“The best copy doesn’t feel like selling. It feels like a friend saying, ‘Hey, I found this thing that solves that problem you told me about.’ That’s it. That’s the whole strategy.”
— L.A. Walton, The Book Maven
Nobody wants to feel sold to. But everybody wants to find solutions to their problems. The entire art of copywriting lives in that gap: presenting your solution in a way that feels like a helpful recommendation, not a pushy sales pitch.
Used Car Salesman vs. Trusted Advisor
| Used Car Salesman Copy | Trusted Advisor Copy |
| ALL CAPS AND EXCLAMATION MARKS!!! | Confident, calm, conversational tone. |
| “ACT NOW before it’s too late!” | “Here’s what to expect when you start.” |
| Focuses on features. | Focuses on outcomes and transformation. |
| Makes you feel anxious. | Makes you feel understood. |
| Talks AT you. | Talks WITH you. |
| Hides the downsides. | Addresses concerns honestly. |
Writing Copy That Converts Without Cringe
- Lead with the reader’s pain point. Start where THEY are, not where you want them to be.
- Show, don’t tell the value. ‘This course is life-changing’ means nothing. A student testimonial showing their actual results means everything.
- Use your real voice. If you’re naturally funny, be funny in your copy. Authenticity builds trust faster than polish.
- One call to action per piece. Don’t ask them to sign up, follow, share, AND buy. Pick one.
- Read it out loud. If it sounds like something a human would say to a friend, it’s good copy.
Your Move, Creative
Rewrite your product’s main sales pitch as a text message to a friend. No marketing jargon. Just genuine enthusiasm. That casual version is closer to good copy than you think.
Stop letting your stories stay stuck.
