25 Copywriting Strategies That Helped Us Scale To $100M In Sales Online

Over the last two decades, my business partners and I have sold more than $100 MILLION worth of products online.

That’s a big number.

And while there isn’t ONE strategy that contributed to all of that, there’s ONE THING that’s made a bigger impact than almost anything else…

Copywriting. 

Here’s the thing that almost no expert will tell you – mastering copywriting isn’t as complicated as they make it sound.

  • You DON’T need a fancy degree or certification,
  • You DON’T need to HIRE a “pro” to do it for you,
  • And you DON’T need to master every single tip to improve your sales.

You just need to learn from others and keep improving.

Today, I’m pulling back the curtain on our most powerful copywriting tips. And since it’s the first day of 2025, it’s only fitting that we share 25 easy-to-implement strategies.

These are the exact strategies we’re using right now to drive millions in sales (and the same ones we’ll be using throughout 2025).

The best part?

You can start using ANY of these tips today to boost your sales. Don’t worry, you don’t need to start using all 25 today, just pick one or two and get started.

Let’s dive in…

#1 – Start With a Swipe File

Every professional copywriter has a collection of winning sales letters, emails, and ads they love.

Start your own “swipe file” today by saving any piece of copy that makes YOU want to buy.

Don’t copy them word for word – but use them as inspiration when you’re stuck.

#2 – Find Your Unique Hook

The fastest way to capture attention is with an irresistible hook that speaks directly to your customer’s biggest desire.

Think of your hook as the ONE THING that makes your reader stop everything and pay attention.

#3 – Focus on Benefits, Not Features

Nobody cares about what your product DOES – they care about what it’ll do for THEM.

Transform every feature into a benefit by adding “which means…” at the end of each feature.

#4 – Study Your Competition Relentlessly

The best copywriters are also the best researchers, and it starts with knowing exactly what your competition is doing.

Take time every week to study their ads, emails, and sales pages to see what’s working in your market right now. Save their best stuff to your swipe file and look for gaps you can exploit.

Remember, you’re not trying to copy them – you’re trying to understand what makes their customers buy so you can do it BETTER.

#5 – Write Headlines That Tell The Whole Story

Your headline has ONE job – to make people read the next line.

Most readers will scan your page first to decide if it’s worth their time, so pack your headlines with your biggest benefits and most compelling promises.

Use subheadlines to break up your copy and keep readers engaged. The best headlines clearly tell readers EXACTLY what they’ll get if they keep reading.

#6 – Build a Unique Selling Proposition (USP)

Your USP is what makes you different from everyone else in your market, and it should be crystal clear within seconds of someone landing on your page.

Look at how Domino’s dominated with “Hot pizza delivered in 30 minutes or less – guaranteed” – they weren’t selling better pizza, they were selling speed and reliability.

Every successful business needs a strong USP that immediately tells customers why they should choose you over everyone else.

Think about this in all of your headlines and subheadlines.

#7 – Master The Art of Storytelling

Stories are hardwired into our DNA – we’ve been sharing them around campfires for thousands of years.

Every single one of our highest-converting sales pages starts with a compelling story that draws readers in.

Your story doesn’t need to be extraordinary – in fact, simple and relatable stories often convert better than epic tales. The key is making your reader see themselves in your story and building an emotional connection.

#8 – Handle Objections Before They Come Up

The biggest advantage a live salesperson has over written copy is their ability to handle objections in real-time.

Before writing any copy, make a comprehensive list of every possible reason someone might NOT buy your product. Then systematically address each objection before your reader can bring it up themselves.

This proactive approach builds trust and shows you understand their concerns.

#9 – Keep Your Sentences Short and Punchy

Nobody wants to read a wall of text online – they want information that’s easy to digest.

Keep your sentences short, your paragraphs brief (2-3 sentences max), and use plenty of white space.

Break up long sections with subheadlines, bullet points, and strategic formatting. Your copy should be a smooth “slippery slide” that carries readers all the way to your call-to-action.

#10 – Focus on Getting ONE Action

The biggest mistake I see in sales copy is trying to accomplish too many things at once.

Every piece of copy should have ONE clear goal – whether that’s getting an email signup, making a sale, or booking a call. Don’t confuse your reader with multiple offers or competing calls-to-action.

Guide them smoothly toward the ONE action you want them to take.

#11 – Use Bullet Points Strategically

Bullet points are perfect for highlighting key benefits and making your copy more scannable.

But here’s a trick most people miss – make your bullet points ASYMMETRICAL.

Some should be short and punchy, others a bit longer to build intrigue. Always lead with your strongest bullets, and sprinkle in some “curiosity bullets” that tease but don’t reveal everything.

#12 – Make Your Claims Specific and Believable

Vague claims like “this will change your life” don’t sell – specific, believable promises do.

Instead of saying “save money,” say “save $247 per month.” Instead of “fast results,” say “see results in 7 days or less.”

The more specific your claims, the more believable they become. Just make sure you can back up everything you promise.

#13 – Add Social Proof Throughout

Nothing sells better than proof that your product works for real people.

Sprinkle testimonials, case studies, and social proof throughout your copy – not just in one dedicated section.

Mix up different types of proof – screenshots, video testimonials, expert endorsements, and user reviews.

Always include specific results and full names when possible for maximum credibility.

#14 – Create Genuine Urgency – Don’t Fake It

People are naturally wired to avoid missing out on good opportunities.

Use genuine scarcity and urgency to push readers off the fence – but never fake it.

Limited-time bonuses, early-bird pricing, and genuine quantity limits can dramatically boost conversions. Just make sure you actually enforce these limits, or you’ll lose credibility fast.

False scarcity and urgency is worse than none at all.

#15 – Write Like You Talk

The best copy sounds like a conversation between friends, not a corporate presentation.

Read your copy out loud. If it doesn’t sound natural, rewrite it.

Use contractions, informal language, and even break a few grammar rules if it makes your copy more conversational. Your goal is to make readers feel like you’re talking directly to them.

#16 – “What’s In It For Me?”

Count how many times you use “you” versus “we” or “I” in your copy.

Great copy is always focused on the reader and their needs. Instead of saying “We offer 24/7 support,” say “You’ll get help whenever you need it.”

Make every sentence answer the reader’s most important question: “What’s in it for me?”

#17 – Write Better Calls-to-Action

Generic buttons like “Submit” or “Click Here” are wasting valuable real estate.

Make your call-to-action buttons continue the sale by using benefit-driven text like “Yes, I Want to Double My Sales!” or “Send Me My Free Training Now!”

Test different variations to find what works best with your audience.

#18 – Use the Power of Contrast

One of the most effective ways to make your offer irresistible is to contrast it with alternatives.

Show why other solutions fall short, then position your product as the obvious choice. Compare the cost of your product to more expensive alternatives, or contrast the time investment of DIY versus using your solution.

#19 – Perfect Your Opening Line

After your headline, nothing is more important than your first sentence.

It has one job – to make people read the second sentence.

Keep it short, intriguing, and impossible to disagree with. Open with a question, a surprising fact, or a bold statement that hooks readers immediately.

#20 – Never Waste a P.S. Note

Studies show that the P.S. is one of the most-read parts of any sales letter or email.

Use it to reinforce your strongest benefit, add urgency, or include a special bonus offer.

We often test different P.S. messages and find they can significantly impact conversion rates. Some of our best sales letters have multiple P.S. sections, each adding new value.

#21 – Build Momentum with Your Price

Never just state your price – build up to it.

List out everything included in your offer, stack up the value, then reveal your price as an incredible deal.

Compare your price to alternatives or break it down into a daily cost to make it feel more affordable. Always follow your price immediately with risk reversal like a strong guarantee.

#22 – Be Honest About Limitations

Nothing builds credibility faster than admitting what your product CAN’T do.

Be upfront about who your product isn’t for and any limitations it has. This honesty makes all your positive claims more believable and helps attract the right customers.

Plus, it shows integrity that sets you apart from competitors who promise the moon.

#23 – Use Simple Words

You’re not trying to impress anyone with your vocabulary. You’re trying to sell.

Use simple, clear language that anyone can understand.

Replace every complex word with a simpler alternative. Instead of “utilize,” say “use.” Instead of “implement,” say “start.” Your copy should be so clear that a 12-year-old could understand it.

#24 – Write Multiple Headlines

The headline can make or break your entire piece of copy.

Never settle for your first draft.

Write at least 10-15 different headlines for every sales page. Test different angles, benefits, and approaches.

Share your best options with your target audience to see which ones resonate most strongly.

#25 – Test and Improve Constantly

Great copy is never “finished” – it can always be improved.

Set up proper tracking and test different elements of your copy regularly. Change headlines, try different leads, test various proof elements and calls-to-action. Keep what works and replace what doesn’t. Small improvements add up to massive results over time.

Now, here’s what to do next…

Pick just ONE of these strategies and implement it today.

Don’t try to do everything at once – that’s a recipe for overwhelm. Start small, test what works for your business, and keep improving.

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