Copy Quick Tip | Raise the Stakes
Every good story needs to have stakes to keep the plot moving and the readers engaged. In stories, the stakes are what the main character has to lose.
In copywriting, the stakes are what the ideal client WANTS to lose.
The stakes are things like wasting time, buying unnecessary supplements, missing out on time with family, depending more on medications, or dealing with mounting health bills.
So the idea is to raise the stakes so that your ideal client will see that your offer can help them avoid all these ugly things in their life.
✏️ Copy Quick Tip ✏️
Raise the stakes of NOT buying your offer.
Here are 4 phrases to raise the stakes in your copy.
"Stop trying to figure it out on your own."
Use "stop" when referring to something the ideal client is probably doing right now but isn't working for them. It's something they want to avoid doing forever.
"Sleepless nights end here."
Use "ends here" when referring to a problem you solve for your ideal clients. This is a great website headline, by the way.
- Googling for answers
- Trial and error
- Wondering what's wrong
Use "no more" when referring to things your ideal client does not enjoy about their current situation. These are things they want to stop. This phrase works well to lead into a bulleted list.
Say good-bye to
"Say good-bye to anxiety."
"Say good-bye to" can be used in a similar way as "ends here"—when referring to a problem you solve for your ideal clients. It's also similar to "no more" because it works well to lead into a bulleted list.
And That's Your Copy Quick Tip!
Copywriting is one of the most valuable skills you can learn as an entrepreneur. Once a week, I drop a tip to help health & wellness practitioners level up their copywriting skills.