Copywriting Archives - Ericson Ay Mires Copywriting

May 3, 2024 by ericson

The Secret of Powerful Marketing? (2 Must-Have Ingredients)

Good copy and marketing is a mystery to most.

Should I sell more?

Should I focus more on brand personality?

What’s the optimal mix?

It’s not an easy question to answer. And many pull their hair out trying to figure it out.

But the truth is:

Both selling (i.e., direct-response copywriting) AND brand personality are important.

You need direct-response copy for getting that initial sell and quick wins.

But you need brand personality to create a long-term customer. After all, people want to do business with people (and people have personalities, which brands should have as well).

Yet, if all you do is sell to people (even with powerful direct-response copywriting), they won’t form a bond with you. In this case, you sacrifice your customer’s longevity.

(And possibly your business, too)

On the other hand, if your business has a “personality,” as in, something that feels human and has values and emotion, customers will be more likely to stay.

(Just like a person IRL. If they gel with your personality, you want to hang out more. It’s as simple as that)

But “hanging out” with a business doesn’t equal sales.

And consistent sales are the lifeblood of a business. Without it, it shrivels up and dies.

So what do you do?

Simple – combine direct-response copy (i.e., sales) with brand personality.

With both, you can get those quick, upfront wins in the form of clicks and sales. And also get a long-term customer who sticks around because they like your brand personality.

The question then, is a matter of ratio.

How much direct-response copy should I market with?

How much brand personality should I emphasize?

80/20? 50/50?

What’s the “optimal” ratio?

In truth, there’s no perfect number.

What matters is you try to implement both.

But we can break it down to two basic methods:

Alternate between sales and brand content (as in, sell something in one piece of content, then maybe share tips in another), or:
Blend sales with brand content (e.g., share tips in your content but logically link the tips to an offer of yours)

And of course, the secret 3rd option is to combine both methods.

Honestly, I’ve seen all three options work.

You could argue it boils down to the brand personality and just say, “well, let’s just say our brand sells like ‘this’ and call it a day.”

This approach wouldn’t be wrong.

Personally, I use the “blend” approach. It feels more natural and conforms to the direct-response copywriting concept of hiding your promotions as the medium it’s in.

(e.g., if you’re selling something in a newspaper, write the sales piece so it looks like a news article)

Not that the other option is wrong.

In fact, alternating between “sales piece” and “content piece” is convenient for simplicity and clarity. You may have an easier time mapping out your marketing strategy that way as well.

It’s up to you.

So, what’s the final verdict?

Well, I’d say…

Do both. Not just one or the other. Ultimately, as long as you hit both concepts in your marketing, you’ll be okay.

Now, let me show you how I use the “blend” approach.

Right now, I just shared some insight into how marketing can be executed. I’ve demonstrated proof and authority because of it.

This means I can reasonably and logically push my offer. This is how you blend copy with content. They support each other in the same piece, allowing you to “sell without selling.”

Make sense?

Now, let’s finish it off:

If you’d like help with marketing that blends sales-inducing direct-response copywriting with brand personality (especially in an email setting)…

Just hit me up and we’ll get things started asap.

-Ericson

Filed Under: Copywriting, Email Marketing, Marketing

January 29, 2023 by ericson

How to Craft Unforgettable Headlines Using the 4 U’s

One of the most powerful concepts I’ve run across as an AWAI-trained copywriter is the 4 U’s Technique.

It’s a simple but incredibly effective headline-writing method that captures your reader’s attention.

And most importantly, it’s an easy-to-follow formula that you can use today.

How does it work?

Using the 4 U’s Technique, you’ll write Useful, Unique, Urgent, and Ultra-specific Headlines

You should focus on these four elements to create a headline that immediately grabs attention and generates interest.

Here’s how they work:

Useful: Your headlines should be useful to the reader. This means they need to clarify why reading your copy will benefit them. For example, you can use phrases like “Discover How to…”, “Learn the Secret to…” or “Find Out How to…”
Unique: Make sure you don’t parrot the same language everyone else uses. Make your headlines stand out by being unusual and unexpected. For instance, instead of “7 Tips for Better Writing, “try “Turn Your Writing into Pulitzer Prize-Worthy Talent with These 7 Tips.” Or “Solve Your Writing Woes with These 7 Surprising Tips.” This will make your headlines more eye-catching and memorable.
Urgent: People are motivated by urgency, so you should use it in your headlines. Think of ways to hint at the concept of “now” and “immediate solution.” For example, you could use phrases like “In Just 10 Minutes…” or “Learn the Secret to Writing Great Copy in 2 Hours.” Or you could make them feel like time is running out with “Only 5 Days Left to Get This Offer!” and “Hurry – Offer Ends in 24 Hours!” You’ll be able to tap into the reader’s sense of urgency and get them to take action right away.
Ultra-specific: Your headlines should be as specific as possible. If you can include numbers, facts, or dates in your headlines, that’s even better. For instance, you could try something like “Learn How to Make 1 Million Dollars with These 5 Steps” or “5 Habits of Highly Successful Writers in 2020.” Not only will this draw attention, but it will also show that you have something valuable to offer. Plus, details tend to be more credible and trustworthy than pure promises.

Now that you know the 4 U’s Technique, you have to aim to make your headline use at least 3 (but ideally 4) of the U’s. Then, you’ll be able to craft headlines that truly grab attention and make readers want to click on your content… read it top to bottom… and click on those all-important “CTA” buttons.

…And ultimately, get you more sales.

But if that seems like too much work, you can always rely on an AWAI-trained copywriter to craft headlines that will make your content shine. Specifically, I’m talking about me!

Reach out and find out how I can help you make your content stand out. And together, we’ll ensure all your headlines are absolute powerhouses that get you the results (and sales) you want.

-Ericson Ay Mires
Copywriter

Filed Under: Copywriting, Headlines Tagged With: Copywriting, Headline

January 25, 2023 by ericson

Unleash the “Power of One” to Transform Your Email Copy

Are you looking to get your emails noticed and increase conversions?

Studies show that focusing on one powerful idea is the key to writing effective email copy. This is known as the power of one rule and can be a game-changer for your email marketing efforts.

So how does it all work?

The power of one rule dictates that you focus your copy around a single, powerful idea. This will help grab your market’s attention and make them more likely to respond.

A few examples of powerful ideas you can use are:

“Achieve X in 3 Simple Steps;
“Discover How You Can Transform Your Life in Just 30 Days”;
“Learn the Secrets to Financial Freedom Today”.

Then you just need to provide examples and tips that support the single idea you’re pushing. This helps establish credibility and boosts engagement.

For example, with the “Achieve X in 3 simple steps” idea, you would first focus on how you can achieve this in 3 simple steps… then provide examples of how each step works… and then offer proof of success from yourself or others that have tried the 3 steps.

This will embed the message in your readers’ minds, just like in the movie “Inception.” They’ll be entranced by the idea because you reinforced the main idea from multiple angles.

On the flip side, what if you don’t use the power of one rule?

Imagine you get an email and the copy looks like this:

“If you want to achieve X, you’ll need to try Y and Z. Learn some tips here. Also, check out this article to see how others have succeeded with this other related thing. Finally, here’s how to start your journey towards X if you don’t know where to start.”

It’s all over the place and there’s no clear focus. As a result, your readers will get lost and confused – and most likely move on to the next email in their inbox.

But when you focus your copy on one powerful idea and use the power of one rule, you’ll keep your readers engaged and encourage them to take action.

If you want to tap into the power of one for your email copy, then I’m here to help you. As a professional email copywriter, I can create engaging copy that grabs your market’s attention and gets them to take action now.

>> Transform your email copy today!

-Ericson

Filed Under: Copywriting, Email Marketing Tagged With: Email

April 3, 2019 by ericson Leave a Comment

Are you making this common mistake in your self-improvement copy?

There’s one mistake you can easily make in your copy.

And it’s a unique one to the self-improvement niche.

(That means what you sell provides more… motivation… success… productivity… and so on).

And it has do with emotions.

As in – which ones do you emphasize? which ones do you minimize?

Here’s where people get tripped up, because this tends to go opposite of what you’d hear online. And you may even be making this mistake yourself.

What is this mistake? It’s appealing to your prospects “fears.”

Is that confusing? It should be, because appealing to a person’s fears is a powerful method of not only getting attention… but persuading people to do something as well.

But in the self-improvement niche, it could have the opposite effect.

Why? Because self-improvement is all about a different emotion. And it’s the driving force behind all the buying power in this industry.

What’s this powerful emotion?

Hope.

It’s the idea that it’s possible to create change… drastic… permanent change in life.

This market needs to latch onto the idea that there’s a better future out there for them. So you need to infuse your copy with positivity… benefits… and the story of their much improved future.

But if you try to use fear, it’ll be like throwing a bucket of iced water on their burning desire to buy their way to happiness.

Nobody wants that (not even the prospect). So it’s important that you emphasize a positive approach in all your copy.

Now, I’m not saying to completely disregard fear. But it should be wielded carefully. Don’t harp on how terrible their life will continue to be without your product. You can use it to snap their attention in your direction.

But as a whole, you should be creating a positive image for them. You should be instilling a vision of a better future, one that your product can provide them.

-Ericson Ay Mires

P.S. If writing tons of email copy doesn’t fit in with your image of a better future… then drop me a message. We can make your future easier while landing more sales from your emails too.

Filed Under: Copywriting

August 9, 2017 by ericson Leave a Comment

The numero uno secret to writing magnetic copy (and it’s got nothing to do with headlines)

Quick, stop what you’re doing and listen up:

The worst thing a copywriter can do is jump in head strong with his copy and start writing.

Before he writes a lick of copy, he needs to know one thing: his market. What makes them tick. What makes them angry. And what drives them to action. [Read more…]

Filed Under: Copywriting, Research

August 8, 2017 by ericson Leave a Comment

How would an old-school direct marketer write email “headlines” today?

Know John Caples?

He’s the legendary copywriter behind the “They Laughed When I Sat at The Piano But When I Started to Play!” ad.

He was at it before they had the luxury of software that tracks success metrics.

So he had to get it right the first time.

But John was sharp.

Using his engineering eye (yup, he was an engineer before putting pen to paper), he analyzed past advertisements and condensed his findings into reliable direct marketing pearls of knowledge. [Read more…]

Filed Under: Copywriting, Headlines

February 11, 2015 by ericson 4 Comments