Users on different stages of awareness will respond to a different language.
• Most aware readers understand your solution and are ready to purchase
In early days I did all our copy.
It sucked so bad. Good thing, I made friends with people who taught me how to write.
Copywriting is the #1 skill for entrepreneurs. You write emails, articles, landing pages every day, and it helps you grow.
This will 10x your copy 👇
Users on different stages of awareness will respond to a different language.
• Most aware readers understand your solution and are ready to purchase
• Solution-aware readers are considering solutions to their pain/problem
• Problem-aware readers are dealing with pain/problem
• Unaware readers haven’t experienced the problem
• talk the language that mirrors the reader's stage of awareness
• move them from that stage to product/most-aware
• prompt them to take action
Instead of saying "we offer" or "our solution," rewrite the copy to address your customers.
Exercise:
• begin with the word “you.”
• on landing pages, start your sentence with a verb.
Users spend a couple of seconds before deciding to stay or to leave the page.
Short sentences and 2-3 sentence paragraphs will motivate them to keep reading.
Good formatting also helps readers to stay focused on your message.
• apply a pattern to a sentence
• vary sentence length and formatting to create texture
• use bolds or underlines to speak with emphasis.
• Readers often don’t understand features.
• "Benefits" language reflect their problems.
Remember, they have a few seconds to decide to stay to move on.
Easy to apply, works like a charm.
• Attention. Jar the reader out of their boring lives
• Interest. Engage them with unusual, unobvious facts
• Desire. Engage their heart so they want what you’re offering
• Action. Ask them to take the next step
Don't distract your readers with multiple asks, widgets, and complex mechanics to engage with you.
This applies to emails, ads, landing pages. Anything.
• testimonials with actual results from someone in that industry
• case studies
• show before and after
• logos of well-known clients or supporters
• show numbers
Talk to your users like you would talk to your friend. Don't be boring.
People leave boring conversations; it's even easier to exit a page.
And most important:
Don't afraid it will suck
• review your copy consistently
• ask for feedback
• improve
Btw, reviewing copy in an hour or a day is underrated. You can make significant improvements yourself after taking a break.
If you are interested in entrepreneurship, follow me @volodarik
I transparently share everything we do to grow from $2.7m to $10m in 2021.
More from Writing
The world's most valuable skill:
Writing effectively.
But colleges charge you 120k and still do a terrible job teaching it.
Instead, here are 9 writing frameworks that cost you nothing and will save you hundreds of hours:
1. Start with building your writing habit by leveraging @jamesclear's Four Laws of Behavior
2. With your writing habit down, study these 10 tips from the world's most legendary marketer: David Ogilvy.
3. Then, immerse yourself in the takeaways from the bible on business
4. Like to learn on the go?
Dive into the creative process of the world's best writers in these 10 episodes of the @timferriss show.
Writing effectively.
But colleges charge you 120k and still do a terrible job teaching it.
Instead, here are 9 writing frameworks that cost you nothing and will save you hundreds of hours:
1. Start with building your writing habit by leveraging @jamesclear's Four Laws of Behavior
Atomic Habits from @jamesclear changed my life.
— Dickie Bush \U0001f6a2 (@dickiebush) March 10, 2021
In Atomic Habits, James lays out the Four Laws of Behavior Change.
1. Make it obvious
2. Make it attractive
3. Make it easy
4. Make it satisfying
Here's how to leverage them to build a daily writing habit (\U0001f9f5\u270d\U0001f3fc):
2. With your writing habit down, study these 10 tips from the world's most legendary marketer: David Ogilvy.
One of the most legendary marketers of all time: David Ogilvy
— Dickie Bush \U0001f6a2 (@dickiebush) June 2, 2021
In 1982, David wrote an internal memo to the employees of his advertising agency titled "How to write."
And in just 10 bullets he put together a masterclass in effective writing.
Here's a breakdown of each one: pic.twitter.com/MxRYuQRLyA
3. Then, immerse yourself in the takeaways from the bible on business
Business writing is a superpower.
— Dickie Bush \U0001f6a2 (@dickiebush) June 8, 2021
But schools and employers do a horrible job teaching people to write.
In 1981, two advertising executives wrote a timeless guide for how to write in the business world.
And here are 12 of their tips you should staple to your desktop: pic.twitter.com/w0hh0qBOG4
4. Like to learn on the go?
Dive into the creative process of the world's best writers in these 10 episodes of the @timferriss show.
I've listened to every episode of the @tferriss show.
— Dickie Bush \U0001f6a2 (@dickiebush) March 3, 2021
And some of my favorites are when Tim interviews prolific writers, diving into their creative process to improve his own.
If you are looking to build a writing habit, these 10 episodes are a must-listen:
\u270d\U0001f3fc\U0001f3a7\U0001f447\U0001f3fc
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A brief analysis and comparison of the CSS for Twitter's PWA vs Twitter's legacy desktop website. The difference is dramatic and I'll touch on some reasons why.
Legacy site *downloads* ~630 KB CSS per theme and writing direction.
6,769 rules
9,252 selectors
16.7k declarations
3,370 unique declarations
44 media queries
36 unique colors
50 unique background colors
46 unique font sizes
39 unique z-indices
https://t.co/qyl4Bt1i5x
PWA *incrementally generates* ~30 KB CSS that handles all themes and writing directions.
735 rules
740 selectors
757 declarations
730 unique declarations
0 media queries
11 unique colors
32 unique background colors
15 unique font sizes
7 unique z-indices
https://t.co/w7oNG5KUkJ
The legacy site's CSS is what happens when hundreds of people directly write CSS over many years. Specificity wars, redundancy, a house of cards that can't be fixed. The result is extremely inefficient and error-prone styling that punishes users and developers.
The PWA's CSS is generated on-demand by a JS framework that manages styles and outputs "atomic CSS". The framework can enforce strict constraints and perform optimisations, which is why the CSS is so much smaller and safer. Style conflicts and unbounded CSS growth are avoided.
Legacy site *downloads* ~630 KB CSS per theme and writing direction.
6,769 rules
9,252 selectors
16.7k declarations
3,370 unique declarations
44 media queries
36 unique colors
50 unique background colors
46 unique font sizes
39 unique z-indices
https://t.co/qyl4Bt1i5x
PWA *incrementally generates* ~30 KB CSS that handles all themes and writing directions.
735 rules
740 selectors
757 declarations
730 unique declarations
0 media queries
11 unique colors
32 unique background colors
15 unique font sizes
7 unique z-indices
https://t.co/w7oNG5KUkJ
The legacy site's CSS is what happens when hundreds of people directly write CSS over many years. Specificity wars, redundancy, a house of cards that can't be fixed. The result is extremely inefficient and error-prone styling that punishes users and developers.
The PWA's CSS is generated on-demand by a JS framework that manages styles and outputs "atomic CSS". The framework can enforce strict constraints and perform optimisations, which is why the CSS is so much smaller and safer. Style conflicts and unbounded CSS growth are avoided.
