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Copywriting framework designed just for founders 👇
A - Attention
B - BIG change
C - "Why should I CARE?"
1 - Solution
2 - "Why YOU?"
3 - Urgency
Know your ABC123’s.
Here's a quick lesson on each step (with examples):
A - Attention
B - BIG change
C - "Why should I CARE?"
1 - Solution
2 - "Why YOU?"
3 - Urgency
Know your ABC123’s.
Here's a quick lesson on each step (with examples):
Startups and creators face bigger hurdles than established co's:
• Incumbent competitors
• Industry "norms"
• Unfamiliarity
You have much more to prove and just SECONDS to do it.
Let's start with getting Attention👇
• Incumbent competitors
• Industry "norms"
• Unfamiliarity
You have much more to prove and just SECONDS to do it.
Let's start with getting Attention👇
A - Attention
Here are 3 ways to get eyeballs:
• Be Specific - Speak directly to customer
• Create FONK - “Fear Of Not Knowing." Pique their curiosity.
• Evoke Emotion - LOL, WTF, OHH, FINALLY, or YAY!
Great example here:
Here are 3 ways to get eyeballs:
• Be Specific - Speak directly to customer
• Create FONK - “Fear Of Not Knowing." Pique their curiosity.
• Evoke Emotion - LOL, WTF, OHH, FINALLY, or YAY!
Great example here:
B - BIG Change
People won’t try something new unless they have to.
Something BIG needs to change in their life. What is it?
Example: A NEW world of travel
People won’t try something new unless they have to.
Something BIG needs to change in their life. What is it?
Example: A NEW world of travel
C - “Why should I CARE?”
^ This is the Q every potential customer asks themselves.
As a rule of thumb, people care about
• Health
• Wealth
• Happiness
• Time
They care even more if those things are at risk (i.e., loss aversion)
Great example from @JustinMooretfam:
^ This is the Q every potential customer asks themselves.
As a rule of thumb, people care about
• Health
• Wealth
• Happiness
• Time
They care even more if those things are at risk (i.e., loss aversion)
Great example from @JustinMooretfam:
@justinmooretfam 1 - Solution
“Share benefits, not features.”
^ This is true, but startups attract nerds who also like the nitty gritty feature details.
So share both.
Example from @burbteam:
“Share benefits, not features.”
^ This is true, but startups attract nerds who also like the nitty gritty feature details.
So share both.
Example from @burbteam:
@justinmooretfam @burbteam 2 - “Why YOU?”
The trust bar is much higher for unknown startups and creators.
Answer this Q in 3 ways:
• Mission - Are you in this for the long haul?
• Experience - Do you have what it takes?
• Social proof - Are you trustworthy?
Example: Ship30for30
The trust bar is much higher for unknown startups and creators.
Answer this Q in 3 ways:
• Mission - Are you in this for the long haul?
• Experience - Do you have what it takes?
• Social proof - Are you trustworthy?
Example: Ship30for30
@justinmooretfam @burbteam 3 - Urgency
Why should customers take action NOW?
3 ways to generate urgency:
• Scarcity - Limited time offer, limited tickets, etc.
• Off instant payoff - Start now!
• Stupidly great offer - Make decision a no-brainer.
Example from @0xFoster: "Start Writing"
Why should customers take action NOW?
3 ways to generate urgency:
• Scarcity - Limited time offer, limited tickets, etc.
• Off instant payoff - Start now!
• Stupidly great offer - Make decision a no-brainer.
Example from @0xFoster: "Start Writing"
@justinmooretfam @burbteam @0xFoster Copywriting = Leverage.
One great piece of writing can do the job of a hundred salespeople.
Founders: Use this framework everywhere customers find your words:
1. Websites/landing pages
2. Marketing content
3. Social media bio
4. Sales emails
5. Paid ads
One great piece of writing can do the job of a hundred salespeople.
Founders: Use this framework everywhere customers find your words:
1. Websites/landing pages
2. Marketing content
3. Social media bio
4. Sales emails
5. Paid ads
@justinmooretfam @burbteam @0xFoster Copywriting is one of many tools founders need in their writing toolbox.
I share the rest in my upcoming book, Great Founders Write.
Sign up for my weekly newsletter and read a free chapter:
www.greatfounderswrite.com
I share the rest in my upcoming book, Great Founders Write.
Sign up for my weekly newsletter and read a free chapter:
www.greatfounderswrite.com
@justinmooretfam @burbteam @0xFoster That's it for now!
Follow me @BenjaminPutano for more stories on writing, book publishing, and entrepreneurship.
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Follow me @BenjaminPutano for more stories on writing, book publishing, and entrepreneurship.
If you found this valuable, please RT to share with others 🙏
