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Copywriting is the single most important skill in business.

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That’s why I write about it almost daily on LinkedIn

And the advice in this article is based on a few of my most popular copywriting posts. 

Are you a copywriter? A marketer? An entrepreneur? 

Excellent. What you’re about to read may forever change the way you work… 

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JOIN THOUSANDS OF SUBSCRIBERS

1. Your tagline, messaging, positioning, or elevator pitch does NOT need to say everything. 

The goal should be to get someone to ask: “and how do you do that?”

Step 1 is getting the right people interested. 

Step 2 is answering how your product/service does that. 

And then you can keep pulling on that thread.

I want the right people saying: “sounds interesting… how do you do that?”

2. Pain vs. Gain is the hidden reason your messaging might not be landing.

Most of us market the GAIN.

“Our product helps you get more ______.”

But people are wired to avoid pain (vs. taking the gain). 

So, flip it. 

How can your product help buyers avoid pain?

FORGET THE GAIN. FOCUS ON THE PAIN. 

3. Be more specific.

Want to learn how to write better ads, headlines, or email copy?

BE. MORE. SPECIFIC.

Being specific = you hold someone's hand and paint a picture in their mind.

Here's an example:

I use this vitamin supplement called Athletic Greens.

Instead of promoting it as "the ultimate all-in-one supplement..."

You could say:

"It's like getting 43 servings of fruits & vegetables in a 10oz glass that you can drink in 30 seconds before breakfast."

People need their hand held and your job as a marketer is to paint a VISUAL PICTURE in their mind of what your product will do for them.

Now, the magic is applying this to B2B advertising, content, webinars, events, etc.

P.S.

I talk about copywriting weekly on the podcast I host called Marketing Swipe File

You might dig it.


by Dave Gerhardt
VP of Marketing @
Drift


LEARN TO PERSUADE

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WRITE BETTER.
MARKET BETTER.
SELL MORE.


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