If I could only choose one skill to use for the rest of my marketing career, it'd definitely be copywriting. Good copy helps you:
- Stand out and cut through the noise
- Build trust and authority
- Connect on a deeper level with your audience
Someone at the top of my list to learn from is Will Hoekenga (Dave & Dan even say he's the best copywriter they've ever worked with). Here's seven tips from Will's recent interview with Dave on writing better copy: Know your customer first If you’re stuck writing, it’s because you haven’t done enough research. When you understand their pain points and goals, the words and ideas will come. Even better – using their own words as the basis of your copy. How to do it:dig into customer interviews, sales calls, and internal data. Don't hide the good stuff Great copy isn’t just about emotions and benefits. Your audience is asking, “Does it do what I need?” Be clear about features, but frame them around why they matter. If they can’t find what they’re looking for, they’ll move on. How to do it:create a grid that matches features to benefits (e.g. the famous Apple slogan “1000 songs in your pocket” vs “1GB of storage”) and use that in your writing. Structure matters more than you think Prioritize what matters most to the customer—don’t bury key benefits under fluff. Make sure your design and copy work together to highlight what’s most important and most likely to matter to your audience. How to do it:spend a few minutes studying visual hierarchy principles – trust me, even basic knowledge here will help your graphics and web pages look 10x better. Use the "CUB Test" for positioning Apply the CUB (Confusing, Unbelievable, Boring) test to your copy. It’s a direct response technique that helps ensure your messaging is clear and compelling. How to do it:Ask yourself these three questions:
- Is the positioning too confusing for the customer?
- Are the claims believable?
- Is it boring or generic?
Focus on specific pain points, not generic promises Instead of just claiming that your product is "easy to use" or "increases efficiency," dig into specifics. Using phrases like "trade in workarounds for a system that just works" connects directly to customer frustrations, making the copy much more relatable – which makes it more powerful. How to do it:listen to customer interviews or conduct your own and specifically look for how customers describe their pain points. Write from there. Embrace the messy first draft Don’t aim for perfection right away. Get the bad version out first—it’s the only way to get to the good stuff. The first draft is just the starting point for iteration, not the finish line. How to do it:Set a timer for 5 minutes and just brain dump without deleting anything. You’ll have something to work off of – and it’ll probably be better than you think. Don't rely solely on copy to communicate Copy doesn’t always need to do all the heavy lifting. Sometimes, a well-placed visual can convey what would take several lines of text. Copy sets the structure, but design enhances the message. How to do it: set up a quick sync or record a loom video of the copy project you’re working on and its goal and send it over to your design partner (if you have one). The best results come from constant collaboration, not a hand-off. I’ll add my own personal tip as an 8th bonus: Read everything you write out loud. Yes, you’ll feel a little weird doing it – but it’s by far the best way to identify clunky sentences, things that feel wrong, and improve your copy. P.S. As always, let me know if you’re interested in the full interview with Will and I’ll send it over to you. Any copy tips you’d add? Would love to know your secrets, too! Just reply to this email – I read (and cherish) every one :) |
