Optimized Ecommerce EP 081 – Why Speed Copywriting is Important for Your Ecom Business

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Matthew Stafford Nov 24, 2021

Welcome to Episode 081 of Optimized Ecommerce – Why Speed Copywriting is Important for Your Ecom Business. I’m your host, Tanner Larsson, CEO of BGS.

BGS means Build Grow Scale! It is a community that we founded where eCommerce entrepreneurs and physical product sellers come to learn how to take their businesses to the next level.

Bret Thomson is our in-house partner and copywriter extraordinaire. He is one of the top copywriters in the game when it comes to ecom long form, email, and any kind of sales copy. The BGS family was very excited when he finally joined the team a few years ago. Our members love to have him on the copy calls that he does every month.

Here’s just a taste of what we talked about today:

What is speed copywriting and the difference from the traditional copy

One of the principles that Bret learned years ago about copywriting was that “good” is good enough. From time to time, he needed to remind himself about that specific principle especially when he would be creating any kind of copy.

Bret defined speed copywriting as a matter of getting something that’s good enough to go out there and get it tested. But he doesn’t claim to be the clever guy that’s come up with this. With his years of experience in copywriting, Bret was also put in a situation where he was forced to write fast.

What he will be talking about is not just theory. Discover how speed copywriting worked for Bret and for the people he has worked with in the past.

Speed copywriting principle #1: Preparation

Bret mentioned that there’s no such thing as writer’s block. The truth behind that concept is a lack of preparation. But if one spends too much time in the preparation phase it can lead to procrastination.

Preparation is a big thing and in creating a copy, the first step is to understand what all the features of the product are. More importantly, the benefits of the product.

But there’s one step further, and that is the emotion that’s attached to “the benefit”. For instance, if you’re selling a bike the features are, it’s got 10 years, “the benefit” is that you can climb hills faster; the emotion that attests to that is the satisfaction of self-esteem, feeling good about yourself, even being healthier or feeling more attracted to the opposite sex.

Another thing that’s important is a list of proof assets. These days people mostly believe what customers say about certain products. Gary Bencivenga, one of the greatest copywriters of all time, said that if he had a gun to his head and had to choose one thing that’s going to increase conversions, it would be proof.

We also discussed a few other fun topics, including:

  • The importance of understanding basic copywriting formulas.
  • What does the book Atomic Habit have to do with the mindset one must have when it comes to speed copywriting?
  • Bret also covered some copywriting speed hacks.

But you’ll have to watch or listen to the episode to hear about those!

How To Stay Connected With Bret Thomson

Want to stay connected with Bret? Please check out their social profiles below.


Also, Bret mentioned the following items on the show. You can find that on: