I loved the tips you shared in this article, Gregory. A lot of them I probably knew and I do utilize them in my everyday work, but I do it perhaps … a bit randomly. This article paints a clear, concise picture of what’s really important if you want to convice someone to do something via a compelling copy. I also realize that most of the stuff listed here works well when combined. For example, a story is a way to invoke memories, but crafting a good story probably requires verbs rather than adjectives, etc…
It’s that, for most of us, the idea of selling something is already unnerving. Who wants to come across as a slimy salesperson? Plus, with writing, there’s a delay between copy being created and the other person reading it. You’re vulnerable without the luxury of self-correcting based on that person’s body language. You have to release your words into the ether and hope that someone receives it and acts upon it.
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Take it from someone who writes for a living: Just start writing. Your first idea is probably not going to be a winner, and that’s why you should get it out of the way as soon as possible. Write out all of the ideas you have for your copy, no matter how silly– you may be surprised at what gems come out of a brainstorming session where you don’t edit or criticize your creativity.