3X Your Sales in 2 Hours with Powerful & Easy-to-use Copywriting Principles! | Eric John Campbell | Skillshare

3X Your Sales in 2 Hours with Powerful & Easy-to-use Copywriting Principles!

Eric John Campbell, Author

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27 Lessons (1h 31m)
    • 1. Course Promo

      5:02
    • 2. The best kept business secret

      5:02
    • 3. Warning: you will start to see copywriting everywhere

      1:50
    • 4. This course is designed for you

      1:54
    • 5. People only care about themselves

      2:02
    • 6. Are you getting to know your readers?

      2:25
    • 7. The secret of persuasive copy

      2:32
    • 8. Are you talking to one person?

      2:47
    • 9. Every copywriting piece has one goal

      2:34
    • 10. The secret of getting readers to take an action

      2:39
    • 11. Here's a quick way to get your reader to trust you

      2:52
    • 12. The secret of headlines

      1:22
    • 13. How to write powerful headlines

      5:18
    • 14. Little known ways to write effective headlines

      3:54
    • 15. How to come up with the perfect headline

      4:01
    • 16. Real world examples: book titles

      6:02
    • 17. How AIDA made me more persuasive

      5:15
    • 18. Who else wants to write more interesting copy?

      1:29
    • 19. How to get over writer's block and write great copy

      2:45
    • 20. How to persuade your reader

      2:14
    • 21. The secret of different readership paths

      2:05
    • 22. How long should your copy be

      2:02
    • 23. Make your copy easier to read

      5:57
    • 24. Warning: use correct grammar

      1:47
    • 25. Summary of everything you have learned

      8:32
    • 26. How to quickly become a better copywriter

      1:49
    • 27. How these books made me an effective copywriter

      4:39

About This Class

Do you make these mistakes in your sales copy?

             Do you know spending too much time talking about the features of your product / service can cause you to lose the sale?

             Do you know there is one single copywriting mistake that most people make? And if you are making this mistake one simple tweak can instantly boost your conversion rate by 100%.

You can 3X your sales IF you apply some simple copywriting principles

            Copywriting principles are similar to laws of nature. Just like gravity, they don’t change. If you learn simple copywriting principles now they will dramatically change the way you write.

            Stop leaving your sales copy to chance. If you are an entrepreneur interested in gaining every possible edge you cannot afford to ignore copywriting.

Hurry, if you enroll in this class right now you will get personalized feedback on your copywriting (class project). I cannot promise I will continue to do this in the near future.

Transcripts

1. Course Promo: welcome to the copyrighting course. Now I absolutely love copyrighting. I think it is one of the most underrated business skills in existence. So what is copyrighting? Copyrighting is salesmanship in print. It's using your words to sell something, and you've actually seen copyrighting multiple times on a daily basis. Any email that is trying to get you to taken action is a form of copyrighting billboards that's copyrighting landing pages for websites, especially start ups or software. As a service. Companies, that's all copyrighting brochures. That's a lot of copyrighting there, too. So the key point about copyrighting is it's writing that is designed to make someone taken action. And this was actually really popular in the 19 sixties, when people would do direct mail campaigns so they would write sales letters, mailed these sales letters off to thousands of people, and those people would purchase the products based on the quality of the sales letter. So originally copyrighting sole purpose was to exchange money. But with the Internet, salesmanship and print has grown tremendously or copyrighting. And what I mean by this is a lot of times you get emails that ask you to sign up for another email list, but they're not asking you for money. So the definition of copyrighting has evolved, and now it's writing that is designed to make someone taken action. And actually, you're going to notice this a lot. If you go on websites, they almost always capture your email before they try and sell you something. And that's because once they get your email address, then they can use copyrighting to sell their product to you. And once they have your email, they can contact you anytime they want, and it's really easy for them to do so. So why would you want to learn copyrighting? There's so many reasons you can literally apply it everywhere. It actually helps you develop a customer focused mindset. So the whole lesson that copyrighting really revolves around is people don't care about you . They care about themselves. And I know this confound kind of pessimistic, but it's really important. And if we understand this, we can actually use this to our advantage. So people are always looking for what's in it for them. Just because you think something is great doesn't mean your customers gonna think it's great either. It on Lee is gonna be great to your customer if they see how it can directly benefit. There live and when you learn copyrighting, it's like delivering your best sales pitch thousands of times. So let's say you're really good sales person and you're working at a car dealership. You could only pitch to around 30 to 50 people a day. But if you're an excellent copywriter, you only have to write your sales letter once, and it can be distributed all over the Internet thousands of times through emails. You could do a direct mail campaign, and that's actually still really effective. But the point is, once you write your sales letter once that's it. You don't have to pitch again. You've already written down your sales pitch, and now you can just send it out. And with the power of the Internet, there's never been a better time toe learn, copyrighting. And as you can imagine, there is a huge demand for people with copyrighting skills. Businesses are recognizing that they need words that help other people taken action. And not only is the business to consumer market really needing copyrighting skills, but actually the business to business market really needs copyrighting skills as well. And there's a huge amount of people that have become freelance commercial copywriters, and they're making a ton of money every year by writing copy for business to business sales . So sorry if I got a little overwhelmed or I overwhelmed you a little bit. But I really just think copyrighting is an awesome skill, and if you learn it now, it's gonna pay dividends your entire life. And if you're currently running the business and you're trying to sell more products, copy writings going to directly help you make sales and just as, ah, little tidbit. One example and there's many of great copyrighting is there was an ad and the added decently. Well, it made some sales, but all they did was change the headline of the ad, and they increased the sales by five times. That's 500% increase in sales just by changing the words. So your words are very powerful, and in this course you're gonna learn exactly how to use those words to your advantage. 2. The best kept business secret: welcome to the copyrighting course. Now I absolutely love copyrighting. I think it is one of the most underrated business skills in existence. So what is copyrighting? Copyrighting is salesmanship in print. It's using your words to sell something, and you've actually seen copyrighting multiple times on a daily basis. Any email that is trying to get you to taken action is a form of copyrighting billboards that's copyrighting landing pages for websites, especially start ups or software. As a service. Companies, that's all copyrighting brochures. That's a lot of copyrighting there, too. So the key point about copyrighting is it's writing that is designed to make someone taken action. And this was actually really popular in the 19 sixties, when people would do direct mail campaigns so they would write sales letters, mailed these sales letters off to thousands of people, and those people would purchase the products based on the quality of the sales letter. So originally copyrighting sole purpose was to exchange money. But with the Internet, salesmanship and print has grown tremendously or copyrighting. And what I mean by this is a lot of times you get emails that ask you to sign up for another email list, but they're not asking you for money. So the definition of copyrighting has evolved, and now it's writing that is designed to make someone taken action. And actually, you're going to notice this a lot. If you go on websites, they almost always capture your email before they try and sell you something. And that's because once they get your email address, then they can use copyrighting to sell their product to you. And once they have your email, they can contact you anytime they want, and it's really easy for them to do so. So why would you want to learn copyrighting? There's so many reasons you can literally apply it everywhere. It actually helps you develop a customer focus mindset. So the whole lesson that copyrighting really revolves around is people don't care about you . They care about themselves. And I know this confound kind of pessimistic, but it's really important. And if we understand this, we can actually use this to our advantage. So people are always looking for what's in it for them. Just because you think something is great doesn't mean your customers gonna think it's great either. It on Lee is gonna be great to your customer if they see how it can directly benefit. There live and when you learn copyrighting, it's like delivering your best sales pitch thousands of times. So let's say you're really good sales person and you're working at a car dealership. You could only pitch to around 30 to 50 people a day. But if you're an excellent copywriter, you only have to write your sales letter once, and it can be distributed all over the Internet thousands of times through emails. You could do a direct mail campaign, and that's actually still really effective. But the point is, once you write your sales letter once that's it. You don't have to pitch again. You've already written down your sales pitch, and now you can just send it out. And with the power of the Internet, there's never been a better time toe learn, copyrighting. And as you can imagine, there is a huge demand for people with copyrighting skills. Businesses are recognizing that they need words that help other people taken action. And not only is the business to consumer market really needing copyrighting skills, but actually the business to business market really needs copyrighting skills as well. And there's a huge amount of people that have become freelance commercial copywriters, and they're making a ton of money every year by writing copy for business to business sales . So sorry if I got a little overwhelmed or I overwhelmed you a little bit. But I really just think copyrighting is an awesome skill, and if you learn it now, it's gonna pay dividends your entire life. And if you're currently running the business and you're trying to sell more products, copy writings going to directly help you make sales and just as, ah, little tidbit. One example and there's many of great copyrighting is there was an ad and the added decently. Well, it made some sales, but all they did was change the headline of the ad, and they increased the sales by five times. So it's 500% increase in sales just by changing the words. So your words are very powerful, and in this course you're gonna learn exactly how to use those words to your advantage. 3. Warning: you will start to see copywriting everywhere: So in this lecture, I want to point out to you that copyrighting is everywhere and I want to show you that you really do see copyrighting all the time throughout your typical day. So billboards right here we have a great example of copy. So the important thing here is just another refreshing day in paradise. And that's what we call a headline and copyrighting And that's to get your attention. Now, in this example, this billboard is to reinforce the brand of Coca Cola. But our headlines conserve whatever purpose we choose to serve. And we're gonna talk about that in a leader lecture in this course. Now here's an example of a landing page on a website, and here we have a headline, powerful social media software, and we also have a sub headline, which is right below it, a management and engagement platform for social business. And then we have our call to action, which is the green button. Start your free trial. So there's a lot of aspects of copyrighting just in the single landing page, and I'm gonna go over all of these different aspects as we go through this course. But I just want you to notice that all of these copyrighting factors come into play in so many different places, or just an email to a friend or anyone. When you're writing emails, your copy writing skills come into play, and any time you're convincing someone had taken action. So even if you want to invite a group of your friends to go to a movie, if you know copyrighting, you're actually more likely to get them to go to a movie with you because you're seeing things from their perspective. You're seeing What did they get out of it? So let's get started. 4. This course is designed for you: So now I'm going to talk about how this course is structure. Now, this course is broken up into six different sections, and right now you're in the first section, which is the introduction after the introduction. I'm gonna move into philosophy and philosophy is extremely important in copyrighting, and it has to do with what I mentioned earlier, which is customers don't care about you. They care about themselves. But there's also a lot of other factors of philosophy that go behind copyrighting. And when you learn this philosophies, you're going to see a lot of the world in a completely different way, and it's gonna be really empowering for you. After we talk about the philosophy behind copyrighting, we're gonna go over headlines, and this is what makes an effective headline. Now, when it comes to copy writing, your headline is actually mawr important than your body copy. And that's because if your headline doesn't grab your reader's attention, then the rest of your words are pointless because they're not gonna click to check it out. And actually, most of the famous copywriters spend more time writing a great headline than they do writing the entire body coffee so that's gonna be a really interesting section for you. And after we talk about headlines, we're going to get into body copy. And even though body copy isn't as important as headlines, it's still really important. And you're gonna learn how to write effective body copy. And we're going to start out that section by talking about ADA, which is a sales formula, that once you learn about it, you're going to see it everywhere. After body copy, we're going to get into technical stuff, which is just how to format your copy to make it more readable and finally will get to the conclusion where we'll review everything we've learned. And I'll point you to. Some really rate resource is if you want to continue learning more about copyrighting 5. People only care about themselves: So now we're gonna get started with philosophy behind great copyrighting. And the first point which have already mentioned a couple times, is people truly care about themselves. No one cares about you. They care about what you can do for them. Now. I'm not talking about loved ones. Obviously they care about you. But I'm talking about the people that are gonna be reading your copy. They want to know what's in it for them. And as an example, do you pay attention to who writes the articles you read, or do you read an article because you're really interested in the information being offered ? So I'm gonna take two examples here to illustrate this point. So this is typical business riding that I'm sure you've seen something like this before. Our business has been serving people for over 20 years. We started as a small independent wholesaler and now we have over 400 clients are excellent Commitment to service has led us to ship higher quality products than our competitors. And I see writing like this all the time. But if you take a second to look back at this paragraph, if I want to do business with whichever business wrote this paragraph. What's in it for me? I don't see anything about me. It's all about how their business has been successful, how they have over 400 clients, and it really doesn't grab my attention. I don't think they can solve my problem. So if we were to rewrite this, it could be something like, Are you tired of wholesalers that don't deliver what they promise? Do you feel like you're needs are being neglected? We have built our business around customer service, which means you will never wait more than 24 hours to receive a delivery. So here we've just done some minor alterations to this paragraph, and now it's all about me and how this business is gonna directly benefit my business. So as you can see, using that mindset that people only care about themselves is really effective 6. Are you getting to know your readers?: So now we're going to talk about it's of really getting to know your customers or your readers. And the main thing is, we want to stop the guessing so assumptions are dangerous. Whenever we assume that we know what our customer wants and we don't enforce it by interviewing customers, then that assumption is really hurting us because we could be writing copy That doesn't apply to the people reading it so so often. We think that because we see the world one way, everyone else sees it the same way. But that's simply not true. Everyone sees a different world, and the only way to really know what your customers air thinking is to talk to them. So it's really important to interview your customers. And in customer interviews, not only do you want to directly talk to them, but you want to identify their pain points. So these are the things that are frustrating them. Also, whenever you're doing a customer interview, you don't want to try and sell them anything, and you don't want to bring up your solution because you might get a softball answer. Well, those say they'll use it, but they're not actually willing to pay for it. So in these customer interviews, you're really just interested in listening and discovering what their pain points are. And pain points is another word for their problems. And not only do you want to do this, but you want to interview multiple customers, and that's because you want to get different perspectives. And the more customers you interview, the more perspectives you'll get. But what typically happens is if you interview enough customers, you're gonna notice, ah, form of commonality between all the customers, and it's gonna be a common pain that they all share. And that's what you want to dress in your copy. But before we can even write any copy, we have to know what that pain point ISS and we can't guess. We really just have to talk to customers to figure it out. Now, this is a pretty time intensive process, and if you're just writing copy for an email to a friend, then this won't apply to you. But if you're writing copy for a product that your business has been working on for a long time, then doing this research is worth it, because it's gonna help you write much more effective copy. That's gonna help you sell many more products 7. The secret of persuasive copy: in this video, we're gonna be talking about your central selling idea. So before we write any piece of copy, we want to be clear about the offer that we're making. And that's because although copyrighting is very effective, if we don't have a good offer, then it's still gonna be hard to get people to take an action. So and offer can be anything. You want to make sure that you're very clear about what your offer is. So let's say, for example, that you want someone to sign up for your email list so your offer might be if they sign up for my email list and give me their email. Then I'm going to give them an E book that tells them how to make a cheap wordplay. WordPress blawg. So before I've even written any of this copy, I have a clear idea that my offer is. They give me their email and I'll give them an e book that tells them how to create a WordPress blawg. So you offer can be anything, but it's just important that you know what it is, and it's simple, so you understand it before you start writing coffee And just like I said, it's that one message that you're communicating to your customer. So here's an example of a c aside, our central selling idea that's not clear. By taking this course, you will write better. You will think better, and you'll have more success now. That's pretty vague. I don't really know what I'm offering here, and I'm sure that my customer or my reader doesn't know what I'm offering. So it's always it kind of sounds like common sense, but it's actually really easy to forget this where we have a general idea of what we're offering, but we're not really clear about it. So it really helps you out if you can write your central selling idea in a single sentence . So, for example, by taking this course, you will learn how to become a more effective writer in less than two hours. So I'm clear about what my offer is now. I could even make this more clear by saying what the other person is offering, So give me Ah, $100 I will teach you how to become a more effective writer in less than two hours. But in this case, I don't know how much I'm going to charge yet, so it's okay that I'm just focusing on what I'm delivering. But if you know what you want to get in return from your customer, then you can make your central selling idea even more clear. 8. Are you talking to one person?: in this video, we're going to talk about the importance of talking to one person. So even though you're copyrighting might be read by thousands of people. Each time someone reads your copyrighting, you're speaking toe one single person. She always want to keep that in mind. So when you write your copy, it's not targeted at thousands of people. It's targeted at one single person. So just like I said, this is speaking to a single person. And it's not a speech. It's not as if you were giving the sales pitch in front of 20 people. It's more so that your giving a sales pitch to a single person and a great way toe keep this mind set when you're writing your copy is to create a persona of a typical customer and then speak directly to them through writing. So what is a persona? Our persona is a fictitious character that's based off the traits that your target market has, so your persona should be representative of your target market, and if you don't know what your target market is, then you're gonna want to do more customer interviews. But there is no exact science to making a persona, so you're gonna have to guess, But you want your guess is to be educated. So instead of making guesses that you just assume your typical customer will be like you want to base, thumb off the information you got from your customer interviews? So here's an example of a persona. I found this picture off a Google image search, and I've named this guy Bob Thompson, and I decided that he's 52 years old and he's married with two Children. His job is a financial, an analyst at ey. He loves do it yourself projects and hobby businesses, and he is scared of not being able to provide for his family. So I never interviewed someone named Bob Thompson, who was a financial analyst at you. Why and who loves do it yourself projects and hobby businesses. But let's say for this example, I interviewed 20 different people, and they all seem to be similar to this persona. So if I'm writing directly to Bob, then the rest of my target market is going to respond and feel like I'm writing directly to them now. I'm not gonna include Bob's name in the writing because it's fictitious. We're not really, But I still want to keep Bob in mind when I'm writing my copy. What would Bob think about what I'm writing right now? So this is really a mental exercise that really just helps you write your copy in a more focus way that'll help your target market. 9. Every copywriting piece has one goal: in this video, we're gonna talk about the importance of getting your customer to take an action so copyrighting or copy has one goal and you're single Goal in any piece of copy is to get your customer or your reader to taken action. And that action could be a simple as signing up for an email list, ordering your product or maybe calling a sales person So it doesn't matter what you choose your action to be. But what does matter is that your copy is leading your reader to take that action, so all of your copy is helping you towards that goal. Otherwise you can get rid of it. So if it's not helping your customer or helped convince your customer to take that action, then consider eliminating it from your copy. And that's because you want your copy to be effective. You want it to be long enough where you can explain why your readers should take the action . But you don't want it to have excess fluff that your reader finds boring or distracting, and that might cause them not to take you the action. So some examples of this are Have you seen a commercial that you thought was a really clever, but it didn't make you want the product. So I've seen this a couple times where companies will spend who knows how much money could be tens of thousands of dollars creating these really clever or funny commercials. But at the end of the commercial, it didn't make you want to take an action. It didn't make you want to buy their product. So in that sense, I would consider that advertisement a waste of money if it doesn't make you taken action. And maybe you could argue that some advertisements are for brand building. But I've seen some clever advertisements that don't really build up the brands or make you taken action. Or have you read a magazine advertisement and you didn't buy the product. You didn't think it was effective in making you buy the product. So this is another example of where an advertisement in writing might be really clever, but it still doesn't make you want to take in action or have to read an advertisement. Have you ever told yourself I'll think about it? And I'm sure we've all done this before and the truth is and This is what every copywriter knows. When someone tells you all think about it, they're not going to think about it. You have to make the sale right now or you have to make them take the action now. Otherwise, there is a large chance that they're never going to take the action at any other point. 10. The secret of getting readers to take an action: So now we're gonna talk about benefits versus features. What are features? Well, features are what your product or service does. They're the physical characteristics of your product or service, and products or services usually have many features. So a lot of times you see this in product descriptions, you'll see the dimensions of the products or the material that it's made out of. And that's a feature. So what are benefits? Well, each feature helps your customer in some way, and how your feature benefits your customer is the benefit are. Let me rephrase that. How each feature helps your customer is what you call the benefit and the benefits or what your customers really care about. And essentially, a benefit is how your product or service makes the lives of your customer better. So let's run through an example. Now here's a nice looking watch and the features for this watch or a light leather strap, large numbers and a 10 year battery life. So these this information about the watch, but it doesn't directly say how it benefits us, so let's translate these features into benefits. So now the benefit of the light leather strap is the light leather strap makes the watch very comfortable. That's the benefit. By purchasing this watch, it's gonna be very comfortable because of that light leather strap. The large numbers, which was a feature, makes the watch easy to read. And that's the benefit. The watch is now easy to read because of the large number feature. Now, for another example, remember that feature the 10 year Battery Life? Well, now we've translated that to a benefit. The 10 year battery Life means you never have to worry about changing the battery so as you can see all of the benefits or underlying here, so the benefits include the feature. But they expand on the feature, and they tell your customer how that feature is gonna make their lives better. And this is really important that we include the benefits whenever we're selling a product or service, and this gets back to customers caring about themselves, we want to let those customers know exactly how our product or service is gonna benefit their life and make it easier or better 11. Here's a quick way to get your reader to trust you: in this lecture, we're going to talk about the importance of being honest when you're writing copy. And the truth is honesty cells. So I'm just going to use an example from your life. Let's say that you have to friends, and I'm sure you've experienced this and one of the friends is really trustworthy. You really trust this friend and there's another friend who always lies. He flakes out on you. So if they tell you the same thing whose words mean more the words from the friend you really trust or the words from someone that you know is always lying. And the answer, as you can imagine, is the trusted friend You're gonna value everything they say way more. And you might notice that the friends that seem to lie all the time always make these bold claims about how they're gonna help you or who knows what. But you just know that their line So you don't take anything, they say seriously. So that's why when you're writing, copy, trust is your most valuable asset. Because if your reader or customer doesn't trust you, then the words that you say are pointless and customers can always tell when you're being honest. So let's play a quick game. I'm gonna show you two different short pitches and tell me which one you think is more effective. So here's the 1st 1 I have a new video course that will make you $10,000 in less than three months. It does not matter what experience you have had in the past. After taking this course, you will make thousands of dollars, so that's the first pitch. Now here's the second pitch. I'm going to be honest with you. After taking this course, you will not automatically make money. People in the past that have taken this course have made over $10,000 but it takes time and effort. So that's number two. So which one do you think is more effective now? I'm guessing that your thinking winner is number two, and that's because the second claim, even though it doesn't promise as much, it is much more believable. I actually believe that what this person is saying is true. And just like I mentioned before, if a customer does not trust you than what you say is pointless and going back to that first claim I have a new video course that will make you $10,000 in less than three months , and it does not matter what experience you have had in the past. After taking this course, you'll make thousands of dollars. There's no way that's possible. So therefore, the first claim is not believable because no one can promise that kind of success. So that's a dramatic example. But even if it's less dramatic, if your line, then your customer can just sense it. 12. The secret of headlines: in this video, we're gonna introduce headlines and headlines are extremely important. Like I mentioned in the introduction, headlines are more important than the body copy. And that's because if your reader isn't captivated by your headline, then they're gonna skip your copy altogether, and they're not even going to read your copy. So the purpose of a headline is to grab your reader's attention and then to get that reader to read the first sentence of your copy. That's it. So your headline has a very specific purpose, but it's also very important. And on average, five times as many people read the headline, then read the body copy. And that's why it's so important to spend a lot of time making sure your headline is effective. So what makes a good headline? A good headline has a benefit that is clearly communicated to the reader, and this headline makes the reader interested so that they want to learn more. But what's also really important about a good headline is after clicking the headline, You don't want the reader to feel tricked into your reading your copy. So this happens a lot of times where a headline promises a lot of really great things that make someone want to click on it, but when they click on it, they don't get those great things in the copy and the reader will feel. 13. How to write powerful headlines: in this video, we're going to go into detail about creating a great headline. So there's this excellent copyrighting book out there called Tested Advertising Methods, and it's really famous in the copyrighting community. And one of the most important insights from that book is that there are three main principles that make headlines effective, and this is actually ranked in order of importance. So self interest is by far the most important aspect that you can add to your headline to make it effective. And the second most important is news, followed by the third most important curiosity. So news would be announcing a new product or service or announcing an update to an existing product or service, whereas curiosity, maybe something that makes your reader want to read your body copy because it answers a strange question in the headline and often times you can combine two of these, but you don't have to include all three of them in every headline, and in fact it's almost impossible or it's at least really hard to include all three effectively in a single headline. But you can include self interest and curiosity, and one and an example of that would be. You're never going to believe this new writing secret that will make you better writer. Now that's just about the top my head, so I wouldn't use that. But hopefully you see where I'm going with this, where you can combine self interest and curiosity. But as I mentioned, these air ranked in order of importance, so self interest is the most effective. News is the second most effective, followed by curiosity Now. Self interest, like we said earlier, is what benefit someone will get from your product or service, and that's really important. So if your reader read your headline and they automatically identify the benefit that they receive from your copy or your product or service, then they're gonna be interested, especially if it solves that pain point or problem that you know your reader is having. Another way you can include self interest in your headline is to tell you reader how long it will take for someone to get that benefit. So let's say you're writing the headline that says how to become a more effective writer or , even better, how you will become a more effective writer if you add in how you will become a more effective writer in less than two hours. Then your reader might find that even more convincing. And this really depends on your product or service, so it could be something that's how to do X in less than a week now. Obviously, if you're selling a product or service, that's gonna take a long time. You won't want to be how to do acts in less than a couple of years, but you just want to use your best judgment there. Another thing you can dio to increase the self interest in a headline is Talk about what is holding your customer back from success. So let's say your customer has this desire to achieve some goal, but they haven't been able to over the years. If you can identify that thing that's holding them back, then you're much more likely to grab their attention because they will see that you can solve their problem. Then, when it comes to news, an easy way to make it headline have a news element is to put announcing in the beginning of the headline. So the example I have here is announcing a new system for profiting on Amazon. Now it's important to be honest here and Onley. Use the news element if you're creating or have created a new product or service or an update to an existing one. But if you're selling the same product that you've been selling for a year, you don't want to include announcing or other news elements into your headline. Now the reason why news elements are so effective is because everyone loves to be the first to experience something. It's human nature, and finally we have the curiosity appeal, and this is effective because humans are naturally curious and it can be a really great way to get someone to read the first sentence of your copy. But as I mentioned in the beginning of this video, in the hierarchy of effectiveness, curiosity is third on the list below news or self interest. And for this reason, headlines that just appeal to your curiosity are not very effective. But if you couple a curiosity headline with the self interest headline or couple a curiosity headline with a news headline, then that could be a very effective. So let's use the self interest as an example. So now not only will your reader become a better writer in two years. But let's say you said this. You won't believe this amazing secret that it makes you a more effective writer. So now I've created a headline that has self interest. Your reader will become a better writer, but also there's curiosity. What is this amazing secret he's discovered that will help me become a better writer? So adding curiosity to self interest or news headlines could be really effective. 14. Little known ways to write effective headlines: in this lecture, I'm gonna go over three headlines secrets that are going to allow you to right way more effective headlines, and the 1st 1 is clarity over cleverness, so you always want to be clear in your copy. Your customers will not give your copy their full attention. And that's because let's say they're browsing their email inbox or, if you're was an ad in a newspaper, they're kind of half aware of what they're reading. It's not as if they're fully engaged in their email inbox, and you probably experienced this yourself where you just casually browsing through emails , you might be listening to music. So for that reason, you want to be as clear as possible so your readers will understand what you're trying to say without giving all their mental energy. So for this reason, if you have to make someone think twice about your message, you're probably gonna lose them. So here's an example of a clever headline. Next time you'll get the check versus announcing the benefit in a very clear way, earned $200 more per month and thats much more effective than the 1st 1 The second important thing to keep in mind is always focus on the positive side of things. That's because people do not like to think about negative things. Now you may know someone or a few people that always talk in a negative way, but when they're reading a headline that talks about a benefit they're going to get, they wanted to be positive. They want to have something to look forward to, and almost anything can be framed in a positive way. So here's an example. The 1st 1 is avoid the trauma of a robbery. So let's say we're selling some kind of home alarm system, so that would be the negative side of that product. Avoid the trauma of a robbery, but you can also flip it to the positive side. Always keep your family safe. And if you're deciding between those two angles, go with the positive side. And lastly, and this is a very important point. Sell the cure, not the prevention, and this really gets into human nature. People are much more likely to buy something that solves a problem they're having right now . They're much less likely to buy something that prevent something bad from happening. The future Even if that possible bad event is really big, they're likely to put off the decision. Say, I'll think about it and then they'll never buy your products. Whereas if they have a problem right now and you can solve it right now, you're much more likely to get their business. So an example here is a fire alarm is, ah, hard product to sell. Let's sell your let's say you're selling a really advanced fire alarm. I don't know if they make those, but in this example, let's say they dio. So you're selling a prevention. You might have a fire in the next couple of years, so I need you to buy this fire alarm. Now that's a hard thing to do. That's a hard sell. But on the other hand, a product like Tylenol is an easy product to sell. So let's say you have a headache right now and you need to solve it Well, if you have a headache and I have a box of Tylenol, it's really easy for me to sell you that Tylenol, and that's because you want relief from your pain or problem right now. And that's why I often refer to someone's problems as their pain points because that problem is causing them some kind of pain, whether it's mental pain or physical pain. And if you can help someone solve that problem, then they're gonna buy from you in an instant because you're giving them a cure to something that they're dealing with right now. 15. How to come up with the perfect headline: So in this video, I'm gonna tell you exactly how you can write a great headline. Now, before I get into this, I just want to mention that you've been absorbing a lot of material in this course, and I know that's really great, but at the same time, you might be overwhelmed. You might think, Oh, I don't know if I could write a headline now because I just might forget one of the principles he taught me, Or I might forget most of them. And what I want to urge you to dio is just brainstorm and write down the ideas that you have. And that's because the best way to get better at copyrighting is this practice. And actually memorizing the lectures that I've given you is not gonna help you that much. And that's because if you keep practicing, you're gonna learn these techniques over time. But it's really important that you practice, so I'll give you two examples. One. Let's say there's a person that just watches these this video course over and over writes down every single thing but never practices. Writing copy that person's first bit of copy is probably not going to be that good, even if they've memorized every lesson that I've taught in this course. But take for the second example someone that's just been through this course once. But they keep practicing copy. They keep practicing, writing headlines and riding body copy. Well, over time, they're gonna be a really effective copywriter because they're practicing. So when it comes to writing a headline, create a list. And on this list, you just want a brainstorm. Headline ideas and write down anything that comes to your mind. And it's important that you don't judge the ideas that are coming out of your head and just keep writing them down and you're gonna wanna have at least 20 headlines. And once you've done this, do something else to get your mind off copyrighting do an activity that you enjoy or a hobby. Then wait until the next day and look at the list then and see which headline sounds the best. And that's a great way to come up with an effective headline. Now again, I just want toe reiterate that practice is so important, and the hardest time to start practicing is when you're just starting out and because that's when the doubts are gonna be filling your head because you haven't really done this for a while. But that's okay. Just keep writing and don't judge your ideas and you will get better. And soon you'll become a very effective copywriter. Now let's say that you've done a lot of practicing. You feel somewhat comfortable writing headlines, but you really want to write an effective on for a project you're working on. Well, the best thing to do in this case is to do that process. Like I mentioned writing a list of headlines, but then pick 3 to 5 of your favorites and test them. And if you do this, you may be surprised by which headlines attract the most attention. And what's important is, when you're testing is you want to try to keep other factors constant. So let's say that you're selling to you Timmy course, for example, and you want to test different titles for your courses and see which one attracts more students. So let's say you test the first headline on Monday and Tuesday and the second headline on Wednesday and Thursday. Now that's a good way to test, but it might give you strange results, because Monday and Tuesday might be more popular days on you to me than Wednesday and Thursday. So just using this you Timmy example, you would want to test the first headline for a whole week and the second headline for the next week. And that's because you want to keep as many factors constant and on Lee change the headline . That way you'll make sure that if the amount of people that look at your coffee changes, it's because of that headline you change and not because of something else. 16. Real world examples: book titles: in this video, we're gonna apply what we learned about headlines and take some look at real world examples on Amazon's Kindle store. Now, to do this, we're gonna look at books that come up when we search for home business. So every title of a book on the Amazon Kindle store is a headline. And that headline is either going to draw us in and make us read more about the book and possibly by it, or push us to move towards looking at another book title. So let's take a look at these titles and see if we can apply what we've learned. So right here, home business, work at home and make money from home. 50 jobs at home. So of our three elements, this one implies a self interest, which is you're going to work at home and make money from home by reading this book. And it also includes the curiosity element when it says 50 jobs at home. And already your readers gonna be curious. What are those 50 jobs at home that they can do to make money from their own house now? I also noticed, just as a side bit that they repeated home a lot, and I believe that's why it showed up. Is the number one result when I typed in home business, So that's just a some I found interesting. But let's go on to the next title. 925 Ideas to help you save money, get out of debt and retire a millionaire so you can leave your mark on the world. Wow. So if you thought you're using too much self interest in a headline, just take a look at this one. Three different things that all directly to relate to the reader 1st 1 is 925 ideas to help you save money. That's a huge self interest. Then look at the next one. Give dead and retire a millionaire. That's another piece of self interest, and although that one doesn't directly say you, it is implied that they're talking about you being able to get out of that and retire a millionaire. And then I just love this final bit of the headline so you can leave your mark on the world . So much self interest, and especially with the 925 ideas, there's some curiosity in there as well. Now notice how these titles both seem really effective, and the reviews reflect that they're pretty popular books on the Kindle store. Then take a look at this next title, Home based Business for Dummies. And if we go through our three elements, there is no self interest in this title whatsoever. There is no news element, and there's not even a curiosity element. So this headline is not very effective, and it reflects that the reviews. This is the third book to show up when we type in home business, and the amount of reviews it has is significantly lower than the amount of reviews of the two books above it and the book below it, and not to mention the book below that. So it doesn't fit in here. And that's because the headline is simply not an effective headline. It's not causing a lot of people to click on it and learn more. So it's amazing that a big company that you think would know how to write great headlines after writing so many of these books actually doesn't have any self interest in their headline. And you may say that they can't do it because they have to include for dummies, but they could easily include how to start your own home based business or include a self interest in some way without making the title too long. So then let's take a look at the next one craft business power 15 days to a profitable online craft business. Now this one doesn't have as strong as the self interest as it could have. But it's still implies that you're gonna be able to create a profitable online craft business. And it also has a really strong U. S P or unique selling proposition by telling you that you can create a profitable online craft business. And that's because none of these other books are talking about crafts. So if you're thinking that you want to start a craft business, this book is gonna be very appealing, even though the self interest isn't that great. The USPS strong If you're looking for a craft business and then the next one here how to make money online, learn how to make money from home with my step by step plan to build a $5000 per month etcetera so that actually could have a curiosity element simply because you can't read all the title until you click on it. But it also implies a self interest. Learn how to make money from home, which is basically implying that learn how you can make money by home and you can use his step by step plan that's been successful for him. So that's another title that seems to be very effective because it includes a lot of self interest, even though it's implied in this case. And compare that again with another generic title, Home Business magazine. Notice how that's very similar to home based Business for Dummies. This title has no self interest whatsoever, no news element and no curiosity element. And the stars or reviews reflect that Onley 12 and in this case it just happens to be a very poorly rated publication. But it's just interesting to see that the titles makes such a huge difference on the amount of people that read that book. Because if this title doesn't grab your attention, you're not gonna click on it. And if you don't click on it and learn more, there's no way you're going to buy it. So headlines are extremely important and There's so many different instances. And with the Kindle e book titles, this is just one of many ways that headlines are used to make sales. 17. How AIDA made me more persuasive: in this video, you're gonna learn about ADA, and once you learn about ADA, you're gonna see it everywhere. And that's because it's a formula that's proven to work, to get people to take action. And it's probably been used in letters that you received at your home or on landing pages to websites. A lot of those you Zeta or maybe in someone that gave you a sales pitch, they might have been following ADA. So this is our extremely powerful and effective formula for getting someone to take an action, and you're about to learn it. So Aita is your new best friend, and what it stands for is attention, interest, desire, action. And this is a formula that has been proven over time and time again to get people to take an action. So by attention, that's usually your headline. And that's to get someone interested in what you have to say. And then comes interest, which really builds up. Why should your customer be interested in what you're saying? Then it moves on to desire, which is where you have your customer imagine the benefit they were received by taking this action and finally action and in this stage, you want to tell your customer exactly what to dio, so let's break up each of these in more detail. So attention is almost synonymous with the headline, and it really is what will grab your reader's attention and just like the headline how you get your reader to read the first sentence of your copy Now the reason that attention is different than a headline is because ADA applies to more scenarios than just writing. So when you're talking to someone, you might grab their attention with a single sentence, and that starts you on the ADA track. Also, does your headline offer the promise of a benefit for your reader, and we went over that more in the headline section. So then, after you've got their attention, you want to get their interest, and their interest is washing your customer. Care about what you are saying and in this part of the aid of formula, we want to capture the attention of our readers and weaken do this by identifying their problem. And there's a famous saying that if you can articulate the problem that your customers having better than they can, then you already have their attention and you're going to make the sale. And it's all about truly identifying the problems that they're having. And this goes back to the customer interviews we talked about where you understand your readers. Pain points. Also, another way to capture interest is if you promise to share something with your reader so you can tell your reader in this copy, I'm gonna explain to you something of value to them. Or you promise that if they keep reading, they'll find out more about how to get your product or service, which will give them a benefit. So after attention and interest comes desire and in the desire stage, we want to make it clear what problem you are solving for your customer, and we won't actually take it even a step further than that. And we want to help your reader visualize what their life will be like with your solution, and your solution is product or service. And in this stage, we want to use emotional copy to really make your reader feel what it's like to overcome their problem, and that leads me to a really important point, which is the difference between appealing to someone's emotions and appealing to someone's logic, and you've probably heard or experienced yourself that appealing to someone's emotions can be very powerful, and that's really true. But it's actually really important that we also appeal to their logic because that's how people justify their decisions. So if you use emotional copy to make someone want to buy your product or service or to take an action, then they're very likely to do it. If they can justify why they're doing it. And most people can't justify something based on their emotions, they need a logical reason as to why they're doing it. And that's why you want to throw in both into what you're saying. So after desire comes action, and in this stage you want to tell your customer exactly what steps they should take next, and it may seem redundant, but you really want to tell them every single little step. And in that sense, you want explain in great detail what they need to dio, and it doesn't matter what it is. It could be. Get more information, sign up for an email list or buy your product or service. But what's important here is that you've outlined everything they need to dio and you've made it extremely clear how to do it. And this is because oftentimes we just assume that things are obvious and we take them for granted. But other people may not think that way, and that's what you want to spell out what they have to dio. 18. Who else wants to write more interesting copy?: in this video, you're gonna learn the difference between casual copy and institutional Copy. Now, when I say institutional copy, I'm referring to the academic copy, which is kind of how you were taught in school. And it's also have a lot of businesses, right? And it's making things more complex, and they have to be. And in a way, it's kind of trying to impress others to make you look smarter. And it's just something that we've been picked up and kind of taught to write that way, but it really actually goes against us, and I really think it all becomes back to how you learn to write in school. So if you look at how we were incentivized and it doesn't matter how long ago you went to school, But when you're in school, you learn toe, make a certain page count or a word count, and you wanted to fill up the space and also use big words to impress your teacher and you get a good grade. And the thing is, if you learn that way, no matter how long ago, if you don't learn any differently, you're gonna write like that your entire life and this causes us to make things more complicated than they need to be. But when you're writing copy, you really want to write in a casual way, and in this sense you should write like you talk. And if you remember from our earlier persona video, your writing is a conversation with a single reader, and that's why when you write your copy, you should use the simplest language possible to get your point across. 19. How to get over writer's block and write great copy: in this video, I'm gonna be talking about the importance of getting started in the power of editing. So when you're just starting to write a piece of copy, you might see that white screen. And I'm talking about that blank word document with nothing on it, and that could be really intimidating. And this is also known as writer's block. And not only is this common whenever you're starting a new piece of copy, but if you haven't done much copyrighting or a lot of writing in the past, then this white screen is going to be even more intimidating. And the reason it's intimidating is because we don't want to right the wrong thing. We have all these thoughts going on her head, and we want to say it in a way that's effective. But we're afraid of saying the wrong things, and the way to overcome this white screen challenge is to simply get started. Just get something on the page, and the best way to do this is just to hear your thoughts and transfer them on to the paper or your word document without judgment. Just let every thought writ become written and don't put any filters on it, and this is a great way to really just get your ideas on the page. And it doesn't matter if it doesn't flow well, the important thing is you're getting those ideas out of your head and onto the paper and keep in mind with this first draft. No one is going to read this except for you. So you don't have to worry about being embarrassed or it not being perfect. And it's actually probably gonna be really sloppy. And that's okay, cause you're just getting those thoughts on paper. And after you do that, then you can spend a lot of time editing. And editing is where the magic happens. It's where your copy comes to life, and depending on the length of your copy, you'll most likely rewrite it from 5 to 10 times. And that's because each time you go through your copy and you edit it, it becomes stronger and more effective, and the best way to edit your copy is to print out a piece. Are a copy of a copy of your copy. You want to print it out and read it out loud, and this way you can see if the words flow if the structure makes sense. And if you're using good words that are easy to follow and not overly complicated, and you can do that multiple times so you print out your copy, read it out loud, make changes with a pen, then input those changes into your word document printed again and repeat that process. And if you do that multiple times, you're gonna have a really strong and effective piece of coffee. But the important thing here is that you got started and you did. That initial first draft was just a brain dump with all your thoughts, and you put it on paper. 20. How to persuade your reader: Now we're gonna talk about the importance of anticipating your customers doubts, and it's really important that we address the doubts your customer has in the body. Coffee. Now, keep in mind. No product or service is perfect. Almost all products or services have some flaws. So when you're writing your copy, you want to avoid the magic pill mentality. And the magic pill is. If you buy my product or service, your life is gonna instantly get better without any work on your part. And in most cases that's simply not true. And if you right from the magic pill mentality, then you're not being honest. So it's much better to address these flaws that your product or service has because whether or not you're addressed, um, doesn't stop the customer from having their doubts. So if you can bring up their doubts for them, then you're gonna build a lot more trust. And even if your product or service happens to be perfect, your customer will still have doubts. And there's actually a lot of examples of this where famous copywriters had a product that just was so good that people wouldn't believe it was that good. So they wouldn't buy it, so the copywriter actually had to talk down the product. And that just shows you the power of bringing up these flaws. So, like I said, don't pretend your product or service is fall us. And when you bring up the flaws or the doubts your customers having you are building trust . And as I mentioned in a previous video, trust is the most important thing you have when you're writing your copy. And that's because just like the difference between your best friend that you can trust and a friend that always lies. If your reader trusts you, then your words are way more meaningful to them. And if the reader does you, then your words are almost pointless, and they're probably just gonna walk away without reading any more of your copy. So trust help. Sell your products and remember, without trust, your words do not matter. 21. The secret of different readership paths: Now I'm going to talk about the two readership paths in your body. Copy. So with your body copy, there are two types of readers there. The quick readers who just want to browse the sub headlines, and they want to get a general idea about what you're saying. And there's the long readers who are going to read every word on your page, and it's important that you cater to both of these readers. And that's because each makes up about half of the people that are gonna look at your body copy so quick. Readers either don't have the time or the interest in reading all of your copy, but they want to quickly understand your message. And after reading the sub lines sub headlines, they're going to decide if they want to invest more time in your copy Onley. Then, if the story intrigues them, then they're going to take the time to really read your entire copy. And that's opposed to the long readers. And these are the people that will just start from the beginning of your copy, and they're going to read all of it and they find your copy interesting or helpful. Otherwise, they would not be reading it. And these are the type of people that are more likely to purchase your product or service. So if you write effective sub headlines, you want to convert your quick readers into long readers. So here's an example. The sub headlines asked locals to save money and safety Is important are tailored for the quick readers. Those are the people that are not going to read the body tax. But I want to give him a gist of what this copy is about. So under the ass locals to save money. That whole paragraph could be summed up in that sub headline on top. Same with the paragraph below. Safety is important in that longer paragraph. The a sense, essential message I'm saying is safety is important, so it's important to have these sub headlines throughout your body. Copy that. Sum up each section of what you're saying 22. How long should your copy be: in this video I'm gonna be talking about How long should your copy be? And this is actually a very common question that's asked all the time. And the truth is, there is no one right answer. And the thing is, length of your copy actually does not matter. What does matter is that you cover the essentials of your message without including any unnecessary information. So it's commonly said that copy is like a woman's skirt. It should be long enough to cover the essentials, but short enough to keep it interesting. And that's actually ah pretty good way of summarizing it. So I don't know if that resonates with you or not, but the point is, we want to make sure that we cover all the points that'll convince our reader to take an action. But we also don't want to bore them with irrelevant information. So if you're selling a simple product like a water bottle, then you probably don't need that much copy. But if you're selling an investment kit where it takes war convincing to get the reader to take an action, then you're gonna need to have longer coffee just by the nature of the product you're selling now. A general rule of thumb is readership falls off dramatically in the 1st 50 words of your copy. But after that, readership stays the same up to 500 to 1000 words. So what that means is you're gonna have some people that are just going to read the first couple of words and stop. But after that, it really doesn't matter how long your copy is. In most cases, your readers gonna keep reading your coffee. And actually, some sales pages are over eight pages long and they're still really effective. So it's just really important that you're covering the essentials, but also keeping it interesting and not too long. But other than that, don't worry about the length of your copy. It really doesn't make that big of a difference. 23. Make your copy easier to read: in this video, I'm gonna be talking about text decoration and text. Decoration is a great way to make your copy easier to read and in many cases, more interesting. So there are many ways to make your text more interesting to read. You can bold certain words italicize words, put words in all caps or underlined words. And not only does this add emphasis to certain words in your copy, but it also just makes it more approachable if your audience wants to read it and it makes it look more fun and engaging, but it's really important that you keep in mind your audience. So if you were selling something in a business to business market, you might not want to use too much text decoration, and that's because it might make you perceived as less professional. But if you were sent an email to a friend or a casual audience, then using some forms of text decoration is probably gonna make your copy mawr interesting to read. So I like to use these techniques and emails all the time. Another thing that's important to consider is you want to choose fonds that are easy to read and this actually goes back to Ah much earlier lecture in the headlines, and it's the difference between being clear and being clever. And in this case, it's the difference between having a clear font that's easy to read or a decorative font that might look better, but it's harder for our customers to read. And when it comes down to those choices, we always wanted to use a font that's easy to read. That's because we don't want to put any extra pressure or effort on our reader in order to read our coffee. Another thing you want to dio is take advantage of spacing to make your text easier to read . And by spacing, I mean the white space that you can see in between this tax. So with these three bullet points, I could have turned them into one paragraph. But instead I've used white space here to separate them out, and that makes it much more easy for you to understand the message that I'm trying to communicate. Another thing that's really important is the text size should be consistent, and that's for the body copy. It doesn't matter if the headers a different size, but in this example, you can see that these three bullet points are all the same text size. And if one of these bullet points was larger than the other two, then it would be very confusing and it would really look unpleasant to your reader. But by having them all be the same font size, then it's much easier to read and the information is communicated more clearly. But as you can see, the headline is at larger size, and that's perfectly fine. Another thing you want to keep in mind is you want to avoid blocks of tax. So right here I have a huge chunk of text and it just looks intimidating. It doesn't make me you want to read it at all. But if you compare that with Mawr organized text, then it's clear that I would much rather read this text in this format as opposed to this long chunk of text. And that's because this chunk just looks like a lot of work. It looks like it would take a lot of effort to read, whereas thes smaller paragraphs with subheadings above them looks much more approachable. And this also serves two purposes because it also helps us appeal to the two readership. Pass the quick readers that read the sub headlines in the long readers that read All the tax. So now I want to talk about text alignment. And there's three different types of alignment. There's center alignment, where there is an invisible line that goes through your text and your Texas evenly distributed on both sides. Then there's left alignment, where there's an invisible line to the left of your text and all your Texas pushed up against it. And there's right alignment where there is an invisible line to the right and all your text is pushed up against that. So center alignment works really well for headers, but it doesn't work well for your body copy. And actually, if you center align your body copy, it looks very disorganized, and it's much harder for your reader to read. So most of the time you want to align your text to the left, and that's because it makes it much easier to read, and it's more pleasing to the eye, and occasionally you might want to line your text to the right. But it's very unlikely that you want Teoh and the only time I could think that you would want toe along your text of the right is for report covers. You might want to put your name in the right and set a left. So Senator Lyman works really well for headers. But for the body copy, you almost always want to left. Align it, and these two examples are both left aligned. So imagine there is an invisible line here in all. The text, as you can see, is pushed up against that invisible line. And same with this other chunk of text. Over here, there's that invisible line that all the text is pushed up against. And lastly, if you have a very casual audience, you can have fun using some tech symbols, and these can be really fun to use. But it's very important that if you're communicating to a professional audience that you don't use these because they can be seen a silly see you can use these. I was blown away, or you can use peer periods to make a pyramid and build up to your main point. And, of course, you always have the smileys that you can add in there 24. Warning: use correct grammar: in this video. I want to be talking about the importance of using correct grammar in your coffee, and it's really important because spelling or grammar airs are very distracting. If the person reading your copy sees these airs, it really makes some leaves credibility with you, and that's because it shows that you didn't take it seriously, and that reflects poorly on the message you're trying to communicate. So if you have one or two mistakes, it's not the end of the world. But it's really important that you try to get rid of as many of them as possible from the best way to get rid of grammar mistakes is simply to re read your copy out loud. And that's because when you re read it out loud if you have a grammar mistake, it's gonna sound funny when you say it and you can catch it right there. And it's actually even more effective if you have access to a printer, because then you can print a hard copy. And not only are you more likely to catch airs if you're reading it on an actual piece of paper, but then you can combine that with re reading it out loud, and that will make you more likely to find grammar or spelling errors. And then, of course, you always have another option, which is to have someone else read your coffee. And I believe this is the best way to catch your spelling or grammar mistakes. And that's because if you've been working with a piece of copy for a while and you've written multiple versions of it and you've made a lot of edits, you kind of get used to seeing the same words, and it causes you to overlook your spelling or grammar airs. But if you bring an outside person with a fresh perspective and you allow them toe, look over your copy, they're much more likely to catch the spelling or grammar heiress that you missed. 25. Summary of everything you have learned: congratulations on making it through this course. Now we're gonna take some time and review everything that we've learned. So we started off by talking about Wyler and copyrighting. And the answer was, You can apply copyrighting everywhere, and it really helps you develop a customer focus mindset. So you remember that me and idea which is customers don't care about you. They care about themselves and by learning copyrighting. We truly understand that. And we learned how to best Taylor are writing in our mindset to solve our customers problems. Another great reason to learn copyrighting is you only have to write it once and you're done. So it's like delivering your best sales pitch thousands of times. And with the power of the Internet, this is something that we didn't have only 10 15 years ago. So this is one of the most amazing times to really use the skill of copyrighting. And another reason is there is a huge demand for people with copyrighting skills, both in the business to consumer market as well as the business, the business market. Then we talked about the philosophy of copyrighting, and the main points were the goal of your copy is to get your customer or reader to take an action, and it doesn't matter what that action is, but it's important that everything that we right is slowly or quickly convincing them to take that action. Another thing we talked about is the importance of using benefits and not just features, so features described your product. But benefits. Tell your reader how those features make their life better, and that's what your reader really cares about. We also talked about the importance of always being honest, And that's because when you're honest in your copy, you build trust. And when you have trust with your reader, then your reader takes your words more seriously. We also talked about how customers only care about themselves and they don't care about you . They don't care who's writing the copy. They want to know if you can help them solve their problems. Another important thing is to always get to know your customer first, and the best way to do this is to interview them. And if you interview them and just really sit back and listen to what they're saying, you're gonna pick up on their pain points. And if you know their pain points, then you can write really effective copy that speaks directly to them. We then talked about the central selling idea, and that's the single offer that you're communicating to your reader. So it doesn't matter what your offer is, as long as it's very clear to you and you command it communicated clearly to your customer . So let's say your central selling idea is if they give you their email, then you'll give them a free e book. That's your offer. And no matter how great your copy is, if your offer is really bad, then no one's gonna take you up on your offer. So it's really important that you haven't offer that's enticing for your reader and finally , always talkto one person, and a great way to make sure you're doing that is to create a persona based off your customer interviews. And when you're writing, just keep that persona in your mind. And keep in mind that persona was a fictitious character that we made based on what we believe our target market is. So after the philosophy of copyrighting, we moved on. The headlines and headlines are extremely important because they grab attention and without an effective headline. Your body copy is pointless. So keep in mind that statistic that five times as many people read your headline as well. Read your body copy. And most professional copywriters spend more time writing the great headline than they do writing the entire body copy. Then we talked about what tested advertising methods taught about great headlines, and that is effective. Headlines have one or more of these three elements, and the first of these elements, which is the most effective, is self interest. And that is followed by news, which is the second most effective element and finally, curiosity. And we also talked about how the best couplings of thes principles are usually self interest and curiosity or news and curiosity. If you can include either of those combinations in your headlines, you're much more likely to grab your reader's attention. We also talked about the importance of having a clear headline and how that's much more effective than using clever headlines that are confusing. We want to spell out the benefit that our customers going to get by reading our copy. We also want to focus on the positive outcome so almost anything can be framed neither in negative or a positive way. And it's very important that we highlight the positive side of that. And finally, it's much more effective if you offer a cure for an existing problem like Tylenol for a headache, then preventing a future problem, which is a fire alarm, which might prevent a fire in the future. So if you can cure an existing problem and mention that in your headline, you're much more likely to get attention. Then we talked about your body copy, and we started with ADA, which is your new best friend. An 80 stands for attention. How are you grabbing the attention of your reader? And that's usually a headline than interests, which is why should your reader be interested in what you have to say? Then we moved on to desire, which is having your reader imagine what it's like if they take the action that you're suggesting and we talked about in your desire. You want to use a lot of emotional copy, but also balance it out with logical copy. And finally we talked about action, and this is where you want to spell out exactly what you want your reader to dio. After that, we talked about the difference between casual and institutional. Copy and casual copy is where you write like you speak, whereas institutional copy is where we use big words to sound smart, and it's really just over complicating things, so you always want to use casual copy. Now the level of how casual you are will depend on your setting. So if you're running business to business, you don't want to be super casual. But you still want to communicate your message in simple words and not use overly complicated words for the sake of sounding smart. Then we also talked about the importance of writing something, and then after you write anything and get your ideas on paper, then you could take advantage of the power of editing and edit your paper multiple times after that, we talked about the importance of anticipating your customers doubts in your copy and bringing them up. And when you do that, you build a lot of trust with your reader. And lastly, we talked about the importance of having to readership past, and that's one path for your quick readers who are just gonna scan the sub headlines, and you want to get a general idea of what you're saying and the long readers who are going to read all your body coffee. And then we moved on to the technical copy and the technical copy is just more information about how to write effective copy. So what we talked about is your copy should be just long enough. That's long enough to cover all the main points to convince your reader to take an action, but not so long that we bore the reader or we include any unnecessary information. Then we talked about how you can use text decorations to make your copy more engaging and interesting, but it really depends on your audience. And finally we talked about the importance of re reading your copy out loud to find your grammar mistakes. And if you can get someone else to read or copy for you, then that's an even better way to catch your mistakes. 26. How to quickly become a better copywriter: as we come to the end of this course, I really want to emphasize the importance of practicing. So this course is an excellent start to make you a great copywriter, but you really have to keep practicing. And that's because practicing is the single way that you're actually gonna take these lessons and internalize them and turn it into great copy. And you can practice with any form of writing where you're trying to make someone taking action. So even with most your emails, practice some of these principles that you learned in this course and just keep trying to write copy in any way you can, and examples where you can practice copyrighting our emails, your personal blawg. If you have one or you can start one and an example of an action, you can have your reader taking your blog's sign up for an email list, and you can have a website. And if you have a website, you can practice your copy writing there, or you can practice your copyrighting if you're selling any type of product or even in conversation. So let's say you and a group of friends are deciding on which movie todo try using a little bit of ADA, see if it works. Now, The most effective way to practice copyrighting and this is actually recommended by almost all the famous copy writers is to use a pen and a paper and spend 10 minutes of day ham copying famous sales letters. And I know this sounds kind of crazy, but it really helps you internalize what good copy sounds like. And you'll subconsciously write better copy if you do this. And it only takes 10 minutes a day, so I'd highly recommend it. So in this course description, I'm gonna include a Dropbox link with five famous sales letters that you can start copying right now. 27. How these books made me an effective copywriter: So before we in this course, I wanna point you to some really amazing copyrighting books that I've left a huge influence on May, and the first of these is Ah, book by Neville. Andorra called This book will teach you how to write better. And I would say the level of this book is beginner, and that's because it's really short. It's about only 45 pages, and it's marketed towards someone that's never really learned copyrighting before. But it really has some amazing techniques, and you can put him in action right away. And it's actually only $4 on Amazon. The next book I want to recommend is the ultimate sales letter, and it's by Dan Kennedy and Dan Kennedy is he's pretty much a genius. He has a ton of books, all about marketing and business, and he's made millions of dollars self made millionaire, and he is also a phenomenal copywriter. So this book is also aimed at beginner copywriters, and it's about 212 pages, and this book will teach you how to write a powerful sales letter. The next book I want to recommend is tested advertising methods and if you remember from our headline lectures. This is the book where I found out the three principles in any headline are self interest news and curiosity and self interest being the most important. So this is a book by John Capel's Who's a very famous copywriter. Now, this books a little more difficult than the other books, but it's packed with a lot of really great information, So it's 269 pages long, but John Capel's The famous Copywriter reveals what it took him a lifetime to learn. So just the idea that you can get a lifetime of knowledge from an extremely successful copywriter in a single book is amazing, and I highly recommend this book. Another great book by the author Joseph Sugarman is the Adweek Copyrighting Handbook, and this book actually came from. I think it was $3000 seminars that he would hold that were extremely expensive and hard to get a ticket to. But now you have all his great information, as he called it, his life work. In this one book, it's really amazing, and this book is just a lot of fun. To read is very actionable, and it explains a lot of psychological triggers behind what makes readers make a purchase, and it's 336 pages long. Now the next book is the well fed writer, and this is by Peter Bowerman, and this is actually really different than the other books in the sense that this book doesn't really teach you how to write Great copy. But what it does teach you is exactly how to become a freelance commercial copywriter. So if you're interested in becoming a freelance commercial copywriter with the intent of creating a full time income from this and replacing your current job, then this is an excellent book to read. It's really amazing the amount of detail he walks you through the entire process, and the whole time he makes you confident that you can really do this. So I would say this book is at intermediate level and it's 287 pages long. Then comes the Robert Collier Letter book by Robert Collier. Now this is often referred to you by all the copyrighting legends as one of the most influential books they've ever read. But it also goes into really deep ideas, and for that reason I would say It's an advanced level book, so I definitely wouldn't start out with this as a copyrighting book. But if you are really into the subject of copyrighting, then you're gonna really enjoy this book. So it's about 332 pages. And like I said, it's recommended by all the great copywriters. And it is often considered to be the book for a direct response. Coffee writing and finally, as a bonus, I highly recommend you check out the Gary Halbert letters. And Gary Halbert is often referred to as the most successful copywriter that ever lived, and he put out these amazing letters that are really enjoyable to read, and many of them will teach you how to become a better copywriter. And the great news about the Gary Halbert letters is you can access all of them online completely for free just by going to this link, And I also include this link in the description