Hey Passenger!
Quick note: This is not a special edition. I was caught in traffic and deadlines and couldn’t meet our usual Monday rides. My apologies if you waited for the “NOTES” to arrive.
Regardless, thanks to everyone who has shared the notes so far. I am excited about the 50+ passengers who now read my notes. Thank you again!
Also, I shared a FREE Content Planning Template last week. The good news? In 5 days, it won’t be free anymore. Get the template now! 👇🏾
Today, let’s talk about writing a copy that attracts and converts your target audience.
A few minutes read. Enjoy!
Every communication is advertising.
Your ultimate goal is to sell. But how do you attract attention to your service or products? For context, the average person sees about 50 to 400 adverts daily. 89% of those adverts are not remembered. Everything is fighting for your attention – on the streets, TV, radio, social media, and even this newsletter.
Oops! You’re reading this; it means I have your attention.
Good advertising has three things in common.
The more I observe the patterns, the more I realize this is true. It’s all about impact (hook), communication (message/body), and persuasion (call to action). Dave Trott (creative director, copywriter, and author of Predatory Thinking) explained the concept in his video here.
His argument? Most advertising only succeeds at number one and sometimes two. The third is often missing. And this is where you expect them to state what’s in it for the reader.
Three proven persuasion techniques that work.
Social proof: Humans are naturally social. So, when in doubt, we look at others to see what they are doing. For your marketing, leverage testimonials, reviews, and even the number of customers who have bought a particular product or service to make others take action.
Scarcity: We all love what’s exclusive—limited or rare edition. Create a sense of urgency in your message to persuade people to act. Read the subject of today’s note again. I used urgency.
Authority: People tend to believe something if it comes from an authority - an expert in a field or an authority figure. Find and leverage the authority of experts in your field to build trust for your product or service.
PS: It takes hours to draft and create the illustrations for each newsletter. Please share to show your support.
Until next time.
-