If you want to become a highly-paid, sought-after, and completely irreplaceable copywriter…
Who THRIVES even in the age of A.I…
Stays FULLY BOOKED with dream clients…
And stands head-and-shoulders above the rest?
Then there are 5 very important skills you must master…
And – plot twist – they have nothing to do with “writing”…
Hey, Posse! What’s up? It’s Alex.
Coming at ya this week with a topic that is top of mind for A LOT of new and aspiring copywriters right now…
“In the age of A.I., can copywriters still be successful?”
Well, I’m here to tell you that YES—it is absolutely possible to be wildly successful as a copywriter right now…
In fact, I think there is MORE opportunity than ever before. The truth is – there is so much crappy, irrelevant, and unreliable content being published right now that the Internet has become an even bigger yawn-fest than it was before…
And that is great news for you…
Because as we speak, the smartest brands and businesses are doubling DOWN on their messaging so they can rise UP above the noise – and they are looking for real copywriters who can help them…
I’d even go as far as to say that human copywriters are MORE NEEDED now than ever before.
BUT – I’ll say it a million times…
COPYWRITING IS MORE THAN *JUST* THROWING SOME WORDS ON A PAGE.
And in this blog, I’ll share with you 5 powerful ways to become a better copywriter, stand out, and get paid…
But first, if you’re new to the crew – welcome!
Here on my blog, you’ll find a massive library filled to the brim with modern marketing training to help you ignite your business…
From copywriting, marketing, branding, social media, and so much more.
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Now I’m just gonna go ahead and say it…
And stick with me here because this is LITERALLY the #1 reason you will fail as a copywriter…
If you think *all* you need to do is slap some random words in a Google Doc and bada-bing cha-ching you’re done, then you are in for a BIG, BIG wake-up call…
Because, as you’ve probably already seen – A.I. can do exactly that…
A 10-year-old could ask chatGPT to write them a sales page – then copy, paste, and publish…
So if that’s your strategy – quit now because you’re already doomed.
The truth is, A.I. can pump out copy that’s just as good as what most people who call themselves copywriters can produce. Because MOST people who call themselves copywriters aren’t interested in really learning what it takes to become a highly-paid copywriter…
(I know – it breaks my big copywriter heart too).
But there is no such thing as an “overnighter copywriter” – and here’s why that’s REALLY good news for you.
A.I. just wiped out a TON of your competition. Yup, think about that for a second…
Gone are the days of someone buying a generic copywriting template or A.I. prompt package online and calling themselves a copywriter…
That’s the problem with most copywriting courses out there today. They give you ONE TEENY PART of what it takes to write great copy and it leaves you unprepared – appearing unprofessional and, frankly, completely replaceable…
Because all of these templates and tools that everyone is tripping over themselves to get their hands on…
Are ONLY USEFUL IF YOU KNOW WHAT YOU’RE DOING.
A shortcut is only a shortcut if you know where you’re going.
You need to understand foundational marketing strategy BEFORE you can rely on a template or even think about using A.I.
Otherwise, you’re setting yourself up for failure.
In fact, a while back, I was messaging my good friend and serial entrepreneur, Mark Ling, who has helped build DOZENS of successful companies.
He’s hired countless copywriters over his 20-year career so I asked him what makes a copywriter REALLY stand out above the rest…
Here’s what he said…
“Copywriters who get that copy isn’t just a sales page is certainly going to make them stand out. They get that sales can be improved by email follow-ups, a webinar, abandoned cart sequence, relevant upsells, retargeted ads, etc. And having a portfolio – even if it’s just one site done super well.”
Mark Ling
What you need to understand is that the sales process is an entire ECO-SYSTEM – a series of ads, landing page, sales page, emails that need to connect in one cohesive funnel – if you want any chance of it working or converting.
And smart business owners KNOW that.
So – I’ll say it again – the copywriters who will THRIVE today are the ones who future-proof their skills with foundational marketing principles and, oh yeah, actually give a shit…
And the fact you’re here – learning how to become a better copywriter – means you’re already a cut above the rest…
So let’s dive in…
Here are 5 marketing principles that you NEED to understand if you want clients to choose YOU above anyone else (and why they’ll pay you again and again and again)…
These 5 principles are the foundation of my 8-week copywriting program – the Copy Posse Launch Files…
THAT’S RIGHT.
Before I allow any of my students to actually “write copy”, I make sure they truly grasp each and every one of these 5 foundational and highly-paid skills…
Marketing Principle #1 – Market Sophistication
Market sophistication is quite simply the #1 messaging secret to make ANYTHING you write sell like HOT cakes.
It must be at the foundation of every single word you put out there.
So… what is market sophistication?
It’s a concept coined by marketing genius, Eugene Schwartz, in his coveted book – Breakthrough Advertising. I have a copy of this book. It’s amazing. It’s like a marketer’s BIBLE.
But it’s a heavy read so let me break down the nuts and bolts for you here…
Market sophistication simply refers to the stage of market awareness for whatever product or business you’re writing for…
From STAGE ONE, where a product is brand new to the market and never done before…
All the way to STAGE FIVE where the market is so oversaturated and people are tired of hearing about your product that they’re straight up not listening. Or even worse, they’re actively looking for reasons to count you out.
Pinpointing EXACTLY where your product falls on this scale is wildly important because it massively impacts the direction and positioning of your messaging.
And inside week 1 of the Copy Posse Launch Files I go into so much more depth and detail on each stage – with tons of examples, prompts, and a workbook to guide you through the whole process.
Alright, now let’s move on to Marketing Principle #2…
Marketing Principle #2 – Customer Profiling
One of the BIGGEST mistakes a copywriter can make is NOT getting into the minds of their customers as soon as humanly possible.
You have to make sure you really, truly understand who THE RIGHT customer is in order to be persuasive in your messaging.
Otherwise, absolutely nothing you write will land.
When you get clear on your ideal customer persona and can predict their core fears, needs and desires…
You can craft relatable messaging using specific psychological triggers that’ll make eager buyers tick and click.
To drive this point home, I always like to refer to one of my favorite marketing quotes ever, by Blair Warren…
“People will do anything for those who encourage their dreams, justify their failures, allay their fears, confirm their suspicions, and help them throw rocks at their enemies”
Blair Warren
The best copywriters understand this better than anyone else and will never write a single word of copy until they know WHO they are writing for…
And while A.I. can help you generate source copy once you KNOW who your audience is, without this foundational step, you’re stabbing in the dark.
That’s why in week 2 of the Copy Posse Launch Files, I help you get crystal clear on who your customer persona PLUS teach 23 of the most effective psychological and conversion triggers to use in your messaging…
Alright next up – Principle #3, and what you’ll learn inside week 3 of the Launch Files…
Marketing Principle #3 – Storytelling
Storytelling is the soul of exceptional copywriting. It creates believability, trust and authority, and is the most powerful way to inspire your customers to take action!
Stories evoke ALL your audience’s senses and emotions – in a way that no other form of communication can.
When you learn the RIGHT WAY to sell with story… your copy practically writes itself.
So, what’s “the right way” to tell a story, you ask?
Well, I’ll tell ya.
It turns out that great stories are so much more than just a “chance” encounter. Or something that only “gifted” people can accomplish.
ALL great stories have a lot more in common than you might think…
They can actually be broken down into a very straightforward, 3-step process.
And this is where I’m gonna nerd out on you. We’re gonna talk about neuroscience…
In order to tell a great story, you need to communicate to two VERY DIFFERENT parts of the human brain…
The neocortex and the limbic system.
- Neocortex = Responsible for all of our rational and analytical thought and language.
- Limbic System = Responsible for all feelings – like trust and loyalty. Also responsible for all human behavior and decision-making, yet has no capacity for language.
So in laymen’s terms, a good story conveys the what, how, and why in a way that is…
- Relatable
- It makes the reader think – “omg, that could be me!”
- Descriptive
- It evokes all the senses and emotions – aka talks to the limbic system.
- Introduces an obstacle and *the* solution.
- It creates a need and then solves that need – aka talks to the neocortex.
Exactly HOW you accomplish those things is totally up to you.
Inside week 3 of the Copy Posse Launch Files, I teach you EIGHT of my absolute favorite storytelling formulas that you can use in your messaging and create your very own story structures with.
Alrighty, now on to the next foundational principle (and what you’ll learn in week #4 inside the Launch Files)…
Marketing Principle #4 – Hooks
No matter what product, service, or niche you work for…
We are ALL in the attention and retention business – FIRST.
So, arguably, the most important skill in copywriting is knowing how to create show-stopping headlines and hooks.
They may be bite-sized, but these punchy phrases can be the difference between copy that converts, and copy that flops.
Copywriting legend, Eugene Schwartz said it best…
“Your headline has only one job – to stop your prospect and compel him to read the second sentence of your ad.”
Eugene Schwartz
So what makes a good headline?
I teach my students what I like to call my H.O.T. Headline Formula:
Where…
- H is for Hook = the big idea that gets people interested in what you have to say or what you have to offer. A good hook hooks attention. Must be relevant, valuable, and truthful.
- O is for Open Loop = Any concept or idea which naturally forces the brain to seek out some sort of conclusion. Creates a “curiosity gap”. And finally…
- T if for Target Audience = Who are you talking to? Your headline should call out your audience – either indirectly or directly.
There are TONS and TONS of different “types” of hook and headline frameworks out there and I teach 16 of my favorites inside week 4 of the Launch Files.
Alright now, moving on to the LAST foundational skill I teach all of my students BEFORE they actually write a single word of copy…
Marketing Principle #5 – Offers
Okay, so you have a pretty solid foundation up to this point…
You know how to position your copy according to market sophistication…
You know EXACTLY who your ideal customer is… and more importantly – how to speak to their core fears, needs and desires…
You know how to craft a relatable and engaging story that activates BOTH the limbic system and neocortex of your reader…
And you know how to write H.O.T. headlines and hooks that will capture their attention and keep them reading…
Now it’s time to learn how to STRUCTURE an offer that builds trust, creates authority, and boosts conversions…
The basic framework I teach my students is mapped out in my FREE 10-Point Offer Checklist…
I go through this checklist in DEPTH – along with detailed step-by-step strategies for HOW to write an irresistible offer inside week 5 of the Copy Posse Launch Files.
The training for this module ALONE is over 90 minutes long – so there is way too much for me to cover here.
It literally took me 8 YEARS to develop this proven and streamlined process…
And inside this program, you’ll get the ultimate shortcut to igniting your copywriting business in just 8 WEEKS.
You won’t JUST walk away with foundational copywriting principles and marketing strategies that business owners need now more than ever before…
But I’ll guide you step-by-step as you write an impressive portfolio that oozes with emotion, originality, and personality that no tool or fool could ever replicate.
Simply put, give me eight weeks and I’ll give you what you need to become a highly-paid, sought-after, and completely irreplaceable copywriter…
Who THRIVES even in the age of A.I…
Stays FULLY BOOKED with dream clients…
And stands head-and-shoulders above the rest.
I hope you found this blog helpful. I’ll be back next week with a brand-new tutorial.
Until then, I’m Alex. Ciao for now!
