The Solopreneur’s Guide to Writing Copy That Actually Sells
The words you use in your marketing are often the first (and sometimes only) interaction prospective clients and customers have with your brand. And — no pressure! — but you’ve got just a few milliseconds to hook them so they want to keep reading.
Writing copy that not only grabs attention but also convinces people to take action is more art than science. So here’s how to elevate your copywriting from “I’m inspired” to “I’m ready to buy!” — and how to recognize when it's time to call in the pros.
Forget Features, Sell the Sunset
Stop selling your product or service. Yes, you read that right. Stop talking about features — like the number of course modules, the brush’s shape, the 24/7 support — and start selling the benefits. Instead of “Gym membership includes access to all classes”, say something like “Find the perfect class to fit your schedule and preferences, from yoga to spin, and enjoy a dynamic workout routine that keeps you motivated and engaged.”
Start selling the feeling your audience wants. Tap into their desires and make sure you deeply understand the way they want to feel after investing in what you offer. Sell the beautiful, breathtaking sunset; the dreamy outcome your product or service can lead to. Whether it's time saved, headaches avoided, or whatever else, paint a picture so vivid your audience can't help but want to live in it.
Speak Their Secret Language
Every audience has a secret language — a way they talk when they think no one else is listening. Whether it's moms sharing potty training woes or gamers debating gear, there's lingo and pain points familiar only to them. And you need to learn to speak it. Dive deep. Engage in forums, read comments on relevant posts, use their words. When your copy speaks directly to their experiences in their language, your brand becomes more like an insider. Reddit is an unmatched source for this kind of research. Type in what your audience is searching for and add “Reddit.” Thank me later.
Contrast Is Your Best Friend
Here’s something that doesn’t get talked about enough: Contrast is magical for making your point. Contrast lets you vividly paint the "before" and "after" scenarios of your product or service. It’s powerful for showing how their life can change with your offer. Take it even further and contrast your offer with the common pitfalls of typical solutions. That way you’re highlight your advantages, but also framing what you offer in a compelling way.
One quick note: I’m aware that ChatGPT and its robot brothers have essentially ruined contrast framing by constantly leaning on “it’s not X, it’s Y.”
Here’s an example: Let’s say you offer eco-friendly cleaning products.
Before: Think about the harsh chemical smells that linger after cleaning, irritating your nose and harming the environment.
After: Now imagine using all-natural cleaners that leave your space not only spotless but also filled with a calming natural fragrance.
Contrast with Typical Solutions: Unlike typical cleaners that use harsh chemicals and contribute to environmental degradation, our products are made with ingredients that are gentle on the earth and safe for your family, providing an effective clean without the guilt.
It works, right? You’ve seen this a million times. Because instead of just saying how great your all-natural cleaning products are, you’re guiding them to think about something they don’t like and want to avoid. Using contrast in your copy not only clarifies the value proposition but makes it resonate on an emotional level. You’re highlighting the transformation from what it is to what it could be, effectively engaging your reader's imagination, making the benefits of switching to your product or service super clear.
Empathy: The Not-So-Secret Sauce
Empathy might sound like a buzzword. Ok, actually it actually is a buzzword. (It sits next to “authenticity” at the buzzword lunch table.) But great copy really is about making your audience feel seen and heard. It’s about creating a narrative that resonates so deeply they feel like you're speaking directly to them. When you share a story that mirrors their own struggles, you transform your copy from words on a page to a meaningful conversation.
Imagine you’re a freelance graphic designer. You’ve spent countless nights tweaking designs, only to have clients continually change their minds or — worse — go dark when it’s time to pay. Super frustrating, right? Now, let’s pretend I’m selling a client management software specifically designed for freelancers. Here’s how I might demonstrate empathy:
“Remember that time you chased a client for two months just to get feedback on a logo? Or when you had to redo a design seven times because “it just wasn’t hitting right”? We know because we’ve been there too. That’s why we created [Product Name] — a tool that not only helps you manage projects more smoothly but enables you to get the feedback — and payment — you deserve on time, every time. No more chasing, no more endless revisions without direction.”
This blurb is relatable, but it also stirs up past frustrations and immediately positions the product as the perfect solution, promising a future where freelancer hassles don’t exist.
Creating narratives like this does more than sell; it empathizes. It acknowledges unique challenges your audience is facing, showing not just understanding but also a shared vision. An emotional connection builds trust and makes the subsequent call-to-action feel natural instead of a weird pivot.
The Power of One
When you’re writing marketing copy, less can be so much more. Think of your copy like a spotlight in a dark theater. If you point it everywhere, the audience squints, confused and overwhelmed. But focus it on one actor, or in this case, one big idea, and you create an obvoius focal point. That’s showbiz, babyyy!
Let’s say you’re promoting an online writing course. The course covers everything from grammar to publishing. Instead of diluting the message by listing every module (yawn), pinpoint the most transformative benefit: writing a novel. Now, walk with me…
"Imagine if six months from now, you could be holding a draft of your novel. In my course “Novel in Six Months” we laser-focus on transforming you from aspiring writer to author. Each lesson is a stepping stone from the blank page to 'The End.' If you've ever dreamed of seeing your name on a book cover, let’s make it happen."
This kind of focused approach taps into the aspirations of the audience, effectively making the course a dream-realization tool. By homing in on one major idea, your copy gently guides your audience toward a compelling action. It simplifies the message but it also amplifies the impact. Make it clear, make it focused, and make it big!
Knowing When to Go Pro
Let's keep it a hundred: Time is your most precious commodity. You might love to DIY, but the truth is that sometimes the smartest move is to invest in professional copywriting. If you find yourself spending more time trying to perfect your sales page than actually selling, or if your emails are met with crickets instead of clicks, it might be time to hand over the reins.
Professional copywriters create professional-grade copy (obvs), but they also plop down their overflowing bag of tricks, strategies and fresh perspectives that transform your marketing from “meh” to “take my money” almost — and sometimes literally — overnight.
If you’re finding your copywriting efforts aren’t packing the punch you expected, consider booking some time with your favorite seasoned copywriter (wink, wink).