The easy way to get better at copywriting
And how to figure out how to get people to buy...
Happy sunny Saturday for all of my friends in the UK,
Today - I felt like dropping a lil bit of copywriting game on you because I am a f**king copywriting g. So here goes.
The best copywriting education you could possibly get is happening to you every single god damn day.
When was the last time you bought something?
Not your Tesco weekly shop.
Think back to things you have bought that were either significant purchases or weren't essential.
What made you buy it?
Was it the person or the brand selling it?
Did you trust them?
Are they similar to you?
The product itself?
Did it sound like it would solve your problems?
The specific messages that prompted you to buy it?
Did they touch your pains and desires well?
The opportunity or timing of your purchase?
You just got paid, and this was just what you needed?
The fact that someone you like uses it as well?
You trust a guy you see online and he uses it so it'll work for you too?
There is a reason behind every purchase you make - even if you aren't consciously aware of it.
Most of which are the following (taken from Cashvertising):
Survival, enjoyment of life, life extension
Enjoyment of food and beverages
Freedom from fear, pain, and danger
Sexual companionship
Comfortable living conditions
To be superior, winning, keeping up with the Joneses
Care and protection of loved ones
Social approval
Let me give you an example of some unnecessary purchases I make that have deeper reasons behind them:
Snus
Everyone on the internet started mocking everyone who vaped.
When I was younger, I was an avid vaper.
I'm ashamed of this, but I do still like my nicotine.
It's a vice, yes, but not destructive.
So, I needed an alternative, and I saw the snus propaganda in the online money space, so guess what?
I made the switch.
Unconscious Motive? Social approval and enjoyment.
Espressos
I was a caramel latte man for years, then I made the switch to Americanos to avoid the sugar.
Eventually, I moved to espressos. Why?
They are more distinguished.
Drank by mafia bosses in nice roadside cafes in the streets of Italy.
Am I a Mafia boss?
Does drinking an espresso outside on a nice day make me feel like one? Kinda. So I do it.
Unconscious motive? Social approval and enjoyment.
White Monsters
I like a good old white monster even though I know that they are probably made with rat poison or some shi.
I love embracing the degeneracy of the white monster. I love the white monster memes online. I love seeing Joe Rogan with a white monster in his black shirt losing his mind at UFC PPV's.
It's not about the product. It's about all of the associations that come with the product. It's about where your thoughts and imagination go when you have and consume the product.
Unconscious motive? Social approval and enjoyment.
Now, when it comes to bigger purchases like selling services, courses, coaching, or whatever else...
It's probably going to be more based on things like sexual companionship, status, power, feeling capable, and being able to take care of loved ones.
Identify the life forces that work on you and use it on others (ethically).
We're All Archetypes (Even When We Think We're Unique)
Here's a truth that many of you may not want to hear.
We all think we're completely unique, and we are in some sense.
But we are all humans, who share core desires, fears, and decision-making patterns with millions of others.
When something works on you, it works because you're responding to universal triggers that affect huge segments of the population.
You're not just a sample size of one – you're a window into an entire market segment.
This is why the best copywriters are almost obsessively self-aware. They constantly ask:
"Why did I click that?"
"Why did I ignore that?"
"What made me read to the end?"
"Why did I believe this person but not that one?"
Your own reactions are a copywriting laboratory if you pay attention because the same things that work on you ALSO work on other people.
Oh so you bought this programme because you liked the guru and he was very real and transparent about stuff?
Maybe you should do this as well.
You think this person is an expert in their field because they make banger YT vids every week?
Maybe you should do this as well.
THERE IS A REASON BEHIND EVERYTHING YOU HAVE EVER BOUGHT.
You need to start paying attention to this if you want people to buy your stuff.
It worked on you, and it will work on others.
Stay sharp, don't be too much of a consumer and become a dangerous copywriter.
To your success,
Charlie McCormack