Sell Using Your Words: 2020 Copywriting Mini Masterclass | Eric John Campbell | Skillshare

Sell Using Your Words: 2020 Copywriting Mini Masterclass

Eric John Campbell, Author

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19 Lessons (2h 16m)
    • 1. Module Overview: Customer Development is Your Unfair Advantage

      5:42
    • 2. Have So Many “WOW" Moments By Listening to Your Target Audience

      8:17
    • 3. Watch Your Copy Coach: Run a Customer Interview Call

      17:49
    • 4. Mini Mission: Practice Your Interviewing Skills With a Friend

      4:22
    • 5. Listen to Thousands of People From Your Target Audience Using The “Online Observer” Technique

      4:59
    • 6. Watch Your Copy Coach: Use the “Online Observer” technique to learn about a target audience

      16:05
    • 7. Mini Mission: Choose an audience you want to learn more about & use the “Online Observer“ technique

      2:43
    • 8. How to Take Your Copywriting Skills to a Higher Level

      3:40
    • 9. Module Overview: Blow Your Readers Away With How Concise Your Content Is

      8:24
    • 10. Everything You Need to Know About Customer Avatars

      7:21
    • 11. Watch Your Copy Coach: Create a Customer Avatar

      11:19
    • 12. Mini Mission: Create a Customer Avatar

      3:21
    • 13. Find Your Big Idea

      11:02
    • 14. Find the Feeling Your Reader Desires Most

      9:59
    • 15. Find the One Action You Want Your Reader to Take

      8:22
    • 16. Watch Your Copy Coach: Create a 1-Sentence Copywriting Cheat Code

      4:37
    • 17. Mini Mission: Create 1-Sentence Copywriting Cheat Code

      3:12
    • 18. Course Conclusion & Where to Go to Learn More

      3:45
    • 19. Bonus: Book A Personalized One-on-One Session

      0:55
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About This Class

Attempting to learn copywriting through reading blog posts on several websites is frustrating. There is too much information out there. 

It’s incredibly hard finding out where to start and what to prioritize. It can make you think that copywriting is complicated. Especially if you don’t have any formal training in marketing or copywriting.

You may already own lots of courses and books on copywriting. But honestly after a while, even though the information is important to you.. reading can bore the hell out of you. Reading definitely bores me. 



If You’re a Full-Time Freelance Writer...

Being nervous about your skills as a full-time freelance writer causes you to put the brakes on. You’ll subconsciously avoid new projects or sabotage current ones out of the fear that you’re not good enough yet.

This lack of confidence prevents you from becoming a successful full-time freelance writer and receiving all of the financial freedom that comes with that.


If You’re Self-Employed And Building a Business...

Not having the right language to communicate how incredible your product is will make the difference between huge success and going out of business. 

Being able to sell using your words is the most important skill any business owner can have. I became obsessed with copywriting for this very reason! For small business owners, copywriting is your superpower.


This Course is Designed to Teach You Copywriting Foundations

Before you write any piece of copy there are 2 things that you need to do in order to make your copy 10X as effective. The thing is most people don’t take the time to do this. I’d say 90% of the copy written out there didn’t start with this foundation. 

If you do these 2 things your copy will be insanely more effective. Whether you’re writing copy for your own business or as a freelance copywriter, doing these things will increase your bottom line.

Thing #1 - Customer Development

Listen to your target market! You can do this either in a 1-on-1 interview or by browsing the online marketplaces where these people hang out. Inside of this Mini-Course I will walk you through me doing both of those things & teach you how to do it as well, step-by-step. 

Thing #2 - Focus Your Message

All of us are overloaded & bombarded with information on a daily basis. People in your target market are no different. To make your copy fun & easy to read it’s important to get clear on what you’re trying to communicate before you start to write.

In this course you will learn about the following:

-How to create a Customer Avatar

-How to come up with your Big Idea

-How to become clear on the one feeling your reader desires most

-How to become clear on the 1 action step you want your reader to take by the end of reading your copy

This course is filled with mini-missions for you to complete, videos of me showing you step-by-step how to complete those steps, real world examples, and PDF cheat sheets. 

Looking forward to seeing you inside the course!

-Eric John Campbell

Transcripts

1. Module Overview: Customer Development is Your Unfair Advantage: welcome to the second module. Inside of this course, that is all about customer development. And when I say customer development, all that means is you're listening to your target audience. You're starting to understand them better. So when it's time for you to write copy, you know exactly who you're writing for and what message you want to deliver. Now this is your unfair advantage. Most people, when they write copy, they're not spending as much time as they should getting to know their readers, and especially if we've interacted with her target market or target audience before, we may think that we know what they want, that we've listened to them enough or whether we kind of understand what they're going for . But very often we can dive even deeper to into that. We can ask more questions. We can listen mawr clearly a little bit deeper and truly get to the essence of what pains they're feeling, because then once we understand those pains deeply weaken, speak directly to those pains, and this is your unfair advantage. It really makes copy writing so much easier when you know at a deep level what your readers are experiencing so the most important thing here is. Don't guess what your readers want as much as possible, we won't eliminate guessing, which is just this thing that's coming from your minds. And instead we want to know by listening directly to these people. And the key to doing that is to ask the right questions, ask powerful questions and to listen to their response. We're not asking questions so we can check this off our box like, Okay, we ask questions. Now I can actually write the copy we're asking because we're genuinely curious about the answers. And that's the listening phase, which is the hardest phase for most people. Once people ask their questions, we want to truly feel into their answers. What are they saying? Once we listen to them deeply, then we have all the unfair advantage we need to write insanely powerful copy. So the number one copyright a mistake is to think that we know what people want. Without a doubt, this mistake comes mawr than any other mistake. When you read other people's copy, it's someone that just has an idea of what they think that reader ones, so they just speak directly to that idea in their head instead of actually finding out what it is they truly want. So you usually don't almost always unless you've interacted with your target audience a lot . The idea that you have about what your reader wants is not in alignment with what you're reader actually wants. So customer development is the process of listening to your target audience. And it does take time when you're either getting on the phone for these customer interviews or browsing these marketplaces online and reading their comments. That's going to take up a decent amount of your time. And to be honest, it's not always worth it. So if we have a sales page, let's say, for example, for an online course that we've been working really hard on, and we want to make the sales page as awesome as possible, or if we're a freelance copywriter writing someone else's sales page, and this is a very important part of their business, then we're gonna want to go through this process of getting on customer interview calls or at least going online to all the customer marketplaces and listening to what it is they have to say. But for another example. Let's say you're a yoga studio that just wants to put out an instagram post today. That's not that important. You're not gonna get on the phone and interview your target market just to write this instagram post. So the reason why include this is customer development is the best practice, and it's a great way to understand your target market at a deeper level. But it's not the one size fits all solution. You know, maybe we get to know our target audience, using these principles and asking the right questions and listening. But for the daily activity of writing an instagram post, we're just going to use the knowledge we've learned in the past when we interviewed our target market. And we're not gonna keep interviewing people every day because that's just not practical. So it really depends on what piece of copy your writing. But I think that by going through this section and understanding these principles, no matter how you choose to write your copy, whether or not you're actually interviewing your target market or not, your ability and skills as a natural copywriter are going to increase. So when you do decide to do these customer interviews or to listen to people in these marketplaces. Just know that it's very, very powerful, and I think you're not going to understand the full power of this until you actually do it . But once you listen to your target market and then you write copy and you have people resonates so deeply because you're touching the exact pain point that's already the top of their mind right now. It is an incredible feeling, and you're gonna get hooked to it. So in this module you will learn exactly how to do customer development. In this video, I introduced what this module is all about, and it's about customer development. 2. Have So Many “WOW" Moments By Listening to Your Target Audience: in this video, we're gonna talk about how you can have lots of wow moments by listening to your target audience. So we're gonna be focusing on those customer interview calls how you can learn so much about your target audience by getting on the phone with um, and asking them powerful questions. Being able to ask the right questions is a super power. I think this is a very understated skill where if you're able to ask questions that get people to think about the biggest pains that they're experiencing, you're going to be amazed at the quality of the answers that you receive. It is just such an incredible skill to develop, and the only way to develop it is through practice. The more questions you ask people the MAWR powerful those questions they're gonna become. And it truly feels like digging for gold, because when you keep asking questions, it's almost as if you're digging a hole into the ground looking for gold. And then eventually, once you hit something where someone starts toe have this kind of fear or sadness in their vote, their voice and you can actually feel it. It's like you struck gold that's a pain point. And, you know, if you ask a few more questions about that pain point, you're gonna find out what this piece of gold is. What is it that they're really struggling with? And I know it sounds kind of weird because you're digging for this feeling that makes them uncomfortable. But once you truly understand what that pain point is, and you've asked a lot of questions where you understand it at a deep level, it allows you to create some amazing solutions so you can alleviate the P the pain of potentially thousands of people, no matter what your business is. So don't feel like this is gonna hurt the person you're interviewing, or you're kind of doing some disservice because when you're asking them questions and you're feeling this pain in their voice, it's ultimately so you conserve them and serve other people that are experiencing the very same pain point. And even though we're only interviewing one specific person when you find a pain point, odds are that a lot of people in your target market, our target audience, are experiencing that exact same pain point. It's like the classic saying that when someone raises their hand and ask a question. It means there was probably at least 10 other people that had the same exact question. So our goal here with these customer interview calls is to truly feel what the pain is that the people were writing for are experiencing. And hopefully they're gonna tell us like, Yes, this is a pain point for me But what's really important is we're also paying attention to the tone of their voice toe. How it feels like the more you do this, the better you'll get at this skill. But there's certain times where you know, like you just hit something, you've hit something. It's a pain point. And now that you know that and you felt that they're struggling in that area or they're starting to trip over their words, you like OK, I got to speak to that. This is important. People in my target audience are really afraid of this thing. And just like I mentioned, you can really hear it in their voice when you strike a pain point. And if you haven't done these kinds of customer interview calls before, believe me, I know that this sounds so weird, and you may be like, What the heck is this guy talking about? But once you start actually doing these interviews, or even when you're talking with your friends, you'll start to pay attention to this once you become aware of it and you'll be like home, My God, I can hear it in their voice. They're struggling with this thing, and what this process allows is it gives you instant clarity about what to talk about in your copy. So if you did not do this customer interview, you may think that there are five important points in your head that this person your target audience needs to hear. Or you need to address these pain points. But then, once you actually get on the phone with um and talk to them about these five things, maybe you realize that two of them are really painful for your reader to talk about. It's like that's a very clear pain point that they're experiencing. But then the other three points are not a problem at all. For your reader, you thought there were these big pain points, but to them, it's they're not worried about that. It's only those two specific pain points that really are constantly going throughout their mind. So because you've done that interview, you can now write copy that talks about those two pain points specifically, and you can go into greater detail. That's just one example about how doing these customer interview calls just gives you while moments it gives you so much clarity that you cannot get in any other way. So now here are some of my favorite questions to ask during these customer interview calls . The 1st 1 is what's the hardest part about Boom. So what's the hardest part about having a stressful day? Are what's the hardest part about finding a great yoga class? Whatever it is that feels relevant to your knees, you want to find out. Why is that so hard? The next question is, what activities do you do on a daily basis that you don't enjoy? Now, obviously, some of these questions are gonna make sense for you. Aneesh and some of them aren't. But what I like to do is I like to have a list of questions by my side when I'm interviewing someone from my target market. But then, as the not the conversation naturally progresses, I'll tend to ask more questions based on what feels right in the moment. But if I ever feel like I have a blank and I don't know what to ask next, I'll refer back to questions cheat sheet, which I'm gonna give you at the end of this video. And don't worry if this feels like a little bit what's going on, because I'm gonna give you an actual example of me being on the phone with someone and you'll see what this customer interview call sounds like. So some other questions that I really enjoy our why was that hard? Or what's the most frustrating task you have to do every day? Or how much time do you spend thinking about? And then you insert the problem that they're dealing with so attached? This video is a Pdf cheat sheet with all of my favorite questions, and I'll show you what it looks like. It looks like this. It's just a quick overview of what I'm talking about in this video, and some questions that you can go back to you if you're not sure what to ask or if you want to use these questions to start the conversation off, and then you can go with whatever questions feel right in the moment. And the most important thing is, once you ask these powerful questions is toe listen, don't think about what you're going to say next or what question you're gonna ask next. Because if you stay present in the moment and you're able toe, listen and be there with your person on the phone with your reader, then you'll get so much more out of the interview, and when it's time to ask the next question, it'll just come to you on its own. The next question will just feel right, and I'll just naturally come out of you. And like anything, this is a skill. So the more you do these customer to recalls, the more natural you'll become at it. And I think they're so much fun. So I know it's nervous. It could be very nerve wracking to get on the phone with someone, but you're gonna learn so much about your target audience by doing this, and I'm gonna show you what one of these calls is actually like, so you can see that it maybe not is as bad as you're afraid. It is auras hard. It seems like a very natural thing. Once you actually start doing these customer interview calls. And once you listen to me, give me one of those calls. So that's it. In this video, we talked about how you can get while moments by going on these customer interview phone calls. 3. Watch Your Copy Coach: Run a Customer Interview Call: where I'm at is actually I'm staying glass artist and I'm in my studio. Behind me is the classic. Sheena is protects their paint booth. We'll be painting. It's not like a singing out of most wanted or anything like that. That's awesome. So you're saying that scientists? Yeah, just a glass And I also do writing. I'm trying t o trying to get into that. And what made you want to get more into writing? Well, I don't writing before. Usually, Ari, I have been writing articles for what kind of money magazine's specifically in religious or search attack City and are just finished where he was. Somebody we're publishing a book in Iran about and maybe they're full time. This is a secret. Say, it's how United Design Principles of Islamic Architecture. So do yourself laws. Uh, actually like Teoh, I would actually like to write people over here. Hey, and would you say that's remaining motivation and learning? Copyrighting? Yeah, learning a platform to use that. The writing skills that I haven't directed towards, can you think? And when did you first decide that that was something you want to dio or learn how to deal about two months ago, I think. And what led you to that decision? I'm at a stage in my career where I can really advanced financially Wearing that, I thought it would be really here to a seen it on also for any family I worked out here. And are you thought there the the the writing and I work extension kind of complemented each other. So would you say that your main motivation is to be ableto spread your message more powerful e or the extra source of income? Or is it equal between meals? Thank the copyrighting. We help provide a little bit of stability and the communication skills necessary to support the artwork So they complement each other. But can it sideways? Like I took a computer programming course. It's any time. I was thinking English school. Of course, the artist, they're the same thing. But get a programming. Help me to really focus and clarify what I was reading in English class and the English course really help me. Help me, Teoh, uh, kind of clarify the objectives with the programs that shot exactly waiting to tell you what they really informed each other. That that's how we see the the happier idea that over and that's really interesting. I think it was really cool. You combined two things, especially if they seem somewhat unrelated and they actually really help each other. Well, just with the copyright in class that I took from you. But the 1st 1 I've been revamping things like artists Lyle and our mission saying stuff like that and just copy writing mentality where we help me clarify what should be our tea party language can come out Sam Eating a lot more intelligent, a lot more professional that yes, parishes. And at this point in your journey, what would you say will be most helpful? Teoh. Grow your car writing skills. I think a practical application being funny, actually venues and connect with people working actually sell. It would be a really big thing. And I think that a jury would No, they have me Teoh increase. It sells as well. I think that that's that. That's the biggest problem we think. Are you saved? What are you dio? But it's it crosses that was so here. Can you people do worksheets? I can have them. Do you know exercise doesn't talk about it. But until we actually do that, get the fingers of work. Were you something, Shelly? It really don't have a way to apply what they're running. And that's that's already I feel that I wanted. I want to find and source and know exactly how it could go about to start sewing sub so I can get better. I'm doing that with her. They're attached. The world? Yes. Awesome. And is there any places besides this book that you just wrote where you started? Teoh practically apply in this stuff. Well, this that really doesn't count. It's in Iran gave me money for you work for, perhaps other than which is Iran. But you are right. The process of writing other things as well. Mm, so sorry and gradually applying it. But tell me that next step in taking it somewhere, just exercising. And at this point, are you more interested in finding other people's project and then them pain for you to write for them or for you to write something that you would sell? I'm interested in both, but I think what we really have the other I think that while I'm working on other people's projects that would help me gay confidence and working on my own self. But it would also provide tentatively financial support. Do you help me as I was working with, So just make sure I got that right. It sounds like both are equally important because they complement each other. And I think probably would start out with working other people's project because that lays the foundation where you can then do your own stuff. Yeah, exactly. And is there anywhere that you've gone Teoh start looking for these kind of jobs or gates? I've been looking at a couple different sites that are supposed to help that Brandon to have people toe, connect them with people that are actually paper, sir. And I've been reaching out a couple of the places out of reach out to either Never existed that don't exist anymore. It's a bad sign, and I didn't really know. I don't have the tools to know where it actually those look where it doesn't pay a lot. Kids after slider with no lt really brushing doesn't get your So that's where I'm at right now. Interesting. And on the sites that you visited were any of them. They seem really promising when you join them. Yes, they did, Right? Everything seemed really pharmacy. Um, one thing that is kind of frustrating to me is there are you get those saying things like, I will teach you how to sell staff and things like this, But when it comes down, Teoh, who I go to what were the resource is warning so I can actually sell stuff ever present myself. IHS seems either either lacking or uh in a theoretical cloud for, um it just so happens to have a program for that that I could be a lot of money to get to that zoo. Really frustrating. I'm looking for a program are looking for this sales like out? Well, you know of any community there, Several different places you can go to that will help you learn how to dress appropriately and where your resume and don't search. So you can walk in Kansas. Somebody But it's there doesn't seem to be researched. What do you say? Anything for 20 firing at venues for something, right? Yeah, I can imagine it sounds what air? Some of these sites that have been Teoh where they seem really promising that they kind of let you down that rabbit hole. I don't know if I should say any sites specifically that I want to get anybody. Okay? Yeah, we don't have to say that. No worries. That's a good point. I asked one question that came to my mind is how have you tried the freelancing websites? Like Up worked. I have gone to tap work and I started looking at that and I actually applied for several things. And seeing that I have a full time job right now trying to do these other things time, it would take Teoh gift. That kind of thinking, like I'm hoping for, seems like he would be less proud of what I'm making now. That's not even a part time job this I was looking for. And if I were you, the section would be appropriate to take or having things a little more to whom the approach then I bear. I did. I lost one came for show while you know, but at that time at it. So Okay, so I will go back into it and what's want to see something promising. But it's at a point where it seems like it more wasted time than anything else. Going 10 articles for $6 an hour just doesn't seem to be where I want to be, you know, you use, you know, for three days that would get better than that Marine different than anybody. Yeah, have have looks. And with me, the last station have about it. It just doesn't seem like that's a well, that, naturally, some city just that's it. That's the reality. I really don't know what a day just to make sure I understand if this thing where if you knew that investing this time into the up work would help in the long runs, then you would be happy to do it if it was a clear paths. But as it is now, you have this full time job and you don't want to give up that, are you? Maybe can't afford to give up a check in order to pursue this thing. That seems pretty unsure whether it's gonna lead to anything. And for this Yeah, I think this is one of the reasons why I'm a sultan. Ideal art, because it's more difficult to articulate things clearly if I'm not working with it in my hands. So when I when I read something I used to go through about 20 revisions to the point where it's actually clear. And why would you are Why did you choose Aziz the way See to make extra income. Seeing the resonate the best with they're Texas things that have already done a lot of their works at IDEO with interface cycle organizations is, uh, Terry did something interesting where most people are not interested at all. And a lot of the kinds of questions you have to ask yourself. Do you copy? Writing are kind of questions. You great sound inviting or interesting to engage that potential audience market. It was It was good. Yeah. I love that. I told you guys that you learned so much about the psychology of people study copier. Yeah, if somebody, if you want to tell somebody. Yeah, we were having a Advantis picnic in the court because it care, but that's not attorney. Sound rude or anything like that. People do care of the people that are gonna be going to make anyway. What did he tell somebody? Hey, we're gonna have an awful lot of fun. You're getting me hungry anywhere. Marshal Jerry was really good People that are that want to include your community and use the right kind of limits. And it sounds a lot more body now, I hope I hope, too, that that was a real example. Really? Have anybody. But that's, you know, that's what iss I could feel it. Even in that example, you're just saying the to the difference between the two is night and day. Yeah, that's what we want to engage people. We want them excited about the things we are doing. And you don't use a kind of copyright side of language. It sounds like you agree. I mean, he's Dan when you saw there was great. And maybe you will be at the picnic where we don't want people with their making. Yeah. Did you use that? Awesome. Well, I thank you so much, Andrew. This world, the questions I have for you Is there anything I could help answer with or something that came to your mind that I didn't ask? Well, I think it would be really nice to have kind of you hear You include a lot of resource is and the classes and stuff. And I It would be nice if there was a resource toward something that, in addition, out working these kind of things that could be done, or even if you offer a course like tempering that in the future. This is heavy going about to find clients. That's all numbers. Here's exactly how to find client except definitely seems to be a very common pain point is like, he said. Once you learn all the knowledge, you just have to apply. It is through the real world experience, right? And so much confidence comes with working with clients and one, even if it's selling to your brother in law, it's No You sold something. Yeah, well, I really enjoyed talking with you just to hear your perspective on things great. Were you? 4. Mini Mission: Practice Your Interviewing Skills With a Friend: Now it's time for the next mini mission, and you're gonna practice your interviewing skills with a friend. So now that you've learned what this process is of giving customer interview calls and you realize the value in doing it, and you also have a list of questions that you can ask, it's time to put it into practice. And the best way to do this is with a friend. It's very low pressure. You don't get on the phone with stranger, and if you want, you can talk to someone from your target audience. But I think doing it with a friend is just gonna be the easiest thing for you at this point . So you want to talk to a friend or loved one about what they're struggling with most now in their life. It can be about anything. If you want. You can make it about your business or what you plan on writing coffee about, But you could also just make it about their challenges. Is there some relationship struggle that they're going through right now? And what we're doing is we're practising the skill of asking powerful questions and also the skill of truly listening toe what it is that they're saying. And as you go through this practice exercise, see if you can start to become aware of the big pain points that your friend or loved one are experiencing. What is it that's the most painful in their life right now? The thing that they're just struggling with that it's kind of running through their mind and a loop that they just wish they could have a solution for or they wish they didn't have to deal with that. And I encourage you to try out the questions in that PDF cheat sheet that you found in the last video. So see how those questions feel. Some of them may feel little unnatural, and that's okay. That's why you're doing this practice exercise. And maybe you won't ask those types of questions in the future, but see how it feels. And I think you're gonna be pleasantly surprised at how much fun these interviews congee and the ideal length is usually somewhere between 15 2020 minutes. In my experience, this has been the best amount of time where I'm able to kind of get the Golden Nuggets talking with people, but it doesn't drag on too much. Now, of course, you can do whatever length of an interview you like, but I just like to say from my own experience, this is about how long these calls tend to go, and if possible, I highly encourage you to record the conversation. If you can ask the person you're talking with, if you can record it. So that way you can listen over the conversation again. And maybe there was some golden nuggets of pain points that you missed that. Now, by listening to it the second time, you can truly understand or make note of it. And remember, toe listen and let the conversation unfold. Naturally, the idea is not to ask every question on the list as quickly as possible or to check off every question. It's to ask a question with the genuine interest in hearing the answer. And once you've been present and heard the answer, you're letting the next question arise on its own. And by not sticking to the scripts religiously, you can ebb and flow with where the conversation wants to G. O. And that's a much better way to bring out these pain points in the other person. So pause this video now. And don't move on inside of this course until you've had that talk with a friend or loved one. Congratulations. You finished another many mission inside of this course. That is awesome. I want you to pay attention to how you're feeling right now. Do you feel how much you've learned just by completing an exercise? Do you feel more confident in your ability to do this in the future? And hopefully the answer is yes to both of those questions. And it's important to remember this feeling because this is where you're gonna grow the most inside of this course. It's by actually completing these mini missions. In this video, you completed a mini mission. Were you practiced your interviewing skills? 5. Listen to Thousands of People From Your Target Audience Using The “Online Observer” Technique: in this video, you're gonna learn how to listen to thousands of people at once using the online observer technique. And this is such a cool and underutilized thing that weaken dio to utilize the power of the Internet to truly listen and understand our target market. So we're using the power of online marketplaces to specifically learn about your target market. So these online marketplaces are where that people in your niche are already hanging out in already having conversations online. And what we're gonna do is we're gonna go to these forums goto where your niche market is leaving reviews and just read what they're saying. We're listening by reading. And by doing this, we're gonna truly understand what our target market is struggling with and how we can best health. Um, and there are two main reasons that we do this. So the 1st 1 is we're learning about our customers pain points. Instead of guessing what pains our customers are experiencing in our niche or the customers in our target market, we can hear it directly from them. Their writing out what they're struggling with their describing how it feels to struggle with that thing. They're talking to other people about their pain. And you'll notice that if there's a common pain point that a lot of people in your target market are experiencing, you're gonna find that out very quickly because over and over again people are gonna be posting about it or they're gonna be mentioned it in the reviews so we can learn so much so quickly doing this method. And we don't even have to get on the phone with anyone because I know that could be very uncomfortable for a lot of people. And the second reason that we do this is we can copy and paste our customers language into a word document that we can use to write the first draft of our sales copy in the future. Now, when I learned about this method, it blew my mind. It completely changed the game for me because before how I would use to write copy and how most of us, right copy is we start with a blank word document, just not intimidating weight screen. And after talking to our target market, we then have to come up with something in her head and type it out guessing what it is our customers want and how they want to be communicated that. So in other words, we have to come up with the language and the words ourselves, with our best guess of what? Our customers, our target market one. But what such a more effective and easy solution to write the first draft of your copy is to copy and paste language directly from these online forums and these online marketplaces , and then piece it together like a puzzle to make our first draft of our copy. And then we edit their our own customers language and turn that into the sales letter or into the email, whatever it is we're creating. So don't worry. As we go on throughout this course, I'm gonna show you exactly what this process looks like. But the main thing that I want you to take away at this point is this is another huge added benefit that we get by going to these online marketplaces when we find our customers or target market. Speaking directly to the deepest pains that they're experiencing, we want to copy that language without changing it at all and just paste it into a word document and that is going to become so useful for us when it comes time to actually write our copy. And we're also going to be using their language to write the headlines, which is like the subject line to the e mails we right or the title of our book or whatever the headline is, it's going to become way easier to write when we can use our customers language as inspiration. Here are some of my favorite online marketplaces to G. O, and we're gonna walk through me actually going through these online marketplaces in a future video. But feel free to use your imagination here anywhere where people from your niche or target market are gathering online is a great place. Ago. Teoh get and listen to some of their language. But I like to look at reviews on other uni courses, going to the Amazon Kindle bookstore and reading the reviews. There is another great place to get this information. Browsing comments on Reddit. If there's a subreddit specific to your niche is an awesome place to go, and then you can just Google search for the most popular forums and block comments that are specifically about your topic. In this video, you learned about the online observer technique 6. Watch Your Copy Coach: Use the “Online Observer” technique to learn about a target audience : in this video, I'm gonna walk you through me using the online observer technique and the target market that I want to find out more about is people that are interested in becoming freelance copywriters. Or, in other words, it's people that want to write copy for other people's business and make that they're full time living. So I'm just gonna say people that want to become freelance copywriters and now the first marketplace that I feel is appropriate for this is the Amazon Kindle store. And as this loads, I'm also gonna load up you to me so I can look at some course reviews for people that want to become freelance copywriters. And then the last marketplace that comes to my mind for this group of people is a subreddit . So I'm just gonna type in red it copyrighting. And here it's reddit dot com slash r slash copyrighting. So I feel like between these three places, we're gonna get a lot of great language for this specific target market, and we're also gonna be able to learn about their pain points. But I'm just going to write a heading that says, pain points and I haven't rehearsed this before. So you're watching this in real time. So this is the exact same process that you're gonna be using for your own target market. So now I'm gonna type in freelance copyrighting. So right now, this is the first book that comes up, and I'm just gonna scroll to see if there's any other books that are close to that popularity. So this book up here has more reviews, but it's also not specific to people that want to become a freelance copywriter. Where is this one? Down here is pretty well known, and it's specifically for people that want to become a freelance copywriter. So I'm gonna start with this book. But I also could go with this book. And as you might have noticed, they're both by the same author. So now that I'm here, I'm gonna scroll down to reviews. And this looks like another good book to as a freelancer in six months or less. All right, So if you want, you can choose specifically. Do you want to look at the three star reviews for a star five star in general, I like Teoh stay around the four star three star and specifically the three star because usually the five star reviews are Hey, this book was incredible. It's awesome. All this good stuff that doesn't touch on the pain point as much. Whereas the One Star Review usually is like, this book sucks. It's terrible waste of my time. Neither of them tend to hit the pain points as frequently as reviews that are more in the middle. So let's see what the three star review is. So right here is one pain point. I'm not sure how many writers this advice applies to, and this looks like another pain point. So already from looking at this one review, this is really telling him how what the market is wanting. So it looks like they might be looking for content that goes a little bit deeper on how to become a freelance copywriter, whereas this book is a little bit on the shallow end. So since there's not that many reviews for three stars, I'm gonna try four stars. So in this case, it's not specifically a pain point where this person says, I'm suffering with this thing, but it tells you right here that this book will give you a starting place for building your portfolio, finding your first clients and getting into the waters of this career. So what that tells me is the biggest pain points for people that want to become a freelance copywriter are likely to be building their portfolio, finding their first clients and then also getting into the water to this career, which I find really interesting. So I'm gonna highlight that if I can find it. There you go. And, of course, we don't want to just go off this one person. We want to keep looking through mawr these reviews. So hopefully we find a threat or a common pain point that shows up over and over again. But my intuition tells me that building a portfolio is going to be one of the biggest pain points for people that want to become freelance copywriters and finding their first clients . So this is interesting to me here, where it says if you needed jolt of confidence is a newbie freelance writer. Get this book and what that tells me is confidence is a big thing. So I'm gonna start another list here that just says possible pain points, building your portfolio, finding your first clients Confidence as a newbie freelance writer. Now notice how all of these pain points are coming directly from the customer language. These aren't pain points that I'm guessing this market is having. There are pain points that I know they're having because they're actually talking about it in the reviews. And that's what's so powerful about this technique and why we don't want to assume anything . Most of us are not very good at writing good sales copy. So to me, that doesn't speak to a specific pain point, But I still think it's interesting. So I'm gonna write that down and maybe when we go to write a sales letter or an email for this target market, using this language is gonna be useful to us. So what I'm gonna do is I'm gonna start another line that says possible solutions. And in this sense, we want to find out what is our target market looking for, or what do they like as a solution? And I found some interesting things here. As you can see, you could do this for an hour, easily. Just keep going through this. But for the sake of keeping this video short, I'm gonna move on to our next place, which is you to meet course reviews, and I'll type in freelance copywriter. What I'm gonna do is look at one of the best sellers. I always like to go to the best sellers first because, you know, there is the most content, the most number of reviews to look at. And just like any other one, I'll start with the three sorry view. So this course is very tedious and monotonous for a novice. I was expecting this course to help me write step by step so these could be pain points specifically about finding online, learning about how to become a freelance copywriter. So in my case, the reason why I would want to learn about this target market about people who want to become freelance copywriters is because I want to create an online course that helps them learn how to become a freelance copywriter. And because of that, I consider this to be a very important pain point. This course is very tedious and monotonous, and this is one of the top. I mean, it is the top freelance copyrighting course on you, to me, which is one of the biggest online course marketplaces on the Internet. So that tells me that there's room for a new course that's not so tedious and not so monotonous. I need more practical advice. So this is telling me that people want more specific formulas. Ada is copyrighting formula that's really popular in the copyrighting world now, some of these where it says nothing significant going in the right direction so far. Why is it not very clear till now? Yes, they're pain points, but they're not giving me any useful information, and that's why I'm skipping right over them. And there are 1700 reviews for this course alone. And then, of course, there are multiple courses about becoming a freelance copywriter, so there's no point going after information that's not that helpful to us. There's plenty of reviews, so we can keep going until we find ones that provide juicier information. So this is interesting because it tells me that people in this market really want encouragement, and they also like tools for beginners to get started so confusing to follow. It's interesting to me, but it's not specific enough information where it's actually gonna help us so here, I would have liked a chance to submit something for more testing. I think that's useful information. So then, for example, when I'm going to write a sales letter that's convincing people to enroll in my online freelance copyrighting cores, I can say that this course is filled with engagement with your instructor. And there's opportunities for you to submit something and for you to test your own abilities through many missions or actionable exercises. So what's so powerful about this method is if you use this method before you even create your products that you're offering your target market, it will help you determine what you want to build instead of building a product that you think people like and then trying to write the copy. It's better if possible, to write the copy first, because through that process, you're gonna learn so deeply what your target market actually wants. That you can build a product around that without any guessing needed. So it feels like a good place to stop for you to me again. I could do this for an hour and get a lot of information. But for the sake of keeping this video relatively short, I'm gonna go to the last place, which is the copyrighting subreddit. And what I like to do whenever I'm browsing on a subreddit is start by looking at the top post of all time, especially in a subreddit like this copyrighting, because it doesn't have that many people inside of it. It's 17,000 whereas a lot of other subreddit it's might have over 100,000 or a 1,000,000 people in it. And let's just take a look at the top post. And what I'm also gonna do is look at the comments to this pose cause I find that the comments are usually way more valuable than the post themselves. So just my first impression of this subreddit is that I'm not gonna find that much information about the pain points. It's gonna be a lot more effective for me to spend my time on the book. Reviews are the online course reviews. However, if I want to learn more about how this target market thinks what their sense of humor is, then this is a great place toe look at, because this is a more casual conversation. So, for example, in this post, I've seen this before, and I think it's pretty funny. But it's a local police department that use copyrighting principles to try and get drug dealers to turn in their competition as a way to increase their market share. And so this is something that if you were to teaching online course about copyright, and you can use this as an example because you know that other copywriters in this niche love this. They think this is hilarious. And if you read the comments here, you can learn a lot about even how to break this down. There's a copywriter here that took the time to break down why this is so effective and also some ideas and how they could make it stronger. But in this example, it doesn't make sense, at least from what I read so far, toe add any of this into this word document. But this is the part where it becomes more of an art than a science, and you're gonna have to use your intuition to decide. Is there anything worthwhile in the subreddit to make note of, or do I want to just stay on the pain points stay focused and then you could go on the Kindle store or the Unity course reviews. So that's it for this video. Inside of this video, you watched over my shoulder as I found a lot of customer language and pain points using the online observer technique. 7. Mini Mission: Choose an audience you want to learn more about & use the “Online Observer“ technique : Now it's your turn to practice the online observer technique. So you've seen me do it, and you know what it looks like. And it's important that you do it yourself so you can gain that confidence in that experience. Plus, I think it's really fun. So the first thing we want to dio is I want you to choose an audience that you want to learn more about. If you already have a project that you're working on, that I highly encourage you to choose that as your audience because you're most genuinely interested about learning about that audience. And by doing this, it's gonna benefit you once you're finished with this course. But if you don't already have a specific target market or audience that you want to work with, then you can just use the audience of people that want to become copywriters or people that want to become freelance copywriters. And then what you're gonna do is you're gonna find the most relevant marketplaces using the cheat sheet that's attached to this video, and in that cheat sheet, you're just going to see some of my favorite online marketplaces. But like I mentioned before, feel free to go toe any other online marketplaces where you think that you'll find your target market. And once you get to those marketplaces, you're going to identify the top pain points that keep coming up. In other words, what's the common thread that you see through all of your customers or people in your target market talking about your niche? And then you're also going to open up a blank document and copy and paste as much of your customers language as you can and the more of their language that's speaking to directly to the pain points they're experiencing that you can grab the better pauses video now. And don't move on until you finish this mini mission. Congratulations. That's awesome. You just completed this many mission, and by now you've learned one of the most powerful tools that I have ever come across. In my years of doing this to help you become a better copywriter, this is a secret weapon that the majority of people that are writing copy don't use. It's so easy, it's so powerful. And now that you've actually done it yourself, I don't want to convince you of this because you've actually had that direct experience and hopefully you had fun with it. In this video, you practice the online observer technique 8. How to Take Your Copywriting Skills to a Higher Level: congratulations on completing the first module of this free mini chorus, which was all about customer development. I hope you see now how powerful this process really is of either doing a one on one customer interview call or doing the online observer technique and reading about what people in your target market are saying. If you use this for any piece of copy that you right, it's going to be way more effective and you're going to truly understand where your readers coming from, and this helps you write copy so that it's not written for you. But it's actually written specifically for your target reader, and that's gonna make them way more interested in when we're excited to read what you have to say. Now this module is pulled from my master class that I recently created called the Revolutionary Coffee writing Masterclass, and this is one of the seven modules inside of it. Now I have poured my heart and soul into this master class, and if you would enjoy this module, you're gonna love the entire masterclass. It's filled with many missions, just like you saw inside of this module. Watch your copy Coach videos, which you also saw and tons of real world examples. So I find examples of copy on billboards as I'm walking down my local street from websites to my local hair stylist to taking snapshots of instagram and Facebook ads on my phone. And together we're gonna dissect why each of them are working or why they're not working. And ultimately, that's gonna show you what copyrighting looks like in the real world. This isn't just a course filled with textbook examples that air, black or white and kind of fake. But this is the real stuff that we're seeing in day to day life. And this master class also has a ton of cheat sheets and pdf's I'm obsessed with making these cheek sheets. They're so fun, and they're really make it much easier for you to learn and organize your ideas. So if you wanna remember that golden nugget that I shared in one of the videos, you don't have to scan all the videos trying to find it. You just take a look at the cheat sheet. A lot of these pds or interactive or you can type directly on them, which I think is really cool. So if you're interested in learn more offering $50 off for you specifically because you've actually taken action and made it through the first module of this course on you to be, you'd be surprised how few people actually take action when they enroll in courses. So the fact that you make it here shows me that you're committed and you really to take the action necessary to learn and develop the skill for yourself, which I believe is a modern day superpower. So to get $50 off of this course, which gives you lifetime access, then click on the link that showing up right below my face right now. Once you click on this link or go visit it, you'll have 12 hours to take advantage of that $50 off deal. And once those 12 hours are up, the offer goes away forever. And this is a very well known copyrighting principle of scarcity. This just human nature. If there's no time limit, we're never gonna take action. And that's why when you visit this page, you have 12 hours to take advantage of the $50 off deal. And once those 12 hours are up, you're never gonna see that offer again. So I hope that you decide to check it out. It could be a great fit. And either way, no matter what you do in your life, I'm so grateful he made it to the end of this module. I'm wishing you the best of happiness and success in all of your copyrighting projects. And whatever you get into my name is Eric John Campbell, and I look forward to seeing you in other videos. 9. Module Overview: Blow Your Readers Away With How Concise Your Content Is: welcome to the third module inside of this course where you're gonna be learning about focusing your message and focusing. Your message is incredibly powerful now, more so than any other time in history. And that's because all of us are bombarded with information on a daily basis. It's overwhelming. And if we want to learn something, figuring out where to start and then once we actually start learning that thing, where to get the best information is one of the trickiest things in the world. So, for example, your in this course where I'm teaching you about copyrighting now there is no shortage of information out there about copyrighting for free. You could go on YouTube, you could browse on Google. You could talk to other people that know a lot about copyrighting. But the problem is not the amount of information out there, but that it's unfocused. If you were to go out on your own and study copyrighting, it's very easy to get lost in all of the noise out there. And so the reason why this course is valuable to you is because I'm focusing the information so you're getting the most important information in a very concise format. Now, if you're able to offer your message in this same concise, focused way, your readers are going to love what you have to share. They're going to pay attention to your every word, and ultimately they're gonna be motivated to take that one action that you want them to take. So a big mistake that nuke operators make is they overload their reader with information. And this is especially true if you're writing copy for a product that you've created and you're now selling or a service that you're selling. The idea is you have spent so much time honing your craps and becoming an expert in that field that you want to prove to other people how much you know, you think that it takes a lot of hard work, t develop all that value, and now you have to show everyone how much value you've developed. But this is a big mistake, because when we try to give our reader every piece of knowledge that we've learned, we overwhelmed them and they actually get no value from it. So it's much better if we could just focus our message around one key point and communicate that point in a clear way, because ultimately that's gonna help our reader grow. So it's also hard to write clearly when you aren't clear on what you want to say. So if you're faced with a blank white screen and you have a 1,000,000,000 different ideas of what you could write about, that makes it really intimidating toe actually start writing. It's so hard to start writing when you could take it in 1000 different directions. But if you know before you even go down to write your first word of your copy that you want to focus on one key message and you want your reader to feel one main feeling, then when you sit down to write those words, it's going to be so much easier because you have a clear goal and foundation of what you're writing is gonna look like. So what we want to do is before we write any piece of copy, we want to become clear on four things. The first is who are you talking? Teoh? If we're trying to talk to everyone, then we're really talking to nobody. So what we wanted you is we want to be clear about who our customer avatar is, or in other words, who is our target market. Now, keep in mind this is a module introduction right now, so I get really excited about this topic. But don't worry if some of this is going over your head or feels a little overwhelming because we're gonna dive deep into these topics as you go throughout this module. But the key point I wanted to take across here is it so important that we have an idea of who specifically we're talking? Teoh, if we're picturing in our head this middle aged woman that has a desire to feel safe and supported when we write directly to her, that's so much easier than trying to sell a product or trying to write for anyone we think would be interested in the product that we're offering. So we're gonna be very clear on that one person we're writing for before we put pen to paper or he start typing. The next thing is, what's your big idea? So if you could only communicate one main idea from you to your reader, what's the most important idea that you want to share with? Um if they only take away one thing. What do you want? That one thing to be? No, I've read a lot of books, and the books that have made the biggest difference in my life revolves around one big idea . And when I think back to that book, I don't think about all of the hundreds or thousands of valuable, great quotes that the author had written. I just think of the one big idea that they were communicating in all these different ways. So it makes it very enjoyable for your reader to read a piece of copy that's focused around a single idea. It also makes it much easier for them to change their lives in a positive away by integrating that big idea that you have. So you want to become clear on what that idea is before you start writing. The next one is what feeling does your reader desire most? Because we're writing to someone we don't just want to tap into their logic brain. We want it to happen to their feelings and their emotions, and it's a famous copyrighting saying that emotions are what drive people to take action and then their logic is how they justify that action that they've decided to take so feeling is the big driver in your reader to get them to take that action that you want them to take? Do you want your reader to feel safe? Do you want your reader to feel excited about something? Do you want your reader to feel sad? There's no limits here, depending on the context of what you're trying to write. All feelings are okay, and there may be a certain feeling that you want to tap into in order to get your message across. And finally, what's the one action you want your reader to take Now? If you read the old school copyrighting books, you will hear this point over and over and over again. What separates copyrighting from a lot of other different types of writing is it's very focused by the time your reader goes through your copy. You want them to actually do something, whether it's to comment on your post, whether it's to enroll inside your online course, whether it's to come get a haircut, hair cut at your local salon, whatever it is, copyrighting is focused, and one great description that have heard in those old school copyrighting books is you want to think of your copy as a slippery slide. So at the beginning of your copy with your headline, someone's entering the slide and they're just taken from each sentence to the next to the next, because it's so enjoyable and so easy for them to read it until eventually they end at the bottom of your slide, where they're taking that single action. But we want to make sure that we're clear on what that action is before we go ahead and write, and in some cases you may not want your reader to take any action. So in that case, you don't want your reader to do anything other than understand your big idea. But if possible, the majority of the time, you want to make sure that your copy is leading your reader to take an action. So I love this picture of an eagle just because when I think of an eagle, I think of focus. They're so laser focused on that animal or that thing, and when you think about your copy, imagine yourself as an eagle. Make sure you're focused on those four things that we talked about inside of this video. You got an introduction toe what this module is going to be about? 10. Everything You Need to Know About Customer Avatars: in this video, we're gonna talk about everything that you need to know about customer avatars. Now. We touched on customer avatars in the last video, but now we're gonna go in deeper detail. So first of all, what exactly is a customer avatar? It's a one page description of the group of people that you're writing for, and the reason why it's so important is when we try to write copy for everybody. It's really for nobody. Now I realize that this is the third time inside of this course. I believe that I've said that. But the reason why I'm repeating it is because it's so important. It seems like an obvious point when we say it out loud. But when we're actually riding our copy, it's very easy to fall into this trap of trying to write for everyone. We're trying to write words that everyone's gonna want to buy our products or take our action because they've read those words. But the problem with this is it's the same problem when you try to be liked by everyone, which is you don't take a firm stance and have copy that really a small group of people resonate with, So you need to put your flag into the ground and write copy for a specific person or a specific group of people. And that way you can really write words that resonate with that group that people in those that group really get fired up about, that they feel strong emotions about because you're writing directly to them using language that they resonate with. And another thing is creating a customer avatar helps you keep your message. Focus. Now, this is another thing that we briefly talked about in the last video. But by having this sheet, which is all of this information about the person that you're writing for directly in front of you, it keeps your message. Focus. Because as you're writing your copy, you can constantly refer back to that avatar sheet and say, Is this something that this person is gonna respond well to? Is this copy that I'm writing right now, something that this person is going to resonate with? And another thing that a great customer avatar can dio is it can go beyond boring demographics. So I remember when I was in business school in college, they would talk about finding the demographics of your target market. And this is the age, the gender, the household size, the income size, that kind of stuff. And, yes, knowing that stuff can help you know who you're writing for. But if we want to be truly effective in creating a great customer avatar and being clear on what group of people were writing for, we want to go beyond just those simple demographics. We want to know what the common worldviews, goals and pain points of our target audience are. All of these are important and especially the pain points. It's way better to know the main pain point that everyone in our target market shares than it is to know their average age, range or gender. Both are important, but when we know this stuff, the world views the goals of the pain points, Then we can really speak to the core of what our target market is most interested in. What they're most worried about, what conversation is most commonly on their mind in their day to day life, and that's when our copy becomes truly powerful and another big benefit is creating this customer. Avatar sheet helps You speak toe one person. So if you read books on old school copyrighting, another very common thing that you're going to hear is to write your copy as if you're writing it for a specific person. Now, if we're writing our copy unconsciously, the default is to write for everyone that we think is going to read it. So if we're writing copy for an email and we know we're sending this out to an email list of 10,000 people, if we're not aware of this, we're gonna automatically write the email as if it's gonna be read for 10,000 people. And when we do this, it makes our message less focused. It makes it feel like the person reading is not getting a direct one on one interaction from us, but instead, they're just part of this big group of people that this email was intended for. And you see this a lot when you receive emails from big companies where they say something like, Hey, we just announced this great feature. We know all of you are gonna love it. We know all of you business owners are gonna love this new automation thing that we've just released. Now that's not nearly as powerful as if that email says, Hey, I know you have this big business and you might be having trouble getting new clients. This is where our automation tool can help you, so that is a powerful secret to writing great copy. And when we create a customer avatar and use that as a reference sheet, it automatically switches us into that state where the copier writing is for one single person. After browsing the Web and talking to a lot of different people, I found that this is the most practical customer avatar worksheet online, and this is from a company called Digital Marketer. And they have done a ton of research and real world experience. And through all that, this is the customer avatar worksheet that they use themselves. So I highly encourage you to go to their website and actually download their worksheet. Now, of course, I cannot attach it to this video because this is their intellectual property. But I highly encourage you to use this over the PdF worksheet that have attached to this video. And that's because it's a great visual layout of separating all of the important things we want to know about our customer avatar. Now, in the top section, you can see we still have that demographic information, the name that aids, the gender. But beyond that, we have so much more to work with their goals and values, their challenges in pain points, the sources of information where they go to what books are the reading, What magazines are they looking at? Conferences that they're going to the gurus that they're following and also objections and rolls. Now, we're gonna walk through this in a further video. But for now, I highly encourage you to download this worksheet from their website. And it's hatched to this video is my pdf version of the customer avatar template. So feel free to download this. Pdf, and if you'd like, you can fill this out. But as I mentioned, I highly encourage you to download this directly from digital marketer. And to do that, you go to the last page of the pdf and right here you can click on this button, and once you click on this button, it takes you to the page where you can download their customer avatar sheet. In this video, you learned everything that you need to know about customer avatars. 11. Watch Your Copy Coach: Create a Customer Avatar: in this video, I'm gonna be creating a customer avatar and to keep with the previous example, I'm gonna be using that same sheet that I created earlier where we found out about the freelance copyrighting market using the online observer technique. And here this is all language copy and pasted directly from people that are in our target market. And what I'm gonna do is I'm gonna create the customer avatar sheet using this as a reference. Now, if you remember from an earlier video, there are two options that you have for creating that customer avatar template. The one is the pdf that I created for this course, which is just a written down version of the digital marketer customer avatar worksheet. And if you remember from an earlier video, I said that I much prefer to work with digital marketers worksheet because of the way that it's laid out. But I'm not allowed to attach that to this video itself. So if you want to download this worksheet, just go to the end of my pdf and click on the link at the bottom. Ultimately, it's up to you. Which one you want to use? Both of these, you can type directly on them and fill them out. And for the sake of this video, I'm just gonna be using the digital marketer template. And now I'm gonna go back to our customer language document. And whenever I'm doing this, I'd like to have one on one side and the other on the other half. So that way I can easily reference the two. And the first thing that we're gonna do is just review our customer language that we got using the online observer technique. Now, this is the exact document that I ended up with in the last video when I completed this exercise. But when you go to do this for the target market that you want to write copy for, I highly encourage you to get mawr information, gather more of that customer language that I have here. And this reason why I gather this amount of language was just because I didn't want the video to be too long. But there's no limit to the amount of time that you could spend researching your target market. And in general, I would recommend at least an hour thio of just browsing these different marketplaces where your target market hangs out and then recording that information to really get an idea of what that market is looking for, what their pain points are and what kind of solutions they want. But like I mentioned, I'm just gonna be keeping with the last example to make this course consistent and using this as the inspiration. I'm gonna do the best job that I possibly can to fill out this customer avatar worksheet. And this is never 100% science. This is really an art form. So I'm taking my best guess based off the language here. But ultimately there is some guessing. I don't know exactly what their challenges and pain points and objections are. I could figure that out if I were to get one on one on a phone call with someone or with a couple of people. But since we're doing the online observer technique, I'm just gonna take the best educated guess I can, using this information as a reference and I encourage you to do the same. So the first thing is the demographic information and the name, age, gender, marital status, etcetera. For this, there is no right name to put here. But the reason why we're putting a name and all of this very specific information is when we go to write our copy, we want to write it as if it's for a single individual. And the best way to do that is to actually put a name to this person. And even better is if you've worked with someone in this target market before and you could find a picture of them online, print out that picture and keep that right in front of you as you write your copy, and that way the entire time you can imagine that you're writing your copy specifically for that person. Even if 1000 people are going to read what you write, it's important that you wrote it for that single individual. And that way, whenever anyone read your copy, they're gonna feel like you wrote that copy just for them. So now let's get into this for the name I'm gonna put Elizabeth Jones, and the age I'm going to say is 42. The genders female marital status is married Now again, a lot of this I'm assuming, because this stuff didn't come up in the pain points or the solutions when I was doing this research. But if you've actually interacted with someone in person and you know this stuff, that's awesome. And when I look at freelance copywriters, I'm actually gonna change this because I imagine that the average freelance copywriter is younger than this, I would say in their thirties. And this is based on the experience I've had talking with other freelance copywriters. Now, keep in mind just like I mentioned before, you're gonna want to do more research here. So normally you'd have more to go off of. I'm gonna say no Children on location is Santa Monica, California And now let's start with the challenges in pain points. So the pain points here is building their portfolio, I'm gonna say, building her portfolio, finding her first clients and no confidence as a newbie freelance writer. And then the challenges usually go off of these pain points, and we can figure that out if we start to read their actual language. So here it says, Trouble is, I'm not sure how many writers this device applies to, or it's just that most of us are not very good at writing good sales copy. So I could say one of the challenges here is doesn't know how to write sales copy all doesn't gets overwhelms, buy online training and finds them tedious and monotonous. So those are challenges that prevent them from finding solutions to their pain. Points need more practical advice, and then I'm gonna go to the quote. So what's it Quote that best summarizes this person's mind set. I'm just going to say words are powerful. And another thing to keep in mind is, if you're not seeing any of this information in your research and you don't think that doing more research is gonna give that to you like the quote is definitely one of the trickier ones, feel free to leave certain parts of your customer Avatar Blank. We're doing the best that we possibly can hear, but it doesn't have to be perfect by any means. The fact that you're just putting this down on a sheet of paper that's organized is gonna help you tremendously when you go to write your copy and the occupation, I'm gonna say in most cases they're already a freelancer and same with the job title and their annual income. This is gonna be the best guess, because I didn't see anything specific about it in the customer language document. But I'm gonna say 50 k per year level of education, college graduate and leave that blank. And so the next thing is goals, what are their goals? And the main thing that came up as I was talking to other copywriters and we can confirm this looking here is they want financial freedom. So the goal is financial freedom. On one of the goals that I saw when I was interviewing one of the people that wants to become a freelance copywriter is they want to share their message with more people. So I put that down as a goal, ability to share their message with more people and have them take it seriously and have them take it seriously. And then when it comes to value, one value that I see a lot with this target market is personal growth. They always want to keep growing and learning. So I just put learning and then down here, objections and rolls. Objections are reasons why they might not want to purchase any of our products or take the action that we want them to take. So I would say one thing here is cost is a concern because they're freelance copywriters. They don't have the largest income, and we can see if their annual income is around 50 k Now, keep in mind, I know this is a lot of guessing. I'm not trying to hide that fact, especially because I'm going off of not much information here. But ideally, you're gonna have done a lot more research and gathered more customer language and taking the time to go through it and or be more familiar with your target market because you've been working with them for a while. So that way, what you're feeling in this customer, Avatar worksheet isn't as much of a guess as it is for me. So cost is a concern. And time investment they're already very busy. And next up is the role in the purchase process. Now what that means is, if someone's in a large organization, they might not be the one that has to authorize the purchase, even though purchasing your product is gonna benefit them. So maybe they need to get someone else's permission in the company in order to purchase your products now because we're working with freelancers, we don't have to worry about that. So in this case, there the buyer or the purchaser and the last box here is sources of information. And here we can just out write down. What books are they reading? What magazines are the checking out? What bloggers and websites are they most drawn to? What? The conferences they're going to who are their gurus and anything else that we come across that would be relevant for them. Now, for this example, I don't have enough information to fill any of this out. But if any of this stuff comes up for you as you're doing your customer research definitely put that in this box. In this video, I walked you through my process of creating a customer avatar worksheet 12. Mini Mission: Create a Customer Avatar: in this video, you're getting your next mini mission, which is to create a customer avatar. Now, don't go ahead and skip this video, because when you actually complete this money mission, you're gonna be reinforcing all of the things that you've learned so far in this module. And on top of that, which is the most important thing, you're gonna be increasing your confidence in your ability to write copy. So even if you believe that you're not going to be using customer avatars in the future when you write copy, I still encourage you to try it at least once and see how it feels. So what we're gonna do is you're gonna think about the people in your target audience that you listen to in the previous module. So remember you did that exercise where you were the online observer going to wear that target audience hangs out. Well, now you're gonna create a customer avatars sheet for that target audience. So don't worry about getting it perfect. This exercise is uncomfortable because you have to make assumptions Now, what I noticed in my experience and I've heard other people share this in their experience is the online observer technique is a lot easier because you don't have to make any assumptions. All you have to do is browses websites and copy and paste customer language into a word document. But this is the first time where you actually have to take guesses where you're not sure whether or not that's 100% True. As you fill out the customer worksheet, you're going to be using the information that you found doing the online observer technique as the source of that information. So you're making educated guesses, but at the same time, there's no way to know 100% for sure, that everything you put in this customer avatar worksheet is correct. And I'm saying this because that's where the uncomfortableness comes in. Believe me, I feel this even on new projects. When I write a customer avatar worksheet after doing it, I want a lot. I still get uncomfortable, and it's important that we keep pushing through this discomfort, no matter how big or small it is because it's okay to make mistakes. It's OK if our assumptions aren't perfect and the most important thing is just do the best that you can and you're already going to be ahead of 99% of the people writing copy out there with no customer avatar. So even if your minds like you're doing this all wrong, you're not making the best guesses about the customer Avatar. Why you riding this? You don't know for sure. You can't say that. Just trust that by going through this process, no matter what, your copy is going to be much better because of it. So pause this video now. And don't move on until you've completed this mini mission. Congratulations. You just completed the mini mission of creating your customer avatar Worksheet. That's awesome. So cool. And now you have this tool in your tool kit for the rest of your life that you're writing. Copy. In this video, you completed the mini mission of creating a customer avatar 13. Find Your Big Idea: in this video, we're gonna be talking about finding your big idea. Now, this part of copyrighting is more art than science. So instead of explaining thanks to you and talking about theory and ideas, I think it's much more effective if I show you re a world examples and we talk through their big idea. So what the big idea is is it's the one thing that you want to communicate to your reader through your copy through your messaging. So I mentioned this in the first video inside of this module. But if you think back to some of the best books that you've ever read and the ones that have stuck with you and made a really positive difference in your life, odds are that there was one, maybe two big ideas that have stayed with you. And usually those books have one big idea. And then everything in that book is about that big idea or convincing you why you should integrate that big idea into your life. If you watch Ted videos or Ted talks, you'll notice this is well. These are talks that are revolved around big idea and the reason why I believe Ted talks have become so popular and famous is because they're the most efficient way to share a big idea. But it's on Lee, the people that have a big idea worth sharing that actually get the opportunity to give a Ted talk. So all of this is to say that finding a big idea is powerful. And if you take the time to think through your big idea before you start writing copy, it's gonna pay you so many dividends as far as how effective your copy is and even how easy it is to write. So it's the big idea that is the foundation to the copy that you write. So here's an example of a book on the Kindle store where I like this big idea. Where it's everybody writes, everyone could be a writer, and then it says your go to guide to creating ridiculously good content. But I can already tell without reading this book, that that's the main idea that the author wants to get across. So many of us think that we either are gifted at writing or have the potential to be a good writer or we don't. And this message here is pretty bold. It's saying that everybody has the ability to write, and that in itself is a really powerful idea. And that makes me interested in reading the book. And maybe it makes you interested as well before you've even gotten into it. And you could say that all this is a great headline. They followed the formulas for writing great headlines. There's a lot of psychology in the headline, and some of that may be true, but it's based on a really, really solid foundation, which is it's an awesome big idea. So here's another ET video. Does life feel too short? Get off your ass. This is the thumbnail to YouTube video. And if you've ever been on YouTube, you know that all of these thumbnails and titles are competing for your attention. When you go to the YouTube home page, there's immediately 30 videos that you can click on, so it's through this copy that they're either going to grab you or not, which means the success of a video on YouTube is largely dependent on the headline and the image, and in this case, they're trying to communicate their big idea. So if you're interested in that idea, you're gonna click on their video. So the idea here is very clear. Do you feel like life feels too short? And if you do feel like it's too short, then the solution is to get off your ass. Now, that's Ah, whole idea in itself is complete. You can click on the video if you're really interested in this idea, and you want to learn more about it or hear someone's perspective on it. But you immediately get it just by reading that short title. That's a big idea, and I actually haven't even watched this video myself. I was just pulling examples, but I would strongly guess that if you were to click on this video, whatever it is that the person is talking about, they're going to keep reinforcing that main big idea that if life feels to short, the solution is to get off your ass. So next up is this woman that I've seen a lot of her stuff online, and I think it's another great big idea. She's Melissa, and the idea is she helps heart centered high achievers grow their income and impacts online. So the big idea is if you're, ah, heart centered high achiever. Then you congratulate your income and your impact. Now I would say that this is a little less trying to think of the right word. It's not clear, but it's less just immediately out there, like it has more of it implied in it. It's implied that if you're, ah, high achiever, you convey oath, grow your income and your impact in the world at the same time. Now personally as someone that wants to help a lot of people and grow my income at the same time. This is a very attractive big idea, and that's why I was drawn to this. This immediately makes me want to sign up for her list because I'm on board with her big idea. So ask yourself with whatever target market that you're writing for or you're thinking about are some big ideas already percolating in your mind? Are some big idea is starting to come for you? And if you ever feel inspired and a new big idea comes whether you're in the shower watching this video or going on a walk right in town, make a note of it because these big ideas are so powerful they could be so simple. But yet they make our copy way more effective. And if someone from your target audience resonates with your big idea, they're much more likely to become your number one raving fan. So now let's take a look at some examples where there is no big idea. This is a course that I found on you to me, where it's intro to abstract painting number one and number two. And then, if we read the subtitle, it says, find your creativity with easy to follow demos on how I create popular abstract paintings. Now this isn't to say that this is bad copy, but I think it would be way more powerful if it had one clear, big idea in the headline. So the headline is the main title of this course, which is intro to abstract painting Number one and number two. Honestly, that means nothing to me, even if I'm an abstract painter, unless I'm missing something with number one and number two and on Lee, the abstract painters would get that reference. There's no big idea here, and so this could grab a lot more of people that are interested and in that target market. If the big idea was made clear in the headline, or even if there is a big idea now, you could say, based on the subheading, that the big idea is to find your creativity. But that doesn't feel like a powerful big idea. This could use some work. So next up is another example I found from a running log on the Internet, and it's 52 DUIs and Don's of running an ultramarathon. Now this post is probably doing pretty well based on the traction that I saw on the site, and also these listed cols tend to do pretty well. People are interested in numbered lists like 52 Things. Do you do when you don't do of running Ultra marathon? So I'm not saying that this copy isn't good, but it could be even more effective if it had one big idea. What is the one big idea that this author is trying to communicate about running an ultramarathon through these 52 do's and dont's? And is that underlying common thread that can make your copy so powerful and most copy has it? So I haven't personally gone through this entire article. But my guess is this is a strong guess. If you were to read through this article, there would be one underlying big idea that runners running ultramarathon should know. And if they were able to identify that big idea and put it directly in the headline, they're going to get a lot more people interested in what they have to say. Now. This is a local hairstylist website that I saw close to where I live. I just did a Google search for hair stylist in the area, and this is an example of a local business and how they could grow their business using these principles. So you don't have to write a blawg or teach online courses in order to take advantage that this idea of finding your big idea so right here their big idea is customised solutions for beautiful hair and glowing skin. Now, the way I see that is not the strongest big idea. They offer customised solutions. But what does that mean? What is the one main message that they want to get across to all their clients Now, I'm sure if you were to go and either interview the owner or even just get your hair styled here and talk to the people that worked there. You would immediately get a sense of what their vibe is, what the values of the company are, what their big ideas are for how one should keep their hair healthy and beautiful and glowing. And if you were to put that big idea into a single underlying threat, the single big idea that this person believes in or this company believes in and put that on their website on the home page that would make it way more effective. And then there Target market is more likely to buy into their message and book an appointment and become their number one fan. So those are all the examples for you Bear with me because I know unlike some of the other videos inside of this course, this is all art. So this is my opinions on things, but its opinions based on experience, and hopefully by now you realize how valuable it can be to find your big idea. It doesn't mean it's gonna make or break your copy, but if you write copy with one single big idea in mind, it's gonna make it way easier to write, and it's also going to make it more effective. So in this video we looked at riel world examples to help you learn how to find your big idea. 14. Find the Feeling Your Reader Desires Most: Now we're gonna be talking about finding the feeling that your reader desires most, and we want to become clear on this feeling before we go ahead and start writing our copy. It's gonna make it much more effective. So in other words, how will you read or feel when they get what they want? Your copy is going to be talking about pain points that your readers experiencing, and then you're most likely gonna be offering a solution to that pain. And we want to ask ourselves, How is a reader from our target market going to feel once they take advantage of our solution, whether we're giving them solution in the copy itself or were encouraging them to take an action that will get them the solution that they want? So, for example, we're gonna take a look at yoga. So let's say you run a yoga studio and you have an email list of 1000 people, and now you're sharing an email with those people about why they should come in front of the yoga class. What's the feeling that those people are most after now? Most of the time when people go to a yoga class. They're not going to become more flexible, the maybe an added bonus, but what they're really after. If you talk to these people and you understand what they're feeling, they feel like they want peace. They want calmness. They may be feeling ungrounded or uncensored in their life, like there's too much going on and it's overwhelming and they just want to feel at ease and relaxed. And if you know that, then you can speak to that feeling directly inside of the copy for the email that you're writing. So instead of saying, come to our yoga class, we have the best classes in town. You're going to become so much more flexible. You can speak directly to that feeling of overwhelmed. You can say, Are you feeling overwhelmed and like life? Just getting a little bit too hectic right now and you have a lot of time thinking in your mind and you want to get out of your head and live in your body and feel what that sense of relief and pieces like. If you're speaking to that feeling directly cool, that is powerful copy. And like I mentioned before, there's this famous copyrighting saying that's been in all these old school books where people make their decisions based on their feelings, their emotions and then they justify that decision with their logic. So speaking to the logic is important about why are yoga classes the best in town? Why it's better than the other options out there, and it's a really good deal. But if we haven't hooked them without emotion, then we're not gonna be effective with our copy. We want to speak to that first, that feeling, that strong feeling and in order to do that effectively before we even write the copy, we want to be very clear about what the biggest feeling our reader desires is. So here are some more examples that I found that I was browsing through the Internet. This one came up a pop up on a website and said, Tired of Googling for answers. Learn a little bit about running each week to keep you going strong, happy and injury free. So right there, they're going for the feeling they want you to keep you strong and happy and injury free. And the key word there is happy as faras emotions goes. Now I'm not saying that this is the best example out there. I think they could do a better job of really speaking to those feelings like, what does it really feel like to be happy as a runner? You want to keep going strong and injury free? But what is that happiness feel like? What does it feel like to win a race to beat a record tohave a new PR personal record? Because you're injury free? Tell me more about how amazing that feels that would make this even more effective. Now here's an advertisement that I found this I was browsing through my answer Graham feed . So this is about a service called Clarity, where you can organize your bills and your expenses and take a look at the text of the bottom. This app can help you organize your bills and recurrent expenses. You need to try this at What do you think? Do you think that this speaks to the feeling that the readers after I would say it does not In the main picture of the ad, it says, organize your bills and expenses. But why is that so important to organize your bills and expenses? Why would I, as potentially their target market, want my bills and expenses organized? Well, I want to feel like I'm on top of my money. I want to feel safe, like I understand where my money is going in and out and like, I don't feel at the mercy of these random bills so personally for me, if they were advertising to me, this would be way more effective if they were speaking to that feeling that I'm after of feeling safe and in control of my expenses. So here's I think this is a buzzfeed list ical thing, and this is a headline that says, If you ate any of these 32 foods, you had an awesome childhood. Now, one thing that a lot of copywriters talk about is a lot of the stuff that's considered tabloidy or very bad writing like not healthy writing tends to be a good place to study, because there's a reason why these things are so popular. It's kind of like the junk food of online articles and online information, and what we can do is we can use these articles to pull the good and then use those good principles inside of our copy where we have, um or, like, bigger mission, usually that we're after. So this right here for some reason, it stirs up some emotion to me in feelings. I want to feel like I had an awesome childhood. And so I'm also curious. What are these 32 foods? So this is one that I think there's a better job of speaking to the feeling than some of the other examples you heard in the past doesn't mean the copies great. Or that this is an article that I feel like I personally to jump in and read the whole thing. But as far as an example specifically about speaking to the feeling the readers after, I think this is a very cool example. I want to know what it feels like to have an awesome childhood. I want to bring that feeling back up, and I feel like if I were to read this article, I'm gonna be reminded of what an awesome childhood feels like to kind of be taken back to that state emotionally. So here's another Facebook ad that I saw for Soulcycle. Get your soul cycle starter Pack three classes for a special price and then of the title says Clip in, find your soul and let's ride. I think this is an interesting example, because in all of the word copy, I don't see anything that speaks to the feeling None of this text says you're gonna feel amazing or describes how great and happy you're gonna feel when you work your body. But look at the image of the woman showing gratitude with a huge smile on her face sweating , that communicates something to me. What that says is if I enroll in the soulcycle class, I'm gonna feel the same emotions that she is feeling right now. I'm gonna feel grateful. I'm gonna feel happy. See that smile on her face? I'm gonna feel in shape and fit. She's sweating. She looks very attractive. I'm gonna feel attractive. So notice how immediately that draws you in so much more. And this is a great example where copy can be done through words, but it also can be done through images. This image of this woman being grateful and smiling and happy is part of the copy itself. So here's a landing page to a popular website called Lead Pages. and if you go on their website right now, this is what you'll see. I'm sure they change it pretty often, but the headline is, Turn clicks into customers. And then, if we read the subtext, it says Lee pages help small businesses connect with an audience, collect leads and close sales, easily build websites, landing pages, pop ups, alert bars and beyond. So that's great. And that speaks to the logic in a very good way. So, as I mentioned before, it's great and important and necessary to speak to the logic. We want to turn clicks into customers. But if we really want to motivate and push someone to take action, what are the feelings behind that? What does it feel like to turn a click into a customer? It feels amazing. And that's what we start to see if we look to the images on the right. So as you can see, we have three people here that all seem very happy, and that's tapping into the feeling of this copy. It's like, immediately and I look at this, I'm imagining that when we turn clicks in the customers, I'm gonna feel like these three people right here like I want to high five the people around me and just create and have a huge smile on my face. So this is an interesting way to see how they're able to combine the feeling with the logic . And most importantly, they know that the feeling they're after is happiness, satisfaction, success in business, what that feels like. And these images do a great job of showing that in this video we talked about finding the feeling that your reader desires most and why that's so important. 15. Find the One Action You Want Your Reader to Take: in this video, we're gonna talk about finding the one action that you want your reader to take. As I mentioned the beginning of this module, it's so important that our copy is written in a way where it actually motivates the reader to take an action. We don't want them to read it, think to themselves. Oh, that was a great read and then on to something else, and they completely forget about what we wrote. We usually want them to do something very specific, whether that's signing up for email list and rolling in a class, purchasing an online course, whatever it is, there's an action that we want our reader to take because they read our copy and the example I used earlier, which I want to reiterate because it's so great, is the one of a slippery slime. When someone reads our copy, the first thing they see is the headline, and that's them jumping on our slide Now we want the copy to flow in a way just like they're traveling down that slide until eventually the end up at the end of our copy, where they take that one action where that seems like the most natural next step for them to do after having read what we wrote. So this is referred to as your C T A. Or call to Action. And if you've been in the world of copyrighting or online marketing for any period of time , you've definitely heard this term before. It is very well known. They call the action What's your call to action? And here I'm gonna show you an example of what it called action looks like. It's usually a button where it says in this example, click here to get the copyrighting cheat sheet. So the one action that we want our called action to lead someone to do is to click that button. That's our called action click here. Get our cheat sheet, and the key thing here is you want to make sure your seat EA or call to action stands out from the rest of the page. So if we go back to this example with the red button, usually this would be on a page where there's not much red use and the only red is around the button that we want them to click on. And the reason why bring this up is the key. Underlying thing we want to keep in mind here is when we create a call the action, we want to make it very obvious where that person is supposed to go next and how they're supposed to do it. So if we have a big button at the bottom of our article that says, Click here to get this freebie that you're gonna want Now that you've read all this copy, it's very easy, just like a slippery slide for them to click on that button. It's than most natural next step, and you want to make it as easy as possible for your reader to take the next action. You want to describe to them exactly what they should do next, even if it seems painfully obvious you want to say, there's gonna be a big red button coming up. Hello, this copy. When you see that button, click on it, that kind of stuff. You don't want to assume that your reader already knows what they're supposed to do next. You want to spell it out as clearly as possible, and that action could be entering their email to get a piece of free content. It could be purchasing your online course. Or it could be clicking on a link to your most recent blawg post. There are 1000 different actions that this thing could be. But the important thing is you're clear on what actually want them to take before you go ahead and write the copy, because it's gonna help us focus our copy. Our copy is focused on eventually leading our reader to take that one action. So, for example, this is a snippet from the Amazon Kindle store. Where is this book titled The Copywriters Handbook? A step by step guide to writing Copy that Sells and the C T A. Or called to action? Is that orange button? It says by now with one click. Now here's another example where I went to Melissa's website, we saw some of her stuff in an earlier video, and on the sidebar, it said Free 20 plus page Blawg Business Plan Workbook with the tagline, Start turning your blawg into a full time business. That's the copy at the top. We have the headline or the title below that we have a little sentence snippet of copy and then below that we have the C T A or call to action, send it to me. Click on that button and you get it sent to you. Now here's an example of a sign that I saw as I was walking through the street right outside where I live. It said, Come drink mud for free with an arrow pointing to the right. Now this is an example of a strong called action. They're saying, Come drink this thing that we're selling for free and go this way Now a lot of times when I see billboards in real life, they don't do a great job of having a strong called the action. So I was very impressed when I saw that sign. As I read this, I understand immediately what they're asking me to dio, and there's a strong benefit for me because if I want to drink something for free, all they have to do is take a right and go into this store. Now here's an example of some other signs. As I was walking down the street, complete the classic look. Now this is an example of a ring where maybe it entitles you to visit the shop, but there's no call to action to it. So this isn't to say that the copy is bad, but just for you to notice the difference. This is an example of copy that has a CT, a strong called action where they're telling you and directing you what to do next. And this is one that's just old school. Simple advertising with no called action. Now, in most cases, when you're writing copy when you're writing email sales pages, Facebook ads, you're gonna want to include a call to action. But sometimes with these billboards, it doesn't make sense to include a call to action. So just something to keep in mind as we look to these examples. But the reason I included them is because I want to include as many different real world examples as possible, because a lot of this stuff it's not black or white. We're just trying to get an understanding of the core principles, and then we're gonna use those principles to write copy in any form that we choose. So here's an example of a website for local hairstylist, and this was the home page. So when I clicked on the home page are. I clicked it right off of Google. It took me to this page and it tells you more about the hair salon and it gives you their information. A phone number. But this website would be so much stronger if there was a clear call to action if there was a big button in a different color. That said, Click here to book your appointment or even click here to book your first appointment in half off. That would bring way more business into this place. And I like showing these examples because a lot of times when we're learning a new skill like copyrighting, we go to Facebook ads and we look at some of the best copy out there. We look at Facebook ads that have a 1,000,000 views, and people have spent $100,000 of ad spend on thinking that that's our competition, that we need to become this world class copywriter in order to compete with other people out there. But the truth is, there is no competition. There are so many opportunities for you to use your skill of copyrighting toe, add value and to help the people around you in this case with your copyrighting knowledge. If you were to work with this hair salon, you could easily help them increase their business, just with that simple copyrighting thing of adding to call the action to their website. And that's what gets me so excited about this skill. Once you start looking at the world around you through the eyes of copyrighting, you're going to see opportunity in so many places that you've never seen before. In this video, we talked about finding that one action for your reader to take and how important it is to be clear on what that action is before you go ahead and write your copy. 16. Watch Your Copy Coach: Create a 1-Sentence Copywriting Cheat Code: in this video, I'm gonna walk you through my process of filling out the one sentence copyrighting cheat code for the target market that we're working with. So in this example, I'm staying true to our course wide example of selling an online course to people that want to become a freelance copywriter. That's the target market that we're working with now what? This one sentence cheat code allows you to dio it allows you to get all of your ideas into one single page, which is gonna help you stay focused as you go ahead and write this piece of copy. So what we have here is the line where we're gonna put in our one big idea below That is the line where we're gonna put the desired feeling that our target market most wants to feel. And finally, we're gonna put the one action that we want them to take. This is another advantage where this is more of an art than a science. So there's no exact way to do this. But after interviewing people in your target market and or going online using the online observer technique and finding out what they're talking about, just by listening to their conversations, you're definitely gonna have some ideas start to percolate. And if you stick with it long enough, it's just gonna be natural. What? The big idea is that you want to communicate how you want them to feel and what action you want them to take. So after sitting with this target market for a little while, it became very clear to me what big idea I want to communicate. And that is that anyone can become a freelance copywriter that it doesn't require a special set of skills. Are you to be a born natural writer. Anyone can learn how to do this. So I'm gonna type that into this cheat code here, And the next one is the one desired feeling that my target market most wants to feel. And this will definitely come out of your customer language document after you hear from them what they want. Why are there pain points so painful to them? What is it? They want to feel that they feel like they're getting stopped in their ability to experience that feeling because of this thing, this pain that keeps getting in their way and with this group of people. What they want to feel is freedom. The majority of them said that they want financial freedom. They want the ability to not do the 9 to 5 thing and to work on their own schedule and becoming a freelance copywriter is the best way that they see to do that now, I also saw that a lot of people love writing and they want to make writing a full time thing. But this came up more often. This was a much stronger desire. So I'm gonna put freedom. And as we go to create our copy the entire time, we could be thinking about how can we allow the person reading this to start to feel that sense of freedom and see that that feeling is not only a possibility that they can bring into their life, but we actually want them to experience it now because once they get that feeling and you activate that inside of them, then they're gonna want to take the action that you suggest, because it feels like the most natural next step for them to feel more of that good feeling . And in this case, we want to motivate them to purchase our online course. If we have created a course that were really confident about and we believe in than them, taking this online course is the best possible thing that they can do to start feeling more freedom in their life, and that's it. There's no secret behind this one sentence cheat code. It's very simple, but it's a powerful tool, and simplicity is really a superpower. So the fact that we're able to boil it down to this one sentence means that our copy is gonna be very focused, and that makes it more effects of an enjoyable for people in our target market to read it. So our final one sentence cheat code is I help people understand that anyone can learn how to become a freelance copywriter, so they feel freedom, which motivates them to enroll in our online course. In this video, I walked you through me, creating a one sentence copyrighting cheat code to the target market of people that want to become a freelance copywriter. 17. Mini Mission: Create 1-Sentence Copywriting Cheat Code: Now it's time for a new mini mission where you're gonna create a one sentence copyrighting cheat code that's gonna put together everything you learned inside of this module. Now I love cheat codes because it reminds me of video games, and one example that comes to mind is the Sims, which I don't know if you've played or not. But the idea was, You play this game and you enter in a simple code, and once you type that code in, you get a ton of money in the game and it gives you an unfair advantage. So I like to I think that this one sentence that your writing is your cheat code to writing Amazing Copy. It's going to give you unfair advantage where you're able to write a copy that is so much more effective than anyone else out there. It's amazing what you're able to write with this stuff. So think back to the first mini mission you completed. In the beginning of this course, you're writing an email to a list of 1000 people interested in becoming a freelance copywriter. With that same group in mind, ask yourself what is the big idea now, one side note is in that first exercise. If you had a business already top of mind that you wrote to instead then stick with that same example that you worked with. But assuming that you didn't use your own business, we're gonna be going back set example of communicating and writing copy for people that want to become freelance copywriters. And what is the feeling that that group of people most desires? What is the one action that you want that group of people to take? Then once you've decided on all that and figured it out, you're gonna put it all together into a one sentence cheat code. But the sheet that we're gonna be using for this is this pdf that I've created that's attached to this video, which you can download. And it's just a simple place to collect all of this information that you've come across very easily. It says I help people understand that boom big idea. So they feel boom. What's the emotion you want them to feel, which motivates them to boom? What's that one clear action? You want them to take pauses video now and complete that cheat code for the target audience that you're working with. Congratulations. You just finished writing that cheek code, which is going to give you an unfair advantage when you go to write your copy. That's awesome. And this is a tool that's now in your tool kit that you can use for any piece of copy you write for the rest of your life. And now that you've actually done it yourself, you have that newfound confidence in your copyrighting abilities. All of that is incredible. In this video, you completed a mini mission were you created a one sentence G code? 18. Course Conclusion & Where to Go to Learn More: congratulations on making it through the second module of this free copyrighting mini course. You have officially completed the course, and that's awesome. The fact that you made it this hard far shows me that you really to take action. And hopefully you actually did the many missions because that's where the magic happens. It's great to watch these videos and to feel like we're learning, but we don't truly learn anything until we do it ourselves. So as you may have already realized, if you completed those many missions, you gained so much confidence and knowledge and your copy writing abilities once you actually take those actions. If you really enjoy this module, which was all about focusing your message, then you're going to love my copyrighting masterclass that I just recently finished called the revolutionary copyrighting masterclass. And this master class goes in the great detail, a dizzy on how to confidently right kick ass copy for any projects. I started my copyrighting journey when I was 13 selling an online guide on how to make money in this game called Room Escape. And ever since then, 12 years later, I just love the skill of copyrighting and I really got into it in college, and that's where I read all the old school books. And the reason why it's so exciting is this skill is a modern day superpower, whether you have your own online business or you're writing copy for other people as a freelance copywriter, knowing how to convince people to taken action using your words is so powerful. And the reason why it works is because your showing that reader why it's in their best interest to take the one action that you want them to take. And it's this beautiful win win relationship that Onley copyrighting condo's and inside of this master class that I've created, you're gonna see. I believe there's over 50 or 60 real world examples of what copy actually looks like in day to day life. I've taken photos of billboards on the streets, snapshot instagram and Facebook ads, you Timmy titles, and we're just gonna look at why these pieces of copy are working or not working. So then you have more insight on how to rate great how to write great copy for any project that you come across. There's a link right now below my head and if you go to that link, you'll save $50 off the purchase price of my master class. And that is for lifetime access to the class as it is now. And it's complete and all future updates, and I plan on updating it based on feedback from students that actually going through the course. I'm really proud of this course, and I think you're gonna get a ton of value out of it now. It's a copyrighting principle of scarcity that we don't do anything unless there's some form of it's going away soon if we don't take action. And that means if you click on that link below, you're going to get 12 hours to say $50 off lifetime access to the revolutionary copyrighting masterclass. And once those 12 hours are up, this offer goes away forever. So this is interesting to you. I highly encourage you to just click on the link and check it out. There's a whole video there in a sales page that I wrote using all the techniques I teach in the actual course, which I think is awesome, and I look forward to seeing you again in another video once again. My name is Air Sean Campbell. I wish you the best of happiness and success in anything you get into in your life. And especially in any copyrighting project. I'm very grateful that you made it through this course. And you let me be your teacher. I enjoy doing this stuff tremendously, and I hope you have an awesome day. 19. Bonus: Book A Personalized One-on-One Session: Hi. This is Air John Campbell. And I'm your instructor for this course, and I wanted to let you know that if you're up for it, I have an opportunity to work together one on one. So if you wanna go a little bit deeper, we can get on the phone or do a screen share on the computer and talk about you and your specific needs, and the whole call will be 100% me. Focus on how I can best serve you. So if that sounds like something that would be helpful to you, you can book a one hour session on my website www dot eric dot camp backslash book. And I'll put a link up in this video right here, and I look forward to meeting you and finding out more specifics about what big goals you have in your life and how I could best help you get there. So that's it. I also wish you the best with this course. I hope you learn a lot, and I'm sending you much love