Dear Chase,
You seem tense these days.
You need a massage?
I got this guy who you'd love. Super strong.
The reason I can tell is because I think your copy has been a little stiff lately.
In fact, everyone else who's reading this has been stiff, too.
WAY too serious.
I have two tips that you can use to loosen up a bit in your copy, and there are a handful of reasons why you should be doing that.
Do you want people to trust you more?
Do you want people to think you're likeable?
Do you want to be more clear in your communications?
Do you want to make more money?
Me too.
So, do this.
Tip #1: Use insane analogies.
When I say insane, I literally mean you need to be a little psychotic.
Some products and services are hard to explain without some help.
Even products that are fairly simple to explain will become even easier to understand with an analogy.
Let's take instantly.ai for example.
Their subheader on their website is:
Instantly scales your outreach campaigns with unlimited email sending accounts & warmup, b2b lead database, and generative AI.
That's great and all, but you know what would be better?
If you said something like:
Imagine 30 carrier pigeons visiting the homes of your dream prospects and guaranteeing delivery of a message that'll get them to pay you upwards of $2000 per month. But instead, it's cold email.
Very visual, it's fun, and it's pretty clear what is being offered here.
Try and do that as much as you can when you're writing copy for products that most people might not immediately understand.
And my analogy was actually pretty tame.
You can be a lot more outlandish.
The crazier, the more memorable it'll be.
Just don't scare anybody.
Tip #2: The "almost" exaggeration method (shoutout Harry Dry)
This tip comes from an account I found by accident one day while scrolling Twitter.
It's such a well-put and perfect tip that I'm gonna regurgitate most of it.
Follow @JustCopyTips.
The tip is this:
When you're describing something, write "(almost)", then exaggerate.
Instead of "Durable Indoor Plants", write "(Almost) Unkillable Plants".
Or, here's one I didn't steal from Harry.
Instead of "Millions of leads at your fingertips", write "(Almost) infinite leads at your fingertips".
Get it?
Super sick technique.
With these two combined, you'll be writing looser than ever.
If it doesn't work, I'll give you Hugo's number. A massage from him will get you right.
Let me know.
Yours truly,
Alex.
Sent from my massage chair.
P.S. If you want to hire a freelance copywriter who has been trained and vetted by me (Alex, aka Cardinal Mason), fill out this quick form.
By the way, I won't charge you anything for relevant intros. And there's no catch. I have been providing this value-add service for the copywriters I'm working with, and wanted to hook up Chase's audience with this opportunity too.
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