Direct Response Copywriter on ... Copy for Kajabi

I’m a direct response copywriter and I use Kajabi as the platform for my online copywriting training course: The Aspen School of Copywriting.

As such, I regularly attend the Kajabi “Meet Ups” where people who use Kajabi get together online to talk about specific subjects.

I very much enjoy these virtual “Meet Ups.” It’s fun to meet new people, albeit through a computer screen.

People have some great products. I'm really impressed. They are also excellent at driving traffic. I get a lot of questions about copy because I’m a direct response copywriter. People on the Kajabi platform don’t seem to know a lot about copy but they WANT to know more.

So … in this blog, I’m happy to provide Kajabi users with some thoughts about powerful copy. These thoughts, of course, apply if you’re not on Kajabi but you’re selling some type of information product online … and you want to know more about copy.

Let’s get started.

Your copy is your salesperson. It must motivate potential customers to try what you offer. It’s not supposed to be creative, clever, funny, or award-winning. People don’t buy from clowns and they're not interested in your creative approach.

Tell the truth. There’s a group of copywriters who believe it’s perfectly OK to say pretty much anything to make the sale. Don't emulate these copywriters. Many of them have got into serious trouble. Tell the truth with intense clarity and put the truth in the best possible light.

When writing copy, imagine you’re having a conversation with someone who wants what your product/course provides. During this conversation, your goal is to motivate them to try your product or service. How would that conversation go?

Your headline is the advertisement for the advertisement. Use the John Caples formula.

Curiosity + Self-Interest = Compelling Appeal

80% of your copy should be informational … providing your prospect with information that will help them. 20% can be sales copy.

Here’s a great saying: “The more you tell, the more you sell.” Your copy should be long, provided it’s relevant. The copy for my sales page is 15,000 words and I’m trying to make it longer. Plus I provide 4 hours of video.

You want direct response copy, not branding copy. There's a huge difference.

Proof is your best friend. Proof overcomes skepticism. Skepticism is your biggest enemy.

Apply direct response copywriting techniques to every part of your sales funnel … emails … display ads … sales pages … everything.

Your prospect is asking this crucial question: “what’s in it for me?” Build your copy around the answer to this question.

Want some direction? Look at your competitors but don't plagiarize. Look at the copy that motivated YOU to try a product or service.

Copy can be long. But keep sentences short. Write at a 7th grade level.

Use the words “you” and “your” often.

If you can write decently, you can write some good copy relatively quickly. But it takes years to come close to mastering copy.

Write about your credentials but don't boast.

Fortunately, many of the world’s most accomplished direct response copywriters have written books about copy.

Here’s a link to my reviews of some of these books.

Great copy can help you sell more of your product … at higher price points.

The most seriously successful marketers understand the power of copy and happily pay vast sums to engage the top direct response copywriters.

Your copy can be the difference between “doing OK” and earning vast amounts of money.

There aren’t many copywriters who can write direct response copy at a high level. You won’t find them on sites like Upwork and Fiverr. You’ll get cheap copy on those sites but you’ll get copy that will not convert readers into buyers.

If you want to see my sales page for my product, click here. It’s a good example of long-form copy.

If you want to discover more about me, click here.

Great copy has the correct structure. AIDA is one structure.

A = Attention. I = Interest. D = Desire A = Action.

What is great copy? Copy that generates revenue.

Your sales page does not have to be beautiful. Your prospects don’t care about beautiful. They care about themselves and what they want and how you can help them reach their goals or solve a problem.

My blog on this site provides a lot of free information about copy and direct marketing. Dig in.

Tell your prospect, with intense clarity, PRECISELY what they will receive for their money.

Also … provide them with the features of your product but also provide them with the corresponding benefits.

Tell your prospect, with intense clarity, the steps you want them to take in order to gain access to your product.

One of my least favorite sayings is “a picture is worth 1,000 words.” If that were the case, then every advertisement would be just a series of photos. Photos are proof elements and should be carefully chosen.

I hope you enjoyed these copy thoughts. Feel free to ask some questions or you can contact me here.