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How to Add Value for Success & Breakthrough Networking: Write [Bleeping] Amazing Content

Aaron Orendorff

Is there a secret to writing copy that sells?

Some dark-magic formula that breaks through the barriers, barricades, and psychological bulwarks? Some universal formula that stretches across sales, traditional media, content marketing, social media, and and search engine optimization (SEO)?

Yes.

And I have proof.

The year was 1976 and Martin Edelston, founder of the now more than $50-million annually producing and direct-marketing powerhouse Boardroom Inc., was broke.

Well, not quite broke broke. More like down to the nubs.

42 years old and working out of his basement, Edelston had burned through half his start-up capital with nothing to show for it save an empty desk … furnace adjacent.

Enter Eugene Schwartz: the hero of our story and a man who knew what words were worth.

“He came to me,” Schwartz recalled, “with $3,500 in his pocket, and I told him I’d have to charge him $2,500 as a copy fee.”

$2,500 might not sound outlandish, but today that’d be a $10,497 price tag for a single piece of sales copy. Even more amazing is what that number represented for Edelson himself. Imagine it:

Yes, Marty, I will write you an ad … just one. And all it’ll cost is 70% of everything you have.

Such is the stuff of marketing legend.

Thankfully, Edelston agreed. The two met. And that night Schwartz wrote it … all of it.

Of course, when you finagle someone out of 70% of their operating capital, you can’t just deliver 24 hours later. “I put it away for two weeks,” recalled Schwartz. “And in two weeks, I sent it to him and he ran it.”

What happened?

With one ad Schwartz rescued Edelston from the brink of small-business bankruptcy and set Boardroom Inc. on a path to becoming a multinational marketing empire.

Not surprisingly, Schwartz’s success with Boardroom Inc. was anything but a fluke. Over his career, Schwartz’s direct mail, sales letters, catalogue copy, and ads were responsible for …

  • 1.98 million copies of a $25 book
  • 2 million orders for a fishing lure
  • Nearly $50M for a textbook on natural health
  • $150,000 for a volume on car repair in three days

Most legendary, Schwartz’s produced a single television campaign that resulted in purchases from 1 out of every 14 TV owners in America.

A month ago, I sat down with Schwartz’s 228-page classic Breakthrough Advertising. Sixty pages in I came across three lines that stopped me in my tracks:

Wanna know the secret to success? Two words: add value.

In fact, don’t just add value … add more value than anyone else.

And if you can, do it for free.

That’s not my advice. That’s according to Tony Robbins best-selling new juggernaut MONEY: Master the Game:

Money is nothing more than a reflection of your creativity, your capacity to focus, and your ability to add value and receive back.

If you can find a way to create value — that is, add value for a massive number of people — you will have an opportunity to have a massive amount of economic abundance in your life.

Of course, this isn’t a post about finances. Not really.

But it is about success.

More to the point, this is a post about successful writing and breaking through networking.

And Robbin’s cornerstone advice — add value — is the principle behind what I’m calling the second of four (self-revealing) case studies on growth and success: write [bleeping] amazing content.

Why?

Because if you wanna get noticed, build your authority, increase your traffic, and land more clients, that’s what it comes down to.

How to Add Value to Big Sites

In the world of online copywriting, this is especially true for the ever more flooded realm of guest posting.

I wrote last week about how having a genuine relationship opened the door for my first guest opportunity on Copyblogger.

Today, with the focus on content itself, my second guest spot on Copyblogger is an even better example.

The Ultimate Copy Checklist: 51 Questions to Optimize Every Element of Your Online Copy [Free Poster] went live in late October … and it blew up.

I’d been using a less polished version of this checklist in my freelance work for sometime. The original PDF contained 93 questions and (in keeping with the takeaway that’s coming in a few paragraphs) I’d be happy to send it to you if you sign up for my email list.

checklist

Formulating 93 questions ain’t easy. In fact, it was downright grueling. Checklists of that quantity are a beast.

But in the end, I’d built a genuinely helpful tool that not only my clients loved but other writers loved as well.

It was valuable.

So why add value on someone else’s site … for free?

Because my goal was to be genuinely helpful. And to do that I had to get it out to as many people as possible. Of course, my other goals were to get noticed, build authority, and demonstrate social proof to anyone who might be interested in hiring me.

And because of that — precisely because it was just about the most valuable thing I’d created — I decided to give it away.

The result?

First off, traffic. People followed. Second, my email list grew by leaps and bounds. Third, comments on my own blog increased. Fourth, people shared it all over the place. In fact, it’s still on Copyblogger’s most popular list and it’s been shared nearly 20k times.

On top of all that — and this is the real beauty — I landed four new clients from that one post alone.

How to Add Value On Your Own Site

Here’s another example of a more personal nature.

To follow this principle on my own blog … I dug deep. Like 39-years-in-the-past, way-before-the-internet deep.

One of the most well-reviewed marketing books of all time is Eugene Schwartz’s Breakthrough Advertising. The crazy thing is … it’s also one of the least read.

Last summer I picked it up and sixty pages in I came across three lines that stopped me in my tracks:

Five to ten words will make up about 90% of the value of your ad.

If you are right, they may start a new industry.

If you are wrong, nothing you write after them will save your ad.

That’s a bold claim: it all comes down to just 5 to 10 words. But over his career, Schwartz’s ads were responsible for …

  • 1.98 million copies of a $25 book.
  • 2 million orders for a fishing lure.
  • Nearly $50 million for a textbook on natural health.
  • $150,000 for a volume on car repair … in just three days.
  • And, most legendary of all, a single television campaign that resulted in purchases from 1 out of every 14 TV owners in America.

So … bold claim? Yes. But can he back it up? Absolutely.

Now, exactly how you get to those all-important 5 to 10 words is the key. Schwartz called it your audience’s “mass desire”: the one, dominate, driving emotional force behind why your market buys.

I devoured Schwartz and, after taking copious notes for myself, turned it into the first series that got me noticed on my own site.

You can read all four posts here:

The series itself was well over 7,000 words and included tons of actionable advice along with both classic and modern examples of the principles in action. All that requires a lot of heavy lifting. Again, grueling stuff. I even used one of my coaching sessions with Demian Farnsworth to outline it and craft the introduction.

The takeaway: add value … and (if you can) do it for free. In other words, write [bleeping] amazing content.

How Other Amazing People Add Value

Joanna Wiebe follows this principle every time she posts. Her Long Copy + Short Copy = “Hybrid Pages” (With Instructo-Graphic) is ample evidence of this:

Similarly, this is Neil Patel’s second strategy for driving traffic to new ventures: Write extremely long and thorough content:

It takes a lot more time to produce thorough content, but it has been working well. Just look at the search traffic numbers … .

As you can see, every time I release a long blog post, my search traffic goes up.

search traffic

Copyblogger’s 11 Essential Ingredients Every Cornerstone Content Page Needs [Infographic] by Demian Farnworth is another amazing example of amazingness in (free) action:

Copyblogger-11-Essential-Ingredients-Cornerstone-Content-Infographic

Likewise, so is Todd Jones’ What You Need to Know About Cornerstone Content over at Kristi Hines site.

How to Add Value Right Now

To get your [bleeping] amazing content juices going, here are five questions to ask yourself right now or the next time you sit down in front of a blank screen:

  1. What’s the single best, most helpful tool I’ve created?
  2. How can I help other people in my industry overcome specific problems?
  3. What’s going on in popular culture that I could draw lessons from for my market? (I used this last question for my first Entrepreneur article.)
  4. What resource (book, tape series, webinar, tool) is my audience underutilizing? What don’t they know that they should?
  5. Where is the emotional pain in my industry and how can I create a thoroughly human and vulnerable piece of content around it? In other words, how can I leverage my failure for their benefit?

Oh, and be sure to check the next case study in being amazing and adding value: Be a decent freakin’ person!

Naturally, Schwartz didn’t mean that good copy should ever exceed 10 words. What he meant was that the core of your ad and, in particular, its headline will always come down to 10 words or less.

Below, we’ll walk through exactly how to unearth and unleash the right “5 to 10 words” in your copy through three unbreakable laws.

We’ll also discover why — as Schwartz put it — “nothing” else you write matters without them.

1. The First Law of Writing Copy: ‘Mass Desire’

Drawing from Schwartz, let’s start with a simple definition.

Another word for “mass desire” is emotion: “the public spread of a private want.”

An ad’s ability to sell begins and ends with identifying a “private want” and  channeling that want into “public” words. Only when an audience and an ad share the same dominant emotion does that ad stand any chance of compelling, converting, and closing.

Put more simply, writing copy that sells lives or dies by the right “mass desire.”

A friend of mine calls this the “Puppy Principle.” If you’re trying to sell leashes or organic Alpo, forget about all the logistics of dog ownership.

Just show ‘em the puppy!

Why?

Because unless how you’re presenting your product makes your audience want to hold it, love it, and give it money … you’re not selling it right. And — chances are — you aren’t selling it at all.

Mass desire means majoring on dreams, fears, desires, needs, pains, and pleasures. And than means …

However, this means the real question isn’t “What?” or “How?” but “Where?”

Where does “mass desire” come from?

The answer might surprise you.

It doesn’t come from your product, your benefits, your USP, your value proposition, your copy, or even from you.

It comes from your market itself. Schwartz explained:

The power, the force, the overwhelming urge to own that makes advertising work, comes from the market itself, and not from the copy.

Copy cannot create desire for a product. It can only take the hopes, dreams, fears and desires that already exist in the hearts of millions of people, and focus those already existing desires onto a particular product.

This is the copy writer’s task: not to create this mass desire—but to channel and direct it (3).

Naturally, this assumes that you have a market — a narrow and clearly targeted group of people whose lives your product would be legitimately improved. But I realize, that’s kind of a big assumption.

Who is your target market?

Copywriters often obsess about what they should write: product features versus product benefits; using the right keywords; nailing the headline, subheadings, images, and first line of copy; banging out a rough draft, and then editing, editing, editing.

Wrong.

Your real obsession shouldn’t be what, but who.

Copy without a target market is worse than worthless. It’s costly.

Without a clearly defined target market — real people with real problems looking for real solutions — you inevitably end up writing for the one person you shouldn’t be: yourself. Self-centeredness is a plague, especially when writing copy.

Begin with the demographics of your ideal customer. Richard Lazazzera’s How To Build Buyer Personas For Better Marketing dives into the sea of personal characteristics and eventually this example of “Alex” for a fictitious company, Bold Socks, surfaces:

Demographics, however, aren’t enough. Not if what you’re really after are words that sell. You’ve got to go deeper than age, ethnicity, income, location, and familial status.

How?

Through personas. On this front, three brilliant (and, thankfully, free) resources stand out.

First is Jen Havice’s How To Create Customer Personas With Actual, Real Life Data over at ConversionXL. As Havice explains:

Patching together actionable information about your customers with gut feelings, good intentions and some duct tape is not a recipe for conversion success. [P]ersonas are fictional representations of segments of buyers based on real data reflecting their behaviors. Their purpose is to put the people behind company decision making in the shoes of the customer.

Havice them shows how to shape personas through qualitative research.

The breakthrough insight — especially for anyone without a budget for focus groups — comes from her review mining work, which she’s consolidated into a recent book: Finding the Right Message. By all means, buy it. In the meantime, work through the above article as well as How to Boost Conversions with Voice of Customer Research [Case Study] that includes this free template:

Writing Copy Through Review Mining
Writing copy through review mining

Review mining to craft copy is one of my own copywriting hallmarks, especially when it comes to landing pages. You can see how I created this simplified copywriting cheat sheet directly from “feedback and comments on sites like Facebook, Twitter, Yelp, Amazon, Reddit, app stores, and blogs,” along with what the landing page itself ultimately looked like over at KlientBoost.

Writing Copy from User-Generated Content
Writing copy directly from user-generated content

Second, Demian Farnworth’s Empathy Maps: A Complete Guide to Crawling Inside Your Customer’s Head (via Copyblogger). Empathy consists of two parts:

1. The intellectual identification with the feelings, thoughts, or attitudes of another.

2. The vicarious experiencing of those feelings, thoughts, or attitudes.

After a brilliant overview of empathy in marketing — old school and new — Farnworth drops the gold (which you can download as a PDF simply by clicking the image).

Empathy Map
The Empathy Map Lets You Dissect Your Target Market into Four Quadrants on a Person-by-Person Basis

Third, my own The Only Copywriting Formula You’ll Ever Need.

That’s a post all about fear: hands-down the “most primal” human motivator. At the end are thirteen questions to help you haunt your target market (in the best sense possible).

Here’s a quick sampling:

  • What does your audience hate… about their life, about their job, or about your particular type of product or service?
  • What are the real-world consequences of these problems? In other words, how can you quantify, in real numbers, their hates and headaches?
  • What’s the most awkward, confusing, or inconvenient thing about your type of business?
  • What are the two to three biggest barriers to becoming a customer?
  • What nightmare or hell (be as vivid and emotive as possible) does your business save its customers from?

In all those resources, the point is to define your target market as concretely and viscerally as possible.

What are your target market’s mass desires?

Once that group is fixed, the next step is to make a list of all the possible emotions — the raw emotions — that might inspire someone in that specific market to act.

On the negative side, it might be:

  • Fear
  • Anxiety
  • Depression
  • Anger
  • Rage
  • Uncertainty
  • Embarrassment
  • Envy
  • Resentment

On the positive side, it might be:

  • Joy
  • Happiness
  • Accomplishment
  • Satisfaction
  • Elation
  • Desire
  • Lust
  • Pride
  • Comfort

After you’ve selected two or three dominant, raw emotions, get specific.

For example, the most dominant human emotion is fear. But nobody (despite FDR’s sound advice) fears fear. What we fear are people, places, things, and events. We fear the future. Or we fear situations that may arise in the future. We fear loss. We fear uncertainty. We fear failure.

On top of that, every market — just like every person — has its own unique list.

Take the real estate market for instance. What do new homebuyers fear most?

Some of the obvious boogiemen are …

  • The fear of being overwhelmed by the process.
  • The fear of being turned down for a loan.
  • The fear of picking the wrong neighborhood.
  • The fear of not having enough money for a down payment.
  • The fear of something better coming along and missing out.

Whatever it is, by selecting one of those fears and placing it front and center in your copy, you “enter the conversation already taking place in the customer’s mind” (Robert Collier).

Actually, what you enter is the conversation already taking place in the customer’s heart.

Either way, the keyword is “customer’s.” Their mind. Their heart.

Mass Desire in Action

To put a little more flesh on this idea, here are some classic examples of wildly successful headlines from Schwartz’s era that tapped into their market’s mass desires:

  • “Hair Coloring So Natural Only Her Hairdresser Knows For Sure”
  • “At 60 miles an hour, the loudest noise in a Rolls Royce is the electric clock.”
  • “The Skin YOU Love to Touch”
  • “How to Win Friends and Influence People”
  • “Stops Maddening Itch”
  • “Do YOU make these mistakes in English?”
  • “How a bald-headed barber helped save my hair.”

Today, with advertising exposure rising exponentially, you may think that such straightforward appeals no longer work.

Just to prove they do, here is a handful of my favorite mass desire headlines from the web:

Unbounce: Speed

Sweat Block: Embarrassment

Basecamp: Stress

Mint: Relief

Memit: Simplicity

eHarmony: Winning (and, of course, love)

Blue Apron: Authenticity

Weight Watchers: Release

Designed to Move: Justice

Shopify Plus: Easy

Dapulse: Vanity

Apple Watch: Flexibility

MacBook Pro: Creativity

AirPods: Intrigue

What each of these headlines (classic and contemporary) does beautifully is identify and channel one desire: love, greed, entertainment, the fear of inability, or the fear of difficulty. They use emotive language to capture their audience’s hearts and minds. Emotive language that already exists in the market they’re trying to reach.

To breakthrough, your ads must do the same.

One more law about the word “one”

Having generated a powerhouse list of market-inspired mass desires, your greatest temptation will be to employ them all, like a sort of emotional machine gun.

Don’t.

You only get one.

(Well, you may get to split-test more than one. But each ad only gets one!)

Why?

Because in Schwartz’s words:

Every product appeals to two, three or four of these mass desires.

But only one can predominate; only one can reach out through your headline to your customer. Only one is the key that unlocks the maximum economic power at the particular time your advertisement is published.

Your choice among these alternate desires is the most important step you will take in writing your ad.

If it is wrong, nothing else that you do in the ad will matter.

So remember: Just. One.

2. The Second Law of Writing Copy: State of Awareness

We all know how vital headlines are.

As Brian Clark puts it, “On average, 8 out of 10 people will read your headline copy, but only 2 out of 10 will read the rest.” That means your headline isn’t just your audience’s first impression … it’s more than likely their only impression.

So here’s the question:

Where do “breakthrough” headlines come from?

You know what I’m talking about. The kind of headlines that pop up, stop your market in their tracks, and compel them to read every word after it.

Now sure, there’re a ton of great cheat sheets out there to get the creative ball rolling. Jon Morrow’s “52 Headline Hacks” is among the best.

The problem is most of us start out wrong because we start with us: our idea, our product, our service, our copy.

But …

What if there was a way to systematically craft breakthrough headlines based entirely on your market?

What if there was a proven formula to pull your prospects into your copy because it actually started with your prospects themselves?

On this front, three brilliant (and, thankfully, free) resources stand out.

First is Jen Havice’s How To Create Customer Personas With Actual, Real Life Data over at ConversionXL. As Havice explains:

Patching together actionable information about your customers with gut feelings, good intentions and some duct tape is not a recipe for conversion success. [P]ersonas are fictional representations of segments of buyers based on real data reflecting their behaviors. Their purpose is to put the people behind company decision making in the shoes of the customer.

Havice them shows how to shape personas through qualitative research.

The breakthrough insight — especially for anyone without a budget for focus groups — comes from her review mining work, which she’s consolidated into a recent book: Finding the Right Message. By all means, buy it. In the meantime, work through the above article as well as How to Boost Conversions with Voice of Customer Research [Case Study] that includes this free template:

Message Mining by Jen Havice via CXL

Review mining to craft copy is one of my own copywriting hallmarks, especially when it comes to landing pages.

You can see how I created this simplified copywriting cheat sheet directly from “feedback and comments on sites like Facebook, Twitter, Yelp, Amazon, Reddit, app stores, and blogs,” along with what the landing page itself ultimately looked like over at KlientBoost.

Writing Copy from User-Generated Content
Writing copy directly from user-generated content

Second, Demian Farnworth’s Empathy Maps: A Complete Guide to Crawling Inside Your Customer’s Head (via Copyblogger). Empathy consists of two parts:

1. The intellectual identification with the feelings, thoughts, or attitudes of another.

2. The vicarious experiencing of those feelings, thoughts, or attitudes.

After a brilliant overview of empathy in marketing — old school and new — Farnworth drops the gold (which you can download as a PDF simply by clicking the image).

Empathy Map
The Empathy Map Lets You Dissect Your Target Market into Four Quadrants on a Person-by-Person Basis

Third, my own The Only Copywriting Formula You’ll Ever Need.

That’s a post all about fear: hands-down the “most primal” human motivator. At the end are thirteen questions to help you haunt your target market (in the best sense possible).

Here’s a quick sampling:

  • What does your audience hate… about their life, about their job, or about your particular type of product or service?
  • What are the real-world consequences of these problems? In other words, how can you quantify, in real numbers, their hates and headaches?
  • What’s the most awkward, confusing, or inconvenient thing about your type of business?
  • What are the two to three biggest barriers to becoming a customer?
  • What nightmare or hell (be as vivid and emotive as possible) does your business save its customers from?

In all those resources, the point is to define your target market as concretely and viscerally as possible.

What are your target market’s mass desires?

Once that group is fixed, the next step is to make a list of all the possible emotions — the raw emotions — that might inspire someone in that specific market to act.

On the negative side, it might be:

  • Fear
  • Anxiety
  • Depression
  • Anger
  • Rage
  • Uncertainty
  • Embarrassment
  • Envy
  • Resentment

On the positive side, it might be:

  • Joy
  • Happiness
  • Accomplishment
  • Satisfaction
  • Elation
  • Desire
  • Lust
  • Pride
  • Comfort

After you’ve selected two or three dominant, raw emotions, get specific.

For example, the most dominant human emotion is fear. But nobody (despite FDR’s sound advice) fears fear. What we fear are people, places, things, and events. We fear the future. Or we fear situations that may arise in the future. We fear loss. We fear uncertainty. We fear failure.

On top of that, every market — just like every person — has its own unique list.

Take the real estate market for instance. What do new homebuyers fear most?

Some of the obvious boogiemen are …

  • The fear of being overwhelmed by the process.
  • The fear of being turned down for a loan.
  • The fear of picking the wrong neighborhood.
  • The fear of not having enough money for a down payment.
  • The fear of something better coming along and missing out.

Whatever it is, by selecting one of those fears and placing it front and center in your copy, you “enter the conversation already taking place in the customer’s mind” (Robert Collier).

Actually, what you enter is the conversation already taking place in the customer’s heart.

Either way, the keyword is “customer’s.” Their mind. Their heart.

Mass Desire in Action

To put a little more flesh on this idea, here are some classic examples of wildly successful headlines from Schwartz’s era that tapped into their market’s mass desires:

  • “Hair Coloring So Natural Only Her Hairdresser Knows For Sure”
  • “At 60 miles an hour, the loudest noise in a Rolls Royce is the electric clock.”
  • “The Skin YOU Love to Touch”
  • “How to Win Friends and Influence People”
  • “Stops Maddening Itch”
  • “Do YOU make these mistakes in English?”
  • “How a bald-headed barber helped save my hair.”

Today, with advertising exposure rising exponentially, you may think that such straightforward appeals no longer work.

Just to prove they do, here is a handful of my favorite mass desire headlines from the web:

Unbounce: Speed

Sweat Block: Embarrassment

Basecamp: Stress

Mint: Relief

Memit: Simplicity

eHarmony: Winning (and, of course, love)

Blue Apron: Authenticity

Weight Watchers: Release

Designed to Move: Justice

Shopify Plus: Easy

Dapulse: Vanity

Apple Watch: Flexibility

MacBook Pro: Creativity

AirPods: Intrigue

What each of these headlines (classic and contemporary) does beautifully is identify and channel one desire: love, greed, entertainment, the fear of inability, or the fear of difficulty. They use emotive language to capture their audience’s hearts and minds. Emotive language that already exists in the market they’re trying to reach.

To breakthrough, your ads must do the same.

One more law about the word “one”

Having generated a powerhouse list of market-inspired mass desires, your greatest temptation will be to employ them all, like a sort of emotional machine gun.

Don’t.

You only get one.

(Well, you may get to split-test more than one. But each ad only gets one!)

Why?

Because in Schwartz’s words:

Every product appeals to two, three or four of these mass desires.

But only one can predominate; only one can reach out through your headline to your customer. Only one is the key that unlocks the maximum economic power at the particular time your advertisement is published.

Your choice among these alternate desires is the most important step you will take in writing your ad.

If it is wrong, nothing else that you do in the ad will matter.

So remember: Just. One.

2. The Second Law of Writing Copy: State of Awareness

We all know how vital headlines are.

As Brian Clark puts it, “On average, 8 out of 10 people will read your headline copy, but only 2 out of 10 will read the rest.” That means your headline isn’t just your audience’s first impression … it’s more than likely their only impression.

So here’s the question:

Where do “breakthrough” headlines come from?

You know what I’m talking about. The kind of headlines that pop up, stop your market in their tracks, and compel them to read every word after it.

Now sure, there’re a ton of great cheat sheets out there to get the creative ball rolling. Jon Morrow’s “52 Headline Hacks” is among the best.

The problem is most of us start out wrong because we start with us: our idea, our product, our service, our copy.

But …

What if there was a way to systematically craft breakthrough headlines based entirely on your market?

What if there was a proven formula to pull your prospects into your copy because it actually started with your prospects themselves?

Let’s save the world from bad content