Reason to Read:
This book gives straightforward, to the point, and most importantly:
Easy & Fast tips to implement ways to improve our writing!
Summary & Key Insights:
Nobody cares about you. They only care about themselves.
When people come across the things you write, you immediately want to get their attention by at least implying what it can do for them. Way too many websites, emails, etc. incessantly talk about themselves first.
What not to do:
Welcome to Ace Tennis Coaching. We are dedicated to serving our customers. We have been focusing on the quality of service for years and have dedicated staff to help fulfill your tennis needs. Our team …blah blah blah
Instead, write this way:
Every amateur player has the exact same problem with their tennis swing:
They don’t bend their elbow at the proper angle for their height.
…
Come by for an analysis of how you can improve your tennis swing. It only takes 20 minutes, we will identify all the tweaks you can make in your game which will take you to the next level.
See? We talked about the company a little, but the main point was the benefit the customer would get.
THIS is what the customer is interested in!
Don’t be Boring
Write funny.
Write informative.
Just not boring.
If you want people to listen to what you have to say, you need to be interesting!
Even if you have something to say, your delivery can make people read, or run.
Write Casual Copy
What Neville Medhorha means by that is that you should write in a style that’s casual to you. And that’s different for every one of us.
Imagine you’re at a dinner, with a close friend or grabbing a coffee with your sister.
Stop trying to be clever. Instead, be clear.
The AIDA – Formula: The easiest way to structure your copy
Attention: You grab their attention.
Interest: You then capture their interest.
Desire: You make them desire your product.
Action: You make them take an action.
Text is art. Style your stuff!
The Staggered List:
Don’t just write down a random list, make it art.
A random list of things I want to do on my website
- Show off my book summaries
- Get email subscribers
- Share my thoughts about SaaS, Product-Led Growth, and more
- Teach people about me and my projects
This is the list as an art, of things I do on my website:
- Get email subscribers
- Show off my book summaries
- Teach people about me and my projects
- Share my thoughts about SaaS, Product-Led Growth, and more
Bolding:
Want to emphasize something? Simply bold it.
“If you’re running in the Spanish bull run, I’d highly encourage you not to wear red!“
Try not to do it too much. Maybe once every paragraph.
However there’s no exact science to it, so if it helps communication, use it when needed.
Fonts & Seizing:
Use Arial sized 12.
It’s easy to read and all devices recognize it.
Black text, on a white background, is best for lots of reading.
Subject Lines
Write 4 headlines, before settling on one version.
Most people will only ever read the headline and not a single word more. So we have to try to get them to hooked with it.
An easy formula to produce great headlines:
{End result customers want} + {Specific time period}+{Adress the objections}
Example:
{Triple the conversions on your e-commerce store} + {in 3 days} + {or I’ll refund your money}
Short vs. Long Copy – Is it better to write short copy or long copy?
It depends on what you are selling.
If it’s a difficult or expensive product, then longer is better.
If it’s a simple and cheap product, then short is fine.
Making things easy
Reading a paragraph and it’s hard to read for some reason?
Re-word it, or completely delete it. Is it even necessary?
If you read something, and it requires “extra cycles” in your brain to process that information, delete it. Get straight to the real point so every reader is CRYSTAL CLEAR on the message.
