10 Copy MUSTS for 2025

It’s the day before the day of the night before Christmas as we put this on the air, and a very unknown year looms ahead. One thing for sure, no matter what happens: The market will be more unforgiving in 2025 than it was in 2024. Why? It’s simple. Competition keeps growing. So does impatience among almost all consumers, and mistrust among many of them. What this means to you, as a copywriter, is now more than ever, you can’t afford to do a half-assed job on your copy. Sounds pretty bleak and terrifying, I know. But wait? What’s that whooshing sound? It’s Copywriters Podcast to the rescue! You see, we’ve put together 10 absolute “musts” for your copy to give it the tippy-top chance of converting to a sale. And we’re going to share all of them today on the show, and even in the show notes so you won’t forget anything. Here are the 10 MUSTS: 1. Remember your copy is about your prospect and how your product will improve their life. It’s not about you, your business, or your product. 2. Make a list of the biggest objections, starting with the strongest and most common. Make sure your copy answers every one of the objections. 3. Write drunk, edit sober. Don’t literally get drunk. Just go wild when you write. Put all your passion and intensity into it, and dial it back when you edit. 4. Sell results, not the process it takes to get the results. You can explain the process briefly later on, but focus on the results for the prospect. That’s what they’re buying. 5. Use the word “you” and at least twice as much as the words “me,” “my” “us” “ours” and your company and product name. We have two ears and one mouth for a reason. 6. Close all your loops. If you mention a problem, solve it. If you make a claim, prove it. Loose ends that don’t get tied up lead to sales that don’t get closed. 7. Use people in your copy. Don’t say, “helps build muscle.” say, “Helped Bob pack on 10 pounds of muscle.” 8. Use proof early and often. Right away if you can. People are skeptical and proof helps them relax so they can feel good about buying. 9. Use lots of white space. One sentence paragraphs sometimes. Maybe all the time. Make it easy to read. 10. Write your headline last. Sometimes you don’t really know what your copy’s about until you’ve written it. You’ll have a better headline if you know what it’s leading to before you write it.
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