copy trick is to bake the commentary, judgments and arguments they’re having (with themselves) right into the pitch.

Taking this concept further, the conversation/Worry Reel (which they’re having with themselves) is between their inner wounded child, bratty selfish teenager, and rational adult.

Or using more proper psychology terms, their codependent, independent, interdependent voice.

Meaning, to leverage this information, your copy should be a mirror that reflects all sides of their inner dialogue. One that reflects both the angel and devil on their shoulder.

Admittedly, doing this is easier said than done. As I hinted at above, you’ll need to have a deep understanding of your prospect to pull this off.

Either way, do NOT “write” copy.

Instead, your goal is to transcribe the conversation they are already having with themselves. Ideally by narrating it into an app like Rev.com (or speaking it into your phone using Audio to Text).

So what do you do if you can’t enter their Reel of Worries, and are struggling to mimic their internal dialogue?

Stop writing!

As we say in the copywriting world: “It’s a mess to guess.”

The reason 99.9% of copy fails is because it’s written based on assumptions about the prospect’s internal dialogue instead of research-driven conclusions.

Meaning, you should get to know your prospect so well you are 100% certain what’s taking place on their mental highlight reel of worries.

Your understanding of their internal dialogue should be rock solid. Why?

Because that’s how you write copy that brings in the big bucks.

The good news?

While this process may sound intimidating, knowing your prospect well boils down to knowing people well.

Lucky for us, both marketers and psychologists have done an incredible job of documenting how people make emotionally driven decisions.

So if you’re struggling with this process, start there.

Last, once you’ve figured out the people part (which is 90% of the process), the remaining 10% boils down to understanding your prospects’ nuances.

💡 Takeaway: The reason most copywriting fails is because it’s based on assumptions and guesses. The more effective strategy? Put in the work to understand your prospect’s internal dialogue so you can actually persuade them.

I'll leave you with this quote…

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