How we write copy

In addition to the

voice guidelines⁠

in this doc, we have a few other methods we try to employee when writing and public-facing copy (including video, audio, social, etc)

Headlines > Everything Else

Each line of copy should encourage a reader to go to the next line of copy.

Headlines helps readers know at a glance whether our content is worth their time.

We want to hook them with powerful headlines.

Need a formula? How to (thing they want) without (problem they have) in (time period)

Direct Response

Direct response marketing means we often want to lead folks to take a specific action when engaging with our content. This means we can get measurable, direct results from specific communications.

Here are some characteristics we try to employ with our copy:

A clear and compelling message that explains the offer and benefits

A specific call-to-action (CTA), prompted immediate engagement

A vehicle to respond to our offer or copy, like a landing page or form to fill out

Trackable responses. For example:

1000 people saw our copy

50 clicked on the button

30 gave us their email

Some of our favorite brand voices that we like to learn from are folks like Russell Brunson, Alex Hormozi, and Dr. Robert Cialdini.

Common Vocabulary

Common Vocabulary

Name

Description

Far from God

Meaning people who are unbelievers or “the lost”

Disciple Making

Person of peace

Seeker

People who are not-yet-believers but actively seeking to know God

There are no rows in this table

⁠

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