COPY IPSUM


Write a value-based CTA

COPY IPSUM


Write a value-based CTA

COPY IPSUM


Write a value-based CTA

First, you hook the target reader with a strong and relatable headline that grabs attention. And clarifies the BIG IDEA behind the brand.

First, you hook the target reader with a strong and relatable headline that grabs attention. And clarifies the BIG IDEA behind the brand.

First, you hook the target reader with a strong and relatable headline that grabs attention. And clarifies the BIG IDEA behind the brand.

For example, you may be selling a eco-friendly paints, but the big idea is: “Most paints release pollutants during the drying process. This one literally eats pollutants and purifies indoor space.” Then use the sub-headline to expand a little more the claim you’ve made in your headline and to show how you’ll deliver the promised benefit.

Write a value-based CTA

(e.g instead of saying “Shop our colors” say “Pick a shade you won’t want to repaint next year”

  • Don't say "Eco-friendly & premium A+paint".

    Say "Safe for kids, pets and immediate sleeping"

    Don't say "Eco-friendly & premium A+paint".

    Say "Safe for kids, pets and immediate sleeping"

  • -

  • Don't say "Cureated 50 colors".

    Say "We vetoed 400 ugly shades so you can pick

    from 50 carefully chosen colors"

    Don't say "Cureated 50 colors".

    Say "We vetoed 400 ugly shades so you can pick

    from 50 carefully chosen colors"

  • -

  • Don't say "Easy to test in your home with our sample

    stickers. Say Try 5 colors without ruining your wall."

    Don't say "Easy to test in your home with our sample

    stickers. Say Try 5 colors without ruining your wall."

  • -

  • -

  • Don't say "Eco-friendly & premium A+paint".

    Say "Safe for kids, pets and immediate sleeping"

  • -

  • Don't say "Cureated 50 colors".

    Say "We vetoed 400 ugly shades so you can pick

    from 50 carefully chosen colors"

  • -

  • Don't say "Easy to test in your home with our sample

    stickers. Say Try 5 colors without ruining your wall."

  • -

  • -

Next, clarify the problem you're solving.

Because you want readers to keep reading your copy. And the best way to keep readers interested is to write copy that appeals to their self-interest. So add a lil more fuego to the pain behind the brand promise dramatized in the headline. Write from the consumer’s perspective. Avoid jargon. Write with your ears, use the same language your target audience uses. And position your product or your brand as the obvious antidote to whatever problem the consumer is trying to solve.

Next, clarify the problem you're solving.

Because you want readers to keep reading your copy. And the best way to keep readers interested is to write copy that appeals to their self-interest. So add a lil more fuego to the pain behind the brand promise dramatized in the headline. Write from the consumer’s perspective. Avoid jargon. Write with your ears, use the same language your target audience uses. And position your product or your brand as the obvious antidote to whatever problem the consumer is trying to solve.

  • Instead of saying "Ethically Sourced"

    say Every ingredient traced to one named

    farm, not a continent.

  • -

  • Instead of saying "Dermatologist Approved"

    say "Tested on 200 real faces before it touched yours."

  • -

  • -

  • Don't say "Vegan Ingredients".

    Say Zero animal products. Not 'mostly.' Zero."

  • -

  • Instead of saying "Ethically Sourced"

    say Every ingredient traced to one named

    farm, not a continent.

  • -

  • Instead of saying "Dermatologist Approved"

    say "Tested on 200 real faces before it touched yours."

  • -

  • -

  • Don't say "Vegan Ingredients".

    Say Zero animal products. Not 'mostly.' Zero."

  • -

Highlight the #1 tangible benefit of using your product

Find the single benefit your customer would pay for even if everything else about your product stayed exactly the same. That's the one. So say it loud. And be specific and convince the reader why your product delivers the promised benefit.

Highlight the #1 tangible benefit of using your product

Find the single benefit your customer would pay for even if everything else about your product stayed exactly the same. That's the one. So say it loud. And be specific and convince the reader why your product delivers the promised benefit.

Give the reader a second good reason to buy your product.

"Saves you time" is a vague claim. But "Saves you 10 hours a week" is a fact someone can check. The truth is, your second benefit isn't here to impress. It's here to survive scrutiny.

So use cold, specific, hard product facts, but communicate them in a in a relatable way. For example, When Porsche says "The car that Car and Driver tested from 0 to 60 in 4.6 seconds" that’s 10 times more effective than saying “Porsche 911 is the fastest car in the World”.

Give the reader a second good reason to buy your product.

"Saves you time" is a vague claim. But "Saves you 10 hours a week" is a fact someone can check. The truth is, your second benefit isn't here to impress. It's here to survive scrutiny.

So use cold, specific, hard product facts, but communicate them in a in a relatable way. For example, When Porsche says "The car that Car and Driver tested from 0 to 60 in 4.6 seconds" that’s 10 times more effective than saying “Porsche 911 is the fastest car in the World”.

Show why your product is remarkable and what your readers can do with it.

Don't sell the method. Sell the moment. For example, if you're selling freeze-dried healthy snacks, Freeze-dried is a process. The thing is, your customer doesn't care how you made it. But they care more about what it means for them. So say "Versatile enough as a guilt-free snack. Sophisticated enough to impress friends at dinner parties."

Notice what that line does. It never mentions freeze-drying once. Instead, it shows you two different lives the product fits into: the solo 4pm snack and the dinner party where you're not embarrassed to put it on the table. That's the trick. Go find the feature. Then find the two moments it changes. And say those instead.

Show why your product is remarkable and what your readers can do with it.

Don't sell the method. Sell the moment. For example, if you're selling freeze-dried healthy snacks, Freeze-dried is a process. The thing is, your customer doesn't care how you made it. But they care more about what it means for them. So say "Versatile enough as a guilt-free snack. Sophisticated enough to impress friends at dinner parties."

Notice what that line does. It never mentions freeze-drying once. Instead, it shows you two different lives the product fits into: the solo 4pm snack and the dinner party where you're not embarrassed to put it on the table. That's the trick. Go find the feature. Then find the two moments it changes. And say those instead.

"We'd tried three agencies before him. He was the first one who made our support inbox go quiet."
- This is a placeholder for client testimonials. Write yours this specific, or don't bother.



PREV

NEXT

Sarah Mitchell

4.9

"We'd tried three agencies before him. He was the first one who made our support inbox go quiet."
- This is a placeholder for client testimonials. Write yours this specific, or don't bother.



PREV

NEXT

Sarah Mitchell

4.9

"We'd tried three agencies before him. He was the first one who made our support inbox go quiet."
- This is a placeholder for client testimonials. Write yours this specific, or don't bother.



PREV

NEXT

Sarah Mitchell

4.9

Finally, you remind the reader what's in it for them it for them if they buy your product.

For example, if you're hosting a themed Virtual 5K race this is the moment you remind the reader what exactly does their registration include.

Most FAQ sections are vague questions with vaguer answers ("How does shipping work?" → "We ship quickly and reliably!").

A good FAQ answers classic what if questions that are popping in the reader's head:



Got questions?

Got questions?

Got questions?

What if they send me cheap crap from Ali Express?

What if this website isn't legit and I'm just being scammed by some random dude in Russia?

What if I give them my credit card details and they're stolen because... this website isn't safe enough and one day it might get hacked by the Chinese Mafia?

What happens if my package gets lost between somewhere and nowhere?

- What if we book the Hotel, travel so many hours and it turns out they aren’t dog-friendly… and when we arrive and check-in at the hotel they see us (and our dog) and ask us to leave?

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