Writing Effective Marketing Copy

Stop writing cold emails that sound like your website. “Real-time analytics to help you move faster.” “Seamless integrations to streamline your workflow.” Buyers don’t hate cold email because it’s cold. They hate it because it’s boring and meaningless. They hate it because the copy is full of generic features and promises of saving time and money. Especially when 100% of your competitors are making the same promises. So how do you stand out? Write your sales copy like a top-performing seller, not a marketer. Skip past features and advantages to BENEFITS. Tell the reader why it matters TO THEM. When writing sales copy, I use the FABs Framework to keep asking why the reader should GAF until I find something to talk about that is problem, not product-centric. It's a very easy 3-step process that you can start using today: Feature → What the product is Advantage → Why that’s useful Benefit → What outcomes it helps the buyer achieve Buyers don’t care about features until they believe those features solve a problem that matters. 📌 How do you pivot from product to problem-centric language? ✨ Enjoyed this post? Make sure to hit FOLLOW for daily posts about B2B sales, leadership, entrepreneurship and mindset.

Most sales calls start with this credibility killer. "So... tell me about your business." Instant amateur hour. Here's what prospects are thinking: "Great. Another vendor who did zero homework and wants me to do their job for them." Elite reps flip the script. They open with proof, not questions: "Hey Will, great to chat. When we spoke last week, you mentioned X challenge. We've actually worked with companies just like yours (Company A, Company B, and Company C) helping them achieve [specific result]." Boom! Instant credibility. You're not just another vendor fishing for problems. You're a specialist who works with businesses like theirs. Then the seamless transition: "So what I want to do today is dive deep into your situation, make some recommendations, and discuss next steps. Sound fair?" Notice what happened: → Referenced past conversation (shows you listen) → Added social proof (shows you deliver results) → Set clear agenda (shows you're professional) → Got permission to proceed (shows respect) All in 30 seconds. Most reps spend 30 minutes trying to build the credibility you just established in 30 seconds. Stop begging for respect. Start earning it from sentence one. — Hey! Want to learn how I use Sales Nav in 2025 (with AI)? Go here, I walk you through it step by step: https://lnkd.in/gtE-FWax

“Show them that you know them.” It’s a phrase we’ve all heard. Sales books, blogs, trainings....But let’s be honest. What does that actually mean? In B2B sales, it’s often misinterpreted as: “Show the prospect that you’ve done your research.” Which leads to... “Hi Prospect, I saw you’ve been hiring, launched a new product, brought in a new CEO...” Prospect: “Yes, we have.” Cue crickets. Here’s the truth I’ve learned after 17 years in Sales: → Prospects don’t want you to know them. Damn, they don't even want to talk to you. ✅ They want you to understand them. There’s a difference. They don’t need a recap of their About Us page. They want to feel like you’ve tried to piece together what might be going on in their world—and you’re coming to them with humble, intelligent assumptions. Let me explain it another way (warning: I love analogies, even if they’re awful). There was a time my my son dumped four different puzzles into one bag. 240 pieces. Paw Patrol chaos. We lost the box with the pictures. So I had to manually rebuild the puzzle, starting with the obvious bits—the character faces. With the main areas complete...only then could we fill in the rest. That’s your job in sales. Bring the edges. Bring the character faces. Start the picture. Then let the prospect complete it with you. Use language like: “It seems like…” “I believe that…” “I might be off here, but could it be…” And you’ll hear: “Yeah, that’s right.” “Not quite, but I see where you’re going.” “You’re on the right page…” That’s the magic. 📌 You earn credibility not by parroting facts, but by demonstrating thoughtful understanding. 📌 You build trust by being curious and collaborative—not performative. So next time you’re prepping for a call, ask yourself: Am I showing I know them… or showing I understand them? That’s what earns you the next conversation—and the deal. --- shoutout to #samsales Consulting who are fighting the good fight. Ps. To those of you getting heartburn, I started writing about this topic in 2021 😉

Stop blaming your domains. Start fixing your copy Yesterday inside Cold Email office hours I sat down with Malak Bardor and Omair Masood Their outreach had solid bones But the copy? Full of friction We tore down their real campaigns One aimed at hiring engineers, the other at landing clients and rebuilt them live Here’s what changed 👇 🔥 1. Fluff → Firepower Polite openers got replaced with pain driven hooks “Ever deal with overnight coverage gaps that stall deadlines?” Real, Relatable, Relevant 🔥 2. Buzzwords → Benefits “Top-tier LATAM devs” cool but so what? We reframed it into actual wins ➤ Faster handoffs ➤ Fewer escalations ➤ US hours = revenue velocity 🔥 3. Combative → Consultative Malak’s email originally slammed offshore teams We shifted the tone from diss track → discussion ➤ Educational ➤ Comparison driven ➤ Insight, not judgment 🔥 4. Weak CTA → Soft CTA “Interested in learning more?” = dead end We rewrote the ask into low pressure curiosity “Want me to send a quick comparison sheet?” 🔥 5. Omair’s SDR Pitch We cut the self-deprecating fluff and added credibility Instead of clever one-liners, we led with proof “Consistently beat pipeline targets at Weaveworks” Confidence > cleverness 🔥 6–8. Plus… ✔ Cut filler lines that slow readers ✔ Added credibility with past wins ✔ Built trust by focusing on their world, not yours That’s what happens inside The Outbound Underground Live sessions Real reps Emails fixed on the spot 💥 Want your cold emails reviewed live? Drop a ✉️ in the comments or DM me “email” and I’ll get you a seat at the next Cold Email office hours #coldemail #outboundsales #sdr #salescoaching #salesdevelopment #salescopywriting #theoutboundunderground

What Parenting Twins Taught Me About Writing Copy That Grabs Attention POV: It’s 7 AM. One twin’s crying over socks. The other just dumped cereal on the floor. Coffee? Still untouched. Parenting twins is the ultimate communication boot camp. If I can hold their attention (and sanity), writing engaging copy is a breeze. Here are 8 copywriting tricks inspired by navigating twin dad chaos—with a side of wisdom from legends like Ogilvy and Halbert. 1. Trust Comes from Credibility If I tell my kids, “We’re going to the park,” and then drag them to the grocery store instead? Trust = gone. Your audience feels the same. Research. Know your stuff. Show up as reliable. Because if you break their trust, they won’t stick around. 2. Interest Sparks Engagement Parenting hack: You don’t get them to pick up toys by saying, “Clean up.” You say, “Let’s see who can clean up faster—ready, set, go!” Your copy needs that same energy. Truth sells, but only when it’s fascinating. Make your words fun, bold, and irresistible. 3. Your Personality Is the Secret Sauce Parenting is messy, chaotic, and sometimes hilarious. And that’s what makes it relatable. In copy, don’t hide your quirks. Be YOU. Personality isn’t just memorable; it’s magnetic. People don’t connect with robots—they connect with real, flawed, funny humans. 4. Your Headline Should Scream Clarity Imagine this: “Breakfast!” versus “Pancakes with extra syrup, ready now!” Guess which one gets their attention? Headlines matter—80% of readers decide whether to keep scrolling based on your headline. Use the 4 U’s: Urgent, Unique, Useful, Ultra-Specific. 5. Beauty Lies in Simplicity “Go put on your shoes” is better than “Locate your footwear and adorn your feet.” Keep it clear. Write for the chimp (thanks, Eugene Schwartz). Simplicity isn’t dumbing it down—it’s making it accessible. 6. Leverage Your Audience’s Needs Want happy twins? Always have snacks. Want happy readers? Give them what they’re hungry for. Whether it’s solutions, entertainment, or inspiration, tailor your content to their cravings. 7. Make Your Copy Skimmable My twins skim every plate of food before deciding what’s worth eating. Readers do the same with content. Use: - Headlines - Bullet points - Short paragraphs - A mix of fonts or formats Make it digestible. Nobody wants a wall of text. 8. Learn the Rules—Then Break Them Parenting isn’t about strict rule-following. It’s about adapting on the fly. The same goes for copywriting. Speak your audience’s language. Break rules when it makes your message sharper, clearer, and more engaging. Bottom line: Parenting twins is wild, unpredictable, and full of lessons. And one of the biggest? If you can make a toddler listen, you can make anyone listen. What’s one “copywriting rule” you’ve learned from real life? Drop it in the comments—I’d love to hear your stories!

Your audience is smarter than you think I once read a SaaS landing page that explained what a calendar was. Not the product. A calendar. By the third sentence, I had already lost trust. That’s the trap so many companies fall into. But here’s the truth. Your audience is: - Intelligent - Busy - Already exposed to a hundred pitches They know when you are filling space instead of saying something useful. And the second they feel talked down to, you lose them. The copy that works takes a different approach. It: 1. Respects the reader’s context 2. Speaks to what they actually care about 3. Makes them feel understood instead of lectured If you want your copy to resonate, try this checklist: 1. Lead with insight, not fluff 2. Talk about real challenges, not surface-level symptoms 3. Use specifics because vague always fades away 4. Edit for clarity, not cleverness Prospects do not need to be convinced. They need to feel understood. So write as if you are speaking to someone smart across the table. Because you are.

Selling Isn’t Hard. You’re Just Overthinking It. 2.5 years ago, I watched a friend’s startup flop. He had a great product, solid pricing, even ads running on every platform. But here’s the thing—his website? It was absolutely boring… His copy sounded like it was written by a robot. It was all “We’re the leading solution for…” and “Our product offers unparalleled features…” You know what happened? People scrolled right past. No one cared. So, I stepped in. I rewrote his copy to actually speak to people. Instead of “leading solution,” I wrote, “Imagine never stressing over this again.” Instead of listing features, I told a story about how his product solved a real problem for someone like them. And guess what? His sales shot up. Same product, same ads—different words. That’s the power of copywriting. Are You Using Words the Right Way? Do they hit an emotional nerve? Do they make people want to act? If not, here’s how you fix it. ✅ Use words that nudge, not shove. ✅ Speak with people, not at them. ✅ Share stories that make them think, “That’s me!” Let’s break it down. 1️⃣ Words That Trigger Action A client of mine was selling online workshops. Her emails? Crickets. She kept saying things like, “Register today” or “Sign up now.” Meh. So, we added this: “Spots are filling fast—grab yours before it’s gone.” Suddenly, people started clicking. Why? FOMO. Fear of Missing Out. “Buy Now” isn’t just a phrase. It’s a gentle nudge that taps into urgency and scarcity. 2️⃣ Speak Like You’re in Their Head Ever read something and thought, “That’s exactly how I feel”? That’s the goal. One time, I worked with a fitness coach whose copy was all “We’ll help you reach your fitness goals.” Blah. Everyone says that. I changed it to: “Tired of feeling stuck every Monday? Let’s fix that—for good.” It worked because it felt personal, like a friend who gets it. That’s the secret. 3️⃣ Facts Don’t Sell. Stories Do. One of my favorite campaigns was for a skincare brand. Instead of shouting, “We have 5-star reviews!” we shared a customer story: “Emma had tried everything for her acne. Nothing worked—until she found this. Three weeks later, her confidence came back. She even stopped wearing foundation.” That’s what made people buy. Stories make products relatable. Stats don’t. 4️⃣ Scarcity Without the Sleaze Remember when concert tickets would sell out in minutes? That’s scarcity at work. For a small e-commerce brand, I wrote: “Only 5 left in stock. We don’t restock often.” Sales spiked. Why? Because people don’t want to miss out. But here’s the trick: Be honest. Fake scarcity smells like desperation. Whether it’s benefits, features, or steps—stick to three. Anything else is overkill. So, if your copy isn’t selling, maybe it’s not the product. Maybe your words just aren’t doing their job. Fix that, and you’ll see the magic. P.S. Need a hand? I’m right here. DM me if you need help with content writing or copywriting. #copywriting #marketing

Research isn’t enough Too many marketers spend days collecting the best research only to never use it again. It sits in a doc, unstructured and overwhelming, while they struggle to write. That’s why a Pre-Copy Brief is essential A Pre-Copy Brief takes all your raw research and condenses it into the top 20% of the information you'll need to write. Here’s how we do it Step 1: Gather Core Research Before you start trimming and organizing, collect everything you’ll need. We'll often look at: • Past Proven Assets – Any winning ads, pages, and creatives • Legal Restrictions – Compliance we need to follow • Product Information – Features, benefits, and differentiators • Proof Points – Testimonials, studies, endorsements • Customer Insights – Reviews, post-purchase surveys, ad comments • Founder Story & Brand Background – Any credibility elements • Market Research – Competitor positioning, pain points, trends Step 2: The 80/20 Rule Once you’ve gathered all the research, don’t just dump it into a doc. Instead, filter your findings and keep only the most important info. • You don’t need every customer testimonial, just the most persuasive ones • You don’t need every feature, just the ones that directly impact sales Keep the strongest info and cut the rest Step 3: Organize the Pre-Copy Brief Your Pre-Copy Brief should be clean, structured, and easy to reference. Here’s a format we use: a) Most Important Links • Links to past research, landing pages, testimonials exports • Swipe file of similar advertorials for inspiration b) Product Pitch • 1-3 sentence elevator pitch summarizing the product’s value c) Unique Mechanism of Solution (UMS) & Unique Mechanism of Problem (UMP) • UMP: What’s the hidden reason most people struggle with this problem? • UMS: What’s the unique reason this product actually solves it? d) Main Benefits & Features • Prioritized list of the strongest benefits and features e) Common Objections • What objections might prospects have and how do we counter those objections? f) Biggest Proof Points • Social proof, authority markers, and credibility boosters • Testimonials, endorsements, case studies, stats -- Use your Pre-Copy Brief as a cheat sheet when writing your copy. It can literally save you days

I’ve earned a little over $1.2M as a freelance copywriter since 2020. I made it happen by mastering 3 simple writing processes: 1) Research 2) The PAS Framework 3) Revision. If you can nail these 3 steps of your writing process, you’ll out-earn every marketer you know. Here’s how: → Research Very few copywriters give this the attention it deserves. You need to know everything you possibly can about the person reading your content. What are their motivations? How old are they? Who do they follow on social? What’s their lifestyle? What’s their income? Dig as much as you can. This doesn’t just make it easier for you to write—it makes your copy way more effective. → PAS (Problem–Agitation–Solution) This framework has been driving advertising since the 1800’s. There’s a reason for that. Don’t try to reinvent the wheel. Your copy must follow this framework or it won’t sell. Identify the problem your audience is facing. You’ll know, because you did the research. Call it out plainly in your copy. Agitate it. Make the pain point severe for your reader. Use words that invoke visuals. Present a solution. How does the product solve the problem you just agitated? Again—this has been working for 100s of years. Get creative with it, but make sure your copy follows PAS. → Revision This one is the most tedious. It’s also the most important. Spend more time revising than you do writing. When you’ve finished writing, step away from your content. Let it breathe. Then review from the POV of your audience with 1 question in mind: “Do I still give a f***?” Your copy needs to be engaging from start to finish. If it’s not, your audience won’t finish reading it (let alone convert).  You’ll notice things in revision that you won’t see while writing. Don’t skip. These 3 concepts are simple but powerful. I owe a lot of money to whoever created them. Master them, and you’ll ship incredibly valuable copy. What would you add?

In the 1990s, a copywriter mailed this sales letter 600M+ times. And it was an absolute money-printing machine. His secret? Attaching real money to letters. Meet Gary Halbert: • Built a 700-person copywriting empire • His sales letters made $1,000,000,000+ • His "Boron Letters" are mandatory reading for marketers everywhere But Gary's famous Dollar Bill Letter wasn't just a clever gimmick. It was a masterclass in direct response marketing. So this week I spent several hours breaking it down. These were my 7 biggest takeaways: 1/ To get attention, break the pattern It's never been harder to get people's attention. But at the same time, most marketers don't think outside the box. Which is a HUGE opportunity. So if you can find a way to break people's pattern, you'll win. Just like Gary did with his Dollar Bill sales letter. 2/ Leverage reciprocity Giving something valuable first makes people more likely to respond. So by attaching a dollar bill to his sales letters, Gary created an immediate feeling of obligation. When someone gives you something, your natural instinct is to give back. So always offer genuine value before asking for anything. 3/ Write like you're talking to a friend Halbert's copy had zero corporate jargon or marketing fluff. When you read his letters, you feel like you're just having a real conversation with him. And that's one of the big reasons why they were so engaging. So if you want to write better copy, stop trying to sound all smart and fancy. Instead, write like you speak. Read your copy out loud—if it sounds unnatural, rewrite it. 4/ Make the problem feel real This might sound obvious but it's worth saying it again: If readers don't feel the problem, they won't take action. That's why Gary always spent significant space agitating the pain points before introducing his solution. Don't rush to the solution. People only take action when the pain of staying the same is greater than the pain of changing. 5/ Show absolute confidence Putting a real dollar in every letter showed Halbert's absolute belief in his offer. In a very subtle way, it said: "I'm so confident this works, I'm literally paying you to read this." Find ways to reduce or eliminate risk. Offer guarantees that show you're willing to bet on yourself. 6/ Don't half-ass your PSs Many people skim the content & only read the PS section. But Gary always made his PSs count. You can use your PS to: • Add a bonus • Share more social proof • Handle other objections • Remind readers of the key promise 7/ Give 1 clear next step The easier it is to take action, the higher the conversions. Which is Gary *never* confused readers with multiple options. And why his CTAs were so clear and specific. So, always look for ways to reduce friction. And make it stupid simple for people to take the next step. And that's it! Now, your turn: Which of these takeaways was your favorite? Let me know in the comments.