You're a better copywriter than you think.

Creativity is a process.

Here's a simple process that will 10x your copywriting ability, even if you're a "bad writer"

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1. Copy Dumping

The first 5 scripts, headlines, emails... will be garbage 99% of the time. Take out the garbage with this copywork process.

- Re-write 5 of your competitor's ads by hand

- Re-write 5 raving customer reviews by hand

- Re-write 5 of your best-performing ads by hand

This gets the brain grooving and primes the creativity canon.

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2. Research & Pain Point Mapping

“Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals”.

-David Ogilvy

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Are you a bad writer or are you just lazy?

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Research these 4 P's:

- Product: Your product, competitors product, benefits & features

- Persona: Psychographics, Demographics, Shopping Behaviors & Qualitative Data

- Placements: Where is this copy being distributed? How can I stand out on this placement?

- Pain Points: What are the most painful & least painful problems?

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Simmer in the data, go for a walk, sleep on it, unhook your rational mind from it.

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3. Start Writing Out Pain Related Hooks

We consume what's relatable till the point it stops being relatable.

And what is painful AND relatable is like a hypnosis for a headline.

Quiet deep thinking is usually what works best here. Slow down.

Put yourself in the customers shoes, think about your research, make sure every word & sentence relates to a story or a perspective the audience has of a deep personal pain they deal with often.

Now that you have your pain related hooks, start connecting them to scroll stoppers like these for example:

I’m sure you’re aware of...

My friend told me...

Here’s how to stop...

Did you know that...

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4. Write For Novelty

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Now that you have them hooked, everything from now on needs to be novelty—not familiarity.

We are allured to everything that is new to us, which is why the “news” is the greatest hit since social media - it’s our biggest hijack.

Evolutionarily; seeing, tasting, feeling new things triggered exploration and learning neural pathways that release dopamine so we keep on gaining new resources that help our survival.

But the same thing is true in reverse, repeated exposure and the predictability of the outcome make the stimulus less mentally engaging, leading to decreased attention and interest.

All that to be said - every single line of copy needs to be very relatable but also communicated in a completely new way.

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5. Thread The Needle

The purpose of copy is not to explain, it's to lead on.

Where are you leading the audience?

To the answer? No.

To the next clue.

Each clue carries the substrate of the message—the thread—that you weave at a tantalizing pace.

Even with short copy, the 4-word headline can be pt 1 of the clue, where pt 2 needs to be discovered elsewhere.

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6. Use Sales Formulas

Now looking back at your brain dump of copy, outlines, hooks, drafts... it’s time to fit the copy into a sales formula.

Some of the most common ones are:

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PAS

Problem: Present the problem that your viewer feels

Agitate: Poke at and emphasize that problem until it’s visceral, emotional,

and personal

Solution: Present our solution to that problem

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OASA

Outcome: Depict the aspirational positive outcome a customer will get if they make the purchase

Agitate: Emphasize the outcome in a positive way, make it visceral and emotional (alternatively, can also agitate on the negatives of being without this outcome)

Solution: Present how our product's solution works, and how it will lead a customer to that desired outcome

Action: Encourage the viewer to take the next step

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PADSOA

Problem: Present the problem that your viewer feels

Agitate: Poke at and emphasize that problem until it’s visceral, emotional, and personal

Discredit: Describe how alternative solutions to our product are unideal or cause further issues

Solution: Present our solution to that problem

Outcome: Depict the aspirational positive outcome a customer will get if they make the purchase

Action: Encourage the viewer to take the next step

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That wraps up the 6 Step Copywriting Framework.

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Remember, you can wait for ‘creativity’ to come, or you can follow a process.

✅ Pain Relation Hooks

✅ Novelty over Familiarity

✅ Threading The Needle/Clues

✅ Uses a Sales Formula