First Principles of Copywriting

Alex In My Inbox #114 ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­   Many of the top marketing agencies & freelancers I know [use this]( all-in-one digital marketing software tool.     Hey there, Welcome to Edition 114 of Alex In My Inbox. Alex In My Inbox is a weekly copywriting series where I share interesting, actionable, and hilarious copywriting tips from "Alex". Alex is an anonymous copywriter who shares these tips with me so I can share them with you.  Today, Alex has an email for us that’ll make us better copywriters by giving us a more holistic understanding of how your work impacts businesses.  Let’s see what he’s got.  But first...  I've found that many of the top marketers & freelancers all seem to be using the same platforms long before the rest of the market discovers them.  A good buddy told me a few years back about one such platform for marketing agencies.  Fast-forward to today: It seems that many top marketing agencies are now using that exact platform.  There's something to be said about visionary first adopters.  I imagine you're already using this platform to power your marketing agency, but I figured I'd [link to it]( in case you aren't.  We've been using it at my agency to power everything from landing pages to email marketing to SMS marketing and beyond.  It's been wonderful.  I recently spoke with their team and formed a partnership to offer you a [free 30-day trial.](  They normally only offer a 14-day trial, but luckily, I got you extra free time. Now let's dive into today's edition 👇     Dear Chase, I think I mentioned this in the last edition, but I’m coming up on 4 years as a copywriter. It’s actually kinda crazy to think about. When I first started, all I really knew was how to write well. I was funny. I could make my writing come off pithy and witty. That was my thing. But I understood basically nothing about the process of making someone go from stranger to customer. Once I got that down, my writing got better, I became a better marketer, and I was able to charge a lot more to my clients because I really understood their business better than they did. This may sound a little bit basic to some of the people in your audience, but this is really the most important part of being a marketer. Having a broad understanding of how these businesses actually bring money in. There are two ways that copywriters can provide value to any business: 1) Driving traffic and 2) Converting leads Where does traffic come from?   ⁃   organic social and paid social What can you do as a copywriter to drive more traffic from organic?   ⁃   Writing short form scripts to post on IG, TikTok, YT   ⁃   Writing story blast captions   ⁃   Ghostwriting tweets   ⁃   Cold email scripts For paid?   ⁃   Ad creative scripts   ⁃   Actual ad copy Easy, right? Now once you’ve actually gotten those eyeballs to engage with you, you need to make them wanna buy something. The “conversion” part is where we thrive as copywriters. This is where you’re needed the most. To convert traffic, you’re writing:   ⁃   Sales pages   ⁃   VSLs   ⁃   Emails   ⁃   SMS blasts   ⁃   Community posts (discord, skool, etc) This is make or break for pretty much every business. A good VSL + email sequence can make you go from a 6 figure business to an 8 figure business with no increase in traffic. I’ve seen it happen. I’m not explaining all of this just so you can take notes and abide by it like it’s the Bible. I left out a lot of different ways to drive traffic, and potentially a handful of ways to convert traffic. There are so many different, creative ways to make money for a client that I can’t think of off the top of my head. YOUR job as a copywriter/marketer is to take this idea and run with it. How ELSE could your client generate more leads? Free Facebook group? Direct mail? Door-to-door sales? As a copywriter, you’re not just a robot writer that does what they’re told and submits work on time. Those are the olden days. Now, we think for our clients and work on as much as we can so we can help them print cash. And then we take a percentage. That’s how you make millions as a copywriter. Was this helpful? Lemme know, Chase. Yours truly, Alex. Sent from the airplane wifi (did this email find you well?)     I hope you enjoyed this week's Alex In My Inbox edition. Have a great weekend, Chase    Upcoming Virtual Event:  There are more advertisers than ever scrambling to win customers’ focus.  The secret to standing out from the masses? Tailored landing pages.  But 63% of executives say that providing tailored experiences is a challenge for their business. Are you facing the same issue?  Join Elastic Path's SVP of Marketing, Grant Deken, as he walks through [how to create tailored experiences]( that maximize your marketing spend.  You can register for this [free webinar here.](    P.S. Here are two ways we can work together:   1. If you own/run an ecommerce brand and are looking for a best-in-class email marketing agency, [please fill out this form.]( 2. If you want to grow your LinkedIn following, [here's some info on my LinkedIn Growth Service.](     © 2024 Chase Dimond No longer want to receive these emails? [Unsubscribe](. Chase Dimond 2960 Champion Way #1701 Tustin, CA 92782