Copywriting For The Web Is Your Worst Enemy. 7 Ways To Defeat It

'Savour Every Moment'

Before we dive in, you need to know why copywriting for the web is an important topic that your should care about.

But the fact is that writing great copy stops a lot of marketers in their tracks.  They are either scared to death of selling (god only know why).

Or they think that they have to learn everything they need to know about being great at it before they even try.   If that is you, your going to have to get over those fears.  And your going to have to do it now.

Your a business owner.  Its your job to sell and make money.  And if you don’t do it because of some irrational fear of looking like a sales person your business is going to fail.  Not might fail, it will fail.

So why should you read the rest of this, its simple:

Point one, copywriting brings in the money.  You can have all the traffic in the world (trust me I used to generate tons) and not make one sale.  Its your copy-writing that brings in the right people, at the right time, to the right offer that pays for your business.

Point two, regardless of the business model that your online business is pursuing, writing copy for the web keeps your visitors engaged.  It keeps them reading your content.  It makes them open their wallets.  It makes shows them why they should trust you.

Point three, if you made it this far without being convinced you should care about copy writing then read point one again three more times.

Copywriting For The Web Isn’t All That Tough

Now that we have that unpleasantness out of the way I want to give you seven tips that I have learned about being a decent copy writer.

These seven tips are things that I have picked up in several different courses, books, and even a high end Facebook group called the The Cult of Copy that you should check out.

Clint’s Seven Tips Of Copy Writing

  • Make your headline compelling.

One of the first things that people learn is that a compelling headline grabs your reader’s attention.  And its actually the first thing that people learn to write.

If your a blogger, you try to write titles for your content to capture people’s interests.

I wrote a pretty good tutorial for writing headlines that you can use to help generate ideas, you can find that here.

  • Write like you speak.

One of the hardest lessons I had to learn was to stop trying to be someone that I am not.

I used to write like I was some marketing genius, but to tell you the truth, everyone could tell.  Sure I was able to generate some sales, but when I go back these days I have to ask myself a question.  What the hell was I thinking?!?

The real issue comes when you your customers get to your product they can tell there is a different “voice” to the writing.  Its almost like giving someone a hug while stabbing them in the back.  And the number one way to loose their trust and guarantee that you’ll never get their money again.

When you write like you speak anything else you send to your list and customers will always sound familiar.

This is the number one way to get people to know you and eventually trust you for the expert that you are.

  • What’s in it for me?

Let’s face it.

People have problems and they want solutions.

And when people part with their money they do it for those solutions.

Digital marketers need things like traffic, people to sign up to their lists, people to walk into their stores etc.

And your writing needs to tell them what’s in it for them.  Why are they reading your content, why are they signing up to your list, why are they trusting you with their information?

You need to address this as soon as possible in your copy or they won’t even bother reading the whole page.

  • Stand out.

I couldn’t tell you how many different marketers are trying to sell to your customers.  But with some proper research you could figure it out.  All it takes is some good keyword research.

My point is that there are probably more than 1000.  And your competing for attention across the web.  Opened your inbox lately, there’s proof of what I am saying.

Ok, so how do you stand out in that mess.

Let’s call it your “mega solution”.

I wish I could take credit for coming up with this but the fact of the matter its a idea coined by Derek Halpern from

Remember when I said that you need to solve a problem with your product.  And identify that solution in you copy so people know what’s in it for them?

Well you need to make sure that your product provides one mega solution to their problem.

Need more traffic to your website.  Here is course on Pay Per View marketing.

Need to know more about running a digital business, here is a course that provides that solution.

Fix one specific problem in your product.  If your selling someone else’s product.  Identify one specific solution that the product solves.

Then simply make sure that your landing and sales pages clearly details how that product solves the problem.

  • Apply the KISS principle (Keep it simple stupid).

One of the hardest lessons that I had to learn the hard way was to not over complicate my copy.   I was writing long form sales pages and trying to put all kinds of things within the pages that really didn’t need to be there.

And short pages actually convert better anyway.  Here’s some proof.

So when your writing your copy just get to the point.

Don’t try to bedazzle your readers with bull.  They will see write through it.  And it will help you stand out even more because even though your still selling, your different.  Your not insulting their intelligence and they will respect you more for it.

  • Use Bullets.

Bullet points are AWESOME.

Think about how much information your bombarded with every day.

Your inbox is full of it.  Your Facebook and Twitter accounts are full of it.

And since your a person who’s times important you scan to figure out if that piece of content is  going to provide you with some value.

Well guess what, that’s what bullet points are for.

I like to use three sets.

The first set outlines the problems.   Don’t go crazy though, maybe four or five will be enough.

Then the second set outlines the solution to that same problem.

The third shows how the product your offering makes that solution so much easier to attain.

Now because you have three sets, the scanner like you and me, will be able to seek out those bullet point lists and quickly identify if what your offering is for them.  Its been my experience that a great headline combined with bullet points will hook a potential buyer pretty well.

  • Write a powerful call to action.

You captured the readers attention.

You stand out from the crowd.

You go the point and wrote the best copy you have ever written in your life.

Your reader has their hand about four inches from their wallet to bust out their credit card.  They get to the bottom of your sales page and them BAMMO!!!

You screw up the call to action.

This is the one thing that a lot of marketers fail at.  Even the best still mess it up.  But they learn, test, and tweek their call to actions.  Your going to end up doing the same thing.

So when you write your call’s you need to be clear.  What do you want the reader to do?

Sign up here

Get Access

Buy now

They are all important but is the button enough?

Your last paragraph needs to tell them exactly what to do.  Forget this and then forget the sale, or the sign up, or the share.

Further Reading

Ok, so your time is valuable and if I keep going your going to get a little bored of me.  So lets close this out with a great copywriting infographic with some consolidated tips.

Copywriting for the web

I know you are leaving with some great informaton.  And I know that there is a lot of.  But your now way ahead of your competition who is still afraid of writing copy to sell.

Copywriting for the web is easy and nothing to be afraid of.

So do this now first) rate and share this post now and second) get to writing your copy!


Clint Butler

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I have so much more to bring you in terms of marketing training over the coming days and weeks. I just know you’ll love all these micro-lessons…so make sure you jump on our mailing list if you already haven’t so you don’t miss any updates. Thanks for joining me!

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31 thoughts on “Copywriting For The Web Is Your Worst Enemy. 7 Ways To Defeat It

  1. Pingback: Copywriting For The Web Is Your Worst Enemy. 7 ...
  2. Wow Clint,
    You write the best posts and this one was GREAT! I know what you mean, I myself feared copywriting and thought “oh no, something else to learn”. But you can just learn this simply by just didving in, by observing and writing, making changes as you go along. The info graphic is great. I like the one that says “sleep onit” so many solutions to problems come when you just sleep on it … wonderful post, thank you

    • My pleasure Lesly. You know copy writing scared the crap out of me. I bought a couple good courses and joined GKIC and that didn’t help me get over that fear either. It was just sitting down a writing headlines that really helped. Another thing I started doing is hanging out in experienced copy writer circles. You’d be amazed at the gems they give away.

  3. Hey Clint! I do have to agree with Lesly on this one You Sure do write the Best Posts! So much value here and the infographics, Very Cool. How do you do all of this?

    Like many of us when I first stared blogging I had no idea what I was doing HEHE!! But when I learned how to just be ME and share my stories and support others, things were a whole lot easier..

    I have learned a lot from you here today about copy writing Clint. Thank You For All You Do & Have a Wonderful 4th Of July.. Chery :)

  4. Hi Clint

    Some excellent points and tips here again Clint.

    Another thing about writing copy, especially sales copy is we all see the six mile long, very salesy sales pages, and just don’t want write like that, and think we do…..

    I also skim sales pages, and now note something I read – The more expensive the item, the longer the sales pages has to be….. And the more testimonials needed too…..
    Check that the next time you read one!

    Posted By Jon Barry of

    • Long form sales letters still work. Check out the Dan Kennedy sales letters, pretty sure he writes novels. And if you get on his mailing list, the stuff you get in your mail box is epic.

  5. Thanks for the copywriting course, Clint.

    I don’t think you left anything out, and I love the infographics, especially the actual examples you give.

    Copywriting is the life blood of any online business. This is essential stuff to know, and even more essential to start doing. As the Nike ad says: Just Do It.

  6. Hi Clint, awww…fantastic and very informative post. Thanks for that !

    What I usually do when I blog about a topic is being myself. I enjoy writing in a way which allow me to write as if I am talking to my readers. Although some topics are not easy for me but I always keep as simple as possible.

    Usually, I will have a goal on each post I share and so far, it is quite encouraging but still a lot of room for improvement.

    I thank you again for your generous tips, Clint :-)

    Pearly Quah

    • Your very welcome. Here is another tip. You said you write with a goal in mind. So try using an outline, your goal is obviously your conclusion. Then work backwards in steps. Once your done writing you have taken your reader step by step through a process ultimately leading them to the desired direction your wanted them to go.

  7. Hey Clint,

    Thanks for sharing this awesome content..

    Your 7 Tips are definitely the “key” ingredients to keep in mind when writing winning copy and I love the Infographics.

    I couldn’t agree more that copywriting is essential and that we just need to get out there and do it and NOT wait until it is perfect….that will come with experience.

    keep educating us,

  8. Hi Clint this post is just WOW i love it i learn so much I really love to come here and it’s true write like you talk to someone this made easier for the reader and also for the writer.
    The point is to communicate a way that the readers will of course but also will do exactly what you want him to do. That make me laugh. “The KISS principle” Congratulation you are so good at writing post.Thanks for sharing all that knowledge the way you do.

  9. Hi Clint,
    This post provides so much value. If anyone is looking to develop their copywriting skills this is a great place to start before they get out and develop their own content.
    Great stuff!
    Thanks buddy

  10. Hi Clint. I haven’t been to your blog in a while, and it sure looks different. How do you get those animated links? This is a wonderful post and very timely for me. I’m working on my copywriting skills now, and I see you have a few links that I will also check out. The infographic is great – wish I could put it on my desktop as a screensaver, but it’s really tall. I’ve got it in Evernote though. You provide so much value on your blog. Thank you.

    All the best,

    • Leslie, I could tell you how I did it, but I don’t think the plugin is for sale anymore. As for the tall infographic, you could download it then use a photo editor to crop it into sections. That way you only have to open the section you need at the time!

  11. Hey Clint, Excellent Article and Thank you for sharing. I agree that copywriting is Important and that we just need to get out there and do it and Not wait until it is perfect, that will come with experience. As they say you don’t have to be good to start but you must start in order to be good. I certainly have learned a lot from this. Keep up the good work my friend. 😉

  12. I agree with David – you’ve got a complete copywriting course in this post. The only thing I’d add to your 7 points is the importance of sub headlines – since most people skim posts before they actually read them (if they read them at all) thinking through your subheads and making sure they tell your story well can make a big difference for your readers.

  13. Wow, another great post, Clint! I could lost for a week in the infographic alone! I’ve never heard of Elmore Leonard before, but I love this quote by him… “When you write, try to leave out all the parts readers skip.”


  14. Wow, another post that is packed with valuable information. I am one of those who dreads copywriting, but once I get to sit down and focus, I am able to do it. I just need to keep reminding myself of your point one: copywriting brings in the money. Your infographic is the whole copywriting course, right there. Thanks for sharing, Clint!

  15. Clint, Wow what a fantastic and informative post and infographic! I always learn so much when I read your posts and this article delivers! I am learning every day on how to write copy for my site that converts readers to clients and so this information will really help me learn how to do this more effectively. Thanks so much for sharing your knowledge with all of us!



  16. Clint, this is great!

    I always believe and live by write as we speak and that makes each person’s message unique. The choice of understanding that you have your business even if your not in sales. You write to share information about something you use, or do that you love.

    To share it like if you have seen a movie and then tell friends with all the excitement and enthusiasm. That is the same way you write with product presentation or service introductions. Keep it simple as you stated is the best advise to give everyone.

    If we stop overthinking and follow our hearts in just using what we share or loving what we have found to enhance our lives. The point is the same, just tell your experience in the same way you would face to face. Take and live that experience over and over again then share it in writing your words you use to say it allpowed.

  17. Hi Clint,

    I’m not going into a long dissertation of my thoughts about your post. I’m going to keep it simple, for once. All of your posts are superior to many. This one on copywriting is Superb!

    Raena Lynn