Day 17: The Copywriter Underground

DISCLAIMER (READ THIS FIRST):

THIS IS NOT A LEGITIMATE ADVERTISEMENT, NOR SHOULD IT BE TAKEN AS SUCH. I AM NOT AFFILIATED WITH THE COMPANY IN ANY WAY. DO NOT MAKE A PURCHASE DECISION BASED ON THE INFORMATION YOU SEE ON THIS PAGE.


I spent longer on today’s letter than I have on most. But that’s because it was another one for a copywriting course I’m part of. That means it was equal parts terrifying and fun to write.

Product

I wrote about The Copywriter Underground. A copywriting course I purchased a few months ago that’s been a huge motivator for me to start taking my career more seriously.

Who is the Customer?

The customer is a copywriter who’s been writing for awhile but knows he/she is capable of more.

They’re “getting by” but they know they could do more, they’re just not sure which direction to take.

Customer Level of Awareness

The customer is solution-aware. They likely know that there are copywriting courses that can help them achieve their goals, but they’re probably unaware of The Copywriter Underground.

That said, I probably didn’t do a great job of appealing to that level of awareness. I think the letter as it reads currently is best suited for a problem-aware reader.

Big Idea + Rationale

The big idea is that succeeding as a copywriter depends on doing the right work — even when you’re afraid. But — it’s hard to know what the right work is if you’re not a successful copywriter.

Big Promise + Rationale

The big promise is that The Copywriter Underground gives copywriters the resources and support they need to work on the right things and join “The Six Figure Club.”

Lessons Learned

I’m learning that writing for more aware audiences is tough. I really like elaborating on the problem in a sales letter, but for more aware audiences, that’s not as necessary, and it’s been a challenge for me to shorten those sections.

I really like writing more personality-driven copy. All the paragraph asides in this one were a blast to write.

Beyond that — bullets are hard. Making features sound fun and elaborating on benefits requires deep thought, and it’s not as simple as throwing some words on the page.

That’s something I need to work on.

Robert Lucas