Date Read: 7/8/2020
Go to the Amazon page for details and reviews
Your business needs copywriting.
But not just any kind of copywriting…
You need the kind of copywriting that helps you stand out and DOMINATE. Copywriting that packs a PUNCH.
The kind of writing that smacks the wallets out of your customer’s back pockets and makes ’em scream, “Shut up and take my money already!!”
Jim Edwards has been doing this for years. And now, he shares his secrets with you in his latest book, Copywriting Secrets.
Below, you’ll find my summary notes, key insights, and three unique copywriting formulas that’ll beef up your business writing.
Copywriting Secrets Summary
That’s it. That’s the message of this book.
Not exactly “earth-shattering,” I know. But the genius of this book lies in the numerous strategies, formulas, and original ideas for bringing emotional messages to life.
Pushing nearly 300 pages long, I tore through this book in one sitting. I couldn’t put the damn thing down. I painted it with wreckless yellow highlights and inked it to death with underlines; it glows in the dark now.
It’s definitely a “reference guide” to copywriting. One of those books you keep at an arms distance while writing copy.
With everything from audience personas to writing email subject lines, this book has it all.
I wouldn’t call it a “copywriting bible,” but it’s close.
Ten Reasons Why People Buy
As mentioned above, emotion sells.
In Copywriting Secrets, Edwards says there are 10 emotions that motivate people to buy.
10 reason why people buy (emotional triggers)
- Make money
- Save money
- Save time
- Avoid effort
- Escape mental or physical pain
- Get more comfort
- Achieve greater cleanliness or attain better health
- Gain praise
- Feel more loved
- Increase their popularity or social status
Edwards says the key to selling is to tie your product to one or more of these emotions. Edwards refers to these 10 triggers as the customer’s WHY.
Headlines Are King
Headlines are everything.
Emails. Blogs. Ads. All dependent on your headline. If it sucks, no one reads your stuff.
David Ogilvy said it best:
When you have written your headline, you have spent eighty cents out of your dollar.” – David Ogilvy
Copywriting Secrets hammers this home BIG TIME.
Here are a few of the headline templates and examples included in the book:
How to Get ______
- How To Get A Better Score on Your Next PT Test
- How to Get Rid Of Acne
How To ______ In As Little As _______.
- How To Double Your Pushups In As Little As 10 Days
- How To Get Rid of Acne In As Little As 24 Hours
How Every ______ Can _______
- How Every New Military Recruit Can Become A PT God in 12 Weeks!
- How Every Teenager With Pimples Can Have Clearer Skin Fast!
There are several more of these headlines included in the book which I have already added to my swipe file.
I’m a big fan of copywriting formulas.
They make your life easier and your copy better. There are tons of them out there.
Edwards suggests using the following:
- PAS – Address the problem, agitate it, then present the solution.
- Before, After, Bridge – Show how life is before you solve the problem, life after you solved the problem, and then present your product as the thing that gets them there.
- Benefit, Benefit, Benefit – Present three benefits of your product, then tell them which action you want them to take. This formula works best for addressing desires more than problems.
Other Insights Worth Noting
- Cold, warm, and hot traffic – Not all customers are in the same stage of the marketing journey. Where they’re at dictates how you market to them.
- Writing a sales letter is a process – Sales letters have a structure that can be replicated. Follow each step to the T or screw up the whole thing.
- Weaponize the USP – Include your competitor’s USP in the guarantee section of your sales letter. You can kill the competition with this.
- Most people write emails incorrectly – Edwards says the only goal of an email should be to grab attention, arouse curiosity, and redirect the reader. Most emails in my inbox don’t follow this at all…
- Future Pacing – Painting a story about how life could be, makes people want your solution.
- Teaching= storytelling and content. Selling = sales copy. – You need both. You got to teach people, but also tell them how to use the knowledge they gain.
There are so many more things I could list here…
Secrets That Scale
This book is VERY comprehensive.
It’s now my trusted desk companion. You could probably read it twice and still only get half of the information. The wealth of information you get makes the book worth every dime.
As amazing as it is, I do think Copywriting Secrets lacks in some areas. These areas include:
- Follow up resources – A handy checklist or summary sheet would be nice. I tracked down the website but couldn’t find anything.
- A section on branding – I wanted to see something on branding. There’s isn’t any explicit mention of it.
Despite the points above, I consider this a must-buy for anyone looking to improve their copywriting ability. The tips and strategies are timeless and can be used no matter what stage your business is in.
You can grab your copy here.
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