I recently wrote a lead generation page that beat my client’s existing control by more than 70%.
The copy — and the principles that drove it — was so effective…
My client tested a similar copy structure on every other lead gen page… for every other offer they had…
… and the new copy beat those controls by a wide margin in almost every case.
These 3 copywriting success principles convert like crazy — and they can work for you, too.
Here’s a brief — and hopefully helpful — overview, just in case you didn’t watch the video:
1) The Lauryn Hill Principle
You may have heard me say this before. You can’t sell anyone something they don’t want… so your copy should “kill them softly with their own song.“
Dig into their pains and problems… fears and frustrations… dreams and desires…
Then show them the answer through your copy and offer.
2) The O.J. Simpson Principle
“If the glove doesn’t fit, you must acquit.”
Claims don’t matter. Hype doesn’t matter. If you don’t prove you’re bringing the real deal to your readers, sales will suffer.
And even if what you’re saying is obvious, I encourage you to PROVE IT ANYWAY.
There are 3 things your copy needs to prove (starting at 5:45 of the video above). Make sure you hit them all for maximum results.
3) The 3-Card Monte Principle
You’re not hustling your readers…
… but you do have to keep them guessing, especially if you’re trying to build a long-lasting relationship where you provide value for a long time and get paid over and over.
Predictable copy only works on the most aware and ready-to-buy-now readers.
Most of your readers need more mystery.
Don’t just blurt out your offer. Use curiosity. Tell stories.
Cool?
Those are the 3 principles. I’m confident if you put them into practice, they’ll give your persuasive efforts a powerful edge.