How to save your copy from “gobbledegook-itis”

I’ve just spent 3+ hours writing the sales page for my flagship course.

It isn’t done yet.

But the copy is coming together nicely (one of the benefits of having built a course specifically about copywriting is that the copy tends to flow rather… smoothly, lol).

But onto the point of this email…

How have I started my sales page?

Actually…

Before we dive into that, let’s first ask a different (but related) question:

What do most sales pages look like?

A long, drawn out slew of text that makes it fucking impossible to work out what the hell you’re even getting.

And I tell you what…

Nothing drives up the wall more than clicking on a sales page and starting to feel early-onset arthritis affecting my right index finger from how many times I’m forced to scroll.

In fact, when I click on a sales page, I only care 3 things:

1. Can I trust this person? (Ie do they have proof to back up the claims they’re about to make)

2. What benefit will I get today by buying?

3. How will they deliver me this benefit?

That’s it.

That is quite literally all I care about.

And since you read my emails every day, I’m going to assume you, like me, don’t have 4+ hours to waste sifting through gobbledegook trying to work out who the fuck this person is and what they’re offering.

And that brings us onto my first point of this mini copywriting lesson/rant…

When in doubt, ask yourself: what would I want to read right now?

Because you can bet your last dollar that if you’re thinking it, fuck tons of people in your audience are also thinking the exact same thing. (They are YOUR audience after all).

And then, back to my original point of this email (it’s getting late here in the UK so need to wrap this one up sharpish):

How have I started my sales page?

Well, here it is:

“Raise your hand if you want me to shut the fuck up and get to the point.

You do?

Good.”

And then I go straight into all the proof which backs up why you can trust me, the results I’ve gotten for myself and my clients, and how I can help you do the same.

Direct.

Zero fluff.

Straight to the point.

Sounds exactly like me, right?

Now…

Am I also going to structure the page to make people aware of the gaping opportunity you have if you can master copywriting as a creator?

Obviously.

I’m not an idiot.

Also…

Would I start my sales page if I was pitching to a cold audience?

Obviously not.

They don’t know me.

But my main point in this email is this:

Your ONLY job as a copywriter is to keep people’s attention.

That is it.

Everything else is secondary.

And the best way to do keep people’s attention?

Spend every single second talking about what they ACTUALLY care about.

Then?

Add a “shock” factor to it so they feel an extra hit of dopamine.

You do that?

You’re good.

Don’t worry.

I’ll be teaching you how to do all this and much much more when I launch.

Stay tuned - I can’t tell you how good this thing is.

Talk soon,

Harry

PS. I got some time tomorrow.

Any issues whatsoever with your content or writing?

Reply “content”, tell me what you’re struggling with and I’ll help you fix it ASAP (genuine offer, I want to help you)