Hi, great question. This is one worth slowing down for.
Here are a few grounded principles to study and practice when you’re crafting messaging and offers with your own copy skills (not AI):
1. Start with the problem before the product
Strong offers are built around a felt problem, not features.
Ask:
• What is frustrating, expensive, risky, or draining right now?
• What are they already trying that isn’t working?
If the problem feels obvious and specific, the offer almost writes itself.
2. Clarity beats cleverness. Every time.
If someone has to reread your message, you’ve lost them.
Good copy sounds almost “too simple” to the writer.
3. One promise. One outcome.
Weak offers stack benefits.
Strong offers make a single, believable promise.
What changes after this works?
How does life or work feel different?
If you can’t say the promise in one sentence, the offer isn’t clear yet.
4. Reduce risk, don’t hype value
People don’t hesitate because they don’t want it.
They hesitate because they fear wasting time, money, or credibility.
Good copy answers:
“What if this doesn’t work for me?”
“Will I look foolish choosing this?”
Proof, process, boundaries, and expectations matter more than big claims.
5. Write how people think, not how brands talk
The best copy often mirrors internal dialogue:
“I know I need to fix this, I just don’t know where to start.”
“I don’t want another tool. I want clarity.”
If it sounds like a human thought, you’re close.
6. Offers are containers, not magic
An offer works when:
No tricks. No pressure. Just alignment.
7. Practice by rewriting real things
A powerful exercise:
• Take a bad landing page or sales post
• Strip out adjectives
• Rewrite it using only:
the problem
the promise
the next step
That’s how copy muscles form.
If you’re studying this seriously, focus less on formulas and more on decision psychology and risk reduction. That’s where real copywriting lives.
If helpful, I can also break down:
how to study good copy without copying it
how to pressure-test an offer before you ship it
or how to tell when a message is “clear enough” to convert
Just say the word.
Best wishes. Happy to proofread anything you like. Always happy to help out. Warmly, Lisa
