Copywriting Technique: Anticipate, Excite, Deliver


June 16, 2021

Good copywriting is like being an expert fencer (something one of our Rippledip partners might know a thing or two about…) because you must block, parry, and attack with precision.

What is Good Copywriting?

Good copywriting requires knowing the needs of a specific target market audience and addresses how those needs are fulfilled through your product or service. This means you must know exactly who you are writing for, and what they want and do not want. Effective copywriting requires first anticipating the counterarguments of your customer.


Copywriting requires you read your opponent, which is not making a sale, and address those concerns before your potential customer even has time to utter a word of disagreement. If you can beat your customer to the punchline and address it, then you gain trust.

So many businesses are looking to downplay how they don’t stack up to their competition. They sweep those potential issues under the rug and pretend like they don’t exist. A decade ago I discovered the joy and pain of mixed martial arts. I was a skinny, tall boy getting my ass kicked up and down a training mat. I’d show up and leave exhausted, bruised, and twisted in knots. I stuck with it despite how bad I was. Over time I improved. I began to hold my own, at least a little.

The point is that we all gotta start somewhere, and no matter where your business is, just being in business or having a product is a huge win. Don’t feel like you need to lie to potential customers to make yourself into something that you aren’t. That’s how you lose customers or never get a sale to begin with.

If you’re small, new, and passionate then you’ve got amazing customer focus and a desire to serve.

If your product isn’t robust then it’s simple, easy to use, and not at all complex.

Own your weaknesses and make them strengths.

Build Excitement

People hear you so much more clear when they are emotionally attached to something. Have you ever wondered why you can remember a particularly harsh comment your ex said to you in the middle of a fight? Or, how you can smell and vividly see a memory of a wonderful trip or experience somewhere?

Emotion ingrained these experiences deep in your mind because your mind believed these experiences were memorable due to the emotion experienced at the time. Build emotion through copywriting and your message will strike a deeper nerve with your audience.

Creating emotional intensity is a matter of choosing the right words, giving the unexpected (turns of phrases and twists to the story line), and leveraging paragraph length. Sometimes a few words can do significant damage, as is the case of Nike’s infamous slogan “Just Do It,” which charges, motivates, inspires, and drives people to buy a product.


If you’ve anticipated the needs of your customer and addressed potential counter arguments, then built emotional intensity, you need to deliver a kill shot. This killing blow is the dagger in the coffin to create a customer. Deliver your most important selling point. Yes, you may have a few selling points, but which one is the most powerful? I talked through a few of the needs and desires people have, such as health and wealth, in prior articles on the ol’ rippin’ dippin’ digital so we won’t discuss anything more now. Just go read them and come back here.

Good, so now that you read through those other articles, let’s figure out what your kill shot is. What’s the point to end all points? What’s your mic drop, walk off the stage comment that summarizes exactly what you can deliver?

Think back to Nike again. For them, the mantra of “Just Do It” is a summation of a way of life, It’s the grit of going for it, of working hard and suffering through the pain of practice to become the best.

It’s just doing it because you want to win, to succeed, to be the best. So, what’s your mic drop moment?

End with that, and exit stage left.