How To Write Ads, Reports, Blog Posts and Scripts That SELL
Why 5% of content gets 95% of views and how psychology explains why conversational writing breaks down mental barriers. From corporate speak to human connection.
The 5% Rule
Only 5% of content gets 95% of the engagement. The difference? It sounds human, not corporate.
Breaking Down Mental Barriers
When people read corporate speak, their brain puts up walls. When they read conversational content, they lean in.
Corporate Speak vs. Human Connection
Corporate: “We leverage synergistic solutions to optimize your ROI.” Human: “We help you make more money with less stress.”
The SELL Framework
S - Simple Language
Write like you’re talking to a friend over coffee.
E - Emotional Connection
People buy with emotion and justify with logic.
L - Logical Flow
Each sentence should naturally lead to the next.
L - Logical Conclusion
Your call-to-action should feel inevitable.
Practical Tips
- Read your content out loud
- Use “you” more than “we”
- Tell stories, not features
- Ask questions to engage the reader
Conclusion
Great copy doesn’t sound like copy. It sounds like a conversation with someone who understands your problems and has the solution.