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3 copywriting exercises to write copy that sells
Marketing Powerup #46: Sarah Stockdale, Founder of Growclass, shares three copywriting exercises she loves to use to increase conversions.
Hello, and welcome to Marketing Powerups! 👋
Today's powerups include:
Turn words into videos with AI avatars.
5 powerful ways to grow on LinkedIn.
Sarah Stockdale’s 3 copywriting exercises.
Ready? Let's go! ⭐️
🎖 Build a high-efficiency growth engine
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They've built a demand gen playbook for generating leads and closed deals for B2B SaaS companies—even during economic uncertainty!
⭐️ Sarah Stockdale’s 3 copywriting exercise
Copy is fundamental to your growth—but so often overlooked. Your copy is the conversation you have with customers when they land on your website. It’s how you resolve their objections to joining your program, booking you as their consultant, or buying your product.
Sarah Stockdale, copywriting expert and Growclass founder, shares three simple copywriting exercises you can use to make your copy more relatable and persuasive:
1. The "We" Exercise 🤝
"When someone is arriving at your homepage or when someone is reading your sales email, they are having a one-to-one experience. You are talking to one person. They are sitting alone at their laptop or they're sitting on the subway looking at their phone. They're not in a collective and they expect to be spoken to, not spoken about."
That's where the "We" exercise can help you talk to one person rather than a collective. Focusing on "you" makes the copy feel like it's speaking directly to the reader. They'll feel seen and understood.
Here are the steps of this exercise:
Step 1: Copy and paste your website or ad copy into a document
Step 2: Use "find" to highlight every instance of "we,” "us,” or "our."
Step 3: Rewrite these sentences to use "you" instead.
For example: "We provide the best software to grow your business" becomes "Our software will help you grow your business."
A great example of a landing page with "You" statements instead of "We" is Basecamp. In the subheading, they mention "you" six times!
2. Customer Storytelling Exercise 🦄
“What this exercise that forces you to do is this build extreme empathy with your customer. It's understanding your customers beyond why they use your product, but also what mit they be doing before, during and after using the product.”
Gather your team and ask them to answer the following questions. To take it to the next level, find direct quotes from prospects and customers from live calls or recordings.
What wakes your customers up at 3 a.m.?
What is your customer struggling with at work?
What do your customers do now that could be improved by buying your product or service?
Use these responses to fill in Sarah's landing page ad-lib below:
It's [time/date] and you're doing [x]. You are feeling [adjective] and you wish [activity] was [faster/easier/better]. You need to [do or feel] x but [x] is making it harder.
But not anymore. Now you can feel/do [value proposition] with [product/offer]. You'll see [benefit] and be feeling [x].
3. Customer Dragon Exercise 🐲
“When I say dragon, I'm talking about the pain and obections your customers might have. You have to find that tension that you can dig in so you can tell a story to that person that's going to resonate where they're at and teach them about what that transformation could look like for them.”
Here are the steps for Sarah's "customer dragon" exercise:
Step 1: Make a list of common objections like "too expensive" or "too complicated."
Step 2: Brainstorm specific reasons for each objection.
Step 3: Craft copy that handles these concerns and provides counterpoints.
When you validate objections and provide solutions, customers feel heard and understood. This builds trust and credibility.
For example, Growclass knows that a common objection people might have about signing up for their certification courses is that it's too expensive. To address this, they shared the average salary increase for their grads ($27,600). This makes it easier to calculate the ROI on their program's $1,999 tuition fee.
Free powerups cheatsheet 🔖
I’ve created a powerups cheatsheet exclusively for Marketing Powerups subscribers to apply Sarah Stockdale's 3 copywriting exercises.
→ Download and make a copy of it here (a direct link with no email required).
In the latest Marketing Powerups episode, Sarah further explains his snackable customer success story framework.
✨ Mini powerups
Fun-sized tools, links, and blurbs to boost your marketing.
🎥 Turn your words into a video with AI avatars (tool): With Pipio, you create personalized video content with realistic AI avatars. Now, you can scale up your video ads, product demo videos, and support videos without having to reshoot everything.
💌 Send the right message to the right person at the perfect time (sponsored): You can increase conversions and close more deals if you send more highly targeted and personalized messages. That’s where Inflection.io can help you take your user engagement data to power up your marketing.
🔗 5 powerful ways to grow on LinkedIn (thread): Lara Acosta went from 0 to over 85K followers on LinkedIn. Now, she helps people grow their personal brand on LinkedIn using these 5 techniques from this Twitter/X thread. My fav is “Stealing your competitor’s audience.”
📊 The future of generative AI in 15 charts (article): Generative AI might add over $4 trillion to the global economy annually. However, there are many questions surrounding the technology. How good will it be–and how quickly? How will it impact marketing, sales, and software dev? Researchers at McKinsey compiled 15 charts to answer these questions and more.
If you enjoyed this, you’d love this Marketing Powerups issue from the archives featuringabout his copywriting process for VeryGoodCopy (a newsletter with over 59k subscribers).
Have a powered-up day,
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