The Copywriter’s handbook Summary

The Copywriter’s Handbook is a practical, no-fluff guide that teaches you how to write clear, compelling copy that grabs attention, builds interest, and drives action across print, digital, email, and social media.

Who Should Read Copywriter’s Handbook?

•  Entrepreneurs & Small Business Owners
•  Freelance Copywriters & Content Creators
•  Marketers, Social Media Managers & Brand Strategists
•  Course Creators, Coaches, and Consultants
•  Beginners with no writing background

Why they should read it:

The skill of using words to sell, persuade, and influence — is one of the most profitable skills in business, and this book teaches it in a way that’s clear, timeless, and immediately actionable.

PART 1

So, what is part 1 of Copywriter’s Handbook all about? Imagine this:

You walk into a store to buy a pair of sneakers. A smooth-talking salesperson approaches you, smiles, and says,
“Hey, these new sneakers just dropped yesterday — they’re super lightweight, and we’ve only got two sizes left. Want to try a pair before they’re gone?”

That’s selling — with words, timing, and persuasion.

Now imagine that same experience… but it’s happening on a website, or in an email, or inside a Facebook ad — without a human talking to you.

That’s copywriting.
It’s the art of selling with the written word.

And that’s exactly what Chapter 1 of The Copywriter’s Handbook explains in depth.

CHAPTER 1: An Introduction to Copywriting

The copywriter is a salesperson behind a typewriter.

This first chapter sets the stage. Robert Bly wants you to understand that copywriting isn’t just writing pretty words or sounding clever — it’s writing that sells.

What is Copywriting, Really?

Bly says copywriting is salesmanship in print (or on screen).
It’s not poetry. It’s not journalism.
It’s writing that makes people do something like buy, click, sign up, call, donate, share.

That “something” is called the call to action (CTA).

And here’s the most important thing — unlike a novel or blog post where people might enjoy reading for pleasure, copy only works if it gets the intended results.

Bly tells the story of a mail-order advert that was beautifully written. It was even poetic… but it got zero responses. Another advert, far less “beautiful,” brought in hundreds of sales.

Why? Because it was clear, persuasive, and focused on the customer.

Who Uses Copywriting?

You might think, “Well, I’m not a writer or a marketer, so this doesn’t apply to me.“
But copywriting shows up everywhere:

• It shows up on Websites: The words that make you click “Buy Now” are copywriting.
• You see it in Emails: That subject line you couldn’t resist is copywriting.
• It’s right there in instagram Ads: That post that made you DM for more info is also copywriting.
• You see it even on product packaging
• It shows up on Billboards: Yes — even that “Eat at Joe’s” sign is copywriting

In fact, Bly says anyone who communicates with the intent to persuade is a copywriter — even if they don’t call themselves that.

Here is an Example:

Your friend is launching a cake business on Instagram.
If she posts, “We make cakes,” no one blinks.
But if she writes,
“Custom cakes for the moments that matter — Delivered fresh across Lagos. DM to book your date.”
That’s copywriting. And it’ll sell more cakes.

The Goal of Copywriting is to SELL

Bly is very clear: the goal of copywriting is not to be liked, or to win awards, or to impress. It’s to get the intended results.

That might mean the following:

• Getting people to click.
• Filling out a form.
• Downloading a freebie.
• Or making a purchase.

This is why good copywriters are often paid more than general writers — because their work can be directly tied to profit.

Here is an Example:

If a freelance copywriter writes a sales page that brings in ₦10 million for a course launch, she’s often paid a percentage — say, ₦1 million.
Why? Because her words made that money.

Great Copy is Not Just About Good Writing

One of the most powerful lessons Bly teaches in Chapter 1 is that many good writers are not good copywriters, and many good copywriters are not particularly good writers.

Wait, what?

Yep. He explains that writing talent doesn’t automatically mean you can write copy. Because copy isn’t about sounding smart — it’s about:

• Knowing your customer
• Understanding their pain points
• Pesenting benefits
• Making an irresistible offer
• And asking for action

A journalism major may write perfectly…but still flop at writing copy. Meanwhile, someone with average grammar but strong sales instincts can outperform them.

Here is The Formula That Guides Most Copywriting

Bly introduces a classic copywriting formula: AIDA. Here is what is stands for:

• A- means Attention (grab with headline or image)
• I- means Interest (tell them what’s in it for them)
• D- means Desire (show benefits, stir emotion)
• A- means action (tell them what to do next)

Here is an Example:

Let’s say you’re writing for an online weight loss coaching program.

• Attention would be: “Drop 2 Dress Sizes Without Starving Yourself”
• Interest: would be “You don’t need a gym or strict diet — our method fits your busy life.
• Desire would be : “Join over 5,000 women who’ve lost weight and kept it off.”
• Action would be: “Sign up for your free 7-day plan today!”

This structure is used by pro copywriter’s everywhere — from Apple to that local restaurant ad in your inbox.

What Makes a Good Copywriter?

In the final parts of the chapter, Bly lists key traits of successful copywriters as follows:

• Number 1: Curiosity – Ask questions, dig deep into products and customers.
• Number 2: Empathy – Understand what motivates people.
• Number 3: Discipline – Write fast, rewrite, and meet deadlines.
• Number 4: Sales instinct – You need to feel what will convert.

He also points out that anyone can learn copywriting — you don’t have to be born with the “gift.” It’s a skill, like cooking or learning a language.

Recap of Chapter 1

• Copywriting is salesmanship in print or digital.
• The only purpose of copy is to get the intended results.
• You see copywriting everywhere — on websites, ads, emails, even on product packaging.
• You don’t have to be a perfect writer to be a great copywriter.
• Use the AIDA formula to guide your writing.
• The best copywriters think like salespeople — not poets.
• It’s a learnable, profitable skill — for marketers, freelancers, business owners, and anyone trying to persuade with words.

.

CHAPTER 2: Writing to Get Attention — The Headline and Subject Line

According to Robert Bly if your headline doesn’t grab the reader’s attention, nothing else you write matters.

Let’s start with this simple truth:
Imagine pouring your heart into a blog post, product page, or email…
But no one even clicks to read it.

Painful, right?

That’s why headlines and subject lines are everything.

In this chapter, Bly tells us that your headline is the ad for your ad.

If it fails, the rest of your copy might as well not exist.

Why Headlines and Subject Lines Are So Important

Think about how you scroll Instagram, scan Google results, or skim email subject lines.
You only stop when something hooks you.

Your audience is doing the exact same thing.

Here is a FACT from Bly:
On average, 5 times as many people who read the headline also read the body copy.
So if you spend 1 hour writing the body, you should spend at least 30 minutes crafting the headline.

What Makes a Headline Work?

Bly says a great headline does at least one of these: and they are as follows:

•  Gets attention
• Appeals to self-interest
• Delivers a promise
• Offers news
• Arouses curiosity

Let’s go into more details:

1. Appeals to Self-Interest

These headlines tell the reader: “There’s something in it for YOU.”

Here are Examples:

• How to Get More Done in Less Time.
• Lose 10 Pounds Without Giving Up Bread.
• Double Your Side Income in 90 Days — Without Paid Ads.
• They promise a benefit — something the reader wants.

2. Offers News

These types of headlines create excitement by announcing something new.

Here are Examples:

• Introducing the First AI Assistant for Home Chefs.
• Finally — A Weight Loss App Built for Busy Moms.
• Now Available: The Book Every Freelancer’s Talking About.
• News headlines trigger FOMO (fear of missing out) and curiosity.

3. Curiosity

These kind of headlines don’t reveal the full story — they only reveal just enough to make you click.

Here are Examples:

• This Tiny Habit Helped Me Earn an Extra ₦200k a Month.
• “You’ll Never Guess What’s in This Smoothie.
• Why Nigerian Parents Are Switching to This New School App.

Bly warns that curiosity headlines are powerful, but they must pay off.
If the reader clicks and feels tricked, they’ll lose trust.

4. Gets Attention

Attention-grabbing headlines reveal:

• A benefit
• A result
• A promise of ease

They are often a time-frame or unexpected twist or a specific tangible result

They speak directly to the dreams, desires, or pain points of your audience.

Attention grabbing headlines give the reader a goal to look forward to — something measurable, desirable, or time-bound.
It satisfies the brain’s craving for certainty and outcome.

Here is an Example:

Double Your Side Income in 90 Days — Without Paid Ads”

This headline reveals a clear goal (double income), a timeline (90 days), and an objection handled (no ads).

Attention grabbing headlines also show the reader what they’ll gain if they keep reading.
It answers the question: “What’s in it for me?

Double Your Income Working Just 2 Hours a Day

Headlines that grab attention also make a promise of ease or Simplicity’
They suggest that the reader won’t have to suffer or struggle to get the result.
It answers the silent worry: “Will this be hard?”

Here is an example:

Lose 10 Pounds Without Giving Up Bread

This Reveals that they can get results without extreme dieting.

5. Delivers a promise

A headline that delivers a promise reveals one powerful thing that says you will get this specific result if you keep reading.

It makes a promise of certainty and confidence . A promise headline signals:

• “You can trust me — this works.”
• “I’m not just talking; I have something that delivers.”

Here is an Example:
“Grow Your Email List to 1,000 Subscribers — Without Paid Ads”

It reassures the reader: the method is tested, and you won’t waste your time.

A headline that delivers a promise also gives the audience hope and direction

These headlines whisper to the reader:

“What you want is possible — and I’ll show you how.”

Here is an Example:

“Finally Stop Living Paycheck to Paycheck — Even on a Modest Salary”

This gives hope to struggling professionals. It says, “There’s a way out.”

Headline Types That Work Over and Over Again

Bly breaks down headline formulas that never get old. These are swipe-worthy and they are as follows:

1. “How-To” Headlines

Here are Examples:

How to Start a Business Without Quitting Your Job

How to Write Ads That Actually Sell

How to Save ₦500,000 in One Year — Even If You Earn a Modest Salary

Why it works: People want to be shown a process. It’s actionable.

2. Question Headlines

Here are Examples:

Are You Making These Common Marketing Mistakes?

Do You Struggle with Self-Doubt as an Entrepreneur?

The best question headlines tap into the reader’s pain or desire.

3. Numbered/List Headlines

Here are Examples:

7 Reasons Your Facebook Ads Are Failing.

3 Secrets to Attracting High-Ticket Clients.

Numbers create structure and suggest easy readability.

4. Testimonial Headlines

Here are Examples:

“‘This System Helped Me Make My First ₦500k’ – Temi, Dede

These use social proof and build trust right from the headline.

5. Command Headlines

Here are examples: oDwnload Your Free Ebook Now.

Join the Challenge and Build Your Brand in 5 Days.

Direct, clear, and confident — perfect for CTA-based landing pages.

6. Direct Headlines

EHere are xeample, Introducing Our New AI Assistant for Writers”

7. Indirect Headlines (more subtle, often curiosity-based)

Here is an example, “The Secret to Stronger Sales Emails”

7. Reason-Why Headlines

Here is an example, “5 Reasons Why You Should Ditch Canva for This Tool”

What About Email Subject Lines?

Same principles apply — but even tighter.

Bly says email subject lines must do 3 things quickly and they are as follows:

1. Grab attention

2. Create curiosity

3. Hint at value

Because people skim subject lines fast, your email has to:

Use short words

Speak like a human

Include something specific or urgent

Here are Examples:

Your free guide is here…

New: The Book Bundle That’s Changing Small Businesses”

Final Reminder: Offer Ends in 2 Hours.
Want to sell more? This might help.”

Here are Pro tip from Bly:

Don’t get cute. Get clear.

Clarity beats cleverness every time. A confusing subject line is equal to an unopened email.

Write Many, Choose One

Bly suggests writing at least 10–25 headline variations before choosing your favorite.
Even professionals rarely nail it on the first try.

Here is an Exercise he recommends:

Take a single benefit or product, and write 25 different headline versions. You’ll surprise yourself by the outcome.

Never Mislead With a Headline

You might be tempted to use a wild clickbait headline just to get attention.
Bly says don’t. Why?

Because good copy builds trust.
And if your headline promises one thing and your copy delivers another — you lose people forever.

The 4 Basic Headline Functions

Bly says every headline (print or digital) should do ideally more of the following:

1.:Get attention

2. Select the audience

3. Deliver a complete message

4. Draw the reader into the body copy

Here is a break down with examples:

Get attention:

For example, “Why Nigerian Women Are Ditching Gym Memberships”

Select the audience:

For example, “Are you a business Owner and Want to 3X your Income?

Delivers a complete message (even without reading the body):

For example, “How to Lower Your Electricity Bill by 30% in 7 Days — Guaranteed”

Draws the reader in:

For example ,“She Was About to Close Her Business — Then She Tried This One Trick”

3. Subject Lines vs Headlines — What’s the Difference?

Bly draws this distinction:

Headline are Used in ads, websites, sales pages.

Subject lines are Used in email marketing.

Headlines can be longer while subject lines should be very short (ideally less than 50 characters)

Headlines can include subheading and image while for subject lines, there is limited space,

Headlines can stand alone or lead into copy while subject lines must immediately provoke a click

Good Subject lines should:

Be personal (example “Vera, quick question for you”)

Be curiosity-driven but not a clickbait

Tease value ( for example, “Want more sales this week? Try this.”)

Avoid spammy words (“Free”, “Win”, “Urgent”) — these can land you in junk folders

Avoiding Common Headline Mistakes

Bly gives a blunt warning:

Many copywriters ruin great offers with weak or confusing headlines.

So he urges you to avoid:

Being vague or clever for no reason

Avoid something like this: “Rethink Your Thinking”.

Write like this instead : “3 Brain Hacks to Make Faster Decisions at Work”.

Don’t Overload the headline
Avoid too much jargon, or stuffing too many ideas into one headline.

Not highlighting a clear benefit

Bad example: “Welcome to SmartSync”
Better example: “Save 2 Hours a Day with SmartSync’s Auto-Scheduling”

Subheadlines and Deck Copy

In print or long-form digital copy, Bly recommends using subheadlines (also called “deck copy”) to do the following:

1. Reinforce the main headline

2. Add credibility or proof

3. Explain the benefit in more detail

Here is an Example:

Headline: “How to Save ₦100,000 a Month Without Cutting Back on Your Lifestyle”.

Subheadline: “Learn the smart money hacks used by 7-figure entrepreneurs — works even if you earn a modest salary.”

Test your Headlines

Bly strongly advocates for A/B testing your headlines, especially for online copy. He shares stories of small headline changes leading to huge lifts in conversion — sometimes 20%, 50%, even 300% increases.

Here is What to test in your copy:

1. Different benefits of the product to know the one that resonates more with your audience.

2. Tone of voice (example, casual vs. professional)

3. Headlines with or without numbers

4. Long versus short formats

You don’t guess — you test.

Recap of Chapter 2:

Your headline/subject line is the make-or-break moment of your entire copy.

Write for attention and self-interest.

Use proven formulas: how-tos, questions, curiosity, numbers, testimonials.

Clarity is better than cleverness.

For emails: Keep subject lines short, human, and curiosity-driven.

Write many versions. Test what works and pick one.

Never trick readers. Your headline must lead naturally into your message.

CHAPTER 3: Writing to Communicate

According to Robert Bly, best copy is written in plain language.

This chapter is a wake-up call to every copywriter, marketer, or entrepreneur who thinks using big words and fancy phrases makes their copy more impressive.
That real truth is that It doesn’t.

Bly shows us that clear writing is equal to effective writing.
Because if people don’t understand you, they can’t be persuaded by you. Period.

Good Copy Is Easy to Understand

Robert Bly starts the chapter by saying that copywriting isn’t about impressing the reader — it’s about getting your message across. Fast.

And the biggest enemy of good communication are Jargon. Buzzwords. Overcomplication.

Here are Examples:
Don’t write,“Our innovative solution leverages cross-functional synergies to enhance operational performance.”
Instead write, “We help your team work faster and get more done.”

The second one sounds like something a real person would say — and real people are the ones reading your copy.

Your Writing Should Be Conversational

Bly encourages copywriters to write the way people talk — especially when selling.
That doesn’t mean being sloppy. It means being natural, simple, and direct.

He recommends using what’s called the “you and me” style:

Speak directly to the reader using you, your and so on

Be personal and human when referring to yourself or your business. Use words like: I, we.

Here is an Example:

“You’ve probably felt overwhelmed trying to grow your side hustle. I get it — I’ve been there.”

This creates a 1-on-1 feel, which builds trust.

Bly says good copy feels like a friendly salesperson talking directly to you — not a press release.

Use Short Sentences, Short Paragraphs, Short Words

Here is the rule of thumb in copywriting.
Short wins. Every time.

Why?

Because:

People skim

Long blocks of text intimidate readers.

Short words hit harder and are easier to process.

Here is Bly’s guidance:

Your average sentence length should be 16–20 words.

Your paragraphs should be between 2–4 lines max (1 line is okay too)

Use simple words instead of complicated ones

Here are word swaps example you should use.
.

Instead of utilize, say use

Instead of purchase, say buy

Instead of assist, say help

He says even college-educated readers prefer simpler words. The goal is not to “dumb down” your copy — but to make it faster to absorb.

Write for Scanners, Not Just Readers

In today’s fast-paced world, people skim before they decide to read.
So your copy should be scannable.

Bly recommends using formatting tools like:

Subheads.

Bullets.

Bold or italic text.

Numbered lists.

Short paragraphs.

These create visual breathing space — making your copy easier to digest.

Here is an Example (bad versus good formatting):

Bad example. Long chunk of text with no breaks, all in the same font, making your eyes hurt.

Instead of writing like that, use a checklist.

Look at this checklist example:

Here’s what you’ll learn:
– How to create a landing page in under 30 minutes.
– The exact words that turn readers into buyers.
– A checklist you can follow every time you launch .

Easy to scan. Easy to like. Easy to act on.

Don’t Use Passive Voice

Bly says passive voice kills clarity and energy in copy.

Here are Examples
Passive voice: “The offer was extended by the company.”
Active voice: “We extended the offer.”

Active voice is:

Clearer

Shorter

And More human

As a rule: Keep the subject of your copy doing things or active. Here are examples:
She wrote the post.
They built the app.
You’ll love the results.

Avoid “Business-ese” and Clichés

Business-ese is the language of corporations trying to sound smart and end up sounding robotic.

Don’t write things like,“Solutions-oriented client-centric approach” or “Synergize holistic best-in-class verticals”

Bly says you should STOP trying to sound like a boardroom.

Instead, write like a person with a message like this:

“We help busy entrepreneurs create products that actually sell.”

Also, avoid clichés like:

“Thinking outside the box”

“Cutting-edge”

“Next-level”

“Game-changer”

Cliches are vague. Instead, say exactly what you mean.

Clarity Beats Cleverness

This is probably the most important message of the chapter.

Clever headlines and poetic writing might sound impressive to other writers… but if they confuse or distract the reader, you’ve failed.

Bly tells has this to say:

“When in doubt, make it clear — not cute.”

That means:

Say what you mean.

Don’t bury the benefit.

Don’t try to be mysterious unless it’s purposeful curiosity.

Here is an example:
Let’s say, you’re selling a ₦5,000 ebook to help people grow their Instagram.

Instead of writing,“Let the algorithms work in your favour.”

Write this instead,“Get 30 days of ready-made posts that attract real followers — no ads needed.”
Can you see the difference?

Test Your Copy with the “Grunt Test”

Here’s a fun one:

Imagine your copy being read by someone half-asleep, or a 12-year-old, or even a caveman.

If they can’t immediately understand what it’s about and why it matters, rewrite it.

This is also known as the “grunt test.”

Can the reader “grunt” out what you’re offering and why it’s useful in one sentence?

If not, simplify it.

Read Your Copy Aloud

Bly recommends reading everything out loud before publishing it.

Why?

Because what sounds awkward in your mouth will sound awkward in your reader’s mind.

Reading aloud helps you catch Clunky phrasing, Long-winded sentences, Unnatural rhythms and Places where you need a break (punctuation!)

Record yourself reading your copy. If you lose steam or stumble, edit that part.

Recap of Chapter 3

Copy must be easy to understand — clarity beats cleverness.

Use simple, conversational language.

Short sentences, short paragraphs, short words.

Make it scannable — use bullets, subheads, bold.

Avoid business jargon, clichés, and passive voice.

Speak to one reader (use “you” and “your”)

Test your copy with the “grunt test”

Read your copy aloud before publishing

CHAPTER 4: Writing to Sell

This is where Robert Bly starts digging into the real mechanics of persuasion — how to turn words into money.

It builds on the last chapter (writing clearly), but now we go beyond clarity into influence. In this chapter, Bly teaches how to sell without sounding like a sleazy salesperson — by focusing on benefits, emotions, proof, and trust.

According to Robert Bly, the purpose of advising is not to be clever or entertain — it’s to sell.

The Number 1 Rule is Write to SELL, Not to Impress

So many people try to be witty, poetic, or creative in their copy.
But Bly says that’s not your job as a copywriter.

Your job is simple:
Motivate the reader to take a specific action.

That might be any of the following:

Buying something

Downloading a lead magnet

Subscribing

Signing up for a webinar

Booking a discovery call

So how do we do that?

Let’s walk through Bly’s step-by-step approach to selling with words.

Start with the Reader’s Needs

Everything starts with this question:

What does the reader want? What does the reader want to hear?

And not what do I want to say?

Bly says great copy comes from knowing your audience deeply:

Know their fears

Know their desires

Know their frustrations

Know their goals

Here is an Example:
If you’re writing to new business owners who are overwhelmed…

Don’t say: “This is a robust productivity platform.

Instead say: “Get your time and sanity back — with one simple tool.

You’re not selling features. You’re selling relief. Hope. Simplicity.

Selling Benefits is Better than Selling Features

This is one of the most powerful lessons in all of copywriting.

Features is what your product does.
Benefits is what your product does for them.

People don’t buy products — they buy results .

Here is an Example:
Let’s say you’re selling a business book subscription:

Feature would be Access to 600 business books

Benefit: Gain unlimited access to the best business books at the price of one. You save a lot and gain more.

The benefit here is you are saving them lots of money they would have paid purchasing the books individually.

The benefit sells the outcome. That’s what people want.

The “So What?” Test

Bly teaches this golden rule:

Every time you write a line of copy, ask: “So what?”

If your sentence doesn’t answer that — cut it or rewrite it.

Let’s try an example:

📝 “Our course has 8 modules.”
👉 “So what?”
Better: “In just 8 quick modules, you’ll master the exact system used by 6-figure freelancers to land premium clients.”

Now that sells.

Emotional Triggers Work Better Than Logic

Most buying decisions are driven by emotion first, then justified with logic.

Bly recommends using emotional triggers like:

1. Fear of missing out

2. Relief

3. Belonging

4. Security

5. Hope

6. Confidence

7. Pride

8. Guilt

Here is an example:

Let’s say you are selling a course for freelancers:

Here is the Logical angle: “Get templates, training, and client scripts.”

Here is the Emotional angle: “No more guessing, ghosting, or undercharging — feel confident and in control of your freelance business.

The second one speaks to the emotional reward.

Prove Everything You Say

Bly says proof is what separates hype from credibility.

Use any of the following for proof:

1. Testimonials

2. Case studies

3. Data and stats

4. Screenshots

5.:Before-and-after results

6.;Specific numbers

7. Demonstrations

Here is an Example:
Don’t say, “This tool helped me grow.”
Say instead ,“I went from 600 to 5,400 followers in 30 days — using just this tool.”

Specifics build trust. Vague claims feel like fluff.

Overcome Objections in Advance

When people are thinking of buying, they’re also thinking of reasons not to buy.
Bly says great copy anticipates and neutralizes those objections.

Here are Common objections:

“Is this really for me?”

“What if it doesn’t work?”

“Is it worth the money?”

“I’ve tried something like this before — it didn’t work.”

Here is the tactic to neutralize the objections:

Use testimonials of other customers or clients that mirror those fears.

For example, “I was skeptical at first, but after just one week, I landed my first client — and doubled my investment.”

You can also offer the following to boost confidence:

1. Money-back guarantees

2. Risk-free trials

“3. Try before you buy” incentives

Use a Strong Call to Action (CTA)

At the end of your copy, don’t leave them hanging. Tell the reader exactly what to do next.

Bly says weak CTAs like learn more or click here…don’t inspire action.

Instead, use CTAs that:

1. Repeat the benefit

2. Add urgency or ease

3. Make it low-risk

Here are examples of good call to action:

Start your free trial today — no card needed.

Download your free copy now and grow faster.

Book your spot — only 3 seats left.

The Formula That Ties It All Together is AIDA

Bly reintroduces the AIDA formula from Chapter 1 — as your framework for persuasive copy.

A stands for Attention: Grab with headline or visual.

I stands for Interest: Speak to their pain, desire, or situation.

D stands for Desire: Show benefits + social proof + emotional reward.

A stands for Action: Tell them exactly what to do.

Here is an example of AIDA for a business mentorship program:

A: “Still stuck trying to grow your side hustle?”

I: “Most entrepreneurs waste years on trial and error.”

D: “With our 30-day coaching, you’ll get a clear roadmap — plus access to real mentors who’ve done it.”

A: “Apply now — only 5 spots available this month.”

That’s clean, powerful, and persuasive.

Chapter 4 Recap

Always write to sell, not to impress.

Focus on what the reader wants — not what you want to say.

Sell benefits, not features.

Use emotional triggers more than logic.

Prove every claim with testimonials, numbers, and examples.

Answer objections before they’re asked.

Use specific, urgent, benefit-driven calls to action.

Structure your copy with the AIDA formula.

CHAPTER 5: Getting Ready to Write

While the earlier chapters focused on writing, this chapter teaches what comes before you write.

The Secret to Great Copy is research.

Getting ready to write is all about how to do the research and thinking that makes your copy irresistible and effective.

Good writing begins with good preparation. The better your research, the easier your writing will be — and the better your copy will perform.

Bly starts by making this bold but true statement: A great copywriter is a good salesman, and a good salesman knows everything about what he’s selling.

That means before you write a single word, you need to know the product, the customer, and the competition like the back of your hand.

Copy that performs well almost always comes from deep knowledge — not clever wording.

Step 1: Know the Product Inside Out

Before you write, ask the following questions:

What does the product/service do?

1. How does it work?

2. What makes it unique?

3. What are its features?

4. What are the benefits of those features?

5.;Are there versions, upgrades, or options?

6. Are there guarantees, bonuses, discounts, or time limits?

Here is an Example:
Let’s say you’re writing for a course that teaches freelancers how to raise their rates.

Don’t stop at “This course helps you increase your income.”

Go deeper and ask:

How many modules?

What’s inside each one?

Who teaches it?

What transformations have students gotten?

Are there templates, scripts, or coaching?

Bly encourages copywriters to even try the product themselves, if possible. Use it. Test it. Understand it like a user would.

Step 2: Understand the Audience Deeply

Next, dig into who you’re writing to.

Ask the following questions:

1. Who is the ideal reader or customer?

2. What do they want?

3. What are they struggling with?

4.;What do they fear?

5. What have they already tried that didn’t work?

6. What would make them feel seen, understood, and hopeful?

Bly says you should build a mental picture of ONE person you’re talking to — not a crowd.

Here is an Example:
Instead of writing to “female entrepreneurs,” you should picture this instead:

“Jane, 33 years old, a Lagos-based online service provider. She’s juggling a 9–5 and a growing freelance gig. She wants more income but is afraid of pricing too high and losing clients.”

Now you can write directly to her — in her language.

Step 3: Study the Competition

Bly says if you don’t know what others are offering, you’ll either sound exactly like them or worse. This will make you write a weaker copy.

Ask the following questions to understand the competition:

1. What are other businesses in this space saying?

2. What angles are they using?

3. What features or benefits are they emphasizing?

4. What gaps are they leaving open for you to attack?

Here is a tactic to use:
Study at least 3–5 competitors. Collect their ads, headlines, landing pages, email opt-ins. Then ask:

“What are they missing? What could I say better?”

Step 4: Talk to the Sales Team (or the Founder)

If you’re working with a client or team, Bly recommends:

2. Interviewing the product creators

3. Asking salespeople: “What objections do you hear the most?”

4. Asking support staff: “What questions do customers ask?”

You’ll uncover golden phrases and pain points that real customers use — which you can echo in your copy.

Here is an Example:

A sales rep might say:

“Most people say, ‘I love the product, but I’m worried it’ll be too techy for me.’”

Boom! Now you know to add this to your copy:

“Not tech-savvy? No problem — this was designed for total beginners.”

Step 5: Gather Proof

Great copy isn’t just about claims — it’s about evidence.

Bly says you should collect any of the following as proof:

1. Testimonials

2. Case studies

3.;Stats

4. Screenshots

5.;Endorsements

6. Demo videos

7. Before/after photos

8.!Media mentions

Make a “proof bank” — a Google Doc or folder where you drop all the materials that back up your copy.

Step 6: Build Your Copy Outline

Now that you’ve done your research, Bly suggests you map out the structure of your copy before you start writing.

Here’s his classic structure:

1. Headline – Gets attention

2. Lead – The opening lines that pull the reader in

3. Body – Main benefits, proof, product info

4.;Offer – What they get, how much, what’s included

5. CTA – What to do next

6. Guarantee or risk reversal

7. P.S. – Reinforce urgency or bonus at the end

This helps you write faster and with more clarity.

Bly’s Advice for Working with Clients (or Teams)

When writing for others, Bly says you should ask them these 5 questions:

1. What is the product?

2. Who is the audience?

3. What do you want the reader to do?

4. What are the most important features/benefits?

5. What is the key problem this solves?

Even if the client gives you lots of materials to use for the copy, interview the clients yourself. You’ll uncover juicy emotional angles they didn’t think to mention.

Chapter 5 Recap

Do deep product research — features, benefits, angles.

Know your audience inside and out (desires, fears, objections).

Study your competitors to find gaps and positioning opportunities.

Talk to the sales team, founders, or real users for insight.

Gather proof and evidence to support every claim.

Build a copy outline before you start writing.

Ask clients the 5 golden questions before writing anything.

CHAPTER 6: Writing Print Advertisements

This is the first of several chapters where Bly shows you how to write specific types of copy.

Even though print ads aren’t as common today as the digital world, the principles still apply to Facebook ads, Google ads, landing pages, and even social media posts.

So don’t skip it — this is where your sales instincts get sharper.

The Job of a Print Ad

Bly says a print ad should do one thing well:

“Get the reader to take the next step that may be any of the following:

1. Buying directly

2. Filling out a form

3. Calling a number

4. Visiting a website

It’s not about entertaining the reader. It’s about moving them forward in the sales journey.

The 5 Classic Ad Layouts

Bly shares the most common ad formats used in print. These apply beautifully to landing pages and sales posts today.

1. Direct Offer Ad

This has a strong CTA + urgency

For example,“Buy now and get 50% off — this week only!”

2. Promise Ad

This leads with a big benefit or result.

Here is an example. “How to Make More Money from Your Instagram Without Posting Daily”

3. Problem-Solution Ad

This starts with pain, then solves it.

For example, “Tired of Getting Ghosted by Clients? This Template Fixes That.”

4. Testimonial Ad

It uses customer quotes or stories to sell.

Here is an example. “I Doubled My Revenue in 60 Days’ — Here’s How Jane Did It Using This Framework.”

5. Story Ad

This uses a mini-story to hook and persuade.

For example, “Last year, Tobi was broke and burnt out. Then he discovered…”

Here is What Every Ad Should Have

Bly says your ad should hit all of these elements:

1. Headline: This gets attention, speaks to pain or gain.

2. Visual: This supports the message, grabs attention

3. Body Copy: This builds desire and gives details.

4. Offer: This is what they’ll get.

5. Call to Action: This is what they need to do next

Even if your ad is short, make sure it still answers:

What is it?

Why should I care?

What should I do now?

Writing the Body Copy

Once your headline hooks them, your body copy should keep them reading.

Bly recommends the following:

1. Breaking long ads into short paragraphs

2.:Using bullets or bolded subheadings

3. Starting with emotion or pain

4.:Ending with a clear, irresistible offer

Here is an example body copy structure:

“If you’re tired of second-guessing your prices, we have something for you.
Inside this short video training, you’ll learn exactly how to charge more — and get clients who happily pay.
Thousands have used it. Now it’s your turn.”

Use Captions (They Get Read First!)

Bly reveals a classic advertising insight:

“Captions under photos are read more than body copy.”

So if your ad has a photo or visual — don’t waste it. Write a powerful caption that:

Reinforces the main benefit or

Repeats your CTA or

Adds a testimonial or mini-proof point

Here is an Example:

“Aisha doubled her coaching income in 3 weeks using this exact worksheet. Download yours now.”

This small trick can increase engagement dramatically.

Don’t Hide the Offer — Make It Bold

Bly says many advertisers make the mistake of burying the offer at the end or downplaying it.

Don’t write this: “Learn more on our website…”
Write like this instead: “Order now and get 2 bonus guides — free this week only.”

If your ad is selling something, say so. Loudly. Clearly. More than once.

Use a strong, urgent, benefit-filled CTA and repeat it if the ad is long.

Long Copy vs. Short Copy — Which Is Better?

This debate has been going on for years, and Bly addresses it here.

Here is his verdict.

Use long copy when:

The product is complex or

The price is high or

The customer needs education or convincing

Use short copy when:

The product is simple or

The price is low or

The audience is already familiar or sold

Here is an Example:

Let’s say you are selling a ₦1,000 digital planner. For this 2–3 paragraphs are enough.

If you are selling a ₦50,000 coaching program? Use a full sales page.

So… write long enough to say what needs to be said — but no longer.

Use a P.S. — Yes, It Still Works

At the very end of your ad (especially long-form), Bly suggests adding a P.S.

Why? Because people scan — and often read the headline, subhead, CTA, and P.S. first.

Use your P.S. to:

Reinforce the benefit or

To repeat the offer or

To add urgency

Here is an Example of how to use P.S.:

P.S. This deal ends Sunday at midnight. Miss it, and the bonuses are gone. Don’t wait — start growing your business today.

Here is The Most Important Tip: Be Direct and Clear

Bly says print ads fail when they try too hard to be funny, clever, or mysterious.

If you confuse them, you will lose them.

Instead, say what it is. Say what they will benefit, Say who it’s for. Say what to do next.

That’s it.

Chapter 6 Recap

Every ad should push the reader to take action.

Use proven layouts like problem-solution, testimonial, or direct offer.

Always include: headline, body, offer, CTA.

Write clearly, directly, and visually.

Great print ads follow the same rules as great Facebook, Instagram, or landing page ads.

CHAPTER 7: Writing Direct Mail

Even though it’s titled “direct mail,” don’t let that throw you off — this chapter is PURE GOLD for the following:

1. Email sequences

2. WhatsApp sales messages

3. Landing page flows

4. DM campaigns

5.;Sales letters in PDFs or print

The techniques Bly teaches here are still used today by top marketers running 6–7 figure campaigns.

What Is Direct Mail — and Why It Still Matters

Direct mail originally meant sales letters sent via post.
But the core idea still applies perfectly to digital marketing:

It’s a one-on-one message from you to your prospect, asking them to take action.

Whether it’s a long email, a WhatsApp message, or a DM pitch, if it’s personalized and asks for a response, you’re doing direct response copywriting.

The Anatomy of a Direct Mail Package

In the old-school version, a direct mail campaign had 4 key components:

1. Outer envelope – The headline or “subject line” equivalent

2. Sales letter – The body copy that does the selling

3. Brochure – Optional; adds visuals and more details

4. Reply form – Where the reader takes action (like a landing page or checkout)

In digital copy, this could translate to:

Subject line. Stands for email subject or WhatsApp preview

Sales letter could be, the main email/DM or landing page

Brochure could be, bonus content, screenshots, or testimonials

Reply form could be CTA link, form, or payment button

The Sales Letter Formula (That Still Works today).

Bly walks us through the step-by-step flow of a direct mail letter. Here’s what it includes:

1. Headline or Lead

You MUST hook them from the start. The first line must:

Create curiosity

Promise a benefit

Or ask a burning question

Here is an Example:

“Would you like to get 10 new paying clients this month — without posting on social media every day?”

2. Identify the Reader’s Pain or Dream

Immediately show them you “get” their life. Speak to their:

Frustrations.

Goals.

Mistakes they’ve made.

Secret hopes.

Here is an Example:

“If you’re tired of sending DMs and hearing crickets, you’re not alone. Most freelancers struggle with closing sales — not because they’re not good, but because no one taught them how to sell.”

3. Introduce the Product or Solution

Now that they’re nodding along, introduce your offer.

But not just the product — the transformation.

Here is an Example:

Don’t write this:“We offer business book summaries.”
Write this instead: “We help busy 9–5ers start and grow their side businesses with 15-minute summaries, mentorship, and a clear roadmap.”

4. Explain the Features + Benefits

Here, you should break down:

1. What’s included

2 vWhat it does

3. What it helps the reader achieve

Bly recommends using bullets here. Here is an example.

“You’ll get:

Audio, video, and text summaries

A tested business roadmap

A private community

Weekly mentorship calls”

Once you are done listing the features, link each one to a result:

For example, “So you never feel lost, stuck, or alone again.”

5. Add Proof

People need to see that this works for others too.

So, to add proof use any of the following:

1. Testimonials

2. Screenshots

3. Data

4.;Before/after transformations

For example, “Over 2,000 entrepreneurs have used this system — and many made their first ₦100,000 within weeks.”

6. Now Present the Offer

To present the offer clearly state the following:

1. What they get

2. The price

3. Bonuses (if any)

4. Deadline or scarcity (if real)

For example , “Join today for just ₦5,000/month or ₦45,000/year — and get a free onboarding kit worth ₦15k. Offer ends Friday.”

7. Next, add the Call to Action

Don’t make people guess what to do. Tell them exactly what to do next.

Here are Examples:

“Click here to subscribe”
“Send ‘I’m in’ to this number”
“Tap the link to join the waitlist”

Repeat the CTA more than once — especially in long copy.

8. P.S. Section (Very Important!)

Many readers skim straight to the bottom, so use the P.S. to:

Repeat the biggest benefit or

Remind of urgency or

Reinforce bonuses or guarantee

For example, “P.S. You have nothing to lose. Try the platform free for 30 days. If you don’t love it, you don’t pay.”

Tips for Writing Winning Sales Letters

1. Personalize it.

Use words like “you,” “your,” and “we.”
Write like it’s a conversation.

2. Use Subheads

Make long copy scannable. Every 2–3 paragraphs, insert a bold headline or question to re-capture attention.

3. Create Urgency — Ethically

Add real scarcity, deadlines, or bonuses that encourage action now — not later.

4. Use Real-Life Scenarios

Bly encourages you to paint a vivid picture of your reader’s life before and after using your product.

Here is an Example:

“Right now, you might be spending hours watching YouTube videos, piecing together business advice. After joining, you’ll get one clear roadmap — and real mentors to guide you step by step.”

Long or Short — Which Sales Letter Works Best?

Bly repeats what he said in Chapter 6:

Use long copy if your offer is expensive or complex

Use short copy if the product is low-cost or simple

The rule is:

“Your copy should be as long as it needs to be — and not a word longer.”

Chapter 7 Recap:

Think of “direct mail” as any one-to-one sales message

Follow the proven sales letter structure:

Hook.

Pain.

Solution.

Benefits.

Proof.

Offer.

CTA.

P.S.

Use clear, emotional, benefit-driven language

Personalize your tone, add proof, and always include a strong call to action

This applies to email campaigns, sales letters, WhatsApp broadcasts, landing pages, and DMs

CHAPTER 8: Writing Brochures, Catalogs, and Other Printed (or PDF) Sales Materials

At first glance, this chapter might seem “old-school,” but don’t sleep on it.
Everything Bly teaches here also applies to:

Lead magnets ( which includes eBooks, checklists, guides).

Pitch decks.

Online catalogs.

Product one-pagers.

Carousel posts and info-PDFs.

Even WhatsApp catalog messages.

Basically, any time you’re writing multi-page or multi-section content that sells, this chapter applies.

What Is a Brochure or Catalog?

In traditional advertising, these are physical booklets or flyers that describe a company, its products, or services.

In modern terms:

A brochure the same thing as a visual sales document that educates, informs, and sells.

This could be any of the following:

Your product’s info sheet.

A visual client pitch.

An onboarding PDF.

Your business overview or coaching offer in slides.

Types of Brochures (and When to Use Each)

Bly breaks brochures into two main types:

1. Product Brochures

This is used to promote a single product or service.

It is also used to explain benefits, features, and how it works

Product brochures are often used to close sales or support the sales process.

Here is an Example:
A 4-page PDF explaining your ₦5,000 business book platform — what’s inside, who it’s for, how to subscribe.

2. Corporate Brochures

This is used to describe your company as a whole.

It’s often used in B2B settings or when trying to build trust or partnerships.

Here is an Example:
A Canva-designed company profile you send to potential collaborators or grant reviewers.

Here is The Structure of a High-Converting Brochure

Whether you’re printing or using a digital PDF, your brochure should follow this clear flow:

1. Cover Page: This should grab attention with a benefit, image, or bold title

2. Intro Page: Say who you are and who this is for.

3. Problem/Pain: Relate to the reader’s struggle or need.

4. Solution: Introduce your product/service as the solution.

5. Features & Benefits: Use bullets, visuals, and bolding to make them scannable.

6. Proof: This includes testimonials, stats, screenshots, experienced team or real-life examples.

7.Call to Action: Tell them what to do next: order, book a call, visit the page.

8. Contact Info: This includes website, email, WhatsApp, socials — make it super easy to reach you

Copywriting Tips for Brochures

Bly gives several copywriting tips for brochures here that still apply 100% today and they are as follows:

1. Write in a Visual Way

People scan. So, use:

Short paragraphs.

Subheadings.

Bullet points.

Charts, icons, diagrams.

Canva, Notion, and Google Docs make this super easy to design even as a beginner.

2. Don’t Overload it with Text

“A brochure isn’t a book. It’s a sales support piece.”

Keep it light, persuasive, and clear.
Use white space. Let your visuals do some of the talking.

Think of it as:

20% powerful words.

80% flow, design, and readability.

3. Lead With the Benefit, Not the Product

Too many brochures start with:

“We are a digital consulting firm…”

Instead of that say:

“We help female founders double their revenue using clear strategy + powerful messaging.”

Tell the reader what’s in it for them — first.

4. Make Each Page Serve a Goal

Every page should answer a question or build desire as follows:

1. Who is this for?

2. What problem do they face?

3. What solution do you offer?

4. What’s inside your product/service?

5. Why should they trust you?

6. What to do next (CTA + contact)

Special Notes on Catalogs (Especially If You Sell Multiple Products)

A catalog is like a brochure, but it features multiple products in one place.

Bly says each product listing should have:

1.:Headline (product name or benefit)

2. Description (features + benefits)

3. Price

4. Image

5. Call to action (buy link, coupon code, etc)

If you sell info products or bundles on Selar or Paystack store:

You can turn your store into a simple catalog PDF with clickable images or buttons — just use Canva or Google Slides.

Include These 3 Things in Every Brochure

Whether it’s a 1-page flyer or a 10-page onboarding kit, Bly insists on including:

1. A clear benefit upfront

For example, “Start and grow your business — even with zero time or experience.”

2. Social proof

For example, “Trusted by 1,000+ entrepreneurs across Nigeria, the UK, and the U.S.”

3. A direct CTA

For example, “Click here to subscribe for ₦5,000/month — cancel anytime.”

Here are Mistakes to Avoid

Bly warns against:

1. Over-explaining or overwhelming
Keep it light. You’re not writing a thesis.

2. Bragging about your company
Focus on how you help the customer — not your awards or mission statement.

3. Not telling them what to do
Every brochure needs a CTA — even if it’s “DM us on WhatsApp for details.”

Chapter 8 Recap

Brochures are are same as modern sales PDFs, lead magnets, or pitch decks.

Use a clear structure: Hook plus Problem plus Solution plus Benefits plus Proof and CTA.

Write visually: use bullets, subheadings, and whitespace.

Focus on benefits first, not company ego.

Always include social proof and a clear, specific call to action.

Catalogs should have headlines, descriptions, images, and CTAs for each product.

Avoid writing too much, sounding vague, or skipping the CTA.

Yes Chi! Let’s roll into Chapter 9 of The Copywriter’s Handbook — and this one is surprisingly useful, especially if you ever plan to get media attention, pitch your business to blogs, or write authority-building content.

📘 CHAPTER 9: Writing Public Relations (PR) Materials

This chapter is very useful, especially if you ever plan to get media attention, pitch your business to blogs, or write authority-building content.

At first glance, you might think,

“Wait… I’m not into PR. Why should I care about this?”

But listen — if you’re:

Launching a product or event.

Pitching a podcast or journalist.

Introducing your brand to new people.

Want people to talk about your business for free.

Then PR copywriting is essential.

What Are PR Materials?

PR writing isn’t selling a product directly.
Instead, it’s influencing opinion and getting visibility through media, blogs, press, or online platforms.

When thinking PR, Think:

1.Press releases

2. Media kits

3. Company bios

4. Founder profiles

5. Guest articles

6.;Announcements

Here is an example:

You launch a business book club and want blogs or business influencers to talk about it — you’ll need a press release or intro email to pitch them.

The Press Release — Your PR Power Tool

Bly focuses heavily on writing press releases because it’s the core PR document.

He describes it as:

“A factual news-style announcement written in the third person, sent to the media.”

Even though fewer people use traditional press releases now, they still work beautifully as:

Blog post pitches

LinkedIn launch stories

Email intros to journalists or podcast hosts

Here is the Anatomy of a Perfect Press Release

Let’s look at the classic structure Bly teaches (and it’s still 100% effective today):

1. Headline

Just like copywriting — make it clear and compelling.

Instead of saying:

“Dan Edward Launches New Website”

Say this instead:

“New Platform Helps Busy Entrepreneurs Start Side Hustles in 30 Minutes a Day”

It should read like a headline from TechCrunch or Business Insider.

2. Dateline & Intro Paragraph

Dateline includes location and date

The first paragraph if the press release should include key info in one or two sentences.

Use the “5 Ws” which include the following:

1. Who

2. What
.
3. When

4. Where

5. Why

Here is an Example:

Lagos, Nigeria — July 7, 2025 — Entrepreneur and educator Chinenye Obiozor has launched a new digital platform that helps 9–5ers start and grow their side businesses using classic business book summaries and guided mentorship.

Body Paragraphs ( should be between 2–3)

This is where you explain the following:

1.What makes your product/launch unique

2. How it works

3. Who it’s for

4. Any partnerships or milestones

5. Quotes from the founder or users

Here is an Example quote:

“We created this because we saw too many smart people sitting on great ideas but getting overwhelmed. We make starting a business simple, clear, and possible.”

Boilerplate (About Section)

At the bottom, include a standard “About You” or “About the Company” paragraph.

Here is an Example:

About Chinenye Obiozor
Chinenye is a business guide and founder of [Your Platform], a learning and mentorship hub helping career professionals build profitable side businesses. Her mission is to simplify entrepreneurship through actionable education.

Contact Info

Always include these in the contact info section:

1. Email

2. Website

3. Social handles

4. Phone (optional)

What Makes PR Writing Different from Sales Copy

Sales Copy is direct, emotional and personal while PR Copy is factual, third person, and uses a neutral tone.

Sales copy focuses on benefits and action while PR copy focuses on newsworthiness.

Sales copy uses “you” and “we” while PR copy uses “she,” “they,” “the company”.

Sales copy ends with a CTA while PR copy ends with contact info or availability

So instead of “Buy now,” you’re writing like a journalist:

For example, “The program is available at [website], where new users can get a free 30-day trial.”

When and Where to Use PR Materials Today

Even if you’re not sending to newspapers, you can repurpose this kind of writing for:

1. Partnership pitches
Want to collaborate with a brand or influencer? Send a mini press-style intro.

2. Guest blog posts
Write a thought leadership article and include your “boilerplate” at the bottom.

3. Podcast outreach
Send a one-page release saying who you are, what you do, and why their audience would love to hear your story.

4. LinkedIn launch posts
Structure your post like a news-style story: headline first, then value, quote and CTA.

5. WhatsApp community invites
Introduce your community as a movement worth joining — professionally, not salesy.

Bonus PR Writing Tips from Bly

1. Keep it short — 1 page is enough.
2. Avoid hype — words like “amazing,” “awesome,” or “life-changing” feel fake in PR.
3. Use real quotes — let people speak for you.
4. Focus on what’s new — PR is about news, change, or launch.

Bly says: “If it’s not news, it’s not PR.”

Chapter 9 Recap

PR writing helps you gain visibility and influence without selling directly

The press release is your go-to format: Headline is followed by Lead, then Body, Boilerplate and Contact

Write in third person, keep it factual, and focus on newsworthiness

Use PR writing for launches, events, partnerships, podcast pitches, and LinkedIn

Think like a journalist — be clear, short, and non-promotional

CHAPTER 10: Writing TV and Radio Commercials

This chapter deals with TV and radio ads.

Even if you’re not writing for radio or TV, the rules here apply perfectly to:

TikToks & Reels

YouTube Shorts

Voiceovers for video ads

WhatsApp voice notes used for selling

Even radio-style podcasts or promo jingles

At its core, this chapter teaches you how to write short, scripted copy that is meant to be heard (and sometimes seen).

That means:

“You’re not just writing for the eye… you’re writing for the ear.”

Think rhythm, simplicity, and emotional punch.

Let’s go!

What’s Different About Audio/Video Ads?

Robert Bly opens with a simple truth and he says:

“People can’t re-read or scroll back — so you must be clear, fast, and memorable.”

You have 30 seconds or less to do the following:

1. Grab attention

2. Deliver a message

3.;Make the viewer/listener feel something

4. And push them to act

Whether you’re writing a 15-sec Instagram Reel or a 30-sec radio jingle, the principles are the same.

There are Two Types of Commercials namely:

1. Spoken-Only Commercials

These are used in:

Radio ads..

Voiceovers.

Podcasts.

WhatsApp voice notes.

Here is an Example:
Let’s say you want to make a voice note selling makeup kits. It should sound this way:

“Hey Queen! If your makeup bag feels outdated or too pricey to refill, I’ve got news. Our starter beauty bundle gives you 7 top-quality essentials — for just ₦6,500. And it’s selling fast. DM ‘GLOW’ now to grab yours.”

Simple. Conversational. Natural rhythm.

2. Scripted with Visuals (TV or Video Ads) Commercial

These are used in:

Reels, TikToks

YouTube ads

Facebook video ads

These type of commercials pair voiceover with moving visuals, which gives you two channels to work with:

What they hear (script)

What they see (video, text, image)

Your job is to make both work together without repeating word-for-word.

Bly says: “Don’t say what the audience is already seeing. Say what enhances it.”

The 4-Part Formula for a Short Commercial

Whether it’s a 15-second TikTok or a 30-second radio jingle, Bly suggests this classic flow:

1. Grab attention fast

Use sound, bold visuals, or a surprising opening line.

Here is an example commercial for a haircare business.

“Still hiding your natural hair under wigs?”

Boom — relevant, real, emotional.

2. Present the problem

Make it relatable and quick. No dragging.

Here is an Example:

“You’ve tried oils, deep conditioners, even DIY rice water… but nothing works long-term.”

3. Introduce the solution

Your product or offer should feel like the answer they’ve been looking for.

Here is an Example:

“Meet CurlTamer — our 3-step routine that repairs coils, reduces breakage, and keeps hair soft for 30 days straight.”

4. Give a clear call to action

Tell them exactly what to do — and add urgency if possible.

Here is an Example:

“DM ‘CURLS’ before midnight and get a free edge control with your kit.”

What Makes TV/Radio Copy Work?

Bly lists several golden rules and they are as follows:

a. Write for the ear

Use short sentences. Clear, punchy words. No big or complex phrases.

Here is an Example:

“This isn’t your grandma’s skincare. It’s science. That works.”

b. Use timing — fast start, tight ending

Start strong, don’t ramble, end clearly.

Here is an Example for a cooking class ad:

“Ever said, ‘I can’t cook’? We fix that. In 30 days, you’ll be cooking like a pro. Join our beginner chef bootcamp today.”

c. If visuals are included, script around them

Don’t duplicate. Enhance.

Here is an Example:
If you’re showing a video of a woman applying foundation that covers her acne problem:

Just Show the makeup application with before and after.

Then Say: “Confidence in a bottle — smooth coverage in 2 swipes, no filter needed.”

d. Use Sound and Emotion

Especially for radio or voice-only ads, use emotion + sound effects to paint a picture.

Here is an Example for a security gadget:

[SFX: Breaking glass sound]
“That sound? It costs homeowners thousands. But with GuardPro, you’ll be alerted — before it happens.”

Sound grabs attention and builds urgency.

e. Repeat Key Messages

People may zone out. So repeat your brand, offer, or CTA at least twice.

Here is an example commercial for a freelance writing course ad:

“Write & Earn is the course that gets you paid. Want to freelance? Start with Write & Earn. Link in bio.”

f. Close with a Verbal CTA

Never assume they’ll “know what to do.”

End clearly with any of the following:

“Tap the link below”

“DM us now”

“Call 0800-SELL-MORE today”

“Go to smartfounder.com and start for free”

Chapter 10: Recap

Write for the ear. Use simple, conversational, rhythmic language.

Grab attention immediately. First 3 seconds matter most.

Use the 4-part flow. Hook, Problem, Solution and CTA.

Use visuals and voice together. Don’t repeat. Complement them instead.

Use emotion or sound to trigger feelings, reactions, or curiosity.

Repeat the brand/message. People forget. Say it more than once.

Be clear and directive. End with a strong call to action .

Here is an Example: 15-Second Ad Script for a Fashion Brand

The Business is an Ankara-inspired fashion label selling classy dresses online

Here is the Script:

“Your Ankara doesn’t have to scream. It can whisper elegance.
At Fehintywears, we blend tradition with luxury.
New collection drops Sunday.
Tap to join the waitlist — and turn heads.”

This is Short. Stylish. Memorable.

CHAPTER 11: Writing Web Sites

(How to turn visitors into customers with words)

Whether you’re creating:

Your personal brand site.

A landing page for your offer.

A product or membership page.

A service-based website.

A portfolio.

This chapter teaches you how to write web copy that converts.

What Makes Web Copy Different?

Bly starts by pointing out that web visitors are impatient.

“Most people spend less than a minute on a website — unless you grab their attention immediately.”

This means:

You must write copy that’s scannable

You must hook attention above the fold

You must guide them to a next step (don’t let them guess)

The Most Important Pages (and What to Write)

Bly breaks down how to write the core pages every website needs.

Let’s go page-by-page:

a. Homepage

Your homepage is not your CV. It’s your sales billboard.

Bly says it should:

Say what you do — clearly and fast

Speak to who it’s for

Show how you help

Include a CTA

Think of it like your 7-second elevator pitch.

Here is an Example: (for a personal stylist)

“Look amazing, every day — without the stress.
I help busy women build effortless wardrobes that actually work.
Start with a free 15-minute outfit audit.”

Tip: Add testimonials, visuals, and your most wanted action (“Book a call,” “Shop now,” “Join free”).

b. About Page

Most people make the mistake of saying:

“Hi, I’m X, and I’ve always loved design.”

Bly says: don’t make your about page all about you.

Instead:

Make it about the transformation you create for your customer.

Here is an Example: (for a website designer)

“You’re not here because you want a website.
You’re here because you want clients to take you seriously.
I help service-based entrepreneurs go from overlooked to unforgettable with powerful, high-converting sites.”

Then share your story briefly to build trust.

C. Product or Services Page

This is your sales page. Every offer should have one.

Bly recommends structuring it like this:

1. Headline: Show the benefit

2. Problem: Speak to their pain

3. Solution: Introduce your product/service

4. Features & Benefits

5.;Proof: Testimonials, screenshots, stats

5. Offer: Price, what’s included

6. CTA: “Buy now,” “Subscribe,” “Join free,” “Book a slot”

Here is an Example: (for a career coaching service)

“Get hired — even in a tough market.
You’ve applied for 27 jobs. You’ve heard nothing. Let’s fix that.
My 4-week career reboot helps you rebrand, network, and land real interviews.
Join the next cohort — doors close Friday.”

d. Contact Page

This is where people come to take the next step.

Make it:

Friendly

Easy to navigate

And Reassuring

Here is an Example:

“Got questions? Need a custom quote? Let’s talk.
Use the form below or send me a DM on Instagram — I usually reply in under 2 hours.”

Include the following:

1.:WhatsApp link

2.:Social links

3.:Short form

4. Location (if needed)

Web Copywriting Best Practices

Bly shares these core copy rules for writing web content that gets results:

1. Use scannable formatting

Visitors don’t “read.” They scan.

Use:

Bold headlines

Subheads

Bullet points

Short paragraphs (2–4 lines)

Buttons with strong CTAs

2. Write Like You Speak

Web copy should feel like a conversation, not an academic essay.

Instead of writing:

“Our innovative system streamlines your processes…”

Say this instead:

“We help you get more done — without the overwhelm.”

3. Use Strong CTAs — Repeatedly

Every page needs a clear action for the visitor to take.

CTAs should:

a.;Start with a verb

b. Feel specific

c. Reflect what the reader gets

Here are Examples:

“Book your style session”

“Start your free trial”

“Download the bundle”

“Chat with us on WhatsApp”

Don’t be shy about repeating your CTA multiple times on the same page.

4. Build Trust Fast

Because the internet is noisy and scammy, your copy should signal credibility.

Here are Ways to do this:

a.bAdd testimonials early

a. bShow real numbers (example “Trusted by 2,400 entrepreneurs”)

Mention awards, features, press, certifications, or media mentions

Include photos of real people using your product

Common Website Copy Mistakes to Avoid

1. Don’t use Vague headlines like:

“We empower your digital presence” What does this mean?

Write this instead:

“We design websites that help coaches book more calls.”

2. Talking about yourself too much
Instead, lead with how you help the reader

3. No clear action to take
Always guide visitors to a next step

Don’t use Jargons and complexity.
Keep it simple, human, and direct

What If You Sell Multiple Offers?

Then you need:

1. A clear main offer on the homepage

2. Separate sales pages or product pages for each item

3. A “Work With Me” or “Shop” page that shows all your offers at a glance

4. A consistent voice across all pages

Here is an Example: For a digital entrepreneur selling courses, templates, and mentorship:

Homepage: Focus on the biggest transformation (e.g. “Learn business skills. Build something real.”)

Page 1: Template shop

Page 2: Course

Page 3: Mentorship program

Each page follows the same formula: hook , problem, solution, proof, CTA

Chapter 11 Recap

Format the pages for scanning: use bullets, short paragraphs, subheadings.

Be clear and direct

Use CTA buttons and repeat them

Add social proof early

Guide the visitor step-by-step

Here is a Graphic Designer Website Example:

Homepage Headline says:

“Designs that make people stop scrolling.”

Subhead says:

“I help small business owners build bold brands that actually convert. From logos to social kits — let’s make your business unforgettable.”

CTA Button:

“Book your design call”

CHAPTER 12: Writing Landing Pages

If you ever plan to create:

A lead magnet opt-in page.

A product sales page.

A webinar registration page.

A waitlist or launch page.

A Selar page or Paystack sales link.

Or even a WhatsApp link page.

These are all landing pages, and this chapter teaches you how to write them so they convert like crazy.

Bly says this chapter is all about: “When you want one thing and one thing only: ACTION.”

What’s a Landing Page?

According to Bly:

“A landing page is a single-purpose page — no distractions — designed to get the visitor to take one specific action.”

That action could be any of the following:

1. Buying a product

2.:Subscribing to your email list

3. Downloading a lead magnet

4 bRegistering for a webinar

5. Booking a discovery call

Think of it as a sniper, not a shotgun. You’re targeting one goal only.

Key Elements of a High-Converting Landing Page

Bly breaks the landing page into 7 critical parts. Here’s how each one works.

1. Headline That Hooks

This is the most important part.
Bly says: “The headline must grab attention and promise a benefit.”

Here is an Example (for a virtual assistant service):

“Too Busy to Keep Up?
Hire a Pro VA for Just ₦25,000/Month and Buy Back Your Time.”

Here is another Example (for a fitness challenge):

“Lose Your First 5kg — Without Dieting or Going to the Gym.”

The Rule is: Make it specific. Make it emotional. Make it bold.

2. Lead Paragraph (aka “The Hook”)

This is the short intro copy that keeps them reading.

It should do the following:

a. Speak to their pain

b. Offer a quick win

c. Create curiosity

Here is an Example (for a Canva template bundle):

“You don’t need a design degree to stand out. You need these 27 plug-and-play templates that get clicks — even if you’re not techy.”

3. Benefits, Not Just Features

Don’t just say what’s included — explain why it matters to the user.

Instead of saying:
“10 hours of live class time”

Say this instead:

“10 live sessions — so you never feel stuck learning alone.”

Then Use bullets to list benefits. This is :

Quick to scan.

Easy to digest.

More persuasive.

4. Proof Elements

Bly emphasizes: “If you say it, they may doubt it. If someone else says it, they believe it.”

So, use:

Testimonials

Screenshots

Before-and-after photos

Case studies

And Stats to show proof.

Here is an Example:

“Over 3,100 entrepreneurs have downloaded this planner — and 86% say it helped them focus better in week one.”

5. Offer Details

Tell them the following:

1. What they get

2. How it works

3. Price (or “Free”)

4. Any bonuses or guarantees

Here is an Example (for a social media content planner):

“You’ll get:
365 post ideas
Caption templates
Reel hooks
Canva templates
All for just ₦7,500 — instant access.”

6. CTA (Call to Action)

Your CTA must:

1. Be clear

2. Use a command

3. Match the action you want

Instead of saying: “Submit” or “Click here”

Say any of these instead:

“Download the Free Guide”
“Get Instant Access”
“Book Your Spot Now”
“Start Your Free Trial”
“DM Me ‘YES’ on WhatsApp”

Bly’s tip says you should repeat the CTA 2–3 times on longer landing pages.

7. No Distractions

A landing page is not your full website. You should not include any of the following:

No menu bar
No social links
No blog posts
No “about” pages

Just one goal. One message. The CTA button .

Long Copy vs. Short Copy — Which Should You Use?

Here is Bly’s Rule of Thumb:

“The more expensive, unfamiliar, or complicated the offer — the longer the copy should be.”

Here is what Bly says:

Free download or lead magnet copy should be short (1–2 screens).

Low-ticket product copy should be medium (2–4 screens).

High-ticket coaching copy should use long-form (with story, proof, objections handling, testimonials, FAQ).

Here is an Example:

For a Free eBook, all you need is the headline, short benefits, and CTA.

For a Coaching program, you need the headline, story, benefits, proof, pricing, CTA, FAQ

Here are Extra Boosters for Conversion

Bly shares pro-level tips to increase response and they are as follows:

1. Use Visuals Strategically

Show what they get — mockups, previews, short demo GIFs or images.

For example , you can show Canva, Notion, or screenshots from your course dashboard work great.

2. Add Urgency or Scarcity

Here are examples:
“Offer closes Friday at midnight.”
“Only 17 spots left.”
“Limited to the first 50 downloads.”

Urgency gives people a reason to act now — not “later.”

3. Use a Guarantee (If it’s a Paid offer)

“14-day money-back guarantee — no questions asked.”
This reduces risk and builds trust.

Overcoming Objections (aka “What’s Stopping Them?”)

Even if your landing page is beautiful, people still hesitate.

Robert Bly emphasizes the importance of anticipating objections and addressing them in the copy.

Here are common objections — and how to address them:

“This won’t work for me.” To handle this, use testimonials from people just like them“

It’s too expensive.” To handle this, break down the value, include bonuses, or offer a payment plan“

“I don’t have time.” To handle this emphasize how quick or flexible the solution is“

I’ve tried before and failed.” To handle this, show how your method is different (new system, accountability, proven steps)

“I’m not sure I trust this.” To handle this, add guarantees, awards, numbers, press, or screenshots

Here is an Example for Objection handling for “I’ve failed before. What makes this different?”

This isn’t another copy-paste template or motivational quote. You’ll follow a proven 4-step action plan used by over 2,000 Nigerian side hustlers — with full guidance, community, and accountability.

Common Landing Page Mistakes to Avoid

Avoid using vague headlines:

Don’t write things like“Join My Program”
What does that even mean?

Instead write:

“Learn to Write Copy That Sells — Without Feeling Pushy”

Don’t use a Confusing layout
Use clear sections, bold subheads, bullet lists, and buttons

Don’t write with no clear next step
Use bold, action-based CTA buttons

Avoid adding overwhelming options
Focus on ONE action only (download or buy or subscribe or book now)

A/B Testing Landing Pages

Bly also discusses testing your landing pages to improve results over time.

He says small tweaks can lead to big conversions.

Here are the things you can test:

1. Headline variations

2. CTA button text (“Download Now” vs. “Get Instant Access”)

3. Colors and button placement

4. Testimonials used

5. Image vs. video

6. Long vs. short version of the same page

Here is an Example:
If you’re selling a ₦5,000 Canva bundle, try two versions of your CTA:

Version A: “Buy the Canva Bundle Now”

Version B: “Get 47 Templates to Sell Your Product — For ₦5,000”

Then check: Which one gets more clicks or purchases?

Technical Details that Affect Copy (Yes, They Matter)

Even though this chapter is focused on writing, Bly reminds us that great copy needs support from great layout and design.

Here’s what Bly says to watch for:

1. Page Load Speed

Slow page speed is equal to lost visitors.
Use compressed images, don’t overload it with plugins or animations.

2. Mobile Responsiveness

Most people view landing pages on their phone — if your CTA button is too small or your text gets cut off, you’ll lose conversions.

3. Clear Visual Hierarchy

Your headlines should stand out immediately, your bullets should be scannable, and your CTA button should be bold and repeated.

Storytelling on Landing Pages

This isn’t a must-have, but Bly says adding a short story (especially for coaching, courses, or transformation products) makes the landing page more relatable.

Here is the Format to use:

I used to struggle with X

Then I discovered Y

Now I help people like you do Z

Here is an Example (for a parenting coach):

“I used to feel like I was failing as a mum. Screaming every day. Constant guilt. Until I discovered a 5-minute morning routine that changed everything. Now I help mums like you get control — without shame or stress.”

Then add the CTA: “Join the Calm Mum Challenge”

Psychological Triggers Bly Recommends Using

1. Urgency

Example: “Only 12 hours left…”
“Enrollment closes Friday at 11:59 PM.”

2. Scarcity

Example: “Only 50 spots available.”
“Limited edition download — available this week only.”

3. Social Proof

Example: “Join 1,324 entrepreneurs who’ve downloaded this.”
“As seen on TechCabal, BellaNaija, and CNN Africa.”

4. Authority

Mention experts, credentials, or years of experience

5. Simplicity

Avoid complex words. Use Grade 6 reading level if possible.

Final Checklist for Your Landing Page

Bly ends the chapter by giving a mental checklist. Use this before publishing:

1. Does the headline immediately promise a benefit?

2. Is the copy focused on one clear offer or CTA?

3. Does it show benefits, not just features?

4. Does it include proof?

5. Does it have at least one strong CTA (and maybe two or three if the page is long)?

6. Is it mobile-friendly and scannable?

7. Does it feel clear, trustworthy, and persuasive?

More landing page examples:

Here is an example for a Canva Template Bundle

Headline reads:

“Get 57 Canva Templates That Sell Your Product in Style — Even If You’re Not a Designer”

CTA reads:

“Download Your Templates Now — ₦4,000 Only”

Here is an example for a Mental Wellness App

Headline reads:

“Stressed? Can’t Sleep? CalmSpace Helps You Relax in Just 5 Minutes.”

CTA reads:

“Start Your Free Trial — No Card Needed”

Here is an example for a Personal Branding Course

Headline reads:

“Turn Your LinkedIn Into a Lead Magnet — Even With 200 Followers”

CTA reads:

“Join the 3-Day Personal Brand Bootcamp

Here is an example of a mini Landing Page for a Fashion Brand

Headline reads:

“Turn Heads — Without Breaking the Bank.”

Subhead reads:

“Our 3-piece statement wear bundle gives you timeless Ankara pieces, styled for class. Just ₦12,000 — delivered in 48 hours.”

Bullets read:

Ready-to-wear — no tailor drama

Perfect for casual or formal outings

Sizes from 6–22 available

CTA reads:

“Order Your Bundle Now — Limited Quantities Left”

Chapter 12 Recap

Headline: Grab attention with a bold promise or pain

Hook paragraph: Pull them in with curiosity or empathy

Benefits: Sell outcomes, not just features

Proof: Use testimonials, stats, or visuals to build trust

Offer breakdown. Be clear, specific, and show value

CTA: Strong, repeated, and action-oriented.

No distractions. Keep the page focused on one goal.

Long versus short copy. Depends on the offer’s cost, complexity, and trust level.

Overcome objections Handle doubts inside your copy.

A/B test variations. Experiment with different headlines, CTAs, and formats.

Mobile-first design. Your page must work beautifully on phones.

Story plus emotion. Don’t just sell — relate and connect with a story.

Use triggers. Add urgency, scarcity, proof, and trust boosters.

Checklist before publishing. Run through the “does it convert?” filter before going live .

CHAPTER 13: Writing E-mail Marketing

“The best copy in the world is useless if it doesn’t get opened.” — Robert Bly

This chapter walks through how to write email copy that gets:

1. Opened

2. Read

3.:Clicked

And most importantly… acted on

Whether you’re writing newsletters, sales emails, onboarding sequences, or daily tips — the rules here will help you write emails that make money.

What Makes Email Marketing Unique?

Bly opens with this key point:

“Email is personal and direct. You’re entering someone’s private inbox. You must make it worth their time.”

It’s different from web pages or ads because:

1. You’re talking one-on-one

2. You can build a long-term relationship

3. You have more freedom to tell stories, educate, and persuade gently

The 3 Big Jobs of Every Email

Bly says every email must accomplish at least one (ideally all) of the following:

A. Get Opened.

That’s the job of your subject line.

B. Get Read.

That’s the job of your hook and flow.

C. Get Action

That’s the job of your CTA.

How to Write a Killer Subject Line

This is everything. If they don’t open, nothing else matters.

According to Bly, The subject line is your headline. Make it compelling, clear, and curiosity-driven.

Here are Subject Line Tips to follow according to Bly:

1. Keep it short (under 50 characters)

2 bUse curiosity or urgency

3.:Make it specific or emotional

4 bAvoid ALL CAPS or spammy phrases

Here are Examples:

“She almost deleted her business…”

“This ₦5k bundle made ₦200k in 2 weeks”

“3 things I wish I knew before launching”

“Your guide is ready (and it’s 🔥)”

“Is your sales page doing this one mistake?”

How to Start the Email (Hook Them Early)

Your first 1–2 lines are the second most important part of the email.

Why? Because they appear in the preview text AND decide if the reader will keep reading.

Here is an opening line example (for a skincare brand):

“When I saw my customer post this before-and-after photo, I screamed.”

Here is an opening line example (for a fashion stylist):

“The truth is: most women are wearing the wrong outfit for their body type.”

Your hook should:

1. Feel like a conversation

2. Create curiosity or emotion

3. Relate to a problem or dream

The Body: Make It Flow Like a Story or Message

Bly explains that the best email copy feels like a note from a smart, helpful friend — not a formal essay.

Here is the structure to follow:

1. Start with a relatable story or problem

2. Build to a solution (your offer, tip, idea)

3. IInclude proof or insight

4. End with a clear call to action

Here is an Example (for a productivity coach):

Subject line reads: “Why you’re overwhelmed (and how to fix it in 10 minutes)”

Email body reads:

You open your laptop with good intentions.
Then — boom. Emails. Tabs. Noise. Pressure.
Sound familiar?
I used to think more time was the answer… until I tried this 10-minute planning hack.
Now I know exactly what to work on each day.
Want it?
Grab the free planner here

The CTA (Call to Action)

Never leave them wondering what to do next.

Bly says your CTA should:

1.;Be bold and clear

2. Use an action verb

3. Feel easy and low risk

Here are CTA examples:

“Grab the templates now”

“Join the waitlist here”

“Reply YES if you want this”

“Tap here to download the guide”

Repeat the CTA twice in longer emails — once in the middle and once at the end.

Types of Emails You Should Use

Bly lists the main formats of marketing emails you can rotate through:

1. Welcome emails: Used to Greet new subscribers, sets expectations“Here’s what to expect from me”

2.:Content/Tips emails: These are used to Build trust, delivers value. Example: “3 hacks to write better posts”

3.:Promo/Sales emails: They are used to sell a product, bundle, or service. Example: “New Canva bundle — 24 hrs only”

4.:Launch sequence emails: This is used to build excitement and urgency before a launch. Example: “Waitlist opens Friday”

5. Story email: This is used to share a personal or client story that leads to an offer. Example: “How Chi turned ₦5k into ₦150k”

6. Survey/feedback enails: Use this to ask for input to increase engagement. Example: “What should I create next?”

Best Practices from Bly (Email Copy Rules)

Here’s a checklist he gives for every email you write:

1.:Start with a great subject line
2. Keep the enail short — 150 to 300 words is plenty
3. Make it sound like a human, not a brand
4. Use line breaks, short sentences, bullets
5. One goal per email (don’t confuse them)
6. Always include a CTA
7. Test and tweak

How Often Should You Email?

Bly recommends frequent but useful.

You can email:

Daily (if it’s short and helpful ) or
3–5x per week (to stay top of mind) or
At least once per week (this is the minimum if you’re selling something)

Email them at a particular time and day. Make them expect your email.

The key is to stay valuable, not annoying.

Chapter 13 Recap

Subject line must grab attention, build curiosity, add value and have urgency

First line or paragraph must have a hook. Hook them fast with story, problem, or big idea

For the body, make it flow like a story or voice note — personal, clear, valuable

The CTA: Repeat it, make it bold, use action verbs

The format: Use welcome, tips, sales, stories, promos

Email frequency: Consistency matters more than volume.

Style: Be conversational, brief, and helpful — like a friend giving great advice.

Here is an Example Email for a Fashion Stylist

Subject line reads: “3 ways to look expensive — without spending a dime”

Email body reads:

You don’t need new clothes.
You need better styling.
I’ve worked with 40+ women and this is what I tell them:
Get a tailor to perfect the fit
Steam everything — wrinkles ruin looks
Accessorize like you mean it
Want 10 more pro tips?

CTA reads: Download my free Style Boost Guide here

Chapter 14: Writing Online Ads

“Online ads don’t give you the luxury of time. You’ve got seconds — maybe less — to grab attention and drive clicks.” — Robert Bly

This chapter teaches how to write high-converting ads across platforms like:

Facebook

Instagram

Google

Display networks

YouTube pre-rolls
And more.

Even if you’re selling a ₦5,000 product or a ₦200,000 coaching offer, the ad copy is often your prospect’s first impression.

What Makes Online Ad Copy Different?

Bly emphasizes that:

“Online ad copy must be short, fast, and ruthlessly clear. Every word must earn its place.”

That’s because:

You’re competing with scrolling thumbs

People are not actively shopping on social media— they’re distracted

You have limited space (and time) to sell the click — not the product

The Goal of the Ad

Your ad is not the sale. Your ad’s job is to:

1. Grab attention
2. Spark curiosity or desire
3. Drive a click (to a landing page, DM, checkout, etc.)

The Anatomy of a High-Performing Online Ad

Whether it’s a Facebook ad, Google ad, or Instagram carousel, the structure generally follows this format:

1. Headline

This is often the first text they see (or the bolded line in a Google ad).

Bly says your headline must:

a. Promise a benefit

b.bCall out your audience

c. Be specific or intriguing

Here are Examples:

“Busy Founders: Get Your First 100 Email Subscribers — Fast”

“How I Made ₦400k with a ₦6,000 Bundle (No Ads)”

“Struggling to Stay Consistent? This Planner Fixes That.”

2. Lead (First Line of Body Copy)

This should grab attention immediately with:

A bold statement.

A relatable problem.

Or an unexpected hook.

Here are Examples:

“You’re not lazy. You’re just overwhelmed.”
“Most coaches don’t have a client problem — they have a copy problem.”
“Before I made a single sale, I wasted ₦50,000 on ads. Here’s what changed.”

3. Middle Copy (Benefits + Proof)

This part gives 2–3 lines of value. It:

Highlights benefits, outcomes, or results

Uses social proof if possible

Keeps sentences short and snappy

Here is an Example (for a fashion brand ad):

“Our customers say it feels like wearing confidence. And it’s locally made.
Ships in 48 hours. Sizes from 6–24. Over 1,400 orders this month alone.”

4. Call to Action (CTA)

Don’t be vague. Tell them exactly what to do.

Here are CTA examples:

“Tap ‘Learn More’ to see inside”

“Click to download your free guide”

“Order yours now — limited pieces available”

“DM ‘YES’ to get the bundle”

Repeat it once or twice in the ad body, then let the button do its work.

Types of Online Ads Covered

Bly walks through four major ads formats and they are as follows:

1. Text Ads (Google Search, LinkedIn, Twitter/X)

These are short. They usually contain headline and 2 lines of description.

Here is an Example (Google ad for a digital planner):

Headline: “Notion Planner for Side Hustlers”
Description: “Plan your day, track your goals, and stay focused. Used by 10,000+ entrepreneurs.”

Tip: Include a number or stat if possible.

2. Image or Video Ads (Facebook, Instagram, Display)

This is where Bly says copy and design must work together.

Ad image/video is used to grab attention
Ad copy closes the deal with a click

Here is an Example for an eBook Bundle:

Image headline (on graphic) says
“Sell Smarter. Not Harder.”

Ad copy reads:

“These aren’t just eBooks. They’re mini sales machines.
Learn how to pitch, write, and sell — in 3 hours or less. 259 business owners who got it grew their sales by more than 30%.

If you get it and not like it, we give you back your money with no questions asked.

Tap ‘Download Now’ — ₦5,000 for all 5.”
Offer valid. At this price Only for the first 20 people.

3. YouTube Pre-Roll Ads

You have 5 seconds before the “Skip” button.

Here is Bly’s advice:

“Start with a bold hook, show your product, and give one clear CTA.”

Here is a script example (for a hairstylist course):

“Still struggling to charge what you’re worth? I did too — until I learnt the secret that helped me turn my skills into a ₦7-figure brand. I’ll show you how. Hit ‘Learn More’ and let’s begin.”

4. Story Ads (Instagram/Facebook/WhatsApp)

These are vertical, full-screen, and they disappear fast.

For this kind of ads, use:

1.;Big bold text

2. Minimal words

3. Clear benefit + CTA

Here is a carousel idea for a ₦4,000 Canva template pack:

Slide 1: “Still struggling to design your flyers?”
Slide 2: “We made it easy with 47 drag-and-drop templates you can easily use.”
Slide 3: “Just ₦4,000. Download now.”

Copy Tips for Better Results

Robert Bly gives some practical pro tips for writing better online ads:

1. Use Specifics

“Learn faster” is vague.
“Finish your website in 48 hours” is specific.

2. Add Numbers

Here are Examples:
“Used by 2,300 women”
“₦35,000 value for just ₦6,000”
“Only 9 bundles left”

3. Ask a Question

It creates engagement in the brain.

Here are Examples:

“Hate selling? You’re not alone.”
“Tired of editing reels for 2 hours?”
“What if your planner actually worked?”

4. Use Time-Sensitive Language

Here are Examples:
“Closes Friday”
“24-hour discount”
“Enrollment ends tonight”

5. Make the CTA a No-Brainer

Here are Examples:
“Try free for 7 days”
“Download it now — just ₦2,500”
“Get access — instant delivery”

Common Mistakes Bly Warns Against

Don’t use weak, generic headlines like:

“Check out our offer”. This is BORING.

Don’t fail to ad benefit or outcome

Don’t just describe — sell the result.

Talking about features only won’t bring you results.

Nobody buys a “template pack.” They buy what the template will DO for them.

Don’t use too many CTAs

Stick to one action per ad. Don’t confuse the scroll.

Here is an example of a Facebook Ad for a Personal Stylist

Ad image: A stylish, confident woman in everyday wear.

Overlay text: “Style that works — even when life is hectic.”

Ad copy:

You don’t need more clothes. You need the right ones.
This 30-day styling challenge helps busy women dress better — with less.
300+ joined last month.
Join the next round — registration closes Friday.

CTA: “Sign Up Now”

Chapter 14 Recap

Headline: Must stop the scroll , be specific, bold and benefit-driven.

Hook: First 1–2 lines should relate to a pain, desire, or shocking truth.

Benefits: Focus on outcomes, not features

Proof: Add numbers, testimonials, social proof.

CTA: Clear, bold, repeated once or twice

Visual + Copy. They should complement each other — don’t duplicate

Ad Types: Adjust your message for format (search vs. story vs. carousel vs. video)

Chapter 15: Writing for Social Media

“Social media isn’t about selling first. It’s about building rapport, trust, and attention — then selling.” — Robert Bly

This chapter helps you write social content that connects and converts, without sounding like a pushy marketer. Whether you’re promoting a ₦5,000 product or building your personal brand, the principles here apply.

Understanding the Mindset of Social Media Users

Bly opens by explaining a key difference:

“People don’t log in to Instagram or LinkedIn to read ads. They log in to be entertained, inspired, or informed.”

That means your posts need to:

1. Feel native (fit into the platform’s vibe)

2. Offer value before asking for anything

3. Use personality and voice

4. Encourage interaction

Your audience is scrolling fast. You have about 2 seconds to make them pause.

The Primary Goals of Social Media Copy

Bly outlines three main goals for writing on social:

1. Build Brand Awareness

Show up consistently so people remember you.

2. Engage Your Audience

Get people to comment, like, share, or respond.

3. Drive Action

Send people to your landing page, DM, opt-in, or product.

Note: You don’t need to sell in every post. Some posts prime, others convert.

Core Types of Social Media Posts

1. Educational Posts

Teach something useful in a few lines.

Example (for a Canva template seller):

3 Mistakes That Kill Your Flyer Design:
a. Too many fonts
b. Bad spacing
c. No hierarchy
To fix this, use clean templates that convert.

CTA: “Want 27 high-converting flyer templates? DM ‘FLY and I will send it over’”

2. Inspirational or Motivational Posts

Tell a short story or quote that encourages your audience.

Here is an Example (for a mompreneur):

I launched my first ₦3,000 digital product while nursing a baby and crying into cold tea.
One year later, I’ve sold over 700 copies.
Your dreams don’t need perfect timing. Just action.

CTA: “Want to learn how I did it? Comment ‘READY’”

3. Promotional Posts

Sell directly — but still use emotion, story, or proof.

Here is an Example (for a book summary business):

Too busy to read?
You don’t need 6 hours. You need 6 pages.
Download bite-sized summaries of 60 bestselling business books.
Text. Audio. Video. Worksheets.
Just ₦6,000/month. Cancel anytime.

CTA: “Join now — link in bio”

4. Interactive Posts (for Engagement)

Ask a question, create a poll, or start a conversation.

Here are Examples:

“What’s one business book that changed your mindset?”
“How do you plan your week: paper or digital?”
“Guess how many summaries we’ve sold this month. Closest wins a free one!”

5. Behind-the-Scenes or Personal Stories

Let people see your face, your struggle, your wins.

Here is an Example (for a business coach):

I almost cancelled this webinar.
I was scared no one would show up.
But I showed up anyway. 58 people joined. 3 paid for the full course.
Don’t wait till you feel confident. Act now — clarity follows courage.

Tips for Writing Effective Social Media Captions

Bly shares several golden rules:

1. Start with a Hook (The First Line Matters Most)

This is your headline — it must stop the scroll.

Here are Examples:

“The first time I tried to sell, no one bought…”

“I made ₦500k in 30 days — here’s the real reason why”

“This post is for every woman who’s tired of being broke and brilliant”

2. Use Short Sentences + Line Breaks

Make your caption skimmable. Most people are on their phone.

Don’t use long paragraphs. When paragraphs are too long and chunky, people will ignore it even if it’s smart.

Write like this instead:

You’re not lazy.
You’re overwhelmed.
Let me help you fix that.

3. Use Emojis (If Appropriate for the Platform)

They add color and structure. Don’t overdo it, but use them to:

Highlight lists

Add personality

Break up text

4. Always End with a CTA

Bly says: “No call to action, no conversion.”

Your CTA could be things like:

“Tap the link in my bio”

“DM me ‘PLAN’ and I’ll send it”

“Want the full breakdown? Comment ‘YES’”

“Save this for later”

“Share this with your business bestie”

Platform-Specific Writing Tips

For Facebook / Instagram

When writing to post on Facebook or Instagram, write like you’re talking to a friend.

Longer captions are okay if they’re personal

Use story and CTA formats often

Use carousels for “mini-educational” posts

For YouTube (Description Copy)

Lead with a clear promise

Include relevant links and timestamps

Add keywords (for SEO)

For LinkedIn

Position yourself as an expert and a human.

Use bold openers, short paragraphs, 1–2 sentence stories

Ask questions to invite conversation

Use stats, case studies, transformation stories

Here is an Example:

From 9–5 to 7-figure side hustle: Here’s what they don’t tell you.

You’ll work harder.

You’ll question yourself.

You’ll grow more than you ever imagined.
Want my playbook? DM me “7FIGURE”

Common Mistakes to Avoid

Avoid posting generic posts like: “Buy my product. It’s great.”
Instead tell a story. Show the transformation. Use emotion and then call to action.

❌ No formatting: Big blocks of text.
✅ Use spacing, caps, emojis, bullets.

❌ No value: Always selling, never giving.
✅ Mix it up: teach, inspire, show BTS, then promote.

❌ No CTA: You posted, but didn’t tell them what to do next.
✅ Always guide them.

✅ TL;DR — Chapter 15: Writing for Social Media

🔑 Element💡 Key TakeawayMindsetEntertain, educate, engage — then sellHookFirst line must grab attentionStyleWrite like a conversation — short, skimmable, personalPost typesMix: educational, story, promo, inspirational, engagement, behind-the-scenesCTAAlways tell them what to do (DM, comment, click, etc.)FormattingLine breaks, emojis, short paragraphs

🧠 Real-Life Post Example (Book Summary Business)

Hook:

Most people buy business books and never open them.

Caption:

I get it. You’re busy.
That’s why I created summary packs that cut through the fluff.
📘 Get key takeaways
🎧 Audio + text
🎯 Action points you can apply immediately
All for less than a single book.
Want 2 free samples?
💬 DM me “SUMMARY”

Chi, that’s a wrap for Chapter 15! 🎉

Next up is Chapter 16: Writing for Video — which shows how to write scripts for explainer videos, reels, TikToks, and ads that speak fast and sell fast.

Would you like me to continue with that? Or want to write a few of your own posts together based on this framework?

Awesome, Chi! You’re doing so well pushing through this book — and now we’re at a juicy chapter that ties video with copywriting. 🎥✍️

📘 Chapter 16: Writing for Video

“Video is the closest thing to being there in person. That’s why your words must feel alive.” — Robert Bly

Video is one of the most persuasive tools in marketing today. Whether it’s:

A YouTube ad

A TikTok or Instagram Reel

A product explainer

A talking-head video

Or a webinar promo…

Bly says the script behind that video is what makes it convert — not just the visuals.

🟩 1. Why Video Copywriting Matters

Most people think of video as a “visual” medium. But Bly reminds us:

“Before a camera starts rolling, someone has to write the words.”

That includes:

Hooks

Voiceover

Talking points

On-screen captions

CTA (call to action)

A great script makes people:

Stop scrolling

Feel something

Take action

🟩 2. Where Video Scripts Are Used in Marketing

According to Bly, your copywriting skills are needed for:

📽️ Type of Video🎯 PurposeExplainer videoExplains what a product does (great for digital tools, courses)Social media reels/storiesQuick, engaging promo or educationTestimonial videoBuilds credibilityProduct demoShows benefits in actionVSL (video sales letter)Like a long-form landing page, but in videoAdsYouTube pre-rolls, Instagram video ads, Facebook video campaigns

Let’s walk through how to write them properly.

🟩 3. The Anatomy of a High-Converting Video Script

Just like a landing page or ad, a good video script follows this structure:

🧲 1. Hook (0–5 seconds)

This is the most critical part of your script. Viewers will scroll or skip if the first few seconds aren’t powerful.

🔑 Tips:

Call out a pain or desire

Say something unexpected

Use a question, stat, or bold truth

📌 Example:

“If you’re still broke, it’s probably not your fault — it’s your system.”

“Here’s how I made ₦100,000 selling a ₦5,000 product — with zero followers.”

💡 2. Problem / Relatable Moment (5–15s)

Now show that you get them. Describe the frustration, confusion, or pain they’re feeling.

📌 Example (for fashion entrepreneurs):

“You’re tired of chasing customers, posting flyers, and begging for sales…”

📌 Example (for a book summary business):

“You’ve got 10 business books on your shelf — and no time to read any of them.”

✨ 3. Introduce the Solution (15–30s)

Give them hope! This is where you present your product or insight.

📌 Example:

“That’s why I created quick business book summaries — in text, audio, and video. No fluff. Just action.”

“I built a template pack that helps you sell your products faster — even if you suck at design.”

🧠 4. Deliver Value or Proof (30–50s)

Show what makes it different, better, or proven.

Options:

Show testimonials

Reveal step-by-step process

Mention results

Offer social proof

📌 Example:

“Over 1,500 business owners use this to plan their week in under 10 minutes.”

“She used this exact pricing template to double her income in 3 weeks.”

🟢 5. Call to Action (Final 5–10s)

Tell them exactly what to do next.

📌 Example CTAs:

“Tap the link in bio to get yours.”

“DM me ‘START’ for access.”

“Click now and grab your free guide.”

“Join today — offer ends Friday.”

Repeat it twice if needed.

🟩 4. Writing Tips for Different Types of Videos

📹 A. Explainer Video (1–2 minutes)

Used for courses, SaaS tools, books, platforms.

📌 Format:

State the problem

Show the solution (your product)

Walk through features

Highlight benefits and outcomes

Close with CTA

📌 Example script for your book summary site:

“Meet Busy Entrepreneur Bola. She wants to grow her business, but has no time to read.
That’s where we come in. Our curated business book summaries are built for busy people.
Text. Audio. Video. Worksheets. All tailored to your current challenge.
It’s like a cheat sheet for success — guided by experts.
Ready to grow smarter? Join today — for just ₦5,000.”

📲 B. Social Reels or TikToks (15–60 seconds)

These should feel spontaneous and fun — but still follow the hook > insight > CTA flow.

📌 Example (for a Canva template pack):

Hook: “I made ₦50k this weekend selling digital flyers”
Show your screen: “Here’s what I used — no design skills.
47 drag-and-drop templates. Just plug in your info.
Want them? DM me ‘FLYER’ or tap the link.”

💼 C. Testimonial or Story Videos

Let customers talk about their experience. Keep the script conversational.

📌 Format:

What problem were you facing?

What did you try before?

What happened after you used this?

What would you tell others?

📌 Example:

“Before I joined Chi’s platform, I was always confused about what to focus on.
But with her roadmap and summaries, I finally launched my mini-agency.
In 3 months, I landed 4 paying clients.
If you’re serious about growing your side hustle, this is the place.”

🟩 5. Caption + CTA for Video

Don’t forget the copy around your video (caption, headline, CTA button). It boosts the video’s effectiveness.

📌 Caption for a product video:

“You don’t need 100 courses. You need clarity.
That’s why I created summary packs and mentorship to help side hustlers like you grow faster.
Tap to get started.”

📌 Button CTA:

“Get Access”
“Learn More”
“Download Now”
“Start Free”

🟩 6. Common Mistakes to Avoid

❌ Too slow to get to the point
→ Hook them in the first 3 seconds

❌ Too long
→ Keep it under 60 seconds unless it’s a sales video or explainer

❌ Too scripted or stiff
→ Speak like you’re talking to a friend, not reading an essay

❌ No CTA
→ Always tell them what to do next (click, DM, join, buy)

✅ TL;DR – Chapter 16: Writing for Video

🎯 Component💡 Key InsightHookStop the scroll in the first 3–5 secondsProblemMake them feel seen and understoodSolutionPresent your offer clearlyProofAdd testimonials, numbers, steps, or benefitsCTATell them what to do and how to get itFormatMatch style to platform: Reel, Explainer, Testimonial, Ad, etc.StyleConversational, quick-paced, human — not formal

🎯 Sample 30-Second Script: Selling a ₦5k Book Bundle

“Still struggling to sell your product?
I used to binge random YouTube videos and get nowhere.
Then I found 5 powerful books — and turned their sales tactics into ₦100k in one month.
I summarised everything into short, easy-to-read bundles.
You get all 5 for ₦5,000 — text, audio, video, worksheets.
Tap to download now.”

Next up is Chapter 17: Writing for Content Marketing — where we go into blogs, lead magnets, guides, and SEO-driven content.

Would you like to continue or pause to try scripting your own video together using this chapter’s structure?

You’ve made it to Chapter 17, Chi — and this one is 🔥 for long-term growth.

📘 Chapter 17: Writing for Content Marketing

“Content marketing is selling without selling. It builds trust before asking for the sale.” — Robert Bly

This chapter dives deep into how to write helpful, strategic content that:

Attracts your ideal audience

Builds authority and credibility

Gently nudges people toward your offers

Whether you’re writing blog posts, lead magnets, free guides, LinkedIn posts, or carousel slides, content marketing is the engine behind a long-term brand that people trust.

Let’s go step-by-step with practical examples.

🟩 1. What Is Content Marketing?

“It’s the creation and distribution of valuable content to attract and retain customers.”

Key difference from advertising:
💥 Ads = immediate results
🌱 Content = long-term relationship

You’re not just writing to sell — you’re writing to educate, inspire, and lead.

🟩 2. Why Content Works So Well

According to Bly, great content:

Solves a problem before asking for money

Builds credibility and expert status

Helps your audience make informed buying decisions

Increases SEO visibility if done on your website

“Content is what pulls people in, builds interest, and keeps them coming back — even before they buy.”

🟩 3. Formats of Content Marketing

Bly lists multiple forms you can write:

📝 Format🔍 PurposeBlog posts/articlesRank on Google, explain ideas in depth, attract search trafficLead magnetsOffer high-value PDF in exchange for emailGuides & how-tosSolve a specific problem and build trustE-books or reportsShowcase expertise and build authorityChecklists/cheat sheetsQuick, high-utility downloads that get saved and sharedNewslettersMaintain regular contact, educate, and promote subtlyWebinars/workshopsDeliver value live and sell at the end

🟩 4. The 5 Elements of Effective Content

Bly lays out a structure to follow in most content:

✅ A. Hook or Headline

Grab attention immediately. Think:

“5 Mistakes That Are Killing Your Sales — And How to Fix Them”

📌 Tips:

Be specific

Use numbers

Address a pain point or goal

✅ B. Introduction (Lead)

Connect with the reader emotionally.

Example:

“You’re putting out content. You’re posting daily. But no one’s buying. Why? Because your copy isn’t selling — yet.”

✅ C. Body (Value + Structure)

Organize your content using:

Bullets

Subheadings

Short paragraphs

Step-by-step structure

📌 Example body (for a content marketing guide):

1. Create a Signature Series
Share a weekly tip series (e.g., “5-Minute Growth Tips”) to position yourself as an expert.

2. Repurpose Smart
Turn one blog post into a carousel, podcast, and newsletter.

3. Add CTAs Gently
Don’t always sell. Sometimes, say: “If you want help applying this, I offer a free session.”

✅ D. Call to Action (Soft Sell)

Unlike a sales page, your content CTA should feel natural, not forced.

Examples:

“Want to go deeper? Download the full cheat sheet.”

“If you liked this, join my free newsletter.”

“Book a free clarity session to apply this to your business.”

✅ E. SEO & Headline Optimization (for blogs)

If you’re posting on your website, Bly says:

Include relevant keywords

Use internal links to your other content

Write clear meta descriptions

Use readable formatting for Google and humans

🟩 5. Real-World Example: Book Summary Biz

Let’s apply all this to your business. Say you want to attract people struggling to start their side hustle.

📌 Blog Title:
“How to Start a Side Hustle (Even If You Work Full Time)”

📌 Structure:

Hook: “Still stuck in 9–5 but dreaming of doing your own thing?”

Intro: “You’re not alone — most people never start because they don’t know how. Here’s a step-by-step system.”

Body:

Pick a high-leverage idea

Use a roadmap (like this one)

Learn from proven books — not random YouTube

Test before building

CTA: “Want the shortcut? Join our platform — get curated book summaries, mentorship, and a step-by-step launch plan.”

🟩 6. Common Mistakes to Avoid

❌ Too much fluff
→ Respect your reader’s time. Get to the point.

❌ No structure
→ Use subheadings, bullets, and flow.

❌ No CTA
→ Don’t just educate. Guide your reader toward a next step.

❌ Too generic
→ Be specific. Use niche examples. Talk to one person, not the whole world.

🟩 7. Tips for Better Results

📌 From Bly:

Use case studies, stats, real results when possible

Speak to your niche’s problems — not just general advice

Make content repurposable across email, social, and video

Create a series (like “30 Days of Clarity” or “The Side Hustler’s Playbook”)

Build trust over time — don’t oversell too early

✅ TL;DR – Chapter 17: Writing for Content Marketing

🎯 Element💡 Key InsightPurposeBuild trust, demonstrate expertise, attract leadsContent typesBlogs, guides, checklists, newsletters, lead magnets, webinarsStructureHook → Relatable intro → Value-packed body → Soft CTASEO tipsKeywords, readable formatting, strong headlinesStyleClear, useful, emotionally intelligent writingCTAGuide reader softly to next step (freebie, call, platform, email list)

🎯 BONUS: Lead Magnet Idea for You

Title: “How to Learn 12 Years of Business Skills in 12 Weeks”
Format: PDF guide with book summary links, roadmap preview, and next steps

CTA:

“Want the full roadmap + mentorship + 60+ summaries?
Join our community for just ₦5,000/month.”

Next up is Chapter 18: Getting Copy Written — where Bly discusses how to outsource or collaborate with writers if you’re managing a team, agency, or scaling up.

Would you like me to continue with that next, or help you create a piece of content (like a blog post or lead magnet) using this structure?

You’re killing it, Chi — almost at the finish line! 🏁 Let’s roll into Chapter 18, which is super helpful if you plan to scale, build a team, or collaborate with other writers for your content or offers.

📘 Chapter 18: Getting Copy Written

“Even if you don’t write it yourself, you need to know how to get great copy — and get it done right.” — Robert Bly

This chapter is all about:

Hiring or collaborating with writers

Giving clear instructions

Managing the creative process

And avoiding common headaches when outsourcing your copy

Because as Bly puts it:

“If you don’t brief the writer well, even the best writer can’t save the copy.”

Let’s dive in.

🟩 1. Do You Really Need to Write It All Yourself?

Many business owners and solopreneurs try to do everything. But Bly reminds us:

“If you’re the strategist, visionary, and marketer — your time is better spent reviewing copy, not writing all of it.”

That means:

You can hire writers for emails, sales pages, social posts, blog articles, etc.

Or collaborate with a virtual assistant, intern, or AI tools (like me 😉) — as long as the strategy comes from you

🟩 2. Who Can You Hire?

Bly breaks down 3 options:

👤 Type💼 Best ForFreelance copywritersOne-off projects like landing pages, ads, emailsIn-house writersFull-time or part-time help (great if you publish a lot)AgenciesWhen you want copy + design + campaign strategy handled

⚠️ Warning: Not all writers understand direct-response or conversion copywriting. Some just write pretty words. Bly urges you to vet for results — not just writing style.

🟩 3. How to Brief a Copywriter (or AI)

This is key. Whether it’s a freelancer or even an AI like me, your brief determines the quality of the output.

Bly says your brief should include:

✅ A. What you’re selling

Product name

Format (ebook, course, service, etc.)

Price

📌 Example:

“A monthly business book summary membership. ₦5,000/month, includes 60+ summaries, mentorship, roadmap, and community.”

✅ B. Your audience

Who are they?

What do they struggle with?

What transformation are they hoping for?

📌 Example:

“Busy 9–5ers aged 22–45 who want to start or grow a business but lack time, knowledge, and support.”

✅ C. The offer (features + benefits)

Bly stresses clarity here. List out:

Tangible features (what they get)

Emotional benefits (how it helps them feel or succeed)

📌 Example:

Features: Summaries in audio, text, and video, action worksheets, mentorship group calls

Benefits: Saves time, gives clarity, builds confidence, helps them grow a business faster

✅ D. Voice and style

Let the writer know what tone to use. Examples:

Friendly and relatable

Expert and educational

Bold and high-energy

📌 Example for you:

“Tone should feel like a smart big sister who’s been there. Direct, warm, practical, sometimes playful — always clear.”

✅ E. Where it will be used

Copy for a landing page is different from an Instagram caption or email.

Tell your writer or AI:

Where it’s going

How long it should be

Any formatting or CTA buttons to include

🟩 4. How to Give Feedback Without Killing the Vibe

Bly says one of the top reasons copywriters underperform is because clients don’t know how to give useful feedback.

⚠️ Don’t say:

“I just don’t like it.”

“Can you make it more… punchy?”

✅ Instead, say:

“Can we make this headline focus more on results than features?”

“This line feels off-brand — can we make it more conversational?”

“Can we add more urgency to the CTA?”

🟩 5. What to Watch Out For When Hiring Writers

Here are Bly’s red flags:

❌ They don’t ask questions about your product or customer
❌ They write long, vague paragraphs with no structure
❌ They ignore your CTA or deliver without a clear next step
❌ They only write “nice-sounding” words — not conversion-focused content

💡 Good writers are curious, strategic, and collaborative.

🟩 6. When You Should Write It Yourself

Bly says there are times when only you can write it best:

✅ Personal stories
✅ Mission or manifesto
✅ Product launches you’re deeply involved in
✅ Content that reveals your unique voice or journey (like founder letters or community welcome emails)

✅ TL;DR – Chapter 18: Getting Copy Written

💡 Key Insight📝 SummaryYou don’t have to write it allDelegate to save time and scale content creationBrief clearlyShare the offer, audience, tone, format, and goalsVet for resultsDon’t hire writers who only write fluffGive good feedbackBe specific, not emotionalYou still need to leadStrategy should always come from you

🧠 Real-Life Use: If You Want to Hire a Copywriter for Your Platform

Your brief could look like:

Project: 3-email welcome sequence
Audience: Side hustlers, 9–5ers, overwhelmed by too much info
Product: ₦5,000/month membership: 60+ summaries, roadmap, mentorship, community
Tone: Friendly, motivational, grounded in real results
Goal: Nurture trust, explain value, invite them to stay & upgrade
CTAs: “Join premium”, “Start now”, “Explore your roadmap”

That’s it for Chapter 18! 🎉 You’re almost done with the entire book.

Next up is Chapter 19: Getting Your Copy Designed and Produced — where Bly covers how design and layout affect your message, plus tips on working with designers, using templates, and formatting for print vs digital.

Would you like to continue?

Let’s bring the words to life, Chi — because Chapter 19 is all about design — the silent persuader in your marketing.

📘 Chapter 19: Getting Your Copy Designed and Produced

“Great copy can be ignored if it’s presented poorly.” — Robert Bly

You could write the most persuasive sales page or killer social caption…
But if it looks boring, cluttered, or hard to read, your audience won’t bother.

This chapter teaches how to pair words with visuals to increase response, clarity, and conversions.

Even if you’re not a designer, these lessons help you:

Give better design briefs

Choose better templates

Avoid copy-killing layouts

Collaborate with freelancers without losing your brand feel

Let’s go step by step.

🟩 1. Why Design Matters in Copywriting

Bly says it simply:

“Design either helps your copy get read… or it gets in the way.”

✅ Good design:

Grabs attention

Makes the copy scannable

Guides the eye toward your CTA

Builds credibility and professionalism

❌ Bad design:

Looks scammy or messy

Confuses the reader

Distracts from your message

Makes people bounce (especially online)

🟩 2. Basic Design Principles for Non-Designers

Bly outlines some must-know rules for presenting copy effectively:

✅ A. Hierarchy

Use size, weight, and spacing to show what matters most.

📌 Example:

Headline = big, bold

Subhead = smaller, maybe italics or a different color

Body text = clear and consistent

✅ B. White Space

Don’t cram everything together. Space = clarity.

“A well-spaced sales page is more inviting than one jammed with tiny text.”

✅ C. Readability

Stick to clean fonts. No fancy scripts or all-caps body text.

Recommended fonts:

Online: Open Sans, Roboto, Lato

PDF: Helvetica, Georgia, Times

Avoid: Comic Sans, Papyrus 🙅‍♀️

✅ D. Contrast

Use strong contrast (e.g., dark text on light background) for visibility.

Avoid pastel-on-white or light gray on beige — it strains the eyes.

🟩 3. The Copywriter–Designer Relationship

Bly emphasizes collaboration, not conflict.

“Writers must respect the designer’s expertise — and designers must respect the integrity of the copy.”

Here’s how to work better together:

🤝 A. Give Full Copy Up Front

Designers need the final version before laying it out. Otherwise, you waste time with multiple redesigns.

🤝 B. Don’t Force Too Much Text

Ask: “Do we need ALL this info here?”
If your page looks like an essay, split it across tabs or sections.

🤝 C. Show Wireframes or Sketches

Even hand-drawn boxes help your designer understand flow.

Example:

Box 1: Headline + image

Box 2: 3 bullet benefits

Box 3: CTA button

🤝 D. Give Examples or Templates

Want a modern, minimal vibe? Show a sample. Want something bold and colorful? Share it.

“Designers are visual — so show, don’t just tell.”

🟩 4. Key Formats You’ll Need to Design

Here are the common copy formats that need design work — and how to handle each:

📄 A. Print or PDF (eBooks, Reports, Summaries)

✅ Use simple layouts with:

Clear headlines

2–3 fonts max

Visual icons or illustrations

Callout boxes for tips or quotes

Wide margins + enough line spacing

📌 Example:
Your book summary bundles can use bold colors for section titles, checkmarks or lightbulbs for action steps, and spacing between each concept to reduce overwhelm.

🌐 B. Web Pages (Sales, Landing, Opt-in)

Follow the F-pattern — people scan top to bottom, left to right.

✅ Best practices:

Strong visual CTA buttons (above the fold)

Short sections, lots of white space

Testimonials in boxes or highlighted

Sticky or repeated CTAs

Tools like Carrd, Swipe Pages, or Framer help you DIY without a designer.

🧾 C. Email Layouts

✅ Simple is best:

Use a 600px-wide template

Limit to 1–2 fonts

Highlight CTA buttons in bright colors

Break up copy with images, bullet points, or line breaks

📌 Example:
Your welcome emails could feature:

🖼 Banner image (optional)

📘 “This week’s summary” section

🎯 CTA button: “Access Your Library”

💬 Quote box from a happy member

📱 D. Social Media Graphics

For Instagram, Facebook, LinkedIn carousels…

✅ Stick to:

One big idea per slide

Large, clear text

High contrast (white-on-black, black-on-pastel)

Clear CTA at the end slide

🛠 Tools: Canva, Easil, Adobe Express

🟩 5. Production Tips (Print + Digital)

If you’re producing physical print (like flyers or inserts), remember:

Use CMYK color mode

Bleed margins for printing

High-res (300dpi) images

Print a test copy before large batches

If you’re producing digital PDFs, remember:

Compress file size (PDF compressors like ilovepdf.com)

Use clickable links and live buttons

Test readability on mobile and desktop

🟩 6. Final Copy + Design Checklist

Before going live or to print:

✅ Headline grabs attention
✅ Fonts are easy to read
✅ Body copy is clear and not crammed
✅ Key sections are visually emphasized
✅ CTA is visible, clickable, and repeated
✅ Design matches brand voice
✅ Mobile and desktop-friendly
✅ Links work

✅ TL;DR – Chapter 19: Getting Your Copy Designed and Produced

🎨 Principle💡 SummaryGood design sellsClear layout = more attention + more conversionsUse hierarchyHeadlines > Subheads > Body text — size and weight guide the readerRespect white spaceLess clutter = more clarityKeep it readableNo fancy fonts or color clashesCollaborate with designersProvide full copy, examples, and layout flowTest before publishingAlways check layout, links, and display on mobile

💡 BONUS: Real-Life Design Tip for You

For your book summary platform, consider these tweaks:

Use progress bars on your roadmap interface to show progress (visually satisfying!)

Turn testimonials into quote cards with customer photos

Break summaries into sections with icons: 👀 Key Insight | 🎯 Action Step | 🎧 Audio Link

Use highlight colors (like orange or teal) to emphasize CTAs across the site

Next up is the final part of the book: Appendices + Resources — including a glossary, blogs to follow, other books to read, and recommended tools.

Would you like a summary of that next, or a wrap-up of the full book in one scrollable guide?

Absolutely, Chi! Let’s wrap up The Copywriter’s Handbook with the Appendices & Resources — a goldmine for when you’re ready to go deeper or want tools to sharpen your skills.

📘 Appendices & Resources (Chapters A–E)

These final sections are like Bly’s personal cheat sheet — where to stay sharp, learn more, and stay inspired as a copywriter or marketer.

🅰️ Appendix A: Glossary of Advertising Terms

This is a useful mini-dictionary of common copywriting and advertising terms. Great if you’re new or explaining things to your team.

📌 Examples:

Call to Action (CTA): A line of copy that tells the reader what to do next (e.g., “Buy Now,” “Subscribe Here”).

A/B Split Test: A test of two different versions of a headline, ad, or email to see which performs better.

USP (Unique Selling Proposition): What sets your product apart from the competition.

Lift Note: A short note or teaser before the main sales letter to boost interest (common in direct mail).

💡 Use case: You can refer to this when briefing a designer or writing SOPs for your content team.

🅱️ Appendix B: Periodicals (Magazines & Journals)

These are publications Bly recommends subscribing to or reading regularly to stay in the loop.

📌 Examples:

Advertising Age

DM News (Direct Marketing News)

MarketingProfs

HubSpot Blog

ClickZ

Even if some names feel a bit old-school, the modern equivalents would be:

Copyhackers

Content Marketing Institute

SaaS Marketer

Marketing Brew

Marketing Examples (by Harry Dry)

💡 Use case: Read these when you want fresh campaign ideas or to analyze marketing trends.

🅲️ Appendix C: Websites and Blogs

Bly lists trusted online sources for learning copywriting, marketing strategy, and direct response.

📌 Examples (updated with modern equivalents too):

www.copyblogger.com – A classic on writing copy that sells

www.awai.com – American Writers & Artists Institute; great for structured training

www.copyhackers.com – Run by Joanna Wiebe; brilliant for SaaS & funnel copy

www.sethgodin.com – For mindset, marketing philosophy, and differentiation

swiped.co – Real swipe files from winning campaigns

💡 Use case: Bookmark these sites. Read 1 article a day = ongoing copywriting education.

🅳️ Appendix D: Books to Read

These are Bly’s hand-picked copywriting and marketing books that every serious marketer should read. Some are timeless classics.

📌 Recommendations include:

📘 Title✍️ AuthorScientific AdvertisingClaude Hopkins (public domain – free!)Breakthrough AdvertisingEugene Schwartz (rare, expensive, powerful)Ogilvy on AdvertisingDavid OgilvyTested Advertising MethodsJohn CaplesInfluenceRobert CialdiniMade to StickChip & Dan HeathWords That SellRichard BayanEverybody WritesAnn HandleyCashvertisingDrew Eric Whitman

💡 Use case: Pick one per month and summarize it for your audience. Position yourself as the “book-to-action” bridge.

🅴️ Appendix E: Organizations

This appendix lists professional associations for networking, education, and credibility as a copywriter.

📌 Examples:

American Writers & Artists Institute (AWAI) – Offers training and certification

Direct Marketing Association (DMA)

National Speakers Association (NSA) – If you want to speak and teach copywriting

Toastmasters International – For learning to present and pitch persuasively

💡 Use case: If you plan to scale your skills into coaching, writing for others, or teaching, these networks can help you get professional.

✅ TL;DR — Appendices & Resources

📚 Section💡 PurposeGlossaryLearn key copywriting termsPeriodicalsStay current on marketing trendsWebsitesGet free tutorials and swipe filesBooksDeepen your skill and strategyOrganizationsBuild your network, credibility, and learning

💡 Bonus Tip for You, Chi:

You could turn this appendix into a resource vault for your members — e.g.,
“Top 10 Books That Made Me a Better Marketer”
or
“5 Sites I Bookmark to Level Up My Copy”

This adds ongoing value to your platform and positions you as the go-to guide for learning fast, smart, and well.

That’s the end of The Copywriter’s Handbook — what a journey! 🏁
Would you like a 1-page summary of the entire book, a checklist of what to apply, or a swipeable Notion doc or carousel content from the insights?

Let me know what format helps you turn it into action.

Get the full book

Write Clear, Benefit-Driven Headlines
(Chapter 2 – Writing to Get Attention)

“If your headline doesn’t grab them, nothing else matters.”

🔧 Step-by-step instructions:
Pick one product or idea you want to promote (e.g., ebook, service, course, summary, etc.)

Identify one major problem your customer has

Write 3–5 headlines using this format:

“How to [Get Result] Without [Pain]”

“[Number] Ways to [Achieve Benefit] Starting Today”

“Are You Still Struggling With [Pain Point]?”

Test your headline in your next WhatsApp post, email, Instagram caption, or website banner.

⏱️ Time frame:
30–60 minutes to write + test headlines

Can implement in 1 day

⚠️ Common challenges:
🔸 You might write features, not benefits.
✔ Fix: Ask, “So what?” after each line — to turn it into a benefit.

🔸 You may feel your ideas are boring.
✔ Fix: Swipe from good examples at swiped.co.

📏 Progress metric:
Clicks or replies from that post/ad/email

Engagement (comments, shares, or DMs)

A/B test: Post two different headlines and compare engagement

🟢 2. Use the AIDA Framework for Your Social & Sales Copy
(Chapter 4 – Writing to Sell)

“AIDA — Attention, Interest, Desire, Action — is the backbone of copy that converts.”

🔧 Step-by-step instructions:
Pick one platform (Instagram, Facebook, Email, Blog) and follow this structure for your next post:

Attention: Write a bold or emotional hook
→ “Still stuck with zero sales?”

Interest: Relate to a specific problem
→ “You’ve tried flyers, discounts, and praying for sales…”

Desire: Show what life looks like after using your offer
→ “Imagine selling out without being online 24/7…”

Action: Add a clear CTA
→ “DM me ‘BOOST’ and I’ll send you my 3 best strategies.”

⏱️ Time frame:
30 mins per post

Practice 2x per week

⚠️ Common challenges:
🔸 You forget to add a CTA
✔ Fix: Create a checklist you review before posting

🔸 You over-explain and lose attention
✔ Fix: Stick to short sentences and keep paragraphs under 3 lines

📏 Progress metric:
Track DMs, comments, or signups from each AIDA-style post

Use UTM links or promo codes to test effectiveness

🟡 3. Craft an Email Welcome Sequence (3-Part)
(Chapter 13 – Writing Email Marketing)

“The best emails feel personal — but are strategically written.”

🔧 Step-by-step instructions:
Write 3 basic emails for new subscribers:

Email 1: Welcome + Value

Who you are

What they’ll get

A freebie or tip

CTA: “Reply and tell me your biggest challenge.”

Email 2: Tell a relatable story

Brief struggle you or someone like them faced

How you solved it

CTA: “Want my shortcut? Check this.”

Email 3: Showcase your offer

What it is

What it helps with

Why it works

CTA: Link to sales page or reply

⏱️ Time frame:
2 hours to draft all 3 emails

1–2 days to review and polish

⚠️ Common challenges:
🔸 Feeling “spammy” when promoting
✔ Fix: Focus on helping, not just selling

🔸 Not knowing what to write
✔ Fix: Use ChatGPT to generate drafts, then tweak your tone

📏 Progress metric:
Email open rates (aim for 30–40%)

Click-through rates (aim for 5–10%)

Replies or purchases from the email CTA

🟠 4. Create a High-Converting Landing Page
(Chapter 12 – Writing Landing Pages)

“A landing page is your 24/7 salesperson. It needs to convince and convert fast.”

🔧 Step-by-step instructions:
Use this proven layout:

Headline: Clear benefit (e.g. “Launch Your Business in 30 Days — Even with a 9–5”)

Subheadline: Support the promise (e.g. “Join 1,200+ entrepreneurs learning fast with summaries + mentorship.”)

CTA Button: “Start Free” / “Get Access”

Section 2: Pain points — “What you’re struggling with…”

Section 3: Benefits of your solution — use bullets

Section 4: Testimonials or transformation stories

Section 5: Pricing table or offer breakdown

Final CTA (repeated)

Use Carrd, Systeme.io, or Selar to build easily.

⏱️ Time frame:
1 day to write

1 day to build (using a template)

⚠️ Common challenges:
🔸 Writing too much and cluttering the page
✔ Fix: Use bullet points and white space

🔸 Weak CTA buttons
✔ Fix: Make them bold, benefit-driven, and repeated

📏 Progress metric:
Landing page conversion rate (goal: 10–30%)

Track visits vs. signups or purchases using built-in analytics

🔴 5. Build a 1-Month Content Marketing Plan
(Chapter 17 – Content Marketing)

“Consistent, helpful content earns trust — and drives future sales.”

🔧 Step-by-step instructions:
Week 1: Plan

Pick a theme for the month (e.g. “Business Launch Bootcamp”)

Create 4 core topics
→ Week 1: How to find business ideas
→ Week 2: How to validate ideas
→ Week 3: How to create offers
→ Week 4: How to get your first 10 sales

Week 2–4: Produce

For each topic, write:

1 blog OR long post (Facebook/LinkedIn)

2–3 short posts or reels

1 email or WhatsApp message

End each with a CTA to join your platform, download a lead magnet, or DM you

⏱️ Time frame:
2–3 hours per week

Plan 1 month in advance

⚠️ Common challenges:
🔸 Running out of ideas
✔ Fix: Use book summaries as inspiration for weekly content

🔸 Inconsistent posting
✔ Fix: Use scheduling tools like Buffer, Notion calendar, or WhatsApp reminder groups

📏 Progress metric:
Growth in followers/email subscribers

Post engagement

Conversions (DMs, signups, purchases)

🔺 BONUS (Advanced): Create a Swipe File of Winning Copy
(Chapters 5 + 6 + 14 – Getting Ready to Write + Print + Online Ads)

“Collect great copy examples so you’re never starting from scratch.”

🔧 Step-by-step instructions:
Create a folder in Google Drive or Notion

Subfolders: Headlines, Landing Pages, Emails, Ads

Weekly: Save 3–5 examples that made you click or impressed you

Label them: What’s good? What’s the hook? How can I model this?

⏱️ Time frame:
30 mins/week

Ongoing habit

⚠️ Common challenges:
🔸 Forgetting to collect weekly
✔ Fix: Set Sunday as your “Swipe File Day”

📏 Progress metric:
Size of your swipe file

How often you refer to it when creating content

Increase in speed + quality of your copy

🚀 Final Tip: Pick 1 to Start This Week
Here’s how to use this guide without overwhelm:

🗓️ Week 🧠 Focus
Week 1 Practice 5 headlines + 1 AIDA post
Week 2 Draft your 3-part email sequence
Week 3 Build your landing page
Week 4 Launch your 1-month content plan
Week 5 Maintain swipe file + analyze metrics

Would you like a Notion template, printable PDF, or a custom implementation checklist version of this for your business and team? I can create that too!