How to Master the Skill of Copywriting | Bryan Guerra | Skillshare

How to Master the Skill of Copywriting

Bryan Guerra, I Help People Start Home Businesses

How to Master the Skill of Copywriting

Bryan Guerra, I Help People Start Home Businesses

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11 Lessons (32m)
    • 1. Master Copywriting Introduction

    • 2. Crafting Winning Headlines

    • 3. Why People Buy

    • 4. Know Your Market

    • 5. Inspire Urgency

    • 6. Copywriting Commandments

    • 7. Your Headlines

    • 8. Tips for Better Copy

    • 9. Stop Selling This

    • 10. Keep it Simple

    • 11. Copywriting Project

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About This Class

Copywriting is the art of selling in written form. Every Entrepreneur, Business, and Person uses Copywriting.


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


This course is perfect for beginners. It's perfect for intermediates and it's perfect for advanced students alike. If you've never learned anything about copywriting before then you're in the right place because you'll learn a lot of practical tips that will help you improve your copywriting game drastically.


If you're already familiar with it there will still be some things that can sharpen your metaphorical “copywriting sword” and add extra tools to your tool belt


In this course specifically, we're going to cover nine separate concepts that will increase your ability to not just sell more with the words you write, but also to actually help the people that you do sell even more.


We’ll cover…

  • Crafting Winning Headlines
  • Why People Buy
  • Why You Need to know your market better than anyone else
  • How to simulate urgency properly
  • My top “copywriting commandments” as I call them
  • Why up to 90% of your success or failure will come from your headlines
  • The quickest way to write better copy
  • Why you should focus on selling people what they already want (instead of trying to fit square pegs into round holes)
  • And why you should avoid big words and fancy sentences completely


Enroll today!

Meet Your Teacher

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Bryan Guerra

I Help People Start Home Businesses


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1. Master Copywriting Introduction: Welcome to how to master the skill of copyrighting. Now, copywriting is the art of selling in written form. Every entrepreneur, every business owner, every business and every person uses copywriting, okay? Your emails, your landing pages, your sales pages, even your social media posts, all their success. It all hinges on how well you can write copy. Now, this course is going to be perfect for beginners, okay? But it's also perfect for intermediate students and advanced students alike. If you've never learned anything about copywriting before and you think you're a beginner, well then you're obviously in the right place because you're going to learn a lot of practical tips that will help you improve your sales and your copywriting game drastically, okay? And if you're already familiar with it or even consider yourself well-versed at it. There will certainly be some things in this that can sharpen your metaphorical copywriting sword, so to speak, and add extra tools to your copyrighting toolbelt. Now in this course specifically, we're going to cover nine separate concepts that will increase your ability to not just sell more with the words that you actually write, but actually helped the people when you actually sell them even more. Okay? We're going to cover a number of things. So we're going to cover crafting winning headlines. Why people actually do by why you need to know your market better than anybody else and better than your competition. How to simulate urgency properly? My, my top copywriting commandments, as I like to kinda call them y, up to 90 percent of your success or failure will come from your headlines, not your actual copy. The quickest way that you can obviously write better copy. Why you should focus on selling people what they already want instead of what most people do, which is trying to fit a square peg into a round hole and push something on someone who doesn't want it. And why you should avoid big words and fancy sentences entirely. Okay? And by the end of this short course, we'll be able to do all these things and judge exactly where you are in your own copywriting process specifically. And you'll have an actionable plan on how to get better with our specific project at the end. So without further ado, let's just jump into it. 2. Crafting Winning Headlines: So let's talk a little bit about crafting winning headlines and some important things to remember when you're doing So, typically headlines that work either draw your reader's attention to a pain that they have or are likely to face in the near future or to AD desire that they haven't yet fulfilled. Okay, now both of these work, but obviously speaking to someone's pain points usually works better because people will tend to do more to avoid pain than they will to actually gain pleasure. Okay? And also a strong headline gets the reader to expect that by the end, if you harp on that pain point, that you will be able to then solve that problem for them. Okay? And when you write copy directly after you write the headline, make sure to remind them of that. Okay. Remind them about the pain that you've just kind of identified with the headline and tell them why it will only get worse if the reader doesn't do something about it and do something about it fast. Okay? And the whole reason you're saying that is so that you can eventually get them to read through the rest of your copy and to go through the call to action at the end of it, okay? Which means that you also need to prove why you can provide that solution in your copy as well. And then subtly, yes, subtly imply that if the reader will take the step by contacting you, or this step by going through and purchasing or enrolling in the course or whatever it is, right? That you can then solve that problem for them, okay? And another good thing that headlines tend to do is to talk about the end result that the customer is looking for. Okay, So if you can also convey that in the title or the headliner early on, then more power to you because then that will obviously have a massive impact. But if not, make sure to at least do it at some point during your copy. But ultimately headlines only work. They're speaking the customer's language. Okay? Today's world is noisy and it's extracting one. And that means that you're competing with more distractions for your prospect than ever, okay? They're constantly looking at other things. And for that reason you want to be as crystal clear with your headline and your copy as possible, your customer needs to see the headline and immediately think like, bam, that is talking directly to me. That's obviously for me, et cetera. Okay. If your, if your headline doesn't convey that message, then you have no chance in today's noisy world. And the easiest way to actually do this is to use what we know in the industry as the reverse market approach. So for example, if you have a product or service that pitches something specific, the last thing that you wanna do is guess what you think the market wants and assume that they want your product or service for a specific reason, right? You need to go directly to the market and find out you never want to guess. Okay? So let's say, for example, and this is a metaphor. Let's say you're sitting on a park bench or on a bench facing the street, right. And there's cars going by. Okay. Now in front of you across the street is another person and you're trying to guess what you think that they want for lunch so you can buy it and then obviously sell it to them, right? And what do you think the best way and the easiest way to find out what they want is, right? It's just, just to go ask them, right? And this is super simple yet almost no businesses, entrepreneurs or salespeople do this. Almost nobody does it this way anymore. And I really don't understand why. Okay. It's gotten backwards. Okay. Instead, they want to sit there and guess a bunch of different things. They want to spend thousands of dollars on consultants who will drum up all these ideas and drum up special studies on what that person might want based on like The time of day or what they're wearing or what, you know, how old they are or whatever it is, the list literally goes on and on. But see, you can take a million different guesses. You can hire all the consulting companies that you want and you still might never get it right. But if you just walked over and ask them, they would then tell you and then you would know, right. And then you can go get it and then sell it to them a lot easier because you already full heartedly know exactly what it is that they're looking for and what it is that they desire. Okay? Now this is a metaphor. Obviously, chances are you won't find yourself trying to sell something or buy launch for somebody across the street from you. But the lesson in this metaphor is pure gold and super applicable. The best way to learn how to write great copy, be it a headline or anything else, is to simply go to the market, find out what they then want, and then craft your pitch, your message, and your wording or whatever it is right exactly to whatever your product or service is. Okay? Now if you do that, you will write great copy and your headline will stop the reader in its tracks for your target market specifically, right? Even in a noisy and distracting world. 3. Why People Buy: People don't buy unless you give them a reason why. And so I want you to go through the specific exercise. I think it's really going to help you, okay? If you can answer a majority of these questions ahead of time for your specific product or service, and then translate these answers to your actual copy. Your copy will convert a lot better, I promise you. Okay. It doesn't matter if you're using a landing page or a sales page, or you're trying to sell in an email or writing a creative ad or whatever it is, right? This will help you make sure you can answer these questions. Okay? So here's 10 typical reasons why people buy, answer these specific things ahead of time. Because if you are obviously relevant to your product or service, it will help you then convey those objections and those messages in your copy better, you want to identify these, you want to get clear on the outcomes, okay, So I'm just gonna read them out here. Feel free to pause this and write them down if you want to or just go through it slowly or whatever you wanna do. The first one is, what are five ways my product or service will help them make more money? The second is, how can I or my product or service help them save money over the next week, the next month, or the next year. The next one is, how much time can I save them and what else could they do with that time? The next one is, what is something that they do that they don't have to do anymore once they get my product or service, what pain do I eliminate for them and what does that mean in their life or their business? How does my product or service eliminate mental pain or worry from them? What are three ways I or my product or service can help them feel more comfortable. How does my product or service make it easier for them to achieve greater cleanliness or hygiene. How does my product or service help them feel more healthy or feel more alive? What are three ways my product or service is going to help them be the envy of their friends and feel more loved by their family. And how we'll buying my products, make them feel more popular and increase their social status. So if you can answer these 10 questions ahead of time, and if they're specifically relevant to your product or service, it will give you great ideas of how to actually preemptively handle these specific objections and speak to them in your copyright. If you can answer these ten typical reasons that your product obviously will help people, then you'll be able to convey that in your copy. And people will never think twice about buying. 4. Know Your Market: It really does pay to know how your customers think. So, make sure you're always asking yourself, what mental barriers do people or your target market in this specific case, falsely believe prevents them from doing business with you specifically are buying your product or service. Okay? Make sure to knock those barriers down with your copywriting and your headlines ahead of time, and then that preemptively handles any potential objections. Okay. An example of this would be like, even if you've tried everything else in failed by adding that to the end of it, of your headline or a specific sentence and your copy your again preemptively handling any objection. Okay. So instead of your pitch line, for example, being like, how to start a business from home, which might preemptively inspire objections or questions in your prospect's mind, you would then change it to how to start a business from home, even if you've tried several different ones and failed. Okay. Again, preemptively handling it preemptively takes the data way and they might have doubt about a specific business that they've tried before or doubt about the fact that they've never tried a business before or whatever it is, it doesn't really matter, but using little kind of lead on ending sentences like this greatly increases the size of your target market. And that obviously paran to preemptively handles any potential objections that they might have. Okay? Another example of this that you can use is like, even if you've tried to every diet out there, if obviously you're speaking to like a fitness or diet or nutrition thing like, you can tailor this in a number of different ways, but this is just kinda get you thinking right? So an example of this pitch would be like, instead of it being like the easiest way to lose 10 pounds this week, which obviously might get people thinking like, Well, I've tried different diets in the past. They didn't work for me. Ten pounds seems like a lot, whatever it is, right. It would then be like the easiest way to lose 10 pounds in this week. Even if you've tried every other diet out there, get the picture right. These are two examples of how to knock down potential mental barriers that people might have a head of time and preemptively handle any objections. 5. Inspire Urgency: So here's some more winning headline tips. Okay? You can also played to the fear that your audience might have for missing a fleeting opportunity or just like missing out in general. Okay? So for example, like if you don't blank now, well then you'll blank later. That's a good format for it kind of, but obviously you can skip all off of this and tailor it to your specific situation or just kinda use that format and then kind of alter its slightly right. So maybe if you don't replace your old tile now, you'll hate yourself later. Or if like, you don't replace your old tile now, you'll end up paying double later, right? So if you don't get in shape now, well, you'll hate yourself this summer. Get the picture you're inspiring urgency by making, making them understand the consequences of not taking action on this now, which obviously makes them more inclined to purchase or become a customer or whatever it is. Okay, and this works super, super well because it plays off the bias that they're going to miss a fleeting opportunity. If they don't act immediately, everybody has this inherent worried. Now, a key to making a headline approach like this work, decide to decide that if what you're offering as a product or service could potentially be seen as a huge missed opportunity for the buyer if they don't act right now, spoiler, most probably can. There are some other instances where like your product or service might not be able to be tailored into this. And then obviously you're in the minority there, but the majority of businesses, the majority of products, services, or whatever you're selling obviously fall into this category and you can make this work for you, okay? And honestly it doesn't even matter if you're implementing a headline like this, that's like a fleeting opportunity. Or if you're not right now specifically, you should always be thinking like this anyway, right? Urgency is crucial. Even if you don't plan to use this specific strategy, you should always be trying to simulate urgency in your copy and your sales process. You should always be thinking about how you can get them to act right now or get them to see what it is that you're pitching as like something they'll miss out on in the future if they don't act immediately right now, okay. Another thing is that like if you have a money-back guarantee as well, like you want to make sure to use that in your headline and early on in your copy because it will help it convert it a lot better. Okay, people always think like seemed to push back when I suggest this and they think that they're gonna get a lot more refunds and they don't want to do. And to be perfectly honest, it's true you might end up getting more refunds if you compare the refunds that you're getting now to the refunds that you're getting or potentially getting if you use this right. But you'll get far more sales as a result of converting more customers with this, then you will refund requests, okay? So you'll make more money. The balance of power, obviously regardless of what you're selling like, the balance of the different 2 will be far outweigh the drawbacks, you know, exponentially. Okay? Try it out, I promise you it'll work for you. Okay? So an example of how to do this would be like the most awesome home theater system that you've ever experienced or your money back, okay? As like a headline or maybe like you won't even realize that you're wearing dentures or your money back. Okay, these are perfect ways to preemptively handle IM injection that your buyer might have, as well as increase your sale conversion rate. Okay, so use these headline tips. They're going to help you write better headlines and ultimately convert more of the customers that you're obviously pitching. 6. Copywriting Commandments: So remember to look at your business from your customer's point of view and not your own, okay, secondly, make sure that you use the call to action. It doesn't matter if you're writing an ad, if you're writing an email or whatever it is that you're writing, always use a clear call to action, Okay? People need to be lead to the action that you want them to take. Don't just take for granted that they're going to inherently know. And chances are that you know a lot about your industry from years of experience. And these are things when you're speaking or you're writing copy that your customers probably won't know or at least know as well as you, okay. And then what might be common knowledge for you? It might sound like gibberish to a potential customer that has never heard of this before and isn't, as you know, kind of up to speed on that topic or niche. Okay? So remember this and always use simple words, okay? Do not try to impress them with crafty vocabulary. Instead, impress them with your offer and how well you can solve their problem. It's also important to remind them of their problem doesn't hurt. To remind them every once in awhile I'm bringing up how painful their problem is and how painful it is if they obviously don't take your product or service offer and they continued obviously have that problem, right? Bring awareness to the problem and that will translate in them having a heightened sense of urgency to then solve it, which ideally the solution would then be your product or service, right? And finally, it's okay to reuse winning formulas. Trust me, when I say like practically nothing, if anything, these days is original. Most thing there are some things out there obviously don't get me wrong, but like most things have been done in one form or fashion already. Okay, so don't be scared to reuse winning formulas for headlines or coffee or whatever or sales processes. Keep an eye out for headlines, specifically in the copywriting that catches your eye, right? Maybe in an e-mail that kinda MAY You open when you don't usually open a lot of emails and have my might have gotten you to like click the e-mail and read, write, or an ad pitch that caught your attention, or a newspaper or magazine headline, et cetera, et cetera, whatever catches your eye and speaks to you specifically, write it down and take a picture of it or put it in your swipe file so that you can reuse it and gain inspiration from it in the future. You should always also be keeping a swipe file too. By the way, every successful copywriter has a swipe file. And basically all that is, if you don't know, is literally just like a compilation of the best copywriting tidbits, headlines, and information that you've found in real life or things that have seemed to work on you or for you in the past. Okay. So keep a swipe file, put all the best stuff that you find in it, and store them away for reuse in the future. And that way you'll have future inspiration, you know, when you're coming up with new ideas and new headlines. Okay, so those are five quick important copywriting commandments, so to speak, to remember, they will help you a lot. So make sure you use them. 7. Your Headlines: It's been estimated that about 72, up to 90 percent of your salesman ships like effectiveness comes from your headline. Okay? Because ultimately if you can't convert people to actually click or read through with your headline, then people aren't going to reheat it, period, right? If you're not going to have people to actually read through your copy, even if you write the best coffee in the world, you're not going to have the opportunity for those people to even read it, okay, so that's why your headline is crucial. And with a good headline, you actually stand a fighting chance of actually having something come from the copy and having anywhere from like minimal, too overwhelming success with it. On the other hand, however, like without a good headline, your chances of success are literally almost 0. Because like I said, when your headline doesn't draw interest, it means that less people are actually going to read your copy in the first place. Okay, so remember your headline needs to capture attention first and foremost, because if you can't nail that down, then nothing else even matters at that point. Next, we want to set the tone for what that person is about to read. Okay, You also want to create a mood in them that will make them more receptive in the future to whatever action that you might eventually invite them to do. Okay? Obviously that means your call to action. Okay, so that might be purchase, that might be like hop on a call, that might be for them to click a certain button on a landing page or whatever your call to action obviously is. And remember, the main goal of your headline after capturing attention is obviously to ultimately prepare that person emotionally for whatever invitation, which is basically just a fancy way of saying your call to action you're about to make to them, okay, It should warm them up and kind of hint or preview what the copy is going to be about. And obviously, you know, it can be tough Honestly to do both and implement both of these. Your headline specifically, but ultimately you want to just try to start capturing and sparking emotion. These are all just kinda targets to a mat, okay? Typically why most people go wrong with their headline is because they fail to speak to the customers language, language in some form or fashion. Okay. So for example, like if your company just celebrated their 25th anniversary, well like That's awesome, right? And that's something to be congratulated. And you should be congratulated for that, right? But like a self-congratulatory headline will literally have no power to motivate a potential prospect or potential customer to read any further or like honestly even be interested in the first place, let alone then take action. Okay, and I see this all the time on YouTube for example, which was like just another different form of a headline. People craft headlines, for example, like just hit 1000 subscribers, which is obviously great and commendable like that Super Core, Right? But most people don't care, and honestly, all, practically all people don't care about your specific achievements, right? Or your channel. They only care about themselves. So speak to the customer in their language, right? And do not use self-congratulatory headlines because quite frankly nobody cares. I know it's harsh, but that's the truth. And most of my headline and copy problems can be traced back to one simple thing, okay? And that's a failure to put myself mentally and the prospect or potential customers shoes and see things from their point of view. Okay? But again, always keep in mind that if you don't read a great headline in the first place, nobody's ever even going to click in the first place or read there in the first place. And then even if you have the best coffee in the world, It won't matter. Okay? So spend a lot more attention and a lot more focus on your headlines. They are crucial. 8. Tips for Better Copy: So people are not actually buying what you're selling, okay? They're actually buying what your product or service can do for them, okay? They're, they're buying a different future, their specific desired future. So for example, customers are not buying your grass seed if that's your product, okay? Instead they're buying a greener along, there's, there's a big difference in big distinction between them, okay? You want to understand your prospect better than they do themselves, or your competition obviously does as well. If you could do this, then even if you're horrible copywriter, you will automatically write a lot better copy or better coffee than the best copiers, your copywriter in the world, that doesn't understand their market, okay? And that's a huge major secret of master salesman and master copywriters, okay? Understand your market, understand your prospect better than they do themselves, and you'll be able to speak to them like you're one of them. Okay. So understand their pains, right? Understand their problems and what problems they're facing on a daily basis. Understand their desires and understand, you know, do your market research and understand why your product or service and might be appealing to them, okay, the easiest way to do that as again, to simply just go to them yourself and ask or write, speak with them, ask them their problems. They will tell you instead of guessing. So just simply ask them, if you do this, you will create better headlines. And amazing copy, I promise you. Okay? Again, another thing that I want to touch on is that often less is more. So don't write long headlines or don't be too wordy with your headlines or your copy in general and get right to the point okay. Streamline to explain whatever it is that you're selling and why that can actually help them, or why that can actually solve their problem. Also, a timid headline obviously won't spark any interests that goes without saying right? So you don't want to be too timid with your headline and afraid to be like boastful or like, you know, intriguing, right? But on the other hand of that, an over the top headline won't be believed either if it's too far the other way, make the biggest clean that you can make, obviously, while still then be able to being able to prove it in your copy. You also don't want to solve all your prospects problems in your copy either, okay? Your copy ultimately shouldn't serve to exacerbate their problems in a harp on their pain points so that they feel them more. Okay. You want to show them that you understand what's plaguing them and that you understand their pains and their problems and then suggest your product or service as the solution, okay? You also don't want to assume that your prospect knows everything that you do, right? You're an expert or at the very least, you're extremely knowledgeable about your subject. And it's probably taken you years, if not decades, to understand the concepts specifically in your niche, the way that you do, chances are they're not an expert, like you are sued. Do not write your headlines or your copy from a sophisticated or experience point of view. Instead, aim it towards the new people that want to learn more, speak more to beginners rather than experts. And obviously, this is only specifically if your target market is, you know, the majority of people which is going to be beginners if your target market is specifically experienced people that you're aiming, your product or service app. Then obviously at that point you can speak to them with a sophisticated or more experienced kind of tone and messaging so that they know that you understand your stuff and they're more willing to buy from you, right? But 99.9% of the time, you're, you know, you're you're the expert. Chances are they're not even close to that level. So don't assume that they even know close to what you know, and speak to them with simple verbiage. Okay? And finally, last but not least, the one thing I want to touch on is don't focus on the product features or the process of serving the customer. Instead focus on the end result and the transformation that they're going to get from it. So for example, if you're pitching a car wash right about like you don't want to talk about your revolutionary new fast drying technology, right? Or your soap that's proven to kill 95% more bacteria than all other soaps, right? And I just completely made those up and you get the picture. Honestly like nobody cares about that. And so you shouldn't ever use it in your copy. Okay. You don't want to talk about the features or the specifics that the nitty-gritty, okay? Instead you want to talk about the benefits of getting a car wash at your business in this specific example, right? So maybe you say something like get a superior car wash 50 percent faster than the car wash you normally go to. In that case, it's very, very simple, right? But it tells them that they're going to get a great wash and also save time. Okay, so there are several simple tips that you can implement today to write better copy. 9. Stop Selling This: All right, so this is a big tip. And if you've learned nothing else whatsoever from this course, I want you to focus and learn this, okay? Make sure that you understand this. This will help you immensely, okay? Stop trying to sell people what they do not want. People falsely have this idea that copywriting or sales is like the ability to sell people stuff that they don't want or need with fancy words or fancy phrases that inspire them to buy. Okay? And that somehow like if you can master a copywriting, you can sell anything to anybody, right? We've all heard the saying like you can sell snow to an Eskimo or whatever that saying is, it's very similar to that, right? But that's not what it is at all. Okay. That's the furthest thing from the truth in all seriousness, don't get me wrong. The copywriting can certainly help you communicate with your communicate like the products transformation or the outcomes of the customer better and help you sell more, okay? And obviously by default, that will increase your sales and help you succeed better selling whatever your product or service is. But at no point are you ever going to be able to sell the customer something that they do not want, okay? If they don't want your product or service or what it's providing them specifically, then no amount of great copywriting and no ability of like salesmanship is going to be able to then sell them. Okay? Therefore, before you write any words, okay, before you write any words or you ever come up with your pitch, you must figure out what your specific target market actually wants. What right, like, what are their specific desires? What are their specific problems? And how can you specifically solve that with a product or service, okay? And we covered this in other lectures by going to the market and talking to the market, figuring out what they actually want, right? Figuring out their problems are, et cetera, and then then crafting your offer around those specifically. Okay. And that is the biggest secret that I could give you. Great copywriters, the best copywriters in the world. Don't put the fanciest words on paper, okay, despite what you might think or what you might have heard, they simply understand their target market the best. Okay, Let me repeat that. The best copywriters, the best salesman in the world, don't put the fanciest words on paper. They simply understand their target markets the best. And so if you find out that the market doesn't want what you're already selling or you've already created a service or an offer that you have, you know, that's not working right? The best thing to then do is figure out exactly what it is that they do want and either change your offer slightly or create a completely new offer. You don't want to keep banging your head against the wall trying to sell something to someone that doesn't want it. Okay? Because then if you do that right, like if you figure out what the market does, want you craft an offer around that, your copywriting you're sailing process will be exponentially easier and you'll sell a lot more. 10. Keep it Simple: The last thing I want to touch on is that you want to understand that simple is better, Okay? It's always better to stay sample because simple equals successful. Okay? Remember that formula, it's huge in copywriting. Simple equal successful. Don't over-complicate it. Don't get too wordy. Fine talkers are rarely good salesmen. And obviously that means that there are rarely good copywriters either. When you speak with eloquent words and you get like really wordy, it turns buyers off. It makes potential buyers fear that like you're over influential and that you're going to potentially sell them. Okay? The truth is, and we've all heard this, nobody likes to be sold, but people do actually want to buy. And so if you can just keep your pitch simple, they won't be on the defensive. And then they also, you also run the risk of like of them not understanding something that you're pitching, right? So keep it simple. The understand it better. And obviously they won't be as defensive about what it is that you're saying. Fine. Talkers put buyers on the defensive and the create added suspicion that isn't necessary. The best way to approach copywriting is to use simple words. Communicate in the buyers language. You want to talk about what they want, right? You want to talk about their plans and how you can ultimately solve their problems are their pain points would with whatever product or service it is that you're offering. Okay. Remember, don't over-complicate it and don't get too wordy. Symbol equals successful. 11. Copywriting Project: Okay, So It's project time now, okay? Practice makes perfect, as they say, in one of the major mistakes that most people make is not spending enough time on their headlines and their titles. Okay? So for your project, I want you to pick a topic, okay? Literally any topic it could be surrounding your current product or service. If you already have one, it could be a specific video or a specific post that you just saw on social media. Or you can simply just like make one up and pick any topic that literally interests, right? It doesn't matter. This is just an exercise to start, to start to kind of get you thinking and understanding the importance of this, okay? Then once you identify your topic, I want you to come up with ten, okay? Yes, 1010 different headlines for that specific topics. So pause the video right now, come up with your topic and write ten different headlines for that specific topic, 10 different variations. Now, this project is crucial. By doing this, you will see that there's usually one or two of those headlines that stick out and communicate what it is, what the product is, and what the transformation is the best, okay? Yet most people spend like all this time on their products and all this time on like their video or all this time I'll whatever it is that they're doing right. And then they just like slap up the first title that comes to their mind and that is a major mistake. Okay, you shouldn't be spending at least 10 minutes thinking of titles and headlines, and that is the bare absolute minimum. All right, Coming up with 10 different titles for a topic, we'll get you thinking. It will get you like innovating and coming up with different ways to say the same thing. And we'll also get into the habit of doing this every single time, Ford, time going forward, right? We've already covered in, I think, two specific lectures why up to 90 percent of your success or failure will come directly as a result of your headline. So do not take this lightly, okay? Then obviously once you have those ten different headlines or titles, you can choose your best one. Feel free to post that. The actual list of your ten different title, like the 10 different ones that you came up with, as well as the one that you've obviously identified as your number one headline so that other students can see it and get inspiration from it. Okay? And do not sleep on this project, please do it will get you into the habit of doing this in the future and understanding the importance of it. Because one or two will generally stick out to you the most and you will identify like, oh, that one is exponentially better than all the rest. Thank God, I didn't use one of those read. Also, if you have any questions at all, please let me know. I'm always here to help. I really hope you enjoyed the course and I really hope to see you in the next one.