We teach best what we most need to learn.
Great quote from Richard Bach and it's precisely what I'm going to do now!
I'm learning how to become a better writer and specifically copywriter. To manifest the lessons I'm learning, I'll share them here in my own words.
How to get people to do what you want them to do
When writing copy, there's always a goal. Let's assume you want people to sign up for your new online course.
How do you get them to do that?
Think of it as a journey from point A (they know nothing about your course) to point B (they badly want to join).
Right now, your audience is at point A. Ask yourself: What do they believe right now? What do they know? What are they doing right now (that isn't working for them)?
You want to get them to point B, the destination. What do you want them to believe? What should they know? What do you want them to do?
(Do everything you can to get clear answers to those questions! The questions seem simple but the answers are not.)
Then you can reverse-engineer your way back. What has to happen between point A and point B to change their beliefs, their knowledge, their actions?
This journey can be written down in one single letter, called a sales letter (or sales page). Often though, it's spread out over several weeks, even month, in emails, social media posts, and other content that the audience consumes.