They say “consume less, create more” will fix your [insert creative problem here] – but I think the real party pooper is following folks in the same industry as you.
This week, I unfollowed and unsubscribed from a handful of copywriters’ socials and email lists.
I only like to peek in every once in a while to see what I disagree with, so I can tell you about it!
(I’m obstinate like that.)
One gal said templates make copywriting accessible for folks who can’t afford to hire a copywriter.
I’ve been anti-templates for a fat minute, so I dug deeper and questioned my approach. Aaaaand yet, here I am – loudly proclaiming:
“Plug & play” templates don’t make copywriting easier, or more accessible.
At the end of the day, we write copy to make SALES.
Templates are generic, expensive Mad Libs that make you sound like everyone else.
Templates do not provide high-converting Messaging and they certainly don’t show off your unique Brand Voice.
They simply enable you to stay within your comfort zone, filling in blanks until you DO make enough to spend an arm & leg, outsourcing to a copywriter.
AND THEN… you’re hoping that copy converts, but you can’t be sure because you haven’t nailed your Messaging.
If you want to write copy that converts, you need to learn sales copywriting skills and strategies.
Templates are a cop out.
The best way to make sales copywriting accessible is by teaching coaches and thought leaders how to write their own copy.
Then you can write high-converting copy and 10x your launch revenue – without hiring a copywriter.
$47 templates aren’t the answer. Education is.
I don’t use templates in my copywriting mentorship – I use wireframes.
A template is Mad Libs style, while a wireframe guides the order and type of copy within a piece of content.
Over on Instagram, Ammie asked:
But here’s a direct example from my Welcome Sequence Builder…
In Email #1, we’re delivering a freebie and include:
- The purpose of the email,
- Key content to write,
- An email wireframe,
- And a sample from my own Welcome Sequence.
The wireframe reads:
Subject: The [Freebie] I promised is here!
Body:Hey @First Name! Thanks for grabbing [the freebie, linked].
All you have to do is [explain how it works].
[2-3 sentences about the transformation they’ll experience.]
[2-3 sentences about what to expect from being on your newsletter.]
Since you downloaded [the freebie], I assume you’re also into [what you believe & create as a brand].
That’s what we’re about here.
[2-3 sentences about why the heck they should care and how it applies to them.]
[Sign-off]
ps – [A micro-ask. Follow you on social, move your email into their main inbox, reply with something specific, etc.]
Yes, a wireframe means more work for the creator and user – but it’ll produce higher quality copy and teach you the skills to write your own copy that converts.
Wearing someone else’s Brand Messaging & Voice like a meat suit will only hurt your sales! Fill-in-the-blank templates will keep you sounding like everyone else.
I don’t use templates in my copywriting mentorship, so I don’t use them in my Welcome Sequence Builder either.
Instead, I’m focused on teaching folks the sales copywriting skills and consumer behavior they need to make money.
If you’d like to start learning how to write high-converting copy for yourself – grab my Welcome Sequence Notion Builder for $39.
You’re the best person to write your own copy.
Copy isn’t just a “nice thing to have.” It can be the make or break for an entire launch, so learn how to write your own.
