Copywriting is one of the key elements to business success for any size of business. And whether you’re just starting out as an entrepreneur or have already established some level of success – learning copywriting is essential for taking your venture to the next chapter. But do we still need to learn copywriting since we have AI (artificial intelligence) to do the job? This is a common point of contention for most business owners.
While AI can help make this process easier, faster, and more accurate than ever, we still need the human intellect to provide accurate commands and enrich the outputs through insights, experience, and wisdom.
However, without knowing the framework of copywriting, how else could you give the AI accurate commands to generate the desired results?
By simply relying on basic commands such as “write me this [XXX]” or “compose [ABC] for me” can momentarily work wonders – you will soon notice that the cliche and generic outputs lack the substance, Insight, and wisdom about your industry.
Ultimately you need to learn the art of copywriting in order to create a masterpiece that you are happy with.
And now that we got the AI-copywriting debate out of the way, let’s find out what exactly the copywriting framework is.
What is Copywriting
Copywriting is writing a persuasive or informative script (or Text) that subtly sells your Offer, services, and products to your target market. Think of it as a mini-sales presentation transcribed into words and doing the selling on your behalf.
The key to copywriting is to sell on the emotion but justify their purchase with logic. A good copy is like a virtual salesperson promoting and selling your services (and products) 24/7, 365 days a year, for free.
Here is the framework for good copywriting.
The seven elements of the copywriting framework
Words are powerful tools that can influence people’s behaviour and help businesses significantly grow their revenue when used correctly and consistently. The seven elements below are a collection of principles that will set you up with a solid foundation to execute all your current and future copywriting initiatives. And if you incorporate the framework into the right AI software with the right command prompt, it will dazzle your Copies with flying colours.
Here are the seven elements of an excellent copywriting framework, as follows: –
- Compose a captivating attention-grabbing Headline that focuses on an outcome [or result]
- Use a Storytelling strategy to position your point of difference.
- Propose a Solution/ Offer, and apply the 70/30 principle: 70% emotional, 30% logical.
- Display your Tiered-Pricing model.
- Apply Price/ Value Juxtaposition
- Remove Risk for the buyer, e.g. Money-back guarantee, 14-day trial, Free cancellation, to remove the risk.
- End with a Close, or Call to Action
You can use these seven copywriting elements to write your Copies or audit your copywriter’s (AI or human) output. I have also written an article on each point to elaborate on the seven points in detail. To learn more, click on it above.
Now that you have the seven elements of the copywriting framework, the next step is to write it out.
But in case you decide to outsource this task to either an AI software, content writer, or an actual copywriter, here are three tips to be aware of:-
1. Remember to enhance the A.I generated Copies.
One obvious option is to use Copywriting A.I. software as a content base for the human writer (like yourself), and then make the necessary edits and revisions before posting it online.
With the rise of Copywriting software (A.I) on the internet, there are many affordable subscription plans and even free options (for the time being) like ChatGPT and Google Bard available, making it easier than ever to get your copies written quickly.
However, it’s important to note that while A.I.-generated copies are great for speed and implementation, they may sound generic and cliché, so be sure to enrich them. And if you don’t, and the copy somehow finds its way into your marketing campaign, it can negatively impact your branding.
2. Avoid The Cut and Paste Copies
If you engage copywriters in your niche, beware that some may use the Cut and Paste tactic for your website, Landing Pages, or Ads.
Have you ever come across two identical Facebook ads from two different sellers with nearly the same writing styles, the only difference being the claimed monetary figures? This phenomenon is only noticeable when two competitors target the same audience and uses the copywriters of that Niche (industry).
In the copywriter’s marketplace, a handful of copywriters sell time-tested copies that they had purchased online or developed over time as swipe files, and they sell these template copies to you when you make an order.
While this success template may work well for some industries, it could be a disaster for some business owners. This strategy is only effective if the copywriting style aligns with your business model. If so, you’ll hit the jackpot and score. But if it doesn’t blend well, it will appear outlandish and fail to resonate with your brand.
It’s also essential to be cautious of copywriters who rely too heavily on A.I. to produce templated copies, merely swapping and replacing titles and subheadings to deliver a finished product. Vet your copywriter thoroughly to ensure high-quality, original copy that aligns with your brand’s voice and message.
Therefore, by paying for some copies that sound great in writing but don’t blend well with your brand, you’ve just shot yourself in the foot.
It’s crucial to ensure that the copy you use resonates with your brand’s voice and messaging to avoid backlash on your brand.
3. Use a Professional Copywriter
As obvious as it sounds, not all copywriters are created equal. Professional copywriters take years to cultivate and hone their skills: some took seven years, others ten years plus, and more. People like Gary Halbert were deemed the Godfathers of copywriting; he was a professional copywriter in his days.
However, some learnt copywriting through a three-day online crash course, and there are a few who mastered the art of linguistics.
To know that a good Copywriter can be challenging to find: the great writers are beyond your reach (in fees), and the entry writers are asking for market price. It is tango to find a suitable copywriter.
But if they can bring in sales, why not? The investment will be paid off.
If you want to craft an effective and persuasive sales copy, ensure you review and customise A. I generated documents into readable content. Alternatively, take the time to find a competent copywriter who understands how to tell a story that will position your product as the solution to your customer’s problem. When pitching your Offer, remember the 70/30 principle: make sure that 70% of your Pitch is emotional and 30% is logical. This will help ensure that you speak to both sides of the brain when making your case for why someone should buy from you.
Additionally, be sure to display your tiered pricing model prominently on your page so potential customers can see at a glance what their options are. And finally, don’t forget the call to action! Slap a big button on there telling people precisely what they need to do if they want to buy from you.
By following these tips, you’ll be well on your way to increasing sales and conversion rates on your Copies. Join the Mastermind Group to access these resources. Ignite Mastermind.