In a world overflowing with information, attention is the new currency—and copywriting is your key to earning it. Whether you're selling a product, offering a service, or building a brand, your ability to write clear, compelling copy will directly impact your success. But let’s be honest: good copywriting can feel complicated, even intimidating. That’s why we’re stripping it down to the essentials. Based on a clear 12-step cycle and a few powerful guiding principles, this article will help you become a confident, ethical, and results-driven copywriter—without needing to be a “natural” writer.
Let's Make Copywriting
Simple For You
Let's Make Copywriting
Simple For You
by Tim Rubash
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✍️ Let’s Make Copywriting Simple for You
A 12-Step Blueprint to Writing Persuasive, Ethical, and Effective Copy
In a world overflowing with information, attention is the new currency—and copywriting is your key to earning it.
Whether you're selling a product, offering a service, or building a brand, your ability to write clear, compelling copy will directly impact your success. But let’s be honest: good copywriting can feel complicated, even intimidating.
That’s why we’re stripping it down to the essentials. Based on a clear 12-step cycle and a few powerful guiding principles, this article will help you become a confident, ethical, and results-driven copywriter—without needing to be a “natural” writer.
🧭 The 12-Step Copywriting Cycle
This simple yet powerful framework walks you through the customer journey—from grabbing attention to closing the sale. Let’s dive into each step.
1. Get Attention
Your first job as a copywriter is to stop the scroll.
Inboxes are flooded, feeds are fast, and people are busy. A boring headline or opening line is a dead end. You need a hook—a reason to read more.
How to do it:
* Use curiosity: “This One Mistake Is Costing You Thousands”
* Use a bold statement: “Most Diets Fail. Here’s Why.”
* Ask a direct question: “Struggling to Save Money Each Month?”
📌 Tip: Use numbers, power words (like “free,” “new,” “proven”), or time-sensitive phrases to grab attention.
2. Keep Them Reading
Getting attention is just the beginning. Now you must earn the reader’s time.
The transition from hook to body must be smooth. Keep the tone conversational and make the reader feel understood. Flow matters.
How to do it:
* Use short, punchy sentences.
* Ask rhetorical questions to pull them forward.
* Tease what’s coming next.
Remember: if they stop reading here, nothing else matters.
3. Present the Problem
Great copy doesn’t start with solutions—it starts with problems. Why? Because problems are emotional. They’re relatable. They build tension and urgency.
How to do it:
* Highlight what’s broken.
* Use relatable language: “You’ve tried everything… and still can’t lose the weight.”
* Paint the picture of their struggle.
📌 Tip: Speak their pain better than they can. When they say, “That’s exactly how I feel,” you’ve won.
4. Make Them Hurt (Just Enough)
This might sound harsh, but it’s important. Before you swoop in with the solution, let the reader feel the cost of staying where they are.
Not to manipulate—but to motivate.
How to do it:
* Highlight consequences: missed opportunities, wasted time, money lost, emotional toll.
* Use future pacing: “Imagine being stuck in the same spot a year from now…”
⚠️ Be careful: never guilt, shame, or bully. Empathy is key.
5. Introduce the Solution
Now that you’ve stirred up the pain, here comes the relief. This is your moment to show your offer as the bridge between where they are and where they want to go.
How to do it:
* Present your product, service, or idea clearly and simply.
* Focus on how it helps, not just what it is.
* Avoid jargon or technical overload.
📌 Tip: This isn’t about features. It’s about transformation.
6. State the Benefits
Benefits sell. Features support.
Don’t just say what your product does—show how it improves the reader’s life.
How to do it:
* Use “so you can…” language: “Get daily stretch routines so you can reduce stiffness and move freely again.”
* Connect emotionally: convenience, freedom, confidence, health.
* List out benefits clearly—bullets work great here.
Benefits answer the reader’s favorite question: What’s in it for me?
7. Show Proof
Skepticism is the default. People have been burned before.
To overcome doubt, show social proof. Show evidence. Back up your claims.
How to do it:
* Use testimonials, reviews, or case studies.
* Show before-and-after results.
* Mention how many people you’ve helped.
📌 Tip: Let others do the talking. Third-party validation always trumps self-praise.
8. Offer a Guarantee
Risk is a sale-killer. A guarantee removes friction and fear.
How to do it:
* Offer a 30-day money-back guarantee.
* Promise satisfaction—or outline exactly what the buyer can expect.
* Add phrases like “no risk,” “no hassle,” or “cancel anytime.”
🎯 The goal? Make the decision feel safe.
9. Answer Questions
Objections are normal. Smart copy addresses them before the reader even asks.
How to do it:
* Create an FAQ section.
* Use phrases like “You may be wondering…” or “What if it doesn’t work for me?”
* Handle concerns around price, ease of use, timing, or commitment.
When you answer objections directly, you build trust—and reduce hesitation.
10. Ask for the Sale
You’ve laid the groundwork. Now be bold. Ask for the sale.
How to do it:
* Use a clear call to action (CTA): “Buy Now,” “Start Your Free Trial,” “Book Your Call.”
* Repeat the core benefit: “Get instant access to healthier habits today.”
* Remove last-minute friction: “No credit card required.”
📌 Tip: Avoid vague CTAs. Tell them exactly what to do.
11. Add Urgency
A strong offer still needs urgency. Otherwise, people will wait. And waiting = forgetting.
How to do it:
* Use real deadlines (“Offer ends Friday at midnight”).
* Limit quantity (“Only 20 spots available”).
* Highlight opportunity cost (“The price goes up next week”).
⚠️ Important: Always be honest. Fake urgency kills trust.
12. Ask for the Sale Again
Many readers won’t act the first time. That’s okay. Ask again—clearly and confidently.
How to do it:
* Reiterate benefits.
* Reframe their potential success.
* Offer a second CTA with slightly different wording.
🎯 Remember: You’re not being pushy. You’re being helpful. If your offer solves their problem, you’re doing them a favor.
🧠 3 Simple Copywriting Tips to Remember
Beyond the 12 steps, here are three practical rules every copywriter should live by.
🗣️ Tip 1: Make It Sound Real
Before you publish anything, read each sentence and ask:
“Is this something someone would actually say?”
If not—rewrite it.
Why this matters:
Readers respond to authenticity. If your copy sounds robotic, rehearsed, or unnatural, it breaks the connection.
Examples of what not to write:
* “Our proprietary optimization solution yields seamless integration.”
* “We endeavor to ensure maximal user satisfaction.”
Instead, try:
* “We make sure everything works together smoothly.”
* “Our goal is to make you smile every time you use it.”
🔊 Tip 2: Read It Out Loud
Great copy flows. If it’s hard to say, it’s hard to read.
Read your copy out loud. If it’s:
* Hard to read → Too many big words or long sentences.
* Hard to pronounce → Tongue twisters or awkward phrasing.
* Hard to understand → Overcomplicated or unclear messaging.
📌 Fix anything that doesn’t sound natural. The smoother it reads aloud, the better it will perform.
🚫 Tip 3: Don’t Be Unethical
Ethical copywriting isn’t just good karma—it’s good business.
Avoid tricks like:
* Fake scarcity (e.g., “Only 2 left!” when it’s unlimited).
* Fake deadlines (e.g., “Only 24 hours left!” that resets daily).
* Fake discounts (e.g., claiming it was \$199 when it never was).
👎 These tactics might get a sale, but they damage your reputation. People talk—and they remember when they’ve been misled.
Instead, focus on:
* Real urgency
* Honest testimonials
* Clear value
Your reputation is your most powerful marketing asset. Guard it.
🧠 Bringing It All Together
Copywriting doesn’t have to be overwhelming. When you break it into manageable steps, it becomes a craft—a series of small, repeatable skills you can master over time.
Recap of the 12-Step Copywriting Cycle:
1. Get Attention
2. Keep Them Reading
3. Present the Problem
4. Make Them Hurt
5. Introduce the Solution
6. State the Benefits
7. Show Proof
8. Offer a Guarantee
9. Answer Questions
10. Ask for the Sale
11. Add Urgency
12. Ask for the Sale Again
Pair that with:
* Clear, conversational writing
* Honest, ethical messaging
* Real understanding of your audience
…and you’ll start to see stronger engagement, higher conversions, and a better connection with your readers.
🚀 Final Thoughts: Copywriting as a Superpower
At West Egg Living, we believe that communication is one of your greatest assets—whether you’re building a business, sharing a mission, or improving your career. Mastering the art of writing persuasive, ethical copy gives you a tool you can use across nearly every area of your life.
No fluff. No gimmicks. Just a solid process that helps real people say yes to real solutions.
Now go ahead—put pen to paper (or fingers to keyboard) and start writing copy that connects, converts, and feels true to who you are.
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About The Author
Tim is a graduate of Iowa State University and has a Mechanical Engineering degree. He spent 40 years in Corporate America before retiring and focusing on other endeavors. He is active with his loving wife and family, volunteering, keeping fit, running the West Egg businesses, and writing blogs and articles for the newspaper.
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