If you want to write ‘wallet-opening’ sales copy you need to know the following:
1. WHO your ideal customer is
2. WHY people buy
3. HOW to write clear and persuasive copy
4. WHERE to use psychological triggers
And this week I’m going to share with you my Wallet-opening Sales Copy Framework and Wallet-opening Words & Phrases you can use to sell your own products and services.
Using psychological triggers in your sales copy will help you sell more sh*t!
👉Wallet-opening Sales Copy Framework⚡
This simple but powerful framework will help you quickly write wallet-opening words for all your sales copy.
1. Stopper (3–6 words) — sensory/specific/contrarian (attention).
2. Big Promise (1 line) — outcome + timeframe + specificity.
3. Why it works / proof nugget (1 short line) — social proof, quick stat, or mechanism.
4. Low-friction CTA — soft ask or bold button.
Example (hero for a product page):
Stopper: “Stop Wasting Hours”
Promise: “Write high-converting email sequences in 30 minutes — without copy paralysis.”
Proof: “Trusted by 3,200 solopreneurs. Templates + swipe copy included.”
CTA: “Get the 30-min Email Kit (instant access)”
👉Wallet-opening words & phrases⚡
Use these ‘wallet-opening’ words sparingly, in the right place:
Gain-oriented: “Get”, “Gain”, “Unlock”, “Earn”, “Boost”
Loss-averse: “Avoid”, “Stop wasting”, “Never miss”
Authority: “Proven”, “Backed by”, “Trusted by”
Urgency: “Now”, “Today”, “Limited”, “Ends”, “Last”
Exclusivity: “Invite-only”, “Limited spots”, “Early access”
Ease: “Done-for-you”, “Plug-and-play”, “Ready-to-use”
Social: “Join X customers”, “As seen in”, “Rated 5★”
Sensory/specific: “£1,497”, “30-minute”, “3-step”, “double your opens”
Curiosity hooks: “Why most solopreneurs fail at X (and how to fix it)”
You might also be interested in the Wallet Opening Words Playbook by the Queen of Buyer Psychology AKA Katelyn Bourgoin,👑 Founder of Learn Why We Buy which inspired this post!
🎯TOP TIP: Save and print off the image below and refer to it when you’re writing sales copy.👇
Real World example of a psychological trigger🧠used by Casper
If you study this advert by Casper, you’ll see they use the psychological trigger of risk reversal.
And can you spot any other psychological triggers? 🤔
This trigger eliminates the perceived risk of a purchase, making the customer feel more secure in their decision.
How Casper uses it:
Casper famously offers a 100-night, risk-free trial period with free returns. This addresses the key anxiety of buying a mattress online without trying it, making the offer almost irresistible.
💥For a deeper dive into buyer psychology, check out my blog post ‘How to leverage Buyer Psychology to write killer copy’,
Finally, discover how other big brands like Casper use Buyer Psychology in this week’s free download/
AND FINALLY A FEW WORDS FROM ANNIE
Hope you found this week’s tips helpful. If there’s anything you want me to cover in future newsletters, let me know - I would love to hear from you! 😍
HAVE A GREAT WEEK & THANKS FOR READING!😊🙏
P.S. If you need help writing ‘wallet-opening’ words that will have customers screaming ‘TAKE MY MONEY’ email [email protected]. And stay tuned to join the waitlist for my new eBook SELL MORE SHIT WITH KILLER COPY – coming soon!
