🗯 Writing Copy... For Yourself!
Contributed by Bryan Toder - a true CopyHero.
I want to say a big thank you to Bryan Toder who is the author of today’s newsletter. Bryan is a successful affiliate marketer and has worked his way through my 6-Step Fast-Track Copywriting program.
Just a quick update on the program. I’m taking a week or so off to go on a short vacation and when I get back, I intend to take all “specials” for the program off. Last chance to get it for a 50% discount!
Now over to fellow CopyHero, Bryan Toder!
By Bryan Toder
In this copywriting business, we usually think about writing copy for customers or prospects. But, there’s one other facet in this business that many people forget about — or perhaps, they don’t even want to think about it.
It’s writing for yourself, mainly emails.
And, I think that most readers here would say to themselves, “I don’t need to write for myself. I need customers and clients and start making money writing my amazing copy!”
Well, yeah... but no.
Writing emails — in many aspects — is the “missing piece” in many businesses. Many times, email is the connection between you and your customer.
My 3 essential concepts
Numero Uno
So, I’d like to briefly explain three essential things, ideas, or concepts to add to your emails.
First, How Should You “Speak”?
In your writing, what should the tone of the copy “sound” like?
The copy in this article you’re reading has a specific tone.
Can you hear it?
It’s Informal as if I am writing or speaking to a friend, which is exactly how I write many times.
Another tone is Formal, more business-like. I would speak as if I am teaching a class, informing a customer, and showing that I know what I am writing.
These sentences are formal and business-like, and you are thorough and direct in your writing.
While formal and business-like is somewhat stiff, you want to leave out slang and colloquialisms, which is normal when writing informally.
Also, it is essential to check your grammar.
(Can you hear the difference?)
Okay, I am switching back to Informal and writing about the
last tone, which is Neutral.
Neutral is somewhat in the middle of Formal and Informal, and you can still fudge the copy to make it instructional or tell a story.
Other types of styles can be in the previous three tones — Optimistic, Curious, Worried, Friendly, Surprised, Encouraging, Cooperative, Assertive, and several others.
It’s pretty simple to add one of those styles into your tone styles! [That was optimistic and friendly.]
Before I move on to the Second concept, I’d like to say that most people may not want to have a “tone”, especially an Informal one.
Maybe, it’s because it IS informal. Not business-like. Not “corporate.”
But, it all depends on your business. And, if you’re like me, you probably get emails from companies, and you delete them because they ARE too “corporate.” (I usually think, “Why don’t they just get to the point?”)
Imagine, if those emails were fun or enjoyable to read, perhaps they’d get better results, right?
2nd - your purpose
Second, before you begin the email, you must have a purpose for the email.
Before I send out a series of emails, I decide the real purpose for sending them out.
You’d never start out on a trip without a plan, right? It’s the same for emails, but I get way too many emails where I have no idea why they sent them to me.
Sometimes, it would take two or three emails from them to get to the point.
This week, I promoted a course. My purpose was to “hype” the course for the first two emails, then promote the course in the last three.
The “hype” emails were to get them excited, looking forward to the next day’s email, and hoping they wanted to buy the course from me, but only after the “promo” emails were sent.
The tone was informal and friendly... and somewhat mysterious!
The “promo” emails recapped the excitement in the previous two emails, briefly explaining the products and a strong CTA at the end.
So, what happened? I had a few brief replies for the first two emails and many sales from the last three!
So, yes... having a purpose for your emails will make your writing so much easier!
And, truly, some of those emails were written in minutes because I didn’t have to think about what I wanted to say.
The words just flowed.
3rd and most importantly!
Lastly, write several Headlines to use in your Subject Line!
Do you know the MOST important item in your copy?
Come on... do you?
The Headline.
Why is the headline (or, in this case, the Subject line) THE most critical item in your copy? Because if they never move past the headline, you’re dead in the water.
With email, it’s the same: If they never move past the subject line and open the email, it’s a dead letter.
To get some great subject lines, use templates, swipe files, and look at some of the past emails you’ve received and bought from.
So, you see? Copywriting is the same for anything you’re writing.
Even your emails.
Make sure you have...
• The right tone,
• A purpose before you start writing, and
• Make a great Headline (I mean Subject line)!
Then, you’re copywriting skills will be great — even when you’re copywriting for yourself!
Thanks once again Bryan! If you’d like to contribute a newsletter for your fellow CopyHeroes, hit me up at copyhero@lesblythe.com
© Les Blythe, CopyHero, Bryan Toder