Welcome to the 58th issue of Write On!

The newsletter currently flying 30,000 feet above your head on the way to San Diego.

In today’s issue I’ll be covering:

• How to harness ChatGPT as your personal writing assistant

• Writing copy for each stage of the buyer’s journey (part 1)

• Top finds this week, including Steve Jobs’ storytelling framework

Estimated read time: 4 minutes 3 seconds

Today’s topic is so juicy that I had to throw the 3-minute threshold out the window and break this bad boy into two parts. So buckle up!

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A quick poll so I can write better newsletters for you:

Writing copy for each stage of the buyer’s journey (part 1):

Last week I asked you guys which topic you wanted to learn about next, and the top result was: “Crafting Copy for Different Stages of the Buyer’s Journey”

This is a MEATY subject, and there are a lot of different subtopics we can cover here.

So let’s start at the top and work our way through the lifecycle of a customer.

We have two big buckets to focus on: Pre-Purchase vs. Post-Purchase 👇

These 9 buckets would be too much to cover in one email, so I’m going to break this topic into a two-parter.

This week we’ll focus on pre-purchase. Next Wed, I’ll cover post-purchase.

As a customer retention marketer, I’ve been living and breathing this customer lifecycle for the last 8 years (as a full-time employee and a consultant). I haven’t found a business where these buckets don’t apply.

So, let’s cover the first 5 buckets today and get you that first purchase 👇

(1) Pre-Purchase: Unaware

Description: At this stage, your reader doesn’t even know they have a problem yet.

Your goal: Educate them about the problem.

3 quick tips for your copy:

1. Use Relatable Scenarios: Incorporate stories or scenarios that mirror the reader's daily life, subtly highlighting the problem.

2. Stir Curiosity: Use intriguing questions or statements that provoke thought about potential issues they haven't considered.

3. Highlight Implications: Gently introduce the consequences of the unrecognized problem to create a natural segue into its significance.

Example: The ad below educates the reader about “Unhealthy Cash Flow” as a problem. If you have a roofing business and see this ad, you’re now aware of this issue.

(2) Pre-Purchase: Problem Aware

Description: Your audience recognizes they have a problem but isn't sure what solutions exist.

Your goal: Agitate their pain points and show them that solutions exist.

3 quick tips for your copy:

1. Empathize with Their Struggle: Show understanding and empathy for their problem to build trust.

2. Outline the Problem Clearly: Use clear, concise language to describe the problem, making sure the reader feels understood.

3. Tease Possible Solutions: Without diving into specifics, hint at the existence of solutions to pique interest.

Example: Ads that promote lead magnets are great examples of targeting based on Problem Aware copy. The ad below identifies the problem (the need for Instagram ad inspiration) and introduces a solution (their lead magnet).

(3) Pre-Purchase: Solution Aware

Description: The audience knows solutions exist but hasn’t discovered your product/service yet.

Your goal: Position your solution as superior.

3 quick tips for your copy:

1. Educate on Solution Categories: Briefly describe the types of solutions available, setting the stage for your product.

2. Differentiate Your Solution: Highlight what makes your solution unique without naming it, focusing on benefits.

3. Introduce Success Stories: Share generalized success stories or testimonials that resonate with the solution you offer.

Example: The Mac vs. PC commercial series highlights the benefits of Macs in comparison to an alternative solution (PCs) without directly listing out benefits. These commercials lead the viewer to the conclusion: Macs are better than PCs.

(4) Pre-Purchase: Product Aware

Description: The reader knows about your product but isn’t convinced it's the right choice yet.

Your goal: Convince them of your product’s value.

3 quick tips for your copy:

1. Detail Product Benefits: Focus on how your product specifically addresses their needs and problems.

2. Overcome Objections: Anticipate and address common objections within your copy.

3. Showcase Social Proof: Use testimonials, reviews, or case studies that directly relate to your product's success.

Example: Slack highlights a specific result that illustrates how their service can help your business/productivity: “25% fewer meetings.” Notice how there isn’t really any copy that tells you what Slack does. Because this is targeted for people who are already aware of Slack as an option.

(5) Pre-Purchase: Most Aware

Description: Your audience is fully aware of your product and its competitors. They’re on the brink of making a decision.

Your goal: Drive home the decision to purchase.

3 quick tips for your copy:

1. Highlight Unique Selling Points (USPs): Clearly articulate what sets your product apart from the competition.

2. Create a Sense of Urgency: Use time-sensitive offers or limited availability to encourage immediate action.

3. Reiterate Value and Satisfaction: Emphasize the value proposition and satisfaction guarantee to alleviate last-minute hesitations.

Example: This ad from Dollar Shave Club gets right to the point: “delivers amazing razors (to both genders) for just a few bucks a month. Try the Club today.”

Top Finds This Week:

📖 Storytelling: Steve Jobs’ storytelling framework: (link)

📜 Principles: Quick copywriting tip from Winston Churchill: (link)

📚 Resource: New to copywriting? Start with those 3 books: (link)

✍️ Write On: The 4 U's of eye-popping headlines: (link)

That’s all for this week! See you next Wednesday.

Cheers,

Joe

P.S. Meme for your thoughts?

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