Why is it that some great writers do not become good copywriters?
Further: why is it that great print-era copywriters stumble with digital copywriting?
Because: copywriting is fundamentally different from good writing.
I know a few writers with enviable prose and philosophy. When they write, they transport the readers to a new world.
Yet, they suck at marketing themselves, their books.
Part of the problem is inertia. Understandable. But part of it is also a misguided belief system. Belief that marketing is beneath a true writer’s dignity. That, people must drive in droves to buy their book if it were good.
Of course, this happens. Once in a blue moon.
For the rest of us, the line that separates a struggling artist from a well-earning professional is marketing.
I realized I got it all wrong
I once volunteered my writing services to an NGO working on a cause I cared about.
This was after a decade of marketing experience. Yet, the brief association taught me things I missed in my work experience.
The NGO needed funds to finance a wide range of activities. They had a nurture list, comprising people who donated or showed interest in their work.
The task: appeal their nurture list to donate on both a regular and event-specific basis.
Their ask: Write fund-raising messages on WhatsApp.
Not print. Not email. Just WhatsApp.
And, the profile of their nurture list: From NRIs based in the US to people in tier-2 Indian cities and towns.
The moment I started to write the first WhatsApp message, all the traditional marketing wisdom flew off the window.
Long-form content: ❌
Lengthy sentences: ❌
Complex words: ❌
Logical overdose: ❌
Clever punchlines: ❌
Wordplay: ❌
Why is this?
1) The medium:
People typically check WhatsApp on their mobile devices; not a laptop.
The message has to both impress and persuade people in a few lines. The copy must be clean, clear and compact.
2) The target audience:
Commonpeople like simple language. But the elite prefer simplicity too.
The idea, here, is persuade these people to fund NGO’s activities. This is not a place to impress your boss with your writing proficiency.
3) Interest deficit is universal:
People are busy. Unless you make special efforts to be clear, they may skip your message. You need to attract and retain their attention as they juggle with competing priorities.
In my brief association with them, I wrote a few dozen of such messages. I believe these few months accelerated my copywriting journey.
This started me on a journey to study copywriting literature. To find people and their ways they adopt to turn words into wealth. And, I chanced upon Evaldo Albuquerque.
Who is Evaldo Albuquerque?
Almost accidentally, I stumbled upon The 16-Word Sales Letter™ by Evaldo Albuquerque.
And, who is Evaldo?
The book says, “Evaldo is the world’s greatest copywriter you’ve never heard of.”
Why haven’t we heard about him?
“Because while others are self-promoting … heck, while they’re eating, sleeping and relaxing… he’s cranking out the next blockbuster.”
Clearly, they succumbed to the temptation of self-promotion eventually. 🙂
The book’s subtitle says it all: “A proven method of writing multi-million-dollar copy faster than you ever thought possible.” As self-promotional as it goes.
But that’s not our focus. Instead, we analyze if the content is useful for us.
And, yes, it’s as useful as it’s valuable.
Let’s begin with a brief introduction to the author.
It starts with Joe Schriefer, Publisher, Agora Financial, quizzing Evaldo.
“How do you do it?” I asked Evaldo. “Do what?,” he quipped back. “How does a Brazilian man… whose native language is Portuguese… crush every single American copywriter that I’ve ever seen?”
For context, Joe had already worked with 100+ copywriters.
Apparently, a decade ago, Evaldo only knew a few English words like “cat”, “book”, etc. Copywriting was a far cry.
“Yet in 2018 alone he (somehow) managed to bring in more than 100,000 front end customers AND write more than $80,000,000 worth of backend sales copy.”
In short, 6X more revenue than any copywriter.
So What’s the Secret 16-Word Sales Letter™?
“The secret to converting copy is to define the one belief, then answer these ten questions.”
That’s all.
One belief. Ten questions.
That one belief will set the tone of your entire letter. The ten questions will help you add the emotional triggers that will enrich the copy.
This new opportunity is the key to their desire and it’s only attainable through my new mechanism.
Let’s dissect the above mission.
- The New Opportunity
The new opportunity is your unique selling proposition (USP).
- Your Prospect Desire
Your prospect will only desire your opportunity if it helps them feel more “significant, respected, and valued.”
- The New Mechanism
Make them believe ONLY your new mechanism can help them.
Here’s an example of mission statement that Evaldo provides for Subway:
Eating healthy fast food (new opportunity) is the key to losing weight (desire) and it’s attainable only through a diet based on Subway sandwiches (new mechanism).
Now that you’ve articulated the mission, enrich the sales copy with these 10 questions.
- How is this different from everything else I’ve seen?
- What’s in it for me?
- How do I know this is real?
- What’s holding me back?
- Who/What is to Blame?
- Why Now?
- Why should I trust you?
- How does it work?
- How can I get started?
- What do I have to lose?
I highly recommend the book to every digital copywriter.
Still on the fence? Or is listening your thing?
Hear the secrets from the master himself…
PS: I’m seeking a new role. If you’re planning to ramp up your digital copywriting, I can help. In fact, I can help with a wide range of content and product marketing efforts. Check my profile for details on how I can help your marketing organization.
Musings by Madhav 
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