Copywriting Engagement Methods

Different audiences need different openings. Here’s what works for each. There’s no one-size-fits-all opener. Your audience, executives, clients, and students, shape how you should begin. Here are 9 customized ways to hook attention based on who you’re talking to: 1. For Execs: Lead with a Promise    ➝ “In 7 minutes, you’ll see why this solution drives $3M in ROI.”     2. For Clients: Use a Vivid Visual    ➝ “Picture your Q3 roadmap—cut in half. That’s what this does.”     3. For Internal Teams: Tell a Story    ➝ “Two years ago, we faced the same challenge you’re in now…”     4. For Students: Ask a Provocative Question    ➝ “What if failing this test made you better at your job?”     5. For Pitches: Make a Bold Claim    ➝ “We’re not just solving X—we’re reshaping the category.”     6. For Workshops: Issue a Challenge    ➝ “Stand up if you’ve ever wanted to walk out of a training session.”     7. For Keynotes: Start with Silence    ➝ A pause before speaking builds gravity and presence.     8. For Tech Audiences: Hit with a Data Stat    ➝ “42% of teams still deploy weekly with manual QA…”     9. For Any Audience: Speak with Empathy    ➝ “I know how intimidating this can feel. I’ve been there too.”     The opener sets the emotional tone. Make it intentional. Who are you speaking to next? Pick one and practice. 📌 Save this cheat sheet 👤 Follow Jay Mount for communication systems that flex with context

I've been in the copywriting space for 10 years and have generated $100’s of millions of dollars for clients.  Here are the 9 most profitable copywriting lessons I've learned along the way: 1. Most Copy Follows the Same Pattern: Headline → Lead → Body → Offer → CTA. Use this structure for every piece of copy: sales pages, emails, ads—everything. Try this today: Take an existing sales page and rearrange it to follow this flow. Notice how it improves clarity. 2. Stop Selling to Everyone: A hungry niche is far more valuable than a big, lukewarm audience. Identify your top 2–3 customer personas and speak directly to them. Try this today: Rewrite one of your marketing emails to address a single, specific persona’s biggest pain point. 3. Your Headline is King: 80% of your effort should go into writing a headline that stops the scroll. Without a powerful headline, no one reads the rest. Try this today: Write 10 variations of a headline for the same offer. Pick the strongest one (or split-test them). 4. Write First, Edit Later: Separate the creative process (writing freely) from the critical process (editing). More words during writing; fewer words after editing. Try this today: Draft an email or ad in one sitting without stopping yourself, then cut it down by 30%. 5. Make it a Slippery Slope: Headline sells the subheadline → subheadline sells the lead → lead sells the body → body sells the CTA → CTA sells the click. Each section teases the next. Try this today: Structure each element on your landing page to create curiosity for the next. 6. People Care About Themselves: They want to know: “What’s in it for me?” Focus your copy on how your product solves their problems or satisfies their desires. Try this today: Count how many times you say “you” versus “I/we” in your copy. Aim for at least a 2:1 ratio. 7. Embrace the Rule of One: One product, one big idea, one CTA per piece of copy. Avoid confusing your reader with multiple offers. Try this today: If you have multiple CTAs in an email or ad, eliminate all but one to see if conversions improve. 8. Be a Friend, Not a Salesman: Show your personality: use relatable language, humor, empathy. Give value first, then ask for the sale. Try this today: Add a personal anecdote or inside joke in your next email to build rapport and trust. 9. Never Start from Scratch: Use proven frameworks (PAS, AIDA, FAB, etc.) to save time and improve results. Frameworks guide your thinking and help you hit the emotional triggers your audience needs. Try this today: Pick one framework (e.g., PAS) and outline your next sales email before filling it in with copy.

Why do so many communicators lose their audience? Often, it’s because we try to share everything. When communicating a complex project, whether it’s a new product feature, a design sprint, or a strategic pivot, we often see broadcasting ideas into the world as our goal. We want to show every wireframe, every debated nuance, and every data point we collected along the way. But our brains are not wired to absorb a stream of disconnected information. When we overwhelm our audience, we increase their cognitive load and quickly lose their attention. Our goal should be to make sure our audience understands. The antidote is structure. Structure acts as a psychological roadmap. It guides both the speaker and the listener through a clear, reasoned journey. On the Think Fast Talk Smart: The Podcast, I often talk about the importance of packaging ideas so they are easy to follow and easy to remember. One framework I often recommend for complex projects is what I call the 5P structure. It helps presenters walk their audience through a clear progression of ideas so the story behind the work is easy to understand. 1) Problem: Define the issue at hand 2) Process: Shaping your thinking 3) Proposal: Outlining the solution 4) Proof: Sharing the potential impact 5) Progress: Pointing forward Instead of overwhelming people with information, the structure guides them through the challenge you were solving, how you approached it, what you designed, the evidence behind it, and what comes next. When people can clearly follow the story, they are far more likely to trust the idea and help move it forward.

Most people think copywriting is about “sounding smart.” It’s not. The brutal truth? Nobody buys when they’re confused. Nobody buys when they’re neutral. Nobody buys when they don’t see themselves. If your copy isn’t converting, check 3 things: 1. Are you clear in the first 3 seconds? If a 12-year-old can’t explain your offer, it’s too complicated. (Good copy is simple, specific, emotional.) 2. Are you solving an urgent problem? People don’t want solutions to “important problems.” They want solutions to painful, annoying, urgent problems. Example: • Not “improve your digital presence.” • Say “Get 3 clients this month using content you already have.” 3. Are you making them FEEL something? Logic convinces. Emotion sells. Storytelling > Features. Benefits > Technicalities. Connection > Cleverness. Mini Framework you can steal: Pain — Paint the current struggle Dream — Describe the life after solving it Bridge — Offer the roadmap (your solution) Example: • Pain: “Tired of posting content that even your best friend ignores?” • Dream: “Imagine waking up to 15 leads saying, ‘Hey, can we work together?’” • Bridge: “That’s exactly what my B2B storytelling framework creates for you.” Lesson Reinforcement: Good copy isn’t about adding more words. It’s about removing more doubt. Which part do you struggle with the most..clarity, urgency, or emotion? #linkedin

✍ PR/Comms tip: As a journalist, I get dozens of email pitches a day. Here’s how to pitch to a reporter vs. an editor. 📝 For a reporter: - Get their name right. (The number of times I received “Hello, Narayan,” “Hello FirstName,” or—my favorite—“Hello Next Media Round,” during my reporter days was too many to count.) - The topic, including who/what you’re pitching, must be relevant to their coverage area. - Make sure sources are ready to interview (asap in some cases) if there’s interest. - Align with the news cycle as often as you can, but offer something unique. Oftentimes, reporters get pitches on stories they just wrote about.  - Offer exclusives or embargoes. - Localize it and/or go beyond the event. (What works for a national outlet is not going to work for a local or regional one.) 📝 For an editor: - Explain why it’s newsworthy. - The pitch is in their team’s area of coverage. - Understand that the pitch is just to get on the editor’s radar. If it’s a good pitch, it will be forwarded to the appropriate reporter or writer. Pitches may get assigned depending on how newsy the topic is, but sometimes (in the case of profiles, features, trend stories, etc.) it will be at the discretion of the reporter to write about it. - I can tell when a pitch is customized versus an email blast. Always customize—tell me why it’s relevant to me, my news organization, and our readers. ✨ Most importantly, having a professional relationship already established with a reporter or editor will always serve you better. Be proactive rather than reactive, especially in news. 

How to write good copy for the internet (a guide). Bad copy kills businesses, good copy makes them. I think we’re entering an era where the best products don’t necessarily win, the best copy does. Most people write copy like they are writing instruction manuals. They got lost in explaining how the sausage is made and no one cares. And even worse they use that same robotic copy in the content they create. 1. Paint a picture Make your reader see, feel, and believe in the world you're describing as if they're living it. It's like telling a story that they become a part of. 2. Conversational tone Write like you're chatting with a friend. It should feel easy and friendly, making your reader feel right at home. 3. Use line breaks generously Space out your sentences like breathing spaces in a conversation. People don't have time to read dense paragraphs when you are competing with TikTok. 4. Hone in on a single focal point Keep your message tight around one big idea. It's like using a spotlight in a dark room to show off the most important thing. 5. Shows credibility with examples Use real stories or examples to prove your point. It's like showing a picture to prove you've been somewhere cool. 6. Anticipates concerns and works through objections Think ahead about what might bother your reader and talk it out. It's like answering their questions before they've even asked them. 7. Entertaining Keep things fun or interesting so your reader enjoys reading. It’s like adding a dash of spice to make a meal tastier. 8. Know who you’re trying to reach Write for someone specific, like you know exactly who they are, what they like, and what they need. It’s like picking out a gift for a friend. 9. Show how the product works Explain how things work in simple terms. It’s like explaining a game so everyone can play. 10. Has clear calls-to-action Be clear about what you want your reader to do next. It’s like giving clear directions so someone doesn’t get lost. 11. Don’t be a robot Put some personality in your writing. It’s like wearing your favorite outfit instead of a uniform. 12. Be different than your competition Stand out by being yourself. It’s like choosing to dance to your own music when everyone else is dancing the same. 13. Use positive words Use words that make people feel good and hopeful. It’s like smiling through your words. 14. Avoid exclamation points Use them sparingly. It’s like not shouting in a conversation. 15. Clear and concise Keep it short and sweet. It’s like telling a story without adding unnecessary details. 16. Safe copy is risky copy Dare to be different. It’s like taking a new path through the woods instead of the worn trail. 17. Be interesting, be brave Write something that grabs attention. It’s like telling a story that no one wants to end. 18. Every word matters Choose your words carefully. It’s like picking out just the right ingredients for a recipe. I hope this guide has been helpful.

Everyone is obsessed with hooks. “The first line has to grab attention!” “Make it irresistible!” “Use curiosity gaps!” And sure, a strong hook helps. It stops the scroll. It gets people in the door. But what happens next? Most posts today feel like clickbait without the payoff. ❌ A big promise, but no insight. ❌ A flashy hook, but a generic post. ❌ A catchy first line, followed by… fluff. The problem? People focus so much on getting attention that they forget to deserve it. A good post does two things: ✅ Hooks the reader. ✅ Delivers value. How do you make sure your post actually delivers? 1️⃣ Back your hook with substance If your first line teases a bold claim, follow up with examples, data, or a personal experience that proves it. 2️⃣ Give the reader something to take away Whether it’s a new perspective, an actionable step, or a lesson learned, make sure they leave with something useful. 3️⃣ Keep it simple but insightful You don’t need fancy words or long explanations. Just say something that matters. 4️⃣ Write for impact, not just impressions A viral post that lacks depth might get likes, but a valuable post builds trust and long-term credibility. Before you hit publish, ask yourself: Would I share this if someone else wrote it? Does this give people a real insight, a new perspective, or a practical takeaway? Does it justify the time someone spends reading it? Because a great hook might get people in the door… But only substance keeps them in the room. PS: Have you ever been disappointed by a great hook and a poor post?

I was a business reporter before moving to PR. 10 things I’d tell anyone in media relations. (Save this before your next pitch call) I remember being on the other side of PR pitch emails. Deleting some in seconds. Saving others to use later when writing stories. I made this for anyone just starting out. To help you create more value for your clients. 01 Find the story Remember, if there's a story, it will sell. No amount of follow-up calls help if you don't have a story. 02 Know the journalist Meet journalists when you don't have an immediate need. Get to know their workstyle, best ways to reach out, kind of news that interests them. Build trust. 03 Personalise follow-ups After sending a press release, ensure your follow-up communications are tailored to add value. You won't say the same thing to a business publication and a B2B magazine. 04 Create unique pitches Avoid sending the same pitch to numerous reporters with "exclusive" in the subject line. Invest time in crafting unique and relevant pitches. Know the publication’s audience. 05 Allocate time to update your media list Keep your media list up to date. Clients expect you to be well-versed in the media landscape, and outdated contacts can hinder your efforts. 06 Manage client expectations Do not chase a journalist just because your client insists. If a story can't fit a certain publication, be polite but firm in your pushback. But be super cautious because if the work can be done, it will be done. If you don't do it, someone else will. 07 Read more, find trends Read newspapers daily to stay informed about industry trends where your client can fit in. 08 Invest in training, self-learning PR agencies and schools should train professionals on how newsrooms work before they make their first media call. Understanding the news cycle is important. PR professionals should also invest in self-learning, especially in content and the use of AI. 09 Use social media to stay up-to-date Check LinkedIn and other social media platforms to verify if the journalist is still with the same publication and covers the relevant industry before making contact. Avoid making calls that resemble those vague credit card sales pitches. 10 Be patient Be patient when contacting journalists or PR colleagues. Wait before reaching out to others if they don't answer, and refrain from immediately complaining about unavailability to the corporate communications team. Bonus tip: Think of Gmail as a search engine. Your subject line should help you show up when a journalist searches the topic even weeks after you sent the mail. Those are the 10 really basic things I keep coming back to.  Hope you find them useful. ✨ PS: By the way, where do you get your news these days?

The encoding/decoding model and why your message isn’t understood. Communication isn't just about sending a message. It's about ensuring it's understood as intended. Stuart Hall, one of the greatest communication theorists of our time, challenged the classic sender-receiver model, which assumed recipients played a passive role. Hall argued that understanding a message is an active process influenced by social class, cultural background and personal desires. Here are three ways we decode messages: 1. Dominant-hegemonic: We understand the message exactly as intended. 2. Oppositional: We resist or reject the intended meaning. 3. Negotiated: We find a middle ground, accepting parts of the message, rejecting others. So, how does this relate to personal branding and your message? When you craft content, you *encode* it with specific intentions: → Your expertise, values, and unique voice. However, your audience *decodes* it based on: → Their perspectives, experiences and biases. Imagine you create a post about resilience in entrepreneurship.  Your intended message is to inspire and motivate. Here’s how your message could be understood: 𝙏𝙝𝙚 𝘿𝙤𝙢𝙞𝙣𝙖𝙣𝙩-𝙝𝙚𝙜𝙚𝙢𝙤𝙣𝙞𝙘 𝙑𝙞𝙚𝙬 If your audience decodes it dominantly, they feel uplifted and ready to tackle their challenges, aligning perfectly with your intention. 𝙏𝙝𝙚 𝙊𝙥𝙥𝙤𝙨𝙞𝙩𝙞𝙤𝙣𝙖𝙡 𝙑𝙞𝙚𝙬 Some might decode your message oppositionaly. They might see it as overly simplistic or dismissive of real struggles, feeling alienated rather than inspired.  Understanding this potential response helps you refine your message to better connect with diverse audiences. 𝙏𝙝𝙚 𝙉𝙚𝙜𝙤𝙩𝙞𝙖𝙩𝙚𝙙 𝙑𝙞𝙚𝙬 Most of your audience will likely fall into the negotiated category. They’ll take the core inspiration but may also critique or reinterpret certain aspects based on their own experiences.  This negotiated decoding is where true engagement happens - sparking conversations, debates and deeper connections. By understanding and expecting different interpretations, you can craft messages that not only resonate but also engage, emotionally drive and inspire diverse audiences. Think of your next message as a conversation starter, not the final word. Let me know how it goes. 

Why your click bait headlines are actually driving away your best customers? Crafting headlines that hook might be a recipe for disaster. When we focus too much on clickbait, we might be sacrificing substance for superficiality. 🤔 Reflect on this: 1️⃣ Are your headlines more focused on getting clicks than conveying value? 2️⃣ Do you prioritize sensationalism over authenticity? 3️⃣ What if, instead of hooking readers, you focused on resonating with them? 💡 Tips for marketers: 👉 Write headlines that reveal, not deceive: Clearly convey the content's purpose and value, avoiding misleading or exaggerated claims that might attract clicks but damage credibility. 👉 Transparency trumps trickery: Prioritize honesty and authenticity in headlines, eschewing clever wordplay or sensationalism that might attract short-term attention but ultimately erode trust. 👉 Focus on the benefits, not the bait: Emphasize the concrete advantages or insights readers will gain from your content, rather than relying on shallow enticements or clickbait tactics. 👉 Use headlines as a promise, not a gimmick: Craft headlines that accurately reflect the content's substance and value, ensuring that readers receive what they expect and building trust through consistent delivery. 👉 Deliver on the value you promise: Ensure that your content fully addresses the headline's promise, providing meaningful insights, practical advice, or engaging storytelling to satisfy readers' expectations. By prioritizing substance over sensationalism, you might just attract a loyal audience that will engage with your content on a deeper level. #contentmarketingatrategy #contentmarketingtips #thoughtleadership #thethoughtleaderway