As always, our Tuesday newsletter shows you how to be a high-earning Copy Creator instead of a struggling content creator. If you want full instruction on how to do that, hit the links at the bottom of this email.
Let's start with a sponsor, and then we'll do today's lesson...
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Content Creators Sell Outcomes
When you first start as a copywriter, you read all the basic platitude about it. The most common one is some version of "sell outcomes and benefits, not features." Creators often take that to heart.
So, instead of writing something like "I improve your website's SEO," they write something like "I help you get more clicks and clients with SEO." But is that actually persuasive? Is it convincing?
Most people find that when they sell outcomes, they still struggle to sell much of anything. That's because outcomes don't actually sell well. They just make your copy mediocre.
This is what most people do, and it gets bad results.
Copy Creators Sell Engines
Now you might we wondering, "what else is there besides benefits and features? What else can I use to sell?" The answer is the engine you use to deliver the benefits you promise.
Using the same example from above, the engine is your SEO services. Rather than sell the outcomes, you'd do better selling the engine by sharing social proof and your unique selling proposition.
The people considering buying your stuff already know they want the outcomes you promise. Mentioning those outcomes doesn't persuade them. Instead, sell the engine with proof and differentiation.
That's how you win big.
- Charles
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