Keep it stupid-simple (sometimes)

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Looking back at some of my older copy that crushed, and some of my newer stuff that’s still killing it I think it’s safe to say that “good” or rather effective DR copy is nothing more than just telling them exactly what the offer is and helping them justify applying it to their life.

Granted, I’m very big on storytelling and getting super immersed in the world of whatever I’m selling so I can invite their customers to experience that same awesome, inclusive mental experience I’m having when gassing it up in my mind to write it…

But honestly, most of the time you don’t need to. Especially with eCommerce.

Most people are just making it harder than it needs to be by trying to take people who are waiting to buy on a journey they don’t have time or interest in being on.

The most effective copy I’ve ever written, in a nutshell, has been:
This is what I have
This is why you need it
This is where you can get it

All the world-building and story-telling aspects are for brand-building and not as often for actively selling.

Sure, you can and oftentimes lean into that brand-building and world-building in order to get people interested and keep others immersed

It’s just not always necessary to get them to take the action you want them to take. Sometimes you only need to focus on getting the click.