Episode 102: The Power of Copywriting to Engage with Your Audience, with Adil Amarsi
Naming his website the Greatest Copywriter Alive may be a bold claim but Adil Amarsi has the numbers to back it up. Generating over $821 million in sales for his clients between 2008 and 2021, Adil is living proof that loving your numbers is paramount when it comes to growing your business. You can’t help but be impressed by Adil’s grasp of his own metrics and how he employs them to promote his mastery. Adil joins Sam in episode 102 to talk about the magic of copywriting and how to better engage with your audience.
With over twenty years’ experience as a copywriter, Adil began writing ads from the age of 12 in his home in East London. Driven by an obsession with human psychology, he is passionate about the ability to use words to convert readers into customers. Working with clients such as Tony Robbins, Adil has been nicknamed The Alchemist of Persuasion, The StorySeller and most notably The Michelangelo of Offer Creation.
In this conversation, Sam and Adil delve into the world of marketing, explaining what copywriting actually means and why it’s so important in business. If numbers are critical to financials, they are just as important in tracking sales conversions and understanding which marketing methods are getting the biggest bang for your buck.
Adil knows just what to say to compel customers to act, and he proves it with an on-the-spot cold email composition, marketing a product selected at random off Sam’s desk. It makes for impressive listening. Adil goes on to explain how the crux of good copywriting stems from understanding your audience and having the ability to put yourself in their shoes.
Whether you’re looking to bolster your sales and get more from your marketing collateral, wondering what difference numbers really make, or are just looking for tips on composing a better marketing email, you cannot go past this episode.
Listen to an excerpt
What we cover in this episode
What a Copywriter does – “a salesperson in print”
The magic of story-selling
Copywriting as a master skill
Adil’s criteria for high conversion numbers
Thinking ‘like a person’ to write good copy
The pleasure/pain ratio
Being the human, not the marketplace
The power of knowing your audience
Adil’s real time example of writing for a professional audience
Holding firm to your timeframes and client response times
Adil’s top tips to hit big dollars
Quotes
“There are three forms of effective advertising – there is in-person, face to face, telling you something; then there’s over the phone, telling you something; and then there’s reading something, and going to take action on it.“ Adil
“True copywriting is understanding every aspect of the marketing campaign, everything that needs to be right from the very beginning all the way to what the ad needs to say…any kind of material that gets someone to say yes and moves them along, needs to be written“ Adil
“Advertising, in my opinion, can be honest, truthful and ethical, and actually being honest, truthful and ethical is what gave me high conversion numbers” Adil
“The biggest mistake that people make with their copy is, they sell from their heals…there’s no direct action” Adil
“Most experts, particularly in the finance area, struggle with…walking in other people’s shoes. I had to work hard on that, I had to build my empathy skills and I’m pleased to say it’s something you can actually build“ Sam
“Never underestimate the intelligence or stupidity of your audience”
“When you remove the fear of what the next step is, people are ready to buy” Adil
Links mentioned
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