Brief Summary
Alex Hormozi shares 12 internal hacks for writing effective advertising copy based on 14 years of business experience and millions spent on advertising. These hacks cover headlines, unique selling points, target audience identification, providing reasons, damaging admissions, showing versus telling, tying benefits to status, urgency and scarcity, implied authority, PS statements, clear calls to action, and third-grade reading level writing. A bonus 13th tip encourages the use of humor.
- Headlines are the most important part of advertising.
- Proof is more persuasive than promises.
- Specificity and clarity are key to effective communication.
Headlines Come First
Headlines are the most critical element of advertising because they determine whether people will engage with the rest of the content. A compelling headline can significantly increase click-through rates, potentially outperforming other elements by two to five times. To create effective headlines, focus on curiosity, uniqueness, and sex appeal. It's essential to test headlines using organic content and draw inspiration from various industries. A good headline should grab the reader's attention and make them want to learn more.
Say What Only You Can Say
Highlight unique achievements and experiences that differentiate you from competitors. Proof is more persuasive than promises, so emphasize what you've done rather than what you intend to do. Competitors can copy your offers, but they can't replicate your unique story and experiences. In an era where trust is diminishing due to AI, verifying facts and sharing your unique story becomes even more critical.
Always Call Out Who You're Looking For
Clearly identify your target audience and, more powerfully, exclude those who are not a good fit. This polarization attracts the right customers and positions you effectively in the marketplace. Avoid being generic; instead, speak directly to a specific person and address their unique problems and experiences. Tailor your message to different levels of awareness, from those completely unaware of the problem to those who are product-aware. Specificity creates compelling copy because people are inherently selfish and want to feel understood.
Always Have a Reason Why
Provide a reason for the desired action, even if it seems arbitrary. The word "because" is influential and can significantly increase persuasion. Bonus points if the reason ties back to urgency or scarcity. Focus on giving reasons why someone should take the next step, as each line of copy should sell the next. A confused mind does not buy, so be clear about what you want the audience to do next.
Damaging Admissions
Damaging admissions are powerful because they are rooted in truth and build trust. Own your flaws and acknowledge that your product isn't perfect. What you sacrifice in promise, you'll gain in trust, which is more valuable. Address concerns upfront and use the "statement but other statement" structure to emphasize the positive aspect. By claiming your flaws, you acknowledge what the prospect is already thinking, building trust and making your statements more believable.
Show Don't Tell
Instead of making general statements, describe the specific experiences and moments your audience will encounter. Use descriptive language to paint a picture of what it feels like to achieve the desired outcome. Describe the future problems they would prefer to have over their current problems, as this can be compelling. Focus on the moments when someone will realize they've achieved the desired result.
Tie Benefits to Status Whenever Possible
Connect the benefits of your product or service to the status it will provide to the customer. Consider who is giving them the status, whether it's family, friends, colleagues, or rivals. Humans are competitive and desire status, so tie your benefits to what they ultimately want: increased status within their subgroup. Think past, present, and future to create status for them with their spouse, wife, and in different time periods.
Use Urgency and Scarcity
Urgency is a function of time, while scarcity is a function of quantity. Show that other people want what you're offering and that potential customers need to act quickly. The key to making urgency and scarcity work is legitimacy. If you say there are only 100 spots available, stick to that number, even if people want to buy after they're gone. This maintains your reputation and makes future scarcity claims more believable.
Implied Authority
Highlight your achievements, longevity in the business, and any awards or recognition you've received. People listen to and trust authority figures more. Even small awards can imply authority and start sales conversations. Proof beats promise, so document and substantiate your accomplishments and the people you've helped. Social proof, such as a large number of positive reviews, demonstrates implied authority.
Always Have a PS Statement
The PS statement is one of the most read parts of advertising, so make it strong. In emails, use it to reward readers with jokes or fun content. In advertising, use it to disclaim who the offer is not for or to recap everything in one sentence. Consider using a PPS statement as well, as it's the third most read statement in copy.
Have Clear CTAs
Tell people exactly what to do next in a simple and clear manner. If you want X, click the button. Outline the steps they need to take and what will happen next. When you fulfill your promises after they take action, you increase your influence over them. Make promises, keep promises, and repeat this process to build trust and encourage future action.
Third Grade Reading Level
Write copy at a third-grade reading level to ensure it's easy to understand. Most copy doesn't convert because people have to pause to understand it. Assume your prospect is in a rush, doesn't care about what you have, has a low reading level, and is distracted. Use short sentences, small words, and big promises. Prioritize simplicity over concision.
Bonus: Use Humor
Whenever possible, use humor to entertain and educate. Entertainment broadens the appeal, while education changes behavior. If you can make something funny and educational, you win. However, if you had to cut one thing, it would be humor. Test your humor to see what resonates with your audience, similar to how comedians test their material in clubs.
