Creative

Frictionless Copy

March 31, 2021

From the powerhouse copy team at Pilothouse Digital


In the coming weeks, Pilothouse copywriting experts David Franklin, Brad Knell, and Alora Bossy will be teaming up to bring you actionable copy advice you can apply immediately to increase your response rates. 


Let’s start with what I feel is the most important aspect of your copy.


Your copy has to be frictionless.


What do I mean by that? 


From the very first click of an ad or link in an email, right to your follow-up after the sale – and every step in between – your copy has to flow like a lazy river.

  • Each step has to make sense to your prospect. They have to feel like they are continuing down the same path that they thought they were starting when they clicked your ad.
  • One wrong sentence can make them question whether this really is the solution they thought was being promised. So choose your words carefully.
  • Make sure every piece of copy flows well and takes them effortlessly down the path towards eventually hitting that order button.


Here’s how to make sure you have everything dialed in…


Go through every aspect of your sales funnel, start to finish, trying to think like your prospect would as you do it.


Don’t think like the fisherman, think like the fish.


Anything that doesn’t seem like the next logical step for the prospect to take in finding the exact solution your ad promised, needs to be addressed immediately. It is costing you sales and money.


Here’s how to break it into bite-sized pieces…


Each touch-point with your prospect has a specific function.

  • For example, the function of a FB ad is to get the right people to click it. 
  • Once they click that ad, what’s the function of the next step in the funnel? What specifically do you want people to do, and why should they want to do it?
  • The same goes for every step in the sales process. They each have their own specific and unique purpose. 
  • Don’t try to get any piece of copy to perform more than one thing. It never works.


Now dig in and analyze each step of your customer's journey, and find the speed bumps in your copy. 👊


Want some help with a specific problem? 


Ask us anything related to your ad copy here, and we’ll do our best to get you rock-solid answers that you can take to the bank.

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