I found copywriting when I was making websites for people and they would ask me to write the homepage. I’ve been hooked ever since.

Yes, this is something I’ve been thinking more about.

I read Clayton Makepeace would go to the bookstore and note down the bestsellers titles. Those names have resonated with enough people to make it a bestseller.

4. Ideas

Mark Ford has said, “We’re in the ideas business.”

You’re selling ideas. Ideas to make more money, become healthier, protection, and so on.

No matter what ideas you’re selling, people want more freedom.

So how will your ideas get them what they want?

3. Thing

“This small box contains the newest breakthrough in battery technology.”

You can use almost anything to grab attention.

Hell you can even use a folder and say how it holds top secret documents.

2. Place

“You see this building?”

That style of opening has been used in financial copy for years.

It naturally provokes curiosity. You want to know what the big deal is with that building.

You can do the same thing with a city, monument, or any other place you can think up.

1. Person

The first person to work into your copy is like Blair Warren said in the One Sentence Persuasion Course, help them throw stones at their enemies.

Secondly, find experts, authorities, and famous people to your audience whenever possible. Testimonials, quotes, etc.

Using what was already in the mind of the prospects. And a belief most people already have.

So did I try to find a clever way to show how they can use the platform?

No!

I took the angle of how real estate is a hedge against inflation.

That was my idea. Not some history of real estate. Or some long winded story of how this platform is the best.

It was everywhere. Everyone was worried about it.

Prices were skyrocketing (eggs were $7 - $10 for a dozen.)

You get the picture...

This partnership was for Fundrise, a real estate crowd investing platform, where you put in any

“Hey, we have a partnership we’d like you to take a crack at writing some emails for. This hasn’t preformed well for us.”

“Yea, I can do that.”

“Great, excited to see what you come up with.”

While researching I noticed...

“Inflation, Inflation, Inflation!”

(Well your copy in general. But I’ll be talking about email campaigns here.)

Let me give you an example of how I used this principle of using the “obvious” to write your email campaigns.

Back when I was at Agora, my marketing manager asked me...

Have people “shop” your business.

This is a long standing practice of retail stores.

The great old school direct response copywriters and marketers said…

This is the first step when onboarding clients.

Have someone go through your funnel.

You’ll gain insights you otherwise wouldn’t.

3. Boring straightforward email campaigns. (Lead with something they care about. An event, news, or manufacture something exciting.)

There’s more emails being sent everyday and unless you have positioning with your audience where they’ll buy anything you promote… Don’t be boring.