nzff.net // copywriting snippets: a collection of short thoughts on copywriting

Promise, proof, cost: three components to effective copy

One way to come up with effective copy is to think about it in three components: promise, proof, cost.

• Promise: What are you selling? Without a promise, there's no compelling reason to buy.
• Proof: Why should the customer believe you? Without proof, the promise is meaningless.
• Cost: How much will it cost in time and money? The consumer already starts by paying you with their time.

Most copy doesn't promise anything, isn't believable, and sometimes doesn't even contain the product's price. It's not surprising that people hate advertising.

A product description isn't a reason to buy

Copy that merely makes claims rarely connects with customers because every product claims to be faster, easier, simpler, performant, and next-generation. Grandiose statements say nothing and erode credibility.

Instead of describing the product from your perspective, think about the customer's view: if they buy, what will change for them?

Compelling copywriting promises change

If I buy what you're selling, what will be different? If nothing will be different, why should I spend my time or money?

All successful products involve change for the customer, and the most enticing promises are about transformative change. (For example, weight loss products and their copy promise a changed life. Unsurprisingly, this pitch is effective.)