Before You Write ANY COPY, Do This
And watch your conversions skyrocket...
The biggest mistake you can make when writing copy for your own offer (or your clients' offers) is going in blind, unprepared and guessing what will work.
This is the fastest way to create marketing material that makes zero money.
Whenever I onboard new clients to Webinar Wizards, the majority of my time is spent researching and understanding who we are going to be selling to.
Before I write anything, I make it my mission to know:
What they are experiencing actively in their minds and in reality
What is causing this
How we can position our offer as the perfect solution
Where do they want to get to
What excuses they make as to why they cannot get there
If you get one of these things wrong - or worse, don't include it at all - it won't have the same power behind it.
It won't 'hit' that sweet spot.
Most marketers THINK that they do this well.
They will take commonly used, surface-level ideas and expect them to perform exceptionally - even though there are 100's of others using this angle and none of them are getting any notable results.
Here is a tactical process you can copy:
Personally, I will start by using Nicolas Verge's POWER Copy Process - which you can get here.
I use this less to write copy using AI, but more as a thinking exercise which allows me to tap into the minds of my clients' market and repeat back to them the exact thoughts that appear frequently to them.
I will start by writing down EVERY SINGLE POSSIBLE angle or pain point that I can in a brainstorm format.
Next, I will expand upon each point and start to extrapolate the problem out.
Finally, I will provide the solution (our offer) and show how it solves this.
I will then categorise these points into 3-5 different sections and turn the bullet points in each section into a written, fully constructed argument / sales letter.
I will take these arguments and turn them into individual emails or content angles my client can use, and I will take the hardest-hitting snippets of them and use that to create the VSL & the webinar script itself.
DO YOU SEE: 90% OF MY TIME IS SPENT THINKING AND CONSTRUCTING ARGUEMENTS - NOT SAT TRYING TO THINK FROM SCRATCH.
You need to become almost like a method actor and put yourself in the state of being your ICP is in.
This is how you craft copy that converts.
Do with this information as you wish.
To your success,
Charlie McCormack