A quick copywriting introduction for non-writers in how to write direct-response copy and improve your lead generation, sales, and marketing content.

1. Copywriting 101
www.WillEdridge.com
How to Write Copy that Sells For Non-
Writers

2. Dictionary Definition:
Copywriting is written content conveyed through online media and print materials. Copy is
content primarily used for the purpose of advertising or marketing.
This type of written material is often used to persuade a person or group as well as raise
brand awareness - Wikipedia
What is Copywriting?

3. What is Copywriting?
Real World Definition:
Copywriting is a salesman in print.
A salesman who gives 100%, 24 hours a day, seven days a week to an unlimited amount
of leads.

4. The Basics
You should always start by
learning the market before
crafting your message.
And, once you have your
message, you can adapt it for
different mediums.
#1 Market
#2 Message
#3 Medium

5. Copywriting 101
How to Write a Sales Letter:
Headlines
Lead
Sales Argument
Offer
Close

6. How to Write an Attention-Grabbing Headline

7. The One True Purpose of Your Headline is...
To Get Them To Stop What They Are Doing And Pay Attention

8. BUT...
Don’t Write Clickbait!

9. The Four U’s Of Writing a Headline...
● Imply a Sense of Urgency: Show them How They Might Be Missing Out
● Show the Reader Your Copy is Useful By Highlighting A Benefit
● Demonstrate a Unique Angle
● Make it Ultra-Specific to Your Target Market And Their Needs & Be
Specific in Your Claims

10. How To Write a Compelling Lead...
The lead is your opening paragraph
If it’s weak your reader will lose interest
Your goal here is to keep the reader’s focus and draw them into the main body of your
copy

11. How To Write a Compelling Lead...
Example:
If Your Want to Learn The Basics of Copywriting Then This Slide Deck Will Show
Your How….
The If/Then opening paragraph also helps your reader to identify that your offer is for
them.

12. How To Write Your Sales Arguments...
Layout From Start to Finish
Why It’s a Good Idea
To Buy Your Product or Service

13. How To Make Your Offer...
Tell Them Exactly What They’ll Get When They Buy

14. How To Close The Deal...
It’s More Than a “Call-to-Action”

15. Build the Perceived Value of
Your Product or Service…
Then Reveal the Price

16. Use an Over-The-Top Guarantee to “Reverse the Risk”
of Buying

17. Then Show Them How to Buy

18. Tips:
● Benefits sell, features support.
● Keep it simple.
● Clarity is more important than persuasion.
● The fundamentals of copywriting can be applied to all
writing.
● Your first draft will be terrible.
● Edit.
● Edit.
● Edit.

19. About the Author
Will Edridge is a Copywriter specialising in “direct-response” copy and
direct marketing.
For More Information Visit:
www.WillEdridge.com