I see you! You probably landed here because you read my chapter on copywriting in “The Six Figure Roadmap”
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“There is your audience. There is the language. There are the words that they use.” – Eugene Schwartz
Breakthrough Copywriter: A Field Guide to Eugene M. Schwartz Advertising Genius
By Dr. Robert C. Worstell
Copywriting is the art of communicating with words. Proper communication is essential to the entire business world, from marketing to sales to customer support and management.
“Copy is now written. Copy is assembled.” – Eugene Schwartz
Basic copywriting can be broken down into formulas. There is a science to it – it is a step away from the free-flowing poetry you were taught in grade school. And it’s a mile away from the drudgery forced upon me in law and graduate school.
The “I Help” Formula:
My favorite “formula” for writing copy is a modern take on the classic “elevator pitch” – ie, how do you explain what your business does to a complete stranger in the time it takes an elevator to travel a few flights.
The I-Help formula works like this:
I help <Client Base> achieve <Results>
I help <Client Base> with <Business Problem>
Examples:
An attorney might say: “I help tech startups develop systems to minimize risks of lawsuits.”
A digital marketing expert might say: “I help law firms manage their online marketing.”
A health coach might say: “I help diabetics live longer.”
A teacher might say: “I help teenagers with ADHD learn how to focus and pay attention.”
*For a more advanced take on the “I Help” formula, check out the following:
I help _____ achieve/do _____,
Courtesy: Aaron Fletcher of “The Fletcher Method”
so they can _____ without _____.