You might be going through sh!t right now, you may have cried your eyes out.

You might be looking like you haven’t had a good bath in days, or you might even be staring at the ceiling thinking about why your sales sucked.

This was me few months ago but, I’m not gonna lie to you!

I’ve never had a bad sales week before neither have I launched a product that flopped, so I won’t come on here and rattle about it like it’s something that has happened to me.

But one thing I’ll tell you is, I’ve failed before.

I got a 49.99% score in my O&G clinical exam in med school and I could remember the knot I felt in my stomach when I saw the score sheet.

This was a score I never expected, in fact, I was very confident after the exams because I had put in so much effort prepping, but I was humbled.

In med school, any score below 50 is failure, and you might think it’s just a reasonable and realistic score, but to reach this pass mark, you’ll sweat, and must have crossed seven seas and oceans.

I could remember the spiral of emotions I went through; ranging from denial to grief, to anger, and then fear.

I’ve been thinking about that feeling a lot lately, not because I’m trying to pretend I understand exactly how you feel, but because the more I ponder on this, the more I realize that the emotional pattern after a bad grade is the same with that of a bad sales week.

I remember how disappointed I felt, how I kept asking myself a million questions, and how I sulked for days before finding the strength to move on.

Once you identify this pattern, you’ll be able to tackle it easily anytime you’re in a situation like this.

This isn’t me claiming shared emotions. It’s me taking you through the process I personally built for myself and it will help you turn any sales disappointment into strategic clarity for the next one.

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My Mistakes

1. I treated the number as the final verdict

When I saw a bad grade for the first time in med school, my brain didn’t process it as an information, it saw it as a verdict.

Instead of “this attempt didn’t go well, I’ll have to find out why, and do better.” It was “ maybe I’m not really meant for this.”

The number stopped being a score about one test and started feeling like a conclusion on whether I belonged in the room or not.

This isn’t just a med school reaction, it’s something that happens anytime a number/result comes back lower than we hoped.

Our brains become quick to turn that result into an identity. After a bad sales week, instead of thinking “this offer didn’t convert this week, I’ll look into it, and work harder,” you might start telling yourself “maybe I can’t really run a business.”

Here’s one thing I’ll clearly point out to you: that identity is never true, and for anything good to happen next, you must change your mindset.

2. I reacted to how I felt instead of the cause

My first response after a bad grade wasn’t to figure out what I got wrong, I crashed out instead.

I kept replaying the scene, questioning every decision that led to it, and feeling the weight of my emotions for hours before trying to figure out why I had a bad grade.

This is similar to what happens after a bad sales week. You keep remembering the number of sales, thinking about the offer, and even questioning the entire business before yourself the most important question: “What specifically didn’t work out?”

It’s ok to feel that way, but it doesn’t actually solve anything. It doesn’t tell you whether the problem was your offer, your audience, your timing, your price, or just a bad week that had nothing to do with you.

Performing analysis is the only way to get all these answers, but you can’t analyze effectively if you’re still spiraling.

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What I Did Right

1. I turned the results into an analytical tool

Eventually, I realized no one was coming to save me and that I needed to figure my sh!t out myself (this took me way longer than I’d like to admit).

I stopped asking myself “Why am I like this,” and started asking more useful questions: “What specifically went wrong?”

“What part of my marketing strategy did I miss? Was it my offer? Was it the content? What if it was the timing? Was it the price? Was it my messaging?”

Each of these questions led me to some answers I didn’t even know existed. I saw the gaps I left opened and started looking for ways to close them.

This should be the ideal step to take after a bad sales week. Instead of telling yourself, “My business isn’t working,” start asking yourself questions focused on helping you find the problem.

2. I ditched motivation and created a system

What actually put me back on track after a bad grade wasn’t a motivational speech. It was a specific, boring, and repeatable process.

I changed my studying pattern and did this consistently till I saw results. This was because I stopped looking for motivation and started doing the actual work.

Yes, the mindset is important, but it doesn’t get things done. It won’t fix the problem in your marketing strategy, neither would it help you with conversion.

What actually brings the right results is to identify the one specific thing that wasn’t working, adjust it, and keep testing it.

Failing at something doesn’t define you, it’s just telling you that a method didn’t work out and you have to find another one.

I’ve also learnt the hard way when I saw it as a verdict instead of seeing it as a feedback.

So, if you’re sitting down looking at a result that didn’t go the way you wanted here’s my question for you.

Are you seeing it as an identity or as an info on what to adjust?

I think I know your answer, and I’m glad you chose right. I’m rooting for you…

Xoxo,

Rue.

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About the Author:

Hi bestie 👋

I’m Ruth, the creative mind behind Rue Writes to Convert. Two years ago, I ditched my 9-5 to gain both financial freedom and explore life on my own terms.

As a copywriter and marketing strategist, I built this space to help you grow your business using words and strategic content that connects and converts while sharing every step of this journey with you.

I’m so glad you’re part of this community ❤️

Let’s keep in touch:

📧 Need help with conversion or any other marketing-related issues? Reach me via ruthnche115@gmail.com

📞 In need of strategy, clarity, and positioning to help you upscale? Book a 30 minutes clarity call with me.

🔗 On LinkedIn? Let’s vibe…

💬 Ask me anything, I’ll respond ASAP

Thanks for reading!

Enjoyed it? Feel free to share it.

Share

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By Ruth Odey — Join a community that converts.

Practical copy lessons and marketing tips that connects, converts, and help you live life on your own terms.

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If you have $0 budget for Ads, come closer!

I’ll hold your hand while I tell you this; you can still launch and sell out even when you have no budget for paid advertising.

If a tight budget was the biggest setback stopping you from launching your products or business, you can dust off your butt and get back to work, because you’re going to sell out with little to no money on paid Ads.

Most of the big brands you’ll see today started out very small, and followed this exact pattern to sell out multiple times till they gained enough revenue to afford paid advertising.

Glossier didn’t start with a massive advertising budget, it started with building a newsletter-like audience.

Taking you back to 4 years ago, before Glossier sold any product, Emily Weiss woke up just before dawn to interview women about their skincare routines for a blog known as Into the Gloss.

At that time, she had no investors, no product in mind, and no launch plan. All she had was a growing list of people who trusted her opinion on what actually worked.

When Glossier launched in 2014, there was no need to convince anyone on anything. She had already gained her audiences’ trust, so her product became the next logical thing to buy, since they’ve been listening to her for years.

This made me stand on the hill that most businesses don’t have an Ad problem; they just have a trust problem.

I’ll use Glossier’s early growth as a clear plan to fix that using nothing but consistency and a genuine audience.

Here’s the breakdown of the strategy and how you can actually use it for your business.

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1. She Built an Audience Before She Had Anything to Sell

When Emily started Into the Gloss, she had no marketing strategy in mind for building her brand.

While working as a fashion assistant for vogue magazine, she noticed something was missing in the beauty industry (nobody was actually asking women about their opinions on beauty, they were only assuming).

She became passionate about what women really wanted and started asking questions.

For 4 years she held interviews, made researches, and educated people without pitching or selling anything.

For Your Launch:

Your audience should come first and it must be done genuinely. Don’t use it as a “pre-launch waitlist” tactic, but see it as the actual foundation for a successful launch.

If you’re building an offer (could be a mentorship program, coaching call, or a course), the time you spend on giving value, being useful, or solving problems are not wasted; that’s where the real business starts.

2. She Built an In-depth Relationship With Her Audience

This is the major part most businesses skip when they refer back to Glossier’s story.

Emily didn’t just have an audience; they were people she was always communicating with, and those conversations shaped how she created her products.

For instance, Glossier created serums based on what ingredients people actually wanted and she got that from creating polls and interviews asking her audience about their wants and desires.

Hence, when the products finally launched, it wasn’t based on guesswork, it was exactly what people wanted and of course, they were ready to buy.

For Your Launch:

Don’t guess or assume what your audience wants and stop building blindly. Ask them what they want, ask what they prefer, know their pain points, their fears, and their desires.

Ask them directly, like you’re talking to a friend, and do this repeatedly, until you get answers to the questions you’ve been waiting for.

Every question you ask your audience before building something is a potential sale you don’t need to audition for.

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3. She Made Her Audience Part of What She’s Building

Instead of making her audience feel like mere customers, she made them feel among by positioning them as people whose opinions really mattered when creating any product.

This changed the way her audience saw her content, they didn’t see themselves as buyers but as collaborators.

As collaborators, they shared her work, supported her, and was active during the launch day, because they felt like they’ve been there from day 1.

For Your Launch:

When your audience feel involved, you get to see the difference between a subscriber and a customer.

Use polls, group chats, newsletters, livestreams, and feedbacks to build teamwork between you and your audience.

Normalize asking the “What should I write about next? What are you struggling with right now? What do you desire now?” Etc.

These are not just for driving engagement, but to turn your audience into people really invested in your business.

4. She Built Trust Before She Finally Launched

When Glossier’s first four products went live in October 2014, her audience who had been part of the journey for those four years became the first customers.

She sold out with a $0 budget, and I’m not misleading you. I’ll state it clear that because she didn’t initially pay for ads, it doesn’t mean that she didn’t pay any price.

The four years of building Into the Gloss was the actual price she paid. Four years of giving value, four years of building trust, four years of listening to women, four years of working hard to solve beauty problems, and four years of giving women back their confidence.

This consistency was the price, and she paid in full.

For Your Launch:

Build trust before anything else, even before you have a product in mind. Once you’ve built trust, you’ll give your audience no reason not to buy.

It’ll take the excess load off your shoulders and making sales will be easier and friction-free.

Don’t think that all your effort of showing up, teaching, helping, or giving something valuable is wasted, it’s building a foundation that your business can stand on in the long term.

If your offer isn’t converting, instead of trying to reach more people, focus on building more trust with the people you already have.

You might think that Glossier skipped marketing, it didn’t, it only did marketing different from how other businesses did theirs.

It started with building an audience first, built trust next, created a good product, and then the sale came last. Most businesses do the reverse, they create the products first, start finding their target audience next, and wonder why nobody wants to buy.

This is the strategy behind Glossier. What’s your own Into the Gloss? It could be whatever you’re writing now, sharing, or posting, as long as it’s connecting you and helping people solve their problems.

The question is whether you’re using it to build a real relationship with your audience, or you’re just waiting until you have something to sell before you start showing up.

So here’s a question for you:

If you launched an offer tomorrow, would your audience feel like they helped you build it or they’ll feel like you just want to sell to them?

Now, don’t get me wrong, I’m not against paid Ads, in fact, I see it as a good investment, but if you’re just starting out, or you have a really tight budget, you can still follow this route and still launch successfully with “sold out” as your testimony.

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About the Author:

Hi bestie 👋

I’m Ruth, the creative mind behind Rue Writes to Convert. Two years ago, I ditched my 9-5 to gain both financial freedom and explore life on my own terms.

As a copywriter and marketing strategist, I built this space to help you grow your business using words and strategic content that connects and converts while sharing every step of this journey with you.

I’m so glad you’re part of this community ❤️

Let’s keep in touch:

📧 Need help with conversion or any other marketing-related issues? Reach me via ruthnche115@gmail.com

📞 In need of strategy, clarity, and positioning to help you upscale? Book a 30 minutes clarity call with me.

🔗 On LinkedIn? Let’s vibe…

💬 Ask me anything, I’ll respond ASAP

Thanks for reading!

Enjoyed it? Feel free to share it.

Share

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By Ruth Odey — Join a community that converts.

Practical copy lessons and marketing tips that connects, converts, and help you live life on your own terms.

Subscribe to Rue Writes to Convert

I’ll tell you something real quick…

My friend finally met the guy she had been talking to for weeks.

After all the excitement and prepping, she came back home in less than 30 minutes.

I thought something bad had happened. She told me she walked out because he had absolutely no courtesy.

No warm greeting, no real eye-contact, and his were eyes glued to his phone the entire time.

She looked at me and said, “I’m not entertaining this in 2026.”

It’s no joke, but that’s exactly how many businesses lose customers before they ever get a chance to prove themselves.

When people leave, it’s not always because you have a bad product, they leave because you were forgettable.

The way you receive people becomes part of their memory and how you make them feel determines whether they stay long enough to trust you.

The worst of this often happens with newsletters. Someone subscribes because they are interested in your work, but they are met with silence.

No welcome, no introduction, no “here’s what to expect,” no direction on what next.

Within a few days, they become uninterested. Within few weeks, they forget why they subscribed, and eventually unsubscribe or ignore any future emails you send.

A welcome email isn’t meant to sell, it’s to reassure. It tells a new subscriber, “You’re in the right place,” “I see you,” and “Here’s what happens next.”

If you miss that moment, you’ll not only lose a potential customer, but you’ll lose the chance of a relationship before it even starts.

Stop treating your welcome email as an option and start seeing it as a very important part of your business, because it sets the stage for the results you want in your business.

Here’s a step-by-step breakdown of the welcome email that nurtures subscribers, builds trust, and turns readers into paying subscribers.

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Step 1: A Great Headline & Hook

There’s no point sending a welcome email if no one would read it. Some welcome emails get ignored because their headlines and hooks don’t grab the attention of their readers.

Instead of just “Welcome to Rue Writes to Convert,” “Thank you for subscribing.”

Use something like, “You’re on the list!” “Is it really you?” “Free Substack course inside” “Hi, quick question?” “You just made the right decision” “Don’t open if you…”

Example:

Subject line: “Welcome! Here’s your first freebie.”

Preview text: “Your 137 irresistible hooks are waiting inside.”

Step 2: Warm greeting & gratitude

This sets the emotional tone before anything strategic comes in. Instead of using just the general “thanks for subscribing,” you can use this opening line to hint your audience a little bit about your personality.

Example:

Hi friend,

Welcome to Conversion Chronicles! I’m so hyped about you being a part of this journey and it makes me giddy with excitement.

Step 3: Your “Who you are” & “Why”

This turns a stranger’s curiosity into trust. When people subscribe to a content, they subscribe to a person or a personalized character they’ve decided to trust.

This could be a brief snippet about your journey or your passion behind the newsletter and why you’re the right choice.

You’ll also state who you are, who you help, and what practical outcome your reader would have.

Example:

I'm a conversion copywriter and marketing strategist (currently also somehow surviving med school ) here to help you turn your product into an offer people actually understand and buy.

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Step 4: Value Proposition

Clear state what your reader will get so they never have to guess what they signed up for.

You can lay out the content categories they are to expect e.g practical resources, business or growth tools, personal essays, etc., with each section clearly explained.

Being precisely clear about you offer converts better than unclear or generic promises.

Naming your actual content categories sets accurate expectations, reduce future cancellation of subscriptions, and lets your reader picture themselves already benefiting from the promises.

Instead of “valuable content every week,” or “useful tips,” list your 2-3 content pillars and state all they’ll get under these categories.

Example:

Here’s what to expect as a subscriber:

Copywriting frameworks: Headline formulas, Ads & email sequences, positioning templates, and swipe files you can use immediately.

Marketing Tools + Case Studies: Strategies, breakdowns, and guides to help you build a business that connects, build trust and converts. One that actually drives results.

Essays + Lessons From Building a Brand in Med School: Personal reflections on staying consistent, building discipline, and proving that “I don’t have time” was never really the excuse.

Step 5: Immediate Value / Archive

Don’t make your new subscriber go through the stress of digging through your archive to find your top posts, hand-pick it for them.

The purpose is to keep the reader engaged in the meantime and to sell your best work without sounding or looking salesy.

You can also do this strategically by gifting a piece of premium content for free if you have a paid tier and this could also serve as a welcome gift.

This move is highly converting because it turns “what am I paying for” into “oh, I already know exactly what I’m paying for.”

Alternatively, you can pick out 3-4 of your strongest or best-performing posts and link them directly to enable them see for themselves the proof of the value that you’re bringing to the table.

Example:

If you’d love to do some snooping to see what Conversion Chronicles is all about, these are the posts subscribers keep coming back to:

[insert a link of your favorite / best-performing posts. I inserted mine below]

As a thank you for signing up, I’m sharing one of my resources for free: 137 Irresistible Hooks to Instantly Grab Attention.

It’s one of my most popular templates, and a great place to start if you’re trying to stop the scroll.

[Insert link for the download]

Get 137 irresistible hooks

Step 6: Content Roadmap / Flow

This explains what happens every week, bi-weekly, or monthly depending on your content schedule.

It makes your subscriber feel among even before becoming a fully immersed customer and removes uncertainty.

People stay subscribed way longer when they know what they’re subscribing into.

Example:

Now, here’s a breakdown of how content flows here, so you know what to look forward to each week:

Every Tuesday: Offer & Copy Breakdowns (Paid): real sales pages, emails, and headlines picked apart line by line so you can see exactly what’s converting and what’s quietly losing sales.

2x Month: Copy Frameworks (Paid): repeatable formulas for hooks, headlines, and CTAs you can apply to your own business the same day you read them.

2x Month: Behind-the-Scenes Client Wins (Paid): real before-and-afters from actual projects, numbers included, no vague “results may vary” .

Throughout the Month (Free + Paid Subscribers):

Live Audit Sessions: once a month, I go live and review real reader-submitted copy, sales pages, and offers on the spot.

Swiped & Studied: a series where I break down what a different 6-7 figure brand is doing right (and sometimes very wrong) in their marketing.

Monthly Roundup: what’s happening behind the scenes here, plus curated recommendations to sharpen your marketing eye: tools, swipe files, and copy I’m currently obsessed with.

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Step 7: The Call to Action

This aims at converting a passive reader into an active participant, and finally into a customer.

The best CTA in a welcome email usually isn’t “buy now,” but an invitation to engage, to participate, or to be part of something.

It could be a call to reply, comment, explore, while providing a clear, low-risk path to those who are ready.

Trying to hard-close a stranger in your welcome email doesn’t always turn out well, gently showing them the door to something more while inviting them to reply will convert better with time.

Try this by including a low-pressure engaging CTA (could be a reply, a comment, or to take a survey on what they want to be included) and one clear unforced path to your paid offer (not compulsory*)

P.S. Adding a CTA to upgrade to a paid tier is not compulsory in the welcome email, in fact, it’s mostly not advised to, but I still put it out there for creators who have already turned on their paid subscription.

There’s no harm in trying!

Example:

For the cost of a monthly coffee, you’ll unlock the full conversion chronicles experience. These includes weekly breakdowns, frameworks, personal essays, and access to the membership platform which contains resources designed to help you boost sales and increase conversion.

[Get a free 7 day trial]

P.S. That’s if you’re ready to turn on paid subscribers*

If you aren’t ready yet, you can use a different CTA, depending on what action you’ll like your reader to take.

Step 8: Housekeeping

This is something really important that most welcome emails ignore.

It protects the relationship you just built by making sure your future emails actually reach their inbox and shows that you respect their time enough to make things easier.

Close the email with practical implementable tips (e.g., checking spam or promotion folders, saving sender’s name, etc.)

This section feels unimportant but skipping it will silently cost you subscribers, because emails that end up in spam can never convert, no matter how good they are.

See housekeeping as a cheap insurance for every future email you’ll send.

Example

Just a little housekeeping…

• If this landed in Promotions or Spam, drag it to your primary inbox so you don’t miss out on anyone.

• If you have a few seconds, I’d love your input on this quick reader survey, it helps me build a better experience for you.

  [Insert link to the survey]

Thank you for being a part of this community! If you have any question or you simply want to say hi, reply to this email. I respond to everyone.

Talk soon,

Rue.

Those are the steps to writing a highly-converting welcome email that will get any subscriber stunned and hooked with you.

This email isn’t more flashy, longer, or salesy than other welcome emails. It’s just deliberate and intentional, with each section doing a specific job.

The headline/hook grabs attention, the greeting builds warmth, your “who you are” & “why” builds trust, the value proposition sets expectations, the archives shows proof of it, the CTA invites action, and the housekeeping protects everything you just built.

Missing any of these would make you lose a potential buyer or a client. Make sure it’s an email every subscriber is guaranteed to open.

So here’s my actual challenge for you…Open your own welcome email right now, which of these six is missing.

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About the Author:

Hi bestie 👋

I’m Ruth, the creative mind behind Rue Writes to Convert. Two years ago, I ditched my 9-5 to gain both financial freedom and explore life on my own terms.

As a copywriter and marketing strategist, I built this space to help you grow your business using words and strategic content that connects and converts while sharing every step of this journey with you.

I’m so glad you’re part of this community ❤️

Let’s keep in touch:

📧 Need help with conversion or any other marketing-related issues? Reach me via ruthnche115@gmail.com

📞 In need of strategy, clarity, and positioning to help you upscale? Book a 30 minutes clarity call with me.

🔗 On LinkedIn? Let’s vibe…

💬 Ask me anything, I’ll respond ASAP

Thanks for reading!

Enjoyed it? Feel free to share it.

Share

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By Ruth Odey — Join a community that converts.

Practical copy lessons and marketing tips that connects, converts, and help you live life on your own terms.

Subscribe to Rue Writes to Convert

Wait!

Hold up… I get it, and it’s not what you think.

This ain’t some witchy schemes as the name implies, neither are they dishonest means aimed at causing any harm.

They’re just tactics that taps into something real about how humans make decisions, and they’ve been proven to work.

When used with a real product and real intention, these aren’t manipulation; they’re marketing strategies that actually understands psychology and human behavior.

Sometimes the businesses outselling you don’t have a better product than yours; they just understand buyer’s psychology and taps into it.

Here are 13 tactics behind highly-converting brands and launches broken down so you can actually use them.

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1. Stack a Story, a Stat, and a “What If”

Combine a relatable story, a credible fact, and a “what if this worked for you too” scenario in the same copy.

The story builds connections, the statistics builds trust, and the “what if” is where they stop reading about the transformation and start picturing the scenario as theirs.

Example:

I used to lose clients the second my prices went up (story). Businesses that provide value before stating their price close about 40% increase in profits (stats). Imagine gaining more clients instead of losing them (what if).

Unethical marketing is when bad marketers use this tactic illegally by either telling a false story or when the numbers aren’t real.

But, if you have something real and genuine, don’t hesitate to use this in your marketing.

2. Write to One Person

A copy that’s written to everyone convinces no one in particular. When you write to one specific person, it’s as if you deeply understand that person.

The reader also feels like it was actually written for them.

Example:

Instead of writing “business owners struggling with marketing,” write “you’ve tried all the marketing strategies you could, yet, not one single lead has gotten back to you.”

It only becomes unethical when it’s not based on real customers research, but on guesswork.

3. Build Trust First

Never start with just selling outrightly, most times it doesn’t end well. Build trust, belief, then desire, all in that order before making an offer.

Skipping straight to ask for their money is why cold pitches convert poorly, when compared to warm pitches.

Example:

A launch with an email sequence that build context (valuable content) first, before making an offer, rather than pitching straight in every email.

Use this ethically when you’ve built enough trust by providing valuable and useful content that could actually help your leads.

4. Let Belief Form Naturally

Rather than shouting at the top of your lungs and telling people “this works,” lead them through “why” it works until they’ve seen it by themselves and engrossed it into their minds.

A self-generated belief sticks longer than a I-told-you belief.

Example:

Instead of telling them “this marketing strategy is amazing, guide them through the exact mechanism to achieve the results of a good marketing strategy.

This mechanism could be them grabbing attention of their audience, generating leads, nurturing those leads through valuable content, before creating an offer that solves their urgent needs and placing a price.

It would help them connect the dots themselves and they realize this “oh, this is why this would work for me” mentality.

This is used the right way when the mechanism you’re explaining is true and have been proven to work.

The bad guys use this the wrong way by forcing beliefs down people’s throat. They make noise and keep preaching the efficacy of the process without allowing their audience to naturally grow this conviction.

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5. Be Brutally Specific

Conversely, the more specific your message is, the more it converts, because it filters out people who had no intention of buying and makes the right person feel seen and heard.

Be specific enough to repel the wrong audience.

Example:

“For small businesses earning $3-8k/month who are tired of low and inconsistent sales,” will outperform “helping businesses grow” even though it’s narrower.

Using this the right way involves when you’re specific about who you help and not making anyone else feel small or excluded on purpose.

6. Use Urgency and Scarcity Wisely

The fear of missing out (FOMO) is one psychological factor marketers use and it has been proven to work.

These deadlines and limited availability push people to decide now instead of later (which often means never).

The brain see this as a closing window as a real loss and act immediately to avoid such a loss.

Example:

“Doors closes Friday at midnight” or “Only 12 spots left.”

It is used ethically when the deadlines or limits are real. The fastest way to permanently destroy trust is to create fake countdowns or “limited spots” when they’re are unlimited availability.

7. Stack an Irresistible Offer

Add enough value and remove enough risk that saying no starts to feel like a harder decision.

This isn’t about reducing your price, it’s about making your value so obvious that the price feels small when compared.

Example:

Adding fast-action bonuses, a guarantee, and a clear before and after outcome so the offer feels excessively generous relative to the price.

Use it the right way when every bonus in the stack has real, tangible value, not an inflated value or price tags on things that cost you nothing to deliver.

8. Speak to Your Buyer’s Awareness Stages

Not every reader is at the same stage, some are still researching, some are sitting on the fence, while some don’t even know they have a problem yet.

This is the exact reason why the same messages won’t work for all three.

Example:

A “problem-aware” reader needs education first (i.e., “this is why your funnel isn’t converting”). A “ready-to-buy” reader just needs the clear next step to make.

Use this in an ethical way when you’re meeting people at the stage where they exactly are, not coercing or pushing someone who’s just at the beginning stage.

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9. Reverse Risks

Take away that fear of loss and watch how the decision gets easier, because they’ll be literally nothing left to weigh on.

Before your audience asks, do the needful, and this should be done as early as possible in your messaging.

Example:

This could be a result-based guarantee, a trial period, or a clear refund policy that’s stated clearly upfront in your copy.

10. Make the Price Charming

This is one of the juiciest trick and it always works, yet many don’t seem to get it yet.

The aim is to make the price feel meaningfully cheaper to your buyer that buying feels like the only right thing to do.

$97 looks cheaper than $100, $27 looks way cheaper than $30 even though the difference isn’t that much.

Example:

Pricing your service at $497 instead of $500.

Use this ethically when it’s just a pricing agreement and not a way of hiding the real total cost of an offer (e.g., hiding recurring fees.)

11. Use Social Proof

People trust what others have verified more than they trust what you say about your brand.

There’s this borrowed confidence that comes with using testimonials, reviews, and feedbacks from other customers.

When this is shown early, it calms the anxious mind and clears doubts that the reader has.

Example:

Putting a client’s result on your sales page first before listing the features and benefits.

Use this ethically when the testimonials are real, from real customers, and with real permission to use them.

12. Kill the Comfort Zone

Make it clear that what they want is outside their comfort zone. This creates an uncomfortable scenario that gets them to act.

People fear the loss of something more than their desire for that same thing. Letting them know the cost of staying stuck, moves them faster than naming the reward of making changes.

Example:

“Every week without a clear positioning statement is another week of losing sales to a competitor who explains their offer better” performs better than “clear positioning tips that help you grow.”

Use this ethically when the loss is real and proven to be true, not creating fear to cause panic and pressurize someone into something they’ll regret.

13. Use the Law of Reciprocity

I saved the best for the last, lol. I see it as one of the most powerful psychological techniques in this list.

Naturally, humans are urged to repay or reciprocate an act of kindness or generosity.

If someone do something nice for us, we feel obliged to want to return the favour. That’s just pure human instinct and I can tell you it definitely happens to me almost every time.

I’ll give you an instance, when you’re given a very thoughtful gift on your birthday, you’re likely going to start thinking of something nice to do for the person on their next birthday.

It works so well because there’s this kind of guilt that comes when we don’t obey this law, our mind will judge us that we haven’t done the right thing.

That’s why you see why businesses around the world tend to give something valuable first.

Example:

The most common example is seen during when businesses give a free guide, pdf, templates, or checklist to their audience in exchange for their email address.

The unethical way of using this is promising value and not delivering on your promise, more like baiting your prospects and getting what you want.

The right way of using this tactic is by giving free value without expecting anything in return or without attaching a conditional clause, but because you genuinely want to help people.

Now, this is what I want you to take home. None of this tactics are secretly evil, it just depends on how you use them and your motive behind them.

The exact same tools that build a manipulative funnel also build one of the most trusted brands in your industry. The only factor that changes is whether you’re truthful and honest about it.

Use this on a product that can genuinely help people, not just because you want to manipulate people into buying a product they don’t need, and watch how it’ll explode sales.

See these as marketing strategies that finally understand the person on the other side of the screen.

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About the Author:

Hi bestie 👋

I’m Ruth, the creative mind behind Rue Writes to Convert. Two years ago, I ditched my 9-5 to gain both financial freedom and explore life on my own terms.

As a copywriter and marketing strategist, I built this space to help you grow your business using words and strategic content that connects and converts while sharing every step of this journey with you.

I’m so glad you’re part of this community ❤️

Let’s keep in touch:

📧 Need help with conversion or any other marketing-related issues? Reach me via ruthnche115@gmail.com

📞 In need of strategy, clarity, and positioning to help you upscale? Book a 30 minutes clarity call with me.

🔗 On LinkedIn? Let’s vibe…

💬 Ask me anything, I’ll respond ASAP

Thanks for reading!

Enjoyed it? Feel free to share it.

Share

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By Ruth Odey — Join a community that converts.

Practical copy lessons and marketing tips that connects, converts, and help you live life on your own terms.

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For 5 years, I kept telling myself this one lie that had kept me in my shell, until I told myself that I’ve had enough.

I’ve always been one to give excuses, and trust me they were endless…

“When I’m done with this course, I’ll start,” “When I finish MLS internship, I’ll start,” “After MB, I’ll start,” “When I get a new phone/PC, I’ll start,”

To be honest, even after I got all these things, I never really started, I still found a way to tell myself that I had no extra time and medicine was too time consuming.

Don’t get me wrong buddy, medicine is actually time consuming. Jokes apart, I’ll fill you in on a typical day in my life as a med student.

We usually have a morning class by 8-10 AM, ward rounds by 10-1 PM, afternoon classes by 1:30-4:30 PM.

That’s not all. If you’re on call, you’ll go back to the ward or theatre and when you’ll leave depends on when they’re done. Sometimes I return home by 10 PM.

Now tell me…

What extra time do I have to do the other things I love, rest, and also fulfill my dreams of building one of the biggest marketing brands in the world?

Literally, there’s no time and that’s why it was so easy to tell myself that. The day my brain had a detour was when I saw my course-mate do the exact same thing I wanted to do and by then, she already had years of experience from trying, while I was sulking and making excuses. She ended up being my mentor 😂

When I asked her how she did it. She said something I’ll never forget. “There’s always time for what you consider very important, and you should be very disciplined about what you give time for.”

I was faced with the hardest truth; I was my own stumbling block, not even medicine.

I decided to show up online no matter how hard it was and I had to learn how to prioritize my time.

Now, I still find time to work for brands, still study medicine, even build a marketing community here (we are 640+ now 🎉)

You’re a huge part of this community and I’m so glad to have you here, yes YOU…

I’ll show you the 5 things that helped me stay dangerously consistent in building an online brand while on a journey to becoming a medical doctor.

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The 5 Things I Did That Helped Me Stay Consistent

1. I stopped deciding in the moment and started deciding at once.

Most people will tell you “just make out time to post” without telling you that deciding what to post is where the real struggle is.

On days where you’ve already made 100 decisions (what to eat, what to study, what to prioritize, etc.,) your brain wouldn’t be having it, when you put it up to another task.

This extra decision is what kills your ability to show up. That’s decision fatigue disguised as lack of time.

I removed the decision from the hard days completely. Once a week, usually on Sundays, I sit down and decide everything at once.

These includes; My article for the week, my notes for the week, and also research on strategies that’ll help me upscale.

I also read and study copywriting and marketing books, tutorials, etc., to keep my brain busy.

Before the busy week days starts, I already have my posts figured out and my notes scheduled.

This shift helped me to stop making the same decisions daily and took a whole lot of pressure off of me.

You should try this out, because if you’re deciding what to post the same day you’re posting it, you’ve built a system that depends on you having energy you won’t reliably have.

2. I built a floor, not a ceiling.

I used to think being consistent meant showing up when my strengths were skyrocketing and everything was going on smoothly.

This belief is one of the biggest reason a lot of people stay inconsistent. On days when your strength is low, you might not be in the mood, hence the zeal to show up diminishes.

You’ll end up skipping a day, which becomes two, and then you tag yourself to be “I guess I’m just not a consistent person.”

I stopped designing for my best days and started designing for my worst days. I thought of the smallest or low effort things I could do that could still count as showing up.

Sometimes it was just a three-sentence note, a restack, a quick check on my community, or a 30-minute writing.

It wasn’t impressive and it wasn’t supposed to be, it’s supposed to be possible, and that’s what kept me in check.

I’ll leave this here, consistency isn’t about intensity, it’s about showing up in the smallest ways even on days when momentum dies or when we just don’t feel like it.

Try to lower the bar for your to-do list on those days, not because you’re lazy, but because, low effort is better than no effort and the guilt that comes with being inconsistent.

3. I stole time that was already wasted.

I don’t have a secret extra hour in my day; it’s still the same 24 hours you have. What I have is dead time (the 30 minutes waiting for the lecturer, the 15 minutes bus ride, the cancelled classes, or even meetings, etc.)

That time was already budgeted for and spent; I just ended up changing what it was spent on.

A lot of people do skip this part, because it sounds too small to even matter; they subconsciously use that time for something unproductive, such as; doom-scrolling on social media, chitchatting, or simply just staring at things till they exhausted the time.

You have to stop looking for new time and start noticing the time you already spend on nothing and reschedule task for it.

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4. I made my content easy to repurpose before I even wrote it.

Back then, I used to write everything from scratch every single time. It was either a new idea, a new draft, a new structure, for every post.

Apart from slowing me down, it was really exhausting in a way that has nothing to with actual time and everything to do with starting from zero.

Now, I build with repurposing in mind. A paragraph from a post could turn into a new note. A note that does well could turn into a hook for another post.

Also, an idea that comes to mind can be restructured into three different formats without me having to think of three different ideas.

This made it more easier to be consistent as I stopped treating every single post as a brand new task.

Try building content that has more than one use. Before you finish a piece, ask yourself, “What else can this become?” On an exhausted day, you’ll be grateful for this reusable content.

5. I let people see the real mess, not just the highlight scenes.

It took me a while to get used to this. For awhile, I thought the version of myself worth posting was the cool one. The one with something valuable and polished to say every time.

That version of me only shows up on good days and good days are not always guaranteed.

If that’s the only version allowed to show up, then consistency would never be possible for me, I would have given up months ago.

What kept me going was giving myself the permission to post the tired, frustrated, and confused version of me also. The behind-schedule version of “I almost didn’t make time for this today, but here I am anyway.”

This honesty didn’t cost me too much, in fact, a lot of people related to it and made them stay. No one trusts a too perfect or too-good-to-be story.

People trust you when you put up the version of you that have survived the hard times, yet you kept going. That kind of consistency is what they picture for themselves.

You should note that consistency dies under the pressure to always show up perfectly, but lasts when you allow yourself to be human and being human is sustainable because you are.

Here’s the real proof:

None of these five things needed extra time, they just required fewer decisions, a lower pressure, use of dead time, smarter content structure, and the permission to be human.

If I can do this while studying one of the most time-consuming and challenging courses in the world, then, “I don’t have time” was never really about time, it was about the absence of a system that allows you create the time to achieve your goals.

So here’s a question for you: Which one of these 5 things are you missing right now?

Drop it Here

P.S. Don’t forget to also have fun, live, and let live. I also find the time to connect with people, visit families, and also enjoy my hobbies.

I believe that you are capable of living the life on your vision board. Create a system that saves your brain from the mental torture of deciding everyday, and you’ll eventually find the time you need to build your life.

I’m rooting for you… ❤️

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About the Author:

Hi bestie 👋

I’m Ruth, the creative mind behind Rue Writes to Convert. Two years ago, I ditched my 9-5 to gain both financial freedom and explore life on my own terms.

As a copywriter and marketing strategist, I built this space to help you grow your business using words and strategic content that connects and converts while sharing every step of this journey with you.

I’m so glad you’re part of this community ❤️

Let’s keep in touch:

📧 Need help with conversion or any other marketing-related issues? Reach me via ruthnche115@gmail.com

📞 In need of strategy, clarity, and positioning to help you upscale? Book a 30 minutes clarity call with me.

🔗 On LinkedIn? Let’s vibe…

💬 Ask me anything, I’ll respond ASAP

Thanks for reading!

Enjoyed it? Feel free to share it.

Share

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By Ruth Odey — Join a community that converts.

Practical copy lessons and marketing tips that connects, converts, and help you live life on your own terms.

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I was doom-scrolling through instagram one cool evening and some how the algorithm brought Grow Good to my feed and I couldn’t help but stare.

The caption, the aesthetics, the hype in the comments, the energy exuding from that post captivated me.

I had to go through their profile and I realized it was a newly launched beauty brand by Cardi B.

I ended up spending more than 30 minutes going through the page and what I kept seeing were her audience saying it’s “sold out.”

As I’m writing this now, thousands of people are currently on the waitlist for the next restock and I was jaw-struck by the desire and longing for these products by her audience.

As a marketing strategist, I knew I had to study and analyze the strategies that brought this crazily-high conversion rate.

I studied their social media platforms, their websites, and some other research that helped me discover the strategies that made this brand outsold every other brand that launched this year.

No, it wasn’t by accident, neither was it luck. I can assure you that very thoughtful, intentional, and strategic actions were carried out before this kind of result was achieved.

This is exactly what I'm about to expose to you right now. If there are marketing strategies worth stealing, this should be one of it.

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The Positioning That Made it Work

Cardi didn’t try to outperform other luxury brands like Fenty or Pattern Beauty hair line.

She picked a lane that other celebrities had left wide open. Instead of making her products really expensive and mostly accessible in premium hair salons; she made her products cheap, easy to get, and sold to regular people that who shop at beauty stores.

Her prices were between $16-$20 and was considered the lowest among celebrity’s brands.

This is a positioning move you can steal. Where everyone is fighting over “premium,” “expensive,” or “aesthetics,” the fastest way of differentiating your brand is often in the opposite direction.

This doesn’t mean that you lower your quality, it’s you refusing to pretend your customer needs to aspire to be something else in order to be worthy of a good product.

Her Story Was the Product Real Marketing

Cardi didn’t make her story all about the product, it’s ingredients, or how good it was, instead; she led with a specific, very relatable, and emotional story.

She recalled when she used to hate her natural hair because it felt way different from other girls while growing up.

Her hair was coarse, short-textured, and never behaved like the sleek styles popular at that time.

That wasn’t just a brand story, it was a customer’s story that happened to be hers. Looking at things now, her story actually did the marketing.

It was as if she saw through her customers as many of them had a similar story. She spoke about hating her hair till the extent of damaging it with perm and bleach, and also fixing it up herself using remedies her family taught her.

That’s a memory a lot of women share. They didn’t buy the product first, they recognized themselves in the story.

She Built Trust Before She Asked For Money

Before launching, she gained community trust first by setting up a small pop-up in her old neighborhood in the Bronx.

This is how it went…

Cardi’s branded beauty supply truck was parked outside the Bronx’s Hip Hop Museum and ran from 11am to 6pm. It was designed in partnership with Shopify and styled to look like the regular beauty supply stores and bodegas she grew up going to in the neighborhood.

The aim was to bring the brand directly to the people who inspired it before going global. She proudly celebrated this experience on her socials tying it back to her Bronx roots memories.

With this, she had a whole community that trusted her and wanted to be part of the world she was creating.

She Backed Up the Story With Real Proof

Cardi used social proof really well to her advantage. She wasn’t just a face on the product; she tested every single products on herself and approved every ingredient.

When people believed the story, the product didn’t let them down. It was authentic and homemade, just like she said. It worked because, not only was the product good, it was also true.

All these made the product sold out before it officially launched and sold out again after like 1 hour.

This is What it Means for You and Your Brand

You actually don’t need a bigger audience to compete with anyone, you just need;

• A specific story only you could tell and not a nonchalant “About Me” page.

• Proof that backs up your claims so as to keep trust alive even after they buy.

• Patience to build trust first with a small audience, instead of rushing to reach everyone at once.

People selling out every time isn’t luck or just by chance; they are specific strategies that are put in place to capture the hearts of their customers.

Great marketers weren’t born just like that with the skill in-built; they had to learn consumer’s behavior and human psychology.

They studied what really prompts someone to buy and that’s what a lot of them wouldn’t tell you.

Go over this article again, be immersed in it and ask yourself what strategies you could steal from it and apply to yours.

You can actually get the results you want if you actually put your mind to it and be ready to put in the work.

I know you would…

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About the Author:

Hi bestie 👋

I’m Ruth, the creative mind behind Rue Writes to Convert. Two years ago, I ditched my 9-5 to gain both financial freedom and explore life on my own terms.

As a copywriter and marketing strategist, I built this space to help you grow your business using words and strategic content that connects and converts while sharing every step of this journey with you.

I’m so glad you’re part of this community ❤️

Let’s keep in touch:

📧 Need help with conversion or any other marketing-related issues? Reach me via ruthnche115@gmail.com

📞 In need of strategy, clarity, and positioning to help you upscale? Book a 30 minutes clarity call with me.

🔗 On LinkedIn? Let’s vibe…

💬 Ask me anything, I’ll respond ASAP

Thanks for reading!

Enjoyed it? Feel free to share it.

Share

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By Ruth Odey — Join a community that converts.

Practical copy lessons and marketing tips that connects, converts, and help you live life on your own terms.

Subscribe to Rue Writes to Convert

I’m exhausted… and honestly, I just finished writing one of the most puzzling exams in my entire life.

After studying for 18+ hours yesterday, I received the greatest shock of my life after seeing the exam questions.

Medical school is after me…

But, instead of crashing out, I decided to just yap here about copywriting and how it’s a total game changer when you know the game.

When I started learning how to write copy, I really focused on some not-so-important things that made my copy suck.

I sometimes cringe when I go down memory lane, because how the hell did I expect anyone to buy from me and what was I even thinking 😂

After learning, practicing, and writing tons of copy, these are the following hacks that increased my conversion rates.

I went from being snubbed to grabbing attention, keeping them hooked, and getting them carry out an action.

This is exactly how you can get people invested, locked-in, and ready to buy.

1. Use Raw Data

A lot of people are about to get guilty here, and you may be among them. I know it’s tempting, but kill that urge to round up numbers to make them look bigger.

• If you have 67,990 followers, say 67,990 and not 68,000.

• If you’re the 5th best, say 5th best and not 1st five.

I can assure you that your raw numbers will perform better than your exaggerated numbers.

2. Use Comparisons

Show your audience how better you are than your competitors without waiting for them to ask.

If your product is faster, easier, and cheaper, let your copy highlight this advantage over your competitors.

Humans will always look for the easiest and most convenient way of solving their problems.

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3. Let Your Customers Sell for You

This is also another way of building trust. When selling your product, always let your customers show the transformation of your product either by giving reviews or testimonials.

It gives them the assurance they need to buy from you.

4. Add Visuals to Your Copy

You can’t deny the fact that people judge a book by its cover. People will likely buy from brands that fit their aesthetics.

When possible, add something aesthetically pleasing to the eyes. Your audience don’t want a 2000 pages of boring text.

Add some spice and make your copy enticing. It could be in the form of images, illustrations, emojis, etc.

5. Use the Best Social Proof

The best way of proving that you are trustworthy is to show the transformation after encountering you.

When asking for testimonials, tell your customers to show the before and after results.

It could be in the form of texts, images, or illustrations, the most important thing is the visible changes it portrays.

6. Take Off the Boring Badge

Some people’s copy can literally put me to sleep and that’s the brutal truth. Most times they still wonder why nobody buys.

Stop writing like you’re writing a documentary and start writing like you’re talking to a buddy.

This creates a level of intimacy between you and your audience which increases your chances of conversion.

7. Handle Objections Earlier

It’s normal for your audience to initially have doubts about your product, it’s very important that you don’t wait till the end of your copy to overcome those objections.

Let them know from the very beginning that you’re aware of their doubts and this is how you clear them.

Before they ask, “Is this for me?” Tell them…

• “This is for you even if you’re a complete beginner.”

• “This is for you even if you’ve tried similar solutions before and they didn’t work.”

• “This is for you even if you don’t have a big audience.”

• “This is for you even if you’re busy.”

• “This is for you even if you think you’re not good at writing.”

• “This works whether you’re just starting out or already have an established business.”

The copy that converts best don’t wait for objections to appear, it anticipates them, addresses them, and removes friction before giving the reader the chance to hesitate.

8. Be Shamelessly Repetitive

If you’re not ready to say one thing numerous times until it finally imprints on your audience’s mind, then you’re not ready yet.

I call it one of the unsexy habits behind every successful marketing.

The attention span of people on the internet is really short, hence, one of the ways to stay top on your audiences’ mind is to keep saying what you do over and over till you get results.

9. Reframe Your Price

Rather than just stating your price, compare or label it with something popular and widely used.

Instead of tagging the price as $7, say, “For less than your daily coffee, you’ll get….”

“For the price of a pizza…” “$7/month less than 3 lattes/month.

This actually makes your product feel cheaper and everyone loves when a product is of more value than the price.

These are 9 simple hacks you can implement in your copy today. You can tweak it to your liking and to your brand.

Making these changes would really improve your copywriting skills, connect with your audience and make them beg you to take their money.

Until next time when I want to yab… for now, I want to cool my head off.

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About the Author:

Hi bestie 👋

I’m Ruth, the creative mind behind Rue Writes to Convert. Two years ago, I ditched my 9-5 to gain both financial freedom and explore life on my own terms.

As a copywriter and marketing strategist, I built this space to help you grow your business using words and strategic content that connects and converts while sharing every step of this journey with you.

I’m so glad you’re part of this community ❤️

Let’s keep in touch:

📧 Need help with conversion or any other marketing-related issues? Reach me via ruthnche115@gmail.com

📞 In need of strategy, clarity, and positioning to help you upscale? Book a 30 minutes clarity call with me.

🔗 On LinkedIn? Let’s vibe…

💬 Ask me anything, I’ll respond ASAP

Thanks for reading!

Enjoyed it? Feel free to share it.

Share

Subscribe to Rue Writes to Convert

By Ruth Odey — Join a community that converts.

Practical copy lessons and marketing tips that connects, converts, and help you live life on your own terms.

Subscribe to Rue Writes to Convert

If you struggle to explain your business in one sentence, your problem probably isn't words, it’s usually your positioning.

You may be wondering what this babe is on to… and I know you’d want to ask me what this positioning means…

Don’t stress buddy, I’ll fill you in!

Positioning is the decision you make about who you’re for, who you’re not for, and what makes you the only logical choice for the right person.

Most businesses position themselves as a good option. You should rather position yourself as the obvious option.

You might even think it’s about your product, but it isn’t.

Your product can be great, your offer can be solid, yet you’ll see people ignore you and buy the same product from your competitors.

When I say “You can’t explain your business in one sentence,” I don’t usually mean “You literally need fewer words”

What I mean is;

“You haven’t clearly defined who you’re for, what problem you solve, and why someone should care.”

If you don’t position yourself as the only best choice, your business would not survive the marketing world.

Here is the exact framework you can use to position your brand to be so compelling that conversions become unavoidable.

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The 3 Pillars of Positioning That Actually Converts

There are 3 distinct elements that separates positioning that converts from positioning that confuses your audience.

Most businesses focus on one, while those that are really successful focus on all 3.

✔️ Pillar 1: The Value Equation (What They Actually Get)

Principle: Positioning is a mathematical equation, so when you change the variables; you change the conversion rate.

Most businesses position around features but the framework that converts, positions around the outcome (the transformation).

You might want to ask what this Value Equation means… Here’s it!

Perceived Value = (Specific Outcome + Proof That it Works) / (Speed of Results + Effort Required)

Let me explain it to you:

• Specific Outcome: What exactly will they get? (Don’t just put “growth,” but something specific like, “$12000 ROI”)

• Proof That it Works: Why should they believe you? (This includes data, case studies, testimonials…)

• Speed of Results: How fast will they see the results? (Be specific e.g., “In 30 days,” not “eventually” or “very soon”)

• Effort Required: How much work do they have to put in? (Minimal work is always better; everyone likes the easier path).

This is how the framework looks when put together:

Weak Positioning: “We help founders grow their businesses.”

Strong Positioning: “Get $12000 ROI in 30 days without hiring a sales team or running paid ads.”

Can you spot the difference?

Even a blind person can! The first is weak with a vague outcome, no proof, no timeline, and an unknown effort.

The strong one has a specific outcome, a clear timeline, handled objections, and had a certain amount of effort.

The maths you take from home is this…

When you position around the value equation, you’re basically saying: “You get [this specific result] in [this timeframe] with [this amount of effort], and here’s [proof that it works].

This is a positioning that converts!

Assignment for You 📝

What is the ONE specific, measurable outcome your customer gets from buying your product?

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✔️Pillar 2: The Worldview Positioning (Who You Are For)

Principle: The strongest positioning doesn’t attract everyone, in fact; it repels the wrong people.

I know it’s a bit tempting to attract and accumulate as many people as possible, but I’ll hold your hand while I tell you this…

More audience doesn’t always mean more conversions.

Your positioning should be so specific, so opinionated, so “You”, that the wrong customers eliminate themselves.

This may sound illogical, but it’s the most powerful positioning stunt you can make.

A good reason for this is that humans don’t make decisions based on logic, they make decisions based on identity.

I’ve seen people unsubscribe from my newsletter and I’ve never felt so good about it like I do now…

It only means one thing… I’m positioning so well that people can actually tell that it isn’t for them and they use the door.

When someone sees your positioning and thinks, “This is for me,” you’ve literally won. They’ll buy from you even if your competitors sell at a much lesser price.

Here’s the worldview framework ⬇️

Ask yourself this:

• What do I believe in that’s different? ( What’s my core conviction?)

• What am I against? (What do I actively reject?)

• Who would I not want as a customer? (Who wouldn’t I repel?)

• Who am I for? (Who sees themselves in this?)

This is how the framework looks when put together:

Weak Positioning: “Copywriting and marketing strategies for businesses”

Strong Positioning: “For startups and founders who are tired of guessing and ready to position better than their competitors, because clarity converts while confusion reverts.

Can you spot the difference? I bet you can…

This is why the stronger version wins…

• It states a worldview (clarity > guessing)

• It defines who it’s for (startups and founders ready to position their brands)

• It implies who it’s NOT for (people who’s still guessing and unwilling to stand for clarity)

• It creates identity alignment (you become the startup or founder who’s positioning converts their audience).

This works all the time because when your positioning is specific enough to repel the people, it becomes irresistible to the right people.

While the wrong customers eliminates themselves; the right ones feel seen, and those who feel seen, stick with you.

Assignment for You 📝

Ask yourself this…

• What worldview do I have that is different for the norm?

• What am I actively against in my industry?

• Who would NOT be a good fit for me? (Be specific)

• What does my ideal customer believe about themselves?

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✔️ Pillar 3: The New Opportunity Positioning (What’s possible now)

Principle: Don’t position against competitors, position as a new category entirely.

This is where most businesses get it wrong. They position in an already existing category, and compete on being “better” or “cheaper”.

The end game will be a losing one.

The Framework:

Instead of asking, “How can I be better than my competitors?” Ask, “What new opportunity or way of thinking am I introducing?”

This is how the framework looks when put together:

Weak Positioning: “Better copywriting services than other agencies”

Strong Positioning: “A completely new approach to messaging: Instead of writing about your product, show the transformation. This x3 conversion rates.”

Can you spot the difference?

The weak one was competing with other copywriting agencies while the strong one created a “positioning through transformation” category.

This works because new categories creates demand while competing in existing categories rely on the demand that was already existing.

With this you’re not fighting over a cookie, you’re simply making a new cookie.

Assignment for You 📝

Ask yourself this…

• What new way of thinking am I introducing?

• What wasn’t possible before that’s possible now because of me?

These are the three complete frameworks but it doesn’t end here. Integrating all three into one positioning statement is key.

Here’s an already made template for you…

Template:

“For [specific person], I offer [specific outcome] in [specific timeframe] without [removing their biggest objection].

This is for [specific person] who believe [your core conviction] and are actively against [what you reject].

Instead of [old approach], this is [new approach] because [worldview].

Proof: [specific result].”

Your positioning doesn’t just describe what you do, it tells your customer who they become by working with you.

When you do this consistently, your positioning becomes so strong that you attract your customers without sweating.

To make this easy as possible for you, I formulated 48 hour plan that’ll take you through the whole process.

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Your 48 Hour Positioning Exercise

Day 1: Write It Out

Set a timer for 30 minutes. Don’t overthink it, just write.

1. Value Equation

• Specific outcome my customer gets

• Proof that it works

• The timeline

• Effort required from them

2. The Worldview

• The core belief I have

• What I’m actively against

• Who I’m repelling

• Who I’m attracting (specific type)

3. New Opportunity

• Old way of doing things

• New way I’m introducing

• What belief shift is required

• New category I’m creating

Day 2: Integrate & Test

1. Write your full positioning statement using the template

2. Test it with 3-5 people in your target audience

3. Ask: “Does this make you feel like this is for you?”

4. Refine based on feedback

5. Apply it to the following

• Your email subject line

• Your headline

• Your about page

• Your value proposition

• Your first sentence in your copy

Here’s what the most successful brands understand…

Your positioning will never be perfect, but it will evolve. It will change as your market changes. That’s not failure, that’s growth in it’s quiet form.

Here’s what’s also true… you cannot improve what you haven’t written down.

Don’t just read and move on. Open a doc right now and spend 30 minutes writing out your answers to the exercise above.

By tomorrow, you’ll have a positioning that’s clear, specific, outcome-focused, different, and converting.

That’s 30 minutes of your time, do it today. Your future customers are waiting for you to get clear on who you are for and what you’re really offering.

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About the Author:

Hi bestie 👋

I’m Ruth, the creative mind behind Rue Writes to Convert. Two years ago, I ditched my 9-5 to gain both financial freedom and explore life on my own terms.

As a copywriter and marketing strategist, I built this space to help you grow your business using words and strategic content that connects and converts while sharing every step of this journey with you.

I’m so glad you’re part of this community ❤️

Let’s keep in touch:

📧 Need help with conversion or any other marketing-related issues? Reach me via ruthnche115@gmail.com

📞 In need of strategy, clarity, and positioning to help you upscale? Book a 30 minutes clarity call with me.

🔗 On LinkedIn? Let’s vibe…

💬 Ask me anything, I’ll respond ASAP

Thanks for reading!

Enjoyed it? Feel free to share it.

Share

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By Ruth Odey — Join a community that converts.

Practical copy lessons and marketing tips that connects, converts, and help you live life on your own terms.

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You can be doing everything right in your marketing and still get poor results.

You can post consistently, show up every day, and try various formats (long form, short form, carousels, email), yet nothing much happens.

You can gain traffic, engagements, and the usual “This is so good” compliments, but the sales are still quiet.

Because of this, you switch your offer, rebrand, or even create a new content strategy, yet no difference.

Staying in this cycle for long can make you believe that the problem is from you, whereas, it isn’t.

The problem isn’t your efforts, it’s not your creativity, neither is it your offer. In fact, you have a good offer that people should obsess over, but they are not.

It’s actually the habit underneath…

The boring, cringey, nobody-wants-to-talk-about-them habits that separates brands that grow from those that remain stuck.

I learned this the hard way, and once I did, I stopped chasing tactics and started doing these 5 unglamorous things.

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1. Repetition

You talk about the same offer over and over again.

Most businesses think repetition is crazy-work, but it isn’t; rather it’s a strategy.

Your audience isn’t waiting for your next post, they are living their lives. By Monday, they’ve scrolled past and forgotten your offer before Thursday.

The only way to break through is to show up with the same message long enough for it to stick.

The more you’re consistent in expressing your offer, the more staying power it has and the more strongly-aligned your brand becomes with that message.

I can tell that you don’t have a content problem; you have a repetition problem.

So, stop introducing new offers every business day. Pick one, say it until people can repeat it back to you without prompting. In fact, say it till you piss them off, lol.

That’s when you know it’s working…

2. Precision

You write content for buyers not lurkers.

Not everyone in your audience is a potential buyer, some are there to learn, some are there to be entertained, some are there just to feel among, and some will NEVER buy.

When you write for all of them, you dilute the quality of your message for the ones who actually matter.

Before you write any offer, ask yourself this: Who is this for? What do they already believe in? What will prevent them from buying?

Write for that person and let the rest scroll, because when you start writing for buyers, your content stop accumulating likes and start converting.

3. Intention

You use clear CTAs every time.

Most businesses don’t pay attention to this at all and this might just be the reason why your sales flops.

They skip this because they assume their audience knows what to do next; but they don’t.

People don’t take action unless they are told exactly what action to take. Every piece of content should have one job, and at the end of it, you should tell your audience that exactly what to do next.

It shouldn’t be “Check out the link in my bio,” but a specific instruction tied to what they just they read.

It should be one CTA every time and no exceptions.

4. Transformation

You sell the transformation and not the product.

The brutal truth is this; nobody wakes up wanting to buy a copywriting course, a coaching program, or SAAS tool.

But, they wake up to wanting more revenue, more clarity, less stress, and less time. They want a business that doesn’t depend on them being online 24/7.

Now, your product acts as the vehicle that takes them to their destination (which is the transformation).

When you sell this transformation, people buy. So, stop leading with what your offer is and start leading with what their lives would look like when they say yes.

5. Observation

You check what’s already working…

This is the most underused marketing habit and it’s also the least glamorous.

Before you create anything new, audit what you already have. Look at the post that got more saves, the emails that had the highest conversion rate, and which offer made the most sales.

Your next best piece of content isn’t a new idea, but an old one that resonated well, restructured, repackaged, and repeated.

Hence, stop looking for something new and start making use of what you already have.

While none of these habits will go viral, or bring compliments, or drive traffic.

They will build a brand that that grows quietly, consistently, and without requiring you to constantly prove yourself.

That’s the sacrifice most businesses refuse to make, but the ones who do are the ones that survive and succeed long enough in the marketing world.

If you’ve being wondering how those brands did it, now you know…

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About the Author:

Hi bestie 👋

I’m Ruth, the creative mind behind Rue Writes to Convert. Two years ago, I ditched my 9-5 to gain both financial freedom and explore life on my own terms.

As a copywriter and marketing strategist, I built this space to help you grow your business using words and strategic content that connects and converts while sharing every step of this journey with you.

I’m so glad you’re part of this community ❤️

Let’s keep in touch:

📧 Need help with conversion or any other marketing-related issues? Reach me via ruthnche115@gmail.com

📞 In need of strategy, clarity, and positioning to help you upscale? Book a 30 minutes clarity call with me.

🔗 On LinkedIn? Let’s vibe…

💬 Ask me anything, I’ll respond ASAP

Thanks for reading!

Enjoyed it? Feel free to share it.

Share

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By Ruth Odey — Join a community that converts.

Practical copy lessons and marketing tips that connects, converts, and help you live life on your own terms.

Subscribe to Rue Writes to Convert

Let me open your eyes to something…

You don’t have a marketing problem, you have a complexity problem.

Because you’ve tried different strategies, numerous funnels, email sequences, content calendars, even lead magnets.

You’re always watching tutorials on YouTube, taken courses, attended bootcamps, and followed marketing gurus.

Yet, your marketing is worse than a 9-5 job.

Now, it’s not that you’re doing it wrong; it’s because your brain have been wired to think that “More” equals “Better”.

You’ve been taught that more tools, more steps, more action automatically makes your marketing outperform.

But, nobody actually told you that complexity makes it hard to be consistent, and without consistency your funnel would not convert.

Here’s what the marketing experts won’t tell you: A simple funnel that runs consistently would outperform a complex funnel you can’t maintain.

My aim is to simplify marketing and make it implementable to even beginners.

So if you’re tired of building strategies that depend on you showing up every single time, then this is for you.

I’ll show you how to build a marketing funnel that turns a complete stranger into repeated buyers.

It’s simple, implementable, and effective without burning yourself out in the process.

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Let’s get down into it…

Step 1: Traffic

The goal here is to create awareness, attract attention, and keep eyes on your product.

It’s simply letting people know that you and your product exists. Now, traffic could either be;

✔️ Organic: This includes getting views or visits for your landing page from using free promotional platforms like social media, blogs, etc.

Here you can create a highly valuable content that would make people stop scrolling and want to know more about you or your product.

This could be on Facebook, Instagram, Substack, etc.

✔️ Leased: This is when you get visits or views from other people promoting your product. It could be a collaborative post, podcast, webinars, etc.

✔️ Paid: You get visits or views for paying for advertising services on platforms like Facebook or Instagram.

Note that you don’t have to pay for ads to get traffic or to get started on this simple marketing funnel.

In fact, most small businesses that are just starting out don’t usually have a budget for paid ads.

So if you’re working on a tight budget, this funnel can still work for you. Organic traffic will do just fine.

Step 2: Landing Page

This is where all your traffic lands and it’s where you turn your traffic into leads (clicks into email subscribers).

There’s no selling here. The goal is to communicate, build a relationship, gain their trust.

Here you provide a high value resource for free in exchange for their email address.

These resources could be an ebook, swipe files, templates, guides, workshops, webinars, bootcamps, etc.

Step 3: Welcome Sequences

After getting their email address, you have to keep nurturing them and show up consistently in their inbox, so they don’t leave.

The goal is to stay on top of their minds. First send a welcome email that welcomes them and let them know there are in the right place, while providing the next step in which they are to follow.

The next series of emails should tell them who you are and why you’re in the best position to help them.

It should also tell them that you understand them, their challenges, fears, desires, and obstacles.

It should be more about them and less about you. You build trust by providing valuable content that is relatable.

Educate your audience on how you can help them solve a problem. Share who you are, what you stand for, and how your values align with what they are looking for.

Step 4: Sales Email

The goal is to present your offer as the solution to their problems and get them to take action.

Present it as something that can get the work done easier, faster, and even way better than when they try to figure it out themselves.

People pay for relief and time recovery, take advantage of that.

The minimum number of sales emails for your product should be 5. The purpose of these emails includes;

• The 1st is to introduce your product and build anticipation.

• The 2nd is to educate your prospects on the benefits of your product and how it can transform their lives.

• The 3rd is to communicate incentives (like promos, freebies, bonuses) and urgency (FOMO - Fear of Missing Out).

• The 4th is to showcase social proof, testimonial, and build authority.

• The 5th should handle any objections (addressing a prospect’s doubt, risks, and hesitation within your content before they ask) and build trust.

Remember that I said the least should be 5 sales emails, the ideal should be from 6-8, meaning you can actually send more.

These emails should end with a clear call to action that will bring them to the sales page where the primary goal is to get them to buy.

Step 5: Sales Page

This step is to convert your leads into customers. Here, their interest turns into desire by presenting a value-stacked offer.

This is a blueprint that can guide you into building your sales page.

• Hero section: Grabs attention with an irresistible value offer.

• State the problem: Pinpoint the struggles of your audience and agitate on their pain points.

• Offer the solution: Introduce your product with its core benefits.

• Social proof: Build trust by presenting testimonials, reviews, etc.

• The offer: Present your offer and the price, along with incentives to sweeten the offer and make them feel silly for not buying.

• Risk reversal: Remove friction using a money-back guarantee.

• FAQs: Final objection handling targeting price, time, and any other important questions.

That’s it! 5 simple steps to building a highly-converting marketing funnel that can bring you sales without doing too much.

You build it once and it sells around the clock.

Now, building a marketing funnel is one thing but what you do outside the funnel is another thing that matters a lot in marketing.

Your branding, positioning, messaging, and how you connect with your audience from that first get-to-know-each other point to where they finally buy is the real deal.

Your messaging should stay consistent, aligned, and recognizable across all the steps above and social media platforms.

These messaging should answer the following:

• Who you really are?

• Why you’re doing what you do?

• What are you selling?

• Why do you want to help them?

• Why should they trust you?

• How are you different from others?

Do these, you’ll be irresistible to your audience and buying from you will be a lot more easier.

It’s simple but it doesn’t mean it’s easy. It’ll take consistency, focus, and putting in the work to get results.

Here’s a schematic diagram that explains all the steps listed above. It’s self-explanatory and you can come back to it anytime.

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About the Author:

Hi bestie 👋

I’m Ruth, the creative mind behind Rue Writes to Convert. Two years ago, I ditched my 9-5 to gain both financial freedom and explore life on my own terms.

As a copywriter and marketing strategist, I built this space to help you grow your business using words and strategic content that connects and converts while sharing every step of this journey with you.

I’m so glad you’re part of this community ❤️

Let’s keep in touch:

📧 Need help with conversion or any other marketing-related issues? Reach me via ruthnche115@gmail.com

📞 In need of strategy, clarity, and positioning to help you upscale? Book a 30 minutes clarity call with me.

🔗 On LinkedIn? Let’s vibe…

💬 Ask me anything, I’ll respond ASAP

Thanks for reading!

Enjoyed it? Feel free to share it.

Share

Subscribe to Rue Writes to Convert

By Ruth Odey — Join a community that converts.

Practical copy lessons and marketing tips that connects, converts, and help you live life on your own terms.

Subscribe to Rue Writes to Convert

You’ve spent 24+ hours writing your email, ads, homepage etc., but it doesn’t do much.

You see the analytics after you launch, 1.2% conversion rate even after having a traffic of over 70%.

You know your products are top notch, your offer is strong, but it’s not bringing in customers.

While your competitors aren’t doing too much. They launched at a much later date, their product quality doesn’t come close to yours, and their price is not even lower.

Yet, they are converting at a rate x5 of yours. It’s not magic, neither is it luck. They are just beating you in a game they know how to play well.

Here’s what you haven’t put into thought…

Every email that doesn’t get opened is a lead you’ve lost, every Ad your audience scroll past is money left on the table, and every landing page that doesn’t bring clients is revenue decreasing.

You’re not bad at copywriting, you just need a structure to write a highly-converting copy or else; you’re just guessing.

You also don’t have to start from scratch, second-guess your copy, or waste multiple hours writing.

Here are 10 copywriting formulas behind every high-converting ad, email, homepage, and post I’ve written and also studied.

They are frameworks that’ll work across every type of copy you’ll ever write.

1. Attention Interest Desire Action (AIDA)

This helps you to create a compelling and persuasive copy with the aim of capturing your readers attention and inspiring them to take action.

• Attention: To grab attention, you can use captivating content with eye-catching headlines, scroll-stopping hooks, a video, or hero image.

• Interest: To create interest in your product, be clear and concise while highlighting its benefits and unique features.

• Desire: Show the value of your product, the transformation of using your product, how it can improve their lives, and how it can solve their problems.

• Action: Build urgency around your product and use a clear and powerful cart-to-action.

Example

Attention

ConvertKit
Turn your email list into revenue.

Interest
ConvertKit helps creators and founders build email sequences that actually convert subscribers into customers.

Desire

Automate your nurture flow, segment by behavior, and watch your email list become your most profitable channel without using complex and expensive automation tools.

Action
Start Your Free 14-Day Trial

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2. The Before After Bridge

This acts as a bridge by connecting your customer’s current situation to the desired outcome.

Before: It pinpoints the customer’s current problem and creates an emotional connection with them by letting them know you understand that they are going through.

After: Here, you paint a picture of the desired outcome to your customers’s problem.

Bridge: Explain how your product or service is the bridge that takes them from where they are to where they want to be. Make the path clear and achievable.

Example:

Before: It’s no doubt that your Saturdays are spent scrubbing bathrooms, vacuuming floors, and doing laundry and when you’re done cleaning, it’s already 3 PM, and you’re exhausted with no time for the things you love doing. Your friends are sitting out on weekends but yours feels like work.

After: Imagine you wake up to a spotless home on a Saturday morning. There’s no cleaning on your to-do-list. You have enough time to spend the day with your kids, read a book, see a movie, or even hangout with friends. Your weekends begin to feel like weekends again.

Bridge: That’s what MaidPro does. It handles your deep cleaning every two weeks and these includes: bathrooms, kitchens, floors, room, literally everything. You can now be in charge of your Saturdays.

CTA: Book Your First Cleaning (50% Off)

3. Problem Agitate Solution

This helps you connect with your audience by identifying their pain points, highlighting the consequences of not taking action, and presenting your product as the clear solution.

Problem

Identify the specific problem your audience is facing and be direct and clear about what’s not working.

Agitate

Make the problem feel urgent by showing the implications of not taking action. E.g, wasted time, lost money, missed opportunities, falling behind competitors, etc.

Solution

Present your product or service as the answer. Show how it solves the problem and give them the outcome they want.

Example

Problem: You can’t concentrate in open noisy places or noisy cafes.

Agitate: Every sound grabs your attention, every passerby disrupts your flow. You’ll end up spending 8 hours at your desk while getting only 3 hours work done.

Because of this, your deadlines are falling behind while your coworkers working from home are being extremely productive, and it’s not because they are smarter, it’s just because you can’t fully concentrate to get your work done.

Solution: Sony WH-1000XM5 headphones block out 99% of background noise. It helps you get your focus back to lock in and double your productivity.

CTA: Stay Locked-in Today

4. Features Advantages Benefits (FAB)

This helps you translate features of a product into real value by explaining what it does, why it’s the best choice, and what the customer benefits from it.

Features

Highlights what your product has or does, and describes the specific function and capacity.

Advantages

Explain how this feature is better than alternatives or solves a problem more effectively.

Benefits

Shows what the customer actually gets from this. This should focus on the transformation and not the methods.

Example

Feature: Nest Learning Thermostat learns your schedule and adjusts temperature automatically.

Advantage: Unlike manual thermostats that waste energy when you’re not home, Nest senses when you leave and lowers heating or cooling automatically, without any programming done.

Benefit: You can now save up on energy bill by 15-20% annually (average of $140 saved a year). Your home is always the perfect temperature when you walk in without any effort needed.

CTA: Install Nest This Weekend

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5. Picture Promise Prove Push (4Ps)

This helps you build desire and credibility by painting a vision, backing it up with prove, and pushing them to take action.

Picture

Paint a vivid picture of their ideal outcome by making them see, feel, and want the transformation.

Promise

Make a clear and bold promise to let them know that you can deliver this outcome for them.

Prove

Back this up with evidence by showing testimonials, data, case studies, or specific results.

Push

Create urgency and give them a clear call to action to get started now.

Example

Picture: Imagine opening your instagram and seeing hundreds of likes on your photos with friends asking “Who was your photographer?”

Brands also reach out asking you for collaborations. Now, you understand how lighting, composition, and editing works as it shows in every photo you take.

Promise: The Photography Fundamental Course takes you from a newbie to a pro in just 30 days.

Prove: Over 2,847 students have completed this course with an average improvement in photo quality. Rated 4.8/10 by independent viewers and 73% of our students now use this skill as a hustle.

Push: Early bird pricing ends this Sunday. Join now and get lifetime access plus monthly live Q/A sessions.

CTA: Enroll in the Course Today

6. Problem Amplify Story Transformation Offer Response (PASTOR)

This helps you create deep emotional connection and logical proof by identifying problems, telling stories, and transforming before showing the offer.

Problem

Identify the specific problem your audience is facing and be relatable.

Amplify

Make the problem worse by showing the cost (includes money lost, time wasted, opportunities missed, competitors winning, etc.)

Story

Tell a story that’s relatable. It could be yours or that of a client that describes the struggles and the breakthrough.

Transformation

Show the specific change that’s possible. You can use numbers, outcomes, real life events. There should be an obvious before and after picture.

Offer

Present your product as the best solution and way to achieve this outcome.

Response

Give a clear and urgent call to action.

Example

Problem: You’ve been trying to lose weight for 3 years but nothing is working.

Amplify: You even registered in the gym, attend 3x a week, and quit after a few months. You’ve tried keto, yet it was as if you never tried.

You keep buying online workout programs and you never complete them. You’re already feeling frustrated and wondering if this is really for you, while your friend started working out 6 months ago and has already lost 30 pounds.

Story: I trained Sarah last year. She had tried everything; gym sessions, meal prep services, weight watchers, yet nothing worked.

We started with 20 minutes workout, 3x a week. She didn’t give up her favorite meals, it was just structure and accountability.

Transformation: Sarah lost 35 pounds in 5 months and she has maintained that for a year now. She sleeps better, no more back pain, and she’s very confident in herself.

Offer: This 12-Week Body Reset gives you the same structure Sarah used. It includes customized workout plans, weekly check-ins, and nutritional guides tailored to suit you.

Response: I only take 10 new clients every month. Only 6 spots left for May.

CTA: Apply for Your Spot Today

7. Qualify Understand Educate Stimulate Transition (QUEST)

This helps you build trust by educating your audience, showing you understand them, teaching valuable concepts, and naturally transitioning towards your offer.

Question

Quickly identifies who the product is for. It filters your audience so the right people know the message is for them.

Understand

Show that you deeply understand their problems, frustrations, and the situation at hand.

Educate

Teach them something really valuable. You can give them a framework, insight, or principle that helps them immediately.

Stimulate

Create desire by showing them what’s possible when they apply what you just taught them.

Transition

Move naturally from educating them to presenting your offer as the next practical step.

Example

Qualify: If you’ve been trying to learn Spanish with Duolingo for 6 months and still can’t hold a basic conversation, this is for you.

Understand: You do all the lessons and earn streaks, but when you try to speak? Nothing fluent comes out. The apps you see teach vocabularies not conversations.

You can know 500 words but can’t put them together to form a sentence in real time.

Educate: The problem is based on input Vs. output. Apps give you the input (reading, listening), but to be fluent, you need the output (speaking, thinking).

This requires you having conversations with real people not partaking in multiple quizzes.

Stimulate: When you practice speaking for 15 minutes with native speakers, you’ll become more fluent.

Just 3 months of daily conversations will beat 2 years of learning with apps.

Transition: Baselang connects you with native Spanish tutors for unlimited 1-on-1 video lessons for just $150/month. You’ll be able to hold fluent conversations and be impressed with yourself for achieving this in such a short time.

CTA: Start Your First Lesson Today (50% Off).

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8. Star Story Solution (SSS)

It helps you take advantage of social proof and storytelling by introducing a relatable hero, showing their journey, and revealing how your solution transformed their situation.

Star

Introduce a character that is relatable to your customer. It could be a customer, client, or user who represents your target audience.

Story

Tell their struggle, show the challenges they face, what they tried, and why nothing worked until they found you.

Solution

Reveal how your product or service solved their problem and the specific results they achieved.

Example

Star: Meet Racheal, a 34 year old marketing strategist who woke up with back pain every morning for 3 years.

Story: She tried everything possible; physiotherapy, chiropractors, yoga, special pillows, yet, nothing worked.

Her doctor said her mattress was too soft and sinking in. She went to a showroom and tested several mattresses, and bought the firmest one, the back pain only worsened.

She barely sleeps well at night and her mood was mostly terrible, this eventually affected her performance.

Solution: She tried Zino Mattress, a medium-firm hybrid with pressure relieving gel. On her first night, she slept for 7 hours straight. By the first week, her back pain reduced by 60%.

Action: Try Zino Risk-Free (100-Night Trial)

9. Clear Concise Compelling Credible (4 Cs)

This helps you craft powerful headlines and prioritize clarity by making your message easy to understand, short, emotionally resonant, and persuasive.

Clear

Remove all jargon and confusion. State the benefits in simple language anyone can understand immediately.

Concise

Use few words as possible and every word should should be carefully selected.

Compelling

Give them an emotional or logical reason to buy. Make it about the outcome and not your features.

Credible

Add specificity or proof to make your offer more believable. Numbers, timeframes, and social proof build trust.

Example

Clear: Get a green, weed-free lawn without lifting a finger.

Concise: We handle mowing, edging, fertilizing, and weed control weekly.

Compelling: Stop spending your weekends pushing a mower under the scorching sun. Take charge of your Saturdays.

Credible: Rated 4.5/5 by 1200+ homeowners in Texas. Servicing your neighborhood since 2017.

Action: Get a Free Mowing Trial

10. Awareness Comprehension Conviction Action (ACCA)

This helps you convert the traffic you already have by grabbing attention, making them understand your offer, building trust, and compelling them to take an action.

Awareness

Use a scroll-stopping hook. It could be a bold claim, shocking statistics, or a provoking question.

Comprehension

Clearly explain your offer and what they can benefit from it. Handle objections early and remove confusion.

Conviction

Build trust by providing proof of your product’s results. It could be testimonials, data, case study, etc.

Action

Give a clear, direct, call to action, with urgency.

Example

Awareness: You’re losing $8000 to unexplained tax deductions.

Comprehension: As a freelancer, you’re allowed to deduct home office expenses, software, subscriptions, mileage, and client meals.

If you’re not tracking these expenses throughout the year, your accountant can’t process them.

Most freelancers leave $6k-$12 in deductions on the table; this money you could use instead of paying it to the Internal Revenue Service (IRS).

Conviction

Davison Records’s users save an average of $8,400 annually in recorded deductions. It automatically categorizes expenses, tracks mileage, and generates tax-ready reports your accountant can use immediately. Trusted by 2.1 million freelancers.

Action: Start tracking your expenses today. You have until tax season to capture deductions for this year, only if you start now.

CTA: Try Davison’s Records free for 30 days.

Yeah… That’s it!

10 copywriting formulas you can use to write copy for your Ads, homepages, landing pages, sales pages, websites, and even blogs.

These formulas are what 6-7 figure businesses use for their launches and what keeps them in the market today.

You can pick anyone that suits you and your brand message and stick to them. I’m a fan of PAS because I just love the psychology behind it.

Most of my copy use that pattern and it’s a lot easier to implement. The best copywriters don’t just write anything that comes to mind, they strategize, research, and write in a way their audience feel seen and understood.

This builds an emotional connection, bond, and trusts that converts without doing too much.

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About the Author:

Hi bestie 👋

I’m Ruth, the creative mind behind Rue Writes to Convert. Two years ago, I ditched my 9-5 to gain both financial freedom and explore life on my own terms.

As a copywriter and marketing strategist, I built this space to help you grow your business using words and strategic content that connects and converts while sharing every step of this journey with you.

I’m so glad you’re part of this community ❤️

Let’s keep in touch:

📧 Need help with conversion or any other marketing-related issues? Reach me via ruthnche115@gmail.com

📞 In need of strategy, clarity, and positioning to help you upscale? Book a 30 minutes clarity call with me.

🔗 On LinkedIn? Let’s vibe…

💬 Ask me anything, I’ll respond ASAP

Thanks for reading!

Enjoyed it? Feel free to share it.

Share

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By Ruth Odey — Join a community that converts.

Practical copy lessons and marketing tips that connects, converts, and help you live life on your own terms.

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I’m a fan…

In fact, I’m obsessed with Rhode. Everything about this brand screams intentionality.

From their marketing campaigns, to social media content, to community building; we can see they didn’t come to play.

To prove to you that good marketing is irresistible I’ll refresh your memory on how back in 2018 Hailey was bullied and hated by a lot of people after her marriage to Justin.

Despite this strain, she was still able to capture a lot of attention with her products.

It became a trend, people wanted to feel among; almost all the GRWM reels on social media had the phone casing with the lip tints.

I even tried saving up to get her peptide lip tints; because I found it to be sooo cool. I thought that the hottest girls use Rhode; I still think, lol!

Rhode launched on June 15, 2022 and they started with just 3 products. Hailey had no retail store nor wholesale deals…

She started from scratch with just a big Instagram followers and an intentional marketing strategy most people completely ignore.

What made my jaw drop was this…

In 11 days, Rhode crossed $10 million in sales. This is literally crazyyyy!

By 2025, it had generated $212 million in revenue, doubled down on its customer base every year, and then became the no. 1 skincare brand in Earned Media Value with about 365% growth.

Then, e.l.f. Beauty acquired it for $1 billion and it’s said to be one of the fastest billion-dollar deal that has ever existed.

In just 3 years, Rhode was worth $1 billion dollars with just 10 products.

Wow! I must applaud the geniuses behind this tremendous growth.

As a result of this rare success, a lot of opinions were raised. Some called it luck, some said it was due to fame (advantage of the Biebers name), and some said it’s just timing.

My opinion?

It was none of that, in fact I had to dig into the marketing strategy of this brand.

I analyzed their social media platforms, Hailey’s instagram page, it’s official website… literally everything that I could get my hands on.

I was obsessed with knowing their secrets… and I did find out, and I’ll expose all to you.

Here, I’ll judiciously break them down for you step-by-step, so you can steal what works and apply it to whatever you’re building.

Trust me, ALL are worth stealing, lol 😂

Let’s get down into it:

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Step 1: They Got Dangerously Clear on Their Positioning Before Launching Anything.

Rhode did the opposite of what most brands do; they launch first and figure it out later.

Hailey even acknowledged the brutal reality in the market before any of her products went live.

She said “I know I’ll have other celebrity beauty brands as competitors upon launching Rhode, so I developed my brands values that separate me from others.”

Those values were simplicity, affordability, authenticity, quality, and transparency; which has shaped every decision of this brand till now.

Hailey knew the game, she knew what she was getting into as regarding skincare. They were already established brands like L’Oréal, Fenty Skin, The Ordinary, Gisou,

This is how to be so dangerously good at marketing to attract your customers even in a saturated market.

In today’s market where businesses obsess over 10-steps routines and probably hundreds of Stock Keeping Unit, Rhode did something unexpected…

It launched with just 3 products and positioned around radical simplicity.

Rhode appeals to young people(Gen Z and Millennials) who want high-quality skincare solutions without the complex and time-consuming routines.

This approach is in line with recent trends, where there’s a rise in minimalism; consumers prioritize fewer but better skincare products.

Now, this is what most brands miss entirely. They don’t have a positioning skill.

Positioning isn’t what you say about your product, it’s how your audience see you, how they feel about you, and the trust they have in you.

Rhode made a promise and delivered every single one down to earth. It showed in every product, every campaign, and every decision they carried out.

What This Means for Your Brand?

Before you create anything, answer this questions:

• What does your brand stand against?

• What is the crowded, noisy, and wrong way of doing things in your industry?

• How will you do the opposite?

The brands that win don’t just have a good product, they have a clear point of view that attracts the right people and repel the wrong audience.

Step 2: They Built Their Audience Before Building Their Product

This step is what most businesses reverse and it costs them success.

Rhode didn’t launch and then start looking for its audience. In fact, long before Rhode officially launched, Hailey Bieber was already building hype by sharing her skincare on social media.

When the website went live, people were already waiting, longing, and wanting to buy for months.

She built a TikTok audience of over 15.7 million and used it to her advantage. She understood what trends meant and started trends that shook social media platforms.

The word “iconic” was her. The now-iconic “glazed donut skin” look? That was her idea. Who doesn’t want a glazed skin?

She did same with Latte and Strawberry Girl makeup. Here’s what most brands fail to understand…

Hailey played it smart by not flooding her socials. Her posts were rare but often converted, and always had high engagements because of this.

Every teaser and every glimpse of a new product screamed quality and was treated as an exclusive drop.

This is an intentional scarcity of attention and not just product. A good marketing strategy when played right.

Most brands train their audience to scroll past by posting too much, bombarding their audience with a lot of content till it becomes a circus show.

Rhode trained hers to stop and pay attention every single time Hailey showed up, because she showed up with intention and not desperation.

By 2024, she had grown from a founder-centric model to a community-driven one.

What This Means for Your Brand?

You definitely don’t need a million followers before you start, you just need a warm, engaged, and attentive audience before you launch anything.

Start building in public right now, share your process, your thinking, your story while you grow.

Create curiosity around what’s coming so that when you launch; you won’t be introducing yourself to strangers but you’ll be delivering value to people who have already been waiting.

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Step 3: They Used Scarcity to Make Demand Feel Urgent

Here’s what Rhode did…

Instead of launching 10 products at once; they launched 3 which created curiosity about the rest.

Their marketing team intentionally built scarcity which led to hype and “sold out” scenarios in this market.

This wasn’t even done by accident. It’s a system that works on a very specific psychological principle.

When something is limited, people would want it more and when things are sold out; it’s a proof that other people want it too (because it’s solving their problems), which in turn makes the next person want it too.

No human being like the thought of missing out on something good. They want to experience what others are experiencing.

This was their strategy:

• Announce product

• Build waitlist

• Sell out immediately

• Create secondary market demand

• Restock and repeat

We can see this during their Peptide Glazing Fluid launch. They used a preorder system with limited quantities to create a sense of exclusivity.

This built anticipation among customers with many rushing to place orders before it gets sold out.

During the series of event that led to the launch; Rhode carried out a teaser campaign across social media platforms, showing sneak peeks of the product’s formulation, benefits, and how the packaging was designed.

By August 2023, the brand had sold 1 million units of Peptide Lip Treatment alone. Just one product… because they made people want it before it arrived.

What This Means for Your Brand?

Stop making everything available all the time. Whether you’re launching a digital product, a course, an ebook, or a service; make sure you create a waitlist.

Tease before you launch, limit access, and when it gets sold out or closes; say it publicly.

Scarcity isn’t manipulation as most people think. It’s you communicating honestly about supply and demand.

When used in the right way, it creates this energy that makes people act just in time.

Step 4: They Made the Product the Message

Rhode made sure to pass the message with every product they produced.

They used phrases like “Glaze it. Love it. Repeat.” Also accompanied by a core tagline “Edited. Efficacious. Intentional.”

They named their products with words leaning into cozy, food-inspired terms instead of complex, common skincare names.

We see it in their Glazing Milk, Cinnamon Roll Lip Tint, Strawberry Glaze, etc.

This is conversion copywriting in it’s highest form. Every tagline, product name, and piece of copy on their website and social media makes you feel something before it even tells you anything.

Let’s use the Glazing Milk product for instance: it doesn’t just describe an ingredient; it describes an experience (the feeling of your skin being well hydrated that it glows).

These are terms that you don’t need to google about or ask a dermatologist, it’s something you understand at first glance.

Most ASMR-style videos featured application sounds and product styles that were very satisfying and it increased the sensory appeal of viewers.

This combo of aesthetics and hype made Rhode’s content feel like an experience not just a content.

This highlights the difference between marketing that conforms and marketing that converts. While informing tells people what something is, converting is showing the transformation by making them feel what it would be like to have it.

They also linked a yummy treat with skincare through the Krispy Kreme collab, and on their recent launch in Australia they linked up with A.P Bakery offering specially themed treats like "rhode lamingtons" and blueberry buttermilk waffles.

These created a fun and memorable experience that consumers resonated with in several ways.

What Does This Means for Your Brand?

Look at every piece of copy you’ve written this month:

• Does it describe features or does it evoke feelings?

• Does it just tell people what your product is or does it show the transformation of life after using it?

The copy that converts is always the one makes the reader feel something within first.

Hence, rewrite your headlines, product descriptions, email subject lines…, with this at the back of your mind.

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Step 5: They Built a Community and Not Just a Customer Base

One thing Rhode did that made me give them their flowers was this:

They mastered the art of user-generated content by encouraging its followers to engage with the brand through hashtags, fun, and aesthetic content.

This made their audience feel like they are part of the brand’s story; not just mere consumers.

This tells the difference between a brand that’s all about sales and a brand that is community-based.

Rhode’s customers don’t just buy; they participate in the brand’s identity. When someone post with a hashtag #rhodeglowup, they are not just showing a skincare routine; they’re showing who they are.

In essence, they’re saying: I am someone who values simplicity, glowing skin, and main character energy.

If you check their social media platforms, you’ll see that they frequently reshare consumers post, thus passing a strong message and strengthening community bond.

It tell them “You matter to us” and “You’re part of this.” This sense of belonging turns a one-time buyer into a loyal customer who brings other customers.

They extended their presence beyond the digital world by creating pop-up shops, photo booths that provided customers with an engrossing in-person experience.

During these events, fans can physically see the products, meet with influencers, and engage with each other in a way that feels more intimate and exciting.

What Does This Mean for Your Brand?

Always give your audience a way to participate not just consume your products.

Create challenges or tasks, reshare their content, and celebrate their wins publicly.

Ask them questions and genuinely respond. Ask for feedback and make readjustments where necessary.

The brands that build community build something even competitors cannot copy or imitate. This is when your audience start becoming a team.

Step 6: They Spent Almost Nothing on Paid Advertising

When I confirmed this, I was dazzled and I think this part of Rhode’s story should stop every marketer in their tracks.

The number that shocked the internet was their marketing expenditure, which was 11% of their total revenue.

Most DTC brands 30% to 50% of revenue into paid social advertising unlike Rhode that spent 1/5 of theirs.

I’ll show you how they did it…

They built the most important marketing tool most brands try to buy: which is the media trust.

Every trend Hailey started, UGC post a customer made, and every influencing video that genuinely showed love while using the product was a marketing strategy that cost Rhode almost nothing.

Because of this any dollar spent on marketing generated approx. 9x in return (9x Marketing Efficiency Ratio), while most brands hover around 3x to 4x in return (source directly from e.l.f.).

The lesson to be learnt here is very clear especially if you’re building a brand on a tight budget.

You don’t need to spend huge amounts on paid ads to build a profitable brand; you just need a story worth sharing, a product worth talking about, and a community ready to do the talking/hype for you.

What Does This Mean for Your Brand?

Stop obsessing about reaching more people and start asking yourself this question, “How do I create something worth sharing?

Build moments that can be shared into everything and that includes your content, your products, and customer experience.

When your audience becomes your marketing team, advertising cost will drop to the lowest.

Step 7: They Built a Real Business Behind the Brand

This is the final strategy I have for you and it’s what most people building a personal brand overlook.

They made 3 decisions in a structured manner that separated them from other beauty brands that launched during the same period.

i.) She Built a Real Executive Team:

Lauren and Micheal Ratner which are cofounders brought their operational and production expertise while CEO Nick Vlahos (formerly of The Honest Company) brought credibility and and experience on growing consumer brands.

Rhode was never solely dependent on Hailey’s social media posts for survival.

ii.) She Was Disciplined in Keeping the SKU Count

While some competitors would go ahead to launch 25-40 products to declare themselves as a full-line brand, Rhode launched only ten.

Each product coming to light due to consumer demand. This discipline and product restraint from the strategy is what made Rhode so desirable, acquirable, and worth $1 billion.

What Does This Mean for Your Brand?

Popularity will not build a profitable business but discipline, repeatable systems, and focus will scale a brand into an asset.

The Brutal Marketing Secret Hiding in Plain Light

After breaking all of this down for you, here’s the one thing Rhode did that nobody talks about:

They made people feel something before asking them to buy. Everything they did was designed to create this feeling of “I want to be a part of this world.”

This showed in every scarcity drop, product name, UGC campaigns, and every content.

I’d say this is what great marketing is all about. It doesn’t chase customers but creates a world that is so compelling, specific, and resonates emotionally that it makes the right people come willingly with their money.

Rhode didn’t win because Hailey is famous. They are many famous people whose beauty brand failed.

They won because behind that fame they built a marketing strategy so unique, clear, disciplined, and deeply human, which converted attention into loyal customers and finally made it worth $1 billion.

I’ve handed you the blueprint, the next question is, What are you going to do with it?

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About the Author:

Hi bestie 👋

I’m Ruth, the creative mind behind Rue Writes to Convert. Two years ago, I ditched my 9-5 to gain both financial freedom and explore life on my own terms.

As a copywriter and marketing strategist, I built this space to help you grow your business using words and strategic content that connects and converts while sharing every step of this journey with you.

I’m so glad you’re part of this community ❤️

Let’s keep in touch:

📧 Need help with conversion or any other marketing-related issues? Reach me via ruthnche115@gmail.com

📞 In need of strategy, clarity, and positioning to help you upscale? Book a 30 minutes clarity call with me.

🔗 On LinkedIn? Let’s vibe…

💬 Ask me anything, I’ll respond ASAP

Thanks for reading!

Enjoyed it? Feel free to share it.

Share

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By Ruth Odey — Join a community that converts.

Practical copy lessons and marketing tips that connects, converts, and help you live life on your own terms.

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You may not know this about me… but I’m coming clean today and I’ll tell you something about me most people don’t know about.

I’m a 500L medical student in the University of Calabar, who is also building an online business.

I came across Substack last year December, and this year, I decided to build my brand here and see where it takes me.

We all know how medicine is a jealous lover, who wants all the attention it can get. Hence combining both isn’t a walk in the park.

So yeah,

I’m taking you on an actual day in my life, so you get to see the not-so rosy and raw-unfiltered side of this journey.

Today’s Monday, let’s not forget that!

For two weeks I’ve been in Paediatrics department and currently I was posted to the Special Care Baby Unit where we deal with mainly newborns who are are severely sick or premature babies.

So, today I woke up around 5:30 AM after snoozing my alarm for like 30 minutes.

I read my devotional and prayed obviously because that’s what keeps me going for the day (I can do all things through Christ who strengthens me 🤩)

I had a quick home Pilates session by Lily Sabri (because your gurl gonna hit that summer bodddy 😩)

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Had a very light breakfast and I’m off to school. Classes usually start by 8:30 AM and everyone has to be seated before the lecturer comes in.

The morning lecture for today was Acute Glomerulonephritis. It’s a sudden onset of inflammation to the glomeruli(filtering structures) of the kidneys, usually due to post streptococcal infections.

I’ll seize to bore you of all the details 😩

Immediately after the morning class, I headed to the Special Care Baby Unit (SCBU) for clinical postings. Here, we do ward rounds, run clinics, etc.

On the first day of our posting we were all assigned patients that we have to clerk, manage, and follow up.

My patient is a preterm baby boy who was admitted on account of preterm low birth weight (1.57kg) at 32 gestational weeks.

His mother delivered before term (37-40 weeks) on account of severe preeclampsia (240/120 mmHg) and had to undergo an emergency lower segment caesarean section.

Hence, he was in an incubator which provided a thermo-neutral environment to aid his survival.

Here, he was given intravenous antibiotics like ceftriaxone, genticine, meropenem due to neonatal sepsis as they are more prone to it.

IV fluid of 90mls 10% dextrose water was given as he couldn’t suckle his mother’s milk at the moment.

Caffeine citrate was given to prevent apnea of prematurity (stimulates the CNS to send signals to the lungs, so it doesn’t forget to breathe).

Today, I had to take note of the vitals, weight, temperature, medications, fluids, and meals given to the baby and report to my professor.

He is currently doing better and his general health has improved.

This session lasted from 10 AM till 1 PM. After I had signed my logbook for attendance, I headed for my afternoon lectures, which was scheduled for 1:30 PM.

We had two, each lasting for about 1hr 30 minutes. The topics of the lecture were: Sickle Cell Diseases and Sickle Cell Anaemia.

The one thing I dislike about this unit is the call sessions. You literally have to attend calls every day for the 2 week duration.

Call is from 5pm to 7pm. By now I was already itching to go home.

I work from home as a copywriter/marketing strategist for a travel agency. My current task is to write the website copy as we are about expanding worldwide.

My meeting with the CEO that day was scheduled for 7:30 PM. We met to discuss the sections for our website copy and category travels/trips.

At 8:30 PM, I quickly refreshed and ordered some food because the last thing on my mind was cooking at that instant.

I knew that sleep wasn’t far from me anymore and I had to just set my alarm for 3 hours of sleep.

Waking up at 11:00 PM, I went over my to-do list for the day and I realized I need to connect with my people on Substack.

So, my goal each day is to do the following:

• Post about 10 notes a day

• Chat with my community on the subscribers chat

• DM up 5 Subscribers

• Engage in people’s notes and posts

• Write for 2 hours (Substack posts)

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If you’re building an online business, you need to communicate with people and build a relationship with your audience in order to gain their trust.

They need to know you personally. If your audience doesn’t like you; they won’t buy from you.

Buddy, let’s face the raw reality…

I know what might be running through your mind right now, having read till this point.

You might be thinking “Wow, she got it altogether” “She’s a strong girl” “She’s so good at multitasking.”

But I’ll tell you for sure,

This is just one out of the many days where I kept it cool. I’ve been where I’ve cried my eyes out because I’m exhausted, tired, and uncertain about this whole journey.

There were times where I’ve doubted myself, where I’ve overthought things, where I almost gave up because I felt I couldn’t do it.

Even up till now, I feel that way sometimes, but I’ve learnt throughout this process that it gets better if you stay long enough to see it work.

I keep whispering to myself that it’s either a WIN or a WIN! I can do it.

I’ll also tell you what I tell myself, “You can be whatever the h*ll you want to be,” “Nothing can stop you,” “You are talented, gorgeous, creative, and strong…”

Now, act like it ❤️

And if you’re like me, juggling two or more things, with an unquenchable desire to see yourself bloom at all…

Just know that you’re not alone and I’m with you every step of your journey.

I’ll keep on encouraging you and I’ll share marketing ideas and strategies that are easy to implement so you can effectively balance building an online business and your other passions.

P.S. One thing I’ll love you to always do is not to be too hard on yourself and give yourself grace.

I’m here to see it all work out for you in the end, cos I know it will.

Till my next session, talk to you soon…

Lots of love,

Rue 🫂❤️

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About the Author:

Hi bestie 👋

I’m Ruth, the creative mind behind Rue Writes to Convert. Two years ago, I ditched my 9-5 to gain both financial freedom and explore life on my own terms.

As a copywriter and marketing strategist, I built this space to help you grow your business using words and strategic content that connects and converts while sharing every step of this journey with you.

I’m so glad you’re part of this community ❤️

Let’s keep in touch:

📧 Need help with conversion or any other marketing-related issues? Reach me via ruthnche115@gmail.com

📞 In need of strategy, clarity, and positioning to help you upscale? Book a 30 minutes clarity call with me.

🔗 On LinkedIn? Let’s vibe…

💬 Ask me anything, I’ll respond ASAP

Thanks for reading!

Enjoyed it? Feel free to share it.

Share

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By Ruth Odey — Join a community that converts.

Practical copy lessons and marketing tips that connects, converts, and help you live life on your own terms.

Subscribe to Rue Writes to Convert

When I changed my mindset about marketing, my life changed… and you may be wondering how?

Stay put buddyyy… and I’ll fill you in!

Two years ago, I hated the thought of marketing, it felt too complex, it felt too stressful, and probably, I was just fed up.

Because I kept trying to be a pro at marketing, I had watched enough YouTube videos, but while implementing, I’d feel stuck.

They kept making me feel like it was a very difficult thing and I would probably need to study 8+ hrs, and I would need an Udemy course certification or so.

That alone wired my brain to think that I couldn’t achieve it that easily and somehow I convinced myself that I suck at marketing.

But one more step changed everything…

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I decided to read these 5 marketing books and it made me become a better badass copywriter and marketing strategist.

I also carried out deep research, studied marketing strategies of top brands, and registered for live classes and boot camps that helped me understand marketing really well.

And I’ll tell you for free…

Marketing shouldn’t and isn’t supposed to be over complicated. In fact, my most successful marketing strategy followed just a simple funnel.

Now, I’m always so confident about my marketing strategies and I’ve written copy and created many marketing funnels and campaigns for startups, founders, and businesses.

In this article, I’ll tell you everything you need to know about marketing and once you implement it the right way, you’ll be able to market, literally anything.

What’s crazy is that even as a beginner you can use this for your business and still win.

Let’s dive right into this…

1. Be Super Clear on Who You Are and What You Do.

This is where a lot of people make mistake and many people don’t even realize it.

You have to be extremely clear in communicating to your audience about who you are and what you do.

Note that this should be in simple terms that even a seventh grader can read and understand.

For E.g I have in my bio: “Conversion Copywriter and Marketing Strategist [This is who I am].

I break down the copy and marketing strategies behind 6-7 figure brands and teach you how to use them [This is what I do].”

Before you finalize on “Who you are? and “What you do?”

You need to ask yourself what you can do so well and how you can serve others or how you can impact on the live of others.

Also ask yourself what specific problem you can solve and what solution can you offer that can help to transform the life of your customers.

P.S. If you’re planning of building a brand on Substack or any social media platform and your audience cannot identify who you are and understand what you do in seconds, you’ll lose them way faster than you imagine.

If they have to second guess or process the information you provide; they’ll never buy from you.

2. Know Your Customer By Heart

This is where a lot of businesses flop… I mean really flop.

Tell me why some brands get to skip the talking stage and jump to the dating phase?

And that’s where research comes in. You don’t just assume you know them, you get to work.

Now, getting to know your customers isn’t as hard as you think; with the invention of AI, you can research about your customers very quickly and easily.

Firstly, get to know their pain points, their desires, their fears, what keeps them going, what holds them back, and what they stand for or believe in.

All these needs to be spoken in their language and in a tone that resonates well with them.

A brand that does this so well is a very popular brand we all know and I know you’ve used at least one of their products.

It’s NIKE…

They don’t just sell shoes, they speak to the identity, struggles, and ambitions of their customers.

That’s why their tagline is “Just Do It.” They speak to how people see themselves, feel about themselves, and their mindsets.

These are the following struggles of their audience that Nike tap into.

• “I’m not disciplined enough”

• “I don’t feel confident in my body”

• “I keep starting and stopping”

• “I’m not where I should be”

• “I’m tired but I don’t want to quit”

• “I want to be an inspiration to others, to show up even when I don’t feel like it”

Nike then solves each of these pain points with their products.

An e.g., for those that feel “I’m not disciplined enough,” it gives them the gear and motivation they need to crush their goals.

They do this by providing comfortable shoes, performance wears, active wears, and tools that make execution easier.

And this applies to you irrespective of your niche, or your type of business.

You must reallllyyy… get to know your audience.

Using this format above, get to ask yourself questions about them, and if you can’t answer off hand, you should go back to the drawing board.

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3. Build a positioning strategy that makes you stand out

This is where the real research comes in and if you used to run or shy away from this task…. You need to buckle up 😂

These are the following areas that you do explicit research:

✔️ Research on USPs: Identify your Unique Selling Point (USP). Know what your audience is desperately searching for and help them in ways no other person has.

✔️ Do Keyword Research: Look for words that your audience search for on Google or any other browser.

You can use apps like Semrush and Ahrefs. They have free versions, so you can give it a trial.

Use these keywords in your content, bio, about page, blogs, websites, etc. This will help you rank for these keywords on Google, and also help you gain more traffic.

Another way is to make a manual list of all the products or services you render and also use them as keywords.

You can also use your Google chrome browser by typing in your niche slowly… you’ll see other suggestions alongside. Those are keywords that your audience are frequently searching for.

P.S. You can use this also to get ideas on what product or services your audience needs and the direction your content should go.

✔️ Do Competitors Research: There’s this saying, “You can’t beat them, until you know their weak points” and that’s absolutely true.

You have to do a thorough research on your competitors and this is how you know your them.

Search about your niche, business, products, or services on Google and the top 5 lists you see are those that you’re competing with.

Go to their websites, blogs, and even sign up for their newsletters. Take note of what they are doing well, and even do it way better.

Those things they aren’t doing at all, include them in your strategy, and make them your USP.

This gives your audience a reason to choose you. It shows how unique and different you are from others.

4. Design Your Content Strategy

Now, you should be very intentional about this step because it’s where your audience starts trusting you.

This should range from educational, to motivational, to personal content.

✔️ Educational Content: This includes how to type of content, lists content, step by step contents, etc. They’re content that are highly informative and valuable.

Give your audience so much FREE value till they get uncomfortable with your level of generosity. This creates an insane amount of trust, and it becomes easier to buy from you.

P.S: You give freely BEFORE you sell…

✔️ Motivational Content: These are content that shows that you understand that struggle, you see them, and you’re rooting for them.

You create content that tell them it’s possible to achieve their goals with consistency, hard-work, and discipline.

This makes them feel heard and valued

✔️ Personal Content: Your audience want to know who you are beyond your brand. They want to connect with you so badly…

Here you can tell personal stories, past experiences, your challenges, and how you scaled through difficulties.

They want to see your vulnerability not the too-perfect version of you.

You could do a GRWM content, A day in my life as a… content, places I visited this week content, A morning routine content, etc.

All these adds spice to your content, and it just keeps your audience aligned with you.

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5. Build Your Marketing Funnel

This is where people over complicate things. They think that the longer or more complex the funnel is, the more leads it generates.

The truth is, a very simple and clear funnel can generate so much leads and sales than you can imagine.

I’ll show how in the following steps:

✔️ Step i: Drive Traffic

You can do this either organically or through paid ads.

To drive traffic organically, you’ll create content that satisfies the cravings of your audience. This is where your content strategy comes into play (as I’ve discussed earlier)

Drop a very valuable content that makes it impossible to ignore. I bet they’ll want to stick around.

You can also use paid advertising push your content forward to reach as many people as possible.

A smart hack is posting your content organically, if the analytics are high or if it does well, you can transition into paid ads. The reach would be insaneee…

✔️ Step ii: Generate Leads

In marketing, you should be familiar with free stuffs because people love free things.

Create a lead magnet by offering something that is highly valuable for free in exchange for their email address.

On Substack it’s a bit different. You create a highly valuable offer in exchange for a subscription.

Once they subscribe or fill in their email address, the link will take them to a landing page for your lead magnet, where they can download the free resource.

✔️ Step iii: Nurture Your Leads

This is where you connect, build real relationships, and build trust with your customers.

Firstly, welcome them by setting up a welcome sequence that shows gratitude to them, tell them what to expect, and how you plan on serving them.

Reassure them that you’re with them and you’ll help them out throughout the process/journey.

Remember to continuously show up in front of them. Send them weekly emails on updates, news, offers, etc.,

P.S. Do not try to outrightly sell to a new lead, especially something expensive. Start with small risk-free offers till you’ve built enough trust for them to buy.

✔️ Step iv: Sell Your Offer

Now you can finally sell to your customers. Before then, you must have set up a sales page that would throw more light on your offers.

There, you’ll prioritize benefits over features, handle objections, showcase social proof, and minimize risks as much as possible.

Next, you’ll set up an email sequence to promote your offer. Each email is targeted to their specific pain point, what they can benefit, and the transformation they get from your offer.

You can also promote your offer using social media campaign, where you create awareness, educate, and sell your products or services.

6. Study Your Analytics

Know that this is one of the important steps in marketing and you should take it seriously.

At the end of the day, you have to study what worked and what didn’t.

For the strategy that worked, double on it and expand. For those that didn’t, you might need to change your methods, or refine them.

Analyze your open rates, click through rates, conversion rates, and see which emails did best, and why it performed better.

You can also check where a good number of your traffic is coming from and also where most conversions took place.

All these would help you in auditing your business and upscaling your revenue.

P.S. Be extremely creative and do not be scared to try new things. Do what others haven’t done before. Let your brand be memorable…

Also, try to keep up with trends and updates on new marketing strategies because you have to keep up with the advancement of the marketing industry.

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About the Author:

Hi bestie 👋

I’m Ruth, the creative mind behind Rue Writes to Convert. Two years ago, I ditched my 9-5 to gain both financial freedom and explore life on my own terms.

As a copywriter and marketing strategist, I built this space to help you grow your business using words and strategic content that connects and converts while sharing every step of this journey with you.

I’m so glad you’re part of this community ❤️

Let’s keep in touch:

📧 Need help with conversion or any other marketing-related issues? Reach me via ruthnche115@gmail.com

📞 In need of strategy, clarity, and positioning to help you upscale? Book a 30 minutes clarity call with me.

🔗 On LinkedIn? Let’s vibe…

💬 Ask me anything, I’ll respond ASAP

Thanks for reading!

Enjoyed it? Feel free to share it.

Share

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By Ruth Odey — Join a community that converts.

Practical copy lessons and marketing tips that connects, converts, and help you live life on your own terms.

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I got rejected when I applied for my first job and as someone who loves to know “Why” I looked for answers.

I handed my portfolio to my mentor for a review.

What she said next completely threw me off balance.

“You used AI… I could tell from the beginning.”

With that, I didn’t need a prophet to tell me what led to my rejection.

And right now, you might be wondering the same thing about yourself; whether the numerous rejection emails sitting in your inbox are because someone could see right through your work too.

Here’s the uncomfortable truth… If you continue using AI the way most people do; you’ll be replaced by it.

Now, it’s not because AI is smarter than you, but because anyone using AI strategically will always outperform someone misusing it.

That gap?

I’ll show you how to use AI strategically to outthink your competitors and outsell them.

That way, you get to preserve your voice, creativity, and that human-touch AI can never give.

What is AI?

First of all, we have to redefine what AI really is…

AI is a tool, not your substitute! Think of it like a personal assistant that helps you work faster, work better, and never run out of ideas; but still needs YOU to tell it what to do.

While AI generate tons of ideas, draft structures, and perform research in split seconds.

It has no lived experience, no emotional intelligence, and no understanding of your specific customer.

It can’t merge these experiences, emotions, empathy, and abstract thinking into creativity.

But YOU can, and that’s a competitive advantage you have.

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6 Ways to Use AI to Write Better Copy and Close More Sales

1. Use AI to Destroy Writers Block

This is one cool way to use AI as a copywriter or marketing strategist.

Most writers experience writers block — they have the ideas but just can’t translate it into words or express them in a way that’s good enough.

Whenever you hit a brick wall, tell AI your topic and ask it to give you five angles to explore.

In an instant, it eliminates writers block and saves you a lot of time from overthinking and researching.

With this, you’re using AI to start the thinking, not finish the writing.

Once you’ve gotten the angles, you write in your own voice, your own experiences, in the tone and language your customer best understands.

Here’s how: Type this into ChatGPT before your next post, email, or copy.

I’m writing a [type of content] for [audience] about [topic]. Give me 5 different angles I could take, ranging from educational, to motivational, and to personal story.

Pick the one that suits you, your brand, and target audience best.

2. Use AI to Generate Hooks and Headlines

AI can literally pour out 50+ hooks and headlines in a minute, and while that sounds like a good idea — it can actually be chaotic.

You can’t just tell it “Write a headline for …” You’ll end up getting headlines and hooks that does absolutely nothing.

This is why having a good knowledge of what makes a strong hook is key when using AI.

You need to understand what makes a hook work.

You need to know when to use specificity, curiosity, pain, urgency, etc., in hooks, and if you don’t know how…

I made a post that’ll teach you how to write irresistible hooks that drive traffic and converts.

You can also get 137 free hook templates that can be used in your content, reels, copy, emails, etc.,

Get 137 Free Hooks

Here’s how: Tell it to…

“Generate 20 headline/hook options for a [type of content] targeting [audience] about [topic]. Make some curiosity-driven, some pain-points led, some controversial, and some bold-claims.”

Once you go through the list, pick the strongest options, rewrite it with your own voice and tone.

3. Use AI for Market Research

A lot of new copywriters and business owners skip market research when writing copy, mostly because they feel chatGPT can do a quick search and give them all the insights they need.

That’s a huge mistake, because market research is much more important now than ever before.

AI helps gives you a starting point on customer pain points, common objections, and industry language.

The icing on the cake is usually from human sources such as reviews, comments, DMs, and real conversations from your actual audience.

While AI gives you the blueprint, real market research shows you how understand your customer and how effectively you can solve their problems.

Here’s how: Use AI to identify and categorize the pain points of your audience. Then, go to Amazon reviews, Reddit threads, your DMs, etc., and find the exact language, tone, and style they use.

Feed those information into AI and ask it for ways and suggestions you could use to write the copy.

4. Use AI to Write First Drafts

Note that this is just a draft and NOT the actual copy. It helps with the starting point especially, if you don’t know how to start.

The most successful copywriters use AI-generated drafts, to help with the hook, structure, and flow.

They don’t publish the draft… This is the mistake most people make.

It only gives you a guide, your only job is to sound like YOU. Add your stories, your opinions, your humor, your brand voice, etc.

Get smart with it — not lazy!

How to use it: Ask AI to draft an email or post. Go through it thoroughly. Replace generic sentences with specific ones.

Add a personal story, a lived experience, or something creative.

Change the CTA to sound like you actually talk. With this, you’ll end up with a copy that’s fast to produce but genuinely human.

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5. Use AI to Create Multiple Variations for Testing

This is one of the biggest advantages of AI — as it allows you to experiment and explore other varieties way more faster.

If makes it easier to create multiple versions of ad copy, email subject lines, headlines, CTAs, etc., in seconds.

Instead of relying on just one copy, it can generate ten or more variants you can test to identify the best.

Over time, you’ll learn what your specific audience responds to, and that knowledge is something AI can never take away from you.

How to use it: “Tell AI to write 10 different subject lines for an email about [topic] targeting [audience].

Make sure to vary the style — some should show spark curiosity, some should be controversial, some should have very bold claims, some should speak directly to the pain points of the audience.”

6. Train AI on your brand voice so it stops sounding like everyone else.

This is one step many people miss out on and that’s why their content sounds like everyone else’s.

You can actually train AI on your existing content and give it directions on your the tone, style, and flow that suits you best.

This helps AI to generate frameworks, structures, and guidelines that blends with your existing brand voice.

It makes the whole process a lot more easier for you. All you need to do is add that HUMAN sparkle and that’s it…

Feed AI examples of your best-performing content, describe your tone (could be conversational, or warm, bold, or direct), and tell it who your reader is. The more context you feed it, the more it sounds like you.

How to use it: Create a simple brand voice document and paste it at the start of every AI conversation.

Tell it “Here is my brand voice guide: I write in a [tone] style. My audience is [description]. I avoid words like [x, y, z]. Here are 3 examples of my writing [paste examples]. Now, help me draft out frameworks or structures that could guide me throughout this copy.”

That’s it!

6 smart ways to use AI as a copywriter, marketing strategist, business owner, etc.,

Now, you don’t have to reek of AI, you also don’t have to lose your voice and human touch to a bot.

Rather, it inspires your creativity and make all the hard work a lot more easier.

AI won’t take your business, but a competitor who knows how to use AI the right way will — while you’re there starting from scratch.

The smartest copywriter and marketing strategist aren’t choosing between AI and their own skills, rather they are combining both.

They use it to think wider, work faster, and produce better while keeping their human voice, strategic thinking, and creativity intact.

Instead of relying on AI to outrightly create content for you, focus on your core skills first, then use AI to get started, give you ideas, and help you with the most time-consuming part of copywriting and marketing.

Subscribe to Rue Writes to Convert

About the Author:

Hi bestie 👋

I’m Ruth, the creative mind behind Rue Writes to Convert. Two years ago, I ditched my 9-5 to gain both financial freedom and explore life on my own terms.

As a copywriter and marketing strategist, I built this space to help you grow your business using words and strategic content that connects and converts while sharing every step of this journey with you.

I’m so glad you’re part of this community ❤️

Let’s keep in touch:

📧 Need help with conversion or any other marketing-related issues? Reach me via ruthnche115@gmail.com

📞 In need of strategy, clarity, and positioning to help you upscale? Book a 30 minutes clarity call with me.

🔗 On LinkedIn? Let’s vibe…

💬 Ask me anything, I’ll respond ASAP

Thanks for reading!

Enjoyed it? Feel free to share it.

Share

March came with sooo much growth…and honestly, it’s been one of the happiest months of my year so far.

First of all… I just want to say WE HIT 300 🥹🎉

This means a whole lot more to me than you probably realize and I’m so grateful to you for being amazing.

31 days is a whole lot and if you missed any moment, I’m here to fill you in (I gat you.)

This month I paid more attention to connecting with people and building trust, because the foundation of every successful brand is built on trust.

This changed a lot of things for me; many people started recognizing me and understanding what I actually do.

Yet, ONE thing surprised me…

I didn’t have to post all the time to actually grow here.

Growth started when I consistently created something really valuable, that could solve people’s problems.

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Here’s What Happened In Rue Writes To Convert:

💠 The Biggest Thing I noticed

Something kept drawing my attention and it was a particular pattern of some writers.

They weren’t struggling with ideas, they were struggling with clarity. I mean, they had the best ideas, but they couldn’t make it clear enough for their audience to understand.

💠 A Post That Stood Out

One of my post got reviews that warmed my heart. Here, I sourced out free tools that help you write better copy/content easier and faster.

I also created other useful posts that could help you:

• Improve your copywriting and marketing skills and understand why people buy.

• Write irresistible hooks that stops the scroll and turn strangers into buyers.

💠 A Few Of My Fave Notes

This is a sneak-peek of some of my favorite notes this month.

You can explore more of my favorite notes here.

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💠 Something I Changed

I started being more intentional about what I write and the difference was immediate.

If it wasn’t educating, uplifting, or adding value to you, I wouldn’t share. My intention is to help you grow in the best way I can.

💠 Something That Didn’t Work Out

I’m gonna be real with you…

Not everything I tried worked out. I tried making some of my content sound more advanced, and it flopped.

The more complex I was, the more people became disconnected.

If there’s one thing March taught me, it’s this — clarity will always outperform complexity.

Most times, success is bred out of the simple things we do.

What was your biggest lesson this month?

This month taught me…

Oh,

Lest I forget to fill you in on one of the most exciting feature in Rue Writes to Convert — Rue’s Coffee Chat.

Here, we discuss ideas, strategies, and tips on how to grow your business and attain financial freedom.

We also yap about our day and some other goofy… things that you can only find out when you’re in 🤩

Join Rue’s Coffee Chat

Here’s What To Expect In April

• Copywriting frameworks that actually converts your audience into buyers.

• AI prompts and techniques that help you use AI the right way not the weird way.

• Key marketing strategies that help you become a pro… in the marketing game.

About the Author:

Hi bestie 👋

I’m Ruth, the creative mind behind Rue Writes to Convert. Two years ago, I ditched my 9-5 to gain both financial freedom and explore life on my own terms.

As a copywriter and marketing strategist, I built this space to help you grow your business using words and strategic content that connects and converts while sharing every step of this journey with you.

I’m so glad you’re part of this community ❤️

Let’s keep in touch:

📧 Need help with conversion or any other marketing-related issues? Reach me via ruthnche115@gmail.com

📞 In need of strategy, clarity, and positioning to help you upscale? Book a 30 minutes clarity call with me.

🔗 On LinkedIn? Let’s vibe…

💬 Ask me anything, I’ll respond ASAP

Thanks for reading!

Enjoyed it? Feel free to share it.

Share

Back then, I used to write copy that had <5% open rate even after pouring out my heart into what I wrote.

Sadly, this is the fate of 78% writers. They put in so much effort into creating valuable content and it still gets avoided like a plague.

Some email notifications make me pause, process, and click open.

Like, I would be so curious that I’ll drop whatever I’m doing to read it, and only till I take a good look, would I have peace…

Now, that’s what a good hook does. It captures your reader’s attention and keep them locked in.

Attention is the new currency and if you’re short of this, you’ll be leaving so much money on the table.

With the low attention span of people on social media, you have just 3 seconds to get them to click or lose them to your competitors.

That’s the reason why some businesses drive traffic and close numerous sales, while some are barely surviving.

If your content isn’t getting any views nor engagements, it’s not because your content is bad, it could just be that your hook isn’t good enough.

I began studying what actually makes people stop and read.

The results?

Mind blowing, I got better engagements, more shares, and my posts reached a larger audience allowing clients to find me and reach out to me.

Here are what people had to say about my hooks…

I’ve also put together 137 hot hook templates that you can use anytime, the link is at the bottom of this post.

I know you might be thinking “How do I write good hooks?”

The truth is you don’t need to be a good writer to write good hooks, you don’t even need years of experience, all you need is willingness to learn and courage to practice.

The 6 Hooks Structures That Consistently Works.

These are the exact frameworks I fall back to again and again when writing copy.

Each of them creates a different kind of curiosity.

1. The Contrarian Hook

This hook challenges something that people believe to be true.

The brain will demand an explanation whenever a statement disrupt expectations. E.g.,

• “The marketing advice quietly ruining your growth…”

• “The problem isn’t your content, it’s your positioning.”

It works because people want to know why you disagree.

2. The Specific Result Hook

Numbers make claims realistic. It does something to the brain, by making the brain pause to digest the information.

Now, let’s compare these two results…

• “How I grew my audience…”

• “How I gained 5,577 followers in 90 days…”

The first hook is very weak and won’t grab your audience attention, but specific numbers in the second hook create credibility and curiosity.

Your audience want to know “How did that happen?”

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3. The Mistake Hook

People are naturally wired to avoid mistakes. Whenever you highlight one, they immediately check themselves, to see if they are making it.

Eg;

• “The silent mistake ruining most landing pages.”

• “3 copywriting mistakes that quietly kill conversions.”

It works because readers want to make sure they’re not the ones doing it wrong.

4. The Pattern-Interrupt Hook

The aim of this type of hook is to disrupt normal content patterns.

More like, it’s very unexpected, your readers wouldn’t see it coming.

E.g.,

• “I regret learning copywriting the hard way.”

• “I know a lot of people will come for me, but…”

• “This might offend many people, but…”

People pause when they see something unusual, and that pause is what gives your content/copy an upper hand.

5. The Curiosity Gap Hook

This type of hook is a teaser. It reveals a part of a story and hides the rest of it.

More like enticing a cat with a mice or milk.

E.g.,

• “I changed just one thing on my landing page and you won’t believe what happened next…”

• One small copy tweak doubled my response rate and I can bet that you never thought of it.”

The brain hates incomplete information, it won’t stop till it’s satisfied.

That’s why it works

6. The Problem-Reveal Hook

This hook exposes a hidden reason behind a common frustration.

E.g.,

• “Your website doesn’t have a traffic problem. It has a clarity problem.”

• “Most copy don’t fail because it’s bad, it fails because the offer is weak.”

Why it works?

When your readers recognize the problem, it’s only natural to keep reading to find the solution.

How I Actually Write My Hooks (My Simple Step Process)

When writing a post, I rarely settle for the first hook.

Honestly, what takes my time the most when I’m writing copy is my headline, sub-headline, and hooks.

That’s the most crucial part of a copy and I don’t play about it.

I draft up to 10 different variations and I test each of them.

I first of all ask myself these 3 questions:

1. Does this create curiosity?

2. Is the benefit obvious?

3. Would I stop scrolling if I saw this?

If it doesn’t answer all three, I keep refining till I get the best.

Because once the hook works, most of the heavy lifting is done.

N/B: You can also ask AI for ideas and suggestions. Don’t just do copy and paste, refine it to be what a human will quickly respond to, because that’s who you’re writing for.

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My Single Hook Formula

While studying what makes people stop and read, I noticed that most strong hooks followed this exact pattern.

Curiosity —> Specificity —> Relevance

I’ll show you an example…

• “Why most websites fail to convert and the one thing they keep missing.”

Curiosity: Why they fail

Specificity: Websites

Relevance: Conversion problem

These three points pull people in, and that’s our goal.

Quick Exercise For You

Just to know if you’ve been following up and if you actually get it…

Take a piece of content you’re currently working on or you’re about to publish and rewrite the hook using these formats:

• Contrarian

• Mistake

• Result

• Curiosity gap

Once you do this, you’ll notice that some hooks create more tension than others.

That tension is what drives attention, and attention is the new currency.

Don’t lose money on the table!

As Promised, here’s your 137 irresistible hooks that get you scroll-stopping attention.

Get 137 Irresistible Hooks

About the Author:

Hi bestie 👋

I’m Ruth, the creative mind behind Rue Writes to Convert. Two years ago, I ditched my 9-5 to gain both financial freedom and explore life on my own terms.

As a copywriter and marketing strategist, I built this space to help you grow your business using words and strategic content that connects and converts while sharing every step of this journey with you.

I’m so glad you’re part of this community ❤️

Let’s keep in touch:

📧 Need help with conversion or any other marketing-related issues? Reach me via ruthnche115@gmail.com

📞 In need of strategy, clarity, and positioning to help you upscale? Book a 30 minutes clarity call with me.

🔗 On LinkedIn? Let’s vibe…

💬 Ask me anything, I’ll respond ASAP

Thanks for reading!

Enjoyed it? Feel free to share it.

Share

Subscribe now

I’m gonna be real with you for a sec.

You don’t need fancy, expensive tools to build your personal brand or improve your writing.

I used to spend hours overthinking the perfect headlines, captions, and CTAs for every content I wanted to write.

Before, I’ll use 3+ hours to craft hooks and still wrestle with imposter syndrome, because I felt like it wasn’t good enough.

Honestly, It left me worn-out and frustrated. It got to a point that I started questioning myself — wondering if this path was meant for me.

I always found it heroic that top creators in my niche were posting content, reels, and sending newsletters every day or multiple times a week.

Crazy right?

I used to think it was a talent thing (some passed down genetic genius thingy, lol) and I kept telling myself that some people are born with that level of creativity 😂

When I found out about their secrets (which I’m going to tell you) I couldn’t believe how easy it went moving forward.

Using these tools, I now write content for my LinkedIn using 25 minutes max, I use less than 2 hours to write a 15 minutes read newsletter on Substack, and I use less than 5 hours to write a whole website copy for a client.

Don’t you find this cool? 😎

Imagine saving precious time, efforts, and also making more money (you’ll have enough time to get more client’s work done)

If that doesn’t sound like eating your cake and having it, I don’t know what else can give you that.

The best part is they are free and you can use it even as a beginner. What are you waiting for then?

Subscribe now

They include:

1. CoSchedule Headline Analyzer

This tool is free and would help you write eye-catching headlines with ease.

All you need to do is enter your headline, and it will analyze its structure, its readability, and context.

Don’t get me wrong. This tool doesn’t just automatically write your headlines for you.

You have to write it by yourself first (even when messy) and it helps you organize and structure it, so you don’t have to go nuts overthinking.

It takes into account the length of your headline, choices of words, reading level, headline structure, clarity, and gives it a score.

Your goal should be to score at least 70 in all your headlines. It also has an SEO advantage (you can know how your headline would rank for a particular keyword).

My previous post’s headline is ranking at 83% which is way above average. It also shows my combinations of verbs, nouns, adverbs, power words, common words, etc.

2. Thesaurus.com

If you’re not using this tool, you’re sleeping on its benefits.

If you lack the right words for your copy or content run over here and use this free tool as you like.

Who doesn’t like free stuff?? 😩

All you need to do is put in the word on the search bar and it’ll give you a list of words that you can choose from that can be the perfect substitute.

3. RhymeZone

If you want to add some spice to your copy/writing, this is the best place to go.

Stop writing boring texts!

We can’t dispute the fact that rhymes make a write-up smoother and classier.

It’s also an important tool for writers who write poems and spoken words.

There’s this smooth flow that comes with inputting rhymes into your writing.

4. Hemingway Editor

This tool is a goldmine…

It simplifies your copy, removes the jargon, and makes it more concise.

It even identifies passive voices, adverbs, and complex words and gives suggestions on how to make them simpler.

It can also work as a personal reviewer by giving you in-depth insights and suggestions about your writing.

5. Read-Able

This is the best tool to use if your copy is readable. It measures the reading level, so you get to see if your copy is easy or difficult to read.

Remember?

A good copy should be readable even by a 6-year-old.

6. ZeroGPT

With the invention of AI a lot of writers have lost their tone, style, and creativity due to over-dependence on AI.

If your writing doesn’t connect with people, drive traffic, or promote sales, the problem could be that it reeks of AI.

Your audience want the raw you, and they badly crave emotional connection and not some bot-inspired creepy content.

This tool will help you use AI the right way. It highlights areas of your text that is AI-written and it gives a percentage of how humanly-written your text sounds.

The copy above shows that it was written by a human. Now, I’ll give you an example of an AI-written text.

It has other tools you can use to enhance your writing and they are AI humanizer, AI image detector, plagiarism checker, AI paraphraser, AI grammar check, etc.

With this tool, you can limit AI use and know when to draw the line. Now, you can use AI without having to worry about if it’s in excess or not.

So tell me…

Which of these tools are you currently using or planning on using? I’d love to know…

Leave a comment

P.S. If you want to ditch your energy-sucking 9-5 job, these side hustles can actually pay you and give you financial freedom.

And if you want to up your copywriting and marketing game, here are 5 books that would help you become a badass copywriter and marketing strategist.

I know you found this really helpful, you can share this post to someone who needs this. Send it to anyone who wants to improve their writing.

Share

Hi bestie, to keep getting more tips like this on how to make money online with copywriting; hit the subscribe button.

Here I share valuable tips and behind-the -scenes of my copywriting journey. I’d hate for you to miss out 😌

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When I started learning copywriting, I thought all I needed was my keen love for writing. I kept telling myself, “I’m good at writing, there’s no big deal…”

Little did I know that I was failing even before I started. I wrote copy that did absolutely nothing, and I almost gave up due to frustration.

When I noticed life wasn’t going as planned, I had to research on how to be better. I learnt that to become a better writer, I had to become a better reader.

I came across these 5 books that has become my all-time faves during this journey.

After putting what these books taught me into practice, I’ve worked with and wowed international clients that even retained me.

No. 4 is my best and I keep referring back to it whenever I want to write a copy. You will write better than 85% of copywriters out there after reading these books.

Let’s get right into it:

1. The Wizard of Ads

One thing that excited me first about this book was the name. It sounded like “The Wizard of Oz.” If you’ve read this fantasy book… you’ll understand 😩.

These are the 8 things this book taught me:

i.) Emotion Beats Logic Every Time

Roy H.O Williams stated that people don’t buy logically, they just justify logically.

I can’t tell how much that sentence hit me. The reason your copy isn’t converting is because;

• You overload your copy with features

• You don’t lead with emotions

• You don’t sell the transformations or outcome of using your product.

ii.) Stories Persuade Better than Claims

Most people underestimate the power of storytelling and I can tell you for free; this is one of the most important marketing skill a copywriter should have.

• Replace “We are the best” with a story that can prove it.

• Tell us more about the story behind the creation of the brand.

• Tell a story of your before and after

Storytelling reduces resistance and builds trust.

iii) The Power of Being Remarkable

Stop being a copycat! Stop it with love…

I see a lot of writers trying to copy competitors, always snooping around, always having that urge to want to be like others.

You’d think you’re winning but you’re doing quite the opposite. You’re killing your brand because you sound just like everyone else.

Have a unique brand voice and a writing style. Let it be consistent on every platform.

iv) Logic Convinces While Emotions Convert.

Logic satisfies a part of your audience’s brain, but emotion is what makes them buy.

Use emotional hooks, write clear benefits, limit risks, and handle objections quite early in your copy.

v.) Branding is Memory Building

Most people think that repetition and consistent messaging is a waste of time, little did they know that it’s the most important component of branding.

Consistency builds familiarity, and familiarity builds trust which is necessary for conversion to take place.

Your audience would not ignore you when you repeated yourself. They would ignore you because you don’t.

vi.) People Buy Identity

People buy a product that shows them that this is who they currently are and who they want to become.

You must paint a picture showing their true problems and how your product/service can help them solve their problems and make their life easier.

They are more convinced when they feel like you’re talking directly to them. Write copy that says:

• This is for you

• This is who you are

vii.) Advertising Amplifies Your Personality

Here’s what Ads do for you; it multiplies what you already are.

If your brand is boring and generic, it makes it more boring… phew 😮‍💨

If your brand is clear and authentic, it makes it much better.

I can’t even imagine the former 🤦🏾‍♀️. That’s why the antidote to a poor sale is not always ads.

You need to fix the root problem or else waste precious money on ads that won’t do nothing!

Advertising doesn’t fix weak positioning, it only exposes it.

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2. Save The Cat

I remembered when I saw this book, I kept asking myself how the title related to copywriting.

When I finally read it, I understood the concept.

i.) The “Save the Cat” Moment = Likeability Wins

Blake Snyder teaches that early in the story, the hero must do something redeeming (ie., Save the Cat), this makes the audience root for them.

Your brand needs a “Save the Cat” moment. Before you sell, show humanity, show empathy, show that you understand their struggles.

If your audience doesn’t like you, they won’t listen to you.

In your copy, you can show a relatable confession, share a frustration, or share a moment of vulnerability.

That’s your “Save the Cat.”

ii.) Structure is Everything (The Beat Sheet Principle)

This book breaks movies into clear story beats, and a clear copy does the same thing.

For instance your sales page should do the following:

• Opening Image (This states the current struggle)

• Theme Stated (This shows what they really need)

• Catalyst (This states what changes next)

• Rising Tension (Build tension by stating what happens if nothing changes)

• Climax (Showcase the solution)

• Final Image (Make them picture life after transformation)

Random persuasion feels like pressure while structured persuasion is more intriguing.

iii.) Stakes Create Engagement

If you noticed, in films they create stakes. Something is always on the line.

In copy? Most people always forget this important concept.

They forget that if nothing is at risk, nothing will feel urgent to their audience.

Input stakes like:

• Lost money

• Lost time

• Staying stuck

• Missed opportunities

If nothing changes, nothing will change.

iv.) Make Your Customer the Hero and Not You

I’ve seen this mistake countless times. Most brands the hero instead of their audience.

Stop praising your brand and make your customer the main character.

The fastest way to lose customers is to make yourself the hero.

v.) Transformation is the Goal

Your copy should follow this process Before —> Conflict —> After.

It should show

• Who they are

• What they are struggling with

• Who they become after

If it doesn’t show these things, it won’t convert. People don’t buy products, they buy new versions of themselves.

vi.) Genre Expectations Matter

If you don’t know what your audience want, your copy has already failed. There’s no redemption!

Every story should have expected patterns because your audience has expectations.

For example:

• Sport news subscribers expect sport updates and entertainment.

• Backpackers expect energy.

• Luxury buyers expect refinement.

If your tone clashes with these expectations, you lose trust.

vii.) The Opening Image Matters

Movies open with a visual snapshot, this should be the same with your homepage headline.

Your homepage headline should be your opening image. If your first line is weak, nobody will pay attention to you.

Since it’s an opening scene, make it count.

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3.) Breakthrough Advertising

Eugene Schwartz was very critical in teaching how marketers think. These are the amazing lessons I got from this book.

i.) You Don’t Create Desire, You Channel It.

Copy does not create desire, it only intensifies an existing desire. What this is saying is that…

You don’t convince people to want something, you identify what they really want and then you position your offer as a bridge between what they desire and how to satisfy that desire.

Your job isn’t to persuade someone to want something new, it’s to connect what you’re selling to what they already crave.

ii.) Market Sophistication Changes Everything.

He explains that the more exposed a market is to claims, the more sophisticated your messaging becomes.

For instance:

• Early market —> “Lose Weight Fast.”

• Late market —> “Lose Weight Fast Without Giving Up Carbs.”

• More later market —> mechanism-driven claims.

If your copy sounds like everyone else’s, it’s not because it’s bad, it’s just because your market has heard it before.

You need to channel your messaging into something they haven’t heard before. This makes you stand out!

iii.) Awareness Level is Matter More Than Creativity.

He breaks down buyers into different levels of awareness. They are:

• Unaware: These are people that don’t even know they have a problem.

  You have to let them know that they have one, and you do this by creating content that showcase their predicament.

• Problem-aware: This set of your audience are knowledgeable about their problems but don’t know the solution to it.

• Solution-aware: This set of people are aware of their problems and also know what can solve them.

• Product-aware: They know they have a problem, they know the solution to it, and they also know that your product can help them.

• Most-aware: This set are very knowledgeable about everything; their problem, the solution, your product, etc.

Most copy fail because they speak to the wrong awareness level.

Don’t explain the solution to someone who doesn’t yet feel the problem. Speak to where your customer is, not where you want them to be.

iv.) Specificity Creates Believability.

Schwartz’s ads were very specific. E.g

• Lose weight with …. ✖️

• Lose 16kg in 6 weeks without giving up carbs ✔️

Specific copy beats vagueness every single time, because specific copy feels true while vague copy feels safe.

The former is what converts…

v.) Mechanism > Promise

In an advanced market, making promises isn’t enough, you need a unique mechanism.

Not just…

• Sleep Well

But,

• Get a More Accurate Sleep by Tracking Your Sleep Patterns Every Day.

Mechanism makes your claim more believable. In a more competitive market, your mechanism matters a lot.

vi.) Mass Desire is the Force Multiplier.

He tells you that the power lies in the size of the market and the intensity of the desire.

Great copy intensifies an already existing emotion, it doesn’t invent it.

vii.) Headlines Must Match Desire Intensity.

Schwartz believed that the headlines did most of the work. But it doesn’t do this alone…

It must:

• Match the audience level of awareness

• Match their emotional tone

• Match their sophistication

If your market is skeptical, conversion fails. The louder your claims, the less believable you become.

viii.) Copy is a Transfer of Energy.

The intensity in your writing must match the intensity of desire in your reader.

If you’re too calm; you undersell, if you’re too aggressive; you repel.

The wrong emotional tone can kill a very good offer.

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4. Influence: The Psychology of Persuasion

The value in this book is too much to gate-keep for myself.

Robert Caldini wrote the ultimate secrets to making sales with human psychology.

I can’t count the number of times I’ve read this book, and I assure you that it works! Since I applied these tips, conversion rates have been skyrocketing.

Let’s get right into these principles:

i) Social Proof

People don’t just buy because it feels good, they buy because it feels safe.

Before someone crosses a road, they look sideways first, before moving forward.

In essence, before buying they ask:

• Who else has done this?

• Did it work?

• Is it worth it?

Testimonials are meant to reduce risk not to praise you.

There’s something that registers in their brain when they see that someone else has used this product and it has worked for them. It signals safety.

Case studies should show the transformation, because your audience doesn’t want to be the first scapegoat, they want to be reassured.

ii.) Authority

This isn’t about bragging, it’s about credibility.

In any market, people will trust an expert more than a newbie. But being an expert is not something you announce, it’s what you demonstrate.

The following signal authority:

• Specificity: you have to specialize and master in one thing, rather than doing everything and mastering none.

• Clear Frameworks: You need a clear system that you use consistently in your copy, not different versions of you. This show’s authenticity.

• Calm Confidence: Your audience can see through your skin for any camouflage. To be confident you need to keep learning and practicing.

Instead of saying “I’m a conversion expert” show “I help skincare brands increase revenue by 37% after restructuring their homepage.”

iii.) Scarcity

This doesn’t mean pressure, it’s just priority.

Scarcity works because humans value what feels limited. I’ll give you an instance.

I had an orange tree at the back of my family’s house and that tree bore many fruits.

I kept seeing oranges everywhere till I hated oranges. In 6 months, I haven’t tasted a single orange.

But due to scarcity of black grapes, anytime I see them, I immediately want to buy, because I don’t know when next I’ll casually come across them.

Because of how effective it is, I’ve seen many copywriters misuse it. Be careful because fake scarcity destroys trust.

Do this instead:

• Make sure it’s real and not just made up.

• Limit spots due to capacity.

• Close enrollments because you’re full.

• Use deadlines strategically.

When something is always available, it becomes optional… more like a joke.

iv.) Commitment and Consistency

The psychology behind this is that once people commit to something, even in a small way, they feel this internal pressure to behave consistently with that commitment.

Not because someone forced them, but because they want to see themselves as consistent.

Most brands want to force a big decision quickly, you’ll see “Buy Now,” “Book a Call,” “Invest $2000.”

It doesn’t work that way, people don’t jump from being stranger to being buyers.

It moves in stages. If someone had already agreed with you three times mentally, clicking “Buy” feels like a continuation not a risk.

That’s the Micro-Yes Strategy! You may be wondering what this means, I’ll put you through 🥰

Micro-Yes is a small psychological agreement before the big action. An instance is:

• “You’re getting traffic but no conversions” (The reader thinks and agrees, “Yes, that’s me.”

• “You tried tweaking your headlines, but nothing changed” (The reader relates to it, “Yes”)

• “You don’t need more traffic, you need clarity” (“Yes, that’s true”)

  Unknowingly to them, they’ve agreed three times to you. Hence, when you say “Let’s fix your messaging” They’ll say yes with ease.

v.) Liking

This is all about trust. No one will buy from you if they don’t trust you.

People trust people who feel familiar, share their values, speak their language, and understand them.

At this point, this is where your storytelling comes in. Write like a human, share your frustration, reveal your thought process.

People don’t convert because you impress them, they convert because you’re relatable.

vi.) Reciprocity

Give first, before you ask!

When you provide value upfront, people feel inclined to respond.

Offer something free; it could be an ebook, a course, a template, a class… etc.

This is why free insights work, valuable newsletters convert, and educational content attract clients.

Note that this value should be strategic and not nonchalant. When you teach generously, you sell effortlessly.

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5.) Take Their Money

This book by Kylie Milligan isn’t about manipulation, it’s about understanding why people buy and how to communicate value clear enough that paying feels obvious.

The following are my top lessons from this book:

i.) People Don’t Buy Products

They buy transformation — what they become after using your product or service.

They don’t want the course, the ebook, the website, the skincare routine.

They want confidence, financial freedom, clear skin, relief, etc.

Instead of saying “6 skincare secrets with listed products”

Say “Get clear glowing skin that turn heads and keep you confident”

ii.) The Value Equation

He talks about value in terms of

Value = Desired Outcomes — Obstacles

Your copy should increase the perceived outcome, decrease perceived risk, and remove friction.

A bad copy will be “This copywriting course will teach you how to write copy that sells”

A stronger copy will be “Write copy that boost sales and increase revenue even if you’re not a good writer”

The bigger the dream, the fewer the obstacles, and the more valuable the offer feels.

iii.) The Customer’s Problem is the Hook

We are told to identify the biggest problem, because not all problems are equal.

The dominant problem is what’s urgent, what costs them something, and what lingers in their minds.

iv.) Specificity = Believability

Generic promises feels risky while specific outcomes feel more credible.

Instead of “Grow Your Business”

Say “Turn Cold Website Visitors into Customers.” Specificity reduces mental resistance.

v.) Money Follows Perceived Certainty

People don’t buy when they are impressed, they buy when they are certain.

In your copy, remove doubt, answer silent objections, show proof, and reduce perceived risk.

This means that you should include testimonials, clear processes, defined steps, and transparent expectations.

Just give them fewer reasons to hesitate!

vi) Price is a Conversation About Value

If someone says “It’s too expensive,” what they are trying to say is “I don’t see enough value yet.”

Your copy must amplify the outcome, reduce risk, reduce effort, and showcase the transformation.

When the value is clear, price makes much sense.

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At last! We’ve come to the end of this long road and I’m convinced at heart that you learnt a whole lot from this post.

I need you to tell me which book is your absolute fave amongst all.

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And if you’re tired of your 9-5 job and you want financial freedom, where you can be your own boss and still have time for want you love, these side hustles can actually pay you.

I know you found this useful, you can share this post to someone who needs this. Send it to any audacious person this year 💪🏼

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2024 was one of those years that went by so slowly and every passing minute didn’t fail to remind me of how frustrated I was.

I had left my 9-5 job because of how demanding it was and as a med student, it was difficult keeping up.

I had heard a lot about remote work and how important it was to learn an online skill.

I knew that was my only salvation. Fast forward to 2 years, I can now work from anywhere in the world and even earn way more 💃🏾

I now have time for myself, my family, and friends. Such freedom makes life worth living.

After researching intensely, I found 6 best side hustles that can actually pay you in 2026.

1. Affiliate Marketing:

This is practically one of the easiest online skill you can learn. It doesn’t require capital, degree, or certification.

All you need to do is:

• Sign up for an Amazon associate account or go to copecart.com, or digistore24 and sign up for a free affiliate account.

• Find a niche you love (relationship, wealth, or health) and choose any product there.

• Put the link on your bio and start creating content, directing people to your link. For every purchase, you get a commission.

This is what many influencers do (where they do content showing how they use this product and then put their referral code in the comment, caption, or their bio).

P.S. You need copywriting and marketing skills to sell this product.

Easy breezy right? Tell me, is this something you’ll love to try?

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2. CV & LinkedIn Optimization:

I’m sure you have a LinkedIn account but haven’t used it in ages. I used to be scared of showing up on LinkedIn, but now I’ve come to love that space so much.

Profile optimization is one easy way to make money on LinkedIn.

All you need to do is be very clear on these things:

PROFILE PICTURE & BANNER

• Professional headshot photo

• Designed banner with texts on who you help and how you do it.

BIO SECTION

• Who are you?

• Who do you help?

• How can you achieve that?

ABOUT SECTION

• Problem statement of your target audience.

• Highlight the pain points

• State how you can help them

• Show them how you can help

• Put a CTA to get them to act

FEATURED SECTION

• Showcase your portfolio (link)

• Access to booking section or consulting call (e.g., Calendy link)

• Some of your well-performed posts

P.S. You need basic skills on how to use Canva. You also need little copywriting and marketing skills to actually convince your audience.

You can decide to offer these services to founders, startups, CEOs, and other busy professionals who don’t have time to do theirs.

If you’ll love to try this, let me know below.

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3. Virtual Assistants

If you love being a personal assistant this is definitely what you need.

The pros of this is that you can work for literally anywhere in the world and you don’t need any complex skills.

Here, you can help them organize their inbox, updating calendars, organizing meetings and contents, responding to emails, etc.

The good thing is VAs are really in high demand even with AI being everywhere. All businesses definitely need you.

Here’s what you need:

• Basic organizational & communication skills

• Knowledge of online tools (eg., Google Drive, Click Up…)

• Basic copywriting and marketing skills to enable you advertise yourself and communicate with potential leads

Is this something you want to try? Let me know below.

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4. Digital Marketing

Once you know how to do this, you can never be broke. This is one of the most popular passive income streams.

You can create any digital product and sell it online; ranging from templates, ebooks, courses, guides, checklists, etc.,

One thing I love about it is that you don’t really need a capital, you don’t need shipping costs, you don’t even need a publishing fee.

This is all you need to get started:

• Expertise in the topic, course, or skill

• Basic copywriting and marketing skills to be able to market your product

• Audience and Ads to reach a farther reach

If this is something you love, leave a comment below.

Leave a comment

5. Social Media Management

Literally all businesses want to thrive on social media, hence there’s a very high demand of social media managers worldwide.

If you love social media, then this is definitely for you. Businesses want you to schedule posts, maintain their online voice/appearance, with your creativity and strategy.

Here’s what you need:

• Good knowledge & experience of social media tools (eg., Instagram, Facebook, TikTok, etc.)

• Basic designing skills (eg., Canva)

• Basic copywriting and marketing skills to know how to attract your audience and nurture them (eg., Hooks, CTAs, etc.)

• Zeal for social media and keeping up with trends.

Is this something you’ll absolutely love? Let me know below.

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6. Copywriting

This is the skill that changed my life. Honestly, it’s the easiest and the most in demand skills ever. If you noticed, all other skills still relied on this to actually work.

All businesses need a copywriter because their websites need copy, landing pages need copy, their Ads need copy, their contents need copy.

Fun fact: it’s also a very high-paying skill 🤩 . Depending on your level, you can earn $(500-10,000) and above per project.

Awesome right?

The thing is you don’t need to go to college to learn this, you don’t need a certificate, you don’t need capital, you don’t even need to be a good writer to be a copywriter.

It’s beginner friendly. You don’t even need to be a smart person or have a high IQ 😩

Copywriting is simply the act of communicating in way that persuades people to carry out an action.

If you love to write, pour out your hearts, tell stories, understand human psychology, and if you love to help businesses grow, I can assure you that this is what you need.

Here just what you need to get started:

• Basic writing skills

• Empathy

• Curiosity

• Zeal

If you want to learn copywriting from scratch, I’m here to help you. Basically, I’ll hold your hands and lead you till you get your first client.

I’ve had to go down this path to make it easy and fun as much as possible.

You want help on how to go about it? Comment “HELP” or “DM” and I’ll take you through the entire process on how to get started.

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Now tell me, amongst all, which do you think is the best for a side hustle this 2026?

Leave a comment

Hi bestie, to keep getting more tips like this on how to make money online with copywriting; hit the subscribe button.

Here I share valuable tips and behind-the -scenes of my copywriting journey. I’d hate for you to miss out 😌

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I know you found this useful, you can share this post to someone who you think need this. Send it to any audacious person this year 💪🏼

Share

Talk to you soon,

Ruth 💕