7 Copywriting Rules: From a $200M+ Marketer

7 Copywriting Rules: From a $200M+ Marketer

When it comes to creating copy that converts, few people have mastered the craft like Chase Dimond, a marketer with a track record of generating over $200 million in revenue. Over the years, he has refined his approach to writing copy that not only grabs attention but drives action. If you’re looking to elevate your copywriting game, these seven essential rules are guaranteed to help you craft persuasive, engaging, and impactful content.

1. Every Word You Write Is a Bridge. Build It to Their Problem, Not Your Product

When you’re writing copy, it’s crucial to remember that your audience cares more about their problems than your product. Your product is a solution, but your focus should always be on how that solution addresses their needs. Every word you write should build a bridge from where they are (their problem) to where they want to be (the solution you provide). This approach helps you create copy that resonates and feels relevant to the reader.

Why It Pays:

By focusing on the reader’s problem rather than your product, you immediately capture their attention. People are naturally drawn to solutions that can make their lives easier, better, or more successful. When your copy directly addresses their pain points, you build trust and credibility, making them more likely to take the next step toward purchasing your product or service.

Example:
Instead of saying, “Our software is the best at automating tasks,” say something like, “Imagine saving hours every week by automating your repetitive tasks with our simple tool.” This statement connects directly to their pain point: wasting time on repetitive tasks, and offers a solution they can envision.

2. The Words “You” and “Because” Close More Deals Than Any Other

Chase Dimond emphasizes the power of using the words “you” and “because.” These two words can drastically improve the effectiveness of your copy. By using “you,” you shift the focus from the product to the customer, which makes your message more personal and relatable. Meanwhile, “because” offers a reason for the action, making it more persuasive.

Why It Pays:

“You” helps create a sense of connection, making the reader feel like the message is tailored specifically for them. “Because” provides the rationale, appealing to the logical side of decision-making. When you combine both, you craft an emotional appeal that encourages readers to take action.

Example:
Instead of saying, “Buy our service today,” say, “You’ll be amazed at how much time you can save each week because our service automates everything for you.” Here, “you” makes it personal, and “because” justifies why they should take action.

3. Start with What They Want. Finish with What They Need

The best way to hook your audience is by starting with what they want. Everyone comes to the table with desires, whether it’s more money, more time, or a better lifestyle. Your job as a copywriter is to speak to that initial desire and then lead them toward the solution they need—the one that truly delivers value in the long term.

Why It Pays:

This approach creates a smooth and compelling narrative. You capture attention by addressing their immediate desires, but you also position your offer as the ultimate solution. By guiding them toward what they truly need, you foster trust and credibility.

Example:
“Want to make more money? Our program gives you the skills to start earning a side income from home, but it’s the mindset we teach that will truly change your financial future.”

Here, you start with what they want (more money) and finish with what they need (the right mindset to sustain that income long-term).

4. Don’t Sell the Product. Sell the Moment Your Customer’s Life Changes Because of It

Great copywriting isn’t just about the features of a product—it’s about the transformation that the product provides. Customers don’t just want a product; they want to experience a shift in their life, a moment when things change for the better. To sell effectively, you need to paint a vivid picture of that transformation.

Why It Pays:

When you focus on the transformation, you make your product feel indispensable. People are motivated by the changes they anticipate in their lives, and if you can show them the life they want, they’ll be more inclined to make a purchase.

Example:
Instead of saying, “Our gym membership gives you access to equipment,” say, “Imagine waking up every day feeling healthier, more energetic, and confident in your body because you’ve been working out with the best equipment and community.” This taps into the emotional aspect of fitness, focusing on how their life will improve by joining your gym.

5. Your First Draft Is for Ideas. Your Final Draft Is for Results

Chase Dimond’s insight about the drafting process is invaluable for every copywriter. The first draft of your copy is for brainstorming and getting your ideas on paper. Don’t worry about perfection. Your goal at this stage is to generate ideas and concepts that communicate your message effectively. It’s only during the editing and final drafting phase that you refine the message for clarity, impact, and conversion.

Why It Pays:

When you allow yourself to get your ideas down first, you open up creative possibilities and avoid getting bogged down in the details too early. This approach helps you focus on the big picture and ensures your final draft is persuasive and polished.

Tip:
After your first draft, go through the content with fresh eyes. Cut unnecessary words, sharpen your call to action, and ensure the message is clear and compelling.

6. Great Copy Doesn’t Convince—It Resonates

At its core, Copywriting Rules is not about convincing your audience to buy something they don’t need. It’s about creating a message that resonates deeply with their desires, fears, and aspirations. Great copy speaks to the reader on an emotional level, triggering their instincts and prompting action. Instead of using forceful language, you want your words to connect, empathize, and inspire.

Why It Pays:

When your copy resonates, it creates an authentic connection with the reader. People are more likely to take action when they feel understood, not when they feel pressured. This leads to higher conversion rates and greater brand loyalty.

Example:
Instead of using aggressive sales language like “You need this product now!” try something more empathetic: “We understand how frustrating it is to struggle with X, and that’s why we created a solution that will help you feel Y.” This approach resonates because it acknowledges their pain and offers a clear, empathetic solution.

7. Write with Empathy and Authenticity

Beyond the rules of persuasion, one of the most powerful Copywriting Rules is empathy. Your audience is made up of real people with real challenges. When you write with empathy, you demonstrate that you understand their struggles and desires, which builds trust. Authenticity goes hand-in-hand with empathy. When you write honestly and with sincerity, people will respond positively.

Why It Pays:

Empathy and authenticity foster a deeper connection with your audience. In a world filled with marketing noise, genuine, empathetic writing stands out. It builds trust and encourages long-term relationships with your audience, which ultimately drives more sales and customer loyalty.

Tip:
To write with empathy, try to put yourself in the shoes of your reader. What are their pain points? What are their dreams? Address these concerns with honesty and care.

Chase Dimond’s copywriting rules are a goldmine for marketers and copywriters looking to create persuasive content. By focusing on the reader’s needs, crafting emotionally resonant messages, and writing with empathy and authenticity, you can transform your copy into a powerful tool for driving conversions. Remember, great copy doesn’t just sell a product—it sells a transformation, a better future, and the promise of a better life. Follow these rules, and you’ll be well on your way to writing copy that not only captures attention but also generates meaningful results.