Guerrilla Copywriting Selections, Part 4

In an earlier part of this century, I produced an audiobook with my late friend and mentor Jay Conrad Levinson, author of the bestselling Guerrilla Marketing series. It was called “Guerrilla Copywriting.” I’m sad to say Jay’s no longer with us, and neither is the audiobook. It’s out of print. So I’m free to share my half of the material. This is the fourth and final installment of the tips. I’ve expanded them and added some examples to make them easier to grasp. Before, with the audiobook, you had a whirlwind tour of copywriting rules and techniques. Today, we slowed down the train down a little bit so you can take a look around and think about how you can use these in your own sales copy, landing pages and TikTok videos. But here’s something you’ll never find on a TikTok video: Copy is powerful. You’re responsible for how you use what you hear on this podcast. Most of the time, common sense is all you need. But if you make extreme claims... and/or if you’re writing copy for offers in highly regulated industries like health, finance, and business opportunity... you may want to get a legal review after you write and before you start using your copy. My larger clients do this all the time. Of course, that may change if someone sees this as a TikTok Copywriters Podcast “Copy is Powerful” challenge. But that’s not what I was hoping for. Now today we had some interesting techniques you can use, as well as super-important reminders, because even subscribers to Copywriters Podcast can get so caught up in their offers that occasionally they don’t give fundamentals the attention they deserve. We talked about a way to use stories that most people never do: to anticipate and eliminate objections, before they ever come up. We also covered: • The two jobs really great copy has • Why you should never just “sell a product” • Every prospect’s secret last name • Why you should always build up the value of your offer to the max Besides that, we talked about two writing techniques most people don’t know about: First, starting sentences with Seducer Words, and second, the enormous power of Hypnotic Stems.
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