How to Craft Compelling Copy - Maku Seun

How to Craft Compelling Copy

Copywriting 101 - How to Craft Compelling Copy

Copywriting is one of the most important elements in digital marketing. And if you’re not sure how to craft compelling copy that’ll get you more subscribers and sales, this should help.

First, what are the elements of a compelling copy?

The basic elements of a compelling copy are:

  1. A clear objective
  2. Attention-grabbing headline
  3. Focus on the problem
  4. Urgency
  5. Testimonials
  6. CTA

There are more but without these six, your copy is as good as useless.

1. A clear objective

This is perhaps the most important element of crafting a compelling copy.

If you don’t have a clear objective, what are you writing for?

Unless you’re writing to entertain… and even that has a clear objective.

So, why are you writing what you’re writing?

Whatever it is, you have to make sure it’s clear from the start so you don’t meander through the message.

2. Attention-grabbing headline

The internet is full of things looking for the attention of your reader.

Therefore it’s your job to make your reader sees the value of your message in your headline.

  • Make sure your headline offers a benefit and an element of curiosity.
  • Don’t give away all the information in your headline.
  • Make sure you give a little piece that’ll make them curious to want to know more about your message.

Note that the job of your headline is to get the reader to read the next line of your copy. And the job of the second line is to get the reader to read the next line, and so on.

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Do this and you’ll move your reader seamlessly down the copy to the point where they make a decision.

3. Focus on the problem

Some marketers make the mistake of droning on and on about themselves and the features of their products.

Big mistake.

What you should do is focus on the problems of the reader and show how your product or service can solve that problem.

That’s the way to get them interested in your offer.


People are selfish by nature and the moment you start talking about yourself, they’ll drift off and close the page.

The only place you’re about to talk about yourself selfishly is on your about page.

4. Urgency

If you’re selling something on your sales page, using urgency to move the reader to take action immediately is a good idea.

If you’re trying to get them to enter their email list, you don’t need to use urgency as much because they’re not shelling out their money… so it’s easy to give you that.

But when it comes to money, people will be hesitant.

That’s why you should include urgency to make them move faster.

5. Testimonials

We’re on the internet and there are a lot of scammers.

So people are skeptical about your claim to be the world’s best social media coach.

And what you have to do in this instance is to show them testimonials of people like themselves who have used your product or service and have said nice things about your program.

This way, you allay their fears.

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This makes them more likely to purchase from you.

6. Call to Action

After writing your sales copy, your next step is to tell them what to do.

This is the call to action.

Unless you’re writing to entertain, your message should ALWAYS have a call to action.

Get them to make a call, buy your program, or sign up for your email list.

This is the ultimate reason you’re writing a sales copy.


These are the basic elements to craft compelling copy.

If the conversion rate of your sales copy is low, there’s a strong possibility that you’re violating one or more of these basic elements to craft a compelling copy.

Go through your sales message and compare it with these tips, if you notice you’re doing something wrong, fix it.

Then sit back and watch your sales conversion soar.

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