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 seconds 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 functional to phenomenal — and how to recognize when it's time to call in the pros.

1. 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 varied 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 just sheer joy, paint a picture so vivid that your audience can't help but want to live in it.

2. 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, and use their words. When your copy speaks directly to their experiences in their language, your brand becomes 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.

3. Contrast Is Your Best Friend

Here’s something that doesn’t get talked about enough: Using contrast to make your point. This approach is about vividly painting the "before" and "after" scenarios of using your product or service. Take it further and contrast your offer with the common pitfalls of typical solutions. Not only does this highlight your advantages, but it also frames your offering in a context that’s too compelling to ignore.

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? Because 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 the reader's imagination and emotions, making the benefits of switching to your product or service both clear and desirable.

4. 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, vanish 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 ensures you get the feedback — and payment — you deserve on time, every time. No more chasing, no more endless revisions without direction.”

This story isn’t just relatable; it’s a shared experience. It stirs up past frustrations and immediately aligns our product as the solution, promising a future where these common pains are a thing of the past.

By using narratives like this, the copy does more than sell; it empathizes. It acknowledges the 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 not just a sales pitch, but a call to a better way of doing things.

Need a second set of (expert) eyes on your marketing copy? Book a Copy Audit with me!

5. 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 vast, 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’ve got the audience’s full attention. 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 aspirational desires of the audience, making the course not just an educational investment but a dream-realization tool. By homing in on one major idea, your copy gently guides your audience toward a clear, compelling action. It’s not just about simplifying the message; it’s about amplifying the impact. Make it clear, make it focused, and make it big!

Knowing When to Go Pro

Let's keep it one 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 can not only turn around compelling copy quickly, they can also plop down their overflowing bag of psychological tricks, tested strategies and a fresh perspective that can transform your marketing from bland to buzzy almost — and sometimes literally — overnight.

If you’re finding your copywriting efforts aren’t packing the punch you expected, consider a VIP Day with your favorite seasoned copywriter. It’s not just an expense, it’s an investment in accelerated growth and polished, professional communication that helps grow your business.

The Bottom Line

Great copy is essential for successful marketing, and mastering it can feel like holding the keys to the kingdom Lambo. But knowing when to seek professional help can be just as crucial as any strategy you try to execute on your own. Here’s to writing copy that not only sells but really reflects the heart of what you do, and here’s to knowing when it’s time to level up with a professional!