Copywriting Tips (from Beginner to Advanced) | Bryan Guerra | Skillshare

Copywriting Tips (from Beginner to Advanced)

Bryan Guerra, Entrepreneur | Marketing | eCommerce

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18 Lessons (29m)
    • 1. 1

      1:05
    • 2. 2

      2:09
    • 3. 3

      2:38
    • 4. 4

      1:35
    • 5. 5

      1:56
    • 6. 6

      2:19
    • 7. 7

      1:34
    • 8. 8

      1:55
    • 9. 9

      0:33
    • 10. 10

      2:00
    • 11. 11

      0:41
    • 12. 12

      0:51
    • 13. 13

      0:36
    • 14. 14

      3:21
    • 15. 15

      1:00
    • 16. 16

      0:30
    • 17. 17

      1:39
    • 18. 18

      2:58

About This Class

Every Entrepreneur, Business, & Person uses Copywriting.

Your emails, your landing pages, your sales pages, your Social Media Posts, etc...their success all hinges on how well you can write Copy.

Just a few simple Copywriting tweaks can make a huge difference.

It's true. Copywriting is the #1 THING EVERY BUSINESS OVERLOOKS. It's such a lost art that improving (even slightly) will make your words come off as magic to your reader (& customer).

Transcripts

1. 1: What's going on, guys, Welcome to the copyrighting course. Now, this is gonna be a compilation of a bunch of copyright unzips that I put together that can really help you If you implement them to engage your customer on their level and kind of meet them where they are. It's important to understand your customer, but this isn't just gonna be, you know, practical copier and tips that you can implement. Obviously, we're gonna have a bunch of those, but it's also going to be no strategy and strategically understanding how to write your copy and approach your customers from the copyrighting perspective. So they'll be practical tips in there that literally say do X, y and Z and will improve this or, you know, at a CT a here or court action here, or make a landing page or a headline like this. But there will also be because they're extremely valuable strategic tips that you can implement to meet your customer on their terms, thus increasing your conversion rates and how they actually respond to your copy. So I just want to welcome you to the course, give you kind of an overview exactly what we'll be learning, and with that being said, lets you know enough talking. Let's jump in to the copyrighting tips 2. 2: now copyrighting for those of you that might not know is basically just the part of selling in written form. So that's your landing pages, your emails, your sales pages and your product listings pretty much anything that's in written form and communicates with potential customers. The number one thing that most business owners and most entrepreneurs overlook when they're trying to grow their business is you guessed it copyrighting Now. Good copyrighting and bad copyrighting can literally be the difference between selling a few products and millions of products. So here's an example. Let's throw a dollar bill up on the screen, okay, and now here's $100. Both of these are made out of the same exact material. They're the same exact size, and they look pretty similar overall. Yet one is worth 100 times more. Why is that? Well, it's the message. It's what's written on its something so small, but it makes 100 times difference now. The same thing applies to copyrighting. When you're pushing products or services to potential customers, let's say you have two identical products now. The 1st 1 might generate only $1000 in revenue because it lacks good Copyright. Now, a good understanding of copyrighting like we're gonna talk about will make all the difference in the world. It will help you adjust the little things that will make all the difference. Maybe just adjust the subject line a little bit. Maybe the headline of your sales page doesn't really entice people to read on further. Maybe your follow up email is to launch together. Maybe you just need a simple call to action in the right place. Small, small changes with the good understanding of how to write your copy. But then suddenly, with the same amount of effort on your end, the same amount of traffic and the same product Overall, you're earning 100 times more in revenue and you're getting ah 100 times results. So understanding copyrighting could work wonders for your overall business and your bottom line 3. 3: Okay, so, Tim Number one is to break your writing into smaller bits. So what do I mean by that? Exactly. Well, you'll see this example on the screen right now of one of the emails that I use. I actually use this one in my email auto response sequences. So this specific email is triggered a few days after someone goes ahead and signs up for my free drop shinning course. So this is obviously, let me show you really fast. This is the landing page for the freeze. Your option Course. People that are online obviously just give this away to collect email leads andan. Obviously I bring those leads into the business for a lot of different reasons and they they're happy. They get free values in a free course, teaching them how to drop ship with Shopify and Amazon. And I get an email lead. Obviously that persons interested in online business so you can see here, you know, this whole email is geared towards copyrighting to entrepreneurs set and show it short. It's simple, and it's to the point. The whole objective here is to get the click and get the reader to head to the YouTube video through the green Lincoln the bottom. Okay, so pretty simple, pretty self explanatory. So back to tip number one. Notice how the sentences and lines are extremely broken up. Okay, You know, they're not paragraphs. You can't expect your cost to keep your customers attention through a long paragraph or even a couple sentences. Usually, okay, So often I see entrepreneurs making this mistake with her copyrighting and they have paragraphs or, you know, paragraphs of text on the page. Your customer is never going to jump in and read all that text. They're not going to want to. And even if they start, they sure as hell won't finish it. So remember to break apart your copy with sentences in lines. The whole key here is to keep it short and keep it simple. And to the point. Each thing is very short. It leads into the next sentence. It's very simple, and to the point, it's okay to have a decent amount of copy on a page, assuming obviously that the copy is all relevant, obviously written well with copyrighting. But make sure that you break it apart into short chunks that are easily consumable by the reader. If your customer wanted to read a novel, okay, they buy a book. So here's yet another example of a post that I made on in on in my instagram page about mental barriers every entrepreneur faces and scroll through slowly here so you can see it. Obviously, you know, the way it's set up now, notice something. It might be a lot of text overall, but it's broken down into short and consumable portions. I promise you that if you start implementing this copyrighting tip, you will see a massive rise in the amount of people that actually read through to the end of your cop. 4. 4: tip number two now moving on is to focus on what your customer wants. Sounds simple, right? But most people talk about me, me, me. You'll see things on, you know, website, home pages. When you hit it, hit a landing page of a certain company online, and it's all about the business. And it might start something like, You know, we've been in business for 20 years, we've done this and we've done that and we've done the other. Here's why were the best around. Remember this and this is a big one. Your customers don't care. They don't care about you. They don't care about your business, and they don't care about the accomplishments that you've had in the past. What do your customers care about? They care about themselves. That's human nature. So the moment you start to realize that if you start to talk about what your customer wants , what your customer wants, they'll be exponentially more receptive to what you have to say. It's a complete game changer, so use your copy to entice the customer and speak to their emotions. What does your target customer want? Who are they? You know what would prompt them to keep reading through your email or your sales copy or your your landing page or your ad copy. What would prompt them to click? Put yourself in your customer's shoes and then use your copyrighting to speak to who that person is. Remember, put yourself in your costumers shoes and then use that copy to speak to who that person is . So, folks on your customers problems, you know, what are they looking for? 5. 5: tip number three now is going to deal with your mindset actually has nothing to do with the copy as a whole. It just has to deal with your mindset. Now, this is a really important one, in my opinion, and one that's a complete game changer. If you start to understand why, so start approaching your copy as if your stuff is as if sailing is not a bad thing or, you know, even if you're selling, not selling in that particular piece of writing or content, stop approaching it like you're disturbing the reader or the audience we learn. You know, we grow up when we learn that salesmen are bad, they get a bad rep. You know, we learn that they just want our money that they do anything they'd say anything to get us to buy. But if you have a great product or helpful piece of content and you believe that that product or content you know you believe in that wholeheartedly and you know that it can help people with whatever your product service or piece of content is, then it is your duty. RPI is your duty to get that person to buy you are doing your customer a disservice. If you're not selling them with your copy, you are doing your audience a favor by giving them valuable advice. You're doing your audience. Ah, favor where I repeat, you are doing your audience a favor by sending them free, helpful information. So the moment you start to think that way, I promise you will come across in your writing, you'll stop coming from the angle of you know Oh, sorry to disturb you, But, you know, I really be grateful if you read this. You know, I don't want to step on your toes and, you know, kind of throw you off on your day and you'll start coming more from the angle of you know, here's a great tip, and I highly suggest that you take advantage of it. But, you know, if you don't, that's cool, too. Small mindset shift a huge change in the copyrighting that comes across, I promise you that. So believe in your product. Believe in your content. Then do your customers and audience a favor and put it in front of them. 6. 6: tip number four and will jump back into this email right here as an example, is to build on your copy. So what do I mean by that? Exactly? Well, let's go back to this example. Like I said of the copy from four. Let me read it to you, actually, just read it to you. So this obviously like I talked about before, is for people that sign up for my free drop German course. So this is triggered a couple days afterwards, and it says, Are you making this crucial drop shipping mistake? The first line obviously entices the reader. You know who's interested in drop shipping? Obviously. And you know they think to themselves. Oh my God, am I making this mistake? It's only just read it to you. Are you making this crucial job Putting the state? What's the best way to grow your drop shipping business? Most people's answer get more customers. Are they wrong? In theory, no. In reality, yes, most people focus on how to increase their sales or how to run more profitable ads. And of course, that helps. But the best way to grow your drop shipping business isn't to focus on those one off customers. It's actually to focus on building your back and improve customer service. Grow your store social media, Forge relationships with their customers. Feel to your brand if you want to look if you're sorry. If you want to learn more about how to improve your stores, back end, increase repeat customers and build your brand and click the link below. The link. Obviously grow my brand takes you to a YouTube video that demonstrates all those things in a video form, because that's hard to put all that into. You know you don't wanna overextending your copy. It's easier for me to say all that in a video, then in a long piece of copy. So what's the whole point of reading this to you? Well knows how every sentence and every line is building on one another toward the angle. So what's the angle? The angle is to click the link to get them to the YouTube video. Even the more pieces of content give them or value so it builds that relationship. Okay, notice how every sentence, like I said, is building on one another toward the angle. The writing in this email is calculated for a single purpose. Think of every line, every sentence as a dot that connects to the next one. Each line increase, you know, entices the reader to connect the next dot and the next dot until they're finally prompted to click on the button to the video at the bottom. This is a simple tip. It's all leading to the video at the bottom. That's the whole angle here. This is a simple tip, like I said, but it works. Wandered. It works wonders. So remember, use this connecting the dots strategy toe. Lead your reader to the end goal. 7. 7: all right. Now, Number five should be a no brainer. And I'm a stay here for a second cause it's I can demonstrate it really fast here should be a no brainer. But I see a constantly see people doing this. Make sure that your call to actions are at the very end of your copy and make sure that you have a call to act toe action at all. You know, a lot people don't, and that's surprising to me. So if your goal, for example, is you know, Teoh, you know, in a write in an email like this in your writing is to get a click. Well, then you need to add a C T. A. At the end that literally says click the link below. Okay, a CT attend that tells them what you know what you want them to do. So click the link below blah, blah, blah, and then tell them exactly what they're going to get by clicking. So if you want to learn more than everything here is to connect the dots, telling them you know about a potential drops of the mistake that they could be making. And I say if you want to learn more about how to actually fix this? This is the solution to the problem that I just proposed right here. If you want to learn the solution a little bit more in depth, click the link below. Boom. Okay, so it's pretty simple. All right, So if you have, you know, copyrighting for a sales page, for example, to go in a different tangent, maybe for an online course that you're selling at the very end. Guess what you need to tell them to enroll in the course you need a CT A. You need a call to action. So make sure that your copyrighting has a cause. He Acto action at the end. Your customers are smart, it's true. But don't assume that they'll know where to go for that. They'll know automatically that the action that you want them to take is to click the link or to enroll in the course you need to tell them 8. 8: see when most people start selling online, they run into the mistake of trying to talk their product up too much. Our backpack has twice the room that the other guys have. Our chair is 10 times cheaper, but more sturdy. Our microphone will pick you up 100 yards away. It's overplayed, the concept is saturated and your problems will get lost in a sea of other products that look and sound just like it now features a great. And if your product has great features, then also. But you know what's even better than great features? Great outcomes. What do I mean by that? Well, let's say you're selling a product on Amazon for reference. Let's say you're selling a scratch off what most people do when they're trying to sell from their listing. They'll differentiate, of course, and then we use the product listing to push the different features that their product actually has. Its five inches wider than the competitors or its blue, not white. It comes with X, y and Z. So then what is the outcome for somebody that's buying a stretch off map that would cause them to emotionally respond to a product listing well, traveling the world, of course, so I wouldn't necessarily have 8 to 10 pictures, all displaying the math and little trinkets that come with it. I would have a few pictures of people looking happy, traveling the world and far off destinations and looking like they're really enjoying life that's going to prompt a potential customer to put themselves in that person's shoes. They'll think about themselves in that place will think about how excited they would be to travel all over the world. And then they'll imagine themselves scratching off another little piece of that scratch off map when they got back home. It's a much different focus instead of oh, cool, I get this poster on my wall displaying the places that I've traveled in. The packs focus on outcomes, not always product benefits. So the good news is you don't have to have the best product. You just have to pitch the best outcome 9. 9: First and foremost, they talk about themselves or their business. Way too much. Ever made a landing page or a website, and it starts out like at J. P. Morgan and Son. We managed loans for a living. We've been in business for 10 years, and we've seen it all. You just lost the customer. The sad reality is the customer doesn't care about you and they don't care about your business. What does the customer care about? Will they care about themselves? Use your copy to talk about the customer and how you could help solve their problems. Don't talk about yourself. 10. 10: Now most people, when they write copy, they use the wrong language. Don't talk in your language talking the potential customers language. So what do I mean by that? Well, let's look at two examples really briefly right here, and we're gonna go back to the customer along care business and pretend that that's your business model. You take out an ad in the local paper, or maybe run Facebook ads to geo location or something somewhere in close proximity to your business. Whatever. We're not here to argue semantics or which add works better for you know which business. I just want you to understand this crucial copyrighting mistake. Here's two examples of potential Add title number one. Get rid of pesticides, herbicides and Richard Grass overnight or number two. Grow aggress twice as fast and keep it healthy. Which one is better? Well, the 2nd 1 is clearly better. Why language speak in the customer's language, not your own. Use layman's terms and keep it simple and short. Now you might think that a lot of things that you're talking about referring Teoh like pesticides or herbicides are common uses or common language or common sense. Essentially, but You have to remember that you might be the expert in that field, and your potential customer might not see it that way. Okay, here's one more example that you might understand a little bit better. I'm an entrepreneur, and I sell a lot of information products online that help other aspiring entrepreneurs make more money quicker. An example of an ad related title could be happy Amazon algorithm. What Jeff Bezos told me, a better example of that appetite on layman's terms might be renter Amazon product with this one easy secret. Why? Because not all people looking to purchase something Amazon related might understand that there's an hour of them or even know what that IHS some people might share. But most people that would potentially buy that product are new to answer, and the same goes for Jeff Bezos. Do most of the people that are watching probably understand or noble? He is sure, but a lot probably don't to why fighting uphill battle 11. 11: all right, moving on to number three. Now that is not using sentences or titles that leave the customer guessing or wanting more or basically not leading. Don't tell them what they're going to get. Don't summarize. Don't tell them the overall just message or subject. Don't answer the question. Instead, use a few simple words to pique their interest. Definitely want the title to be relevant, but you also want to leave out the answer to the potential leading question. So going back to that last example, for instance, rank your Amazon product easiest without one secret that's going to make the customer think . Okay, clearly, this is about ranking Amazon products. But what's that one secret? What's the answer? That I don't know? 12. 12: all right, so it's simple. But one of the biggest and most important rules of cooperating is to actually know your customer. And it doesn't matter how many copyrighting courses you might have enrolled in or how many seminars you've gone to. Ultimately successful Copyrighting is all about customer test and response. Now you might think you're good marketer, and maybe you are. But you know who's a better marketer? Your customer. That's right. Your customers are going to tell you what works and what doesn't. They'll indicate which copy sells and which doesnt. Now it's very, very, very important. I understand copyrighting basics and certain tips and tricks that could help improve your copyright. But ultimately you'll actually get the most feedback when you actually put them into action and see how your customers are responding. 13. 13: The key here is to actually remember that different niches and subjects have different customers, and those different customers are going to respond differently to certain approaches. For example, let's say that a typical customer in the make money on my knee, she might respond well to a call to action at the end of uneven. Whereas a typical customer in the fitness needs, for example, might not respond as well to that tactic. So learn all you can and implement all you can. But ultimately it's up to you. Teoh. Test what works and test with us, then repeat what works. 14. 14: the first step to writing better copy actually begins before you ever put pen to paper or figures the keyboard. Before you ever start writing your next piece of copy, make sure you understand this. You need to understand your ideal customer. Think about it. Most people make mistake of targeting too broad of an audience, and because of that, they're copulating, actually lacks emphasis and power to everyone, especially that target ideal customer. So get clarity on who exactly your ideal customer is. Then gear all your future copy toward that person. Once you feel like you've identified who your ideal customer is, make sure that click and check these two boxes one in first and foremost, they actually have a need for your product. Now, this is a slight distinction, but a lot of people get this wrong. So, for instance, let's say you're selling ah homework out her. Well, if you know anything about your target customer, you would understand that you probably can't push that does. Somebody gets more advanced fitness wise because they're gonna want to go to their own gym . They're gonna want to use the same weights and you know, the more advanced machines that they're used to your target market and your target customer is probably geared towards somebody that's amore, beginner friendly or someone that doesn't have time to get to the gym on a regular basis. Now both of those people want to get in better shape. But it's a small distinction that will make a huge difference in your conversion rate and how your copy comes off. So clarify exactly who your target customer is by identifying the fact that they actually need your products moving on to number two now. And that box is actually that they have the ability to buy a product. Now this is a big one where a lot of people actually waste their time. You need to make sure that the potential customers that you're pitching are actually qualified buyers, and all that means is they have to actually have the financial means to purchase it or the ability to make that choice so put simply, they want it, but they can also pay for it. Sounds simple, right, But a lot of people actually overlook this, and I think there's an example from my social media marketing course that would be great for this. This will help. You better understand if I give you this example really fast. A lot of my students in that course, what approach businesses and trying to talk to the business owner, However, for anybody that knows anything about social media marketing and approaching clients in person, typically speaking, you're not gonna see the business owner the first time. So what they would do then is they would actually try to pitch the receptionist on why that company needs their social media marketing services. But that's a complete waste of their time. They should either a try to come back at a different later date where the business owner is going to be there, or B move on to another company where they could talk to that business because, let's say hypothetically that even if they waste their time convincing that receptionist that they needed their services on it was a good idea. Well, that receptionist doesn't have the power. They don't have the ability to make that decision and make that call for the company. So it's a complete waste of time. And, believe it or not, the same thing goes for online sales to Cingular customers. Make sure that your customer has the ability to buy 15. 15: tip number one is to write a bunch of headlines. Why would you waste your time reading a bunch of headlines when you're really only gonna ultimately use one? Well put simply, your headline is the most important piece of copyrighting that you can write. It's the first thing that your potential customer is going to read and ultimately prompt them to decided. Okay, I want to know more about this and see what this is all about. Or and I don't really need that. So obviously, reading many different headlines will improve your future copyrighting headlines. But more importantly, when it's all said and done, you'll have a bunch of different headlines that irrelevant to choose from and you'll be able to put them all next to each other and really decide. OK, which one hits my target customer better, something we've already talked about as well as which conveys the message in the copyrighting as a whole in the actual copyrighted piece that I'm putting this headline on top of 16. 16: all right now, Tip number two is a big one, and that is to emphasize the value of your product or service. And too often we go over little things that are irrelevant, like how to better use the product or having get the most out of this service or the special half off sale that we're on. And this tip is simple, but it is key. Emphasize your products value, then hammer that value home, so the customer knows it as fact. 17. 17: preemptively handle their objections. For example, let's send your writing copy for landing page to capture emails. And your landing page, for example, is giving why the top 10 most profitable shop finishes with low competition. And let's also say that you put yourself in your target customer shoes, which you definitely should be doing. And we've talked about previously. And you know that potentially, they might have an objection when they're looking to put their email into this off. Okay, I won't attempt the top 10 most profitable shop financial Low competition. I want that free guy. But if there have a little competition, maybe the sales of velocity will be that high. Or maybe my ability to make money with those niches actually, isn't that great? Well, you need to preemptively handle that objection so that you don't give them the option to quite away. So maybe put a little text above the call of action, which basically handles that objection for you. So that's copyrighting, obviously. And maybe you say, you know, each one of these niches can generate up to $1000 per day in sales. Boom right away. Objection. Handled. They look at this and they might think. OK, well, low competition. That means that they probably don't have that high of sales, right? I probably can't make that much money with these niches because low competition indicates a low demand. But boom right away. You handle that objection and you say no. Each in each can actually generate up to $1000 per day per $1000 per day in sales. So it's key to make sure that you handle your potential customers objections ahead of time when you're writing your copy. 18. 18: So there you have it. That's copyrighting. In a nutshell. I hope you really, really enjoyed the course. I hope it gave you some proactive practical tips that you can implement in your copyrighting so that you can obviously, you know, speak better to customers. Speak better to your audience whether you're you're selling, whether you're you're trying to build an audience, but they're trying to build a following. Whether you're trying to, you know, really kind of just give value in content. All of this is relevant with copyrighting Now. Typically, copyrighting is the art of selling in written form, but really, it's just communicating with your audience. So take all these tips, implement them into your life into your business, and you will see that it works. So test a little bit, see what works? A. Just and implement some more. If you have any questions, feel free to reach out. I'm always willing to help, and I always love, you know, new, challenging, new challenges and networking with other people like me. So don't be it. Don't hesitate to reach out. On top of that. I do have a project that I want you to complete for this course, it will really help you not just hear the know that the overall tips and tricks, but actually put them into practice. So I want you to figure out your own each. What's your target needs? What's your target demographic? Most of you will already know what that is. Maybe you're into fitness. Maybe you're into nutrition. Maybe you're in to make money online, like me or e commerce. Maybe you're trying Teoh. You know, maybe you're in this software where you're into, you know, e sports. Whatever it is, figure out what your passion about passionate about what you what's your niche? And I want you to structure an email to that potential audience. So put yourself in your customer's shoes. If you're in the e sports, you know, and let's say hypothetically, you want to build a following around that Well, then write an email out to you know, put pretend that you have 1000 people on your email list and write an email out to them, communicating one of the latest trends in e sports and why you're passionate about it. Use the copyrighting tips in here in this actual course to speak better to your audience and then drop that as your course project on the actual course. I love to read, you know, obviously new copy around new nations, because there are different things that were better in new nations and look to see you know what you've learned from this course, an actual practical application in an email. If, for example, you're into fitness, well, then obviously picture yourself running a gym on. You have 1000 potential gym clients and your structuring an email out for, you know, opening up a new machine. Or, you know, thinking about implementing a new a new swimming pool aerobics, exercise something like that, and send an email with good copy from tips. In the course to those 1000 potential clients that are members of your gym. That's the project. I really hope that you obviously take action on it. I think it will really help you to not just here the tips in this course, but actually put them into practice, lapped action and put them on paper or digital paper in an email so I can't wait to read your projects. I hope you like the course, and I've seen the next one