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How to Launch a Million Dollar Business in 27 Days – Day 7: Copywriting like a pro


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This is Day 7 in our Zero to Launch in 27 Days series. Yesterday we chatted about how to make it easy for your customers to do business with you.

Write epic stuff, break rules, and keep it super casual and fun…

So this is a day I’ll probably enjoy the most.  Why?  Because writing random stuff however the hell I like, is my thing.

Here’s the story: You don’t have to be a great writer to write compelling copy. You just have to almost not give a shit.

Not kidding!

The more you care about making things perfect, the more your copy will come across as stuffy and pretentious and boring.

And stuffy, pretentious, and boring does not sell.

Corporate Speak and business jargon


Consider these:

Option A: “Our proprietary cleaning technology provides world-class removal of microscopic bacteria from all surfaces while preventing cross-contamination and…blah blah blah.”

Option B: “”You’ll get good old-fashioned cleaning that’s safe for your family and pets.”

It’s clear which one would connect better with customers but it’s easy to relapse into boring corporate-speak where we talk about product instead of benefits.

Here’s a couple ways to help you stay focused on good copywriting that converts…

Write to a picture of your ideal customer


Keep a picture of your ideal customer on your computer as you write and keep in mind that your writing should sound like a transcript of a conversation you’re having with that person.

Your copy should end up feeling like a conversation that you’re recording, and NOT a typewritten formal letter.

If you need to, actually have a verbal conversation with the person (you’ll look crazy, but who cares), and record it or use speech to text to transcribe it. Then you can tweak the results and go from there.

Get the pronouns right

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You might be a super awesome person, but you have to create a website that speaks to your audience, and that audience is the ONE  individual person that is reading the page of your site.

And right now, that person is YOU!

That’s why we use “You” instead of “guys and folks” when crafting your sentences.  This simple trick will completely change the direction your website copy takes.
Keep Things Short

DeathtoStock_Creative Community5-min

Consider that a lot of your web audience will be consuming your stuff on mobile, you need to write in short simple sentences that are skimmable.

A couple tips for writing for mobile:

  • No long paragraphs
  • Keep your copy on the shorter side of things
  •  One or 2 line sentences only
  • Use multiple headers to create digestable chunks of info
Using slang and staying relaxed


The goal is to have a simple conversation with one human being, and if done well, they’ll actually hear your voice in their heads.

If it sounds like writing, rewrite it! Elnore Leonard

So if your voice is slang, and it works well for your audience go for it.  It helps if you can find a space to write that is relaxing and fun and laid back, as opposed to writing in a stuffy corporate environment.

Write for 8th graders

Screenshot 2015-09-01 13.47.11

That’s about the average reading level of your audience, so keep things super simple and direct.

If you need to, use a tool like Readability to score the grade level of your writing to make sure that your words and sentence structure are easily understood.

But at the end of the day, simple, straightforward communication works well online.

Fancy prose and corporate speak sets you further from your end goal: making that sale!

Better Call To Actions

Screenshot 2015-08-29 18.06.49

As we craft our site we’re going to be using a host of techniques to increase the likelihood of getting a job right away.  One of these is using better call to action buttons that tell the reader what they’re going to get when they click.

Stay away from boring calls to actions like “subscribe” and “submit”. Something like “grab the book” or “Get VIP” or “Become a Secret Agent” or something silly will work so much better.

Write when you’re in a good mood.

Screenshot 2015-09-11 15.43.52

For me it’s usually first thing in the morning before anyone has a chance to piss me off, lol. Find your best time.

Make sure when you’re done, you read everything aloud to make sure it sounds like a fun convo with a friend.

So that’s about it.

If you can find a way to write casually and fun and stay away from corporate speak, you’ll connect better with your audience.

And a better connection means better conversions. And better conversions mean and earlier retirement! : -)

Oh, and break grammatical rules if you like. No one cares.

Good luck.

Bonus: The About Us Page

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I thought I’d take a few seconds to talk about the “About Us” page.  This is probably going to be your #2 visited page on your website after the homepage, so it pays to spend some time crafting one that connects well.

My quick formula for About us pages:
1) A video (99.9 % of people don’t have one). Something quirky and fun and you’re already miles ahead of your competition.
2) Some interesting tidbit about the people at the company
3) Something unique about the business
4) Reasons they would like to do business with us (guarantees, testimonials, etc.).
5) Nice images of yourself or your crew or some aesthetically pleasing element of your business

That’s it. It ends up being a less “about us”, and more “why us”! At the end of the day, the customer is less interested in you and more interested in how you fit into what THEY need. (Soul crushing I know!)

There are a gazillion articles on how important the about page is on how to approach it, so get googling, but this is just my simple approach.

What’s Happening Tomorrow

Tomorrow we tackle branding and consistency and how we set ourselves apart from the typical “lawn-care” or other local service website.

See you then! Oh, and leave a comment below if you think I can answer any questions. Chat soon : -)



Rohan Gilkes is the CEO & Co-Founder of Groove Living Startups, LawnTribe, Launch27, and WetShaveClub. He loves building stuff that matters and crushing fools in table tennis! :-)

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