Copywriting – Method and Mastery for the Online Entrepreneur

Copywriting is an intriguing art form that eludes many small business owners. But once understood, it can truly refine your focus on the content you should be producing regularly.

Copywriting – What It Is

Neil Patel and Joseph Putnam offer this description in their comprehensive ebook: The Definitive Guide to Copywriting:

  • Copywriting is the art and science of writing copy (words used on web pages, ads, promotional materials, etc.) that sells your product or service and convinces prospective customers to take action. In many ways, it’s like hiring one salesman to reach all of your customers. A sales team contacts customers one at a time; a copywriter reaches all of them at once through billboards, magazine ads, sales letters, blog posts, and more.

Understanding this, you will immediately realize the two things you MUST have a solid grasp on before you begin your copywriting journey:

      1. Know your product catalog inside and out
      2. Know your target audience and what compels them to buy


        Master the Art of Copywriting – see offer below!!

Headlines: The Copywriting End-All/Be-All

The easiest way to entice your reader to stick with you is with, what Digital Marketer calls, your Fantastically Fantastic Headline! So, obviously your headline is also the easiest way to get them to click far, far away or put them to sleep …

Your fantastically fantastic headline can make or break the open-rate of an email, click-through rate of an ad, or sharing rate by fans of an article or blog post.

Think we're over-stating the importance of headlines?

David Ogilvy, widely hailed as the Father of Advertising, put it this way:

“It follows that unless your headline sells your product, you have wasted 90 percent of your money…”

The ultimate goal of any headline is this: get the first sentence read.

Wanna know what the goal of the first sentence is?

Get the second sentence read.

And the second sentence? I bet you can guess.Copywriting

This technique of making each sentence compelling enough that the reader must move on through your copy is known as the slippery slide, so tagged by legendary copywriter, Joseph Sugerman.

In his own words:

“Your readers should be so compelled to read your copy that they cannot stop reading until they read all of it as if sliding down a slippery slide.”

Kinda makes ya wanna obsess over your headlines, doesn't it? Some would recommend spending at least as much time on your headline as you do on the rest of the copy!

What should you be obsessing about, particularly?

Here are a few guidelines for headline crafting. Four to be specific:

  • Make it unique
  • Make it ultra-specific
  • Make it urgent
  • Make it useful

Copywriting and the Art of Persuasion

Put your emphasis on benefits over features.

The features of an automobile would be the steering system, transmission, engine, sound system, etc. You could tick them off of a clinical checklist, couldn't you?

The benefits of an automobile would be the knowledge you are helping the environment with it's great fuel economy, or the comfort of knowing you are transporting your loved ones in a vehicle with a high safety rating. If it's a vanity car, a benefit would be the pride of showing up in all its polished and glamourous-y goodness.

Benefits are all heart.


Why focus on heart?

People buy with their emotions.

They want to be liked. They want to be skinny. They want to be smart. They want their kids in the best schools they can afford. Or the best houses they can afford.

I am not suggesting people are spend-thrifts! We all watch our wallets to one extent or another. But more often than not, what we purchase, we often purchase for reasons of the heart.

Another copywriting point would be to write in specifics. Sounds contrary to the emotions we just talked about, right?

The two actually go hand in hand. Specific terms are more believable (trust is a matter of the heart as well as the mind) than broad, generalized terms. When you use numbers, percentages, ratios, charts and graphs, your copy has more credibility to the reader. They are harder to misrepresent.

And finally, use social proof whenever possible. Leverage those testimonials! Remember the adage: the testimony of two witnesses is true. (A concept taken from the Bible – see Numbers 35:30, Deuteronomy 17:6, 19:15, and John 8:17!)

Sooo ….

If two witnesses are true, how much better 3, 4, … 17 … 99 …

Let others toot your horn for you – as many as you can – and get it in writing, audio, video! 🙂

Copywriter's Tips and Techniques

Before you start working on content, warm up by writing anything:

  • the lyrics to a song
  • a story you heard
  • a poem you know by heart
  • the quick red fox jumps over the lazy dog (remember that from Typing 101?)

… just write anything. It really helps!

Then, when you begin to compose, write quickly, simply, and conversationally. Get thoughts down on that paper or text file. Rearranging and tweaking is much easier than formulating ideas. So throw whatever thoughts you want up on that sometimes intimidating blank canvas, and work your writing finesse later.


Telling a story to prove a point, notably why your offer is worth taking, is a very persuasive copywriting method. The use of devices such as irony, metaphor, imagery and suspense breathes flavor, color, texture and sound to your copy. Storytelling makes your concepts easier to grasp in the reader's mind.

… And heart.

Keep your language simple, and sentences and paragraphs short and concise. Make more use of verbs than adjectives. And after you have edited, polished and proof-read your piece, be sure to have it looked at by another set of sharp eyes.

Master the Art of Copywriting

There are a lot of mediocre copywriters out there. Don't be one of them – your business deserves better!

Click here to learn the secrets of a multi-million dollar copywriting pro

The most persuasive element any copywriter can possibly use is this: convey to your reader that you CARE about them. When you write, always remember why you are writing – It is about THEM, not about you.

Profitably Yours, Joyce M. Anderson

PS: Did you enjoy this piece? If so, please comment below and share the joy 🙂


Leave me a comment below!


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