by Nicolas Gramnea | updated 19 May 2020

How to Write Copy That Sells

Master the Art of Copywriting

Welcome my friend.

What you’ll learn here today has been tried, tested, & PROVEN to work in the real world.

Learning this skill will solve one of the toughest problem you face on a daily basis…

Getting customers to buy your stuff.


Almost All Successful Business Owners Will Admit…

This skill is in large part responsible for their success.

… It’s the skill that drives almost every dollar made online and off.
… It’s the skill that can transform your business into a wealth generating machine.

So what is it? – copywriting?

You’re right. 

Specifically, Sales Copywriting.

Copywriting is the act of writing text for the purpose of advertising or other forms of marketing. The product, called copy, is written content that aims to increase brand awareness and ultimately persuade a person or group to take a particular action.

But copywriting is soooo much more than the academic definition.

“The ability to write ads and letters that sell is by far the most wonderful money-making skill you could ever acquire. If you master this skill, you should never again have to worry about money.”

– Gary Halbert
Top Copywriter & All Around Crazy Successful Businessman (before it was cool)

Keep reading this article and I’ll teach you how to write copy that is guaranteed to convert your readers / prospects into buyers.

So, without further ado… Let’s get into it.

I hope you enjoy it 🙂

Here’s a quick glimpse of what you’ll be learning today.

1. Good Copywriter, Copy and Great Copywriter, Steal
❖ Research top-selling products in your industry;
❖ Read customer reviews;

2. The Difference between Benefits and Features
❖ Find out why you buy random products and services;

3. Common Copywriting Mistakes
❖ The 11 mistakes you make without noticing on your sales copy;

4. Copywriting Secrets to Boost your Sales Immediately
❖ The top 7 secrets to transform your customers into fanatic fans;

5. Trigger Words and Emotions to Enhance Your Sales Copy
❖ 40+ words and emotions to control the mind of your customer;

Good Copywriter, Copy Great Copywriter, Steal

1st Step:
⮚ Execute a deep research on your top 3 competitors and identify:

✔ what kind of prospects those big brands seek (targeting);
✔ words they use to catch the attention and build curiosity (hook);
✔ words they use to produce emotions (story);
✔ words they use to make people take action (CTA);

Put all these information on paper; it’s very important…

2nd Step:
⮚ Go to Amazon and look for the top-selling books in your related niche to identify:

✔ what kind of copy they use (headline, sub-headline, index);
✔ what hook, story, CTA they use on the product page (description);
✔ what bundles they create to make the people buy (Offer);

3rd Step:
⮚ Take a look at the customer reviews to identify:

✔ their deepest pains and problems;
✔ their biggest desires;
✔ their most asked questions & objections;
✔ what kind of language they use;

You will be able to create copy that your audience will love to read, view and hear.

This method will help you to connect with the audience on a personal level because you know them better than anyone else.

A very powerful method.

4th Step:
⮚ Take out your swipe file!

A swipe file is the place where you have notes with words you gather over time…

…the best headlines, the best sub-headlines, the best stories, the best hooks, the best CTA that are already proven in the marketplace.

All you have to do now is to swap in and out some words to apply to your industry.

5th Step:
⮚ Build the foundation!

Now is the time to build the foundation of your copy.

The words are very important, but at the same time, the structure is what makes the reader stick on your page and buy the product or leave.

A “small detail” that even savvy and veteran copywriters forget about.

The words should be presented in a logical sequence.

You need to master the psychological structure and know exactly where to put…

…your hook, the sub-headlines, the story, the guarantee, the CTA, the testimonials, the benefits, the FAQ, the order button, etc.

The information must be presented in a way that flows and really connects with your customer state of mind.

6th Step:
⮚ Start writing!

Now is the time. You are ready to craft your next 1 million dollar sales copy.

Put on a paper /docs all what you’ve been gathered and start writing.


7th Step:
⮚ Start editing!

Here the magic happens.

In my opinion editing is the most important step when you write a sales copy.

This is the moment where you trim down the fluff, take out the unnecessary words, and let only what is crystal clear message.

What the product does for the client, what problem solves, the benefits, the story that connects with your customer, and a big clear CTA button with “buy now!”

Because all we want is our customer money, right?


Focus on providing value and help your client overcome his challenges.

Don’t use this power for bad!


Thank you!

8th Step (Bonus):
⮚ The market decides whatever is good or not!

If you follow all these 7 steps and you do your research properly…

Your copy will convert, guaranteed!

If you feel like it can do even better (always it can), adapt, and change based on what the marketplace is telling you.

Listen to them!


Now you’re ready to build yourself a 24/7/365 “online salesman machine… 

…and whenever someone visits your website, see your advertising, or join your email list will be more likely to take the action you’d want him to take.

Download this template in your Google Drive. Click File -> Make A Copy.

The Difference Between Benefits And Features

Ok, I’ll take an example. A hard one.

You produce and sell knives.

An easy way to find the benefit of your product is to ask yourself the next question “so what?

Feature: is Sharp. (So what?)

An almost benefit: the knife is sharp and you can cut anything faster. (So what?)

Benefit: save time

We help you to never miss out on any spontaneous surprise from your couple.

(which are rarely happening these days) 🙁

You know what I’m talking about…

When your husband asks you, from nowhere…

“Honey let’s go out and eat dinner.”

But guess what?

You have 2 kinds hungry, shouting, they want FOOD, right now, and you have only 5 minutes to make them a meal.

Then, you slowly open the kitchen drawer, hoping that this time you’ll have your knife sharpened (a task you asked your husband 4 days ago to do it)

But all you find is your old and rusty knife, unable to cut even a soft cheese.

Your moral drops down, the chicken skin is a nightmare to deal with and your will to go out for dinner instantly vanished.


A new and improve knife.

Because the innovative material we use, it never gets dull and you’ll be able to “chop chop” anything much faster.

You’ll never again spend precious time on the kitchen or lose your nerve.

We gotcha you!

Order your romantic dinner saver today.

I’m asking you this now…

Could you picture an image about this event in your mind, while reading?

You already can see how an AD video can be created to illustrate the pain of a mother, who didn’t go out for a long time…

…and not being able to go relax on her romantic date.

The job of your marketing material is to make your customer understands exactly what he can do with your product…

…when this happens, he will connect with your message and he’ll start seeing value in your products/ services.

Common Copywriting Mistakes


Copywriting Secrets to Significantly Boost your Sales

Add some excitement and drama to your copy

o Bad: “I woke up and I looked at my phone. I walked to the fridge to grab a fruit and eat. After I went to the bathroom to wash my face, that was the moment when it happened.”

o Good: “YES! Finally! I did it! There it was, my first notification of an online sale. I could barely even talk and between hard breathing I shout again, YEES! I’m an internet marketer! I can finally change my life.”

Avoid using long sentences. Use even ONE word per paragraph

o Maxim 4-5 lines per paragraph;
o If all your copy is in one single paragraph is very hard to read, and the eyes hurt;

Make any general statement as specific as possible

o Bad: “Last month I made more money.”

o Good: “This method doubled our sales and made us an extra $23,769 last month.”

o Good: “Try this simple method to make an extra $23,769, next month (Mike did)”

Writing using the Active Voice not Passive Voice

o Bad: When this link is clicked, an email will be sent to your inbox;

o Good: When you click this link, you’ll receive an email within 30 seconds;

Show don’t tell

Make the customer paint a picture of the event you are writing about.

Storytelling is one of the most powerful tools that you could ever use…

…and also is one of the most difficult to master.

o Bad: “I felt mentally and physically drained.”

o Good: “My legs barely hold up my body as I crawl on to the sofa. I tried to cry myself to sleep, but the tears came without sleep.”

o Bad: “I’ll never forget the way I felt when I made my first online sale. I was so excited.”

o Good: “It was 2:30 a.m., a weird time to be checking my email. (I know)

But there it is, the notification for my first online sale. I ran upstairs, and I woke my wife…

I did it, I did it!

She warned me that if I didn’t calm down the noise would wake the kids in the next room.

But as far as I was concerned no one in the family should be sleeping at a time like this.

I was now an official internet marketer.”

Benefits over features. So what? So that!

Features is what it does and Benefits is what it does for you.

o Feature: “On-call industry experts.”

o Benefit: “With over 70-years of combined experience our expert advisors help you solve software issues in minutes.”

o Feature: “24-hours Service.”

o Benefit: “No matter what time it is or where you are in the world there’s always someone available to offer you support for troubleshooting technical issues.”

Educate at first, don’t sell!

People like to buy, but they don’t like to be sold.

Position yourself as an expert in your field.

The more you try to desperately sell, the more resistance you will get.

Trigger Words and Emotions to Craft a Powerful Sales Copy

Utilizing powerful words to talk at the emotional level makes your copy stand out of the crowd.

It creates controversial discussions inside your customer’s brain and “forces” him to take the action you want him to take.


Free, New, Proven, You, Secret, More, Yes, Instant, If, Easy, Convert, Imagine, Never, Discover, Stop, Because, Worse, Today, Now, Win, Want, Fix, Forever, Destroy, Crush, Deadline, Limited, Revolutionary, Save, Unlock, Amazing, How to, Elite, Guarantee, Need, Tired, Overcome, Boost.



Nobody wants to live in the “Loser Town.”

Emotional Pain

You want more money when…

Practical Pain – the landlord calls you to pay the rent; the car is broken.

But the real trigger and pain is that…

Emotional Pain – you are a doctor and your brother (plumber) makes more money than you.

Magic, Conspiracy, Mysticism

The reality is that (we) people don’t like to take personal responsibility for what happens in our life…

…this is why it’s a better option to drop the fault on things we can’t control or we don’t understand at all.

Works for dumb people and as well for sophisticated investors.


No matter how powerful and successful we might be thinking we are — we are scared of something (losing family, dying, getting sick, losing money, going broke again)


We all have insecurities about what we do and who we truly are.


Many people just want more and more and never it’s enough. It’s a powerful emotional trigger for a leader.


They say if you don’t have your health, you’ve got very little.

And health as a metaphor also works for all sorts of other areas outside of the realm of mental and physical wellness, such as relationships and businesses.

❖ Boost / Cure / Energize / Flush / Vibrant;


If you don’t have hope, your life is empty. The desire to believe that things will be better in the future is a primary motivator for action.

❖ Bright / Destiny / Empower / Overcome / Undo


A lot of people are pissed off about a lot of things, and empathizing with that anger while simultaneously engaging it is very powerful.

You don’t provoke anger for anger’s sake though…

…you do it to create an identification with your solution that ends the anger and moves people to a more positive emotional state.

❖ Arrogant / Cruel / Greed / Hate / Unscrupulous


Tapping into the frustration your audience feels can be incredibly actionable.

After all, frustration born from the inability to solve a problem.

If you have a real solution, identifying with the frustration first intensifies the immediate desire for that solution.

❖ Had enough? / Never again… / Pointless / Temporary fix / Tired


The word betrayal itself is a powerful emotional trigger word.

❖ Burned / Conspiracy / Disinformation / Fleece / Swindle


Revenge is the desire that results from betrayal, and it’s so powerful because revenge connotes action.

❖ Avenge / Payback / Reclaim / Turn the tables / Vindication

The Forbidden

You want what you can’t have (or what you’re told you shouldn’t have), and you respond favorably to a solution or promise that you can now have it.

❖ Banned / Controversial / Exposed / Insider / Taboo

The Powerless

Powerlessness is frustration taken to the extreme, and we’ve all felt it.

Beyond that which is forbidden, we feel a solution is literally unattainable.

Beyond anger, we feel intense resentment.

The ability to empathize with and empower those who feel this way makes you a hero.

❖ Agony / Floundering / Helpless / Paralyzed / Surrender

⮚ Passion

When your audience is passionate about what you have to say or sell, there’s no need to convince them of need, it’s all about want.

Beyond attaining the objects of our desire, we love to experience excitement along the way.

So don’t take the passion for granted; enhance it!

❖ Blissful / Delightful / Jubilant / Rave / Thrilled


It’s not enough to make someone want to do something, you’ve often got to get them to take immediate action if they’re to take action at all.

A sense of urgency is an emotional response that can range from fear of loss to unbridled enthusiasm.

❖ Before you forget… / Deadline / Limited / Seize / While it’s fresh on your mind…

Special thanks: Russell Brunson, Dan Kennedy, Dan Lok, Razvan Rogoz, Jay Abraham, Sean Vosler, Gary Halbert


You made it!

You got to the bottom of this article.

I know it was mental draining. (my head hurts too)

However, today you acquired the best 5 hacks to Master the Art of Copywriting.

Now, you can write copy to sell your products and services.

Before you go, please let me know…

What was the most interesting trick that you’ve been discovered on this post?

Click on the image below and write your comment.

I'm a CRO marketing consultant and copywriter. The preeminent goal of this blog is to share everything I discover and learn with you... reading through can help you make better decisions on your business, save time, energy, and money.
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