Last December, my friend Amaka ran a Christmas promo for her skincare brand. She spent over ₦60K on ads, used a trending influencer, and even gave discounts. But after all the hype? Just 3 sales.

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Last December, my friend Amaka ran a Christmas promo for her skincare brand. She spent over ₦60K on ads, used a trending influencer, and even gave discounts. But after all the hype? Just 3 sales.

She was heartbroken. “People are liking and commenting, but nobody is buying,” she said.

I checked the ad. The caption said:
“Glow this season. Limited stock. DM to order.”

That was it. No details. No direction. No connection.

Here’s the truth—people don’t buy because your product is amazing. They buy because your message makes them feel seen, understood, and safe to act.

High-converting copy isn’t about hype. It’s about psychology.

When I write ads, I don’t start with features. I start with feelings. I ask:
– What fear is holding this person back?
– What desire are they secretly chasing?
– What belief do I need to shift before they say yes?

Then I use proven psychological triggers like:

– Specificity: “₦3,500 organic soap for oily skin” will always beat “Glow up with us.”
– Social proof: “Over 1,200 Lagos women use this daily” builds trust faster than any influencer.
– Urgency: “Only 17 left. Free delivery ends tonight.” That’s how you move browsers to buyers.
– Clarity: If they have to guess, they won’t buy. I make sure every line answers a question before it’s asked.

And I never sound desperate. I write like someone who knows the value of what they’re offering—and knows exactly who it’s for.

That’s how you trigger action without sounding salesy.
That’s how you write copy that converts.
That’s how I help Nigerian brands turn attention into income.


—Jbm Sopuruchukwu

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