TCM #037: The best copywriting advice I can give you in 127 seconds

By all accounts, I'm far from a "great" writer (this newsletter is part of my process of putting in the reps to improve).

If you spend any time on Twitter/X, or LinkedIn, or checking out "winning" competitor ads on Foreplay, you've probably noticed the same lousy hooks I have.

They're what you might call a tad bland:

• "10 tips for..."
• "Our new product is here."
• "You asked, we answered."

😴

There's little to no benefit to the consumer.

Like it or not, we're all a lil' bit selfish. We're subconsciously evaluating "what's in it for me?" when scrolling.

Our time is too valuable, especially when we're bombarded with 1,000+ pieces of content every. single. day.

So, how do you flip it from vanilla to va-wowzaa? (Yeah, that's a word.)

How do you get someone to engage with your ad or product page when you know it packs value if only they'd give you 60 seconds of their attention?

Here's how to transform your copy:

1) Invoke curiosity:

It's okay to be contrarian:

"An ingredients list full of chemicals isn't good for your skin, a 100% natural formula just doesn't work – that's why we created..." – Duradry

2) Use sensory language

Paint a vivid picture in your customer's mind:

"A deluxe, multipurpose lip oil made from Chardonnay Grape Seed Oil that nourishes, shines, plumps and protects lips with a delectable, gourmand caramel-vanilla flavor." – Vacation Inc

3) Call out fear and desire

What's keeping your customer up at night? What are they lying in bed trying to figure out?

"How to ensure you get the perfect sear with absolutely no stick, perfect temperature control and effortless cleanup." – Hexclad

4) Be the transformation your customer wants to see in the world

Show, don't just tell, how your offer will change your customers' lives:

"Discover the secret to crushing procrastination, brain fog and fatigue. Each shot contains a science-backed blend of..." – Magic Mind

Notice how those hooks reel you in?

They raise a question you naturally want to answer, opening a loop you want to close.

How can you apply this to your content?

Your action plan:

1. Pick an ad or homepage headline you want to optimize.
2. Rewrite four versions using the examples above. (GPT-4 prompt below to hack this)
3. Test your new opening in your ads or run a new headline test on your homepage every two weeks using ShopLift.
4. Track the results.
5. Create new iterations based on what worked.

If you hook your audience quickly, you'll get to go on to tell your story and help solve your customer's needs and wants with your product(s).

I hope this is helpful! I've intentionally tried to keep it short today.

Want to dive into this further? My course, The Ecom OS, has an in-depth section on content creation and 'winning' ads for DTC brands.

P.S. Here's the Chat GPT-4 prompt to do this:

"Please visit this link first for full context: [YOUR HOMEPAGE/PRODUCT URL]

Then read this email from Tom Brown: "[COPY & PASTE THIS ENTIRE EMAIL AND PASTE IT IN QUOTATIONS]"

How can we apply Tom's 4 steps of advice to my headline, which is: [YOUR EXISTING OPENER/HEADLINE]"

Try it out, and let me know how it works for you.

Cheers to a great week ahead!

Tom