Copywriting framework designed just for founders π
A - Attention
B - BIG change
C - "Why should I CARE?"
1 - Solution
2 - "Why YOU?"
3 - Urgency
Know your ABC123βs.
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 ABC123βs.
Here's a quick lesson on each step (with examples):
Startups and creators face bigger hurdles than established co's:
β’ Incumbent competitors
β’ Industry "norms"
β’ Unfamiliarity
You have much more to prove and just SECONDS to do it.
Let's start with getting Attentionπ
β’ Incumbent competitors
β’ Industry "norms"
β’ Unfamiliarity
You have much more to prove and just SECONDS to do it.
Let's start with getting Attentionπ
A - Attention
Here are 3 ways to get eyeballs:
β’ Be Specific - Speak directly to customer
β’ Create FONK - βFear Of Not Knowing." Pique their curiosity.
β’ Evoke Emotion - LOL, WTF, OHH, FINALLY, or YAY!
Great example here:
Here are 3 ways to get eyeballs:
β’ Be Specific - Speak directly to customer
β’ Create FONK - βFear Of Not Knowing." Pique their curiosity.
β’ Evoke Emotion - LOL, WTF, OHH, FINALLY, or YAY!
Great example here:
B - BIG Change
People wonβt 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 wonβt 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 - βWhy should I CARE?β
^ This is the Q every potential customer asks themselves.
As a rule of thumb, people care about
β’ Health
β’ Wealth
β’ Happiness
β’ 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
β’ Health
β’ Wealth
β’ Happiness
β’ Time
They care even more if those things are at risk (i.e., loss aversion)
Great example from @JustinMooretfam:
@justinmooretfam 1 - Solution
βShare benefits, not features.β
^ This is true, but startups attract nerds who also like the nitty gritty feature details.
So share both.
Example from @burbteam:
βShare benefits, not features.β
^ This is true, but startups attract nerds who also like the nitty gritty feature details.
So share both.
Example from @burbteam:
@justinmooretfam @burbteam 2 - βWhy YOU?β
The trust bar is much higher for unknown startups and creators.
Answer this Q in 3 ways:
β’ Mission - Are you in this for the long haul?
β’ Experience - Do you have what it takes?
β’ Social proof - Are you trustworthy?
Example: Ship30for30
The trust bar is much higher for unknown startups and creators.
Answer this Q in 3 ways:
β’ Mission - Are you in this for the long haul?
β’ Experience - Do you have what it takes?
β’ Social proof - Are you trustworthy?
Example: Ship30for30
@justinmooretfam @burbteam 3 - Urgency
Why should customers take action NOW?
3 ways to generate urgency:
β’ Scarcity - Limited time offer, limited tickets, etc.
β’ Off instant payoff - Start now!
β’ Stupidly great offer - Make decision a no-brainer.
Example from @0xFoster: "Start Writing"
Why should customers take action NOW?
3 ways to generate urgency:
β’ Scarcity - Limited time offer, limited tickets, etc.
β’ Off instant payoff - Start now!
β’ 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:
greatfounderswrite.com
I share the rest in my upcoming book, Great Founders Write.
Sign up for my weekly newsletter and read a free chapter:
greatfounderswrite.com
@justinmooretfam @burbteam @0xFoster That's it for now!
Follow me @BenjaminPutano for more stories on writing, book publishing, and entrepreneurship.
If you found this valuable, please RT to share with others π
Follow me @BenjaminPutano for more stories on writing, book publishing, and entrepreneurship.
If you found this valuable, please RT to share with others π
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