The 'Pattern Interrupt' Copywriting formula

I consider this to be an urgent situation, which likely affects your marketing.

Everyone’s copy is just blending in with one another and your target customer is just getting more and more numb to it every year.

Now with AI about, writing copy has become 10x easier to write and put out.

This is Un gran problema (a big problem)

Example: people can send over 10X the cold emails they could send a few short years ago (Back then, you could send a max 70 a day in 2020, but 1,000 a day in 2023)

It means one thing. Your target market is getting their inboxes and feeds are being FLOODED with noise and the sea of sameness.

They’re growing less and less patient about hearing anyone out.

One quick look…and IGNORE.

Are you noticing this too? How people aren’t as receptive as you’d like them to be? This trend is the same for every other client acquisition method.

So with this horrible, sour taste being left in your market’s mouths, where this saturation means you’re bunched in with every Tom, Dick, and Harry.

In this guide, I will show you how to write good copy to help you stand the hell out.

Everyone explains that standing out is critical but no one, not even positioning experts, explains the HOW.

So with this practical Copywriting formula will show you. This is called:

Where your copy needs to be:

#1 - New:

It needs to be something that someone has never seen or heard before.

Within the brain, there is a specific region known as the ventral tegmental area, which becomes activated when we encounter new and unfamiliar things.

This activation triggers the release of dopamine associated with pleasure and reward. Essentially, when we experience something new, our brain's reward system kicks in, motivating us to explore further in pursuit of those rewards.

When you introduce something genuinely new or present information in a fresh, unique way, you are effectively stimulating the reader's VTA. This not only captures their attention but also keeps them engaged and interested in what you have to say. Examples:

• Positioning your product or offer uniquely

• Looking at competitors and doing the opposite

• Storytelling (personal or professional experiences, customer testimonials, or unique case studies)

• Taking inspiration from different niches

• Innovative language and imagery

#2 - Unique:

This is where you do something called Pattern interrupt.

By using an opening statement anything that's going to break your pattern and it's going to stop them and demand their attention.

Instead of saying ‘Find, contact, and close your ideal buyers with streamlined engagement workflows powered by AI.’ say:

‘Finding and then converting leads is hard. Make your life a whole lot easier, more predictable, less stressful, and more fun.’

When the reader asks ‘Is this of personal interest to me?’

You must convey to your reader immediately in your headline that this message directly and specifically concerns them.

Questions to ask to find your unique angles:

• Is there something you do that’s genuinely different from your competitors?

• Is there anything you do that your competitors also do but nobody is talking about it?

There is something everybody does in your market but isn’t talking about - you can use that to make a unique angle.

The goal is to answer 1 single question.

“Why has everything else they've tried before failed and why your solution won't.”

More questions to ask to find your uniqueness

• Why do I do things the way I do them?

• Why is it in the order it’s in?

• Why does it work?

• Why is my way easier than others?

• Why is my way faster than others?

• Why does my way produce better outcomes?

#3 - Exciting:

Your copy, no matter what platform or medium needs to entertain and provide your audience with value.

One thing in marketing that will never change is human phycology and understanding how people act online

You need to provide something of value, that is entertaining straight away.

Most people write copy that is so vanilla - they end up dead on arrival. People automatically archive or delete the majority of emails they open in their inboxes.

Most copy keep things so plain that no one would ever want to read them.

Most of the time, it's promotional jargon. The whole thing is trying to make the sale and be safe.

Write like you talk. You need to appeal and make them feel like you’re talking directly to them. Make it interesting, useful and relevant to them.

Make it personal with stories, and inject some personality into your copy. Study what your market is doing and do the opposite of the herd.

For me, I tend to lean towards humour. We’re people, and make them laugh, especially when doing their day-to-day work. Be the reason that makes them crack a smile

Prospects are likely to see the same things in different ways from many people. Be different and original. This will likely increase the chances of getting your CTA clicked.

Its 80% value and 20% ask

#4 - Easy

Make it easy to read and simple to understand. Think about the tone. Steer clear of writing emails that are unclear and too professional.

Get the formatting right. Don’t pile paragraphs upon paragraphs. That crap aint getting read. 4 ways to make sure your copy is easy:

1. Clarity: this ensures that it is clear and concise. When readers can quickly grasp and consume, they are likely to stay engaged and absorb.

2. Simplicity: Using simple and straightforward language ensures that your content is accessible to a wider audience.

3. Cognitive Load: Easy-to-read copy reduces the cognitive load. Readers don't have to struggle to decipher complex language or jargon, allowing them to focus on copy.

4. Top of mind: A simple and clear copy is more likely to be remembered. When your message is easy to understand, it's more likely to stick in the reader's mind.

#5- Predictable

Predictability doesn't mean being boring. Instead, it's about understanding your audience's expectations and industry norms and then using those as a foundation to infuse your unique voice, ideas, and perspectives.

Audiences come with certain expectations. If your copy is too far removed from what they expect, it can confuse or alienate them.

Predictability in tone and language can also help build trust with your audience. When your copy aligns with what they're used to, it can make your message more credible.

If you want to make a unique point, doing so within a familiar structure can make it stand out. Using a traditional storytelling structure to convey a unique story can make it more impactful.

There you have it. Most people’s copy out there whatever medium it is, sounds the same, ending up dead on arrival.

Learning to stand out is critical in this market it will only get harder to grab attention. When you think you’ve written a masterpiece, strip out words and phrases in a ruthless final edit.

Till next time, speak to you soon.

-Rachid 👨‍🍳