3 deceptively powerful words & phrases in copywriting

Rookie copywriting mistake:

Trying to reinvent the wheel.

When it comes to writing headlines, hooks, and leads that compel people to buy…

Most people try to get too clever or creative.

And their copy flops.

Instead, stick to what’s proven.

Even if it seems too simple at first glance.

Today, I’m sharing 3 deceptively powerful words & phrases in copywriting you can use to boost conversions.

Let’s dive in.

Reading time: 2 minutes and 6 seconds

1) Without

Your audience doesn’t just want the outcome.

They want to avoid pain too.

‘Without’ promises pain avoidance + adds specificity to your copy.

Like this:

“How to [ACHIEVE DESIRED OUTCOME] Without [PAIN 1], [PAIN 2], or [PAIN 3]”

How to use it:

List out all the things your audience doesn’t want to do.

In the case of getting clients, this could be:

- Running ads
- Sending cold DMs
- Doing sales calls

Then bolt these onto the end of your promise:

“How to Land Your Next 5-7 High-Ticket Clients Without Running Ads, Sending Cold DMs, or Doing Sales Calls”

Now you’ve made it:

- More specific
- More intriguing
- More likely to convert

This is one of my go-to headline frameworks.

Just make sure it’s a promise you can still deliver on.

2) Even If

Your audience has pre-existing objections to your opportunity, method, and offer.

These are internal or external reasons why they won’t move forward.

Your copy needs to deconstruct them.

‘Even If’ calls out these objections + adds specificity to your copy.

Like this:

“How to [ACHIEVE DESIRED OUTCOME] Even If [OBJECTION 1] or [OBJECTION 2]”

How to use it:

List out all the objections your audience might have to your:

- Opportunity
- Method
- Offer

Sticking with our get clients example:

- “Freelance platforms are saturated”
- “I’m too busy to post on social media”
- “I’m terrible at doing sales calls”
- “Selling in the DMs doesn’t work”
- “I’m not an expert”

Then pick 1-2 to bolt onto your promise.

“How to Land Your Next 5-7 High-Ticket Clients Even If You’re Too Busy to Post on Social Media”

This pre-frames them to abandon their objections.

Again, always make sure you can fulfill your promise.

3) What If

Your audience needs to believe the outcome is possible before they can say yes.

‘What If’ forces them to suspend their disbelief.

It typically folds in 1 of the 2 phrases covered above to add specificity to the promise.

Like this:

“What if there was a way to [ACHIEVE DESIRED OUTCOME] without [PAIN 1], [PAIN 2], or [PAIN 3]?

This framework is best used for hooks and leads.

How to use it:

Pick out the most compelling:

- Pains
- Objections

Then fill in the blanks.

You can even mix and match the two.

Like this:

“What if there was a way to land your next 5-7 high-ticket clients without selling in the DMs and even if you’re not an expert?”

Putting It All Together

3 deceptively powerful words & phrases in copywriting:

• Without

• Even if

• What if

Use them to make your headlines, hooks, and leads more persuasive.

That’s it.

Thanks for reading!

See you next time.

Jim Hamilton