Want to Learn How to Write Killer Copy? Liz Slyman’s Own CIRCA Method Teaches You to Write Like A Pro

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If you’re not getting the results you need from your website, your copy may not be compelling to your visitors. Copywriting is a learned skill, but I’m excited to share a method, created by award-winning copywriter, Liz Slyman, that just might be the secret to turning things around!

Janet
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Writing copy that grabs the reader’s attention is a skill that doesn’t always come naturally. Even the most seasoned copywriter spends extensive time researching the best strategies for conversion and engagement. If you feel like you’re spinning your wheels trying to come up with clever copy and being left with words that fall flat — I have a proven method that will help you write killer copy: the CIRCA method.

The CIRCA method shows you five components that, when used correctly, will make sure the words you’re writing will get your reader’s attention and push them to act. Wondering why you should trust me? Well, not to brag but… I kinda wrote the book on effective copy (literally). So, without further ado, get your thinking hat on because you’re about to go to school!

The CIRCA Method

I’ve spent years perfecting effective copy and teaching others how to master the art for themselves. Out of this passion, I created the CIRCA method which makes sure every aspect of the copy written for your offer is a hit. While it was technically created with longer-form copy in mind, these concepts can be used for almost any kind of copy.

The five components for CIRCA are: Capture, Identify, Resonate, Compel, and Assure. Let’s take a look at how each one works.

Capture

So many writers get focused on catching the reader’s eye, but, in reality, that’s not enough. You have to find a way to capture their attention and keep it. The good news is that your reader is already interested in what you have to say or they wouldn’t even be reading your opening line. Now you just need to come up with a power phrase that convinces them they need to stick around.

Lucky for you, I’m sharing the exact formula for crafting this important element:

[Transformative verb] [pain point] into/and [a result of your offer] with [name of offer].

Got that? Here’s how it could look in action:

Transform your ineffective words into conversions with the CIRCA method!

Or how about this one:

Reverse weight gain and get in the best shape of your life with Trainer Tori’s exclusive 30-Day Program!

This one took it a step further by adding urgency and a sense of scarcity to encourage the reader to take action before it’s too late.

Identify

It’s very rare that a product or service is ideal for everyone. Actually, I can’t think of a single situation in which that would be the case. So, one of the most important things that you can do with your copy is to identify who your offer is for. Sure, you’ll lose some readers, but they were never going to take the offer anyway.

So, how do you identify who your offer is for? You make an identifying statement that clearly states who it’s for. Now isn’t the time to beat around the bush. Be direct and call them out! The more specific, the more your words will resonate with the people you’re trying to reach.

Here’s an example:

Are you a solopreneur looking for ways to improve your copy and increase your revenue?

If you were to read that statement as the single owner of a company you’d automatically say, “Hey! That’s me! I need to read more about this deal!”

Resonate

Now that you’ve captured and identified your target audience, you have to make sure that the words they read from this point on will resonate with them. You want them to feel what you’re saying in their bones and be convinced that you understand their need. The best way to do this is by bringing attention to either their pain and/or pleasure points.

If you’re appealing to their pleasure, you’re going to be talking about what they’re looking for. So this could be health, wealth, success, etc. You want them to feel as though you can give them what they’re looking for if they take advantage of your offer.

Or, you can appeal to their pain points by reminding them of what they’re trying to avoid or get rid of. If your offer is for meal delivery you could talk about spending hours slaving in the kitchen after a long workday. Again, you want them to believe that your offer will move them further away from that pain point.

Compel

The most important goal of your copy is for it to compel the reader to take action. The best way to do this is by helping them imagine their future. You can do this with either a positive twist or a negative twist. This is called future pacing.

Future pacing is a part of neuro-linguistic programming (NLP) and it’s when you help your audience picture what possibilities (good or bad) await them in the future if they take your offer or leave it on the table.

To use this to your advantage, you’re going to want to help them see how your service or product will make their life better. Use emotion to really drive your point home as you talk about the benefits that you can offer them. Notice I didn’t say to talk about your features. Why? Because the reader doesn’t really care about them, they just want to know what benefits they’ll get if they take your offer.

Assure

Finally, make sure that the reader believes that you can deliver what you’re promising. The tried and true method for this is good old-fashioned testimonials and social proof.

Share several stories about how past customers have benefited from your offer and why they would recommend it to others. Has your service increased your customer’s sales by 83% tell them! Did Mary Sue love your product so much that she bought one for everyone she knows? Tell them!

Make sure that your reader is left completely convinced that you can fulfill the promises you’ve made in your offer.

Killer Copy Thanks to CIRCA

Copy that converts and engages can finally be yours thanks to this incredibly easy method that I’ve created. From here to eternity, when you sit down to write words to sell your product or service, make sure you’re checking off these five components and you’re sure to see an increase in revenue and conversions in no time!

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Over the past decade, Liz Slyman has worked as a copywriter and digital marketing executive for a multitude of companies from startups to mid-sized businesses to working as the VP of marketing for award-winning, platinum-selling artists and is now teaching copywriting courses. Leveraging an understanding of the nuance of language in marketing, Liz founded Amplihigher, a content marketing and copywriting agency, designed to connect consumers to companies in a way that results in next-level brand expansion.

Gravatar mystery man

Over the past decade, Liz Slyman has worked as a copywriter and digital marketing executive for a multitude of companies from startups to mid-sized businesses to working as the VP of marketing for award-winning, platinum-selling artists and is now teaching copywriting courses. Leveraging an understanding of the nuance of language in marketing, Liz founded Amplihigher, a content marketing and copywriting agency, designed to connect consumers to companies in a way that results in next-level brand expansion.

6 Comments

  1. Avatar Seana Turner on September 28, 2022 at 11:10 am

    This makes great sense to me! Perfect approach for writing copy, especially to promote a specific product or offer. Maybe I could give this a whirl:

    Convert your overstuffed “dump” room into an appealing guest room by hiring a professional organizer.

    How’s that? 🙂

  2. Avatar Linda Samuels on October 3, 2022 at 12:04 pm

    I love how Liz breaks this down and gives specific examples. That first part (C= Compel) is gold! Honestly, all of what she wrote is valuable. I’m going to need to revisit a few things with this new lens. Thank you for sharing it, Janet!

    • Avatar Janet Barclay on October 4, 2022 at 1:40 pm

      I love that it’s a formula you can use over and over again. Glad you do too!

  3. Avatar Julie Bestry on October 6, 2022 at 1:34 am

    This is REALLY compelling. I love a writing formula, because once you lay in the basics, you have the opportunity to be creative while knowing your appeal is hitting all the bases. Capture and Identify assure that your message and your target are clear, while Compel and Resonate bring them closer to taking action. But I love how adding Assure gives them the safety net they may feel they need to take action. Great stuff!

    • Avatar Janet E Barclay on October 6, 2022 at 12:47 pm

      You’ve summed it up really well, Julie. And I’ve found in other areas that formulas don’t have to be confining – they just give you a framework for your creativity.

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