1 timeless copywriting lesson

Copies in landing pages, emails and websites should sound like conversations with peers. They rarely are

As Eugene Schwartz puts it,

“Copy is not written. Copy is assembled”.

They are assembled through research. Empathetic listening. Asking the right questions.

That’s exactly what Design academy did with their prospects. On sign-up they would receive the following email

The answers were populated in a google sheet

This means

• Design academy didn’t have to guess what to write on their landing pages.
• Didn’t have to write a catch-all copy with words like ‘Transform’, ‘Struggling’. They could exactly pin-point their customer’s problem.

Here’s an example-

A lot of us think copywriting as a ‘skill’ of putting together fancy words, and making them stand out. In reality we need to show we empathise with customer’s problems.

What better way to do it than using their own language?

All design academy did was- Listen

That’s 150 words.