Destroy Introwank (Copywriting for Conversions)

Quickie copywriting (and general writing) tip for ya:

Kill introwank dead.

Introwank is the first few paragraphs you write whenever you sit down to communicate something. No, don’t blush — we all do it, me included. The good news: It won’t make you go blind. The bad news: It will lull your readers to sleep (or the dreaded back button.)

Below is an example of an upcoming newsletter I’ve written:

Before (“natural” writing):

How do you know me? No, really. How do you know me?

Don’t just skip your eyes to this paragraph. Pause, answer the question for yourself.

Why? Because we constantly from students & readers who are fretting about their lack of celebrity. They think (and sometimes, rarely, they say:

“Oh, well, it’s easy for you, Amy, to launch a SaaS or class or whatever. You’re famous. Your husband’s famous. Alex is… uhh… maybe he’s not actually famous, but, you get the picture!”

So the question of “How do you know me?” becomes very important indeed.

Say it with me: Mehhh.

After (murdering the introwank):

“Oh, well, it’s easy for you, Amy, to launch a SaaS or class or whatever. You’re famous. Your husband’s famous. Alex is… uhh… maybe he’s not actually famous, but, you get the picture!”

We hear this a lot. Let’s talk about it.

Quickly now… How do you know me? No, really. How do you know me?

Don’t just skip your eyes to this paragraph. Pause, answer the question for yourself.

Can you remember?

Is it a work of literature? No. But does it actually draw your eye along each sentence and to the opening question? Yes. The momentum is built and maintained.

The reader will keep reading… which is the very foundation of a sale.

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