5 Underrated Copywriting Techniques
A few ways to make your copywriting stand out.
Hi, I’m Ben Watkins 👋 Thanks for joining another edition of La Vie Ben Rose. Every week, I unravel copywriting examples from the most recognized brands. I also look at how to transform your writing with style, clarity, and persuasion so you can build an audience, transform your writing, and create endless opportunities.
Happy Wednesday!
Next week, I’m doing a LinkedIn writing and selling workshop for the early bird price of $100 before it goes up to $125 on Monday.
In that workshop on Tuesday at 3:15 EST, I’ll share examples, hooks, techniques, how to find leads, different ways to message an audience, and how to build your LinkedIn audience.
If you can’t make it, I’ll send you the recording.
My favorite thing to do as a copywriter is to study brilliant copywriting.
I study brands, at least the ones with good copywriting. I study copywriting techniques and patterns. And I try to understand why they work so I can apply them.
If you want to be a great copywriter, study great copywriting. Share it. Teach it. Because you’re more likely to remember it. That’s what I love to do.
Here are some brilliant copywriting techniques that you may find useful.
1. Say You’re More Than Something
When you say you’re more than something, you’re saying you’re better than something.
You’re leaving it up to the reader’s imagination. You’re showing that you’re more than an ordinary product. You’re so much better than something standard and simple.
It creates curiosity. It gets people to click.
2. Use F**king Strong Adjectives
Strong adjectives are more memorable. They are more descriptive.
Consider the example below. Really great blades don’t mean much. It’s vague. Unhelpful.
F**king great blades, give it oomph. The adjective highlights the benefit of the blades. It’s bold. It leaves an impression on the reader.
3. Parenthesis Make It Feel Relatable
Copywriting that has parenthesis is like a friend talking to a friend.
The copywriting feels personal and relatable. It doesn't feel like corporate jargon. It feels like a friend is pulling you aside and telling you something.
You don’t have to go crazy on parenthesis, but they help when sprinkling them into your copywriting.
4. Start With a Framework
Every copywriting project should start with a framework.
I like the AIDA framework.
Capture attention
Retain attention with interest
Show the desire for what you offer
Make the next step actionable
Frameworks are great ways to structure your copywriting. They don’t make your copywriting miraculously better, but it’s jumping off point.
5. Address Objections
Every reader has objections. It’s your job to find out what they are.
In the first example below, a reader might read it and be interested, but they might object by asking, " How long does it take?”
The second example addresses the objections. Be specific. Show how long something takes. Anticipate these objections when you write the copy.
You’re improving your conversions when you address objections in your copywriting. You’re thinking about the reader.
Copywriting Is Always About the Reader
While these techniques help with conversions, you still have to learn about your reader.
Learn what they are saying about their problems and what solutions they are looking for. The more you listen, the better your copywriting will be.
These techniques and patterns ultimately help you write copy that appeals more to your readers.
When you're ready, here are a few ways I can help you 👇
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Thanks for reading!
Ben Watkins