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Copywriting is a fundamental part of making sales – especially in the online world.
You’ll have seen copywriting everywhere. From websites to product descriptions, sales pages to marketing emails – there’s no doubt that you’ve interacted and been persuaded by copywriting.
But how do you create killer sales copy yourself?
This article explains my very own CIRCA method. As a copywriter myself, I make small businesses big with a revenue that reflects that change.
Here’s how I do it, so you can do it, too.
But first:
Let’s start with the basics and revisit the definition of copywriting.
Copywriting is salesmanship in print. But it’s focused on more than just sales. In fact, the idea that copywriting is “words that sell” is a little misleading.
There’s some truth in it, sure.
But the more realistic definition is:
Copywriting is words that convert.
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Conversion comes in all shapes and sizes. From warming a luke-warm lead into red-hot, from website visitor to email subscriber, from one-time buyer to loyal fan. Copywriting is about taking your reader and placing them one step closer to your end goal (to make a sale).
Copywriting uses psychology, business acumen, sales strategy, and creativity, and balances all 4 elements beautifully.
When done right, copywriting can elevate your business to a whole new level.
Without good copy, you’ll struggle to scale and sell.
But that’s not going to happen. Because you’re here, right now, reading about my CIRCA method. So, let’s get into it, shall we?
Let’s, first, take a look at what the CIRCA method is. Then, we’ll dive into each component in depth.
These 5 phases, when combated in this order, will result in killer sales copy.
But what do they all mean? And how do you do it?
In a world where content is drowning internet users, it’s not enough to simply grab someone’s attention.
You need to be able to hold that attention with your words, and carry them through to the end.
While many people will say that the ultimate goal of your piece is to make a sale (which it is), if we zoom in: the ultimate goal of every sentence is to keep your reader reading.
So, you need to capture your reader’s attention and carry that attention the whole way through.
In sales pages, your capture phase needs to start with a seriously eye-grabbing hook.
The way to do it? Make the reader feel from the very first sentence. Show them how they’ll feel after making a purchase, and remind them how they feel now. That contrast will subconsciously create a sense of yearning.
Of course, you also need to consider your ideal buyer. What captures and captivates one demographic might not do so for another.
For example, if you were targeting first-time moms, they’d be moved by different words and ideas than 60+ year old males who work in HR.
That’s why it’s so important to have a solid understanding of your ideal buyer and how they think.
Then, consider using any of the following 3 hook-techniques:
The Brain Burrow hook works by first allowing the customer to consume the hook, and then the hook proceeds to consume the customer.
Say, for example, you’re selling copywriting services. You could use a brain burrow hook like:
Spending Time Is Emptying Your Bank Account
This hook hits the reader where they feel most vulnerable, appealing to both time-sensitivity and the idea of losing money.
What we’re trying to say in this hook is that, while you’re trying to create your own copy, you could be onboarding clients and earning more money.
A descriptive title for this hook is exactly what it needs. The gut-punch hook is about delivering some “tough love” for your reader. It’s something they likely already know but have been avoiding for a while.
So, let’s take another example.
Imagine you were running a pet-sitting business. Your sales page is all about spring break and
drop-in visits in your area.
Your gut-punch hook could be something like: While You’re Away, The Cats Won’t Play.
I know a whole lot of cat-moms who adore their fur-babies. Vacation is bittersweet for them, because they’re excited to get away, but don’t want to leave their cats with someone else.
This hook plays on that idea. Because the remainder of the sales page will sell drop-in visits where the service provider plays with pets for at least 30 minutes each time.
Our next hook is the aspirin hook.
It gives the reader a clear idea of the transformation that can happen. Essentially, it walks them through pain points to relief in as few words as possible.
Again, here’s an example.
Imagine you were a wedding photographer selling your services during the peak wedding season.
An aspirin hook could be:
Finally, Wedding Photos That Capture You.
The term “finally” gives that instant relief and also suggests that they’ve been searching for the right pairing for some time. We then present the transformation by explaining that the photos aren’t generic. They capture the individual and their personality.
Finally, we have the transformation hook.
This, as it suggests, paints a picture of the transformation that will take place after a purchase is made.
It’s usually extremely positive and relates to a feeling.
In this example, imagine that you were selling dissolvable tablets that make water taste like juice. A transformation hook could be:
Turn Little Frowns Upside Down With Water-Fizz. Make Water Fun!
We’re targeting mothers here by referencing their children, and showing – clearly – that the fun fizz of the dissolvable tablets will make their little ones drink more water.
After capturing and holding the reader’s interest, we move onto phase 2: identify.
We’ve touched on this in phase 1, but this section is far more focused on the individual reading the sales copy.
Hear me when I say: there isn’t a product on earth that was made for everyone.
And while I still get clients who tell me that their product is aimed at the whole world, it’s simply not true.
Even products like socks.
There are fluffy socks, aimed at those who live in a colder climate, usually enjoy feeling cozy – perhaps even travelers while on a cold plane.
On the other hand, there are trainer socks. These are aimed at sporty people who wear trainers.
Their needs are completely different.
So, their messaging should be, too.
The aim here is to get your reader internally nodding and thinking “they’re talking to me!”
Empathize, mirror their language, and show them you’re directly speaking to them. Don’t give them any reason to doubt it.
Now that your reader knows you’re talking directly to them, it’s time to let them know that you know what they’re going through.
After all, that’s how humans function and build relationships, right?
Through empathy.
By saying “I know what you’re dealing with, this is how it feels, and here’s how I might be able to help,” you’re showing your reader that you truly “get them”. And not just on a surface level.
The more specific you can be, the better.
The way you do this all revolves around your reader’s pain point.
So, you can do this in 3 different ways:
a.) Explore pain points
b.) Explore pleasure points
c.) Explore pain points and pleasure points.
Let’s take a look at what the terms “pain point” and “pleasure point” mean.
Pain points are the problems your reader is facing.
They’re the things that are causing them pain. This doesn’t need to be physical pain, though. It can be emotional pain.
But don’t be afraid to deep-dive into this.
Let’s say you’re selling a gym membership.
The pain point isn’t being overweight.
The pain point is feeling unattractive, unworthy, and constantly comparing themselves to others.
Or, say you were selling kitty litter.
The pain point isn’t the smell of your current litter.
It’s an embarrassment when friends or family come round.
Pain points (and pleasure points) all revolve around a feeling.
Pleasure points are all about what your reader is seeking. That pleasure has to relate to your offer.
Let’s take the same examples as above.
A gym membership’s pleasure point is the ability to wear that dress you’ve been waiting to fit into.
The pleasure point for kitty litter could be the chance to have your friends and family round for dinner without worrying about unpleasant interruptions.
You see? It’s all about placing a specific, targeted and positive outcome for your reader.
The 4th phase to creating killer sales copy is the compel phase.
And it’s the largest, “meatiest” part of writing copy.
Compelling your reader means persuading them to take action by positioning their potential future in front of them.
You can do this in 2 different ways:
Negative future pacing
Positive future pacing
Future pacing stems from neuro-linguistic programming (NLP). It positions possibilities for the reader if they do or don’t take action.
Positive future pacing shows your reader what life will be like with your offer.
Negative future pacing, on the other hand, shows your reader what life will be like without your offer.
Both will play on the emotional progression or regression the reader goes through if an action is taken or avoided.
As an example, let’s say you were selling a course about how to file your taxes for small business owners.
Positive future pacing could be used like this:
Imagine tax season comes and you’re already prepped without the last-minute panic of scrambling receipts together.
On the other hand, negative future pacing could be used like this:
What will happen if you don’t learn how to file your taxes and your business suffers while you’re frantically putting together a Google Spreadsheet of your receipts?
You can also use benefits to compel your readers.
Many business owners and new copywriters struggle with differentiating benefits from features.
You need to answer the question “how will it change my life?”
While this seems like a loaded question, every product has a benefit. And a deep-rooted benefit nested within that.
Let’s take a meal-subscription service as an example.
The feature of that meal-subscription service could be “step-by-step instructions”.
But does that answer the question “how will it change my life?”
No. It doesn’t.
So, we can turn that feature into a benefit by considering that question. Why is it important that they have step-by-step instructions?
When we position it this way, we get something like:
Step by step instructions so that you can have a well-earned night off while your partner preps the dinner. Because you deserve it.
The final phase in the CIRCA method is to assure your reader.
You could be offering the best offer in the world.
But unless you’ve got something to assure your reader that their money won’t be wasted, it’s never seen as a “must-have”.
How do you assure your readers? With social proof.
Social proof comes in the form of testimonials, reviews, videos – any written assurance from customers, clients, or influencers that prove your statements.
You can also use screenshots that demonstrate your product or service working.
The last phase to sell your offer is to prove it works. So, provide evidence that backs up your claims.
I’ve written sales copy for a whole range of different clients. No matter the industry, offer, or audience, the CIRCA method works.
Of course, you’ll need to follow the steps closely and have a real handle on who you’re selling to. If you have that, you’ll have no problem writing copy like a pro and creating killer sales copy with my CIRCA method!
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