How To Write Ads, Reports, Blog Posts And Scripts That SELL

The Pareto Principle states that 20% of content online gets 80% of the views. 

That’s what they teach in business school. And it couldn’t be further from the truth. 

It’s more like 5% of content gets 95% of views. 

You know why? 

Because most of the content is B-O-R-I-N-G. 

Repetitive. Cliché. Dry as your tongue when you wake up with an unprecedented hangover.

So here’s what you do to get your content into that epic 5% instead of being in the forgotten 95%. 

The secret to creating content that SELLS (without being annoying, sleazy and salesy.)  

First step is simple. We need to stop writing like a kid who’s in middle school. Inject some dynamite into our copy. 

Best way to do it? 

Write like you are having a conversation with a good friend. Keep it casual, keep it real. Like I’m doing right here. 

Write like you’re laying on the beach, shooting the breeze, talking to another human being. 

That means a lot of short punchy sentences. Every once in a while a sentence can go on for longer, like this one but most will be short and quick to the point. 

Break up those endless hamburger sized paragraphs. 

Nobody has time for that! 

We need to make it EASY to read, easy to skim through. 

Using Razor Sharp Hooks That Grab Your Reader And Don’t Let Go

There’s no two ways about it, you’ve got to hook your reader AND keep them in that position. 

Make it impossible to put your stuff down. Get them to read that first sentence and then the next…and the next… until they get to the end, gasping for air. 

So let’s not do any of this: 

“We’re really good at what we do and the competition is bad and we’ve been in business for 20 years and we really care about you as a customer.” 

That stuff is weaker than a newborn baby. 

It’s what your competitors are saying. It’s predictable. But worst of all? 

It’s B-O-R-I-N-G and boring doesn’t pay bills in content land. 

When people first land on your article they’re not ready to commit yet. They’re just browsing the menu, seeing if anything catches their eye. 

It’s up to you to use your headlines and subheads and paragraphs to SELL them on the idea of sticking around and reading more. 

Again, it’s the exact thing I’m doing here. Subheads that reveal parts of the story and that hit the key points. 

But here’s the real secret sauce: 

You need to make it all about THEM. 

The reader. Make THEM the star of the show. 

Not trying to hurt your feelings but nobody really cares about us. Everyone cares about themselves. 

Only when they believe and understand that you’re trying to actually help them are they ready to hear your story. 

So keep it laser focused on how reading your stuff will help THEM out.  

Skip the nonsense while writing 

Last thing I want to cover. 

Don’t dance around their skepticism and objections like some green haired first year college student afraid to offend anyone by not including every single pronoun on the planet in his social media bio. 

Address possible objections and issues head on. 

Remember this quote by the OG of advertising: 

“The consumer is not a moron. She’s your wife” - David Ogilvy

Call out what they are probably thinking and then defuse it with logic, empathy and cold hard facts. Just be real, be yourself. 

I wanted to talk about CTA (Call To Action) as well but that really deserves its own article. So we’ll cover that in a future installment. 

For Now - take what you’ve learned and let’s get to work! 

Talk soon, 

Tyler 

P.S. If you’d like me to help you out with this, or write your stuff, or help you write better…That’s possible! 

Get in touch with our agency today. If we’re a good fit I will personally take a look at your company and marketing, come up with a strategy of what I’d do differently and discuss it with you in depth on a call. Or if you’d prefer we can set up a meeting in person. 

No Cost, No Obligation. 

If you want to work together I’ll tell you exactly how that works, if you don’t that’s fine too. 

No hard selling, no pressure, no annoying sales tactics. 

Sounds good? Then feel free to fill out this form HERE