Part of the work I do for clients is to provide them with extensive feedback on blog posts, marketing emails, and web copy. It’s something I’m naturally good at and LOVE doing.
That said, when I’m neck-deep in a launch or up late with the baby the night before (…or, for the week before!), it’s easy to feel like I’ve lost my copywriting mojo.
Over the next two weeks, I’ll share three tips I use to ensure my copy is driving, connected, and effective…even when I’m out of juice.
Let’s dive in.
Pro Tip: Be a copy copycat.
…Just kidding. But admiring the work of others and making it your own is a-okay by me!
I have what I call a swipe file on my computer.
That’s where I store sales copy that gets me excited to buy, emails that leave me wanting more, and social media posts that call me to take immediate action. That way, when I sit down to craft my own copy, I have a folder of inspiration I know I can draw from.
Now, that’s not to say that I copy! There’s a HUGE difference between modeling and copying.
Let me show you what I mean…
Amy Porterfield shared her three most successful launch emails earlier this year. She’s a genius, so I happily borrowed them. Here’s what she wrote:
Today is your final chance to sign up for my new program, Courses That Convert.
If you’ve been planning to join, now is the time! In less than 60 days from now, you could be welcoming a new group of eager students from all over the world into your first profitable online course.
In that moment, it won’t matter that your PayPal account just got flushed with a bigger cash windfall than your freelance work, corporate gig or one-on-one coaching was ever able to provide…
All that will matter in that moment is the self-recognition and knowingness that you finally claimed your responsibility to teach, lead, and empower others in a more leveraged, scalable and profitable way.
I used her copy as a reference point to craft my own. Here it is:
You’ve only got 4 days left to join the fully redesigned and expanded 42-Day Book a Job Challenge. If you’ve been thinking about it, I hope you’ll take the leap.
Because sooner than you think, you could be walking onto a studio lot to play your biggest role to date.
Just imagine it…
Your family and friends will get to see your name (and your awesome acting) on screen. You’ll finally qualify for SAG health insurance, and your agents will be so excited about the progress you’re making.
But all of that won’t really matter.
The only thing that will count in that moment is the pride you’ll feel knowing that you finally moved through the self-doubt or fear or overwhelm in your way to focus like never before and make this booking happen.
See how I took her copy and made it my own?
That’s what I mean by modeling: Letting copy that resonates with you inspire the beginning of something that will resonate with your audience.
The second and more obvious problem with copying is that you’re stealing. And you don’t need me to tell you that just isn’t cool…
In fact, just a few years ago, I came into work to find four new emails from clients warning me that another coach had copied the language from my signature program’s website in her most recent launch.
To be honest, I’m a firm believer in “there’s more than enough to go around.” I don’t like to spend too much time thinking about competition. But when four people write you the same email in just one hour… you get kind of curious.
So, I checked it out. And boy were they right.
The entire page was identical to the sales page of my signature course for actors, The Actors Business Breakthrough. In fact, the only thing that was different was the name of the course. #awkward.
So, I took care of it. And I don’t need to go through the story of how, but through it all, this coach and I became friends. I handled it gracefully, she handled it gracefully; it was all good.
Interestingly enough, the launch where she used my copy was very unsuccessful. But, when she re-launched a few months later using copy she was forced to write from her heart, that launch was a huge success.
People know when your words aren’t your words. It won’t serve you or them to be a copy thief.
But maybe you can be a copy borrower… Let’s see if you can make that happen.
Next week, I’ll share two more awesome copywriting tips, but before then, my challenge to you is to find some copy you love. Swipe it, rewrite it in your words, edit, rewrite again and see how it helps you craft killer copy all your own.
See ya next week!