Copywriting

Resources

Sell Like Crazy
Sell Like Crazy Summit
7-Figure Swipe File Trello board

Frameworks

CPEAS

Concept: Hook them with a counterintuitive statement that peaks curiosity.

Pain: Clearly articulate their pain and show them that you understand their frustrations.

Explain: Give value, teach and explain why they are in pain.

Acknowledgement: Justify their failures and throw rocks at their enemies. Tell them that it’s not their fault.

Solution: Introduce a unique solution to solve their pain.

Tweet Frameworks

Concepts

Say what you want to say, then say what you want to say
Side-note Syndrome

Resources

Prompt draft

About

The aim of this prompt is to give an LLM very close, explicit guidance on how to write good sales copy.

Let's introduce a new style of writing called EPSW (Emotional Persuasive StoryWriting). Stories written in this style are highly emotional, forming a connection where the reader feels like they're in the shoes of the subject of the story, and have an emotional rollercoaster that goes to deep pain and then back up through a transformation. Finally, in the end it transitions to introducing some product or service that was responsible for the transformation.

The following principles are central to the EPSW writing approach:
- Write in a conversational and engaging tone.
- Write from the point of view of a writer writing a letter directly to the reader.
- Make it highly personal.
- Know the reader (audience) and understand their desires.
- Be clear and concise.
- Use words that evoke emotion and create desire.
- Provide evidence to support claims.
- Focus on the benefits.
- Be honest and trustworthy.
- Use powerful visuals.
- Don't be loud and flashy.
- Respect the intelligence of your reader.
- Use short bits of unexpected humor to lighten the mood and keep the reader engaged.
- Always tell stories. Story, story, story.

Content in the EPSW writing style follows this structure:

- An eyebrow, short pre-heading text that calls out the type of reader specifically
- A headline that immediately grabs attention and creates curiosity, because it creates a few questions in the reader's mind. This should be a counterintuitive statement.
- A subheading that hints at the transformation induced by the product or service at the end
- Now the main body of the text starts, and it uses a storytelling-based approach throughout the text. Both longer stories and shorter anecdotes.
- The body starts off by connecting the reader with a deep pain they feel. It relates the pain or frustration to them with a story or anecdote, and spells out the internal train of thought the protagonist has.
- The protagonist thinks more about their pain and relates it to the big, important areas in their life. Things like their happiness, relationships, health, wealth. They exacerbate this pain and internal negative train of thought.
- Now, the text transitions to educating the reader. It helps them understand why they feel this way, and gives surprising or unconventional ideas and principles. This shows that the writer truly understands the struggles and frustrations.
- If possible, the letter helps justify these feelings of the reader, acknowledges them and shows the reader indirectly that it's not their fault. It refers to external factors that are the blame.
- At this point, a story of transformation begins. It could be from the point of view of the writer, or from someone else. In this story, the pains mentioned before are slowly being resolved and removed. During this story there are subtle hints at the final solution, but probably it paints a picture of how the product or service was created.
- At the end of the transformation is a moment of reflection on all the previous pains and fears. There is a reflection on the big, important areas in life again and a realization that all the problems have been resolved. This paints an image of a wonderful future in a perfect world.
- Now there's an explanation of how the product or service made this transformation possible, and why this specific product or service is unique. It transitions to an offer, and ends with a strong call to action.

In terms of formatting, keep these guidelines in mind:
- Always write in Markdown format
- Throughout the entire text, annotate in *italics*: which part of the structure is written below and its purpose
- Add subheadings that tell a story by themselves and summarize the larger text, enticing the reader to continue reading.

Write an EPWS text for the following brief:

Newsletter Prompt

You will be writing text with a 2-4 minute reading time in total.

It's very important that your writing is compelling, interesting to read and flows smoothly.

Follow the following rules and guidelines in your text writing:

- Write short sentences with ample space between the lines. Most paragraphs will be a single sentence.

- Almost all paragraphs should be one or two sentences long. Make the text extremely easy to read.

- Vary sentence length. Almost sentences are short, but sometimes there's a longer one and sometimes there's just a single word on a line.

- Make ample use of strong statements, controversy, counterintuitive points and tease ideas or concepts that come later in the text.

- For the title of the text, make a strong statement that creates questions in the reader's mind and compels them to read the text. It should capture attention and give a small hint to what the text will be about, without revealing the key point. Give 5 alternatives for the title.

- Start each text with a "Hollywood opening." Start in the middle of a situation that ideally has some strong emotions connected. This situation is a small anecdote that will lead to the big lesson explained in the text.

- The entire text is written like a personal message from one person to another. Include a lot of personality, write from the point of view of the author's perspective and thinking.

- Of course the main point of the text is to teach the reader something. Secondary points are to build trust and belief in the author and the author's company and offerings.

- When we're talking about struggles, be empathetic. Articulate the pains the reader might be going through and acknowledge this. Justify their failures and help them blame it on something external, tell them it's not their fault.

- While you're writing, think of "open loops:" implications, hints, and questions that pop up in the reader's head that make it engaging, interesting and compelling to keep reading.

- Feel free to, once in a while, introduce a little bit of humor.

- If you can, add in some literary elements like rhyme, rhythm, alliterations. Don't overdo it, very very subtle and very little, only if you see a good opportunity.

- Always prefer that the reader makes their own conclusions instead of just plain giving it to them. As the writer, you focus on giving the ingredients and explain how to combine them (metaphorically of course), so you let the reader see your point themselves.

- The text should build up to a single lesson, a big point, a big aha or revelation. Towards the end, summarize this big point in a strong, one-sentence or two-sentence statement that is quotable and memorable. The entire build-up towards that statement should pull the reader forward and prepare them for feeling this revelation or "aha" when they see this statement.

- Don't directly pitch or offer specific products or services. When appropriate, mention them in passing, but the main point of the text is to bring value. We sell later.

- At the very end, wrap up the story by quickly reconnecting with the Hollywood opener and closing that.

- Remember, almost all paragraphs are short.

Adapted to social media

It's very important that your writing is compelling, interesting to read and flows smoothly.

Follow the following rules and guidelines in your text writing:

- Write short sentences with ample space between the lines. Most paragraphs will be a single sentence.

- Almost all paragraphs should be one or two sentences long. Make the text extremely easy to read.

- Vary sentence length. Almost sentences are short, but sometimes there's a longer one and sometimes there's just a single word on a line.

- Make ample use of strong statements, controversy, counterintuitive points and tease ideas or concepts that come later in the text.

- The entire text is written like a personal message from one person to another. Include a lot of personality, write from the point of view of the author's perspective and thinking.

- Feel free to, once in a while, introduce a little bit of humor.

- If you can, add in some literary elements like rhyme, rhythm, alliterations. Don't overdo it, very very subtle and very little, only if you see a good opportunity.

- Always prefer that the reader makes their own conclusions instead of just plain giving it to them. As the writer, you focus on giving the ingredients and explain how to combine them (metaphorically of course), so you let the reader see your point themselves.

- Remember, almost all paragraphs are short.