Writing Effective Marketing Copy

Here's how to simplify your pitch and 10x your sales: 1. Talk less, sell more. Short sentences = more sales. Hemingway once bet he could write a story in 6 words that'd make you feel something: "For sale: baby shoes, never worn." Your pitch should pack the same punch. 2. Complexity is for people who want to feel smart, not be effective. The worst salespeople make simple things sound complicated. The best make the complex simple. 3. Complexity says, "I want to feel needed." Simplicity limits to only what is needed. 4. Read your pitch out loud. I remember when I'd asked my COO to read the manuscript of my book. He chose to do it aloud. All 258 pages. Ears catch what eyes miss. The final version reads like butter. 5. "Be good, be seen, be gone." This was the best sales advice I ever got. - Good: Deliver value - Seen: Make an impression - Gone: Don't overstay your welcome People buy from those they remember, not those who linger. 7. Speak like your customer, not a textbook. We like to sound sophisticated. "We create impactful bottom-line solutions." But we like to listen to simple. "We help small businesses explode their sales." Which one would you buy? 8. Every word earns its place. Your pitch should be lean and mean. - Be specific - Avoid cliches - Check for redundancy - If it doesn't add value, cut it out 9. Abstract concepts bore. Concrete examples excite. ❌ "We'll increase your efficiency." ✅ "We'll save you 10 hours a week." Paint a picture. 10. People buy on emotion & justify with logic So tap into their feelings: - Fear of missing out - Desire for success - Need for security Then back it up with facts. 11. The "Grandma Test" never fails. If your grandma wouldn't get your pitch, simplify it. No jargon. No buzzwords. Just plain English. 12. Benefits > features. Dreams > benefits. ❌ "Our group hosts 10+ events per year." ✅ "Our program helps you close deals." 🚀 "Let's take back Main Street through ownership." 13. Use power words: - You - Free - Because - Instantly - New These words grab attention and drive action. Two final things to keep in mind... Simplicity isn't just for sales. Apply these principles to: - your business operations - your thinking processes - your next investment - your relationships - your to do list Sales isn't just for car dealerships. You pitch when you: - Negotiate a raise - Interview for a job - Post on social media - Hire someone for a job - Talk to an owner about buying their biz If you found this useful, feel free to share for others ♻️

I've been in the copywriting space for 10 years and have generated $100’s of millions of dollars for clients.  Here are the 9 most profitable copywriting lessons I've learned along the way: 1. Most Copy Follows the Same Pattern: Headline → Lead → Body → Offer → CTA. Use this structure for every piece of copy: sales pages, emails, ads—everything. Try this today: Take an existing sales page and rearrange it to follow this flow. Notice how it improves clarity. 2. Stop Selling to Everyone: A hungry niche is far more valuable than a big, lukewarm audience. Identify your top 2–3 customer personas and speak directly to them. Try this today: Rewrite one of your marketing emails to address a single, specific persona’s biggest pain point. 3. Your Headline is King: 80% of your effort should go into writing a headline that stops the scroll. Without a powerful headline, no one reads the rest. Try this today: Write 10 variations of a headline for the same offer. Pick the strongest one (or split-test them). 4. Write First, Edit Later: Separate the creative process (writing freely) from the critical process (editing). More words during writing; fewer words after editing. Try this today: Draft an email or ad in one sitting without stopping yourself, then cut it down by 30%. 5. Make it a Slippery Slope: Headline sells the subheadline → subheadline sells the lead → lead sells the body → body sells the CTA → CTA sells the click. Each section teases the next. Try this today: Structure each element on your landing page to create curiosity for the next. 6. People Care About Themselves: They want to know: “What’s in it for me?” Focus your copy on how your product solves their problems or satisfies their desires. Try this today: Count how many times you say “you” versus “I/we” in your copy. Aim for at least a 2:1 ratio. 7. Embrace the Rule of One: One product, one big idea, one CTA per piece of copy. Avoid confusing your reader with multiple offers. Try this today: If you have multiple CTAs in an email or ad, eliminate all but one to see if conversions improve. 8. Be a Friend, Not a Salesman: Show your personality: use relatable language, humor, empathy. Give value first, then ask for the sale. Try this today: Add a personal anecdote or inside joke in your next email to build rapport and trust. 9. Never Start from Scratch: Use proven frameworks (PAS, AIDA, FAB, etc.) to save time and improve results. Frameworks guide your thinking and help you hit the emotional triggers your audience needs. Try this today: Pick one framework (e.g., PAS) and outline your next sales email before filling it in with copy.

Don't try to sound smart. Try to be useful. 3 years ago, I deleted my most "impressive" newsletter. 2,000 words. Multiple frameworks. Industry jargon everywhere. 14 drafts. It felt "professional." It felt "high-level." It felt wrong. That week, a CEO guest spoke to me before our podcast: "You know why I listen to your show? Because you make things simple." Then she paused. "But your newsletter... sometimes I need a dictionary." That changed everything. I opened my analytics that night. The pattern was clear: My "smartest" content performed worst. My simplest advice spread fastest. I had been: • Writing to impress peers • Stacking jargon on jargon • Trying to sound "intellectual" • Hiding behind complexity So I started over. New rules: 1. Write like I talk 2. No words I wouldn't use at dinner 3. Every piece needs a clear "do this" Example: Before: "Contemporary market dynamics necessitate strategic pivots in content optimization." After: "Test what works. Double down on what people love." That decision? It built my entire business: • The podcast grew exponentially • The newsletter became my main lead generator • Sponsorship deals rolled in • Speaking opportunities opened up Best feedback I get: "Used your advice. Landed the client." "Finally, someone who makes this simple." "Implemented this today. It worked." The truth about expertise: • Rookies hide behind jargon • Veterans embrace simplicity • Masters focus on impact This philosophy drives everything: • How I write • How I speak • How I teach • How I coach Because here's what I learned: Value beats vocabulary. Always. 3 questions before publishing: 1. Would my mom get this? 2. Can someone use this today? 3. Did I remove all the fluff? Remember: Your audience's success is your scorecard. Not your vocabulary. Today? That decision to choose simplicity over sophistication was worth millions. But more importantly: It actually helped people. // Agree? Simple or complex content - which actually helps you more? Share below. #ContentCreation #Podcasting #Writing #ValueFirst

It probably doesn't matter whether you do customer research or not... ...if all you're going to use it for is to validate the obvious value prop The obvious value prop is the one most people can think of without talking to a single customer. And it's probably the one your competitor is using in their marketing material. You won't get a gold star next to your copy that says "validated by customer research" -- The only way your research moves the needle is if it actually shows up in your copy -- if your copy is actually different Here's two techniques you can use to take it to the next level and stand out: 1) Uncover a non-obvious value prop Here's an example from when I used to market fire protection equipment: The obvious value props were protecting machines and preventing downtime (safety + productivity = save money) After talking to customers, we spotted two less obvious value props: a) Downtime could cause a machine shop to lose a customer, which means we were actually helping them protect revenue (make money!) b) Because we often sold to very busy business owners, we also addressed a psychological pain point ("I have more important things to worry about than the remote possibility of a catastrophic fire") 2) Punch up the obvious value prop with a specific detail Sometimes the obvious value prop IS valid, so you don't have to ditch it entirely Weaving in specific details will build trust by signaling to the customer that you understand their pain points from experience (not just internet research) Here we used "back up and running in as little as 45 minutes" -- which is a specific figure from a customer interview Customer research is a TON of work Don't settle for surface level intel -- keep digging to make sure the time you spend on research really pays off #b2bmarketing #messaging #copywriting

I'm a recovering "over-thinker" of every post.  I'd stare at the screen.  Delete sentences.  Rewrite them.  Then delete them again.  "I suck at this."   "People won’t like this."   "This sounds so dumb."  So I’d scrap the post.  Promise myself I’d try again tomorrow.   Then repeat the same cycle the next day. And of course delay the fix. It was painful. Eventually, I forced myself to hit publish.     Small engagement.   Little momentum.   Tiny traction.  So I overthought even more.    Maybe I needed better hooks.   Maybe I wasn’t being persuasive.   Maybe I just wasn’t cut out for this.  Then, I tried something different.  I stopped trying to sound smart.   Stopped overanalyzing every word.   And quit worrying about "perfection." Instead, I told simple stories.    Niche relatable stories.  With simple and relatable lessons. Ones that tied back to my experience.  These stories were not only engaging.   They were relevant.  And built real rapport with my niche.  That’s when things changed.  No fancy copywriting.  No marketing tricks.   No viral tactics.  Just clear, honest, simple, real, human...  Storytelling.  Do this with 3 steps: 1) Start with a real moment Something specific that actually happened 2) Show the struggle (not just victory) Add frustrations, difficulties, & uncertainties 3) End with the insight (don't miss this) Get this right by adding insights + actionable tips Tell your audience exactly what they need to hear. Do it, & you’ll never run out of content again.

How to write good copy for the internet (a guide). Bad copy kills businesses, good copy makes them. I think we’re entering an era where the best products don’t necessarily win, the best copy does. Most people write copy like they are writing instruction manuals. They got lost in explaining how the sausage is made and no one cares. And even worse they use that same robotic copy in the content they create. 1. Paint a picture Make your reader see, feel, and believe in the world you're describing as if they're living it. It's like telling a story that they become a part of. 2. Conversational tone Write like you're chatting with a friend. It should feel easy and friendly, making your reader feel right at home. 3. Use line breaks generously Space out your sentences like breathing spaces in a conversation. People don't have time to read dense paragraphs when you are competing with TikTok. 4. Hone in on a single focal point Keep your message tight around one big idea. It's like using a spotlight in a dark room to show off the most important thing. 5. Shows credibility with examples Use real stories or examples to prove your point. It's like showing a picture to prove you've been somewhere cool. 6. Anticipates concerns and works through objections Think ahead about what might bother your reader and talk it out. It's like answering their questions before they've even asked them. 7. Entertaining Keep things fun or interesting so your reader enjoys reading. It’s like adding a dash of spice to make a meal tastier. 8. Know who you’re trying to reach Write for someone specific, like you know exactly who they are, what they like, and what they need. It’s like picking out a gift for a friend. 9. Show how the product works Explain how things work in simple terms. It’s like explaining a game so everyone can play. 10. Has clear calls-to-action Be clear about what you want your reader to do next. It’s like giving clear directions so someone doesn’t get lost. 11. Don’t be a robot Put some personality in your writing. It’s like wearing your favorite outfit instead of a uniform. 12. Be different than your competition Stand out by being yourself. It’s like choosing to dance to your own music when everyone else is dancing the same. 13. Use positive words Use words that make people feel good and hopeful. It’s like smiling through your words. 14. Avoid exclamation points Use them sparingly. It’s like not shouting in a conversation. 15. Clear and concise Keep it short and sweet. It’s like telling a story without adding unnecessary details. 16. Safe copy is risky copy Dare to be different. It’s like taking a new path through the woods instead of the worn trail. 17. Be interesting, be brave Write something that grabs attention. It’s like telling a story that no one wants to end. 18. Every word matters Choose your words carefully. It’s like picking out just the right ingredients for a recipe. I hope this guide has been helpful.

Take this typical cold email pitch: “This will save you time and trouble.” It’s generic and ineffective. Everyone says that. Now swap it for: “You shouldn’t have to hard-paste entire Excel pages into Google Sheets and then manually make adjustments one sheet at a time to determine payouts.” That’s better. Why? It’s what a customer said. It’s crispy. Prospects securely think, “You get me. What do you have?” Don’t write how you talk. Write how your customers talk. Good cold email copy isn’t written, it’s found.

No one is waking up at 7am, sipping coffee, thinking, “Wow, I really hope someone explains holistic wealth architecture today.” People want clarity. They want content that feels like a conversation, not a lecture. They want to understand what you’re saying the first time they read it. Write like you're talking to a real person. Not trying to win a Pulitzer. - Use short sentences. - Cut the jargon. - Sound like someone they’d trust with their money, not someone who spends weekends writing whitepapers for fun. Confused clients don’t ask for clarification. They move on. Here’s how to make your content clearer: 1. Ask yourself: Would my mom understand this? If the answer is “probably not,” simplify it until she would. No shade to your mom, she’s just a great clarity filter. 2. Use the “friend test.” Read it out loud. If it sounds weird or overly stiff, imagine explaining it to a friend at lunch. Rewrite it like that. 3. Replace jargon with real words. Say “retirement income you won’t outlive” instead of “longevity risk mitigation strategy.” Your clients are not Googling your vocabulary. 4. Stick to one idea per sentence. If your sentence is doing cartwheels and dragging a comma parade behind it, break it up. 5. Format like you actually want them to read it. Use line breaks. Add white space. Make it skimmable. No one wants to read a block of text the size of a mortgage document. Writing clearly isn’t dumbing it down. It’s respecting your audience enough to make content easy to understand. What’s the worst jargon-filled phrase you’ve seen in the wild? Let’s roast it.

If you are writing sales messaging that could apply to anybody in your TAM, you're writing sales copy that nobody gives AF about. OUCH! I know that might be hard to hear, but here's the hack to better segment your TAM in 2025. ➡️ The harsh truth is that Founders who take a "boil the ocean" approach to selling in will fail. Here's how you can get better results in 3 steps: Step 1 - Move your focus from everybody who *could* possibly buy from you to the group of folks who are most likely to buy now, buy at a high price point, and later renew or be a referral source. Step 2 - From that much smaller group of accounts, create segments. These are not the traditional segments that help your organize your territories. These are segments that help you speak the language of a deep sub-set of prospects. I suggest at least 5 layers of segmentation blending firmographic data, signals, and contact-level data. EXAMPLE: You sell production line automation software. You believe your ICP is: US-based supply chain executives in manufacturing organizations with at least 1k employees. Great start, but it's time to add 5+ layers of segmentation before you can create a message that matters. Segment 1: Midwest "Manufacturing Belt" only Segment 2: Chief Supply Chain Officers only Segment 3: Machinery manufacturing only Segment 4: 50,000 to 100,000 employees Segment 5: New CFO hired in the past year Now you are only speaking to the CSCO or a sub-industry working in the region where you have the strongest social proof. By tightening the employee range you know they have a big enough problem to solve (+ can pick the best name drops) and a new CFO signals an openness to (re)explore cost-saving software. Step 3 - Use this process to launch dozens of micro-campaigns that speak to specific sub-sets of your territory because you've created enough segmentation to be 99% sure your copy will be RELEVANT to them. This is THE only way I've found to personalize at scale. I love teaching orgs how to better segment their accounts and create segment-specific value props. I call it #ValueBasedSegmentation ➡️ The result is: - Highly relevant copy - Emails that can be fully automated - High CTRs/replies without tedious personalization 📌 How do you personalize at scale?