3 Non-Popular Copywriting Rules That Grown My Business 4X
🛑 The Problem
It was 2021, and I wanted to buy a cold plunge 🧊 to reap its health benefits.
I went to the shopping center, and what I learned that day completely changed my perspective 🤯 about writing and shaped the way I create content.
That day, the salesperson tried to sell me the cold plunge by saying:
“How the product is different from their competitors 💡.”
“Which material they used to make the cold plunge 🛠️.”
But here’s the problem: I wasn’t interested 🫤.
What I really wanted to know was:
“How will I benefit from it? 🤔”
“Which cold plunge suits me best? 💪”
Of course, I didn’t buy it that day 🛑 but came home with a great lesson 📝.
That day, I defined a three-step process for writing content that helped me scale my ghostwriting agency from $4.5K/month to $20K/month 💼✨ in just three months.
This article is not a guarantee 🚫 that this method is the only way to write content that converts, but it’s the way that worked for me 💪 to build 3 businesses.
💡 The Solution
I discovered that writing content is about solving a problem for someone using these three steps:
1️⃣ The Specialist Wins
2️⃣ Educator with a Persuasive Story
3️⃣ Words Don’t Matter, the “Value” of a Word Does
1️⃣ The Specialist Wins
Here’s the thing: I wanted a cold plunge that was perfect for:
My body type 🏋️♂️
Fit well in my home 🏠
Had the features I needed 🛠️
It didn’t matter if there was a cold plunge with extra features if it didn’t meet my specific needs.
This boils down to:
“One Specific Product That Solves One Specific Problem for One Person 🎯.”
When I started writing about Leadership 🧑💼, it was too broad.
If I asked you about a creator who writes about Leadership, you might struggle to name one 🤷♂️.
But if I said:
“Leadership Skills for One-Person Business Owners as Per Stoic Principles ✍️”
You might think of Ryan Holiday 📚, a go-to person for Stoicism.
Here’s how I defined my target persona 🧑🎤:
What does the person do? 💼
Where do they live? 🌎
What is their business? 🏢
What problem am I solving for them? 🛠️
How much can they pay me? 💰
When you target everyone 🌍, you often end up targeting no one 🙅.
2️⃣ Educator with a Persuasive Story
A few days after I left the store without buying the cold plunge, I read an article on Medium 🖋️.
The article was about how a cold plunge helped someone:
Overcome fatigue 💤
Improve concentration 🎯
It included an affiliate link to the cold plunge they used, and guess what?
I bought it. 🛒
Why?
A compelling, personalized story 📖.
Humans are social beings 🤝, and we connect deeply with stories that resonate with us.
It’s why we love movies 🎬 – they’re stories that we can relate to.
This is where I developed these storytelling techniques:
The “But-However” Storytelling 🌀
The “Relatable” Story 🤗
The “Fact-Based” Story 📊
If you’d like my blueprint 🗺️ on storytelling techniques, let me know in the comments – I’ll share it in an upcoming article!
3️⃣ Words Don’t Matter, the “Value” of a Word Does
When I started my ghostwriting agency, I thought writers were paid by the word count 📝.
But I was wrong 🚫.
🔰 Beginners get paid for the number of words.
✅ Proficient writers get paid for the value of their words.
Take Nike’s tagline:
“Just Do It.”
Now compare the person who came up with those three words 🎯 to someone who writes a 1,000-word blog post for their site.
Who do you think is worth more? 💰
Of course, the person who created the tagline because:
Those three words define the entire brand’s approach 🚀.
Take-Away
Writing content that resonates isn’t about word count—it’s about solving specific problems with value and relatability. By becoming a specialist, educating through stories, and focusing on impactful words, you can create content that truly converts. This approach helped me scale my ghostwriting agency, and it can do the same for you! 🚀