#53 - The (not so) Hidden Secret to Raising Clicks/Conversions

I love grocery shopping.

Something about walking down the aisles, chatting about what we’re craving for the weekends, and picking the freshest produce is just so therapeutic to me.

Feels like the only place my over-active brain quietens down, and I get a few precious moments of peace.

So anyways, we were in the midst of checking out when our cashier picked up a sign, and asked - would you like to ‘give a meal’ to the needy?

My ears pricked up, not because I’m a saint, but because I’ve never seen a charity use that kind of angle before.

And that got me thinking — how the right words, even in unexpected places, can spark action and drive people to make decisions. Which brings us to today’s topic — the power of copy.

Would You Like To Donate a Meal?

It’s not rocket science to be honest.

There’s no secret ‘segmentation hack’, ‘perfect flow discount’, or ‘ideal campaign send time’ behind this. The power comes from how the question frames the ask — from a generic ‘hey give us some money’ to a visual, meaningful ask of what that money will actually do: six hot meals for kids in need.

In our space, we see a lot of copy that tries hard but often misses the mark (to put it simply, they’re just limp).

For example:
Bad - Noise-cancelling headphones
Good - Noise-cancelling headphones to mute the world around you, letting you focus on what matters most

You might think your product’s features is the hottest stuff since sliced bread, but your customers don’t care about features. Break down what the benefit (what it does), and what it means for them — stop making them think.

The goal of an email ultimately is to drive the click. So whether that’s what you have in the subject/preview lines to draw the eye/open, or what you have in your body copy/CTA, it all relies on your copy.

Resources I Lean On/Learnt From

I won’t bore you with easily Googleable copy structures, but here’s a shortlist of resource I’ve personally used to level up my copy (warning: no 1 is going to make you/your team hate me 😂) 

• 16 painful lessons I learned writing 10,211 headlines in 100 days (I wrote about 2,500 headlines before developing a Google doc allergy, but seriously good way to throw yourself head first)

• Breakthrough advertising (The OG of the OGs in copywriting. Super expensive in hardcover, but you might find a PDF version online)

• 7 Figure Marketing Copy by Sean Vosler (Sean’s a wizard with words — makes me feel like I know nothing about copy every time I read it. Think I bought it for a few hundred, but not sure if it’s still available.)

• Nothing Held Back FB Group (Alen Sultanic runs a mastermind with teams like Tony Robbins and other 9 figure entrepreneurs. Runs a group where he drops insane value bombs, and I learn so much every time he posts - you’ll have to see it to believe it. He operates on a COMPLETELY different level and copy structuring is just one of many things he teaches)

And that’s a wrap!

Know some of yall have already started on your early sales, and I hope that’s been going well for you!

For the rest, wishing you smooth seas as we inch even closer to BFCM.

Oh, and side note — I have a swipe file of about 90ish copywriting formulas for headlines. Don’t want to share it publicly because I can’t remember who I got it from (sorry), but if you want it, just drop me an email to [email protected] with the subject line: headlines and I’ll shoot it over.

Cheers.