Lucas Edholm - Fierce Copywriting for Sales: How to Write Insanely Effective Copy and Improve Your Digital Marketing and Sales Skills

Lucas Edholm

Fierce Copywriting for Sales

How to Write Insanely Effective Copy and Improve Your Digital Marketing and Sales Skills

Copyright 2022 by Lucas Edholm

All rights reserved. No part of this publication may be reproduced, stored or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise without written permission from the publisher. It is illegal to copy this book, post it to a website, or distribute it by any other means without permission.

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If you tell your parents that you just bought a book on copywriting, they will probably think that it has something to do with intellectual property and legal rights. Like many other people, they would confuse copywriting with copyrighting. While the terms look and sound similar, there is a massive difference between the two.

Copywriting is the act of writing text with the goal of advertising or other forms of marketing. The product, called copy, is written content that aims to increase brand awareness and ultimately persuade a person or group to take a specific action.

Copyrighting is the exclusive right to license, make copies, and otherwise exploit a literary, musical, or artistic work, whether printed, audio, video, etc.

As you can see (and probably already knew when you decided to buy this book), they are two completely different things. But clearing up this common mistake gave us an excellent excuse to offer a precise definition of copywriting.

And why would you want to learn to copywrite? First, you will acquire a precious skill in todays market that can land you a lucrative job in almost no time. But most importantly, if you already have a product or service to sell, writing a compelling copy will allow you to create an automated money-generating machine that does the heavy lifting for you. In a sense, your copy is your online salesperson. It works 24 hours a day, seven days a week, without supervision.

Every (good) website you have ever visited, every Facebook ad you have seen, and every piece of advertisement you have stumbled upon in a newspaper or magazine has been written by a copywriter. In fact, copywriting is an almost $50 BILLION a year industry where you will find massive demand and relatively little competition. Not to mention that the fees that copywriters ask for are constantly going up at a ridiculous rate. If you become good at writing copy, you can even choose the path of becoming a freelancer instead of using it as a means to sell your products or services. You can easily rake in 6 figures and above a year while being your boss, choosing your clients, and living the digital nomad lifestyle. You can write your copy while sipping a cocktail on a beach somewhere in Thailand.

People invest tens of thousands of dollars and many years of their lives to go to college and get a degree just to get a secure job. Being a copywriter is a career path that offers you freedom and financial stability without even the need for a college degree. Copywriters are judged on what they produce, not on their paper qualifications. It is a profession in which practical skills are essential (those that college graduates often lack).

It is, of course, not easy to become a superstar that can charge super high fees, a so-called A-list copywriter. However, the barriers to entry are almost next to none, and this book gives you everything you need for a solid foundation in copywriting. Our attention is on the practical aspects that will make you attract high-paying customers.

So, if your goal is to pass a marketing exam at university, you should probably stop reading this book right now. But if you want to learn FAST the best techniques to write fantastic copy, this is the book for you. You can sign up for a college class where you will overpay for decades-old knowledge that is all theoretical. Or you can read this book that contains all the practical strategies that nobody would teach you in college. Within weeks you could be landing lucrative gigs for various clients all over the globe.

And I am not even kidding. Scores of people get their first projects before even getting to the end of the book! That is the power of copywriting, and this is just the tip of the iceberg. When you dive deeper, you discover that good copy on the website can easily 2X, 3X, or even 10X a business because of the insane compound effect of something called conversion optimization.

Think about an online business that gets around 1000 unique visitors a month. A certain percentage of these people will buy something, say 1%. Assume that you improve the copy of the website so that it becomes more compelling and persuasive. You could easily raise the percentage of buyers to 2%. That means 1% more. It does not seem much, does it? What is the big deal about it? Well, let us think about it for a second longer. Going from 1% to 2% means that, in essence, you have doubled your sales. Only by changing some text on your website! But what if you also increase the percentage of people subscribing to your email list, clicking on your ad, or sharing your blog post by just a few percentage points? Well, things start to snowball, and the little gains begin to have a multiplicative effect. And you will get more subscribers, more likes, more shares, and more paying customers.

I am not an expert writer, and I suck at English. It sounds like a fair objection. However, the best thing about copywriting is that you do not have to be a literary genius to write effective copy. In fact, you do not even have to have perfect grammar because, at the end of the day, if you manage to hook people emotionally, they do not really care about some random typos on your website.

And here we have come to the main point: the only job of your copy is to move people and convince them to take action emotionally. Effective persuasion is not about boring facts, true but useless statistics, or clever rational arguments. It is about connecting with your readers pains, fears, hopes, and dreams so that they feel understood as if you were talking directly to them.

This book is here to arm you with extremely powerful tools to make this happen and move people to take your desired action (and make you tons of money).

This book will give you everything you need for a rock-solid foundation in copywriting, as well as proven tips on leveraging this incredible power in all areas of your life: from growing your business to charming the girl you like and even persuading children to eat those broccolis! These may look like very different goals, but they can all be achieved according to the same principles. You will master those principles once you become familiar with the core concepts of copywriting.

Well, just like that. If you are reading this, it probably means that this headline managed to spark your attention. The question we must answer is: Why was it successful? So that we can replicate its effects over and over.

We will answer that question in a minute. But first, let us clear the confusion and clarify the most crucial objective of a headline. Headlines are designed with one thing in mind: to get the attention of your reader. This is so incredibly important that we will repeat it once more, with different words:

A headline aims to immediately spark attention and SHOCK people from their zombie-like state!

And I DO mean they have to shock. Why? Are we not exaggerating?