Copywriting Engagement Methods

I create 247 pieces of content per month. Time spent? 7 hours. Most founders stare at blank screens for hours. They overthink, delete drafts, and convince themselves they're "not interesting enough." Here are 6 tips to generate endless content ideas: 1. Stop Waiting for Inspiration Content isn't about being on camera or feeling creative. It's about documenting what you're already doing, thinking, and learning every single day. 2. The Content GPS Framework Every week follows five buckets: Monday - mistakes I made, Tuesday - systems that work, Wednesday - client transformations, Thursday - contrarian truths, Friday - vision for the future. 3. The 30-in-30 Exercise Spend 30 minutes writing: 10 things that frustrate you, 10 lessons you've learned, 10 transformations you've witnessed. That's your content calendar. 4. Mine Your Past Self Last week at 2am in London, I asked myself one question: "What do I wish I knew 5 years ago?" Wrote 73 ideas in my journal without stopping. 5. Your Struggles Beat Their Quotes 20-somethings share motivational quotes. Real founders share scars. Your authentic experience will always beat polished perfection. 6. Your Life IS Content Every decision you make, every system you build, every mistake you survive, it's all material waiting to be shared with people who need it. The difference between struggling and thriving with content? Systems beat motivation every time. I don't create content because I'm inspired. I create it because I have a framework that turns my real experiences into value for others. That's the power of building in public, transparency becomes your competitive advantage. Start documenting your journey today. Someone needs to hear exactly what you learned yesterday. __ Enjoy this? ♻️ Repost it to your network and follow Matt Gray for more. Want to learn how to build a profitable personal brand that grows even when you’re not around? Join my free live Workshop on February 25th (6 days away) to steal my homework: https://fos.now/rHVGzD

I've been in the copywriting space for 10 years and have generated $100’s of millions of dollars for clients.  Here are the 9 most profitable copywriting lessons I've learned along the way: 1. Most Copy Follows the Same Pattern: Headline → Lead → Body → Offer → CTA. Use this structure for every piece of copy: sales pages, emails, ads—everything. Try this today: Take an existing sales page and rearrange it to follow this flow. Notice how it improves clarity. 2. Stop Selling to Everyone: A hungry niche is far more valuable than a big, lukewarm audience. Identify your top 2–3 customer personas and speak directly to them. Try this today: Rewrite one of your marketing emails to address a single, specific persona’s biggest pain point. 3. Your Headline is King: 80% of your effort should go into writing a headline that stops the scroll. Without a powerful headline, no one reads the rest. Try this today: Write 10 variations of a headline for the same offer. Pick the strongest one (or split-test them). 4. Write First, Edit Later: Separate the creative process (writing freely) from the critical process (editing). More words during writing; fewer words after editing. Try this today: Draft an email or ad in one sitting without stopping yourself, then cut it down by 30%. 5. Make it a Slippery Slope: Headline sells the subheadline → subheadline sells the lead → lead sells the body → body sells the CTA → CTA sells the click. Each section teases the next. Try this today: Structure each element on your landing page to create curiosity for the next. 6. People Care About Themselves: They want to know: “What’s in it for me?” Focus your copy on how your product solves their problems or satisfies their desires. Try this today: Count how many times you say “you” versus “I/we” in your copy. Aim for at least a 2:1 ratio. 7. Embrace the Rule of One: One product, one big idea, one CTA per piece of copy. Avoid confusing your reader with multiple offers. Try this today: If you have multiple CTAs in an email or ad, eliminate all but one to see if conversions improve. 8. Be a Friend, Not a Salesman: Show your personality: use relatable language, humor, empathy. Give value first, then ask for the sale. Try this today: Add a personal anecdote or inside joke in your next email to build rapport and trust. 9. Never Start from Scratch: Use proven frameworks (PAS, AIDA, FAB, etc.) to save time and improve results. Frameworks guide your thinking and help you hit the emotional triggers your audience needs. Try this today: Pick one framework (e.g., PAS) and outline your next sales email before filling it in with copy.

Your LinkedIn posts are not getting views. Know why? No one's clicking on the 'see more' button. Only one thing can fix that.. Hooks. Here's how to fix them: 1. Numbers: Specific numbers grab attention.  Instead of saying: "I gained a lot of impressions recently," Try: "I gained 500,000+ post impressions in just one week after applying Jeff Bezos’ writing rules. Or: "Over 141 'no’s' later, here’s what I learned about persistence.” 2. Show you know what you're talking about  Instead of :"I’ve worked with many clients," Try: "Working with over 200 founders taught me this: simplicity wins in video scripts.” Or: "Over 500k followers and 150+ successful clients later, here’s my framework for standing out. 3. Curiosity Triggers: Create a knowledge gap that makes readers want to learn more.  Instead of: "Does your phone listen to you?" Try: "Have you ever found yourself bombarded with ads for something you just mentioned in a conversation? I tested this for 10 days, and here’s what I found." 4. Give clear value: Show readers exactly what they’ll gain.  Instead of: "Here’s why LinkedIn matters," Try: "If you’re only using LinkedIn to find jobs, you’re missing out on $10,000 (minimum) annually. Let me explain how." 5. Unpopular/Contrarian Opinion: Challenge conventional wisdom.  Instead of: "Quality over quantity is important," Try: "We’re conditioned to believe that ‘quality > quantity’ is the right strategy, but when you’re just starting out, that’s the wrong approach." 6. Structural Hooks: Frameworks create instant engagement. Instead of: "I have some tips for you," Try: "6 mistakes that cost me $100,000—and how you can avoid them."  Or: "The 7 rules of writing that gave me 500k+ impressions in one week." 7. Keep it short: Keep hooks concise mostly under 3 lines because only that part is visible to the reader at first. 8. See other people's hooks that worked or went viral and take inspo from it. But keep in mind that your entire post must deliver value. The hook gets them to stop scrolling, but the content keeps them reading. #linkedin

Why do so many communicators lose their audience? Often, it’s because we try to share everything. When communicating a complex project, whether it’s a new product feature, a design sprint, or a strategic pivot, we often see broadcasting ideas into the world as our goal. We want to show every wireframe, every debated nuance, and every data point we collected along the way. But our brains are not wired to absorb a stream of disconnected information. When we overwhelm our audience, we increase their cognitive load and quickly lose their attention. Our goal should be to make sure our audience understands. The antidote is structure. Structure acts as a psychological roadmap. It guides both the speaker and the listener through a clear, reasoned journey. On the Think Fast Talk Smart: The Podcast, I often talk about the importance of packaging ideas so they are easy to follow and easy to remember. One framework I often recommend for complex projects is what I call the 5P structure. It helps presenters walk their audience through a clear progression of ideas so the story behind the work is easy to understand. 1) Problem: Define the issue at hand 2) Process: Shaping your thinking 3) Proposal: Outlining the solution 4) Proof: Sharing the potential impact 5) Progress: Pointing forward Instead of overwhelming people with information, the structure guides them through the challenge you were solving, how you approached it, what you designed, the evidence behind it, and what comes next. When people can clearly follow the story, they are far more likely to trust the idea and help move it forward.

How to write good copy for the internet (a guide). Bad copy kills businesses, good copy makes them. I think we’re entering an era where the best products don’t necessarily win, the best copy does. Most people write copy like they are writing instruction manuals. They got lost in explaining how the sausage is made and no one cares. And even worse they use that same robotic copy in the content they create. 1. Paint a picture Make your reader see, feel, and believe in the world you're describing as if they're living it. It's like telling a story that they become a part of. 2. Conversational tone Write like you're chatting with a friend. It should feel easy and friendly, making your reader feel right at home. 3. Use line breaks generously Space out your sentences like breathing spaces in a conversation. People don't have time to read dense paragraphs when you are competing with TikTok. 4. Hone in on a single focal point Keep your message tight around one big idea. It's like using a spotlight in a dark room to show off the most important thing. 5. Shows credibility with examples Use real stories or examples to prove your point. It's like showing a picture to prove you've been somewhere cool. 6. Anticipates concerns and works through objections Think ahead about what might bother your reader and talk it out. It's like answering their questions before they've even asked them. 7. Entertaining Keep things fun or interesting so your reader enjoys reading. It’s like adding a dash of spice to make a meal tastier. 8. Know who you’re trying to reach Write for someone specific, like you know exactly who they are, what they like, and what they need. It’s like picking out a gift for a friend. 9. Show how the product works Explain how things work in simple terms. It’s like explaining a game so everyone can play. 10. Has clear calls-to-action Be clear about what you want your reader to do next. It’s like giving clear directions so someone doesn’t get lost. 11. Don’t be a robot Put some personality in your writing. It’s like wearing your favorite outfit instead of a uniform. 12. Be different than your competition Stand out by being yourself. It’s like choosing to dance to your own music when everyone else is dancing the same. 13. Use positive words Use words that make people feel good and hopeful. It’s like smiling through your words. 14. Avoid exclamation points Use them sparingly. It’s like not shouting in a conversation. 15. Clear and concise Keep it short and sweet. It’s like telling a story without adding unnecessary details. 16. Safe copy is risky copy Dare to be different. It’s like taking a new path through the woods instead of the worn trail. 17. Be interesting, be brave Write something that grabs attention. It’s like telling a story that no one wants to end. 18. Every word matters Choose your words carefully. It’s like picking out just the right ingredients for a recipe. I hope this guide has been helpful.

Count the words on your coffee bag. I'll wait. The one in front of me has 247 words. All saying nothing. "Craft." "Artisan." "Handcrafted." "Small-batch." "Carefully curated." These words used to mean something. Now they're white noise. 𝗧𝗵𝗲 𝗨𝗻𝗰𝗼𝗺𝗳𝗼𝗿𝘁𝗮𝗯𝗹𝗲 𝗧𝗿𝘂𝘁𝗵: McDonald's calls their coffee "artisan." Walmart sells "craft" blends. Gas stations offer "carefully curated" selections. When everyone uses the same words, those words become worthless. But specialty coffee keeps doubling down: "Ultra-craft" "Hyper-artisan" "Micro-lot small-batch" Adding adjectives to dead language won't resurrect it. 𝗪𝗵𝗮𝘁 𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿𝘀 𝗔𝗰𝘁𝘂𝗮𝗹𝗹𝘆 𝗕𝘂𝘆: I studied the coffee brands that grew 200%+ last year. None led with "artisan." They led with: → "Tastes like camping in Big Sur" (specific memory) → "Your morning meeting fuel" (specific moment) → "Roasted by Maria, 3rd generation" (specific human) → "Funds music education in Honduras" (specific impact) Specificity sells. Generic language repels. 𝗧𝗵𝗲 𝗟𝗮𝗻𝗴𝘂𝗮𝗴𝗲 𝗧𝗵𝗮𝘁 𝗔𝗰𝘁𝘂𝗮𝗹𝗹𝘆 𝗪𝗼𝗿𝗸𝘀: Instead of "craft coffee," try: "Roasted in 12-pound batches" "Tuesday roast, Thursday delivery" "Only 300 bags this harvest" Instead of "artisan roasted," try: "Jake roasts every batch" "15 years perfecting this profile" "Mistakes get donated, not sold" Instead of "carefully curated," try: "We only buy from 3 farms" "This farmer's kids go to college because of you" "Rejected 47 samples to find this" 𝗧𝗵𝗲 𝗥𝗲𝗮𝗹 𝗣𝗿𝗼𝗯𝗹𝗲𝗺: We're not connecting. We're categorizing. Customers don't want to buy "craft." They want to buy from craftspeople. They don't care about "artisan." They care about the artisan. 𝗧𝗵𝗲 𝗙𝗶𝘅: Kill every generic descriptor on your packaging. Replace it with: • A specific story • A specific person • A specific place • A specific promise Because when you say what everyone says, you're saying nothing. But when you say what only you can say? That's when people listen. That's when people buy. That's when people care. Your coffee might be craft. But that word won't sell it. Your story will. ______ ♻️ Repost if this hit home ☕ Follow Darleen Scherer for more coffee industry truth

𝟏𝟎 𝐖𝐚𝐲𝐬 𝐓𝐨 𝐀𝐜𝐞 𝐘𝐨𝐮𝐫 𝐖𝐫𝐢𝐭𝐢𝐧𝐠 𝐒𝐤𝐢𝐥𝐥𝐬 𝐀𝐧𝐝 𝐀𝐦𝐩𝐥𝐢𝐟𝐲 𝐘𝐨𝐮𝐫 𝐂𝐨𝐧𝐭𝐞𝐧𝐭 𝐂𝐫𝐞𝐚𝐭𝐢𝐨𝐧 𝐉𝐨𝐮𝐫𝐧𝐞𝐲: Have you ever wondered how to initiate writing, how to give expressions to your thoughts, or how to articulate your thoughts and create content that captivates and engage people’s attention. If the answer is YES for any of these questions then you must understand that Improving your writing skills takes #practice, #patience, and #dedication. And to support your writing journey, here I’m sharing some tips to help you get started: ✅ 1. Read widely: Reading is one of the best ways to improve your writing skills. Expose yourself to different writing styles, genres, and authors. ✅ 2. Write regularly: Writing regularly helps you develop your writing muscle. Start a #journal, #blog, or write short stories. ✅ 3. Practice writing in different styles: Try your hand at different writing styles, such as fiction, nonfiction, poetry, or journalism. ✅ 4. Get feedback: Join a writing group or find a writing buddy who can give you constructive feedback on your work. ✅ 5. Learn the basics: Grammar, punctuation, and spelling are essential for good writing. Brush up on the basics and use tools like grammar checkers to help. ✅ 6. Revise and edit: Revision and editing are crucial steps in the writing process. Take the time to review and refine your work. ✅ 7. Use clear and concise language: Good writing is clear and concise. Avoid using complex language or jargon that readers may not understand. ✅ 8. Use active voice: Using active voice makes your writing more engaging and easier to read. ✅ 9. Show, don't tell: Instead of telling your readers what's happening, show them. Use descriptive language and sensory details to bring your writing to life. ✅ 10. Take online courses or attend writing workshops: Consider taking online courses or attending writing workshops to improve your skills and learn from other writers. In fact, #writing is a #skill that takes time and practice to develop. Don't be afraid to make #mistakes – they're an essential part of the learning process! Which of these tips resonates with you the most, or do you have any specific writing concerns you'd like to discuss?

One of the best exercises you can do as a copywriter is synthesize longer writing into shorter writing. Because—and this is almost always true—if you can rewrite something to say the same thing in fewer words, you’ve made the work better. And a great place to practice is Wikipedia. Try this: Rewrite a Wikipedia paragraph to a third of its original length (e.g., edit ~150 words down to ~50 words) without sacrificing the meaning. This is an ultra-effective exercise because concision is already baked into Wikipedia’s publication rules, which state: “Articles should use only necessary words. This does not mean using fewer words is always better; rather, when considering equivalent expressions, choose the more concise.” In other words, the platform already has a strict no-fluff policy—and that’s what makes this exercise so good. Editing an already-concise paragraph for brevity demands hypersensitivity to syntax, to sentence structure, to the weight of each word. It puts your Editor Brain into overdrive, forcing a mindset so unnatural, you’ll walk away from each exercise a markedly more concise writer. 𝘛𝘳𝘺 𝘪𝘵. Do it once a day, five days a week for a month, and your writing will drastically improve. Do it once a day, five days a week for 𝘢 𝘺𝘦𝘢𝘳, and the quality of your writing will surpass that of most professional copywriters. Need an example? I synthesized this paragraph from HubSpot’s Wikipedia page:

After managing hundreds (maybe thousands) of SEO campaigns… I've distilled content creation down to a science. Here are 6 core pillars that actually move the needle: 1. Smart Keyword Selection Search volume is a vanity metric. Focus on these factors instead: • Relevance to your business goals • Commercial intent signals • Click-through rate potential Pro tip: 60% of Google searches end without a click. Pick keywords where people actually click through to websites. 2. The Uniqueness Factor Google's drowning in AI-generated content. Your advantage? Being genuinely different. Here's how: • Conduct original research (even small studies work) • Share first-hand experience and opinions • Create fresh data sets • Build user-generated content around polarizing topics AI can't replicate human experience. Use that. 3. Perfect Intent Matching Want to rank? Match the format that's already working (while adding your unique spin). Simple process: • Search your target keyword • Study the top 3 results • Note the content format (list, guide, comparison) • Create something similar but better If Google shows informational content, don't try to rank commercial pages. Work with the algorithm, not against it. 4. Content Quality Standards Great content isn't about word count. It's about clarity and engagement: • Write like you're talking to one person • Use simple language (no jargon) • Break up text with headings and bullets • Add visuals that actually add value • Edit ruthlessly 5. Topic Authority Building One great page isn't enough. Build supporting content around your main topic: • Start with branded keywords (easiest wins) • Target competitor comparisons • Create problem-aware content • Build educational resources Each piece should link to others, creating a content hub that Google loves. 6. Technical Foundation All the great content in the world won't rank if your technical SEO is broken: • Page speed under 3 seconds • Mobile-first design • Proper URL structure • Internal linking strategy • Schema markup where relevant Stop pumping out random blog posts. Start building strategic content assets that serve your business goals. Every piece should either educate your audience or move them closer to becoming customers.

Anyone can write a post. But not everyone gets results from the posts they write. Here’s my advice to anybody who’s either: → New to the game (we all start at 0) → Not seeing the results they’re hoping for → Wanting to improve their writing skills on here (For context, I’ve written over 1,000 posts over the past 4 years, and learned tons along the way) All of this advice comes from personal lessons and experiences: 1/ Your 1st, 10th, and 100th post won’t be perfect (nor will any after that). And that’s OK. 2/ Long-form/short-form… it doesn’t matter that much. Say what you want/need to say. 3/ If you’re not having fun with it, you won’t do it for the long-term. Make it enjoyable. 4/ People don’t buy from you from 1 post. They buy into your journey, and listen. 5/ Don’t use templates for your posts. Use frameworks + write like you. 6/ Don’t stress over the ‘perfect post’. Focus on posting consistently. 7/ Experiment often, fail fast. It’s the best way to learn what works. 8/ Treat every post as another brick. You’ll build a castle. 9/ Your comments are posts too. Treat them that way. 10/ Storytelling is your best friend to build a brand. 11/ Clarity beats cleverness. Focus on being clear. 12/ The best ideas come as you’re writing. Not before. 13/ People buy into your ideas a lot more than they do trends. 14/ Your wins = Credibility. Your losses = Relatability. Share both. 15/ The best posts feel effortless to read. Edit until it flows naturally. 16/ Don’t worry about what others might think - the right people will. 17/ Don’t go broad with your content, go deep. That’s what people trust. 18/ Write like you’re talking to 1 person. It makes your content more personal. 19/ The algorithm isn’t your target reader. Don’t write for it - write for the people. 20/ Don’t try to be someone else in your content. Be the person they’ll meet on a call. The main takeaway: 21/ There isn’t a 1-size fits all strategy. Don’t pressure yourself to find the magic solution. All you need to do is find the groove that: 1/ You enjoy (so you’ll stick to it long-term) 2/ Gets the results that you’re looking for That’s all that really matters. Forget the numbers, forget the metrics. Just find your groove, focus on who you’re helping, start conversations with the right people, and make offers regularly. And make the process enjoyable. That’s the way you’ll stay for the long-term.