Copywriting Tip: Let Your Reader Think They’re Unique (Even Though They Aren’t)

Aaron Hoos - Copywriting Tips

Newsflash. Humans are basically the same predictable people that we’ve always been. There’s nothing really shocking or unique about us.

That said, we all desperately want to be unique (while ironically wanting to fit in. It’s complicated).

Here’s what this means for your copy: you need to help your reader feel that they are unique even though they aren’t!

Ever want to see this play out? Just look at questions that people have to a sale: Often, they are questions that emphasize the perceived uniqueness of the person…

  • “Will this work for me even though I’m 20 years old?”
  • “Will this work for me even though I’m 80 years old?”
  • Will this work for me even though I’m a woman?”
  • Will this work for me even though I’m a man?”
  • Will this work for me even though I live in Australia?”
  • Will this work for me even though I have red hair?”

… and so on.

People need to be made to feel that they are unique… without making them feel that they stand out.

So, the simplest way to do this is to answer those questions (proactively or reactively) with phrases like: “Yes, we have several clients who are 20 years old and it works great for them.” (etc.)

This not only feeds into the uniqueness element, it also helps your audience feel that they are part of a group.

(Hey! While you’re here, check out my other copywriting tips for persuasion secrets and psychology hacks to increase conversions.)

Copywriting Tip: Tell Your Discovery Story

Aaron Hoos - Copywriting Tips

You have a solution to your reader’s problem… but it didn’t magically fall from the sky.

How did you discover it? How did you test it and implement it? How did it work for you? How much effort was it?

Telling your discovery story does a number of things:

  • It makes your copy more compelling by telling a story.
  • It adds legitimacy to your offer by making it seem true (because people like to believe authentic sounding stories).
  • It makes you into more of a human being, and thus, makes your reader like you more.
  • It makes the solution seem implementable to others.
  • It emphasizes the cost of self-discovery as well as the value of fast-tracking to invest in your solution.

(Hey! While you’re here, check out my other copywriting tips for persuasion secrets and psychology hacks to increase conversions.)

Here’s What I’d Do If I Started Freelancing Today

Aaron Hoos

One of my very favorite things to do is help people become freelance writers.

Since I was a kid, I wanted to be a writer. It was the only thing I ever wanted to do! (And when I started full-time freelancing in 1999 and then failed a couple years later, it just about killed me!)

Then, on the first Monday in August, 2005, I started freelancing again… and this time it was different; something clicked. I’ve been fully booked ever since. (I don’t really call myself a “freelancer” anymore, but that’s essentially what I am since I’m not an employee.)

Now, whenever someone asks how to start freelancing for themselves, I’m happy to help—to show them step-by-step what I did.

Some have gone on to become successful freelancers themselves (others have tried it and gone in different directions, which is fine because it’s not for everyone). But I’m ridiculously proud of those who are killing it as freelancers!

The methods and strategies I used back in 2005 still work (with some updating). That said, it’s funny to look back and remember starting out with just a yahoo email address and a blogspot blog! Wow!

So the question now is: if I was starting out as a freelancer now, what would I do? Here’s my answer…

#1. Get A Gmail Address

Get a Gmail address. That’s all you need. Yes, I have a fancier custom one but you only need a Gmail address. Just use your name. (Once you have the Gmail address, of course you also have a calendar, which you’ll also use.)

#2. Sign Up For Paypal

Yes, there are other options to get paid but Paypal is simple and many people use it.

#3. Choose A Specialty

The next thing I’d do is pick a niche sooner. In 1999, I wrote for everyone and that was a costly mistake that was instrumental to my first business’ demise. When I restarted in 2005, I wrote for “business, finance, and real estate” which seemed like a narrow niche at the time but (in retrospect) was ridiculously broad. When I narrowed further to become the real estate investing copywriter, I agonized over that decision and worried that I would be niched too narrowly. (I was wrong.) Pick a niche and focus.

#4. Build A Facebook Page

Not that long ago I would have suggested that you build your personal Facebook Profile to present yourself as a freelancer. And maybe that’s still relevant but if I was starting today, knowing what I know now, I would build a Facebook Page (a business page) that is built around my specialty. Then I would drive traffic there. In fact, I’m not even sure I would invest in a website in those early days; I just don’t see the need for it anymore (at least to start).

#5. Build An Instagram Profile

Then I’d build my Instagram presence and focus on adding value and solidifying my brand on that platform.

#6. Record Videos In Facebook And YouTube

Then, I’d record short daily videos—some on YouTube that are reposted to Facebook, and others that are Facebook Lives. I’d share great insight with my prospective audience. And I’d do it daily. Yes, daily.

#7. Build The Rest In Google Drive

Then I’d build the rest of my business inside Google Drive: I’d invest in the larger storage amount, and I’d build the following folder structure:

  • One (private) folder for business administration (including financials).
  • One (shared) folder for your portfolio.
  • One (private) folder for clients, with (shared) sub-folders for each client.
  • And, when you build a team, one (private) folder for your team with (shared) sub-folders for each team member.

Yes, That’s It.

That’s all you need. Don’t over-complicate it. Use Google Email to communicate; use Google Calendar to schedule stuff; use Google Drive to manage your business and to write for clients. Use Facebook, Instagram, and YouTube to promote yourself.

Copywriting Tip: Guides Are Great Lead Magnets

Aaron Hoos - Copywriting Tips

Want to share some info with your audience in a lead magnet offer?

Ebooks used to the thing to offer. But those have since been devalued because everyone offerdd them.

Then, reports had a higher perceived value at first because they felt more substantial and formal. However, reports went the way of ebooks and became devalued.

At the moment, guide or training are each great lead magnets to offer people. (Note: the term “guide” or “training” should not stand alone but should be combined with other words, like: Insider’s Guide or Fast Action Training).

In some cases, a review or a done-for-you resource are have higher perceived value.

(Hey! While you’re here, check out my other copywriting tips for persuasion secrets and psychology hacks to increase conversions.)

Copywriting Tip: Sell A Specific Result

Aaron Hoos - Copywriting Tips

I’ve said in the past that you should sell an emotion. That’s true, and it doesn’t change what I’m about to tell you here...

You need to sell a specific result and/or deliverable. It can’t just be a generic result of improvement or of solving a problem. It needs to be ultra-specific. The more specific the better.

An example of a specific result: “Buy now and you’ll instantly receive my training program that explain step-by-step everything you need to know to start earning $125,632/year through YouTube videos.

An example of a specific deliverable: “Click the button and I’ll email you my free PDF report that lists 18 marketing strategies no one else is using right now.

(Hey! While you’re here, check out my other copywriting tips for persuasion secrets and psychology hacks to increase conversions.)