Write marketing copy that converts by combining five techniques: one-friend voice, speak-write, specific outcomes, emotional targeting, and customer language
Eben teaches that converting copy requires writing like you're talking to one close friend, using the speak-write technique (record then transcribe), focusing on specific concrete outcomes, targeting emotions rather than logic, and using the exact words your customers use.
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Five Techniques for Copy That Converts
Write like you're having a conversation with one close friend, use the speak-write technique by recording yourself then transcribing, focus on specific concrete outcomes, target emotions rather than logic, and use words your customers actually use by talking to them directly.