I teach a number of pretty sophisticated QuickStart Copywriting Techniques — meaning they’re easy to apply but not so easy to teach in a blog posting. But here’s one that is easy to explain, and it never fails:
Think of someone whom you really care about, whom you’ve known for a long time — maybe someone from whom you’re geographically separated. Write that person a letter, and in that letter do everything you can to convince that person to buy the product or service.
Don’t give them a sales pitch. Talk to them in whatever style you usually use with them. Start with “Dear Bob” or “Hi, Mary” or “Hey, wassup” or however you would begin a letter to them.
Obviously, you need to pick someone who would benefit from the product or service. But put away the bullet points and just write from the heart.
If you’re trying to convince a nearsighted friend to try Lasik Eye Surgery, you’re not going to talk about how many procedures the doctor has performed or his friendly, knowledgeable staff.
Don’t allow any advertising-ese in the letter. If you write it from the heart, in 5 to 10 minutes you’ll have the basis of a good commercial.
That might mean that you can simply edit it down to commercial form, or it will lead you to an appropriate emotional approach to take when you write the spot.
It’s almost always sure to lead you to at least a few good lines to use in your copy.
When I’ve taught this at workshops, I’ve heard wonderful, original, stunning commercial copy that lifts right out of that letter.