When copywriting, there are three rules you must never break. Unless you wanna settle for six figures. Here they are.
1) Thou shall be interesting.
If not, fascinating. But whatever you do, don’t be boring. Which is precisely what most marketers are. Take Bobby Blogger, for example. Typing away, day after day, with no personality, no creativity, no passion, no excitement, nothing. Then wonders why he’s not making much. Bobby, broski, if Ambien couldn’t sleep at night, it’d read your blog. Please, do somethin’ about it.
2) Thou shall make it about them.
As in, the reader. Not themselves. Or their company. Or their big announcement. Or their product or service. Or even how much Patty Prospect will enjoy said product or service. Nope. All Patty and company care about is me, myself, and I. “How’s my life gonna improve if I read this ad?” So you better answer that question early in the copy and then… deliver.
3) Thou shall be relevant.
You could follow the first two commandments – and be off to a great start – but still not cross the finish line. If you don’t meet your audience where they’re at. Meaning, join the conversation that’s already going on in their head. Your messaging needs to be appropriate for Average Andy. What does he know already? What doesn’t he? What’s he thinkin’? What are his concerns? What does he like or dislike about your competitors? What annoys him about the industry? Unfortunately, this one takes a lil’ research. Well worth it though. When your stuff’s do dialed, you got people nodding their head as they read it? Hand putty.
Now think about it: if you do those three things every time you write an ad or email or sales letter or video script or whatever? You can’t lose.