Before they start writing copy, people always ask me about a version of the same question:
How can I make my copy succeed?
But, strangely enough, after they’ve written their copy, their questions turn in a different direction. They are almost always the same question:
Why did my copy fail?
Today we’re going to talk about three things that really answer both questions.
But before we do, let me answer a question I find on a lot of people’s minds. The question is, of course, what is the essential nature of copy and what should I do about it.
How I discovered the Golden Triangle of Copywriting
This whole episode came about after I did three critiques in a row one week. All experienced, successful copywriters. And all had the same three problems. Which were all very possible to fix. But my clients weren’t aware of these problems as something to look for after they finished their copy. So I thought it would be really helpful to do a podcast about them.
Each problem is connected to the other two. So I put them into a triangle and called it “The Golden Triangle of Copywriting.”
Don’t start at the beginning — when you’re writing copy, that’s a big mistake
That is, the first point on the triangle where you should start is probably not going to be the first thing your reader or viewer will see when your finished copy gets launched.
This can get a little tricky in the creative process, especially if you like to start at the beginning and finish at the end. But, doing so almost always will not give you the best response. In this part of the podcast, we’ll talk about where you should start, and why.
The second point on the triangle follows naturally from the first
A lot of well-meaning copywriters who think they understood what other copywriters have told them start here, at this point, and it’s a huge mistake. I’ll explain why. It could even get you in trouble (legal trouble) if you start here in your copy.
But if you’re willing to put some reins on those wild horses inside you wanting to rush to the “money” part of your copy, and do some groundwork first, everything will work out so much better.
The third point is where your copy should start, but not necessarily where you start writing or even brainstorming.
This is the make-or-break point for copy. Frankly, it’s where I spend most of my time, and people get multiples of value, even compared to the serious fees they’ve paid to get my help.
Most people think they can’t do this part themselves, or do it very well. Sometimes that’s true. But not always! I’ll share a simple trick you’ve probably never heard before (you’ve heard something like, but it’s been much less specific and far less useful), that will show you how you can handle this yourself, if that’s what you want to do.
Download.
