Simple Tricks Top Copywriters Use To Sell More

Writing persuasive copy is simple – but not always easy.

The most persuasive techniques usually are the ones that are simplest. Here are three simple tricks the top copywriters know will help them sell more (of whatever they're selling)…

  1. Know your prospects. This means doing your homework, and knowing the audience you're writing to (and selling to) inside out. You must know, at the very least their FFA's (fears, frustrations, and aspirations). If you know those three things, you have some powerful mojo at your disposal.
  2. Speak the language of your audience. If you are writing to golfers, for instance, you absolutely must not call the instruments of play anything other than clubs. Referring to “ball striking sticks” will earn your copy a quick trip to the trashcan. I know the example is ridiculous, but I see copywriters making mistakes equally as ridiculous all the time. Just sayin'.
  3. Know your product. Again, a seemingly obvious point, yet one of the most frequently violated principles of writing persuasive copy. The more you know about your product, the more persuasively you will be able to communicate about it. Newbie copywriters would do well to study the greats, particularly Eugene Schwartz, who often read a book four (or more) times, and had 100 pages of notes written in his own hand, when he finally sat down to write the copy that would sell the book.

As I said, simple. Not necessarily easy.

Ray Edwards is a world-renowned copywriter and communications strategist, writing for some of the most powerful voices in leadership and business including New York Times bestselling authors Jack Canfield and Mark Victor Hansen (Chicken Soup for the Soul) and Tony Robbins. Ray is a sought-after speaker and author, hosts a popular weekly podcast, and blogs at

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  • I won’t consider them tricks but strategies. Everything you mentioned is standard among copywriters yet some neglect or forget about these principles. How can you write for the right audience when you didn’t even review the product in the first place? LOL

    P.S. The best copywriters are not skilled writers but the ones who perform in depth research.

    Claude Hopkins would beat on “split testing” any clever copywriters (a century ago) because his research skills and passion were reflected in the copy. Something that was missing from the “skilled” writers.

    • Ah, but marry skill and talent with testing – and you have real power.

      Not to mention the fact that the biggest breakthrough ideas were more often than not flashes of inspiration and NOT the result of incremental testing and improvement (the Macintosh, Twitter and the iPad come to mind).

  • I think your comment about “simple just not easy” pretty much says it. It’s easier to determine techniques that work in a field you’re intimately familiar with, and consider your own FFA’s, along with others you’ve heard, and then frame the language around it. Or…research, research, research.