How to Write Ads, Reports, Blog Posts, and Scripts That Sell
Hi,
The Pareto Principle states that 20% of content online gets 80% of the views.
It's dead wrong.
It's more like 5% of content gets 95% of views.
You know why?
Because most content is BOOOOOOOOOOORING.
Repetitive. Cliché. Dry as your tongue when you wake up with an epic hangover.
So here's what you do to get your content into that epic 5%.
Stop Writing Like a Wet Noodle
Inject some dynamite into your copy.
Best way to do it? Write like you're having a conversation with a good friend. Keep it casual, keep it real.
That means a lot of short, punchy sentences. Every once in a while a sentence can go on for longer, but most will be pithy and quick and to the point.
Break up those endless Tolkien-sized paragraphs. Ain't nobody got time for that!
We need to make it EASY to read, easy to skim through.
Using Razor-Sharp Hooks That Grab Your Reader
You've got to hook your reader AND keep them there.
Make it impossible to put your stuff down. Get them to read that first sentence and then the next... and the next...
So let's not do any of this:
"We're really good at what we do and the competition is bad and we've been in business for 20 years and we really care about you as a customer."
That stuff is weaker than a vegan bodybuilder. It's what your competitors are saying. It's predictable. Worst of all?
It's boring. And boring doesn't pay the bills.
Make It All About THEM
Nobody gives a rat's behind about us. Everyone cares about themselves.
Only when they believe and understand that you're actually trying to help them are they ready to hear your story.
So keep it laser-focused on how reading your stuff will help THEM.
Skip the Fluff
Don't dance around their skepticism and objections.
Address possible objections and issues head on. Call out what they're probably thinking and then defuse it with logic, empathy, and cold hard facts. Just be real with people.
Remember this quote by the OG of advertising:
"The consumer is not a moron. She's your wife." — David Ogilvy
Now let's get to WORK!
Talk soon,
The AKW Marketing Team