Become A Copywriting Genius By Doing These In Your Sales Funnel

Become A Copywriting Genius By Doing These In Your Sales Funnel
Funnel Strategy May 6, 2016 6 Comments

Do you want to improve the performance of your sales funnel?

Content is the heart and soul of your sales funnel so should not be taken lightly.

You don’t need to be a copywriting mastermind to create great content, though.

With these helpful and expert tips, you will be able to create Genius content with ease.

Content in your sales funnel is not about writing fluff, it is focused so that visitors enter and travel through your sales funnel.

Content is what will persuade users to take the action that you wish them to take which is why it should not be taken lightly.

To achieve this, though, you must have content that grabs their attention, piques their interest and entice them enough to sign up.

You must also use content to relieve them of their doubts and instill trust.

This may all seem like too much to ask for however it is already being done by online businesses and if they can do it, so can you.

I will help you along the way to improve the content in your sales funnel though so keep on reading.

Understand Your Target Audience

Before you get too excited and jump in head first and put pen to paper, you must first take the time to understand who your target audience is.

You could write content that is award worthy however if it is does not trigger any emotions in your target audience, it will be worthless.

To trigger emotions in your target audience, you must first get to know them.

There are a whole bunch of characteristics you need to learn about your target audience but the two main things that you need to know is what their pain points are and what their goals are.

If you know these two things, you will be able to tailor your content to target these pain points and goals.

As you can see in the below MyFitnessPal screenshot, they have used content to highlight how their product can help customers achieve their goals by providing a helpful statistic.

They don’t use a general statement such as “lose weight with us”; they have been specific in how their product can help.


Research Into The World Of Your Target Audience

Once you have made yourself familiar with what your target audiences pain points and goals are, you will next have to put yourself in their shoes.

Many businesses fail with their content because they are too busy thinking about what they want to write about instead of what their audience actually wants to read.

The best way you can learn about the characteristics of your target audience is to take a close look at your customers’ characteristics.

Here are a few things you can do to research into the world of your target audience:

  • Look back at what content led to conversions in the past as this will give you an idea of what topics your target audience need more education on.
  • Talk to your paying customers and ask them about their journey and what made them need your product and buy it. You will then be able to tailor content to form a common conversion pattern.
  • Look at what your competitors are doing. If they have already done the research about your target audience then, their content will show this.

Don’t skip on the research before writing your content as you will be writing blind.

You can never know too much about your target audience.

Create A Headline That Will Grab Their Attention

Now that you have done the research and know your target audience a whole better, it is time to get down to business.

One of the first things people will see when they land on a landing page is the headline.

If your headline isn’t compelling enough, visitors will bounce.

To keep visitors on the landing page, your headline must pop out at them and grab their attention.

On average, 8 out of 10 visitors will read your headline compared to the 2 out of 10 that will read the rest of the copy.

This just goes to show how much your headline has an effect on the performance of the rest of the landing page.

To further emphasize how important your headline is, Movexa split tested a minor change in their headline which resulted in an 89.97% increase in sales.


To create a headline that will grab the attention of users, include the either of the following:

  • How your product will solve their problems
  • How your product will help them achieve their goals
  • Include a specific guarantee

As a general rule, you can use the below formula to create attention grabbing headlines:

The benefit + timeframe to achieve that benefit + relieves their doubt

This would turn into:

“Increase conversion rates by 39% in 1 month or get your money back.”

Use The Famous AIDA Formula

Now that you have your attention grabbing a headline, you will need to follow up on that with compelling copy.

Just because the headline gets the most, attention does not mean that efforts should be lessened when it comes to the copy.

It is important at this point to hold their attention, increase their interest, create desire and direct them to take action.

Gary Halbert, the author of The Boron Letters and who is known as the greatest copywriter who ever lived, swore by the AIDA formula when writing sales copy.

Here is what the AIDA formula is made up of:


Just like with the headline, you must grab their attention at the opening of your copy to hold the attention so that they keep on reading.

The opening should be the very first sentence of your copy and should highlight the main benefit of using your product.


After the attention-grabbing opening, you will need to generate interest by writing about how troublesome their pain points are or by creating an inspiring story.

Reminding and emphasizing why they have landed on your page is what will keep them there.


After you have grabbed their attention and gained their interest, you will need to create a desire around your product.

You can do this by explaining how your product will help solve their problems or help them achieve their goals.


The last step in the AIDA formula is to invite the visitor to take action as now they are interested and have the desire to buy your product.

A great example of the AIDA formula in action is on the Kissmetrics landing page.

As you can see in the screenshot below, they have created a headline that grabs your attention.


As you scroll down to the next section of the landing page, you see content that piques your interest.


As you scroll down again, you see content that creates a desire for their product.


As you scroll to the last stage, you will see content that encourages you to take action.


Think Ahead And Predict Visitor Behavior

Another good tip is to think carefully about the behaviors visitors might take when landing on your page.

Will they look for a kind of stamp of approval? Will they have questions about your product?

Are they unwilling to pay upfront?

The best thing you can do for your content is to put yourself in their shoes and predict how they might think when on your landing page.

After you have created your content, read it as a customer might see if anything extra needs to be added to confirm the benefits and to remove all doubt.

For example, you might want to include an FAQ area and testimonials area to remove all doubt.

Using Bullet Points

People can get put off with endless paragraphs, they don’t have the time to read through everything you have to say.

The best way to get around this is to use bullet point to highlight the main benefits of the product in a way that is easily digestible for users.

There are two different kinds of bullet points, though:

Short And Snappy Bullet Points

These are the short and snappy bullet points because they quickly detail the benefit, however, do not explain how that benefit is achieved.

For example, a short and snappy bullet point would be “Our users have generated over $63,161,975 in Stripe alone!”

Detailed Bullet Points

Detailed bullet points also mention a benefit but this time, it will explain how that benefit can be achieved.

These are more of a small paragraph than one snappy sentence.

An example of detailed bullet points is:


Creating a more detailed bullet point will add more value to the benefit that it relates to.

These can usually be found further down the landing page rather than above the fold where the short and snappy bullet points are usually placed.


You should now have everything you need to become a copywriting genius.

Remember though not to skip on target audience research, create a structured content layout that acts a funnel itself and to split test variations for continuous improvements.

Do you struggle with creating content?

What is it about content that you find hard?

Let me know by leaving your comments below.

Written by Stephen Esketzis

Stephen Esketzis is Head Of Content Marketing at Clickfunnels. He is known as the 'Sales Funnel Architect' and is a specialist at using paid traffic to generate highly profitable sales funnels. You can also listen to his podcast 'Marketing on The Move' and look him up on Facebook.

  • I have been listening to marketing in your car for almost 2 weeks straight. After listening to Russell for almost 150 continuous episodes I have learned the one thing entreprenuers like me need to do to be successful……


    Like we think we are copy geniuses or funnel geniuses lol

    How much money does Coca-Cola spend in their ads?
    Or how much do they pay thei copy writers?

    I’m clicking on almost every damn add I can find and I’m going to study the copy and their sales process….

    I’ve been trying to recreate a new wheel while there are thousands of free wheels already available.

    • Yep definitely, imitate then innovate! Love your wheel analogy haha

  • Nikko London

    Thank you @stephenesketzis all of what you are saying and teaching is very helpful.

  • Malik Johnson

    Where can I access this podcast and do you recommend any books?

  • Sam Aidun

    nice one –

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